MonogramGroup

BACKGROUND

Introduce your business and what you do there.

I was hired by Surface Prep to handle CMO work. While I work for a fractional CMO provider, I was representing Surface Prep in this project with MonogramGroup.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MonogramGroup?

This was a pretty large project. After growing through an acquisition, we needed to rebrand and determine a brand architecture that covered 10 of their companies.

SOLUTION

What was the scope of their involvement?

Several of the companies involved maintained their identities, but all received new brand identities and labeled themselves as a Surface Prep company. In total, there were five logos built in the project. They used colors and brand identity elements together to determine our new look and feel.

I worked for Surface Prep to manage MonogramGroup’s work on the project. Because the effort was large and complex, I served as a marketing resource. At this point, all of the assets and products have been rolled out, so my portion of the project has been completed. They may choose to continue to work with MonogramGroup on other projects in the future. 

What is the team composition?

I worked directly with Michael (Copywriter, MonogramGroup) and Scott (President, MonogramGroup) on the work. 

How did you come to work with MonogramGroup?

Surface Prep decided that they were going to need additional help to brand their businesses correctly. Once they decided that they were going to need brand architecture, web work, and new assets, they brought their team and me on board to make it happen.

How much have you invested with them?

They invested approximately $130,000 in MonogramGroup’s services. There was additional third-party work that was completed as well, so the grand total was closer to $200,000.

What is the status of this engagement?

The project lasted from July–December 2019.   

RESULTS & FEEDBACK

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

It’s too early to put anything into metrics, but this will have a huge impact on their business. Essentially they were 15 disparate companies that are now ten, interrelated by branding architecture. They have one shared website. The private equity company wanted to do this to increase their multiple by a significant amount. 

It was a complicated project with moving parts that were lacking a willing audience. They did a great job keeping the project on track, completing all of their work in just a few months. Their team stayed on time and on budget, despite changes in scope. For instance, they were expecting a 100-page website. However, it came out to be about 200 pages. They provided outstanding work. 

How did MonogramGroup perform from a project management standpoint?

We were only able to stay on time and on budget because of their excellent project management skills. My role within this project was to ensure that they got the information they needed to perform well. The project was so fast-moving, so responsiveness was key. We used Basecamp, Google Docs, email, and phone calls. Our client preferred to keep communication old-fashioned, and they were willing to do that. 

What did you find most impressive about them?

Their vision and creativity really distinguish them from others. 

Are there any areas they could improve?

Because we had so many web tasks, I’d consider moving Basecamp to Monday. 

Do you have any advice for potential customers?

They’re creative visionaries, and their work is high-caliber. Sometimes, the client isn’t ready to take creative suggestions. We were able to navigate through that issue. However, it’s important to judge the client’s receptivity for some of the creative concepts. For us, that mostly pertained to the video. 

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Ashton212, a business impact consulting firm. We package teams of resources, from individual consultants to full-service agencies, to provide the entire service that a client is looking for.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MonogramGroup?

Our client, a religious educational organization in the Bay Area, had planned to hire a separate research firm for the creative part of a rebranding project. However, when we pitched that we could do end-to-end services for them, they chose us. We were hired to facilitate a full rebranding of their organization, and we subcontracted MonogramGroup to work on behalf of this client. They held a big responsibility in the outcomes of the engagement. 

SOLUTION

What was the scope of their involvement?

MonogramGroup was part of the team that we put together to execute this rebrand. They were involved in both the research and creative aspects of the engagement.

First, we did a comprehensive research project. Jackie (Partner/Research Director, MonogramGroup) led a research initiative against all of the organization’s stakeholders, conducted in person and over the phone. This allowed us to see that the problem stated in the proposal was not the true problem, and we showed this to the organization’s board of trustees.

Then, MonogramGroup, in collaboration with me as the engagement lead, made recommendations on the direction that we needed to go in from a creative perspective. We generated a new logo and created a strategic direction for the in-house marketing team. 

