Tide Cleaners
Tide Cleaners, formerly Pressbox, is a multi-family tech amenity startup headquartered in Chicago, which was acquired by The Proctor and Gamble Company in July 2018, with a presence in 7 markets currently. I was brought in as the business development and general manager to grow Pressbox’s presence in the DC metro-area market.
Pressbox is faced with tremendous competition from numerous previously establised tech cleaning solutions in the DC Metro are market, especially from a 17-year incumbent in the market.
Having previously enjoyed success in the Chicago market, Pressbox needs a strategy to build more higher-up relationships with the major property management companies in the DC market. And with being a late entrant into the market (DC market launched 2016), it was especially hard to get management companies to adopt our solution over previously established competitors.
After coming on-board, an analysis I conducted showed that our inbound marketing strategy was lacking; especially with condo residents and commercial tenants (where our presence was almost non-existent).
Secondary analysis and research was conducted with existing partner property managers and other multifamily amenity vendors on the market. This was used to inform our customer acquisition strategy redesign.
I designed a two-pronged strategy that focused on multi-family and commercial properties. This consisted of forming partnerships with other key multifamily vendors in the market to offer our amenity as a bundled product to multifamily properties, high targeted outbound marketing that focused on the pain points highlighted during the research and using the product at our existing locations as subtle billboard advertisement of the product for itself.
We also conducted highly targeted outbound marketing campaigns that focused on the pain points highlighted during the research and using the product at our existing commercial locations as subtle billboard advertisement of the product for itself for other commercial tenants and managers.