Cumberland Creative

BACKGROUND

Please describe your company and position.

I am the VP of Marketing of Christensen Arms

Describe what your company does in a single sentence.

Manufactures and sells premium hunting and long-range shooting rifles.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cumberland Creative to accomplish?

• Increase brand awareness/image through storytelling
• Grow YouTube channel subscribers
• Reimagine product explainer/how-to videos for the industry

SOLUTION

How did you find Cumberland Creative?

Cold email

Why did you select Cumberland Creative over others?

• Close to my geographic location
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Cumberland Creative were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Brand history/hype video New product release video Product videos How-to videos Testimonials Social media reels Docu-series Tradeshow videos/B-roll Website product photography

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While working together: 10x growth of YouTube followers 4x growth YoY video across Helped us find industry-specific influencers who we retained beyond the initial project Elevated our brand across all video mediums

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Matthew is one of the best account managers out there. He's organized and thorough and always ensured I knew where we stood with project status and changes. His communication was over the top and made me feel so at ease. They over-delivered in many areas and were always eager to prove themselves.

What was your primary form of communication with Cumberland Creative?

Virtual Meeting

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

It's a great group of people, and they are driven to win. Getting to work with Cumberland Creative was always fun and exciting.

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

Sometimes they push too hard for new projects. Let it come in time, trust the brand.

BACKGROUND

Please describe your company and position.

I am an executive at an advertising & marketing company

Describe what your company does in a single sentence.

Brand experience agency- we create unified, distinct and relevant branded experiences across any and every possible touchpoint.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cumberland Creative to accomplish?

• In-studio photoshoot for our client, approx 40 headshots
• Create a comfortable environment for real people talent while still maintaining a professionally crewed and equipped shoot
• Cater to our important client- making them feel included and safe in the photoshoot process (of which they had had limited experience with in the past)
• Lightly retouch photo selects for delivery

SOLUTION

How did you find Cumberland Creative?

Online Search

Why did you select Cumberland Creative over others?

• Pricing fits our budget
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Cumberland Creative were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We engaged Cumberland Creative to capture beautiful and authentic employee portraits for our client that truly capture each person's’ unique personality. This shoot was conducted in studio with everything needed- video village, client meeting space, HMUA space, and a large white cyc. 

Cumberland also curated a list of potential photographers with varying creative styles to choose one that fit out vision. Cumberland provided 70-90 retouched selects for digital usage.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• We had 95 images delivered retouched, and the client was incredibly happy with the results. So happy, in fact, that we planned a third day of production a month later to capture more assets.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Cumberland used a portal called BaseCamp to track all aspects of the project. We were able to communicate and share files, keeping everything in one place. They were very responsive to our needs and worked with us through the post process to ensure delivery of final files.

What was your primary form of communication with Cumberland Creative?

• Virtual Meeting
• Email or Messaging App

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

The most important characteristic Cumberland exuded was how genuine they were. They're extremely collaborative, and work to make sure all parties (colleagues, clients, on-camera talent, crew) are all comfortable and have what they need to be successful. They are a great group of people who work hard and love what they do.

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

Keep on being collaborative and helpful!

BACKGROUND

Please describe your company and position.

I am the Senior Creative Producer of Eco

Describe what your company does in a single sentence.

We're a Fintech company providing a new financial services product.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cumberland Creative to accomplish?

• Create High Quality Video Content
• Create Documentary Work
• Create :30 Commercials

SOLUTION

How did you find Cumberland Creative?

Online Search

Why did you select Cumberland Creative over others?

• Close to my geographic location
• Pricing fits our budget
• Great culture fit
• Good value for cost

How many teammates from Cumberland Creative were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We contracted w/ Cumberland Creative to help us film a bit of branded content as well as a short documentary film on the creation of our product. Because these two projects went so well we continued on with them and filmed some commercials as well.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• We demonstrated success by completing the project, the impressions, views and completion rate, and all of those are through the roof.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They delivered on time and within budget. They communicated clearly and i knew what to expect going into and coming out of each project.

What was your primary form of communication with Cumberland Creative?

• Virtual Meeting
• Email or Messaging App

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

The production value that cumberland can offer is unprecedented. They work scrappy, nimble and light and they have ideas that help keep you on a budget but within the creative direction you want to keep. They are great at finding solutions to problems.

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

Just to continue to provide a high level amount of value. I alwayslove to underpromise but over deliver, and if Cumberland can help me do that theybecome very valuable.

BACKGROUND

Please describe your company and position.

I am the President: Residential/Commercial of Ambassador Supply

Describe what your company does in a single sentence.

We sale building materials to pro contractors.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cumberland Creative to accomplish?

• Recruit talent
• Tell the company story

SOLUTION

How did you find Cumberland Creative?

Online Search

Why did you select Cumberland Creative over others?

