Merging Brands
Following the acquisition of Are You Stumped? Stump Grinding, Family Tree, LLC launched a 6-month social media campaign to introduce former stump grinding customers to its full range of services. The campaign also kept existing Family Tree clients engaged with regular updates and seasonal tips, while preparing to merge both brands into one unified Facebook presence.
Growing the Brand Post-Acquisition
Objective
Retain customers acquired through the purchase of Are You Stumped? Stump Grinding by introducing them to Family Tree’s full range of tree care services. At the same time, the campaign aimed to keep existing Family Tree customers informed and engaged, build brand consistency, and prepare both audiences for the eventual merge of the two Facebook pages into a single, unified online presence.
Tactics
- Service Highlight Posts – Created and shared visuals showcasing each of Family Tree’s services to educate new and existing followers.
- Seasonal Content – Scheduled timely posts around storm cleanup, fall trimming, and winter prep to stay relevant and helpful.
- Customer Education – Published posts explaining the benefits of full-service care beyond stump grinding to build value.
- Page Engagement – Encouraged likes, shares, and comments through simple calls to action to boost organic reach and familiarity.
- Brand Transition Messaging – Used consistent branding and messaging to smoothly prepare followers for the Facebook page merger.
Execution
Targeted Social Media Posts
Delivered tailored content to both former Are You Stumped? customers and Family Tree’s existing audience on Facebook.
Visual Storytelling
Used before-and-after photos, service spotlights, and seasonal graphics—both static images and motion graphics—to engage and educate followers.
Brand Messaging
Maintained a unified tone and look across all posts to reinforce Family Tree’s identity and support the planned Facebook page merger.
