Introduction to Kando Group

Formerly known as Homeshield Solutions, Kando Group is a well-established company that offers field services and construction solutions. They operate across the Midwest, Mid-Atlantic, and Southeast Regions, providing end-to-end solutions that are tailored to optimize real estate investments. They excel in delivering high-quality repair and construction services, while their commitment to efficiency and professionalism is evident through streamlined processes and extensive experience. Their clients can be assured that their assets are managed with care, thanks to their proprietary systems and regional expertise.

CHALLENGES

Ensuring that there is a high enough volume of work post-COVID to sustain overhead expenses and retain core employees.

Concerns around potential cease and desist orders from entities due to the similarities in names, and the industry proximity they share.

Lack of marketing infrastructure and outreach within their industry.

The industry has grown more sophisticated with increased regulation, demanding adaptive strategies.

Difficulty scaling due to a severe lack of qualified contractors. 

Diversification kept them afloat through the COVID-19 Pandemic, but there are concerns about the relevance of their new services when industry conditions improve.

APPROACH

As a client through a previous employer, Kando's account was under my management. I was responsible for overseeing all communication and deliverables. Initially, they approached us for a comprehensive marketing plan, which we outlined for them. They then decided to proceed with my agency's services and follow the suggested roadmap.

DISCOVERY

MARKETING PLAN

REBRAND

WEBSITE REDESIGN

ORGANIC DIGITAL MARKETING

RELAUNCH CAMPAIGN

MARKETING PLAN

THE PROCESS

Our process begins with an extensive discovery phase, where we delve into the company's history, product offerings, strengths, challenges, and overarching goals. Following this, we conduct meticulous research into the market landscape to inform our strategic approach. The culmination of our efforts is a comprehensive marketing plan, encapsulated in a 150+ page presentation deck. This deliverable encompasses the outcomes of our market research, a detailed analysis of our client's brand identity and ethos, insights from competitive analyses, in-depth customer profiles, and identified important touchpoints. Additionally, it features a thoroughly outlined go-to-market plan, providing a roadmap for executing effective marketing strategies. This presentation deck serves as a strategic guide, equipping our clients with the knowledge and direction needed to achieve their marketing objectives. The research and writing of this deck was a collaborative effort between me and our Sr. Copywriter, and the design and compiling was carried out by our expert designers.

ROADMAP TO SUCCESS

WEBSITE REDESIGN

Kando's website,

YesWeKan.com

This website was written, designed, and developed by the in-house team that I led. It was custom-coded to ensure it aligned perfectly with Kando’s brand and message.

The website serves as a comprehensive platform that offers insights into Kando's services, showcases their successful case studies, and provides an employment portal for potential candidates.

ORGANIC DIGITAL MARKETING

To begin our efforts in jumpstarting Kando's organic marketing strategy we secured immediately usernames for Kando on various social media platforms, in order to establish a consistent online presence.

Once we had set up these accounts, we created a well-defined social media strategy, tailoring specific content pillars for each platform and audience.

In addition, we introduced email marketing strategy after migrating all contacts to Active Campaign.

This holistic approach to organic marketing aimed to enhance Kando's online visibility, connect with their audience, and foster meaningful relationships within their industry.

RELAUNCH CAMPAIGN

Upon the website's official launch, we promptly executed a multifaceted relaunch campaign to maximize its impact.

The campaign was initiated with a targeted email outreach, aiming to announce Kando's rebrand and the new website. This strategic email communication was directed at both Kando's contacts and vendors, establishing a strong reconnection.

Additionally, we produced a reintroduction video, effectively capturing the essence of the rebrand and its significance.

Concurrently, regular posting on all social media platforms began to sustain audience engagement and ensure the rebrand's message reached a wider audience.

RESULTS

Established as a thought leader in the industry through knowledge sharing and discussions

Increased audience engagement across social platforms, leading to higher reach, comments, and shares

Cultivated and maintained an engaged email audience with an average 35% open rate

Projected a cohesive brand that exudes scale and professionalism, attracting larger, higher-quality clients

Streamlined the onboarding process for new employees and vendors by integrating the employment portal into the internal CRM through the company website

DELIVERABLES

KANDO GROUP - MARKETING PLAN

KANDO GROUP - WEBSITE