Former technology and marketing executive opens new franchise location in June in Silicon Valley

ATLANTA — Welcomemat Services, a company that provides loyalty marketing solutions designed to target families who have recently changed their address, saw major growth in 2015 with a 70% increase in unit count over 2014, and is continuing this momentum into 2016 by crossing the 50 franchise mark across 22 states. Most recently, Welcomemat has continued its rapid growth in Silicon Valley with new franchise owner Midori Lucas.

Lucas joins the Welcomemat Services team with extensive experience in international marketing and product life cycle management. Originally from Tokyo, Lucas moved to the US in the 1980s and has observed how technologies have changed the world. Through her career, she built expertise in product management and marketing for technology companies including Apple, Visa and Motorola. She also successfully launched products for use by consumers, small businesses and enterprise clients in the global market.

Lucas chose to become a franchisee with Welcomemat Services after a 30-year career in the corporate world because of her desire to be her own boss and make a larger impact for smaller businesses. She hopes that her experience in traditional marketing combined with expertise in new Internet based tools will allow her to connect the dots between technologies and customer needs to help her clients grow their businesses.

“We are thrilled to have Midori join our system – her background in marketing and business makes her the perfect fit for Welcomemat Services. We look forward to her leading the charge for Welcomemat’s growth in Silicon Valley,” Welcomemat Services CEO Brian Mattingly said. “As we position the brand for continued growth in 2016, we want to increase our presence in cities and states where we see people are moving. We are able to help those who have recently moved into a neighborhood, deliver personalized gifts from amazing local businesses and encourage new movers to support the local economy.”

While traditional marketing strategies such as print and mail are the basis of the company’s approach, social and digital loyalty innovations have helped Welcomemat Services stay ahead of the pack in the industry. This has allowed flexibility for the corporate team to support franchisees in neighborhoods across the U.S. and led to the impressive increase in the company’s 2015 revenue. In the last fiscal year, Welcomemat Services increased consumer level revenue system-wide by 53% over 2014.

“We saw monumental success in 2015 in both franchise growth as well as consumer revenue,” said Brian Mattingly, CEO and founder of Welcomemat Services. “We recognize that ‘regular’ customers are the lifeblood of all small business and the best way to find more ‘regulars’ is to target people who are newly moving to a community.”

As the brand also increases its presence nationally with a ranking of #366 on Entrepreneur’s Franchise 500, up from 433 in 2014, the leadership team has eyes on growth in various untapped markets in the U.S. Welcomemat hopes to add a total of 20 locations across Arizona, California, Pennsylvania, Illinois, Northern Virginia, and Alabama and wants to expand with two to three more franchisees in Texas.


A leader in the $133-billion local advertising industry, Welcomemat Services is a new mover marketing and technology company that provides loyalty marketing solutions designed to target families who have recently changed their address. The brand was named to Entrepreneur’s 2015 “Franchise 500” and since 2003, Welcomemat Services’ technological innovation and marketing sophistication has enabled the brand to change the face of the direct-mail marketing industry. It offers local, regional, and national businesses & organizations unprecedented access to information about their new mover clients. For more information on Welcomemat Services, visit