Enter Design was tasked with building a new pool company's presence from the ground up. The project required creating a complete brand identity—from the name and logo to the online experience—and then launching a multi-channel digital marketing strategy designed to generate qualified local leads in Fredericton's competitive residential pool sales market.
This case study outlines our integrated approach, from initial brainstorming with AI tools to the development of a custom, lead-generating website and a targeted post-launch marketing plan.
Relevant Services Used:
- Brand Strategy
- Website Design & Development
- Search Engine Optimization (SEO)
- Pay-Per-Click (PPC) Advertising
- Content Marketing
- Social Media Marketing
- Lead Generation
The Challenge: Creating a Memorable Brand in a Crowded Market
The primary challenge was to launch a new pool company with no existing brand recognition. To succeed, we needed to:
- Develop a unique and memorable brand name and logo that could stand out in the Fredericton's competitive pool market.
- Secure an easily recognizable URL.
- Build a professional website designed not just to showcase information, but to actively guide visitors toward booking a free assessment.
- Establish trust with potential customers from day one.
The Solution: An Integrated Brand Launch and Multi-Channel Marketing Strategy Our senior team implemented a phased approach, starting with brand creation and moving through to a targeted marketing launch.
1. Building the Brand From Scratch
A Data-Driven Naming Process
Our first job was to land on the perfect name. We conducted keyword research and an analysis of competitors' names to come up with a list of potential names that would be unique and memorable to people in Fredericton and surrounding areas. Using ChatGPT to brainstorm creative ideas, we settled on SunSplash Pools, a name that was unique within Canada's pool industry and allowed us to secure the simple, memorable URL sunsplashpools.ca.
A Unique and Memorable Logo
With the name settled, we leveraged ChatGPT again to brainstorm logo design concepts. The creative direction was to develop a unique mark using colours related to summertime and pools. This resulted in a fresh, modern logo that formed the foundation of the brand's visual identity.
We used ChatGPT's logo generation capabilies to brainstorm a number of logo ideas and we settled on the logo pictured above. The logo tests themselves were grainy and not ready for print but it got us to a stage where we could take the logo and a designer (Ross) could re-create it in svg format so it would be printable and scalable in any format.
We then tested two different colour schemes. One with a teal wave that had more of a retro vibe that was present in the initial rendering from ChatGPT and another with a blue wave that the client thought was more clean and fresh.
2. Developing a Strategic, Lead-Generating Website
With the brand identity intact, co-founder Ross Merriam designed and hand-coded a custom WordPress website. This approach ensured the final product was pixel-perfect to the design renderings and free from the bloat of generic themes. It also allowed for anyone to go in and edit content quickly on the fly, without any programming knowledge.
The website was strategically architected to drive leads by having:
- An Engaging Homepage: The homepage immediately draws visitors in with a stock video of a family enjoying a pool. It clearly showcases pool packages at three different price points and features abundant, clear calls to action that guide visitors on a journey through the offerings.
- A Clear User Path: The primary goal of the homepage is to lead visitors to book a free assessment for a pool installation.
- Building Trust: The site builds credibility by highlighting the relationship between Sunsplash Pools and our child company, J.L. Engineering and Construction. It also transparently details the step-by-step pool purchasing process: Free Assessment -> Custom Quote -> Deposit & Installation Date -> Permits -> Pool Delivery & Installation.
- Supporting Content: An "About Us" section, a blog, and a Frequently Asked Questions page were created to provide valuable resources for users needing more information on the benefits of fibreglass pools.
3. Implementing a Multi-Channel Digital Marketing Strategy
Following the website launch, we initiated a comprehensive marketing plan:
- Content & SEO: A content strategy was put in place with a regularly updated blog. This was coupled with a local SEO strategy designed to start ranking for the valuable local keyword "pool installation".
- Paid Advertising: A Google Pay-Per-Click campaign was launched to capture immediate search intent. This was supported by a Facebook and Instagram retargeting strategy to re-engage previous site visitors.
- Social Media: We launched social media marketing campaigns focused on gaining followers and highlighting the company's unique value proposition: a two-day pool installation.
The Results: A Successful Brand Launch and Lead Generation Engine
The integrated launch successfully established Sunsplash Pools as a new, professional, and trustworthy player in the local fredericton pool sales market. The website provided an immediate and effective tool for capturing and converting customer interest.
- Key Result: Successfully launched a new brand and a custom, lead-generating website from a standing start.
- Performance Metric: We were able to start ranking in google's local search engine results with in 2 months of launching the website and, at the time of this writing, have reached 3rd in the SERP's for the search term "Fredericton Pool Sales".
- Lead Generation: Our strong first page search engine ranking has also been bolstered by a small-budget Google Ad words campaign with very specific high bottom-of-funnel keywords to specifically engage pool buyers who are ready to make a purchase and schedule a free home assessment which is our lead generation goal.
This project demonstrates Enter Design's ability to execute a complete, end-to-end strategy—from brand conception to multi-channel lead generation—to successfully launch a new business online.
Ready to launch or grow your business with a strategic marketing partner? Contact us today for a free consultation.
