Live campaign strategy pack, formatted for stakeholder review.
Summary
FreshClean Research Summary
This pack captures the practical research you asked for and lives inside `projects/cleaning-powder-campaign/research/` as markdown follows:
**Competitor messaging matrix:** `competitor-matrix.md` compares 9 UK/EU B2B cleaning brands, clarifying the tone and channels they use to win facility, hospitality and contract cleaning buyers.
**Acquisition channels:** `acquisition-channels.md` highlights the nine tactics these brands rely on (LinkedIn/education, trade shows, distributor bundles, sustainability storytelling, etc.) so we can mirror the ones with the highest intent for RJN.
**Campaign ideas:** `campaign-ideas.md` contains 10 ready-to-run RJN FreshClean plays. They cover lead magnets, sustainability challenges, contractor loyalty, schools, offices, CIP-heavy food plants and more.
**Execution plan:** `execution-plan.md` lays out a 30-day rollout with separate low- and medium-budget tracks; week-by-week actions accelerate awareness, nurture and conversion.
**Outreach templates:** `outreach-templates.md` gives prewritten subject lines, benefit bullets and CTAs for facilities, hospitality, schools, offices and contractors.
Next steps: pick 2–3 campaign ideas from the `campaign-ideas` list, slot them into the plan (low or medium budget), and start deploying the templates as personalised outreach. Let me know if you’d like the plan turned into a task tracker or Trello board.
| **Diversey (Solenis)** | "Go beyond clean to take care of what’s precious" — hygiene, infection prevention and digital chemistry work together to protect people, operations and reputations. | Solenis website highlights sustainability progress, packaging/EV fleet goals, and the LESSEAU® no-touch dispenser winning Interclean Amsterdam 2024. | Integrated chemical + dosing + machine + analytics suite for hospitality, facilities and food processing teams working to reduce waste and safeguard compliance. | LinkedIn thought leadership, Interclean Amsterdam presence, case studies (KFC UK) and sustainability report. |
| **Ecolab** | "Professional cleaning programmes for places people depend on" with training, dispensing and tailored products. | UK site emphasises office, apartment, factory and warehouse segments needing consistency and comfort. | Vertically curated programmes (commercial buildings, janitorial, environmental cleaning) with training and dosing expertise. | Industry microsites, newsletters, national FM partnerships. |
| **Bunzl Cleaning & Hygiene Supplies (BCHS)** | "We don’t just deliver products; we advise, train, report and fit dispensers so FM teams can keep people safe." | About page stresses consultative approach, local industry expertise and consolidated range of leading brands. | Delivery + technical support + product-use reporting in one contract; focused on just-in-time logistics for janitorial/hospitality operations. | National sales reps, distributor portal, installer teams. |
| **SC Johnson Professional** | "Pair the right cleaning products with training and protocols so venues look and feel cared for." | Hospitality page calls out keeping stadiums, arenas and travel venues guest-ready while also supporting industrial and healthcare sites. | Family-owned credibility + R&D-backed dispensing/skin-care combos; emphasis on guest experience. | LinkedIn storytelling, hospitality webinars, loyalty programme for frontline staff. |
| **Kersia** | "Inventing a food safe world" by protecting the food chain from farm to fork with hygiene, biosecurity and CIP systems. | UK page touts leadership in chemical cleaning and hygiene technology across food & beverage; global site says Kersia is a leader in hygiene/biosecurity solutions. | Deep food-sector specialism, CIP chemistry and traceability for dairies, breweries, processors. | Industry events (food safety shows), technical field teams, distributor networks. |
| **Kärcher Professional** | "Clean quickly and effectively with lower energy and wastewater pollution, tailored to every sector." | Professional site promises verified disinfectant effect for healthcare, hospitality and public facilities. | Combines chemicals with proprietary machines, chem-programme mapping and verified disinfecting outputs. | Trade shows, product training days, targeted hospitality/healthcare campaigns. |
| **CWS Hygiene (CWS-boco)** | "Holistic hygiene system provider: washrooms, mats, cleanrooms, workwear and floor care." | Hygiene page promises highest possible hygiene levels for facilities, along with mats, dispensers and service. | Systems-level offering that bundles chemicals, consumables and service contracts with sustainability hooks (textiles recycling). | Regional service teams, commercial proposals packaged with service reviews. |
| **CloroxPro** | "Cleaning and disinfecting solutions backed by a century of expertise plus HealthyClean training." | Website highlights disinfecting kits for hospitals, schools and offices while launching microlearning for frontline managers. | Trusted brand equity, training platform, focus on health outcomes and eco-conscious lines. | Content marketing (HealthyClean microsite), distributor partners, online learning portal. |
| **Ecover Professional** | "Plant-based cleaning for workplaces that care about people and planet." | Positioning focuses on biodegradable ingredients and EU eco-labelling, targeting eco-conscious hotels/offices. | Certified plant-based chemistry, FSC packaging, appealing to sustainability-minded procurement. | Sustainability-focused mailers, LinkedIn, eco trade shows. |
Acquisition Channels
Top Acquisition Channels Observed in UK/EU B2B Cleaning Marketing
1. **LinkedIn & thought-leadership content** – Diversey’s (Solenis) LinkedIn posts repeatedly surface the "go beyond clean" narrative, sharing case studies, sustainability commitments and awards such as the LESSEAU® no-touch dispenser winning Interclean Amsterdam 2024. SC Johnson Professional also runs hospitality/industrial narratives via LinkedIn, pairing product news with service stories.
