Neighborhood of the Week

Maplewood Plumbing (MWP) has a strong social presence, but their top competitor still owned the majority of engagement and awareness in the market. Social Listening reports and a year's worth of Sprout Social data uncovered that community is important to our target audience, and that most of our target audience is unaware of their neighborhood's Sewer Lateral Repair Program, which in most cases, pays part or all of the repair if a sewer line is damaged outside of a resident's property.
We created the Neighborhood of the Week campaign for 2024. Each week, we highlight one of Maplewood Plumbing's 51 service areas and give away a free camera drain inspection to a local resident as well as a small gift card to a neighborhood bakery or restaurant.
Each neighborhood has a dedicated page on the MWP website with Sewer Lateral Repair Program details and links.
In January 2023, our engagements average was 58 - just a quarter of the competitor average of 201.5. We averaged less than 5 engagements per post vs. the competitor average of 22.
We launched the NOTW campaign on January 2, 2024 and by the end of the month, our average engagements skyrocketed to 575, while the competitor average was 181.5 and we increased our avg engagements per post to 32 vs. a competitor avg of 18.
We are also seeing a 37% follower growth month over month on Facebook.
Not only does the NOTW campaign improve social media engagement, but it's impacting revenue! A homeowner in each neighborhood wins a free camera inspection that shows if there are any issues inside the pipes leading from the property to the Sewer District.
In May alone, MWP scheduled free camera drain inspections for 4 winners. One came back clear (no issues), the other 3 showed issues, for which quoted services totaled an ROI of more than 500%! According to a recent CMO survey, the avg ROI for a B2C service campaign is 14.24%. Since launch, MWP has closed $14k in additional jobs for an ROI of 82%!