Definition

BACKGROUND

Please describe your company and position.

I am the Associate Director, Journals Marketing of Wiley

Describe what your company does in a single sentence.

Wiley is one of the world’s largest publishers and a global leader in research and learning.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Definition to accomplish?

• Provide short snippets of the video for use on social media
• Interview the Editor of the journal and select footage for inclusion in the promotional video for JGR Machine Learning and Computation.
• Create a video to advertise a new geoscience journal, JGR Machine Learning and Computation.

SOLUTION

How did you find Definition?

Colleague

Why did you select Definition over others?

• Referred to me
• We have done other projects with Sian..

How many teammates from Definition were assigned to this project?

2-5 Employees

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

• Compose interview questions and guide person being interviewed. 
• Record a remote interview and have this ‘play’ as part of a filmed section of the video. 
• Cut between the filmed interview and typography/icons or other journal related images. 
• Follow our brand guidelines and our partners branding requirements. 
• Provide a 2-minute branded video with transcript and two short video snippets for social media.

RESULTS & FEEDBACK

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

Bex and Sian at Definition delivered a fantastic video announcing a new geosciences journal. Our partner and the Editor of the journal were happy with the quality of the video. They also met our timeline, and the video was ready to use in our social media promotions of the journal's first issue. One of the short snippets has had over 1,000 views on social media.

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

The Definition team were great to work with and responsive to requests. The video was completed in time for us to use it to promote the journal's first issue.

What was your primary form of communication with Definition?

• Virtual Meeting
• Email or Messaging App

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

I was impressed with the way they communicated with me and the Editor they interviewed. They were really professional, but also approachable and friendly.

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

It would have been helpful to have a clearer timeline on how long the video production would take but as the video was delivered when we needed it - it was fine!

BACKGROUND

Introduce your business and what you do there.

I’m the head of marketing at Cambridge Online Education, which is a business unit of Cambridge University Press.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Film?

We were launching brand new online courses for professionals, and we partnered with TopLine Film to provide all of our promotional videos.

SOLUTION

What was the scope of their involvement?

The TopLine Film team produced an amazing brand video for us, which we used to launch our new courses. They then assisted with filming academics on-site at Cambridge University and edited the footage to create trailer videos for our courses. Their team also produced shorter versions of those trailers suitable for our social media promotion.

What is the team composition?

Our primary contact is Jamie (Managing Director). He has a full crew that helps with the on-site filming.

How did you come to work with TopLine Film?

It was a recommendation from a colleague who works in our brand and communications team for other projects that we’ve launched at Cambridge University Press. He had a positive experience collaborating with TopLine Film and recommended them to us.

How much have you invested with them?

We’ve invested around £50,000 for the entirety of the project (approximately $70,500 USD).

What is the status of this engagement?

We started working together in February 2021, and we’ll continue to collaborate for the next 12 months.

RESULTS & FEEDBACK

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

We successfully launched our brand video, and some senior stakeholders loved it. In terms of specific metrics, the video has been watched over 4,600 times on YouTube alone, so we’re looking at over 6,000 views across all platforms. The course trailers are still in process; therefore, we don’t have any metrics yet.

From my perspective, Jamie brought our ideas to life perfectly. We trusted them to come up with something cool and creative, and they did exactly that. Jamie impressed us with his immediate understanding of what we were looking for.

How did TopLine Film perform from a project management standpoint?

We have quite an aggressive timeline, but they’ve been amazing at meeting deadlines every time. In the beginning, we had a few meetings to discuss deadlines and all of the creative aspects. We’re not in touch over email due to the time difference, but we call Jamie whenever we need to speak to him. He’s been very proactive and responsive.

What did you find most impressive about them?

Their creativity impresses me. Also, the level of professionalism of the editing and production values is impeccable. They listened to our thoughts and collected them into professional videos. We only have praise for them.

Are there any areas they could improve?

I can’t think of anything; we’re happy with the results.

Do you have any advice for potential customers?

Don’t be intimidated by approaching a video production company. We had some reservations at first, but they were extremely flexible and managed to produce something according to our budget. Just reach out and be proactive in contacting them.

BACKGROUND

Introduce your business and what you do there.

I am the marketing director for a group of brands that includes Celerity, a marketing agency that specializes in marketing technology.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Comms?

