Case Study: Aramark Achieves Higher Customer Retention and Brand Awareness with Young Company’s Event Marketing Campaign

Aramark boosts customer retention nearly 10% with Young Company

The customer, Aramark Uniform Services (formerly Aratex), faced the challenge of building brand loyalty and retaining customers in the low-involvement uniform service category. With a limited sales force, they needed a program to facilitate relationship building. The vendor, Young Company, implemented an event marketing campaign.

Young Company leveraged Indy Car Racing to create a comprehensive event marketing and PR program. The solution included hosting hospitality tents, sponsoring safety crew uniforms, running advertorials in race programs, and holding a "Best Dressed Pit Crew" competition. This strategy resulted in a 10% improvement in customer retention, new multi-year contracts, and over $150,000 in annual free advertising. Aramark achieved 93% brand awareness and became the market leader.

Aramark