Paragraphs, LLC

BACKGROUND

Introduce your business and what you do there.

I'm the US Marketing Director for Optimas Solutions. Optimas is the leading global industrial manufacturer/distributor and service provider specializing in fastening and supply chain solutions for manufacturers seeking to improve efficiency and profitability.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs, LLC?

We needed strategic brand counseling.

SOLUTION

What was the scope of their involvement?

They provide strategic brand counseling and guidance. They also do brand architecture and full-scale design execution, both print and digital.

Paragraphs, LLC is an end-to-end solution for the company. They’ve done full-scale websites, corporate brochures, sales enablement tools, digital advertising, and anything graphically-related at a tactical level.

What is the team composition?

We regularly interact with the principals of the firm and two key designers. They have partners to draw resources from, as needed, to meet our needs.

How did you come to work with Paragraphs, LLC?

They were already working with the company when I joined and they have a very positive approach.

What is the status of this engagement?

We began working together around January 2019, and our relationship is ongoing.

RESULTS & FEEDBACK

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

The team is a differentiator for my company. Our brand presentations, sales enablement tools, lead generation, and assets they create for us are top-flight. They are our primary firm for marketing, design strategy, and asset execution. 

How did Paragraphs, LLC perform from a project management standpoint?

They’re extraordinary, possessing a rare level of quality in today’s marketplace. They set up meetings, and lead us where we need to go. We communicate via phone and email.

What did you find most impressive about them?

We have a like-minded collision of creativity. They provide excellent service and are creative, confident, and experienced. They inspire my team to be more imaginative and instill us with the confidence to deliver. They also have a great partner network that they bring to the table.

Are there any areas they could improve?

No, there’s nothing. 

Do you have any advice for potential customers?

Working with them is a wise choice and you will be in good hands. They can, and will, deliver everything they say.

BACKGROUND

Introduce your business and what you do there.

I’m the president, owner, and founder of a SaaS provider that serves broker-dealers and banks. Our customers include the largest banks and brokerage firms in the country. We manage the surveillance and optimize the execution of transactions that broker-dealers conduct, typically with retail customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs LLC?

We’re a technically-driven firm that’s focused on internal development, so we felt that we weren’t doing enough in terms of marketing and branding. We were seeking a corporate facelift, so we relied on Paragraphs LLC to give us a more modern look.

SOLUTION

What was the scope of their involvement?

They’ve provided branding for us, particularly around how we visually present ourselves. Their work so far has included logo development, color palette renewal, web development, and collateral design. We’re still in the middle of the engagement.

What is the team composition?

We’ve interacted with three teammates; two designers and their president partner.

How did you come to work with Paragraphs LLC?

We’re based in Chicago and wanted to work with a local firm. We surveyed a range of websites, contacted a number of firms, and found that Paragraphs LLC was the most appealing choice.

How much have you invested with them?

We’ll probably have spent around $100,000 by the time we wrap up our first engagement.

What is the status of this engagement?

The partnership began in January 2020 and is ongoing.

RESULTS & FEEDBACK

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

It’s too early to say about results. COVID-19 has also sidetracked our progress, so we’re still waiting to see the impact of our engagement with them. That being said, they’ve done a very good job of not letting the pandemic interrupt or interfere with our ability to deliver a product. They’ve demonstrated their ability to pivot in the face of extreme challenges.

They also seem to be the perfect size for us. We get a lot of attention and a lot of eyes on our projects, which we appreciate.

How did Paragraphs LLC perform from a project management standpoint?

They’re very responsive, so I’d almost always hear back from them by EOD. We held Microsoft Go meetings, and we also talked via phone.

What did you find most impressive about them?

While we’re a “geeky” firm without much experience working with marketing firms, we appreciate that they’re a smallish, local provider. We sense their commitment to us in working with them. I feel that that’s harder to find with larger organizations.

Are there any areas they could improve?

I’ve been completely happy, so I don’t have any constructive feedback at this point.

Do you have any advice for potential customers?

They’re very easy to engage and work with. They’re a modern-feeling organization that can give you a modern look, too.

BACKGROUND

Please describe your company and your position there.

Service provider for pallet management and recycling programs for large retailers and food and beverage.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Paragraphs, LLC?

Brand Positioning Content Strategy Digital Strategy Advisor

What were your goals for this project?

Stand out with fresh start in a fragmented market Simplification and Distillation of content that Customers value most Simple and practical execution / B2B (no academic fluff!) Results from Customer engagement and shorter sales cycles Digital to enable our growth strategy

SOLUTION

How did you select this vendor?

Research and true roll up the sleeves partner and expertise in B2B Understands how to work with PE backed companies

Describe the scope of their work in detail.

Brand Positioning Content Strategy Digital Strategy Advisor

What was the team composition?

Owners and CCO (me) - simple! Not an overhead heavy model which keeps things simple. Also improves quality and speed to execution.

RESULTS & FEEDBACK

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

Still in it but the pace, quality and fair price are all in line w my expectations.

How effective was the workflow between your team and theirs?

Simple, top to top (owners and CCO - me). Very rare find.

What did you find most impressive about this company?

Ease of doing business They are hard-working and accessible. High quality work Expertise in B2B No B/S model

Are there any areas for improvement?

None at this time.

BACKGROUND

Please describe your company and your position there.

We're a leading specialty distributor to health and wellness practices, including chiropractic, massage & spa, home health and physical therapy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Paragraphs, LLC?

Desire to further differentiate our position in our respective markets.

What were your goals for this project?