It started out that we were looking for support with PR, but, quite quickly, I saw that they had the skills to support us with lead generation and I started talking to them about PR-led SEO. Within about six months, we switched the contract to be 60% SEO and 40% PR. Now, they help us with SEO for lead generation.

SOLUTION

What was the scope of their involvement?

They provide technical SEO including website audits and backend work. They also implemented HubSpot as our marketing platform and assist with our lead capture forms and data management. Their SEO work included PPC in the past, as well.

They also provide strategy around opinion pieces. We have a quarterly strategy meeting where we look at what our priorities are, what we’re going to market with, and what our message is. TopLine Comms works on opinions, and, if I approve them, we’ll pitch to publishers. In addition to ideation, they write content on our team’s behalf as well — everything from thought leadership from our leadership team to service line-based content around digital marketing, digital transformation, and marketing technology.

What is the team composition?

At any one time, we work with between 3–4 people. I work with two people all of the time, and they use a content team. Luke (Head of Digital PR & SEO) supports us during the quarterly strategy sessions, as well.

How did you come to work with TopLine Comms?

They came recommended to us, as one of our clients was already working with them. They’re a big engineering company, and we know the CEO there — he described how they helped him grow his business. I talked to TopLine, and they seemed like a good fit because they were B2B specialists and really strong on the technology side, which is the same as us. They hadn’t worked with a lot of agencies, but because of our focus on marketing technology, their experience really suited us.

How much have you invested in them?

It is probably around £300,000 (approximately $415,735 USD).

What is the status of this engagement?

We started with them around September 2015. We have an annual contract that contains about 40 hours a month with them.

RESULTS & FEEDBACK

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

I don’t have one all-encompassing metric, but we’re definitely seen a multi-million Pound ROI. They have delivered probably close to 30 multi-million-pound leads in the time we have been working with them, plus smaller leads and interests. Over the years, that is quite a lot.

How did TopLine Comms perform from a project management standpoint?

We work in the same systems, which is quite nice. They run a shared Google sheet and implement all of their activities into my marketing plan.

What did you find most impressive about them?

Their specialty in B2B technology is definitely what attracted us to them in the first place, and they are always hiring really smart people that are lovely to work with. I have consistency on the account from an executive point of view. Luke has always been involved in the account — he is one of the co-founders.

They are a nice size for us, too. I think they have a team of around 20 people, and they are really hands-on and proactive. I can be incredibly busy, and they don’t wait for me. They come up with ideas, position things, and chase me to get tasks accomplished. I never have to wonder what they’re doing.

Are there any areas they could improve?

Probably not, no. They are always improving and continuously checking things. Obviously, there have been things that haven’t worked as well as others, but marketing is a continual process of learning and improvements. There is nothing that I would say to them that they are not doing well.

Do you have any advice for potential customers?

Let them in on your business strategy and objectives. I think they work best when they are close to what their client is trying to achieve. They can really support you if you allow them to be part of your team rather than an outside supplier. Let them go for it, as I am sure they will do a crack job.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of TLC Live. We’re an online tutoring business that teaches core subjects and humanities to children between the ages of 6–16. We work inside and outside schools, as well as with private customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Comms?

I’ve worked with them for quite a few years now. When TLC Live started, we asked them to raise our profile, and they did remarkably well.

SOLUTION

What was the scope of their involvement?

In that initial engagement, they got us coverage on BBC television, in national newspapers, etc. We were a small company but we punched above our weight. After a little while, we gave that a rest. Not for any reason, but we didn’t need them anymore at the time.

Last year, in 2020, there were a lot of things happening in the online tutoring market, and I called them. We took them back on, and, since then, they’ve been looking at SEO — optimizing our site for certain keywords — and getting us press coverage in places like The Telegraph, The Daily Express, The Economist, and more. We’ve also been in many of the big educational press outlets.

What is the team composition?

They had a team, and we had a link person, whose name was Katie (Communications Consultant). Luke (Head of Digital PR and SEO) was very often involved, and, initially, we spoke to Heather (CEO) as well.

How did you come to work with TopLine Comms?

I don’t remember exactly, but I believe I found them on Google, and they were the only vendor that mentioned education.

What is the status of this engagement?

Most recently, we started working together in January 2020. I first found them and worked with them in 2012, however.

