NBRLY-Book-NeighborlyPlaybook-030617-FlippingBooks

How To Connect With Your Neighbors, Gain Customers & GROW Your Business Locally. Marketing Playbook

Playbook Introduction

The vision of Neighborly ™ cross marketing is to put a fence around our customers in each market, partner with ourselves, drive down marketing costs, and create a sticky relationship with our customers. While we execute cross marketing tactics on a national level, we encourage franchise owners to partner together on local efforts to create a synergy that leads to exponential growth system-wide. Why Neighborly ? After surveying our existing customers, they told us we, as service providers, were there when they needed us, gave them peace of mind, and made them feel that they were not alone. What better name to bring our brands together under one umbrella! Neighborly , a community of home service experts. What’s being executed nationally on your behalf: • Neighborly branded website: GetNeighborly.com and GetNeighbourly.ca • Customer Relationship Management (CRM) and Email Marketing – thank you pages, lead nurturing, targeted emails, and newsletters • Neighborly branded marketing materials

How can franchisees integrate the Neighborly brand on their own? How can you integrate the Neighborly brand on your own? While Dwyer Group ® is executing national initiatives for Neighborly , you can be neighborly and tap into several resources on your own or with others in your local market. Below are essential action items for your local promotion. • Collect accurate customer data ( i.e., emails, cell #’s) to ensure national CRM tactics deliver maximum results • Add the Neighborly logo on your local marketing collateral • Incorporate the Neighborly logo to your company vehicles • Educate your staff on all things Neighborly • Follow Neighborly brand standards and utilize approved collateral Why do franchisees need a local playbook? Integrating Neighborly locally concurrent to national efforts will maximize marketing results. Outlined below are the playbook’s nuts and bolts. • Reasons for cross marketing • How to get started • Steps for success • Examples of local tactics and how to execute • Resources

Reasons to Cross Market

Cross marketing in your local area can be a simple and powerful way for you to gain business from customers who already use another Neighborly ™ brand. Two or more franchisees marketing together

can lower marketing costs and raise the levels of brand awareness and messaging with the goal of

increasing revenue.

Lowers Marketing Costs

Create A Business

Learn From Your Peers

Network

Increase Brand Awareness And

Gain Business From Existing

Customer Retention Rates

Neighborly Customers

How To Start A Cross Marketing Group

START HERE

Obtain Neighborly Owner List

from Find-A-Brand Tool

Measure Results /

Contact Neighboring

Next Steps

Franchisees

Franchisee

Schedule a

Meet & Greet

Brainstorming Meeting

Refer Customers

Steps For Success

of each other such as, “What are some current marketing tactics you use today that could be co-branded?” “Would you be willing to share a stack of business cards to have handy the next time a customer needs another home service?” “Can we remember to use each other when we personally need another home service?” “How can we help each other with recruiting?”

Appoint a leader You see the value and have an interest in local cross marketing. Take the initiative and appoint yourself the leader or reach out to another Neighborly ™ brand you already know and ask them to partner with you.

1

Obtain a list of Neighborly franchisees in

2

your area You will be provided a link for the Find-A-Brand tool where you can find contact information on the neighboring brands in your area. Contact your franchise consultant for more information.

Plan a longer, scheduled meeting, 1 hour to 90

4

minutes once a month or quarterly with the

interested franchises • Brainstorm ideas • Share business and marketing best practices • Review playbook and pick a few tactics to develop and use • Contact Dwyer Group ® Marketing for support

Plan a short 30 minute telephone conference

3

with each other Send an email out to your group to see if anyone has an interest in meeting. We know everyone is busy and it is easy to just say no. Spark their curiosity by telling them you have a plan for getting everyone’s phone to ring more. A brief introduction meeting will allow for you to gauge the interest of your neighboring Dwyer Group ® brands in your market. Ask general questions

Continue to meet once a month or once a

5

quarter, measure results, add tactics to

increase benefit.

