Owning Your Brand & Going Hyperlocal with Michelle Fadeley

In this Around the CAMPFire episode, CAMP Digital CEO Katie Donovan sits down with VP of Marketing, US Dock & Door Michelle Fadeley to talk about something every HVAC, plumbing, electrical, and garage door business needs to nail: brand, trust, and hyperlocal marketing that actually drives calls.

The conversation digs into the "same day challenge" every home service leader feels: balancing low-interest, high-intent emergencies with long-term brand building. Michelle and Katie walk through practical ways small and midsize shops can lean into being local, family-owned, and community-rooted, without trying to be everywhere at once or wasting money on scattered marketing experiments.

Whether the goal is to grow from 1 to 3 trucks or from $3M to $5M, this episode gives HVAC, plumbing, and other trade leaders simple, high-impact actions to build brand equity, stand out in a crowded market, and support sales with smarter local marketing.

Additional Resources:

Michelle Fadeley on LinkedIn
Learn more about US Dock & Door
Connect with Katie Donovan on LinkedIn
Follow Camp Digital on LinkedIn
Learn more about Camp Digital

Key Takeaways:

• Start with "Who You Serve," not just who you are
• Own your hyperlocal story
• Market where your customers actually are
• Balance same day demand with long-term brand
• Fix the marketing "foundation" before adding more
• Ask directly for what is needed
• Longer decision funnels demand more touchpoints
• Commercial and residential share the same fundamentals

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Chad Peterman | CEO | Author

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