STRATEGY | LOGO | DESIGN | COPY | WEBSITE | CAMPAIGN
Star Express Cleaning is a Brisbane based company that was chasing ambitious new business growth. One of the key issues was that its owner had ‘fallen out of love with her business'.
We had to not only create new love but also a brand story that would perform its socks off in order to achieve some pretty ambitious sales targets.
Our first task was to run a ‘deep-dive’ workshop with our client, Amanda, to dig out the key issues she was facing as an owner.
Amanda knew her business vision. Underpinning it was that she didn’t want her business to be like the other “functionary” cleaning business messages, because Star Express’ service levels weren’t like any other cleaner.
Stage one of the project was creating a new brand story which was based around the platform of ‘Like no other’. A new logo, brand colours, font style, imagery and ‘challenger brand’ copy tone was created as a foundation of the new brand’s look and feel.
The new Star Express Cleaning brand story used cleaning pain points to be uniquely different from its competitors and promote its benefits. We told the story of a more hygienic office is a more productive office with less sick days and a cleaner home is a happier and safer home to live in. This engagement tactic allowed the business to quickly build rapport with new commercial and NDIS clients.
Stage two was a new strategic digital plan to achieve the business growth Amanda was chasing. At the heart of it was a shiny new SEO custom built website to promote the business’ services, educate about cleaning and capture leads.
New business leads were driven by Facebook and SEM Paid Search Google ads in the commercial and NDIS cleaning segments.
We exceeded our client’s objectives. At one stage we had to turn off the campaign as Star Express were getting too many leads. What was really important too was that the new brand made Amanda fall back in love with her business.
In just 8 months we achieved:
Over 550 online leads captured – that’s 68/mth
Website goal completions were 435 – that’s 54/mth
A SEO ranking of No.2 (from a zero starting point with the new website)
Revenue generation was 45% above the set target
To reflect the new brand story the old star Express logo had a modern makeover and a new tagline was added.
A brand manifesto became the guiding light for the business to achieve its vision.
A new set of brand guidelines ensured everyone staged on the same brand page visually.
The company’s business cards reflected the friendly nature of Amanda’s personality.
The brand story was told through a series of pain and happy points for commercial. NDIS and home cleaning messages.
A new SEO optimised website looked like no other cleaning company site which anchored the business online and captured leads.
Home page images were swapped in and out depending on the business growth segments targeted.
SEO keywords throughout the site rapidly boosted rankings whilst the site’s UX was all about simplicity whilst still maintaining content depth and details.
A new blog promoted important content about what to look for in hiring cleaners and other important information.
With the new brand and website live, we kick started an integrated online lead gen campaign. Ad testing and weekly reporting optimised the media investment.
Sponsored content ads, paid SEM and remarketing drove leads. At one stage we had to turn the campaign off as Star Express were getting overloaded with enquiries – not bad since they had never advertised online before.
As part of the campaign’s switch messaging to ‘A cleaner like no other’, we challenged the status quo with an e-book download for prospective clients to check if their current cleaner is up to scratch.
Even display banners continued to set the challenger brand story apart from other cleaning companies.