A 360º degree rebranding strategy for Florida Keys landscaping company, Matecumbe Machinery. Leveraging existing brand equity to drive results in a fragmented market.

1. MATECUMBE MACHINERY
Brand Strategy Plan
M A T E C U M B E M A C H I N E R Y

2. About Matecumbe Machinery
M A T E C U M B E M A C H I N E R Y
Key
Largo
Islamorada
Marathon
The Lower KeysKey
West
1
Matecumbe Machinery was founded in 2016 by Nathan Gasser, a Florida
Keys Native with a passion for hardscape and landscape design. After
growing up in the Florida Keys watching his dad run a successful
bulldozing company, Nathan grew an interest in machine and landscape
work. Through several years of experience, Nathan has developed many
relationships and a wealth of knowledge about the industry. Matecumbe
Machinery is continuing to beautify the Florida Keys one residential and
commercial site at a time.

3. Our Mission
Our mission is to offer high-quality, competitively
priced residential and commercial landscape and
hardscape designs, installations, and services that
enhance outdoor living spaces.
2
M A T E C U M B E M A C H I N E R Y
Our Vision
At Matecumbe Machinery, our vision is to grow and
expand our services throughout the Upper Florida Keys
by being locally recognized for our competitive pricing,
quality, attention to detail, and timely provision of
professional landscape, hardscape, and related
machinery services.

4. At Matecumbe Machinery, we pride ourselves on going
above and beyond for each of our customers. We’re a
locally owned family business with these family values at
heart:
Be Professional -- We pursue building genuine relationships and value each
connection we make. From answering a phone call to working in your yard, our
team prides itself on being professional and working hard to win the trust of our
clients so we can continue to be their first choice.
01
Be Resourceful -- We aim to include ingenious, inventive, and imaginative ideas
into every project to find a way to achieve our client’s goals within their price range.
We think creatively to generate ideas and to identify alternatives to achieve the
desired outcome because we are committed to our results.
02
Deliver Exceptional Results -- We strive to deliver outstanding quality in all
phases of a project; Quality in our relationships, work ethic, materials, plants, and
services.
03
Our Values
M A T E C U M B E M A C H I N E R Y
3

5. Brand Strategy Objectives
4
M A T E C U M B E M A C H I N E R Y
Drive Brand Awareness – Increase Brand Awareness by
60% in the Target Markets
01
Drive Customer Acquisition – Increase New Customer
Acquisition by 25%
02
Drive Customer Retention – Increase Customer Retention
50%
03

6. Customer Personas
Age: 25-60
Assessed Property Value: $200,000 - $900,000
Location: Tavernier/Key Largo
Household Annual Income: $65,000-$150,000
Needs: Well-kept home, clean up entry
Age: 52-72
Assessed Property Value: $900,000 & above
Location: Islamorada/Lower Matecumbe
Household Annual Income: $200,000 & above
Needs: Keep a "status", host events
Type of business: Restaurants or hotels
Location: Lower Matecumbe to Key Largo
Needs: Attract customers, appeal to tourists
9
M A T E C U M B E M A C H I N E R Y
HARDWORKING HOMEOWNER LAID-BACK LUXURY HOMEOWNER BUSY BUSINESSOWNER

7. Brand Mantra
11
M A T E C U M B E M A C H I N E R Y
Honest.
Resourceful.
Landscaping
Solutions.

8. Symbols:
Brand Elements
14
M A T E C U M B E M A C H I N E R Y
Primary Logo:
OLD LOGO
SUGGESTED NEW LOGO
to demonstrate both the landscaping and
hardscaping elements of the company.
SECONDARY LOGOS
for smaller promotional
materials

9. Color Palette
Brand Elements
15
M A T E C U M B E M A C H I N E R Y
• #222160 • #82CEC9• #6d6a6a • #DCDCDA • #ffc40c• #4C4C4E
Fonts Blue Highway D Type
Headline Bold
Aa Aa Blue Highway D Type
Subheadline Semibold
Blue Highway D Type
Content Regular
Typography Style
Twilight Blue Sunrise Yellow Seafoam GreenDriveway Gray Pea Rock Gray Seashell White

10. Brand Elements - Packaging
16
M A T E C U M B E M A C H I N E R Y
01 Yard Signs for Current &
Completed Job Sites
02 Truck/Equipment Wraps 03 Company T-Shirts for
Employees & Customers

11. Brand Elements - Packaging
17
M A T E C U M B E M A C H I N E R Y
04 Stationary for quotes,
billing & thank you letters
05 Commercial signs &
Billboards
06 Business Cards

12. Marketing Program Budget
• 2020 Budget will represent first year with a dedicated
budget for Marketing strategies.
• 2020 budget is $2,000, representing 2% of Total Revenue.
• Budget projection for the next 4 years: 10% of YOY
incremental revenue added to previous year's budget
• Budget projection accounts for 5% YOY increase in revenue
23
M A T E C U M B E M A C H I N E R Y
Budget Allocation by Channel:
• Google Search: 35%
• Facebook: 30%
• Instagram: 20%
• Google Display: 15%

13. 24
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
NextDoor
o Engage with potential customers
who are looking for landscapers
o Post content of recently
completed jobs
Google
o Search Engine Optimization
Instagram
o Live posts about landscaping jobs
o Implement content marketing by
posting landscaping tips
#GettingDirtyWithNate
Facebook
o Post family-friendly landscaping
content
o One-on-one relationships with
customers
o Reply to customer experiences &
feedback
Google
o Google Display Ads
o Google Search Ads
Instagram
o Instagram Ads Sponsored,
Story, Video, IGTV
Facebook
o Facebook Ads Lead
Generation, Post Engagement
Organic + Paid

14. Communication Options
25
M A T E C U M B E M A C H I N E R Y
Facebook:
Website:
Instagram:
NextDoor:
Email:

15. DAILY LANDSCAPING INSPO
WITH MATECUMBE MACHINERY
MATECUMBE
MACHINERY'S New Posts!
26
Communications Campaign
M A T E C U M B E M A C H I N E R Y
Organic Content
Marketing Strategy

16. #GettingDirtyWithNate
27
Communications Campaign
M A T E C U M B E M A C H I N E R Y

17. Thank You
31
M A T E C U M B E M A C H I N E R Y