Durafield + ST Concepts

Marketing Strategy

Timber Wolf Advertising

https://timberwolfadvertising.com

Target Region: Ft. Lauderdale to Jacksonville, FL
Target Audience: High-end residential and commercial clients seeking premium synthetic turf installations

When your product is built to last, your marketing should be too. Durafield and ST Concepts offer a luxury experience, built on quality, innovation, and sustainability. This marketing strategy is designed to mirror that premium standard, targeting high-end residential and commercial clients from Ft. Lauderdale to Jacksonville with messaging that speaks directly to their lifestyle, values, and vision.

Through a powerful blend of Google Local SEO and AI-enhanced Meta Ads, this campaign gets you seen and chosen. By showing up in the right places with the right message, we’ll attract the clients who aren’t looking for the cheapest quote… they’re looking for the best.

Our approach ensures that your brand dominates the digital landscape in Florida’s most affluent communities, builds trust before the first conversation, and delivers a steady flow of qualified leads who are ready to invest in long-term value.

Package Options

AI Enhanced Marketing Package

$495 /Mth + $2,500 /Mth Meta Ad Spend

• Professionally managed Meta Ads (Facebook & Instagram)
• Google Local SEO strategy for both Durafield and ST Concepts
• Designed to generate qualified leads in luxury markets
• Landing pages for major cities

Goals & Objectives

Establish Durafield as the go-to premium synthetic turf provider in Florida

• What it takes: High quality visuals (photos, videos), strong client testimonials, and local partnerships.

Generate 35+ qualified leads/month within 90 days

• What it takes: $2,500/month in Meta ad spend, plus a conversion-optimized website and follow-up system.

Rank in the top 3 for Google Local searches in Pompano Beach

• What it takes: Aggressive citation building, reviews, local content, and high CTR from Maps.

Achieve 3x ROAS on Meta ad spend using AI-enhanced campaign optimization

• What it takes: Clear funnel strategy, retargeting, and optimized creatives.

Target Audience Profile

Segment	Details
Affluent Homeowners	Gated communities, luxury estates, coastal homes
Commercial Properties	High-end real estate developers, hotel/resort managers, athletic facilities
Landscape Architects	Upscale design firms and consultants
Government & Municipalities	Parks, rec departments, schools investing in sustainable landscaping

Buyer Motivations:

• Low-maintenance luxury appeal
• Long-term ROI
• Eco-friendly solutions
• Curb appeal and resale value

Regional Market Focus

We’ll segment Florida into three activation zones:

Zone	Focus Cities
South FL	Ft. Lauderdale to Vero Beach, FL

Google Local SEO Strategy

GBP Optimization

• Create/optimize Google Business Profile
• Add high-quality photos & videos of turf installations
• Use geotagged images to improve local relevance

Localized Landing Pages

• Geo-specific pages with unique content, e.g., “Synthetic Turf Installation in Boca Raton”
• Embedded Google Maps and schema markup
• Internal linking to blog articles and FAQs

Local Citation Building

• Create and verify consistent NAP (Name, Address, Phone) listings across top directories (e.g., Yelp, Angi, HomeAdvisor, Houzz, BBB, Nextdoor)
• Submit business information to high-authority local and industry-specific directories
• Ensure all citations are uniform to improve Google trust signals

Review Generation

• Implement review request system post-installation

Referral Outreach 

(+1 hour/week of strategic LinkedIn and email outreach)

Unlock additional revenue streams and boost your reputation by forming partnerships with local businesses who already serve your ideal customer.

🤝 Target Industries & Referral Opportunities

Industry	Partnership Type	Why It Works
Landscape Architects	Preferred turf vendor	Collaborate on residential and commercial design-build projects
Pool Builders	Add-on installs & bundled deals	Turf completes luxury poolscapes—perfect for package offers
Luxury Home Builders	In-house vendor or preferred installer	Help them deliver eco-friendly, no-maintenance upgrades for new builds
HOA & Property Managers	Direct turf referrals	Reduce property maintenance costs and improve aesthetics
Outdoor Living Contractors	Cross-promotion and co-marketing	Turf adds value to outdoor kitchens, patios, and gathering spaces
Real Estate Agents	Pre-listing turf upgrades	Boost home value and speed of sale—valuable for sellers

📈 What This Add-On Includes:

• 10–12 personalized outreach messages per week

• Includes LinkedIn connection requests, follow-up DMs, and cold emails

• Custom messaging that highlights the mutual benefit and professional appeal of partnering with Durafield/ST Concepts
• Opportunity to build a referral engine outside of paid advertising

