top of page
PositiveBrand logo for human-led B2B marketing strategy, creative direction, and lead generation.

AMERICAN LOCKER

  • Writer: Mike Heronime
    Mike Heronime
  • Jun 9
  • 3 min read

Updated: Jul 24

See how PositiveBrand transformed 120 years of manufacturing innovation into a modern brand and lead-generation platform—more than doubling initial quote requests, generating a record 76 monthly leads, and helping increase average website sales by 15.7%.


American Locker manufacturing worker welding a locker component, featured in PositiveBrand’s B2B brand strategy case study for the legacy manufacturer.

Our Challenge

American Locker is a historic American manufacturer with more than 120 years of product innovation behind it. While generations of customers recognized the company’s orange keys and coin-operated lockers, the brand itself had lost visibility and relevance in the marketplace.


Its extensive product line served a wide range of industries, but the company had little coordinated marketing to communicate its capabilities. Sales teams needed stronger tools, prospective customers needed a clearer way to find the right products, and employees in Dallas and Las Vegas lacked a unifying story about the company’s value and future.


American Locker needed to reclaim its leadership position, reconnect with architects, engineers, facility managers, operations leaders, and buyers, and transform a legacy manufacturing brand into a modern platform for awareness, sales, and business growth.


A marketing composite grid displaying various American Locker digital brand assets, including website layouts, promotional newsletter emails regarding steel durability, and product callouts emphasizing 120 years of manufacturing innovation.

Our Approach

We began with primary and secondary research involving customers, competitors, internal stakeholders, engineers, and manufacturing personnel. A companywide brand workshop helped the organization rediscover the qualities that had sustained it for more than a century and established the strategic idea that would guide everything that followed:


American Ingenuity.


We redesigned the visual identity and developed a corporate video featuring employees from across the organization. The video communicated American Locker’s story externally while building pride, strengthening morale, and creating a shared sense of purpose internally.


We then created a new website that organized the company’s complex product portfolio around the industries and applications it served, making it easier for prospective customers to understand available solutions and move directly from product research to a quote request.


The strategy was extended across:

  • Digital and programmatic advertising

  • Paid search

  • Dedicated landing pages

  • Email marketing and automated welcome communications

  • Website content and lead-capture forms

  • Live chat

  • Blog and social media content

  • Trade-show messaging and displays

  • Oversized sales collateral

  • Internal communications and posters

  • Customer-facing product materials

  • On-location photography and video


Paid search campaigns were rebuilt around branded and non-branded demand, with dedicated groups targeting specific products, applications, and industries. Advertising connected prospects to focused landing pages containing relevant features, benefits, and a direct Request a Quote form. The objective was not simply to produce visibility or website traffic, but to turn attention into qualified sales opportunities. 


Our Results

The new platform gave American Locker a clear, cohesive story that connected its manufacturing heritage to the priorities of modern buyers. For the first time, brand strategy, internal culture, sales materials, website experience, content, advertising, and lead generation operated as one integrated system.


The program produced immediate results. Requests for Quotes rose from 20 during the first half of April to 47 during the second half—a 135% increase during the initial launch period. 


Performance continued to improve as the program was optimized:

  • By November, paid search generated a record 76 leads in one month.

  • Cost per lead fell to a record low of $63.12.

  • The PPC conversion rate reached a record 4.45%.

  • Average monthly website sales during the first seven months of the new PPC program were 15.7% higher than during the preceding comparison period. 

  • The display campaign delivered more than 1.5 million impressions, with 80% of website sessions during its first month and a half attributed to display advertising. 


The result was more than a refreshed brand. American Locker gained an integrated marketing and sales platform that transformed American Ingenuity from a statement about its past into a driver of measurable business growth.

bottom of page