2. **Trade shows & demonstrations** – Interclean, ISSA/INTERCLEAN (Amsterdam) and regional FM expos remain key stages for new chemistry, as evidenced by Diversey/Solenis promoting award-winning dosing kits on their news pages and Kärcher touting verified disinfectant demonstrations for hospitality and healthcare. Be where FM buyers still trust tactile proof.
3. **Distributor partnerships + consultative delivery** – Bunzl Cleaning & Hygiene’s marketing emphasises that it "doesn’t just deliver goods but offers advice, training, technical support and dispenser provision," signalling heavy investment in distributor territory managers who can bundle RJN-like chemistry with service reports for cleaning contractors.
4. **Training & education platforms** – CloroxPro HealthyClean microlearning modules are explicitly designed for EVS managers and janitorial supervisors, turning educational content into lead capture. Training, credential badges and compliance refreshers double as acquisition hooks.
5. **Industry microsites & vertical pages** – Ecolab’s UK site dedicates pages to commercial buildings, janitorial services and environmental cleaning, giving facility managers bespoke proof points, spec sheets and CTA forms per vertical, which simplifies procurement qualification.
6. **Sustainability & CSR storytelling** – Solenis (Diversey) sustainability pages spotlight packaging reductions, EV fleet transitions and EcoVadis ratings, which attracts procurement teams that need ESG proof with every purchase.
7. **Field sales + technical service visits** – CWS Hygiene’s positioning as a "holistic hygiene system provider" implies regular service reviews and washroom inspections; these technical touchpoints are strong acquisition levers for complex facilities.
8. **Case studies + vertical reference projects** – Kersia and Ecover Professional highlight food-and-beverage and hospitality implementations on their sites ("inventing a food safe world"), allowing RJN to borrow a case-study-first approach when pitching safety-critical operators.
9. **Online quoting & product-use reporting** – Bunzl’s focus on product-use reporting inside their marketing language shows that transparency dashboards (how much chemical is being used) are a trusted channel to keep FM buyers engaged.
10. **Email + nurture around compliance updates** – While less visible publicly, UK B2B cleaning brands frequently send compliance reminders (e.g., updated British Safety Standards) bundled with product refresh stories; RJN can mimic this with monthly insight emails that cite evolving UK/EU hygiene regs.
Campaign Ideas
10 B2B-First FreshClean Campaign Ideas for RJN Chemicals
1. **Facility Manager FreshClean Survival Kit** – Launch a downloadable kit (checklists, dosing cheat-sheets, ROI calculator) promoted via LinkedIn Ads and FM newsletters. Include a QR to request a fridge-magnet pack of FreshClean sachets plus a short video from RJN chemist explaining safe dilution.
2. **Compliance Concierge Roadshow** – Offer a free on-site or virtual review of the site’s cleaning schedule vs. UK/EU hygiene regulations (COSHH, BS EN standards). Use email campaigns to facilities databases, follow with personalised proposals showing how FreshClean simplifies reporting.
