Exscape Group
Building the Marketing & Technology System Powering a Multi-Brand Landscape Platform
Exscape Group is a HoldCo-backed landscaping platform built for scale.
Backed by BHMS Investments, the company is acquiring and unifying regional landscape leaders under one shared marketing and operations system.
It began by aligning Exscape Designs and Green Impressions—two distinct OpCos with different brand histories and is rapidly expanding its portfolio with additional acquisitions slated for the near term.
Partnering with Halstead Media, Exscape developed a scalable commercial marketing and technology framework supported by platforms including HubSpot and Aspire. This foundation improves visibility, efficiency, and portfolio-wide growth while preserving each brand’s local identity, service reputation, and market autonomy.
The Challenge
With two distinctly different brands—one a long-established market leader and the other a growth-phase acquisition—Exscape Group faced the challenge of creating cohesion without compromising individuality. The company needed a unified commercial marketing and communications framework that could:
Preserve existing brand equity while introducing early-stage alignment under a shared platform vision
Establish foundational systems and SEO for newer acquisitions to accelerate growth
Coordinate messaging and visibility across brands without disrupting local performance
Build a scalable marketing playbook that could support future integrations and sustain portfolio-wide consistency
At its core, Exscape’s challenge was balancing brand autonomy with platform-level structure, creating the foundation for a system that could scale with future growth.
Our Approach
To support both brand individuality and platform alignment, Halstead designed a maturity-based approach that adapts to each OpCo’s stage while maintaining consistency across the broader Exscape Group platform.
Established Brands: For established brands like Exscape Designs, the focus was on strengthening existing momentum—supporting continued performance, market visibility, and demand generation without disrupting what already worked locally.
Growth-Phase Brands: For growth-stage brands such as Green Impressions, Halstead helped establish scalable commercial foundations designed to support long-term awareness, performance, and operational readiness as the brand grows within the platform.
Integrated Systems: In partnership with Exscape’s internal team, Halstead helped align marketing and operational efforts within a shared commercial environment supported by platforms including HubSpot and Aspire. This approach enables coordination across brands while allowing each OpCo to operate independently within a unified structure.
Portfolio Oversight: At the platform level, centralized performance visibility supports leadership decision-making—enabling benchmarking, resource allocation, and confident growth planning across the portfolio.
Connected Systems: Aspire + HubSpot + Halstead.
To support scalable growth, Exscape Group partnered with Halstead to establish a unified marketing and sales environment supported by a cutting-edge integration between Aspire and HubSpot. This shared foundation aligns marketing activity with operational performance across brands, providing leadership with consistent, reliable visibility at the platform level.
Rather than operating as disconnected tools, these platforms support a coordinated framework designed to scale with future acquisitions. The result is improved clarity, efficiency, and decision confidence—without adding complexity for local teams or disrupting how individual OpCos operate day to day.
Coordinated Brand Rollout Strategy
Each newly acquired OpCo enters Exscape Group with its own level of brand recognition, customer relationships, and market maturity. To manage these differences while preserving local trust, Halstead supported the development of a coordinated brand alignment approach that balances platform-level consistency with flexibility for individual brands.
Rather than forcing consolidation, the approach allows each OpCo to maintain its local identity while introducing platform association in a way that aligns with its market position and growth objectives. This ensures continuity for customers and teams while reinforcing Exscape Group’s broader vision across the portfolio.
By establishing clear guardrails instead of rigid rules, Exscape created an adaptable model that supports smoother integrations today and scalable growth over time—without sacrificing what makes each brand successful locally.
Before & After: What Changed at the Platform Level
Before: Fragmented Visibility
Leadership relied on brand-by-brand insight, making it difficult to compare performance or identify trends across the portfolio.
After: Clear Platform-Level Insight
Exscape Group operates with consistent visibility across brands, enabling more confident decision-making and resource allocation.
Before: Inconsistent Growth Readiness
Each acquisition entered the platform at a different stage, requiring custom planning and slowing alignment.
After: Scalable Growth Foundation
New OpCos are supported within a shared commercial framework, allowing smoother alignment while preserving local focus.
Before: Autonomy Without Alignment
Brands operated independently, protecting local identity but limiting coordination and shared momentum.
After: Alignment Without Disruption
Exscape Group balances platform consistency with brand autonomy, reinforcing shared direction without changing what works locally.
The Holding Company Advantage
What sets Exscape Group apart is its platform mindset that empowers acquired brands through shared systems rather than absorbing them into a single identity. Each company benefits from a structure that combines autonomy with alignment. With shared tools, processes, and performance oversight, Exscape transitioned from siloed brand operations to a unified marketing services model.
Clear Visibility for Leadership
Supported by platforms including Aspire and HubSpot, Exscape Group provides leadership with consistent, cross-brand visibility to inform confident growth and M&A decisions.
Unified Yet Flexible Messaging
A StoryBrand-based framework helps each brand maintain its own voice and local relationships while reinforcing Exscape Group’s credibility, values, and market presence.
Scalable Commercial Foundation
A shared commercial foundation supports growth across brands, enabling efficiency and adaptability as the portfolio expands while allowing flexibility for individual market needs.
Results
Clear, Scalable Performance at the Platform Level
With a shared commercial foundation in place, Exscape Group now operates with greater clarity and confidence across the portfolio. Leadership benefits from consistent, reliable visibility to evaluate performance by brand, make informed investment decisions, and support scalable growth over time.
Brand-Level Growth
Exscape Designs sustained strong lead flow and market presence through continued digital performance and market leadership.
Green Impressions increased visibility and qualified demand as the brand established a stronger foundation for long-term growth within the platform.
Ready to Unify and Scale Your Brand Portfolio?
Exscape Group demonstrates that growth through acquisition can be both strategic and sustainable. For organizations building a portfolio of brands and seeking alignment without sacrificing identity, Halstead Media helps design the frameworks that make scalable growth possible.
CASE STUDIES
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