Exsel Advertising

BACKGROUND

Introduce your business and what you do there.

I am the marketing manager at Gastite, a company which makes flexible gas piping.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Exsel Advertising?

We work with Exsel Advertising on our website and the company’s overall messaging and branding. For example, they help us with getting our name out there and making sure we’re published where we can be online, as well as with ensuring our website is search engine optimized and generating organic leads.

SOLUTION

What was the scope of their involvement?

They’ve designed a website for us, managed our pay-per-click marketing through Google Ad Words, and built a mobile app for us. During my eights years with the company, Exsel has helped us launch about four or five websites. The mobile app was created for iOS and Android and serves as a utility app for our contractors.

They’ve modernized probably three or four of our websites by, for example, putting in custom backends for a content management system that empowers us to go in and make some changes without having to rely on them for every small update or adjustment we’d like to make.

What is the team composition?

There are two individuals who serve as our main points of contact. One serves as a account manager and another, who is the company manager, handles things at a higher level.

How did you come to work with Exsel Advertising?

They had an existing working relationship with our firm when I came to work here.

How much have you invested with them?

We’ve invested upwards of $200,000.

What is the status of this engagement?

It’s ongoing. Every couple years, we look at revamping our website and mobile app. Right now, we’re going through the process of ensuring our app is optimized for current operating systems and compatible with all the different phone and tablet sizes.

RESULTS & FEEDBACK

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

We have seen a noticeable improvement in web traffic to our website. In the past, we had some issues with design functionality that caused our visitors to leave the site early. With improvements made by Exsel, we’ve been able to maintain visitors’ focus and make it easier to navigate and find information. We’re definitely driving more traffic to our site than we ever have.

How did Exsel perform from a project management standpoint?

We call into regular weekly meetings that they manage for us. We keep constant communication back and forth. The owner is very accessible and the account manager is someone I correspond with on a daily basis. We communicate through phone calls, text messages, and email.

What did you find most impressive about them?

They’re easy to deal with and we have had a great relationship with them for years. They turn projects around very quickly for us and at a reasonable price.

Are there any areas they could improve?

I wouldn’t have any sort of negative commentary about them.

Any advice for potential customers?

Just sit down and meet with them. They are very personable and they’ll go through hoops just to make sure your stuff gets done.

BACKGROUND

Introduce your business and what you do there.

I am the founder, the vice president of sales, and one of the owners of Velo Squared LLC. We are a logistics company that works with many foreign partners to transfer products and services. Currently, we import distilled liquors and an equestrian clothing line.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Exsel Advertising?

We had a concept for an equestrian clothing line, a manufacturer, designs, and the ability to import and distribute the product. However, we didn’t have a name for the brand, a look-and-feel, or a website. Thus, we needed a professional marketing team to help us.

SOLUTION

What was the scope of their involvement?

The Exsel team first conducted multiple interviews with our team to understand what our vision for the project was. Then, they researched and developed initial concepts for us including names, logos, color schemes, backgrounds, and other technical aspects. Their team showcased a variety of options and we unanimously agreed on the most creative design.

Their team also developed a pop-up shop for us to showcase our products at equestrian shows. They created the banners, the physical displays, and point of sales process. We also worked on implementing SEO, paid advertising, and digital imaging for social media. Now, Exsel is developing our e-commerce website with an interactive UX/UI.

What is the team composition?

Their president is our primary contact, and he gets thoroughly involved in the project. He provides a team of specialists, including a creative director (with experience in the equestrian industry), a graphic artist, and other agents. They are a young, strong, and energetic team with a creative and enthusiastic approach.

How did you come to work with Exsel Advertising?

I met the president of Exsel Advertising at a board of trustees meeting. We started talking about what his company did and my company’s needs. We interviewed several different marketing companies, including Exsel. They were the most qualified for this particular project.

How much have you invested with them?

We invested about $50,000–$200,000 so far.

What is the status of this engagement?

We started the engagement around October 2016 and it is ongoing.

RESULTS & FEEDBACK

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

We are extremely pleased with their deliverables thus far and will continue to rely on them. Their designs are high-class and high-quality. We attribute a lot of our success from the initial launch to their marketing efforts.

How did Exsel Advertising perform from a project management standpoint?

They are professionals that manage the project exceptionally well. We ask for so many changes, but they are incredibly flexible and always deliver on time. Exsel is attentive to our feedback and transforms our ideas into high-quality results. We communicate via phone, e-mail, and in-person meetings. Their team is personable and help us work through different options.

What did you find most impressive about them?

Their ability to listen and interpret our needs and overall professionalism impresses us. Their team is flexible and meets our needs on the fly. Exsel provides excellent overall value for the quality of services they deliver.

Do you have any advice for potential customers?

Meet with them face-to-face meeting with their entire team to explain what you’re trying to accomplish. You’ll almost immediately that they are the kind of company that you’d want to work with.

BACKGROUND

Introduce your business and what you do there.

I'm the president and CEO of Southbridge Credit Union, a financial institution in South Central Massachusetts. I oversee both HR and marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Exsel?

