TIGRIS Water Management
A complete brand and marketing playbook for the team that keeps America's lakes, ponds, wetlands, and stormwater systems healthy, compliant, and problem-free.
Brand Snapshot
Who TIGRIS is, what they do, and the strategic context every piece of marketing should respect.
Who TIGRIS is
TIGRIS Water Management is the premier provider of lake, pond, wetland, and stormwater management services in the United States. The company runs on a national platform built through acquisitions of long-standing regional and local water management companies. The brand promise: real experts in every region, accountable communication, and the depth of a national platform behind every site visit. Customers get a professional partner who picks up the phone and a team that knows the science, the equipment, and the property.
What TIGRIS does (services in revenue order)
Pond Maintenance & Management
Approximately 60% of market activity. Algae and weed control, nutrient mitigation, ongoing programs.
Stormwater Management
Ongoing programs and compliance support for HOA, commercial, and municipal stormwater systems.
Mechanical & Stormwater Infrastructure
Inspections, repairs, and rehabilitation of stormwater structures and mechanical assets.
Wetland Services
Specialized environmental work, permitting support, and restoration.
Aeration Systems
Sales, installation, and warranty-certified service centers for fountains and aeration equipment.
Lake Management
Approximately 5% of market activity. Present in the portfolio, not the lead pitch.
Where TIGRIS operates
15+ states organized into three regional teams: Midwest (dark blue), Northeast (light blue), and Southeast (orange), with a national 844 number and per-region direct contacts. Sister brand Aquagenix is being phased toward the TIGRIS master brand over the next 1 to 2 years.
The competitive set
SOLitude Lake Management, Jones Lake Management, All Water, and Aquatic Control. The story TIGRIS tells about its competitors: well-funded national players that grew fast by buying up locals, then "slapped a sticker" on the trucks and lost the personal touch. TIGRIS's positioning is the platform that did the acquisition rollup the right way, by preserving brand equity and keeping owner-operators on the payroll.
TIGRIS is private-equity backed. The brand voice is professional, expert, and accountable, with an industry leader in every office. Joe Haufle: "We don't ever really want to broadcast that we're private equity." The PE story belongs in investor decks, not customer-facing copy.
StoryBrand BrandScripts
Three complete 7-part BrandScripts, one per audience. Every piece of copy, ad, sales call, and proposal should ladder up to one of these.
The shared villain
The unresponsive vendor. The pond company that sold the contract and disappeared. The competitor that absorbed a trusted regional company, rebranded the trucks overnight, and let the water body slide while customers waited for a callback. The treatment that did not work, the fountain that stayed broken, the Memorial Day weekend with algae everywhere.
Three audiences. Three scripts.
TIGRIS speaks to three distinct heroes. Use the tabs below to walk through the full StoryBrand framework for each one. The customer is always the hero. TIGRIS is always the guide.
HOA, POA, and CDD Boards
Volunteer or part-time board members responsible for community water amenities. The largest segment of TIGRIS's inbound leads.
Step 1 · Character
The Hero
A board member who manages a community amenity they did not personally engineer. They want a vendor who handles the pond so they do not have to think about it, and who makes them look competent at the next board meeting.
Step 2 · Problem
What They Are Up Against
External Algae blooms, weeds, smell, or a fish kill in a community pond. Failing fountain or aeration unit visible to homeowners. Stormwater compliance risk on HOA-owned infrastructure. An incumbent vendor that stopped responding.
Internal Anxiety ahead of Memorial Day, the 4th of July, Labor Day, and HOA-hosted events. Embarrassment at the next board meeting. Fear of getting blamed by homeowners.
Philosophical A volunteer board should not have to chase its own vendor. The community paid for service. It should show up.
Step 3 · Guide
How TIGRIS Shows Up
Empathy "You are juggling a landscaper, a snowplow contractor, an irrigation company, and a pool vendor. The pond should be the easy one."
Authority
- CLM-certified Lake Managers on staff
- ~98 to 99% customer retention rate
- An industry leader in every regional office
- Local experts who joined TIGRIS through acquisition still serve their original communities
Step 4 · Plan
Three Simple Steps
1. Request a Quote in under two minutes. Tell us the property, the problem, and (if you can) upload a photo.
2. Hear from a real person within 90 minutes. Not a bot. Not a queue.
3. Get an on-site assessment and a clear annual plan within 24 hours of the visit.
Step 5 · Call to Action
What to Do Next
Direct: Request a Quote.
