Village Green Lawn and Pest, a North Texas lawn care provider with over 45 years in business, faced mounting challenges in expanding brand awareness. Traditional print advertising had lost its effectiveness, and digital channels like pay-per-click campaigns yielded limited results.
GOALS
Operating in the highly competitive North Dallas area, Village Green needed to increase brand recognition while remaining cost-efficient. The goal was not immediate conversions but long-term awareness: to build familiarity so that potential customers would recognize their trucks, signs, and name when considering lawn care services.
Compounding this challenge was the seasonal nature of lawn care services. Village Green needed a strategy that would build awareness before peak seasons to ensure they were top-of-mind when homeowners required their services. Additionally, as a small business with a limited budget, Village Green required a platform that could deliver measurable results without exhausting resources.
SOLUTIONS
Village Green turned to Vibe.co to break through the clutter. The company repurposed its existing library of “quick tip” videos—informative content previously sent to customers via email—and adapted it for CTV ads. These videos, which provided actionable lawn care advice, positioned Village Green as a trusted local authority while engaging viewers with relevant content. This allowed Village Green to maintain its authentic tone and educational approach while expanding reach.
Targeting was crucial. Village Green focused exclusively on a 15-mile radius around its headquarters, honing in on key zip codes with the highest concentration of potential customers. Their hyper-targeted approach ensured ads reached the right households without wasted spend.
“We’re very focused on a small number of zip codes – our 15 mile radius, I don’t know if it’s even a quarter of the north dallas area – and we only need to reach those folks so, it’s very, very targeted.”
Ken Hyatt, Owner