Elevating Jessica’s Cleaning in a Competitive Market
How an Integrated Brand Activation Plan Helped Define Differentiators, Create Visibility, and Build Engagement
Overview
The cleaning services industry is highly competitive, with numerous small businesses vying for customer attention. Jessica’s Cleaning faced the challenge of standing out in a crowded market while operating on a tight budget. This case study outlines how a tailored, cost-effective activation plan helped position the company as a trusted and professional provider, communicate its unique value, and lay the foundation for lead generation and engagement.
The activation plan included:
- Business Pitch: A compelling message to communicate the company’s professionalism, trustworthiness, and wide range of services.
- Visual Identity: A refined logo, cohesive brand board, and professional marketing collateral.
- Collateral Design: Cost-effective, half-letter flyers detailing services, differentiators, and contact information.
- Content Strategy: One month of social media content, including evergreen assets that could be repurposed for ads or future campaigns.
This holistic approach provided Jessica’s Cleaning with the tools to not only enhance visibility and engagement but also establish a strong foundation for long-term growth.
Assessment and Discovery
The first step was an in-depth consultation with the owner to:
Understand the company’s target audience and their pain points to craft messages that resonate.
Identify key differentiators, such as professionalism, trustworthiness, and the ability to handle homes and offices with care—even when clients are away.
Map out the full range of services offered, including regular cleaning, deep cleaning, move-in/move-out cleaning, and specialty services like garage organization and post-construction cleanup.
Rebranding and Visual Identity
Jessica’s Cleaning had an existing logo that lacked consistent application and brand-defined colors, making it challenging to establish a professional and memorable identity. To address this, we followed a three-step process:
1. Logo Refinement
The first step was refining the logo to ensure it was both memorable and professional while staying true to the existing communication. The client only had cellphone images of the logo from its application on uniforms and vehicles—no digital file existed. I brought the logo to “digital” life, creating a high-quality version that could be used consistently across all platforms and materials.
This subtle but impactful adjustment gave the logo the extra “sparkle” needed to represent the brand’s trustworthiness and high standards, setting the foundation for a cohesive and professional identity moving forward.
2. Brand Board Creation
Next, I defined a cohesive brand board. This included visual elements like a clean, welcoming color palette, complementary typography, and imagery that aligned with the company’s values. The board also encapsulated what the brand stands for: professionalism, trust, and care
2. Marketing Collateral Design
Finally, I brought the brand to life with new marketing collateral. Cost-effective half-letter flyers were designed to detail services, key differentiators, and contact information. Also assisting with printing best prices and ordering, ensuring the materials were ready for effective distribution.
Content Strategy and Social Media Activation
To increase visibility and engagement, a tailored content strategy was developed:
Content Calendar
Created posts for key holidays for the month of November, like Thanksgiving and World Kindness Day, as well as evergreen content highlighting the company’s services and professionalism. Designs included business-specific posts graphic assets and copy that could be reused for ads or future campaigns.
Click here to view Content Calendar (graphic assets and copy).
Instagram Launch and Social Media Presence
The existing Facebook page was updated with a professional and branded header and logo to ensure consistency with the new visual identity.
A new Instagram page was created and seamlessly connected to the Facebook page, providing an integrated platform to target a local audience and build community engagement.
These improvements established a cohesive and professional online presence, ready to attract new clients and foster stronger connections with the community.
Elevate Your Business with Strategic Storytelling
Helping Jessica’s Cleaning stand out in a competitive market showed how impactful storytelling and a cohesive strategy can transform a brand. Whether it’s creating a business pitch, refining your visual identity, or crafting content that resonates, I can help your company shine—in English or Spanish.
Let’s amplify what makes your business unique and create a lasting impression. Ready to take your communication to the next level? Contact me at luciavillegas@gmail.com.
Lucia Villegas 