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Marketing And Branding / Infection Control
February 2014 Cleanthoughts

Leveraging expertise to maximize communal awareness of your services

Cleaners can benefit while also helping the community.

February 02, 2014
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According to a 2013 study conducted by Cone Communications and Echo Research, 82 percent of U.S. consumers consider corporate social responsibility (CSR) when deciding which products or services to buy and who to buy them from.  

Most small and medium-sized business owners, including commercial contract cleaners, know that efforts to increase their company’s brand awareness and word-of-mouth marketing are key ways to compete with bigger companies and help to level the playing field.

Many commercial cleaning contractors, as well as in-house service providers, take time throughout the year to get involved at community events and meetings. 

However, in addition to sponsoring a local sports team for a season or getting involved in the town’s annual festival, as examples, professional cleaners have a significant amount of knowledge to offer that can help a community in several ways for years to come.

These efforts, when done correctly, can augment your CSR plan.   

For building service contractors (BSCs), your company’s community involvement should not be considered a short-term marketing strategy.

Keeping the community safe through awareness and education  

As an avid reader of this publication and its website — — you have the knowledge needed on the subject of infection control to help keep hospitals, restaurants, schools and many other facility types safe from harmful pathogens and germs.

In this special edition of Cleaning & Maintenance Management, we continue your education in this area of cleaning.

Our publication is aligned with the top experts in the field and the articles included in this issue’s CM/Spotlight: Infection Control section are all geared to advance your knowledge on preventative, proactive and proven solutions.  

Word-of-mouth strategies can help grow your business as long as you and your employees prepare properly.

And, for in-house cleaning departments, sharing information regarding how cleaning can specifically reduce absenteeism, elevate hygienic results and enhance morale can be a sound strategy to increasing cleaning staff members and budgets.

Responsible CSR

When done the right way, a professional cleaning department or company can present itself as an expert in the community and reap rewards on several levels; when done irresponsibly or in haste, the outcomes could be detrimental to the business and its employees.

In time, through these local efforts, most small and medium-sized businesses will separate themselves from the competition and also enjoy some other benefits, such as loyal customers who can carry out your word-of-mouth strategy and happy employees.

Corporate social responsibility’s goal is to encourage a positive impact through a company’s activities on the environment, consumers, employees, communities and stakeholders.

Although professional cleaning businesses and departments may see financial gains from these efforts, this should not be the only motivator.

Take the time to learn about a specific topic, such as infection control, and invest in developing that knowledge before looking to make a positive CSR impact in the community with your expertise.             

Recent Articles by Rich DiPaolo, editorial director

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