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A Multi-Division Company Increases Regional Visibility With Branded Sites

Cardinal Systems

Cardinal Systems, a growing company with multiple divisions, gets branded sites fore each business line.

Founded in 1976, what began as a  family-owned manufacturing business run out of a 5,000 square foot garage, Cardinal has evolved into a rapidly growing organization owned and operated through three generations. Between its different divisions, Cardinal Systems designs and manufactures pools, spas, and other outdoor amenities.   

Challenges   

Cardinal Systems is divided into three different business lines: Cardinal Corporate, Fox Pool, and Fox Pools and Spa Services. The company’s information and product images followed no set order and needed to be organized under the respective divisions of Cardinal Systems. On top of having to sort through and organize descriptions and information under the correct divisions, there were some hiccups with the existing site that needed to be updated for a more modern look and feel.   

Solutions        

The Hammer Marketing Team began by looking at Cardinal’s traffic and navigation, with the goal of giving each of Cardinal Systems’ unique divisions its own personality and presence. Before the new site, Cardinal Corporate and Cardinal Pools had always shared a website, which led to confusion and ambiguity. Hammer Marketing separated the corporate holding company from the product-based brand and gave each faction of the company its own identity and brand. For the first time ever, Cardinal Systems had distinct homes to serve its visitors’ very different needs efficiently. 

During the site reorganization process, it was clear highlighting the branding for each site would be important. To accomplish this, Hammer Marketing created a template website with a new color palette and recognizably branded fonts. That template formula was applied to the other brands, each with its own identity. New images and galleries were placed on the site to highlight the different products and services they offered. Hammer Marketing updated Cardinal’s dealer locator function and streamlined their form application for inquiring customers.  

Results

With the restructuring and rebranding of the sites, visitors to Cardinal Systems can instantly recognize the difference between Cardinal, Fox Pool, and Fox Pools and Spa Services. After viewing the galleries, customers can easily submit a form to speak with a sales representative. Alternatively, if a visitor wants to travel to a brick-and-mortar location, the new locator application on the website makes it an easy task.  

Post-launch analytics show a stronger-than-before search presence both regionally and nationally for its most important brand and generic terms. The expectation is that these numbers will continue to grow with time.  

Giving the large company separate brand identities and websites helped to boost visibility and functionality.

“I recently had the pleasure of working with the team at Hammer Marketing to revamp our company’s websites. From start to finish, the process was smooth and professional. The team took the time to understand my vision and worked closely with me to bring it to life. The end result was a stunning and user-friendly website that exceeded our expectations. I highly recommend Hammer Marketing for their exceptional service and top-notch web design skills.” 

– Megan Witt, Marketing Manager

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