ProScape Lawn Care
The pilot proof-of-concept for ProScape's brand and content system — mascot, real campaign assets, calendar, and captions, built directly on top of the live staging site.
In This Pilot
- Why SIGNAL, why now
- Meet Blade
- The three content pillars
- Live campaign: "Surviving July"
- One card, five platforms
- Ready-to-paste captions
- Voice & narration direction
- The launch shorts
- Long-form concept
- Production calendar
- Campaign concepts
- The 14-day launch sequence
- Where it runs
- What's real vs. what's next
- Investment
- Next steps
1. Why SIGNAL, Why Now
ProScape's tagline — "Your Lawn's Beautician" — is the single most distinctive brand asset held by any lawn company in Delta or Montrose County. Every competitor sounds the same; ProScape doesn't. SIGNAL is the system that turns that tagline into a recognizable local brand: a mascot, a content rhythm, and a distribution engine — built to run alongside the new website, not bolted on after.
2. Meet Blade
A blade-of-grass hair stylist — scissors in one hand, comb in the other, rose salon apron with the ProScape leaf. Built as scalable art so it stays crisp from a 32px favicon to a full illustration. Already live: hero corner, 404 page, favicon, navbar icon on the staging site.
Working name — final pick pending Steve & Brittany's sign-off. Two alternates were storyboarded (Marilyn Mower, Buzz) and are ready to design if preferred.
3. The Three Content Pillars
1. Transformation
Before/after makeover reveals — the highest-performing lawn-care content format nationally. Story-first, natural audio, no music.
2. Trust
"The Beautician's Tip" — Western Slope–specific lawn education. This is what earns trust with the 50–70 homeowner demographic.
3. Personality
Fresh Cut Friday — satisfying process clips and the salon-brand voice that makes ProScape memorable, not just competent.
4. Live Campaign: "Surviving July"
Four cards, built to the real 1080×1350 social format, using live brand tokens and Blade — postable the day the mascot and brand are approved. This is the current-month pillar-1/pillar-2 pairing: education + a direct booking push.
See these cards in context on the build showcase →
5. One Card, Five Platforms
Every asset is designed once at full 1080×1350 resolution, then adapted to each platform's real constraints — not copy-pasted everywhere and hoped for the best. Here's the "Get My Free Quote" card, reformatted five ways:
| Platform | Format | Copy treatment |
|---|---|---|
| Facebook Page + Groups | Full 1080×1350 card, as built | Long-form caption with full context, hashtags at the end, link placed in the first comment (Facebook's algorithm suppresses posts with outbound links in the body) |
| Instagram Feed | Same crop, re-exported | Hook front-loaded in the first line — Instagram truncates captions at ~125 characters before "more." Hashtag block moves to the first comment. |
| Instagram & FB Stories | Auto-cropped to 1080×1920 vertical | Add a tappable "Book Now" link sticker; countdown sticker for deadline offers (holiday-lighting early-bird, giveaway close date) |
| Google Business Profile | Same card image, GBP compresses aggressively | Short CTA copy only — GBP posts expire after ~7 days and truncate long text. "Free quotes, 60 seconds. Tap to start." |
| TikTok & YouTube Shorts | Static cards underperform here | Paired instead with the matching short-form video (Section 8) — the card becomes that video's opening title frame |
| SMS / email to client list | Plain text (SMS) or card as a banner image (email) | "Hey [Name] — quick one: [offer]. Reply YES and we'll get you booked." |
This is the actual workflow, not a manual one — one asset gets built, then Blotato (the scheduling tool behind this system) pushes the platform-specific versions out on the calendar in Section 10. Nobody retypes captions five times by hand.
6. Ready-to-Paste Captions
Every caption carries a location tag and town names — matches the research finding that Facebook town groups and Google Business Profile drive the leads in this market, so every post is built to surface in local search.
7. Voice & Narration Direction
No voiceover has been recorded yet — these are the tone directions, ready to hand to whoever narrates (Steve, Brittany, or a hired VO artist) once video production starts. Same line, three reads:
8. The Launch Shorts
| Short | Format | Purpose | Status |
|---|---|---|---|
| "The Overgrown One" | 45–60s reveal | Launch hero — the proven transformation formula behind the largest lawn-care channel in the country | Scripted & shot-listed |
| "Edges So Sharp" | 15s loop | Fresh Cut Friday — satisfying, personality-forward | Scripted — easiest to shoot, any normal job qualifies |
| "Flip the Switch" | 30–40s reveal | Sells the highest-margin service in the whole program (holiday lighting, 50–65% margin) | Scripted — films Nov 2026 |
Every short is built for a homeowner to film on their own phone during a normal job — no crew, no special equipment. Vivere edits: cut to the beat, color grade, add the Blade bumper.
