Frank Webb Home “No Place Like Home” Series on CBS Stations


The McCoy Group has partnered with Frank Webb Home, the retail showrooms of F.W. Webb Company, to produce “No Place Like Home.” These one-minute video episodes aired as the lead-in to CBS Sunday Morning every week in March and will return to CBS affiliates throughout the Northeast in October with four new episodes. Designed to showcase the expertise found at F.W. Webb’s 40 showrooms, “No Place Like Home” is designed to inspire viewers with new ideas to update their homes. In addition to the television series, the “No Place Like Home” campaign is amplified through digital advertising, radio endorsements, direct mail and point-of-sale communications throughout the showroom footprint. To see the videos and learn more about the campaign, visit

Congratulations to Clarke on Boston Seaport Opening of 7 Tide


Clarke, New England’s Official Sub-Zero and Wolf Showroom and Test Kitchen, has not only opened its first Boston location, but developed the newest design destination in the city’s hottest neighborhood. Right on 7 Tide Street in Boston Seaport, you’ll find 7 Tide, home to Clarke’s most extraordinary location yet plus the country’s first Experience Center for  Marvin Windows & Doors.

Check out this great video we did with CBS Boston all about this one-of-a-kind place.

Frank Webb’s Bath Centers 2015 RFP

Before we even talk about demographics, budgets and strategy, I need to start with one fact that must be adhered to by any rep that does business with Frank Webb’s Bath Center in 2015:

The client pays directly…net. All invoices should be sent directly to the client and The McCoy Group is not responsible for payment. The client has an impeccable payment history, when the invoices are submitted properly.

If you send copies of invoices to The McCoy Group, we see them as just that: copies. We appreciate being kept in the loop and this allows us to communicate with the client on the details of the account, however, we will not be paying for media. We are the creative and media planning agency only. This has been an ongoing problem with media reps for the past two years. You will be given the client contact information for billing when we go to contract. Please make sure you pay attention to this.

Client Identity
The next important point is this: F.W. Webb Company is the parent corporation and they will be paying the bills. However, the ADVERTISER is Frank Webb’s Bath Center (the showroom division of F.W. Webb.) Any time you refer to the client, please use “Frank Webb’s Bath Center.” It is essential for branding the showrooms that they be referred by the correct name.

Who is Frank Webb’s Bath Center?
Frank Webb’s Bath Centers are the retail consumer showrooms of F.W. Webb Company, the largest distributor of plumbing, heating, HVAC, refrigeration and industrial pipes, valves & fittings in the Northeast. The parent company deals with contractors, developers, engineers, facilities managers and more. Frank Webb’s Bath Centers assists homeowners/consumers with selecting plumbing fixtures, accessories and lighting for bathrooms and kitchens. Frank Webb’s Bath Centers are located in all six New England states, plus upstate New York and they will open their first showroom in Pennsylvania by the end of the year. There are more than 35 Frank Webb’s Bath Centers.

Who is the target market?
Frank Webb’s Bath Center’s primary target market is Women, age 35-64, income $100K and up. They also serve a secondary market of Men, age 35-64, income $100K and up. Customers generally live within 30 miles of a showroom. In some markets there is overlap between multiple showrooms, however several others are in stand-alone locations. We are not interested in media delivering multitudes of people; we are interested in media that delivers the specific target market.

Feedback from Frank Webb’s Bath Center customers has confirmed the company’s differentiators: wide variety of quality products; friendly, knowledgeable showroom consultants passionate about helping homeowners create the project of their dreams; working displays that allow customers to see how various plumbing fixtures work (water pressure, water delivery, fixture operation, features in action); free delivery; willingness to work with your contractor to assure job success.

2015 Strategy
The media over the past two years has been working, so we will not be changing much. We invest heavily in broadcast and cable television that efficiently deliver our target customer. We augment with radio in some, but not all, markets. We are launching a new website in Q1 2015 and will invest in a robust mix of online media opportunities. We will continue to use print extremely sparingly. If you can document the efficacy of your print media with our target market, please email information that defines your publication and why we should consider it.

