Foundation Marketing

BACKGROUND

Please describe your company and position.

I am the COO of Over The Edge

Describe what your company does in a single sentence.

Rappels down buildings for fun!

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Foundation Marketing to accomplish?

• Go-to market plan
• Content creation
• Website

SOLUTION

How did you find Foundation Marketing?

Referral

Why did you select Foundation Marketing over others?

• Close to my geographic location
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Foundation Marketing were assigned to this project?

2-5 Employees

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

- Brand review and audit of existing web properties / materials
- Industry research surrounding content needs and demand
- Identify content marketing calendar for creation and optimization
- Site recommendations around brand positioning and messaging
- Site navigation recommendations around new verticals
- Key messaging and storytelling recommendations / review

CONTENT RESEARCH & PLANNING:
● Finalize industry research associated with priority keywords for Over The Edge
● Finalize keyword research to identify the key themes to target
● Finalize content & SEO recommendation
● Finalize content recommendations and calendar for assets
● Conduct on-site analysis of existing website
MESSAGING REVIEW AND FEEDBACK:
● Event Cadence Wording & Signature Event Review
● Small Markets Wording Review

RESULTS & FEEDBACK

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

Presented deck at teh end of the project that clearly outlined findings and clear strategy plan for implementation. 

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

Yes delivery on time with consistent weekly updates. 

What was your primary form of communication with Foundation Marketing?

• Virtual Meeting
• Email or Messaging App

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

They were a fresh and energetic team that aligned with our culture and brand. 

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

Nothing to note. 

BACKGROUND

Please describe your company and position.

I am the Head of Community of Founders Factory Africa

Describe what your company does in a single sentence.

Founders Factory Africa is a hands-on, early-stage tech investor on track to building and scaling 100+ tech businesses across Africa.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Foundation Marketing to accomplish?

• Support us in building the foundations of our Content Marketing Engine
• Blog Strategy Playbook development and execution
• Podcast Amplification Playbook development and execution

SOLUTION

How did you find Foundation Marketing?

• Online Search
• Referral

Why did you select Foundation Marketing over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• Other

How many teammates from Foundation Marketing were assigned to this project?

2-5 Employees

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

EXECUTIONAL ROADMAP & ONBOARDING $20,500.00 · Flat fee Please note that all services are in US Dollars. Payment Terms: 50% Deposit & 50% Upon completion

• Kick-off Session:
  • We will send a questionnaire for your team to respond to and use the information to share a perspective on what was provided.
  • We will prepare questions and facilitate discussion on the path forward to meet tangible goals.
• Review of Existing Material:
  • Review core marketing documents that you provide us (brand, target research, analytics, marketing documentation, vertical knowledge, etc.).
• Research:
  • Research your industry and two of your competitors (website, online communities, and keywords).
  • In-depth analysis of your existing content marketing mix
  • Research online communities & distribution channels
• Story Identification & Messaging:
  • Identify the key messages and story lanes that stay true to the brand guidelines and offer insight into the types of stories we should be creating
• Target Audience:
  • Describe your qualified target audience and what the specific goals they have when looking for content
  • Identify the stories they resonate with 
  • Identify the channels they’re on
• Funnel Development:
  • Identify the channels and techniques that can be leveraged to attract your target audience through content
  • Identify and make recommendations that will offer the ability to convert
  • Identify assets that can be influential in moving a prospect through the buyer journey towards a close
  • Develop a full content marketing funnel to visualize the steps needed for effective creation and distribution
• Social Media Distribution:
  • Identify a distribution strategy for all content assets created in the future
• Content Campaigns:
  • Identify 5-10 unique 10x content campaigns that can be developed
• Recommendations:
  • Develop a content portfolio & calendar based on the data and research provided for implementation
  • Conduct in-depth on-site analysis of your web properties for improved shareability, interlinking & cross promotion opportunities

SEO Efforts Quarterly Retainer [$30k/Q] 12 months · $10,000.00/month As per the scope of work - Foundation and Africa Founders Ventures will identify a series of marketing efforts in which they will execute in a retainer that has a minimum value of $30,000 per quarter.

Please note the efforts could include content distribution, content creation, partnerships, social media efforts, account management, training, etc and the execution of all recommendations could go outside of the $30,000 minimum value per quarter.

RESULTS & FEEDBACK

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

1. The blog Foundation created for FFA in September 2023 is currently attracting ~1,400 organic visitors per month (as of March 2024) and growing.
   • These articles are currently ranking for 145 keywords within top-20 positions.
   • The blog is ranking for 779 keywords within a top-100 position.
   • As new articles become mature, many keywords currently ranked beyond the 20th position are expected to gradually transition into top-20 positions.
   • Social distribution has also attracted a broader audience, with 118 people coming to blog articles through LinkedIn social posts in March 2024 alone.
2. Referring domains have increased by 100% since April 2023.
3. Avg. monthly organic traffic has increased by almost 300%
4. Organic traffic in September 2023 (the earliest month available on that platform for FFA) was 2.46k. The site has received 4.04k organic entrances in just the past 28 days.
5. The total number of blog article views from all sources topped 3,000 in March.
6. Foundation collaborated with the FFA Team to set up Google Analytics and Google Search Console accounts, which has allowed us to provide more accurate and data-led reporting. They set up a comprehensive dashboard loop in Databox, pulling in important data from multiple sources to create a holistic but easy-to-consume report.

