AirTerra, a logistics and supply chain company solving ecommerce fulfillment and shipping challenges to enable retailers and brands of all sizes to compete on a level playing field, was founded in 2020 by seasoned supply chain executive Brent Beabout. With a focus on “Diversification Simplified,” the company began serving customers in Summer 2021.
However, before rolling out to customers, Beabout brough on BlueIvy Communications to create messaging, craft Public Relations materials, develop a social media strategy and officially launch the brand. Beabout founded the Seattle-based business in 2020 after leading the supply chain organizations at companies such as Nordstrom, Walmart and Office Depot|OfficeMax. Not long after, he also assumed the role of President of Quiet Logistics while continuing as President of AirTerra.
Both AirTerra and Quiet Logistics were acquired by the apparel retailer American Eagle Outfitters in 2021. In doing so, AEO became one of the first companies of its size to make a major investment in creating its own supply chain. While AirTerra delivers parcel carrier diversity with a simplified model to provide capacity and flexibility for shippers of all sizes, Quiet Logistics operates in-market fulfillment centers across the country.
The BlueIvy team was tapped for 360-degree marketing support for the AirTerra market entry. Starting with garnering publicity surrounding the company’s launch, BlueIvy moved into assisting the web development team in SEO-focused copywriting, writing blog content, consulting on advertising, developing a trade show strategy, and handling all social media. BlueIvy simultaneously developed and placed thought leadership content bylined by Beabout that introduced AirTerra’s disruptive logistics model to a targeted business audience of logistics leaders.
With AirTerra’s acquisition by American Eagle Outfitters (AEO), BlueIvy executives were brought aboard the publicly traded company’s PR team to develop publicity initiatives that highlighted the unique relationship and robust capabilities. American Eagle Outfitters, Inc. is a leading global specialty retailer with American Eagle and Aerie merchandise available online at more than 200 international locations in 25 countries.
The BlueIvy team balanced content creation on behalf of AirTerra, AEO and Quiet Logistics.
The firm’s overall strategy concentrated on focal points such as:
The BlueIvy team of professional writers is adept at researching and creating content on complex topics that communicate intricate corporate relationships like that of AirTerra, AEO and Quiet Logistics. In order to execute a comprehensive content strategy, the Blue Ivy Writing Team was tasked with creating multiple Marketing Messages/Talking Points, and communicating them in:
Drawing on the team’s expertise in business publicity, BlueIvy developed a “Hit List” of media contacts that reached key target audiences. We also procured publications’ editorial calendars and identified ongoing opportunities for bylined content, opinion pieces and logistics news.
Our outreach to media targets featured:
By extensively interviewing Beabout and AEO leadership, BlueIvy drafted long-form thought leadership content that we placed in trade vertical media. In communicating the knowledge and opinions of the leadership team, we established their industry leadership and built a body of work that showcased their bonafide thought leadership and groundbreaking logistics business model.
The BlueIvy Team supported AirTerra at trade shows – both as an exhibitor and attendee, with participation including NRF and ShopTalk. First investigating the logistics trade show landscape, we made recommendations for participating in shows that would best reach AirTerra’s targets. We became an extension of the sales & marketing team onsite by:
In a relatively short period of time, BlueIvy shepherded AirTerra into the supply chain marketplace, coordinated public relations throughout an acquisition process, and made the AirTerra name one of the year’s most talked about entries into the logistics space. With the AEO relationship solidified and a subsequent merger of AirTerra and Quiet Logistics into the Quiet Platform, BlueIvy set the stage for future growth in the marketplace.