The Situation

Priority Plastics is a nationwide packaging company with business roots that date back to 1895 when they were founded as the Fort recovery Stirrup Company. After embracing the plastics molding business in the 1960’s, their history has been one of expanding operations and plant acquisitions. Currently, they count Portland, Indiana; Grinnell, Iowa; Mesa, Arizona and Denver, Colorado in their family of manufacturing facilities. Unifying these once independent plants into one cohesive organizational structure – AND, communicating this singularity of BRAND under a comprehensive and product-focused website was an organizational, tactical and creative challenge.

The Challenge

Between these multiple manufacturing plants, over 600 unique products exist with variables that include sizes, colors, capacities, lids and materials used to manufacture each product. The existing website was on very dated technology and failed to include all the recently acquired companies and facilities. Our challenge was being able to create a website that conveyed a brand identity - one that organized and showcased ALL their products, spoke to the numerous vertical industries to which Priority Plastics sells - PLUS, offered a portion of their products on an e-commerce platform. The crew at SteerPoint had to quickly become product experts. They even helped in establishing some naming protocols that can be adopted throughout the company.

The Solution

SteerPoint created a user-friendly and content-rich website that dives into how Priority Plastics can serve each of the industries they hope to connect with. For instance, they have packaging solutions for pet foods, industrial chemicals, hardware and beef jerky - a huge variety of potential end-users each with unique concerns. For Search Optimization, these industry pages help isolate and expand on these disparate sales opportunities. Additionally, SteerPoint created a comprehensive “Catalog” of ALL available products along with a separate (but integrated) “Priority-Store” featuring only the plastics products currently available via e-commerce. Built on the Word-Press Woo-Commerce platform, this structure is poised to expand as more and more products are offered in the e-commerce section of the site. Throughout this process, our acquired expertise in the plastics industry enhanced our value to our client. This expertise helped SteerPoint to be retained for further branding and marketing projects including video production, SEO, web-metrics and site optimization strategies.

Priority Plastics Case Study

Services Engaged

  • • Analytic Reporting
  • • CMS Management
  • • Custom UX Development
  • • Custom Website Development
  • • Ecommerce
  • • Email Marketing
  • • Lead Generations
  • • Paid Per Click
  • • SEO
  • • Web Design

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