Johnson Stalbridge are the largest supplier of linen to the hotel, leisure and restaurant industry. Although well respected as a company, the brand appeared disjointed and inconsistant. With hundreds of products available, accessing product information had become an arduous task for both the customer and sales team. The client also recognised a need to shout about their commitment to providing the best level of customer service, as research had shown it was a major factor in their ongoing success. 

Our brief was to build a brand that focussed on providing support, building trust, and making life easier for customers. We created content that is friendly, inspiring and free of jargon at every touchpoint. We also developed product ranges such as ‘Easy Chef’. A new web site now benefits from a customer portal, online quoting and live-chat support. 

The project aims were to strengthen the brand, create industry stand-out, and develop a lead generation campaign. Our delvery was well received and had real impact, resulting in a weekly invoice value increase of 38%.

How we did t

We developed a brand style and tone of voice that is approachable, engaging, bright and fresh. A photoshoot ensued, focussing on the pride and hard work of staff, and their impeccable attention to detail. The brand was launched with a corporate brochure, web site, B2B mailer campaign and livery for the whole vehicle fleet.

The new responsive website now functions around three clear business areas - Hotel, Kitchen and Restaurant – with products sorted into their relevant industry. Product selection is much easier, and works more effectively when combining our PPC and digital advertising campaigns. We introduced a live-chat support feature for new customers, and created a ‘My Stalbridge’ customer portal for personal quotes and invoices.

For Johnson Stralbridge, our content is kept friendly and jargon-free. At every touchpoint, we use a constant call-to-action that promotes a support line. As part of our ongoing work, we create informative industry blogs and seed these to online advertising channels, generating click-through to the web site. We create content for regular emails which get sent to the customer database, informing of product developments, services and industry specific news.

Recent advertising campaigns have focussed on delivering ‘The Ultimate Service’, developed for B2B publications such as The Caterer, and include cover take-overs. The campaign has generated a huge increase in weekly invoice value of 38%.

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