A manufacturer and engineering service for high voltage coils for over a century, National Electric Coil has established itself as the premier provider for maintaining the industrial electric generators found in almost every power station around the United States and worldwide.
National Electric Coil has two large manufacturing and engineering plants each providing over 500,000 square feet of engineering and service work space. The sheer scope of capabilities is umatched in the United States.
Their challenge in the generator arena is that the manufacturers of generators: Seimens, Westinghouse and General Electric, are also their competitors by bundling service agreements with generator sales.
Goals of this project were to show the scope, scale and capabilities of engineering and manufacturing in servicing large industrial generators. It was essential to communicate that the service plants had a viable alternative - to a company that was focused on one aspect - servicing high voltage generators.
The website incorporated three distinct and important elements of the marketing solution: Branding, Brand Identity and Scope of offer. The brand and brand identity were not established and not clearly established or communicated in prior marketing assets.
The other challenge was distilling and organizing the hundreds of prior pages of web content into a website that would easily communicate their capabilities would be easily communicated in two paragraphs.
Branding, Brand Identity and distilling content were our key objectives.
An essential element to show the engineering work was a novel image gallery. We implemented a custom JQuery image gallery to showcase the yearly construction projects. The gallery is able to show both images and project details while being fully responsive.
There was over 180 pages of technical and associated content that needed to be reviewed, distilled and reorganized into new categories to achieve a clear organizational structure.
Custom scripts in JQuery were implemented to create a custom menu in the header. This menu treatment and graphic surround was part of the branding solution of "Focus" used site and company wide.
Overall, the goals were met and well received. There was buy in from all levels of the company, and welcomed the input from all stakeholders. The website has been revised by engineers and content contributors since the website was created, as often happens. The current version reflects changes since the original, more streamlined and narrative approach of content was implemenented.
The percentage expresses rate of improvement from prior website performance, and is not actual visitor data.
Our goals were clearly established: establish brand identify
It was essential that we make the content easily accessible, easily read and achieve a high engagement.
We installed all Google Analytics, Google Dashboard, and onsite marketing elements to track and understand customer behaviour on the website. Data was assessed using a/b variant comparisons.
Results recommended rearrangement of technical content and worlwide conent to attract more worldwide visitors.