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The Plumbing and Roofing Company

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Individual homeowners within the City of Casey, Australia, aged 25-80, who value local services and may need immediate assistance with plumbing or roofing issues.

Audience Type

  • B2C
  • Homeowners, Senior Citizens

Needs – Primary Buying Considerations

  • Emergency plumbing and roofing services
  • Same day service response
  • Trust in a fully-licensed and insured service provider

Demographics

  • Age Range: 25-80
  • Gender: All
  • Geography: City of Casey, Australia
  • Income Level: Middle to High
  • Profession: Various

Psychographics

  • Lifestyle: Homeowners likely with family
  • What they value: Prompt service, local business, senior discounts
  • Pain Points: Plumbing and roofing emergencies, unavailable services
  • Buying Behavior: Seeks immediate resolution for their issues

Secondary Target Market

  • Local businesses within City of Casey needing professional plumbing and roofing services.

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Plumbing and Roofing Company provides Australian homeowners with immediate same-day emergency plumbing and roofing services, all from our family-owned business. With us, customers can restore comfort and safety in their homes swiftly.

Understanding Their Pain Points

  • Deteriorating or dysfunctional plumbing and roofing systems
  • Facing immediate, emergency home repair needs
  • Struggles with finding reliable, quick-response service providers

Transformation

  • Quick restoration of home functionality
  • Peace of mind knowing your home is safe and secure
  • Confidence in using a trusted, licensed, and insured business

Unique Selling Proposition (USP)

  • Family-owned business providing local, same-day service
  • Full licensure and insurance for peace of mind
  • Special discounts for seniors, an edge over competitors

Brand Values & One-Liners

  • 'Your local, family-owned solution for swift home repairs'
  • 'Restoring comfort and safety in a single day'
  • 'Reliable service for the moments that matter most.'
  • 'Proving that world-class service can indeed be local.'

Tone

  • Our tone is reassuring and friendly, aimed at giving clients confidence during their emergency home repair needs. We aim to make customers feel like they're calling a knowledgeable neighbor, not just a company.

Hero Text Idea

  • Flag Text: 'City of Casey’s Trusted Partner'
  • Main Headline: 'Your One-stop Solution For Plumbing & Roofing Emergencies'
  • Sub Headline: 'Family-owned, fully insured, and ready to restore comfort and safety to your home in a single day. Taking care of our neighbours—one emergency at a time.'
  • CTA: 'Book Your Same-Day Service Now'

3. The Media I Will Use to Reach my Target Market

Website

  • Enhance mobile compatibility given the nature of emergency service needs
  • Add a booking form on the home page for quick access
  • Track form submissions, click-to-call actions, and page views for key service pages

Social Media

  • Focus on Facebook and Instagram; broad demographic aligns with target market
  • Post 3 times per week showcasing different services, behind-the-scenes look, satisfied customer stories
  • Utilize Instagram Stories and Facebook Live for real-time service demonstrations

Paid Advertising

  • Use Google Ads for search-based ad placements targeting key services and emergency help keywords
  • Use Facebook Ads targeting the specific demographics within the City of Casey

Content Recommendations

  • Blog posts about home maintenance, seasonal tips, case studies of past work
  • Customer testimonial videos

Directories

  • Get listed on local online platforms like Yelp, Yellow Pages, and local trade directories

Partnerships & Outreach

  • Partner with local real estate agencies, offering their clients special service packages
  • Sponsoring local events for enhanced visibility

SEO and Content

  • Target keywords related to emergency plumbing and roofing services in the City of Casey
  • Regularly updating the blog with educational and local SEO-focused content

Offline and Local Media

  • Utilize local radio and newspaper ads, focusing on the company’s USP and local service offerings
  • Direct mail to homeowners, highlighting services and discounts

Online Events

  • Host quarterly webinars on DIY home maintenance tips

Online Networking

  • Join and be active in Facebook groups and forums for homeowners in the City of Casey

Cold Outreach

  • Reach out to new homeowners in the City of Casey with introductory offer via direct mail or email
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free ‘Home Plumbing and Roofing Maintenance Guide’ (PDF)
  • 'Top 10 Plumbing Emergencies and How to Prevent Them' checklist
  • Offer ‘Emergency Home Repair Planner’ designed to help homeowners handle such situations efficiently.

Tripwire Offer

  • One-time discounted home inspection service for new customers
  • Discounted plumbing and roofing repairs for houses older than 20 years

Welcome Sequence

  • Acknowledgement Email: 'Welcome to The Plumbing and Roofing Company!'
  • Email 2: Access to lead magnet + Introduction to company services
  • Email 3: Discounted inspection offer
  • Email 4: Testimonials and case studies

Segmentation

  • Based on service utilized: plumbing vs. roofing
  • Age of the house
  • Recency of request (emergency or preventative maintenance consultations)

Chatbot and Automation

  • Implement a chatbot on the website to automate booking and enquiries
  • Set up automatic reminders for periodic maintenance to existing customers
  • Use an affordable CRM like MailChimp or ActiveCampaign for email marketing and segmentation