Transitional: Request a Free Water Assessment.
Steps 6 & 7 · Stakes
Success & Failure
Success Beautiful water for every event the community hosts. A board that looks competent because the pond just works. One vendor who picks up the phone every time. A predictable annual program that stays inside budget.
Failure The pond gets away from the team mid-season and takes 2 to 3 extra applications to recover. An algae bloom on Memorial Day in front of the whole community. An angry homeowners' meeting and a mid-year emergency budget hit.
Private Homeowners
Individual property owners with a pond, fountain, shoreline, or aeration equipment they look at every day.
Step 1 · Character
The Hero
A homeowner who loves the water on their property and wants it to look the way it did the day they bought the house. They are not a biologist and do not want to become one.
Step 2 · Problem
What They Are Up Against
External "I look at this pond every day outside my house and it just does not look good." A fountain that stopped or is spinning weakly. Weeds, geese, algae, or a smell that is getting worse.
Internal "I don't know who to call." Worry that this is going to cost a fortune. Frustration that last year's quick fix did not last.
Philosophical A homeowner should not have to become an aquatic biologist to enjoy their own backyard.
Step 3 · Guide
How TIGRIS Shows Up
Empathy "You should not have to figure this out alone. Send us a photo, tell us what you are seeing, and we will come look."
Authority
- Free on-site assessment from a licensed expert
- Warranty-certified service centers for aeration equipment (no shipping back to the manufacturer)
- A retention rate that proves people stay with us
Step 4 · Plan
Three Simple Steps
1. Request a Quote and (please) upload a photo of what you are dealing with.
2. A real person calls back within 90 minutes to ask the right questions.
3. An on-site visit and a quote within 24 hours of that visit.
Step 5 · Call to Action
What to Do Next
Direct: Request a Quote.
Transitional: Free Water Assessment.
Steps 6 & 7 · Stakes
Success & Failure
Success A pond, fountain, and shoreline you are proud of every morning. A real person you can call when something breaks. An honest plan, not an upsell pitch.
Failure The pond keeps getting worse until it takes a much bigger and more expensive intervention. A failing fountain that damages itself while you wait for a callback. Property value drops with the curb appeal.
Golf Courses & Commercial Properties
Superintendents, property managers, and operators where the water on the property is part of the product.
Step 1 · Character
The Hero
A golf course superintendent or commercial property operator. A sophisticated buyer who knows the science and needs a partner who can flex around the events that drive their calendar.
Step 2 · Problem
What They Are Up Against
External Algae or visible water issues right before a member-guest, tournament, or major event. Aeration or mechanical failures that affect playability or aesthetics. Vendors that run a rigid route and will not accommodate event timing.
Internal Pressure from members, owners, and event organizers. The water is the variable that scares you.
Philosophical A vendor should understand your business, not run their schedule. The course is the product. The water is part of it.
Step 3 · Guide
How TIGRIS Shows Up
Empathy "We know events drive your calendar. Tell us what is coming up, and we will build the plan around it."
Authority
- CLM-certified Lake Managers and biology / fishery science Masters on staff
- Warranty-certified aeration service centers in every region
- Field-experienced leadership: "We have been applicators. We have held the wand."
- Industry experts in every regional office
Step 4 · Plan
Three Simple Steps
1. Request a Quote with your event calendar in mind.
2. A real expert calls back within 90 minutes to scope the work.
3. On-site assessment plus a tailored program within 24 hours, mapped to your event schedule.
Step 5 · Call to Action
What to Do Next
Direct: Request a Quote.
Transitional: Find Your Local Expert.
Steps 6 & 7 · Stakes
Success & Failure
Success Water bodies that look right for every member-guest and major event. A program that will not violate product labels or risk a fish kill. Equipment that runs because warranty service is local. A partner who picks up the phone when the schedule changes.
Failure Visible algae the morning of a tournament. An aeration failure that damages the unit and the water body. A compliance violation on a stormwater system that did not get inspected. The reputation hit that comes with all of the above.
One-Liners
One per audience, structured Problem to Solution to Outcome. Each must pass the grunt test: a stranger should understand what TIGRIS does after hearing it once.
