How To Connect With Your Neighbors, Gain Customers & GROW Your Business Locally. Marketing Playbook
Playbook Introduction
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
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
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: ____________
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.
IndulgeYourself with Superior Service.
15% discount on Repair (Doesn’t Apply To Diagnostic Fee)
Calling Mr. Appliance ® ensures: A solidquotebefore theworkbegins -no surprises Courteousand skilled in-home serviceprofessionals Our “LeaveNo Trace” cleanup commitment Prompt, efficientattention
OurServices... • Air conditioners&heatpumps • Furnace&airhandlers • Comprehensivemaintenance • Indoorairquality specialists • Airduct cleaning • Electronicair cleaners • Always cleanupafterourwork
Allwork&partsguaranteed Neveranovertime charge
Independentlyownedandoperated franchise. AireServ.com/Birmingham 205-918-7040
Independentlyownedandoperated. MrAppliance.com/Birmingham 205-791-7400
• InsulatedGlass/FoggedUnits •Window/PatioDoorRepair •Tabletops/Mirrors •DoorGlassReplacement •Convenient,Expert Installation •Energyefficientwindows •Low-EUVGlass
Residential&Commercial |24HourEmergencyService
YourExpectation • ImmediateResponse
• Targets high-end demographic advertising
• Install,Service&Repair •ExactPriceUponArrival •ScheduledAppointmentTimes •Clean,CourteousServiceProfessionals OurExpertise •HighTechTroubleshooting •Lighting -Fixtures -Fans -Ballasts •NewOutlets -Circuits -DataLines •PanelUpgrades -CodeCorrections •Security -LandscapeLighting •Generators IndependentlyOwned&Operated ©2015Mr.ElectricLLC 205.994.7226 MrElectric.com/Birmingham
• Inexpensive rates
•Decorativedoor inserts •Shower /BathEnclosures •Emergencyboardup
• Great for special offers
www.GlassDoctor.com/Birmingham 205-290-0112
IndependentlyOwned&OperatedFranchises Licensed,Bonded& Insured
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
Version 1
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28Made with FlippingBook - Online catalogs