2. My Lead Nurturing System

Marketing CRM

  • Recommendation: Hubspot CRM
  • For: Managing customer data and automating marketing tasks
  • Why: Free tier with comprehensive features; optimal for small business

Sales CRM

  • Recommendation: Pipedrive
  • For: Visualizing sales funnels, tracking deal, and interactions
  • Why: Easy integration with popular apps; affordable plans

Automated Follow-Ups

  • Post-booking confirmation
  • Reminders for upcoming service
  • Ask for review post-service
  • Quarterly maintenance reminder

Newsletter

  • Frequency: Monthly
  • Topics: DIY maintenance tips, company updates, customer spotlight
  • Segmentation: Based on service preference (roofing/plumbing)

Retargeting & Ads

  • Platforms: Google Ads, Facebook
  • Purpose: Retarget website visitors and previous customers with promotional campaigns

Social Media and Content

  • Posting frequency: 3 times per week
  • Content: Behind-the-scenes, customer testimonials, service spotlights

Webinars and Events

  • Quarterly webinars on home maintenance tips

Other Nurture Channels

  • Implement chatbot for instant booking and answers
  • Periodic SMS reminders for maintenance

3. Sales Conversion Strategy

Sales Process

  • Initial contact: Customer calls or fills in booking form
  • Quote Presentation: Provide a comprehensive quote including material and labor costs
  • Follow-up: Call after 24-48 hours to address any questions or concerns
  • Closing: Secure job booking, ensure necessary materials and personnel are available
  • Post-Service Follow-up: Check customer satisfaction, ask for testimonials
  • Deploy automated email/SMS reminders for every follow-up to increase conversion likelihood

Sales Assets

  • Develop a booking form template to streamline customer request process
  • Create a standard quote template reflecting full transparency of cost breakdown
  • Work on a follow-up script addressing common questions and overcoming potential objections

Testimonials and Case Studies

  • Request testimonials post-service, preferably with photos (with customers' consent) to instill trust
  • Showcase testimonials on website homepage and social media

Conversion Rate Insights

  • Track conversion rates from initial contact to booking. Key improvement focus: follow-up stage

Urgency and Offers

  • On peak seasons, provide promotional discounts ('Early Bird Discounts')
  • Fast mover incentives (e.g., 'First 10 bookings of the month get a 10% discount)

Guarantees and Risk Reversal

  • Highlight the fully licensed and insured status of the company
  • Develop a Customer Satisfaction Guarantee policy

Shock and Awe

  • Send personalized thank you notes post-service
  • Small 'thank-you' gifts like branded magnets or calendars
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome call after job booking for peace of mind
  • Issue diagnosis with clear next steps provided

Communication Cadence

  • Same day update using phone calls or emails
  • Reminder calls or texts for booked jobs

Client Education

  • Visual pamphlets for common issues and fixes
  • Website FAQ section for self-help

Personalized Touches

  • Handwritten thank you note post job completion
  • Small branded merchandise as token of appreciation

Visuals and Documentation

  • Before and after job photos with customer permission
  • Detailed job completion report for client records

Feedback and Proactive Support

  • Post job feedback call with recommendations
  • System to address feedback and resolve issues fast

Guarantee or Promise

  • 'Same Day or It’s Free' service guarantee
  • Transparent risk-free pricing promise

Operational Excellence

  • Guaranteed job scheduling within 24 hours
  • Uniformed personnel with clean, branded vehicles
  • Positive and clear communication standards

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement annual maintenance contracts for regular inspections and minor repairs
  • Offer bi-annual roof cleaning contracts to older customers

Upsells & Cross-Sells

  • Potentially upsell additional services such as roof painting and waterproofing
  • Capitalize on larger repair jobs by cross-selling home improvement services

Bundling & Packaging

  • Design package deals that combine regular plumbing and roofing services for comprehensive home care

Loyalty & Retention Programs

  • Give exclusive discounts or service upgrades on the next booking for customers who refer a friend
  • Reward repeat customers with a free minor service after a set number of paid services

Custom Services and Personalization

  • Offer additional consulting hours for personalized advice on potential home improvements for high-value homeowners

Pricing Strategy

  • Offer discounts to customers who commit to multiple service bookings in advance
  • Provide senior citizens with ongoing service discounts, ensuring their loyalty

Customer Data and Insights

  • Survey customers after each service to collect insights about satisfaction and potential additional needs
  • Implement a basic CRM with customer contact info and service history to better track customer interactions and target upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% discount on future services for referrers
  • $50 credit to referees' first service

Shareable Assets

  • Pre-made social media posts with business' quick service stories
  • Printable referral cards with business contact and discount code

Timing and Triggers

  • Request referrals after successful, same-day service completion
  • Send referral prompt via email after job completion

Client Success Stories

  • Share testimonials on website and social media highlighting fast, local service

Referral Contests

  • Quarterly contest offering a free routine maintenance service to top referrer

Partner or Affiliate Programs

  • Local home improvement stores can distribute promotional cards with referral codes

Thank-You Experience

  • Handwritten thank-you notes sent to top referrers
  • Recognition of top referrers on website and social media channels

Take Your Marketing Plan to the Next Level

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