Shurtape Technologies
Clarity that turned a crisis into a decade of strategic partnership.
The Situation
Shurtape Technologies manages multiple national brand websites that support major marketing campaigns and product lines. Nearly a decade ago, they found themselves weeks away from losing hosting for four of those sites. The infrastructure was tied directly to a prior agency relationship that was ending.
The risk was immediate. If those sites went dark, national campaigns would stall and brand credibility would suffer.
Shurtape Technologies manages multiple national brand websites that support major marketing campaigns and product lines. Nearly a decade ago, they found themselves weeks away from losing hosting for four of those sites. The infrastructure was tied directly to a prior agency relationship that was ending.
The risk was immediate. If those sites went dark, national campaigns would stall and brand credibility would suffer.
The Struggle
The hosting crisis was urgent, but it was not the root issue. Shurtape was not just looking for another agency to maintain websites. They were looking for a more strategic partner, one that could provide long-term guidance and stability for their marketing technology.
Without that shift, they risked continuing a cycle of vendor transitions, reactive fixes, and fragmented digital oversight.
The hosting crisis was urgent, but it was not the root issue. Shurtape was not just looking for another agency to maintain websites. They were looking for a more strategic partner, one that could provide long-term guidance and stability for their marketing technology.
Without that shift, they risked continuing a cycle of vendor transitions, reactive fixes, and fragmented digital oversight.
The Refinery’s Role
The Refinery stepped in and created a rapid transition plan to stabilize hosting and ensure uninterrupted uptime. That first move did more than protect campaigns. It established trust.
From there, our role evolved. We became a consistent expert voice within Shurtape’s marketing team, participating in annual planning meetings and contributing weekly to both tactical execution and strategic direction.
Over nine years, we have helped guide platform migrations, site overhauls, campaign infrastructure, performance optimization, and custom tooling. But more importantly, we have carried forward institutional knowledge through internal team and leadership changes.
The Refinery stepped in and created a rapid transition plan to stabilize hosting and ensure uninterrupted uptime. That first move did more than protect campaigns. It established trust.
From there, our role evolved. We became a consistent expert voice within Shurtape’s marketing team, participating in annual planning meetings and contributing weekly to both tactical execution and strategic direction.
Over nine years, we have helped guide platform migrations, site overhauls, campaign infrastructure, performance optimization, and custom tooling. But more importantly, we have carried forward institutional knowledge through internal team and leadership changes.
The Plan
Our work extended beyond implementation. We advised on the migration from Magento to Craft CMS, restoring hundreds of missing articles and redesigning content structures for better usability. We developed custom moderation tools to support high-volume contest campaigns like Stuck at Prom and Paint Over Challenge. We transformed annual design content into interactive digital experiences.
Throughout it all, the focus remained consistent: align technology decisions with marketing goals, improve performance, and create scalable systems that support national brand growth.
Our work extended beyond implementation. We advised on the migration from Magento to Craft CMS, restoring hundreds of missing articles and redesigning content structures for better usability. We developed custom moderation tools to support high-volume contest campaigns like Stuck at Prom and Paint Over Challenge. We transformed annual design content into interactive digital experiences.
Throughout it all, the focus remained consistent: align technology decisions with marketing goals, improve performance, and create scalable systems that support national brand growth.
The Victory
Shurtape’s brand sites are stable, fast, and strategically aligned with their evolving marketing initiatives. Campaign infrastructure is reliable. Content systems are maintainable. Performance continues to improve year over year.
More importantly, Shurtape gained a steady partner who understands not only where they are going, but how they arrived here. That continuity has allowed their marketing organization to move forward confidently, even as internal teams and leadership have evolved.
Shurtape’s brand sites are stable, fast, and strategically aligned with their evolving marketing initiatives. Campaign infrastructure is reliable. Content systems are maintainable. Performance continues to improve year over year.
More importantly, Shurtape gained a steady partner who understands not only where they are going, but how they arrived here. That continuity has allowed their marketing organization to move forward confidently, even as internal teams and leadership have evolved.
The Lesson
Digital stability is not just about uptime. It is about partnership.
When technology guidance is consistent and aligned with long-term objectives, marketing teams gain the confidence to innovate without fear of disruption.
At The Refinery, that is what LoBI brings to enduring partnerships: clarity, continuity, and strategic alignment that compounds over time.
Digital stability is not just about uptime. It is about partnership.
When technology guidance is consistent and aligned with long-term objectives, marketing teams gain the confidence to innovate without fear of disruption.
At The Refinery, that is what LoBI brings to enduring partnerships: clarity, continuity, and strategic alignment that compounds over time.
