Case Study: ASSIGNMENT: LOGISTICS
Lara Abrams
Lara Abrams Client Satisfaction Guarantee
Client

http://www.flagshipfoodgroup.com/logistics.aspx

Problem

TOP 100 THIRD PARTY LOGISTICS COMPANY - Acting in the role of Publicist, mandate was execution of a national communications launch for a newly-constructed, state-of-the-art customer care center - new operations for a $30M subsidiary that were built to exceed ADA-handicap standards, with the launch having strategic market implications regarding employment of veterans, as well as the company's position within the cold chain network logistics sector, and for the transportation management software industry. Wounded Warrior Project's Warriors to Work Program will transition returning veterans in 2014 first and foremost into the transportation and logistics technology sector, and with the build out of these facilities Flagship set the pace for the transportation and logistics industry with its new building, and raised the bar for the logistics and transport industry with deployment of 3GTM, the first newly designed transportation management software in a decade.



Solution

The assignment required a fast communications outreach effort, and development of strategic third party relationship networks needed to execute the launch successfully and fast, and turnaround was very tight on the project, with the need to build a network of trust with strategic third parties critical to ensuring the successful outcome of the launch efforts for these business operations. Lara Abrams Communications selected and led two leading media outreach teams, outlining a communications strategy, laying out target markets to which to communicate the messaging strategy, and then managing and coordinating all resources working together to communicate the launch messaging and strategy across various media, government and commercial verticals. Lara Abrams Communications handled the writing of all of the press releases related to the launch, as well as networking at the state, national and local levels to secure key attendance for the launch event, working with key military and veteran personnel as well as the Governor's office of the State of Indiana, Wounded Warrior Project, and numerous veterans support organizations, technology provider 3GTMS, and the media.

Result

Over 1000 media postings throughout national and local press; key story placement secured with middle market PE publications in addition to garnering coverage in leading transportation and logistics and business publications, with coverage from press in print, online, television, social media and radio coverage from media outlets across the board - Call Center media, Veterans Affairs media, local television coverage from FOX, radio coverage locally from PBS and Lt. Col. Mike Ferrill of the VA Call Center, 94.9 FM WSJM. Attendees at the launch included dignitaries from the Indianapolis Chamber of Commerce, the Indiana Department of Workforce Development, the Veterans Administration, the Director of Veteran Opportunity for the Office of Indiana Lt. Governor Sue Ellspermann; a representative for Senator Joe Donnelly; the Deputy Director from Indiana’s Department of Veteran Affairs; State Command Sergeant Major James Gordon from the National Guard, and other dignitaries from Veterans of Foreign Wars, the Army, Marines, 3GTMS, Develop Indy, Food Industry Serving Heroes, U.S. Marine Daniel Gilyeat and on hand speaking for WWP were veterans Jason Braase, David Daugherty and Joe Franzese.