Marketing Manager James FisherPresentation Transcript
Mr. Electric & Aire Serv Marketing Manager James Fisher Job Role
Who Do I Work For? Mr. Electric is an electrician and electrical contracting franchise organisation with Over 230 franchise locations throughout the world in the UK, USA, Canada, Ireland, Australia and Portugal. Aire Serv is an air conditioning, heating and refrigeration franchise operating in over 250 international locations. The Mr. Electric and Aire Serv brands are owned by the Dwyer Group. As a large franchise organisation based in Texas, the Dwyer Group operate a number of franchise Brands including Rainbow International, Drain Doctor and Mr. Appliance. The Mr. Electric and Aire Serv brands are licensed to operate in the UK and Ireland under the same franchisor organisation. Both brands have numerous Franchises that are managed by this franchisor organisation throughout the UK and Ireland. The management of the franchises both collectively and individually is the responsibility of the franchisor.
Job Role My role in the business is to manage the marketing strategies of Mr Electric and Aire Serv in the UK and Ireland. There are three main strategic tasks that are part of my role including: 1. The central marketing fund for national marketing activities 2. Local marketing, budgeting and advice for franchise business owners 3. Marketing related to the recruitment of new franchisees
Marketing Planning, Strategy & Research
Establish a group marketing plan in coordination with the business plan
Responsible for developing and maintaining marketing strategies to meet agreed company objectives.
Development and marketing of new and existing products and services and/or development of new market segments.
Co-ordinate customer or intermediary facing strategies or projects that will facilitate the achievement of marketing targets.
Provide general marketing support to franchisees in the successful achievement of marketing targets.
Co-ordinate the request, collection and analysis of data for the achievement of marketing targets.
Marketing Planning, Strategy & Research
Effective budget monitoring, analysis and management.
Brand management with a proven track record of strategic focus and delivering results.
To route, translate and implement corporate marketing activities within the group.
Work with all internal stakeholders, specifically marketing assistants and the franchise business owners, to ensure activity is well planned, well thought through, well briefed and well executed.
Responsible for the close adherence to corporate guidelines.
Develop an understanding of the target customer base and market trends, through research and monitoring.
Customer / market segmentation and analysis.
Contribute customer insight and strategic marketing expertise to the development of the business.
Put the customer at the heart of all marketing activity.
Strategic understanding of designated markets – identifying and predicting opportunities through an understanding of the business and customer strategy.
Build intimate knowledge of our competitors.
Monitor outside events relating to the business.
Database & Intelligence Marketing
To establish and implement group CRM activities.
Developing our customer intelligence data and project work to build assessment of loyalty and ways of tracking and improving it.
High level of product and service knowledge for understanding issues and opportunities.
Reporting on Marketing Strategy
Reporting provided for quarterly Strategic Forum meetings for the analysis of marketing strategy, planning and results.
Issue proposals for funding and budgeting to the board of franchisees and company directors.
Internal Operations Team reporting.
Reporting on daily, weekly and monthly basis where required. E.g./ Specific campaigns or supplementary data analysis.
Campaign monitoring, optimisation, analysis and reporting with a view to setting benchmarks and demonstrating Return on Investment (ROI).
Deliver consistent information on the market and sales for the designated services portfolio in order to optimise decision-making.
Sharing best practice across the wider marketing team.
Commercial acumen and good presentation skills are an essential requirement alongside excellent communication ability.
Integrated Marketing Communications
Full mix marketing work undertaken.
Direct experience in internal and external communications, knowledge and experience in planning and executing both traditional and new marketing techniques.
Work within the UK and Ireland Head Office team and franchise network to ensure effective and efficient campaign execution using the full marketing and communications mix.
Development of services value / service proposition.
Take new value added service solutions to market.
Develop and maintain innovative, targeted communications and marketing tools, internet, intranet, social networking applications etc.
Working across multiple search engines for 8 websites.
Excellent understanding of general online marketing techniques (SEM, SEO, and PPC).
Manage international PPC campaigns and to develop and implement the evolving e-business strategy.
Manage the development and management of an effective online marketing plan across all the company brands.
Regularly report on campaign performance against target and providing variance analysis and revised projections.
Investigating web analytics data to highlight online areas for improvement
Drive relevant traffic and improve the websites conversion rates, traffic ranking and cost per acquisition.
Ensure consistent quality of all online communication for alignment with corporate and branding guidelines.
Ensure all marketing activities deliver a positive ROI in line with the company's revenue and market share targets.
To scope and develop new, innovative online customer acquisition channels
Work within internal resources for the provision of email-marketing campaigns including campaign scheduling and planning.
Ensure consistent levels of qualified traffic to websites and qualified sales leads to the franchise network.
Regularly track and report on the performance of online marketing campaigns and ROI performance.
Ensure all online marketing communications comply with legal and regulatory requirements.
Keep up to date with new digital marketing trends and innovations and identify new online opportunities for the company future marketing plans.
Creative Production & Management
The design of marketing communication tools and resources for local franchises. This utilised skills in Adobe Indesign, Adobe Illustrator and Adobe Photoshop.
Working with in house design teams for both online and offline purposes to develop creative
Responsible for timely production, sign-off and delivery of all consumer advertising, e-newsletters, flyers and marketing communication pieces.
Input and ideas for innovative online and offline marketing campaigns
Targeted brochures, for events, collaborative projects and PR
Develop new creative, new copy, new promotion /price offers, new product derivatives and offers to continuously find new ways of recruiting new audiences.
