Established in 2010, ASAP Any and All Co is a family-owned business skilled in general construction, electrical, and overall home improvement and repair.

Established in 2010, ASAP Any and All

Co is a family-owned business skilled

in general construction, electrical, and

overall home improvement and repair.

Superior customer service is the heart

of our company. We believe that

providing quality work for a fair wage

is the foundation of a strong, healthy

community, and that in helping

people maintain and improve their

homes, we strengthen our community.

What ASAP

Does:

ASAP SERVES:

Single women.

Busy professionals.

The repair-challenged persons.

The aging persons.

Anyone who needs home repair and improvement.

Click “enter” to see what happens next…

Repairs covered by insurance companies.

for our families. We take pride in

offering skilled and experienced

labor while completing a wide

variety of tasks and projects for

our clients. We are committed to

fulfilling all the Honey-Do lists

that we take on.

Our goal is to maintain and grow

our business, keeping

it profitable and sustainable so we are

able to continue providing

Shawn Propst, Owner/Founder

When I approached my client and offered marketing help, he had a Facebook page and was listed on a contractor site called:

77 followers on

Facebook.

ASAP had a good, but slow start. They were inching up their followers, but the pictures and posts they shared online didn’t quite make the impact they’d hoped.

27 Posts

4 reviews and thank

yous

47 Likes & 3 Comments

I began creating personas for the company and Shawn. ASAP didn’t have a company photo, so I had to choose one for social media. They had a business card with a logo they liked, but no logo created specifically for social media. I tweaked their business card to create a working logo. But, the initial profile photo I chose wasn’t all that warm or engaging. Therefore, I created another one and spread it across social media.

Takin

g Shawn

from

“abse

nt”

to “

engaging,”

was the p

lan,

anyway

.

In creating an online presence, I

added quality to the company by

opening accounts for Shawn on

Facebook, Google+, Instagram,

and Twitter. Shawn, as the face of

the company, became relatable

rather than conceptual and

invisible, and was clear to begin

conversations with his audience.

Across all platforms, I used the

same profile photo and personal

photo of Shawn so that followers

could easily identify the company.

I created content,

uploaded pictures, and

entered into

conversations for their

social media sites with

the hope of increasing

ASAP’s community

engagement.

Reaching out to

Influencers

I linked Facebook and Twitter together as to make sure that posts were made to each platform, and that there was consistency between those sites. I chose posts that used current events to offer the community help by presenting either home repair and improvement videos. I also used local current events to inform and build relationships, such as the Royals winning the World Series.

I interacted, as Shawn, with influencers so that perhaps a connection was possible in the future. Basically, I tried to get him active on these two platforms first. The demographic for Facebook and Twitter are more the target audience than, let’s say, Instagram.

My experience was that Google+ was really just another Facebook and Twitter. So, while I updated Google+, I focused more on Facebook, Twitter, and Instagram. There were not many biting consumers established yet. The engagement was much lower than I’d hoped. With one or two followers interacting per day. I had plans to run a few campaigns and engage more with the communities that showed the most engagement. Then, branch out to different interest groups.

The strategy for Instagram was to add more project pictures. In between those, I was going to connect a “follow ASAP” campaign to a favorite character or toy. The mascot will go to different places and either offer a special tip or “check in” with the ASAP Crew. This, unfortunately, didn’t have time to work. There was so much to do and really not enough time to do it all.

Of course, I kept up the website and checked all professional emails when not working on the social media aspect.

Once the social media platforms were created, ASAP needed a landing place for these communities. On the website, potential and current customers can check out offered services, read the mission statement and founder information, and contact the ASAP Crew. http://asapanyandallco.wix.com/homerepairspecialist

The website went through two changes:

This is the first incarnation. Originally it was too orange (a color not so popular with women). It also felt a bit cluttered at the header and a little too whimsical in choice of text.

This version is on the contemporary side – straight lines, simplicity, and easier to navigate and read. The new website feels cleaner, more professional.

