New College Hunks Hauling Junk and Moving Chief Revenue Officer Chris Hachey to oversee five key departments within the organization
There’s a new Hunk in town, and he’s joining the College Hunks leadership team. Chris Hachey has been named the new Chief Revenue Officer for College Hunks Hauling Junk and Moving, taking ownership of five key departments within the Hunks organization: Marketing, Call Center, Information Technology, National Accounts and Franchise Development. Needless to say, he is going to be one busy Hunk, but that’s the way he likes it. We caught up with Chris as he was preparing to tour the new facility that HQ will be moving into shortly.
What were you doing before you joinedCollege Hunks Hauling Junk and Moving?
Before College Hunks I was at PODS, also a franchise organization. I was there for seven years as their Director of E-Commerce and oversaw their consumer-facing website, search engine marketing, search engine optimization, email marketing, social media and a few other things. Before that I spent thirteen years at Kforce, a professional staffing firm that specializes in IT and Finance and Accounting. I was in a similar kind of electronic marketing or digital marketing position.
As Chief Revenue Officer for College Hunks, what will you be responsible for?
I will oversee Marketing, our Call Center, our IT department, National Accounts and Franchise Development.
National Accounts is a very important aspect of the organization. What are you looking forward to concentrating on there?
That’s a good question. In the past, we’ve had a good track record of developing business in the consumer sector, but we’re looking to increase franchisee profitability by opening some larger national accounts.
So how do national accounts benefit a local College Hunks franchisee?
I’d put national accounts into two buckets. In the first, they are more like partnerships. For example, we might get with a national realtor and say, “Hey, we want to do business with you. When you sell a house and it’s time for your client to move, you guys say, ‘Hey, I got a mover that I can get you a cool little discount with, or this is my moving expert.’ We want it to be College Hunks that you mention and not any other brand.” So that would be kind of like more of a partnership, almost an affiliate, but not exactly. Goodwill would be another example. We want to make sure that our relationship with Goodwill is fully capitalized across all of our markets, so that it’s easy for our franchisees to go leverage that relationship in their own market.
What’s the other bucket for national accounts?
What most people probably think of as true national accounts, would be, for example, a national mattress company with healthy retail mattress sales, and they need to get rid of a bunch of mattresses on some sort of a regular schedule. We would want them to be thinking about us to come do the pickups for all of those, across all markets that both of our companies have a presence in. It could also be any large company that is always relocating a large chunk of their management team, or opening up new locations and promoting people and moving people. We would try to get into some sort of relationship with them, so that we’re the company, or at least one of the companies, that they refer to their employees when making those moves.
So, that becomes business for the local College Hunks franchisee that they didn’t have to chase down.
Exactly. They don’t have to go knocking down the door of every local mattress store. We handle it at the national level and go, “Hey franchisees in City X, you’re going to periodically get calls from this group and they’re going to hand you business because we’ve established a relationship.” Of course, they have to deliver on that stuff.
Does that deal preclude them from striking a similar deal with another local mattress place?
No, it shouldn’t at all. It could be incremental. There might be rare instances of some sort of a non-compete situation or exclusivity, but if we were going to do something like that it would have to be an awfully sweet deal.
How about the Call Center? Are you looking at making any sort of improvements or changes there?
We’re just looking to focus on the customer experience. We want to make sure that anybody who calls us gets the brand experience which is so central to who we are as a company. We want to make sure that they feel educated and that they spoke to a knowledgeable associate, and want to make sure that they have every reason to want to work with us, that we did everything we can to optimize that experience and optimize convergence.
On the marketing front, what are your plans there?
We’ll be doing a heavy focus on digital marketing and search engine optimization efforts (SEO). We want to make testing a part of our DNA, so to speak, so that we’re constantly looking to optimize the digital channel, both on the website and any advertising that we do online.
Would this marketing filter down to the local level, or is it meant more as marketing for the overall brand?
A little bit of both. All of the above. A big part of it is the website. Another big part of it is our paid search advertising. We’ve got some agencies set up that our franchisees can reach out to and have them manage their paid search accounts for them. We work with those agencies to try to make sure that we’re getting as much efficiency out of those campaigns as we possibly can for the franchisee.
More about College Hunks leadership team
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