Business Challenge
Aspire wanted to get in front of 40 key decision-makers in the commercial cleaning industry. The challenge wasn't just reaching them. It was finding a way to stand out in a sea of emails, ads, and sales pitches while giving the sales team a strong conversation starter.

Creative Strategy
Instead of sending another typical direct mail piece, I centered the campaign around something everyone in the industry recognizes: a wet floor sign. Rather than warning about a slippery floor, the sign suggested their business could be running more efficiently with Aspire. Since it was a real, full-sized wet floor sign, it was almost impossible to ignore when it landed on their desk.

Each package also included a flyer introducing Aspire and reinforcing the message. While the signs were on their way, we launched paid social ads to build awareness before the mailers arrived.

Once delivery was confirmed, the campaign shifted into a coordinated follow-up. Personalized emails, sales calls, and ongoing digital ads worked together to keep the conversation going. We also shared case studies, insights, and product benefits to help nurture prospects throughout the campaign.

Impact
I left the company before the campaign wrapped up, so I don't have the final results. Before I left, though, the sales team had already started conversations with several of the target accounts.

My Role
My team was responsible for developing the creative concept for this campaign, and I came up with the wet floor sign idea as a way to create an unexpected, industry-relevant experience that would immediately capture attention. The concept worked because it took a familiar object from the commercial cleaning world and turned it into a memorable conversation starter.

From there, I led the creative direction across the campaign, overseeing everything from the direct mail piece and supporting collateral to the digital ads and email assets. My focus was making sure every touchpoint felt connected and delivered one consistent story from start to finish.