DUCTZ launches Total Care and moves into the residential carpet and air duct cleaning market, positioning their services to offer great health benefits.
Our first challenge was to shift DUCTZ positioning away from being a company that serviced primarily commercial buildings to one that is more residential focused. We also didn’t want to compete with the plethora of independent and franchised carpet cleaners, DUCTZ needed to be something different and better. Expanding on DUCTZ existing slogan “Indoor air quality specialists,"; we developed “Improving indoor air quality from the ground up,"; which not only encompassed the new carpet cleaning but also positioned the service to have health benefits. Consumers needed to understand that DUCTZ is not just another service company, they are the company that is going to improve the air quality and health of those at work and at home. Hence, we developed a new tagline for the DUCTZ brand “Your Home. Your Office. Your Health.";
We began the rebranding process by giving the new service extension a name (Total Care) and creating a corresponding logo. From this point forward, Total Care would be integrated into all DUCTZ advertising.
All collateral, including new landing pages for the website were developed with the strategic initiative to help franchisees gain local market share while reinforcing the national brand as a whole. We joined DUCTZ for their annual convention in March 2010 to launch the new brand positioning, marketing tools and strategy to their franchisees. The new positioning gained an incredible response and has significantly expanded the revenue potential of each and every franchisee in the system. The myriad of marketing collateral that was created is modern, fresh, and well-branded. Using their print on demand system, franchisee will have the opportunity to easily customize materials for use in their local markets.
