Kusasa Cleaning

Kusasa Cleaning is a Johannesburg-based professional cleaning business with over two decades of operational expertise, led by Gareth and Debbie Stanbury. While Kusasa consistently delivered high-quality cleaning services, the company’s visibility in the professional services market was limited.

Flow Communications partnered with Kusasa to strategically position the brand as a credible and professional service provider with a voice in its industry.

As Kusasa’s communications agency, we conceptualised the “Polished Growth campaign” and built it on consistent messaging, thought-leadership content planning and a creative digital strategy. The campaign’s success led to industry recognition, big new contracts and credibility with B2B decision-makers.

Before working with Flow, Kusasa Cleaning’s online public profile was close to non-existent. While the company had delivered high-quality cleaning services for nearly a decade, their reputation was largely limited to current clients and word-of-mouth referrals. 

They faced the challenge of a slow pipeline and slower growth than they’d have liked.

Kusasa’s CEO, Debbie Stanbury, and managing director, Gareth Stanbury, were respected in operational circles but had no digital footprint that reflected their leadership or positioned them as industry authorities. Social media channels were underutilised, inconsistent and not tailored to strategic business objectives.

The company needed a cost-effective, professional marketing approach that could increase brand visibility, enhance credibility and position both the business and its leaders in the cleaning and hygiene sector, all on a tiny budget.

To kick off the “Polished Growth” campaign, Kusasa Cleaning aimed to tackle several key business challenges. With a limited online presence and a desire for significant expansion, the campaign’s objectives were designed to directly address their need for increased visibility and market growth. The following goals were set to guide the strategy and measure its success:

• Increase brand visibility and market share: to grow Kusasa’s clientele, staff complement, and market share by significantly enhancing its online public profile
• Position leadership as industry experts: to establish company owners, Gareth and Debbie Stanbury, as respected authorities and thought leaders in the cleaning and hygiene sector
• Drive new business: to create a professional marketing approach that drives new business opportunities and supports measurable company growth
• Enhance credibility on a limited budget: to achieve these goals through a cost-effective, professional marketing strategy that leverages organic growth and positions the company as reliable and expert

For the campaign, we set a clear goal: differentiate Kusasa from other cleaning service providers by showcasing its expertise, professionalism and reliability. And we planned to show the people behind Kusasa, to appeal to consumers of cleaning services by being warm and human. 

Flow conceptualised the “Polished Growth Campaign” – a strategic, always-on effort designed to clearly articulate Kusasa’s vision, values and to position the company to its various audiences. The brand was to be friendly yet authoritative, people-centred and confident in its expertise.

The campaign was designed with a B2B lens – ensuring content resonated with procurement decision-makers, operations leads and facilities managers, while showcasing the professionalism and reliability expected in business partnerships.

The tone of voice was designed to be approachable and relatable. Visual guidelines were set to ensure all posts highlighting staff, on-site work and innovative cleaning techniques aligned with Kusasa’s corporate identity, 

Strategically, Facebook would remain the primary engagement platform, while we grew Kusasa’s LinkedIn profile to target industry leaders and procurement managers. Debbie and Gareth’s LinkedIn profiles were identified as crucial in positioning the leadership as credible industry voices. We noticed in the early days of the campaign that posts on their personal LinkedIn pages attracted more engagement than posts on Kusasa’s company page. We therefore adapted our strategy to grow all three at the same time, with Debbie and Gareth resharing Kusasa posts on their accounts and vice versa. 

We devised the following content pillars to support strategic content development, aligned to business objectives:

• Showcasing services and specialist cleaning projects
• Profiling staff through initiatives like “Spotlight n’ Shine”, which we created
• Educating Kusasa’s audience about industry awareness days and corporate social responsibility efforts
• Promoting sustainability practices and cleaning innovations
• Providing cleaning tips and myth-busting content 

Execution centred on two key pillars: content consistency and strategic storytelling. Flow posted three times a week on Kusasa’s Facebook page and two to four times a month on its LinkedIn account.

Debbie and Gareth’s LinkedIn profiles were given new life by frequently publishing fresh, leadership-focused content. Debbie’s posts highlighted industry insights, trends and Kusasa’s involvement in community and sustainability initiatives. 

Gareth’s content prioritised themes of leadership, employee development and practical cleaning expertise. 

On Kusasa’s Facebook page, we developed a content mix of service highlights, employee recognition and event-based posts. The “Spotlight ’n Shine” series celebrating staff achievements became a consistent high performer, always attracting high engagement. 

Educational posts such as cleaning tips, product demonstrations and before-and-after visuals helped build authority and showcased Kusasa’s professional approach.

Engagement was actively community managed with prompt responses to comments and messages. 

Visuals consistently reflected Kusasa’s updated brand identity.

Flow monitored performance monthly and refined our approach to content based on engagement trends. For example, we produced more cleaning tips videos, sustainability practices and industry events after we saw high engagement with this type of content. 

Throughout the campaign period we conducted frequent interviews with Debbie and Gareth to ensure the content we were developing for them was relevant and came across as authentic. We also interviewed many Kusasa staff members, in order to feature them well and to tell their stories in a compelling way.

The campaign produced excellent results for Kusasa, all of which they credit directly to the campaign:

• Debbie Stanbury was positioned as a respected industry voice and was appointed to the Board of the Cleaning Association of South Africa (CASA)
• Kusasa successfully acquired Metro Sanitary Solutions CC, effective 1 March 2025
• Kusasa expanded its partnership with Leroy Merlin, a global home improvement and DIY retailer with large stores
• Kusasa won a substantial new contract with SKS Properties - the work helped Kusasa create 32 new jobs

The campaign demonstrates that with strategic planning and consistent execution, business growth through public relations and social media  is achievable – even on a tiny budget of approximately R12,500 per month.

Followers (1 April 2024 to 31 May 2025):

• Kusasa’s Facebook followers grew from 5 304 to 5  567 (+263)
• Kusasa’s LinkedIn followers grew from 216 to 494 (+278)
• Debbie’s followers grew from 615 to 779 (+164)
• Gareth’s followers grew from 786 to 1 051 (+265)

Beyond follower growth, the campaign built brand credibility, enabled sales and positioned Kusasa as a trusted partner in a competitive B2B sector.