The company saw a 165% increase in phone enquiries and a 139% increase in online bookings as a result of the campaign, which included a TV commercial, targeted sponsorship, advertorials, social media posts, print ads and in-store posters.
“Poolwerx recognised a service from a certified technician was above and beyond that of an unqualified technician, and we were instrumental in actually establishing accreditation for the industry. We are the first company in the industry to ensure there is one accredited technician in every Poolwerx franchise,” said Poolwerx CEO John O’Brien.
“This was completed over two years and then the next step was to create value in this proposition for consumers, which is the crux of the campaign.
“We believe it has achieved a great service for the industry by helping to lift the standard, professionalism and overall perception of pool servicing — and we’re very proud of this contribution. Winning the award is certainly kudos for all the hard work and amazing results our franchise group and marketing team has achieved.”
O’Brien says the advertorials were particularly successful as they enabled the franchise group to explain certification in more detail. The company plans to build on the campaign in the coming years.
“Through promotion of certification, we are not only educating consumers, we are also recognising the skills of our technicians and encouraging them to remain in the industry,” O’Brien said.
As a state award winner, Poolwerx is now in the running for the national awards, which will be held on the Gold Coast in August as part of the 2016 Splash! Expo.
Image caption: Poolwerx Marketing Manager Linda Horgan receives the award from SPASA Queensland President Andrew Jakovac.
Originally published by Alice Richard, on POOL + SPA (http://www.poolandspareview.com.au/content/business/news/accreditation-awareness-campaign-wins-industry-award-384680804), on 8 June, 2016