Local Cross Marketing Tactics

As part of your local marketing plan, you will want to incorporate Neighborly ™ into the tactics you are already executing. For local cross marketing, the following examples can be customized to fit the needs of your local Neighborly group.

Magnets, Direct Mail, Discount Cards,

Business Cards, Door Hangers,

Thank You Cards, Home Shows,

Tech Incentive Plans,

Model Home/Open House Materials,

Flyers, Advantage Plans,

Magazine Ads, Van Decals

Cross Marketing Tactics

Magnets Magnets are an excellent tactic and can be used even without a fully formed group. Your brand’s Local Marketing Support Team can assist with the layout and artwork.

844-210-1599 MrRooter.com Plumbing&DrainCleaning License#00000

844-210-2315 MrAppliance.com ExpertApplianceRepair License#00000

855-778-8275 RainbowIntl.com RestorationServices License#00000

855-778-5071 FiveStarPainting.com Residential&Commercial Painting License#00000

855-778-7352 GroundsGuys.com Commercial&Residential

844-899-6036 MollyMaid.com AMaidServiceYouCanTrust License#00000

GroundsCare License#00000

Visit GetNeighborly.com for special offers.

Get Noticed, MagnetsbyMail or Magnets.com can handle

509-842-3513 | 208-668-7044 MrRooter.com Plumbing&DrainCleaning WAMRROOP*006C8 IDPLBC-11293

production. Remember to add local tracking numbers on all marketing pieces when applicable.

509-251-2930 | GroundsGuys.com Commercial&ResidentialGroundsCare GROUNGG891D9

• Inexpensive & easy to order

• Great customer leave behind, one

509-818-3300 | MrHandyman.com Home Improvement Professionals MRHANHS851MN

they will keep

• Perfect home show giveaway

• Long marketing life

509-555-7725 | ProTectPainters.com Residential&Commercial Painting

• Test response rates exceed 4% with

a $27 customer acquisition cost

509-535-4822 | AireServ.com Heating&AirConditioning AIRESSS897RT

Direct Mail – Magnet Mailer Send a high impact postcard with detachable magnet. Contact your brand’s Local Marketing Support Team for design options. Axiom, AMA Nystrom, Safeguard (Canada) and MagnetsbyMail are good resources for custom magnet mailers.

• Mail to existing customers or

new leads

• Better response rate than

traditional direct mail

• Magnet is a bonus, customers

keep for future

844-210-1599 MrRooter.com Plumbing&DrainCleaning License#00000

844-210-2315 MrAppliance.com ExpertApplianceRepair License#00000

855-778-8275 RainbowIntl.com RestorationServices License#00000

855-778-5071 FiveStarPainting.com Residential&Commercial Painting License#00000

855-778-7352 GroundsGuys.com Commercial&Residential

844-899-6036 MollyMaid.com AMaidServiceYouCanTrust License#00000

GroundsCare License#00000

Visit GetNeighborly.com for specialoffers.

Visit GetNeighborly.com for special offers.

It takesa community. LearnmoreaboutNeighborly,a communityofhome

service experts on standby,at www.GetNeighborly.com

Direct Mail – Sure Start & Jump Start Programs Send a branded letter or postcard to other Neighborly ™ customers in your market. Contact your brand’s Local Marketing Support Team for ordering information through AMA Nystrom and Safeguard (Canada).

New to the neighborhood. Old hands at taking care of homes.

• Turnkey program

Breathe easy with this great offer.

• Mail to other existing Dwyer Group Customers

AIRE SERV OF CITY 123 AIRE SERV WAY CITY, STATE 00000

Presort STD US Postage PAID #00 City, ST

in your territory

• Promotes your brand first

ANY SERVICE $10 OFF NOTVALIDWITHANYOTHERDISCOUNT. NOCASHVALUE.ONETIMEONLY. VALIDONLYATPARTICIPATINGLOCATIONS. EXPIRES00/00/0000

000.000.0000

AireServ.com

GetNeighborly.com

AIRESERV OFCITY INDEPENDENTLYOWNED&OPERATEDFRANCHISE LICENSE#000000

Discount Cards

Give your friends, colleagues and customers the perfect gift – DISCOUNTS on home services. Contact your Local Marketing Support Team for artwork and order through CDP Axiom, AMA Nystrom, PrintingForLess or Safeguard (Canada).

