Premier Packaging growth playbook

Publish /supplier-diversity/ with the certificate, the certifying council, NAICS codes, plants and service area (US and Mexico), capabilities (corrugated manufacturing, ISTA lab, automation equipment and service, distribution), sustainability commitments and a named contact for diversity and procurement teams. Offer a one-page capability statement PDF for download. Add a "WBENC-Certified WBE" badge to the header or footer and to the contact form, and link the page from the e-commerce, 3PL, food and medical industry pages. Then send the page to the supplier diversity teams at current customers so Premier's spend is counted in their diverse-spend reporting.

Large buyers report diverse-supplier spend and actively look for certified suppliers in categories like packaging. Making the certification visible turns a credential Premier already holds into qualified introductions, and helps existing accounts expand because they get credit for the spend.

[ ] WBENC certificate and expiry date
[ ] Ownership statement (woman-owned and operated since 2024)
[ ] NAICS codes
[ ] Plants and service area, US and Mexico
[ ] Capabilities: corrugated, design and ISTA testing, equipment and service, distribution
[ ] Sustainability commitments and latest report
[ ] Capability statement PDF
[ ] Named contact and a tagged form

• Buyers need certificate proof

  Link a current certificate copy and its expiry date, and update it at renewal.

• Leads go to a general inbox

  Route the tagged form to one named sales owner.

• Your websiteAbout page: "For over 30 years" Premier has been "manufacturers, distributors, designers, problem-solvers, builders"; "in 2024 Premier Packaging became female owned and operated and as of April 2025 we are officially a WBENC-Certified WBE"; "locations in the United States and Mexico"; solutions that "improved labor efficiency, reduced supply chain costs".Source
• Your websiteBlog post of April 30, 2025 announcing the certification: it "opens access to a wider array of opportunities, including government contracts and partnerships with organizations that prioritize diverse suppliers", and Premier "is excited to explore new collaborations otherwise unattainable through normal networks".Source
• Site checkChecked October 20, 2026: of the 21 main pages read (homepage, products, industries, equipment, services, contact, locations, sustainability and others), only the About page mentions the WBE certification or women ownership; the 40-page sitemap has no supplier diversity page; the site has no case studies and no customer testimonials.Source
• News coveragePress release, February 2024: started in Louisville in 1994, now with locations across the United States, Canada and Mexico; effective March 1, 2024 Jill Gaynor became CEO and majority shareholder; based on 2023 data Premier "will rank as the seventeenth largest woman-owned/managed business in the country".Source

Replace the YouTube embed with a still image and a play button that loads the player only on click. Delay chat, the visitor-identification tools and ad pixels until after the page has loaded or the visitor scrolls. Remove render-blocking CSS and scripts the homepage doesn't use, and reserve space for the video block so nothing jumps. Retest in PageSpeed and watch the Chrome UX Report for 28 days.

Buyers often check a supplier on their phone between meetings. A faster first screen keeps them on the page, and passing Core Web Vitals removes a ranking handicap on competitive packaging searches.

• Tracking data drops

  Check that analytics and ad conversions still record after deferring.

• Google PageSpeedHomepage on mobile: performance 55/100 (desktop 64); in the lab the main content takes 8.8s to appear (target 2.5s); 3.1 MB and 86 requests, 1.8 MB of it from 14 third-party services, the largest an embedded YouTube player (986 KB). Real visitors fail Core Web Vitals on loading: LCP 3.2s at the 75th percentile, 13% slower than a year earlier; the video block also causes layout shift. Biggest fixes: render-blocking requests (about 2.2s) and 964 KB of unused JavaScript.Source
• programmable.infoHomepage loads 14 third-party services, including two visitor-identification tools (ZoomInfo and TraceMyIP), SharpSpring marketing automation, BrightEdge, an accessibility overlay (243 KB), Facebook, Google Ads and Salesforce chat.Source

Put the real numbers in the HTML and keep the animation as decoration, or drop it. Add the same facts to the homepage meta description and to the Organization schema (founding year, locations), so summaries quote 5 plants and 32 years.

