Interesting new client

Most of my clients have businesses that are easily understood, an accountant is an accountant , a restaurant is a restaurant, etc etc yes they specialise but everyone knows what they do generically. You use them to sort your accounts out, pay less tax, not get done by the IRS/HMRC , eat good food and have a fun experience etc and everyone knows that.


Facilities Management (FM), sounds exciting right?

Recycling (95% of all waste recycled ), document secure shredding, water supplies, plants for offices , etc etc

These guys do the green approach very well , they can do everything in one visit a month in one van a month rather than multiple vehicles making multiple visits.
Once business owners get it, they love it, of course they know what FM is but they don't realise or appreciate the difference these guys can make until they learn.

So my question is how to educate them.

Am already sorting some videos out rough storyboard is loads of exhaust laden vans turn up day after day at an office block , receptionists getting stressed out with all the interruptions, visitors getting peeved at the vans blocking them in/out, the costs spiralling whilst the service dwindles etc . then along come our guys, clean fresh air surrounding their one vans one visit, smiling receptionist etc everyones happy, accounts look great , bit corny and end result will be better but......

Also will be articles , PR and blogging both created and curated content on the industry and the specific advantages of using these guys .

Shared throughout SM, inviting engagement on relevant and location based SM channels etc

Email marketing to existing clients and new targeted prospects gained via their existing telemarketing, website and the new marketing approaches we bring in.
Any other ideas from your own experiences (or not) of balancing educating, engaging and selling .

Budget circa £3k a month including SEO and PPC every month, SM marketing every month so theres money to play with

Cheers, would value your input