Clark & Associates was retained by Coit Services,
to create a new campaign for use by their owned and operated
divisions, as well as the dozens of Coit Carpet and Drapery
Cleaning franchisees located throughout the world. The
selection of Clark & Associates signified a dramatic reversal
in the philosophy used by Coit to choose an agency. Previously
they presumed they needed a large Los Angeles or San Francisco
firm. However, for nearly 40 years campaigns produced by these
agencies never completely addressed the demands and nuances of
the individual franchisees, leaving them to fend for themselves
in creating and implementing workable solutions.

Our print and broadcast campaign based around customer testimonals
was designed and produced so that all elements could be easily
customized for use by individual francisees in their local markets.
We began the screening process by conducting preliminary telephone
interviews of nearly 200 customers. After performing in-home video tests,
we settled on 14 finalists. The finalists were then videotaped, recorded,
and photographed for use in multiple television, radio and print ads. The
images were also used in other locally customizable advertising vehicles,
such as door hangers, direct mail materials and in-store displays.

The results of the campaign, for both corporate divisions and franchisees
are best summed up by the report written by Coit's Director of Marketing
in the company-wide newsletter:

   "The new advertising materials (produced by Clark & Associates) have
   been great. This was an astounding year for us. We broke so many
   records in our corporate divisions:

• Biggest call count week in the history of the Bay Area
• Biggest call count week in the history of Los Angeles
• Biggest call count week in the history of Houston
• Biggest revenue month in the history of the company

   In our corporate divisions we saw an incredible 17% average increase in
   calls as soon as we started using the new materials. I've been hearing from
   some franchise locations, too, about amazing call counts and revenue.
   Specifically, Vancouver and Denver have called to tell me about their
   record breaking 4th quarters."