SEPTEMBER 2013
In this issue: 1 Be the Brand! 2 New Franchise 4 FYI 6 Top 10 7 Chart Toppers, Personal Best 8 Kudos 10 Advantage of Branding 11 Be the Brand/Advertising Resource 12 Words of Wisdom
SUN
T HE
SERVPRO® of Southern New England and New York
FYI National Accounts - # 4389-F August 9, 2013 To: All U.S. Franchises From: Christa Tidwell, Key Accounts Manager Subject: Allstate: Guidelines Update Summary: Allstate has requested updates to the program that will affect after-hours, fire cleaning procedures, equipment charges, photos required, and a revised COS Form. Memo – Allstate Insurance To: All New York Franchises Subject: Allstate NY region Please be advised: Allstate NY Region wants photos of inspections only to support the inspection fee for no work performed. Thank you, Cathy Moore Key Accounts Coordinator Servpro Industries, Inc. More FYI on page 4!
BE THE BRAND! Yes, ‘Be the Brand’ is a popular theme at SERVPRO®; there is a reason for that: It is important. Make sure your clients know what makes SERVPRO® the best restoration vendor! It is easy for us to tell potential customers and Centers of Influence that SERVPRO® is the Best Cleaning and Restoration Company, but how do we show them? What makes SERVPRO® the Best Cleaning and Restoration Company? It is the commitment to quality work, customer satisfaction, teamwork, and maintaining professional relationships. It is embodying the principles of The Brand and Maintaining Brand Awareness. Make Sure 1. Your jobs are performed with SERVPRO® Cleaning Products and SERVPRO® Drying Equipment. 2. Your employees have a professional appearance and are able to interact with customers professionally. 3. Your customers are satisfied and ensure the Customer Satisfaction Form is completed. a. These forms should be compiled with a summarized work report for presentations to Centers of Influence and not just go into the file for upload 4. Your team works like a team. a. Before they become problems, address any issues between various members of staff. b. Your business should always maintain a united professional appearance. c. Centers of Influence, customers, and our partners in the Insurance industry should see nothing but a smoothly running operation. What specific features, advantages and benefits make using SERVPRO® a better decision than using our competition? Knowledge is power when it comes to differentiating SERVPRO® from the competition. SERVPRO® Cleaning Products and Drying Equipment, along with the continuing education that makes our technicians more than just laborers, are all points
Continued on next page
2 - SERVPRO® SUN
Continued from cover of pride that should be highlighted when distinguishing a SERVPRO® Franchise from the competition. When an Owner commits to being the Brand, they must have a full understanding of why SERVPRO® is the superior alternative to the competition. What are our clear competitive advantages? Besides superior cleaning products, drying equipment, and trained technicians, SERVPRO® also has the advantage of long-standing relationships with Insurance Vendors. National Accounts not only provide an opportunity for direct-assigned jobs, but also are an advantage when customers know that we have pre-existing relationships with their carriers. Customers will have a professional team on their side to negotiate and communicate with the insurance carrier. Another key advantage is the network of SERVPRO® offices around the region and country. Customers and Centers of Influence can be confident that no matter the size or scope of the job, that their local SERVPRO® team will be able to accommodate and coordinate the job. Being the Brand is all about knowing the benefits of the Brand, extolling those benefits, and turning the advantages offered by the SERVPRO® Brand into jobs and future opportunities for your business.
Be the Brand and follow the SERVPRO® Code of Ethics We Agree To: 1. Maintain the highest professional standards of workmanship and service to our customers. 2. Conduct our business affairs with honesty and integrity, never resorting to unfair trade practices that might reflect not only on our organization, but also on the entire SERVPRO® system. 3. Avoid misrepresentation of product and services, goals, promises, misleading advertising, or any other promotion of our work that might lead to misconceptions on the part of the consumer. 4. Share our knowledge and experience with others in SERVPRO® with the objective of upgrading the SERVPRO® system. 5. Do everything possible to enhance the reputation of SERVPRO® as a group of skilled professionals offering honest, dependable, competent service to the customer. 6. Participate in area meetings, workshops, and national convention to improve our own expertise and keep abreast of new developments in technology and methods.
