You are to assume the role of the marketing director for Bridge Town Pools, a company that installs and maintains outdoor swimming pools for residential clients. The new owner has asked you to communicate a change in ownership and commitment to service to former customers.
Bridge Town Pools operated under the same owner for over a decade. The first five years of business, Bridge Town Pools became the number one rated pool service company in the area and was busy year-round installing pools. Unfortunately, during the last five years, the owner made bad financial decisions and the quality of work suffered. Customers all took to social media to complain and many filed grievances with the local Better Business Bureau. The owner was forced to sell the company.
The new owner purchased Bridge Town Pools six months ago and has spent that time purchasing new equipment, hiring professional staff and providing training and development for all employees. Bridge Town Pools is ready to market itself again to the community.
The new owner has the database of customers from the last 10 years. The database has all customer information: address, cell phone number and email address. The database also lists the work that was done for the customer, along with follow ups, and complaints.
The new owner has asked you to develop a plan that will effectively communicate to past Bridge Town Pools customers that the company is under new ownership and is committed to customer service. The new owner wants your plan to result in former customers giving Bridge Town Pools another chance. The owner wants your plan to include a message and appropriate communications channel for the message to be delivered.
