NEW UMBRELLA BRAND WELCOMES CUSTOMERS TO THE NEIGHBORHOOD
By: Lisa Zoellner
A fter six, short months between the 2016 Reunion presentation about the new Dwyer Group® umbrella brand, Neighborly™/Neighbourly™ launched on March 27. The U.S. and Canadian websites are now live and this long-time vision of Dwyer Group has finally been brought to fruition. This is the result of a lot of hard work by your Marketing team, many Dwyer Group functions, especially our IT department, and of our agency partners, Bullish and Scorpion. Why We Created Neighborly/Neighbourly Today, only 3% of our customers have ever used more than one Dwyer Group brand. In the past two years, that number shrinks to 1.9%! There is tremendous opportunity for growth by increasing usage of all of our brands across our customer base and Neighborly/Neighbourly is this first step toward welcoming new and existing customers to our neighborhood. A Multi-Faceted Outreach Plan • Neighborly/Neighbourly was introduced to customers
to many Dwyer Group brands. Those customer reviews are integrated into the Neighborly and Neighbourly websites. • Neighborly/Neighbourly has been incorporated, as a secondary message, on all of the Dwyer Group national brand websites. • A Neighborly/Neighbourly marketing campaign has been added globally to campaign options in ServiceTitan • The Neighborly/Neighbourly tagline has been integrated into each brand’s most-used marketing materials, which are available on your Marketing Materials website. • Traffic from the Dwyer Group’s former My Home Life (MHL) websites and social sites have been be redirected to our newly-created Neighborly/Neighbourly properties. • Our public relations media outreach began in early April with Fishman Public Relations. • Media testing using digital channels began in April in select markets.
through an email campaign, which began in April. Email will be a critical communications tool, as we move forward. • The new Neighborly and Neighbourly websites will serve as an additional channel to provide leads to you. • The Listen360 customer survey tool has been rolled out
18 TOOLS OF THE TRADE® | EDITION 1 2017
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