Duraflex Diving Boards- Crafting an Impactful Brand and Content Strategy
The Challenge
Duraflex International, the world’s leading diving equipment and board manufacturer, has been the sole Olympic supplier of springboards and stands since 1960. With the Paris Olympic Games approaching and a new market category on the horizon, Duraflex needed a strategic brand approach to maximize its impact, strengthen its industry position, and effectively engage new audiences.
While the brand held significant legacy and credibility in competitive diving, expanding into a new market required a refined messaging strategy, stronger digital presence, and targeted outreach to ensure long-term success.
The Solution
To position Duraflex for success in both its existing and new market categories, I collaborated with the leadership team to develop a robust brand strategy. This served as a strategic roadmap, ensuring all marketing efforts aligned with the company’s core values and long-term vision while fostering a cohesive and compelling brand identity.
Building upon this foundation, we launched a comprehensive content strategy centered around Duraflex’s key pillars of value:
Innovation – Showcasing cutting-edge advancements in diving equipment and training solutions.
Education – Providing valuable insights, training resources, and expert knowledge to support athletes, coaches, and facility operators.
Quality – Reinforcing Duraflex’s commitment to unmatched craftsmanship and performance in diving equipment.
Legacy – Highlighting the brand’s long-standing Olympic heritage and impact on the sport of diving.
Results
By aligning messaging, digital content, and outreach with these core pillars, we strengthened Duraflex’s brand presence, ensuring its continued leadership in the industry while successfully entering a new market category.
Within the first 3 months, Duraflex significantly increased its reach, engagement, and follower count across its Facebook, Instagram, and LinkedIn accounts. The website itself saw a notable increase in engagement, with page views rising by 25.3% and unique visitors up by 23.3%
Key Wins:
LinkedIn: +25% Page Views, +13% Followers
Facebook: +386% Reach, +173% Content Interactions, +2,000% Link Clicks
Instagram: +225% Reach, +18% Followers, 1.6 Million Video Views