"Most HOA boards are stuck juggling unresponsive vendors and ponds that get away from them every summer. TIGRIS gives boards one partner who picks up the phone in 90 minutes, builds a clear annual plan, and keeps every pond healthy through Memorial Day, the 4th, and Labor Day."
"Most homeowners with a pond or fountain don't know who to call when it stops looking right. TIGRIS sends a real, licensed expert to your property, gives you an honest plan within 24 hours, and gets your water back to looking the way it should."
"Most golf courses and commercial properties get squeezed between rigid vendor routes and big-event deadlines. TIGRIS is the lake, pond, and aeration partner that scopes the program around your calendar, brings CLM-certified expertise to every visit, and keeps the water perfect for the moments that matter most."
"TIGRIS is the lake, pond, wetland, and stormwater partner that actually picks up the phone, with CLM-certified experts in every region and a 90-minute callback standard."
PEACE Sound Bites
Five quotable, conversational lines per audience: Problem, Empathy, Answer, Change, End Result. Use on sales calls, in voicemails, on social, in ad copy, in proposals.
HOA, POA, and CDD Boards
Audience 01Your community pond is one bad season away from an angry HOA meeting, and your current vendor isn't picking up the phone.
No board volunteer signed up to chase a pond company. You're managing a landscaper, a snowplow, irrigation, garbage, and a pool. The water shouldn't be the loudest problem.
TIGRIS is one partner for everything that touches your community's water: algae, weeds, fountains, aeration, stormwater, and infrastructure. CLM-certified experts. Real people. 90-minute callback.
Stop juggling pond vendors. Get on a clear annual program before the holidays that matter most.
A community that looks great every Memorial Day, 4th of July, and Labor Day, a board that looks competent, and a pond that runs itself.
Private Homeowners
Audience 02You look at your pond every morning, and lately it just doesn't look right. The fountain's spinning weakly, the algae's coming back, and you don't know who to call.
You shouldn't have to become an aquatic biologist to enjoy your own backyard.
TIGRIS sends a real, licensed expert to your property for a free assessment. Send a photo with your request and we'll come prepared with a plan, not a sales pitch.
Stop letting your pond get worse. The longer you wait, the more it costs to fix.
A pond and fountain you're proud of every morning, and a real person you can call when something breaks.
Golf Courses & Commercial Properties
Audience 03Your member-guest is in three weeks and the water on hole 7 doesn't look right. Your current vendor runs their route, not your calendar.
The course is the product. The water is part of it. You shouldn't have to fight your vendor for the visits that matter most.
TIGRIS scopes the program around your event calendar, brings CLM-certified Lake Managers to every assessment, and keeps your aeration equipment running with warranty-certified service centers in every region.
Stop accepting "we'll get there when we get there." Bring in a partner who plans for your tournament, not their truck route.
Water bodies that look right for every event, equipment that runs, and a partner who picks up the phone when the schedule shifts.
Brand Voice & Tone
A seasoned local pond company that happens to operate nationally. Straightforward, accountable, and warm, with quiet authority that comes from having actually done the job.
Voice attributes
- Straightforward. Plain language, short sentences, no corporate puffery.
- Accountable. "We show up." "We'll call you back in 90 minutes." "98 to 99% retention." Specific, checkable commitments.
- Expert without showing off. Cite the science when it matters. Don't lead with jargon.
- Professional and approachable, nationally capable. The reader should feel like they're talking to an experienced regional expert backed by a national platform.
Always say
- "We show up."
- "A real person will call you back in 90 minutes."
- "Our customers stay with us. 98 to 99% retention."
- "We've been in the field. We've held the applicator wand."
- "Owner-operators are still on our payroll."
- "Healthy, compliant, problem-free."
- "We tailor our programs to the holidays that matter to you: Memorial Day, the 4th, and Labor Day."
- "Essential" or "Premium" service program (never "Basic").
Never say
- Anything that broadcasts the private-equity story to customers.
- "Synergies," "leverage," "best-in-class," "world-class," "next-generation."
- "Industry-leading" without a number behind it.
- "We are the experts" / "we are the leader." Show, don't claim.
- "We are the hero" framings. The customer's water body is the hero.
- Promises we can't keep. Joe's honesty: "There's not enough chemical in the world to fix your problem right now."
- "Basic." Use "Essential" or "Standard."
