Are you a service brand looking for your last agency?
Strategy: How We Help Service Brands Strategize Growth
Depending on your niche, you likely have to be very strategic about how you identify potential customers. If you’re a pool service company, you don’t want to spend money on ads in college newspapers, just like you wouldn’t probably rely on Instagram ads to reach senior citizens about in-home care options. Plus, depending on your business model, you may offer a product or service that most people don’t need on a regular basis, like window replacement or waterproofing. In those cases, how can you tap into your system of happy customers and turn them into referral-drivers for your business? Brands that don’t have a brick-and-mortar location to help with brand awareness have an even higher hill to climb.
You might think that marketing sounds complicated. There’s some truth in that belief, but we’ve got some good news for you. We can help! Whether you’re launching a new service line, a new location or just want to get more potential customers into your sales funnel, we’ve got you covered.
Our overarching strategy as an agency starts with to tell the stories of the people behind your brand — whether that’s your customers, your team members or your founders — because brands don’t sell brands, people do. The first step is building the right strategy for winning. Maybe you have a strategy, maybe you don’t. In either case, we will challenge that strategy to find the best path to winning. We can be as deep of a strategic partner as you need – whether it’s handling end-to-end strategy, repositioning the brand or focusing on one aspect of the marketing mix – but we do our best when we are able to guide, or at least weigh in, on business strategy.
When we kick off working with a service brand, we ideally like to start with an assessment. It starts with an in-depth meeting where we dig into every nook and cranny of your brand to understand the past and brainstorm on how to build the future. After this meeting, our team gets to work on building a playbook – starting with the positioning of the brand (the “why you” / “why now”) to developing a content and PR plan to creating a budget to evaluating the sales process. You will receive a 50+ page playbook that your team can use, or we can execute.
Owned & Paid : How We Help Service Brands With
Content And Digital Marketing
How do we use people to tell a story about how your services fill a gap in the marketplace? How have your brand ambassadors (whether it’s an owner, technician, service provider or customer) seen success with your services? If you’re launching a new product or service, what was the thought process behind it? We’ll dig deep into your brand to pull out your differentiators to create stories and package them for your target audience.
With our 1851 and Estatenvy publications, we have created a platform that provides service brands with a digital newsroom that houses all of a brand’s news, whether it’s relevant for a potential franchisee or consumer audience. It’s not just a place to post content, though; rather it serves as a tool to educate your prospective clients, customers or franchisees about every aspect of the brand – through the perspective of the people behind the brand
- Content: 1851 and Estatenvy are custom publications that define the “Why you?” and “Why now?” To build content, we dig into what sets your brand apart from others in the space; how it is growing and winning with consumers; what’s newsworthy; what stops people from joining the brand and most importantly, validation from existing stakeholders.
- Amplification: 1851 and Estatenvy integrate Facebook, LinkedIn and Google APIs to provide brands with one place to view (or create) content and digital campaigns – in real time.
- Technology: 1851’s technology is like nothing that exists – brands get access to data, insights, cross-domain tracking (visitors to both 1851 or Estatenvy and your website) and more. We are always one step ahead of trends in digital marketing to ensure that we are ahead of the curve and delivering results.
- Data & Analytics: We don’t just set campaigns and let them run. We analyze every campaign to identify what worked (in terms of content and targeting) and what behaviors your targets are engaging in to provide strategic guidance for the next campaign.
As with any marketing strategy, our publications are just one piece of the puzzle, but serves as the foundation for storytelling for your brand. We amplify the content on 1851 and Estatenvy through digital marketing, public relations, website, social media and more to make sure all the pieces are working together for the biggest bang for your buck. We’ll take a close look at your goals and what channels work best to reach them. Once we’ve developed the right campaign, we’ll run it, optimize it and analyze it. We’ll dig into the data (of the campaigns and the impact to your business) to measure success, develop insights and make recommendations for our next campaign.
The beauty of working with Mainland is that we are always working closely with our brands to make sure that what we are doing for them is working – and adjusting accordingly. We can scale up or down on our content production and campaigning based on what is working and what isn’t.
Owned: How We Help Service Brands With
We bring together years of experience studying the best user experience and most important content needed to create an impactful website that drives results. Regardless of the target audience or the intended behavior, we have worked with many brands to create compelling websites that are optimized for conversions. Some key areas we highlight on service brands’ websites:
- Why this brand, why this industry, why now.
- Depth and experience of leadership
- Growth and vision for the future
- Human interest content that drives users to engage
Earned: How We Help Service Brands With Public Relations
A lot of agencies consider “doing PR” to be drafting a few press releases, blasting them out to a database and crossing their fingers for results. We take the opposite approach. As mentioned above, we dig into a brand and uncover every possible angle that could be considered newsworthy. We don’t just ask our clients what they’re doing, we proactively create stories with a focus on the humans behind the brand. We create strategic quarterly plans of the stories we want to tell to the media – but we don’t stop there. We tap into the news to position our clients as experts on timely subjects, develop trends, leverage data and position our clients as thought leaders in their respective spaces.
Public Relations Wins for Service Brands:
NEW YORK TIMES
When the Waiting Room Is Your Living Room
‘Model families’ live like human props to help sell luxury homes
A Buzzing Business: How These Entrepreneurs Turned a Longtime Annoyance Into Successful Careers in Pest Control
Getting Help for Distance Learning
Buzz Franchise Brands
NEW YORK TIMES
Strong Jobs Report Eases Fears of Damage From Trade War
Property Management Inc.
Some workers are finding they can do their job from anywhere, including exotic locales
Holidays are not cancelled this year; Halloween and Christmas sales ramp up earlier than usual
Two Men and a Truck
Two Men and a Truck CEO on surge in demand for movers, push to fill job openings
Get in Touch
Work For Mainland
We love working with awesome brands and awesome people. Are you one?
Senior Account Supervisor
Do you love working with people? Is client relations your thing? Do you have experience pitching the media? Do you love the idea of helping a company grow? Then you may be the right person for us.
In the Account Executive position you will be the agent for achieving concrete public relations results for our roster of clients.
We’re looking for a client services pro, with experience managing cross-channel marketing activities. Knowledge of PR, digital marketing and content; the ability to build strong relationships with...
As an agency driven by the written word, we do countless writing projects for our clients every day, including but not limited to: press releases, bios, bylined articles, pitches, website copy, advertorial copy, blog posts, social media calendars and more.
This position will be responsible for the following: Managing the SEO content arm 1851franchise.com, estatenvy.com, and newly launched digital publications); managing Google Analytics; supporting project management; writing content and working with clients.…
Director of Social Media
The Director of Social Media will be responsible for creating valuable and engaging content across our clients’ social media platforms. The Director of Social Media will work closely...