A 100-year-old, family-owned distributor had just finished a major rebrand. Their internal marketing team didn’t have the capacity to carry it into social. We built the system that did.
B2B Distribution
Social Strategy & Content
Project Management
Executive Visibility
Ongoing Creative & Production
Nashville, TN
Regional distribution
Multi-year engagement
American Paper & Twine has been in business for a hundred years. Family-owned, multi-generational, and one of the country’s leading distributors of paper, packaging, and janitorial supplies.
They completed a major rebrand. The identity was modernized. The story was sharper. But the brand was still mostly living in print, sales sheets, and trucks on the highway.
Their marketing team was three people. They knew social mattered. They did not have the time, the system, or the capacity to plan it, build it, and run it across Facebook, LinkedIn, and Twitter, let alone make every post sound like the new brand.
The audience was broad, the channels were moving fast, and the internal team needed a system they could trust.
We started with goals. Before we posted anything, we ran a working session with AP&T leadership and the internal marketing team. What does the business actually need from social right now? Where does the new brand most need air? What would success look like in ninety days, six months, a year? From those answers we set KPIs, built monthly reporting, and designed a content system around real priorities, not around what was easy to produce.
The 30-second commercial. The brand voice, the brand visuals, and the standard set across every post in the program.
Quality control and version control were layered in next. Every piece of work was reviewed for accuracy, brand consistency, and compliance before it left our hands. Weekly meetings with real agendas kept both teams aligned. The internal team stopped chasing us. They stopped remembering what was next.
What started as social became a larger share of the marketing operation.
Engagement climbed. Followers came. Educational content outperformed everything else. And the CEO started showing up where customers were already looking.
One team. Built into the company.