Neighborly Warns Homeowners: “Don’t Do It Yourself!”
Design, Media Relations, Paid Media, Social Media, and Thought Leadership
Opportunity
Neighborly is the world’s largest home services franchisor with 29 brands covering almost every type of home repair or maintenance. Sixteen of those brands such as Mr. Electric, Mr. Rooter, Mr. Appliance, Glass Doctor, etc. operate in the Raleigh-Durham area.
While the individual brands were well-known, few customers were aware that they were all part of the Neighborly family. As a result, they were missing a great opportunity to cross-promote their services and help grow the overall Neighborly brand in the market.
Neighborly needed a way to foster brand loyalty and cross-pollinate their customer base between brands.
Insight
Market research showed that millennials made up 37% of Raleigh-Durham homebuyers. The research also discovered that millennials typically don’t have the skills, desire and/or time to undertake DIY home improvement projects.
Neighborly decided to let them off the hook with a comforting message: “Don’t Do It Yourself!”
Approach
- BizCom launched the “Don’t Do It Yourself” campaign during May, which is recognized as Home Improvement Month. The campaign continued through June, which is Home Ownership Month.
- The campaign included:
- A “National Home Improvement Month” news release and accompanying infographic checklist was distributed in May, garnering 167,832,815 impressions and 105 trackable link clicks.
- A second news release and accompanying checklist celebrating National Homeownership Month generated 166,630,709 impressions and 29 trackable link clicks.
- A feature in Midtown Magazine feature which delivered 140,000 impressions and 29 trackable link clicks.
- Three sponsored segments on CBS17’s My Carolina lifestyle show that captured a combined 300,000 impressions, 113 contestant opt-ins, and 343 trackable link clicks.
- A banner ad on CBS17’s My Carolina lifestyle show web page that generated 659 clicks linking to Neighborly’s website.
- Influencer campaigns across Instagram and Facebook that achieved 49,350 total impressions, 4,202 likes, 664 trackable links, 459 shares, 521 comments, and 135 replies.
Results
- Our Midtown Magazine feature boasted 140,000 impressions and 29 trackable link clicks.
- Our first Press release and accompanying infographic checklist for National Home Improvement Month garnered 167,832,815 impressions and 105 trackable link clicks.
- Our second Press release and accompanying checklist celebrating National Homeownership Month generated 166,630,709 impressions and 29 trackable link clicks.
- Influencer campaigns across Instagram and Facebook achieved 49,350 total impressions, 4,202 likes, 664 trackable links, 459 shares, 521 comments, and 135 replies.
- Three sponsored segments on CBS17’s My Carolina lifestyle show (Repair, Maintain, Enhance) captured a combined 300,000 impressions, 113 contestant opt-ins, and 343 trackable link clicks.
- A banner ad on CBS17’s My Carolina lifestyle show web page generated 659 clicks linking to Neighborly’s website.
- Increased penetration of Raleigh-Durham multi-brand customers by 1.3%
- The Dallas Chapter of the Public Relations Society of America honored the campaign with its “Best Marketing Communications” and “Best of Show” awards.
