Comprehensive content marketing campaign to re-launch Perfect Hedge Trimming – a small business with big goals
Discover
Site visit, facilitated Discovery sessions with owners capture new vision for the business, franchise research, competitor analysis, content audit.
Plan
Identifying attributes of two key audiences (franchisees and clients), develop audience personas, content pillars and key messages, website re-launch planning, organic and paid social media content strategy, brochure design for two audience groups, eDM planning, SEO and SEM planning.
Produce
Detailed launch campaign strategy.
Website development with new branding, navigation, video, imagery and copy.
Facebook business page, Instagram channel conversion, social media templates, bulk pack of social media posts and advertisements, organic and paid social media campaigns.
SEO and SEM recommendations, brochures for each audience type, eDM edits and recommendations.
Measure
Ongoing social media content ideation and publication, social media reporting and website support.
Objective
Perfect Hedge Trimming‘s business goal was to both build a strong customer base while shortly thereafter launching its franchise arm.
Content and communication objectives were to support PHT’s launch by developing a strategy that would increase visibility, generate franchisee leads, drive customer enquiry bookings, and establish PHT as the region’s hedging specialists.
Our strategy for Perfect Hedge Trimming was rooted in clarity, consistency, and conversion.
Outcome
Off-the-charts engagement and enquiry
After collaborating with the client throughout the initial planning phase to refine and polish the proposed approach, Content Empire delivered a full content and launch campaign strategy that defined the PHT content ecosystem:
- an SEO optimised website with distinct user journeys for each audience
- a social media launch with alternating content themes supported by paid targeted social campaigns
- a content calendar balancing educational, aspirational, and testimonial-driven posts.
- visually compelling flyers, local partnerships, and in-person advocacy.
Visual storytelling was at the heart of our campaign. We used high-impact imagery and video to showcase beautifully manicured hedges, the expertise of PHT’s team, and the aspirational lifestyle of franchisees.
- Each visual element was carefully crafted (before/after, tools as symbols of transformation) and emotive drone footage evoked pride, professionalism, and the promise of change.
- Design concepts emphasised clarity and trust-clean layouts, bold calls-to-action, and consistent brand colours built recognition.
- Social posts alternated between customer-focused visuals (lush hedges, happy clients) and franchisee-focused content (outdoor work, team camaraderie), each with succinct, persuasive captions.
- Flyers (for older customer audiences not active on social media) and website assets mirrored this approach, ensuring a unified narrative across touchpoints. This approach not only captured attention but deepened emotional connection, driving engagement and conversions. The result exceeded the client’s expectations:
- SEO: Within two weeks of launch in October 2024, PHT had gone from ‘zero’ to top 3 results in organic Google search under defined key words.
- Website: A beautifully crafted and visually appealing website that demonstrates quality of work, has multiple calls to action (e.g. ‘phone us now’) and humanises their team. Analytics show:
- More than 100 new users
- Close to 5000 website events in the first 6 months (the majority driven by successful social media campaigns)
- Social media (organic): The use of consistent brand templates and posts visuals and copy that supported the strategic audience messaging, quickly gained traction and support from the local community and prospective clients/franchisees.
- Social media (paid campaigns): A total of 10 Facebook and Instagram ad campaigns, carefully delivered to targeted audiences(age groups etc) and locations over 4 months, garnered an amazing 357,000 views, 4500 click throughs and 102 phone calls! Plus over 200 new followers on social media.
- Letterbox drops to properties and businesses throughout the area who clearly had significant hedging requirements led to one of their biggest coups – a local racecourse with MILES of hedges!