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Manderley Turf Grass Products

Project Summary

Since 1960, Manderley has been creating beautiful, sustainable lawns for homeowners, builders and commercial developers. It has prospered by providing excellent products, prompt delivery and superb service. The company was instrumental in establishing and organizing the sod industry in Canada and to this day remains a respected leader that pioneers new products, services, and processes that improve the client experience and reduce the impact on the environment.

In late 2012, Manderley took advantage of Kaszas Marketing’s Virtual Marketing Services to launch new products, increase nascent product sales, and better communicate its offerings. Until recently, Manderley’s online experience was focused on channels as opposed to products and services, and the company had little to offer the casual shopper.

Approach

We integrated tightly within the Manderley Business Development team and immediately created a slew of collateral, content, and presentation tools for the company. We also began managing and reporting on the company’s marketing expenditures to provide cost per lead, cost per sale and other metrics. Highlights of our activities included:

  • the creation of targeted campaign messaging for new less-water sod and seed products which reduce water consumption by upwards of 50% under the tag line “Our Grass Drinks Responsibly”
  • a complete redux of Manderley’s web content and navigation to increase stickiness, improve the customer experience, and communicate the company’s new products and services
  • implementation of hand-crafted pay-per-click campaigns that delivered a significant increase in traffic and sales activity.
  • the creation of collateral to support a comprehensive line of new products as well as new tradeshow and event materials

Impact

Manderley increased its year over year sales significantly, and more than tripled its web traffic. At the same time, the Manderley website saw major improvement in key online metrics such as visit times, bounce rates, and page stickiness. The company now boasts of a site that offers solid content for a complete line of products and services to a variety of channels.

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