About Minnesota Rubber & Plastics
Minnesota Rubber and Plastics (MRP) is a world leader in the material compound development, engineering design and manufacturing of custom-molded elastomeric and thermoplastic components and assemblies. The company has a reputation for producing highly desirable premium parts for companies in the medical device, transportation, and water, food & beverage industries.
From the faucets in homes to transmissions in cars, and critical medical devices, MRP designs and manufactures the critical sealing components to make these products perform flawlessly.
MRP is a leading global manufacturer that’s widely recognized as an innovative leader in its space. Yet, its website and marketing materials didn’t reflect this quality on a global scale.
Faced with increasing competition, MRP needed to clarify their positioning in their sales collateral and launch a website that highlighted the company’s breadth of high-quality products and research and design capabilities. With increasing global competition—and as the company approached its 75th anniversary of serving global customers—it connected with Windmill Strategy to help it transform the website into a strategic marketing tool for driving more traffic and converting those visitors into long-term customers.
Windmill first worked closely with MRP’s leaders to create refreshed, clear messaging and positioning for the three main company divisions: Transportation Components, Medical Components, and Water, Food & Beverage. The new messaging and content strategy further informed a redesigned website built on a flexible, modern platform, aimed to convert more prospects into customers by developing clearer and more consistent messaging to decision-makers in multiple industries.
The user experience and strategy for how these technical users search the website to solve their problems differ. For instance, some prospects search by solution type, while others search by the application, or by the material.
In higher-level searches, a user may also want to validate if MRP has experience in their industry. Windmill Strategy helped MRP envision a system of related page types that encouraged prospects to “skim and dive” pages after entering the site from any page. The homepage clearly states the company’s positioning and allows easy access to case studies, core services, solutions and industries. Each page provides a unique part of MRP’s story with useful, tangible information that keeps users engaged and searching for more insights into the company’s capabilities. The Elastomers and Thermoplastics Engineering Design Guide was given a visual and UX overhaul, for better usability by prospects, current customers and salespeople.
Windmill Strategy collaborated closely with MRP to create and deliver a project completed over four months. Deliverables include a redesigned Website, a plant overview video, a sales and marketing collateral system with a mix of templates and fully produced pieces (Sell Sheet Template, Downloadable Case Study Template, Application Brief Template, Datasheet Template), and additional brand collateral to support the business anniversary promotion.
MRP Website Redesign Project Goals
One of the top goals MRP marketing leaders wanted to achieve with the new site was an increase in leads through driving more targeted traffic. Specifically, we wanted visitors searching for contract manufacturers or material science/R&D services, a specific vertical or application.
MRP also wanted to more clearly communicate their company position as a global industry leader with consistent messaging across other marketing tactics, including case studies, fact sheets, landing pages and website.
Throughout all aspects of MRP’s marketing, we developed a fresh content strategy and a much-improved user experience. This called for a new sitemap, navigation, and user experience so prospects could easily find content that was most relevant to them and their industry.
The new site powers MRP’s content marketing/inbound efforts and supports sales with precise analytics, and complies with GDPR regulations. As MRP increases distribution in global markets the site will provide localization/translation options.
MRP Sales Collateral