One CoolSys Rebranding Plan Pauses for COVID-19
At CoolSys, we are fortunate that many of our customers have been designated essential by the government. So even though this crisis continues to impact our business in challenging ways, we are grateful to be in a position that many companies throughout our country and the world are not.
One thing that has not—and will not—change is our 100-percent commitment to our long-term growth strategy to become One CoolSys! As you know, rebranding all of our businesses under the CoolSys name is key to achieving our One CoolSys vision.
Rebranding will enable us to provide a seamless, end-to-end solution for all refrigeration, HVAC, engineering and energy optimization services across all operations throughout the U.S. It also will establish us as the clear market leader in this field and make the CoolSys name instantly recognizable as a brand that delivers a superior level of service, skill and expertise.
While our commitment to One CoolSys is as solid as ever, we are adjusting the timetable for our rebranding activities. We already started the rebranding process with Source and SRC in January. Phase Two of the rebranding plan called for Legacy, Agape, CRM and Ron’s to be rebranded in May. We’ve chosen to delay Phase Two until January 1, 2021. We also intend to broaden the scope of that phase to include ABC and BAS, as well as other businesses.
Our original Phase Two also included the launch of our new CoolSys website, which has been in development for over six months. That launch also will be delayed until January 1, 2021, to coincide with all of the other rebranding activities.
Beginning approximately October 1, we’ll start communicating with employees, customers and vendors about the January 1 rebranding. From there, we’ll continue to communicate about rebranding plans and the timetable throughout our fourth quarter.
This necessary pause in our rebranding does not dampen our spirits toward One CoolSys. If anything, it makes us even more excited for the great days ahead, and it renews our commitment to creating a united, nationwide brand that stands for the highest level of excellence in quality and service.