What do you do when your business is so successful you don’t have time to do the marketing? That’s what PRS Group faced in 2024. With no marketing team and an aging website, they needed some help.
No time. No staff. Enter LRS Web Solutions.
ABOUT PRS GROUP
PRS Group Inc, headquartered in Jacksonville, Illinois, has been a leader in the pallet repair industry for nearly 40 years, supplying pallet repair companies with pallet repair equipment including plates and fasteners, custom-built at PRS Group. They also sell pre-owned equipment, and are a broker for pallet companies to sell their equipment.
Working directly with the Co-Founder/CEO and sales team, LRS Web Solutions marketers got to work creating a complete marketing plan and multi-channel marketing services for the growing company.
THE CHALLENGE
LRS Web Solutions designed the PRS website back in 2016. By 2024, the website was showing its age, as were the marketing materials. Plus, the PRS staffer in charge of marketing left the company.
PRS President and CEO Jeff Williams called on the Web Solutions team to ramp up the PRS Group website. Seeing an opportunity to get his marketing back on track, he also added Web Solutions' monthly marketing services, adding social media management, email, and digital advertising, along with maintaining website content to the web design and development project.
THE PLAN
Reviewing PRS Group’s marketing strategy, we saw many opportunities through multiple marketing channels. Promoting PRS's products, people, andservices would strengthen the brand reputatoin, increase website traffic, and ultimately sales.
Goal: Improve Professional Branding
While PRS had been producing marketing materials, the branding and design were lackluster and inconsistent among platforms and posts.
We strengthened the brand by creating consistent branding assets like logos, banners, and icons for LinkedIn, Facebook, and YouTube. Revised email marketing now presents a more professional, unified design with consistent messaging across channels.
RESULTS: The PRS Group social media branding is more professional, polished, and consistent with the website branding.
Bonus: Website Launch Campaign Package Promotes New Site
We promoted the redesigned website via social posts, emails, and printed flyers. Plus, the website redesign was timed to launch just prior to an industry conference. This gave PRS a great talking point, encouraging attendees to sign up for emails and visit the website. A QR code made it easy for conference attendees to access the new site.
Goal: Increase Followers Through Consistent Social Media
LinkedIn
As a B2B business, PRS needs a strong presence on LinkedIn. Dribbles of posts over the years, however, weren’t enough to build a strong following. We strengthened the LinkedIn brand assets, created a content calendar, and now post regularly with a consistent, professional voice. We also trained PRS staff on LinkedIn best practices, showing them how they can act as ambassadors of the brand to extend PRS Group’s reach and engagement. A newly hired marketing coordinator at PRS helps to keep the posts going strong.
YouTube
While videos had been posted on YouTube, the titles and descriptions weren’t optimized, which led to lower views than deserved. We optimized the video metadata. The videos also are more cleanly integrated into the new website.
Professional, strategic social posts have made LinkedIn and YouTube growing sources of website traffic. We’ve seen a nearly 50% increase in LinkedIn followers. Sessions from YouTube are up 118%, and from LinkedIn have increased 100%.
Goal: Consistent Emails to Stay Top-Of-Mind
With the departure of the marketing staff, PRS Group asked LRS Web Solutions’ marketing team to pick up the email thread. We cleaned up the email contacts, segmented lists, and now create and send monthly email campaigns for services and products, ensuring that website and social content stay up-to-date with the message.
RESULTS: After one year, the open rate increased 10% year-over-year and click rate has doubled.
Goal: Improve Advertising Messaging
Like its other branding, PRS had ad spaces in many industry magazines. However, the ads lacked the boldness and strength of the PRS brand. Now, our graphic designer creates beautiful new ads each month. Eyes on these ads in popular industry magazines reinforce the PRS brand and corrlates with the email and social media campaigns. The difference is stunning and gives PRS Group prominence among industry leaders.
RESULTS: Advertisers and readers love the ads. The consistent branding is immediately recognizable as PRS quality.
Website Redesign
The ultimate goal of these marketing initiatives is to drive traffic to the website, the nucleus of the marketing universe.
The redesigned website launched in March 2025, updated with the latest version of LRS Antilles Content Manager. An updated design, improved navigation and a better mobile experience makes it easier for users to browse items, talk with a sales rep, and research financing options.
Searching for pallet products is now easier for customers, and it’s also easier to add and maintain product listings in the website admin.
Plus, PRS added a chat feature to the website, allowing PRS staff an easy way to communicate with prospective customers in real time.
RESULTS: Website sessions increased 20% YOY. Views of their new and used equipment sections have jumped 800% and 1000%, respectively.
Product-Specific Campaigns
As a growing company, PRS is adding new products, services, and partnerships. We work quickly to build marketing assets to keep PRS at the forefront of the pallet industry as an innovator and influencer.
Strategic marketing campaigns are helping to strengthen new partnerships and promote new products and services, making a difference for PRS Group.
THE RESULTS
Thanks to a consistent presence on social media, website sessions from social media are up 128% in the first nine months. Traffic from LinkedIn has grown a whopping 360%. Organic website traffic has increased 6%. Website sessions overall increased 20% YOY.
Seeing the benefits of a strong marketing program, a marketing associate has joined the PRS Groupteam to help coordinate the campaigns, freeing up the president and CEO to continue to grow the business. We continue to partner with them to supplement their marketing needs and support continued growth.