GetNeighborly.com

• Perfect for loyalty programs

• Great for customer retention for your brand and

Side One

Neighborly™ brands

• Perfect for home-show giveaways

10% off Landscaping or Annual service agreement 254-855-3900 GroundsGuys.com $15 off any repair 254-519-5823 MrAppliance.com

$50 off any service or $500 off any replacement 254-300-8971 AireServ.com $15 off any repair 254-753-7878 GlassDoctor.com

• Only to be used when neighboring franchisees

participate in agreed upon offers

$25 off any Plumbing service 888-868-0031 MrRooter.com

$15 off any repair 254-666-9100 MrElectric.com

$15 off any repair 254-756-5463 RainbowIntl.com

$15 off First Time Customers 888-5STAR99 FiveStarPainting.com

Locally owned and operated. Offer not valid with any other offers. Offer only good at participating franchise locations. Limited time offer.

Side Two

Home Shows Share a booth with your Neighborly ™ brands. Contact your local Chamber to find out information on local shows. Best practices and guidelines can be located on Brand Builder or the Marketing Materials site.

• Get to know your Neighborly owners

• Share the cost of booth and giveaways

• Gain new customers

• Create your own brand and Neighborly brand

awareness in your area

Co-Branded Business Cards You need business cards, why not co- brand them with one of your Neighbors. Contact your Local Marketing Support Team for artwork and place your order with Safeguard (Canada), AMA Nystrom, PrintingForLess or CDP Axiom.

Robert Smith 807-555-5551 robert.s@mrappliance.com

Tammy Smith 807-555-5553 tammy.s@fivestarpainting.com

• Perfect for 2-4 brand sized markets

• Use to retain and refer customers

Robert Smith 807-555-5551 robert.s@mrappliance.com

Tammy Smith 807-555-5553 tammy.s@fivestarpainting.com

• Perfect for special offers

Robert Smith 807-555-5550 robert.s@mrappliance.com

Robert Smith 807-555-5551 robert.s@mrappliance.com

Robert Smith 807-555-5552 robert.s@mrappliance.com

Tammy Smith 807-555-5553 tammy.s@fivestarpainting.com

Real Estate Community Expose your brand and your Neighborly ™ brands to new homeowners who need multiple home services. Contact local neighborhood associations and real estate agents and get co branded materials in their hands.

• Attract home buyers and new home owners

• Network with local real estate community

• Leave co-branded materials in open houses

and model homes

Service Provider/ Technician Incentive Plans

• Equip your service professionals with a plan for referring other brands when a home services need is detected on a

service call.

• Implement a bonus plan where they can earn extra money on referred jobs.

• Increases employee satisfaction

• Generates qualified leads

• Creates synergy with your group

Door Hangers You and your Neighborly ™ owners can target key areas in your market by leaving co-branded door hangers. Contact your Local Marketing Support Team for artwork and order with Safeguard (Canada), AMA Nystrom, PrintingForLess or CDP Axiom.

• Target key areas with co-branded door hangers

$ 10 OFF IndependentlyOwned&Operated. Licensed& Insured. Validatparticipating locationsonly. Notvalid fordiagnostic feeorwithanotheroffer. Any service

• Great avenue for special offers

• Share cost with your neighboring franchisees

970-232-2059 970-674-8024 GlassDoctor.com

• Only to be used when neighboring franchisees

$ 25

OFF

participate in agreed upon offers

970-356-7072 AireServ.com

Any service

$ 10 OFF IndependentlyOwned&Operated. Licensed& Insured. Validatparticipating locationsonly. Notvalid fordiagnostic feeorwithanotheroffer. IndependentlyOwned&Operated. Licensed& Insured. Validatparticipating locationsonly. Notvalid fordiagnostic feeorwithanotheroffer. Any repair

970-226-9000 970-356-9001 MrAppliance.com

$ 25 $ 25

OFF

Any service

970-221-3000 MrElectric.com

IndependentlyOwned&Operated. Licensed& Insured. Validatparticipating locationsonly. Notvalid fordiagnostic feeorwithanotheroffer.