• High ratings
• Close to my geographic location
• Great culture fit

How many teammates from Cumberland Creative were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The Cumberland Team set out to help us tell the story of our culture and the ways we are set up different when compared to other PE firms in the lumber and building materials industry. They did this by not just interviewing individuals at the PE level, but also interviewing management at a newly purchased company.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• We have made huge strides in our recruiting. We use the video on our websites and LinkedIn. I am personally being contacted weekly with new applicants wanting to know more about our family of companies.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Cumberland Creative made everything easy and it wasn’t forced at all. We knew what we wanted and they were able to do the things needed to capture that on video.

What was your primary form of communication with Cumberland Creative?

• Virtual Meeting
• Email or Messaging App

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

They desire a successful outcome without forcing something that’s not natural.

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

They were perfect.

BACKGROUND

Please describe your company and position.

I am an executive at a consulting company

Describe what your company does in a single sentence.

We're a business consultancy that helps business owners grow and scale their companies with health and sustainability.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cumberland Creative to accomplish?

• Better tell the story of our firm
• Gather client testimonials

SOLUTION

How did you find Cumberland Creative?

• Online Search
• Referral

Why did you select Cumberland Creative over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Cumberland Creative were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

A 2-3 minute promotional video that highlights the consultancy's expertise, services, and unique value proposition. The video should feature interviews with key members of the consultancy's team, footage of the team in action, and relevant statistics or data that support the consultancy's claims. A series of high-quality photographs that can be used on the consultancy's website, social media channels, and other marketing materials.

 The photos should capture the consultancy's team in action, as well as any relevant industry events or conferences that the team attends. A set of 5-7 shorter video clips (15-30 seconds each) that can be used on social media channels to promote the consultancy's services, expertise, and thought leadership.

A set of 10-15 custom-designed graphics that can be used on social media channels and other marketing materials to visually communicate the consultancy's key messages and value proposition.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Increased website traffic Improved engagement on social media: Higher conversion rates Improved brand recognition Increased sales revenue

Describe their project management. Did they deliver items on time? How did they respond to your needs?

When I started working with the project manager, I was impressed by their ability to set realistic timelines and deadlines. They took the time to understand my unique needs and requirements, and worked with me to develop a detailed project plan that accounted for potential roadblocks and challenges.

 As the project progressed, I was consistently impressed by their ability to deliver items on time and within budget, without sacrificing quality or attention to detail. Throughout the project, the project manager was always responsive to my needs and concerns. They were accessible and easy to communicate with, and always took the time to understand my questions or issues. Whenever I had a concern or a question, they were quick to respond and provide helpful guidance or suggestions.

They also set up regular check-ins and status meetings to keep me informed of project progress and any potential delays or issues that might arise. Overall, I felt that the project manager demonstrated excellent communication skills, both with me and with other stakeholders involved in the project. They were able to convey complex information in a clear and concise manner, and always made sure that everyone involved in the project was on the same page.

 Most importantly, they were committed to delivering high-quality work that met my needs and exceeded my expectations. Based on my experience, I felt that the project manager's skills and expertise were instrumental in the success of the project. Their ability to manage timelines, respond to my needs, and communicate effectively helped ensure that the project was completed on time and within budget.

 I would be happy to work with them again in the future, and I highly recommend them to others.

What was your primary form of communication with Cumberland Creative?

• In-Person Meeting
• Email or Messaging App

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

From the very beginning, Cumberland Creative demonstrated a strong commitment to understanding my unique needs and requirements for the project. One of the standout aspects of my experience was the agency's client-centric approach. They took the time to listen to my goals and vision for the project, and worked closely with me to develop a customized plan that aligned with my specific objectives.

 Throughout the project, the team at Cumberland Creative was always accessible and responsive. They were quick to respond to my questions and concerns, and made sure to keep me informed of project progress and any potential issues that arose. The agency's emphasis on storytelling was also evident in the work they delivered. They were able to create compelling and engaging content that effectively communicated my message and resonated with my target audience.

 This attention to detail and dedication to producing high-quality work was impressive and greatly appreciated. Finally, Cumberland Creative's commitment to giving back to the local community through partnerships with local businesses and nonprofit organizations was also noteworthy. This demonstrated their dedication to using their skills and expertise to make a positive impact in the world beyond their work with clients. Overall, my experience working with Cumberland Creative was exceptional.

 Their client-centric approach, responsive communication, emphasis on storytelling, and commitment to community make them a valuable partner for any creative project. I would highly recommend Cumberland Creative to anyone in need of high-quality creative services that are effective, customized, and socially responsible.

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

None

BACKGROUND

Please describe your company and your position there.

Nashville Zoo is the largest family attraction in Middle Tennessee welcoming more than 1.6 million visitors annually. I am the marketing and public relations director responsible for all branding and external communication.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Cumberland Creative?

