New England Wire Products: Modernize its Marketing, Website and Communications


New England Wire Products, a third generation family-owned display rack manufacturing company, was interested in ramping up their marketing. The company’s operations were driven by creating, manufacturing and delivering high quality display rack solutions to many of our nation’s leading retail brands and worked around the clock to meet tight deadlines and fast turnaround times. The company did not have any formal marketing programs in place. Competitors’ web sites were far superior, with full, interactive displays of products, and NEWP senior management decided it was time to update its brand and messaging to better reflect the company’s involvement in the Point of Purchase (POP) retail merchandising industry

NEWP did not have consistent communications across its three factories and needed to do a better job to make sure they celebrated the company’s accomplishments and that all employees were on the same page. In addition, NEWP did not feel they had a true pulse on how best to communicate with the diverse employee base, many on the manufacturing floor whom English was not their first language. They wanted to better understand to increase morale and communications.

Also, the company had not leveraged its loyal customer base to assist as testimonials in driving more revenue. The company had great success with a wide variety of retail brands but their “stories” of how NEWP’s display solutions helped them drive sales. .The company turned to Red Javelin to assist with all of these efforts.

Our Work:

  • Messaging and New Presentation – Red Javelin dove in and created new messaging that would help all employees and salespeople communicate consistently. We created a new sales PowerPoint presentation and then used this as a basis for creating all new content for the website.

  • Re-branding: Red Javelin worked closely with its web partner 3 MediaWeb to rebrand New England Wire Products look and feel with a new logo and overall updated branding guide for web, print and media. New England Wire Products desired an updated modern look and feel that would still not be too far off from their current logo and brand recognition. 3 Media Web designed an improved logo and branding guide that stayed within the current use of color, look and feel, along with successfully carrying over the old recognizable brand into a new modern look and that successfully instills the company’s mantra “American Made” into their brand.


  • New Website: Red Javelin worked closely with its web agency partner 3MediaWeb to create a responsive WordPress website that implemented new branding, highlights current customer projects, showcases customers and products along with representing NEWP as a cutting edge manufacturing company.The new improved website offers a modern, flexible, responsive design and uses updated photos, images, branding and messaging that improves the company’s overall brand image and messaging. New features of the website include a sleek UI design that easily guides the user through highlighted services and offerings up-front and center of the homepage. The homepage also includes a featured products photo carousel, a customer success case study, client logos and an easy call-to action to contact the company for more information regarding their products and services. Another major site improvement was putting more emphases on the career and about pages to tell more of a story about the company, its history and culture to attract new talent to the company.Developed on the WordPress platform, the website includes an easy-to-use backend management system that allows the client to easily update customer projects, product photos, customer logos, photo galleries and blog posts. The site is designed to be SEO friendly, meaning it meets Google Page Speed requirements, is responsive on all devices, uses clean-code, includes page meta-information search engines can easily read and display, has a simple navigation hierarchy along with easy to read content. To keep the site fast and running smoothly, 3 MediaWeb’s support and hosting agreement includes maintaining the site’s integrity, security and software updates along with assisting NEWP with training and updates.

  • Internal Communications – To improve internal communications, Red Javelin planned and facilitated two employee focus groups and summarized findings to management. We then created a bimonthly newsletter that has helped the company communicate across several locations and to reach manufacturing employees that did not have easy access to email. The newsletter highlighted different employees and sales accomplishment to raise corporate visibility and help employees get to know each other better regardless of their location or language. Many of NEWP’s employees speak English as a separate language so NEWP translated the newsletter into different languages to ensure that all employees could understand the Company’s communication.

  • Social Media – Red Javelin started a formalized social media program, creating new channels for NEWP on Twitter, LinkedIn and Instagram, following and engaging with influencers in the retail, manufacturing and POP industries. Our regular, consistent content of social tweets, posts and pictures assisted NEWP in increased impressions (11.1k impressions over a 90 day period). Instagram allowed the salespeople to easily show off their products to potential customers and allowed potential customers and employees to engage with the company.