RESULTS & FEEDBACK

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

We’re a reasonably small company compared to some others, but we get much more coverage than just about any other similar company. Especially with what’s going on at the moment, we easily could have been swamped by bigger players but they’ve managed to get us into the national press. TopLine has been sending items to the BBC, and just yesterday I spoke to the head correspondent at the BBC who wants to do a piece about COVID-19 and how we're working with schools.

Regarding SEO, online science teaching improved 94 positions to 6th. Maths online teaching jobs improved 80 positions to 20th. Part-time teaching improved 92 positions to 8th on the page. These keywords have resulted in an increase in inquiries and an increase in taking qualified teachers on.

We’re also part of a massive government initiative that just started called the National Tutoring Program. There are 31 companies involved in the program — some are huge, and we’re fourth in the rankings, which is a testament to TopLine's work.

How did TopLine Comms perform from a project management standpoint?

They’re always available if we have an issue and very hot on getting back to us. If there is any hold-up, it's on our end. They’re very impressive.

We’ll pick areas of concentration in meetings — the radio, press typically, communication happens over Zoom and Microsoft Teams. We’re also in constant email contact because opportunities come up all the time.

What did you find most impressive about them?

They’re extremely professional. They listen to what we want and deliver. I haven’t had the experience of another vendor, but I’m very pleased we chose TopLine. They’re quite a flat organization, like us. There isn’t a hierarchical structure, necessarily; the bosses make the tea.

Are there any areas they could improve?

I don’t think I can comment on this because we would have changed suppliers if they did something wrong. Look at the journal, newspaper, radio, and television coverage we receive. They can't do anything better.

Do you have any advice for potential customers?

Give them a call, meet them, and ask if they can help with your sector. They’re an impressive bunch.

BACKGROUND

Please describe your company and your position there.

We have an inspection app and web platform that enables your teams to deliver any inspection, survey or questionnaire digitally. It is owned and managed by the company - the data-driven solutions provider for the UK housing sector.

I am the company's Communications Manager and am responsible for delivering our external and internal communications, including promotional campaigns.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire TopLine Film?

We approached Topline to create an ‘explainer’ demonstration to sell in the operational and strategic benefits of the app, as well as outline its key features and how they work.

What were your goals for this project?

The aim of the project was to support lead generation for our inhouse app team. The video sells the product concept to gauge interest so that those who liaise directly with the team understand the product and what it could help their organisation to deliver, so that they are ‘warmer’ leads.

SOLUTION

How did you select TopLine Film?

I approached a total of 8 companies to provide proposals with a brief to include the following:

• Why your agency is the right fit for this project
• Relevant portfolio work
• Production plan and timeline
• Detailed budget breakdown
• Client revision process

The four shortlisted companies were then scored against our criteria. We chose TopLine as they met all our requirements, but what clinched it against others was their understanding of our brief, the quality of the proposal and the strong initial communication.

We were real blown away by their approach. Additionally they provided fantastic portfolio of work including UI elements which was important to us and the success of the project.

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

Once we appointed TopLine, a full schedule of work was provided. We worked with them to develop the concept and script and they worked on the initial look and feel of the animation.

When the script was agreed, we were sent a selection of professional voice over artists to choose the right fit for us as well as a selection of music. Topline worked with the technical product owner to capture the required graphics for the UI elements.

TopLine provided the first draft of the storyboard, and after some small revisions we gave the go ahead for animation to start. We had several clear opportunities to feed back changes and were delighted with the finished result.

What was your vendors' project management or feedback process?

We were provided with a clear schedule of work when we appointed TopLine, this included the sign off timeframes/requirements from us. During the project delivery we were in regular contact.

RESULTS & FEEDBACK

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

We are yet to do a full launch of the video to our targeted audience, but the initial reaction has been extremely positive and it was well received internally.

How effective was the workflow between your team and theirs?

Communication was clear throughout including a detailed schedule and single point of contact. I felt well informed, confident about delivery and in good hands!

What did you find most impressive about this company?

I was really blown away by their understanding of the brief, the detail of their proposal and just the quality of their work. Communication throughout has been clear and responsive and it was an enjoyable process. They've been helpful, flexible and professional.

Are there any areas for improvement?

Nothing to add!

BACKGROUND

Introduce your business and what you do there.

