Shaffer Dry Cleaning / Brand Refresh
The Company
Since 1969, the Shaffer family owned franchises of Martinizing Dry Cleaning. They grew to operating nine locations in Tucson, Arizona. The Shaffers made a strategic decision to leave the Martinizing franchise which created the opportunity to develop a new name and brand strategy for the organization. Today, Shaffer Dry Cleaning & Laundry operates 11 locations in the greater Tucson area.
The Objective
To create a new brand name and identity to replace the Martinizing name. This presented an opportunity to gain deeper insight into the ideal experience customers were looking for in their purchase of dry cleaning services; one that would exceed their expectations, deliver a meaningful experience and create clear differentiation in the market.
The process included:
- Research - surveys and focus groups
- Positioning development
- Name development
- Validation – focus groups
- Identity creation
- External Launch
- New signage for all locations
- Public relations campaign
- Print advertising campaign
- Living the brand
- Upgrade store interiors
- New uniforms
- New service programs
- Employee programs