Meta (Facebook/Instagram) Ads Strategy

Ad Campaign Types

• Awareness Campaigns – Showcasing visual beauty and durability of Durafield turf
• Lead Gen Ads – Instant Forms for consultations or free design proposals
• Retargeting – Warm audience retargeting with testimonials and before/after galleries
• Reels/Stories – Fun clips, behind-the-scenes and time-lapse installs for viral reach

Geographic and Demographic Targeting

• Zip-code targeting of affluent neighborhoods
• Interest targeting (luxury living, golf, landscaping, real estate investment)
• Lookalike audiences based on customer list and website visitors

Ad Creative Themes

• “Florida’s Low-Maintenance Luxury Lawn”
• “Your Dream Yard, No Watering Required”
• “Designed for Style. Built for Life.”
• Use drone footage, client testimonials, and designer walkthroughs

Facebook AI for Smarter Ad Delivery

We’ll integrate Facebook’s AI tools for data-driven scaling:

Advantage+ Campaigns

• Let Meta automatically test ad creatives and placements for the highest performance
• Use AI to identify high-converting user profiles across Florida

AI-Powered Creative Testing

• Launch multiple ad sets with slight variations in imagery and copy
• Allow Meta AI to determine the most engaging format for each audience segment

Automated Rules + Budget Optimization

• If Cost Per Lead rises above threshold, pause underperforming creatives
• Let Meta reallocate budget in real-time to top-performing ads using AI signals

AI-Enhanced Ads: Breathing Life into Real Installations

To truly resonate with high-end buyers, authenticity is key—and nothing is more authentic than showcasing your own premium work. Our AI-Enhanced Ad Strategy leverages actual installation images from Durafield and ST Concepts and transforms them into dynamic, artfully animated experiences designed to engage, impress, and convert.

How It Works:

• Real Installations, Reimagined
  We take high-quality images of your past turf installations and use AI to add subtle motion—swaying blades of turf, shifting shadows, or golden-hour lighting transitions—making your work feel alive and luxurious.
• Before & After Magic
  Static “before and after” photos become seamless visual morphs, dramatically showing the transformation of the space to trigger an emotional response and an immediate desire for the upgrade.
• Visual Storytelling
  Text overlays highlight key features (drainage, eco-friendly material, no mowing), turning your projects into mini visual stories that communicate quality and value in 5 seconds or less.

These ad creatives are exclusive, unique to your brand, and impossible to replicate by low-tier competitors. They combine the credibility of real work with the power of AI motion and design—perfectly aligned to capture attention in luxury markets.

Implementation Timeline (90 Days)

Week	Focus Area
1–2	Optimize all Google Business Profiles Homepage Conversion Rate Optimization
3–4	Ad creation Begin Meta lead gen campaigns
5–8	SEO link building Local directory submissions Split test AI-enhanced Meta ads
9–12	Scale high-performing campaigns Publish blog content Retarget website visitors

KPI Tracking & Reporting

Metric	Goal
Google Search Ranking	Top 3 for 10 Keywords within 2 Locations
Qualified Leads	35+/month
Google Reviews	100+ 5-star reviews
Meta Ad CPL	<$80 per qualified lead
ROAS (Meta)	3x+ on ad spend

Reporting Tools:

• Google Analytics 4
• Meta Ads Manager + AI Insights
• Call Tracking Dashboard
• GMB Insights + Keyword Rankings

Call to Action Campaigns

We’ll use consistent calls to action throughout all platforms:

• “Schedule Your Free Custom Turf Design Consult”
• “Luxury Turf Without the Luxury Maintenance”
• “Get a Quote Today – Your Perfect Lawn Awaits”

AI Enhanced Marketing Package

$495/month + $2,500/month Ad Spend

This core marketing system fuels local lead generation and search dominance across Florida—from Ft. Lauderdale to Jacksonville.

Includes:

• Fully managed Meta Ads (Facebook & Instagram) campaigns:

• Custom audience targeting (luxury homeowners, commercial buyers, contractors)
• Weekly ad optimizations using Meta AI and Advantage+ placements
• AI-enhanced creative using your real project photos (before/after, animations, time-lapse)

• Strategic Google Local SEO execution:

 

• Google Business Profile optimization for Durafield and ST Concepts
• Citation building and location-specific landing pages
• Google review generation and ranking strategy

Required Media Spend:
A minimum of $2,500/month in Meta ad spend is necessary to generate high-quality leads at scale in premium zip codes. This ensures consistent visibility and competitiveness across affluent Florida markets.