These are Premier's strongest scale signals for a buyer comparing suppliers; they should be the first thing any reader or machine sees.

• Numbers go out of date

  Review them each January.

• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source
• News coveragePress release, February 2024: started in Louisville in 1994, now with locations across the United States, Canada and Mexico; effective March 1, 2024 Jill Gaynor became CEO and majority shareholder; based on 2023 data Premier "will rank as the seventeenth largest woman-owned/managed business in the country".Source

In Yoast, turn on redirecting attachment URLs to the file and remove the attachment sitemap. Rename the elementor-9371 post to a real slug with a redirect. Then check in Search Console that the product, equipment and industry pages are indexed.

Search engines judge a site partly by its weakest pages. Removing hundreds of empty pages concentrates crawling and quality signals on the pages that sell.

• Image search traffic drops

  Images stay indexed through the pages that use them.

• SitemapThe sitemap index lists 40 pages, 62 blog posts and 349 image attachment URLs (pages such as "Electronic box - Premier Packaging" and file names like "D01a6225" or "20191127_102302"); one published post has the address /blog/elementor-9371/.Source

Offer four short forms: custom box quote (dimensions, board, print colours, annual volume), packaging design and ISTA test (product, current damage rate), equipment assessment (line, volume, labour), and supplies (items, monthly spend). Route each to the right team with a same-day reply promise for complete requests, and add a file upload for drawings and photos.

Specific forms collect what sales needs to quote, show the buyer that Premier understands their problem, and shorten the time from first visit to quote.

• Longer forms put people off

  Keep three required fields; everything else optional.

• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source
• Your websitePackaging Design & ISTA Testing: an in-house CAD table cuts small sample runs, a digital printer prints high-resolution samples, and the test lab simulates distribution vibration; "We are ISTA-certified, as well as equipped to do paper basis weight and ECT testing." Corrugated boxes: up to 3-colour outside and 2-colour inside printing, one-pass inside/outside printing and custom die-cuts.Source
• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source

Pick one customer for each of three drivers and write a short before-and-after: the problem, what Premier changed (right-sized box, ISTA-tested design, automation), and the number (freight cost per order, damage rate, packers per shift). Anonymize the customer if needed, and add the stories to the matching industry pages and sales decks.

Packaging buyers are measured on cost and damage; a peer's numbers persuade far more than a list of capabilities.

• Customers won't be named

  Use the industry and the numbers without a name.

• Site checkChecked October 20, 2026: of the 21 main pages read (homepage, products, industries, equipment, services, contact, locations, sustainability and others), only the About page mentions the WBE certification or women ownership; the 40-page sitemap has no supplier diversity page; the site has no case studies and no customer testimonials.Source
• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source
• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source

Create a page per plant and per Mexico location with the address, what it makes or stocks, the region it serves, delivery times and the rep. Link each to its Google Business Profile, mark it up with LocalBusiness schema, and list the reps as text on the Locations page.

Corrugated is a regional business because freight limits how far boxes travel. Local pages catch buyers searching within delivery range.

• Thin duplicate pages

  Give each page real local details and photos.

• Your websiteLocations page: "Choose your country. For the United States, hover over your state to view your representative's contact information." No plant or office addresses appear as text anywhere on the main pages; headquarters and the corporate distribution centre are on Produce Road in Louisville, Kentucky.Source
• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source
• Your websitePremier Packaging de Mexico, founded 2016: primary distribution centre outside Mexico City, "over 40 clients" in e-commerce, food and beverage, manufacturing and 3PL, and "seven operational locations throughout Mexico including Merida, Leon, Guadalajara, Monterey, Hermosillo and Tijuana". A Spanish site runs at es.prempack.com; neither site declares hreflang links to the other.Source

Build an English "packaging for your Mexico operations" page: locations, cross-border supply, the same specs and design team on both sides, and one customer example. Target US accounts with Mexican plants, and connect the English and Spanish sites with hreflang.

One supplier for both countries reduces risk for the buyer and lets Premier follow existing US customers south.

• Capacity in Mexico

  Agree volumes per location before promising them.

