New Product Launch

Marketing the Wilden® Pro-Flo® SHIFT ADS Pump

🤔 BACKGROUND
Wilden introduced the Pro-Flo SHIFT ADS pump as a breakthrough in AODD technology, addressing energy efficiency and sustainability challenges in industries such as chemical processing, mining, and food & beverage.

🥅 OBJECTIVES
• Differentiate Wilden’s offering from traditional AODD pumps and electronic ADS systems.
• Highlight measurable benefits such as energy savings and lower total cost of ownership.
• Position Wilden as an innovator in sustainability and operational efficiency.
• Help customers identify which Wilden pump best meets their needs.

💡 STRATEGY
• Value Proposition Focus: Up to 60% reduction in air consumption and 34% higher rates compared to competitors.
• Messaging Themes: Created taglines ‘Plug, Pump, and Save’ and ‘Simple. Reliable. Efficient.’ with data-driven proof points.
• Marketing Channels: Technical brochures, digital campaigns with ROI calculators, video content, and trade shows.
• Product and Energy Savings Configurators: Developed an online “Pump Selection Tool” and “Chem-Fuel Savings Calculator” to help customers select the right product to meet their needs
Created innovative visual storytelling coloring the orange pumps with a green hue to communicate energy savings around energy savings and operational simplicity. Published case comparisons and customer success stories. Leveraged multi-channel approach combining print, digital, and experiential marketing.

🏆 RESULTS
• Increased adoption in energy-sensitive industries.
• Strong engagement on digital platforms through ROI tools.
• Reinforced Wilden’s reputation as a leader in pump efficiency and sustainability.
• Achieved the Flow Control 2014 Innovation Award

👩 ROLE
I led a cross-functional team of over 30 people based out of Grand Terrace, California at Wilden headquarters and directed the efforts of the Dean Houston agency on creative execution.