Read it aloud. If the same sentence could appear word-for-word on SOLitude, Jones, or All Water's website, rewrite it until it couldn't. The TIGRIS voice should sound like Joe Haufle on a sales call, not like a corporate marketing department.
Visual Style Guide
Solid colors, no gradients. Rounded UI, generous white space, large readable type. Premium and established, not "early launch."
Color palette
Solid brand colors only. (Decision made on March 19, 2026: the original logo's gradients are inconsistent and don't apply uniformly across the site.) Blue carries trust. Orange carries vibrancy and action.
#143D6BHeadlines, structural fields, "Midwest" region.
#4A90C2Secondary fields, "Northeast" region, accents.
#F26C1FCTAs, buttons, "Southeast" region, vibrancy moments.
#1B2A3DBody text, navigation, dark section backgrounds.
Hex values are reference targets matching the live staging site palette. Replace with exact brand-book values once issued by TIGRIS.
Typography
- Display / serif: a strong serif (this document uses Source Serif 4) for headlines, large quotes, and the brand mark.
- Body / sans-serif: a clean modern sans (this document uses Inter) for everything else.
- Hierarchy: big headline, short supporting line, clear CTA. Resist multi-paragraph hero copy.
Layout principles
- Rounded UI. Corners, cards, and buttons. Smooth, not boxy.
- Generous white space between sections.
- Premium and established, not "early launch." Inspiration: CulliganInternational.com (the polish north star).
- Acquisition-friendly architecture. Designs shouldn't break when new locations or services are added.
Imagery direction
Use ("you are the hero")
- Beautiful ponds and fountains in healthy communities
- Golf courses where water is part of the picture
- Drone footage of properties (desktop only, not mobile)
- Real before / after sliders of TIGRIS work (e.g., Aquamog dredging from Luke Britton)
Avoid ("we are the hero")
- Trucks, branded gear, and equipment shots leading the homepage
- "In your face" video that shows TIGRIS at work without showing the result
- Generic stock images that don't match TIGRIS reality
12-Month Social Media Plan
A brand-awareness plan for a national company most of its future customers haven't heard of yet. Twelve months to make TIGRIS the name HOA boards, homeowners, and golf supers say first when something goes wrong with their water.
The strategic problem
TIGRIS is the consolidation of seven-plus acquired regional water-management companies plus the Aquagenix sister brand. Most of the people who should know TIGRIS know SOLitude, Jones, "the local company that got acquired," or nothing at all. The website launched May 2026 with the messaging fixed. Social media's job for the next 12 months: put the TIGRIS brand in front of the right people, often enough, that "TIGRIS" becomes the answer to "who do you call about your pond?"
Not direct response. Not lead generation. Awareness. Lead generation comes from the website and the 90-minute callback standard. Social media's job is to make sure prospects land on the website with the TIGRIS brand already in mind, and that local property owners see TIGRIS in their feed week after week.
This plan is built around the Lifedge "Pro" social media package: 10 posts per month across 3 channels (Facebook, Instagram, Google Business Profiles), with photos / graphics, captions, hashtags, optimal-time scheduling, monthly reporting, and access to the SocialEdge posting tool. Every recommendation in this section fits inside that 10-post cadence.
Channels (3 only, in priority order)
Tier 1 - Facebook
- Why it leads: HOA boards live in Facebook (community groups, neighborhood pages). Homeowners use Facebook to ask "who do you use for your pond?" The highest-leverage organic surface for TIGRIS's two largest audiences.
- Allocation: 4 posts / month
- Format mix: Before / after photo posts · short testimonial quotes · seasonal-tip carousels · regional team photos
- Boost strategy: Promote 1 of the 4 posts each month to a TIGRIS-region geo audience ($75 to $150 boost included in the program)
Tier 2 - Instagram
- Why it matters: The visual-proof channel. Drone footage, fountain installs, before / after sliders. Reaches superintendents, property managers, and younger HOA board members.
- Allocation: 4 posts / month (mix of feed posts and Reels)
- Format mix: 2 feed posts + 2 Reels per month. Cross-post Reels to Facebook for double exposure with no extra production load.
- Visual rule: "You are the hero" framing - the water body and the result, not equipment shots.
Tier 3 - Google Business Profiles
- Why it matters: Highest-intent local-search surface. When someone Googles "pond company near me" in a TIGRIS region, the GBP post is what they read. Direct path to the website and the phone number.
