Modernizing Manufacturing: Plas-Ties Brings 50 Years Online

Keeping the History, Building for What's Next

For more than 50 years, Plas-Ties, Co. has manufactured twist tie machines and consumables used across bakeries, produce packing, and industrial applications. Their reputation in the industry was built on reliability, great service, and deep relationships with resellers and distributors. However, as buying behaviors changed and more customers began searching for solutions online, Plas-Ties realized that traditional marketing tools - like trade shows and printed brochures - weren't enough anymore.

They needed a modern digital presence that could do several things at once:

• support resellers and distributors,
• attract new customers through search engines and AI tools, and
• make their complex product catalog accessible to users in multiple languages.

On top of that, they wanted a visual brand refresh and better content for training, customer support, and trade show marketing.

That's where Mazloy came in. We partnered with Plas-Ties to build a scalable, flexible web and marketing solution that respected their long-standing business model while opening doors for future growth. What followed was a complete transformation - one that started with a website but grew into a full digital strategy built for visibility, usability, and long-term results.

Problem: Bridging Legacy Service with Digital Expectations

After more than five decades in business, Plas-Ties had earned its place as a trusted manufacturer in the twist tie industry. But like many long-standing companies, their marketing hadn't fully kept up with the way buyers were now researching and purchasing solutions. The company had relied heavily on trade shows, physical brochures, and distributor relationships to reach new customers. Their digital presence, though functional, didn't reflect the quality or depth of their offerings - and it wasn't helping them grow.

The first major issue was product complexity. Plas-Ties didn't just sell off-the-shelf equipment. Their catalog included large-ticket machines, consumables with multiple variations, and accessories with detailed technical specifications. Many of their customers were businesses that needed quotes, bulk ordering options, or access to reseller pricing. A typical ecommerce setup wasn't going to cut it. The website needed to serve multiple audience types with different needs - all while tying into their existing processes and systems.

Second, the business ran on an ERP that managed inventory, orders, and pricing. Any website overhaul would need to connect with this ERP in a way that didn't disrupt operations. Manual data entry or disconnected workflows wasn't an option. The system needed to be efficient, integrated, and able to scale with the company as it grew.

Plas-Ties also placed a high value on their reseller and distributor network. Many of these partners had long-term relationships with the brand and were used to a more personal, white-glove approach. Any changes to the website or marketing tools needed to support - rather than sideline - those relationships. That meant building tools for account-based pricing, gated content, and multilingual support.

On top of that, Plas-Ties had their eyes on international growth. They needed their product information and support materials to be accessible in multiple languages, starting with English and Spanish. But they also needed a brand and digital presence that looked modern and felt credible to new customers outside the U.S. Their brochures, videos, and messaging needed to reflect this broader vision.

In short, Plas-Ties wasn't just looking for a website. They were looking for a platform - one that could handle complex products, integrate with internal systems, support key partners, and position the company for long-term digital growth. That's the challenge Mazloy stepped in to solve.

Solution: Built for Scale, Customized for Service

Mazloy approached the Plas-Ties project with one core principle in mind:

The technology should adapt to the business, not the other way around.

That meant rejecting one-size-fits-all website templates in favor of a flexible, modular platform. We selected WordPress with WooCommerce as the foundation.

Compared to platforms like Shopify, WooCommerce offered more advanced plugin support, deeper backend customization, and greater control over how products, pricing, and customer roles were managed.

To ensure compatibility with Plas-Ties' ERP system, we chose Ninja Forms as the site's form builder. Its robust API options made it ideal for purchase order submissions and order tracking workflows. This allowed the site to support complex B2B functions - like quoting, role-based access, and distributor pricing - while minimizing manual processes. We also integrated plugins like User Roles Editor and Role-Based Pricing to give the Plas-Ties team precise control over how different types of users saw and interacted with the catalog.

The user experience received equal attention. We designed the interface using the Divi theme, allowing us to match Plas-Ties' desired visual identity while maintaining ease of editing for ongoing maintenance. The site was built to be multilingual from day one, with English and Spanish content baked into both the product catalog and support documentation. This multilingual approach helped ensure that the new site would be useful to customers in both domestic and international markets.

