H&N Towing — Sales & Marketing Plan | Consumer Emergency Towing Shell

Executive Summary

This plan details how H&N Towing generates emergency towing leads in Dutchess County, NY through digital marketing channels. H&N Towing is a marketing shell — Shawn C. O'Neil owns the brand, domain, ads, and customer acquisition pipeline. James O'Neil's fleet at H&N Enterprises handles fulfillment.

Goal: Drive 20-30 additional direct inbound calls per month at $275+ average revenue per call, generating $4,000-8,000 in new monthly revenue at a 3-5x ROI on ad spend.

Section 1: Brand Positioning

Who We Are

H&N Towing is the consumer emergency towing brand serving Dutchess County, NY. We are the first call when someone is stranded on the road.

Brand Identity

Element	Specification
Name	H&N Towing
Domain	handntowing.com
Primary Color	Red (#BF0A30 — Old Glory Red)
Secondary Color	White (#FFFFFF)
Accent Color	Navy Blue (#003366)
Truck Color	White Ford Super Duty fleet
Typography	Impact/Bebas Neue (headers), Montserrat (body)
Voice	Professional, reliable, urgent, American
Tagline	"Dutchess County's Fastest Response. 24/7."

Brand Voice Examples

GOOD:

"Stuck on the road? H&N Towing is here. 24/7. Dutchess County."
"Accident? Don't wait. Call H&N Towing — flatbed specialists."
"Dead battery? Flat tire? Ditch? One call. We're on our way."

BAD:

"Hey there! Looking for a tow? Give us a buzz!"
"We're a family-owned business serving the community..."
"Our friendly team of experts is standing by..."

Differentiators

What Sets Us Apart	Why It Matters
Flatbed specialists	No dragging — safe transport for all vehicles
24/7 response	2 AM on I-84? We're there.
Dutchess County native	We know every road, every shortcut, every corridor
Professional fleet	2022 Freightliner + 2023 F600 — clean, modern trucks
Neon green cones	Instantly recognizable at every scene

Section 2: Target Customer Segments

Primary Segments

Segment	Need	Avg Revenue	Volume	Marketing Channel
Stranded Motorist	Emergency tow, breakdown, flat tire	$210	High	Google "tow truck near me"
Accident Victim	Collision recovery, police scene	$863	Medium	Police rotation, insurance
Insurance Claimant	Covered tow, accident response	$583	Medium	Insurance panel registration
Police Dispatch	Rotation list response	$833	Medium	Municipal contracts
Dead Battery / Lockout	Jump start, lockout service	$93	High	Google Ads, GBP
Winter Emergency	Snow/ice winch-out, slide-off	$143-250	Seasonal	Geo-targeted winter ads

Customer Journey

EMERGENCY EVENT (breakdown, accident, dead battery)
        |
        v
PHONE SEARCH: "tow truck near me" or "towing [city]"
        |
        |--> Google Maps (GBP listing) --> Click-to-Call
        |--> Google Ads (Local Service Ad) --> Click-to-Call
        |--> Google Search (organic SEO) --> Website --> Call
        +--> Direct (saved number, referral) --> Call
        |
        v
CALLRAIL TRACKING NUMBER → Routes to James's dispatch
        |
        v
JAMES'S DRIVER DISPATCHED → Service delivered
        |
        v
POST-SERVICE: Text for Google review → Repeat/referral

Section 3: Lead Generation Channels

Channel 1: Google Business Profile (FREE)

Priority: CRITICAL — #1 lead source for emergency towing

Action	Detail	Timeline
Claim & verify	"H&N Towing" on Google Maps	Week 1
Add photos	20+ truck photos, team, service scenes	Week 1-2
Description	750 words with target keywords	Week 1
Service area	All Dutchess County ZIPs + Kingston, Hudson	Week 1
Categories	Primary: Towing Service. Secondary: Roadside Assistance	Week 1
Hours	24/7	Week 1
Posts	Weekly updates (weather alerts, tips, promotions)	Ongoing

Review Generation Strategy:

Text every customer post-service with review link
Target: 10 reviews/month → 50 in 5 months → 120 by end of Year 1
Respond to every review within 24 hours (positive and negative)
Script: "Thanks for choosing H&N Towing! Mind leaving us a quick review? [link]"

Expected Impact: 5-10 additional calls/week from GBP alone

Channel 2: Google Ads — Local Service Ads ($1,500/month)

Why Local Service Ads (LSAs):

Pay per lead (not per click) — only pay when someone calls
"Google Guaranteed" badge = trust
Appear above standard Google Ads
Average cost per lead: $25-45 for towing
Perfect for emergency services

