RUCREATIVEImpact HVAC
Scope of Work · Impact HVAC
Strategy.Brand.Growth.
A phased engagement to define where Impact wins, rebuild the brand around it, and turn it into booked jobs across the Front Range.
Where Impact stands
A reputation the market hasn't heard about yet
Annual revenue, 20 employees, est. 2011
Google rating across 943 reviews
Monthly marketing spend, no plan behind it
Monthly website visits
Owners' rating of the current website
Customers already say what most brands pay to claim: on time, explains it in plain English, fixes it fast, fair price. The work ahead is making that visible, consistent and repeatable.
12-month outlook
Clear goals, and five things in the way
Success in 12 months
- About $6M in sales and $800K in profit
- Add-on replacements (AOR) up 15%
- One cohesive brand and consistent marketing
- Rating held near 5 stars, high NPS
- A team that stays because the culture pays
What's in the way
- Not enough inbound leads
- Comfort advisor runs 3–4 quotes a week, not 7–10
- Low awareness next to larger local brands
- No follow-up on estimates or past customers
- Seasonal swings in demand
The goal is three or four more replacements a month
Added revenue to go from $5.5M to $6M
AOR installs at the $12K average ticket
Extra installs per month
Lifting James from 3–4 to 7–10 quotes a week adds roughly 190 quotes a year. Closing about 1 in 5 of them covers the gap, before any gains in service or plumbing.
Illustrative, from intake figures. Close rates and margins get validated in Phase 1.
Opportunities
Five levers we expect to matter most
Make the reviews the brand
943 customers already describe the positioning: shows up on time, explains it, fixes it fast.
Mine ServiceTitan for aging systems
Homes with 10–15-year-old equipment are an AOR pipeline Impact already owns.
Close the follow-up gap
Automated estimate follow-up and past-customer email, right where leads drop off today.
Rebuild the site as a lead engine
Obvious ways to book, call or request a quote, wired into ServiceTitan.
Stretch dollars with Carrier co-op
Carrier covers 50% of qualifying branded materials. Design for it from day one.
The approach
Strategy, then brand, then tactics
01 · Insights + Strategy
Know where Impact wins and why.
Jan–Feb · 5 weeks · $10,920
See deliverables →02 · Brand Identity
Look like the company you already are.
Feb–Apr · 7 weeks · $13,000
See deliverables →03 · Tactical Execution
Turn the brand into booked jobs.
Apr–Jun · 12 weeks · $18,980
See deliverables →Each phase covers only what must happen now. Everything else moves to a monthly retainer.
Phase 01
Insights + Strategy
Define who Impact is for, where it wins against Front Range competitors, and the 12-month plan to get there.
84 hours · 5 weeks
Moves to ongoing
Held back on purpose — this starts with the retainer, not the foundation.
Customer interviews, competitor monitoring, quarterly plan updates
| Foundation deliverable | Hours |
|---|---|
| Kickoff + stakeholder interviews | 8 |
| Market + competitive analysis, marketing lens | 14 |
| Customer insights: reviews + ServiceTitan data | 12 |
| Sales funnel + customer journey audit | 12 |
| Digital + local search audit | 6 |
| Positioning + messaging strategy | 16 |
| 12-month growth roadmap, budget + KPIs | 10 |
| Strategy readout + project management | 6 |
| Phase 1 total | 84 |
Phase 02
Brand Identity
A full rebrand that keeps the Impact name and builds an inviting, professional, memorable identity across every touchpoint.
100 hours · 7 weeks
Moves to ongoing
Held back on purpose — this starts with the retainer, not the foundation.
Fleet wrap design, yard signs, door hangers and the wider collateral rollout
| Foundation deliverable | Hours |
|---|---|
| Brand platform: story, voice, pillars, tagline | 18 |
| Logo + identity: 3 directions, 2 refinement rounds | 40 |
| Color, type, iconography + photo direction | 14 |
| Core brand guidelines, incl. Carrier co-op rules | 12 |
| Day-one kit: business cards, uniforms, hats | 8 |
| Presentations, revisions + project management | 8 |
| Phase 2 total | 100 |
Phase 03
Tactical Execution
A new lead-generating website, automated estimate follow-up, and a refreshed Google Business Profile to put the new brand to work.