OFF

Any service

970-377-1010 MrRooter.com

IndependentlyOwned&Operated. Licensed& Insured. Validatparticipating locationsonly. Notvalid fordiagnostic feeorwithanotheroffer.

GetNeighborly.com

Thank You Post Cards

thank you

You and your Neighborly ™ group can thank your customers by giving them discounts on future services. Contact your Local Marketing Support Team for artwork and order with Safeguard (Canada), AMA Nystrom, PrintingForLess or CDP Axiom.

• Customer retention for your brand and Neighborly

• Great avenue for special offers

• Share cost with your Neighbors

• Only to be used when neighboring franchisees participate in

agreed upon offers

We understand different needs arise throughout the year.

That’s why we strive to put our customer’s needs first.

Please accept this special coupon from our sister companies.

$ 10 OFF Any Service Not valid with any other offer. Valid only at particpating locations. Expires 12/31/2012

GroundsGuys of Chattanooga 423.321.2666 Chattanooga.GroundsGuys.com

Glass Doctor of Chattanooga 423.842.4088 GlassDoctor.com/Chattanooga

Mr. Electric of Chattanooga 256.536.8119 MrElectric.com/Chattanooga

Mr. Rooter of Chattanooga 423.591.611 Chattanooga.MrRooter.com

Independently owned and operated franchises

Vehicle Decals and Wraps You can collectively market the brand by adding Neighborly decals to every vehicle. Contact your approved ProTradeNet ® vehicle wrap vendor to order Neighborly decals or revised branded wraps for new vehicles.

• Local exposure for both brands

• Creates sustained impressions

• Low cost to add decals

Flyers Leave customers a flyer giving detailed information on all the

Present this flyer & receive 10% off service.

Residential & Commercial Services Callus for service& installationofallmajor brandsofheating&airconditioning systems. Askaboutour indoorairqualityproducts,services& ductcleaning.

210-375-COLD 830-625-COLD AireServ.com License#TACLA021183C

Neighborly ™ home services available in your area. A perfect ice-breaker while in the diagnosis or estimate stage on your service call. Contact your Local Marketing Support Team for layout assistance.

Residential Services We serviceall types&brandsofmajor householdappliances.

SanAntonio 210-493-4447 NewBraunfels 830-626-2400 MrAppliance.com

Washers,Dryers,Refrigerators,Freezers, IceMakers, Dishwashers,Cooktops,Ovens,Rangers,Stoves, VentHoods,TrashCompactors,GarbageDisposals&more Wemake thingssimple.

Expert Electrical Service HighTechTroubleshooting,Lighting/

210-348-6000 MrElectric.com Licensed,Bonded& Insured TECL#25300

Fixtures/Parts/Ballasts,NewOutlets/Circuits/ DataLines,PanelUpgrades/CodeCorrections, Security&LandscapeLighting,HotTubs& Spas Immediateresponseappointments for install, serviceorrepair.

• Customer friendly ice breaker

There's a ReasonThey Call Us Mr TM Completeplumbing repairs,Clogged,Drains/Sewer Cleaning,Faucets/Disposals,Toilets/Waterheaters, Hydroscrubbing,Leak locating,Trenchless sewer &water line replacement,Septicpumping& repairs FastService: Fixedright thefirst timebyclean,professional technicians! PromptService24/7 Residential & Commercial Services Fire,water& smokedamage restoration Rapid structuraldrying&deodorization Professionalcarpet&upholsterycare Area&oriental rugcleaning Tile,grout&hardsurfacecleaning 24/7Emergencyfire,water&smokerestorationservice

• Easy and inexpensive

210-342-3385 MrRooter.com Licensed& Insured MasterLicense#M-37977

• Generates quality leads

210-731-9001 RainbowIntl.com Licensed& Insured

Visit GetNeighborly.com for

more offers in your area.

