Our support to Alliance is as colorful as colored laundry.
Alliance Laundry Systems is the global market leader in commercial laundry with a wide range of products and services, available under the five respected brands SpeedQueen, Primus, UniMac, IPSO, and Huebsch. The machines are sold and supported by a worldwide network of selected distributors. The laundry machines, dryers, and other equipment are comparable to the appliances you use at home. The difference is that these are XXL and run at hospitals, hotels, barracks, and laundromats. Any place that requires quick and efficient processing of large amounts of laundry. The Alliance headquarters are located in Wisconsin (USA), and they've got production facilities in the US, Czech Republic, and China. They have about 2800 professionals on the payroll who work striving for 'better laundry for everyone' every day.
The challenge
Below are the most significant challenges we faced and tackled with both hands for Alliance.
Stand concept for worldwide trade fairs
Concept and execution of a modular stand design for surfaces of 50 to 500 m2, including a hospitality area on the first floor
Selecting and guiding a trustworthy partner who can realize this concept in the same quality and pricing in every world city
Design and devise all outings regarding these trade fairs
Laundromat campaign for Kenya
Concept and execution of a nationwide media campaign to encourage Kenyans to start a laundromat
Awareness thanks to billboards next to the highways of Nairobi, advertisements in national newspapers and lifestyle magazines
Online marketing campaign to perpetuate traffic to the action-website
PR campaign for maximum free publicity in Kenyan media. This lead to many placements and interviews on Kenyan radio and television
All communications for the laundromat events got taken care of. At these events, the qualified candidates were invited, and franchise agreements were made
Global PR Support
Writing press releases, interviews, sponsored articles, and the internal magazine
Distribution of press releases via the global CISION platform
Implementation of the new corporate identity
Redesign of existing marketing collateral
Development of a wide scale of new communication tools, both internally and externally
Our solution
The feedback
““Amongst others, we have worked with R&R Communication on a media and marketing campaign for Kenya. The goal was to launch the concept of laundromats to potential entrepreneurs as a stable and trouble-free investment opportunity. I want to give huge credit to the R&R team for setting up the structure, content, and media plan for the project. With their Kenyan agency network partners, they executed the entire campaign in business media, online and outdoors channels. R&R did a highly professional job that resulted in several events where we met attracted investors and started promising cooperations. I would recommend Ralph and the R&R team to anyone who is in need of genuine communication professionals.””