IDEX is a high-performing, global enterprise committed to making trusted solutions that improve lives. The IDEX Fire & Safety division optimizes end-to-end water flow by delivering a complete pump house solution. As a leader in innovation, the company was introducing the newest technology - SAM. 

SAM makes complex pump operations simple.

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SAM was the most robust product launch in recent company history. The introduction was scheduled to align with the FDIC Tradeshow. FDIC International is the world's largest firefighter training and expo. 

To the end user and specifiers, this new technology would revolutionize pump operations - providing tremendous benefit to the fire fighters and those they look to protect - but would also be a radical shift away from traditional pump operations. 


Kaulig Media collaborated with IDEX Fire & Safety to work through a naming exercise with target audience input, and ultimately the original name “SAM” was retained and the logo revamped to better align with brand standards. 

To support the launch Kaulig Media developed a custom website utilizing the Wordpress CMS to clearly explain the new product’s value proposition and capture leads. Notable functionality included 

  • Guided tour - a step by step walkthrough of of the SAM system works showing the various touch-screen interfaces (
  • Dynamic form to generate a custom bid spec, enabling fire departments to expedite their spec with dealers to include the SAM configuration that is right for them.  

A 3D motion graphics explainer video also helped demystify and demonstrate the operations of SAM to help reduce confusion around features and benefits of the new system.


The feedback from the sales team, customers (dealers/firefighters/departments, etc.), everyone was completely amazed and impressed by the website, displays, video, demos, everything. They loved the demo tour on screen - and being able to learn at their own pace. 

Marketing efforts continue to sell-in the SAM configuration to departments, and ipso is working on a second video, including live production footage, to further reduce the barrier to understanding the new technology.

The sales force is invigorated, trade pubs are excited. Everyone says this is the best launch they have ever experienced. Thank you for being a great partner with us. Sarah Hay Director, Customer Experience and eMarketing