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From Zero to Social Media Super Hero

Background

Zodiac Pool Systems is a global leader in swimming pool and spa products and services. Zodiac turned to Clearpoint Agency for social media planning and execution for its parent brand – Zodiac Pool Systems – as well as its leading pool cleaner product – Polaris. The objective was to engage and increase followers on both Zodiac and Polaris’s social media platforms.

Challenges

Zodiac had no social media presence at all when Clearpoint was hired in May, 2011. Another challenge was that Zodiac is a business to business company that doesn’t sell directly to consumers, so the social media platforms needed to create pull through with consumers while also engaging pool dealers and retailers that sell Zodiac’s products.

Solution

Clearpoint researched the pool industry and Zodiac’s competitors to see how they were communicating on social media channels. Clearpoint then met with Zodiac executives to develop brand messaging and differentiators. Based on this research, Clearpoint developed a creative social media strategy using Facebook and Twitter, and later added LinkedIn and Pinterest to meet Zodiac’s unique goals. Part of this strategy included sweepstakes on Facebook during the pool season to increase “likes”. Clearpoint oversaw the creation of the entire sweepstakes, including concept, Facebook artwork, sweeps management, and quantitative results.

Result

During 2011-2012, Clearpoint grew Zodiac’s social media presence from non-existent into an engaging program that pool dealers, consumers and Zodiac employees could be excited about. Engagement has grown on all social media platforms. Comments, shares, and retweets have increased steadily over time. A sweeps program in May, 2012 on Zodiac’s Facebook page increased likes by 40%. Zodiac’s social media presence continues to grow, creatively engage loyal customers, and support product sales and service.

 

“For a company as large as Zodiac, we needed a team who could field all media opportunities, grow and manage our social media presence, and provide expert PR strategy for our family of brands. Clearpoint has quickly launched numerous initiatives and gains momentum daily. We're looking forward to working with them to keep that momentum growing.”

Michelle Baldwin,
Vice President of Marketing,
Zodiac Pool Systems, Inc.

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