Building a Reliable Brand on Industry-changing Technology...FlexSteel needed a new, credible brand...
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BUILD AWARENESS OF A HIGHLY INNOVATIVE PRODUCT FlexSteel’s spoolable pipe combines the durability of steel with the flexibility of traditional spooled pipe. The goal was to educate the industry about a solution that was more cost effective, more reliable, easier to install and adaptable to nearly any environment or application. Building a Reliable Brand on Industry-changing Technology FlexSteel manufactures a revolutionary flexible pipe product, but the company was new to the market and not recognized or fully understood by oil and gas companies. In order to provide the industry with a reliable and efficient pipeline solution, FlexSteel needed a new, credible brand and industry awareness of its products. HOW SAVAGE SHAPED A BRAND AROUND THE TECHNOLOGY GENERATED $100 MILLION IN LEADS THE RESULTS CREATE A RECOGNIZABLE, DIFFERENTIATED BRAND As a new arrival to the industry, FlexSteel needed to establish immediate credibility with the energy industry and reinforce the difference between its solution and other spooled pipes. The goal of rebranding was to show through visuals and messaging that FlexSteel outperformed all other pipeline solutions. EXTREMEAHEAD OF THE CURVE 3 inch – 750 psi 300 ANSI FLEXSTEEL EXTREMEPERFORMANCE VALUEDURABILITY 2"–8", up to 3,000 psi NEXT GENERATION LINE PIPE. FlexSteel is the revolutionary line pipe at the heart of cyclic applications. Tough enough to withstand the pulsating and cyclic pressures common in water injection and disposal lines, FlexSteel also offers exceptional corrosion resistance during the most crucial operations. With its proven reliability, FlexSteel is the best choice for cyclic environ- ments – so the vitality of your operations remains in good health. Learn more at flexsteelpipe.com/provenreliability. BRUTE STRENGTH FOR BRUTAL ENVIRONMENTS NEXT GENERATION LINE PIPE. spoolable pipe durable enough for direct installation in rough terrains without the risk of failure. With a steel core that provides unmatched structural integrity, FlexSteel’s brute strength is the clear choice when failure is not an option. Learn more at flexsteelpipe.com. NEXT GENERATION LINE PIPE. FlexSteel is the revolutionary pipe solution that combines highly corrosion-resistant technology, the durability of steel and the installation, performance and cost benefits of spoolable pipe products – pure genius. Learn more at flexsteelpipe.com. THE OF LINE PIPE INCREASED WEB TRAFFIC BY 248% COMPANY ADDED 38 NEW ACCOUNTS IN ONE YEAR REBRAND FLEXSTEEL TO SET IT APART FROM ITS PEERS We crafted a bold, industrialized brand personality to echo the strength, durability and flexibility of the product. The redesigned logo exaggerated the product’s flexible nature, and a corresponding system of icons reflected FlexSteel’s market applications. The new brand image extended across a full array of marketing collateral, including product literature, online presentations and tradeshow, promotion and field materials. EDUCATE THE INDUSTRY ABOUT THE SOLUTION OF THE FUTURE FlexSteel needed to generate awareness of the company, its products and its superior lifecycle performance. We designed communications ranging from high-concept awareness advertisements to detailed marketing materials and web content that clearly conveyed the value, installation and applications of FlexSteel’s product. Internal teams were coached on educating customers in how FlexSteel’s solution could improve their HSSE performance and bottom line. EXPAND MARKET SHARE, DOMESTICALLY AND INTERNATIONALLY Generating business leads was crucial for FlexSteel. Targeted web ads drove nearly three times the traffic to a newly redesigned website that educated visitors on how FlexSteel’s pipeline solution delivered extreme performance, value and durability — and could improve their business. Print ads and creative direct mail campaigns brought additional leads, culminating in 38 new accounts in 2012, a 22% increase in the amount of FlexSteel’s revenue coming from international markets, and 67% overall revenue growth. © Savage Brands savagebrands.com
Transcript of Building a Reliable Brand on Industry-changing Technology...FlexSteel needed a new, credible brand...
BUILD AWARENESS OF A HIGHLY INNOVATIVE PRODUCT
FlexSteel’s spoolable pipe combines the durability of steel with the flexibility of
traditional spooled pipe. The goal was to educate the industry about a solution
that was more cost effective, more reliable, easier to install and adaptable to
nearly any environment or application.
Building a Reliable Brand on Industry-changing Technology FlexSteel manufactures a revolutionary flexible pipe product, but the company was new to the market and not recognized or fully understood by oil and gas companies. In order to provide the industry with a reliable and efficient pipeline solution, FlexSteel needed a new, credible brand and industry awareness of its products.
