Our goal for Qiigo this year is to have 75 percent accuracy across the brand, so it’s important to reach out to Qiigo to helpmanage your listings and reviews if you haven’t already done so.”
months after Chief Strategy and Marketing Officer Lisa Zoellner announced the umbrella brand at the 2016 Dwyer Group® Reunion. Having a platform to unify Dwyer Group’s 13 U.S. franchise service brands was a long-standing dream of the Dwyer Group’s leadership team, and the ability to cross-market, drive consumer sales, compete more effectively and fill in the white space in un-serviced areas is now possible. The Creation of Neighborly Today, only 2.8 percent of our customers have ever used more than one Dwyer Group brand. There is tremendous opportunity for growth by increasing usage of all of our brands across our customer base and Neighborly is this first step toward welcoming new and existing customers to our neighborhood. At the time of Rainbow Round Up, the Neighborly email database consisted of 950,770 email addresses for Dwyer Group customers active within the past two years. Rainbow International’s customer emails represent 25,839 less than two percent of the total. Leaving the opportunity for Rainbow International to get in front of 924,031 potential customers to amplify our brand exposure. Here’s How You Can Help. To complement the national efforts, you can get involved locally. Four easy ways are to: • Send a postcard to existing Dwyer Group customers in your market! • Collect valid email addresses from every lead and customer to ensure they receive CRM email communications. • Update your vehicles by adding the Neighborly decal. • Utilize the new Neighborly cross-branded advertising pieces, which have been created for you to use for co-op and shared advertising events such as trade shows. To work with fellow Dwyer Group franchisees in your area, I recommend referencing the following website https://www. dwyergroup.com/find-a-neighbor/ to get a list of businesses in your area. Also view the local Marketing Playbook and contacting your brand’s marketing team to get started with the programs outlined. The Neighborly launch has been an amazing journey and we have just begun. Now, the work begins to make Neighborly all it can be to fuel our growth! As you can see, there are a lot of exciting things happening in Rainbow International marketing, and we’re keeping it SMART !
• March 29 - Brand Builder best practices and a review of the Quarterly Brand Update. • July 19 - Benefits of and best practices for Qiigo, your online listings and reputation management partner. • October 25 – How to utilize the seasonal promo calendar with Marketing plans and budget. 3. Improve Online Visibility and Build Brand Awareness Our goal is to increase website traffic 13 percent year over year (YOY), and improve listing accuracy to 95 percent. Our partner, Qiigo, helps us maintain consistent listings across a diverse array of online directories. This means they help make sure that your business name, web address, physical address and phone number are consistent. Eliminating inconsistency makes you more recognizable to search engines and increases your search engine results ranking. Our goal for Qiigo this year is to have 75 percent accuracy across the brand, so it’s important to reach out to Qiigo to help manage your listings and reviews if you haven’t already done so. Not having brick and mortar store fronts makes website traffic crucial for Rainbow International . With this in mind, we set a goal for 2017 to increase organic traffic (organic meaning not paid) to the corporate website by 13 percent YOY. We’re achieving this through a large-scale search engine optimization project. This includes content optimization at a national and local level. These efforts should lead to higher visibility online for Rainbow International core services. Currently we are tracking well above our goal and traffic has increased 32 percent in Q1. 4. Launch of Seasonal Promotional Calendar We’re currently in a pilot phase with this initiative that includes coordinating monthly marketing plans and budgets of local campaigns. Project Specifics: North America is comprised of different seasonal regions. For example, franchisees in California may need to begin promoting fire restoration services, while franchisees in Maine Franchisees would only need to do this in an emergency situation. The regions vary and so do the customer buying patterns. We are developing a services promotion calendar for both residential and commercial services. The Marketing Department knows the optimal timing to begin promoting services in the various regions. The marketing specialist will be able to coach accordingly. The calendar will coordinate with the best marketing tactics for the Franchisees area which will align with their monthly budget. 5. Cross Marketing & Neighborly™ – Welcome to the Neighborhood The Neighborly launch on March 27 happened six short
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