Mac’s Facility Solutions + Liberty Facilities Group

Evolving a Regional Brand into a National Platform

The Situation

Mac’s Facility Solutions had built a strong regional business with a solid reputation in janitorial and facility services.

As the company looked to grow, the initial goal was to expand Mac’s into a national brand. But through that process, it became clear that scaling the existing brand nationally would create positioning challenges.

Instead, the decision was made to:

• Keep Mac’s focused as a strong regional brand
• Launch a new national brand, Liberty Facilities Group, built specifically for scale

This required more than marketing support. It required building and managing two distinct brands with different roles, while ensuring both could grow effectively.

Approach

Bongo partnered with the team to support both the evolution of Mac’s and the launch of Liberty, while driving performance through ongoing SEO.

We focused on three key areas:

• Brand architecture and positioning
  Helped define the roles of each brand, positioning Mac’s as a regional leader and Liberty as a national platform designed for scale.
• Brand and website development
  • Modernized the Mac’s brand and upgraded the website to better reflect current capabilities and improve usability
  • Built the Liberty brand from the ground up, including identity, messaging, website, and launch-ready positioning
• Sales and marketing materials
  Developed a full suite of materials to support Liberty’s go-to-market efforts, including sales collateral, conference materials, and brand assets to establish credibility quickly.
• Ongoing SEO and performance optimization
  Implemented SEO strategies across both brands to improve visibility, drive traffic, and support lead generation at both the regional and national level.

The goal was to create clarity between the brands while building sustainable growth engines for each.

Impact

Mac’s and Liberty now operate with clear, distinct roles supported by aligned branding, stronger digital presence, and ongoing performance-driven marketing.

Mac’s is positioned to dominate regionally, while Liberty is built to scale nationally with the right foundation in place from day one.

Proof

• Mac’s Facility Solutions
  • 1.7K+ new users and ~1,950 monthly sessions
  • 40,000+ search impressions with improving average position
  • 33% increase in Google organic traffic and 140% increase from Bing
  • 21% increase in organic views and 35% increase in organic new users
  • Modernized brand and website to better reflect capabilities and improve user experience
  • Stronger regional visibility through targeted SEO and local optimization

   

• Liberty Facilities Group
  • 79.9% increase in search impressions and improved keyword positioning
  • 10.8% increase in Google organic traffic
  • 38% increase in engagement rate and 154% increase in form starts
  • Rapid growth in visibility for both branded and non-branded search terms
  • Successfully launched a new national brand with full marketing and sales infrastructure
  • Established early traction in search and digital engagement post-launch

Takeaway

Scaling a business is not always about stretching one brand further. Sometimes it requires building the right structure from the ground up.

By separating regional and national strategies, and supporting both with strong branding, digital infrastructure, and SEO, Mac’s and Liberty are now positioned to grow in parallel without competing against themselves.