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.
FTA used the following technologies to complete this project:
• Adobe Illustrator
• Adobe PhotoShop
• Allaire Cold Fusion
• Allaire Cold Fusion Studio
• Microsoft Visual FoxPro