INTRODUCING A NEW FRANCHISE Antonio Senese SERVPRO® of The Windsors # 10171 2 Craftsman Road, Area 8 East Windsor, CT 06088 Phone: 860-627-0763 Fax: 860-627-0775 E-Mail: servpro.thewindsors@gmail.com Operating Territory: the bounded area in Hartford County, Connecticut that is described as the entire Towns of Windsor, South Windsor, East Windsor and Windsor Locks...
SEPTEMBER 2013 - 3
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FYI Marketing Services - #4387-F August 9, 2013 TO: All Franchises FROM: Kathy Farley, Marketing Events Coordinator SUBJECT: SERVPRO®/Red Cross 2013 Heroes Campaign The 2013 SERVPRO® Hero Campaign is a fundraiser and awareness campaign designed to engage the SERVPRO® System with an opportunity to give back in support of the American Red Cross. In March 2013, SERVPRO® secured the position of the largest corporate sponsor for the Red Cross Ready Rating™ Program. In order to maintain our prestigious partnership as the primary corporate sponsor for the Ready Rating Program, the SERVPRO® System has committed to collectively raise $500,000 annually in support of the American Red Cross. We encourage the SERVPRO® Network to organize fundraising efforts during September, which is National Preparedness Month, as a strategic platform to promote the Emergency READY Program and the Ready Rating Program.
The National Partnership with the American Red Cross provides a single fundraising focus, allowing our collective donations to make a larger impact for the SERVPRO® Brand. SERVPRO® is committed to giving back to the community by supporting the American Red Cross. Every dollar donated is a gift of hope reaching around the world to embrace people in despair and lift them up with a helping hand. During September, each Franchise is challenged to meet (or exceed) the goal of $500. This goal can be achieved through one or a combination of methods: Franchise donation, employee contributions, SERVPRO® Microsite donations, or various fundraising efforts. Franchises can engage their customers, clients, adjusters, and vendors as a part of this campaign and their contributions will count toward the Franchise goal. Franchises raising and/or donating a minimum of $500 toward the campaign will be awarded the designation
of “Hero”; Franchises raising and/or donating a minimum of $1,000 toward the campaign will be awarded the designation of “SuperHero.” “Heroes and Superheroes” will be recognized in a local press release, generated by SERVPRO® Corporate, to provide extra recognition for each Franchise’s contribution. Internally, SERVPRO® Corporate will recognize the success of the top performers at the Director/Trainer meeting in October 2013, and the 2014 SERVPRO® Annual Convention. Visit ServproNET® for a complete list of fundraising ideas, flyers, and other promotional materials by clicking on https://www.sso.servpronet.com/connect/departments/marketing-services/ american-red-cross-ready-rating-program-details and clicking on Hero Campaign. For questions or comments, please contact Kathy Farley at arc@servpronet.com or 615-451-0200 x 1507.
SEPTEMBER 2013 - 5
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Call Joe Hoffman to set up a local meeting at 630.806.9463 or email jhoffman@1800packrat.com.
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Top Ten Volume Leaders GROSS VOLUME LEADERS JULY 2013
PER LICENSE AVERAGE VOLUME LEADERS
JULY 2013
1
Dave Kluger
1,253,237
Dion & Lynn Luzzi
328,419
2
Frank Mattos
874,606
Mitch Kaikow & Stuart Cleary
312,317
3
John Halko
780,968
Ralph Rimauldo
300,032
4
Dion & Lynn Luzzi
656,838
John Halko
260,322
5
John Maughan
492,658
Scott O’Donnell
258,945
6
Allen Randolph
424,038
Lisa & Doug Jameson
243,284
7
Gil & Sheryl Morrissey
352,121
Dave Kluger
208,872
8
Joe Pelli
349,046
John & Shayna Luciani
180,167
9
Mitch Kaikow & Stuart Cleary
312,317
Anthony & Danielle Palumbo
179,362
10
Michael Logue
300,499
Richard Fevola
172,619
Chart Toppers
March 2013
SEPTEMBER 2013 - 7
PERSONAL
BEST
Personal Best Volume Month JULY 2013
Chart Toppers May 2013 Associated Revenue Morrison & Spinner Cleaning Commercial McKendall
PERSONAL BEST VOLUME MONTH JULY 2013 John Halko SERVPRO® of North Onondaga County # 5941 SERVPRO® of Oswego County # 8547 SERVPRO® of East Onondaga County # 9032 $780,968.31
PERSONAL BEST VOLUME MONTH JULY 2013 Dion & Lynn Luzzi ® SERVPRO of Washington County # 9563 SERVPRO® of Newport & Bristol Counties # 10036 $620,415.38
