case studies
Our work is best understood through the stories behind it. These case studies show how we collaborate, solve challenges, and create meaningful outcomes with our clients.
Brent, Wendy, and Megan
Owners and Sales Specialist, ServiceMaster Action Cleaning
ServiceMaster Action Cleaning owners, Brent and Wendy Alexander, and Sales Specialist, Megan Hodge, were recently interviewed about the franchise’s recent partnership with Blueprint. Investing in digital marketing and utilizing Blueprint’s mid-tier level SEO package has led to new opportunities, improved customer service, and 8x ROAs.
Challenge
After losing a major contract, ServiceMaster Action Cleaning began looking for a way to replace lost revenue and continue growing the company. The franchise is based in northeast Louisiana and serves the entire state, with a primary focus on Monroe. Their current clients include the University of Louisiana Monroe, local office spaces, surgery centers, and 9 of the 10 state rest areas. The franchise is ready to capitalize on several significant local developments and secure contracts with:
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Meta’s 4 million-square-foot facility construction
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54 rural hospitals in Louisiana, with 18 within a 90-mile radius of their office
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Numerous paper mills in the region (approximately 30 within a 100-mile radius)
“Our area of expertise is [specialty cleaning]. We work in education, and we excel in construction and post-construction cleaning.”– Brent AlexanderSolution
ServiceMaster Action Cleaning invested in Blueprint’s digital marketing services to streamline the sales process and generate more leads. Using HubSpot, they can now track leads, close deals, and manage customer relationships more easily. The franchise incorporated live answering services to respond immediately to leads, follow up with existing customers, and add a personal touch to communications that helps build stronger relationships. They are also using Proposify for comprehensive quote preparation that helps them quickly submit bids to prospective clients. Their team regularly communicates with their Blueprint Account Manager to discuss leads and proposed strategies, and they continue to improve their sales process to make the most of the leads they receive.
“Follow-up, listening to needs, and trying to find a solution are important. Give [salespeople] the tools they need to be able to go and sell and keep open communication.” – Megan Hodge
Results
Working with Blueprint has helped the franchise achieve an 83% close rate for the previous quarter, and in some months, this has included an 80-90% lead conversion rate. They’ve expanded their vehicle fleet to support large projects and secured a contract with a construction company working on Meta’s Richland Parish Data Center to clean trailers. This contract led to new post-construction cleaning opportunities via referral. They plan on acquiring new franchise licenses, targeting the rural hospital market, and continuing to focus on industrial and post-construction cleaning.
“We lost our hospital [contract] that we had for eight years, and [the Meta construction contract] has just about replaced that revenue. This won’t last forever, but in the meantime, we’ll continue to grow in other areas so we can continue to be where we are today.”– Wendy Alexander
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Joemaine Spears
President, ServiceMaster Cleaning Pros
ServiceMaster Cleaning Pros President, Joemaine Spears, was recently interviewed about his franchise’s collaboration with Blueprint. Using a tailored marketing strategy centered around SEO and content marketing, the franchise has achieved increased revenue, lead quality improvement, and heightened brand awareness.
Challenge
After working in operations management in corporate America for nearly a decade, Joemaine decided to invest in a franchise and start ServiceMaster Cleaning Pros in 2016. ServiceMaster Cleaning Pros specializes in industrial cleaning and large-scale sanitization services in Houston, West Texas, and Northeast Arkansas.
“We can do all types of cleaning, but I’d say we specialize in industrial cleaning, or large facility cleaning that requires a level of project management, the more complex the better, that is what sets us apart.”
Joemaine originally decided to invest in marketing services to improve the franchise’s search engine rankings and generate leads. His franchise was overwhelmed with the constant pressure of cold calling and keeping up with the sales cycle. After learning more about digital marketing, he wanted to become relevant in his market and establish ServiceMaster Cleaning Pros as a leader in commercial cleaning.
Solution
After working with a different marketing firm and finding little success, Joemaine connected with Blueprint at the ServiceMaster Restore and Clean Conference and decided to partner with the agency to grow his franchise. Utilizing search engine optimization and blog content, Blueprint created a custom marketing strategy that helped the franchise focus on profitable project-based work, like window washing and post-construction cleaning, in addition to standard recurring cleaning business. Because the improvement in lead generation led to more profitable work, Joemaine was able to expand and change the company’s infrastructure to be able to take on more projects. This adjustment allowed his team to focus on new projects without straining operations.
