Footprint Digital

BACKGROUND

Introduce your business and what you do there.

I’m a strategist for Make it Clear. We’re a design agency based in London.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Footprint Digital?

They primarily help us with SEO projects and website analytics support.

SOLUTION

What was the scope of their involvement?

We’ve worked with Footprint Digital on many things. They’ve helped us understand analytics and how to improve performance focusing on keyword analysis as well as creating user personas and journey mapping. Their team has looked into search terms and phrases to see into search volume and trends. Then, they write copy and create content around those findings.

Footprint Digital also helped with our website and consulted us on how we describe our services; it’s very data-driven. This was an area we identified as a weakness so we’ve worked closely and utilized their expertise. They’ve also done Google Tag Management. Everything has been organic advertising. Their team consulted us on paid advertising, but we haven’t done it as of yet.

What is the team composition?

Our main point of contact is Chris (Head of Marketing Innovation). He’s involved with the project, and we work together closely. However, there are other people on their team including directors.

How did you come to work with Footprint Digital?

They were a direct referral introduction through an existing network contact.

How much have you invested with them?

We’ve invested about £30,000 (approximately $40,000 USD).

What is the status of this engagement?

Our ongoing engagement started in December 2019.

RESULTS & FEEDBACK

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

We’ve received positive metrics from one of our websites as well as impressive client feedback. In fact, one of our clients was a little bit apprehensive at the start when we proposed a partnership approach to a project we were working on. They came back in the post-project review and commended the partnership.

How did Footprint Digital perform from a project management standpoint?

Project management has been impressive. I have a direct contact in Chris but we also have others we can get in touch with if Chris is off. We have a collaborative partnership. Our team has been leading many of the projects, and they’ve been involved in all the meetings and weekly touchpoints.

Their team is very helpful, and they always deliver on time. They’re open about what they’re doing and why they’re doing it. This is their expertise, and they’re very detail-oriented. They instill confidence, and we know we’re in safe hands.

What did you find most impressive about them?

The level of detail and speed at which they can turn things around is excellent. Their analysis is very comprehensive but what’s more, the way they present it is engaging and actionable. They produce helpful, guiding insights and recommendations based on their work.

Are there any areas they could improve?

Overall, everything has been positive. The one thing we previously identified and said to them was that it was unclear who was doing the work behind-the-scenes, they’ve since rectified that. However, on a positive note, this shows how they’re responsive to our questions.

Another thing, we’ve pigeonholed them in terms of how we’ve brought them in to do specific SEO analytics-related tasks. However, I’m aware that’s not the only thing they do. It’d be helpful if they explained what other services they offer.

Do you have any advice for potential customers?

Just go for it. Get in touch with them, and they’ll do the rest. They’re very knowledgeable, good at what they do, and good at sharing information. Their team isn’t afraid to advise and challenge what the best approach is.

BACKGROUND

Please describe your company and your position there.

I am the Marketing Manager at a plastic packaging manufacturing challenger brand, headquartered in Cambridgeshire UK. Our company has 120 employees and we work with clients throughout the UK. We design and manufacture packaging for the FMCG Food and Beverages sector, and the Advanced Engineering sector. We solve our clients challenges to design and manufacture environmentally acceptable and widely recycled plastic packaging.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Footprint Digital?

We operate in a highly competitive sector which is under intense global scrutiny and were looking for an outsourced digital partner who could input into the strategic plan and deliver the implementation. With limited resource in-house it was essential we found the 'right' outsourced partner who would have the specialist skills, knowledge and expertise to work with our internal teams and help with upskilling and empowering their personal development as well. Implementation of our digital plan is key to our growth strategy. We were looking for innovation, creativity, technical expertise and a partner who had a proven track record of scaling up businesses, and who would be responsive, adaptable and willing to expand their role as the digital roadmap expands and develops. A partner who wished to grow with our company was a key element of our vision.

What were your goals for this project?

We wanted to increase the company's new customer acquisition and sales through improved use of digital and technologies. We want to acquire larger, bigger customers and expand beyond our core UK market overseas. Our unique products are in demand. We required technical skills to integrate our customer database and technology systems. We required SEO and PPC testing plans, and audience segments building and expanding in line with our customer segmentation. We required an improvement in on-site lead generation and redesign of the customer experience UX landing pages to increase the top of the sales funnel. We required an outsourced partner who would be engaged with our corporate vision, purpose and who supported the ethics and ethos of the solutions we provide to our customers. We anticipate significant growth in lead generation, increased engagement with new and existing customers, increased sales and achievement of the growth strategy.

