Modernizing a franchise network’s media to drive scalable revenue growth.
The client
Weed Man is one of North America’s largest lawn care services companies, operating in nearly 1000 territories with more than 200 franchisees. They engaged Other. to help modernize their media approach and unify efforts across their franchise network.
The challenge
Scaling spend across a franchise model was proving difficult. Lead generation volume was high, but quality lagged, creating conversion issues from leads to closed orders. With multiple partners managing different pieces of the funnel, Weed Man lacked an integrated, accountable, and performance-driven partner.
The objective
- Drive revenue growth and market expansion
- Generate higher-quality leads that convert into orders
- Improve brand awareness and brand lift
- Ensure budget scalability with accountability
What we discovered & implemented.
We deployed Nav™, Ramp™, and Spark™ methodologies across an integrated media mix of Paid Search, Performance Max, Meta, YouTube, and offline channels. Our team:
- Audited and rebuilt performance media accounts to best practices
- Worked 1:1 with franchisees to size market opportunity and set scaling potential
- Shifted success metrics from lead volume to lead-to-close ratio
- Created a fluid budget model, reallocating spend to best-performing channels in real time, especially during peak seasonal demand
Results:
- 24.2% increase in net orders
- CAC up just 17%, despite significant scaling in spend
- Some Individual groups saw 100%+ order growth on meaningful customer bases
Key drivers of success:
- Rigorous optimization and media expertise
- Transparent and accountable partner relationship
- High-touch collaboration with franchisees during peak season
.jpeg)
Other. is a true strategic partner: proactive, thoughtful, and a seamless extension of our team. They support our franchise network across Canada and the U.S., each with distinct goals and budgets, while delivering hands-on attention and staying agile at every stage of our marketing cycle.
It truly does feel like they're part of my marketing department. That’s the best compliment I could pay an agency.
Other. has played a critical role in accelerating our business, applying deep performance marketing expertise to maximize media efficiency and ROI. What truly sets them apart is their partnership mindset - they go above and beyond, operate as a true extension of our team, and focus on shared outcomes.
I've always really valued that relationship. I think that they get our business. They always try to do it right. They're proactive.
Other. operates as a true strategic partner to our team. They understand how to reach our niche audiences and pivot quickly as conditions change, translating strategy into scalable execution across our portfolio.
Other. has delivered the agility, rigour, and expertise that has allowed us to unlock the potential of our digital revenue channels and accelerate at an important time in our business. They have become a critical partner that we rely on.
Let’s raise the bar together.