- Allocation: 2 posts / month, rotated across regional GBPs (Midwest / Northeast / Southeast)
- Format mix: Photo + 150-word post. Service spotlight, regional team intro, before / after, or seasonal reminder. Include a CTA link to the matching service page.
- Operations note: If TIGRIS adds more regional GBPs through acquisitions, the 2-per-month cadence rotates - it stays inside the 10-post total.
Monthly post allocation
| Channel | Posts / month | Primary pillar focus | Format |
|---|---|---|---|
| 4 | Real Work · Seasonal Survival · Customer Stories | Photo, carousel, short caption | |
| Instagram (feed) | 2 | Real Work · The Experts | Single image / carousel |
| Instagram (Reels) | 2 | Real Work · The Experts | 15 to 30 sec vertical video, cross-posted to FB |
| Google Business Profile | 2 | Real Work · Local Experts · Seasonal Survival | Photo + 150-word post + CTA link, rotated by region |
| Total | 10 posts / month | ~120 posts over 12 months | |
Four content pillars
Every post belongs to one of these four buckets. Percentages reflect the share of the 10 monthly posts (e.g., 35% = ~3 to 4 posts / month).
Real Work, Real Results
- Before / after photo carousels
- Aquamog dredging cuts (from Luke Britton's footage)
- Fountain restoration time-lapses
- Algae treatment progressions
- Drone-shot project reveals
The Experts
- CLM-certified Lake Manager spotlights
- Biologists and fishery scientists on staff
- "Ask the expert" FAQ explainer Reels
- Warranty-certified service center features
- Industry data interpretation (regulations, trends)
Seasonal Survival Guide
- "Get your pond ready for Memorial Day" countdowns
- "4th of July readiness checklist" carousels
- "Don't let your pond get away from you" early-summer tips
- Stormwater compliance reminders by region
- Off-season equipment maintenance guides
Local Experts, National Capability
- Regional team spotlights (Midwest / Northeast / Southeast)
- 30+ year industry veterans in branch leadership
- "We've been in the field" professional credentials and stories
- Behind-the-scenes from a real TIGRIS site visit
- Customer features and community spotlights
The four phases
Foundation & Voice
- Audit and consolidate all sub-brand social profiles (Aquagenix and acquired companies)
- Rebrand profile art (avatar, cover, bio) across Facebook, Instagram, and every regional GBP
- Set up the SocialEdge editorial calendar with the 10-post cadence and 4 content pillars
- Capture peak-season before / after photo library (when ponds look best AND worst)
- Establish baseline metrics: follower count per channel, average reach, branded search volume
- Publish month 1: 4 FB + 4 IG + 2 GBP, weighted heavily on Real Work to seed the proof story
Awareness Sprint
- Run the "Before Labor Day" content arc - 3 dedicated posts across the month tied to the holiday
- Capture and publish 3 customer testimonial Reels at peak satisfaction (one per month)
- Begin Facebook boosting on 1 post per month ($75 to $150 / month) targeted to TIGRIS-region geo audiences
- First quarterly review: follower growth, reach, engagement rate vs. baseline
- Identify the 1 to 2 highest-performing post types from the first quarter and shift the editorial mix toward them
Authority Building
- Pivot the editorial mix toward Pillar 2 (The Experts) during the slow season
- Publish a "2027 Water Management Outlook" carousel and Reel cut
- Run a "Year in Review" content series across November and December (3 posts showcasing 2026 wins, by region)
- Add GBP "offer" or "event" posts where appropriate for off-season service capacity
- Second quarterly review
- Test 1 Reel per month using a CLM expert "ask me anything"-style format
Mobilize for Memorial Day
- Launch the "Memorial Day Ready" content arc across Facebook and Instagram (3 dedicated posts in April)
- Run the "Regional Team Spotlight" series - one Midwest, one Northeast, one Southeast feature, one per month
- Increase Facebook boost spend to $150 to $250 / month for the spring sprint
- Push GBP cadence to 3 / month if regional capacity allows (still inside a 10-post total by reallocating from Instagram-feed)
- Annual metrics review and Year 2 social plan kickoff
Brand-awareness KPIs
All targets are calibrated to a 10-post / month organic cadence with light boosting. They are awareness metrics, not lead-gen metrics - lead gen lives on the website.
