Zodiac Pool Systems, one of the “Big Three” home pool equipment manufacturers in North America, offers innovative products that enhance the pool ownership experience.
Zodiac needed a strategic communication partner to differentiate it from the competition, amplify its relationships with pool builders and retailers and craft creative strategies to add to its bottom line.
Leadership at Zodiac called on our team to tell its story, drive registration for its industry programs and ultimately earn market share from its competitors.
We evaluated Zodiac’s existing objectives and marketing efforts to develop tailored public relations, social media and influencer marketing strategies focused on brand storytelling.
To support these strategies, we created branded content that showcased Zodiac’s industry thought leadership, devotion to innovation and commitment to the ultimate customer experience.
Our strategies generated new touchpoints with current customers across all segments while inspiring a new audience to embrace the Zodiac family of brands.
The first year of our support resulted in Zodiac’s best financial performance on record.
Our second year of support resulted in Zodiac capturing greater competitive market share and another year of record-breaking financial performance.
Some of our strongest PR outcomes for Zodiac included…
- 1,500% increase in earned editorial reach from pre-(W)right On baseline in 2015 to the end of 2017
- 59% increase in Strength of Voice score (a measure of the quality of a piece of coverage) year over year
- The launch and growth of an influencer marketing plan that generated over 100,000 targeted video views
- 100% increase in social media audience, 200% growth in social media reach and 300% growth in engagement from 2015 to 2017
- Bonus: We supported Zodiac’s acquisition of several new businesses and brands as well as its merger with a publicly-traded company, Fluidra, creating a global pool industry leader with operations on every continent.