Include All of These in Your Proposal

Please make your email subject line: Webb – (market you serve) – name of your media
So your email subject might be: Webb-Syracuse-WSYR-TV

You must include a coverage map for your media so we can see how you deliver to more than one showroom.
In your email, you must include your name, media outlet and location (if you are with a network of any kind, please don’t identify yourself as that network without the local market indicated) and all of your contact information.

If you identify yourself as Bill from CBS and don’t tell us whether you are radio, television or online and what showrooms your outlet serves, it will be impossible for us to consider your proposal.

Please Do NOT Send Proposals If…
In order to prevent wasting your time and ours, please do not send proposals for media that does not specifically target our customer. In some cases, you may think your medium is perfect, but the client has decided for various reasons not to consider certain media. These include: Pennysaver newspapers, Direct Mail Coupon Packs, Advertising Placemats, Shopping Cart Ads, among others. While some of these may have merit, we simply do not have the budget to include them in our buy and suggest you save your time by not contacting us.

Where To Send Information…
Please email all information to be considered to:
We will not be accepting cold calls and we will call any rep whose media information is of interest. If you do not hear back from us, feel free to send a second email, but please do not call.

What’s the Budget?
When a medium is being considered, the rep will get an email from us with the budget range he/she should plan to include in the proposal. We will always give you the NET budget. You need to indicate in your proposal whether the numbers you are using are gross or net so that we are on the same page. We realize that some of your computer programs only indicate gross, but if you don’t tell us that, we will think you disregarded our NET budget.

When Will We Be Advertising?
We are producing a new Frank Webb’s Bath Center :30 television commercial, which should be ready for airing by January 19, 2015. We would like to be on as many weeks as possible between Jan 19 – Jun 15, and again between Aug 20 – Nov. 1.

Radio will be scheduled (depending on the market) between Feb and May and/or Aug-Oct.

Online will start between mid-January and mid-February and run through mid-November.

We do not pay for media during the busy holiday season in November and December, so you need not send us gift guide or other holiday proposals.

If you have questions that are not answered here, please email

As we said at the beginning, we aren’t changing much, but we are always open to fresh ideas that make sense for the client. Thanks for your interest and we look forward to all information that makes sense. Happy Holidays!

Frank Webb’s Bath Center 2015 Plans

I have had many inquiries in the past month and reminders that I hadn’t updated this page in quite awhile. We are currently working with the marketing team at Frank Webb’s Bath Center to clarify the strategy and budget for 2015. When we have more information, I will update you here. There will not be any additional 4th quarter buys this year. All activity is now focused on 2015. Stay tuned for more information. Thanks!

Happy Holidays & a Webb Update

Happy Holidays to our clients and business partners. Our offices are closed from Dec. 19 – Jan 2. We will reopen on Friday, January 3rd.

We have just completed the television portion of the Frank Webb’s Bath Center media plan. I have contacted all reps who are included in the buy and have reached out (I think) to all those who were not included. We carefully reviewed everyone’s information and had to make some tough decisions. If you are still waiting for a result, I apologize for not getting back to you personally and thank you for participating. All television media has been placed and I’m sorry that budget has not allowed me to include your station in the plan in 2013. You are welcome to check back on this website in October 2014 for information regarding proposals for 2015.

IMG_2043We will be looking at radio, online and special showroom manager requests in January. I will post details here when our office reopens. Please do not call the office, as you will get our out of office message. I also recommend that you NOT send emails in the next two weeks, as you will be snowed under a pile of holiday email and may not be promptly seen when we are back in the office.

We wish you a very Merry Christmas
and Happy 2014!

Kelly McCoy

Frank Webb’s Bath Center – Television RFP – PART ONE

While we are still looking at budget and strategy for Frank Webb’s Bath Center in 2014, I thought it would be good to start with preliminary RFP information to get the ball rolling. The one mainstay of the Webb campaign continues to be television. We get very good response and feedback from television. This doesn’t mean we won’t be using other media in the coming year, so don’t consider yourselves out of the picture if you represent radio, online, print, etc. It is just that we know that television will be a primary part of the mix and I will post other media information ASAP. So, I am asking all television reps to please do the following (please read carefully and submit your information as requested to ensure you are considered.)

