BK Plumbing Evolution – Finding Your Marketing Flow

Thank you for choosing Epic Nine to help you conquer your marketing mountains in 2024. We’ve thoroughly analyzed your business goals, strengths, challenges, and current market position. Below is a comprehensive strategy to help you double your residential plumbing revenue while maintaining your strong commercial foundation. We look forward to partnering with you to take BK Plumbing to new heights!

Goals

1. Double residential plumbing revenue, adding approximately $1.7 million in annual revenue
2. Implement a profitable residential service program
3. Increase visibility and memorability in your target market
4. Attract qualified residential service plumbers
5. Position BK Plumbing for long-term growth and adaptation to modern customer expectations

Current Situation Analysis

Strengths:

• Established 21-year reputation in the market
• Strong commercial division providing consistent revenue
• Master plumber’s license up to $3 million (significantly higher than competitors)
• Specialized capabilities including medical gas installation and restaurant jetting services
• High customer retention and closing rate
• Quality workmanship and honest service approach
• Comprehensive 1-year warranty on all work
• Premium product partnerships (Bradford White water heaters)
• 13,000+ customer contact information in database
• Strong workforce with 27 employees and 23 trucks
• Multiple revenue streams through diversified business interests

Weaknesses:

• Limited Google reviews compared to larger competitors
• Outdated website with limited functionality
• Minimal digital marketing presence and strategy
• Small residential service team (only 5 technicians)
• Lack of consistent brand messaging and visual identity
• Under-utilizing customer database for repeat business
• Limited availability for after-hours service
• Reactive rather than proactive marketing approach

Opportunities:

• Service program implementation for recurring revenue
• Integration of HVAC services to create more comprehensive offering
• Leveraging your French bulldog June as a distinctive mascot
• Expanding residential water heater replacement marketing
• Implementing brand refresh to increase memorability and recognition
• Digital marketing to reach new residential customers
• Online scheduling and quote request systems to improve customer experience
• Streamlined review gathering and reputation management
• Email marketing to 13,000+ existing customers
• Residential service package/membership program

Threats:

• Growing competition from well-marketed companies like Wilson Brothers
• Lee Company’s expansion into the area
• DIY tutorials and big box store partnerships reducing simple service calls
• Difficulty attracting qualified plumbers in competitive labor market
• Other HVAC companies adding plumbing services
• Rising advertising costs in an increasingly competitive digital landscape
• Economic pressures affecting home improvement spending

Brand Identity

• Name: BK Plumbing (derived from owner Brian K. Sandy’s initials)
• Age: 21 years in business
• Visual Identity: Currently uses orange as signature color
• Mascot Opportunity: French bulldog named June (currently not utilized in branding)
• Brand Perception: Established, reliable, but not particularly distinctive or memorable
• Digital Presence: Website through 42nd Street (rate package increasing), minimal digital marketing presence

Business Overview

• 27 employees (15-17 commercial, 5 residential, plus support staff)
• $3.8 million in revenue (2024)
• Approximately 55% commercial, 45% residential
• Goal to double residential revenue (approximately $1.7 million growth)
• Average residential customer job is $400 (some significantly higher, some lower)
• Large customer database of 13,000+ contacts (currently underutilized)
• Owners also operate property management and dumpster companies

Competitive Landscape

• Main competitors: Wilson Brothers, Pipe Wrench, Hiller, Fred Weston
• Emerging threat: Lee Company expanding into the area
• Differentiation: Quality work, fair pricing, knowledge, customer service
• Competitive advantage: $3 million contractor license (significantly higher than competitors)

Marketing Needs & Priorities

1. Website Development: Modern functionality with online scheduling
2. Email Marketing: Leverage 13,000+ customer database
3. Social Media Marketing: Increase presence and engagement
4. Google Ads: Target high-intent keywords
5. Search Engine Optimization: Improve organic visibility
6. Service Program Development: Regular maintenance membership
7. Google Review Generation: Systematic approach to increase reviews
8. Traditional Media Support: Vehicle wraps, yard signs, local sponsorships

Strategic Overview

The path to doubling your residential revenue requires a comprehensive approach. We’ve developed two strategic paths to help you reach your goals while building on your established reputation. Both paths focus on six key pillars that will transform your residential service division:

1. Brand Elevation – Making your company more distinctive and memorable
2. Digital Transformation – Creating a modern, convenient customer experience
3. Service Program Development – Building recurring revenue streams
4. Strategic Marketing Mix – Getting in front of the right customers at the right time
5. Review Generation – Building social proof to drive conversions
6. Team Development – Attracting and retaining quality service technicians

Let’s explore the two distinct paths to reaching your goals:

Two Strategic Paths Forward:

Option 1: Complete Rebrand as “The Flow Rangers”
A transformative approach featuring a new brand identity for your residential services with June the French bulldog as “Ranger June” – creating a memorable mascot that distinguishes your services in a crowded market. We recommend keeping the BK name for commercial business with a visual refresh.

