Automatic Email Workflow Marketing Campaigns

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Many franchise owners are feeling the online marketing pressure from SERVPRO HQ. KPM for franchise websites must achieve a level 4 website to qualify for certain corporate programs. If your franchise is like most across the country, .

This wastes valuable time removing stops that are too far apart that results in extra windshield drive time and in-efficiency of their daily tasks.

OMO MARKETING HAS DEVELOPED A PROCESS TO “CLEAN UP” AND OPTIMIZE THE DAILY ROUTE MESS FACING YOUR MARKETING REPS. 

EMAIL AND WORKFLOW CAMPAIGN DEVELOPMENT

Service industry professionals reinforce front of mind presence with their prospects  by methodically calling on them through monthly visits.  We help you create meaningful relevant content and comprehensive workflows which keep your contact base informed of your services while provides valuable resources for them.

 Email Campaign Development

ERP Campaign Build-out

 

PROBLEM: Servpro Route sales model is fifty years old. Modern day business professionals communicate using modern tools.

Postal mail was replaced by email as the most effective form of business and personal communication. The internet basically put out of business entire segments of retailer giants across the country and the world. 

 Servpro corporate is trying to up their game in the online world with the web score initiatives and implementation of social media tools like Quigo.

EXISTING ROUTE EXAMPLE: The image on the right is an actual route in WorkCenter (Gables Route 2) which contains 17 route stops. Several pins do not show as they are so far away from the pins shown. This is a typical example of what each SMR experiences each day upon logging in prior to finding a solution.

FINANCIAL IMPACT: 

  • SMR salary $39K per year.
  • Time spent unraveling each days route, one hour.
  • $19.00 / hour multiplied by 5 hours wasted each week, $95.00.
  • Multiplied by 50 weeks per year equals $4,750.00.
  • Multiplied by 3 SMR’s costing the owner $14,250 per year.

This example also does not include the wasted “windshield driving time” for each SMR on a non-optimized route they created themselves. Would it be a safe assumption that another hour per day was being wasted?

This means the franchise owner was shelling out almost $30K in salaries due to the inefficiency of the route planning tool WorkCenter Marketing.

WorkCenter Case Study

Servpro Brickell / Wynwood  Miami FL 

SOLUTION: OMO Marketing created a solution to “clean up” the routes in WorkCenter Marketing for each territory in the two franchises. Servpro of Brickell has two territories and Servpro of Wynwood has one territory. OMO Marketing developed a solution to clean up, de-duplicate and optimize all the routes for each Marketing Rep. 

THE PROCESS:

  • EXPORT WorkCenter Businesses and Contacts to .csv file.
  • Scrub and de-duplicate the Business and Contact data.
  • Import Business and Contacts into GIS mapping software.
  • Create new routes in mapping software. The Blue Boundary identified as CG R5 is now the cleaned up Gables Route 2 in the image example shown above.
  • Export the newly cleaned up routes from the mapping program.
  • Re-enter the cleaned up routes back into WorkCenter Marketing.

This process must occur with outside tools as WorkCenter Marketing is not a true SQL database application according to multiple Servpro tech support resources we’ve spoken with. If WorkCenter Marketing was able to perform compound queries (look up more than one field at a time) and you would most likely get a result almost as optimized as what we’ve accomplished with our process. 

WorkCenter’s query ability is similar to performing a “Find” in Microsoft Excel. By pressing “Ctrl F on your keyboard, you can search for a single string of cell data. Unfortunately WorkCenter Marketing performs queries in a similar manner therefore limiting a franchises ability to easily clean up or optimize routes directly in WorkCenter Marketing. For instance, you cannot perform a query in WorkCenter Marketing that states: Search in Zip Code 33131 and return all Property Managers in the field: Title/Position.

WorkCenter Case Study

Servpro Brickell / Wynwood  Miami FL 

 

SOLUTION: OMO Marketing created a solution to “clean up” the routes in WorkCenter Marketing for each territory in the two franchises. Servpro of Brickell has two territories and Servpro of Wynwood has one territory. With SMM level knowledge of WorkCenter Marketing, OMO Marketing developed a solution utilizing the latest GIS mapping software tools. 

THE PROCESS:

  • EXPORT WorkCenter Businesses and Contact to .csv file.
  • Scrub and de-duplicate the WorkCenter data.
  • Import Business and Contacts into GIS mapping software.
  • Create new routes in mapping software. The Blue Boundary identified as CG R5 is now the cleaned up Gables Route 2 as shown above. (note: there are less routes stop due to a management decision to eliminate (inactivate) certain businesses discovered during the WorkCenter Marketing export, de-duplicate and review process)
  • This results in each SMR having additional time to truly prospect in a narrowly defined route area to uncover additional prospects. 
  • Export the newly cleaned up routes from the mapping program.
  • Re-enter the cleaned up routes back into WorkCenter Marketing.

As shown in the image, the Gables Route 2 is now completely optimized and all the route stops are concentrated in a tight geographical area. In metropolitan routes like shown here, the SMR drives to a central location, parks the car and walks the route on foot.

This process cleans up and optimizes each route for the SMR’s at this franchises saving them hours a week re-routing each days routes.

Now the SMR’s arrive, log into WorkCenter Marketing and are out the door within 10 minutes saving the franchise owner tens of thousands in salary, making each SMR more efficient and providing the Marketing Rep more time to uncover new prospects due to their newly optimized high concentrated routes!

Our Process is Proven 
and Repeatable for You.

Don't be satisfied sending out a token monthly newsletter, Let OMO Marketing truly awaken your digital presence with our great service offerings at your franchise today!

Digital Marketing

We create interesting, current content for your prospect and client base increasing your online front of mind presence. We understand your corporate branding requirements and we will ensure all your franchise branded media is 100% correct and looking stellar! 

OOH (Out-of-home) Advertising

OOH can be targeted by market, neighborhood, and demographic, allowing brands to pinpoint accurately who they need to reach, and then reach them consistently.  An effective OOH campaign can reach 98% of your target audience every week.

Comprehensive Email Campaign Design

We work with franchise owners to build a basic template for each franchise. Then we build a campaign around specific content or events which are created with custom workflows which trigger s follow on email based on a readers action.

Comprehensive Workflow Automation Development

Most franchises may send out a monthly "newsletter" which many recipients don't even open. We work with your team building interesting content related to your industry, your communities an relevant event around your franchise area.

Let's Work Together

We are helping other franchise owners to increase and optimize their online digital presence, create new, out of the box advertising ideas that really grab that front of mind presence all owner are looking to instill in their client base and new customers!