The Brief
Located in Gainesville, FL, Gaston’s Tree Service is a full-service tree company specializing in tree trimming and removal. They are a second-generation company with over 40 years of experience and certified arborists on staff. Gaston’s prides itself on creating safety and efficiency for its customers through the investment in top of the line equipment and training. Started in 1972, the Gaston name has come to represent two additional value-added service and product businesses—Gaston Tree Debris Recycling and Gaston Mulch and Soil.
What We Did
Branding
Web Design
Photography and Videography
Marketing
Our Vision
Our goal for this project was to convey Gaston’s vision of becoming the top tree service provider in the area through the continual investment in their employees and customers. To do this we developed a visual identity and inbound marketing lead funnel that would position them as an authority in their industry and drive new leads to their business.
Beautiful
Gaston’s Tree Service’s mission is to leave each property they service better than they found it. In order to showcase this, their visual presence had to be built around high-quality images and videos.
High-end
To separate Gaston’s from the competition it was important to create a professional, first-class identity that distinguished them from—not only their local competition—but every tree service provider across the US.
Trustworthy
Every interaction with Gaston’s (whether it be an online ad or a service visit) should elicit trust in the eyes of the customer. Tree service is an industry built on trust and every part of the marketing funnel is developed with this premise in mind.
Web & Brand Design
Gaston’s redesigned website focuses on a simple and focused user experience that provides visitors exactly what they need while building trust at every level. One of the highlights of the website is the equipment page. As a company, Gaston’s allocates countless resources into the purchase and maintenance of some of the best equipment in the industry. This page calls attention to Gaston’s investment in, and commitment to, employee and customer safety.
Photography and Videography
2019 Silver Award Winner – Take Back Your Yard
2020 Silver Award Winner – A Family Legacy
Inbound Marketing
We carefully considered the needs of the market through the lens of Gaston’s objectives to develop a marketing strategy specific to their organization. Gaston’s utilizes search engine optimization, PPC marketing, social advertising, content marketing, and more to meet users at every level of the marketing funnel.
Brand Development
A key focus of the redesign was to establish a new brand presence, not just for Gaston’s Tree Service, but for all of the companies under the Gaston umbrella. This was accomplished through new branding as well as an overhaul of their visual and verbal identities to develop a systematized brand plan which is being rolled in phases.
Results
With a new digital presence and marketing strategy, the Gaston brand now fully communicates what loyal customers have known for years. They position Gaston’s as “a truly professional company that treats people right” (5-star Review).
Since coming to PHOS, Gaston’s Tree Service has experienced a 198% increase in web users between 2019 and 2020. The company has also seen key metrics like time on page, bounce rates, clicks, ad spend, and conversion rates improve—leading to what the owner referred to as an “explosion of sales calls.”
Outside of these business metrics, Gaston’s been honored to have its videography be recognized in the local community in back-to-back years (2019 and 2020) American Advertising Federation’s ADDY for cinematography.
“My only regret is that we didn’t meet PHOS years ago”
- Shawn Gaston, Owner, Gaston’s Tree Service
