La Wash
Strategic Marketing & Franchise Transformation
La Wash had the network, the expertise and an established place in the market. The opportunity was to give customers stronger reasons to choose it — and franchisees more value from being part of it.
Strategic marketing leadership connected the brand, the buying journey and franchise support around that ambition.
Role
Gustavo Jaimes López · Marketing & Sustainability Manager
Business
Self-service laundry franchises
Focus
Differentiation, conversion, service value and franchisee support
01
Brand
Give people a reason to choose.
02
Services
Create more value from each visit.
03
Conversion
Help interest become a decision.
04
Franchisees
Make support part of the offer.
The Origin
In a mature category, similar businesses often make similar promises.
For customers, the choice can come down to price and location. For prospective franchisees, competing offers can be difficult to distinguish.
La Wash had the experience and the network to build on. The opportunity was to turn those strengths into a more distinctive proposition, a better customer experience and more useful support for franchise owners.
The Question
Every part of the strategy needed a commercial purpose.
A clearer brand could help win preference. A more relevant service offer could increase the value of a visit. Better information and follow-up could support franchise sales. Structured onboarding and support could make ownership easier.
Those opportunities shaped the work: brand, services, communication and franchisee value, brought together under one direction.
The People
I joined La Wash as Marketing & Sustainability Manager, bringing previous experience in laundry and franchise businesses.
Working across marketing, operations, IT, administration and franchise teams, I led the repositioning and coordinated the processes needed to deliver it.
The role connected commercial priorities with daily execution: deciding what needed to change, bringing the right people together and building ways of working the business could continue to use.
The Activation
Sustainability and circular economy became central to the brand’s positioning. A full visual restyling carried that direction across the website, documents and communication materials.
01
Give the brand a reason to be chosen.
Sustainability and circular economy became central to the brand\’s positioning. The new website gave people, the washing experience and sustainability a prominent role alongside the franchise opportunity.
02
Create more value from each visit.
The store and kiosk experience was redesigned, including service presentation and upselling logic. The aim was to help customers understand and choose relevant options, supporting a better experience and in-store monetisation.
03
Give interest a clear way forward.
Website, acquisition and performance work focused on the decisions people needed to make. Lead generation and nurturing were structured to support that journey. For prospective franchisees, the proposition explained the business, the support available and what happened next.
04
Make support part of the offer.
The franchisee journey was built from signing through opening and ongoing operation. Manuals, training and coordinated onboarding gave the relationship a defined structure. A new Customer Success function made continued support part of the value La Wash could offer its network.
Before
After
The Platform
A clearer start for franchisees.
A coordinated onboarding system covered welcome materials, access and contacts, communication during works, administrative and operational training, opening preparation and follow-up. It gave teams a shared journey to deliver and owners a clearer view of the process.
A route from issue to resolution.
Freshdesk, AI-assisted support, protocols, knowledge resources and a small contact centre in South America formed the new Customer Success structure. The support model defined how issues should be recorded, handled and escalated across specialist teams and management.
A shared way to move the work forward.
HubSpot structured CRM, lead generation and nurturing. Asana supported internal workflows and coordination across teams. These systems gave the strategy a practical place in everyday work.
Franchisee onboarding journey — from signing to opening and ongoing operation
Customer Success workflow — issue routing, escalation and resolution structure
The Results
A more differentiated brand, with sustainability at the centre of its positioning and a renewed identity across communication touchpoints.
Improved customer experience and in-store monetisation, supported by redesigned store and kiosk journeys and upselling logic.
More structured support for franchisees, through onboarding, training and a dedicated Customer Success function.
Infrastructure to support growth, with CRM, automation and internal workflows the teams could continue to use.
Together, these changes created a more structured, scalable and experience-driven franchise model.
The Meaning
The lasting value was a shared direction for the brand, acquisition, customer experience and franchise support — backed by processes and systems the team could use.
That is the approach our boutique agency brings to strategic marketing leadership. We work within your business, alongside your leadership team, to identify opportunities, set priorities and lead execution with your people and partners.
The purpose is commercial: improve what your business offers, how it wins customers and how it creates revenue.
Based on project documentation and the project lead\’s account. Business impact is described qualitatively.
Our service gives you a senior marketing resource integrated into your business, with an agreed level of dedication and a recurring cost you can plan — much as you would a salary.
Let\’s find the opportunity in your business.
Contact
Reach out today and you’ll get a clear plan, honest advice, and a team that cares about the outcome as much as you do. Whether you prefer a quick call or a simple email, getting started is easy.
