Oceanside Cleaners (Jacksonville, FL)

Challenge
As the premier dry cleaner in the Jacksonville, Florida area, Oceanside Cleaners offered exceptional customer service, quality work and a stellar line up of unique cleaning options.  With an impressive list of services that included dry cleaning, laundry, OnSite drapery and upholstery cleaning, alterations, shoe repair, wedding dress preservation, free pick up /delivery and more, Oceanside faced the challenge of marketing a variety of services in a cohesive branding style.  Oceanside came to FireTide with their logo and tagline already in place. The brand was primed, but not yet soaring. A plan was needed to build brand recognition, develop a new web presence, tap into the current client base at the same time new clients were enticed to give Oceanside their business.  The plan of action needed to move Oceanside away from the “one shop will do all, but not very well” image that is the norm with the average dry cleaner.  It was also important to highlight Oceanside’s history of giving back and ties to the local community.

Solution
FireTide Creative developed a marketing platform that included image considerations and diverse media formats.  This platform provided the flexibility to market each individual service in a way that gave customers instant brand recognition with a value added message.  This solution focused on exposing Oceanside’s existing clientele to the additional value they could obtain by increasing the number of services they utilized.  The solution also presented new customers with instant brand recognition that married multiple services under the Oceanside name.  The multi level approach gave maximum impact for each media vehicle.  Stacking direct mail pieces, hang tags, website promotions and stunning public media pieces, the target audience was blasted with a constant drum beat that led them straight to Oceanside’s door!

By presenting customers with a marketing campaign that promoted service options and the value obtained by choosing to utilize those options, FireTide’s solution introduced an already loyal customer base to the superior qualities of their local cleaner and enticed new customers to up grade to the Oceanside difference! 

Results
The results were apparent as current customers voiced their excitement over services they previously did not realize were available and new customers appeared with each promotional push.

Owner Michael Harris explains, “Almost daily I can see my investment in FireTide paying off!  I am amazed each time an existing customer uses a service they did not realize we offered.  They tell me they are so glad to hear we do window treatments or patio cushions or shoe repair because they can trust our work and they feel confident in our service!  With FireTide’s plan and products, I was able to take all the good things I was already doing in my business and place them right in front of my customers.  The door hanger promotional campaign FireTide designed for us works! We get calls because of their product!”

FireTide’s multi level marketing campaign launched the Oceanside brand to the top.  With the trademarked tag line, “See the Difference™, a cohesive brand image that is visible on the web, print media, along with visually unique advertising that is strategically placed; owner Michael Harris is seeing a difference in his bottom line!

Additional Quotes/Information:
Michael Harris: Owner of Oceanside Cleaners

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