Ok, there are a bunch of things you could do. Create a uniform with a shirt, khaki pants and hat. Get some signs on your truck. Do some good deeds in your area that you can get some media attention from. Like for instance maybe put some holiday lights on someone's home in your area that isn't doing too good. Take pictures of it and send it to the paper.
Or maybe offer someone that is handicapped or elderly, free plowing for the winter. Maybe try to create a list of people in your area that can't remove the snow and then see if you can help get a group of volunteers to help clean some of that snow away. Make sure you send the paper pictures and press releases on all of this.
Here is a visual on how you should market your lawn care business in concentric circles that reach out from you as the starting point. Keep thinking of who is in your social circle. Then hand them cards. Tell them about your new business. Have them become spokespeople now for your business and tell their friends. Give them extra cards so they can hand them out too. Follow this chart from the inner part to the outer part.