How Breeze Thru Car Wash Turned LinkedIn into a Platform for Leadership and Brand Growth

Breeze Thru Car Wash is a respected, regionally known car wash brand with locations across Northern Colorado and Wyoming. It is known for running smooth operations, investing in its people, and staying deeply involved in the communities it serves.

When OTM began working with Breeze Thru back in 2018, our focus was on the channels that delivered the greatest business impact at the time: Facebook and Instagram. As a B2C brand, Breeze Thru prioritized reaching car wash customers where they were most active. LinkedIn wasn’t a priority, by intention. The strategy was simple: focus on fewer channels and execute them well.

Once those priority channels were performing strongly, an opportunity emerged. Breeze Thru’s emphasis on leadership, culture, employee development, and community impact made LinkedIn a natural next step as a strategic expansion into a professional audience.

Check Out The Results
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THE PROBLEM

As the social landscape shifted, organic reach and engagement on Facebook began to decline due to increased competition and platform changes favoring paid media. At the same time, Breeze Thru continued to strengthen its internal culture, leadership team, and community involvement.

The challenge wasn’t that Breeze Thru needed to change its brand or messaging. The challenge was identifying where that story could live next.

LinkedIn represented an opportunity to reach professional audiences, future talent, and regional partners, but it required a completely different approach than consumer-focused platforms. Breeze Thru needed a LinkedIn strategy built specifically for a professional environment, without adding complexity or distraction from what was already working.

THE SOLUTION

OTM developed a LinkedIn-specific strategy designed to complement Breeze Thru’s existing social efforts, not compete with them. The goal was to extend the brand into a new channel by highlighting what already made Breeze Thru different: leadership, people, and community.

We focused on a steady cadence of intentional, high-quality posts (approximately 4–5 per month) crafted specifically for LinkedIn’s professional audience. Content centered on leadership perspectives, employee growth, community partnerships, and internal wins that demonstrated Breeze Thru’s values in action.

A key part of the strategy was featuring Justin Salisbury, President of Breeze Thru, as a visible leadership voice. His insights helped humanize the brand, reinforce credibility, and position Breeze Thru as a thoughtful employer and regional business leader.

Key Features & Services

  • Organic, LinkedIn-specific monthly content strategy
  • Platform-specific storytelling aligned to Breeze Thru’s leadership and culture
  • Consistent inclusion of Justin Salisbury’s leadership voice
  • Repurposing internal wins, employee stories, and partnerships into outward-facing brand proof
  • Performance reporting to refine messaging, timing, and engagement

Unique Approach

Rather than trying to “do more,” OTM introduced a focused and disciplined LinkedIn plan built for long-term consistency. The strategy respected LinkedIn as its own platform and spoke directly to professionals, industry peers, and potential employees.

This wasn’t a reactive or trend-driven effort. It was a deliberate expansion, taking an already strong culture and leadership foundation and expressing it in a professional setting where those values resonated naturally.

Obstacles to Overcome

Before this initiative, LinkedIn simply hadn’t been a priority channel. Breeze Thru had invested its energy where it mattered most for the business at the time, and we hadn’t yet explored LinkedIn’s potential as a professional storytelling platform.

There was also a need to keep the approach lightweight and sustainable. Breeze Thru’s internal team was already focused on operations and growth, so OTM built a streamlined process with clear planning, simple approvals, and ongoing performance reporting, making it easy to stay consistent without adding operational burden.

RESULTS

Outcomes (Quantitative Results)

March – July 2025:

  • +57% follower growth (compared to the previous 3 months)
  • +16% increase in total post engagement (likes, comments, clicks)
  • +15% increase in LinkedIn impressions
  • Posts focused on employee appreciation, leadership, and community stories reached 3x more people and earned 2x more engagement than previous content

Key Performance Indicators (Qualitative Results)

  • Breeze Thru is now positioned on LinkedIn as a people-first employer brand
  • Justin Salisbury’s leadership voice is clearly represented on the platform, extending his established credibility into a professional audience
  • Engagement shifted toward leadership insights, employee recognition, and community impact
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