Case Study · Alsco Uniforms New Zealand

A new face for a 135-year-old brand.

One year. A complete digital rebuild. Website, social, paid search, SEO, video, email, and a content engine designed to drive lead growth across New Zealand.

Client: Alsco Uniforms NZ

Duration: 12 months

Country: New Zealand

Objective: Lead Growth

The Brief

Alsco had the history. They needed the digital presence to match it.

🎯

Lead growth across all digital channels for 40,000+ NZ businesses.

🌐

Improved UI/UX so prospects understand the offer immediately, with minimal scrolling.

📣

Brand presence built from scratch on social, search, and email.

🔍

Search visibility via SEO and Google Ads targeting key NZ industries.

The Story

Founded in 1889. Digitally reborn in 2025.

Alsco Uniforms isn't a startup. They invented the uniform and linen rental industry. Fifth-generation family-owned, 135 years in business, 40,000+ New Zealand customers. The credibility was undeniable. The digital presence wasn't reflecting any of it. When AIIMS came on board, the goal was clear: build a digital identity worthy of the brand. New website, new social channels, paid search from the ground up, an SEO foundation, email marketing, and original video content that told their story. All of it in 12 months. All of it built to drive inbound leads. The work wasn't just cosmetic. Every channel was engineered to convert. Services visible fast. Value communicated immediately. Prospects could understand exactly what Alsco does and why they need it before they had a chance to leave.

135+

Years of brand history brought online

40K+

NZ businesses in Alsco's customer base

Digital channels activated in 12 months

Core services made visible above the fold

The Work

Watch: AIIMS on the Alsco NZ partnership

AIIMS team discusses the 12-month Alsco NZ engagement and what it took to rebuild a legacy brand's digital presence.

The Output

Across web, social, and content.

Alsco NZ website hero — IT PAYS TO KEEP CLEAN

Alsco NZ 40,000+ NZ Businesses Instagram post

Alsco NZ Fresh and Clean van social post

Chapter by Chapter

Website Design and Development

The existing digital presence didn't reflect a brand trusted by 40,000 New Zealand businesses. We rebuilt it entirely. The brief: all services visible fast, minimal scrolling to value, and a clear path to quote or consultation. We structured the site around Alsco's five core services and seven key industries, with dedicated landing pages for each. The hero communicates the offer in a single line. CTAs appear above the fold on every page. The "IT PAYS TO KEEP CLEAN" headline does the heavy lifting immediately.

UI/UX Web Dev CRO Mobile-First

Social Profile Management

Alsco NZ's Instagram was built from zero. We established the @a.l.s.c.o.newzealand account, defined the content pillars, and launched a consistent posting cadence across uniforms, first aid, mats, Fresh & Clean, and sustainability. 130 posts in the first year. Brand-consistent creative across every frame. Highlight reels organised by service category so any new visitor can navigate the offer in seconds. The feed became a product catalogue, not just a social page.

Instagram Content Creation Brand Identity

Social Ad Management

Paid social campaigns were built to drive inbound leads from NZ businesses across Alsco's key verticals: industrial, food processing, hospitality, healthcare, and commercial. Targeting was structured around decision-makers: facility managers, operations managers, and business owners. Creative led with pain points and proof. "Servicing 40,000+ NZ businesses" and "2 Week FREE Trial" were the strongest performing hooks. Retargeting layered on top to capture warm audiences from the website.

Meta Ads Lead Generation Retargeting

SEM — Google Ads

Search campaigns activated across Alsco's full service range in New Zealand. Campaigns were structured by service type and industry vertical, ensuring budget flowed to the highest-intent queries first. Ad copy reflected the immediate value proposition: managed rentals, no hassle, nationwide delivery. Google Ads ID 8562706278 brought Alsco into competitive search positions in NZ from a standing start, targeting the businesses that were actively searching for uniform, mat, and hygiene rental services.

Google Ads Search Conversion Tracking

SEO

Technical SEO foundation built across the new site: sitemap, canonical tags, robots.txt, schema markup, Core Web Vitals, and metadata across every page. Header structure reviewed and rebuilt for both user experience and crawler clarity. Content strategy focused on Alsco's seven key industries. Long-term keyword targets identified across uniform rentals, hygiene solutions, and mat rentals in New Zealand. Blog creation and optimisation initiated to build topical authority over time.

Technical SEO Content Schema Core Web Vitals

Google My Business

Local search presence established and optimised across Alsco NZ's branch network. GMB profiles configured with accurate service areas, business categories, and descriptions built around high-intent local queries. Ongoing optimisation to support NZ-wide location discoverability.

GMB Local SEO Map Presence

Email Marketing

Email marketing program built to nurture prospects and re-engage existing customers. Campaigns structured around Alsco's core services, industry use cases, and the 2 Week FREE Trial offer. Subject lines and body copy written to drive consultation bookings and quote requests.

eDM Lead Nurture Automation

Photo and Video Production

Original video content produced to tell the Alsco NZ story. The hero brand video, embedded above, captures the scale, trust, and professionalism of a company that has served New Zealand since 1910. Photography assets produced to support web, social, and paid media creative across all channels.

Video Production Photography Brand Content

Scope of Work

Every channel. One team.

Service	Category	Status
Website Design and Development	Web	Delivered
SEO	Organic Search	Active
SEM — Google Ads	Paid Search	Active
Social Profile Management	Organic Social	Active
Social Ad Management	Paid Social	Active
Google My Business	Local Search	Active
Email Marketing	CRM / EDM	Active
Photo / Video Production	Content	Delivered
Graphic Design	Creative	Active

The Team

Built by AIIMS.

Client

Alsco Uniforms New Zealand

Account Lead

Janty Ayoub

SEO Manager

Jonathan Macabenta

Agency

AIIMS Group

Website

alsco.co.nz

Industry

Uniforms, Linen and Hygiene Services

AIIMS Group

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