Controlled Fluids Inc. | Case Study

CFI, a hydraulics manufacturer headquartered in Beaumont, Texas, recently underwent a rebranding process that included the development of a new video strategy. A key element of this strategy was the creation of their Signature Brand Movie Trailer. When venturing into an industry that may not be accustomed to creative endeavors, it is common to encounter some resistance from the team when it comes to their comfort level on camera.

This is understandable, as their expertise lies in the complex and technical aspects of their industry, rather than in the realm of creativity. CFI faced a similar situation during their rebranding process. While everyone initially agreed during the planning phase, there was a noticeable sense of stress when it came time to film. The team members were willing to participate over the course of a few days, but they understandably felt nervous and skeptical. However, everything changed once the final product was delivered.

It was as if something clicked for the entire team – they witnessed their collective efforts transform into something truly magical. Leading the charge was Justin Jackson, who served as the guiding force throughout the process, rallying his team and assuring them that they were heading in the right direction. Even he couldn’t be certain if they had achieved their goal until the video premiered.

Employee participation plays a crucial role in successfully executing a video marketing strategy. In this case, despite not fully grasping the concept at first, everyone on the team was open to the idea. Encouraging your team to embrace something outside of their comfort zone is what sets apart a regular office from an extraordinary one. Since then, CFI has wholeheartedly embraced their theme of “For Those That Don’t Back Down,” doubling down on their commitment to it.