APenergy

APenergy is an energy-efficiency consulting firm that has been around for 35 years. Hank van Ormer founded APenergy in 1986 as Air Power USA. In the beginning, the company’s focus predominantly centered around compressed air.

In the 2000s, the company began looking for new revenue streams and shifted toward utility incentives and energy-efficiency consulting. Today, 70 percent of the company’s revenue comes from utility incentive programs.

APenergy has broadened its expertise beyond compressed air and vacuum systems in the last five years to include process cooling, hydraulics, automation and controls, industrial process changes, power quality, steam and heat recovery systems, and lighting.

After experiencing continuous success as energy-efficiency management experts, the company decided that it was time to change its name from Air Power USA to APenergy. To help with the transition and rebranding, APenergy connected with POLA Marketing.

POLA was able to help APenergy refocus its messaging and branding to match all of the services it offers.

“We have a 35-year-old company whose old branding fit a niche that we outgrew over the last few years,” said Marc Prosch, operations director at APenergy.

Changing Air Power USA to APenergy was an unactualized goal repeatedly placed on the back burner as it appeared too daunting for the APenergy team to implement effectively.

“POLA managed our change in voice and gave us a branding that encompasses the entire suite we’ve hidden under the old name for years,” Prosch said. “We cannot thank them enough for their thoughtful input [and] keen eye for details that are often lost when companies undertake a rebranding effort.”

With our proactive marketing strategies, POLA’s team identified ways to increase APenergy’s brand awareness by targeting the right audiences.

“They set realistic timelines and kept my team updated on progress and potential upcoming challenges, as well as making requests and recommendations to promote future growth,” Prosch said. “Their attention to detail with a backdrop of data-driven analytics has been imperative to further our growth.”