TITAN OEM Formulas

Building a Website and Social Media Presence for Discerning Professionals

The Gist

Titan Chemicals is a brand owned by Shrader Canada Limited, a well-established Canadian chemical solutions company. Titan supports many companies with its range of OEM approved products, and its emphasis on quality makes it a leading choice among service professionals in a variety of industries (automotive, marine, heavy duty, snowmobile etc.).

The Challenge

Titan had long-lived with a splash page for a website and needed to get its digital presence rolling. To stand out in the cluttered (and often visually unappealing) B2B manufacturing space, and to gain credibility from smartphone-savvy technicians, a gutsy website had to support the brand’s bold personality and social media debut.

The Job

We brought in the design-driven team at PB+J to help bring to life the vision of a powerful, bold hero brand. Design modifications helped to align logos and colour palettes with a brand guideline to give the website a distinctive look and feel. The grit and truth behind Titan’s presence in the shop or garage were further illustrated with powerful photography and style effects.

Like Shrader, a key objective of this website build was to bring the power of a user-friendly website to the internal team in order to maintain the site going forward. So we built on Square Space’s easy to use platform, leveraging its strengths of design, SEO and mobile responsiveness. As the brand grows and evolves, the site is structured to support its vast array of products.



Titan made its website debut prior to appearing at the AAPEX/SEMA tradeshow in Las Vegas, NV, and has experienced steady month-over-month growth in traffic, with exceptional performance increases anywhere from 100-300%. The site was accompanied by the set-up of social media accounts across a variety of channels (Facebook, Twitter, Instagram, Pinterest, G+). While the Shrader line of business is rooted in the anonymity of a private label partner to its customers, the Titan brand was able to more easily convey its position in the industry as a branded product offering.

During the AAPEX tradeshow, a survey was conducted at the Shrader/Titan booth to poll industry attendees about their travel habits and preferences. We also live-Tweeted and Instagrammed from the bountiful seminars and presentations put on by AAPEX (and the subsequent Canadian International Auto Show), thereby starting to build a presence from a net-0 audience through timely RTs, Likes, and Shares. With B2B companies, particularly in mature industries that lag behind in digital and visual communication, Titan was able to share meaningful, visual content at the ground level.

The data analyzed from the survey was translated into an infographic and disseminated over Titan’s blog and social media properties, and served as a very distinct way to stand out from competitors by leveraging cheeky facts and tidbits. This asset achieved above-average engagement metrics over social media, particularly via Twitter’s featured media card.

A HubSpot article around the nature of visual communication states that content with relevant images is found to get more 94% eyeballs, so a clever infographic or share-worthy photo offers great material to inspire your audience.

In Closing

Establishing a net-new online profile is challenging for any brand or individual. We followed our tried and tested process to set up each platform and research audience markets to identify relevant content. By also creating original, shareable content we were able to find great success on visual channels like Instagram and Pinterest. Any successful entry into digital requires the one-two punch social media (organic and sponsored) and a user-friendly website experience to reward your audience. By interpreting audience behaviour across different platforms, we were able to observe characteristics for each channel.


Sweet Words

  • Maya’s tenacity and commitment to the success of a plan is incredible. Running a successful company requires trusted, talented, authentic, passionate people, committed to doing whatever it takes to realize a vision. To find some of those traits in a person is common, to find them all is rare. Maya is that rare find. When it comes to marketing, it’s easy to get stuck in the weeds. Maya knew where to start and where to focus our time and resources so that we could execute a bold growth roadmap. She took the time to understand my company, our history, purpose, value, and values to craft the voice of our brands and create realistic marketing strategies. Above all else, I trust Maya deeply as a sounding board whose advice has never steered my wrong.

    Andrea President & CEO @ Shrader
  • Maya captures and develops a brand’s voice into strategic content, personalizing each approach for the brand itself, a key skill we look for at Horsefly. Her writing consistently hits the mark, making her an exceptionally reliable contributor. She is equal parts creative and methodical and manages her deliverables efficiently with the perspective of a seasoned account and project manager.

