Windermere Pool Services

The Client

Windermere Pool Services is a premier and reputable pool service company offering pool cleaning, maintenance, education and repairs throughout Orlando and Central Florida. This established company, with over 20 years in the market, believes that marketing is an integral part of running a successful business. Different Perspective developed Windermere Pool Services’ marketing plan including web presence strategies, advertising and design services.

The Challenge

Despite the consistent great service, the bad economy affected this company and the number of weekly pool cleanings, which is the company’s “bread and butter”, had been declining in the past couple of years. The goal for the 2011 campaign was to reallocate its budget, mainly used on one print publication, and divide it between internet marketing strategies and strategic local publications.

The Strategy

After researching Windermere Pool Services’ brand recognition, market share, competition and online presence, the Different Perspective team used creativity and knowledge to put a plan together. The focus for 2011 campaign revolved around a better online presence, including SEO, social media and video production. During the summer, the company’s high season, we also included print advertising campaign in three different local publications. Content-rich newsletters and email blasts are being sent monthly to all current clients and partners to fortify relationships and communication. Promotional postcards, tote bags and t-shirts were also designed and printed by Different Perspective.

The Results

Different Perspective worked alongside Windermere Pool Services to reinforce its brand and attract more potential clients. Through the strategic plan and research, it was determined that Windermere Pool Services has a great business foundation. By strengthening its brand with the previously mentioned strategies, the company was able to break this declining pattern and start to see an increase in the pool cleaning and maintenance department. The real bonus was the increase in pool repairs, which helped Windermere Pool Services to have its best season in eight years.

Visit their Facebook page at www.facebook.com/windermerepoolservices