J.C. Steele & Sons - radii Portfolio - Greenville SC
937
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J.C. Steele & Sons Logo Design

J.C. Steele & Sons

INDUSTRY: Industrial / Manufacturing

A U.S. MANUFACTURER OF BRICK MAKING EQUIPMENT MOVES INTO IRON, STEEL AND FERRO ALLOYS

 

We started working with J.C. Steele & Sons, a manufacturer of heavy clay machinery in 2012. Steele machines produce over 90% of the bricks made in the U.S., so the company was moving into new global markets.

 

We’ve helped them refine their value proposition and messaging to focus on specific prospects and their recoverable by-products. Our objective, from day one, has been to help Steele protect its market share in heavy clay, while moving into metals with a resource recovery process that combines quality, cost-effectiveness and sustainability in equal measure.

 

Challenges

  • Dated branding and website
  • No integration of marketing and business development
  • Converting the company’s experience with handling and shaping heavy clay into engaging content for iron, steel and ferro alloy producers.

 

Solutions

We recommended revised branding and an integrated marketing program:

  • New branding and positioning that acknowledged the company’s legacy, while positioning it as a leader in the handling and shaping of tough materials
  • New website with revised content for machinery and new industry content to address targeted verticals
  • Trade show participation, including customized data sheets and video presentations
  • Customized presentations, proposals and collateral for biz dev
  • Content marketing and social media

 

Results

Steele continues to lead the U.S. market for sales of heavy clay handling and shaping equipment. It has also become a global leader in helping iron, steel and ferro alloy producers convert mountains of fines, dust and sludge into engineered feedstock.

radiiation:

  • Logo Design
  • Web Development
  • Content Marketing
  • Business Development
  • Collateral Design
  • Video
  • Photography
  • Social Media Management
  • PR
  • Tradeshow Design
  • Email/Direct Marketing

Branding

The new logo and tagline update the auger motif of the old logo and emphasize its leadership in stiff extrusion.

Steele - Logo Redesign
J.C. Steele & Sons Web Design by radii

Website

We update the Steele website on a regular basis, adding new content that emphasizes the company’s engineering and lab services, its manufacturing muscle (which includes an in-house foundry), and its unmatched commitment to global parts and services.

Video

This  video features the fifth generation of Steeles and introduces the HD-10, the heart of  a stiff extrusion line that gives brickmakers the ability to test the thin brick market without investing in new production.

Steele Print and Collateral Design

Collateral

Steele data sheets emphasize engineering, proven experience and resources, and an ability to customize solutions for specific customer problems.

Email Marketing

Steele has begun a direct marketing campaign targeting customers and key prospects. This eBlast, featuring the new HD-10, led to actual orders. Imagine that.

Email Marketing Design