We needed to refresh our brand and develop a strategic marketing plan to bring more awareness to our business. We had been doing occasional print advertisements, but didn't have an all-encompassing marketing strategy that included social media, digital advertising, etc.

One of our challenges within the financial industry is communicating to potential clients that our credit union functions just like a bank. In addition to getting that message across, we wanted to acquire new members in the process.

SOLUTION

What was the scope of their involvement?

Exsel did a total overhaul and rebrand of our marketing collateral and website, incorporating SEO-friendly content.

They assisted with social media accounts and deployed various types of targeted marketing approaches, including guerrilla marketing, commercial mailers, a TV commercial, and an updated email platform.

They continue to provide analytics reporting to backup advertising spend and digital performance.

What is the team composition?

I've mostly worked with about five people. Rich Suitum (President, Exsel) is fantastic; he's very hands-on and truly understands small businesses. Our main point of contact, Kathy Ruddy (Vice President, Exsel), is incredibly responsive. She'll often anticipate my needs before I even ask. She makes sure every project is under budget and ahead of schedule.

I also worked a bit with Amanda Guilmain (Creative Director, Exsel) and Mary Heichel (Senior Visual Designer, Exsel) on overall branding and web design, as well as someone else for our TV spot.

How did you come to work with Exsel?

We had already been working with Exsel when I came onboard, but I decided to go through the process of evaluating additional vendors, since this project was so different from our previous marketing work.

Through my own research and conversations with other professionals in the area, I was able to narrow my choices down to four vendors. I ended up extending our relationship with Exsel, because I liked the results they had in their previous work, as well as their local presence—they made the decision pretty easy.

How much have you invested with them?

For the website and rebrand, we spent in the range of $80,000–$100,000.

What is the status of this engagement?

We started working on this project at the end of Q3 in 2016 and launched the rebrand in March 2017. They continue to maintain the site and monitor performance.

RESULTS & FEEDBACK

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

They've helped us execute a strategic marketing plan that didn't previously exist, bringing our digital performance to new heights. The TV spot that they led brought in a lot of positive feedback and helped the business grow.

The website looks great and I've received positive feedback from both our Board of Directors and customers. It's user-friendly, fresh, and drives our messaging home in a simple way.

How did Exsel Advertising perform from a project management standpoint?

Their team stays true to deadlines and milestones, making themselves available for last-minute requests as they come up.

When it comes to marketing, Exsel basically manages us, which works well because I have so much trust in their team. They understand that we're lacking the level of expertise to take on much of what they do in-house.

What did you find most impressive about them?

Exsel feels like a true partner; our success is as important to them as it is to us. They go the extra mile in everything they do. I know I can count on them, even on participation in small community networking events.

They've been great about learning and understanding the various compliance issues within our industry. When it comes to member experience and communicating our message to the public, they've nailed it.

As a relatively new CEO, they've made me look good. They're easy to work with and have been able to tell our story seamlessly and effectively.

BACKGROUND

Introduce your business and what you do there.

I am the marketing director for a startup incubator, that means we startup companies and get them off the ground and running.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Exsel Advertising.

We have a small team, and needed help with marketing and advertising.

SOLUTION

What was the scope of their involvement?

They provided assistance with an advertising and marketing with equestrian apparel line. They created print material, as well as a custom website with an e-commerce platform. They’ve done pop-up banners, small booklets, and really anything marketing related that we’ve needed. They don’t really do anything for the other brands right now, just the equestrian brand.

What is the team dynamic?

We would interact with 3 people on a regular basis.

How did you come to work with Exsel Advertising?

I don’t know. We had already been working with them before I came on board with the company.

How much have you invested with them?

[INSERT COST FROM RESPONDENT]

What is the status of this engagement?

The work began in January 2016, and the engagement is ongoing.

RESULTS & FEEDBACK

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

The feedback so far on the website has been positive, but it’s only been up for about a month. It hasn’t been a long time, but the response has been very positive. All of the marketing and advertising they helped us with has been well received.

How did Exsel Advertising perform from a project management standpoint?

Overall, they're right on point. We’ve enjoyed working with them and we’ve never had any issues. The team is excellent; they’re super professional, have very creative ideas, and get back to you in a timely manner. They’re on top on their stuff. Honestly, they make my life easier because whenever we need something done, they go in and make it happen. There’s not a lot of back and forth. They’re great at what they do and it reduces the time on my end. I don’t usually have to check up on them, they just get the job done right.

What did you find most impressive about them?

For our equestrian line, we were promised product long before we actually received them. We had to go to Exsel at the final moment once we had received them at the last minute, and they were able to make everything work to get our print material ready for a horse show we were doing. Even though we didn’t give them a lot of because the product came late to us, they were able to make everything work at the final moment. I don’t know that every company would do that. It really put them out there and they did it without complaint.

Are there any areas they could improve?

Not at all, they’re great.

Do you have any advice for potential customers?

I would definitely recommend Exsel to anyone who needs marketing help. They've been great.