Prime Performance Nutrition

​Transforming an International Zoom Pitch into a Complete Sales Experience

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The Assignment

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Prime Performance Nutrition originally hired me to produce a presentation video for an important international proposal involving Zabeel Feed Mill and Zabeel Stables in Dubai.

The company was pursuing an opportunity to have its established equine supplement, Maxum HA, manufactured locally in the United Arab Emirates. COVID prevented the customary face-to-face presentation, requiring the company to make its case through Zoom.

Producing the video was relatively straightforward. The greater challenge was finding a way to recreate the credibility, personal connection and sense of occasion normally created during an important in-person meeting.

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Discovering the Larger Problem

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I asked the founder to explain how the company would ordinarily conduct a presentation of this importance.

He told me that each participant would normally receive a substantial leather-bound presentation packet—something resembling the menu of an elegant restaurant—that decision-makers could hold, examine and follow throughout the meeting.

That detail changed my understanding of the assignment.

The company did not simply need a video. It needed a coordinated presentation experience capable of bridging the physical distance between the presenters and their audience.

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The Recommendation

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I proposed creating a visually compelling companion packet and shipping finished copies to the participants before the Zoom meeting.

Although the presenters and decision-makers would be separated by thousands of miles, everyone would have the same physical presentation in hand. The packet, opening video and spoken presentation could then work together as one integrated sales experience.

The founder embraced the recommendation and expanded my role. In addition to producing the video, I was entrusted with developing the presentation’s message, positioning, visual direction, companion packet and speech notes.

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Brand Positioning

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Since 2004, Prime Performance Nutrition has manufactured animal-health supplements for customers around the world. Its participation in the National Animal Supplement Council and commitment to independently evaluated ingredients provided a credible foundation for positioning the company around quality, consistency and responsible animal care.

Rather than presenting Prime Performance Nutrition as simply another supplement manufacturer, the presentation positioned the company as an experienced partner committed to helping owners, trainers and working professionals protect the health and performance of their animals.

The work built upon the company’s existing statement:

“Because we too are horsemen.”

That idea helped give the brand a warmer and more human voice. It connected scientific formulation and production standards with the emotional responsibility people feel toward the animals in their care.

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Audience and Cultural Considerations

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The presentation needed to connect with a sophisticated international audience familiar with Thoroughbred racing, elite animal care and the importance of reputation.

The opening video was designed to capture the excitement, tradition and pride associated with Thoroughbred racing in Dubai. The challenge was developing a voice that felt confident and credible while remaining respectful and relatable to an audience in the United Arab Emirates.

The companion packet used focused headlines, carefully selected imagery and concise supporting copy. Each section emphasized the most important point being discussed, helping participants follow the spoken presentation without being overwhelmed by text.

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My Role

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• Brand strategist

• Concept developer

• Copywriter and copy director

• Art director

• Presentation designer

• Speechwriter

• Video producer and director

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Deliverables

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• Definition of the brand’s core values

• Audience and decision-maker profile

• Presentation positioning

• Positioning lines and supporting messages

• Tone and voice development

• Brand narrative

• Leather-bound pitch companion guide

• Opening brand video

• Zoom presentation structure

• Founder’s presentation and speech notes

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The Central Brand Narrative

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At its heart, Prime Performance Nutrition is about promoting the health and wellness of animals—and partnering with the people responsible for protecting their performance and well-being.

It is the winning Thoroughbred at the Dubai World Cup. It is the rancher caring for the trusted horse that helps manage livestock. It is the mounted police officer protecting a working partner.

It is competitive ambition supported by responsible animal care.

Prime Performance Nutrition helps owners, trainers and professionals give their animals the best possible opportunity to achieve optimum health and performance.

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Selected Presentation Copy

 

The Tradition of Prime Performance Nutrition

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In a crowded field of equine nutrition products, selecting the right supplements can have a meaningful effect on an animal’s health and performance.

Prime Performance Nutrition shares its customers’ passion because its people are horsemen too. The company demonstrates its commitment to animal health and safety through production processes evaluated under recognized industry and regulatory standards.

Prime Performance Nutrition is committed to manufacturing high-quality animal-health supplements and delivering them to customers around the world. Like its customers, the company understands that a healthy horse has the best opportunity to reach peak performance.

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The Partnership Opportunity

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Dubai has become an international center of Thoroughbred racing. Prime Performance Nutrition products, including Maxum HA, have played a role in trainers’ programs in the region for many years.

The proposed partnership presented an opportunity to combine Prime Performance Nutrition’s established formulation, brand experience and technical knowledge with local production and distribution capabilities in Dubai.

Local manufacturing could help improve product availability, reduce logistical delays and support trainers who already trusted the product—while maintaining the quality standards associated with Prime Performance Nutrition.

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What This Project Demonstrates

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This project demonstrates something central to my approach as a marketer and creative director: I do not need to begin an assignment as the industry expert.

I need to ask the questions that reveal how the customer makes a decision, how the company normally earns confidence and what may be missing from the proposed communication.

In this case, I was hired to make a video. By examining the complete sales experience, I identified a larger communications problem and proposed a practical solution. That recommendation led the client to entrust me with the message, physical presentation, visual branding, video and speech notes.

The final result was not simply a collection of deliverables. It was a coordinated international sales presentation designed to make a remote meeting feel more substantial, personal and persuasive.

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