Ancient City Pools & Design (ACPD), a leader in creating customized pool and outdoor living experiences, sought to expand their brand footprint and drive increased engagement through a more robust digital marketing strategy. To achieve this, ACPD partnered with Mindful Solutions St. Augustine (MSSA) to develop and implement a comprehensive strategy that included website enhancements, on-page and off-page SEO improvements, social media management, content development, and a paid digital effort. By leveraging these tactics, ACPD was able to optimize their online platform, attract new customers, and ultimately boost sales. This case study explores the strategic approach, and detailed actions implemented to realize these goals. 

The Challenge

Ancient City Pools & Design is a small business that needed a plan to establish and grow their business in a competitive landscape. The company’s early success with minimal marketing was a clear indicator that the company had the potential to grow exponentially with the right approach. ACPD does not have an in-house marketing team and needed to outsource this function. They needed a review and recommendations for improvements to their website. Social media was an unleveraged channel for ACPD. And the company needed a cost-effective plan for launching paid digital advertising efforts. This case study will delve into how these issues are tackled to enhance ACPD’s online impact and drive business growth.

The Solution

Ancient City Pool & Design’s engagement with MSSA provided them with the marketing expertise and resources they need to implement an integrated yet targeted approach across multiple facets of their digital strategy.

MSSA started with a comprehensive audit of ACPD’s website and online presence. From there, MSSA built a roadmap for digital media expansion that started with improvements to the ACPD website. These included: navigation and content organization edits that enhanced the user experience (UX); on-page content edits to drive SEO; implementation of expanded internal linking; creation of additional calls to action (CTAs); and ongoing updates to the website as needed.

With no social media in place, MSSA immediately set up ACPD’s social accounts, performed hashtag research to leverage expanded audience reach, developed a social media content calendar, created social copy and graphics, implemented a boosted FB strategy, handled all social posting, and provided reporting and analysis on social media performance.

The final piece of the puzzle was Google Ads. For ACPD to stand out from its competition and dramatically expand its reach in local markets, one of the key marketing channels they wanted to leverage was Google Search. Through their engagement with MSSA, ACPD was able to quickly implement a targeted and strategic Search campaign that had an immediate impact on their website traffic and service consideration. R

Regular performance tracking across channels and check-in meetings with the client ensure that all strategies are aligned with ACPD’s goals and adjusted as needed for continued success. 

Results

Ancient City Pools & Design (ACPD) continues to see an upward trend in their website traffic, search ranking, engagement, brand visibility, leads and sales. One pool sale in Q3 2024 was directly attributable to MSSA’s efforts and more than offset ACPD’s costs for the entire annual marketing budget.

Social Media

From February 2024 to date, ACPD’s combined Facebook/Instagram reach has grown from zero to 19.8K, with 5.15K driven from organic posting and 14.8K driven by boosted posts. Facebook visits have grown from zero to 2.3K. MSSA generated 73 posts for ACPD over this six-month period, and quickly leveraged these channels to drive site traffic and drive lead generation.

Top Performing Social Posts