Built on long-term vision, conviction in values and quality hard work, Thrasher’s legacy is as the region’s top choice.
Recent acquisitions and accelerated growth transformed Thrasher Basement Systems from a one-service, mom and pop shop founded in a garage, into a $30 million company, with a comprehensive suite of trusted, responsibly affordable solutions. With a unique and differentiating position in the residential and commercial markets as the only local designer, manufacturer and installer of geotechnical solutions, Thrasher Basement Systems struggled to connect and communicate its suite of services to internal and external audiences alike.
Additionally, they struggled with attracting top talent. Though they have opportunities for all skill sets, the common perception of the industry stands in the way of attracting diverse candidates who can help fill gaps in their expertise. Although 97% of their employees said they would refer someone to work at Thrasher, the organization was not perceived as a legitimate company with a great culture.
When Thrasher Basement Systems turned to Phenomblue for marketing and communications support, we identified an overarching company issue – the company was growing, but unable to track its success with layers of messaging, a lack of brand architecture and confusion amongst audiences on its service offerings. It wasn’t just a marketing challenge or an external perception issue – it was a company problem.
Our partnership also led to developing an employment brand that clearly articulates what it means to be part of the Thrasher team and proves that Thrasher is more than just a construction company — it’s an employer of choice.
Phenomblue worked collaboratively to establish a long-term plan to unite the numerous Thrasher services under one brand, setting up the company to grow the right way, while honoring its history. We eliminated Basement Systems from its name to free the company from a one-service silo.
Thrasher’s brand story was incorporated into a new logo and tagline and throughout its brand identity to serve as a reminder of its roots and growth. With tactical planning and execution, from truck designs to printed materials to TV commercials, Phenomblue is helping guide communication for the company to cross-sell its services without confusion – while ensuring success for the future.
To develop Thrasher’s employment brand, Phenomblue used the Rova Method to identify a sustainable and competitive ecosystem for the attraction, acquisition, retention and advocacy of talent at Thrasher. Through our process we identified their work culture, found a position they could own and defend, created messaging that would perpetuate their brand and developed KPI’s for success. With tactical planning and execution, the ecosystem included an EVP, key messaging that can be used externally on radio ads, job postings and internally as well.
Thrasher also launched their career site where job seekers can not only search and apply for positions, but they learn about company culture, benefits and can hear directly from current employees. Their career site emphasizes its culture and talent opportunities defined in their EVP while maintaining its brand identity that serves as a reminder of its roots and growth.