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New Hampshire-based company recognized for branding verve and shares the secret.

GOFFSTOWN, NEW HAMPSHIRE…

Jack Child, Founder and CEO of BLACK DAWG SEALCOAT and BLACK DAWG FRANCHISE GROUP, was chosen by Entrepreneur.com as one of ten entrepreneurs whose work exemplifies the reach of building a powerful brand.

“It was very flattering when they called to do the story,” Child recalled, “The fact Entrepreneur.com knew about us and were impressed by our work speaks volumes about the power and potential in creating a strong brand.”

Child started BLACK DAWG SEALCOAT four years ago in southern New Hampshire, providing asphalt maintenance services to residential and commercial customers. He began selling franchises the next year and now has operations in New Hampshire, Massachusetts, Connecticut, Ohio, and Kentucky, with prospects for more franchises in New York, Maine and Pennsylvania.

“I knew from the start the key to any success would be to build a recognizable brand. The asphalt maintenance industry is dominated by companies that do very little in terms of brand recognition. That was the opportunity I saw for a different way of providing these services,” said Child.

BLACK DAWG SEALCOAT takes its name from Child’s black Labrador Retriever, Olive. Her image is on everything BLACK DAWG – the sides of the trucks, yard signs, the uniforms the crews wear, hats, their signature smart car, Facebook and Twitter, the website – everywhere. “The dog sells. There is no doubt about it, but simply having a clever logo or name isn’t enough to build a brand. It is just the start. Having a cohesive plan and executing that plan is the difference between success and something less.”

Child’s advice for building brand recognition is to follow three (and a half) steps.

1)                  Reverse Engineer Your Brand – “Too often businesses view their marketing, their customer service and their products as flowing from them to the customer. Turn it around. Look at your business, your products and services, your brand, from your customer’s point of view and build to satisfy their needs – not your own. Our graphics – the black and yellow, the image of Olive – all reinforce what our business is about, but it also connects to our customers in a very direct way that makes it easy for them to consider doing business with us and we then back it up with very open, customer-oriented interactions.”

2)                  Say What You Mean, Mean What You Say – “Mark Twain once said, ‘The difference between the right word and the almost right word is the difference between the lighting and the lightning bug.’ All the research into choosing the colors, hiring a graphic designer, building a website, maintaining a presence on social media networks and all the other tools of building a brand won’t matter at all if you don’t deliver for your customers. Everything you say or do in print, on-line and on the phone has to be backed up 100% in the field.  We call it branding, but back in my father’s day it was called your reputation”.

3)                  A Constant State of Promotion – “Businesses need to organize their efforts so that everything they do, every touch, every interaction with clients, with potential clients, with the pubic, reinforces their brand. A logo isn’t enough – that’s part of it, but that alone won’t build your brand.  We use strong visuals to get people’s attention, but it is everything we do once we have their attention that drives our success. Your brand is a 24/7 goodwill ambassador. Back up everything with stellar service and you’ll have achieved what I call “A Constant State of Promotion.”

As for the last step, Step 3.5, Child says, “This can be the hardest of them all. Once you’ve seen your business from your customer’s eyes, once you’ve nailed down your deliverables, once you’ve put yourself in a constant state of promotion, there’s one more thing to do – don’t be obnoxious about it. If you’re at a networking event, a chamber mixer or a convention, don’t shove your business card in everyone’s hand or shout over everyone about you and your brand. Listen. Listen to what people say to you about their brand. If you’ve done your work, they’ll notice you, they’ll pay attention and they’ll come to you with questions. It’s how it worked out for us with Entrepreneur.com, and it is how we go about our business every day.”

For further proof of how well this approach works, Child points out he is launching YELLOW DAWG LINE STRIPING and BLUE DAWG POWER WASH this year and has already pre-sold four of these franchises.

For more information about BLACK DAWG and to see pictures of Olive, the “Boss”, visit www.BlackDawgFranchise.com , or call 1-800-998-DAWG (3294). Look for Jack’s upcoming e-book – A Constant State of Promotion – online this summer.

New Hampshire-based company recognized for branding verve and shares the secret.Read More

The pack grows! BLACK DAWG SEALCOAT®, New England’s premier asphalt maintenance company, welcomes Shattuck Sealcoating and Calvano’s Sealcoating to the BLACK DAWG family, creating one of the largest operations of its kind in New England.

