Public Relations /External Communications Fishman Public Relations has created a national broadcast, print and online strategy for Neighborly ™ . Media outreach kicked off on March 30 and regional-based national, trade and local reporters were invited to attend the Dwyer Group ® Waco, Texas campus for a Neighborly block party. Additional plans for media outreach include a New York City media tour with Dina Dwyer-Owens to announce Neighborly and additional targeted outreach to B2B (business to business), B2C (business to consumer), and consumer-facing publications as well as online influencers. Internal Communications In February, prior to the Neighborly launch, the Communications team began sending weekly emails and video messages to franchisees and Dwyer Group Corporate staff as to inform and communicate clearly about the nuts and bolts of national and local efforts for Neighborly . Each week’s communication covers a particular section of the Neighborly launch plan. Contained in these messages were links to the Marketing Playbook and Neighborly Brand Book as well as a list of frequently asked questions related to the launch. All of the franchisee communications can be found in the library section of their brands connection site.
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