Total Clean

by | Jan 20, 2014 | Portfolio


Total Clean has operated in the commercial office cleaning sector for 25 years, with a success that is based on an unrelenting commitment to service excellence and an obsessive attention to detail. This exciting management franchise was launched in March 2013 and planned its launch and subsequent franchise recruitment campaign in partnership with Coconut Creatives.

Project outline:

  • Confirm the types of franchise partner suited to the opportunity and test where these could be found
  • Develop and deliver a bespoke, integrated 12-month marketing plan utilising advertising, PR, video, online and print activities to fit within budget
  • Recruit 6 franchisees in the first 12 months
  • Creation of quality marketing materials to support the franchise recruitment process
  • Coconut to work closely with the franchise development team to ensure a seamless enquiry to sign-up process.

Project outcomes:

  • Quarterly meetings to assess best allocation of budget looking at ROI from previous quarter
  • 4 of the target 6 franchisees were recruited within first 7 months from a standing start
  • Marketing spend was under budget
  • Monthly press release or case study published in complementary media to raise the profile of the opportunity
  • Total Clean moved all graphic design work to Coconut Media for a high quality and consistent brand image with quick delivery times
  • An expert guide was written and utilised as a free PDF download to make the franchise website lead generating.