From Rust To Revenue
Challenge.
Corrosion was the enemy—ignorance was the obstacle.
When most people think of naval ships, they picture strength, durability, and raw power. But to the engineers maintaining them, there’s one relentless enemy: corrosion. Metal louvers on Navy ships take a daily beating—saltwater, pressure, weather, and wear. They rust, they fail, and they cost time, money, and sanity. The U.S. Navy knows it. So do the shipbuilders and engineers maintaining them.
Eventually, the corrosion effects can become so bad that sections of the equipment must be removed and replaced with costly new base materials.
That’s where CECO Peerless saw an opportunity. They developed a new line of fiberglass-reinforced polymer (“FRP”) louvers—corrosion-proof, longer-lasting, and performance-enhancing. The product was smart. The problem? The market didn’t know it existed.
Solution.
We treated the louver like a lifeline—and built the campaign to match.
After speaking with several customers, we extracted a key insight into the purchasing decision: the opportunity cost and sheer aggravation in maintaining rusted, corroded louvers was the greatest driver to switch. We built a demand generation campaign that treated the louver like a lifeline. We focused on the emotional and operational weight buyers were carrying—and made it clear that FRP could drop that burden fast.
We launched with a series of straightforward videos, a landing page loaded with buyer tools: a savings calculator, technical paper, webinar, and a one-page brochure.
A presence at ASNE 2019 was our final tactic to bridge credible conversations with high-stakes buyers.
This wasn’t just a brand blitz. It was a bullseye.
Results.
$2M in 45 days and a seat at the Naval Academy.
Customers immediately responded to CECO Peerless, with over $2M in total opportunity value generated within the first 45 days of launch.
Better yet? The chair of the U.S. Naval Academy’s composites department (!) saw the webinar and invited our client to speak about the benefits of FRP louvers in naval applications. When your product becomes a teaching example at the Naval Academy, you’re doing something right.
We didn’t waste time chasing awareness, leading with specs. We followed the pain and addressed it head-on. And when you do that—especially in manufacturing—you don’t just get leads. You get respect.
$2M
opportunity value generated within the first 45 days of launch