HOW SAVAGE SHAPED A BRAND AROUND THE TECHNOLOGY
GENERATED $100 MILLION IN LEADS
THE RESULTS
CREATE A RECOGNIZABLE, DIFFERENTIATED BRAND
As a new arrival to the industry, FlexSteel needed to establish immediate
credibility with the energy industry and reinforce the difference between its
solution and other spooled pipes. The goal of rebranding was to show through
visuals and messaging that FlexSteel outperformed all other pipeline solutions.
ExtrEmEPErformancE ValuEDurability
Next GeNeratioN LiNe PiPe
ahEaD of thE curVE
EXTREMEPERFORMANCEVALUEDURABILITY
3 inch – 750 psi 3 inch – 750 psi300 ANSI
FlexSteel Pipeline Technologies, Inc.
2103 CityWest Boulevard
Suite 1450
Houston, Texas 77042
office 832.531.8555
fax 713.953.3201
www.flexsteelpipe.com
FLEXSTEEL ExtrEmEPErformancE
ValuEDurability
oil & gas co2 otHEr aPPSWatEr
Next GeNeratioN LiNe PiPe
PiPE SPEcificationS
US CUStomary UNitS
750psi 1,000psi 1,500psi 2,250psi 3,000psi MAOP/ANSI Class ANSI 300 ANSI 400 ANSI 600 ANSI 900 ANSI 1400
Nominal Size (in) 3 4 6 2 3 4 6 2 3 4 6 2 3 4 2 3 4
ID (in) 2.82 3.67 5.60 1.99 2.82 3.67 5.60 1.99 2.82 3.67 5.60 1.99 2.82 3.67 1.99 2.82 3.67
OD (in) 3.63 4.58 6.81 2.66 3.66 4.62 6.89 2.70 3.72 4.69 7.01 2.76 3.80 4.80 2.80 3.83 4.81
Weight (lb/ft) 2.85 4.32 9.98 2.02 2.77 3.50 5.22 2.05 2.82 3.55 5.31 2.09 2.88 3.63 3.60 6.30 9.50
MBR (ft) 2.75 3.47 5.16 2.02 2.77 3.50 5.22 2.05 2.82 3.55 5.31 2.09 2.88 3.63 2.05 2.82 3.55
Reel Length (ft) 4,265 2,822 1,083 8,858 4,511 2,641 1,083 6,873 3,428 2,100 984 4,921 2,756 1,657 4,330 2,500 1,608
Reel Weight Full (lb) 15,271 17,742 15,340 18,722 18,845 18,820 17,500 18,943 18,792 18,740 18,775 17,131 18,845 18,782 19,000 19,000 19,000
metriC
50 bar 70 bar 100 bar 155 bar 200 bar MAOP/ANSI Class ANSI 300 ANSI 400 ANSI 600 ANSI 900 ANSI 1400
Nominal Size (in) 3 4 6 2 3 4 6 2 3 4 6 2 3 4 2 3 4
ID (mm) 71.66 93.18 142.30 50.65 71.66 93.19 142.33 50.65 71.66 93.18 142.30 50.65 71.66 93.18 50.65 71.66 93.19
OD (mm) 92.20 116.33 172.90 67.59 93.01 117.35 174.90 68.60 94.44 119.17 178.00 70.03 96.47 121.82 71.10 97.40 122.10
Weight (kg/m) 4.25 6.43 13.20 2.63 4.98 7.60 16.26 3.30 6.29 9.73 21.52 4.24 8.16 12.83 5.30 9.40 14.20
MBR (m) 0.84 1.06 1.57 0.61 0.85 1.07 1.59 0.62 0.86 1.08 1.62 0.64 0.88 1.11 0.64 0.87 1.09
Reel Length (m) 1,300 860 330 2,700 1,375 805 330 2,095 1,045 640 300 1,500 840 505 1,320 762 490
Reel Weight Full (kg) 6,927 8,046 6,958 8,492 8,546 8,535 7,938 8,591 8,522 8,499 8,515 7,771 8,546 8,518 8,615 8,615 8,615
www.flexsteelpipe.com
HeADquARteRS
FlexSteel Pipeline technologies, inc.
