What This Is
OMNI-CHANNEL7 SURFACESSUMMER 2026
This is one campaign running across direct mail, email, SMS, the website, paid search, drive-time radio, and billboards. Every channel sells the same offer with the same numbers, the same phone line, and the same code. The brief gives each owner ready-to-run copy and locks the details so nothing drifts surface to surface.
Operating Principle · One Campaign, One Set of Numbers
An omni-channel campaign only works if the offer reads identically everywhere a customer touches it. The fastest way to break trust and waste spend is to have radio say one thing, the website show another, and the call center quote a third. Every channel in this brief pulls from the same source of truth: the offer box below and the lockbox at the bottom. If a number is not in the lockbox, it does not go on an asset.
The Offer (Source of Truth)
DO NOT ALTER
This is the single offer every channel communicates. Copy below adapts the wording per channel, but these figures never change.
Lead Offer
$59
Drain Clearing + Free Camera Inspection ($250 value)
MENTION CODE: DRAIN59
Member value is always stated as the 12-month figure, never as the value of the single free month. The membership annual price is intentionally not published; channels show "first month free" then "$12.49/month," never a conflicting annual number.
How the Channels Work Together
THE FUNNEL
Top of funnel builds the association (Mauzy clears drains). Mid funnel catches the people that association sends searching. The base converts and reactivates customers we already have. The mailer anchors the middle and base.
Top of Funnel Awareness
Drive-time AM radio
Builds the "clogged drain, call Mauzy" reflex across the market during commute hours.
Billboards
High-frequency reminder on the drive. One idea, brand, one contact.
Mid Funnel Intent Capture
Google Ads
Catches active drain and plumbing searches with the $59 offer.
Microsoft Ads
Mirrors Google; captures the older, desktop, higher-intent searcher.
Website homepage banner
Converts the traffic radio, billboards, and search all push to the site.
Base & Conversion Reactivation
Email blast
Reactivates the existing customer and member list with the full offer.
SMS blast
Short, immediate nudge to the opted-in list.
Direct mail (live)
The anchor piece already in market; every channel echoes it.
Channel Playbook
READY TO RUN
Copy is drafted to drop in. Hold the offer figures exactly; adapt tone and length to the channel as shown.
Email BlastBaseOwner: Marketing. To the existing customer and member list.
Subject line options
Clogged drain? $59 and we’ll clear it.
San Diego: $59 drain clearing plus a free month of membership
Your summer drain fix is $59 (and the camera inspection is free)
Preview text
Plus your first month of Smart Membership is on us.
Body
Summer is hard on San Diego plumbing. If a drain is backing up, Mauzy will clear it.
For a limited time: $59 drain clearing, plus a free camera inspection, a $250 value.
And your first month of Smart Membership is free. That is up to $799 in member value every 12 months: four annual tune-ups, zero dispatch fees, 15% off repairs, priority scheduling, and up to $800 toward a replacement.
Veteran managed. San Diego local since 1969. Over 5,000 five-star reviews. Available 24/7.
[Book Online] or call (619) 272-6459 Mention code DRAIN59
Tankless water heaters $19.99/month.
SMS BlastBaseOwner: Marketing. Opted-in list only.
Message (keep under 160 characters)
Mauzy: $59 drain clearing + free camera inspection ($250 value). Plus 1st month of Smart Membership free. Book 619-272-6459, code DRAIN59. Reply STOP to opt out.
Compliance: send only to contacts who opted in to texts, include the brand name and a STOP opt-out on every send, and keep frequency consistent with the consent language already on the site forms.
Website Homepage BannerMidOwner: JDPP / web. Site-wide hero or top bar.
Headline
Clogged Drain? We’ll Clear It.
Subhead
$59 Drain Clearing + Free Camera Inspection ($250 value). Plus your first month of Smart Membership free.
Buttons
Primary: Book OnlineSecondary: Call (619) 272-6459
Fine print
Mention code DRAIN59. Limited time.
Critical: the Smart Membership landing page must show the corrected pricing before this banner goes live. The banner and the membership page cannot quote different numbers.
Google AdsMidOwner: Marketing / agency. Responsive Search Ads on drain and plumbing intent.
Headlines (30 characters max each)
$59 Drain Clearing
Clogged Drain? We’ll Clear It
Free Camera Inspection
$250 Camera Inspect, Free
San Diego Drain Experts
1st Month Membership Free
Available 24/7
5,000+ 5-Star Reviews
San Diego Local Since 1969
Licensed, Insured Plumbers
Veteran Managed Plumbing
Same Day Drain Service
Book Online Today
Mauzy Plumbing San Diego
Mention Code DRAIN59
Descriptions (90 characters max each)
$59 drain clearing plus a free camera inspection, a $250 value. Limited time this summer.