1. Please email me ( with a subject line that shows FWBC (for Frank Webb’s Bath Center), followed by your station call letters and the primary market you serve. So your email subject might be: FWBC – WXXX-TV – Syracuse – Part 1

This allows me to search my long list of emails by FWBC and find all of your proposals easily and see that I’m looking at Part 1 of your 2014 information. If you don’t use this format for your subject line, you may get buried, which will cause you to not be considered.

2. Please attach a coverage map and indicate (in the body of your email) ALL Frank Webb’s Bath Center locations that would be covered by placement on your station(s), as the economies here are extremely important in our decision making.

3. Please do not call with questions; all communication at this point should be via email.

WEBB-TARGET4. In your email, please send rankers that show your station vs. the market competition specifically for Women 35-64, HHI $100K and up. We would like these rankers to include news on your station(s), PLUS any programming that you believe would target this demographic in an effective way (and explain why you think this is the best way to get at this consumer). Please include your most recent book and rankers from Q1 of 2013.

5. Our secondary demographic is Men 35-64, homeowners with HHI $100K and up. Therefore, information on programming that hits our primary demo in a solid way and then also targets our secondary audience, will be of great interest.

6. Please DO NOT send specific schedules or proposals at this time, as we will have specific requirements once we have the budget/strategy finalized. This exercise is to see where you stand vs. competition with this demographic and understand the programming you offer that will specifically target our demo. We don’t anticipate budgets changing significantly from last year, so please do not showcase a line-up of all prime time, which will most likely not be able to be included in our budget. We are looking for news (which gets us our primary Women 35-64, plus our male secondary demo) and any other programming that targets these homeowners.

7. Please DO NOT contact the client, as they have requested that all 2014 proposal information come through us.

8. Remember, this buy is for Frank Webb’s Bath Center, the CONSUMER showrooms of F.W. Webb Company. The target audience is the homeowner (not contractors) here.

9. Please submit this PART 1 information via email no later than 5PM on October 21, 2013.

Thanks for your time and we look forward to receiving your information,

Kelly McCoy

P.S. We recommend all radio, online, print and other reps check back on this blog weekly to get updates. Thanks for your patience.

The Webb We Weave: RFP Details

2013 Strategy for Frank Webb’s Bath Centers

Please read this post carefully to assure that you do not waste your time or mine in the proposal process. The specific instructions at the end of this post are designed to allow us to contact you efficiently and access/review your information easily. We get literally hundreds of proposals and the easier you make it to review and understand your proposal, the more efficient we all can be. We appreciate your effort in following these instructions.

The goal of all marketing activity for Frank Webb’s Bath Centers in 2013 is to increase the right showroom foot traffic for the 34 showrooms throughout the Northeast. Understanding that most consumers research online before they come in to physically shop, in many instances our call to action is to “visit to find a location near you.” We’ve seen a steady uptick in website traffic with the increased media exposure, much of it to the “Frank Webb’s Bath Centers Locations” page, which is always a good indicator that people are looking for a showroom in their area. With some exceptions, we have also seen an increase in showroom traffic and sales. We intend to keep our media mix similar to last year, tweaking media selection in those geographic areas where showrooms are facing challenges.

Research has shown that our top traffic driver is television. In the past year we successfully used a combination of local news and entertainment programming on broadcast stations, as well as cable networks geared specifically to our target. Both have been valuable to differing degrees, depending on the showroom location. We will continue to concentrate a significant part of our budget in television advertising.

We layered in radio in several markets in 2012 to expand our reach and boost awareness. All stations chosen were dominant in ratings for the target market. In order to be considered as a radio option, you will need to demonstrate through current rankings that you reach this target in a significant way vs. the competition and that your station will work creatively to drive showroom traffic. We will not be doing any ugly bath contests; they do not work to drive showroom traffic. We also will not purchase radio station online ad space. If you provide this as value-add, we will consider that, however we have not seen significant online traffic from any radio website referrals in 2012.

