Delivering excellence with every shipment
When Protrade Logistics launched in Chicago during the height of the pandemic, it was more than a new company — it was a family taking a leap into a fiercely competitive industry. The trade show logistics space has long been defined by transactional relationships and stiff competition, and few would call it exciting. But from the start, we knew Protrade’s story deserved to be told differently. As Marketing Executive, I was tasked with building that story. Over the past four years, I’ve led Protrade’s marketing engine from the ground up: designing its brand identity, managing digital strategy, supporting sales teams, and creating the campaigns that turned a small family business into one of the INC. 5000’s Fastest-Growing Private Companies of 2025. The throughline? Consistency. Creativity. And a refusal to sound like “just another logistics company.”
We started with the essentials: a strong brand identity, a website, and a clear voice. I developed Protrade’s storytelling framework — one rooted in transparency, family values, and customer-first service — and translated it into visual design, digital content, and every piece of branded collateral.
The challenge wasn’t just visibility — it was relevance. Logistics is rarely described as exciting. To break through, I leaned into storytelling and creativity to talk the language of our customers.
Through blogs, newsletters (The Dispatch), social media, and advertorials in publications like Exhibit City News, we shifted the conversation from “freight quotes” to customer experiences: how Protrade supports clients on the ground at shows, prevents costly mistakes, and invests in relationships.
Trade shows and conferences became stages to reinforce our story.
At the Randy Smith Memorial Golf Classic, we introduced Level Up Your Shipping — a video game–themed activation that put a playful twist on freight, making Protrade memorable in a crowded sponsor field. At events like PACK EXPO, IMTS, and ExhibitorLIVE, we created content that extended visibility long after the show floor.
Behind the scenes, I also coordinated professional staff photoshoots to elevate our brand presence across digital platforms and marketing materials — a small but impactful way to ensure Protrade always looked as professional as it performed.
From magazine advertisements to LinkedIn campaigns, I managed creative output that kept Protrade top-of-mind. Every ad, post, or piece of collateral tied back to our core promise: a reliable, customer-first partner who understands the unique world of trade show logistics.
Meanwhile, I worked hand-in-hand with our sales team — designing presentations, managing lead distribution, and creating onboarding materials — so marketing and sales operated as one engine.
Another key strategy was humanizing the leadership team. I developed personal brand strategies for our CEO, VP of Operations, and myself, shaping thought leadership content and coordinating engagement on LinkedIn. By showing the real people behind Protrade, we deepened trust and expanded our network across the industry.
The results of this consistent, creative marketing effort have been undeniable. In just five years, Protrade grew from a small Chicago-based family business into one of the fastest-growing companies in the country — ranking #519 on the INC. 5000 National List and #19 in the Logistics & Transportation category.
Our digital presence expanded alongside this growth. In the last year alone, we doubled our followers on both Instagram and LinkedIn, turning social media into a reliable channel for brand visibility, industry engagement, and lead generation.
Marketing didn’t just support Protrade’s growth — it fueled it. By telling a story rooted in who we are, innovating in an industry known for sameness, and meeting customers where they are, we helped turn Protrade into a brand people not only recognize but trust.
This case study isn’t just about marketing deliverables — it’s about transformation. Protrade’s success proves that even in industries considered “boring,” creative marketing and consistent storytelling can drive extraordinary results.
