Can't Stop the Growth Owning Your Brand & Going Hyperlocal with Michelle Fadeley
Mar 12, 2026
Michelle Fadeley, VP of Marketing at US Dock & Door with deep home-services experience, shares how to own brand identity and use hyperlocal tactics. Short, practical takes on balancing same-day demand with long-term brand work. Tips on authentic imagery, community-first marketing, foundation fixes like GBP and LSA, and where to focus local ad efforts.
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Use Guerrilla Local Channels
- Do use old-school local channels like church bulletins, little league sponsorships, and local papers.
- Katie highlights low-cost placements (e.g., church back page for ~$250) that reach hyperlocal audiences effectively.
Use Locality And Familiarity In Your Story
- Do lean into being family owned or locally owned as part of your brand narrative.
- Katie Donovan notes customers value knowing the person (e.g., "Chuck") and trusting who's coming into their home.
Turn Charity Into Local Visibility
- Do run visible give-back programs and ask for public recognition.
- Michelle recommends raffles, monthly charity support, or donations to get your name associated with good in the community.