CottageCare Trade Show Report – Richmond, Virginia and Charlotte, North Carolina

The Tale of Two Trade Shows

Peter and Max Strader represent CottageCare in Matthews, North Carolina.

Throughout the year, many CottageCare franchises across the country participate in various trade shows and business expos. In late March, both the Richmond, Virginia and Charlotte, North Carolina CottageCare franchises participated in their own respective trade shows and received different results.

Danielle Ware, owner of the Richmond franchise, hosted a booth at the Richmond Women’s Expo at the Chesterfield Towne Center in late March. Danielle’s booth was prepared with pamphlets, discount cards, information about CottageCare gift cards, and she also gave away a free house cleaning. However, the winner never claimed their prize!

The response that day was not as great as Danielle hoped it would be. Her booth was located near the children’s area that ended up not being an ideal location.

“I thought that would be great for parents with kids, but it wasn’t. I got a lot of traffic, but my target audience – mothers with children – didn’t seem to have time to learn more about CottageCare as they were doing other things with their kids.”

While Danielle’s experience wasn’t quite what she had hoped, she still gained some valuable experience.

“There was a lot of traffic who now know the CottageCare name, and it was a great experience that gave me more knowledge for next time.”

Around that same time, Max, Sonya and Peter Strader set up their booth representing the Charlotte CottageCare franchise at the Carmel Baptist Church in Matthews, North Carolina.

Marcela McBride is presented with a free housecleaning from CottageCare that she won at the Matthews trade show.

Fortunately, the Straders had a lot of success that day in Matthews.

“We had about probably about 800 folks who attended the trade show that day,” Sonya said. “We had a good response at the booth and were very well received.”

Like Danielle’s, the Straders’ booth also had various information about the many services CottageCare offers. They also gave away a $100 gift card as a door prize, and a free house cleaning valued at $175 which was won by a very happy Marcela McBride.

Trade shows have been good to the Straders, as 2011’s trade show gained the Charlotte franchise customers who are still using CottageCare’s services over a year later. The Straders have already reserved their booth for next year’s.

“There is a lot of value for the minimal cost involved of having a trade show,” Peter said. “The more you put into it, the more you get out of it. It is a great way to promote our brand.”

CottageCare® Owners and Customers Support the Widows and Orphans of Rwanda

In 2008, CottageCare® owners Tom and Sheri Schrader were visiting Cyabatanzi, a small village in Rwanda, to survey plots of land that would soon be filled with children’s homes funded by CottageCare® revenues.

Off in the distance, about 100 feet from the church, was an old woman in a home that was only pieces of tattered tin roof. She was raising her two orphaned grandchildren in the home, and she was blind from cataracts.

Tom and Sheri stood and stared.

“When we saw this, we were both so moved by it,” Tom said. “We felt like God had put her in our path, and we needed to do something about it.”

This experience would lead to the first of many Rwandan lives who the CottageCare® family would soon positively affect.

Building the Foundation

It began in 2007, when Tom and Sheri felt compelled to help a third-world country in any way they could. They remembered an acquaintance of theirs who was building children’s homes around the world, and they thought that would be a good way to give back – but in what country?

Rwanda, they decided.

“We cannot for the life of us come up with why Rwanda,” Tom said. “We don’t know anyone there, we’ve never been there, but when it came time to do it, we decided on Rwanda. A couple of days later I thought, ‘Where did Rwanda come from?’”

Rwanda actually turned out to be the perfect choice because of the needs of the country’s citizens and the humane services CottageCare® hoped to provide.

The country of Rwanda is located in Eastern Africa near the equator. Of the 11 million people who live there, 10 percent are orphans.  “Though they are a vibrant, stable country and a building democracy, but they still have the scars of the 1994 genocide that started a cycle of widows, orphans and aids,” Tom said.

Thus, the CottageCare® Widows and Orphans Relief Fund was formed.

Laying the First Brick

During their first trip to Rwanda, Tom and Sheri partnered with a local pastor, Norman Paul Desire, who had been helping to improve local orphans and widows’ lives for many years.

“We met him through word of mouth,” Tom said. “Someone said to ‘check him out; he might be your man.’ It turned out, he was.”

Norman lacked the funds to do as much as he’d like within the local villages, and Tom and Sheri lacked the experience of how best to use the relief funds in a foreign country. The two parties immediately clicked and began working on ways to benefit the lives of the local orphans and widows.

The new partners spent much of the next 1 ½ weeks huddled around a table in meetings planning, brainstorming and budgeting how they could best assist those in need.

