The Lee Company spent decades building a reputation for microhydraulic precision, establishing their ability to be a trusted resource among aerospace engineers and other technical professionals in their core markets. They produce a wide variety mission-critical components with one unfailing promise – a steadfast commitment to zero-defect manufacturing.
As Lee product sales grew across world markets, their ability to provide custom solutions become a defining difference, made possible through a sales force comprised largely by engineers. Competitors tried to mimic Lee components with me-too products at a lower cost, and while they couldn’t compare with Lee quality and technical expertise, pressure began to build among price-sensitive buyers.
CLIENT
The Lee Company
Engineering & Manufacturing
WHAT WE DID
- Digital Design
- Advertising
- Web Development
- Creative Content
- Social Media
- Branding & Identity
Project Outcome
The Challenge
The Lee Company had a loyal customer base, but their expertise wasn’t reaching everyone who could benefit from it. Many younger engineers had never heard of The Lee Company, and the brand’s reach wasn’t growing with the next generation of designers and buyers in OEM markets.
The Approach
BlueStar developed a campaign the combined targeted paid media, industry SIC codes, and top “wish list” companies to create broader awareness of Lee capabilities and their rock-sold reputation, proven in partnership with NASA on every mission in the Apollo program.
The Results
A Brand Introduced to a New Generation
The media strategy clicked, supported by creative development that spoke to engineers in language they understand and value, giving them the high level of confidence they need to ensure solutions will perform reliably in harsh environments from the highest altitudes above earth to deep below our ocean floors.