Case Study: EccoFab
EccoFab Inc. was founded in 1974 by Ekstrom Carlson & Company a leading provider of woodworking and metalworking machines. In 1996, EccoFab began diversifying the services offered their clients, specializing in repair or replacement parts for heavy equipment used in quarries, construction, and site preparation.
Starting In 1988 they began offering Hardox® steel to their customers, and in 2000, EccoFab was invited to be part of the launch of the domestic U.S. Hardox® WearParts Network, thus becoming the first official Hardox® supplier in the U.S.
Key Business Challenge
The biggest challenge for the company was to transition and establish the brand on the world wide web. With over 45 years of heritage, the company was still operating as a traditional brick & mortar business with a very minimal digital presence. The majority of the leads were coming through word-of-mouth referrals, as well as referrals through the U.S. Hardox® network.
Solution & Results
With a clean slate to start executing our vision, we started with conceptualizing and working on the brand essentials. The main focus was put on upgrading the existing logo which was dated and not really suitable for digital use, along with updating the brand colors and collateral marketing materials.
With the revised brand identity, our next step was to build a modern and responsive website which was a big refresh from the old design dating from 2011. We focused on showcasing the company services and products, and made sure to reflect and carry on the brand heritage. Last but not least, we’ve put a lot of efforts in SEO (Search Engine Optimization) to grow the organic search traffic and better position the company among the growing competition in this industry.
Another important part was revamping the print ad creatives. From the early years print advertising was the main advertising channel and was often used to promote the company and raise brand awareness. We continued with this strategy and revised the print ads with a new creative direction.