Campaign Structure:

Campaign	Budget	Keywords	Bid Strategy
Emergency Towing	$600/mo	"tow truck near me," "emergency towing dutchess county," "towing service"	Maximize leads
Flatbed Towing	$400/mo	"flatbed towing," "safe vehicle transport," "car transport"	Maximize leads
Accident Response	$300/mo	"accident towing," "collision recovery," "crash tow truck"	Maximize leads
Location Targeting	$200/mo	"[City] towing" for each service area	Maximize leads

Geographic Targeting:

Primary: Dutchess County (12571, 12572, 12583, 12567, 12514)
Secondary: Kingston (12401), Hudson (12534), Beacon (12508)
Highway corridors: I-84, Taconic Parkway, Route 9, Route 44

Ad Schedule:

24/7 (emergency towing is always-on)
Bid increase +20% during peak hours (7 AM - 7 PM)
Bid increase +30% during winter storms (manual activation)

Expected Performance:

Metric	Monthly
Budget	$1,500
Cost Per Lead	$25-45
Leads Generated	33-60
Conversion Rate (lead → booked)	40-60%
Booked Calls from Ads	15-36
Revenue Per Call	$275
Monthly Revenue from Ads	$4,125-9,900
ROI	2.75-6.6x

Channel 3: Facebook / Instagram Ads ($600/month)

Objective: Brand awareness + retargeting (not direct lead gen)

Towing is an emergency service — nobody plans a tow. Facebook/Instagram build brand recognition so when the emergency happens, H&N Towing is the name they remember.

Campaign Structure:

Campaign	Budget	Objective	Audience
Brand Awareness	$300/mo	Reach	Dutchess County, 25-65, vehicle owners
Retargeting	$200/mo	Conversions	Website visitors (last 30 days)
Seasonal Boost	$100/mo	Engagement	Winter storm prep, deer season alerts

Ad Creative:

Hero: Clean white truck on scene, professional uniformed driver
Messaging: "H&N Towing — 24/7. Dutchess County's fastest response."
CTA: "Save Our Number" (utility, not hard sell)
Video: 15-second tow scene with green cones visible
Seasonal: "Winter is coming. Save this number." (Nov-Dec push)

Expected Impact: 3-5 additional calls/month (awareness-driven, harder to attribute)

Channel 4: SEO & Content Marketing

Website SEO Architecture:

Each service page and location page targets specific keywords:

Page	Target Keyword	Monthly Volume
/emergency-towing	"emergency towing dutchess county"	50-100
/flatbed-towing	"flatbed towing near me"	200-400
/accident-recovery	"accident towing dutchess county"	20-50
/red-hook	"towing red hook ny"	20-40
/rhinebeck	"towing rhinebeck ny"	20-40
/poughkeepsie	"tow truck poughkeepsie"	50-100
/kingston	"towing kingston ny"	30-50

Blog Content Calendar (2 posts/month):

Month	Post 1	Post 2
Mar	"What to Do After a Car Accident in Dutchess County"	"Flatbed vs. Wheel-Lift: Which Tow Truck Do You Need?"
Apr	"How to Choose a Towing Company in the Hudson Valley"	"Spring Driving Tips: Pothole Season in Dutchess County"
May	"Why Flatbed Towing Is Safer for Your Vehicle"	"H&N Towing Service Area Guide: Every Town We Cover"
Jun	"Summer Road Trip Prep: Don't Get Stranded"	"The Real Cost of Towing: What to Expect in NY"
Jul	"How Fast Should a Tow Truck Arrive?"	"Motorcycle Towing: What to Know Before You Ride"
Aug	"Heavy Duty Towing: When You Need the Big Truck"	"Back to School: Student Driver Safety in the Hudson Valley"
Sep	"Deer Strike Season: What to Do When You Hit a Deer in NY"	"Fall Driving Safety: Leaf-Peeper Traffic + First Frost"
Oct	"How Police Tow Rotations Work in Dutchess County"	"What Happens to Your Car After an Accident? The Tow Process"
Nov	"Winter Prep: Get Your Car Ready for Hudson Valley Snow"	"Black Ice: The Most Dangerous Roads in Dutchess County"
Dec	"Winter Storm Towing: How We Respond to Nor'easters"	"Holiday Travel: Roadside Emergency Checklist"
Jan	"New Year's Resolution: Save a Tow Truck Number"	"Ice Storm Recovery: H&N Towing's Busiest Month"
Feb	"Year in Review: [X] Calls Answered, [X] Vehicles Saved"	"Why Reviews Matter: How to Choose the Right Tow Company"

