Midwest Values . . . Nationwide Service: Building Marketing at MRS
At Midwest Refrigerated Services (MRS), I’m currently serving as the Marketing Specialist for a fast-growing, asset-based 3PL specializing in temperature-controlled logistics. Since joining the team, I’ve led the charge in revitalizing our brand presence, elevating our digital strategy, and building marketing from the ground up—often as a department of one. From driver recruitment to B2B lead generation, my role spans strategy, creative, analytics, and execution. It’s an ongoing effort to build not just campaigns, but a modern marketing foundation that supports sales, reflects our Midwest values, and positions MRS as a national leader in refrigerated logistics.
Milwaukee, WI
2008
Warehousing, Transportation,
Value-Added Services
400+
Challenge
When I joined Midwest Refrigerated Services, the marketing department was essentially a blank slate. There was no internal structure, strategy, or brand consistency, just a strong company with a solid reputation and untapped potential. As a one-person marketing team, I faced the challenge of building everything from scratch while supporting multiple departments with immediate needs.
In a fast-paced, logistics-driven environment, marketing wasn’t always top of mind. Resources were tight, expectations were high, and the need to prove value quickly was critical. MRS operates in a specialized space, asset-based, temperature-controlled logistics, which means I had to quickly understand a complex industry, communicate its value clearly, and differentiate ourselves from national and regional competitors. All while recruiting drivers, generating B2B leads, and building trust with both internal and external stakeholders.
Results
Since stepping into the Marketing Specialist role at MRS, I’ve built a modern marketing function from the ground up. Bringing structure, creativity, and results to an area that previously didn’t exist in-house. Some of the key outcomes so far include:
Launched the first formal brand guidelines, bringing consistency across internal and external communications.
Developed targeted digital campaigns to recruit CDL drivers, resulting in higher-quality applications and stronger engagement.
Produced a range of creative assets from video scripts and promotional materials to social content and internal messaging that reflect our values and boost visibility.
Supported the rollout of a refreshed company website and digital presence, aligned with our core services and customer expectations.
Designed and implemented internal surveys focused on communication, using that feedback to build a new internal communication strategy that connects departments more effectively.
Created tools and messaging for sales, HR, and operations that improve alignment and clearly communicate the value MRS provides.
Helped increase awareness and generate leads from both potential customers and prospective drivers through a refined content and targeting strategy.
Advocated for and implemented more tech-savvy solutions to support recruiting, driver training, internal communication, and on-site branding.
These results reflect more than just project completions. They represent a broader transformation. Marketing at MRS has evolved from a reactive function to a strategic, forward-thinking engine that builds trust, reinforces our Midwest values, and supports our nationwide service goals.
A Website Built to Move Freight and the Brand Forward
The new MRS website wasn’t just a redesign; it was a full rebuild. Designed from the ground up, it reflects who we are, what we offer, and where we’re going as a company. Bold, clean, and fully on-brand, the site combines form and function, streamlining lead generation on the front end while improving usability and processing on the backend.
What makes this project stand out is how it was built. With collaboration across departments, months of planning and feedback, and a clear vision for how the site would support sales, recruiting, and brand awareness. The result is more than just a digital brochure. It’s a critical marketing touchpoint.
And the numbers prove it’s working. Comparing performance to the old site over the same time period:
Website visits are up 18%
Page views have increased 31.7%
Organic search traffic is up 18.7%
From visibility to functionality, the new site has become a foundational piece of our digital presence, one that continues to evolve as we grow.
View The WebsiteDefining the Brand: MRS Branding Guidelines
One of my first priorities at MRS was to bring consistency and clarity to how we present ourselves, both internally and externally. With no formal brand documentation in place, I created the company’s first comprehensive brand guidelines from scratch.
The goal was simple: ensure that every touchpoint, from a social post to a driver handbook, reflected the same level of professionalism, trust, and Midwest values that define who we are. The guidelines include standards for logo usage, typography, color palettes, voice and tone, imagery, and layout examples. Each element is designed to keep our identity cohesive and instantly recognizable.
The process brought departments together to align on how we communicate and present the MRS brand. It also made it easier for teams across the company to create materials with confidence and consistency.
Today, the brand guidelines serve as a central resource that empowers teams, strengthens our market presence, and ensures MRS looks and sounds like one unified brand across every channel.
“ The new branding guidelines have been a game-changer for our team. They’ve made it easier to communicate who we are and what we stand for, not just visually but through our messaging as well. Clients immediately notice the professionalism and consistency, and that’s helped build trust and close deals faster than ever before. ”
Zach K
Director of Transportation Sales | MRS
MRS: The Road Forward
My work at Midwest Refrigerated Services is far from finished. What began as building a marketing function from scratch has grown into a mission to strengthen our brand, amplify our values, and support every corner of the business, from recruiting and sales to internal culture and nationwide visibility.
With a foundation now in place, the focus is shifting toward bigger goals. That includes elevating our digital strategy, expanding video and storytelling content, and driving campaigns that connect with both customers and drivers on a deeper level.
As we continue to grow, so does our ambition. MRS currently ranks 22nd on the GCCA list of North America’s largest transportation and refrigerated warehousing companies. My goal is to help lead our brand into the top 15, not just by showcasing what we do, but by making sure the industry knows who we are and why we’re different.
The next chapter is already underway.