Ye Old Welcome Wagon Rings Not at The Door, but via Direct, Web Pushes

Brandweek,  August 7, 2000  by Mike Beirne

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In an age when homeowners are rarely home and frown on strangers--even those bearing gifts--knocking on their doors, Welcome Wagon will aim to remold itself with a new business model, logo, products and links to the move.com network.

The Cendant unit no longer goes door to door but engages homeowners via the preferred routes of direct mail and the Internet. Instead of a basketful of food and coupons from local business and services, homeowners get gift certificates and an address book preloaded with merchant entries. In September, Move.com will provide online greetings, info about schools, parks and coupons from businesses that can be pulled from the Web.

Welcome Wagon will also reprise personal housewarming during the 1st annual Welcome Wagon Weekend slated for Aug. 25-26 and sponsored by move.com. Reps, with great fan-fare, will greet homeowners in 55 markets accompanied by freebies from local merchants, such as massages for new home owners and the moving crew to let people know that Welcome Wagon is still around, said Janis Lino Jarosz, vp-marketing.

The company aims to stick with its grass-roots appeal by participating in community events--parade floats, sponsorship of the Hank Aaron Little League World Series and supporting merchandise. A new updated logo, designed by Impax Marketing, Philadelphia, soon will adorn books and shipping boxes.

Eventually, Welcome Wagon will expand with books for renters, college kids, new parents and businesses moving locations and pre-move kits so recipients can find doctors, for example, prior to arrivals.

Welcome Wagon already links with the Dwyer Group whose franchises include Glass Doctor, Mr. Appliance and Rainbow International, and is looking at more national affiliations per its goal of sending 1.8 million welcoming packages this year.

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