We also worked with MonogramGroup on the website. They created the site’s wireframe and design direction, and then those were turned over to some internal resources. Our teams collaborated on recruitment models and made social media recommendations. Some collateral came out of this, including videos.  

We ended up turning the client over to MonogramGroup for any further work they needed done. 

What is the team composition?

Our main points of contact were Jackie, Scott (President, MonogramGroup), and Harold (Former Partner/Creative Director, MonogramGroup). Chip (Partner/Creative Director) also worked behind the scenes, and I occasionally met with a couple of junior team members who were part of the creative brainstorming process. 

MonogramGroup had direct contact with the client; we didn’t stand between them. They were involved in the client’s pitch meeting with their board. We worked collaboratively, as we do at Ashton212 in the spirit of the engagement and making sure we have perspective, but MonogramGroup was very much front-and-center in client contact throughout the engagement.  

How did you come to work with MonogramGroup?

I went to college with Jackie, Scott, and Harold. I knew that they were a collaborative team with end-to-end services, from research through strategy and creative execution. It was nice knowing that I wouldn’t need to worry about bringing in another research team. When hiring partners, I look for independent thinkers who don’t need guidance and who I’m confident will represent our brand to clients in a good way. We didn’t have to tell MonogramGroup how to work; they’re professionals at what they do. 

One of the primary reasons we selected MonogramGroup was that they had experience in our client’s sector. They knew the spirit of the engagement and what we were trying to solve. My company seeks to find the experts that are well-versed in the client’s particular problem so that we can win engagements.

We’d spoken with MonogramGroup about other projects before hiring them for this one. As a marketing strategist, I’m looking for the thinking before the doing, and I knew that Scott had very strong instincts around branding. In my mind, he’s one of the best in terms of his ability to synthesize and make strategic recommendations, along with having a creative orientation from his design past. I also had full confidence in Jackie’s research abilities, as we’d actually worked together when we were both at different companies. 

How much have you invested with them?

We spent more than $100,000 but less than $250,000.

What is the status of this engagement?

Our work together started in July 2012 and ran through July 2013.

RESULTS & FEEDBACK

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

I’d say that in summary, they do good work. I’ve always been more than satisfied with their approach and execution. For a consulting firm or agency, the real win is whether you come back to work with them again, and I have with MonogramGroup. They’re an agency that I think highly of; they’re very skilled and motivated to do good work. The team takes great pride in the results. For example, Jackie is a fabulous researcher. She makes it easy for clients who may not have that level of expertise in research to understand what she does, how and why she does it, and what the results mean.

When Jackie, Scott, and I were brainstorming the results that we got, we had a lightbulb moment and knew what the results meant. When you have an opportunity with an agency to have a lightbulb moment, you know you’re onto something. MonogramGroup always looks at each client individually and considers what’s best for them. They’re energetic and thoughtful, and their solutions are spot-on.  

When our partnership with the client ended, we left them in a very favorable position, and they were pleased with our work. I’d say we did a good job if we pleased a board of 30 members.

How did MonogramGroup perform from a project management standpoint?

MonogramGroup managed the budget and timeline, and they were never late. Those were partly my responsibilities as engagement lead, but they never under-delivered. They did exceptional work that went beyond my expectations. I think they were very excited about the potential of this client and where the work was going to go. They also had some experience in this sector before, so this was a fun project for them.

What did you find most impressive about them?

MonogramGroup is smart. I think there are a lot of agencies who don’t have a research component or a strategic lens to branding, and they rebrand for the sake of rebranding. I didn’t get that sense with MonogramGroup; they look at the client and think about what the best thing is that they can do for them. First, they start with the brand positioning, asking questions like what is the brand? What are they trying to accomplish? Then, they put the creative energy behind whatever is best for the client.

