With a legacy in the rail transportation industry that traces back more than a century, RailWorks has played an essential role in building and maintaining North America’s critical rail infrastructure. Officially established in 1998 as the union of several prestigious industrial brands, RailWorks provides a holistic range of track and transit services and enjoys a reputation for excellence in the space.
RailWorks was ready to step up its digital game and engaged Blue Fountain Media to create an online destination that reflected its leading role in the industry. Our team revamped the organization's online presence, launching a brand-new website and implementing strategic marketing campaigns to ensure long-term success.
RailWorks is a global authority, but its website didn’t fully convey the company’s rich history nor its extensive capabilities as a contractor. What’s more, several core RailWorks brands had their own web properties, which made knowing what was and wasn’t part of the RailWorks family difficult for users, especially first-timers.
The new website would need to act as the hub for everything RailWorks, bringing this cast of sub-brands together and unifying, for the very first time, a vast portfolio of completed and ongoing work. All of this would be bound together with engaging content tailored for business online.
To begin our engagement with RailWorks, our team developed an extensive website strategy that served as the foundation for all of our efforts. A collaborative and cross-disciplinary effort, this process allowed us to scope out key strengths, weaknesses, and KPIs that would ultimately shape the structure, positioning, and personality of the new RailWorks website.
Though RailWorks had acquired several brands since its inception, select core brands – notably track authorities L.K. Comstock and PNR RailWorks, as well as NARSTCO, a steel tie manufacturer – still had their own web properties separate from the main RailWorks website. Our team navigated the sensitive process of bringing these brands under a single umbrella, developing all-new brand and history pages and carefully consolidating a large body of existing content.
To drive business, RailWorks would have to show potential clients visiting the website exactly what they could bring to the table. Our content team spoke with discipline leaders across the RailWorks organization and developed dedicated pages for all their service offerings and industry specializations. RailWorks could walk the walk, so we put its differentiators front-and-center and let a large portfolio of work speak for itself.
RailWorks had enjoyed significant success through word-of-mouth but still struggled to capture leads online. Our team developed and executed on an in-depth marketing strategy, deploying targeted campaigns that put RailWorks in front of critical decision-makers. As lead-gen campaigns encouraged new business, awareness campaigns introduced a new RailWorks brand – one built on trust, quality of work, and a ready to push the industry forward.