 ServiceMaster® made its move hiring Johnson Direct to help market its brands to folks who had recently moved.
The results ... ServiceMaster has seen response rates go through the roof.
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 Project:
Introduction to and Cross-Selling of Brands to Recently-Relocated Customers and Prospects
Services Provided:
Objectives:
Make existing, “New Mover” customers, most of them loyal users of one brand, aware that ServiceMaster consists of nine different home service-related companies - and present the entire family of brands to prospective customers.
Strategy:
Johnson Direct designed a comprehensive and measurable marketing strategy that included the creation of a secondary logo (a line art outline of a home inside which all the ServiceMaster Company logos were enclosed), attractive, time-sensitive discounts, carefully selected, customer-targeted photography, and benefit-heavy copy under the theme:
Welcome to your new home and the ServiceMaster® Family of Brands.
The campaign included:
- Targeted letter mailings with attached savings vouchers
- Four-color flyers promoting the client’s full range of services
- A savings coupon booklet
- A postcard reminder series with an urgent call to action
- A special insert for new telephone directories
Results:
While precise figures remain confidential, ServiceMaster has reported a “through the roof” response to the efforts of Johnson Direct.
Testimonial:
“We’re thrilled with the results. We could not have been nearly as successful without Johnson Direct in our corner.”
Lisa Bauer
Marketing Manager
ServiceMaster® |
