“I Am You”: Elevating Laundry’s Unique Video Campaign with Chris Harper’s Personal Touch

Introduction

Elevated Laundry, a commercial laundry facility in Destin, FL, valued at $1 million, initially sought to create a straightforward video campaign featuring their services. Recognizing a greater potential, our team proposed an innovative approach by centering the campaign around Chris Harper, the owner, to forge a stronger connection with the audience.

Background

The original brief from Elevated Laundry involved producing a series of 15-second reels focusing purely on the facility’s services, devoid of any voiceover or personal appearances. However, we identified an opportunity to enhance the campaign’s impact by featuring Chris Harper. His firsthand experience as a property management company owner provided a unique perspective on the challenges faced by their clientele, making him an ideal representative for the campaign.

Solution

To capitalize on this opportunity, we developed a “I Am You” narrative video concept. This involved:

• Scripting and Production: Crafting a narrative that highlighted Chris Harper’s personal journey and his empathetic understanding of the challenges within the commercial laundry industry.
• Personal Touch in Delivery: Instead of traditional mailers, we opted to distribute the video in video books wrapped in pillowcase linens, each signed by Chris Harper. The packaging included a witty square card that read, “Don’t worry, we can get that out,” which added humor and underscored the facility’s service capabilities.

Results

The campaign was immensely successful, with the “I Am You” narrative deeply resonating with the target audience. The personalized touchpoints, particularly the creative packaging, significantly enhanced customer engagement and distinguished Elevated Laundry from its competitors. The campaign not only elevated the brand’s visibility but also solidified Chris Harper’s credibility and expertise within the industry.

Takeaways

This campaign underscored the effectiveness of integrating personal storytelling into video marketing strategies. By positioning Chris Harper at the forefront, we were able to humanize the brand and establish a relatable connection with the audience. The campaign’s success demonstrated the power of personalization and innovative delivery methods in creating memorable marketing experiences.

Conclusion

This case study highlights the transformative impact of personalized storytelling in marketing. By leveraging the unique background and perspective of Elevated Laundry’s owner, Chris Harper, our team crafted a distinctive and impactful campaign that effectively communicated the brand’s values and services. We take pride in our role in redefining Elevated Laundry’s marketing approach and look forward to fostering this partnership, aiming for continued innovation and success.

Cause and Culture Branding for RescAlert Inc.

Case Study: Cause and Culture Branding for RescAlert Inc.

Project: First Major Implementation in San Antonio, Texas
Client: RescAlert Inc.
Location: San Antonio, Texas
Industry: Emergency Management and Disaster Response

About RescAlert Inc.

In times of emergency, RescAlert is the bridge that allows limitless organizations to join forces and respond with unified efficiency. Their flagship integrated platform, Fusion+, ensures rapid disaster response through real-time resource management optimization. By bringing together federal agencies, state institutions, emergency responders, and local volunteers, RescAlert facilitates a coordinated and effective disaster response. Their Unified Emergency Management System (UEMS) enhances situational awareness, facilitates efficient resource management, improves coordination among agencies, enables timely decision-making, and supports post-incident analysis and reporting.

Project Overview

Objective: RescAlert aimed to establish a strong social media presence and brand awareness for their groundbreaking technology, particularly focusing on their first major implementation project in San Antonio, Texas, where they installed flood awareness sensors.

Challenges:

• No existing social media presence or branding.
• Lack of updated pictures for the website and media sites.
• Need for continuous engagement with the community and stakeholders.

Our Approach: To address these challenges, our team collaborated closely with RescAlert’s team in San Antonio. We camped out within their command center to get an authentic feel of their operations and culture. Here’s what we did:

1. Recap Video Production:
   • Captured a comprehensive recap video documenting the installation of flood awareness sensors in San Antonio.
   • Highlighted key moments and interactions of the RescAlert team working with the sensors.
2. Photography and Visual Content:
   • Took high-quality photos of the team in action, ensuring key moments were captured.
   • Provided updated visuals for their website and other media platforms.
3. Social Media Management:
   • Established and managed their social media presence across various platforms.
   • Created engaging weekly themed posts such as “First Responder Fridays” and “Safety Tip Saturdays.”
   • Developed editable templates and Standard Operating Procedures (SOPs) for their marketing team to easily implement into their social media scheduler.

Implementation Details

Travel and On-Site Work:

• Our team traveled to San Antonio and stayed with RescAlert’s team within their command center, ensuring we captured the essence of their operations and culture.

Content Creation:

• Recap Video: Produced a high-quality recap video showcasing the project’s highlights and the team’s efforts.
• Photography: Captured professional images of the team and the technology in action.
• Social Media Posts: Created a series of engaging posts and stories to build a consistent and appealing social media presence.

