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—into a centralized structure, 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 that connects business development and operations—integrating systems like HubSpot and Aspire to drive visibility, efficiency, and portfolio-wide growth, all while preserving each brand’s local identity and service reputation.
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 solve for both brand individuality and platform alignment, Halstead designed a two-tiered strategy: growth enablement for established brands, and foundational system-building for growth-phase OpCos.
Established Brands: For Exscape Design, the focus was on optimizing existing demand generation systems and strengthening digital channels that already drove local visibility and lead flow.
Growth-Phase Brands: For Green Impressions, we built the foundational marketing infrastructure including SEO architecture, campaign frameworks, and analytics tracking to support scalable awareness and long-term performance.
Integrated Systems: Working closely with Exscape’s internal team, Halstead aligned marketing and operational processes through the company’s Aspire and HubSpot environment, and connected HoldCo strategy with OpCo execution to build a system where local brands operate independently within a shared infrastructure.This connected foundation removed manual data handoffs, improved tracking accuracy, and gave leadership real-time visibility across both brands.
Portfolio Oversight: Unified reporting dashboards provided visibility at both the brand and platform levels, helping leadership benchmark results and allocate resources with confidence.
Connected Systems: Aspire, HubSpot, and MindCloud
To support scalable growth, Exscape Group partnered with Halstead Media to design a unified commercial marketing and sales framework connecting its Aspire and HubSpot environments. Halstead developed the strategy, reporting structure, and workflows that align marketing performance with operational results across every brand.
With MindCloud as the integration layer, contact and deal data flow automatically between HubSpot and Aspire. Opportunities created in HubSpot move into Aspire for estimating and project management, while closed billing data returns to HubSpot for ROI tracking. The integration removes manual data entry and provides leadership real-time, campaign-level visibility. Advanced HubSpot reporting now reveals ROI by ad platform, campaign, and ad group—enabling data-driven decisions that tie marketing investment directly to revenue and set a scalable model for future acquisitions.
Coordinated Brand Rollout Strategy
Each newly acquired OpCo enters the Exscape Group platform with its own level of brand recognition, customer relationships, and digital maturity. To manage these variations while preserving local trust, Halstead developed a repeatable brand integration framework—a systemized approach that ensures consistency across the portfolio without sacrificing individuality.
Through a shared marketing playbook, each OpCo is onboarded with the right blend of autonomy and alignment. Established brands retain their legacy names while introducing “Powered by Exscape Group” branding to build platform recognition. Emerging or growth-phase brands follow a dual-brand transition model, eventually evolving into “Exscape Group of [Location]” as brand equity builds.
This standardized rollout system makes integration smoother, faster, and scalable—ensuring every new acquisition benefits from immediate visibility, unified tools, and clear alignment with Exscape’s platform vision. It’s a plug-and-play model designed not just for today’s OpCos, but for tomorrow’s growth.
Established brands retain their existing names with “A Partner of Exscape Group” added to reinforce credibility and introduce platform association.
Emerging or lesser-known brands follow a staged transition, using dual-brand messaging before evolving to “Exscape Group of [Location].”
This framework preserves valuable brand recognition where it exists and creates seamless alignment where it doesn’t—forming a standardized process that future acquisitions can replicate.
Challenges & Solutions
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Created a tiered rollout system that preserves local brand equity while introducing scalable alignment under Exscape Group.
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Linked HubSpot and Aspire through MindCloud, automating data flow and providing real-time ROI visibility across all brands.
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Built a scalable marketing playbook and StoryBrand-based framework that maintain brand individuality while reinforcing shared platform values.
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
Integrated dashboards built on the Aspire and HubSpot environment now provide cross-brand visibility—allowing leadership to compare performance, spot trends, and make informed M&A and growth 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 Marketing Infrastructure
Centralized tools and processes—from paid advertising and SEO to email automation and CRM—are designed to launch quickly and adapt across brands. This shared foundation ensures efficiency and speed while allowing room for customization.
Results
A Connected, Scalable Marketing System
With the connected system in place, Exscape Group now operates with clear visibility from lead to revenue. Automated data sharing between HubSpot and Aspire enables accurate ROI tracking, consistent reporting, and portfolio-wide insight. Leadership can identify which campaigns drive revenue, evaluate results by brand, and reinvest marketing resources with confidence—supporting a scalable, data-driven growth model.
Brand-Level Growth
Exscape Designs sustained its strong lead flow and market presence through continued optimization of digital campaigns.
Green Impressions strengthened its visibility and qualified lead volume through new SEO foundations and coordinated advertising efforts.
Ready to Unify and Scale Your Brand Portfolio?
Exscape Group shows that growth through acquisition can be both strategic and sustainable. If you’re building a portfolio of brands and want to preserve what makes each one unique while aligning them under a shared, scalable system, Halstead Media can help you design the framework that makes it possible.
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