• Your websitePremier Packaging de Mexico, founded 2016: primary distribution centre outside Mexico City, "over 40 clients" in e-commerce, food and beverage, manufacturing and 3PL, and "seven operational locations throughout Mexico including Merida, Leon, Guadalajara, Monterey, Hermosillo and Tijuana". A Spanish site runs at es.prempack.com; neither site declares hreflang links to the other.Source
• News coveragePress release, February 2024: started in Louisville in 1994, now with locations across the United States, Canada and Mexico; effective March 1, 2024 Jill Gaynor became CEO and majority shareholder; based on 2023 data Premier "will rank as the seventeenth largest woman-owned/managed business in the country".Source
• Your websiteAbout page: "For over 30 years" Premier has been "manufacturers, distributors, designers, problem-solvers, builders"; "in 2024 Premier Packaging became female owned and operated and as of April 2025 we are officially a WBENC-Certified WBE"; "locations in the United States and Mexico"; solutions that "improved labor efficiency, reduced supply chain costs".Source

Offer a fixed-scope audit: the buyer sends their current packed product, Premier runs an ISTA test and a size check, and returns a short report with damage risks, a right-sized alternative and an estimated freight saving. Price it low or credit it against the first order, and promote it on the e-commerce, food and medical pages.

A concrete first step lowers the risk of switching suppliers, and the report gives sales a quote built on the buyer's own data.

• Lab capacity

  Cap the number of audits per month.

• Your websitePackaging Design & ISTA Testing: an in-house CAD table cuts small sample runs, a digital printer prints high-resolution samples, and the test lab simulates distribution vibration; "We are ISTA-certified, as well as equipped to do paper basis weight and ECT testing." Corrugated boxes: up to 3-colour outside and 2-colour inside printing, one-pass inside/outside printing and custom die-cuts.Source
• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source

Produce a yearly report per account: tons of packaging bought, recycled and certified content, weight saved by right-sizing, and options to improve. Send it with the account review and offer it in the customer portal.

Data that helps the buyer's own reporting makes Premier harder to replace and opens conversations about higher-value sustainable options.

• Claims over-reach

  Report measured material data only and show the method.

• Your websiteSustainability: Climate Pledge commitment to net-zero by 2040, a goal of diverting 90% of waste from landfill by 2030, annual greenhouse gas reporting (the 2025 report was posted June 1, 2026), net-zero Scope 1 and 2 emissions since 2022 through offsets and renewable energy credits (the post says the calculations have not had third-party verification), and FSC and SFI certified packaging options.Source
• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source

Build a calculator: enter product size, current box and monthly orders, and see dimensional weight, a suggested box and the yearly freight difference. Ask for an email to send the result and a quote for the suggested box.

It answers the question buyers are already asking and turns a search visit into a quote request with numbers attached.

• Carrier rules change

  Keep divisors editable and dated.

• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source
• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source

Add a short page on the portal (reorders, stock held, delivery tracking), show it to every new account at onboarding, and send a monthly usage summary. Track which accounts reorder through it.

Customers who reorder through a supplier's system switch less often and need fewer service calls.

• Portal limits

  Collect requests and pass them to IT.

• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source
• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source

Offer equipment with a two- or three-year plan covering consumables at a fixed price, preventive service and a labour-savings review. Show the monthly cost next to the labour saved.

It makes the purchase easier to approve and ties the customer's consumables spend to Premier for the life of the machine.

• Consumable prices rise

  Index the plan to material costs.

• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source
• Your websiteHomepage: headline "Find your missing piece"; a "What's Your Driver?" section on labor, freight, material, space and damage; three stat counters ("Production Plants", "Years of Expertise", "Manufacturing & Supply Partners") whose HTML says 0 and only counts up to 5, 32 and 400 when a script runs. The only call to action is a general contact form ("someone will reach out within the next business day") and 1-800-518-6305.Source

Correct the page and pick one show name. Cut each episode into three short clips on one buyer problem (peak season, damage, automation), post them on LinkedIn and YouTube Shorts, and link each to the matching industry page or quote form.

