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Background
Clean Harbors was established in 1980 and is located in Braintree, MA. It has grown to be one of the nation's largest and most trusted environmental services company, offering a wide range of on-site services, from emergency response to lab chemical packaging, as well as transportation and disposal services.
Clean Harbors wants to be perceived by customers as the premier national supplier of a broad range of environmental services whose quality, responsiveness, customer service, risk management and disciplines are recognized as second to none.
Problem
In 1999 Clean Harbors began viewing the challenges facing their company and industry, which were service expansion, customer service, pricing, competition, and buyout fears. They needed to find the ability to expand their services and management consultants, diversify their different disposal lines, and explore salvage and recycling opportunities.
Solution
Toward building a solid relationship, Red Brick Design and Clean Harbors held a series of meetings and found that the opportunities they had came from the challenges they faced and so the following goals were suggested to address building their brand recognition inside and outside their company:
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Become obsessed with the customer.
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Develop a customer spirit that engulfs the organization— every system, department, procedure and decision.
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Involve all personnel at every level in the company.
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Develop and implement an aggressive marketing plan for Clean Harbors, taking into consideration all communications to employees and perspectives built by customers.
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Strive to achieve uniqueness, as an organization, in the customer’s mind.
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Develop a brand campaign that focuses on building the company’s image.
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Start a “customer revolution” internally.
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Measure the satisfaction of all customers.
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Results
The Red Brick Design team’s approach was to view Clean Harbors from a brand prospective, concentrating on every aspect of the company. The team demonstrated the importance of the development of a brand strategy and identity in shaping audience perceptions. As a result, the Clean Harbors’ brand defined its meaning by what inspired customers’ confidence! The confidence that comes from knowing that Clean Harbors is nationally well known, has a can-do-attitude and is the most environmentally responsible company, consistently exceeding customer expectations.
Through focused communications, Clean Harbors was able to demonstrate the confidence to master the critical environmental challenges facing businesses and homelands, and are now living their brand, through headlines such as, “Braintree Company Takes Lead in Waste Management Industry” and “Cleaning Up on Wall Street with Soaring Stock.”
For more information about this case study, please contact Terri McCarson at terri@redbrickdesign.com or call him at 978 649-4411.
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