About Holt Electrical Supplies
INDUSTRY: Full-line electrical distribution
Founded in 1960 in a drugstore basement, HOLT has grown into a regional powerhouse with seven locations and over 200,000 square feet of distribution space.
Refreshed branding and a cohesive go-to-market messaging celebrating the “middle man”
Increase in Website Users
Increase in Website Sessions
A Brand Electrified
HOLT has always done things a little bit differently than their competitors in the industry. In a sea of giant competitors with about as much of a personal touch as Amazon.com, HOLT has managed to grow and go the extra mile to help their customers win.
We met Ryan Holtzman (CEO) and Shane McCorkle (VP of Business Development) at a leadership training event, and in getting to know them, it became clear that HOLT’s brand image wasn’t doing justice to the passion and capabilities of the company. And with more and more potential customers in the industry buying products directly from manufacturers, we needed to demonstrate the value of a distributor—a middle man—that cares about its customers.
Not only did we want to take Ryan and Shane out for beers immediately, but we wanted to help their business even more—we knew that our team could help refresh HOLT’s brand and get the message out with a marketing and communications strategy to match.
Shedding Light on HOLT’s Competitive Advantage
Our goal was to capture and communicate the energy that HOLT’s team and customers knew and turn it into a results-generating asset. We began by constructing the strategic building blocks of HOLT’s brand platform—conducting research on their competitors, interviewing customers, and learning their business inside and out. While the fuller picture was coming together, we dove right into tactical deliverables like press releases and promotional communications.
Logo, Visual Identity, & Brand Voice Overhaul
With a firm grip on HOLT’s value proposition, target audience, and brand personality, we created a new logo that conveyed the energy of the company and signaled the launch of a new phase of growth. We then developed an entirely new visual system and brand voice that did what Ryan, Shane, and the whole organization had done so well from the beginning—cut the B.S. and make a real difference.
A keystone of the new brand launch was a completely new website, featuring more robust services and careers sections and the HOLT Toolbox—a collection of resources including a new blog, videos, and more.
Ongoing Content Strategy & Email Marketing
We also launched a regular company email newsletter that keeps subscribers informed of new product promotions, learning content, and industry news, in addition to activating social media channels to broaden HOLT’s reach. Finally, our team consistently supports HOLT’s sales outreach efforts with highly targeted email campaigns to engage various customer segments.
Measures of Success
At every level, team members at HOLT have embraced the new brand by proudly sporting new swag and speaking the language of the middle man who cuts the B.S. The HOLT website has garnered significantly more attention since the refresh, more than doubling organic traffic and total website sessions. HOLT has also seen terrific results in attracting qualified candidates for career opportunities in the company. Prior to the new website launch, the company had faced challenges in garnering applications for open positions. Since launch, Ryan and his team have told us that they now struggle to keep up with the interest!