Case Study: The Gold Standard of CleanStanley Steemer is a household name, but its visual storytelling often leaned into "utility" over "authority." We needed a campaign that moved the brand from being a "service you call" to an industry benchmark. My task was to lead a full creative team through the execution of our most ambitious, multi-channel campaign to date: "It’s Not Clean Until It’s Stanley Steemer Cleaned."
The Challenge
Scope: National Video, CRM Strategy, Social Content, Blogs, and MoreRole: Creative Lead & Art Director
It’s Not Clean, TV Campaign
The TV campaign served as the foundation of this initiative. I played a crucial role in the preproduction brainstorming sessions to ensure that everything was aligned with the brand. Once we finalized the storyboard and script, I entrusted my video team to take charge and showcase their talents.
VARIETY is the spice of life
During our brainstorming session, we discussed the idea of enhancing the longevity of the creative campaign. We considered creating a second version that focuses on sports, specifically for the football season. This approach would allow us to maintain our creative momentum longer and improve the output-to-budget ratio.
CRM AT A GLANCE PRINT IS NOT DEAD.
Stanley Steemer has traditionally emphasized print marketing materials during my time here. We produce monthly mailers and maintain a comprehensive catalog of campaigns to create local print pieces. Below are a few examples that align with the main campaign.
Email design
Emails had the second-highest project rate among all marketing efforts at Stanley Steemer, second only to social media. Depending on customer profiles, we send out 10 to 20 emails each month. As the head designer, my goal was to create a diverse range of content types that would keep the inbox fresh while effectively representing our brand and aligning with the campaign's new look.
Social Refresh
Along with the main campaign, I was tasked with overhauling social media regarding strategy, process, and content. This was a more prominent role for me, and I was confident I could produce what our CMO had in vision. The main goal of the refresh was to be more brand-specific and find a better way to display our benefits, tips, and service content.
Interactive Blogs
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WHAT TO KNOW BEFORE HIRING AN AIR DUCT CLEANING COMPANY.
This blog aims to educate readers about air ducts. We want our FAQs about air ducts to be more engaging.
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Quiz: DISCOVER YOUR PERFECT CLEANING COMBINATION!
We developed this quiz to offer personalized cleaning recommendations that cater to the unique lifestyles of our target audience.
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5 Reasons Why You Should Have Your Mattress Cleaned.
This blog aims to highlight one of our lesser-known service lines. We want it to be straightforward yet maintain an intriguing layout.
TRADESHOW & collateral
The campaign spearheaded a broader refresh, and we explored new trade show booths and other collateral to make the look fully inclusive, no matter where consumers came into contact with our brand.
