Principle Cleaning - Case Study

Cleaning up on new business

Shakespeare's Globe a prestigious Principle Cleaning client

The Client
Principle Cleaning Services is a contract cleaning company based in North London. The company, established 16 years ago, currently employs more than 1,000 people and lists prestigious names such as Christie's auction house, Shakespeare's Globe and the Office of Fair Trading among its clients.
In the last five years it has won a top award in the industry's "Oscars" - the Kimberly-Clark Golden Service, taking two top titles in the 2004 competition.

The Brief
WordsWorth was asked to implement a PR strategy to raise the profile of Principle Cleaning Services and to promote the professionalism of the company and the high standards of service it provides for clients. PCS wished to stand apart from the negative image of much of the commercial cleaning industry in the UK.

Action
Words Worth initiated the campaign by investigating Principle Cleaning Service's successes. Press releases have been issued regularly to trade press. This has led to the publication of lengthy feature articles on the company.
With clients and employees who have been loyal throughout the life of the company, WordsWorth suggested activities which would acknowledge and strengthen the company. In all activities Words Worth has emphasised the high satisfaction levels of Principle's clients.
Words Worth has recently helped Principle to update its logo through all corporate communications.
A two page newsletter serving both employees and clients written and produced by WordsWorth has grown into a well-received four-page newsletter. Words Worth also worked closely with Principle Cleaning to revamp its website with continued support to manage content and keep it updated.

The Result
In one year Principle Services' increased its turnover by 25 per cent and anticipated a 30 per cent growth in the following year. Managing Director Douglas Cooke is happy to acknowledge that Words Worth's PR support has played a significantly important role in this achievement.