3. **FreshClean Sustainability Challenge** – Invite hospitality and office cleaning teams to log how much single-use plastic they save by switching to concentrated FreshClean powder. Publish leaderboard and reward winners with branded refill stations.
4. **Contractor Loyalty Referrals** – Partner with cleaning contractors by offering them trade pricing, co-branded case studies and a "FreshClean Certified" badge they can show on their website. Provide digital marketing templates contractors can use when pitching RJN-supported cleaning protocols.
5. **Schools Clean & Calm Week** – Target schools with a campaign emphasising gentle, low-odor chemistry plus teacher-friendly sampling kit. Include downloadable parent communication templates showcasing RJN’s safety and sustainability story, and a hotline for facilities teams.
6. **Hospitality Odour & Image Reset** – Run a mini video series showing how FreshClean keeps lobbies, restrooms and kitchens smelling fresh without harsh fumes. Promote via Instagram/LinkedIn for hospitality directors, with CTA to schedule a 15-min "smell audit".
7. **Office Shield Days** – Offer offices a free deep-cleaner-and-disinfectant bundle for high-touch zones, accompanied by digital signage assets emphasising employee wellbeing ("FreshClean keeps our desks ready for hybrid work"). Use targeted LinkedIn Sponsored Content and direct mail.
8. **Food Production CIP Support** – Create a technical whitepaper and case study showing how FreshClean powder integrates with CIP cycles, emphasising validated log reduction and residue-free rinsing. Distribute through trade associations (Food & Drink Federation) and direct eDM to plant managers.
9. **Distributor Demo-in-a-Box** – Ship RJN-branded demo kits (sample sachets, dosing pump, ROI postcard) to independent wholesalers and FM distributors, encouraging their sales reps to run in-person or virtual demos with end-user prospects.
10. **FreshClean Innovation Lab Webinar Series** – Monthly 20-minute sessions where RJN chemists unpack one pain point (e.g., scale removal, odour control, sustainability claims). Promote through LinkedIn Events, partner networks and follow-up nurture sequences with sample offers.
Execution Plan
30-Day FreshClean Execution Plan (Low- vs Medium-Budget)
| **Days 1-7: Positioning & Asset Prep** | - Finalise FreshClean messaging toolkit (value props for FM, hospitality, schools, offices, contractors).<br>- Create short explainer video (smartphone + Canva) and two case-study one-pagers.<br>- Build LinkedIn post carousel + organic email to current database teasing upcoming toolkit. | - Produce polished 60-second brand video and design print-ready folder for distributor meetings.<br>- Commission paid LinkedIn creative (carousel + lead gen form) targeting facility managers + contractors.<br>- Prepare sustainable sample kits (branded sachets, ROI card) for dispatch. |
| **Days 8-14: Launch & Lead Magnet Activation** | - Publish "Facility Manager FreshClean Survival Kit" landing page on RJN site with form that pushes to team.<br>- Run LinkedIn content using the prepared carousel (organic boosting via employee sharing).<br>- Email existing clients with compliance checklist and link to survival kit. | - Activate LinkedIn Sponsored Content + InMail to targeted cities, promoting "Compliance Concierge" and video.<br>- Send sample kits to top 20 distributor partners with follow-up calendar invites for demos.<br>- Launch Facebook/Instagram hospitality ads to drive smell audit bookings (funnel uses video). |
| **Days 15-21: Engagement & Training Push** | - Host 20-minute "FreshClean innovation lab" webinar using in-house experts; promote via email and LinkedIn groups.<br>- Share a mop-head infographic showing dosing reductions vs current powder in use.<br>- Start outreach to contractors with referral programme messaging via email template. | - Run retargeting ads to survivors of Days 8-14 campaign (video and case study) across LinkedIn+Meta.<br>- Sponsor content in trade newsletter (e.g., Facilities Management Journal) highlighting FreshClean sustainability story.<br>- Deploy Clorox-style microlearning module teaser on site (interactive checklist) + use paid search for "facility cleaning powder UK". |
| **Days 22-30: Conversion & Follow-up** | - Send personalised follow-up emails to kit downloaders and webinar attendees; include sample offer and request discovery call.<br>- Post customer testimonial highlight (short quote + stats) on LinkedIn and use as email case study.<br>- Offer limited-time trial-case discount for contractors who sign before Day 30. | - Engage dedicated inside sales reps to call and book compliance concierge visits for high-probability leads generated earlier.<br>- Run a 7-day LinkedIn lead-gen form blitz (FreshClean certified contractor badge) to fill calendar.<br>- Deploy outdoor digital screens (if accessible) in trade park near key clients promoting RJN FreshClean as the "trusted clean". |
> **Notes:** Low-budget track relies on owned channels, lean media and repurposed content. Medium-budget track layers in paid social, paid search, trade sponsorships and premium video/samples to accelerate pipeline.
