Redwood Plastics is an innovative plastics company with 7 branches across North America. In operation since 1971, Redwood Plastics, in partnership with it’s manufacturing division and suppliers, molds, machines, fabricates and distributes a wide-range of high quality custom plastics parts. Redwood came to us as an already established brand with an existing marketing team. We worked with their existing infrastucture to both update and support their established marketing efforts. Together, we strengthened their brand, and built a marketing plan for this brand in it’s dynamic and evolving industry.
The Industrial Plastics Industry is one that is always changing, and forever growing. As one of the leading distributors and fabricators of custom parts, Redwood has developed a reputation as a progressive and dynamic brand. Their mission is to support their long-standing relationships through respectful and ethical interaction with their customers and suppliers, and always to strive for 100% customer satisfaction.
Redwood’s staff has impeccable technical expertise and experience with all of their products and the industries they work in. They differentiate themselves by developing new applications and uses for plastic materials by visiting their customers in their, very often, not-so-friendly environments. As the frontrunners to aid Engineers and end-users in the understanding of how tough plastics can be, we wanted to showcase not only their willingness to “get their hands dirty” but only ensure their target market was aware that they can help with much more than stocked sheet, rod and tube.
There are many important reasons for replacing traditional materials with plastics, and it was our goal to highlight this in all of the marketing materials that we produced in conjunction with Redwood. We started by creating Case Studies, Brochures, Blog Posts, Mini Sites, and Infosheets that would be easily accessible through the website and freely available online. We decided to become not only an advocate of Redwood Plastics, but of the plastics industry as a whole. Through thought leadership, we would shift the tide of traditional thinking in terms of plastic materials.
Casting a Wide Net
Redwood Plastics is active in many industries, and can make custom parts for a variety of applications. Because of this, we needed to highlight the variety of industries that Redwood works in. We created an easy to navigate website with custom designs that highlighted the different industries that Redwood is active in. From mining, to transport, to agriculture, we created documentation and resources that would benefit someone in any industry. By doing this we positioned Redwood as not only a resource of information within the industry, but a thought leader in terms of the new technologies for these industries.
Design and Execution
Redwood required a unique marketing campaign that was as dynamic as the industry. We began with custom branding and graphic design that was showcased through a website that hosted the large caches of information needed to display. We worked with the existing marketing team to create a series of videos that showcased the different applications of Redwood’s products.
It was important that we positioned Redwood Plastics as a thought leader in not only the Plastics Distribution space, but also the related industries and ancillary activities that surrounded the brand. To spearhead this, we created a section of the website titled “Tools, Guides, and Data”. This section hosts a series of information from technical data sheets on plastics materials, to plastics comparisons charts, to a blog that would be routinely updated with plastics news and tips (which also benefits SEO). Together, these sections provided a voice for the company to lead discussions and curate a community within the industry. We even added a section for “Do it yourself” plastic projects and ideas that are dedicated to new and neat ways to use plastics materials at home.
To get the word out – we regularly purchase a variety of online ads, send out mailers, email newsletters, etc. with targeted messaging to each vertical within their plan.
In the End
By working with an existing team in an already established industry, we were able to create a fully integrated marketing strategy that was uniquely catered to this brand. Redwood continues to maintain itself as a resource for information in it’s industry, and continues to be one of the biggest promotors, manufacturers, and suppliers of plastics parts and materials, who we are proud to work with on a regular basis.