Emerge Spins a Marketing Plan for BDS Laundry

In the Spring of ’02, an Emerge Champion—Bill Gensch of ASI Image Studios—put us in touch with Dave DeMarsh, Owner & President and Karen Ganter, Vice President of Operations for BDS Laundry Systems. Dave and Karen were already working with Bill to develop a variety of marketing materials, but were looking for a strategic marketing consulting firm to help develop a marketing plan and process.

The Challenge

In our first meeting, Dave and Karen mentioned that BDS, a leading commercial laundry equipment distributor, could use a more strategic marketing perspective. Up to this point, their marketing had been intermittent and somewhat haphazard. Dave and Karen sought a marketing firm that could jumpstart their marketing efforts and help grow awareness for two of their strategic business units. In a nutshell, the company had lots of marketing ideas, but needed a strategic framework to help decide which should be the highest priority.

The Solutions

Emerge was then tasked to deliver a marketing audit and plan that included:

• A series of marketing planning sessions involving executive and sales staffs.
• An audit of BDS’ marketing efforts, resulting in an Emerge Marketing Report Card ™, (which ranks current efforts and recommends improvements).
• Strategies and Tactics for the company’s Coin Operated Market and Multi-Housing Market business units.

The Benefits

The result? In the end, BDS got:

• A vivid Vision Statement.
• Distinctly defined 1, 3 and 5 year Goals.
• Detailed Key Messages for all future efforts.
• A Competitive Review highlighting BDS competitive advantages.
• Distribution Strategies to help grow both businesses.
• A Branding Checklist indicating highest priority needs.
• Prioritized Tactics Lists for each division.

We continue to work with BDS on the implementation of marketing projects and would like to thank all the great folks at BDS, as well as, Bill Gensch of ASI Image Studios for all their help.

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Want more info about marketing plans? Contact us at (612) 824-4833 or lipe@emergemarketing.com and we'll forward a copy of our white paper "Creating a Power Packed Marketing Plan".