Short clips reach buyers who would never listen to a full episode, and they reuse content Premier has already made.

• Low views at first

  Ask sales to share clips with accounts.

• Your websitePodcast page: "The Whole Package" (20+ episodes on YouTube); the featured episode still introduces Jill Gaynor as "Chief Marketing Officer" (she became CEO in 2024) and the page calls the show "Premier Power Hour" and promises episodes "every other Thursday". The blog has posts such as "Looking at Peak", "Will Peak Be Different This Year?", "By the Numbers 2022" and "Season of Giving: Planting Over 10,000 Trees".Source

Identify 3PLs and contract manufacturers whose customers require Tier 2 reporting, offer them a packaging program with quarterly diverse-spend reports, and register in their supplier portals.

It opens accounts through a requirement rather than price, and the reporting service makes Premier sticky.

• Certification renewal

  Keep the certificate current and dated on the site.

• Your websiteAbout page: "For over 30 years" Premier has been "manufacturers, distributors, designers, problem-solvers, builders"; "in 2024 Premier Packaging became female owned and operated and as of April 2025 we are officially a WBENC-Certified WBE"; "locations in the United States and Mexico"; solutions that "improved labor efficiency, reduced supply chain costs".Source
• Your websiteBlog post of April 30, 2025 announcing the certification: it "opens access to a wider array of opportunities, including government contracts and partnerships with organizations that prioritize diverse suppliers", and Premier "is excited to explore new collaborations otherwise unattainable through normal networks".Source
• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source
• News coveragePress release, February 2024: started in Louisville in 1994, now with locations across the United States, Canada and Mexico; effective March 1, 2024 Jill Gaynor became CEO and majority shareholder; based on 2023 data Premier "will rank as the seventeenth largest woman-owned/managed business in the country".Source

Offer one monthly program: design and testing, stocked inventory with automatic replenishment, delivery to the warehouse or 3PL, and a quarterly cost and damage review. Price per unit shipped.

It moves Premier from a box supplier to an operations partner and raises the value of each account.

• Inventory risk

  Agree minimum volumes and buy-back terms.

• Your websitePackaging Design & ISTA Testing: an in-house CAD table cuts small sample runs, a digital printer prints high-resolution samples, and the test lab simulates distribution vibration; "We are ISTA-certified, as well as equipped to do paper basis weight and ECT testing." Corrugated boxes: up to 3-colour outside and 2-colour inside printing, one-pass inside/outside printing and custom die-cuts.Source
• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source
• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source

List 3PL warehouses within delivery range of each plant, research their client mix, and run a coordinated program: a damage audit offer, a local rep visit, automation ideas for their pack stations and a supplier diversity note.

One 3PL account can carry the packaging needs of dozens of brands.

• Long sales cycles

  Start with consumables and automation trials.

• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source
• Your websiteLocations page: "Choose your country. For the United States, hover over your state to view your representative's contact information." No plant or office addresses appear as text anywhere on the main pages; headquarters and the corporate distribution centre are on Produce Road in Louisville, Kentucky.Source
• Your websiteEquipment: automated bagging, case erectors, case sealers, shrink wrap, strapping and banding, stretch wrappers and void fill systems, plus an equipment servicing team; the homepage pitches automation for "a tight labor market". A customer portal links from the header.Source

Publish a short annual report each autumn: lead times, material trends, box sizes moving, and what buyers should order early. Pitch it to packaging and supply chain trade press.

Original data earns links and press, and gives sales a reason to call every account before peak.

• Customer data privacy

  Use only aggregated figures.

• Your websitePodcast page: "The Whole Package" (20+ episodes on YouTube); the featured episode still introduces Jill Gaynor as "Chief Marketing Officer" (she became CEO in 2024) and the page calls the show "Premier Power Hour" and promises episodes "every other Thursday". The blog has posts such as "Looking at Peak", "Will Peak Be Different This Year?", "By the Numbers 2022" and "Season of Giving: Planting Over 10,000 Trees".Source
• Your websiteE-commerce packaging page: Premier works "with many of the top ecommerce companies in the United States" and specializes "in evaluating material usage, size, freight costs, DIM weight, labor efficiency strategies, fulfillment accuracy". Industry pages also cover electronics, food, luxury, manufacturing, medical and 3PL.Source

List each script, its owner and what it is used for; remove duplicates and unused tools; and send the identified-company data from the tool you keep to the right rep each week. Review accessibility directly in the theme rather than relying on an overlay.

