About The Client
Richard Foster is a plumber based in Melbourne, Australia, who advocates educating clients instead of billing them for repeat jobs. He’d make more money fixing a burst pipe, that’s true, but he’d rather teach people how to keep their pipes from bursting in the first place. One of the most important parts of his work is teaching clients to prevent potential plumbing issues from becoming expensive disasters. He’s also keenly aware of issues that are common in specific geographic areas in Australia, and he is quick to point out how homeowners and businesses can protect their assets.
Richard sees aging pipes as an opportunity to educate, not as a pile of billable hours and dollar signs. He first met Kick Point President, Dana DiTomaso, at the Call-to-Action Conference in Vancouver in the fall of 2015. They had lunch together and discussed the importance of a service business having a strong visual identity and brand voice. Richard flew to Edmonton and we discussed rebranding his plumbing business and creating a comprehensive marketing plan for growth. Richard chose to build his own website and write his own copy.
To have a compelling visual identity and brand voice to prove to potential clients that he was the best plumber in their area.
Fix-It Right’s original logo was a nondescript wordmark that did little to represent the the brand or Richie’s values. To differentiate Fix-It Right from the competition, we wanted the new logo to convey the company’s most important value: preventing plumbing disasters.
Incorporating this powerful tagline into the Fix-It Right logo was a significant design choice, as it led to the development of the magnifying glass icon. This icon symbolizes how Fix-It Right carefully inspects each job they are called to because of their goal to detect and prevent future problems from occurring.
“I feel confident moving forward with this design. I really like you taking the time to explain why you have done what you have done.” — Richard Foster
Richard originally requested a badge-style look for his new logo, which directed how the magnifying glass icon and tag-line are presented in the final design. Because of the many different applications the logo would be used for (e.g. uniforms, a truck wrap, responsive website, etc.), and the range of sizes the logo needed to function at, we developed a robust logo system that included the badge logo, horizontal logos, and service-related icons. This ensured that no matter what the application was, Richard would have the right visual asset for the job.
We used the logo style to design the rest of the visual identity. Icons that replicated the minimal, friendly, and respectable look established by the magnifying glass were designed for each of the services Fix-It Right offers. Consistency across a visual identity is important, so all photographs used for the brand were styled in duotone using Fix-It Right’s brand colours. These elements function separately but can be combined when required, as seen here in the design for the truck wrap.
Richard has a very approachable, friendly demeanour, and he was committed to having his brand come through at all touch points, so we decided together to move away from the stock photography on his old website. We art directed a photoshoot of Richard at work because we wanted him to be the face of the company. These images were used for the new website and other marketing collateral.
One of Fix-It Right’s goals was brand recognition because Richard has plans to expand. He knew he would need to ensure that he presented a consistent brand experience in order to achieve this. We prepared a brand voice document to take the guesswork out of all of Fix-It Right’s communications. It addressed how to speak to customers on the phone, in their homes, in follow-up emails, and how to write on his website and on social media.
This document is effectively the guide post for the business. It helps keep a consistent brand voice across all channels — on-site content, blog posts, outreach, offline advertising, social media, and even in how Richard hires and trains employees. Removing the guesswork from conversations allows communications to be stronger and more meaningful.
“I have read the brand guides. They are very impressive and in depth. I really like the detail you guys have gone to to put that together.” — Richard Foster
Digital Marketing Plan
Think about the last time you had a plumbing issue in your home or at your business — what did you do? When people are experiencing plumbing problems or need new services hooked up, they turn to search engines to get answers and contact information. The plumbing industry is saturated, competitive, and expensive to market in unless you go in with a strong plan.
Richard needed a comprehensive strategy to ensure qualified traffic was coming to his website because he was showing up in high positions for important key phrase searches.
Reviews have a huge influence on this type of service business because they establish trust for potential clients. Review management was another important part of Fix-It Right’s digital marketing strategy. Other important pieces included a content calendar (with a year’s worth of blog posts laid out and scheduled), a social media strategy, an analytics strategy, and a citation and link building strategy.
The theme that Richard chose to use for his website didn’t work for the icon set as we designed it, but the original iconography is still being used in other instances.
Working in our very different time zones was something that we had identified as a potential risk, but meetings and approvals were a breeze with Richard — though there were a few surprise Google video hangouts that caught us all off-guard!