146 hours · 12 weeks
Moves to ongoing
Held back on purpose — this starts with the retainer, not the foundation.
City pages, citations, reviews, seasonal email, the AOR campaign and paid media
| Foundation deliverable | Hours |
|---|---|
| Website UX: sitemap, wireframes, conversion paths | 16 |
| Website copy: core pages + key service pages | 24 |
| Website design: desktop + mobile templates | 30 |
| Build, ServiceTitan booking, tracking + launch | 50 |
| Automated estimate follow-up sequence | 12 |
| Google Business Profile refresh with new brand | 6 |
| Project management + launch support | 8 |
| Phase 3 total | 146 |
Ongoing work
What moves into ongoing work
Brand rollout
Fleet wrap design, yard signs, door hangers, sell sheets, referral cards, maintenance-plan one-pager, SetSale proposal template.
Local search + reputation
Review generation system, citation cleanup, city and service pages, ongoing on-page SEO.
Campaigns
AOR replacement campaign, seasonal email (furnace, AC, plumbing), LSA and Google Search, Meta retargeting.
Content + insight
Photo and video shoot direction, social content, customer interviews, monthly reporting and plan updates.
Investment
Foundation: 330 hours, $42,900
| Phase | Timing | Hours | Fee |
|---|---|---|---|
| 01 Insights + Strategy | Jan–Feb | 84 | $10,920 |
| 02 Brand Identity | Feb–Apr | 100 | $13,000 |
| 03 Tactical Execution | Apr–Jun | 146 | $18,980 |
| Foundation total | 24 weeks | 330 | $42,900 |
| Ongoing retainer | From July | 30/mo | $3,900/mo |
| 2027 total, 6 retainer months | Jan–Dec | 510 | $66,300 |
Payback
The foundation equals fewer than four AOR replacements at the $12K average ticket.
Inside the $30–60K range, with marketing that keeps running after launch.
Ongoing work · From July 2027
A steady retainer, priorities set together
Growth · Recommended
30 hours a month. Clears the backlog in about six months.
Essential
20 hours a month. Same backlog, slower pace.
Monthly planning session
We pick next month’s work from the backlog, by impact and season.
Flex without change orders
Swap, add or defer work inside the monthly hours.
Predictable billing
Billed monthly in advance. Unused hours roll over one month.
Simple term
Six-month initial term, then month to month with 30 days’ notice.
Timeline
Foundation done by July, then ongoing growth
Milestones: strategy readout Feb 11 · brand approval Apr 1 · website launch late June · retainer starts July 1.
Scope boundaries
What's not included, and what we need from Impact
Third-party costs, billed separately
- Ad spend (LSA, Google, Meta)
- Printing, postage and apparel production
- Wrap production + install, ~$5–7K per vehicle
- Photo and video crews
- Hosting, plugins, stock and font licenses
- ServiceTitan and SetSale add-on fees
Impact provides
- One point of contact, with Lucas + Lindsay signing off
- Feedback within 5 business days per round
- ServiceTitan data exports and admin access
- Access to website, Google, LSA and analytics
- Team time for interviews and the shoot day
- Vector logo, photos, Carrier co-op standards
How we'll work together
Phase gates
Each phase is approved and invoiced on its own. Impact can pause between phases with no penalty.
Billing
$130 per hour. Foundation: 50% of a phase at its start, the rest at approval. Retainer: monthly in advance.
Changes
Work outside this scope is estimated first and billed hourly only with written approval.
Reporting
Bi-weekly check-ins and a running hours report against each phase estimate.
Open questions
Five questions that shape the plan
Which revenue target?
The intake lists $500–600K a month, $5.9M for 2027, and $6M in 12 months. Which do we plan to?
What's the income floor?
The household income that makes an AOR customer viable. We'll help set it from ServiceTitan data.
What about electrical?
It's in the descriptor line but subbed out at zero margin. Keep promoting it, or plan to hire?
Which weeks are off-limits?
Peak furnace and AC weeks when the team can't take on reviews, interviews or a shoot.
How will wraps roll out?
All 13 vehicles at once, or phased in as budget allows and vehicles cycle?
Next steps
Ready for January
- 01
Review this scope and mark any changes
- 02
45-minute call to settle the five open questions
- 03
Sign the foundation SOW and pick a retainer tier in December
- 04
Kick off the week of January 11, 2027