 December 13, 2013 |
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Click the Links Below to be Taken to that Discipline's Article(s)
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NEW WEBSITE LAUNCHING IN FEBRUARY 2014
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What You should Do Between Now and February
 The Worldwide Web is a critical communication and educational channel for our business. Likewise, it plays an important lead generating role for both service leads and employment leads. CKFI has been working with the digital agency, The Shipyard (formally known as People to My Site), to design, build, and launch a new ComfortKeepers.com website along with the local websites contained within. We are pleased to announce that this work will be completed and launched on February 20, 2014! To ensure a smooth transition and optimal success for the franchisee sites, we will issue a series of communications to provide timely information on actions that need to be taken.
Web technology changes so rapidly, and with the new platform and design, we can all expect the following improvements and benefits to build over time:
- Intuitive navigation and better conversion tools will create the opportunity for higher lead conversions.
- New content management software makes updates and changes to the site easier and faster to implement.
- The culmination of these factors and digital advertising investments being made through the NBF should result in improved search engine rankings.
Many of you have invested in your local websites over the years and are reaping the benefits of that investment. Our collective goals are to preserve what you have built locally and transition the relevant content and optimizations to your pages on the new site. This will require your active participation, and CKFI along with Shipyard, will be reaching out to you to organize the effort to ensure the successful migration and redirects.
Implementation Schedule:
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January 1 -
January 12
| Checklists and pre-work assignments provided to individual franchisees to begin collecting information and making decisions on the open items. At that time, the schedules for webinars will be shared and franchisees may begin registering for 1:1 consultations with Shipyard.
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January 13 -
February 6
| Implement the customization of franchisee web pages. Webinars for those who want to complete the process independently will be available. The 1:1 consultations will also take place during this period. For those of you who have not yet customized your local pages, this is the time to do it. Don't miss this opportunity to capitalize on a lead source that is so critical to your business.
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February 7 -
February 19
| Shipyard and, CKFI conduct final reviews, performance checks, and testing to all the sites.
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February 20
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LAUNCH!
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If you are currently working with a web professional on SEO and SEM tactics for your current site, there is no need to interrupt any work you have scheduled. Shipyard will be happy to interface with your agency during the implementation process. However, if you are not currently investing in SEO or SEM, do NOT start. Wait until the launch of the new website.
If you have any questions, please contact Kimberly Epple at KimberlyEpple@ComfortKeepers.com.
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 MARKETING
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OPTIMIZING THE NATIONAL BRAND FUND
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With Every New Learning Comes a New Improvement
 Since the September 3, 2013, launch of the national branding, the National Branding Advisory Committee has been monitoring closely the response results of the advertising and collecting input and suggestions from the franchisee community. Though the campaign is still relatively new (about 90 days), the committee has used the collected data/ KPIs and used the input of franchisees to execute on several changes to optimize the impact of the national advertising. Click here for a list of optimizations executed since the September 3 launch. Thank you for the input and great suggestions.
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TV SPOTS AVAILABLE FOR LOCALIZATION
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New Process Is Streamlined and Cost Efficient
 We are pleased to announce that the TV spots from the national brand campaign are now available to franchisees for localization. If you are running local television, you now have a streamlined process for accessing the national TV spots, AND, it is more cost efficient. The TV spots may be downloaded at no charge to you from the site listed below. Simply click on the link, enter the noted username and password, and then click the spot(s) you want to download. Share these files with a local production facility to customize the phone number and the web URL on the end frames. Most TV networks have in-house production capabilities and should be willing to complete the customization as part of a media package. Click here to view your files. Username: CK_Custom Password: C8uW5m If only the telephone number is modified, you do not need CKFI approval prior to airing. However, if you wish to add a geographical location or reference on the final end frames, (Serving all of Western Main City), you will need to send a PDF of the final frames to CKFI for approval before airing. Requests for approvals may be sent to TerryCarity@ComfortKeepers.com, or, KimberlyEpple@ComfortKeepers.com. Please allow 1 week for approval. For your convenience, we have posted a list of customization instructions on CK Brand under "Advertising." If you have any questions, please contact Kimberly Epple at KimberlyEpple@ComfortKeepers.com. |
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