Option 2: Strategic Refresh of BK Plumbing
A refined evolution that preserves your established name recognition while introducing June as “The Plumbing Detective” – adding personality to your brand without sacrificing existing equity.

Both plans include comprehensive implementation roadmaps, detailed budget allocations, and tactical recommendations across multiple marketing channels designed to capture attention and drive conversions. The strategy unfolds over a 15-month period, with branding and website development in the initial 2-3 months, followed by full campaign deployment by month 3 that would last for 12 months.

These aren’t just marketing plans – they’re strategic blueprints designed to elevate your brand and capture market share in today’s competitive plumbing landscape.

Option 1: Full Rebrand as “The Flow Rangers”

Brand Strategy

New Brand Identity: The Flow Rangers

Brand Name Rationale
“The Flow Rangers” creates an immediate mental image of heroes who come to the rescue when plumbing disasters strike. The name has a playful quality while still communicating expertise and authority. It provides a perfect platform for June as “Ranger June” – complete with ranger hat and badge in commercials and marketing materials.

According to the Ehrenberg-Bass Institute, distinctive assets that create mental availability are crucial for brand growth. The Flow Rangers creates an immediate visual metaphor that’s both memorable and descriptive of what you do. The playful nature stands out dramatically from typical plumbing company names, creating the type of distinction that makes you the first company customers think of when problems arise.

Brand Positioning Statement
“The Flow Rangers: Plumbing heroes who respond quickly, solve problems expertly, and protect your home from disaster with professional service you can trust.”

Brand Anthem/Tagline
“We’re keepin’ the plumbing peace.” or  “We’re keepin’ peace of mind.”

Brand Voice & Personality

• Heroic but approachable
• Confident and expert
• Slightly playful but always professional
• Trustworthy and reliable
• Community-focused

Visual Identity System

Potential Logo Concept
A shield-shaped emblem featuring:

• The Flow Rangers wordmark in bold, custom typography
• A stylized water droplet integrated into the design
• June (the French bulldog) wearing a ranger hat as the central mascot
• Color palette: Primary blue with orange accents (maintaining connection to original BK orange)

Color Palette

• Primary Blue: Represents water, reliability, and trust
• Accent Orange: Maintains connection to BK Plumbing heritage, adds energy and warmth
• Supporting Neutrals: Grays and whites for balance and professionalism

Typography

• Headings: Bold, slightly rounded sans-serif for approachability
• Body Text: Clean, highly readable sans-serif for professionalism

Mascot Development: Ranger June
June the French bulldog becomes “Ranger June” – the face of the company and a distinctive brand asset. June will:

• Wear a ranger hat and badge in all appearances
• Feature prominently in all marketing materials
• Appear in commercials “sniffing out” plumbing problems
• Create an emotional connection with customers

Vehicle Wraps & Uniforms

• Trucks wrapped with The Flow Rangers logo, featuring June prominently
• Distinctive blue trucks with orange accents for high visibility
• Technician uniforms with ranger-inspired elements (patches, badges)
• Name tags identifying technicians as “Rangers”

Service Program: “The Ranger Protection Plan”

A comprehensive maintenance program offering:

• Annual water heater flush
• Winterizing check for outdoor spigots/pipes
• Complete plumbing system inspection
• Water pressure evaluation
• Drain flow verification
• Priority service scheduling
• No after-hours fees
• 10% discount on all repairs
• Monthly subscription at $18.99/month

This service program aligns perfectly with The Flow Rangers theme, positioning your technicians as protectors of home plumbing systems who prevent disasters before they happen.