First month of Smart Membership free. Up to $799 in member value every 12 months.
San Diego local since 1969. 5,000+ 5-star reviews. Available 24/7. Book online now.
Licensed plumbing, HVAC and electrical. Veteran managed. Call (619) 272-6459 today.
Extensions
- Sitelinks: $59 Drain Clearing · Smart Membership · Book Online · Emergency Plumbing
- Callouts: Free Camera Inspection · 24/7 Service · 5,000+ 5-Star Reviews · Financing Available · Veteran Managed
- Structured snippets (Services): Drain Clearing, Camera Inspection, Sewer Lines, Hydro Jetting, Leak Detection
- Call extension: (619) 272-6459
Point ads at a drain landing page that carries the same $59 offer and DRAIN59 code, not the generic plumbing page.
Microsoft AdsMidOwner: Marketing / agency. Import from Google, then verify.
Approach
- Import the Google RSA assets directly; character limits match, so the headlines and descriptions above carry over.
- After import, confirm the tracking number (619) 272-6459 and code DRAIN59 came through on every ad and extension.
- Microsoft skews older and more desktop, so the trust and member-value lines tend to pull well. Keep $59 and the free camera as the lead.
Drive-Time AM RadioTopOwner: Marketing / station. Morning and evening commute.
:30 spot
Summer in San Diego, and the last thing you need is a clogged drain backing up your whole day. Mauzy will clear it. Right now, get drain clearing for just fifty-nine dollars, plus a free camera inspection, a two hundred fifty dollar value. And your first month of Smart Membership is on us. Mauzy. Veteran managed, San Diego local since nineteen sixty-nine, with over five thousand five-star reviews. Call six one nine, two seven two, six four five nine. Or visit Mauzy dot com. Mauzy. We’ll clear it.
:15 spot
Clogged drain? Mauzy will clear it. Fifty-nine dollars drain clearing plus a free camera inspection this summer, and your first month of Smart Membership free. Call six one nine, two seven two, six four five nine. Mauzy dot com. We’ll clear it.
Read the phone number twice if the station allows. Radio attribution is soft; measure by call lift on (619) 272-6459 and branded search lift during flight weeks.
BillboardsTopOwner: Marketing / OOH vendor. Glanceable at highway speed.
Options (six words or fewer, one idea each)
Clogged Drain? We’ll Clear It. $59.
We’ll Clear It. $59 Drain Clearing.
San Diego’s Drain Experts Since 1969.
Clogged Drain? Mauzy.com
Rules
- One message, the Mauzy mark, and a single contact. Prefer mauzy.com on high-speed boards; use the phone only on slow-traffic or transit placements.
- Do not crowd the board with the membership offer. Billboards carry the drain hook only; the membership lives downstream.
Call Center Playbook
THE HINGECSR-FACING
Every phone number on every channel rings here. The drain offer gets the customer to call; the call center books the job and turns it into a member. If the call center is not set up for this, the rest of the spend leaks. This page is built to hand straight to the call center manager and the CSR floor.
The call is where the campaign pays off
Radio, billboards, search, and the mailer all do one job: make the phone ring on (619) 272-6459. From there the call center carries two outcomes that the rest of the campaign cannot: booking the drain job to a slot that dispatch can actually run, and attaching the free first month of Smart Membership. The drain call is the hook. The membership is the value. Both happen on the call.
1. Recognize a campaign call
- It comes in on the tracking line (619) 272-6459, or
- The caller says "DRAIN59," "$59 drain," "the $59 drain special," or references the mailer, a radio ad, or a billboard.
- All of these are the same campaign and the same offer. Treat them identically.
2. Log it right, every time
This is the attribution backbone. If the code is not logged, marketing cannot tell which channel drove the call, and the spend cannot be read against booked revenue.
- Tag the call with code DRAIN59 and the correct campaign source in Service Titan on every campaign call, booked or not.
- If the caller volunteers where they heard it (radio, mailer, billboard, online), capture that too. It sharpens the channel read.
- Do not leave the source blank. A blank source is a lost attribution and shows up as wasted spend in the weekly read.
3. Book the drain job
- Honor the offer exactly: $59 drain clearing plus a free camera inspection (a $250 value). The camera inspection is bundled with the $59 drain clearing, not a standalone giveaway.
- Book to a slot dispatch can actually run. Overbooking past capacity turns a booked job into a cancellation, which is worse than a slightly later appointment.
- Speed to answer is the conversion lever. The faster the pickup, the higher the booking rate, especially as radio and billboards push volume up.
