Hayward is a global manufacturer and supplier of pool equipment. Their goal was to raise awareness and drive participation in their Dealer Program with pool retailers and contractors while at the same time drive consumer sales through their dealers across Canada. 

Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.

Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.

More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.

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This brand had some pretty hard competition for search rankings and were stuck between #5-10 on rank and even lower for some of their target keywords

Education is a dynamic industry, I have had very specific goals with tight turn arounds. The challenge most often faced are that of prioritizing KPIS for different programs when there are hundreds of programs.