Cleaning Residential Mattos Duct Residential Delfino Mattos Fire Commercial Randolph Harvey Fire Residential Mattos Geaski Pelli Mold Commercial D. Kluger Kaikow & Cleary Mold Residential Maughan Reilly Resale Rookie Randolph
PERSONAL BEST VOLUME MONTH JULY 2013 Richard Fevola ® SERVPRO of The East End # 9645 $170,144.66
Subcontract D. Kluger Water Commercial Morrissey Water Residential Mattos Pelli D. Kluger Total Volume D. Kluger Mattos
8 - SERVPRO® SUN
From: Charlotte H Sent: Friday, August 02, 2013 9:26 AM To: mlogue123@comcast.net Subject: Dear Mr. Logue, Today the standard practice seems to be letter of complaints. However, we felt it necessary to inform you of the exemplary service we received from your organization in reference to our insurance claim. We had a faulty faucet in an upstairs bathroom that ran for over eight hours which caused interior wall damage and a whole string of repairs needed to get our home back to its original state. My first contact was with your Mr. Holt who advised me of what we could face, specifically the mold damage and the ramifications if left unattended. He further informed me that your company was a preferred vender for our insurance company. In 43 years of home ownership we have gotten “burnt” once and are very selective as to the contractors we use for repairs and projects. By the time I finished my phone call, Mr. Holt instilled confidence that any work performed would be completed with the quality we expected. We thought your company was worth a try. From the very beginning under the supervision of Mr. Jack Harvey and his staff, the dry out began. He was exceptional and everyone was professional, on time and the most courteous, caring and genuine people we have met in the construction industry. Too good to be true! Next we braced ourselves for the actual repairs; i.e., drywall, tile, vanity replacement, molding, wallpapering and painting. The big question, would we be satisfied? Would the work be completed to the original condition? Well, the job is complete and held up only from my error in ordering the wrong color toilet. Everything was done more than satisfactory. But I would be remiss if I did not mention that there is a hero in this story. The hero is Ken Holt. Through this overwhelming process, he was my rock. He oversaw the quality and completion of the work. Please do not be under the impression that I am praising him because he won us over. It’s more because he earned our respect. From your company standpoint, he is effective and cost conscious. From our standpoint, he was fair and aboveboard. He listened and explained if my assessments were incorrect. He was the liaison between us and the contractors and the insurance company. Without a doubt he is a huge asset to your organization. Reputation is everything. That’s why we called you. Already a neighbor has asked me what we thought of your services. Needless to say I gave a glowing report. So please accept our sincere thanks for a job well done and good wishes for your continued success! Charlotte H
SEPTEMBER 2013 - 9
A very observant auditor brought this to The SUN’s attention and stated, “This is the Certificate of Satisfaction the customer filled out for Sullivan’s office… I think it’s so sweet…”
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THE ADVANTAGE OF CO-BRANDING Local SERVPRO Celebration to Benefit American Red Cross SERVPRO® of North and East Onondaga County and Oswego County, a local cleanup and restoration company, has partnered with the American Red Cross of Central New York to raise money for the Red Cross’ Disaster Relief Fund.
Aug. 22, at SERVPRO’s East Syracuse location at 6800 Northern Boulevard with food, drinks, and entertainment. If you’d like to join the celebration, please register with the Center State CEO Chamber of Commerce.
The partnership started at the national level with the SERVPRO® Corporation and American Red Cross teaming up for the Red Cross’ Ready Rating campaign. Now, the two organizations are creating connections on a local level with a fundraising activity for the Red Cross of Central New York at the SERVPRO® of N & E Onondaga and Oswego Co.’s 20th Anniversary Celebration.
“I am proud to help support such a vital organization,” said John Halko, owner of SERVPRO® of N & E Onondaga and Oswego Co. “It is only natural that both our companies would come together.” “We’re honored to be part of this community, and this is our way to give back after so much has been given to us by them,” said Vincent Mangan, Marketing Manager.