Their strategic energy gets embraced by the creative aptitude. They do better than good branding, which is born of Scott’s mentoring and coaching. Working with them, I always get the feeling that I’ll get something that has integrity and rigor to it, and that I’ll be able to justify why I’m making that recommendation to the client. 

Are there any areas they could improve?

I haven’t worked with them in many years, so I wouldn’t critique them now. There were things we had to course correct in the moment. I could be critical of how things were presented, but at the end of the day, we got what we wanted, and we did a great job for the client. 

Anytime subcontracting is involved, both companies need to adapt to how the other works. We didn’t experience a lot of grinding gears in that regard. There can also be the sense that, when working with a subcontractor, they’re an arm’s length away, but that was not the case with MonogramGroup. Sometimes agencies need to be encouraged to think on behalf of the client in addition to honoring their own design integrity, but those are real-time adjustments.

Any advice for potential customers?

Be active participants within the solution. Give MonogramGroup the room to be strategic and creative. Encourage them and be a good collaborating partner, because that energy ultimately gets the best result. In your work with any great agency, hold on for the ride; you might go in some directions that you hadn’t planned on going in order to get the desired outcomes. Trust that process.

BACKGROUND

Please describe your company and your position there.

I am an outside consultant working with clients on a range of organizational and leadership initiatives. Over the years, I have had an opportunity to collaborate with Monogram on shared client projects.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MonogramGroup?

I have hired Monogram on several branding, messaging and repositioning initiatives over many years.

What were your goals for this project?

Goals range from logo and brand identity development; web redesign; collateral material; messaging and branding strategy.

SOLUTION

How did you select this vendor?

Monogram is one of the rare agencies that understands the client's business. Rather than focusing solely on the bells and whistles in the marketing tool kit, they peek under the hood and develop provocative, novel, highly creative approaches to differentiate the client.

Describe the scope of their work in detail.

I am not at liberty to share specific details about any single project.

What was the team composition?

I worked directly with the president and creative director on most projects.

RESULTS & FEEDBACK

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

My clients love Monogram. They appreciate the level of service, ingenuity and value for the dollar.

How effective was the workflow between your team and theirs?

Highly effective. They don't waste your time. They also anticipate issues and come to the table with palatable solutions.

What did you find most impressive about this company?

These are savvy business people.

Are there any areas for improvement?

Nope!

BACKGROUND

Introduce your business and what you do there.

I’m the director of business development for Industrial Opportunity Partners (IOP). We’re an investment firm that acquires industrial businesses and I’m in charge of marketing and deal-generation efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Monogram Group?

Our website was over 10 years old and entirely out of date. We wanted to refresh our image with a new website and branding message to match.

SOLUTION

What was the scope of their involvement?

The Monogram Group began the project by reviewing several internal and external groups. They spoke to our financing sources, investment banks, management teams, operations groups, etc. to refine our messaging. They narrowed in on our core values and helped create a set of language for us to use moving forward.

From there, they began redesigning our website and incorporating the new branding visuals. They developed the site and marketing collateral utilizing the updated messaging strategy. We followed their suggestion and invested in professional photography for our pages. Currently, the team helps with updates for the site and are available for support.

What is the team composition?

Scott (President, The Monogram Group) has been our main point of contact for the creative aspects of the project. We work with Chip (Creative Director, The Monogram Group) on design tasks.

How did you come to work with The Monogram Group?

We interviewed several firms that had experience in the private equity industry. We wanted an agency that had done projects similar to ours, and The Monogram Group showed they were capable of it. We were impressed by their technical and creative skill sets.

How much have you invested with them?

We’ve spent between $75,000–$100,000 on the project.

What is the status of this engagement?

We began working together in March 2018 and the engagement is ongoing—the team still provides support for us when needed.

RESULTS & FEEDBACK

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

We now have a coherent marketing program that clearly conveys our messaging. We’ve received plenty of compliments on the site from our users, customers, and partners—people are impressed with the sophistication of our materials. Thanks to the work from The Monogram Group, our platform is a useful tool and resource, which helps us gain potential clients.

