The Problem
How to sell a ground-breaking innovation to
one of the world’s most conservative industries.
Calnetix Power Solutions has invented a technology
that captures waste heat from engines, boilers and
industrial applications and turns it into electricity.
The process (called ORC) has been used in large-scale,
big footprint applications for many years.
What makes Calnetix’s product different is that it’s applicable to the hundreds of thousands of smaller-scale engines and boilers in use all over the world.
When they came to us, Calnetix needed to launch to
the global market at the PowerGen show in just eight weeks.
(We love a challenge)
What we did
Positioning
Positioning it as a completely new technology
would alarm people in this conservative industry.
So we showed how it was based on a piece of trusted technology (ORC) already widely used. The difference was just in its scale.
Branding
Completely new identities for the company and the product, emphasizing its green credentials.
New names for the product: Optimized Rankine Technology™ and the CleanCycle™.
Launch
A new Stage 1 website in delivered in flat HTML in just two weeks – in time for the PowerGen Show.
SEO strategy and execution to ensure that Calnetix are as high up the search rankings as possible.
New collateral:
Product brochure
Pocket-sized guide
1-page information sheet
Presentation and document templates
All with a graphic illustrating how CleanCycle works
We also did the PowerGen show stand picking up on the visual theme of the identity, collateral and website.
And three videos: two on-site case stories and a ‘chalk talk’ explaining exactly what Calnetix’s CleanCycle technology does.
Keeping the momentum
The website will evolve and develop as more content is added to become a platform for lead generation.
Next: content marketing campaigns built around thought leadership material.
What the client said
“This was a great experience and a really fun project for us to be involved in. Velocity did a great job. They kept us involved at every stage, and made some great judgment calls.”
Brad Garner, CEO
www.velocitypartners.co.uk
