Unlock the marketing challenge for Pop-A-Lock

Investigate the competitive marketplace for effective marketing messaging; services, products, pricing Develop a buyer persona and decision making by channel; B2C (home and vehicle owners), B2B contract (property managers, facility managers, facility services, fleet managers), B2B retail (retail chains, professional offices, building owners). What drives a decision to choose and hire a locksmith ? What are the most effective marketing strategies to invest in ? How does our pricing match with our service based industries; plumbing, electricians, HVAC ? Are there value offers that avoid pricing thresholds ? How do clearly communicate "trust, reliability, dependability" ?

Right Place, Right Time, Right Service

We are at an inflection point on our business. We need to focus on the right services, at the right time in the right segments/channels. Need competitive pricing analysis (services) - we feel we might be leaving too much on the table Need product pricing analysis- locks, parts and automotive keys Need emotional and functional buyer purchase triggers; why buy, when, where do they search (marketing, pricing) need labour understanding (salaries, bonuses, commissions) Need to understand "non-emergency" buyer thresholds (# of days to wait for service, time of day) incorporate Contribution to Margin - what does it cost to get an employee to a job. What jobs are profitable ?

"Locking in" Employees at Pop-A-Lock

We would like some recommendations on the best way to on-board and train a locksmith and how to manage their expectations for growth. Ideally, the recommendations should address the following questions: What does the on-boarding program need to be ? What working conditions are needed for a locksmith to be successful ? What on-going training is required to develop skills and engage an employee ? What is the retention program needed to sustain a locksmith throughout their career ? Each student group will submit a written report detailing their findings and recommendations. As well, each student group will complete a 15-minute presentation highlighting their findings and recommendations.

Unlock our brand's awareness in the B2B customer channel

Historically, Pop-A-Lock has been a B2C business.  Marketing to consumers who need emergency response, locked out of cars and homes, replacement locks and keys for their homes and replacement keys for cars. We want to have a marketing vision put together for B2B. What are the most effective B2B strategies and tactics in locksmithing. We have a variety of capabilities. Online, trade shows, content, digital marketing… To be able to create stories, vignettes, fact based solutions in Accessibility, Access Control, Door security and hardware. https://popalock.ca/locksmith/category/building-facility-solutions-4520 1. A B2B marketing and communication plan 2. leverage existing building codes and security requirements for education 3. Develop the right strategies and budgets for franchisees to consider and execute (a road map)