Client: Copper Creek Pools

Challenge
Copper Creek Pools is one of Arizona's premier custom swimming pool builders. With a proven heritage of serving the high-end of the market with outrageously unique pools and unsurpassed quality, Copper Creek turned to Mindspace to help them expand marketshare in this highly competitive industry. CCP wanted to up-level its core brand, develop a website, and begin advertising and marketing efforts to increase awareness and leads.
 
Solution
Mindspace recommended a completely integrated and synergistic approach for the Copper Creek brand. Before any tactics were implemented, though, Mindspace dug into the target market's mindset. Using demographic and psychographic analysis, Mindspace quickly understood that the motivations for buying a high-end custom pool were much different than those of the typical customer who just wants a place to get wet and stay cool. Therefore, Mindspace made a bold positioning recommendation: in order to speak to the true motivations of the luxury market, Copper Creek Pools needed to change the perception of what a pool represents.
 
As such, Mindspace positioned CCP as a lifestyle choice as opposed to simply a big-ticket item expenditure. Suddenly, the pools CCP offers transformed into extensions of a prospect's total life space. We realized that people are actually in their pools less than 1% of the time. How can they enjoy their pools just as much the remaining 99% of the time - when they aren't in it?
 

	[view identity]
	[view collateral]
	[view ad one]
	[view ad two]
	[view website]

The other revelation based on research was the idea that the luxury market wants their pool to be a conversation piece. After hearing anecdotes regarding existing customers who said things like, "I don't care what it costs or what you do. All I want is to have people come over when you're done and say Holy (Expletive)!" A high-end custom pool has become a major status symbol.
 
With the strategy set, Mindspace developed a complete identity system incorporating rich colors and design elements that borrowed from water, waves, and sun. Non-traditional business cards and letterhead were developed incorporating rounded edges and two-sided printing to further reinforce (a) quality and (b) differentiation.
 
Mindspace developed a series of four lifestyle ads for a year-long advertising campaign to build awareness and preference. Each ad focuses on a different use/definition of what a pool should be to the luxury market and reinforces that only Copper Creek understands and can deliver on the lifestyle promise. Each headline began "Your kids call it a pool, you call it (blank). The first two ads filled in that blank with "The Ultimate Entertainment Center" and "Your Therapist". In the first case, the CCP pool area was positioned as the perfect setting for high-end entertaining and socializing. In the latter, the pool represented a place of escape and "centering" from a hectic, workaday world. Two more ads will round out the arsenal.
 
Response to the ads has been overwhelming and has created an amazing amount of buzz. Within less than one month, several pool builders tried to copy the Copper Creek positioning (none effectively, however); one even asked a magazine publisher to basically copy the CCP ad for them (luckily, the publisher refused). Plagiarism, although annoying, seems to be the highest form of flattery. More important than buzz, though, are results for our client and they are already impressive. In just two months since the advertising was launched, Copper Creek has more than doubled its number of opportunities and actual closed accounts, while also significantly increasing the average price per pool. The client has indicated that they are swamped and couldn't be happier. With the release of a comprehensive website and future plans for concerted campaigns for lead generation, Mindspace has done more than just help a client generate more business and build a brand... we are helping them to turn a mature industry on its ear. Not too shabby.