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Using PR to Establish a Brand Presence

Situation Overview
A Chicago-based supply chain technology and logistics vendor had operated for its first eight years with no formal marketing or sales program, not even a website. Through its first eight years, the company leveraged longtime business networks to gradually build its customer base.

The company came to PWMG needing help developing its brand presence as a supply chain technology company capable of serving the chain restaurant and foodservice industries.

Among the objectives that this supply chain technology vendor wanted to achieve:

  • Develop a new logo
  • Develop a website
  • Develop strategic messaging
  • Execute strategic public relations campaign
  • Leverage company’s significant thought leadership assets
  • Raise awareness among industry influencers
  • Establish footprint in foodservice market
  • Drive awareness of customer success stories
  • Build awareness, market position and knowledge of the company’s software products and logistics services among key target audiences in support of sales processes
  • Raise awareness of the company’s substantial technology capabilities and help shift perception away from customer understanding of its logistics capabilities

Problems Solved
PWMG immediately helped the firm develop a robust website that highlights its product and service offerings, as well as its significant customer relationships with brands like Applebee’s, Arby’s, Church’s Chicken and Steak n Shake. Once the website was completed, PWMG executed a public relations program that successfully introduced the supply chain technology company to key markets and influencers.

Among the results were published features in Supply & Demand Chain Executive, Food Logistics, Logistics Management, Global Logistics & Supply Chain Strategies, Nation’s Restaurant News, QSR Magazine, Inbound Logistics and Traffic World.

PWMG also helped the company secure a variety of industry awards, including: FS/TEC, SDCE Pro to Know, Food Logistics Top 50 and Food Logistics Top 100.

More importantly, the PR program led to unsolicited calls from prospects that turned into customers for the company. Through this work, the company has been able to establish its brand as the “Supply Chain Technology Experts for the Foodservice Industry”.

Related PWMG Services
Public Relations | Marketing Strategy | Database Marketing

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