ACRT

About Our Client

ACRT Services — which comprises a family of brands including ACRT, ACRT Arborist Training, ACRT Pacific, Bermex, and EnviroScience — partners with utilities and related organizations nationwide to help them streamline operations, enhance customer relationships, strengthen industry partnerships, and meet compliance regulations. The organization is one of the largest in the utility services space and has been a leader in pioneering standards, training, and more for over 40 years.

The Problem

ACRT had a growing problem, literally. Over the last few decades the company has grown considerably in the utility vegetation consulting and management industry. A storied, employee-owned organization, the growth was leading to new opportunities and a need for even more talent in its workforce.

As the organization grew into new markets through acquisitions, like that of the metering company Bermex, it needed to rethink how its core brand interacted with the market. As it grew its primary business across the country, it also needed to think about how its services and staff should be portrayed.

Internally, it planned out a legal restructuring of the organization to build a family of brands headed by one new holding company, ACRT Services. Making that all make sense from a brand, messaging, and website standpoint was easier said than done.

The Solution

With the structure of the company finalized, we got to work with the ACRT Services marketing team to rebuild the entire brand infrastructure. Deciding on a family of brands, we created a brand guideline for each of the newly formed subsets: ACRT (the core vegetation management company), ACRT Pacific (focused on VM for the west coast), Bermex, and ACRT Arborist Training. Each newly built brand would have its own assets, but they were all built to tie back to the ACRT Services brand. As such, ACRT Services could become the brand ambassador for the entire family, acting as an aggregator of brand success stories, job postings, and company information.

With a focus on creative for each brand in the family, we worked with the ACRT Services web team to launch four new websites, four updated logos, and new brand messaging across all of the communication channels.

As we rolled out the new websites, we also helped set up HubSpot’s marketing platform. We simplified the process of managing so many sites by enabling HubSpot to connect all the site forms together. With the new brand ready to share, we were also able to update key marketing assets like email templates, landing page templates, and form requirements to provide brand consistency across ACRT Services. By having all of its marketing assets in one system, its team also had a true source for all its contact data.

The Results

Working with the ACRT Services marketing team, we successfully launched the four family brands: ACRT, ACRT Pacific, Bermex, and ACRT Arborist Training. Each received its own new or updated logo and website that supported the overall brand elements of ACRT Services.

With that, the company has continued its focus on growing each business unit, and it has a scalable marketing plan for how to handle future growth.

You can visit the new ACRT website at ACRT.com. You can also visit Bermex at bermex.acrt.com, ACRT Arborist Training at training.acrt.com, and ACRT Pacific at pacific.ACRT.com.