ARS/Rescue Rooter Case Study

“The new brand has given ARS/Rescue Rooter a compelling national identity, and helped the company grow into new markets.”

Challenge.

ARS/Rescue Rooter had rapidly grown to be a national air conditioning, heating and plumbing service provider. However, the company’s growth resulted from numerous acquisitions, creating a disjointed and inconsistent brand that didn’t allow them to stand out from competitors—a key element in this on-demand and recall-based industry. ARS/Rescue Rooter was in need of a new brand that projected national unity, combined the company’s separate brands of ARS and Rescue Rooter and created a modern, visually cohesive and attention-grabbing image.
Strategy.

The decentralized brand had to be simplified, and a brand hierarchy and rollout had to be developed. To create the new image, one national brand was developed. After months of research, the new brand was unveiled, including logos, iconography and all brand collateral. It showcased a bold look that was optimized for online usage and the creation of compelling van visuals—key lead generators for ARS/Rescue Rooter.
Results.

After the new brand rollout was complete, initiatives were put in place to position ARS/Rescue Rooter as an expert in the industry. One of those initiatives was Home Connect, a blog-format website that allowed consumers to submit HVAC and plumbing questions to experts and receive individual responses to their problems.

In less than eight months of the site being live nearly 100 consumer questions were received. In 2009, Home Connect received two awards from both the local and statewide FPRA Image Awards. The blog/website continues to be successful, with more than 400 consumer questions to submitted to date.

Company trucks and vans, the segment's key lead generators were redesigned with bold graphics and colors matching the new brand and logo.
Dandy & Pronto are the ARS/Rescue Rooter mascots. Their energetic, friendly, easygoing, clever and heroic personalities are reflected in all branding, design and communication.
A central online location was set up for all franchisees to find brand guidelines and standardized company forms.
An Energy Savings Challenge mini-site was created to help customers make their homes more energy efficient.
Push developed the ARS/Rescue Rooter Home Connect blog-format website, allowing consumers to submit HVAC and plumbing questions to experts and receive individual responses to their problems. The constantly updated content sought to increase the search engine ranking of ARS.com content and increase traffic, while the expert advice on HVAC and plumbing would position the company as an industry leader and consumer source for information.

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“The new brand has given ARS/Rescue Rooter a compelling national identity, and helped the company grow into new markets.”