Pinch A Penny

Description: This Florida-based pool supply and equipment franchise store chain was the life’s dream of the original owner, who sold pool supplies out of the trunk of his car. The company was established in 1975 and now consists of 175 stores in Florida, Georgia, and Alabama.

Target Audience: The consumer base consisted of any household that owned a pool or spa. The emphasis on family fun was the guiding force.

Situation: Zelen Communications was hired to take the family-owned business and turn it into a highly competitive player in the pool supply market. Faced with competition from a much larger west coast-based chain as well as home improvement chains carrying pool-related products, Pinch A Penny needed to create a brand that could not only push back the incoming companies, but also establish itself as the industry leader in its market space.

Solution: Zelen crafted an entirely new brand image featuring children to convey family and fun. The secondary message was to firmly position the company as the principal source for pool-related products and information. We developed a strong, identifiable brand through consistent messaging and design standards and a unique image library of children. All of this was deployed across multiple marketing mediums from direct mail, radio, TV, and print ads to a cohesive Internet presence.

Results: Pinch A Penny has been able to not only stave off the competition, but also continue to thrive in this competitive market. The brand is vibrant, relevant and still evolving since its inception.