National Clothesline
August 2018
National Clothesline
Coach ’em up. As the FabriCoach, Jim
Groshans brings a lifetime of industry
experience to the task of building a
top drycleaning team.
Mr. Fix-it. Chuck Horst is
expanding the scope of his family’s
business, Margaret’s Cleaners of San
Diego, to help cleaners handle
specialty items.
Indonesia bound. The International
Drycleaners Congress will have its
annual convention in Jakarta,
Indonesia next month.
Beach time. The California Cleaners
Association‘s Fabricare 2018 show
will be in Long Bach this month.
Simple improvement. Don Desrosiers
illustrates how to easily raise the
quality of your shirts from “good
enough” to “even better.”
Heat-related failures. At the top of
the list of hot weather problems is
failure of the condensate return
pump. Bruce Grossman tells how to
deal with it.
Who ya gonna call? For business
advice, first you need a good
accountant. But to stay out of legal
trouble, you’ll need to call a lawyer.
Restoring finish. When customers
complain, “The garment does not feel
or look like new.” they are referring
to fabric finish. It is the drycleaner’s
responsibility to restore the finish.
Dan Eisen tells how.

Complete table of contents
of this issue
View the flipbook version here.
Hello customers! We’re over here!
For a long time, Ben Kohan, owners of Hilltop Cleaners in Encino, CA, had pondered how to get customers
of upscale supermarket Gelson’s, to drive half a block further to his cleaners. The answer, he decided, was
to get right into the faces of the customers of the market, which has a reputation for celebrity clientele and
pricey imported foods.
He commissioned four huge banners to hang on the back of the cleaner’s building adjacent to Gelson’s
parking lot.
“We use lots of posters and banners inside our plant to promote our services and some of them are up to
five feet tall since we have high ceilings,” said Kohan. “But filling a 95-foot long wall is on a whole different
scale… literally.”
Turning to his marketing consultant/graphic designer, Larry Siegel, who has helped Hilltop with branding
since 2010, it was determined that “playful” illustrations would convey Hilltop’s core messaging: name
recognition; environmentally-friendly; tailoring; and being open 24/7/365.
“Then Ben said to add some ballet graphics, too, since the cleaners leases part of its building to a ballet
studio,” Siegel said, noting that what could have been a hurdle turned into a visual thread that tied the
first banner to the last.
Anchoring the first 20' x18' banner with an illustration of a “retro” woman hanging clothes on a clothesline
that Hilltop had used in promotions eight years ago, the banners had elements that linked them together:
the clothesline started in the first banner ended in the second; running dogs and clouds appear in the
second banner and continue into the third; and ballet figures in the first banner are the focal point in the
A huge red directional arrow on the fourth banner leaves no doubt as to where Hilltop Cleaners is located
and that it is open 24 hours a day.
The banners were installed in late May and they are definitely having an impact, according to Raquel
Toledo, Hilltop’s office manager. “Nearly every day CSRs tell me comments from customers relating how
the banners are attention-getting and cute. Definitely the desired result,” she said.
Kohan has advice for any cleaner with a big space to fill: “Be bold. Be creative. But, mainly, do
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