Rolling Billboard - January 2022

Rolling Billboard - January 2022

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When it came time to develop a logo or brand for Frasier’s Plumbing and Heating in Rhinelander, Wisconsin, owners Phil and Joanna Frasier got some help from Phil’s mom, Joan. She came up with the idea for a rubber duck in 2003. Jared Frasier and another marketing person came up with the scheme after some hard work. There were also conversations about putting the duck in a tuxedo, but the team settled on the duck with a uniform shirt. Phil then developed the slogan “Considerate People, Considerate Service, Consider it Done,” which was trademarked in 2003. Joan’s idea for the duck was because, as she put it, “everyone loves a duck, especially a little happy duck.” The slogan and the duck are on all of the company’s 19 service vehicles, including the parts running vehicles and the install trailer. The truck shown here is a Chevy Express 3500 fitted with a 12-foot FRP from BayBridge Mfg. All of the company’s service vehicles are also equipped with shelving and storage solutions from American Van Equipment. For more information on Frasier’s, go to 

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Send photos of your truck or van lettered with your company name and design. Please limit your submission to one vehicle only. Also include a photo of the inside of the vehicle to show your storage solutions. Your Rolling Billboard submission must include your name, company name, mailing address, phone number and details about the truck, including the manufacturer, what you use for storage, and any other details you consider important. In particular, tell us what features of the truck help make your work life more efficient and more profitable. Email your materials to  We look forward to hearing from you!


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