DirectMail.com Building Custom Marketing Portal for Merry Maids
PRINCE FREDERICK, MD—May 11, 2010—DirectMail.com, a provider of integrated direct marketing solutions, today announced the signing of Memphis, TN–based ServiceMaster Brands Management, LLC. Under the terms of the agreement, DirectMail.com will create, host, administer and manage a private online print, mail and campaign management site for the firm’s Merry Maids brand. Merry Maids is one of the largest home cleaning franchise networks in the world with over 100 corporate-owned and 600 franchisee-owned offices.
The custom “on-demand” marketing portal will allow franchisees and corporate users to build and download targeted mailing lists and order predesigned mail and collateral marketing pieces that they can customize with their own messaging and contact information. The portal concept affords Merry Maids the opportunity to retain brand management and control over marketing materials, while franchisees gain the convenience of a full-service marketing solution at the discounted prices a corporate account makes possible.
Phase 1 of the project brought online the first direct mail materials and access to GeoSelector, a patented online list targeting and ordering system. Phase 2 will make ServiceMaster’s lists of top prospects available for franchisee purchase, giving offices access to the top 30% of names in each market.
Stefan Figley, Vice President of Marketing, Merry Maids, says, “We needed an accessible tool that would give our franchise owners the ability to do targeted direct mail at an affordable price, but would minimize corporate involvement in the process. DirectMail.com’s portal provides a catalog of corporate-approved materials, yet offers franchisees the flexibility to select their own headlines and bullet points and craft individualized offers. Then, aided by the geographic and demographic selection criteria GeoSelector offers for list-building purposes, franchise owners can fine-tune direct mail offers to specific markets in unprecedented ways.”
Figley continues, “DirectMail.com delivered a strong marketing tool that all of Merry Maids, both corporate and franchisees, can use immediately. Their speed in bringing the portal online was remarkable. Best of all, our franchise group is very pleased and will use the portal to promote their businesses, which ultimately will make Merry Maids a stronger brand in the marketplace.”