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RYAN LAWN AND TREE

With a staff of college-educated turf managers, Ryan Lawn and Tree offered a level of service no other lawn care company could compete with. Unfortunately, their marketing materials didn’t reflect their expertise. My job was to increase awareness with a multimedia campaign centered around a TV spot—and thus, the Lawn Guy was born.

This comedic concept poked fun at that guy we all know who spends a little too much time on his lawn each week. We started with a TV spot, then adapted it into a radio spot, door hangers, a blog, and more. I even wrote a script for a Lawn Guy guest appearance (featuring the actual actor from the TV spot) at the company’s annual conference. We also developed a series of educational collateral to educate customers about other areas of Ryan Lawn and Tree’s expertise, including tree care, irrigation and shrub pruning.