I’m the founder of Alacrity Law. We’re a legal relationship management platform that helps organizations get more value from their legal service providers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Film?

We had a couple of challenges when we decided to bring TopLine on board. We needed content for an exhibition and our website to explain to people what we do.

SOLUTION

What was the scope of their involvement?

TopLine created a 90-second explainer video. It was an animated video that we published on our website. They also helped us hire voice talent.

What is the team composition?

We worked with a project lead, an animator, and a voice actor.

How did you come to work with TopLine Film?

My director of operations found TopLine.

How much have you invested with them?

We spent about $7,500 on this project.

What is the status of this engagement?

We kicked off the project in September and finished it in October 2020.

RESULTS & FEEDBACK

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

We haven’t tracked quantitative results yet. Those will come a bit later. However, we’ve asked people if they enjoyed the video, and they do. That’s the key result.

How did TopLine Film perform from a project management standpoint?

We mostly communicated via phone calls and emails. They were knowledgeable and took charge of the process. When we were stuck, their team gave us sage advice. Ultimately, TopLine got the project over the finish line.

What did you find most impressive about them?

TopLine took a disparate set of ideas and gave them cohesion. They used their experience to talk through what did and didn’t work in animation. To start, we had a grandiose plan. They helped us pare it back to make sure we had a good product.

Are there any areas they could improve?

No, we were happy with our experience.

Do you have any advice for potential customers?

Don’t be afraid to throw ideas at the wall and be creative. TopLine will guide you.

BACKGROUND

Introduce your business and what you do there.

I’m the project manager for Something More Near. It’s a creative agency based in London.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Film?

We needed help producing a demo video to describe and promote a CRM for our client.

SOLUTION

What was the scope of their involvement?

We gave them some illustrations we had done for another client.
They made suggestions, such as voice-overs for certain parts of the video. They produced a demo video.

What is the team composition?

Jamie (Managing Director) was my main point of contact. I also interacted with an editor briefly.

How did you come to work with TopLine Film?

They were a top result of my Google search for video companies with demo video experience. I liked the work I saw on their website, and reached out to them. 

How much have you invested with them?

A little more than £6,000 (approximately $8,000).

What is the status of this engagement?

We worked together from July–September 2020.

RESULTS & FEEDBACK

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

The client was very pleased with the quality of the video, that the brief was nailed, and that it was delivered early. Overall, we were very happy with the quality of the final product.

How did TopLine Film perform from a project management standpoint?

They were available and responsive and finished ahead of schedule. We communicated via phone, email, and text. They were very collaborative, discussing the project with our client and making improvement suggestions to them.

What did you find most impressive about them?

They quickly understood the brief, and gave good feedback. They produced a high-quality product that we were very happy to deliver to our client.

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

Clearly present your brief at the beginning. That will help them give an accurate cost.

BACKGROUND

Please describe your company and your position there.

I am a Senior Marketing Executive at BSI. My team works for a standards subscription-based product named BSOL.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire TopLine Film?

An animated explainer/educational video about corporate governance standards. Which ones are good to apply across an organization departments.

What were your goals for this project?

Lead generation.

SOLUTION

How did you select this vendor?

Found them online. Good quality of work and proactive.

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

TopLine film generated a 3minutes second and a short one for social media. The process was organized, they had a lot of patience and made the right changed proactively.

What was your vendors' project management or feedback process?

Good and friendly.

RESULTS & FEEDBACK

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

We just launched the campaign, but so far numbers are good. The video is on a landing page which has a pretty decent bounce rate and a good number of leads have been generated. The campaign will keep running for 3 more weeks.

How effective was the workflow between your team and theirs?

Good and easy.

What did you find most impressive about this company?

They were very happy to answer all my questions and do all the requested amends. Very patient with the client.

Are there any areas for improvement?

It would be great to get more updates on the "next steps" delivery dates. But it was not an issue.

BACKGROUND

Please describe your company and your position there.

I am the CEO of Frindow which provides a social networking platform for people who are lonely or isolated.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire TopLine Comms?

Frindow is a social network with an offering that some may have found difficult to understand. The task set for TopLine was to come up with a script, storyboard and animation that clearly explained what Frindow was about whilst at the same time remaining consistent with the brand's look and feel.

What were your goals for this project?

