Association for Linen Management

Customer Insights and Marketing | Marketing

OVERVIEW

alm_logoFounded in 1935, the Association for Linen Management (ALM) is a nonprofit trade association that supports textile care professionals across healthcare, hospitality, corrections, and long-term care sectors. Recognizing the increasing need for reliable performance data amid industry consolidation and disruption, ALM partnered with .orgSource to create LaundryMarks™—a digital benchmarking platform designed to empower members with actionable insights, helping them optimize operations, enhance efficiency, and achieve strategic growth.

The challenge

Laundry operators rely on performance data to make informed decisions and optimize their operations. However, the laundry industry faced two major hurdles:

  • Lack of standardized KPIs: There was no consensus on key performance indicators (KPIs) or the formulas to calculate them, leaving operators with inconsistent benchmarks.
  • Diverse operations: Variations in automation, customer markets, and geographical locations made it challenging to establish comparable, reliable benchmarks across the industry.

At the same time, the laundry industry was undergoing significant consolidation. Family-owned businesses were retiring, and venture capitalists sought reliable data for investment decisions. The absence of standardized benchmarking data left businesses without the critical insights needed to remain competitive. 

Recognizing this void, ALM set out to create a robust benchmarking platform that would empower members with valuable insights for operational improvements and sustainable growth. 

The Solution

To ensure the success of LaundryMarks™, ALM turned to .orgSource for strategic marketing expertise. .orgSource’s experience with benchmarking programs and digital product launches made them the ideal partner. The collaboration resulted in a comprehensive plan that included: 

  • Brand Development: Through brainstorming and brand essence exercises, the name LaundryMarks™ was chosen, aligning with ALM’s mission to provide precision and excellence in textile care. 
  • Value Definition: Messaging emphasized the platform’s unique benefits for cost-conscious laundry operators in sectors like healthcare and hospitality. 
  • Strategic Communications: A well-planned launch strategy included: 
  • A high-profile event at The Clean Show, ALM’s flagship conference. 
  • A combination of print and digital campaigns designed to build awareness and sustain engagement. 
  • A full suite of marketing materials—including presentations, email templates, and brochures—equipping ALM staff with the tools needed to execute the campaign effectively. 

Additionally, .orgSource delivered a keynote presentation at The Clean Show, showcasing the value of benchmarking in the laundry industry. 

The Results

The launch of LaundryMarks™ was met with enthusiasm from ALM members, industry stakeholders, and trade media. By introducing a comprehensive benchmarking platform, ALM solidified its role as an industry leader during a time of change and consolidation. Key outcomes included: 

  • Increased Member Engagement: Members embraced the platform’s interactive features, utilizing data to inform their strategic decisions. 
  • Positive Industry Feedback: Trade media and stakeholders praised the platform for filling a critical gap in market intelligence. 
  • Future Growth Potential: LaundryMarks™ laid the foundation for future platform enhancements and advanced reporting capabilities. 

LaundryMarks™ became a testament to ALM’s commitment to innovation, providing the industry with reliable data to navigate complex market dynamics. 

Key Takeways

The launch of LaundryMarks™ underscores the importance of a strategic, data-driven approach to leadership in the industry. With expert guidance from .orgSource, ALM successfully developed and launched an innovative platform that resonated across the industry. 

This case study highlights how ALM was able to: 

  • Empower members with valuable, actionable insights. 
  • Strengthen operational efficiency and strategic planning. 
  • Drive industry-wide excellence through innovation. 

By embracing this new platform, ALM has positioned itself at the forefront of change, helping its members thrive in an era of disruption and opportunity. 

“We had a small staff working on several initiatives, including LaundryMarks™. Creating a launch marketing plan would have been a challenge,” said Linda Fairbanks, ALM Executive Director. “.orgSource assessed our needs and designed a strategic marketing plan that not only introduced LaundryMarks™ to the industry but also created immense excitement about it. Their expert guidance was invaluable.” 

Are You Ready to Elevate Your Association to New Heights with a Future-Ready Partner?

Contact .orgSource today to learn how they can help you unlock growth, build resilience, and achieve excellence for your organization.