How the Pool & Hot Tub Alliance Put Real People at the Heart of their Rebrand Strategy

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Putting Real People at the Heart of Your Strategy

People want to hear from real people, not brands. That’s why the Pool & Hot Tub Alliance (PHTA) put real people - course instructors, learners, and leaders - at the heart of their effort to rebrand their Continuing Education program. 

Jessica Howard, the Senior Director of Marketing at the Pool and Hot Tub Alliance, joined Joel Resnik from Gather Voices for a collaborative case study presentation on how authentic video content from real people maximized the impact of their rebrand. They covered: 

  • The video marketing trends that have reshaped the future of engagement
  • How to Pool & Hot Tub Alliance gathered, edited, and shared user-generated video content to support their rebrand using Gather Voices’ solutions
  • The importance of repurposing content across multiple channels to maximize results

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Featured Presenters

Michael Hoffman is the co-founder and CEO of Gather Voices, a technology company that automates the creation, management and publishing of video content. He is also the founder of See3 Communications, a digital marketing agency in Chicago and founder of the DoGooder Video Awards which honors the best social cause video on YouTube each year. Hoffman teaches marketing at the University of Chicago and is an internationally sought-after speaker and trainer who is a trusted advisor to association leaders on engagement strategy.