Background:
FreshWipe Cleaning, a commercial cleaning company in Chicago, was known for its exceptional service but struggled to distinguish itself in a crowded market. With competitors offering similar services, FreshWipe needed to find a way to stand out and build brand awareness among a broader range of potential clients. They wanted to expand their brand reach and establish themselves as a leader in specific verticals, such as healthcare facilities, corporate offices, and industrial spaces.

The Challenge:

FreshWipe Cleaning faced several branding and marketing challenges:

• Limited brand visibility in key sectors: Although they served a variety of businesses, FreshWipe had not built a strong identity in specialized industries.
• Difficulty standing out in a competitive market: Chicago’s cleaning industry was saturated, and FreshWipe needed a fresh approach to get noticed.
• Lack of a cohesive vertical marketing strategy: FreshWipe’s marketing was broad, with no focus on reaching specific verticals like healthcare or corporate offices.

Goal: To increase brand reach by developing creative marketing strategies targeted at specific verticals, positioning FreshWipe as a leader in those industries.

FreshWipe Cleaning partnered with Clicks & Conversions to implement a creative, vertical-focused marketing strategy that aimed to build brand recognition in key sectors. The goal was to tailor messaging and creative campaigns to the specific needs of businesses in healthcare, corporate offices, and industrial facilities, positioning FreshWipe as the go-to cleaning service for these verticals.

Step 1: Identifying Vertical Opportunities
The first step was identifying the most promising sectors for FreshWipe Cleaning to target. Clicks & Conversions conducted a thorough analysis and determined that healthcare, corporate offices, and industrial cleaning were high-growth opportunities with minimal brand presence from FreshWipe’s competitors.

Step 2: Crafting Creative Campaigns
Next, Clicks & Conversions developed vertical-specific creative marketing campaigns for each sector:

• Healthcare Campaign: FreshWipe’s healthcare campaign emphasized their use of hospital-grade disinfectants and adherence to strict cleanliness standards. The messaging was tailored to resonate with healthcare administrators, highlighting the importance of maintaining safe, sanitized environments for patients and staff.
• Corporate Office Campaign: For corporate offices, FreshWipe’s campaign focused on creating cleaner, healthier workspaces that improve productivity and employee satisfaction. The creative included professional visuals of sparkling offices and testimonials from satisfied corporate clients.
• Industrial Campaign: The industrial campaign centered around FreshWipe’s ability to handle large-scale, challenging cleaning jobs in factories and warehouses, emphasizing their specialized equipment and expertise in handling tough cleaning environments.

Step 3: Leveraging Creative Digital Assets
Clicks & Conversions introduced a range of creative digital assets to amplify FreshWipe’s message:

• Targeted content: Blog posts, case studies, and whitepapers were created for each vertical, showcasing FreshWipe’s success in those sectors. For example, they published a case study about cleaning large industrial warehouses and a whitepaper on the importance of cleanliness in healthcare facilities.
• Eye-catching visuals and videos: A series of engaging visuals and short videos were produced, each highlighting FreshWipe’s strengths in specific verticals. The videos were shared across social media and targeted digital ad campaigns, showcasing FreshWipe’s professionalism and reliability.
• Industry-specific landing pages: FreshWipe’s website was optimized with new landing pages for each vertical. These pages were designed to capture leads by addressing the unique cleaning needs of each industry, using testimonials, client logos, and detailed service descriptions to build credibility.

Step 4: Executing Targeted Vertical Marketing Campaigns
Clicks & Conversions used digital marketing platforms like Google Ads, LinkedIn, and industry-specific websites to run targeted campaigns:

• LinkedIn Ads: Ads were placed directly in front of decision-makers in healthcare, corporate, and industrial sectors, with messaging that spoke to their specific pain points.
• Google Search Ads: Vertical-specific search ads were created using targeted keywords such as “healthcare facility cleaning Chicago,” “office cleaning services,” and “industrial cleaning experts.” This brought in traffic from businesses actively searching for specialized cleaning solutions.
• Industry Conferences: FreshWipe also sponsored booths at healthcare and industrial trade shows, providing live demonstrations of their cleaning processes and distributing vertical-focused marketing materials.

The Results: Significant Vertical Brand Reach Expansion

Within six months of implementing these creative vertical-focused marketing campaigns, FreshWipe Cleaning saw impressive growth in brand awareness and lead generation in the targeted sectors:

• Increased brand recognition: FreshWipe saw a 40% increase in brand mentions across healthcare and corporate sectors. Their tailored messaging and vertical focus made them a recognizable name in these industries.
• Expanded client base: The targeted campaigns resulted in a 35% increase in new business inquiries, with over half of those leads coming from healthcare facilities and corporate offices.
• Improved industry credibility: The specialized content, such as case studies and whitepapers, positioned FreshWipe as an industry expert. They secured contracts with three major corporate offices and two healthcare facilities in the Chicago area.
• Higher conversion rates: The vertical-specific landing pages had a 25% higher conversion rate, as visitors were more engaged by content that directly addressed their industry needs.

Key Metrics:

• Brand reach in healthcare and corporate sectors: +40%
• New business inquiries: +35%
• Landing page conversion rates: +25%

Conclusion:

By embracing a creative, vertical-focused marketing approach, FreshWipe Cleaning was able to significantly expand its brand reach and establish a foothold in key industries. With customized campaigns for healthcare, corporate offices, and industrial facilities, FreshWipe effectively positioned itself as the go-to cleaning service for these sectors. The creative use of targeted content, digital assets, and industry-specific marketing allowed FreshWipe to stand out in a crowded market and drive new business growth.

Testimonial from FreshWipe Cleaning:
“Clicks & Conversions helped us transform our marketing efforts by honing in on the industries where we could make the biggest impact. Their creative approach and targeted strategies helped us expand our brand reach in ways we hadn’t imagined. We’re now top of mind for healthcare facilities and corporate offices across Chicago!”

If you’re looking to expand your brand reach and grow in new verticals, contact Clicks & Conversions to discover how creative marketing strategies can drive your success!