Marketing Manual

Marketing Manual

Marketing Manual

MOLLY MAID, INC.

December 1, 2014

Table of Contents

Page

1. Standards

1.1 Specs

3 3 3

1.2 Uniforms

1.3 Vehicle Decals

2. Research

2.1 Who are my customers? 2.2 Where are my customers?

5 5 6 6

2.3 Competition 2.4 Couponing

3. Strategy

3.1 What are you trying to accomplish

6 7 8

3.2 The Marketing Pyramid

3.3 Rules of the Road for Effectiveness

4. Advertising Vehicles

4.1 Bottom Level of the Pyramid 4.2 Middle Level of the Pyramid 4.3 Top Level of the Pyramid 4.4 Other Advertising Vehicles

9

10 12 13

5. Vendors

5.1 Working with Vendors 5.2 Preferred Vendor List

13 14 14

5.3 Preferred Marriage Mail Vendor Descriptions

6. Building Your Marketing Plan 6.1 Why Create a Plan

16 16 17 18

6.2 Designing Your Plan 6.3 Marketing Plan Sample 6.4 Follow Through and Adjust

7. Tracking and Analyzing 7.1 Everyday Tracking

18 18 19

7.2 Marketing Analysis 7.3 Customer Care Reports

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 1

Proprietary and Confidential Information

Why Should a MOLLY MAID Business Advertise?

The obvious answer is to increase sales. Here are some other reasons to advertise:

1. Branding: Create and enhance MOLLY MAID’s image. Make sure the consumer thinks of MOLLY MAID first when they are ready to buy.

2. Provide information for the consumers and the marketplace. Increase awareness, familiarity and trust in the marketplace.

3. Hold onto your existing customers – the competition is after them.

4. Reach out to new customers – they don’t know you are there unless you tell them.

5. Reminders – people forget. The more impressions you make, the longer people remember.

6. Sway those procrastinators! People delay decisions. Make sure they see your ad when they are ready to buy.

7. The market changes – people move, develop new wants and needs, or buying habits.

8. Advertising gives your business a competitive advantage over non-advertising competitors.

9. Advertising generates continuous customer traffic. Curious shoppers can be developed into new customers.

10. Advertising builds your reputation and strengthens your business identity.

11. Maintain a healthy and positive image while counteracting misleading gossip or news with a solid advertising message.

12. Advertising builds morale at your business, demonstrating to your employees that your business is strong and healthy, and you are committed to growing the business.

13. Advertising says, “Our doors are open and we’re ready for business!”

14. Advertising builds the value of your business.

Consumers are exposed to 2,700 advertising impressions each day!

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 2

Proprietary and Confidential Information

Standards

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 3

Proprietary and Confidential Information

1.1 Specs It is very important that the MOLLY MAID name and image be used consistently throughout the country. These guidelines should be followed: 1) The MOLLY MAID logo must remain intact at all times. Never separate the picture of the maid’s bonnet from the words or alter the size of the bonnet; it must remain proportionate to the rest of the logo. Refer to the Marketing Materials section of the MOLLY MAID Team Website for logo files. The printer should be able to adjust the size to fit the piece it is being used on. 2) The official MOLLY MAID colors are pink (PMS 230) and blue (PMS 294). The font is Goudy Bold Old Style. 3) All locally designed materials that use the MOLLY MAID name or logo must be approved in writing by the home office before being used. 1.2 Uniforms All aspects of the MOLLY MAID image work together to communicate that our company is different than other services. The approved uniform shows both prospective employees and customers the professional and organized nature of MOLLY MAID. The MOLLY MAID home service professional uniform is both operationally functional and a good marketing tool. Customers will also feel safe and secure in being able to instantly recognize MOLLY MAID employees in their neighborhoods. It is as vital for you and your office staff to wear your approved MOLLY MAID business attire as it is for your home service professionals to wear their approved uniforms. Our dress is just one more element that raises MOLLY MAID above the level of its competitors. Simply put, we dress differently because we think differently, and we want our image to portray our professionalism at a glance. 1.3 Vehicle Decals Your decaled MOLLY MAID vehicle is a rolling billboard and advertises MOLLY MAID to thousands of people every day. It is important to keep all MOLLY MAID cars clean and in good working order at all times. A dirty car or noisy muffler will reflect poorly on your business. Vehicles should be painted in an approved dark blue color. Approved decals can be purchased from our MOLLY MAID approved supplier Sprout Loud. Please visit the MOLLY MAID Approved Vendor List for contact information. NOTE: Failure to follow these guidelines could have a serious impact on the entire MOLLY MAID system, and on our ability to use and defend the trademark that is a symbol of superior residential service.

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 4

Proprietary and Confidential Information

The sun will fade decals over time, so they should be changed every few years. In cold climates, rear window decals may need to be changed more frequently as frost scrapers often damage them during the winter months

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 5

Proprietary and Confidential Information

2. Marketing Research

MOLLY MAID Marketing Manual Copyright  2015, Molly Maid, Inc.

Page 6

Proprietary and Confidential Information

2.1 Marketing Research Every MOLLY MAID territory is different. Customer preferences, advertising responsiveness, and the competitive climate are all factors that can vary drastically even between adjacent MOLLY MAID owners. Before you attempt to select advertising vehicles or design a marketing plan, it is essential that you perform the necessary research. This research will encompass all of the following categories: Your customer, your territory, your competition, and your marketplace. 2.2 Who are my Customers? The importance of knowing your customer cannot be overemphasized. In order to effectively reach your target audience (your customer) you must know who they are and where they live. Here is some information to use as you begin planning your marketing campaign. Please note that this information is based on nationwide statistics, and it can vary from one market to another. The MOLLY MAID Family MOLLY MAID families consist primarily of married couples with children. Many have children that are school-aged. In the vast majority of cases, it is a woman between the ages of 35-54 who is the main purchaser of MOLLY MAID service. In their leisure time, our customers often travel, play sports, and buy home furnishings and electronics. Home – Value, Size and Location The typical MOLLY MAID customer owns and lives in a single-family home in a suburban location. Home values are frequently high (in most markets this will fall in the range of $125,000 - $750,000). Most MOLLY MAID customers live in a home with approximate square footage of 1,500 - 4,000, with the typical home about 2,500 - 3,500 square feet. Household Income MOLLY MAID customers’ household incomes also tend to be above average (in most markets, this will fall in the range of $50,000 - $150,000). This higher income is often the result of two salaries. Education Level A great percentage of our customer base has some sort of college education 2.3 Where are my Customers? Using supplied maps and demographic information from Molly Maid, Inc. and the various vendors you are investigating, analyze your market’s demographic make-up, with the goal of organizing your zip codes from highest concentration of qualified customers to lowest. You can also look to free websites, like www.city->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

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