The hope was to make a video that made the subject of loneliness, which few people admit to, accessible across multiple demographics as well as feeling reasonably contemporary.

SOLUTION

How did you select this vendor?

I did an online search and spoke to a number of different providers. I had a look at TopLine's portfolio and found that the cost alongside the quality of work was extremely competitive. Speaking to one of the directors, I found that they were quick to understand what the were goals and showed an immediate enthusiasm for the project.

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

The first step was to come up with a script. I worked with one of the producers on this. They would send me a script and I would send feedback. Once the script had been agreed on, I selected a voice actor and background music for the animation. I was able to listen to the recording session and provide my feedback directly to the voice artists alongside the producer who had a very good ear for detail. The next stage was the story boarding. I received a storyboard, which again, I provided feedback on. Finally, the animation was provided with everything put together.

What was your vendors' project management or feedback process?

The process was very straight forward. TopLine would send me a draft of the script, storyboard or animation, and I would provide feedback either in a shared document or a phone call. Only once each step was signed off by me, did we move onto the next step.

RESULTS & FEEDBACK

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

The video has only been running publicly for a few days and Frindow has been live for less than a week, so it's difficult to say the impact that the video itself has made to conversions or sign-up as there are no statistics for comparison. However, I have received very positive feedback from anyone who has seen it and have been told that it adds another layer of professionalism to the site offering.

How effective was the workflow between your team and theirs?

Our Frindow team is very small, but TopLine felt like an extension of my own company as there were transparency, free access and constant communication throughout.

What did you find most impressive about this company?

The team's ability to get to what I actually wanted even when I wasn't clear on it myself.

Are there any areas for improvement?

The delivery date changed from what was initially agreed upon, but this was because of Christmas and New Year as well as getting a better understanding of what was required. So my only constructive suggestion would be to take a little more time before coming to the initial delivery date. That said, the end product more than justified the additional time.

BACKGROUND

Introduce your business and what you do there.

I’m the operations manager for the Central Bedfordshire Council. The council maintains a housing registry and deals with rehousing, homelessness, and property care.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Film?

We were looking to produce short explainer videos. We thought that videos would be a good format to convey the information we wanted to share.

SOLUTION

What was the scope of their involvement?

I’ve only been involved for the last six months (and not from the beginning) because I took over for my manager. Once we collected information from our different internal divisions, we got in touch with TopLine and sent them a script. What followed was a conversation about how to further sharpen the script. We communicated to them which parts were essential and which could be scrapped.

We then moved into storyboarding to determine the best animations and voices. They provided us with robust industry guidance. For instance, although we wanted to maintain a lot of our information, they kindly reminded us that the usual attention span preferred something short. We went back and forth between our teams until we finalized the content of each video.

What is the team composition?

20–30 people worked with us to produce six videos.

How did you come to work with TopLine Film?

I believe we found them through a tender. They had already been selected when I entered the scene.

How much have you invested in them?

We spent somewhere around $90,000–$100,000.

What is the status of this engagement?

I worked with them from May 2017–January 2020.

RESULTS & FEEDBACK

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

TopLine Film successfully produced the films, which are now live on our YouTube account. The views on each video vary depending on their relevance—for instance, a video about domestic tensions has fewer views than the video explaining housing application procedures. Overall, we’ve received great feedback about how professional the videos are, and our internal teams are also happy.

The videos have visualized much of the information that was previously displayed in text on our site, so the website looks much cleaner. We’re curious to see if the enlightening videos will reduce call volume, but it’s too early to tell.

How did TopLine Film perform from a project management standpoint?

They were excellent. If there were any delays, they were on our side, because our organization is segmented into teams that have to communicate with one another. We didn’t experience any issues otherwise. When we requested a change, they were quick to implement and bring in a new version. They also kept us in the loop for all developments.

What did you find most impressive about them?

They were very professional and transparent. The team patiently explained why some of the information had to be cut down, due to audience expectations. They also had their own suggestions and were easy to work with all around.

Are there any areas they could improve?

No, I don’t think so. They’re a great company, and working with them has been a breeze. They kept us involved and informed, so there were no problems at all.

Do you have any advice for potential customers?

I’d trust their knowledge and processes. They work to discern the client’s goals and delineate the client’s target audience. They’re experts in their field, so I’d urge you to go ahead and work with them.