SOLUTION

How did you select this vendor?

To select this vendor we went through a highly rigorous selection process due to previous agency disappointments. A comprehensive brief was sent to an 'introducer' who put the brief out to tender. 10 agencies were interested, and 3 were selected to proceed with. After receiving initial proposals, credentials and case studies we conducted initial telephone interviews, and 2 were invited to pitch. A scoring system was applied to assess each agency at every stage of the process. We selected Footprint Digital as our chosen partner because they met and exceeded every specific criteria . They went over and above in their proposal with ideas, comprehensive digital audits and significant work purely for the pitch, at no charge. Their enthusiasm for wanting to work with our company was evident.

Describe the scope of their work in detail.

The vendor developed a clear timeline and digital implementation plan (having already completed the audit prior to winning the business). Conference calls were actioned with the ICT Manager and proactively actioned the integrations, within 48 hours. The vendor reviewed and proposed new technology solutions to improve the on-site customer experience and undertook a thorough SEO review. An annual industry exhibition meant activity had to be brought forward and tested within a very short-time frame. The responsiveness to our business need to deliver, slightly off plan, was exceptional. The test campaigns were built, set up, creatives developed, and fine-tuned through an easy sign-off process with the in-house team, and deployed with careful management of the test budget. Specific tasks were resourced by different teams/individuals within the agency, based on the skills required for each component. What we had hoped to achieve in 2 months was delivered in less than one, with extremely positive early results.

What was the team composition?

I have worked very closely with the vendor throughout the project. Meetings, calls and emails with the Managing Director, Head of Marketing Innovation, Relationship Account Manager and their Head of SEO and PPC. Every communication has had a purpose, and agreed outcome. Their process at developing an idea collaboratively with our in-house teams is always solutions-led. Clear actions, agreed timelines and delivery on those (or earlier) is a partner experience far better than many agencies I have worked with over a period of decades. I am not sure how many individuals have been involved behind the scenes. This vendor and team continue to exceed my expectations and offer our company significant value because we do not have the specialist skills in-house.

RESULTS & FEEDBACK

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

Since beginning our work with this vendor, they continue to exceed my expectations and offer our company significant value because we do not have the specialist skills in-house. Integrated digital campaigns have been built and deployed in days rather than weeks. New leads have been generated, downloads of key content have increased, engagement has increased and the reach and awareness at the industry event - due to the integrated campaign increased by a three figure percentage. The team are great to work with, collaborative, open. Our discussions mean that everyone's input is valued in order to agree the right plan, and then action taken. Its a lot of fun, it's dynamic, and in a short period of time the team have built a very strong relationship with our internal stakeholders because they never fail to deliver. We look forward to a long and fruitful partnership with this agency and achieving our growth vision.

How effective was the workflow between your team and theirs?

The workflow between our team and the vendor's team was highly efficient and effective. As already outlined, deadlines were not only met but also achieved earlier in specific cases. Working remotely conference calls were highly effective, either video or phone, Google Hangouts etc. Face-to-face onsite meetings were put in place at key milestones with stakeholders. Calls engaged with the key employees who were required to deliver. Attendees were only those relevant to be on the call/at the meeting, so there has been no wastage of time, productivity or travel. Emails are short, succinct, clear and actionable. The workflow was highly effective and the vendor's strength of process and communications between their members of staff and teams is highly proficient.

What did you find most impressive about this company?

I am hugely impressed by this company. I have experience of working with many agencies of different specialisms, and across different industries. This agency is probably the best agency I have ever had the pleasure to work with. They have a very strong business model and are highly ethical. They never fail to deliver. They are timely, responsive, and flexible to the client's changing business needs. When plans change or budgets shift they adjust and take action accordingly. They revel in empowering others with their skills, knowledge and expertise, because this enables them to continue to move the roadmap forward and concentrate on the next phase of the project. They work proactively and forward to a clear plan. They test and measure every time and make no assumptions. Their brilliance at communicating digital marketing to non-marketers to secure buy-in, and overcome challenges and objections with diplomacy and calm is on a level I have never witnessed before. Their people, technical skills and behaviours are professional, inclusive and friendly. They do not waste time or precious resources. I do not hesitate to recommend this vendor.

Are there any areas for improvement?

There are no areas for improvement. There are many agencies, consultancies and client organisations who could learn a significant amount from this agency. They add substantial value.