2103 CityWest Blvd.
Suite 1450
Houston, Texas 77042
office 832.531.8555
fax 713.953.3201
COLORADO
303.405.8336
FLORIDA
850.767.4800
PeNNSyLvANIA
724.553.8180
texAS
817.905.3086
CANADA
403.261.8873
COLOMBIA
+57.1.622.3339
MéxICO
+52.993.339.1557
veNezueLA
+58.282.424.3655
• Reduced CAPex with up to 65% lower installation cost
• Corrosion-resistant properties eliminate cost of maintenance, lowering overall OPex
• the only truly, dependable pipeline product proven through 100% reliability
• environmentally friendly zero emission lines
• Faster commissioning and improved flow rates
FlexSteel is the revolutionary spooled pipe solution that couples the durability
of steel with the installation, performance and cost benefits of spoolable pipe
products. the highly corrosion-resistant technology was developed from more
than 30 years of experience in demanding offshore environments. the FlexSteel
team is a group of hard-working and dedicated people united by a common
mission: to responsibly deliver the next generation of pipeline solutions.
Our product and services are truly AHeAD OF tHe CuRve.
oil & gaS
FlexSteel is a smart investment that
yields indisputable life-cycle quality
cost and performance advantages in
a myriad of oil and gas applications.
WatEr
Fast, easy and cost-effective
installation coupled with extreme
corrosion resistance make FlexSteel
a natural choice for water pipelines.
co2
FlexSteel uses a combination of
polyethylene and steel to create the
ideal pipe for Co2 transportation.
otHEr aPPlicationS
our solution-based approach has
opened up many applications and
markets where FlexSteel adds
tangible, long-term value.
FlexSteel Pipeline technologies, Inc.
2103 CityWest Boulevard
Suite 1450
Houston, Texas 77042
office 713.953.3215
mobile 713.292.3023
fax 713.953.3201
www.flexsteelpipe.com
BRiaN aNDERsoNDirector, Marketing
Corrosion Resistant Shield
Corrosion Resistant Liner
Steel Reinforcements
2"–8", up to 3,000 psi
NEXT GENERATION LINE PIPE. FlexSteel is the revolutionary
line pipe at the heart of cyclic applications. Tough enough to
withstand the pulsating and cyclic pressures common in water
injection and disposal lines, FlexSteel also offers exceptional
corrosion resistance during the most crucial operations. With its
proven reliability, FlexSteel is the best choice for cyclic environ-
ments – so the vitality of your operations remains in good health.
Learn more at flexsteelpipe.com/provenreliability.
BRUTESTRENGTHFOR BRUTAL ENVIRONMENTS
NEXT GENERATION LINE PIPE. FlexSteel is the only
spoolable pipe durable enough for direct installation
in rough terrains with out the risk of failure. With a steel
core that provides unmatched structural integrity,
FlexSteel’s brute strength is the clear choice when
failure is not an option.
Learn more at flexsteelpipe.com.
UV Resistant Shield
PE Liner
Steel Reinforcements
PFP025_ads_0326.indd 2 6/5/12 9:05 AM
NEXT GENERATION LINE PIPE. FlexSteel is the
revolutionary pipe solution that combines highly
corrosion-resistant technology, the durability of
steel and the installation, performance and cost
benefits of spoolable pipe products – pure genius.
Learn more at flexsteelpipe.com.
UV Resistant Shield
PE Liner
Steel Reinforcements
THE
OF LINE PIPE
PFP025_ads_0326.indd 1 6/5/12 9:05 AM
INCREASED WEB TRAFFIC BY 248%
COMPANY ADDED 38 NEW ACCOUNTS IN ONE YEAR
REBRAND FLEXSTEEL TO SET IT APART FROM ITS PEERS
We crafted a bold, industrialized brand personality to echo the strength,
durability and flexibility of the product. The redesigned logo exaggerated
the product’s flexible nature, and a corresponding system of icons reflected
FlexSteel’s market applications. The new brand image extended across a full
array of marketing collateral, including product literature, online presentations
and tradeshow, promotion and field materials.
EDUCATE THE INDUSTRY ABOUT THE SOLUTION OF THE FUTURE
FlexSteel needed to generate awareness of the company, its products and its
superior lifecycle performance. We designed communications ranging from
high-concept awareness advertisements to detailed marketing materials and
web content that clearly conveyed the value, installation and applications of
FlexSteel’s product. Internal teams were coached on educating customers in
how FlexSteel’s solution could improve their HSSE performance and bottom line.
EXPAND MARKET SHARE, DOMESTICALLY AND INTERNATIONALLY
Generating business leads was crucial for FlexSteel. Targeted web ads drove
nearly three times the traffic to a newly redesigned website that educated
visitors on how FlexSteel’s pipeline solution delivered extreme performance,
value and durability — and could improve their business. Print ads and creative
direct mail campaigns brought additional leads, culminating in 38 new accounts
in 2012, a 22% increase in the amount of FlexSteel’s revenue coming from
international markets, and 67% overall revenue growth.
© Savage Brandssavagebrands.com
