Case Study: Liquid Environmental Solutions
Overview
Liquid Environmental Solutions (LES) is in a decidedly dirty business — yet critical to the operations of all restaurants and many industrial companies on a daily basis: the collection, treatment and disposal of non-hazardous liquid waste streams. This work is anything but trivial. Federal and state regulations governing proper management of liquid waste are quite strict, as are the fines for improper management. And beyond regulations, ensuring that liquids are properly treated so that they are completely safe to release back into the environment is critical for the health of all of us.
LES is unique in this industry populated with independent truck operators. LES provides corporate–level capability and quality assurance to a service with no margin for error. With a large fleet of brand new tanker trucks, highly-trained staff, a veteran team of legal compliance, waste treatment and and environmental experts and seasoned management, LES leads the industry in quality waste management, care of the environment, and peace of mind for customers — ranging in size from independent restaurants to large corporate restaurant chains and industrial manufacturers. LES serves the Southwest from California to Louisiana, and is one of the largest liquid waste management service providers in the country.
Challenge
LES was formed in 2002 with the purchase of another service provider in Texas by a corporate team in San Diego. The goal was to create a strong corporate brand for Liquid Environmental Solutions, one that would be trusted by companies of all sizes and that would promote customer peace of mind and goodwill in the form of environmental consciousness. Starting with only a logo, Epiphany Marketing was brought in at the beginning of 2003 to create a complete corporate identity and marketing campaign for LES.
Solution
In today’s era of growing green awareness, the time was right to build a brand around clean water and the ability to manage liquid waste streams to protect not only the interests of customers but also our environment — a message not being conveyed by competitors and a strong point of differentiation and good will. Epiphany Marketing crafted the tag line, “Protecting Your Business. Protecting Your Environment.” in response. We then created a overarching corporate identity package emphasizing the clean environment theme with the visual of a leaf floating on clear water. This theme has been extended into all literature, advertising and the Web.
Epiphany Marketing has created a series of collateral aimed at different target segments, including a high–end corporate brochure for larger corporate clients. In addition, we’ve created a multi–ad campaign for Food Service News magazine, a sales literature system, and an all–new Web site (www.liquidenviro.com). The company is now widely recognized as the premier provider of liquid waste management services in the Southwest.