Annabel Media

BACKGROUND

Introduce your business and what you do there.

I’m the owner of a luxury floor coverings showroom. We primarily deal with the high-end interior design architectural and custom home builder markets. My role is management of the company, as well as sales and marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media.

We needed a complete rebranding of our website and logo. We also needed a bump in our marketing plans.

SOLUTION

What was the scope of their involvement?

I first contacted them for a website redesign, and they did an extensive interview process with me. As we started working together, I started adding more items to the list. Their final deliverables include the website, a newsletter, the new logo, and a simple marketing plan to keep everything fluid. Additionally, they produced an ad for me for Luxx Magazine.

What is the team dynamic?

I worked with almost everyone on the team, but my first point of contact was with Kate [President & Media Strategist, Annabel Media]. However, my primary point of contact has been Lisa [Director of Communications, Annabel Media]. They’re very hands-on and their entire staff is fantastic.

How did you come to work with Annabel Media?

Several of my design clients had worked with them, and I noticed that through their websites and marketing. I thought it was a good fit for our company.

How much have you invested with them?

Around $8,000.

What is the status of this engagement?

We started working together in June 2017, and the project was completed just last week.

RESULTS & FEEDBACK

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

The website is just in the process of going live, however, they started working right away putting us in contact with their contacts and getting us into networking events that were a part of our industry.

Everyone I’ve shown the website loves it. Even unsolicited, I’ve had people come up and tell me they saw the ad in Luxx Magazine and the logo. It’s been all good things so far.

How did Annabel Media perform from a project management standpoint?

They’re excellent. From the very beginning, they laid out a concise plan with very specific time frames for each step of the process. They were on top of everything, which can be tough for me to do. They were excellent and kept me on a good schedule, making sure everything got done.

We communicated primarily through email. Initially when we met, they put together a complete outline that identified all the steps, the time frames, and the project dates for those items to be complete.

What did you find most impressive about them?

They're very responsive and they do a phenomenal job of focusing on what your needs are as a company. They had a really good understanding of the design market, which is who I market to. They were sensitive to our budget, our needs, and were able hone in on exactly what I wanted. There wasn’t a lot of wasted time; everything was very efficient. They also throw in a lot of extras, and you feel good about working with them.

Do you have any advice for potential customers?

It's important to really know what your objectives are in terms of marketing, as well who your audience is. As long as you know your target market, they’re really good at helping you focus on that list.

BACKGROUND

Introduce your business and what you do there.

Residential Systems Inc. (RSI) is a high-end home automation and audio/video systems technology company. I’m the owner of the company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media?

We wanted some help managing our marketing efforts under a consolidated group. 

SOLUTION

What was the scope of their involvement?

They manage all of our social media marketing platforms and do content creation, blogs, and the frontend of the website. We sit down with them on a quarterly basis to go through plans for the next quarter and discuss what worked well and what didn’t. They put together some very detailed analysis for us to see how we’re progressing and where we can improve. They’re very engaged in the whole process for us. There are three primary folks that we work with from Annabel Media.

How did you come to work with Annabel Media?

I don’t remember exactly how we found them, but we were evaluating a couple of other providers at the time. They’re very easy to do business with, low key, responsive, and professional in what they do, so that’s why we chose them.

How much have you invested with Annabel Media?

It’s been $50,000–$200,000.

What is the status of this engagement?

We started working with them in the middle of 2015. The work is ongoing. We have them on a monthly retainer. 

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?

We look at website visits, engagement, website traffic, and business development outreach.

How did Annabel Media perform from a project management standpoint?

They were very good and responsive. Kate [President, Annabel Media] is our main point of contact, so she really manages our account. We have a shared site to share information back and forth, and it works out very well for us.

What did you find most impressive about Annabel Media?

They’re easy to do business with, which is something that’s very important to me. They’re growing their capabilities now, so they’ve added more services.

Are there any areas Annabel Media could improve?

Every company has areas for improvement. I think sometimes they run a little too fast. They could slow down a little bit. Their business is growing, and we’ve seen a couple of instances where they drop the ball on a couple of things, but in all situations, they’ve recovered well. There’s nothing I would say that’s out of the ordinary. 

BACKGROUND

Introduce your business and what you do there.

We are a window and door retailer that sells and installs fixtures for commercial and residential customers. I am the president of the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media?

We needed to become properly positioned as a solutions company, and not just a window and door retailer. Secondly, we wanted to get in front of targeted key customers.

SOLUTION

What was the scope of their involvement?

Annabel Media is helping us sharpen our language around what the value of interacting with the company is, as opposed to our competitors. We aim to have a warm introduction to targeted customers. We’re repositioning ourselves away from the products we install, and into the solutions that we make possible. This is done through our website as well as our offline presentation. Annabel Media is making sure that our SEO connects all of this.

The focus has mostly been on positioning, so far: how we’re talking about ourselves, and how this can be done consistently across multiple segments. This business focus has been the main effort, rather than specific online implementations.

How did you come to work with Annabel Media?

We were introduced to them through a Lux Magazine networking event.

How much have you invested with Annabel Media?