Monitor and update all company literature in accordance with corporate guidelines in conjunction with the UK and International marketing teams.
Special offer literature
Editorial and advertorials
Pop up stands
Technical Information Boards
Direct mail items
Responsible for leading the implementation & execution of CRM campaign strategy via multiple channels.
Campaign delivery cross-branch, cross-product & via multiple channels.
Delivery of customer insight across the organisation for multiple uses.
Development and execution of direct marketing campaigns to improve customer retention and reactivation levels.
Compilation of targeted lists for direct marketing and telesales campaigns.
Production, data and profiling knowledge.
Hands on involvement in the analysis and interpretation of data.
Building an effective weekly media press schedule.
Liaising with company PR agency to identify opportunities across all media
Responsible for the creation and delivery of both internal and external communications.
Development and delivery of a balanced communications plan
The design, production, and execution of press releases, articles and other media broadcasts.
Ensuring innovative approaches to public relations to ensure we maintain our leading position.
Writing & editing material for our websites.
Provide public affairs support in relationship building, support senior management with submissions to appropriate bodies.
Supporting directors with internal and external communications Managing, creating and editing the in-house monthly newsletters.
Exhibition and Events
Event management and support at company events,
ensuring effective use of developed budgets.
Responsibility for elements of the event delivery.
Responsibility for marketing, including the production of brochures, websites and press releases.
Aiding with budget management.
Aiding with sales and revenue generation as required.
Liaising with speakers and presenters: coordinating the collection of abstracts through to managing presentation deadlines and formats.
Managing conference programmes, timings, content and print production.
Responsibility for managing the compilation of conference proceedings and other onsite materials, including sourcing them.
Assisting with the production of event catalogues.
Managing contractors as required.
Onsite coordination and management of the events.
Supplier & Agency Relationships
Evaluated, secured, transferred
and managed supplier and agency relationships:
Search Engine Optimisation
Pay Pay Click
Print & Marketing Materials Supplier
Promotional Items Suppliers
Van Wrap Suppliers
Franchisee Marketing Support
Provided franchise owners located throughout the
UK and Ireland with local marketing training. This includes induction training for new franchisees on the basics of marketing and also on more specific topics such as:
Local Directory Advertising
Pay Per Click
Effective local advertising
Customer Database Marketing
Using software systems to improve
Marketing Communications advice
Specific training requirements
Franchisee Sales Support
During the franchise sales process I
have implemented a number of marketing
strategies to increase advertising response rates including:
Differentiation strategies, which positioned Mr Electric and Aire Serv
more competitively against other franchise organisations.
The effective targeting of new markets for the recruitment of
Implementation of a new bespoke exhibition stand
Integration of innovative internet marketing practices to enhance
Franchisee Sales Support As well as utilising my marketing skills, the role dictates the requirement for sales, negotiation and relationship building skills. As a key part of the operations team I often play a vital role in the franchise sales process. Prospective new franchisees require detailed answers during their research process as they seek reassurance for their investment in a franchise. I convey clear and concise information in an enthusiastic way to provide the reassurance they require. This helps me develop a solid and prosperous relationship with franchisees for the future development of their business and the overall growth of Mr Electric and Aire Serv.
Results Driven Skills
Used to a fast moving and results orientated environment.
Critically analyse marketing spend in relation to benefit.
Constantly reviews and evolves strategy objectively and honestly.
Proven success in managing a marketing budget to maximise ROI.
Self disciplined, persuasive and positive.
Willing and interested in learning.
Proactive and able to flexibly manage a varied workload.
Core values of excellence, collaboration, innovation and commercial discipline.
People & Management Skills
Able to engage with people at all levels in the
organisation in a non-confrontational way.
Able to work within an international and multicultural team.
Able to work in multi-disciplined team environments and build working relationships.
Ability to co-ordinate/prioritise workloads and meet deadlines.
Excellent communication skills – liaison with external partners and clients.
Ability to work productively on own and within a project team.
Influencing and persuading skills – ability to enthuse and motivate others.
Strong verbal and presentation skills.
Strong project management skills and attention to detail.
High creativity and energy levels – a competitive edge to ensure success of brands.
Flexible approach to creativity.
Strong lateral thinking skills – ability to think company wide and understand the impact of actions.
Dynamic and focused nature with a keen eye for detail.
Strong copywriting skills, including website copywriting.
Microsoft Office Skills.
The ability to use relevant company systems, and develop own systems where appropriate.
Involvement in the CRM activities, knowledge of relational database systems.
High level of understanding for Internet marketing, email marketing and new IT Technologies.
Proven success in executing successful online marketing.
Good understanding of SEO, SEM, PPC and other internet marketing practices.
Operational understanding of Adobe In design, Adobe Illustrator and Adobe Photoshop.
Re-branding of Mr. Electric & Aire Serv.
Internet marketing programme for national and local marketing.
FREE Electrical Safety Check Campaign.
Large project management of the Mr. Electric Menu Price Guide.
Management of outbound telemarketing campaigns.
Production and management of multiple corporate videos.
Development and support for local franchisee marketing plans.
The Conserve Campaign on energy saving electrical installations.
National PR Success.
Re-branding Business Cards 9 Card Drop Leaflet Inspection Sticker Compliment Slip
Re-branding Member Plus Pack Mr Electric Sticker 10 year Guarantee