The company was introducing a revolutionary service to a market used to purchasing equipment, not contracting for service. The firm wanted to support franchise holders by creating a campaign concept that they could use in local publications as well as national trade publications serving the turf and golf industry. There was a modest budget.

Selecting leading thought-leader publication and running a deep program with a large size, partial- page, four-color ad was the strategy in order to threshold the audience. The print ad directed readers to the website for more information and to see an animation that had been created to explain the unique, new concept.

This ad was readership tested in the publication and received the #3 best overall rating. It excelled as #1 in two categories -attention getting and benefits presented in the ad.