GOFFSTOWN, NEW HAMPSHIRE…

Shattuck Sealcoating and Calvano’s Sealcoating, two of the asphalt industry’s most respected names in southern New Hampshire and northern Massachusetts, have just joined forces with BLACK DAWG SEALCOAT.  With these new additions, BLACK DAWG now has six franchise locations-making it one of the largest operators of its kind in New England.
Since BLACK DAWG’s inception less than four years ago, Jack Child, a former military officer, pilot and founder of BLACK DAWG SEALCOAT, has set out to transform not only the public’s perception of the asphalt maintenance industry, but to transform the industry itself.  He’s taken two giant steps forward with the blending of the Shattuck and Calvano crews into BLACK DAWG.
Ron Shattuck, owner of Shattuck Paving, has been in the paving and sealcoating industry for over 30 years, taking over the business his father started in 1971. Based in Milford, New Hampshire, Mr. Shattuck has added five new employees since signing up with BLACK DAWG. “We chose BLACK DAWG because we like the look and feel of the company from the top down. The branding of BLACK DAWG is enticing and memorable. That black dog really evokes positive associations and it’s a good intro to my customers,” noted Shattuck.
Mr. Shattuck will continue to operate Shattuck Paving under his own name, but will fold his sealcoat operation into BLACK DAWG. After 30 years of only carrying the family name, putting on the BLACK DAWG uniform was not an easy choice, but it’s one he’s glad he’s made.  “We are now a part of the fastest growing brand anywhere in the industry. This is good news for my business, my family, my employees and my customers.”
Andy Calvano, founder of Calvano’s Sealcoating, is happy to see the positive changes this can bring. “I’m thrilled to pass the torch to Ron and the BLACK DAWG Brand.  I know they’ll take good care of my many loyal customers.”
Pete Christman, owner of the BLACK DAWG franchise in Merrimack Valley, said, “I am excited at the possibilities this expansion brings us. BLACK DAWG is reshaping the industry.” He added, “Even in this economy, my own operation has doubled this year, and with the addition of Ron Shattuck and his 30 year reputation for delivering value, I see nothing but growth for BLACK DAWG.”
Growing in a down economy?  How can that be?  “There’s a lot of ‘diner talk’ where everybody sort of complains about the economy and how they can’t operate a business in this environment,” said Shattuck.  “My answer is this-you make adjustments, stay focused on customer service and you keep an eye open for opportunity and growth. BLACK DAWG is the perfect fit for me and my crews.”
BLACK DAWG’S strategy has been to win market share through superior customer service and a professional approach. In an industry sometimes sorely lacking in attentive service, BLACK DAWG succeeds by placing the consumer first and exceeding their expectations. “Every contact, every conversation with the customer is designed to build trust in us. And that trust saves our customers thousands of dollars because routine maintenance extends the life of their asphalt,” said Child.
This professional, customer service approach touches all aspects of the business. For starters – real people answer the phone. With Child’s military background, it’s no surprise the BLACK DAWG crews are neat, uniformed and professional.  Each team member is trained to the same high standards. Their trucks are clean and distinctive with the eye-catching BLACK DAWG logo and the equipment is state-of-the-art. Child’s efforts were quickly recognized.  Less than two years after launching BLACK DAWG, the company received the Citizens Bank “Not Your Typical Business Award.”
BLACK DAWG franchises use only the finest commercial grade materials for sealcoating and crack filling driveways and parking lots.  And, through BLACK DAWG’s sister company, YELLOW DAWG STRIPING, parking lot line striping services are available as well.  All work is backed by a full Warranty.  The company philosophy is to deliver the most value for the consumer’s hard-earned money.
With the addition of the Shattuck and Calvano operations, BLACK DAWG SEALCOAT’s reach has doubled in size overnight. BLACK DAWG service areas now include southern New Hampshire, the Merrimack Valley and I-93 corridor, the seacoast of New Hampshire, Andover and North Andover, MA, northern Worcester County, MA, northern Middlesex County, MA and Fairfield County, CT.
Every BLACK DAWG SEALCOAT franchisee owns a black dog or sponsors the adoption of one from a local shelter.  No word yet on when Ron will be bringing his new addition home to his seven children.  “I’ve been talking about it with my family, and we’re all excited about the dog, but the business has been hopping since we joined BLACK DAWG, and I haven’t had a chance to really start looking. But that’s a good problem, right?” he added laughing.
BLACK DAWG SEALCOAT is an accredited member of the Better Business Bureau (Shattuck brings with him an A+ Rating) and a member of the Exeter, Salem, Souhegan Valley and Fairfield Chambers of Commerce. In addition, BLACK DAWG actively supports local and national non-profit organizations including the PLUS Company, Fisher House for Families of Disabled Veterans, the Easter Seals Veterans Count Auction, Boys and Girls Clubs, the Red Cross, Bedford Little League and the Bedford Humane Society, among others.
For more information on BLACK DAWG SEALCOAT and to see pictures of Olive, “The Boss” – the real live mascot for BLACK DAWG SEALCOAT – please visit www.BlackDawgSealcoat.com. And, if you’re an entrepreneur looking for a unique, high-demand business to own, click on the “Franchise Information” link. Or call 1-800-998-DAWG (3294).

