ACRT had a growing problem, literally. Over the last 30-plus years, 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 their workforce.
As the organization grew into new markets through acquisitions like that of the metering company Bermex, they needed to rethink how their core brand interacted with the market. As they grew their primary business across the country, they also needed to think about how their services and staff needed to be portrayed. Internally, they 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.
With the structure of the company finalized, we got to work with the ACRT Services marketing team to rebuild their entire brand infrastructure. Deciding on a family of brands, we created a brand guideline for each of the newly formed subsets of the brand: 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 their 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 their marketing assets in one system, their team also had a true source for all their contact data.
Working with the ACRT Services marketing team, we launched the four family brands in 2018: 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 units, and it has a scalable marketing plan for how to handle future growth.