TUNZI & SONS LANDSCAPING, ILLINOIS
A leading Chicago-area landscaping company turns to HALSTEAD to revamp their digital marketing. The results? Never seen before growth.
THE CORE SYSTEM
The System Overview
Tunzi & Sons Landscaping, a full-service landscaping company serving the greater Chicago area for over 30 years, realized it was time for a change in marketing strategy. The owner, Bob Tunzi, knew that in order to stay relevant and reach the type of high-end clientele Tunzi & Sons serviced, they’d need to be adapt their marketing to the way people researched and shopped today - through social media and search engines. After hearing great things from others in his landscape industry peer group, he turned to HALSTEAD to design the strategy, produce the content, and manage the campaigns that would later result in double-digit sales growth and “beyond his wildest dreams” results.
Website Design and Development
Tunzi & Sons designs and builds large scale landscape projects and provides comprehensive, concierge-style landscape maintenance packages. This means, on average, their client does hours of research and planning online, before and after reaching out. This is why, today, a website sits at the core of any digital marketing system. As such, one of the very first things the HALSTEAD team did was design and develop and mobile-first, photo and video driven website, built on an easy to update CMS. Delivering the X-factor of professionally written and edited copywriting, along with cutting-edge analytics, conversion tracking, and an ongoing flow of new content, the new site positions Tunzi as a market leader.
Videography
There are few things that make a bigger impact to marketing ROI than content. In this case, video content. Originally thinking he would hold off on videography, after the successful delivery of the new website, and the out-of-the-gates return from Facebook and Google Ads, he decided to give it a go in year one. In one full-day shoot, a talented member from our video team shot (4) different outdoor living projects, interviewing Bob, flying the drone, capturing stunning ground footage, and managing logistics and storylines along the way. We then edited out (4) videos that directly fueled the paid social ads. The results were 10x their non-video counterparts, and Bob is now confident that video is a key component in the success of the overall effort.
Paid Facebook & Instagram Ads
Working in parallel with the last round of Tunzi’s website design so we could launch timely for the spring season, our paid social teams began designing the campaigns that drive awareness and traffic to the site. Beginning with a 3-step ad funnel, we launched cold traffic ads to attract new prospects, retargeted those that engaged in step 2 with ads to fuel their research, and then aimed for the conversion in step 3. For all campaigns, our team utilizes the very best targeting that the Facebook platform offers, including basic demographics like age, income, and home location, as well as deep insights such as interests, job titles and industries, search and buying intent, and more. Ensuring all along the way that every ad dollars spent was dialed-in to the right prospect and the right goals.
Capturing Search Traffic
At HALSTEAD, we are obsessively focused on driving return on investment for our clients. That’s why we always recommend paid Facebook and Instagram Ads be combined with paid search effort in Google Ads and organic search with SEO. We use retargeting via paid social ads to educate the good prospects, weed-out the bad ones, and work each potential customer down the sales funnel to conversion. Using the SKAG approach or Single Keyword Ad Groups for Google Ads, we continue to drive lower Cost per Clicks, better Quality Scores, top-of-page positioning, and more, better quality conversions for less ad spend for Tunzi. Layering on Search Engine Optimization to invest in organic search, Tunzi has seen consistent double digit organic traffic growth year after year.
TESTIMONIALS
More Words From the Client
“The very best decision I have made in 2019 was to partner with HALSTEAD…I had talked to other companies about digital marketing but with Corey's past insight working in the landscape industry along with their unmatched expertise in new digital marketing I have seen a very large uptick in my online presence and leads.
— Bob Tunzi, Tunzi & Son Landscaping
CUSTOMER SUCCESS STORY
It’s All About Growing a System. It’s All About Trust.
At the end of the day, reaching marketing success in the landscape and design/build industries is about trust. Mutual trust between marketing partner and client. In Tunzi & Sons Landscaping, Bob Tunzi runs a truly remarkable company. Employing true industry professionals, designing and building impeccable projects with the highest standards and attention to detail, and conducting himself and his business with leading integrity. A true example of professionalism across the board. We just did the easy part of designing and managing marketing campaigns that told their story, more times, to more of the right people. Every step of the way, Bob trusted the HALSTEAD team to do what we do best. That trust and respect resulted in double-digit sales growth in just the first year of the relationship, with the start of year two creating a new problem for Bob and his team…more work than they could handle. Now, they are selective with the projects they take on, building a portfolio of work and clients that is perfectly aligned with the mission, processes, and passions of their team. We have layered on full Search Engine Optimization and more videography in year two, continuing to build the system.
TESTIMONIALS
More Words From the Client
“I’m booking projects for August and beyond. I’m scheduling first sales appointments in June already as my schedule is jammed. This has worked beyond my wildest dreams. I’ve booked about 250k in work this week alone. You’re the best.”
— Bob Tunzi, Tunzi & Son Landscaping
CONTENT HIGHLIGHTS
Telling the Story of a Truly Passionate Company with Video
In just one, full-day shoot, the HALSTEAD team produced 4 social-first videos in year one. These videos fueled paid Facebook and Instagram Ads, as well as ongoing content efforts for the website. In year two, we simply continued to edit more fresh short-form video content for new ad creative, squeezing every last bit of ROI from the spend. The videos tell the story of a great company with impeccable workmanship and integrity. The results were “beyond my wildest dreams” (Bob Tunzi).
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STOP THE MADNESS
Your Road to Legacy Starts Here
Find stability in an ever-changing market with industry experts who understand you and your business.
“There are many avenues for web design, social media and other means of maintaining and boosting your business. Their knowledge , follow through and communication has been key for us. It’s nice to know we have someone who will listen to our thoughts and then engage in communicate so we can achieve our goals to the fullest.”
— Erich Mueller, Northern Lights Landscaping
“With HALSTEAD we have a constant conversation: How’s it going? Do we want to change anything? Are we marketing to the right people? For me, it’s like they’re the marketing arm of my business.”
— Mike Kowalski, Great Outdoors
“The Halstead team is a great team to work with. We like their system and strategies and the way that they generate leads for our company. We work closely with Lauren and she is fantastic! We receive monthly video reports and we are looking forward to our ongoing partnership and continuing to work together for the good of our company.”
— Christie Gustafson, Red Rock Landscaping