| Metric | Definition | 12-month target |
|---|---|---|
| Branded search volume | Google searches for "TIGRIS" + water-related modifiers (pond, lake, stormwater, aeration) | 3x growth from baseline |
| Total monthly impressions | Sum of organic + boosted impressions across Facebook + Instagram + GBP | 40K to 60K / month by Month 12 |
| Follower growth (Facebook) | Net new followers on the consolidated TIGRIS Facebook page | 1.5K+ followers |
| Follower growth (Instagram) | Net new followers on Instagram | 1.5K+ followers |
| Engagement rate (avg) | Likes + comments + shares + saves / impressions, blended across FB + IG | 3% Facebook · 4% Instagram |
| GBP profile views | Total profile views across all regional GBPs | 2x baseline by Month 12 |
| GBP actions (calls, directions, website clicks) | Sum of all GBP-driven user actions | 2x baseline by Month 12 |
| Reels reach | Average reach per Reel | 2 to 5K reach / Reel by Month 12 |
| Tagged mentions / UGC | Customer-generated photos or comments tagging TIGRIS | 10+ / quarter by Q4 |
| Share of voice (regional) | TIGRIS mentions vs. SOLitude + Jones + All Water in TIGRIS regions | 15%+ regional share by Month 12 |
Production model (designed for the 10-post cadence)
- Quarterly content capture day - one half-day per quarter with the regional teams. Yields ~3 months of before / after photos, fountain installs, and short field clips. Schedule rotates: Q1 Midwest, Q2 Northeast, Q3 Southeast, Q4 leadership / studio.
- Monthly editorial planning - one 30-minute call between TIGRIS and Lifedge at the start of each month: review the previous month's analytics, finalize the 10-post calendar, confirm any seasonal pushes.
- Lifedge SocialEdge handles execution - graphic design, captions, hashtags, scheduling at optimal times, and monthly reporting. TIGRIS supplies raw photo / video assets and approves the calendar.
- Employee advocacy (free distribution) - leadership shares brand posts to their personal accounts with first-person commentary. Highest-leverage organic distribution at zero cost.
Asset Inventory
Every marketing asset TIGRIS needs to execute the plan, organized by category and prioritized.
Digital assets
| Asset | Description | Priority |
|---|---|---|
| New TIGRIS website | Full StoryBrand-structured site with audience routing, regional map, and Request a Quote. | Must Have |
| Quote Request form (HubSpot) | Problem-type routing, photo upload, zip-to-rep handoff (Clarke.com model). | Must Have |
| 3 audience landing pages | HOAs / Homeowners / Golf & Commercial. PEACE structure with audience-specific FAQs. | Must Have |
| Annual "Water Plan" guide (lead magnet) | Downloadable PDF: what a real annual program looks like, by property type. | Nice to Have |
| HOA renewal email sequence | 3 emails (90, 60, 30 days before contract expiration). | Must Have |
| Monthly newsletter template | Branded HTML template with sections for case studies, FAQs, and seasonal tips. | Nice to Have |
| Social media post templates (10) | Branded square + vertical templates for Facebook, Instagram, LinkedIn. | Nice to Have |
| Per-region landing pages | One per top metro within Midwest, Northeast, Southeast. | Post-Launch |
| Service-specific landing pages | One per top-revenue service (Pond, Stormwater, Aeration). | Post-Launch |
| Property-manager referral portal | Simple page with referral form + tracking. | Post-Launch |
Print & sales enablement
| Asset | Description | Priority |
|---|---|---|
| Sales sheet (per audience) | 1-pager for HOA, Homeowner, and Golf/Commercial. Mirrors the audience landing page. | Must Have |
| Capabilities deck (PDF) | Branded sales deck for BD reps. Replaces ad-hoc decks pulled from old sub-brands. | Must Have |
| Annual program brochure | Tri-fold for left-behinds at site visits. Print-on-demand. | Nice to Have |
| HOA board presentation deck | 10-slide deck a board member can present internally to authorize a TIGRIS contract. | Nice to Have |
| Branded business cards (per region) | Updated with new TIGRIS visual system. | Must Have |
| Trade show booth assets | For CAI, GCSAA, and regional HOA conferences. | Post-Launch |
Video
| Asset | Description | Priority |
|---|---|---|
| Homepage hero video ("the money shot") | Curated golf-course or community pond. Stock for launch; replace with owned content. | Must Have |
