Holistic Marketing Case Study
Gunderson Uniform & Linen
Revitalizing Growth: How We Helped Gunderson Uniform and Linen Expand Routes, Boost Online Presence, and Drive Conversions
Background
Since 1952, Gunderson Uniform and Linen has provided customized linen rental services to healthcare facilities, restaurants, hotels, and resorts in Wisconsin. Led by the third generation of Gundersons, they have also expanded their services to offer uniform programs to automotive shops, manufacturers of all sizes, and more.
Vice President and Co-Owner Sara Gunderson initially came to us in November of 2023 with the goal of building existing routes. The ultimate goal? To further develop key markets and uniform and linen programs for food and beverage facilities—ultimately becoming Wisconsin’s local leading provider.
The Problem
While Gunderson had established themselves as a trusted provider of uniforms and linens for various industries, their growth had come to a halt. They wanted to expand their existing routes, tap into new markets, and boost programs specifically targeted toward uniform and linen services.
However, their website was outdated and lacked clear navigation, making it difficult for potential customers to differentiate between their services. As we often say, your website is your 24/7 sales person, and needs to work for you even when you’re off the clock. With a poor user experience, prospective leads will leave your page and go to a competitor almost always.
As a result, SEO performance was also poor, with weak online visibility across key search terms. The problem was two-prong—they needed a solution to grow both their physical routes and their online presence.
The Approach and Solution
After our initial call with Sara, we realized we needed to develop a multi-faceted approach.
The first order of business was to overhaul Gunderson's website to offer a cleaner, more user-friendly interface with a design that showcased their personality. The new layout clearly separated their uniform and linen services into distinct sections, improving both SEO and user experience.
Before
After
Lastly, we designed new supporting marketing materials to elevate their customer outreach and match the refreshed branding. This included high-quality brochures, flyers, trade show booths, and product books tailored to their uniform and linen services. These materials were crucial in helping Gunderson communicate their value to potential clients in a visually compelling way.
The Results
Significant Increase in Conversions
The conversion rate showed remarkable growth. We helped them get 195 organic web leads in a 9-month span, compared to 0 web leads the year before.
Organic Search Driving Traffic
Organic search sessions accounted for almost half of total sessions in 2024 (9,115 sessions at a share of 44.67%).
Click-Through Rate (CTR) Improvement
The average CTR saw a dramatic 67.55% increase in 2024 (from 0.86% to 1.43%), suggesting that the SEO titles and meta descriptions are more enticing to users to click through to the website.
Improved Search Rankings
There was a 14.35% improvement in average position for search rankings (42 vs. 49), helping the site appear more prominently in search results and likely contributing to the CTR boost.
Don't Forget About Improved Keyword Positioning!
Multiple pages experienced better ranking positions, which likely contributed to their improved performance.
Moving Forward
Our partnership with Gunderson has continued to be a successful one. By refining their service offerings and enhancing their digital presence, we helped them position themselves as a stronger player in their industry’s digital space.
Moving forward, Gunderson plans to continue leveraging their new strategies to further develop additional markets, while also expanding their focus on customer retention through enhanced products and services. With ongoing support from RED66, they are well-positioned for future growth, with plans to expand their operations and stay competitive in the evolving landscape.
Testimonial
“Working with RED66 feels like an extension of our own team. They’ve taken the time to really understand the linen rental business, which has made our partnership seamless and effective. From boosting our social media presence to creating a fun, user-friendly website, eye-catching truck wraps, and marketing sales pieces, their work has helped elevate our brand.
Beyond the creative work, their communication, follow-up, and sometimes necessary prodding keep us on track. If you’re looking for a marketing team that delivers results, feels like part of your team, and makes the process smooth, RED66 is the one.”
Sara Gunderson, Vice President and Co-Owner of Gunderson Uniform & Linen