Case Study: Arrow Machine and Fabrication Group

Case Study

Meet Arrow Machine and Fabrication Group

ARROW MACHINE AND FABRICATION GROUP is an Ontario, Canada-based engineering-focused solution provider of machined castings, fabrications, and assemblies.

With more than 650 employees across seven production facilities and 16 supply chain partnerships spanning the globe, Arrow has the capacity to fulfill the needs of its OEM customers in the industrial, defense, engineered products, heavy truck, and off-road equipment sectors.

As the parent company of three world-class metal manufacturing and fabrication companies, Arrow can leverage a unique vertically-integrated supply chain. The company’s ongoing mandate is to create additional global strategic growth opportunities by developing new elite synergies aligned with Arrow’s service offerings.

Specialized Branding and Marketing Solutions for Parent Companies and their Subsidiaries

Arrow’s Needs

Arrow was established in late 2021 as the parent company of CGL Manufacturing, Steelcraft, and Veriform, three well-respected metalworking and fabrication companies. Arrow’s goal was to establish itself as a brand with new marketing assets, including a website, logo, brand fonts, custom colours, and more. The company also required refreshed websites for several of its partner companies and a cross-promotional marketing plan that ensured consistent messaging across all entities.

One critical aspect of this project was to avoid disrupting the workflow of the three partner companies, allowing them to grow on their past achievements while enhancing their ability to meet Arrow’s long-term objectives. 

“I already had a very positive working relationship with Bush Marketing going back to 2018. I’ve always been impressed by the high-quality of their work and their fantastic client service. After a meeting with Andy Bush about this new project, my belief was confirmed that Bush Marketing was absolutely the right choice to navigate us through this complex initiative.”

Arrow & Its Subsidiaries

Bush Marketing’s Solution for Arrow

Andy’s team had previously completed a successful website design and development project for CGL Manufacturing, a company now under the Arrow umbrella. This project included copywriting, graphic design, search engine optimization (SEO), and website maintenance.

For the current project, the team needed to create from scratch the entire Arrow brand, and update the websites for Veriform and Steelcraft to reflect the new ownership under Arrow.

To fulfill Arrow’s needs for the Arrow, Veriform, and Steelcraft websites, Bush Marketing completed the below tasks: 

Brand Development:

As a new parent company, Arrow required a complete brand strategy that accurately reflected its business values and mission. This included logo design and development, a custom colour palette, and a comprehensive style guide.

Website Design and Development

All three companies required new custom websites. Each website was designed to streamline the customer journey on both desktop and mobile for each company’s respective audience. Conversion-optimized calls-to-action were designed to help turn prospects into qualified leads.


New written content for Arrow and a refresh for Steelcraft were crafted to tell each brand story. Content included keyword-rich service descriptions, leadership profiles, and value propositions written in each company’s unique brand voice, using authoritative but easy-to-understand text.

Search Engine Optimization

Comprehensive SEO strategy designed to maximize traffic and generate new customer leads.

Press Release Creation/Distribution

The Arrow website included compelling press releases written to create awareness and excitement over the brand’s latest news.

Corporate Pitch Deck

To support Arrow’s ongoing growth mandate, Bush Marketing created a colourful, easy-to-read pitch deck to improve opportunities for acquiring new businesses.

Marketing Materials

Bush Marketing’s design team used Arrow’s new brand assets to develop custom marketing materials such as business cards, letterheads, and email signatures.

Social Media

Bush’s social media team created and deployed a custom social media strategy that includes image, post, and hashtag development. Fully aligned with the Arrow brand, these posts are designed for cross-promotion between all four companies.

“Everyone at Arrow was thrilled with the results. The members of the Bush Marketing team were professional at every turn, and worked hard toward the successful completion of this project. As always, they were quick to respond to our questions and treated everyone involved with courtesy and respect.

"The leadership teams across all of our companies were more than impressed with the final results and are excited to maintain an ongoing partnership with Bush Marketing. Exceptional work as always.”

The Results

The Bush Marketing solution was delivered on time, on budget, and to the client’s great satisfaction. Andy’s team met every project requirement and exceeded the client’s expectations with the final results.

“We love taking on multi-faceted projects with many working parts, several different teams, and unique requirements. I’m so proud of our team’s ability to rise to every challenge and deliver, no matter how large or complex. Working with Mike and the Arrow team was a great experience for us and we look forward to maintaining our partnership over the long term.”


Thanks to Bush’s commitment to fulfilling Arrow’s digital marketing requirements, Arrow continues to retain Bush Marketing for ongoing social media, SEO, and website maintenance services. Bush has also created compelling press releases on demand to keep Arrow’s audience up-to-date on the company’s latest developments.

The successful partnership between Arrow and Bush Marketing continues to grow as the team is always on call to support its client’s growth mandate when needed.

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