a5 Branding & Digital

BACKGROUND

Introduce your business and what you do there.

I’m the community engagement coordinator for Village of Niles, a local suburb outside Chicago. Our suburb is a safe and friendly community with excellent school and parks districts and library systems. I oversee and handle art, culture, and marketing initiatives and a lot of the events here, as well as other programs to engage the community.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with a5 Branding & Digital?

We saw a change in demographics, so we wanted to attract young families to come in and invest in their homes to raise their children here. We engaged with a5 for marketing and advertising to build a campaign.

SOLUTION

What was the scope of their involvement?

a5 has primarily worked on and continues to build our “resident attraction” campaign. It’s been their focus since 2019, even throughout the pandemic. They’ve displayed it across the board — we’ve done social media, Google and YouTube Ads, radio ads at a local station, and some magazines and print publications. We use Facebook, Instagram, and Twitter, and a5 has handled all the negotiations and purchasing for the advertising.

They’ve done landing pages, consulted on our PR department, and created written and visual content. They’ve contracted a local photographer and coordinated a two-day photo shoot. Additionally, a5 has helped us with graphic design for various programs and events. They’ve also done branding for our design district, which is a major corridor at Milwaukee Avenue with many kitchen and bath remodeling stores.

What is the team composition?

We’ve worked with John (President) and Lizzy (Account Manager & Content Specialist). She’s our main point of contact for everything, but John is also pretty involved. Also, Fletcher (Creative Director & Co-Founder) works with us directly any time there’s graphic design involved.

How did you come to work with a5 Branding & Digital?

We have a purchasing policy and process, so we went out for bids. We just put it on our website and promoted it. We got about eight quotes, and a5 submitted one.

How much have you invested with them?

We’ve spent $215,000 so far. 

What is the status of this engagement?

We started working together in November 2018, and our relationship is ongoing. We renew our contract every year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve definitely seen a5’s work translate into a positive impact. They track metrics and provide reports on the website traffic and Facebook and Instagram impressions, and we use those analytics. We also look at demographics on our events, schools, and so on. Those are long-term measurements, but we’ve started to plot them.

Overall, we see the results we’re looking for and enjoy working with a5. We’ve been successful because we work with them as a team, and a5 is involved with everything. We like their ideas and haven’t had problems. They’ve met and exceeded our expectations.

How did a5 Branding & Digital perform from a project management standpoint?

We’re very satisfied with how they’ve approached our projects. We have weekly meetings via Zoom, and we’d meet in person before the pandemic. Overall, they’re very hands-on.

What did you find most impressive about them?

They understand how the municipal world operates. The public sector is different from the private sector. We have our own challenges, ranging from how we process payments to our annual budget approvals. They’re very understanding of that — for us, that’s the most important thing about working with a vendor.

Are there any areas they could improve?

They’re expensive, but they’re comparable to marketing firms. However, they’re open, honest, and straightforward about it — there’s never a surprise with an invoice. Overall, if they had to improve anything, maybe they could follow through on the project’s completion and report more regularly.

Do you have any advice for potential customers?

Be specific on the project’s requirements. When you’re putting together the proposal, outline what you’re asking them and the deliverables. Lay out everything in the beginning so there aren’t any surprises.

BACKGROUND

Please describe your company and your position there.

I am the Director of Marketing and Communications for the Northbrook Park District, an affluent community in the North Shore suburbs of Chicago, IL. The District maintains 543 acres across a service area of 13 square miles. The District maintains 24 park areas, comprised of community parks, neighborhood parks, play lots and passive parks.

Unique and premier facilities include Techny Prairie Activity Center, a 44,200 square foot facility for fitness and recreation, Heritage Oaks Golf Club with the Classic 18 and Legacy 9 courses, Techny Prairie Park and Fields, the Leisure Center, Senior Center, Northbrook Theatre and the Northbrook Sports Center, containing two full-sized indoor ice rinks.

Recreational facilities include two outdoor swimming facilities, 36 holes of golf, a driving range, two sled hills, dozens of baseball diamonds and soccer fields, 19 tennis courts, 18 playgrounds, numerous picnic areas and trails, and two fishing lakes.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire a5 Branding & Digital, and what were your goals?

With the decision to undergo course renovations and clubhouse construction, the District made the decision to analyze the name and brand of the golf course, formerly Sportsman's Country Club. Our consultant, a5 Branding and Digital collected input from a variety of stakeholder groups and helped the District develop the new brand for Heritage Oaks Golf Club including updates across the brand tree including the facility name, course names, restaurant name and logo, tag line and facility logo mark.

