Manufacturing Case Study

Gibraltar is a growth-oriented company and a leader in the intermediate steel processing industry, specializing in high value-added, high-margin processes and services. It provides steel products and related services to approximately 10,000 customers in the automotive, automotive supply, building/construction, consumer products, steel, machinery, and appliance industries, among others.

Despite its ever-expanding size and rapid growth, Gibraltar was behind the times in terms of electronic marketing. The company wanted a Web site that accurately reflected its history and stature as a leading metals processor. The site also needed to portray the company’s aggressive strategies for geographic and customer diversification, and continuing growth, enabling Gibraltar to make dramatic and favorable impressions to new audiences worldwide.

Fisher Towne & Associates worked with Gibraltar and its investor relations department to develop a dynamic Web site that appeals to current and potential investors and customers, members of the trade and financial media, and employees.

Customers are provided detailed information about Gibraltar’s four basic product/service offerings: building and construction products; cold-rolled strip, strapping, and painted products; heat treating; and distribution
services. Specific location and contact information is available through an interactive map. An employment area outlines job prerequisites and a detailed hiring policy.

For investors, the site includes annual and quarterly reports, financial fact sheets, a history of corporate acquisitions, analyst and shareholder information, 10Q and 10K forms on file with the Securities and Exchange
Commission, along with regular Gibraltar stock performance updates via live Nasdaq feeds. It also contains a complete archive of news releases issued by Gibraltar since the company's Initial Public Offering in November 1993.

Additional financial or product information can be requested directly from the site via online request forms.

Technologies Used
FTA used the following technologies to complete this project:

• Adobe Illustrator
• Adobe PhotoShop
• Allaire Cold Fusion
• Allaire Cold Fusion Studio
• Javascript
• Microsoft Visual FoxPro