The pack grows! BLACK DAWG SEALCOAT®, New England’s premier asphalt maintenance company, welcomes Shattuck Sealcoating and Calvano’s Sealcoating to the BLACK DAWG family, creating one of the largest operations of its kind in New England.Read More

How owning a DAWG of a Driveway can win you $500… BLACK DAWG SEALCOAT®, New England’s premier driveway maintenance company, launches its “America’s Ugliest Driveway” Contest

GOFFSTOWN, NEW HAMPSHIRE…

 

For every cracked, beat-up, worn-out driveway, there’s a story. Perhaps it’s a tale of neglect, winter storms, glacial movement, a meteor crash or an unfortunate incident involving a monster tractor pull looking for a place to turn around. With its “America’s Ugliest Driveway” Contest, BLACK DAWG SEALCOAT’s Founder, Jack Child, is in search of America’s Ugliest Driveway and is willing to put $500 in the pocket of its owner to ease the sting of their misfortune.

 

Starting April 15 (a date chosen for its own “eyesoreness”), homeowners from all 50 states may submit their photo or video along with a caption or story making their case to win the prize. Besides just plain being ugly, points will be given for creativity and cleverness in the form of captions (e.g. here’s my driveway after aliens landed on it) and brief stories (e.g. cracks that resemble celebrities or world leaders).  Funny videos will receive extra consideration.  The winner, to be selected on June 15, 2009, will receive $500, courtesy of BLACK DAWG FRANCHISE GROUP, parent company of BLACK DAWG SEALCOAT®.

 

One driveway from each state will be chosen as that state’s Ugliest Driveway and the owner will be sent a jug of real New Hampshire Maple syrup, courtesy of Parker’s Maple Barn, Mason, New Hampshire.  From that not so elite group of uglies, one Grand Prize winner will be selected and hailed as owner of “America’s Ugliest Driveway” and collect $500. 

 

Homeowners wishing to submit their “ugly driveway” entry should visit www.AmericasUgliestDriveway.com.  Entries are limited to one per household.  By submitting their entry, contest participants agree to allow BLACK DAWG FRANCHISE GROUP LLC to use their names, likenesses and any items submitted for marketing purposes and publication on the web.  Void where prohibited by law.

 

Serving both residential and commercial markets, BLACK DAWG SEALCOAT® Franchises use only the finest materials to preserve, protect and restore asphalt to its original, black-as-night finish.  Besides a better look, the sealant employed by BLACK DAWG slows oxidation and other damaging effects of the sun and ultraviolet rays while creating a protective barrier against gas, oil, chemicals and, your driveway’s worst enemy, water.  Unfortunately for contest lovers, using BLACK DAWG to maintain their driveway will inevitably keep it looking great and drastically lower their odds of winning.

 

Renowned for its professional and courteous customer service (real people actually answer the phone), BLACK DAWG SEALCOAT® also offers Hot Rubber crack sealing services as well as line striping marking services for commercial parking lots. BLACK DAWG’s service area includes central and southern New Hampshire, the seacoast of New Hampshire, north central Massachusetts, Fairfield County, Connecticut and is looking to award franchises and expand into New York, New Jersey, Pennsylvania, Ohio, Massachusetts, Maine and other locations.

BLACK DAWG SEALCOAT® is a member of the Souhegan Valley, Manchester, Salem and Exeter Chambers of Commerce and each franchise is an accredited member of the Better Business Bureau.  In addition, BLACK DAWG supports local and national non-profit organizations such as the PLUS Company, the Souhegan Valley Boys and Girls Club, Fisher House for Disabled Vets, the Red Cross, Bedford Little League, Londonderry Youth Soccer, Londonderry Fire Department, Windham Baseball/Softball League, New Hampshire Fire Marshall’s Arson Investigation Canine Division, Nashua Humane Society, Boys and Girls Club of Nashua, the New Outlook Teen Center of Exeter, Girls, Inc. of Nashua, the Veterans Count Auction, The Cancer Society of Connecticut and the Weston, Connecticut Historical Society.

For more information on BLACK DAWG SEALCOAT® and to see pictures of Olive, “the Boss”, please visit www.BlackDawgSealcoat.com or call 1-(800) 998-DAWG (3294).  For information regarding franchise opportunities, visit www.BlackDawgFranchise.com.  And, to order some delicious maple syrup, visit www.ParkersMapleBarn.com.

How owning a DAWG of a Driveway can win you $500… BLACK DAWG SEALCOAT®, New England’s premier driveway maintenance company, launches its “America’s Ugliest Driveway” ContestRead More