All of these items invoke the history of the facility while bringing a more modern and current feel to the brand.

SOLUTION

How did you select this vendor?

As a governmental entity, we created a request for proposal which was sent to 17 branding firms and also posted on our website. Seven firms submitted proposals. After a review and interview process, a5 was selected for this project based on their extensive portfolio of highly creative work.

Describe the scope of their work in detail, including any steps and the final deliverables.

Section 7: Scope of Work Sportsman’s Country Club Branding Project The successful Vendor will evaluate the current branding of the facility and develop a compelling rebranded identity that articulates what this premier golf facility offers the community and what makes this facility relevant and vital to a wide range of audiences including residents, Board, staff, local corporations, stakeholders, partners and sponsors.

A. Scope of Work

1. Develop an integrated brand identity that includes:
   • Analysis of current District reports and data;
   • Determination of the need for additional community input and execution of any necessary additional data collection;
   • Evaluation of current names and sub-brands including but not limited to the entire facility, Classic 18 course, East 9 course, clubhouse, restaurant, Northbrook Golf Academy, and practice range;
   • Determination of new facility name and new sub-brand names as determined to be necessary;
   • Creation of logo design and visual identity for facility and sub-brands as deemed necessary; and
   • Review and recommendation of key brand strategy initiatives to develop broader regional appeal.
2. Detail the objectives and methods to be undertaken including, but not limited to:
   • Review existing internal/external materials including market
   • Analyze target markets and recommend branding strategies accordingly;
   • Develop name, logo, and brand identity as deemed necessary for the entire facility as well as
3. 3. Work with Director of Marketing & Communications throughout Project, meeting in-person and/or virtually as deemed necessary by the District’s Project Team, and continue reasonable support to the Park District up to 30 days after Project completion.
4. 4. Complete Project aligned with date established between Vendor and Consultant, no later than December 31, 2020.

B. Consultant will provide the following in conjunction with the Scope of Work:

1. Conduct a kickoff meeting with Park District Project Team to discuss the goals of the Project, timeline and parameters.
2. Conduct in-person meetings with Park District team including Directors, Board, staff and stakeholders pertaining to vision and goals of the Project along with desired outcomes.
3. Attend scheduled meetings/conference calls with Park District team to discuss Project progress.
4. Comply with District timelines and turnaround schedules to meet project benchmarks and deliverable dates which might be affected by previously determined Board meeting dates.

Section 8: Deliverables Deliverables for the Project phase will include:

• Summary report of data collected through document review and collection of any additional community input used to determine branding processes for the facility and sub-brands;
• Names/Logos for overall facility and identified sub-brands;
• Recommendations for overall facility branding with both District resident and broader region audiences kept in consideration;
• Executive Summary of the Project;
• Presentation to Park Board of Commissioners; and
• Presentation to staff.

How many people from the vendor's team worked with you, and what were their positions?

We worked with: John Harris, Principal Fletcher Martin, Creative Director Lizzy Kreindler, Account Manager/Content Specialist Elena Franck

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We could not be happier with the new name and logos for this facility. The artwork looks amazing on everything, from large scale exterior signage to golf balls. The look is modern and clean and, based on extensive conversations and input from our team, reflects the architecture, tone and colors of the new clubhouse.

Describe their project management style, including communication tools and timeliness.

The project management was exceptional. The team at a5 kept the project on schedule, meeting all expectations and providing all necessary deliverables along the way.

What did you find most impressive or unique about this company?

How much they cared about the outcome. Our team's synergy with the a5 team was so cohesive. They really wanted the project to receive a positive reaction from not only our staff team but from the community as a whole.

New positioning statement: This Northbrook Park District property, with its tree-lined 27 holes of golf, practice range equipped with TrackMan® technology, golf academy and indoor golf simulators, offers something for everyone. With the elevated Acorn Grill + Terrace overlooking the Audubon-certified courses, Heritage Oaks Golf Club welcomes you―for golf, for a meal, for a timeless experience.

In addition, we are so happy with the new logo: The visual identity elements for this rebranding project were born from a single acorn, the humble seed that sustains the 100-year-old heritage oak trees throughout the courses. It represents growth and the passing down of knowledge and tradition, a cornerstone in the sport of golf.

Subtle references are worked into the mark, including a golf tee shaped stem. Stylistically, the logo mark’s lines reference engravings to capture a classic appearance, while the typography is clean and contemporary.

Are there any areas for improvement or something they could have done differently?

Honestly, no. Working with the talented team at a5 was a fantastic experience. Their attention to detail, ability to really listen, and the final deliverables all exceeded our expectations.

