Corporate Naming: Scotts All-American Lawns Tour

Scotts LawnService took a campaign public that I worked on. For their customer appreciation sweepstakes, Scotts will be sending a winner and the guest of their choice to famous American lawns (i.e.: The White House, Golden Gate Park, The Biltmore Estate).

I was hired by an agency to contribute corporate naming ideas to their overall sweepstakes design. Based on the elements of the prize package, I came up with 'The All-American Lawns Tour', which has now been turned into this lovely logo below.

Scotts All-American Lawns Tour

Over 42,000 people entered in just over 2 weeks, making this a high-exposure campaign that I named. The high yield wouldn't be possible without an eye-catching name that clearly communicates the prize while simultaneously linking it to the Scotts brand.

Corporate naming and branding are some of my favorite things to work on. They're high-concept projects that usually involve a lot of research and whiteboard sketches. Sadly, I didn't have a whiteboard for this one. Paper got a big dose of love from me, though.

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Every content manager, account manager, and social media guru has been under the gun on a deadline before. Some of them more frequently than others. Though it's frustrating, these deadline daredevils aren't necessary the ones to blame. Lack of cohesive team strategy can lead to workload pile-ups. Once one image is past due, then blogging falls behind and social media has to scramble to push out new updates.

All of this means that some poor account manager is left high and dry. 

A content calendar helps the entire team to: 

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