Advertising Two Services to Overlapping Audiences.

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Craig Bergmann Landscaping Design, Inc. is an award winning commercial and residential landscaping corporation. The landscaping company has a plant growing subsidiary known as Craig Bergmann’s Country Garden. The company is located in a northern suburb of Chicago, and focus their attention on both the Chicago and Milwaukee markets

Craig Bergmann’s Country Garden consists of a retail plant sales outlet and a perennial nursery operation that blends exquisite antiques, diverse architecture and a stunning array of perennials and other garden specialty offerings. The garden center is regionally located in Illinois, near the Wisconsin border in order to service two major metropolitan markets: Chicago and Milwaukee.

Our mission was to develop advertising campaigns directed to plant and garden lovers for both of these companies. Obviously, there was tremendous overlap in both the demographics and the audience. We needed to create separate advertising campaigns, with totally different visual feelings, within the same general markets. The placements would be in mainly in different media, but they needed to not conflict with one another The solution that we came up with was to created one of the campaigns around beautifully photographed gardens (for “Landscaping”) and a graphic treatment for the “Country Garden.”

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About Nate Marks

We live and work in a world of visual images.
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