© 2015 Michael Kraabel
In the price-driven industrial laundry marketplace, AmeriPride struggled against the larger companies, who were competing on price alone. My team’s transformation efforts modernized AmeriPride’s 125-year-old brand and focused on giving customers a transparent view into the AmeriPride business process (ordering, invoicing, route changes, product customization, etc.). This re-platforming necessitated a focus on lead generation and the creation of a multi-touch marketing automation program.
Role: Strategy + Creative + Film Direction
The lead-generation work launched the “Tried & True” campaign, which described both AmeriPride and its customers: blue-collar, hardworking, and authentic. The genuine and straightforward tone of the campaign found success within the lead nurture funnel and was widely adopted across the organization as the company’s brand platform. This new brand image was applied across both digital and traditional marketing channels.