ServiceMaster Clean

Brief

Promote the UK disaster restoration and commercial business divisions of franchise cleaning company ServiceMaster Clean on a UK national and regional basis. Increase visibility within the insurance, disaster restoration, retail, flooring, cleaning and FM trade press and support marketing effort to help acquire new national contracts.

Activity

Topical themes and breaking issues such as the summer riots during 2011, heavy flooding and the 2012 Olympics were used as angles for the disaster restoration side of the business to highlight the importance of contingency planning.

In August 2012, a guide was launched to give advice to businesses about how to restore a damaged property, which was made available to download online to measure response to the campaign. Damage management related statistics were used to target insurance publications.

On the commercial services side, case studies have been used to highlight the importance of regular, professional floor and upholstery care. Seasonal events like caring for flooring during the Christmas party season and during Spring were also identified.

Results

Over an eighteen month period the campaign generated 63 pieces of press coverage with a circulation of 1,499,244 and an equivalent advertising rate of £54,885. In depth articles were published in the trade press for the cleaning and FM sectors plus the key vertical markets of insurance, retail, and flooring.

Traffic to the download section of the client’s website increased heavily. Prior to the issue of the ‘How to’ guide to restoring a damaged property, the downloads section of the ServiceMaster Clean website received a relatively small amount of traffic. When the guide was launched to press, traffic increased by 302% (25th July-24th August 2012 website analytics data compared to 2th June-24th July website analytics data).