Lancaster Water Group
After nearly 20 years without an updated brand presence and the next
generation of the company taking leadership, Lancaster Water Group, an international water pump and treatment company, needed to jump-start their brand to remain current within the marketplace.
Maintain the existing reputation of the company, but make the brand relatable to modern distribution companies and consumers.
Through market research, we knew it had to go in-depth with vendors to achieve the message they were seeking.
• Commodity – Water is a commodity. Consumers use it every day without thinking about where it comes from or how it gets clean enough to be considered potable.
• Middlemen – Lancaster products get distributed by a third-party and recommended by the plumbing specialists that shop at the third-party locations. While B2B sales is crucial to the success of Lancaster, they were relying on at least two middlemen to sell the product to the consumer.
Through strategy, research, and ideation, we were able to create an invigorated appeal for the brand that resonates with their distribution channels while creating consumer awareness. The B2B efforts focused on product brochures and catalogs as well as video overviews of the company and its products. In addition, we challenged Lancaster Water Group to turn its attention to the end consumer through strategic social content as well as give Lancaster’s free water testing program a face-lift to be more consumer-friendly.