GMW Crushes Their Marketing Goals with The System.

In today’s competitive landscape, even the most respected manufacturers can fall behind without a consistent, strategic marketing presence. For General Machine Works, the challenge wasn’t the quality of their work, it was carving out time to actually talk about it.

That’s where we came in.

The Challenge

General Machine Works had a powerful legacy and loyal customers, but their marketing lacked rhythm. Social posts were infrequent. Email campaigns were nonexistent. Website traffic was flat. Like many manufacturers, they were so focused on running the business that marketing had become an afterthought.

They needed structure. Strategy. And a partner who could take the lead.

The Solution: The System

Enter The System, Hayman Creative Studio’s custom-built, done-for-you marketing framework. Designed for businesses who want to market with purpose (but don’t have the time to manage it day-to-day), The System delivers clarity, consistency, and results.

For General Machine Works, we developed a long term plan that integrated:

• A consistent social media calendar, focused on thought leadership, culture, and capabilities
  
• Quarterly email newsletters with strong storytelling and clear calls-to-action
• Traditional marketing efforts are used to reinforce their digital presence and connect with long-standing clients
  

The Results

In just 7 months, The System helped General Machine Works turn passive marketing into measurable growth:

• LinkedIn followers increased by 279%, growing from 98 to 360
• Social content became consistent and purposeful, with 6 custom LinkedIn posts per month
• Website traffic surged, with monthly page views jumping from 5,785 in October to 9,228 by May
• Email marketing outperformed industry benchmarks, with a 49% open rate and a 13% click-through rate (industry averages: 19.82% and 2.62%, respectively)
• Print and direct mail campaigns created tangible brand touchpoints, driving home the message and strengthening customer relationships

Why It Worked

The success of The System lies in its simplicity: we built a strategy around GMW’s business goals, and then we actually did the work. It’s not a plug-and-play template; it’s a hands-on, collaborative process that kept their brand moving forward without adding to their to-do list.