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Poolwerx Poolwerx pivots messaging to keep campaign afloat



With an ever-expanding number of retail stores and service vehicles, Poolwerx is the fastest-growing pool and hot tub/spa business in the US. Their trained technicians service pools and hot tubs/spas for homeowners, tenants, HOAs, hotels and other businesses. Their friendly team is always available to help ensure that you’re able to have fun in the sun with a healthy pool that everyone can enjoy.

A Quick Fix

At the beginning of 2020, no one expected the entire business and personal front to change as drastically as it did when Coronavirus (COVID-19) reached the national pandemic level. In a few months, the way we all did business and lived our lives changed. People were staying in, quarantines began, and work from home became the new normal. Poolwerx quickly realized their most recent direct mail campaign promoting an annual sale no longer made sense. Rather than terminate the entire campaign, Prisma’s DM360 experts were able to quickly update and alter the message to reflect the changing times. Their campaign transitioned from a sale event announcement to letting their clients know that their business was essential and still available for their needs.

Data-driven Decisions

Changing a campaign directly after the initial launch can be stressful, but seeing the results of this change doesn’t have to be. The DM360 dashboard used real-time updates to show Poolwerx how their new campaign messaging was doing in an easy to understand format. Knowing an accurate number of website visitors and ads displayed, partnered with knowing how many leads were generated at what cost, providing peace of mind amid challenging times.

Mail Tracking Provides Peace of Mind

With locations across multiple states, you want to know your message isn’t getting lost in transit. Through the DM360 dashboard, Poolwerx never had to guess where their direct mail was heading. Mail tracking features provided predicted delivery times and confirmed when each piece reached its destination. The reporting function allowed Poolwerx to search by city, state, and zip code, giving them detailed information on when the updated mail piece arrived or not. Knowing when each piece was delivered allowed them to understand their campaign results and see accurate impressions.

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The Need for Imagery

Benchmark Electronics is an all-inclusive technology design, production, and manufacturing company. They are equipped to handle projects from conception to full-scale manufacturing and beyond! When they needed a mural installation on the glass walls of their conference room for their Tempe office location, Prisma’s grand format team stepped up to the plate. Benchmark wanted something that would really capture their brand and showcase the lively town of Tempe, Arizona. Prisma developed a plan that would accomplish this with style and ease.
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Maintaining the Essence of Benchmark

case-study-6 Prisma’s goal was to create a unique, functional, and visually appealing Benchmark mural. Our creative team worked closely with Benchmark to design a mural that showcased the essence of their Tempe location, while simultaneously maintaining brand consistency. The Benchmark team decided to feature something that would make them feel at home, which is why Prisma’s creative team incorporated imagery of the well-known Tempe Town Lake and “A” Mountain in the mural. This representation is exclusive to this Benchmark location; whereas their logo and tagline on the mural uphold their brand and keep it consistent amongst all Benchmark locations.
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Making it Happen

case-study-7 Prisma printed the mural directly on eight Dusted Crystal glass panels using our wide format printer. This material helps to create an aesthetic visual from the inside. While the original material for the project was going to be opaque, Prisma recommended that the panels be translucent to allow more light into the room. This was key to really making the mural pop! Prisma’s installation team brought the entire design together by also including Dusted Crystal glass on the conference room doors.
We were already doing direct mail but we had no visibility over results. Using DM360, we were able to track mail delivery and phone calls generated. The integrated digital retargeting allowed us to increase the frequency of exposure to our marketing message, redirect customers to our site, and generate more leads via tools on our platform. And because it was digital, we had the flexibility to quickly change the ad message mid-campaign. Originally, our campaign promoted a short-term sale. When the pandemic forced businesses to pivot, we were able to change our creative message to inform our customers of the actions we were taking and the new services we were rolling out to continue to provide them with all their pool needs.
Ruben Avendano
US Marketing Manager

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July 31, 2020

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