Case Study for Agency
03-1012221-718

Background
Dennis Seven Dees built their successful landscaping company on
quality work and high service. For 50 years, they enjoyed a solid,
positive reputation in Portland. They had no formal marketing program,
however; as a result, as Portland grew, the company's name
recognition failed to keep pace.

In 2004, Dennis Seven Dees moved into the highly competitive retail
market with the purchase of a three-location garden center chain. At
the time of acquisition, the stores were old, the chain was a distant
third in market share, and it was losing ground to competing garden
centers and big-box stores. Despite a growing local economy, sales were
flat for three years prior to the Dennis Seven Dees purchase.

Challenge
To reinvigorate sales and to integrate the landscaping and garden
center components with a single, distinctive company image.

Application of Solutions
We created a strong, unified brand from the ground up. We leveraged the
company's strength in three key areas -- love of gardening, expert
friendly advice, and fair pricing -- to create a unique position for
the company. We then developed a new persona for the entire company
based on one central concept: Smarter Gardening.

In two years, we've successfully overhauled every touch point for the
company. Projects included:
- Creating a new logo and identity.
- Updating all store materials.
- Creating consumer advertising.
- Improving in-store environments though directional and
informative signage.
- Creating a frequent-shopper affinity program.
- Developing a new website that actively generates landscaping
leads and captures retail customer data.
- Helping employees understand and internalize the core brand
attributes.
- Launching new and unique programs that leverage the company's
unique strengths as both a landscaping-design and retail outlet to
generate large-volume retail sales.

Results
- Dennis Seven Dees is now the leading garden-center business
in Portland.
- The flagship store broke 50-year sales records on successive
weekends during the spring of 2006.
- Year-to-date sales at the Portland garden centers are up more
than 35 percent.