Arrow Grinding
Manufacturing and precision grinding company expands client reach with branding, marketing, Google ads & social media management
OtherWisz Creative first worked with Arrow Grinding in 2017, when we redesigned their existing website to better promote Arrow’s precision grinding and bar stock services. That website served the company well for the next eight years; but as Arrow started to grow into a full-service parts machining shop with plans to expand into the aerospace industry, they needed to make some changes.
We started by assessing the website to determine where improvements could be made within the client’s budget. There were reasonable ways to make the site content more engaging and informative — changes included adding a complete list of services with descriptions; adding a machining section; creating a new set of marketing home page banners; and incorporating testimonials, videos and more specifications throughout the site.
Services: Advertising, Brochure/Collateral, Digital Ad Management, Email Marketing, Logo/Identity Design, Photography, Social Media Management, Website Design, Website Maintenance
OtherWisz also modernized the company’s logo design to coordinate with the web updates, along with a set of taglines — “Arrow: More Than Precision Grinding” and a legacy reminder “Skilled. Precise. Trusted Since 1956.” This new branding was applied in email signatures, an improved Capabilities Sheet, and Arrow’s first email marketing newsletter.
Besides the website refresh, we also added life to their dormant social media channels, designing and scheduling weekly posts for the company Facebook and LinkedIn accounts.
To begin promoting Arrow Grinding in the competitive aerospace industry — their main business goal at the time — we highlighted the company’s recent AS9100 Certification through a series of direct marketing emails sent to industry-specific contacts. The emails were sent along with “old school” (printed) postcards to cover all audiences.
A factor that needed to be addressed was Arrow’s Google Ad campaigns, which had been running untouched for several years. Our solution was to fine-tune it using specific keywords that represent their expertise, as well as create new aerospace-specific digital ads. We are seeing the results of the revised campaigns through a noticeable increase in relevant web traffic and online quote request forms.
As new markets for manufacturing reveal themselves to this almost 70-year-old company in coming months, the OtherWisz team will be ready to help Arrow pivot their messaging so they can rise above the competition.