“[Blueprint] really took the time to understand our business, what our objectives were, the markets we were going into, and the verticals we were going after. It helped me get clear on paper what my priorities were, and it got me engaged. We can look at where we started and make adjustments. I appreciate the process.”
Results
Blueprint’s marketing efforts have led to huge opportunities for the franchise. Joemaine achieved a 13x ROI on marketing spend, and he now has time to focus on other key aspects of his business since Blueprint is primarily handling his marketing. ServiceMaster Cleaning Pros now receives an influx of opportunities, without having the pressure of cold calling. The franchise benefitted from Blueprint’s lead source tracking, CRM data reporting, and monthly performance metrics, and they now have access to a dashboard to follow along. This helped improve lead quality and response times to customer inquiries. Joemaine continues to collaborate with Blueprint through monthly review calls, ongoing SEO and ad services, and plans to expand into new markets.
“Give Blueprint a try. They are in-house, they know our brand, they have the analytics, and they do a good job of making your brand relevant. I feel like they are part of the team. I plan to use Blueprint as part of our strategy in each market. It’s a great resource combined with our sales team to get the volume we need to grow. I see them as a vital part of our future.”Challenge
ServiceMaster by Rice was the first large franchise to join Blueprint at scale. In January, Rice onboarded all 13 of their locations on to Blueprint’s SEO package, with the goal to generate new leads and increase revenue while increasing brand awareness. In addition to having experienced underwhelming results with Google’s Local Services Ads (LSAs), Blueprint knew there were more strategies and pivots that could work to enhance Rice’s marketing efforts.
Solution
Our Blueprint team created a custom micro-package plan to support the franchise’s wide territory, including written SEO content tailored to Rice’s specific services and local targets. Pivoting Rice away from LSAs to pay-per-click (PPC) ad efforts also allowed them to reach a new customer base and establish ServiceMaster by Rice as a leader in disaster restoration. The ability to integrate with Restore365 to track ROI helped Blueprint determine the value of the varied digital marketing efforts across all Rice locations.In addition to Blueprint’s standard digital marketing packages, we saw an opportunity to strategize with Rice on a more targeted, seasonal campaign for K-12 and college facilities. In August, ServiceMaster by Rice is set to launch a cross-functional back-to-school campaign, bringing together SEO and paid media efforts right as decision-makers prepare for the new school year.
Results
Since January, the Blueprint team has delivered over 100 pieces of written SEO content and over 90 Google Business profile posts, all localized to Rice’s specific services. The PPC campaign has generated over 90 leads since May, and that number is expected to grow with further optimizations. Rice’s openness to trying new strategies has helped them meet and surpass their goals, as well as stay open to further lead-generating strategies, like seasonal opportunities and optimizations.
Blueprint was engaged to generate high-quality leads for water, fire, mold, and weather restoration services through targeted Google Ads campaigns. Utilizing Blueprint’s expertise, the team was able to assist in optimizing costs while maintaining high conversion rates. Through focused targeting and effective optimizations, the campaign garnered 75,000 impressions and generated 185 conversions at a low cost-per-click average of $3.75.
As a result, the campaigns for ServiceMaster at Bakersfield successfully drove a substantial volume of leads, with an average conversion rate of 4.5%, significantly above the industry benchmark of 2.9% for restoration services.ServiceMaster of Kalamazoo sought to expand its customer base through digital advertising by increasing brand visibility for restoration services, driving high-quality leads at a competitive cost, and optimizing budget allocation for maximum ROI. Their Google Ads campaign significantly outperformed industry benchmarks, achieving an average click through rate of 8.5%, which is more than double the typical 3.78% for home services.
The campaigns for ServiceMaster of Kalamazoo had a total of 87,854 impressions, and brought in 870 conversions, for a stat at nearly triple the industry benchmark conversion rate! With only $44,395 initial spend, the campaigns generated an estimated $492,000 in revenue, yielding a strong positive return on investment.
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