Scotts LawnService Improves Direct Mail Marketing Response with Vertis' Integrated Data Solutions

Business Wire, Jan 4, 2005

BALTIMORE -- Predictive Modeling, Customer Segmentation and Result Analysis Used to Mine for Best Customized Fit

Vertis, the premier provider of targeted advertising, media and marketing services, today announced the success of its direct marketing campaign for Scotts LawnService, a leading provider of professional lawn care service. Vertis' direct marketing campaign management contributed to Scotts LawnService being recognized with a Gold Echo in the Consumer Category at the Direct Marketing Association's 2004 International ECHO Awards.

"Our Integrated Data Solutions group developed a predictive model by enhancing existing consumer data and using customer segmentation to refine and precisely target Scotts' most likely prospects," said Art Hall, senior director, Integrated Data Solutions for Vertis. "The data analysis allowed us to generate a more targeted direct mail piece that increased consumer response by targeting consumers with a higher propensity to purchase a lawn care service."

As a means of comparison, the incumbent direct marketing vendor was also included in the spring 2003 campaign process via head-to-head testing against Vertis in 13 of the client's markets. The direct mail challenge was designed to give each vendor equal access to similar prospects and equal opportunity to lift response rates by building an improved model. Target markets were split evenly with Vertis and the incumbent vendor each providing approximately 1,600,000 records across 13 markets where Scotts LawnService was currently operating.

The Vertis team took up the challenge and developed a predictive model using customer segmentation tools and market analysis in order to better define those prospects most likely to respond to Scotts LawnService's offer. A detailed analysis of demographic, lifestyle and behavioral data such as age, income and home ownership resulted in a "snapshot" of the most likely customer - the "do-it-for me" type - busy parents with busier kids, the weekend golfer who would rather play the back nine than fertilize the front lawn, the homeowner who might not know the difference between Kentucky Bluegrass or Perennial Ryegrass but wants a green, lush lawn the neighbors envy. It was this customer "snapshot" that became the basis for Vertis' test mailing.

At the conclusion of the direct mail challenge, when results were measured, the Vertis model resulted in a higher response rate across all 13 markets. In aggregate, across all markets, Vertis had produced a 15 percent higher response rate than the incumbent vendor (0.84% response vs. 0.73% response). In recognition of their success, Vertis was awarded the execution of the fall 2003 campaign and has continued as a direct mail provider ever since.

Vertis continued to deliver success in the spring 2004 campaign. The Integrated Data Solutions Group identified the best customers, successfully profiled the best prospects, developed the appropriate message, and measured the response to make a decision on the final direct mail piece. Midway through the campaign, Vertis' data analysts isolated the best performing test package and affected the later stages of the program to enhance overall response rate. The ability to target consumers and deliver a high performing direct mail piece allowed Vertis to provide the consumer response desired by Scotts LawnService.

"Vertis' campaign allowed us to overcome the challenge of adding new market segments and growing in existing markets," said Dan Adams, marketing manager for Scotts LawnService. "Their direct marketing program allowed us to target our best prospects and develop a communication piece that consumers were most likely to take notice of, resulting in increased consumer response across all market segments."

The success of the direct mail campaign was recognized by the Direct Marketing Association at the 2004 International ECHO Awards. Scotts LawnService received the Gold Echo award in the Consumer Category for its direct marketing program because of its complete end-to-end solution. This award represents the most coveted prize in the world of direct marketing.

About Vertis

Vertis is the premier provider of targeted advertising, media, and marketing services that drive consumers to marketers more effectively. Its comprehensive products and services range from consumer research, audience targeting, creative services, and workflow management to targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, Md., with facilities throughout the U.S. and the U.K., Vertis combines best-in-class technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide. To learn more about Vertis, visit www.vertisinc.com.

About Scotts Lawn Service

Scotts LawnService(R) is a division of The Scotts Company, the world's largest marketer of branded consumer products for lawn and garden care, with a full range of products for professional horticulture as well. The Company owns the industry's most recognized brands. In the U.S., the Company's Scotts(R), Miracle-Gro(R) and Ortho(R) brands are market-leading in their categories, as is the consumer Roundup(R) brand, which is marketed in North America and most of Europe exclusively by Scotts and owned by Monsanto. In Europe, Scotts' brands include Weedol(R), Pathclear(R), Evergreen(R), Levington(R), Miracle-Gro(R), KB(R), Fertiligene(R) and Substral(R).