January, 26th 2020

Created in 1998 as the union of several prestigious industrial brands, RailWorks provides a holistic range of track and transit services in the United States and enjoys a reputation for excellence.

The company partnered up with Blue Fountain Media (BFM), a digital marketing agency from New York, to step up its digital game.

RailWorks has played a key role in building and maintaining critical rail infrastructure. But its website didn’t illustrate the company’s rich history or its capabilities as a contractor. At the same time, 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.

The team at BFM developed an extensive website strategy that served as the foundation for all of their efforts. The process, collaborative and cross-disciplinary, allowed the agency to scope out key strengths and weaknesses that would ultimately shape the structure, positioning, and personality of the new RailWorks website.

The marketing agency navigated the sensitive process of bringing all the RailWorks brands under a single umbrella, developing all-new brand and history pages and carefully consolidating a large body of existing content. This allowed to integrate all that content on the same website of RailWorks, keeping users on the same page.

RailWorks also faced the challenge of showing its potential clients visiting the website exactly what they could bring to the table. BFM’s content team spoke with discipline leaders across RailWorks and developed dedicated pages for all their service offerings and industry specializations. BFM put differentiators front-and-center and let a large portfolio of work speak for itself.

Finally, BFM 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.

With headquarters in NYC, Blue Fountain Media merges imagination with technology with the purpose of delivering human-centric digital experiences that move brands and businesses from now to next. The agency has worked with a wide array of clients from Baldor to Bowlero, driving growth and garnering accolades.

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