Print advertising will only be used in very rare cases where there is a specific goal for a particular showroom that can be best met through a print medium. If you are a print rep, you must show specifics about whether your publication is paid or free distribution, frequency of your publication, towns/states in distribution area, content that makes sense for a home-related showroom and demographics for readership.

Online advertising is being used in a strategic manner where the online environment is not cluttered and/or the website is unique in the geographic area. We have seen some success in this arena, but do not anticipate the budget for widespread use of online advertising. If you submit a proposal for online, it should thoroughly explain what is unique about your site that will drive traffic to and traffic to the showrooms. It will be key for you to recommend a spend level that you feel gives a reasonable share of voice, but is not overly cost intensive. We are open to reviewing different lengths of online campaigns to accomplish this goal.

A Word About Promotions: We are in discussions about creating our own chain-wide promotion in 2013, to build brand awareness and generate opt-in contacts to which we can market in the future. This would be a month-long promotion and we will need promotional support from you. This will require your supporting our concept with on-air and on-line awareness building. I would love to hear how you would support this promotion (probably in March). If that does not come to pass, we will revisit how to add value to the buy in another way.

RFP Requirements

  1. All proposals must be emailed to: by November 9th. You will be emailed a confirmation when we receive your proposal email. Please do not call.
  2. The McCoy Group will review each proposal and will get back to each rep with questions, clarifications and decisions on who will be included in the buy. If you do not hear back from us by Dec. 1, feel free to email, but again, please no calls.
  3. Please make it very clear whether your numbers are NET or GROSS. We do not take commission on these buys and will pass the NET figures on to the client.
  4. We may request several rounds of modifications before the buy is presented to the client. Some options will simply not fit into the plan and we will let you know that as soon as possible.
  5. Do not call the client. We have been asked to review all proposals and bring all that are true contenders (when all factors are weighed) to Webb’s marketing department for consideration. Calling the client directly will not work in your favor.
  6. We are not at liberty to share the budget at this time, but we do not expect an increase in budget over last year. We recommend that you follow these guidelines for budget considerations when crafting your proposal:
    Ideal TV schedule will be two weeks/mo for Jan, Feb, Mar, Apr, May,  Jun, Jul, Aug, Sep and Oct – give us your best shot and we’ll modify from there depending on budget. Please show programming details, as well as reach and frequency for our target demographic for the schedule you are recommending.
    Ideal Radio schedule will be 12 weeks (depending on cost we may end up with a longer or shorter schedule, but let’s start with an apples-for-apples comparison of 12 weeks). Please give us your best shot at targeting our market and we’ll come back with questions and alternative schedule requests as we build the plan out. Let’s start with all spots being :30.
    Ideal Print schedule will depend on the publication. We want to hear your best thinking on how your publication can be utilized to accomplish our mission of driving showroom traffic and sales. Please include how your publication will reach our target demo and why you think your print should be considered, knowing that only a small portion of the budget will go to print in 2013.
    Ideal Online schedule must show how your platform is uniquely positioned to drive traffic to one or more showrooms. Please include metrics about daily visitors (demographics whenever possible), page views, where ads would appear on your site, any rich media opportunities and independent verification of where your web platform ranks among competition (i.e. most trafficked site in the state, town, in the bath supply industry, etc.)
  7. Please put your station/publication/website name in the email subject so we can easily reference your proposal. It is not enough to say ABC or Cumulus as there are several in the Northeast who represent these companies. Please reference as ABC Boston or Cumulus Worcester, MA Proposal in your email subject line.
  8. Please put all contact information in each of your emails to us. No matter how well we know you, it will make contacting you that much more efficient if your contact info is in each of the emails.
  9. In your proposal, please outline at the beginning of your proposal which Frank Webb’s Bath Center showroom locations will be covered by your company. This is of great importance for all of you, but particularly with radio stations as there can be huge overlap with radio stations. Also include coverage maps wherever possible. Obviously coverage of more than one showroom makes purchasing more economical, however, the reach needs to be realistic and not just a town in which you have 2 readers or an occasional listener when the wind blows that direction : )
  10. We will be providing creative produced and ready to go to keep brand consistency in tact.
  11. There will be an April Earth Month promotion, as we have done in the past two years. The creative for April will reflect this as opposed to our general branding creative that will run for the rest of the year.
  12. There will be no co-op on this buy. If Frank Webb’s Bath Centers partners with any vendors it will be arranged privately and will not require your having scripts for co-op or receiving any separate funds outside of this budget.
  13. If you do get the buy, all invoicing will be direct to the client at the NET rate. The McCoy Group handles creative and placement, however the client pays you directly. There have been mix-ups in the past, so please make sure you get this straight with your accounting departments from the beginning.
  14. And PLEASE remember, this buy is for Frank Webb’s Bath Centers, not F.W. Webb Company. Frank Webb’s Bath Centers are the showrooms of F.W. Webb, however, the Bath Centers serve a very different customer and we are working hard to keep brand identity in tact. If there are opportunities for the F.W. Webb Company, you will be notified separately. All materials you are submitting now should reference Frank Webb’s Bath Centers.

