Since 1984, SALT Light and Electric has been known for commercial and residential electrical services in Austin, Tx. After expanding to add HVAC services to the roster, SALT Light and Electric had to rethink their brand – that’s when they called ETHOS.
We got to work immediately to refresh their brand image. We started from the ground up, carefully scrutinizing and updating every facet of their brand: name, logo, photography, social media, email marketing, TV commercials, and direct mail. We completely overhauled their marketing and recruitment strategy as well as their advertising budget.
Q1 under 5% advertising & first $1 million month.
HVAC service launched fully booked through Q2. Averaging 120% capacity week over week.
Hiring increase by 150% for electrical & HVAC techs
Business owners are rightfully hesitant to start tweaking the business they’ve built from the ground up. So much hard work and rich history goes into building a business, and the last thing we want to do at ETHOS is erase that and start over. That’s why we use a different strategy when it comes to rebrands, and SALT is a perfect example of that.
The SALT name, has a deep meaning and ETHOS wanted to protect that! Here is the story…
The name SALT, has a connection with their mission statement and their belief in christian values but their brand didn’t… So we focused on bringing their mission statement “To Be The Salt & Light In The World” to life.
SALT’s truck wrap & logo both incorporate a rounded sphere which represents the world and the impact SALT wants to make in it!
The brand is ready, operations are running smoothly and SALT was ready to grow! However, SALT had more phone calls than technicians and needed to hire quick… sound familiar? So ETHOS went to work coming up with a cost effective recruitment marketing strategy to help solve some of SALT’s hiring woes. Within weeks, we had quality, vetted candidates ready to get to work and we haven’t slowed down!
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