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Agency: Brownstein Group
Client: TruGreen
Category: Multi-Platform

Over the past several years, spending in the home care category skyrocketed as millions of Americans spent more time at home. At the same time, competition was growing with DIY brands, mom-and-pop shops and digital disruptors.
National lawn care provider TruGreen sought a partner to fuel a fresh approach to leads and sales, particularly during peak spring season when homeowners flock outdoors to enjoy time on their lawns.
TruGreen’s longstanding PR partner, Red Thread PR, saw a white space in the media landscape and launched a relevant earned media platform that would ultimately:
1. Increase brand prevalence through editorial placements across the country;
2. Elevate thought leadership to demonstrate its expertise; and
3. Increase potential customers.

Through a multi-channel campaign, we amplified the brand via earned media relations, brand original research, MAT releases, brand partnerships, CSR programming and more.

Our multi-year partnership has resulted in a meaningful lift in sales for TruGreen. In 2023 alone, we secured more than 4,800 placements totaling over 600 million impressions. TruGreen held the largest share of voice among its tracked competitive set at 39%, with the closest competitor trailing at 20% share of voice.

Red Thread PR is an independent public relations specialty agency that is part of Brownstein Group’s agency network: Red Thread PR (media relations, external and internal comms); Brownstein (brand strategy, advertising and design); Nucleus Digital (digital strategy and development); and Poster Child (influencer marketing). This agency network model allows Red Thread PR to specialize in earned-media-driven campaigns and strategies, with the ability to seamlessly integrate advertising and digital marketing tactics into any PR campaign.