Advantage Plans Neighborly ™ brands who honor customer Advantage Plans can coordinate efforts and offer their entire customer base special offers and perks for using a Neighborly company on their next service call. Contact your Local Marketing Support Team to discuss layout options.

Aire Serv® Heating and Cooling 000.000.0000 AireServ.com/city

PLAN DATE CALL/TICKET NO.

ADVANTAGE PLAN

ONE TIME $00.00 $00.00 for each additional system

MONTHLY $00.00 for each additional system

Preferred Customer Status And Priority Service Scheduling Member Preferred Pricing On All Service Repairs Reduce Equipment Breakdown By Detecting Minor Issues Before They Become Major Problems

Receive Discounts With Other Participating Neighborly Companies Scheduled Maintenance On Selected Home Comfort Equipment Maintenance May Be Required To Maintain Your Equipment Warranty

JOB INFORMATION

COVERED COMFORT EQUIPMENT

ADDRESS

EQUIPMENTTYPE

# OF SYSTEMS

CITY

FURNACE

PHONE

STATE

ZIP

FANCOILUNIT

EMAILADDRESS

BOILER

AIRCONDITIONER GEOTHERMAL

BILLING INFORMATION

• Promotes customer retention

NAME

HEATPUMP

• Easy transition to another brand’s service

ADDRESS

EVAPORATORCOIL

CITY

• Generates qualified leads to group

HUMIDIFIER

PHONE

STATE

ZIP

AIRCLEANER

CUSTOMERP.O./AUTHORIZATIONNO.

ADVANTAGE PLAN INVESTMENT

METHOD OF PAYMENT

PREPAID INVESTMENTAMOUNT

CREDITCARDAMOUNT

CASHAMOUNT

CARDHOLDERNAME

PLAN INVESTMENT

MONTHLY PREPAID

ONGOING INVESTMENTAMOUNT

CREDITCARDTYPE

CHECKAMOUNT

CREDITCARDNUMBER

FILTERSIZE/TYPE

CARDEXPIRATIONDATE

CHECKNUMBER

CREDITCARDAPPROVALNUMBER

* includesfilters

BANKDRAFT

CREDITCARD

OTHER

ONGOING INVESTMENTAMOUNT

BANKNAME

ACCOUNTNAME

ACCOUNTNUMBER

ROUTINGNUMBER

Iauthorizedraftingon the __________dayof eachmonth. Iunderstand I can cancelatany time. Minimumof fourdrafts toapplyfirst tune-up.

Iherebyauthorize theabovenamedBusiness toDebit theBankAccount referencedherein,via theAutomatedClearingHouse system.Thisauthoritywill remain ineffectuntil revoked inwritingby theundersignedaccountholder. If thepayment is returned forany reason Iacknowledge that Iam subject toa rejected item feeof $25or themaximumamountallowedby law. Ialsounderstand Iwillbe responsible fornon-memberpricing if cancellationof membership is requestedduring thefirst180daysafter the initiationof said contract.

CustomerSignature:________________________________ Date: ____________ TechnicianSignature: ________________________________ Date: ____________

One Great Town... Three Great Services!

Magazine Ads Talk to your Neighborly ™ group about advertising in an exclusive neighborhood magazine. Advertising costs are generally low and readership is usually high with this captive audience. Contact your Local Marketing Support Team to discuss creative designs and ideas on areas to target.

