Challenge
The fiberglass pool manufacturing industry has had a history of quality issues. Consumers are not aware of the advancements in the industry that have made fiberglass pools a durable and reliable option for inground swimming pools. Thursday Pools is a fiberglass pool manufacturer that executes new advancements to create the most elegantly crafted swimming pools on the market. Thursday Pools is the only manufacturer that is ISO 9001 certified, which sets a high standard for excellence in manufacturing. Thursday Pools is a leading innovator in fiberglass pool manufacturing with their patented Fiberglass Pool Anchoring System, which has revolutionized the fiberglass pool industry. In an industry filled with competitors, MediaFuel helped Thursday Pools to clarify the Thursday Pools story to distinguish them from competitors. Their brand identity needed a redesign to correspond with the high-quality craftsmanship used in every inground pool design Thursday Pools manufactures.
Solution
MediaFuel created an integrated brand communication and lead generation plan to create consistent, reliable and measurable results for Thursday Pools. To earn the measurable results, the items we produced throughout the campaign include lead generation content, paid digital advertising, virtual reality videos and 360 videos. TACTICS USED Website Redesign Content Promotion Video Inbound Content Paid Digital Advertising Search Engine Optimization (SEO) Analytics Graphic Design Events
Results
After one year, MediaFuel was able to increase website traffic for Thursday Pools by 425 percent. The client now ranks in the top five results on page one for the most common search keywords in the industry. Month over month lead generation has continued to grow, and the client’s business has nearly doubled in the last year. The 360° videos were featured in Inc. magazine to highlight the innovative way the client was using digital media to generate leads. Our pay-per-click-campaigns have received click-through rates between two and seven percent. The success of the campaign is a result of the collaborative partnership between MediaFuel and Thursday Pools. Through weekly reviews and analysis of data, we’ve been able to optimize the campaigns to ensure we’re focusing on the best initiatives that are making the most impact on Thursday Pools' business. It is a highly valued partnership and requires the collective input of both teams to ensure future growth.
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