Service Brands International

Horizontal Integration worked with Service Brands International to plan and execute a new interactive web platform that supports the company’s strategic vision as a Franchisor. The new web platform positions the Molly Maid and Mr.Handyman brands, enhances the user experience on the web and empowers the 800+ franchisees to manage their own unique online presence as part of the master brand through the implementation of a CMS solution.

Horizontal Integration helped maximize Molly Maid and Mr.Handyman’s competitive advantages. This was accomplished by improving their presence on the web through better Search Engine Optimization, the implementation of a content management solution and a new Information architecture and design for the web properties. Horizontal Integration helped Service Brands International rollout training to their 800+ franchisees that use the new CMS on a daily basis to keep content current on their own individual franchisee web sites.

The Service Brands International web destinations for Molly Maid and Mr.Handyman launched in August 2009 to rave reviews and has become the central location for customers to request service online. Online service requests are up over 500% since launch.

Customer Profile

Service Brands International is a privately held, multi-concept franchise system with worldwide headquarters in Ann Arbor, Michigan. Our portfolio of home-services brands includes category leaders Molly Maid, Mr. Handyman, 1-800-DryClean, and ProTect Painters.

Business Situation

Outgrowing their current web platform, in 2009 Service Brands was looking to leverage a new platform that could be rolled out for all web properties that could handle their content management needs – over 800 content contributors to their web properties. Also they were looking for an updated site design, inproved site usability as well as better search engine optimization

Solution

Results

Launched Molly Maid and the Mr.Handyman websites in August 2009

Content is more frequently updated and an automated workflow keeps content moving seamlessly through the organization

Molly Maid is in the #1 and Mr.Handyman are now in the top 5 listings within targeted organic search results

Online service requests are up over 500% since launch