Marketing Strategy Overview

Purpose

Defines Spartan Plumbing's core marketing strategy — how the company generates leads, where it invests in visibility, and the principles that guide all marketing decisions. ## Who This Applies To

Josh (owner) as decision-maker. Office and field staff as brand ambassadors. ## Core Marketing Philosophy

Spartan's best marketing is a satisfied customer who leaves a 5-star Google review and recommends Spartan to a neighbor. This is not accidental — it is systematically generated through excellent service and a consistent review solicitation process. All other marketing channels exist to supplement and amplify this core engine. ## Primary Lead Sources (current and intended)

### 1. Google Reviews & Local SEO

- Every 5-star review improves Spartan's visibility in Google local search. - Consistent review solicitation (after every job) compounds over time. - From Slack (#sales): "Close out every sale by requesting a 5-star review" — this is a standing expectation on the sales team. - Target: maintain a 4. 7+ Google rating. ### 2. Referral Network

Spartan has existing referral relationships with local contractors and restoration companies:

- Integrity Restoration — has referred customers directly (Slack: #integrity-restoration channel)

- Bates Electric — Spartan recommends Bates for electrical issues; reciprocal referrals encouraged

- Josh to cultivate additional partnerships with HVAC companies, real estate agents, and property managers

### 3. Inbound Phone / Avoca

- After-hours and overflow handled by Avoca AI assistant

- Inbound call quality is a marketing asset — every call that is answered and booked is a captured lead

### 4. Paid Digital (to be evaluated)

- Google Local Services Ads (LSA) and Google Ads are common channels for plumbing in Dayton market

- ROI tracking required: ServiceTitan tracks lead source — use this data to evaluate paid channel performance

### 5. Membership Program

- Spartan membership plans create recurring customer relationships

- Membership customers have higher LTV and stronger referral behavior

## Marketing Budget Principles

- Marketing spend is a Josh decision in the annual budget process

- Any new marketing channel must have a trackable lead source code in ServiceTitan

- Do not commit to advertising contracts without Josh's approval

## Important Notes

- Spartan does not advertise cash prices. The brand is built on quality and professionalism, not being the cheapest option. - The Spartan uniform, truck appearance, and technician presentation ARE marketing. A dirty truck or untucked shirt is a brand problem. - Nexstar Network provides marketing training and frameworks — use these resources before investing in new channels. ## Related SOPs

- Google Review Solicitation Process — the core marketing action

- Lead Generation Channels & ROI — channel-by-channel tracking

- Reputation Management (Google, BBB, etc. ) — protecting the brand

- Brand Standards & Messaging — visual and verbal consistency