The event will take place from 5:30 to 7 p.m. Thursday,
THE RESULT OF CO-BRANDING
Jeremy Wolfe and John Halko with two guests
Thursday, August 22, 2013, John Halko and his three Franchises, SERVPRO® of North Onondaga County, SERVPRO® of East Onondaga County, and SERVPRO® of Oswego County, effectively collaborated with the American Red
Cross of Central New York to raise money for their Disaster Relief Fund, as John celebrated his twentieth year as a SERVPRO® Franchise Owner with food, drinks, and entertainment. John’s Franchises uniquely entertained their guests and raised money for the local Red Cross by using a Money Machine Cash Cube! Each guest had 30 seconds to grab as much cash as possible in the enclosed Cash Cube. The SERVPRO Franchises matched the cash each guest grabbed within the 30-second timeframe! As they were able to raise $2,500.00, making this
John’s Franchises uniquely entertained their guests! Each guest had 30 seconds to grab as much cash as possible in the enclosed Cash Cube.
a very successful event for the Red Cross and a gratifying celebration as John and his staff demonstrated their willingness to serve their community.
SEPTEMBER 2013 - 11
Be the Brand OCEAN COUNTY SIGNAL by Phil Stilton
TOMS RIVER-When the East Dover Volunteer Fire Company began to rebuild their flooded firehouse after Hurricane Sandy, like many in the community, they turned to SERVPRO of Toms River, owned by brothers Michael and Patrick Reilly. The Reillys are lifelong residents of Toms River. Pat volunteers as the president of the Toms River Raiders AYF youth football program. Hurricane Sandy pushed up to four feet of water through the firehouse, but after gutting the structure and performing their remediation services, the station was able to quickly rebuild afterwards.
The project cost was $38,000 and after payment was received from FEMA, Michael Reilly told the fire company they could keep the profits from the job, totaling $6,800. Reilly then donated an additional $1,200 personally. Chief Rickey Tutela said the department was glad they chose SERVPRO prior to the donation, but when they received the $8,000 check from the Reillys, they were in shock. “They served us well and rectified all of our problems and mitigated a lot of future problems,” Tutela said. “We had no idea that he was going to make such a big donation, plus money out of his pocket, we were shocked.”
When the Casino Pier Arcade was flooded with six feet of water in their basement, they too, called SERVPRO of Toms River. The two brothers have been busy since Sandy, performing mold and flood work at many locations including schools, police departments and municipal offices around the county. Reilly said his own storm flooded home in Silverton had to wait until all of the others were done first. http://www.oceancountysignal.com
2013 Advertising Resource Guide Custom Ad Service Marketing Services can create artwork for you. The charge is $50 per hour of graphics time (not including approval routing). Any revisions made after approvals have been granted may also be charged. For custom ad requests, there is a minimum 10 working-day turnaround time for ad completion. Certain advertising items may be provided at no charge at the discretion of Marketing Services. All custom ad requests are to be submitted via e-mail to chbrown@servpronet.com. Please provide the following information in your request: • Publication running the ad (Yellow Pages, CAG, Community Guide, School Program, etc). • Type of ad (Fire and Water, Carpet, Duct, General Services, and/or Mold). • Size of ad (dimensions in inches) and color specs (Full-color or Black/White).
to confirm receipt of request and clarify any additional information. Franchisees are encouraged to utilize their local vendor’s services in customization of the print ad templates.
• Franchise Name (as it appears on your Franchise License The charge is for the “graphics time” it takes to complete an ad. Some Agreement) and business phone number approved by the ads can take 10 minutes ($8) and some can take a few hours.The SERVPRO® Legal Department. more information provided to the designer up front will make the • Additional content to include in the ad such as certifications graphics time faster. (the more information provided to the designer on the front All ads are created in order of request, not priority. end, the faster the ad can be completed). (If “Franchise A” requests 20 ads, it will take longer to get to FranThe Marketing Services Department designers will contact you chise B’s” request of 1 ad).
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Words of Wisdom When small business owners ask themselves “What is branding?” The answer is, “the essence of the business, products, or services”. Your personal brand conveys the way you are perceived and how you want people to see and feel about you, your business and your products or services. Kytka Hilmar-Jezek A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos Every advertisement should be thought of as a contribution to the complex symbol, which is the brand image. David Ogilvy If people believe they share values with a company they will stay loyal to the brand. Howard Schultz
Imagination without vision, is like a brand with no passion. Jaco Snoek
Your premium brand had better be delivering something special, or it’s not going to get the business. Warren Buffett It is no profit to have learned well, if you neglect to do well. Publilius Syrus