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Case Study and Testimonial

Case Study – Cleaning and Support Services Association


The brief


The Cleaning and Support Services Association (CSSA) Is the UK cleaning industry’s trade body, representing companies responsible for 70% of the turnover of the country’s 10,000 cleaning companies.  In September 2012 Andrew Large, CEO of the CSSA, asked SMA to write a proposal for increasing membership of the association.


The response


SMA initially carried out some research into the membership structure of the numerous trade bodies representing different aspects of the wider cleaning industry in order to establish the costs and key drivers of membership of these organisations. In particular it investigated the reasons that made cleaning contractors choose between the CSSA and the British Institute of Cleaning Science (BICSc).  It then presented alternative strategies for repositioning the CSSA in the market to best attract new members and produced a fully costed proposal for a recruitment campaign based on the most favourable strategy.


The proposed campaign itself included telephone and web-based research amongst members and non-members to establish the right combination of benefits, as well as a pricing structure designed to attract the maximum number of new members and retain as may existing members as possible. The recruitment phase would involve the creation of an email database of several thousand prospect companies followed by a fully monitored email campaign driving prospects to a special area of the website where new members could register.


What the client said


“SMA has extensive experience of the contract cleaning industry and presented some very clear insights into the challenges facing recruitment to the trade body. I was impressed with their strategic ideas. The recommendations for recruitment were logical, valid and cost effective. We look forward to working with them in due course to implement the campaign.” Andrew Large – Former Chief Executive, Cleaning and Support Services Association

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Case Study & Testimonials