The cost of Annabel Media’s work has been $5,500 per month.

What is the status of this engagement?

We started working with Annabel Media on December 1^st, 2016. The hope and belief is that we will have an ongoing relationship, but we have reserved the right to revisit it.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

It’s early to gauge the impact of Annabel Media’s work. We have liked the repositioning effort, and the pages they’ve created on our website. We have certainly benefited from warm introductions.

The pieces delivered by Annabel Media are only now being put into use. Our VP of architecture services and I have used Annabel Media’s product output more than anyone else, and the outcome has been mainly positive.

How did Annabel Media perform from a project management standpoint?

Annabel Media does a good job in this respect. They’re responsive, communicative and stick to commitments.

What did you find most impressive about Annabel Media?

Kate Bailey, their president, has an existing Rolodex of high-end architects and builders which she can leverage. Based on her experience, she can understand the space very well.

Are there any areas Annabel Media could improve in?

It’s always difficult for a marketing agency to begin understanding a business well enough to put words to it. There’s a learning curve, and I’m not sure that things could go faster.

What tips or recommendations could you share that might increase the likelihood of success with Annabel Media?

Be clear in terms of expectations and what you’re looking to accomplish.

BACKGROUND

Introduce your business and what you do there.

International Design Collection is a commercial real estate developer. We are currently building a design- and architecture-type building that will be a series of showrooms featuring different home industry design products. I’m the director of business development and leasing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media?

We are launching a new concept showroom collection here in Denver. This is similar to a design center but nuanced and more progressive. We were trying to communicate that new concept outwardly in a positive way and in a way that really explained and communicated what the new concept is.

SOLUTION

What was the scope of their involvement?

They worked on some branding strategy and PR for us. They contacted all of the relevant publications that we had an interest in being published in and got some free PR that way by sending out press releases. They created our LinkedIn page. They worked through our social media pages and put together newsletters, ads for design magazines such as Lux and Denver Life, and digital billboards. They built our website.  The partnership was extensive and comprehensive. They spent a lot of time getting to know our business and understanding the goals that we were trying to accomplish.

The first thing they put together for us was a press release kit that ran through the high level of our business and what we're trying to do. We spent a good amount of time really defining that and defining the language around that. I think that’s how we got that foundational understanding of what the concept is and how we wanted to communicate it outwardly. Annabel was instrumental in that process because they helped us put those ideas on paper and really flesh them out so that we had a better understanding of what we were doing. They had the expertise in that area.

Annabel is an overall communications strategy firm and they pull in whatever resources that you need. They’re a one-stop shop in the sense that you have one person serving almost as an outsourced marketing team. They used their strategy and pulled in graphic designers, website designers, and whoever else as needed. They spent a lot of time with us understanding what look and feel we wanted to go with and what our goals were.

How did you come to work with Annabel Media?

We interviewed three or four other PR communications firms and they were either so expensive they were out of our budget or they just missed the goal completely and we didn’t want to work with them at all. Another member of my team and I were contacted through one of the Colorado design magazines and they let us know that Annabel Media is a great resource. I went to an industry party and ran into Lisa [Cozad, Public Relations Manager] from Annabel, talked to her, and set up a meeting with them. The reason we decided to go with them was the depth of their industry knowledge. They were so plugged into the design community here that we felt like they really got our products, they got what we were trying to do, they knew who our clients were, they knew what kind of people we should be talking to and the magazines we needed to reach out to. Price was also a consideration for us. We like working with Kate [Bailey, President and Media Strategist] and Lisa as well. They’re easy to work with.

How much have you invested with Annabel Media?

We spent $20,000.

What is the status of this engagement?

We started working with them in December 2016, and the work is ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

They created and built a new website for us and the traffic significantly increased. In addition to that, they’ve helped us make some really important contacts from a client perspective. They’ve increased our visibility as a company by at least 50. We’ve gotten several news articles out of them, so it’s been very positive.

How did Annabel Media perform from a project management standpoint?

I think they’re generally very on top of deliverables and good about letting us know up front what we need to take care of, when it’s going to happen, when we need to get back to them. They’re good at the following up on that. Their project management is pretty solid. We’ve had some deadlines come up where at the last minute we needed something really urgently from them and they worked with us to get it done.

What did you find most impressive about Annabel Media?

A really important consideration for us was their deep industry knowledge. No one else that we spoke with had that kind of information. The other thing that continues to stand out is just how nice it is to work with them. They really do feel like part of your team and they help you make those critical and often difficult decisions related to the business, but they do it in a way that makes you feel confident that they have your company’s best interests at heart. They really seem genuinely interested in making your business succeed.

Are there any areas Annabel Media could improve?

At one point, we had two graphic designers and a website designer working on separate projects and we were getting some emails from all of them and it was a bit confusing for us. We were able to make a change to streamline the communication and they were willing to make that work.  

BACKGROUND

Introduce your business and what you do there.

Shine Restaurant & Gathering Place is a restaurant and brewery. We also offer ready-made drinks on grocery shelves. I am the owner of the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media?

