CRANE PUMPS & SYSTEMS | CASE STUDY
Integrated Product
Launch Campaign
SyFlo is a high-efficiency submersible solids-handling pump platform built for municipal wastewater and demanding solids-handling applications. I developed the marketing creative and campaign execution behind its launch — social, digital, video, email, and sales collateral — translating a highly technical platform into a cohesive multi-channel story.
CAMPAIGN CREATIVE
MESSAGING
SOCIAL & DIGITAL
LAUNCH COLLATERAL
SYFLO® PRODUCT LAUNCH
01 - OVERVIEW
A technical platform,
told clearly.
SyFlo is a new submersible solids-handling pump platform from Crane Pumps & Systems, engineered for high efficiency, clog resistance, and reliable performance in municipal wastewater and other demanding solids-handling applications. Introducing a platform like this means speaking to engineers, operators, and distributors at once — each of whom cares about a different part of the same product.
The launch needed creative that could carry dense technical information without losing the plain-language value behind it, and stay recognizable as SyFlo everywhere it appeared — a feed, an inbox, a web page, or a printed sales sheet.
MY ROLE
SCOPE OF WORK
Campaign strategy, creative development, and execution across messaging, design, copy, social, email, video, and launch collateral.
Campaign visual system, social content, digital and web graphics, email creative, short-form video, and sales and launch collateral.
ROLLOUT
Phased launch across social, email, digital, video, sales, and distributor touchpoints.
02 - STRATEGY & MESSAGING
Turn engineering advantages into customer value.
AUDIENCE
Municipal wastewater professionals, engineer & operators.
Specifying engineers want performance and compatibility. Operators want a pump that keeps running. Distributors want a product they can explain quickly. The creative had to serve all three without splitting into three campaigns.
POSITIONING
Efficiency and clog resistance, built for real solids handling.
SyFlo was framed around high-efficiency performance and dependable solids handling, with compatibility and application flexibility as reasons it fits the systems customers already run.
MESSAGING DIRECTION
Lead with the benefit, support it with the specification.
Each piece opens with a plain-language benefit — efficiency, reliability, clog resistance, solids handling, compatibility, flexibility — then backs it with technical detail for the audience that needs it.
03 - SOCIAL MEDIA CONTENT
Built for the feed
Launch graphics, product feature highlights, closer technical detail content, and short-form video and motion pieces — each post carrying one idea, written so the benefit lands before anyone taps to expand.
LAUNCH GRAPHIC
Introduces the SyFlo platform with the campaign headline and full product imagery.
FEATURE HIGHLIGHT
One feature per graphic — efficiency, clog resistance, solids handling — stated as a customer benefit.
TECHNICAL DETAIL
Close product crops with callouts, aimed at engineers and operators who want specifics.
VIDEO
Motion and short-form edits built from product assets, captioned for sound-off viewing.
04 - EMAIL MARKETING
Awareness, then a clear next step
Email creative supporting SyFlo product awareness for customers and distributors, built on the same layouts and imagery as the rest of the campaign. Each send introduces the platform or one of its advantages and points readers toward more detailed SyFlo information.
PURPOSE
Build awareness of the SyFlo platform among customers and distributors.
CONTENT
Product imagery, a benefit-led headline, and short supporting copy drawn from the campaign messaging.
DIRECTION
Every email routes to additional SyFlo information — product pages and launch literature.
05 - SALES & LAUNCH COLLATERAL
Materials the team can hand over
Brochures, sales sheets, product literature, presentation materials, and event collateral — all built from the campaign's layouts and messaging so the printed and in-person pieces read as part of the same launch rather than a separate effort.
FLYERS
PRODUCT LITERATURE
EVENT COLLATERAL
CHANNEL PARTNERSHIPS
06 - OUTCOME
SyFlo entered the market with a consistent visual and messaging presence across multiple customer touchpoints during its phased rollout. Social, digital, email, video, and sales collateral all drew from the same creative system — giving a technical platform one recognizable identity and a set of reusable assets the team could continue to build from as the launch progressed.
What the campaign established
Imagery, typography, and callout treatments shared across every channel.
One visual system
Consistent Messaging
Benefit-led language backed by technical detail, used the same way everywhere.
Social, digital, web, email, video, and printed collateral released in phases.
Multi-touchpoint
Reusable Assets
Layouts and templates the team can extend as the platform's rollout continues.