For those who know us already, you know we will be straight forward with you. We believe in smart, honest communication and understand that everyone needs to make a little money. We appreciate great relationships (we all spend a lot of time working, so why not make it fun along the way?) and ask that you follow these instructions to make this easier for all of us. We know your objective is to get a meeting to go over your ideas, however we will not be doing any meetings until we review all proposals and we will not take a meeting with every rep.

Thanks very much for your interest in Frank Webb’s Bath Centers and for joining us in our mission to make them even more visible and successful in 2013.

Kelly McCoy

The Webb We Weave….

We’re pleased to represent Frank Webb’s Bath Centers, showrooms for F.W.Webb. We thank all the great media reps we partnered with this year. Business has increased in most showroom locations and the Frank Webb’s Bath Center marketing team is pleased with the results. Planning for 2013 has started with a research phase, which will be completed in the next two weeks. At the completion of this research phase, which has included the marketing team’s review and brainstorming on what went well and what was challenging, as well as a showroom manager’s survey and phone interviews of various managers who have unique challenges, we will post in this blog the requirements for 2013 proposals. We anticipate the budget to be even with last year.

We are getting, as you can imagine, many calls and emails about this wonderful account and will be happy to review proposals ONCE OUR REQUIREMENTS ARE POSTED ON THIS BLOG in a week or two. All proposals will be reviewed as long as they follow the requirements that will be posted here.

A few preliminary things to think about on this buy…we are looking for hard-working media to raise brand awareness and attract showroom customers to Frank Webb’s Bath Centers, which now has more than 30 showrooms in MA, NH, VT, ME, CT, RI and Upstate New York. The primary target market is a woman 35-64, income over $75K, educated and a homeowner. If your radio station, television station, online medium or printed publication(s) does not target this market, this is not the client for you.

F.W. Webb is the contractor/industrial side of the business and targets a male demographic, but that is not the media buy we are focusing on here.

We will post strategy and objectives of the buy before the end of October. Please check back for specifics and know that we will not be returning calls until proposals are reviewed. We thank you for your interest in working with Frank Webb’s Bath Center to help increase awareness of this great company.

Kelly McCoy

Clarke and Frank Webb’s Bath Center Focus on Boston Magazine Design Home 2012

Rendering of Boston Design Home 2012

The kitchens and baths in the Boston Magazine Design Home are sure to be magnificent!

We are very pleased that two of our clients are adding their products and design expertise to Boston Magazine’s Design Home 2012 on Lot 2 of Cowings Cove in Norwell, MA. The home, built by Eugene Mattie, is a 4800-square-foot Greek Revival-style home and promises to be a stunning example of everything a home can be in New England. Clarke, New England’s exclusive distributor for high-performance appliances from Sub-Zero, Wolf, Asko, Best and other fine brands, will provide all appliances for the main kitchen and outdoor kitchen. Frank Webb’s Bath Center, the showrooms of F.W. Webb, are providing all bath and kitchen plumbing products. In October 2012, the Design Home will open its doors to the public for six weeks of house tours – with all proceeds benefiting the Ronald McDonald House Charities. Watch for updates on this exciting project.