Channel 5: Referral & Partnership Pipeline

Partner Type	Approach	Revenue Model
Body Shops (5 targets)	"I deliver 10-20 vehicles/month. Referral fee of $75/vehicle."	Passive income
Auto Dealerships	Existing relationships (North East Ford $23K, Ruge's $4K)	Expand to hauling contracts
Insurance Agents	Registration as preferred provider	Inbound referral calls
Police Departments	Rotation list application	Guaranteed dispatch
AAA / Motor Clubs	Subcontractor registration	Volume at contracted rates

Section 4: Sales Process

Inbound Call Flow

STEP 1: Customer calls tracking number
STEP 2: CallRail records call, attributes to source (Google, GBP, Direct)
STEP 3: Call routes to James's dispatch line
STEP 4: James or dispatcher answers: "H&N Towing, how can we help?"
STEP 5: Capture: Location, vehicle type, situation, ETA needed
STEP 6: Dispatch nearest available driver
STEP 7: Driver arrives, completes service, collects payment
STEP 8: Post-service: Text customer for Google review
STEP 9: Call data logged for analytics

Call Handling Standards

Standard	Target
Answer Time	<3 rings
Response Time (on-scene)	<30 minutes (core territory)
Quote Accuracy	Within 10% of final invoice
Payment Collection	At time of service (reduce AR)
Review Request	Within 2 hours of service completion
Missed Call Follow-up	Within 15 minutes

Quote Framework

Service	Base Rate	Per Mile	Notes
Local Tow (<15 mi)	$125	Included	Standard flatbed
Regional Tow (15-30 mi)	$150	$4.00/mile over 15	Standard flatbed
Long Distance (30+ mi)	$200	$3.50/mile	Negotiate for distance
Accident Recovery	$200-500	$4.00/mile	Scene complexity varies
Winch-Out	$125-250	N/A	Based on difficulty
Jump Start	$75-100	N/A	Flat rate
Lockout	$75-100	N/A	Flat rate
After-Hours Surcharge	+$50-75	—	10 PM - 6 AM
Storage	$50/day	—	After first 24 hours

Section 5: Customer Acquisition Cost (CAC)

CAC by Channel

Channel	Monthly Spend	Leads	Conversions	CAC
Google Ads (LSA)	$1,500	40	20	$75
Facebook/Instagram	$600	8	4	$150
Google Business Profile	$0	25	15	$0
SEO / Organic	$0*	10	6	$0*
Referral Partnerships	$0	5	4	$0
Blended	$2,100	88	49	$43

*Website hosting/content creation costs minimal and amortized

CAC vs. Customer Lifetime Value (CLV)

Metric	Value
Average Revenue Per Call	$275
CAC (blended)	$43
First-Call Profit	$232
Repeat Call Rate (est.)	15-20% within 12 months
CLV (2 calls + referral)	$600-700
LTV:CAC Ratio	14-16:1

Section 6: Review Generation Strategy

Why Reviews Win in Towing

In emergency services, trust is everything. A stranded motorist at 11 PM is not comparison shopping — they're calling the first towing company that looks legitimate. Reviews = legitimacy.

Review Targets:

Timeline	Target	Competitive Position
Month 1	10 reviews	Visible on Google Maps
Month 3	25 reviews	Top 3 in Dutchess County
Month 6	50 reviews	#1 most-reviewed in territory
Month 12	100+ reviews	Unassailable review moat

Review Collection Process

Automated Text (via CallRail or Podium): Send review link 2 hours post-service
Follow-Up Text (Day 3): "Thanks again for choosing H&N Towing! Your review helps us help others: [link]"
In-Person Ask: Driver hands customer a business card with QR code to review page
Monthly Prize: $50 gift card drawing for customers who leave reviews (legal in NY)

Review Response Protocol

Review Type	Response Time	Template
5-star	Within 24 hours	"Thank you [Name]! We're glad we could help. Stay safe on the road."
4-star	Within 24 hours	"Thanks for choosing H&N Towing, [Name]. We appreciate your feedback."
3-star or below	Within 4 hours	"We're sorry about your experience, [Name]. Can we make it right? Call us at [number]."
Fake/spam	Flag immediately	Report to Google + respond professionally

Section 7: Seasonal Marketing Calendar

Annual Marketing Budget by Month

Month	Google Ads	Facebook	Seasonal Boost	Total
Mar	$1,500	$600	—	$2,100
Apr	$1,500	$600	—	$2,100
May	$1,500	$600	—	$2,100
Jun	$1,500	$600	—	$2,100
Jul	$1,200	$400	—	$1,600
Aug	$1,200	$400	—	$1,600
Sep	$1,500	$600	—	$2,100
Oct	$1,500	$600	+$200 (deer season)	$2,300
Nov	$1,800	$600	+$300 (winter prep)	$2,700
Dec	$2,000	$800	+$500 (winter peak)	$3,300
Jan	$2,000	$800	+$500 (winter peak)	$3,300
Feb	$1,800	$600	+$200 (late winter)	$2,600
TOTAL	$19,500	$7,200	$1,700	$28,400

