Who They Are:
Barrett Steel is the UK’s largest independent steel stockholder and processor with 24 depots across the country. The group’s international headquarters are in Yorkshire and it has a growing presence in the worldwide oil and gas market.
The board of Barrett Steel wanted to exploit new opportunities in the construction, engineering and energy sectors in the UK and worldwide. It had seen customer needs and buying behaviours change during the global recession and knew that its approach to marketing and communications would significantly affect its success.
Recognising the crucial role the internet now plays in business, the board embarked on a paradigm shift and applied ‘one world’ concepts to drive strategic marketing across the whole business, not just on the web.
It appointed NetConstruct as its digital marketing partner, appreciating the strengths of our online marketing reputation, consultancy-led approach and 15 years’ digital experience in construction and engineering.
We conducted a detailed competitor analysis and internal review that highlighted numerous opportunities for gaining online competitive advantage.
Using this and other confidential data we worked closely with Barrett’s marketing team to build:
- a new Barrett Steel website for its steel stockholder and specialist technology businesses;
- a bespoke enquiry system;
- a mobile site; and
- several microsites, including one for its new Energy Division based in Houston, Texas.
To reflect the exciting variety of applications for Barrett Steel’s materials and products, our professional in-house WebVU team created a showcase video for the website, focusing on Barrett’s passion and pride in the steel industry.
The entire project was completed on time and on budget: not something for which digital agencies are usually noted, according to an appreciative Barrett team member!
Following site launch, our MaxURL digital marketeers and technicians have worked with Barrett on a series of campaigns which have seen visitor numbers jump by nearly 300 per cent over the previous site.
The bottom line says it all: despite tight world economies, annual group sales in 2011 were up a massive 25 per cent to £246m.
The sites were developed on the market-leading Kentico content management system. NetConstruct is a Kentico Gold Partner and we are ranked in the top five by Kentico out of over 1,200 approved digital agencies worldwide. The sites are hosted by us on the Rackspace platform.
NetConstruct’s work with Barrett Steel was shortlisted in the UK Chartered Institute of Marketing’s Construction Marketing Awards in two categories: ‘Best Use of Strategic Marketing’ and ‘Best Use of Website’.