“We walked away with two programs that CottageCare® now funds 100 percent,” Tom said. “The first was for vulnerable children, for whom we would provide health care and education. The second was for the construction and support of children’s homes.”

Two plots of land were purchased to build children’s homes: one in Cyabatanzi and the other in Ntunga. But before they could build multiple homes, they had to build a model home as an experiment.

Tom and Sheri soon encountered the blind grandmother in Cyabatanzi and decided she and her orphaned grandchildren would be the recipients of the relief fund’s first home. The fund would later support her to visit an eye clinic in Tanzania to relieve her of cataracts.

Over the next few years, dozens of orphans would be provided homes, education and health care, and many widows would also be supported as caregivers in the homes.  However, Sheri said that it was important to them that they did not create a situation of dependency.

“For the women, one thing we want for them is to have dignity of work, purpose and self-sustainment,” Sheri said. “We don’t want to give to a point of complete dependency. We love being able to help them because they need it, but we don’t want to do it 100 percent because we want them to maintain their roles within their families and villages.”

An example of this is a group of widows who make jewelry and asked Tom and Sheri to sell it for them back home.

“The jewelry is selling like hotcakes,” Sheri said. “We are very excited to be able to send extra money to them because people are buying it. Twenty dollars is an amazing amount of money over there in those conditions.”

A Better Place

In February 2012, Tom and Sheri returned to Rwanda to see the two new children’s’ homes that had been built. Norman had a surprise waiting for them.

“When we got there, Norman and his wife Mutesi had choreographed this event so all 70 kids were under one roof for a little presentation for us showing their appreciation to the CottageCare® family,” Tom said. “It was really cool seeing all of them at the same place.”

The CottageCare® Widows and Orphans Relief Fund provides school uniforms, books and school supplies to them that otherwise prevents them from attending school, and it also covers school fees. Furthermore, the relief fund continues to pay the orphans’ healthcare premiums.

And finally, once construction is finished, the CottageCare® family will have helped build 10 to 12 children’s homes which will house 6 to 8 orphans each.

During this trip, Sheri found herself walking through one of the children’s homes reminiscing how this project was just an idea five years ago. “It is almost indescribable to walk in and see their bunk beds, their blankets, their backpacks full of books, and that they are dressed, cared for, and actually have smiles on their faces,” Sheri said. “I don’t know how to fully describe it, but it is truly an awesome feeling.”

Tom says that every CottageCare® customer should be proud of what has been accomplished in Rwanda, and that everyone involved, whether customer or employee, is a benefactor of the relief effort.

Tom said, “I find myself wandering around the houses there too, and I don’t equate it to something that just Sheri and I have done, but something that has been done by many people, including every CottageCare® customer and employee, and how really cool that is.”

 

CottageCare® CEO Reports Back from the Field

When President and CEO Team, Tom and Sheri Schrader think of building their business; they think about caring not only for their customers but also for their employees. A key business value, that many would say lies at the core of their success, is the importance of personnel development. The Schraders believe that if they raise conscientious and integral staff embodying teachable, compassionate attitudes, each customer will feel cared for and fully satisfied. This personal care was demonstrated over the past few months during site visits to select locations.

Although CottageCare has grown exponentially with locations all across the United States and Canada and has been touted as one of the best entrepreneurial businesses in America, Tom Schrader is committed to keeping a personal connection to each individual location and the needs of the staff therein – so this summer, both Tom and Sheri traveled to many of the US locations to challenge and encourage their employees. After all, in order for CottageCare to stay on top of their customer’s needs and provide the best possible service, “SOP” must be intact in each CottageCare location. You may be asking, “What is SOP”? Well, as a CottageCare franchise, this acronym is deeply engrained in the daily routine and stands for “Standard Operating Procedure”. Schrader praised Annette after visiting the Columbus Northeast office for posting an SOP reminder that read: “It is how CottageCare cleans! It is your job description! It is the What, When and How of your job.” Annette clearly carries the value of CottageCare on as she manages an office in a clean and organized fashion as well as motivates her staff towards success with helpful tools and regular doses of encouragement. Visiting South Bend’s high quality family run location was fun for Schrader, since he doesn’t get around to all the offices that frequently. To see the spotlessly clean, brightly colored, upbeat office decor and well-organized layout of this office is to understand how they have come to have such a high quality staff. South Bend looks like, smells like and feels like the success that it is!

