The Craft Works

BACKGROUND

Please describe your company and your position there.

I am the Founder and Director of an Information Technology Consultancy. After a period of customer research, we decided to design, build and launch a new computer accessory product to market. I have been responsible for the product design, development and launch.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Craft Works?

We were looking for support how best to launch and take this to market, particularly with digital and e-commerce channels. We initially needed a marketing strategy – and thereafter a supplier who could create and execute that strategy within a tight budget.

Overall, services needed were marketing strategy, creative and design services, and digital marketing including SEO, PPC, content marketing, and social media management.

What were your goals for this project?

Our goals were primarily to successfully launch into market and drive sales. However, we are realistic and know that we are starting from ground zero. Therefore, supporting objectives included establishing a new brand and creating brand awareness.

Our ongoing target is to build the brand and demonstrate continuous improvement in performance (across all our channel metrics). By the end of year one we want to re-coup our initial investment into product concept, testing, development and marketing.

SOLUTION

How did you select The Craft Works?

Through a competitive tender process.

Describe the scope of their work in detail.

After receiving the brief, they undertook a phase of discovery and insight. This included client discussions and 1-2-1 interviews with primary stakeholders, as well as market, customer, and competitor research.

Following this insight phase, they formulated a digital marketing strategy based on both human and data insight. They provided a clear plan and roadmap for launching into market, as well as a content proposition and creative concepts to bring the strategy to life.

Once all that was finalised and agreed they went into creative production producing a motion animation of the Wee Shoogle to build out the brand. Editorial services were supplied covering blog posts based on key thematics and messaging. This was all done pre-launch.

Come launch, it was a matter of implementing the search strategy using google ads – covering search, online advertising, and shopping ads targeting people specific keyphrases. From an organic search point of view, The Craft Works is working towards on search engine optimisation – on-site as well as off-site. Our aim is to get on page 1 of Google Search Results Pages.

Ongoing activity includes our social media activity across three channels: facebook, twitter, and LinkedIn. This is a combination of organic and paid activity to support brand awareness and get our message out there.

What was the team composition?

The team is streamlined to a core team consisting of digital strategist, developer, designer, and copywriter.

RESULTS & FEEDBACK

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

We have only really just launched onto market within the last 2 months. But the initial signs are very encouraging. We are seeing immediate product sales coming through and the trend lines are all pointing north.

Web traffic and sales are continually going up and we’re optimising activity as we go. We’re seeing traction from the brand development work and we’re also rising up the google search results.

How effective was the workflow between your team and theirs?

Very easy. Their team is very approachable, communicative, clear and know what they’re doing.

What did you find most impressive about this company?

They are immensely knowledgeable and also extremely cost effective for what has been supplied – they have remained true to their value proposition in that regard. They continually go the extra mile to work with us to make Wee Shoogle a success.

Are there any areas for improvement?

It’s difficult to fault them currently. We understand the value they have provided over the last 6 months.

BACKGROUND

Introduce your business and what you do there.

We’re a cashmere accessory manufacturing, wholesale, and retail business. I’m the sales and marketing director, but I’m also the co-owner of the business.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Craft Works?

We had decided that we wanted to create a new brand to push in the export market. At the beginning of that journey, we decided that we needed some expert help to get us off the ground with the new branding.

We also wanted to create a high-end e-commerce website, which would have a wholesale aspect.

SOLUTION

What was the scope of their involvement?

Initially, we asked them to look at several aspects of the project. One of them was a marketing strategy review. We also asked them to look at branding. After the website launches, we plan on marketing the new platform.

What is the team composition?

We had about four or five from their team. Our key point of contact was Jamie (Founder). He was involved in managing all aspects of the project.

How did you come to work with The Craft Works?

When we knew that we had a gap in our own skillset, we decided we wanted somebody to come in and take this project on. We got in touch with someone that knew Jamie from before. We approached The Craft Works, talking to them about our goals. They had the skillset and experience to see the project through.

How much have you invested with them?

We’ve invested around £40,000 (approximately $55,800 USD).

What is the status of this engagement?

We started working with them in August 2020.

RESULTS & FEEDBACK

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

The Craft Works has taken us on a direct journey to where we wanted to go. Jamie was skilled in drawing out what we wanted our new brand to stand for. The website will launch soon, and their team will continue managing our marketing.

How did The Craft Works perform from a project management standpoint?

They excelled in this area. In the beginning, we met with Jamie in person through face-to-face workshops. Once we went into lockdown, we had to move to Zoom meetings with Jamie and a web developer. We also communicate through email.

Their team is also excellent at time management. They ensured that all parties were meeting deadlines. If there was a delay, they gave us a reason and updated us. They were able to be flexible with the brand launch. We wanted to explore new avenues, and their team was responsive to that.

What did you find most impressive about them?

Their personalized service distinguishes them from others. They’re responsive while delivering a high quality of work. The price point is also reasonable.

Are there any areas they could improve?

They’re a new agency. Clients might ask them to do specific things that they haven’t worked on yet. As they grow, I imagine that they will find people that will bring the right solutions to their customers.

Do you have any advice for potential customers?

Keep communicating with them. It helps their team understand what you’re looking for. It might be difficult to get it across digitally. They make sure that they understand your vision.