A multi-channel program spanning creative production, media planning, and buying, built to introduce a refreshed brand identity across an entire growing season.
Countryside Greenhouse has been a fixture in the West Michigan community since 1982. Its six-acre location is known for an immersive atmosphere and deep plant expertise, more a destination than a typical greenhouse.
The in-person experience was strong, but the brand's messaging hadn't kept pace. The same ads had run on a rinse and repeat basis for years. With a new logo and brand identity in hand, Countryside was ready to introduce its refreshed look to a wider audience and bring more people through the gate. That's where MPP came in.
MPP built a branding strategy phased for seasonal impact, combining traditional and digital channels to keep the new brand visible from the first signs of spring through the last weeks of the season.
Meta, YouTube pre-roll, display, streaming audio, and podcast placements carried the digital side of the campaign. Targeting focused on top-performing demographics, past website visitors, and high-intent users actively searching for greenhouse-related terms.
Billboards were placed on major roads for long-term visual exposure to drivers across key markets. Radio and TV ran on popular West Michigan stations to build awareness and drive traffic to the greenhouse.
MPP's creative team built the season's look from the ground up: new designs, written copy, radio and video spots, and hundreds of digital creative assets, all matching the quality of the in-store experience the new brand needed to live up to.
Ads launched in March with a ramp built to capture early spring interest, then held a sustained, high-frequency presence through the end of October, keeping the brand top of mind for the entire greenhouse season.
Moving beyond repetitive advertising into a coordinated, full season, full channel program let the new brand and the media plan work in sync instead of competing for attention. It's the kind of program Orbit is built for: creative, planning, buying, and reporting running as one connected system rather than separate pieces handed off along the way.
That same season, Countryside had its best year ever and its highest single sales day in company history. Greenhouse sales depend on weather, plant selection, and dozens of factors no media plan controls, so MPP can't claim credit.
What the campaign's own numbers do show is real, measureable lift across every channel touched.