Marketing Mix Strategy

Digital Transformation (Foundation)

Website Development
A completely rebuilt, modern website featuring:

• Online scheduling functionality
• Instant quote requests
• Live chat capabilities
• Service program membership sign-up
• Mobile optimization
• Review showcase
• Service area map
• Clear service descriptions with pricing transparency
• Team/about us section featuring June prominently
• Custom photography of team and June in ranger attire

Google Business Profile Optimization

• Complete profile setup with all services
• Regular posting schedule (weekly)
• Review response management
• Photo updates featuring completed work and team members

Review Generation System

• Integration with Kick Serve software
• Automated text/email review requests
• QR code on printed materials linking to review platforms
• Incentive program for technicians who generate reviews

Strategic Marketing Campaigns

1. Brand Launch Campaign: “The Rangers Have Arrived”
A multi-channel campaign introducing The Flow Rangers to the community:

• Press release to local media
• Social media announcement campaign
• Email blast to 13,000+ customer database
• Direct mail to past customers
• Launch event/open house at headquarters
• Special launch promotion (10% off first service)

2. Water Heater Heroes Campaign
Targeting your most profitable residential service:

• Email blast highlighting Bradford White quality and warranty
• Google Search ads targeting “water heater replacement” keywords
• Social media education about water heater lifespan and efficiency
• Direct mail to homes 10+ years old in target neighborhoods
• Bundle promotion for water heater maintenance with service program membership

3. “The Ranger Protection Plan” Launch
Comprehensive service program marketing:

• Email announcement to existing customer database
• Technician presentation cards for in-home sales
• Seasonal promotion tied to winter pipe protection
• Social media campaign highlighting peace of mind
• Direct mail to past customers featuring June as program “host”

Digital Advertising Mix

• Google Search Ads: Targeting high-intent keywords
• Display Retargeting: For website visitors who don’t convert
• Targeted Social Media Ads: Facebook/Instagram campaigns
• YouTube Pre-roll: Video in service area
• Targeted Email Campaigns: To your existing 13,000+ customer list

Traditional Media Support

• Vehicle Wraps: Featuring your new branding/mascot
• Yard Signs: Placed at completed job sites (with permission)
• Local Sports Team Sponsorships: Community visibility
• Strategic Radio Spots: During drive time
• Direct Mail: To high-value neighborhoods

Implementation Roadmap

Phase 1: Foundation Building (Months 1-3)

• Finalize brand identity system and guidelines
• Develop visual identity assets (logo, color palette, typography)
• Build new website with modern functionality
• Implement review generation system
• Set up Google Business Profile optimization
• Develop service program details and materials

Phase 2: Launch & Awareness (Months 3-4)

• Launch new website with online scheduling
• Begin digital advertising campaigns
• Introduce service program to existing customers
• Implement truck wraps and physical branding
• Train technicians on review generation and service program sales
• Begin email marketing to existing customer database
• With a rebrand for your residential base, we will need to be very intentional about communicating that the ownership hasn’t changed.  We recommend these tactics with the launch:
  • A letter going out to all customers on file before the launch, letting them know about exciting news to come.  This letter should clearly communicate that the business is staying the same, but it’s changing names.
  • A similar email sent around a week after.
  • A second letter after the launch with news about the name change, a picture of both of you and June together and an introductory rate for the Ranger Protection Plan
  • A similar email sent around a week after 
  • A direct mail piece sent to current customers with your photo and June that communicates Flow Rangers is a division of BK Plumbing.
  • Social campaigns that follow a similar timeline

Phase 3: Expansion & Optimization (Months 5-15)

• Scale successful marketing channels based on performance data
• Expand digital marketing geographic targeting
• Increase budget allocation to highest-performing channels
• Implement seasonal promotional campaigns
• Focus recruitment efforts on residential service technicians
• Evaluate potential HVAC service expansion opportunities

Measurement & KPIs

• Website Leads: 150-200 per month (1,800-2,400 annually)
• Conversion Rate: 35-40% (based on your current high closing rate)
• New Customers: 630-960 annually
• Average Ticket: $400 (your stated current average)
• Total New Revenue: $252,000-$384,000
• Service Program Members: 150-200 in first year
• Annual Revenue Per Member: $228 ($18.99/month)
• Service Program Revenue: $34,200-$45,600
• Additional Service Revenue: $90,000-$120,000 (from service calls to members)
• Existing Customer Reactivation: 15-20% of your 13,000 customer database
• Reactivated Customers: 1,950-2,600
• Reactivation Revenue: $780,000-$1,040,000

Total Projected Revenue Increase: $1,156,200-$1,589,600

Conclusion

The complete rebrand to The Flow Rangers offers a bold, distinctive approach that will immediately signal to customers that something exciting and new is happening with your company. By leveraging the power of a memorable mascot (June as The Chief Ranger), a distinctive name, and consistent application of brand assets across all touchpoints, you’ll create the mental availability that drives brand growth.

This approach aligns perfectly with the Ehrenberg-Bass Institute’s principles of brand growth, focusing on distinctiveness rather than differentiation, and creating strong mental and physical availability. The Flow Rangers will stand out dramatically in the plumbing market, making you the first choice when plumbing problems arise.

