Role:
Marketer / Project Manager
For this project, I was part of the marketing team completing the Situation Analysis & Marketing Plan, then took over as Project Manager. I credit all of the brand graphics and visuals to the amazing designers, Rose Balayan and Pat Lekratar.
Challenge:
Unicel is a well established pool filter company who was introduced over 60 years ago and has gained majority market share. Unicel has built a reputable and recognized brand since it opened in 1956. The problem now however, is that their most loyal customers are aging, which has slowly decreased business over the past years. The Unicel brand has stayed the same over time, but needing to reach a new target, some brand and marketing elements need updating.
At IntersectLA, we were asked to help the Unicel brand appeal more to a younger demographic, while cultivating the essential connection with older, loyal customers. This could be done however we saw fit, which included a rebranding and integrated marketing communications.
Work:
Market Research • Brand Development
Promotional Material (Print, Online, & Social) • Marketing Strategy
Work:
Market Research • Brand Development
Promotional Material (Print, Online, & Social) • Marketing Strategy
Solution:
- Rebrand Unicel for a more clean, personable, and fun look to appeal to a younger audience as well as current customers
- Provide social media graphics and posts that coincide with current trends and holidays and related to the pool industry
- Design print ads to announce Unicel’s new look to the public
Results:
*Other and more specific results were out of scope based on our client-agency relationship*
Positive customer reaction to rebrand based on Word of Mouth and Social Media Listening
Increase in Instagram followers over 1 year