Sep 29, 2025
Disclaimer: This case study reflects a pitch created for a pool business and is shared for illustrative and creative purposes. It represents the type of strategic and content-driven approach we develop for clients in the home services industry.
Overview
If you’ve ever owned a pool, you know two things:
It’s beautiful.
It’s a lot of work.
And for many homeowners, the instinct isn’t “Let me call someone.”
It’s “Hold on, I’ll Google it.”
This case study demonstrates how we would help a pool business tap into that DIY mindset and position itself as the go-to resource for tips, tricks, product guidance, and, most importantly, trust. The strategy focuses on social media storytelling, educational content, brand identity, and a long-term expansion plan designed to grow along with the company.
The challenge
The pool industry has a unique customer base. Most pool owners fall into two camps:
The DIY crowd, who want to handle everything from chemicals to pump troubleshooting
Those who want service done for them, but still want transparency and updates
The business we created this pitch for had strong in-store expertise but lacked an online presence. Their challenges included:
No existing social media strategy
A brand voice that wasn’t yet defined
Minimal digital education available to customers
A desire to expand into multiple locations in the future
A long-term vision to build an app for pool care and service tracking
Our goal: create a social media presence that reflects their expertise today while paving a pathway for the scaled business they want to become.
Our approach
We centered the strategy around becoming the most trusted DIY pool resource online, which would help them grow not just locally, but nationally as their brand develops.
Choosing the Right Platforms
To reach the majority of pool owners we selected:
Facebook: ideal for homeowners, local visibility, community groups, and longform educational posts
Instagram: visually appealing platform for quick tips, step-by-step reels, and product demonstrations
This combination allowed us to meet their core demographic where they already spend time.
Positioning the Brand as “Your Pool-Fix Friend”
Instead of feeling corporate or overly instructional, the brand would lean into being approachable and knowledgeable, the place you go when your water turns cloudy, your kids drop a toy in the filter, or you need someone to explain chlorine levels in a way that doesn’t require a chemistry degree.
We would brand them as the DIY pool expert who helps homeowners feel confident.
Creating Educational & Practical Social Media Content
Our proposed content themes included:
“Quick Fix” tutorials: how to solve common pool issues
Weekly water chemistry tips
Equipment spotlight: pumps, vacuums, filters, and how they actually work
“Before & After” transformations
“My pool is doing this… what do I do?” series
Seasonal reminders: opening, closing, prepping for storms
In-store demonstrations by staff
Customer-submitted questions answered on video
This approach not only educates current customers, but also builds national visibility over time.
Building a Forward-Looking Digital Ecosystem
Because the business had plans to expand locations, and potentially launch a customer app, we built a pitch that aligned with their long-term goals.
Once their social media gained traction, Phase 2 of the strategy would include:
App rollout, featuring
quick DIY pool guides
service tracking
appointment booking
store-to-customer messaging
seasonal checklists
Social campaigns strengthening customer experience and promoting the new offerings
Expanded brand messaging focused on reliability, convenience, and expertise
This phased approach ensures growth feels natural not rushed.
Implementation
Our pitched plan outlined:
A 90-day content pipeline
Platform-specific posting schedules
Visual branding guidelines
Voice & tone documents tailored to homeowners
Step-by-step reel formats for DIY demonstrations
Monthly reporting and adjustments
Strategy for maintaining high engagement locally while attracting nationwide attention
Everything was built to be educational, approachable, and incredibly easy for customers to share.
Benefits & Expected Impact
This strategy aims to help the business:
Build year-round digital visibility, not just summertime engagement
Become the trusted DIY pool education leader online
Increase store visits by positioning themselves as the expert resource in their area
Raise brand recognition across the country as content grows
Establish credibility for future expansions and additional locations
Create foundation for a high-value pool app
Improve customer experience through clear communication and consistent updates
Convert DIY customers into long-term service customers as the business scales
The long-term payoff isn’t just more customers, it’s a brand that people turn to first.
Conclusion
This mock pitch illustrates how a pool business can grow through consistent educational content, brand development, and a long-term vision for customer experience. When you meet customers at the intersection of curiosity and problem-solving, you build trust that lasts far beyond a single pool season.
This strategy shows how we help home-service brands transform their expertise into engaging content that scales with their business, from social media to future app development and beyond.