SOP Development:

• Developed SOPs for social media content creation and scheduling.
• Provided training to RescAlert’s marketing team on using the editable templates and scheduling tools effectively.

Results

• Enhanced Online Presence: Established a strong and engaging social media presence, significantly increasing brand awareness.
• Improved Visual Content: Provided updated and high-quality visuals for their website and media platforms.
• Engaged Community: Increased community and stakeholder engagement through themed posts and consistent updates.
• Seamless Implementation: Enabled RescAlert’s marketing team to seamlessly continue the social media strategy with the provided templates and SOPs.

Conclusion

By partnering with RescAlert Inc., we were able to help them build a robust social media presence and enhance their brand awareness. Our comprehensive approach ensured that they could effectively communicate their groundbreaking technology and foster a sense of community and engagement. This project not only highlighted RescAlert’s innovative solutions but also set the foundation for their continued growth and impact in the emergency management and disaster response industry.

Our Premier Employee Training Program: Excellence Through Observation

At Durpul, we believe in harnessing the power of excellence within each role, from the front desk to the executive suite. Our unique employee training program is designed to capture and replicate the best practices of your top performers, ensuring consistent operational success across your organization. Here’s how our program breaks down:

Step 1: Identify and Observe

We begin by identifying your top performers in each critical role within your organization. Our team then conducts a comprehensive shadowing process, where we follow these star employees throughout a typical workday. This isn’t just about what they do; we delve deeper into understanding why they perform each task, what tasks they prioritize, and importantly, what they choose not to do and why.

Step 2: Develop Tailored SOPs

The insights gathered from the observation phase are meticulously analyzed to develop detailed Standard Operating Procedures (SOPs). These SOPs are not just lists of tasks; they embody the strategies, priorities, and nuances that make your top performers exceptionally effective. By understanding the rationale behind each action, we craft SOPs that enhance efficiency and decision-making across the board.

Step 3: Standardized Training Across Roles

With the SOPs in place, we ensure that every new hire, from interns to C-suite executives, is trained to the same high standards. Our training program is designed to equip each new team member with the knowledge and insights of your best employees, thus maintaining quality and efficiency, even in the absence of your key performers.

Step 4: Continuous Improvement and Adaptation

Our commitment doesn’t end with initial training. We believe in continuous improvement and will periodically review and update the SOPs in response to changes in workflow, technology, and business goals. This ensures that your team always operates at peak efficiency, with the most current and effective practices.

Program Benefits:

• Consistency in Performance: Ensure that every position in your organization is performed at the highest level, regardless of staff changes.
• Reduced Downtime: Minimize the impact of employee absences by having a ready-made blueprint for success that any team member can follow.
• Efficiency and Scalability: Streamline training processes and scale your operations more effectively by standardizing practices across the organization.
• Empowerment and Engagement: Employees feel more confident and engaged when they have clear guidelines and understand the reasoning behind their tasks.

Conclusion:

Our employee training program isn’t just about maintaining the status quo; it’s about setting a standard of excellence and ensuring every member of your team has the tools and knowledge to uphold it. Partner with us to empower your workforce, optimize your operations, and achieve consistent success across your organization.

Pensacola Athletic Center

Client: Pensacola Athletic Center (PAC)
Location: Pensacola, FL
Industry: Health and Fitness
Services Provided: Social Media Content Creation, Standard Operating Procedures (SOPs), Onboarding Standards, Marketing Strategies

Background

Pensacola Athletic Center (PAC) is a premier health club located in Pensacola, FL. The club offers a range of fitness services, including gym facilities, group classes, personal training, and wellness programs. Despite their extensive offerings, PAC faced challenges in maintaining a consistent brand presence on social media, streamlining operational procedures, and enhancing the onboarding experience for new members.

Objectives

1. Enhance Social Media Presence:

   • Create high-quality, engaging content to boost PAC’s online visibility.
   • Maintain a consistent brand image across all social media platforms.

2. Develop Comprehensive SOPs:

   • Streamline operations by creating detailed SOPs for various services.
   • Improve employee efficiency and customer interaction.

3. Improve Onboarding Standards:

   • Establish clear and effective onboarding procedures for new members.
   • Ensure a welcoming and informative introduction to PAC’s offerings.

Challenges

• Inconsistent Social Media Content: PAC struggled to produce consistent, high-quality content that engaged their audience and reflected their brand’s values.

• Operational Inefficiencies: Lack of standardized procedures led to inconsistent service delivery and operational inefficiencies.

• Onboarding Experience: The onboarding process for new members was unstructured, leading to potential confusion and dissatisfaction among new joiners.

