Abco ProductsEmpowering cleaners around Australia

I joined Abco back in 2017 to create a new marketing strategy for the organisation aligned with its BHAG to dominate the commercial cleaning sector in Australia. Back in 2017 the company had its Head Office in Perth and a new branch in NSW. Thirsty for fast growth, the organisation needed to revamp its corporate image, rethink its positioning statement and find its core purpose in order to attract and retain medium to large commercial cleaning contractors.


Abco had a dated brand image with no positioning strategy. In order to grow it’s market share, it needed to create a value proposition that would resonate with its target audience Medium-Large BSC and Facility Managers. All Abco had was an old fashion logo, a marketing catalogue and a dated website


With big dreams come big moves. I challenged the directors on the core purpose of the business to find a compelling reason for them, their audience and their staff to love what they do and do what they love. After an intense brainstorming session based around why what we doing at Abco matters we finally agreed that the core purpose of the company was to “Empower cleaners. Empower People. Empower the Community”. How? Well the key strategic trust of Abco were all based around growing the sales revenue of its core brands and mainly it’s environmentally friendly brand Enviroplus. With a clear focus on sustainable waste management it was clear that the motive of the company itself was around sustainability and eco-friendly hygiene and cleaning solutions. With this core purpose in mind we embarked on rebranding the organisation by evolving the logo, redeveloping the website and developing a series of rebranded and on cue sales collateral to position the company as an iconic powerhouse for all things commercial cleaning. The climax of the rebranding exercise was at the ISSA SHOW in Sydney 2018 where the company was a major sponsor with 5 key stands. The industry recognised Abco as a force to be reckon with.


The effort vastly improved the company’s image in the commercial cleaning sector.

By the numbers, the effort:

  • Sales Revenue increased by 26% in the 12 months following the rebranding
  • New acquisition in QLD and VIC
  • Attracting 3 of the largest Building Service Contractors in Australia
  • 2017 Rising Star Business Award
  • Featured as the Leading Commercial Cleaning Supplier in Inclean Magazine

“Almost every successful person begins with two beliefs: the future can be better than the present, and I have the power to make it so.” – David Brooks

This is Deena to a tee, a professional with self belief and the edge to make great ideas happen. I would suggest another unique skill of Deena’s is the ability to read the moment, interpret and distill it to a usable hook, in order to pass on the message.

Mark Kailis
Managing Director, Kailis Organic Olive Groves

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