Edwards Commercial Cleaning is a family-owned and operated business providing professional, quality contract cleaning services to the office, factory, medical and educational sectors.
Operating across Yorkshire and the North East, the company works with clients across Northumberland, Newcastle, Sunderland, Middlesbrough, Darlington, County Durham, Leeds, Wakefield, Doncaster, York, Bradford, Huddersfield and Sheffield.
When the business was preparing to launch Your CleanHub, a new app designed to help clients track all aspects of their cleaning contracts, the team asked The Pack to support the launch while also raising awareness of the Edwards Commercial Cleaning brand
Edwards Commercial Cleaning had developed a useful new client portal and wanted to make sure its launch created attention, engagement and wider visibility for the business.
There was an opportunity to:
The launch needed to bring together PR, event planning, digital content and social media in a coordinated campaign, while accounting for the practical challenges of hosting an event during Covid restrictions.
The Pack developed an integrated launch strategy centred on:
Every element was designed to give clients a clear introduction to Your CleanHub while creating repeated opportunities to raise awareness of Edwards Commercial Cleaning.
The Pack developed a PR plan to support the launch, including the format of the virtual event, a running order and gifts for guests.
A contingency plan was also created so the team was prepared in the event of any last-minute technical issues.
To maximise media coverage, The Pack wrote and distributed a press release in two regionalised versions, one targeted at North East media and the other at Yorkshire media.
All coverage received was recorded and shared with Edwards Commercial Cleaning.
An email marketing campaign was created to support attendance at the virtual launch event. The Pack produced the invitation copy and an accompanying graphic for clients.
The press release was also repurposed into a blog for the Edwards Commercial Cleaning website, highlighting the benefits of the new software and giving the campaign an additional owned-content asset.
The Pack developed and shared content across Edwards Commercial Cleaning’s Facebook, Twitter and LinkedIn accounts.
The social media plan combined posts promoting Your CleanHub, both before and after the launch event, with a broader mix of company content to create conversation and maintain wider brand awareness.
The in-house graphic design team created an animation to explain the new software and its benefits in a simple, eye-catching way.
Social media graphics were then created from the animation to showcase the app’s benefits and features across the company’s social platforms.
The campaign delivered a coordinated launch for Your CleanHub while supporting Edwards Commercial Cleaning’s wider aim of increasing brand awareness.
Regional media coverage
The launch press release secured coverage in Bdaily North East, NE Connected, Yorkshire Connected, Bdaily Yorkshire and the Darlington & Stockton Times.
Using two regionalised versions helped the story reach relevant audiences across both of the company’s key operating areas.
A successful launch
Edwards Commercial Cleaning described both the brand-awareness activity and the launch of Your CleanHub as a big success, saying the campaign had achieved what the business wanted and put it in a strong position going forward.
Engaging social media activity
The client praised the social media activity for being well thought out and for going beyond self-promotion by engaging with others to create conversation and awareness.
The campaign also gave the Edwards Commercial Cleaning team a strong starting point from which to continue its own social media activity after the project.
A reusable bank of content
The blog, launch materials, animation and social graphics gave Edwards Commercial Cleaning a range of assets that could continue to communicate the benefits of Your CleanHub beyond the launch event itself.
“I wanted to say a big thank you to The Pack for all of your help with our project over the past couple of months.
“We wanted to improve brand awareness and also to launch our new ‘Your CleanHub’ portal to clients and give it a big shout out via social media and a press release. On both counts it has been a big success and with your help, ideas and a bit of encouragement, we’ve achieved what we wanted and are in a great position going forward.
“The Pack did what they said they’d do, on time, every time. Social media was well thought out and not only ‘blew our own trumpet’ but engaged with others to create conversation and awareness. We just need to keep that going now ourselves after such a good start.
“When we next have things to shout about or need a little push in the right direction, we’ll certainly be coming back to you. It has been a pleasure working with you all and you certainly know what you’re doing and how you can deliver a brief expertly.”
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