Solutions

Step 1: Identify and Observe At Durpul, we believe in harnessing the power of excellence within each role, from the front desk to the executive suite. Our unique employee training program is designed to capture and replicate the best practices of your top performers, ensuring consistent operational success across your organization.

• Secret Shoppers: We began by visiting PAC three times. I, Semmuel Jenkins, came in as the owner once, and twice with trusted operational managers from successful health clubs and gyms in Pennsylvania and North Carolina. They acted as secret shoppers, observing the gym and gathering notes from an unbiased perspective. This approach ensures we get an accurate and true customer experience without staff being aware of special guests.

Step 2: Develop Tailored SOPs The insights gathered from the observation phase are meticulously analyzed to develop detailed Standard Operating Procedures (SOPs). These SOPs embody the strategies, priorities, and nuances that make your top performers exceptionally effective.

• Consultation Day: I came in knowingly as a consultant and spent an entire day with the staff, walking through each step of the sales cycle with them individually. This allowed me to gather the best tips, practices, and nuances from each staff member while identifying inefficiencies.
• Venn Diagram Analysis: By comparing the staff’s individual performances and identifying common inefficiencies, we created SOPs that streamline operations and highlight the best practices. This ensures that new hires can follow a clear and effective gameplay.

Step 3: Standardized Training Across Roles With the SOPs in place, we ensure that every new hire, from interns to C-suite executives, is trained to the same high standards. Our training program equips each new team member with the knowledge and insights of your best employees, maintaining quality and efficiency even in the absence of key performers.

• Three Weeks of Training: I spent the next three weeks at PAC, coming in regularly to provide hands-on training. We answered sales questions, implemented marketing tactics, and even restructured their pricing layout to include an effective price anchoring system.
• Visual Enhancements: We also arranged for professional photos of each gym room, highlighting all equipment with large posters outside the rooms. This helped guests know exactly what to find in each room, assisting staff in staying on topic during tours.

Step 4: Continuous Improvement and Adaptation Our commitment doesn’t end with initial training. We believe in continuous improvement and periodically review and update the SOPs in response to changes in workflow, technology, and business goals. This ensures that your team always operates at peak efficiency, with the most current and effective practices.

Results

• Enhanced Social Media Presence: PAC’s social media following grew by 35% within three months. Engagement rates improved significantly, with a notable increase in likes, shares, and comments on posts. The high-quality content helped to attract new members and retain existing ones.

• Operational Efficiency: The implementation of SOPs led to smoother daily operations and a more consistent service experience for members. Staff reported increased clarity in their roles and responsibilities, which improved overall job satisfaction and performance.

• Improved Member Onboarding: The structured onboarding process received positive feedback from new members, who felt more welcomed and informed about PAC’s offerings. This led to higher retention rates and increased member satisfaction. Notably, the onboarding process was reduced from two weeks of training to just three days.

• Revenue Increase: PAC’s revenue increased by $22,000 per month as a result of the streamlined operations and enhanced member experience.

• Increased Google Reviews: Google reviews increased by over 200% in the first month, reflecting the improved member satisfaction and experience.

• Social Media Engagement: There was a significant increase in tags on social media, enhancing PAC’s online visibility and engagement.

• Member Retention: Retention rates increased over the first six months, demonstrating the long-term benefits of the improved onboarding and operational processes.

• Employee Recognition: We implemented an Employee of the Week highlight, ordering bronze, silver, and gold dumbbells to track and acknowledge each client’s goals. Members received recognition on social media when they reached and surpassed their goals. Special merchandise was also created to highlight existing members who had been with PAC for over five years, providing them with a special shirt to wear during workouts and fostering a sense of community and appreciation.

Program Benefits

• Consistency in Performance: Ensures that every position in your organization is performed at the highest level, regardless of staff changes.
• Reduced Downtime: Minimizes the impact of employee absences by having a ready-made blueprint for success that any team member can follow.
• Efficiency and Scalability: Streamlines training processes and scales your operations more effectively by standardizing practices across the organization.
• Empowerment and Engagement: Employees feel more confident and engaged when they have clear guidelines and understand the reasoning behind their tasks.

Conclusion

Our employee training program isn’t just about maintaining the status quo; it’s about setting a standard of excellence and ensuring every member of your team has the tools and knowledge to uphold it. Partner with us to empower your workforce, optimize your operations, and achieve consistent success across your organization.

Client Testimonial: “Working with Durpul LLC has been a game-changer for us. Their expertise in social media and operational efficiency helped us connect better with our community and provide a consistent, high-quality experience for our members. We couldn’t be happier with the results.” – Shawn Karai, Owner, Pensacola Athletic Center