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Branding a CEO

By Monica Feid

When Don Dwyer, founder of The Dwyer Group, died unexpectedly in 1994, the company struggled to find the best person with a vision to lead the company in a rapidly-changing global marketplace.

In 1999, at the age of 35, one of Don’s six children, Dina Dwyer- Owens, was named CEO and president of The Dwyer Group. She immediately faced the challenge of proving to her constituencies that she could lead what was then a publicly-traded conglomerate of plumbers, carpet cleaners and other tradesmen spread around the world.

The quickest, and most effective, way to communicate Dina’s expertise and abilities was to thrust her into the media spotlight as the company spokesperson, the dealmaker and the woman with the vision. For BizCom, it was time to turn on the publicity machine.

Live Rich cover

By arranging interviews with the industry trade press, she quickly made a name for herself, took the company private and grew the business more than 125%.

She was celebrated and covered in the media where she proved astute while discussing earnings and ROI as well as promoting masterful business deals with household names like Ace Hardware and Whirlpool.

She was featured in Inc., The Wall Street Journal, The International Herald Tribute, Delta Sky Magazine, USA Today, CNN, Fox Business and across the franchise trades. And when it came to her role as a woman in charge of traditionally male-dominated service trades, Dwyer-Owens told Glamour Magazine her “She-E-O Secrets.”

By 2005, for the company’s 25th anniversary, she released her book Live R.I.C.H., co-written by BizCom’s Monica Feid, to promote the company’s strong Code of Values and the themes of Respect, Integrity, Customer Focus and Having Fun in the Process.

She credits those values for the success of The Dwyer Group, whose franchise service brands now account for more 1,600 franchise locations and more than $800 million in annual systemwide sales. Dina was promoted to Chairwoman and CEO, and The Dwyer Group has expanded its franchise concepts along with its worldwide headquarters.

Today, The Dwyer Group includes Mr. Rooter, Mr. Electric, Mr. Appliance, Aire Serv Heating & Air Conditioning, Rainbow International, Glass Doctor and The Grounds Guys. And the acquisition search for other concepts continues.

In 2010, Dina served as Chair of the International Franchise Association, where she broadened her message and her love for franchising from D.C. to Beijing and places in between. Testifying before Congress, she has championed the VetFran program, established by The Dwyer Group to help military veterans own their own business. Today, that program includes more than 500 franchisors that have helped thousands of veterans realize their dreams of business ownership.

By 2012, BizCom secured Dina an appearance on the Emmy-award-winning hit CBS show “Undercover Boss” that resulted in an even higher profile for The Dwyer Group’s service brands and led to record franchise sales.

The show liked her so much, that she was invited back in the first-ever “Epic Bosses” season finale update in 2013.

With the help of widespread national and international publicity generated by BizCom over the past two decades, Dina is a recognized and respected leader guiding her company into a brave new world.

Today, when people think of The Dwyer Group, they think of its Chairwoman and CEO, Dina Dwyer-Owens.

And the best is yet to come.

For a free analysis of how you can add more punch to your marketing message, contact BizCom Associates at 214-458-5751 or

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