Railveyor: Unearthing a Story of Mining Innovation for a Global Online Audience

At GrahamSpencer, we believe that change and growth are crucial for strong brands, companies and even entire industries. Most of the brands we’ve transformed over the years value innovation at least as much as longevity. We pride ourselves in striking the right balance between what’s new and what is known to work – especially in industries that are, for good reason, steeped in tradition.

You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.

– Buckminster Fuller

The mining industry is historically known for a conservative attitude toward new technology and risk management. However, miners today are faced with an awesome responsibility: to provide the raw material required for the renewable energy transition – and to do it more efficiently, economically and in an environmentally conscious manner than ever before.

Railveyor is a truly innovative bulk material handling technology that promises to revolutionize its niche, providing efficient, flexible and clean transport of ore from deep within a mine, utilizing all-electric and integrated technology. The Railveyor company had been designing and installing these systems for over fifteen years when it approached GrahamSpencer.

The company required a responsive, intuitive website capable of driving lead generation. What’s more, Railveyor was soon scheduled to attend MINEXPO 2021, the leading global mining trade show which had been postponed for a year due to the COVID-19 pandemic. Railveyor was both excited to return to in-person conferences and even more aware of the value of digital tools. Their goal was to debut the new site at this show, giving us a tight timeframe for web development.

GrahamSpencer quickly conducted a compressed discovery phase, identifying geographic markets, sketching user personas and auditing several leading brands in the mining space. Armed with those earned insights, we quickly wrote, designed and developed a content-driven website anchored by value-based sales language and rich storytelling. We aimed to give a range of stakeholders – from project engineers to the C-suite – the context and depth they would be looking for as they vetted a custom-engineered solution requiring years of due diligence.

In the mining industry, there existed a prevailing myth that Railveyor’s technology is untested. To dispel that notion, the website’s homepage features a dynamic counter showing how many kilometers the installed Railveyor trains have traveled, the tonnes they have hauled and the emissions they have mitigated. Rich media Case Studies further show the benefits of the technology across a diverse range of applications. Additionally, contact forms and whitepaper download request links were integrated into the Railveyor CMS (Salesforce), empowering the sales team to proactively use the website as a lead generation tool.

The website launched shortly before MINEXPO 2021. GrahamSpencer also produced an updated trade show booth back wall graphic, enabling Railveyor to present a uniformly fresh look to its audience. In tandem with the in-person debut of the site, GrahamSpencer also designed and launched a digital campaign to drive traffic to the new website via display ads, programmatic media and from LinkedIn.

Railveyor is a new solution to an age-old problem. We needed a website that would expand market awareness, enhance brand perception and clarify our value proposition – and the website GrahamSpencer developed delivered on all three requirements. Additionally, we found that the website aided in recruiting top talent by presenting high quality design and storytelling.

– Jim Fisk, Former Chairman of the Board

GrahamSpencer believes in the potential of technology to make a positive impact on our industrial clients and the environment. We also know that innovation is only effective within the marketplace to the extent it can be known, understood and adopted. We’re proud to help bring Railveyor’s promise to the mining industry and look forward to seeing the company’s continued growth.