The website is geared toward the ASAP’s objectives and limited to the tabs “Home,” “Mission Statement,” and “Send Request.” This company is small and so only needs to answer a few questions consistently:

ASAP offers services for individuals; thus it is

more accurate for customers when they

received personalized estimates. On the

“Send Request” page, a customer can

communicate with the company and request

a free estimate.

Do they have photos and where are they?

What do others think of them?

Have my friends heard of them?

What services does the company offer?

How do I contact them?

Potential clients can get answers to their questions, while current customers can contribute to the company’s conversation by leaving a testimonial and/or submitting pictures of projects completed by ASAP.

Twitter and Facebook are perfect for creating context – a place to establish a presence online and build relationships – and eventually creating an opportunity to offer services or advice to followers.

ASAP’s Objectives Are To

« Build a community and relationships between clients and company through social media platforms.

« Help people.

« Make customers’ lives easier.

« Increase company exposure and client base.

Acting on the company’s objectives gives them a long reach through social media.

Creating social media platforms allowed me to increase the company’s exposure and client- base, building a connection between the community and ASAP.

YouTube is a great tool for helping customers by offering them quality videos on a variety of construction topics. DIY videos can be hosted on YouTube and distributed to Instagram and Google+ followers.

Challenges to Marketing ASAPTrying to implement ASAP’s objectives over social media was more difficult than I expected.

Twitter and Facebook require continued participation in order to hold follower interest. If a marketing agent is in charge of creating and increasing engagement, then she must be given the tools. This was not always the case during my time with my client. Not having full access to a database of material, or not having the time to acquire and create this database made it difficult.

Normally, in order for influencers to pay attention to new brands, the company should have a fully-fluid, social, virtual presence. In this case, building a complete web presence in fourteen weeks is no easy task.

Communicating with followers is

not about selling, but about

reaching people where they

dwell… which when you think

about it, is the heart of their

business – helping people where

they dwell.

Instagram is picture driven, while YouTube is video driven. Thus, a brand or company needs to be able to speak through photos and videos, to a mixture of older and younger audiences. Having a personalized video and photo series geared toward the young DIY-er will help in building a relationship with the community. This was an idea that never left the ground. My attempts to spur engagement fell flat.

The major challenges I had with this client and my marketing strategy is little input by the client, not enough time to establish my own content, and not enough information and creativity aimed toward the construction community. Being a handyman is not glamourous and there are no amazing transformations as there are on television. Getting people excited about home repairs is not easy. There are no ready-made memes to post and share. Everything had to be created by me. I’m not as far ahead as I’d like the client to be. “Challenging” is appropriate to say.

Instagram, Twitter, and Google+ never really got off the ground, with follower numbers between two and four. The following on Facebook seemed to be stronger, with more engagement.

I researched the engagement on Facebook through Insights. What I found is that there was little-to-no reaction and communication between Shawn and his followers. It took a few weeks, but I started to figure out what made people “like” Shawn’s posts. While there weren’t many increases in follower engagement, there were a few increases that came from the DIY videos and marketing teasers I put out.

Based on the initial information, I suggested that my client run a few smart campaigns, for a short period on each social media platform in order to encourage interaction with the community and brand trust. Then, follow up with pictures of DIY projects, pictures of ASAP’s projects, and videos that are seasonally relevant and helpful.

For example, here were some campaign suggestions: 1) offer a percentage off of the first

appointment for new customers. 2) offer chances to win a prize (such as free

labor or materials) in exchange for an action, such as a “like” or “share.”

3) Set up a contest for best picture of the week or fan of the week. Winners could be awarded a small discount.

What I’ve learned is that social media strategies will vary on the nature of the brand. However, there are a few things that just work, like engaging with video, pictures, and thoughtful posts. Humor goes a long way too.

I’ve discovered

that while a

marketer should be

aware of as many

cultures and

communities as

possible, there is

something to be

said for marketing

things you can

relate to. Not

every marketing

job or company is a

good fit, and that’s

okay. Knowing

when things aren’t

right is not a

failure.

There are so many

things I learned, almost

too many to list. Mostly

what I’ve learned is

how to conduct myself

and brands online. I

know how to create a

persona.