Additionally, the Schraders visited CottageCare offices in Fort Wayne, IN, Bloomington, IL, and Peoria, IL to gain insights into the factors related to these other successful offices experiencing growth. As a result, some offices are moving to improved locations with greater accessibility to CottageCare customers and gaining market share in their locations.

As CEO of CottageCare, Tom Schrader takes pride in staying innovative yet maintaining traditional values. For example, CottageCare launched a new customer appreciation initiative that simply says, “Thank You” after leaving each and every home clean. This full color, glossy table tent “Thank You” card not only shares CottageCare’ s appreciation but also offers discounts on future cleanings, referral rewards for customers and the opportunity to purchase gift cards for friends and family.

Announcing the “New Customers Section” of CottageCare.com

What was already good just got even better!

As a visitor of our web site, you may have noticed the red circle at the top-right corner of the home page, welcoming first-time customers. This newly installed button sends visitors to the New Customers Section of CottageCare’s®  web site, which is intended to better explain what CottageCare®  is all about.

In this New Customers Section, visitors will find the following information about CottageCare®:

- The CottageCare® Cleaning Process – A first-person account from a CottageCare®  housecleaner about her attention to detail when servicing a house, which is representative of all CottageCare®  housecleaners.

- The Benefits of a Full-Service House Cleaning Company Versus an Individual – Quickly explains all of the advantages of hiring CottageCare® and its staff over individual housecleaners.

- Feedback Section – Allows customers to provide feedback about their CottageCare® experience, and to stay up to date on any new promotions and services.

- Frequently Asked Questions – Any additional questions customers may have about CottageCare® will most likely be found in this FAQ section.

At the bottom of the New Customers Page, visitors will find out more information about Cottage Care Gift Cards, the $50 Refer a Friend promotion, and the newly announced Write a Review for $25 promotion, simply for writing a review of the customer’s housecleaning service for cottagecare.com and on one other web site, chosen by the customer.  Stay tuned to our blog for more information about the Write a Review for $25 promotion, or visit http://www.cottagecare.com/25Dollar.php.

We’d love to hear your thoughts about our new addition to CottageCare.com. Please visit the Feedback/Comments Tab of the New Customers Section or leave a comment on this blog post. Let us know what you like about the new wing of our web site and what we can do to further enhance your online experience with CottageCare ®.

New Signs Demonstrate the CottageCare® Mission

Act justly. Be generous. Walk humbly.

You may have seen this phrase on the CottageCare® web site and various other print
materials, but now in many of our franchise offices throughout the country it is
displayed proudly on newly posted interior CottageCare® signs.
Why is this phrase so important to all CottageCare® franchises? Why did Tom Schrader,
CottageCare® CEO and President, invest in these new signs? After all, isn’t it just a
slogan – no more and no less?

“Act justly. Be generous. Walk humbly.” is not a slogan. It’s a value statement. It’s
CottageCare’s® mission, every day, to follow those six very easily understood yet
easily forgettable words. Schrader has equipped many offices with these signs to
remind both employees and customers what CottageCare® stands for.

“The ability to continually see our values ‘engraved’ on our walls helps all of us to live
up to the standards we set for ourselves,” Schrader said. “When making decisions
about customer and crew situations that arise each day, we are challenged to apply
these three imperatives or condemn ourselves as hypocrites to our own standards.
“So not only are our new interior signs attractive and professional, but they also
remind us of the high standards we desire to adhere to day in and day out.”

Schrader clearly has high expectations for the CottageCare® franchises and the people
that run them. This is why a simple value statement and now new interior signs mean
much more to CottageCare’s® overall strategy than perhaps to most other companies.
So what does “Act justly. Be generous. Walk humbly.” stand for anyway?

It means taking pride in your work, and being proud of a job well done. It means giving
the customer exactly what he or she ordered, and more. It means going that extra mile
to give the customer every penny’s worth of service. It means happily cleaning a house,
because it will make the customer’s busy life a little less hectic.

The value statement means all of these things. Most likely, it means different things to
different employees, but what is known is that each CottageCare® employee
represents this value statement.

The value statement serves as a reminder of the reasons all of the managers and
employees are there to begin with. This keeps everyone on the same page, and forms
solidarity throughout not just that specific office but between all of the franchises
across the country. Therefore, the customer experience received in Orlando, Florida is
the same as that which is found in Overland Park, Kansas.

Managers can teach their employees many things, but a passion for the job, generosity
of one’s self, and an excitement of making someone’s day just a little easier comes
from within. This is why the CottageCare® value statement is imperative for each
employee.

Act justly. Be generous. Walk humbly. — much more than six words.