R&B Grinding Co., Inc.

Business Type:                                 

R&B Grinding Co., Inc. (http://rbgrinding.com/), Racine, Wisconsin.  Manufacturer and Service provider of precision grinding, Blanchard and cylindrical grinding, CNC milling and turning, induction heat treating, screw machine products, horizontal and vertical broaching, welding, assembly and more.  Located in Racine, WI, R&B Grinding has been a quality supplier for over 55 years.


Core Issues / Opportunities:

The corporation had an existing web presence, advertising collateral materials and a recognizable ‘brand’.  A decision was made to freshen the overall look of the company’s marketing presence, while expanding the presentation of the company offerings.


Scope of Project:

Evaluate the overall marketing and web presence of R&B Grinding Co., Inc., making it work for them 24/7 by conveying the capabilities of the company, communicating critical industry information to their client base and, ultimately, seek to differentiate R&B Grinding Co., Inc. in a positive light.



The successful solution set was to:

  1. Present the core competencies of the client and their capabilities in defining a new ‘brand’
  2. Create an attractive, user friendly vehicle to attract client attention and provide sufficient ‘call to action’ opportunities.  The site photography captures action shots of shop floor activities to appeal to the identified client base
  3. Create a web site utilizing current ‘Responsive Design’ capabilities, allowing for viewing on conventional monitors, tablet PC’s, and SMART phones
  4. Provide a platform for the company to make ‘on-the-fly’ modifications to the site as business needs change, including an integrated events calendar with location/direction mapping capabilities
  5. Implement best practice Search Engine Optimization (SEO) strategies to elevate searches for the agency and their processes as high in the popular search engines as possible
  6. Create and implement an overall marketing plan for the company, including promotional PowerPoint, print collateral, and logo design
  7. Implement a comprehensive Events function to highlight successes, awards, and, provide a vehicle for recruiting new help for plant operations.
  8. Utilize Constant Contact™ for eMail Blasts to notify clients of capabilities
  9. Provide metrics and site statistics to show successes, weaknesses, performance, and trends for the overall approach
  10. Phase II and Phase III activities designed to include continuing SEO and brand development activities



The deliverables in this project were:

  1. Analysis of the core competencies and desires of the client
  2. Responsive Design website, based on Drupal functionality with Cascading Style Sheets(CSS) and Content Management System (CMS) technology
  3. Ensure a fresh, attractive website appearance, maximizing the functionality, convey maximum information and portray the client as a source authority in the subject areas
  4. Integration of Search Engine Optimization (SEO) to assure that each page helps attract as much attention of the search engine algorithms possible, thus maximizes the opportunity for search engines and clients to find the site.
  5. Develop a set of blog posts to further attract attention on an ongoing basis
  6. Develop an ongoing plan to integrate the website into a comprehensive marketing approach, including an editorial calendar for the company, supporting and supported by trade shows, eMail Blasts, blog posts, freestanding emails, and ongoing SEO efforts.
  7. Conduct follow-up meetings for support and discussion of future activities, review of metrics of the site successes and shortcomings, and, develop a strategy to maximize the positives.


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