Marketing Update
OVERVIEW OF THE BRAND PLAN T he Mr. Rooter® Plumbing marketing focus for 2017 is to continue to increase the awareness of Mr. Rooter Plumbing in the marketplace with select branding and lead generation partnerships to become the plumber of choice for our ideal target audience. We will focus our marketing efforts on the following objectives for 2017: • Brand Awareness • Search Engine Optimization/Lead Optimization • Search Engine Marketing/Lead Generation • Customer Relationship Marketing • Cross Marketing with Neighborly ™ /Neighbourly ™ As we think about planning marketing tactics, we always keep in mind our core Brand Target Customer- the affluent, 45+, “Baby Boomer” women as the core target market, but keeping in mind that men are very influential in the purchase decision. We know that 60 percent or our revenue comes from 29 percent or our customers and the opportunity is to understand the characteristics that make up those customers and find more customers like them that we can turn into a loyal cheerleader customer of Mr. Rooter Plumbing. We’ve set some key metrics to be able to monitor the progress of the marketing programs and will be updating you quarterly on how the national advertising is performing. Listed below are some of the targets: By: Brooke Salinas
The National Advertising Fund consist of the following tactics: • National YouTube pre-roll • Remarketing ads on Google and Facebook (US) • National Cable TV flight (rolling over from Q4 2016 and ending Q1 2017) (US) • National SEO Content, Strategies and Blogs • SEO enhancements such as Google Analytics and conversion tracking • Online Directory and Listings Management (US)
• Lead Generation • Mobile Marketing
• Banner Ad (CA) • Live Chat (CA) • Lead optimization website testing • Customer Relationship Marketing (CRM) program • Monthly email newsletters - New customer journeys - Predictive services - Lead nurturing - Transactional emails • Online Reputation Management (ORM) • GetNeighborly.com and GetNeighbourly.ca Quarter 1 2017 Recap US Total Calls (National Programs) = 22,942 US Booked Calls (Opportunities) = 5,858 US Call to Appointment Rate = 38 percent CA Total Calls = 475 CA Booked Calls (Opportunities) = 248 CA Call to Appointment Rate = 52 percent Website Total Traffic = 68 percent Website Organic Traffic = 53 percent Website Leads Total = 5,884 US Website National Calls = 92 percent increase US Website Local Unique Calls = 47,565
• Website
- Increase traffic - Increase form fill leads - Local listings overall goal • Online Reputation Management - Gather additional Google review utilizing the Listen360 platform • Customer Relationship Management - Increase our email capture rate • National Call Volume (US)
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- Increase in call volume driven by the national ad fund - Increase the conversion rates(call to booked appointment) - Reduce cost-per-booked appointment (opportunity)
16 PIPELINE® | EDITION 1 2017
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