Neighbourly                        

Providing digital support to the UK’s largest network of home service brands.   

How we helped:
Marketing
Design Development

Project team

Dave Davies
Sammy-Jo Wilsher
Mike Bunn
Ettie Hilton
Charlotte Weeks
Nick Layton
Hayley Clasby
Charlie Regnart
Olivia Fry

Delivering websites and marketing to every Neighbourly UK brand.  

Blue Frontier have been partnered with Neighbourly, the world’s largest parent company of home service brands, for many years. In the UK, Neighbourly own 6 industry-leading brands – Bright & Beautiful, Countrywide, Drain Doctor, Dream Doors, Greensleeves, and The Pimlico Group – and Blue Frontier provides each of these with a full suite of digital services. As franchise-structure businesses, Neighbourly’s brands rely on Blue Frontier’s experience, flexibility, and expertise to grow their digital presence at both national HQ and local franchisee levels. Blue Frontier also supports Neighbourly’s own brand with website services and marketing.  

In the last 5 years, each Neighbourly brand has received numerous website design upgrades, functionality enhancements, and content additions in both Joomla! and WordPress, as well as holistic marketing support covering SEO, PPC, social media and content marketing. In an effort to improve and standardise internal training processes and materials, Neighbourly also commissioned Blue Frontier to produce custom learning portals and training videos for each brand in an ongoing project using Eloomi LMS.   

Deliverables Websites, Marketing, Training Materials
Timeframe 5+ years (ongoing)
Platforms Joomla, WordPress, Google Ads, Meta, Instagram, Eloomi
Sector Home Improvement
Franchises Supported 550+

Deploying new and improved websites with a cohesive ‘Neighbourly feel’ 

Working collaboratively with Neighorly HQ and the management teams of each Neighbourly brand, Blue Frontier delivered newly designed and built websites for Bright & Beautiful (2020), Drain Doctor (2020), Dream Doors (2018), The Pimlico Group (2022), and Greensleeves (2023), as well as for Neighbourly HQ themselves (2022). Alongside these new websites, Blue Frontier has provided continued improvements, enhancements, and refreshes to all Neighbourly brand websites from 2020 up to ongoing projects today.  

Each Neighbourly brand has its own distinct online presence, with different service offerings, target audiences, and USPs. Whilst it’s important for each brand’s website to reflect this, Neighbourly also wanted to establish a common ‘feel’ across the brands that would provide a clean, modern aesthetic while visually positioning them closer together in a subtly way. This balance of consistency and differentiation was key in the final designs for the websites Blue Frontier delivered.  

It was also vital that the new brand websites provided improved UX for the relevant target audiences, and showcased the relevant services in a professional manner to reflect the tone of each brand. By consulting closely with the marketing and business development teams of each brand, the Blue Frontier team were able to understand how users should engage with each website, and incorporated this understanding into the designs and content.  

With designers and developers collaborating internally with the relevant Blue Frontier digital marketing experts, each website was also produced with SEO and PPC in mind to help improve rankings, search visibility, and conversions. By continuously optimising website content, adding new service pages, ensuring technical performance, and adding new elements including postcode checkers, quote tools, and user quizzes, Blue Frontier helps keep the Neighbourly brands’ websites at the top of search engines and standing out in highly competitive industries.  

21%

Increase in conversions for Dream Doors

as a result of a new website and social media marketing   

527%

Uplift in all website traffic for The Pimlico Group

following a new website PPC, and SEO  

100+

Training Videos produced

for their Eloomi system.

Generating leads, visibility, and positive ROI for every brand

The home improvement sector is notoriously competitive. With Neighbourly’s brands operating on a franchise structure, generating leads over the competition in each local area is critical to the success of each individual franchise business, as well as to the overall brand.  

Much of Blue Frontier’s work with Neighbourly brands has been focused on lead generation. From strategising the most appropriate advertising platforms and keywords, through to audience building and ad account restructuring, the Blue Frontier team have fully managed the advertising campaigns for Neighbourly brands for many years. The campaigns delivered include ongoing PPC (Bright & Beautiful, Dream Doors, Drain Doctor, Greensleeves, The Pimlico Group) and Social Media advertising on an ongoing or campaign basis (Dream Doors, Bright & Beautiful, The Pimlico Group).  

By combining paid advertising efforts with custom-built landing pages and a range of innovative campaigns, including a Kitchen Quiz lead magnet funnel for Dream Doors and a seasonal Hetty the Elf campaign for Bright & Beautiful, Blue Frontier have generated impressive ROI for Neighbourly brands’ head office teams over the years. Bolstered by other awareness and engagement focused marketing tactics, including SEO (all brands), social media content creation (Bright & Beautiful, Dream Doors, Drain Doctor, Countrywide), and blog writing (Bright & Beautiful, Countrywide, Dream Doors, Drain Doctor, The Pimlico Group), the Neighbourly brands have also been able to grow their online visibility organically with Blue Frontier’s support.  

Supporting at both national and local levels  

The unique structure of franchise businesses presents unique challenges, including increased risk of inconsistencies across the franchise network and contention between headquarters and local franchisee goals, decisions, or budgets. For Neighbourly, these challenges are accumulated across all 6 brands and their collective network of over 550 franchises.  

Through a long-term partnership with Neighbourly, Blue Frontier have developed specialist experience in support franchise-structure businesses. Blue Frontier’s Account Managers, designers, developers, and marketers regularly communicate and coordinate work at both national HQ and local franchise levels.  

This includes running local franchise lead generation campaigns alongside national HQ brand awareness campaigns, managing localised social media content for franchise-level Facebook pages, and supporting HQ teams in coordinating communications with franchisees. Blue Frontier support Neighbourly by running webinars and training for franchisees covering topics such as social media best practices and the benefits of PPC advertising, and also attend Neighbourly’s annual conference to meet with network franchisees in person.  

Blue Frontier creates and distributes regular reports on key metrics and marketing performance. By generating reports that cover HQ performance as well as individual franchisee performance metrics, Blue Frontier further supports Neighbourly HQ teams by distributing bespoke reports to all individual franchise owners who invest in advertising. As a result, Neighbourly are able to keep their franchise network in the loop and on board with the marketing activities being carried out across every brand.  

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