| David Pullins (CEO) intro video | ~1 minute, "why TIGRIS exists." Sits in Why Choose TIGRIS section. | Nice to Have |
| Service-page expert videos (6) | ~30-second authority videos per service (e.g., Jeff Horne for Lake Management). | Nice to Have |
| FAQ video series (10 to 15 shorts) | Quick answers to the questions reps hear most often. Branded captions. | Nice to Have |
| Customer testimonial video (per audience) | HOA board chair, homeowner, golf superintendent. | Post-Launch |
| Aquamog before/after reel | Short cut from Luke Britton's footage. Powerful visual proof. | Must Have |
Brand & visual
| Asset | Description | Priority |
|---|---|---|
| Updated logo treatment (solid colors) | Solid-color version of the current logo (no gradients). Both light and dark backgrounds. | Must Have |
| Brand color palette | Primary blue, light blue, orange, ink. With usage rules. | Must Have |
| Typography system | Display serif + body sans pairing. Web fonts loaded via Google Fonts. | Must Have |
| Photography library (categorized) | Owned drone footage, before/after stills, leadership headshots, regional team photos. | Nice to Have |
| Aquagenix sun-down plan | Visual + comms plan for migrating Aquagenix to TIGRIS over 1 to 2 years. | Post-Launch |
Implementation Roadmap
Technical scope and timeline. From the May launch through the first quarter of TIGRIS's new brand presence.
Technical scope by system
| System | Scope | Priority |
|---|---|---|
| Website (WordPress on WP Engine) | StoryBrand-structured rebuild. Audience routing, regional map, photo-upload form, GTM, schema, Yoast SEO. | Must Have |
| HubSpot CRM & Forms | Rebuilt forms (not legacy), problem-type routing, zip-to-rep handoff, SQL/MQL pipeline, listener-based conversion tracking. | Must Have |
| Google Tag Manager | Migrate hard-coded pixels into GTM. HubSpot listener as conversion source. | Must Have |
| Cloudflare DNS | Domain off GoDaddy 2FA dependency. Simplifies future DNS work. | Must Have |
| Google Search Console + Analytics | Re-verify property, submit new sitemap, monitor 404s and redirects post-launch. | Must Have |
| Email marketing (HubSpot or Mailchimp) | Branded templates, HOA renewal sequence, monthly newsletter. | Nice to Have |
| Paid media (Google, Meta, LinkedIn) | Service-area-only geo targeting. Pause and re-verify tracking on launch day. | Must Have |
| Customer review pipeline | Post-job request flow into Google Business Profile (per region). | Post-Launch |
Phased timeline
Go live
Tuesday or Thursday launch window between 10 AM and 1 PM ET (no weekend launches). Eric pauses paid social, downloads the Flywheel backup, manages redirects from a Search Console CSV, migrates hard-coded pixels into GTM, and re-enables ads after verifying tracking. New HubSpot forms go live on the new site.
Post-launch hardening
Full Yoast SEO audit and metadata reconstruction (the old All-in-One SEO data isn't cleanly portable). Cloudflare DNS cutover. Confirm regional map state assignments and per-state contact routing. Migrate blog posts from the old site.
Owned-media upgrade
Replace stock hero with owned media (curated golf-course or community pond). Capture David Pullins's 1-minute "Why TIGRIS" intro video. Begin first round of service-page expert videos (Jeff Horne for Lake Management).
Routing & testimonials
Activate zip-code-to-rep routing in HubSpot (the Clarke.com model). Diversify the before/after slider with more aquatic, terrestrial, and wetland projects. Begin local-SEO landing pages for primary service regions (deprioritized for launch; revisit based on organic-traffic signal).
Programmatize the offer
Re-evaluate publishing the tiered "Essential / Premium" service program (intentionally not on the site at launch). Plan continued sun-down of Aquagenix into the TIGRIS master brand. Review marketing-retainer scope based on first-quarter signal.
Marketing-team recommendation
For the first 12 months, TIGRIS should pair an external marketing partner (for blueprint execution, paid media, and creative) with a single internal "marketing director" or coordinator who owns the relationship, the editorial calendar, and the post-meeting follow-through. A full internal marketing team is premature until the lead-volume data from Phase 2 (peak-season conversion) tells you what kind of in-house roles will actually pay back.
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