We initially hired Cumberland Creative to create two videos highlighting our conservation and animal care initiatives. Shortly after hiring, we made a decision to launch an ambitious event (Zoolumination) to attract 150,000 guests between November and February. Cumberland Creative was hired to shoot a :30 and :15 TV commercial as well as a longer mini-documentary highlighting the creation of the new event.

What were your goals for this project?

The goals of the documentary were: - to attract an audience to the event for the current year and following years - to encourage sponsorship of the event - to gain media coverage for the event - to provide promotion material to use in future events

SOLUTION

How did you select this vendor?

Cumberland Creative was chosen because of the quality of their video content. Their ability to tell a story stood out from the other proposals.

Describe the video(s) and the process in detail.

The 10 minute documentary highlights the Zoo's inaugural year for Zoolumination and includes interviews with the Zoo President and Chief Operations Officer. The video addresses why the event was formed, why a Chinese lantern theme was chosen, how the lantern were created, as well as the size and scope of the event.

What was your vendors' project management or feedback process?

Cumberland did a great job outlining what their plans were and what they needed from the Zoo. They were able to work largely independently and not get in the way of the progress of the event build.

RESULTS & FEEDBACK

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

The finished video exceeded any expectation we had. It was a bit longer than we had anticipated but did a fantastic job telling the story of Zoolumination.

How effective was the workflow between your team and theirs?

Cumberland's team was very knowledgeable of what they needed to accomplish and did a great job working around our day-to-day process to get their job done.

What did you find most impressive about this company?

They were very professional and did their job efficiently and effectively.

Are there any areas for improvement?

The timeline for completion took longer than expect but the outcome was worth the wait.

BACKGROUND

Introduce your business and what you do there.

I am the senior director of brand activation at DrinkWorks, a joint venture between Anheuser Busch and Keurig. I handle all outward-facing consumer marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cumberland Creative?

On multiple occasions, we were looking to develop video content directed at target consumers.

SOLUTION

What was the scope of their involvement?

Cumberland Creative has produced multiple videos for us. In a previous position, I worked as a marketing director for a restaurant group. We hired Cumberland Creative to produce a three-minute video detailing the story of the restaurant group. Their team also produced promotional videos for Chef Week. They created about a dozen employment branding videos.

Their team also created videos for a female-focused health and fitness franchise, where I also worked as a marketing director. They supplemented our quarterly marketing plan by producing video content aimed at whatever messaging was our focus that quarter. They created two long-form videos per month, which then formed 4–8 15 second cut-downs.

As a creative person myself, I would bring them pretty complete briefs that detailed the target audience and the look I wanted. Their team would then go over the brief, shoot, and edit the videos.

What is the team composition?

I typically work with two people at the briefing stage, usually Kyle (CEO, Cumberland Creative) and Michael (Chief Production Officer, Cumberland Creative). For shooting, we would work with another two members of their team, sometimes one of which was Michael. Michael was also our go-to resource for editing videos if he wasn’t on another shoot.

How did you come to work with Cumberland Creative?

I first met Kyle and Michael when they worked for another video production house who we had a contract with. When they eventually decided to start their own company, I took my business to them because we had a good working relationship. I always end up going back to Cumberland Creative because everything we’ve produced together has been great.

What is the status of this engagement?

Our longterm relationship with Cumberland Creative began in 2014.

RESULTS & FEEDBACK

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

When I was working for the gym, we used their two videos as our primary source of advertising. That business went from $27 million to $57 million in a year, which is over 100% growth. Those videos also drove our biggest promotions of the year. The first drove over $2 million in revenue and the second drove $2.5 million.

How did Cumberland Creative perform from a project management standpoint?

I wouldn’t keep coming back to them if it wasn’t enjoyable to work with, they really do a great job. They’re young and eager to learn. Cumberland Creative is happy to please their clients, it feels almost like I’m hanging out with friends when I’m working with them.

What did you find most impressive about them?

Cumberland Creative really truly cares about their clients. They look to partner with people that they care about. Their team prefers to personally card about the product they’re making a video for so they can endorse them well. They really look to make partners for life.

Cumberland Creative also has the ability to remove themselves from the project and deliver on the objectives. If the client wants something, they will do it to the best of their ability while removing their own opinions. They place a lot of importance on what the client wants. 

Are there any areas they could improve?

During our most recent project, I noticed that they’re kind of stretched a little thin. I think it’s growing pains after they’ve picked up a few big clients. It’s more about having reasonable expectations of themselves in terms of what they can deliver and when. It’s one thing to be stretched really thin and be upfront of it and it’s another to promise a deadline that you can’t make. If it’s going to take an extra week, tell the client it's going to. They’re doing the best they can.

Do you have any advice for potential customers?

Understand what you want the outcome of the project to be from the beginning. It’s important to know your audience and what you want the video to accomplish, whether it’s to drive sales or gain brand awareness. It’s also helpful to provide samples of work you like the style of. Be explicit in your creative briefs to agencies.