Washouse
The Challenge:
The brainchild of a local entrepreneur/business consultant husband and wife team, Greg & Joy Fuhrman, the Washouse was conceived as a customer-friendly reinvention of the outmoded self-service laundry. Still in its final design phase, the venture promised an inviting atmosphere, Starbucks coffee, industry-leading high-efficiency equipment, and one-stop coinless convenience for self-service and drop-off wash & fold laundry and dry cleaning services. With less than three months before the Washouse was slated to open its doors, the Fuhrmans came to A-Train with the questions, "How do we make our main college student market understand how great the Washouse will be?" and "How can we make our marketing activities all work together to create a strong brand?"
The Solution:
- Develop a creative campaign concept that takes market-appropriate risks to generate buzz among a student population.
- Engage local university students in a focus group, using outcomes to further define core audiences and create audience-specific brand messaging within a 12-month marketing plan.
- Develop and execute an integrated marketing communications strategy to reach each audience segment and also promote a unified Washouse brand.
- Conduct public relations and advertising campaigns to generate brand awareness and promote the Washouse's Grand Opening.
The Results:
- Delivered a budget-conscious marketing plan focused on Grand Opening promotions and driving first-time customer traffic to the Washouse.
- Designed a logo and an integrated series of marketing materials, including print advertising, online, collateral materials, targeted indoor display advertising, and more to communicate the Washouse message on an audience-specific level, while using common design elements to create a consistent, memorable brand identity.
- Conceived and implemented a successful, audience-relevant campaign concept that brought a playful approach through advertising hooks such as "Like a quickie...for your laundry," "Like your mom, only easier," and "Your clothes won't want to go home."
- Strategized a highly successful on-site photo shoot/focus group that brought members of the public to the Washouse to take part in a modeling contest for photos to be used in future advertising.
- Acquired coverage by multiple media channels through targeted media relations pitches.
Reference: Greg Fuhrman, Owner / 970-267-9274