Water King

SITUATION

Since 1934, Water King has been delivering experience, quality, and service to meet the needs of the water treatment industry. In 1989, the business moved from Benton Harbor, Michigan to Lafayette, Louisiana. Their equipment can be designed and manufactured to meet most water treatment needs including residential, commercial/industrial or municipal applications.

The company was purchased by Dr. Jim Bowie in 2004. He knew he needed to organize his marketing efforts to increase sales. As a former associate professor at the University of Louisiana at Lafayette, Dr. Bowie was familiar with MEPOL, and had served as a third party provider to MEPOL's clients during his tenure. He contacted Project Director Danielle Pontiff for marketing assistance.

SOLUTION

Danielle presented Water King with the 21st Century Marketing Program, an eight part program integrating proven methods of target marketing with real solutions for small business owners. A unique selling proposition was created, supplying Water King with a concise goal statement to use in marketing materials and as a focal point for the marketing plan.

Next, Danielle helped refine Water King' existing marketing plan. Says Bowie, "Danielle confirmed that I was on the right track with my existing marketing plan, and solidified its focus. We are implementing its objectives to a tee. Following it helps us keep our focus on our target market throughout the year, and not get side-tracked."

Lastly, surveys of Water King's distributors were conducted to determine potential improvement areas, and to provide feedback on their customer service. Says Bowie, "We had a lot of positive feedback from the surveys. Hearing the positive comments has improved the morale of the staff and our relationships with our distributors."

RESULTS

In the short term, Bowie has seen a 30% increase in sales, and has established a firm base to grow from.  The company has been able to maintain current employee rates, and has a plan in place for strategic growth.

TESTIMONIAL

"MEPOL's approach is as good as any I have read about. If properly executed, it works. The structured marketing program, with strategies, allowed us to channel our efforts into the most effective activities and not waste time."--Dr. Jim Bowie, Owner

Total Impact 2007
Increased and Retained Sales $54,527,194
Jobs Created or Retained 460
Cost Savings $12,806,215
Capital Investments $12,064,762