In January, 77 franchisees responded and provided feedback about current and requested marketing materials to promote your franchise. This month’s marketing update provides an overview of the survey findings, recommended creative assets to promote Spring Clean Up over the next few months and an update on the official The Grounds Guys’ font.
Creative Materials Survey Results Summary
- 78% of owners who responded (60) use print in their local marketing tactics
- Top print media used: doorhangers, yard signs, folders, and brochures
- Top services planned for 2018 local marketing include: residential services, commercial services, landscape services, spring cleanup and mulch
- 72% of owners (52) responded that they feel an adequate variety of creative options are currently available
- Another 23 owners provided feedback about why they did not feel enough existing creative options are available:
- Did not care for “Excuse my Dust” or “Christmas in July” campaigns
- Most comments revealed owners may benefit from additional education and awareness of existing marketing creative options already available
- Owners also requested additional marketing creative to promote the following services: organic lawn care, holiday lights, commercial folder, Facebook ads, gutter cleaning and employee recruitment
- Additional suggestions to improve our marketing creative included:
- Owners asked for help making one-off changes to materials
- More customizable text options to customize artwork would be an improvement
- Include more diversity in photos including people
- Include more photos
The Marketing team has analyzed the findings and are reviewing our current marketing materials to prioritize requests for new options. The process to refresh several pieces is already underway for these assets: commercial, residential and recruitment options. The updated marketing creative will be shared with The Grounds Guys’ network in the next few months as they are completed.
Spring Clean Up Marketing Materials
The survey results also revealed that owners’ top requested marketing pieces are to promote “Spring Cleanup.” A full campaign was developed last year and several pieces are available to help promote these services in your markets right away!
Depending on your zone, Spring Cleanup is happening now or very soon. This theme should be a primary focus in your marketing efforts starting this month. Consider using doorhangers and flyers in your neighborhood marketing, and implementing a direct mail campaign will help increase your lead generation and brand awareness efforts. Reach out to our marketing team for help in your local market: marketing@groungsguys.com.
The Spring Cleanup campaign materials are accessible now on BrandBuilder, which you can access as a single sign-on button on the Home Page of FranConnect. Once in BrandBuilder, click on “Search Materials” on the top menu bar and then search by Campaign along the left side of the page. Choose Spring Cleanup to view and download the doorhanger, flyer (shown in this article) and customer brochure.
Font Update
The Grounds Guys Brand Standards document will be updated in April and a minor update to The Grounds Guys’ font was made to refresh our image. The font will be updated from TWCent to Avenir and is reflected in this side-by-side Code of CARE document.