Rotoplas, a global water systems enterprise based in Mexico City, joined forces with Sanzfield Technologies of Canada to bring the most advanced septic system replacement to life.

Homeowners—the people who live with the product— were the first assumed audience. But we heard…

“Homeowners like being green…Until they have to pay for it.”

Strike one.

“Homeowners like being green…Until they have to pay for it.”

Strike one.

Septic installers were next because they’re hands-on with products like these. But they all echoed…

“It’s not worth my time until the state approves it.”

Strike two.

“Homeowners like being green…Until they have to pay for it.”

Strike one.

The last potential audience was the developers who build the neighborhoods. They said…

“Someone asked me the secret to what drives our world. Sh*t and schools.”

Ding ding ding.

Developers were practically drooling at the potential of the product. It opened up land that was previously unusable and created drastic cost savings.

Using these insights, our developer-centric messaging was validated by a 14% conversion rate.

Via a series of industry-targeted LinkedIn ads and A/B testing, our team found the perfect messaging and prioritized value propositions. Our final landing page was so effective, we found for every $44 we spent on LinkedIn advertising, we achieved one qualified lead that was likely to purchase multiple $16,000 units.

Such a novel product raises a lot of questions.

To address these, we delivered a series of sales materials and infographics sure to cover even the most technical questions. The insights, opportunities, and next steps needed for the launch were then documented in a 148-page opportunity report.

With a proven strategy in place, we look forward to watching Rotoplas continue the plunge.

What we delivered to Rotoplas

Customer Journey Development

Digital Marketing


Pitch/Sales Collateral

Messaging Strategy

Launch Strategy

Website Design

Brand Strategy Workshop

Brand Strategy & Positioning

Brand Identity System


Prototype & MVP

Messaging Strategy