Fresh Air Environmental Services, Asbestos, Lead and Mold Remediation
situation
When we met with the CEO of Fresh Air Environmental in the fourth quarter of 2012, he came to us with the vision to grow his business substantially in 2013. Founded in 1999, the environmental remediation services company was already doing quite well, with 30 employees and multi-million dollars in sales revenues; he just wanted a larger slice of the southern California market.
Kevan Stark explained that his current marketing agency was not up to the task, so he was looking for a team that would be up to the challenge. While his budget didn’t allow for a large, expensive agency, he also didn’t want to manage a bunch of freelancers. He realized that Fresh Air’s marketing was foundationally lacking: the brand, website and business cards looked unprofessional and was incongruent with the quality of the company’s services and customer care. A marketing transformation/revolution was definitely needed!
challenges
The remediation industry is known for being technical: removal of asbestos, lead and mold requires hands-on labor in dangerous environments, combined with explicit know-how and specialized equipment. Not surprisingly, other than the industry leader, the marketing of most remediation companies reflects a very technical approach with low client engagement.
In this case, the key challenge was to establish a new brand identity for Fresh Air to better convey their brand promise and establish them as one of the top trustworthy companies, while increasing their visibility and generating more business in the residential and commercial markets. In order to create the results expected by the client, all marketing tools and channels needed to be explored, strategized and implemented in a comprehensive, integrated and coordinated manner to reach the goal: growing their lead generation by 30% and subsequently closing more deals than ever before.
the Not Maurice strategy
We determined that embracing digital marketing opportunities while leveraging traditional elements with a step-by-step approach and soft launch was the most appropriate strategy for this company.
The first stage was re-branding Fresh Air Environmental Services so it would stand out from the many contractors on the market with a modern, dynamic visual identity, incorporating a corporate touch. Once the logo was finalized, we designed business cards and implemented an e-signature to start sharing their new visual identity with their existing clients and prospects.
Then came a key marketing element: conceptualizing, designing, developing and launching a new website. With a 48-hour sales cycle in the remediation industry, Fresh Air was able to embrace the technology available to leverage each lead and ease customer communication. To this end, we incorporated functions such as online chat, free estimate form, online job scheduler and online bill pay. Of course, copywriting, content development and search engine optimization were part of the project.
In order to capture as much traffic as possible, a mobile version of the website is currently being designed and developed, in addition to Google Adwords campaigns and individual landing pages.
Additionally, we expanded Fresh Air’s visibility in its service areas with vehicle wraps for their entire fleet that advertised their services while on the road or at a job site. This was a very efficient and cost-effective way to generate additional brand awareness. Currently, we are creating and implementing a direct mail campaign with the goal of developing new partnerships within the construction industry.
At this stage of our collaboration with Fresh Air, there are many more marketing elements to be considered—lead nurturing will be the focus of our next phase!
results
As of today, Fresh Air Environmental Services is proud to have completed its rebranding with a new business identity that match its business core values and level of services. The process of overhauling their marketing and advertising tools is well underway and is expected to be completed very shortly. As the CEO and owner of Fresh Air confided in us, there is a new energy in the company and much excitement about the upcoming months—they are already in need of new employees to manage their growth! Marketing their business professionally and comprehensively was the key to their next level of success.
Please visit the Fresh Air website to witness the Not Maurice marketing strategy implementation firsthand.
Not Maurice services provided:
- Marketing Strategy
- Creative Direction
- Branding Strategy
- Branding Identity
- Logo Design
- Website Design
- Content Marketing
- Copywriting
- Website Development
- Search Engine Optimization
- Graphic Design
- Mobile Marketing
- Search Engine Marketing
Learn more about Not Maurice’s services.