4. Attach the membership (the conversion)
Offer the free first month while booking the drain call. Suggested language:
"Since we’re already coming out, your first month of Smart Membership is free with this offer. It covers four tune-ups a year across plumbing, HVAC, and electrical, waives your dispatch fees, and gives you 15% off repairs and priority scheduling. After the free month it’s just $12.49 a month, and you can cancel anytime. Want me to add it so the tech can start the benefits on this visit?"
- Quote consistently: first month free, then $12.49/month (tanked). Tankless water heaters are $19.99/month.
- If the customer asks about annual: the annual is $149. Do not quote any other annual figure. The number on the website is being corrected; until then, do not read pricing off the site to a customer.
- Frame the value as the year: up to $799 in member value over 12 months, never as the value of the single free month.
5. Quick answers for common questions
| Customer says | CSR answer |
|---|
| "What’s the catch on the $59?" | No catch. $59 clears the drain and includes a free camera inspection so you can see what caused it. The membership is optional and the first month is free. |
| "What does the membership actually include?" | Four tune-ups a year (plumbing, HVAC, electrical), zero dispatch fees, 15% off repairs, priority scheduling, and up to $800 credited toward a replacement. Up to $799 in value a year. |
| "Do I have to keep the membership?" | No. The first month is free and you can cancel anytime. After the first month it’s $12.49 a month. |
| "I have a tankless water heater." | Tankless is covered at $19.99 a month instead of $12.49. Same first month free. |
| "The website says a different price." | Go by what I’m quoting you: first month free, then $12.49 a month. The site is being updated. |
6. Staffing and capacity through the flight
- Expect call spikes when radio and billboards are live. Staff the phones for the lift so speed to answer holds.
- Coordinate booking pace with dispatch headroom daily. The constraint on this campaign is capacity, not demand, so book to what the trucks can run.
- Watch the booking rate on campaign calls. That number, not call volume alone, is what turns spend into jobs.
Consistency Lockbox
NON-NEGOTIABLE
These are the exact figures and claims every channel must use, verbatim. This is the page to check an asset against before it ships.
Locked figures and claims
Lead offer
$59 drain clearing + free camera inspection ($250 value)
Promo code
DRAIN59 on every trackable channel
Membership hook
First month FREE
Member value
Up to $799 in member value every 12 months. Always the annual figure, never the value of the free month.
Ongoing price
$12.49/month (tanked). Tankless $19.99/month. Do not publish a conflicting annual price.
Tracking phone
(619) 272-6459. Identical on every surface.
Web
mauzy.com. Landing page must match the offer before launch.
Trust set
Veteran Managed · San Diego Local Since 1969 · 5,000+ 5-Star Reviews · PHCC · Licensed Plumbing, HVAC & Electrical · Available 24/7 · Financing
Window
Summer 2026, "limited time"
Confirm before launch
PHCC wording
PHCC is a trade association. Confirm whether the accurate claim is "PHCC member" rather than "PHCC-certified" before it locks on any asset.
$799 reconciled
Lock one substantiated annual value from the membership value buildup and use the same figure on the site, the contact center, and these assets. An earlier internal figure was about $680; pick one.
Site fix sequenced
The smartmember page still shows contradictory pricing. Micaela’s JDPP correction must land before radio, search, and the homepage banner drive traffic there.
Tracking & Launch
ATTRIBUTION
How each channel is measured, so we can read what worked and reconcile spend against booked revenue.
| Channel | Primary attribution | How to read it |
|---|
| Email / SMS | Code DRAIN59 + UTM links | utm_source=email or sms, utm_campaign=summer2026_drain. CSR logs DRAIN59 on calls. |
| Google / Microsoft Ads | UTM + call tracking | utm_source=google or microsoft, utm_medium=cpc. Reconcile platform conversions against Service Titan booked jobs (platform overstates verified jobs). |
| Website banner | On-site click + DRAIN59 | Track banner clicks to the drain landing page; bookings carry the code. |
| Radio | Call lift on (619) 272-6459 + branded search lift | Compare call volume and branded search during flight weeks vs dark weeks. |
| Billboards | Branded search + direct traffic lift | Soft attribution; read directional lift in market, not per-board. |
| Direct mail | Code DRAIN59 | CSR logs the code; the tracking line carries calls. |
Launch sequence
- Before anything digital: correct the smartmember page pricing (JDPP) and confirm (619) 272-6459 routes correctly.
- Week 1: turn on search (Google, Microsoft), publish the homepage banner, send the email and SMS to the base.
- Week 1 to 2: radio and billboards begin, building the top of funnel that feeds search and the site.
- Ongoing: weekly read of DRAIN59 volume, call volume on the tracking line, and booked jobs in Service Titan.