CASE STUDY:
How It Began
Challenges
Working with a multi-brand, multi-industry organization as established and diverse as The Brickle Group came with a unique set of challenges:
- Unstable website performance across multiple domains
Several brand websites needed improved hosting, technical optimization, and design refinement to ensure long-term reliability. - Outdated brand collateral and creative assets
From digital content to tradeshow materials, many touchpoints needed modernization to match Brickle’s current position in the industry. - Limited content development and SEO visibility
Blogs, landing pages, and on-site copy required strategic refreshes to improve organic search positioning and strengthen authority. - Gaps in email marketing and lead-capture systems
Existing contact forms, outreach flows, and CRM integrations needed rebuilding for more efficient lead management. - Need for cohesive storytelling across subsidiaries
With several brands under one corporate umbrella, consistency and alignment were essential to strengthening the master brand.
MKT’s role was to not only fix what wasn’t working—but to build a scalable digital framework capable of supporting ongoing innovation.
MKT Approach
Understanding Goals
We began by conducting a holistic audit of Brickle’s digital ecosystem—evaluating website performance, brand communication, SEO opportunities, and content gaps across all subsidiaries. This deep discovery allowed us to align with their leadership team and establish clear priorities based on both immediate needs and long-term vision.
Research
Our team examined patterns, hosting reliability, technical performance, SEO benchmarks, and competitor positioning across the textile, felt, and manufacturing sectors. This provided clarity on what needed modernization—and where Brickle could gain competitive digital momentum.
Creation & Modernization
MKT rebuilt and redesigned key parts of Brickle’s brand ecosystem. This included developing a fully refreshed HeatSmart website, updating design elements within the Bouckaert Industrial Textiles site, optimizing The Brickle Group’s main corporate site, and creating new press releases, blogs, social content, tradeshow booth, and branded collateral to support growth.
Implementation & Optimization
We established a stable hosting partnership for all Brickle Group brands, reducing downtime and improving site speed. We optimized certain page structures and design frameworks to allow for future customization, integrated new lead forms, strengthened email outreach systems, and ensured digital assets worked cohesively across the organization.
The MKT Action Plan
To transform The Brickle Group’s digital presence, MKT delivered a comprehensive, multi-phase action plan that touched every part of their brand ecosystem:
Website Enhancements & Stabilization
- Updated and optimized the Bouckaert Industrial Textiles website
- Improved content flow on The Brickle Group’s main site
- Designed and launched a fully refreshed Northwest Woolen Mills website
- Implemented new hosting infrastructure to ensure stable, reliable performance
Branding, Content & Collateral Development
- Crafted new blog content and social media messaging that aligns with each brand’s mission
- Wrote and distributed press releases supporting initiatives
- Redesigned tradeshow booth graphics for a modernized, cohesive presence
- Developed updated creative assets to unify subsidiary brands under the Brickle umbrella
Lead Capture & Email Campaign Improvements
- Revamped lead forms for better user flow and higher-quality data capture
- Modernized email campaign outreach with improved segmentation and engagement strategy
Shown: BIT Felt and Brickle Collateral
Shown: Brickle/BIT Felt Trade Show Backwall Design
Shown: Various social posts for BIT Felt, Brickle Group and Northwest Woolen Mills