AIRSYS: A Global Leader in Cooling Innovation
AIRSYS is a global leader in cooling innovation, delivering solutions that support mission-critical industries such as data centers, telecom, and schools.
With a strong focus on sustainability, energy efficiency, and performance, AIRSYS continues to redefine industry standards, ensuring reliable and cost-effective thermal management for demanding environments.
Headquartered in the U.S., AIRSYS operates across 11 countries, combining global expertise with localized support to meet its customers’ evolving needs. Backed by over 30 years of experience, 85 unique patents, 32 industry awards and certifications, and a talented team of more than 1,000 workers, AIRSYS is a trusted partner in the nonstop digital economy, pioneering cutting-edge cooling solutions that prepare industries for the future.
Challenge #1: Lack of Brand Awareness
Despite its global presence and success, AIRSYS struggled to establish a strong marketing foothold in the U.S., where it faced fierce competition with long-standing industry giants. This limited recognition created significant barriers to building local credibility.
Challenge #2: Digital Marketing Immaturity
Since AIRSYS had not developed a robust U.S.-focused marketing strategy, it lacked relevant localized marketing assets such as blogs, case studies, eBooks, testimonials, and other customer-facing media. This absence of a localized digital footprint made it difficult to demonstrate expertise and build trust with American audiences.
Challenge #3: Misalignment with Previous Agency
AIRSYS’ previous marketing agency failed to fully understand the brand’s identity, messaging, and goals. A lack of alignment and responsiveness from the agency led to dissatisfaction and diminished trust, also resulting in poor marketing performance.
Marketing success is driven by
a strategic approach
that aligns your brand, audience, and objectives.
Waypost's Collaborative Efforts with AIRSYS
1
Increase Brand Awareness in the North American Market
Use a strategy-first approach to secure a strong market presence in the United States, overcoming fierce competition from established industry leaders.
2
Enhance Brand Authority Across Multiple Marketing Channels
Develop a localized digital footprint with robust and relevant marketing assets and customer-facing educational materials.
3
Establish Brand Positioning that Reflects AIRSYS’ Identity, Values, and Leadership
Redesign the company website and craft a data-driven brand strategy that engages visitors, communicates value, and drives conversions.
Strategy First: Laying the Foundation for Success
Every successful marketing operation starts with a clear strategy that sets the foundation for all future efforts.
This is especially critical for a brand like AIRSYS, which needed to strengthen its marketing presence to effectively compete in the demanding North American market.
As we do with most of our clients, we started with a thorough Discovery project— a series of in-depth interviews with AIRSYS’ leadership team to uncover their mindset, brand values, target audiences, key selling points, and growth ambitions. Through these discussions, we witnessed firsthand the team’s passion for their brand and commitment to embedding their values into everything they do. This deep dive gave us the necessary tools to craft AIRSYS’ unique marketing positioning, tone, and messaging that would inform all future marketing materials.
For AIRSYS, the Discovery process was essential not only because it set the tone for marketing success, but because it demonstrated our collaborative approach. By listening carefully and learning intimately about their challenges and objectives, we ensured our marketing plans would precisely meet their needs.
Establishing Digital Authority: Content & Social Leadership
Establishing AIRSYS as a recognized thought leader required a strategic approach to content marketing.
In the first year, we prioritized organic content through the website’s blog and social media accounts, leveraging these channels to build brand awareness and foster direct engagement with the audience.
The blog content strategy included two monthly articles tailored to AIRSYS’ areas of expertise and common industry search queries. Each article aimed to showcase AIRSYS’ deep technical knowledge in an engaging way while incorporating on-page SEO techniques to enhance visibility and authority. By clearly addressing industry challenges and solutions, the blog helped establish AIRSYS as a go-to resource for expert insights.
The social media strategy centered on the LinkedIn platform. We managed both AIRSYS USA and AIRSYS Global accounts with three weekly posts aimed at strengthening market positioning, showcasing expertise, building brand awareness, and promoting events. Through a shared social media calendar, we worked closely with AIRSYS’ marketing team to ensure all content and imagery aligned with their brand guidelines, maintaining a consistent voice and visual identity that reflected AIRSYS’ innovative positioning.
This combined approach strengthened both brand recognition and credibility, positioning AIRSYS as a knowledgeable, credible, and approachable resource.
Website Redesign: Crafting AIRSYS’ Online Voice
A company’s website is its most powerful sales tool, working 24/7/365 to engage visitors, communicate value, and drive conversions. Given that all marketing efforts ultimately lead prospects to the website, it was crucial to ensure the site effectively served all relevant audiences and reinforced AIRSYS’ market positioning. Relying on insights from the Discovery phase, we created a data-driven website strategy:
- Each site page was designed with clear funnels, conversion points, and optimized contact forms to create a positive user experience and drive engagement rates.
- Industry-focused site pages addressed the unique needs of key buyer personas. This was further strengthened by a comprehensive knowledge base that showcased AIRSYS’ expertise and positioned the company as a trusted industry leader.
- Keyword research guided content creation to enhance organic search visibility while incorporating AIRSYS’ unique language, tone, and messaging.
Through this strategic approach to website development, we transformed the AIRSYS website into a powerful, high-performing tool that informs, engages, and solidifies AIRSYS as an innovative and authoritative player in the North American market.
THE RESULTS
Transformative Results: Digital Growth & Market Authority
In less than a year, AIRSYS experienced immediate (and impressive) benefits across multiple fronts:
Website Performance
AIRSYS saw an immediate and steady increase in website traffic, primarily driven by organic blog and social media activity. Total users grew by over 340%, while new user growth surged by more than 283%. Additionally, user engagement improved, with a 6% increase in time spent on the site and a 10% boost in engagement rate, reinforcing the effectiveness of the content strategy and user experience.
SEO Performance
The number of keywords ranking on Google’s first page more than doubled, rising from 15 to 39. Several of these keywords and other question-based queries achieved placements in Google’s Featured Snippets and AI Overviews, significantly increasing brand visibility. This surge in search presence fueled continuous organic traffic growth quarter over quarter, with some queries even outranking government websites.
Social Media Growth
AIRSYS’ LinkedIn presence grew significantly, with over 1,110 new followers for the USA account (46% increase YTD) and nearly 300 new followers for the Global account (8% increase YTD). Increased engagement from the AIRSYS team, including frequent reposting, boosted organic exposure and also reflected brand loyalty and advocacy. At its peak, the company page views tripled for the USA account, highlighting the impact of a well-executed, strategic content approach.
Partnership Success
From the start, it was evident that our organizational culture and values were closely aligned with those of AIRSYS, which helped alleviate their previous skepticism about marketing agencies. By prioritizing listening, transparency, and becoming a true extension of their brand, we earned AIRSYS’ trust, leading to increased investment in the second year. This success demonstrated how the right partnership can drive meaningful business outcomes.
Real search results from Google's AI Overview
We really appreciate the partnership with Waypost. It is the type of company we like to work with and come alongside, and it has been really good for us. We are very people-first and culture-first, and Waypost turned out to be a perfect fit.
We're very thankful for everything that they yielded for us.
Savannah Taylor, Marketing Manager at AIRSYS
What We Learned
Danielle Tebo
Director of Client Services
AIRSYS found a like-minded marketing partner who not only delivered results but also demonstrated a strong commitment to their success, helping them achieve the positioning they desired.
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