Growth
Conversion Assets
The Digital Transformation of CW Products - A Throttl Success Story
40 Years in Business
80+ Full Time Staff
500+ Retailers
CW Products
CW Products' Time-Honoured Legacy
CW Products proudly represents part of South Australia’s heritage. Founded in 1984 by Ibrahim Elassaad, this homegrown roller-shutter manufacturer is a remarkable success story. Employing over 80 staff across three key Australian locations, the brand embodies trust, innovation and quality, and now has more than 500 retailers across Australia only too happy to stock and sell their products.
The Challenge
Rolling into the Digital Era
Despite its proud 30-year history, CW Products recognised the need for future-proofing the organisation via digital transformation. So, under the leadership of Managing Director Danny Elassaad, CW Products engaged the services of Throttl to propel them into the digital age. Ensuring they remained at the forefront of their industry and cater to their ever-evolving customer base.
Solution
Throttl’s Comprehensive Strategy
Planning & Strategy
Throttl was entrusted with this critical mission of integrating modern marketing practices and digital capabilities without disrupting the company’s operational rhythm. Recognising the breadth of CW Products, Throttl embarked on a meticulous pre-planning process. A strategic roadmap spanning 5-10 years was meticulously crafted, ensuring that all marketing initiatives seamlessly aligned with CW’s strategic vision. Collaborating with Tony Iasiello of Right Mix Communications, and a multidisciplinary team of Throttl experts, a brand-new digital identity was quickly forged.
- Business needs analysis
- Project Management
- Strategic roadmap
- Brand strategy
- Archetypes and territories
- Overarching customer value proposition
- Expert briefing
- Chemistry sessions
Conversion Assets
The digital transformation introduced new and innovative features like the “Find a Retailer” program, set for national roll out in 2024. Personalisation also took center stage, and we developed extensive video shoots showcasing trade stories, and bridging the gap between the brand and its devoted customer base. The organisational culture was also spotlighted, revealing the passionate workforce behind CW’s success. With over 20 interviews capturing staff experiences, it became evident that CW Products isn’t just a company – it’s a family.
- Visual design system
- Videography
- Photography
- Copywriting
- SEO Copywriting
- Graphic design
- UX/UI
- Web development
- Analytics dashboard
Outcome
A full Throttl Upgrade
Through a highly collaborative and meticulous effort, Throttl has eased CW Products into the digital age with a minimum of fuss and without any disruption to its operations.
Talent
Supercharged Stats
2x
Web Identities
2x
API Integrations
12+
Top 5% Experts
100K
SEO Words
11x
Videos
500+
Photo Stills
"When we decided to get serious about a digital transformation we knew that we needed the right partners on our team. For over 40 years we we’re the elephant in the room with the lights switched off, Throttl helped turn on those lights and amplify our digital presence. They were intimately involved from strategy to execution and provided a professional and seamless experience. They knew what to, how to do it and put together exceptional digital solutions that proudly reflect our business and place in the market."
Danny Elassaad
Managing Director
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