    Holly Davis
    Holly Davis Principal @ Horsefly Group
  • For a growing agency, it’s tough to find talented people who can reliably pinch hit and handle growing pains with equal amounts of grace and tenacity. Not having someone with strong skills can impact profitability and client happiness. Maya’s expertise in digital marketing is top notch and her strategy work is always exceptionally thoughtful and relevant. She is someone who puts her heart, gut, and mind into what she does, and is a pleasure to have on a team. She’s also an operations geek who thinks like a business owner and is able to effectively galvanize a team whenever she’s in a leadership role. Maya’s approach is invaluable. Maya is a trusted partner who not only puts up with our awful puns, but genuinely wins our hearts and confidence every time we work together.

    Kyle & Tom
    Kyle & Tom Co-Founders @ pb+j
  • Launching a basic e-commerce website is one thing. But launching an e-commerce site with intricate, customizable options is a task I wouldn’t trust just anyone with. Maya and her team brought my vision to life with an impeccable eye to the details of how I run my business. She understood exactly what I needed in helping me move from an Etsy shop to a fully integrated solution that my customers love. Maya thinks like an entrepreneur and makes things practical and uncomplicated while pouring tender loving care into her work.

    Sarah Owner @ Hansen Equestrian
  • Launching an established brand in a new geographic market has a whole set of challenges that not everyone can handle. Everything feels like it needs to get done all at once, but budgets are limited (and so is time). Working with someone who understands the need to prioritize is critical. Maya gave me confidence and ease because I knew she had my best interest in mind. Her genuine care and entrepreneurial spirit meant she treated the budgets like her own money, trying to be as economical and practical by prioritizing the “musts” over “nice to haves.” She kept me reined in with her calm, straight-forward style and I trust her advice completely. Having a consultant who can look at both the business side and the creative is a rare find.

    Gurpreet Principal @ Apalco Lifestyle Brands
  • As any business owner understands one must wear many hats. Marketing with all its components requires a high level of skill and consistency and we struggled to find the time and did not have the expertise to be effective. It can be overwhelming but working with Maya brought a sense of relief (and engagement with our content). There is a distinct difference between working with a writer and working with Maya. She felt as though she was truly part of our team and not an outside contractor. Her care to understand our business strategy and goals adds a valuable dimension that goes well above what a standard copywriter provides. Her genuine care and thoughtfulness make her a loyal, trusted collaborator I can count on.

    Glenda President @ Proforma SI
  • I had the pleasure of working with Maya on the Give a Latte Campaign in support of Autism Ontario. Maya spearheaded this extremely successful crowd-funding campaign utilizing her extensive strategic marketing skills and her social media prowess. Thanks to Maya’s project management skills, this campaign more than tripled its initial goal and will make a difference in the lives of adults living on the autism spectrum. I would highly recommend Maya for all things digital marketing! 

    Stephanie Marketing @ Autism Ontario
  • Passion, creativity, care, and genuine excitement for her work are all ways I would describe the experience of working with Maya. She has demonstrated a genuine interest for our business. A prime example of this is her leadership in creating an "Inspiration Folder" for us to brainstorm ideas and keep up with industry trends. Dedicated to excellence, Maya has always fostered an open and honest dialogue and provided well thought out advice to help us reach our goals. Always thinking outside the box, Maya's creative ideas and approach are refreshing. 

    Jeff President @ Lorpon Labels
  • Major projects like websites and communications changes require a lot of patience and persistence. Maya was a great asset to me during a major website redesign and re-branding (and all that entails); her dedication to capturing detail and building working relationships was what moved project status. She genuinely cares to make a difference and work collaboratively, and all her advice and feedback is transparent and thoughtful.

    Sam Vice President @ Jonas Software
  • Maya is a natural when it comes to providing her clients with valuable content that is tailored to their brand and crafted to provide the greatest results. Her attention to detail, poised personality and clear communication style makes her a true pleasure to work with. 

    Tania Marketing & Communications @ Venus Concept
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