How did The Monogram Group perform from a project management standpoint?

The team is responsive and we hear back from them almost immediately. Our communication is efficient—we’re in frequent contact with the project leads.

What did you find most impressive about them?

Their level of expertise within their industry and knowledge about our niche market stands out. We value their insight into our own business, as we don’t do this type of work often and they guide us through it. Their team is helpful and experienced.

Are there any areas they could improve?

We can’t think of anything for them to do better; we’re fully satisfied with The Monogram Group.

Do you have any advice for potential customers?

Having a clear vision for the project and conveying it to The Monogram Grop will help you achieve your goals. Also, take advantage of their specific experience and background if your company is in our industry.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of AHP Servicing, a crowdfunded, socially responsible financial services company. We primarily purchase defaulted residential loans and work with homeowners to help them keep their homes.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Monogram Group?

When we started AHP Servicing, we needed a partner to help us develop our brand, color, and style as well as develop a website.

SOLUTION

What was the scope of their involvement?

The Monogram Group started off by working on our brand and website design. They now do ongoing marketing in the form of Google Ads and B2B and B2C email campaigns.

What is the team composition?

We interface with the CEO and two associates.

How did you come to work with The Monogram Group?

I sought out referrals from business associates and did some online research. I then sent out an RFP and interviewed three companies, and The Monogram Group won.

How much have you invested with them?

We’ve spent between $30,000–$40,000.

What is the status of this engagement?

We’ve been working together since May 2018, and the partnership is ongoing.

RESULTS & FEEDBACK

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

We’ve received great feedback on the company branding and colors, and our customers love the design of the new website.

How did The Monogram Group perform from a project management standpoint?

They have excellent project management; it’s definitely one of their strengths. They use Basecamp, which is interactive and user friendly.

What did you find most impressive about them?

Their execution and project management are superb. The team is practical and results oriented, ensuring that tasks are done well and within budget. They treat our marketing dollars as their own, spending them on things that will have the best ROI.

Are there any areas they could improve?

No.

Do you have any advice for future clients of theirs?

Be organized and open to collaboration. They offer great feedback that we’ve adopted on a number of occasions.

BACKGROUND

Introduce your business and what you do there.

We’re a midmarket direct lending firm that provides loans to small and mid-sized businesses based in the US. I work on the marketing and investor relations team.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Monogram Group?

We hired The Monogram Group to refresh our website and materials to modernize them.

SOLUTION

What was the scope of their involvement?

Our rebranding engagement with The Monogram Group included various elements. For our visual identity, their team updated our color scheme and cleaned-up the template for marketing materials, such as email templates and fact sheets. They hired a production team to create a video and portraits for the site.

The Monogram Group completed a holistic overhaul of the materials and website through messaging and branding. To figure out content for the site, we researched and reviewed our competitors. They also assisted with an ad campaign.

What is the team composition?

We primarily worked with Scott (President, The Monogram Group) and Chip (Creative Director, The Monogram Group).

How did you come to work with The Monogram Group?

We looked at a few agencies and the work they’ve done for our competitors. The Monogram Group’s proposal showed value and quality of work in their assessment as opposed to other plans we received.

What is the status of this engagement?

We worked with The Monogram Group from December 2017–2018.

RESULTS & FEEDBACK

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

The bulk of the work is finished, but we periodically ask for their help on minor projects here and there. We received positive feedback about our website from various client segments.

How did The Monogram Group perform from a project management standpoint?

Their project management was outstanding. Scott and Chip spoke to us daily. They were responsive and happily hopped on the phone to address any concerns. The Monogram Group did a fantastic job shepherding the project.

What did you find most impressive about them?

I haven’t worked with other providers in this specific segment. We’re satisfied with the results we’ve gotten from The Monogram Group.

Are there any areas they could improve?

Nothing specific. All areas they could improve on relate directly to our organization.

