Prime Fresh handling

When Los Angeles via Miami-based perishable shippers Prime Fresh Handling faced the COVID-19 pandemic and other supply chain interruptions, they saw the time was right to dial up marketing efforts and help get precious perishables, especially pharmaceuticals, where they needed to go, fast, to help those in need. In year one, we established a solid online presence and spread the word about our international cold chain management expertise by launching SEO, PPC, and social media campaigns, attending cherry-picked (perishable pun intended) events, and creating a full-scale website from scratch that all of our efforts tied to.

Our efforts resulted in a drastic YOY increase in brand awareness and, in turn, lots of new clients. Though my official title was “marketing manager,” strict timelines, branding communications guidelines, and my knowledge of the business forced my hand to cowrite the website, landing pages, and social media captions for Prime Fresh Handling from the onset, then oversaw the teams that expanded those efforts thereafter.

Website

A few years ago, aside from the big players, hardly anyone in the logistics industry SEO optimized their websites. The demand was there, so this was an opportunity for both the business and the scale of the service they provide. Thanks to a fresh design, relevant information that addressed industry pain points, and a robust keywords strategy, PFH saw enormous growth and positioned itself as one of the leading cold-chain management companies in the US. I wrote all parent pages in this project and oversaw keyword strategy and design throughout the website buildout. It was the first of the Prime Group websites created and the first project of such magnitude I’ve overseen.

Kaleidoscopic Content Calendars

Our content calendars looked like kaleidoscopes of different icons. We wrote about shipping fish, fruits, veggies, berries, meats, cheeses, wine, pharmaceuticals, chemicals, and even dead bodies (those need to be shipped occasionally, too), to name a few. Such variety also expanded our knowledge of all those industries, which broadened our horizons and helped keep our material “fresh.” Our email newsletters linked to blogs that told tell the story of a growing company meeting high demand during a global crisis and the people who helped it meet that demand and reach unforeseen heights. This evocative storytelling led to a staggering 16% open rate and an 8% conversion rate, which is unheard of in the logistics industry.

The logical next step: switching from Shutterstock to booking photoshoots

Communicating the value of investing in on-location photoshoots instead of using the same shutterstock images everyone else used to leadership took some work. Still, the persuasion Gods must’ve been smiling down on us because we got the nod of approval, and the end result was the icing on our brand storytelling cake. As a copywriter, even I can attest to the fact that you can only say so much with text. When a reader sees the scale of the operation with their own eyes in pictures and videos, it builds trust because, as they say, “A picture is worth a thousand words.”

We scheduled professional photoshoots for large shipments, such as Valentine’s Day roses from the world’s largest exporters, Ecuador and Colombia. We had in-house content shot on our team’s phones to provide balance and keep the material as fresh as one of our shipments. This collaborative effort among the station managers and the creative team also led to a deeper understanding of each other’s roles, which made for a seamless content-creating process and more engagement across all channels.