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WHITE ROSE DRY CLEANERS

SHARING THE LEGACY

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In a country, full of “visit and leave” dry cleaning facilities, White Rose Drycleaners wanted to refresh a brand that compelled people to “visit and stay.”

White Rose Drycleaners has been a drycleaner with an eye on the future, a smile for the customer and a big heart for its community. 64 years later, their employees and customers still believe it.

But when other dry cleaners began threatening its turf, White Rose called on WestBrook to help them defend their BRAND!

CHALLENGE

In 2015 & 2016, WestBrook was challenged with the task of revitalizing the White Rose Brand to attract more new customers whilst repositioning the brand from pioneer to trendsetter in professional dry cleaning.

White Rose partnered with WestBrook to reposition the dry-cleaning brand with a bold declaration: Live The Legacy. It began as an internal rallying cry from senior management and became an ongoing mission to demonstrate just how experience and better White Rose Drycleaners is at every customer touch point.

HOW WE DID IT

Services
Brand Audit, Market Profiling, Corporate Communications Design, Brand Cascading & Employee Alignment Webdesign, Social Media, Media Planning & Buying.

Date
March 2015 – To Date

MARKET PROFILING

Before embarking on a marketing campaign, we first sought to understand the existing customer base and discover potential customers’ needs to enable us to make well-informed market decisions about White Rose Drycleaners’ services and develop effective marketing strategies. We then presented a comprehensive research report to senior management with clear recommendations.

REFINING THE CORPORATE IDENTITY

WestBrook embarked on a focused process of defining what the White Rose Brand stands for: its goals, personality, the emotions White Rose wants people to experience when they come into contact with the brand, and a clear conveyance of that identity through a positioning statement.

RESULTS: CLEAR BRAND ESSENCE

 WestBrook saw an opportunity to think beyond the current position of the White Rose brand today and treat the entire life cycle of the brand as one dynamic environment of Innovation, Collaboration and Legacy of the brand. It is the pursuit of excellence that reveals the essence of the White Rose brand.
Our positioning revolved around the customer experience – a lifestyle that is aspirational and refined, offering effortless style and timeless elegance.

WEBSITE DEVELOPMENT

We then developed a website and communication collateral that placed as much emphasis on White Rose Drycleaners’ distinctive quality and lasting legacy; A HERITAGE OF DRY CLEANING EXCELLENCE!

Multi-screen Website Responsiveness

We built White Rose Drycleaner’s website on a flexible, fluid grid that adapts to the browser or device that renders the Web site ensuring responsiveness.

Interactive Maps

SOCIAL MEDIA

We then developed a website and communication collateral that placed as much emphasis on White Rose Drycleaners’ distinctive quality and lasting legacy; A HERITAGE OF DRY CLEANING EXCELLENCE!

OUT-OF-HOME MEDIA CAMPAIGN

In 2016, the company launched a massive marketing campaign dubbed ‘Live The Legacy’ with a special focus on cementing its #1 position in Dry Cleaning in East Africa.

White Rose also advertised different outlets through light boxes, street banners, sign boards, pylon signs and lifts.

EMPLOYEE ALIGNMENT & BRAND CASCADING

Given that the experience a customer has with a given brand extends far beyond what marketing and advertising promise, WestBrook carried out a brand focus workshop to cascade the White Rose Brand essence to employees to ensure the organization delivers on its brand promise.