Arcadia Cleaning Services is a commercial cleaning company based in Hampshire.
Due to the recession, companies downsizing, previous tele-marketing approaches not working and the desire to grow the company, Arcadia Cleaning wanted to explore the marketing it could do.
The initial part of the strategy analysed the company, the target market, the industry, competitors and positioning.
USPs and Marketing Messages
Cleaning is a very competitive industry and there is very little to differentiate most companies. Unique selling points were developed and proposed for Arcadia Cleaning as well as marketing messages.
12 month plan
Knowing very little about marketing, Xander Marketing had to both educate Arcadia Cleaning on the marketing channels available to it and propose campaigns for the next year. A combination of lead generation and online marketing campaigns were recommended and a month by month plan developed.