Option 2: Visual Refresh of BK Plumbing

Brand Strategy

Refreshed Brand Identity: BK Plumbing

Brand Name Rationale
Maintaining the “BK Plumbing” name leverages 21 years of brand equity and recognition in the market. According to the Ehrenberg-Bass Institute, consistency is a key principle for brand growth. By refreshing rather than replacing the brand, we maintain valuable mental availability while enhancing distinctiveness through new visual elements and the introduction of June as mascot.

The 21-year history of BK Plumbing represents a significant asset, particularly with commercial clients who value stability and longevity. This approach offers the advantage of building on your existing reputation while making you more memorable and distinctive in today’s market.

Brand Positioning Statement
“BK Plumbing: Professional expertise with a personal touch, delivering reliable plumbing solutions when you need them most.”

Brand Anthem/Tagline
“Plumbing Problems? June’s On The Job!”

Brand Voice & Personality

• Professional but approachable
• Expert and reliable
• Friendly and personable
• Trustworthy and established
• Community-focused

Visual Identity System

Logo
A refreshed logo featuring:

• Updated “BK Plumbing” wordmark in modern, bold typography
• Signature orange color maintained but refreshed for contemporary appeal
• Optional plumbing icon (pipe or water droplet) integrated into design

Color Palette

• Primary Orange: Maintained from original branding but refreshed to a more vibrant shade
• Secondary Blue: Representing water, reliability, and trust
• Supporting Neutrals: Grays and whites for balance and professionalism

Typography

• Headings: Bold, modern sans-serif for clarity and impact
• Body Text: Clean, highly readable sans-serif for professionalism

Mascot Development: June the Plumbing Detective
June the French bulldog becomes “The Plumbing Detective” – a character who “sniffs out” plumbing problems and leads the team to fix them. June will:

• Wear a detective hat and badge in all appearances
• Feature prominently in all marketing materials
• Appear in commercials investigating and solving plumbing mysteries
• Create an emotional connection with customers

Vehicle Wraps & Uniforms

• Trucks wrapped with refreshed BK Plumbing logo, featuring June prominently
• Distinctive orange trucks with blue accents for high visibility
• Technician uniforms with professional design incorporating brand colors
• Name tags identifying technicians as part of “June’s Team”

Service Program: “BK Home Health Club”

A comprehensive maintenance program offering:

• Annual water heater flush
• Winterizing check for outdoor spigots/pipes
• Complete plumbing system inspection
• Water pressure evaluation
• Drain flow verification
• Priority service scheduling
• No after-hours fees
• 10% discount on all repairs
• Monthly subscription at $18.99/month

This service program name maintains connection to the BK Plumbing brand while communicating the value proposition of ongoing plumbing system health and maintenance.

Marketing Mix Strategy

Digital Transformation (Foundation)

Website Development
A completely rebuilt, modern website featuring:

• Online scheduling functionality
• Instant quote requests
• Live chat capabilities
• Service program membership sign-up
• Mobile optimization
• Review showcase
• Service area map
• Clear service descriptions with pricing transparency
• Team/about us section featuring June prominently
• Custom photography of team and June in detective attire

Google Business Profile Optimization

• Complete profile setup with all services
• Regular posting schedule (weekly)
• Review response management
• Photo updates featuring completed work and team members

Review Generation System

• Integration with Kick Serve software
• Automated text/email review requests
• QR code on printed materials linking to review platforms
• Incentive program for technicians who generate reviews

Strategic Marketing Campaigns

1. Brand Refresh Campaign: “Meet June, BK’s Newest Team Member”
A multi-channel campaign introducing June as BK Plumbing’s mascot:

• Press release to local media
• Social media announcement campaign
• Email blast to 13,000+ customer database
• Direct mail to past customers
• Launch event/open house at headquarters
• Special launch promotion (10% off first service)

2. Water Heater Heroes Campaign
Targeting your most profitable residential service:

• Email blast highlighting Bradford White quality and warranty
• Google Search ads targeting “water heater replacement” keywords
• Social media education about water heater lifespan and efficiency
• Direct mail to homes 10+ years old in target neighborhoods
• Bundle promotion for water heater maintenance with service program membership

3. “BK Home Health Club” Launch
Comprehensive service program marketing:

• Email announcement to existing customer database
• Technician presentation cards for in-home sales
• Seasonal promotion tied to winter pipe protection
• Social media campaign highlighting peace of mind
• Direct mail to past customers featuring June as program ambassador

