The challenge
Field Day is booked solid from spring to autumn and nearly empty from June to August, when most of its design work should be sold. It offered a free design visit but only mentioned it on a contact page.
Field Day Landscapes
A landscaper with a long winter gap and a free design visit nobody knew about.
- Industry
- Trades: landscape design and build
- Made
- Marketing Campaigns
- Measured by
- Design visits booked
- Status
- Studio concept
The strategic approach
Growth built one campaign around the free visit, timed to start in late autumn when people look out at their gardens and plan. Design made one landing page per type of garden, so each ad leads somewhere that matches what was clicked.
Technical and creative execution
- A seasonal campaign, "Stay-home gardens", across Google search and Meta
- Three landing pages: small courtyards, family lawns, native planting
- A booking form for the design visit with suburb and garden size, so the team can plan routes
- A spend plan that front-loads May and June and tapers once the diary fills
How impact is measured
Tracking goes in during week one, before anything changes, so every result is compared with a real baseline. These are the numbers this project reports on each month:
| Number | Where it comes from |
|---|---|
| Design visits booked | Booking form submissions, per week |
| Visits that become quotes, and quotes that become jobs | Field Day’s quoting records |
| Cost per design visit | Ad spend divided by bookings |
| Winter weeks with crews idle | Field Day’s own schedule, against last year |
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