BACKGROUND

Introduce your business and what you do there.

I'm a marketing manager at Klein and Hoffman. We’ve been in business since 1953 and provide architectural restoration and structural engineering services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with a5?

We hired them to conduct client research to better gauge our position in the marketplace. They used this data to completely rebrand our firm’s identity and redesign our website, with a specific focus on highlighting our long-standing client relationships, experience in the industry, talented employees and excellent service.

SOLUTION

What was the scope of their involvement?

They interviewed our clients to better understand our image, seeking opinions about our company website, and logo. The results of this research were shown to our executive leadership, and determined that we needed a complete refresh to our overall identity to better reflect who we are and what we do.

They used WordPress to create a new website that implements a highly visual design. Architectural firms websites often come across as cold, so we decided to emphasize relationships and team building by including photos of actual people. When you visit our new site, you’ll see the faces of our staff and clients.

We also used the site’s homepage to highlight our current projects and related news. We have offices in both Chicago and Philadelphia, and I consistently update the site to underscore all of the ways we’re active in both of these communities.

Any visitor viewing our online portfolio can apply a range of filters to narrow results to specific sectors or structure types. We recently added a building inspections page that allows users to determine whether their building is up to code.

In addition to the website, a5 used Campaign Monitor to develop custom newsletter and advertisement templates. Additionally, they redesigned our proposal, case study, and résumé templates.

While our company had existing brochures, a5 created a new pamphlet with a focus on visuals and simple, effective messaging. They designed new business cards that incorporate the three colors in our logo, as well as pop up banners for trade shows.

How did you come to work with a5?

I searched Google for local branding agencies and sent RFPs to a handful, but a5’s talented team left the strongest impression. Taylee Pardi [former Account Manager, a5] was very organized. Fletcher [Martin, Creative Director, a5] and John [Harris, Principal, a5] both insightful and very creative, brought PR experience to help us develop articles and extract meaningful content to promote across all of our platforms.

Once we looked at their website and realized they’ve worked with other clients from our industry, it was really a no-brainer.

How much have you invested with them?

We’ve spent approximately $57,000, with the website being the largest expense.

What is the status of this engagement?

We started working together in July 2016 and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Based on data from Google Analytics and WordPress, our website has seen a dramatic increase in traffic, including our Careers page. We also have more engagement with our Facebook, LinkedIn and Twitter accounts.

How did a5 perform from a project management standpoint?

For the website development, they met with us to determine our priorities and then provided weekly development updates while coordinating with our internal team.

Taylee, in particular, was very good about sending emails and scheduling meetings, whether it was in-person or over the phone. They really stayed on top of the project and sent me reminders if anything was lagging on my end. They’ve become an extension of my marketing team, and have helped me tremendously.

What did you find most impressive about them?

When I first came to this firm, I was adamant about the need for a new website and branding. While my superiors were initially resistant, they’ve been very impressed by the work a5 has provided. I’ve even heard some colleagues say they’re “in love.”

a5 is creative and confident in their abilities. When we first started the visual branding phase, I joked about our image being stuck in the 1980s – to which they agreed; but now, they’ve updated our look for 2017 and beyond.

Are there any areas they could improve?

They've done an excellent job and have been a great asset to our firm.

Do you have any advice for potential customers?

They’ll put in the work to understand your company and provide you with a range of options. Their strategic and creative approach to different branding elements is unmatched.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing with Hull and Associates, an environmental energy infrastructure engineering company in Dublin, Ohio.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with a5 Branding & Digital?

We wanted to completely overhaul our company’s image by updating our website and coordinating messaging across all related marketing materials, including brochures, business cards, and logo design.

SOLUTION

What was the scope of their involvement?

a5 took the time to understand our industry to ensure their designs accurately appealed to our target audience of engineers. They then presented us with three distinct strategic directions, each with its own value. We chose the one that worked best for our specific needs.

From here, they built a new website using WordPress and provided SEO. The site is responsive, easy to navigate, and has a design that coordinates with the other marketing materials a5 is currently updating. They’ve redesigned our company brochures and vehicle logos and are currently working on a number of similar projects, including an ad campaign and conference displays.

They also provided email support and associated marketing assistance to support the new rollout.

What is the team dynamic?

a5 makes you feel like their entire company has your back. I have close working relationships with John Harris [President, a5], Fletcher Martin [Creative Director, a5], and a number of others. Everyone on their team is available as necessary.

How did you come to work with a5 Branding & Digital?

I worked with them through a previous company and had nothing but positive experiences. I reached out to them and a few other agencies, and a5’s RFP contained a detailed, realistic outline with less fluff than the others. I was already onboard, but their proposal solidified them with our company’s owners.