I run multiple businesses. It can sometimes be hard to know how they should be promoted without the effort becoming disjointed. I had worked with 2 other PR companies and felt that they weren't getting us. I was putting in a lot of time and energy into the work, only to be featured in publications which weren't our target market.

SOLUTION

What was the scope of their involvement?

I have worked with 4 people from Annabel Media's team. We consulted with Annabel Media in terms of language, especially for our website. They helped us make statements efficiently and define how each business connects. They helped us get a lot of press and managed our social media. I am also an author and Annabel Media helped promote my book by setting up a tour.

How did you come to work with Annabel Media?

Annabel Media was recommended to me by a woman whom I trust well.

How much have you invested with Annabel Media?

The cost of Annabel Media's services is $2,000 per month.

What is the status of this engagement?

We started working with Annabel Media at the beginning of 2015. We have an ongoing relationship.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Annabel Media has cleaned up our website. It now represents each business in a clear way. I've seen sales go up and our language has been more consistent. That is a big help for the restaurant business. They were also monumental in getting my book out and attracting press around it.

How did Annabel Media perform from a project management standpoint?

The process is very clear. We usually meet with Annabel Media at the beginning of every month. Together, we make bullet points of what we want to promote or design. We also discuss any additional costs.

What did you find most impressive about Annabel Media?

Annabel Media understood our message and what we were about. More than being about the money, we strive to be an inspirational business. Annabel Media brought heart into the promotional effort. I didn't see the same energy with some of the other vendors I've worked with. Annabel Media's team are authentic in their work.

Are there any areas Annabel Media could improve?

There are certain aspects of the business that I'd like to dive deeper into, but this is more of a budgetary consideration. When Annabel Media consisted only of its principal, she used to be spread thinly. Now that new members have come on board, it's a whole new ballgame.

What tips or recommendations could you share that might increase the likelihood of success with Annabel Media?

Annabel Media listens to what the client is saying, so you should know what your goals and mission are.

BACKGROUND

Introduce your business and what you do there.

Timber Ridge Properties is a luxury custom home building company in the Denver Metro Area. I play a shared management role in the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Annabel Media?

We needed to update our marketing approach and obtain a higher profile on the internet. We wanted to add a little spice to our website, increase our SEO action, and engage in further networking in the Denver area. We wanted a lively, new approach.

SOLUTION

What was the scope of their involvement?

Instead of assigning something to them, we interviewed Annabel Media and asked the group what we should do. Annabel Media rebuilt our website, providing better access for mobile devices, and created a new, fresh look for interacting with our potential market. Annabel Media also spent quite a bit of time identifying that potential market through some meetings with our staff, during which we talked about the types of projects we'd done in the past in terms of luxury custom remodels and new builds. After deciding on the high-end luxury area, we decided to have a function in our office during the first quarter. We considered who should be on the invitation list and turned Annabel Media loose on the task. They updated our website and created Facebook posts, getting us better exposure.

Annabel Media also helped us establish an identity on Houzz and get further reviews. They've been very involved in revising our Luxe Magazine advertising, also guiding us on what type of print and electronic media would be most effective in general. Annabel Media has a tremendous network in the advertising world, which is one of the things that impressed us about them.

How did you come to work with Annabel Media?

We interviewed a couple of different marketing people and talked to our webmasters. Out of the 4 groups we talked to, Annabel Media was the best choice.

How much have you invested with Annabel Media?

I imagine that we will be spending around $2,000 per month on advertising after the main project is done. Some of this is a fee to Annabel Media as well as the cost of Facebook posts, design, photo shoots, and so on.

What is the status of this engagement?

We started working together in the spring of 2016.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Annabel Media made it clear upfront that it would take around 6 months before seeing any concrete results, and I can understand this. Results in our industry sometimes don't come even in 2 years. We've continued the direct mailing effort that we'd been doing in the past, and this stimulates the traffic to our website. We have been seeing more leads than in 2015, but it's way too soon to attribute them to one particular activity, especially if also considering Facebook advertising.

How did Annabel Media perform from a project management standpoint?

Annabel Media meets with us every 1-2 weeks, initiates the ideas and concepts, follows through, and gives us constant updates. We have a good team of writers who implement our ideas. We hired Annabel Media because of the team's energy, presentation skills, and their network of people associated with our industry. We don't want to sell our product to other builders or to suppliers and subcontractors who want our business, but rather to identify potential home buyers. Annabel Media knows all the industry people and what they're trying to accomplish. They understood our goals right from the beginning. In terms of project management, Annabel Media is terrific.

What did you find most impressive about Annabel Media?

The high level of energy is what sold us on Annabel Media from the very beginning. Everyone we interviewed had a new mouse trap and a different way of approaching the work, but Annabel Media simply clicked with our team.

Are there any areas Annabel Media could improve?

If I thought that Annabel Media needed improvement, we wouldn't have hired them. I hope that Annabel Media did its practice on someone else, and we're getting the real deal.

What tips or recommendations could you share that might increase the likelihood of success with Annabel Media?

I have passed a referral to one of our suppliers, and they hired Annabel Media immediately for the same reasons as us: a high level of energy, extensive knowledge of our market and of electronic marketing in general, as well as a good team of supporters and writers.