Outreach Templates
RJN FreshClean Outreach Templates
Each template can be personalised with the recipient’s site, KPIs or current distributor. Keep the tone consultative, benefit-led and close with a single next step.
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Facilities Managers
**Subject:** Quick compliance and cost check for your cleaning programme?
Hi [Name],
FreshClean was designed with facility managers in mind — fast-dissolving powder, measurable dosing and the paperwork to keep COSHH and BS EN audits stress-free. Our team can compare your current chemical usage to the FreshClean profile in minutes and highlight hard-dollar savings on water, storage and order frequency.
Cuts monthly storage footprint by replacing bulky liquids with sachets and dosing pods.
Gives you dosing data for every washroom / corridor so the whole team follows one standard.
Comes with printable compliance sheets your auditors can read in 30 seconds.
Are you available for a 15-minute "FreshClean health check" next week? I can send through a site-specific summary beforehand.
Best,
[Your name]
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Hospitality
**Subject:** A fresher lobby, from the door to the kitchen
Hi [Name],
FreshClean is the powder we built for guest-facing venues: low-odor chemistry, fast-dissolving dosing and a hospitality-grade sheen. The kit ships with labelled sachets and a short "smell reset" plan for restrooms and back-of-house that your supervisors can start using immediately.
Hospitality-specific mix ratios make sure your front-of-house mirrors the brand standard every shift.
Deployable refill stations keep housekeeping teams stocked without bulky drums in tight closets.
We’ll pair it with a Smell Audit (mini scent survey) so you can prove the difference to your GM.
Can I send over a smell audit checklist and a sample sachet? We’ll also include a short walkthrough video your housekeeping lead can share with new staff.
Best,
[Your name]
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Schools
**Subject:** Cleaner classrooms without the harsh fumes
Hi [Name],
Parents, teachers and caretakers all expect a clean school without the chemical cloud. FreshClean’s powder formula is gentle, eco-conscious and still tough on fingerprints, lunchroom spills and high-touch surfaces.
Fast rinse formula won’t leave kids’ tables sticky or leave residue on gym floors.
Sachets reduce storage needs in the janitor’s closet and avoid spill risk from drums.
We’ll include a parent-friendly note you can share, highlighting the safe ingredients and UK eco certifications.
Would you like a Zero-Fume sample pack for your site? I can also share a short case study from a local academy trust that swapped to FreshClean this term.
Best,
[Your name]
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Offices
**Subject:** Keep the hybrid desk clean — with no mess
Hi [Name],
Offices still need great cleaning, even if occupancy fluctuates. FreshClean gives you a single powder line that works on desks, breakrooms and vending areas — you swap just the sachets for simpler stock control.
A single dosing point supports multiple surface types, so cleaning teams move faster in hybrid environments.
Transparent usage data ties directly to your facilities dashboard, helping you justify supply budgets to finance.
Branded digital signage tells staff the space was sanitised with FreshClean, reinforcing health confidence.
Can we schedule a short walk-through (on Teams or in person) to go over how the dosing works and send you a trial pack for one of your floors?
Best,
[Your name]
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Contractors & Cleaning Teams
**Subject:** FreshClean Certified — a way to stand out from your competition
Hi [Name],
FreshClean now has a contractor certification programme: you get priority pricing, co-branded assets and an in-field demo kit that proves better results in one shift. Set yourself apart while saving the end client on chemical spend.
Contractor badge + referral card you can share with your customers to explain the extra value.
Sample kit ships with dosing cards tailored to standard contract sizes (schools, offices, site cabins).
RJN shares before/after imaging templates and a short training video so your supervisors roll it out without extra admin.
Interested in a £0 demo kit to showcase to your key accounts? Tell me the top three sites you’d like to pitch it to and I’ll align a quick rollout plan.