SCOTTS LAWN CARE CASE STUDY

Handling a
Crisis with Class

In the Spring of 2015, hundreds of Lowcountry homeowners were shocked when their once gleaming yards turned into a burned-out mess. The culprit: Scotts’ Bonus S Southern Weed and Feed.

Through proactive media relations, social media monitoring and direct consumer outreach, we helped Scotts not only navigate through the crisis, but demonstrate their sincere interest in restoring confidence among their customers and making amends.

As an additional show of goodwill to the community, Scotts worked with a local youth sports league to completely refurbish an actively used baseball field and donated thousands of dollars in baseball and softball gear, culminating in a ribbon-cutting event with representatives from the Atlanta Braves and Hall of Famer Cal Ripken, Jr.

SCOTTS
LAWN CARE
CASE STUDY

Handling a
Crisis with Class

In the Spring of 2015, hundreds of Lowcountry homeowners were shocked when their once gleaming yards turned into a burned-out mess. The culprit: Scotts’ Bonus S Southern Weed and Feed.

Through proactive media relations, social media monitoring and direct consumer outreach, we helped Scotts not only navigate through the crisis, but demonstrate their sincere interest in restoring confidence among their customers and making amends.

As an additional show of goodwill to the community, Scotts worked with a local youth sports league to completely refurbish an actively used baseball field and donated thousands of dollars in baseball and softball gear, culminating in a ribbon-cutting event with representatives from the Atlanta Braves and Hall of Famer Cal Ripken, Jr.

RESULTS

Effective crisis management and community relations

Thankful customers who vowed to remain loyal to the Scotts brand

Local, regional and national media placements

“All companies make mistakes, but how you manage issues
and respond to the customer is what makes all the difference.”

In The News

Despite the negative media coverage, Rawle Murdy worked diligently with media to interview customers who had a positive experience dealing with Scotts’ on the crisis response. And the news coverage for the donation effort was a Home Run!

Social Media

Active listening via social media helped Scotts’ identify and respond to impacted customers and take an active presence in the online conversation around the product recall.

Social Media

Active listening via social media helped Scotts’ identify and respond to impacted customers and take an active presence in the online conversation around the product recall.

Videos

To document the crisis and Scotts’ thorough response, Rawle Murdy produced a video featuring customers and sharing their feelings on how the crisis was managed. The video was shared broadly online and with Scotts’ employees.