Dwyer Group – Branding A CEO


  • Client: Dina Dwyer-Owens, Co-chair at Dwyer Group
  • Location: Nationwide
  • Purpose: To communicate Dina’s expertise and abilities when she was named CEO and president of Dwyer Group
  • Media coverage: Industry trade press, international business media,
Why is CEO branding so important?

When Don Dwyer, founder of Dwyer Group (Nasdaq: DWYR), died unexpectedly in 1994, the company struggled for several years to find a person with the vision to lead the company in a rapidly-changing global marketplace. In 1999, at the age of 35, one of Don’s six children, Dina Dwyer-Owens, was named CEO and president of Dwyer Group. She immediately faced the challenge of proving to her constituencies that she could lead a publicly-traded conglomerate of plumbers, carpet cleaners, glass installers, electricians and other tradesmen spread over 23 countries to the next business level.

Branding a CEO with national and international publicity

The quickest, and most effective, way to communicate Dina’s expertise and abilities was to thrust her into the media spotlight as the company spokesperson, the dealmaker and the woman with the vision. For BizCom, it was time to turn on the publicity machine.

By arranging interviews with the industry trade press, she quickly made a name for herself as the “Queen of the Plumbers.”  Among international business media such as CNN’s “Entrepreneurs Only,” The Wall Street Journal, and WallStreetReporter.com, she proved astute while discussing earnings and ROI as well as promoting masterful business deals with household names like Ace Hardware and its online partner OurHouse.com.  And when it came to her role as a woman in charge of traditionally male-dominated service trades, Dwyer-Owens told Glamour Magazine her  “She-E-O Secrets.”


Dina Dwyer-Owens promotes Dwyer Group’s Women In Trades program on CNBC.

In 2003, Dwyer Group was acquired by The Riverside Company. Riverside management credited Dwyer Group’s high profile and media presence as a reason it was such an attractive acquisition.

By 2005, for the company’s 25th anniversary, she released her book Live R.I.C.H., co-written by BizCom’s Monica Feid, to promote the company’s strong Code of Values and the themes of Respect, Integrity, Customer Focus and Having Fun in the Process.

By 2012, BizCom secured Dina an appearance on the Emmy-award-winning hit CBS show “Undercover Boss” that resulted in an even higher profile for The Dwyer Group’s service brands and led to record franchise sales. The show liked her so much, that she was invited back in the first-ever “Epic Bosses” season finale update in 2013.


BizCom secured an episode of “Undercover Boss” on CBS with Dina Dwyer-Owens

With the help of widespread national and international publicity generated by BizCom over the past two decades, Dina is a recognized and respected leader guiding her company into a brave new world. Today, when people think of Dwyer Group, they think of  its CEO, Dina Dwyer-Owens.

For a free analysis of how you can add more punch to your marketing message, contact BizCom Associates at 972-490-0903 or scottwhite@bizcompr.com.

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