Strategic Focus:
Strategic Focus:
Growth and Expansion Across the US Sunbelt
Client
Situation & Ask
Client Situation & Ask
In 2013 the owners of Bay Area Pool Service (a 60+ year pool service company based in Tampa, FL) was looking for a National Brand & Story to facilitate their growth strategy and expansion in Florida, Texas, Arizona, Georgia and South Carolina.
Partnership
Accelerate the Company’s ability to attract future team members for expansion, while developing angles of approach as a catalyst for expansion and customer growth across the sunbelt region.
Clarity &
Opportunity
Clarity & Opportunity
After some homework, ride-a-longs with pool techs, discovery sessions, and numerous chats with various members of the customer service team, managers, operations team and the owners – we immediately learned three things
1
The culture and people were incredible (one of the best we had ever seen);
2
Every team member we met was career focused (most surprisingly the pool techs); and
3
Bay Area Pool Service had an incredible customer experience that was buried under ‘pool service industry’ rhetoric (they looked and sounded like everyone else in their category).
Big Picture Strategy
& Actions
01
Create a name and positioning statement that served as the foundation for their story.
We believed that the name ‘Bay Area Pool Service’ had no relevance beyond Florida’s Gulf Coast and did little in terms of differentiating the brand within the pool service category.
The idea for renaming the company ‘Pool Troopers’ originated from the fact that a lot of the pool techs were retired military who loved the structure, systems and level of professionalism that the company employed. The positioning statement reinforced the DNA of the company’s culture – to lead and serve with a hero’s mindset.
02
Develop a Memorable Visual Identity
The entire customer experience was about making people smile and elevating the perception of a pool tech as a career. The decision to go with a cartoonish like character (Trooper Ted) was designed to simultaneously evoke a spirit of ‘fun’ while reinforcing professionalism, while reflecting their internal culture, and making external recognition of the brand sharper.
03
Create a Neighborhood Buzz
We leveraged the company’s fleet of 100+ rolling billboards (service and mechanic trucks) to cut through the noise – while targeting pool dense neighbourhoods with story-based mailers and door knockers (delivered by pool techs in trucks where they had customers).
04
Leverage the Customer Experience, Systems & Buying Power
We wanted to create word-of-mouth separation by focusing less on pools and more on the pool techs, and backyard pool owners. We also leveraged the pool
05
Design a Story-Based Website & Team App
The overall goal was to create a ‘National Brand’ feel, people focused, simple service package options, customer benefits, showcase our heroes, instant customer communication, team accountability.
06
Develop an Internal Team Playbook & Transition Guide
To help service people live our story on a daily basis, and to make the transition after the purchase of an existing pool service company simple and consistent we created a frontline playbook and guide.
Growth & Results
Since 2013
1
Pool Troopers is the Largest Pool Service Company in the United States
2
Rated #1 in America for 5 Consecutive Years 2019-2024 (Jandy Pool & Spa News)
3
USA Today – Top Workplaces 2024
4
18 Locations in 5 States FL, GA, SC, TX, AZ
5
20,000+ Customers
6
400+ Service Trucks
7
600+ Employees