Do you have any advice for potential customers?

Hire The Monogram Group to maximize the experience fully.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Red App Reading. Our nonprofit dedicates its time to helping the reading needs of children in the United States, China, and South America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with the Monogram Group?

We were trying to penetrate the Chinese market. There are several significant legal and cultural hurdles to overcome to do that.

SOLUTION

What was the scope of their involvement?

Scott (President, The Monogram Group) is well connected in China and has a great understanding of the hurdles we were facing. John (Director of China Region, The Monogram Group) completed market research through surveys. We received comprehensive data on how to position for a successful launch in China.

The Monogram Group completed everything under the marketing umbrella. They assisted with branding, revamping our online presence, product placement, market research, and competitive analysis.

What is the team composition?

My primary contacts were Scott and John.

How did you come to work with the Monogram Group?

We hired a company that finds marketing firms for businesses. The Monogram Group popped up, and after we interviewed each other, it seemed like a good fit. Scott also has had a lot of experience working in China and helping businesses break into that market.

How much have you invested with them?

We invested around $50,000.

What is the status of this engagement?

We worked with them from Jan. 2014 to June 2015.

RESULTS & FEEDBACK

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

The Monogram Group has opened a lot of doors for our group in China. We have a good sense of what it's like to immerse ourselves there. They comprised several reports, and we plan on using them once we get the next round of funding.

How did the Monogram Group perform from a project management standpoint?

Scott is one of those rare people who knows how to find the balance between being too involved and not being involved at all. We’re comfortable working with him. If we need him, he’s there. The Monogram Group makes sure we’re fully satisfied with the services, and it has been a pleasure working with them.

We talked weekly and talked to John every couple of days for several months. We emailed, talked on the phone, and spoke on Skype. We were able to meet Scott in person during a productive dinner meeting.

Getting into China is expensive. Scott is still in the loop about what is happening, and as soon as we get the next round of funding, we’re picking up where we left off.

What did you find most impressive about them?

Scott has a great strategic mind, which not a lot of people. He can take a complex issue and figure out what the optimal solution to that problem is. He is also to get in there and make sure your company has a successful implementation.

Are there any areas they could improve?

No, I don’t think so. We’d still actively be working with the Monogram Group if we had adequate funding. That is not an issue of theirs.

Any advice for potential customers?

Raise your bar and expect the best because that’s what you’re going to get with the Monogram Group.

BACKGROUND

Introduce your business and what you do there.

I'm a former member of an international business law group.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Monogram Group?

We engaged The Monogram Group for a logo redesign.

SOLUTION

What was the scope of their involvement?

The Monogram Group sat down with our team to learn about our business, goals, and challenges. They spent a lot of time coming up with 15–20 logos based on our feedback that we narrowed down gradually until we had three to present to our board of directors to choose from.

What is the team composition?

I mostly worked directly with Scott (President, The Monogram Group), as well as a couple marketing staff.

How did you come to work with The Monogram Group?

I knew Scott from another network we're both members of and he came highly recommended from a few other companies. I also liked his ideas and approach compared to others we were considering. 

What is the status of this engagement?

We worked with them from around August–November 2013.

RESULTS & FEEDBACK

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

We had a very high profile launch of the new logo The Monogram Group designed, and it was very well received across the board. The fact that the logo hasn't changed in many years and is being trademarked is a testament to the organization's satisfaction with their work.

How did The Monogram Group perform from a project management standpoint?

They were very responsive and timely with their deliverables. Scott and I touched base at least a few times a week throughout the engagement.

What did you find most impressive about them?

They're very hands on in their approach and take their time getting to know the business thoroughly. They developed very inventive logo options that effectively represented the organization.

Are there any areas they could improve?

No. We were very satisfied with the experience overall.

BACKGROUND

Please describe your company and your position there.

