TSS Facilities & AC South

After onboarding the client, we recommended a complete rebranding strategy. This would include designing and implementing new logos across all of their marketing activities, and website, ensuring new brand colours and icons would be featured correctly. In order to reach maximum impact of the new brand, we proposed a complete overhaul design of their business vehicles to capture the essence of the brand effectively. 

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Alongside the branding project, we also implemented a six-month marketing strategy which identified key areas of marketing we’d recommend to achieve their objectives. This included a mix of organic social media, blog writing, campaign creation, email marketing, event support and award writing.

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Branding and Website 

When deciding on the logos, we needed to think about what resonated with each of the brands as the previous characters were feeling outdated. Working across the South East;

• TSS Facilities targets B2B, offering HVAC, plumbing, and electrical services to various industries, such as hotels, offices, and hospitals.
• AC South targets B2C and B2B, offering local air conditioning installation and repairs.

The challenge was that each brand needed its own identity, but the brand also needed to have a connection between both companies. After experimenting with many ideas, the design team went down the route of implementing a mascot for each of the brands that would be featured on the logo. 

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For TSS, our design team came up with the fantastic idea of a chameleon - as a nod to ‘blending’ to whatever job is required. Chameleons are known for their adaptability, traits that are highly relevant to the facilities management industry. These reptiles are able to change their colour to blend in with their surroundings, adapting to different environments - much like how facilities management companies must adapt to the unique needs of each client. 

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For AC South, the team went down a more traditional route creating a personal mascot relevant to air conditioning - hence we went for a penguin!

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Penguins are known for their ability to thrive in cold environments, making them a natural fit for an air conditioning company specialising in keeping indoor environments cool. They are also highly recognisable and beloved by people of all ages - so certainly a memorable mascot that can help to increase brand recognition and customer loyalty. 

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Both of these new designs were modern, sleek, and eye-catching, helping the company to stand out from its competitors. They made purple the dominant colour for both brands (previously, navy was the dominant colour for AC South) to show the connection between both companies, with accent colours of pink for TSS, to stick with the original colours, keeping it bold and bright, and blue for AC South, to relate to cooling. 

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Van Wraps and Merchandise 

Once the logos were signed off, we brought in our marketing team to help implement the brand. To kickoff, they started with van wraps, ensuring each vehicle had the new brand colours, theme, and most importantly, the mascots! We also worked on branded mugs, business cards, information packs, flyers, boiler stickers, social templates, and outdoor signage, etc, to ensure they had everything they needed to strengthen their brand identity.

Website 

We collaborated closely with their website agency and have remained in close contact with them to implement their new brand and mascots across their website. We also write regular reactive and proactive blog content, which the web team upload for us. A few recent articles include ‘The Role of Air Conditioning in Commercial Spaces: Efficiency and Comfort’ and ‘The Importance of Water Testing and Monitoring’. Lastly, we work closely with their SEO team to ensure we maximise their blogs by focusing on relevant keywords for organic rankings.

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Marketing

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Charity Collaborations 

We supported both TSS and AC South with their charity collaborations. The team selected St Catherine’s Hospice as their charity of the year and TSS donated 12 TV’s for the patient rooms. The leading account executive, Michelle Solomon, went along on the day for additional support when they delivered the TV’s to gather content and do interviews to use on social, PR distribution and on their website. 

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We also supported AC South when they sponsored a penguin called Chilli at Drusillas Zoo, which was fitting! Alongside this, we introduced AC South to our client, St Peter & St James (who we also do the marketing for), and they will be donating raffle prizes for their Shine Bright event, which takes place later this year. 

Organic Social Media 

One of their core objectives was to increase their following and brand recognition across their organic social media and with the new branding in place, this was a great opportunity for us to draw a line in the sand and start fresh with their content. We introduced regular posts across Meta, Instagram, and LinkedIn, ensuring the brand was consistent throughout. Each of the posts covered various content pillars, including educational, inspirational, credibility, FAQs and USP’s. 

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We also had the freedom to be creative with their mascots by implementing different versions to hook onto topical content for fun and fresh ideas. For example, we dressed the chameleon and penguin up for the 2024 Euros and for Pride month. We’ve had them dressed for Christmas, Halloween and Easter and even martini day! 

Across the board we have seen a steady increase in following and engagement rates;

• TSS Instagram account grew from 17 followers in 2022 to 94, with an average engagement rate of 3.10% (industry standard is 1.61%)
• AC South Instagram account grew from 10 followers in 2022 to 82 with an average engagement rate of 2.5% (industry standard is 1.61%)
• TSS LinkedIn account grew from 2,628 followers in 2022 to 2,748 
• AC South LinkedIn account grew from 36 followers to 133 

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Newsletter 

As another touchpoint we introduced a quarterly newsletter via Mailchimp to target warm leads for anyone who has signed up on their website and existing clients with general updates, exciting news, company updates and testimonials. 

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Across the board, they had an incredible open rate of 50%+ for their quarterly newsletter, which is way above the industry average of 25%. 

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Alongside this, we also implemented a bi-monthly newsletter to their internal team, to keep employees updated with key events. 

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Award Entries  

We were absolutely delighted that AC South won New Business of the Year at the Gatwick Diamond Business Awards in 2024, which we also got published via SussexWorld. As AC South is the newer arm of the business, it was vital to work on brand recognition and awards are a perfect way to achieve this. It helps establish them as a trustworthy brand and sets them apart from their competitors. This was also their first-ever entry for an award, and they won! 

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Event Marketing 

Every year, TSS holds an annual business conference for their employees, which we help organise for them. In recent years, we have produced branded merchandise and exclusive goodie bags for all the team members, which included a branded hat, water bottle, pen, key ring, plus a branded plastic bag to put everything in. On the day, our in-house photographer went along to the conference to support on the day as well as getting content (interviewing staff and general photos).  

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