• A solidquotebefore thework begins -no surprises • Courteousand skilled in-home serviceprofessionals • Our “LeaveNoTrace” cleanup commitment • Prompt,efficientattention • Allwork&partsguaranteed • Neveranovertime charge

• Air conditioners&heatpumps • Comprehensivemaintenance • Indoorairquality specialists • Airduct cleaning • Electronicair cleaners • Always cleanupafterourwork • Scheduledappointment times • Clean, courteous service professionals

• HighTechTroubleshooting • Lighting - Fixtures - Fans -Ballasts • NewOutlets -Circuits -Data Lines • PanelUpgrades -Code Corrections • Security - Landscape Lighting • Generators • Clean, courteous service professionals

• Targets high-end demographic advertising

• Inexpensive rates

205-791-7400

MrAppliance.com

205-918-7040

AireServ.com

205-994-7226

MrElectric.com

• Great for special offers

Independentlyownedandoperated franchise.

Independentlyownedandoperated franchise.

Independentlyownedandoperated franchise.

It takesa community Weunderstanddifferentneedsarise throughout the year.That’swhywe strive toputour customer’sneeds first.

GetNeighborly.com

000.000.0000

AireServ.com

000.000.0000

MrRooter.com

INDEPENDENTLYOWNED&OPERATEDFRANCHISE | LIC#000000

INDEPENDENTLYOWNED&OPERATEDFRANCHISE | LIC#000000

It takesa community Weunderstanddifferentneedsarise throughout the year.That’swhywe strive to putour customer’sneeds first.

GetNeighborly.com

Resources

Vendor Contact and Information:

Local Marketing Support Team:

Get Noticed Solutions / Jessica Peek 254-313-1903 jessica.peek@getnoticedpromo.com Magnets and promotional gifts and giveaways AMA Nystrom/Paul Nystrom 254-776-8860 pnystrom@amanystrom.com Direct mail, business cards, discount cards, door hangers CDP Axiom/Micah Smith 254-751-9555 micahs@cdpaxiom.com Direct mail, business cards, discount cards, door hangers Safeguard/ Jeff Richards 647-223-1010 jeff@safeguardmarketingsolutions.com PrintingForLess 800-924-1627 grizzly@printingforless.com Magnets.com 866-229-8237 sales@magnets.com Bulk order magnets MagnetByMail.com 800-233-6690 info@magnetbymail.com Magnet direct mail Traffic Graffics / Jessica Romano 210-493-3400 jessica@traffic-graffics.com Neighborly ™ decals and wraps for your branded vehicles BuildASign/Matthew Anderson 512-339-4447 matthew.anderson@buildasign.com Neighborly decals and wraps for your branded vehicles Unique Media Solutions/Jasmine Tarticchio 905-666-6555 ext.227 jasmine@uniquewraps.ca Neighbourly ™ decals and wraps for your branded vehicles Vehiclewraps.ca/Bridget Cashman 888-290-7776 bridgetc@astleygilbert.com Neighbourly decals and wraps for your branded vehicles Brand Builder – check the marketing education portal for information on home shows and cross-marketing

Aire Serv ® – Austin Brown 254-537-0795 austin.brown@dwyergroup.com Glass Doctor ® – Jana Dvorsky 254-745-2450 jana.dvorsky@dwyergroup.com The Grounds Guys ® – Barry Marusak 254-745-2515 barry.marusak@dwyergroup.com Mr. Appliance ® – Rachel Chaney 254-537-0625 rachel.chaney@dwyergroup.com Mr. Handyman ® – Melissa McClain 734-822-6212 melissa.mcclain@dwyergroup.com Mr. Electric ® – Dan Steiner 254-759-5824 dan.steiner@mrelectric.com Mr. Rooter ® – Kellie Pearson 254-537-0661 kellie.pearson@dwyergroup.com Five Star Painting ® – Haley Anderson 254-745-5024 haley.anderson@dwyergroup.com Molly Maid ® – Jennifer Gregory 734-822-6815 jennifer.gregory@dwyergroup.com Rainbow International ® – Brittany Hann 254-745-2483 brittany.hann@dwyergroup.com Canadian Support Specialist - Judy Freeman 254-537-0682 judy.freeman@dwyergroup.com Neighborly ™ Marketing Manager – Carol Smith 254-745-2508 carol.smith@getneighborly.com Neighborly Information/Questions info@getneighborly.com

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