At the time, I was the VP of global marketing and brand management for Life Fitness, a division of Brunswick Corporation. Life Fitness manufactures consumer and commercial fitness equipment that’s sold in over 80 countries.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Monogram Group?

Independent distributors had handled our company for many years. As a result, the brand was different and disjointed from country to country. When working with global customers who operated in multiple countries, this confusion became a problem. We hired Monogram Group to develop a global brand that customers could recognize around the world.

What were your goals for this project?

We wanted to develop a unified, globally accepted brand with authentic positioning we could own and differentiate. Originally, it had been aimed towards professional athletes. Our new target audience was average people interested in improving their fitness. Ultimately, we intended to visually execute the new brand internationally since over 50% of our business was coming from outside the US.

SOLUTION

How did you select this vendor?

Our business had 25 years of marketing experience in Chicago. We interviewed both international agencies with offices in Chicago and local mid-sized agencies. The Monogram Group had the experience we were looking for. They were the right size company and seemed like they could help us gain attention in the market.

Describe the scope of their work in detail.

The Monogram Group researched the current brand positioning of our brand and key competitors in multiple countries. They also assessed the current brand positioning among key customers, distributors, and employees. Based on the findings, they developed potential new positionings for our brand and tested them with stakeholders, employees, and consumers.  After we chose the winner, they developed and distributed the new brand guide globally.

What was the team composition?

The Monogram Group assigned senior account, research, and creative employees supported by their more junior people to our project. I was the primary contact from my company during the research phase. We brought in our brand and creative teammates as we entered the global distribution phase.

RESULTS & FEEDBACK

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

Although some long-term employees missed the hardcore athlete positioning from the past, having a more accessible brand has opened doors to new customers we hadn’t been able to reach.  Our international customers started buying more of our products. We’ve also gotten new types of B2B consumers like hotels, hospitals, and rehabs. Revenue grew from $551M to $653M in two years following brand relaunch. Much of this value came from new customers and markets that had rejected the old brand.

How effective was the workflow between your team and theirs?

Given The Monogram Group’s medium size, communication was easy. We interacted directly with the senior team.

What did you find most impressive about this company?

The Monogram Group has a keen ability to gain insight from our global partners. They excelled at developing a differentiated brand that’s been impactful in over 80 countries.

Are there any areas for improvement?

Not that I can think of. This project was one of the most meaningful and enjoyable of my career.

BACKGROUND

Introduce your business and what you do there.

I’m the salon owner of The Weave Shop, a franchised hair salon that mainly caters to the African American community and specializes in weaves.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Monogram Group?

We needed a partner to update our look, make new promotional material, and refresh our image.

SOLUTION

What was the scope of their involvement?

The Monogram Group updated our promotional material, making new posters and adjusting the logo. They conducted market research by interviewing our clients and asking them what was important to them when visiting our salons. They then used those answers to create our new look. The Monogram Group also did a photoshoot and made sure all our franchises had the updated materials.

What is the team composition?

We worked with their creative director.

How did you come to work with The Monogram Group?

We did some research and interviewed a few different marketing companies. We thought The Monogram Group was the best fit, so we hired them.

How much have you invested with them?

We spent between $50,000–$80,000.

What is the status of this engagement?

We worked together from January–June 2012.

RESULTS & FEEDBACK

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

The results were positive, and both the customers and franchises are happy with the new materials. They’re timeless, so we can use them for many years without looking old or outdated. In fact, we’re still using them. It really helped make us look more cohesive, professional, and current.

How did The Monogram Group perform from a project management standpoint?

We had a weekly conference with their creative director, who was always strong and punctual. They consistently delivered on time and kept all of their promises.

What did you find most impressive about them?

They have an extremely skilled team. We provided a rough explanation of what we needed, and they did a great job of developing a project that met those needs.

Are there any areas they could improve?

Our project was too short to see any long-term issues, but everything went smoothly.

Do you have any advice for future clients of theirs?

If you want to take your business to the next level, hire The Monogram Group.