Stories from the Covid-19 Front Lines: Q&A with Neighborly's CMO Lisa Zoellner

What are you doing differently with your marketing program as a result of Covid-19? 

We re-evaluated all current programs both from a creative/messaging and performance standpoint. We made many adjustments based on sensitivity/appropriateness in the current environment and shifted investments based on performance. For example, we moved some money from PPC to Facebook for one of our brands because of declining search volume, and made keyword changes for others. We also are working overtime (literally and figuratively) to provide guidance and support to our franchise owners. For example, we created a marketing guidebook with checklists, suggested actions, and links to resources. Finally, we’re doing contingency budget planning with various scenarios to be ready to make changes as the situation develops.

What are your plans for the next 60 days (April & May)?

Same as above. 

What are your plans for the following 90 days (June, July, August)?

Same as above.

Have you made major changes to your marketing and media programs?

Yes, based on analysis of performance. For some brands, no changes were necessary; for others, we made significant changes.

Have you made any changes to the roles or duties of your team?

Yes. It’s all hands on deck, so multiple team members are taking on additional areas of focus. We also have formed a task force to begin planning for “after.”