Formations: Scaling Marketing for a Growing Wood Product Distributor

Formations: Scaling Marketing for a Growing Wood Product Distributor

Client: Formations

Services Provided: Digital Strategy, Website Design, Marketing Initiatives, Social Media Management, Event Coordination

Industry: Wholesale Distribution, Woodworking

The Mission: With over 30 years of experience under their belt, Formations has established itself as a trusted distributor of non-structural wood products to the woodworking community across Western Canada. From their head office in Edmonton to distribution centers in cities like Vancouver, Calgary, and Winnipeg, Formations has experienced significant growth. But with growth comes its own set of challenges—how do you maintain seamless operations, keep up with demand, and make sure your marketing doesn’t fall behind?

That’s where Crow Marketing stepped in. When Formations faced the challenge of scaling their marketing across multiple locations, they needed more than just an in-house team. They needed expertise and efficiency, fast. Crow became their go-to partner for all things marketing, supplementing their existing team and helping them navigate the complexities of managing a multi-branch business.

The Challenge: As Formations grew, so did their need for a cohesive, streamlined marketing strategy that could keep up with the demands of their expanding footprint. Their website was outdated, not mobile-friendly, and lacked the functionality needed to serve customers efficiently. Internal staff were bogged down with administrative tasks like processing quote requests and sample orders, taking valuable time away from strategic activities.

They also needed help with developing a robust marketing strategy that spanned six branches across Western Canada, covering everything from digital advertising to trade show coordination. Essentially, Formations had the growth potential—they just needed a partner to help them harness it.

Our Solution: Crow didn’t just jump in and tweak a few things. We dove deep into Formations’ business to truly understand their needs, challenges, and customer base. Working closely with their leadership team, we developed a comprehensive marketing strategy to support growth across all six locations.

A key part of this strategy was a complete overhaul of their website. We built a sleek, mobile-friendly platform that not only looked great but also served a practical purpose. Custom functionality was a game changer—features like Quote Requests and Sample Ordering saved their internal team hours of manual work, allowing them to focus on more important tasks. And because everything was designed with SEO and lead generation in mind, the website wasn’t just a digital storefront—it became a powerful tool for driving business.

In addition to the website, we took charge of Formations’ digital and social media strategies, helping them reach their target audience through industry-specific channels. Whether it was crafting compelling sales sheets or coordinating their presence at key trade shows, Crow ensured Formations’ brand was consistent, impactful, and engaging across all touchpoints.

The Results: The results speak for themselves. By combining print and digital advertising with stunning creative, we helped Formations generate leads through a variety of channels, including social media, magazines, newsletters, and more. The new website is faster, easier to use, and far more effective in converting visitors into customers.

The custom functionality we integrated, such as the Quote Request and Sample Ordering tools, streamlined operations and saved internal staff significant time. Not only did this free them up for more strategic work, but it also enhanced the overall customer experience, making it easier for clients to do business with Formations.

Our partnership with Formations doesn’t stop there. We continue to assist with a wide range of marketing initiatives, from trade show coordination to content creation, ensuring that their brand remains strong and their growth trajectory stays on track.

Client Testimonial: “Crow Marketing has been an invaluable partner for our business. Their ability to understand our needs and provide solutions that streamline our operations has been a game-changer. We trust them with all our marketing initiatives and are excited to continue working with them as we grow.” — Formations

Team Headshots