Over a 30-year period, Pool-A-Rama had grown into the #1 family-fun retailer in the Midwest. Despite its success, management acknowledged its name, TV advertising, website and signage evoked a brand more closely associated with a flea market than an established retailer selling luxury brands like Brunswick, Jacuzzi, and Precor.

Further, its media approach was losing its effectiveness as audiences eroded and rating points and frequency declined.

First, The Well fundamentally changed the company's media plan, resulting in nearly $1 million in savings the first year—without decreasing reach, frequency or daypart mix.

Then, we renamed the store to The Great Escape to capture the essence of the brand. 

Next, we launched an e-commerce website showcasing thousands of products, allowing The Great Escape to go beyond the walls of their retail locations.The new site was supported with an aggressive search engine optimization strategy, a strategic paid search campaign, virtual store tour, facebook, blogs and email.