Top marketing campaign earns national gong for Poolwerx
The award season is off to a great start for Poolwerx with the first of four awards coming to fruition after the industry leader was awarded Marketing Campaign of the Year at the 2016 Swimming Pool and Spa Association (SPASA) Awards of Excellence.
A marketing campaign aimed at educating consumers on the value of certified technicians, is now the company’s most successful campaign to date.
Poolwerx CEO and founder John O’Brien said winning this award was testament to the effect of a good business strategy, with the marketing campaign the crescendo of three years’ work.
“Poolwerx was instrumental in establishing accreditation for the industry, a major strategic change that has influenced our entire business model,” he said. “We are the first company in the industry to ensure there is one accredited technician in every Poolwerx franchise.
“The marketing campaign was the final step in our plan as we wanted to create value in this proposition for consumers also. It has lifted both the bottom line and reputation of Poolwerx.
“Winning the SPASA marketing award is wonderful validation for the diligence of our entire network, especially the marketing team.”
The campaign included a TV commercial, targeted weather sponsorship and advertorials, resulting in a 165 percent increase in phone enquiries and 139 percent increase in online bookings.
The SPASA award is one of four top industry awards the company is vying for in the next few months, with the rapidly expanding pool and spa maintenance business also recently announced as a finalist in the prestigious Established Franchisor of the Year Award by the Franchise Council of Australia (FCA).
It also boasts a finalist in the Franchisee of the Year category (single unit, two or more staff): David and Zivanja Copsey from Victoria, and Field Manager of the Year Award: Stephen Halls from Queensland.
“The success of our finalists reinforces our position in the market as a franchise of choice,” Mr O’Brien said. “It also comes off the back of a hugely successful 12 months last year that saw the company achieve 20 per cent growth. Winning these awards would certainly cap off a brilliant year.
“However, no matter what the result, I feel privileged to be a part of a business that always focuses on improving and refining its professionalism, systems and brand year after year.”