Client Story: Crest Cleaners

The Situation

Right Source Marketing and Crest Cleaners first joined forces in 2008. At the time, Crest Cleaners had grown into one of the preeminent dry cleaners in the Washington D.C. metropolitan area, claiming fourteen retail locations in two of the top ten wealthiest counties in the United States. The company had grown to this level without a comprehensive interactive marketing strategy.

Without an internal marketing department, and wanting to take advantage of interactive marketing in a measured way, Crest began looking for a marketing consultancy that could provide a combination of strategic guidance and services execution under one roof.

The Work

The story of Crest’s interactive marketing efforts is evolutionary. With each new program the company initiated, tools were put in place to measure the results, and new programs were not introduced until previous programs proved themselves.

Crest started with a pay-per-click search engine marketing program, designed to attract customers only within 5-10 miles of one of its sixteen locations. The program quickly became one of the company’s most targeted and efficient direct marketing programs.

In late 2009, Crest decided to explore the market for dry cleaning services for workplaces, and enlisted the help of Right Source Marketing to help. Right Source and Crest first completed a marketing audit, called an Interactive Shift, designed to not only evaluate the current players and marketing strategies, but to set forth a plan for the messaging, development and marketing of Crest at Work. Once the plan was set, Right Source assisted Crest with the core messaging, microsite design and development, search engine optimization, social media marketing and other advertising programs associated with the launch.

In late 2010, Crest once again turned to Right Source Marketing to develop a plan for their home delivery service, which had grown by leaps and bounds without much formal marketing.  This includes a new focus on blogging, content marketing and the development of specific search programs focused on an audience interested in these home delivery services.

Through a combination of strategic guidance and marketing services, the Right Source Marketing team has transformed Crest into an organization whose web presence and interactive marketing programs are significant catalysts for growth. And not only do they execute, but they spend the time to educate us every step of the way.” – Jack Culotta, Director of Operations, Crest Cleaners

The Results

For Crest, the initiation of interactive marketing programs has already produced major dividends in areas like web traffic and customer acquisition.

• In 2010, Crest saw over 60,000 visitors engage in one of the company’s web properties, marking a 55% increase from 2009.
• Over a two-year span, Crest moved from around 40% of web traffic from search engines to around 65% of web traffic from search engines, and currently owns 10-15 top 10 rankings on non-branded, high traffic organic keywords.
• The Crest at Work service, since its inception in mid-2010, has generated dozens of leads and a handful of new customers from the marketing campaign, including a few 7-figure proposed deals with government agencies that discovered Crest via search engine marketing programs.