Strasburg Rail Road Mechanical Services
Website & Internet Marketing
Carving out a stand-alone identity for industry leaders within the mechanical services community.
Strasburg Rail Road’s Mechanical Services team plays an integral role in maintaining the history of steam locomotives and railroad cars, not only at Strasburg Rail Road but across the globe. This in-house team holds a unique expertise in the restoration and reconstruction of historical railroad equipment using centuries-old craftsmanship and modern-day techniques.
The Challenge
The mechanical side of the railroad industry includes followers, hobbyists, and experts all across the world, and the Strasburg team wanted to be more vocal in the online space. However, their presence was limited to just a few pages on the Strasburg Rail Road guest experience website, geared more towards the tourism side of their business. Additionally, the two business silos shared social accounts while trying to reach two different target audiences. The Mechanical team wanted to create their own online identity dedicated solely to showcasing their experience, innovation, and artistry throughout the global railroading industry.
Our Strategy
As a part of an overall strategy for the entire railroad, Tower determined the Mechanical Services team would benefit from having its own website. Using large impactful photography, we created a website that captures the users’ interest and SEO-optimized content to tell the detailed story of the team’s capabilities, while also ensuring their site would be found in search. We also set up a lead generation form and tracking, alongside targeted Facebook and Google ad campaigns to help them reach audiences online with a technical interest in antique machinery.
The Results
Since the Mechanical Services website launched in August 2022, its social media presence has brought over 37,000 sessions to its website. Additionally, organic search traffic has grown 168% since the site launched. All of this resulted in 100 lead submissions within the first 8 months.
