The Specialty Mfg. Co.

Partnering To Elevate Brand Recognition And Improve User Experience

Industry - Manufacturing

The Specialty Mfg. Co. is a manufacturer providing industry-leading products and a comprehensive suite of services, including contract manufacturing, design, and engineering support. Each of their five divisions had a separate website and branding, causing a disconnect that made it challenging to market their services collectively. The phrase, “We didn’t know you did that!” was common in conversations with both current and prospective customers.

Evolve Systems had an existing partnership with The Specialty Mfg. Co., providing marketing services to support their business goal. With trust in our capabilities and a proven five-step process for driving results, the client entrusted us with providing solutions to address their website pain points. When we recommended combining four divisions into one website with a fresh, cohesive look, the client was excited about the opportunity.

Branding

Website Development

Opportunity

The Specialty Mfg. Co. needed to solve a significant roadblock: effective marketing of its various capabilities without sending people to several websites. They needed a way to maintain the separate identities customers were familiar with while making it clear that all divisions were part of the same brand. With Evolve Systems as a trusted partner, they knew our team could lead them in the right direction.

Solution

Evolve Systems conducted expansive market research before proposing a plan to combine four of the five separate division websites. Focus areas included the long-term benefits of SEO, improved brand recognition and alignment, and a vastly improved user experience. Maintaining one website versus several would also improve efficiencies for The Specialty Mfg. Co.’s internal marketing team.

Result

The result was a website combining all five divisions’ capabilities, reinforcing The Specialty Mfg. Co.’s goal of promoting itself as a true “one-stop-shop” for industry-leading valves, couplings, and contract manufacturing services. Giving each division a designated “About” page on the new website provided the opportunity to highlight each unique company history and demonstrate The Specialty Mfg. Co’s evolution as a company.

The logos for The Specialty Mfg. Co. group of brands

Full-Service Branding and Marketing Support

Solving Marketing Challenges Through Tailored Strategies

Even businesses with an internal marketing team can benefit from the expertise of a full-service agency. By partnering with Evolve Systems, The Specialty Mfg. Co. gained access to a team of design, website development, marketing, and content strategy specialists committed to delivering exceptional results.

Cohesive Branding & Brand Voice

Each division’s website was uniquely branded and written in a different brand voice. Logos were also inconsistent and reflected branding that existed before the divisions became part of The Specialty Mfg. Co. Our designer worked with the client to create branding and new logos representing the collective divisions.

Improved User Experience (UX)

The Specialty Mfg. Co.’s current website created a frustrating user experience by requiring customers to click through several pages before reaching a product page. Evolve Systems’ strategists and UX designer collaborated to recategorize pages and create a more straightforward journey for customers. This strategy included the addition of filters, allowing people to quickly select product attributes and be presented with a list of applicable products.

A Robust SEO Strategy

A data-driven SEO strategy was established to help ensure The Specialty Mfg. Co. didn’t lose too much traction for current keywords with high rankings. Our lead strategist developed a comprehensive spreadsheet highlighting current rankings and target keywords for each service area, which will help drive qualified traffic and leads to the new website.

Ongoing Retainer

A new website marks the beginning of a new marketing journey. Through an ongoing retainer, Evolve Systems provides support in developing and executing strategies focused on The Specialty Mfg. Co.’s website, email marketing, and social media marketing efforts.

Partnering to Deliver Exceptional Results

Collaboration is the key to every successful project. Constructive, meaningful conversations between our internal experts and The Specialty Mfg. Co.’s marketing team led a strategy that set our client up for long-term success.

Enhanced Website:

Improved functionality and a more straightforward customer journey create an experience where it is easy to find familiar products and explore other service areas customers did not know previously existed.

Elevated Brand:

Carefully balancing the existing brand color palette with a fresh design approach resulted in a stunning website reflecting all divisions of The Specialty Mfg. Co.

Targeted Brand Strategy:

A modernized look helps The Specialty Mfg. Co. stand out from the competition, attracting new clients and helping with the company’s recruiting efforts.

A screenshot of the ecommerce website, listing various parts

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