Seasonal Campaign Adjustments

Winter Peak (Nov-Feb):

Increase Google Ads budget 30%
Activate winter-specific ad copy: "Ice storm? We're ready."
Pre-write storm response social posts (deploy when storm hits)
Extend ad schedule to 24/7 max bid

Deer Season (Oct-Nov):

Activate deer strike campaign on Google + Facebook
Blog post: "What to do when you hit a deer in Dutchess County"
Target: "deer accident towing," "animal strike tow"

Summer Slow (Jul-Aug):

Reduce ad spend 20%
Focus on brand awareness over direct response
Tourist traffic angle: "Visiting the Hudson Valley? Save our number."
Maintenance season: fleet prep for winter

Section 8: KPIs & Reporting

Weekly Dashboard

KPI	Source	Target
Calls This Week	CallRail	15+
Google Ads Leads	Google Ads	8-10
Google Reviews (new)	GBP	2-3
Website Visits	Analytics	200+
Cost Per Lead	Google Ads	<$40
Conversion Rate	CallRail	20%+

Monthly Report

KPI	Baseline	Month 1	Month 3	Month 6	Month 12
Total Calls	61	70	80	90	100+
Direct Inbound (from marketing)	~10	15	25	35	40+
Google Reviews	<10	15	30	55	110+
Avg Revenue/Call	$242	$250	$265	$275	$280+
Google Ads ROI	N/A	2.5x	3.5x	4x	5x+
Referral Revenue	$0	$0	$500/mo	$1,000/mo	$1,500/mo
CAC (blended)	N/A	$60	$50	$45	$40

Quarterly Business Review

Every quarter, review with Boss:

Ad spend vs. revenue generated (ROI)
Review velocity and sentiment
Competitive positioning (where do we rank on Google Maps?)
New partnership opportunities
Pricing adjustments needed
Seasonal strategy for next quarter

Section 9: Competitive Intelligence

How We Beat Competitors

Most Dutchess County towing companies have:

No Google Ads
Fewer than 10 reviews
No website or a bad one
No call tracking
No review generation system
No social media presence

Our Advantage Stack:

Capability	H&N Towing	Typical Competitor
Google Ads	✓ $1,500/mo LSA	✗ None
Google Reviews	✓ 100+ target	✗ 3-8 reviews
Professional Website	✓ SEO-optimized	✗ Basic or none
Call Tracking	✓ CallRail analytics	✗ Personal cell
Social Media	✓ Active presence	✗ Inactive/none
Review Response	✓ <24 hour response	✗ No responses
Brand Identity	✓ Professional fleet branding	✗ Generic
Data Analytics	✓ 944 calls analyzed	✗ No data

By Month 6, H&N Towing will be the most visible, most reviewed, and most professional towing company in Dutchess County.

Section 10: Budget Summary

Year 1 Marketing Investment

Category	Monthly	Annual
Google Local Service Ads	$1,500	$18,000
Facebook/Instagram Ads	$600	$7,200
Seasonal Boosts	$140	$1,700
CallRail (call tracking)	$50	$600
Website Hosting	$25	$300
Review Management	$50	$600
Content Creation	$0*	$0*
TOTAL INVESTMENT	$2,365	$28,400

*Content created in-house (CC + Boss)

Expected Return

Metric	Value
New Revenue from Marketing	$66,000-108,000
Marketing Investment	$28,400
Net Revenue Gain	$37,600-79,600
Marketing ROI	2.3-3.8x net
Break-Even Month	Month 1 (Week 3)

Section 11: Launch Checklist — Week 1 Priorities

Day 1-2

Verify CallRail tracking number is active and routing correctly
Claim Google Business Profile (if not already claimed)
Upload 20 professional truck/service photos to GBP
Write GBP description (750 words, keyword-rich)

Day 3-4

Launch Google Local Service Ads campaign
Set up Facebook Business Manager + ad account
Create first Facebook ad set (brand awareness)
Send review request texts to last 20 customers

Day 5-7

Verify website click-to-call works on mobile
Add service area pages (at least 5 cities)
Set up Google Analytics on handntowing.com
Configure CallRail dashboard with weekly report

H&N Towing — Sales & Marketing Plan