Project Goals

To boost awareness of Aspire within the commercial cleaning industry, specifically by getting the attention of 40 high-level decision-makers.

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Solution

I leaned into something instantly recognizable within the industry: a wet floor sign. Instead of a standard warning, the sign carried a message suggesting their company could be doing better with Aspire. Since it was a real, full-sized wet floor sign, it was something you couldn’t ignore if it showed up at your desk.

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Along with the sign, each package included a flyer reinforcing the message and introducing the benefits of Aspire. While the signs were in transit, we launched a series of paid ads across social media to build awareness.

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Once we got confirmation that the signs were delivered, a personalized email went out to each recipient. A few days later, a sales team member followed up with a phone call. If that didn’t land a meeting, a second email and another call followed. Meanwhile, we continued running targeted emails and ads with useful content like case studies, industry insights, and product benefits to keep the momentum going and nurture leads.

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Results

I left the company before the campaign concluded, but I do know that a couple of sales team members had already made contact with prospects.

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My Responsibilities

My team was in charge of coming up with the creative concept for this campaign. I pitched the wet floor sign idea because it was relevant, clever, and impossible to ignore. From there, I oversaw the creation of all the campaign assets, making sure everything from the physical mailer to the digital follow-ups felt cohesive and connected throughout this multi-month effort.