9. Long-Form Concept: "Ask the Beautician"
A monthly 2–3 minute format for YouTube and Facebook — earlier-stage than the three shorts above (format and beat structure only, not yet fully scripted), mapped out now so it's ready to produce once the weekly rhythm is running smoothly.
Format: 2–3 minutes, 16:9 for YouTube + a 1:1 crop for Facebook. Premise: Steve or Brittany answers one real homeowner question in depth each month, filmed on location — not a talking-head video.
Candidate topics: "Why does my lawn look different than my neighbor's?" · "Is aeration actually worth it?" · "What's eating my grass?"
Cross-promotion built in: every short-form video can tease "full answer in this month's Ask the Beautician," turning the two formats into one funnel instead of two separate efforts.
10. Production Calendar
Weekly rhythm (steady-state)
| Day | Series | Format |
|---|---|---|
| Monday | Makeover Monday | Before/after card or reveal video |
| Wednesday | The Beautician's Tip | Seasonal education card (this pilot's set) |
| Friday | Fresh Cut Friday | Satisfying clip + review ask |
| Weekly | Distribution | 1 town Facebook group post + 1 GBP post + photo batch |
Seasonal production schedule
| When | Deliverable |
|---|---|
| Now (July) | "Surviving July" card set — built ✅ |
| Late Aug | "Tuck It In" fall set (last mow, blowout deadline, cleanup, gutters, lights early-bird) |
| September | Aeration push tied to the real Western Slope aeration window |
| October | "Flip the Switch" filmed and published; lights early-bird CTA live |
| Nov–Dec | "Glow Up" winter set + snow proof-of-work clips |
| January | "Book spring aeration now" card; light takedown content |
11. Campaign Concepts
Beyond the always-on weekly rhythm, three concentrated campaigns are already mapped to ProScape's calendar and margin structure — ready to activate when the timing is right:
Holiday Lighting Launch — "Flip the Switch"
One Free Makeover — Senior/Veteran Giveaway
Wake Up Your Lawn — Spring Roster Push
12. The 14-Day Launch Sequence
Fires once the live site goes public — independent of the seasonal calendar above:
- Day 1 — Re-introduction post ("meet Steve & Brittany" + the new site)
- Day 2 — Google Business Profile overhaul + 20 photos uploaded
- Day 3 — First Makeover Monday
- Day 5 — First Beautician's Tip card
- Day 7 — Fresh Cut Friday + review-ask blitz to the happy-client list (goal: +10 Google reviews in two weeks)
- Days 8–14 — Second content week, first town-group posts, giveaway announcement (free senior/veteran cleanup — the year's best content and goodwill in one move)
13. Where It Runs
| Rank | Platform | Role |
|---|---|---|
| 1 | Page + town community groups — carries the sales load for this demographic | |
| 2 | Google Business Profile | Often out-produces website + social combined for lawn care leads |
| 3 | Instagram Reels | Brand-building with the 30–50 homeowner segment |
| 4 | YouTube Shorts | Searchable portfolio — "lawn care Delta CO" |
| 5 | TikTok | Zero-cost crosspost of the same content, no dedicated effort |
| 6 | Nextdoor | Low priority — rural adoption is thin, Facebook groups fill this role instead |
Everything is produced once and distributed to all six — the cadence is built for an owner-operator: about 60 seconds of phone footage per job, one weekly batch session to edit and schedule.
14. What's Real vs. What's Next
✅ Built today
- Blade mascot, live on the staging site
- 4-card "Surviving July" set, real assets
- 3 shorts fully scripted & shot-listed
- Weekly rhythm + full seasonal calendar
- 3 campaign concepts, fully briefed
- Cross-platform distribution plan (one asset → six formats)
- Voice & narration tone direction
- Long-form format mapped ("Ask the Beautician")
- 14-day launch sequence
- Ready-to-paste captions with hashtags
- Mascot final pick (Blade / Marilyn Mower / Buzz)
- First short filmed (needs one normal job + phone)
- Facebook/GBP account access for scheduling
- Holiday lighting go-ahead for the Nov short
- Happy-client list for the review-ask blitz
15. Investment
| Component | Scope | Investment |
|---|---|---|
| SIGNAL kit | Mascot finalization, full brand kit, seasonal card templates, 12-month calendar, platform setup | $800–$1,400 |
| Ongoing production | Card production, short editing, scheduling, distribution | From $250/mo |
Full pricing context and the with/without comparison live in the complete strategy report — this page focuses on proving the content system works, not re-litigating the numbers.
16. Next Steps
- Confirm the mascot pick and any brand adjustments
- Connect Facebook + Google Business Profile for scheduling
- Film "Edges So Sharp" on the next normal job — 15 seconds, zero extra effort
- Lock the site launch date so the 14-day sequence has a start line