Dear franchise owners,
I have some exciting news for our brand! Thursday, May 30, we are kicking off a three-month, multi-brand campaign in the US called "Enhance Your Curb Appeal," which will promote The Grounds Guys and Five Star Painting.
Pairing up with Five Star Painting is a natural fit to inform homeowners of the impact exterior painting, lawn care and landscaping services can have on a home’s appearance, increasing home value.
This campaign will drive multi-brand customers by offering an easy way to boost curb appeal for all Neighborly customers, while enticing them with a special offer of $100 off painting projects over $1000 and/or $50 off landscape services over $500.
What can YOU do to support the “Enhance Your Curb Appeal” campaign?
Most importantly, honor the special offer of $50 off any landscaping project over $500. This is an opportunity to expose our brand to customers who tend to spend 4.5x more across the system. We are using this offer to generate quality leads for your business.
The Strategy
The “Enhance Your Curb Appeal” campaign will include four tactics:
- Email campaign to customers of all Neighborly brands within the past 24-months where The Grounds Guys and Five Star Painting are present.
- Video ad on Facebook targeting customers of all Neighborly brands within the past 24-months where The Grounds Guys and Five Star Painting are present.
- Remarketing display ad targeting anyone who has clicked through the email or Facebook ad.
- Last chance email campaign letting customers know the offer is expiring soon.
A click-thru on any of the above assets will send the visitor to an “Enhance Your Curb Appeal” landing page on GetNeighborly.com, focused on converting site visitors into a The Grounds Guys or Five Star Painting lead.
Target Audience
Our specific targets for this campaign are previous customers of other Neighborly concepts in markets where there is a The Grounds Guys and Five Star Painting location. Why?
- Grow percentage of multi-brand customers. A “multi-brand” customer is defined as a customer who has used the services of more than one Neighborly brand within the past rolling 24-months.
- Similarities between target customers, including home ownership, above-average income, highly educated, busy lifestyle and willingness to pay a premium for better quality and customer service.
If you have any questions about this campaign, please reach out to me at natalie.walker@nbly.com.
Natalie Walker
Brand Manager
The Grounds Guys