On the marketing front, we created a suite of new visual content, including multilingual product demonstration videos and trade show clips.

These served two purposes:

1. to enhance sales conversations with resellers, and
2. to support organic search performance through rich media.

The videos were optimized for YouTube, embedded on the site, and repurposed across social and email campaigns. We also clarified their branding guidelines and redesigned key brochures using a new messaging framework tailored for both new buyers and seasoned distributors.

As part of our ongoing engagement, Mazloy stepped in as a fractional CMO, helping the Plas-Ties team prioritize marketing efforts and create an SEvO (Search Everywhere Optimization) roadmap. This included building foundational SEO infrastructure, using structured data to make product information accessible to AI tools like ChatGPT, and optimizing content for voice and visual search. Instead of focusing solely on Google rankings, we ensured that Plas-Ties showed up across search platforms, smart assistants, and other high-impact digital channels.

In short, we didn't just build a website. We built a digital foundation that supports Plas-Ties' operations, amplifies their sales channels, and positions the brand for scalable, multilingual growth across the globe.

Success: Performance, Reach, and Real-World Impact

Since launching the new platform, Plas-Ties has experienced a measurable improvement in both website performance and overall customer engagement. Most notably, the site's engagement rate has increased by 6.43% - a significant lift for a business with such a long-established customer base. That boost reflects more than just increased traffic. It shows that users are spending more time with the product catalog, support content, and marketing materials - because those materials are now more useful, accessible, and easier to navigate.

Perhaps more transformative, however, is the international reach the new platform has unlocked. By building the site to support multilingual content from day one, Plas-Ties is now actively generating leads from Spanish-speaking buyers across multiple regions. International customers can now access product information, download resources, and request quotes in their preferred language. This has positioned Plas-Ties for growth far beyond the U.S. market - without requiring additional sales infrastructure upfront.

The updated site has also strengthened Plas-Ties' relationship with its distributor and reseller network. With role-based access and gated resources, those partners now have better tools to support their customers and close deals faster. Pricing visibility, support forms, and product documentation are all available online, streamlining communication and reducing friction in the sales cycle. For many of these partners, the new tools represent a leap forward in convenience and professionalism.

Operationally, the ERP integration has been a major win. With forms and order tools feeding directly into their existing system, Plas-Ties no longer faces the bottlenecks that used to slow down quoting and order management. The website now serves as a reliable front-end to their internal workflows, helping their team stay efficient, accurate, and customer-focused. This also improves reporting - giving leadership a clearer picture of what's happening in real time.

In terms of marketing, the combination of video content, clarified branding, and SEvO implementation has elevated Plas-Ties' visibility. Their presence across AI-driven tools, search engines, and digital channels has expanded. More importantly, it's doing so with a message and aesthetic that align with the company's values:

• quality,
• reliability, and
• service-first thinking.

Feedback from customers, distributors, and even trade show attendees has been overwhelmingly positive.

In the end, Mazloy didn't just help Plas-Ties build a website. We helped them create a complete marketing system - one that supports global reach, operational efficiency, partner success, and long-term brand value.

That's the kind of transformation every manufacturer deserves.

Your Website Should Work Like Your Business Does

Plas-Ties didn't need flashy commercials or a trendy social media campaign - they needed a digital system that respected their decades of experience while preparing them for the next chapter. By focusing on usability, flexibility, and integration, Mazloy delivered a solution that not only improved engagement and visibility but also supported the relationships that drive Plas-Ties' success.

With an ecommerce website, custom tools for distributors, seamless ERP integration, and a content strategy aligned with SEvO principles, Plas-Ties now has the infrastructure to compete in modern markets without compromising their values. It's a rare blend of tradition and transformation, and it's already opening doors to new business opportunities both locally and abroad.

Whether you've been in business for five years or fifty, it's never too late to rethink how your brand shows up online. Plas-Ties proves that with the right strategy and the right partner, digital transformation can be practical, scalable, and surprisingly seamless.

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