Strategic Multi-Channel
Marketing Campaign
Gallagher Uniform (opens in new tab)
Anticipating the Cintas-UniFirst Merger
Before It Happened
Turning Industry Disruption into New Business Opportunities
Campaign Highlights
- 60,000+ targeted prospect emails delivered
- 24% average email open rate
- 3-6% email click-through rate
- 36 Google Ads conversions in 90 days
- 26% of website leads identified themselves as looking to change providers
- Multi-channel campaign launched within days of merger news
Background
In early April 2026, news began circulating that Cintas was preparing to acquire UniFirst. If completed, the merger would significantly reshape the uniform rental industry, creating uncertainty for thousands of UniFirst customers while further consolidating the national providers.
Gallagher Uniform immediately recognized the opportunity.
As one of the Midwest's largest independent uniform providers, Gallagher knew many UniFirst customers would begin evaluating their options if the acquisition moved forward.
Rather than waiting for the announcement, RED66 Marketing prepared a complete marketing campaign that could launch as soon as the news became public.
The Challenge
Large acquisitions create uncertainty.
Customers often wonder:
- Will pricing change?
- Will service suffer?
- Will my route representative stay the same?
- Will I be required to sign a new agreement?
Gallagher needed to be visible the moment businesses started asking these questions.
The goal wasn't simply to promote Gallagher's services. It was to position Gallagher as the trusted local alternative during a time when many businesses would be reconsidering their current provider.
The Strategy
Rather than relying on a single campaign, RED66 developed an integrated marketing strategy built around every stage of the buyer journey.
The campaign included:
- Highly targeted email marketing
- SEO-focused blog content
- Website landing pages
- Existing page optimization
- Organic social media
- Meta advertising
- Google Ads
Each piece reinforced the same message: While national providers were changing, Gallagher remained the stable, local partner businesses could count on.
Using ZoomInfo, Gallagher identified thousands of businesses currently using either UniFirst or Cintas.
This allowed highly targeted messaging instead of broad prospecting.
Throughout the quarter, six campaign emails educated prospects about the merger while addressing common concerns surrounding contracts, service continuity, and switching providers.
Campaign
Big Changes Are Coming to Your Uniform Provider
What Happens to Your Account During a Merger?
What Happens to Your Account During a Merger?
Why Michigan & Indiana Businesses Choose Local
What Switching to Gallagher Actually Looks Like
Still With UniFirst? Here's What We're Hearing
Open Rate
24%
25%
23%
23%
23%
24%
Click Rate
6%
3%
3%
3%
3%
5%
More than 60,000 targeted emails were delivered during the campaign, consistently producing open rates around 24% while driving qualified traffic back to Gallagher's website.
The email campaign was supported by content designed to answer the questions prospects were already searching online.
SEO Blogs
What the Cintas-UniFirst Merger Means for Your Uniform Program
- 460 page views
- 399 active users
- 1:07 average engagement time
How to Switch Uniform Providers Without Disrupting Your Operation
- Created specifically to support prospects considering a change in providers while strengthening Gallagher's organic search presence around switching-related searches.
The campaign also included strategic website improvements that gave prospects additional resources while supporting long-term SEO growth.
New and updated pages included:
- Why Switch
- Local vs. National
- Paid campaign landing pages
These pages reinforced Gallagher's competitive advantages while providing destination pages for both paid advertising and email campaigns.
Paid search and Meta advertising ensured Gallagher remained visible wherever prospects were researching the merger.
Across Google Ads during the 90-day campaign:
- 726 clicks
- 36 conversions
- $119 cost per acquisition
Performance Max campaigns generated 20 conversions at just $41.40 CPA, while Meta ads reinforced campaign messaging and generated a 3.08% click-through rate, outperforming typical B2B engagement benchmarks.
Because the campaign launched quickly, Gallagher was also able to establish organic visibility around merger-related searches.
The campaign earned rankings for searches including:
- Cintas UniFirst
- Cintas UniFirst merger
- Cintas and UniFirst merger
- Switch uniform provider
- Cintas offers to buy UniFirst
By creating timely, search-focused content, Gallagher positioned itself in front of businesses actively researching the merger and evaluating alternative providers.
The Results
The campaign successfully positioned Gallagher during one of the biggest industry shifts in recent years.
Highlights included:
- Over 60,000 targeted prospect emails delivered
- Average 24% email open rate
- Strong engagement across blogs, website content, and social media
- 36 paid search conversions in 90 days
- 26% of website leads indicated they were actively looking to change uniform providers
- Qualified prospects specifically mentioning UniFirst and Cintas as their current provider
Rather than reacting to industry news, Gallagher entered the conversation early, providing helpful information at the exact moment businesses were considering a change.