Alipes Inc.

BACKGROUND

Could you provide a brief description of your company?

We’re a small nonprofit. We are based in Boston. Up until very recently, we’ve been running two farmers’ markets. Now, we’re in the process of launching a $16 million project, which will be, a permanent, year-round public market here in downtown Boston.

What’s your role and responsibilities?

I’m the operations manager. We’re a small staff of four people right now, so I do a little bit of everything as does everyone. I work with a lot with communications, marketing, and vendor recruitment.

OPPORTUNITY / CHALLENGE

Could you describe the business challenges you were trying to address?

We were looking to make that transition from the branding that was very emblematic of our two seasonal farmers’ markets to the marketing and branding that we were looking for the year-round permanent market. We wanted to portray the transition accurately from a $40,000 a year business to this $16 million project. 

SOLUTION

Could you describe the scope of the project?

They worked with us first on the conceptual part of branding, all of the information gathering, the fact-finding, the polling, and the surveying. They boiled down that information into a plan, which was then presented to us, which we then approved. Then, they’ve worked with us on the execution. Their primary contribution has been with the digital platform, probably because it’s the most important thing for all companies now, and especially for us. They were instrumental in helping us create a functioning website that could also act as a database to capture information. They’ve also been really helpful in vendor recruitment.

How did you select Alipes as your solution partner?

We found them through the work that our CEO had done with another campaign. They had offered to do work with us pro bono for our organization. When we met with them, we saw the quality of their work as a whole and their initial presentation to us, we knew that we were in the right hands.

When did you start working with Alipes?

We started to work with them last year, around this time. It’s still ongoing. Our project is due to launch June of 2015. 

RESULTS & FEEDBACK

In terms of results, could you share any statistics, metrics, or user feedback that would demonstrate the effectiveness of the work they’ve delivered?

They’re greatly extended our reach through the website, through the use of analytics, which has resulted in a strong turnout for vendor application. We just had a vendor application due date, and we received twice as many as we need. That’s a real sign of success.

Also, the feedback that we’ve gotten specifically on our new logo has been consistently positive. What they actually did, just to be really specific, we’re working on a building that has some vent shafts on top of it. It’s part of the Big Dig here in Boston. On the top of each of these vent shafts, there’s something like looks like an “M.” It stands for market. Alipes was clever enough, right away, to notice that and to create that as the logo. It makes us look really smart. We’ve just gotten resoundingly positive feedback on the logo. Changing logos, I’ve done it several times with different brands, I usually get a lot of negative feedback even if it’s a good move. So, I was really impressed with that specifically.

I’ve been working with them very closely on databases and tracking our campaign for vendor recruitment, and they’ve been really supportive for that, too. They’ve also given guidance and ideas along the way. They’ve also been able to interpret our needs. It’s not just reach that they’ve been able to give us, but the tools and methodology to be able to control the information we’re getting on the campaign. It’s been very positive for us.

Overall, how well do you think Alipes has performed?

I cannot say enough about Alipes' performance. I think they’ve gone above and beyond. They’ve just been really great with guidance in lots of different, surprising ways. They’re really passionate about our project and it shows.

When working with Alipes, is there anything you’d consider unique or special about their approach or development methodology that distinguishes them from other vendors you’ve used?

Their process is completely unique, very creative. We’ve been really pleased with the result.

In retrospect, are there areas that you think they could improve on or that you would do differently?

No. I felt really taken care of by them. Sometimes, when you’re in a pro bono relationship with an organization, they might have a tendency not to take it as seriously as they could. I would say that certainly has not been the case with Alipes. I would say that they’ve treated us sometimes in ways that I would expect a very high-paying client to be treated.

BACKGROUND

Could you give a brief description of your company?

I work for Eli Lilly Company. It’s a large pharmaceutical company.  We have approximately 40,000 employees. Our company is headquartered in Indianapolis and was founded in 1876.

What’s your job title with the company?

I am a manager of global digital development. I work on our digital platforms assisting our foreign affiliates as they start to develop a digital strategy similar to the ones that we’ve implemented here in the United States. 

OPPORTUNITY / CHALLENGE

What was that business challenge that you were trying to address?

Initially, we were facing a question about how to engage effectively online. We wanted to develop and implement a strong digital strategy. Additionally, we were looking to expand the presence of the blogs and the content that we were working with. 

SOLUTION

Can you talk more about the scope of the project? 

We have three separate contracts with Alipes. Our first project LillyPad, which is our global, public policy blog, required support, and branding strategy development. Alipes hosted the website, designed the platform, and helped us optimize the website for the needs of our audience. Alipes is also supporting us in the global expansion trying to determine what should be the architecture of a global blog.

Regarding our second project, Alipes has been a huge supporter for us is the campaign for modern medicine. The campaign for Modern Medicine is our online activation network which is focused on changing the lives of healthcare by actually talking to politicians, talking to patients, and talking to individuals who are interested in public policy. Alipes supports the blog, Twitter, and Facebook meaning all the blogs, the Facebook posts, the graphics are all developed by Alipes.

For our third project, Alipes has produced a variety of different types of videos. All of their videos have been really effective. They’ve been not only able to produce those videos, but provide us really strong guidance on what the length of the video should be, the tone of the video, and the content of the video. They’ve developed many infographics, which are focused on being optimized for the digital environment. They also developed featured images and pictures for us to share online through our social platforms.

Why did you select Alipes?

We found Alipes through recommendations of our strong PR firms here in Washington, D.C. We chose them purely on reputation. At this point, we continue to work with them because they’ve been very supportive. They’ve adapted with us. So, while our needs have changed and shifted greatly, they have adjusted their services and what they provide in order to provide us the services we need.

When did you start working with Alipes?

Our first contract started in 2009.

RESULTS & FEEDBACK

In terms of results from the work they’ve done, do you have any metrics that you can share?

I will tell you that our corporate leadership has been very satisfied with the work that we’ve done. We’ve demonstrated success in our online activation. We connected more than 3,000 individuals in specific congressional districts to their congressperson through online click-to-call ads. Alipes was fundamental in building the site, making the recordings for the advertisement and doing all of the design and strategy. Overall, we’ve had positive feedback. 

How well do you think they’ve performed?

I think they performed very well.

When working with them, is there anything unique about Alipes?

Their flexibility is very unique. Alipes is a firm that “You tell us what we need. We’ll figure out how to give it to you.” They listen to what we needed, and then they came back with a fully formed and developed idea. 

Looking back at the work they’ve done, is there any area they could approve upon or do differently?

I think that the one component that they could improve upon is capacity. I have no complaints at this point, however, I recognize that in the future as they grow they’ll have to manage that growth with adding new designers and account managers.