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

This partnership has been the most rewarding agency collaboration I've had the privilege of leading. They seamlessly integrate with our team, exhibiting nimbleness, exceptional communication through our preferred comms channels (especially Slack), active listening, proactive solutioning and consistently meeting agreed-upon timelines.

What was your primary form of communication with Foundation Marketing?

• Virtual Meeting
• Email or Messaging App

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

Foundation is everything it says on the tin. Ross has supported me for years through his newsletters, social media posts, and cost-effective resources as part of his community. Over time, he effectively nurtured me from a follower to a client of Foundation, and the best part is that his company more than lived up to the hype and expectations he's cultivated.

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

Initially, the Foundation Team adhered to a traditional agency-style client engagement approach, which may suit most clients. However, it took some time for them to pivot towards the collaborative atmosphere that FFA desired. This led to initial frustrations in aligning on scope and delivery. Nevertheless, they swiftly made up for this adjustment period by adapting and coping admirably.

BACKGROUND

Please describe your company and position.

I am the Director of Enterprise Marketing of Moz

Describe what your company does in a single sentence.

SEO and SERP analytics for enterprises 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Foundation Marketing to accomplish?

• Brand awareness through thought leadership content

SOLUTION

How did you find Foundation Marketing?

Referral

Why did you select Foundation Marketing over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Foundation Marketing were assigned to this project?

2-5 Employees

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

Dedicated articles by Ross 

3-Podcast series 

RESULTS & FEEDBACK

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

Leads garnered from the CTAs

Web visits from the links included 

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

Ross and the team were attentive, personable, knowledgeable, and collaborative. They were like an extension of our internal team.

What was your primary form of communication with Foundation Marketing?

Email or Messaging App

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

Ross' reputation in the industry carries its own weight which makes him a very effective influencer. His knowledge in the space on what is trending and leading is an invaluable asset to our content. The articles he writes speak volumes to reflect that having our brand be showcased in these articles serve to boost our presence as a thought leader in the space. 

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

I would love to give constructive feedback but I can't think of anything constructive. Everything I think of is good and impressive.

BACKGROUND

Please describe your company and position.

I am the global content marketing manager of LumApps

Describe what your company does in a single sentence.

LumApps is a modern intranet software that helps employees stay informed, connected, collaborate, learn and grow from anywhere.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Foundation Marketing to accomplish?

• Write copy for gated assets
• Write social media posts to promote these gated assets

SOLUTION

How did you find Foundation Marketing?

Online Search

Why did you select Foundation Marketing over others?

Other

How many teammates from Foundation Marketing were assigned to this project?

2-5 Employees

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

Foundation Marketing helped write around 10 gated assets, long form copy writing, and social media posts to promote these assets via organic social media.

RESULTS & FEEDBACK

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

Foundation Marketing is a friendly and thoughtful team. This is probably the most organized agency I've worked with - always delivering on deadline and gave us weekly status updates. Quality work and open to feedback and revisions - even large revisions.

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

Always on time! Easy to reach. Quality work produced and always responsive via email or slack.

What was your primary form of communication with Foundation Marketing?

• Virtual Meeting
• Email or Messaging App

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

Foundation Marketing thinks outside the box and continues to support me beyond the contract - they gave me a free ticket to a marketing conference! Most impressive is their organization and level of detail when it came to my project status.

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

Pricing is a bit high.

BACKGROUND

Please describe your company and position.

 I am the Head of Content of a software company 

Describe what your company does in a single sentence.

We help brands collect, store, share and approve their visual assets.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Foundation Marketing to accomplish?

• We hired Foundation to help us build a scalable content engine.

SOLUTION

How did you find Foundation Marketing?

Referral

Why did you select Foundation Marketing over others?

• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Foundation Marketing were assigned to this project?

2-5 Employees

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

Key deliverables included: 

1. Comprehensive audit of existing material 
2. Research into our industry and competitors 
3. Funnel development 
4. Content campaign 
5. Content portfolio and calendar

RESULTS & FEEDBACK

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

Measurable outcomes included a host of new content, a reimagined content strategy, and a collaborative support network from Foundation colleagues.

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

Supremely timely and always ready to hop on a Zoom, couldn't speak higher of them.

What was your primary form of communication with Foundation Marketing?

• Virtual Meeting
• Email or Messaging App

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

We were really impressed by the culture and transparency in which Foundation Marketing operated. Starting at the top and all the way down, each person at Foundation embodies the values of the org.

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

no