Modernizing the marketing of an established industrial company.
Corrugated Replacements Inc. already had something many businesses spend years trying to build: history, industry knowledge and an established reputation.
The opportunity was to make more of that experience visible through its marketing.
Corrugated Replacements Inc.
Corrugated Industry
Website · SEO · Content · Email · Print
The Challenge
A strong company with an outdated digital presence.
When I began working with CRI, the website contained outdated information, basic content and a navigation structure that had become difficult to use.
There was also no active social media presence or ongoing SEO content.
Another challenge was simply access to information. CRI’s team was busy running the business, so marketing couldn’t depend on someone internally providing new ideas and content every week.
The Approach
Learn enough about the business to reduce the burden on the client.
Through strategy meetings, competitor research and ongoing product and industry research, I built a stronger understanding of CRI’s customers, products and market.
That allowed me to become more proactive.
Instead of constantly asking the team what we should create next, I could develop ideas, campaigns and drafts first, then bring them to CRI for technical review and refinement.
The goal wasn’t to replace their expertise.
It was to turn the expertise they already had into marketing people could actually see.
Expanding the Marketing
What started with social media eventually grew into:
Website
Updated content, improved navigation, better customer flow, and support for areas such as orders and careers.
SEO + Content
Educational articles and product-focused content designed to showcase CRI’s technical knowledge and long history in the industry.
Email + Social
Ongoing campaigns, product promotion, email-list organization, and consistent communication with customers.
Print + Events
Trade-show banners, advertisements, mailers, product materials, and other collateral that extended the brand beyond the website.
The Bigger Opportunity
CRI didn’t need to invent credibility. It needed to show it.
One of the company’s strongest assets was already there: its years of experience.
Rather than trying to make CRI look like a completely different company, the marketing needed to better communicate the quality, knowledge and history the business had already earned.
That became a guiding principle across the website, content and campaigns.
The Takeaway
Modernizing a company doesn’t always mean reinventing it.
Sometimes the better job is to understand what already makes the business valuable, improve how that value is communicated and connect the marketing pieces so they work together.