CASE STUDY
SERVPRO
Business Situation:
SERVPRO Industries has long-been a highly successful company specializing in fire and water cleanup and restoration.
The business was historically driven by insurance industry claims, with no consumer category or brand awareness.
The executive team sought expertise positioning the brand for the consumer-direct market, while building on the longstanding strength of their insurance industry foundation.
The resulting marketing effort would be largely franchisee-funded and would need their support and buy-in.
Strategic Insight:
Need existed to equally create brand awareness, service understanding and trigger event familiarity.
The existing brand vocabulary (insurance industry verbiage) was not relevant to consumers.
While a strong Company existed, SERVPRO was not (yet) a purposeful, understood brand.
Through benchmark research conducted to gain learning and measure future results, in addition to field visits to participate in cleanup, the following activation steps were charted:
The emotional reactions to fires, leaks and floods were vastly different and needed to be mapped.
The insights within this emotional mapping would unlock the strategic underpinnings of the SERVPRO brand (loss of control and reassurance).
Based on these foundational insights, SERVPRO would lead the launch of a new service industry.
The effort would include both education and brand relationship building (Brand What/Why equally important).
While 1-800# driven, the campaign would be “deferred response†in nature, as trigger events were unpredictable.
Internally, the brand would need to be culturalized at the corporate and franchisee levels.
Brand Fluency
Brand: SERVPRO
Brand What: Fire and Water Cleanup and Restoration
Brand Why: When fire and water take control of your life, SERVPRO helps you take it back.
Brand Promise: Like it never even happened.
Results:
Five year tracking study reports:
Unaided brand awareness +486%
Unaided advertising awareness +1,100%
Total advertising awareness +494%
Usage past 5 years +250%
First choice for future need +422%
18% of researched respondents can cite back “Like it never even happened†verbatim.
Unaided brand awareness now exceeds that of a long established competitor, Servicemaster.
Unaided advertising awareness now more than twice that of Servicemaster. Call center leads +43%.
Revenue increase over 100%, doubling the business over a 4-year period.
Company now spans 1,400 franchisees in 48 states.
Campaign:
Click Links to View