Digital Advertising Mix

• Google Search Ads: Targeting high-intent keywords
• Display Retargeting: For website visitors who don’t convert
• Targeted Social Media Ads: Facebook/Instagram campaigns
• YouTube Pre-roll: Video in service area
• Targeted Email Campaigns: To your existing 13,000+ customer list

Traditional Media Support

• Vehicle Wraps: Featuring your refreshed branding/mascot
• Yard Signs: Placed at completed job sites (with permission)
• Local Sports Team Sponsorships: Community visibility
• Strategic Radio Spots: During drive time
• Direct Mail: To high-value neighborhoods

Implementation Roadmap

Phase 1: Foundation Building (Months 1-3)

• Finalize refreshed brand identity system and guidelines
• Develop visual identity assets (logo, color palette, typography)
• Build new website with modern functionality
• Implement review generation system
• Set up Google Business Profile optimization
• Develop service program details and materials

Phase 2: Launch & Awareness (Months 3-4)

• Launch new website with online scheduling
• Begin digital advertising campaigns
• Introduce service program to existing customers
• Implement truck wraps and physical branding
• Train technicians on review generation and service program sales
• Begin email marketing to existing customer database

Phase 3: Expansion & Optimization (Months 5-15)

• Scale successful marketing channels based on performance data
• Expand digital marketing geographic targeting
• Increase budget allocation to highest-performing channels
• Implement seasonal promotional campaigns
• Focus recruitment efforts on residential service technicians
• Evaluate potential HVAC service expansion opportunities

Conclusion

The visual refresh approach for BK Plumbing offers a balanced strategy that maintains your valuable 21 years of brand equity while significantly enhancing your distinctiveness in the marketplace through the introduction of June as your mascot. This approach aligns with the Ehrenberg-Bass Institute’s principles of brand growth, focusing on creating distinctive brand assets and strong mental and physical availability.

By refreshing rather than replacing your brand, you’ll maintain the trust and recognition you’ve built with commercial clients while creating a more memorable, distinctive presence in the residential market. The introduction of June as “The Plumbing Detective” provides a unique, emotionally engaging element that will help you stand out in a category where most competitors blend together.

This approach offers a lower-risk path to your growth goals while still providing the distinctiveness needed to capture attention and build mental availability in your market.

Recommendation & Next Steps

Both marketing plan options provide viable paths to achieving your goal of doubling residential revenue. The decision between a full rebrand and a visual refresh ultimately depends on your comfort level with change and how much you value your existing brand equity versus the potential impact of a completely fresh identity.

Key Considerations

1. Risk Tolerance: The full rebrand represents a bolder move with potentially higher impact but also higher risk. The visual refresh offers a more conservative approach that builds on existing equity.
2. Commercial Client Impact: Consider how your commercial clients might react to a complete name change versus a visual refresh. 
3. Team Buy-In: Which approach would your team be more excited about and committed to implementing?
4. Long-Term Vision: Which option better aligns with your long-term vision for the company, including potential expansion into HVAC services?

Measurement & KPIs

• Website Leads: 150-200 per month (1,800-2,400 annually)
• Conversion Rate: 35-40% (based on your current high closing rate)
• New Customers: 630-960 annually
• Average Ticket: $400 (your stated current average)
• Total New Revenue: $252,000-$384,000
• Service Program Members: 150-200 in first year
• Annual Revenue Per Member: $228 ($18.99/month)
• Service Program Revenue: $34,200-$45,600
• Additional Service Revenue: $90,000-$120,000 (from service calls to members)
• Existing Customer Reactivation: 15-20% of your 13,000 customer database
• Reactivated Customers: 1,950-2,600
• Reactivation Revenue: $780,000-$1,040,000

Total Projected Revenue Increase: $1,156,200-$1,589,600

Budget Breakdown

Initial Investment (One-Time Costs)

• Brand Development: $2,500
• Website Design & Development: $6,500
• Service Program Development and Collateral Design: $2,500
• Initial Photo/Video Production: $11,000
• Print, Swag, Other Collateral: $5,000
• Total Initial Investment: $27,500

Investment at Every Stage:

Ongoing Monthly Investment

• Brand Awareness: $3,500
• Mid Funnel: $2,000
• Lower Funnel: 6,000
• Email Marketing: $750
• Review Management: $250
• Social Media Management: $2,400
• Total Monthly: $14,900

• Annual Total: $178,000 (~3.3% of projected annual revenue)

Projections:

• Brand Revolution:  95% certainty of reaching or exceeding goals
• Brand Evolution: 80% certainty of reaching goals

We’re excited about the opportunity to partner with you on this journey and help you conquer your marketing mountains!