How much have you invested with them?

The total will be between $50,000–$75,000.

What is the status of this engagement?

We started working together in June 2017 and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’re still going through the new rollout, so not all the mechanisms are in place yet. However, we have received excellent feedback on the vehicle logo, with customers saying it looks crisp and professional.

After working with a5 at my previous company, we saw a 6–7% increase in sales in my division, on top of a 14% increase in new leads. I fully expect a similar outcome once our current project is complete.

How did a5 Branding & Digital perform from a project management standpoint?

They present a detailed timeline and stick to those deadlines. They’re great about communication and accessibility, as I’m constantly able to communicate with multiple levels of their team, and they’re highly responsive to any problems that may arise.

Their project management skills have been excellent and make my job so much easier, which is the kind of partnership people in my position look for.

What did you find most impressive about them?

They have a keen ability to adapt and immerse themselves in any industry, as the materials they provided for my previous company were entirely different than our current project. Even within our general field, they’re able to understand the nuances of specific departments, be it environmental monitoring, stream restoration, or civil projects. Coordinating these diverse topics under a single messaging strategy is no easy task, but they were able to hone in very quickly.

They’ve offered a number of excellent recommendations, and their creative process is rewarding and straightforward.

Are there any areas they could improve?

They’re a wonderful company and I’d love to see them grow so they can take on more tasks. On the other hand, I would hate to see them lose the hands-on approach that is the hallmark of their company.

BACKGROUND

Introduce your business and what you do there.

I'm a member of the city council of Woodstock, Illinois.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with a5?

We were looking to do a citywide branding and marketing effort to profile things about our city, including tourism, retail, commercial, etc. We wanted to find a marketing company that we could outsource everything to, including brand development and marketing activities via social media and prints. a5 became the team that provides this work for us.

SOLUTION

What was the scope of their involvement?

There’s an oversight group of 5 volunteers who formed a board and are responsible for driving the direction and initiatives around what we’re doing.

They created our entire branding and marketing initiative from scratch, and it’s been highly successful for us. We have a budget, so we discuss with them how the funds should be used for online outreach. They’ve helped us with Google, Facebook, Pandora, brochures, and print advertisements in local and regional media, as well as our ads on the local commuter railway.

How did you come to work with a5?

They were known to one of the board members who oversees this effort. They referred them to us and to our finalist meeting.

How much have you invested with them?

We spend $200,000 per year.

What is the status of this engagement?

We've been working with them since May 2015, and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We went from 0 to 6,000 followers on our Real Woodstock Facebook page, and the number of people visiting the website is also increasing. The entire Real Woodstock campaign was recognized by the Illinois Department of Tourism as one of the best in class award winners at their recent meeting in March.

How did a5 perform from a project management standpoint?

They were exceptional. They were good at keeping deadlines, communicating, and being responsive to us when we needed them.

What did you find most impressive about them?

They’re creative, reactive, and inventive. They’re a great partner who has good insight into nonprofits and municipal or government entities. We’ve experienced the same service that earned them their great track record. They’re a tremendous resource, and I can’t say enough positive things about them.

Do you have any advice for potential clients of a5?

We came in without any real background, but a5 picked everything up, did the work, and guided us along the way with options and ideas. a5 will work with both inexperienced and experienced clients, no matter what stage they’re at.

BACKGROUND

Please describe your company and your position there.

I'm the Communications and Marketing Director for the Illinois Park & Recreation Association (IPRA). IPRA is a 501c3 organization and serves nearly 2,500 park, recreation, and conservation professionals throughout the state, and is a national leader in providing premier education, networking, and resources.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire a5 Branding & Digital?

We were looking to expand the reach of out Unplug Illinois public awareness campaign.

SOLUTION

How did you select this vendor?

After introductory call, and reviewing their client list, we felt they would be a great partner.

Describe the scope of their work in detail.

a5's services included: art direction, the development of radio PSAs, securing interviews, press releases, social media and website creation, increasing the state-wide awareness of the campaign, presenting at conferences, updating marketing materials and collateral.

What was the team composition?

I've worked closely with John Harris and his team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We've seen significant increase in Unplug Illinois Day events, social media growth, media pick-up (interviews and articles).

How effective was the workflow between your team and theirs?

We worked very efficiently together - regularly scheduled calls, meetings and email communication ensured that we were all on the same page and working cohesively.

What did you find most impressive about this company?

They are creative, collaborative and fun to work with! I highly recommend them.

Is there any area for improvement or anything that could have been done differently?

No!