Paul Sadler Swimland

Background
Paul Sadler Swimland was established in 1972 by Paul Sadler.  The brand has become an icon in Australian Swim schools over the last 38 years and led the way with many developments and insights into the industry.  Paul Sadler Swimland approached Bastion to look at how best to position themselves in the marketplace for the next decade.

The insight
Swim schools don’t just compete against other swim schools, and Paul Sadler Swimland is no different.  Soccer, netball, football, any form of after school activity are the possibilities for parents to take their kids to engage and learn.  Paul Sadler needed to exist to create many small successes for the kids that they teach and many proud moments for the parents on the sidelines watching.

The strategy
To re-position the brand and re-launch the brand internally first with all center management and staff.  Once this was done we needed to re-launch the brand in the eyes of the consumer.  An in-center strategy designed to re-engage existing customers was deemed to be the most powerful way to increase the benefits for the business.  Executions were also run on radio and online.