Brand refresh & digital marketing to improve large manufacturing company's ROI

Galvanizing a 100+ year old industrial company with a new look, improved website & full-scale digital marketing strategy

Gregory Industries is a fifth-generation manufacturing company located in Canton, Ohio. After several years of tremendous growth, they needed an updated brand that truly reflects their position in the four key industries they serve. We started with core messaging, logo, visuals, and tradeshow booth and print materials. We also built a new lead generation website chock full of new content, including both written and video, that features their updated look.

As we’ve gotten to know their primary decision-makers and deepened our partnership, we’ve learned about all the products they offer and have come to understand the nuances of each business sector. We can easily adapt their ongoing digital marketing strategy or nimbly create singular materials and projects. TKG has become an extension of their business as a one-stop-shop for digital and traditional marketing services.

 

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Digital Marketing Goals

Galvanize a brand identity

With four core business sectors and several years of growth, they needed a website that carried the same manufacturing branding throughout but spoke directly to different audiences.

Equip them with better leads

Before we started working together, the executive team was skeptical that leads could be generated from their site. We knew that an improved and optimized website would change their minds. Fast forward 12 months:

"The quality and volume of leads for our department is exceeding our expectations. We are also showing up in Google for the phrases we want to. Keep doing whatever magic you're doing."

Bob P. - Gregory Industries

Strategy

Introduce an improved visual identity

There were many legacy logos in use from multiple divisions when we audited their current branding efforts. Accordingly, we launched an entirely new visual identity that brought their four key divisions in alignment and unveiled the new branding at several national conferences.

Launch a more robust lead-gen site

We created a brand new website for Gregory that drew in many quality leads and improved their bottom line. Our SEO tactics brought in half of the leads, while PPC efforts brought in a quarter of them.

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Real results: A more robust lead generation website brings in better quality leads

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website visitors in 2 years
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leads in 2 years

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leads from SEO
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leads from PPC

"We’ve been impressed in both the quantity and quality of the leads coming from webform submissions. Our Strut division has converted a lot of these into orders, particularly OEM business, which is otherwise difficult for us to find."

Bob P. - Gregory Industries

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