Fewer scripts mean a faster site and lower costs; a weekly company list turns anonymous visits into sales calls.

• Losing data someone uses

  Ask each owner before removing.

• programmable.infoHomepage loads 14 third-party services, including two visitor-identification tools (ZoomInfo and TraceMyIP), SharpSpring marketing automation, BrightEdge, an accessibility overlay (243 KB), Facebook, Google Ads and Salesforce chat.Source
• Google PageSpeedHomepage on mobile: performance 55/100 (desktop 64); in the lab the main content takes 8.8s to appear (target 2.5s); 3.1 MB and 86 requests, 1.8 MB of it from 14 third-party services, the largest an embedded YouTube player (986 KB). Real visitors fail Core Web Vitals on loading: LCP 3.2s at the 75th percentile, 13% slower than a year earlier; the video block also causes layout shift. Biggest fixes: render-blocking requests (about 2.2s) and 964 KB of unused JavaScript.Source

Each year, plant trees in a key customer's name in proportion to their certified or recycled-content orders, and send a certificate and social post they can share.

It gives customers a story for their own audiences and a reason to choose certified materials.

• Seen as greenwashing

  Report trees and material data plainly.

• Your websitePodcast page: "The Whole Package" (20+ episodes on YouTube); the featured episode still introduces Jill Gaynor as "Chief Marketing Officer" (she became CEO in 2024) and the page calls the show "Premier Power Hour" and promises episodes "every other Thursday". The blog has posts such as "Looking at Peak", "Will Peak Be Different This Year?", "By the Numbers 2022" and "Season of Giving: Planting Over 10,000 Trees".Source
• Your websiteSustainability: Climate Pledge commitment to net-zero by 2040, a goal of diverting 90% of waste from landfill by 2030, annual greenhouse gas reporting (the 2025 report was posted June 1, 2026), net-zero Scope 1 and 2 emissions since 2022 through offsets and renewable energy credits (the post says the calculations have not had third-party verification), and FSC and SFI certified packaging options.Source

Add a short FAQ to the supplier diversity, testing, Mexico and location pages with plain answers, mark it up as FAQ schema, and check monthly what assistants say about Premier.

Clear, factual answers are what assistants quote, and they match Premier's real differences.

• Answers change

  Recheck monthly.

• Your websiteAbout page: "For over 30 years" Premier has been "manufacturers, distributors, designers, problem-solvers, builders"; "in 2024 Premier Packaging became female owned and operated and as of April 2025 we are officially a WBENC-Certified WBE"; "locations in the United States and Mexico"; solutions that "improved labor efficiency, reduced supply chain costs".Source
• Your websitePackaging Design & ISTA Testing: an in-house CAD table cuts small sample runs, a digital printer prints high-resolution samples, and the test lab simulates distribution vibration; "We are ISTA-certified, as well as equipped to do paper basis weight and ECT testing." Corrugated boxes: up to 3-colour outside and 2-colour inside printing, one-pass inside/outside printing and custom die-cuts.Source
• Your websitePremier Packaging de Mexico, founded 2016: primary distribution centre outside Mexico City, "over 40 clients" in e-commerce, food and beverage, manufacturing and 3PL, and "seven operational locations throughout Mexico including Merida, Leon, Guadalajara, Monterey, Hermosillo and Tijuana". A Spanish site runs at es.prempack.com; neither site declares hreflang links to the other.Source
• Your websiteLocations page: "Choose your country. For the United States, hover over your state to view your representative's contact information." No plant or office addresses appear as text anywhere on the main pages; headquarters and the corporate distribution centre are on Produce Road in Louisville, Kentucky.Source