Feature
Three Rhoads Energy Affiliates Rebrand Under Parent Identity
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hree affiliates of the Rhoads Energy Family of Companies just got a new name and logo. The good news is that its customers will still be served by familiar faces and have access to an expanded slate of services. The three companies have already been operating for several years as part of Rhoads Energy, a leading provider of fuel and HVAC services in Southcentral Pennsylvania:
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Aulenbach & Son (Eastern Berks County)
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Boyertown Oil and Propane (Tri-County Region – Eastern Berks County, Northwestern Montgomery County and Northern Chester County)
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Mack Energy (Eastern Chester County and the Main Line)
Now, all will transition from their original brands to the Rhoads Energy name and logo. The move will streamline operations, lower costs, and clarify Rhoads Energy’s position in the marketplace. It will also make the entire slate of the company’s services available to customers of the affiliates. “This rebranding will consolidate our team under the same umbrella while maintaining hometown, high-quality service and values,” said Michael DeBerdine, CEO of Rhoads Energy. “We expect a very smooth transition for our team members and our customers.” To plan for the transition, Rhoads Energy consulted with the original owners of the affiliates, when available, and leaned on
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its recent success integrating other companies in the well-known Rhoads Energy brand. Last year, Rhoads Energy folded another company, Lebanonbased V.R. Boltz Inc., into the parent brand. The move reduced confusion and improved service, leading Rhoads to continue the strategy with the other affiliates. In many ways, the three companies now making the transition were already woven into the Rhoads culture. DeBerdine noted the companies share phone systems, dispatching and operating guidelines. Equipment technicians from the affiliates have already transitioned to become part of Cool Crew, the HVAC service group Rhoads Energy launched last year to highlight the depth of its expertise with equipment installation and service. More than 50 Cool Crew technicians now serve residential and commercial customers in the company’s five-county footprint across southcentral Pennsylvania. Soon, the communities served by Aulenbach & Son, Boyertown Oil and Propane, and Mack Energy will notice some changes. The Rhoads Energy name will appear on delivery vehicles, uniforms, signage and correspondence. Its websites will begin to redirect to the Rhoads Energy website, which will provide more detailed information on services and a blog section offering tips.