Improve master brand positioning to differentiate and have greater appeal to the target audience. Increase frequency and loyalty through rebranding and improved user experience, resulting in incremental net sales, gross profit and contribution dollars.

SOLUTION

How did you select this vendor?

RFP Process

Describe the scope of their work in detail.

Utilizing market research (currently being conducted), develop a new visual identity for master brands, including:

• Logo design
• Brand identity (colors, fonts, icons, illustrations, photography art direction, etc)
• Voice
• Website reskinning
• Utilizing market research, identify opportunities to position and differentiate private label brands, including packaging and positioning (ex: premium vs. value)

What was the team composition?

Owners involvement from beginning to end along with additional creative and UX resources.

RESULTS & FEEDBACK

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

Too early to speak to results, but overall feedback from our customers is positive.

How effective was the workflow between your team and theirs?

Paragraphs was extremely flexible in their approach and took feedback and changes to timing well. The entire team was easy to work with and very knowledgeable.

What did you find most impressive about this company?

Their ability to flex and work with our changes to the schedule was great.

Are there any areas for improvement?

Ideally we would have completed some additional market research in advance on company names that would have helped us move through the process more efficiently.

BACKGROUND

Please describe your company and your position there.

Chief Commercial Officer for GC Mogam- Plasma Industry

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Paragraphs, LLC?

AD design Design and development of portable 10x10 national exhbiit

What were your goals for this project?

Complete project in short timeframe Deliver key message of product launch Identify new company in US Utilize company color, design and branding

SOLUTION

How did you select this vendor?

Interviewed several advertising agencies

Describe the scope of their work in detail.

Design, edit, photo selection, color, messaging and coordination with national conference vendor

What was the team composition?

Head designer with firm partner involved at every step

RESULTS & FEEDBACK

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

Great feedback at the conference on color. Exhibit stood out from the competition Excellent traffic and new business contacts

How effective was the workflow between your team and theirs?

Overall, they were very responsive via email and the phone.

What did you find most impressive about this company?

We were impressed by their responsiveness and openness to changes, timeframe, budget and meeting goals

Are there any areas for improvement?

We were very satisfied with Paragraphs and will continue to utilize them on projects

BACKGROUND

Introduce your business and what you do there.

I’m a former marketing communications manager for a healthcare firm. I managed marketing communications for the premixed drug division.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs, LLC?

The products we deliver come premanufactured and all look the same. We needed a marketing firm to design product themes that would entice clients to notice and purchase our goods.

SOLUTION

What was the scope of their involvement?

Paragraphs, LLC joined the project after two other companies failed to deliver the results we were looking for. They took all the market research done up to that point and internalized it. They felt it was their responsibility to bring themselves up to speed on the project and didn’t charge us for the extra time. Once they were involved in the project, they were crucial to every step of the process.

They utilized effective brainstorming sessions to deliver design concepts. We tweaked the concepts slightly and used them as a framework for our remaining product launches that year. They also provided journal ads, sell sheets, brochures, and ideas for internal promotions. Their ability to pivot design strategies and firmly grasp our market research enabled them to succeed where other companies have failed. Paragraphs, LLC were cognizant of our internal goals and approached the engagement to help us achieve them.

What is the team composition?

Rachel (Co-President, Paragraphs, LLC) and Robin (Co-President, Paragraphs, LLC) were the primary points of contact.

How did you come to work with Paragraphs, LLC?

The company has worked with them consistently over the last 20 years. They were only new to me because I previously worked in a different area of the company. Once I joined the U.S. region, it was communicated to me that Paragraphs, LLC was a known entity with an excellent reputation in the company.

How much have you invested with them?

We spent roughly $100,000 on the digital and print marketing campaign.

What is the status of this engagement?

This project began in October 2016 and I believe the engagement is still ongoing.

RESULTS & FEEDBACK

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

Their deliverables were mostly in the form of brochures and journal ads, so there’s no measurable information from that perspective. I don’t have access to information regarding the digital impact as I am no longer with the company. However, I do know that their work was well-received internally.

How did Paragraphs, LLC perform from a project management standpoint?

They kept on task and were the drivers of the timeline. That was an important factor due to the wealth of projects our internal team has going at any one time. We needed someone to proactively reach out to us for feedback and keep the project moving forward. We communicated via phone, email, and in-person meetings. We had weekly status calls and they shared a spreadsheet that detailed what needed to be done next.

What did you find most impressive about them?

Rachel and Robin are a great team. They’re energetic, responsive, and willing to go the extra mile to make a project work. Also, they didn’t sell us the business only to then hand us off to less experienced people. They stay involved through a project’s completion. Additionally, we appreciate their willingness to accept projects of any size. That speaks well of them and their philosophy of providing customer satisfaction.

Are there any areas they could improve?

They offer a casual approach to communication. While I appreciate that method, not everyone likes to operate that way. I recommend that they stay aware of each client’s communication style.

Do you have any advice for potential customers?

I appreciated their ability to absorb raw data and use it to inform their design decisions. Therefore, future customers should provide them as much background information as possible. They’ll do wonders with it.

BACKGROUND

Introduce your business and what you do there.

I am the former EVP of Sales and Marketing at a marketing technology company in the Chicago area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs, LLC?

We were initially looking to do a complete rebrand of the organization to establish new positioning in the marketplace. That included all new content, a new website, and a general refresh of the brand. We then hired them for additional projects, including material for trade shows and vertical marketing campaigns.

SOLUTION

What was the scope of their involvement?

Paragraphs began by conducting a very deep dive into our industry and business. This included competitive research, client interviews, and internal company interviews to get a better sense of the organization as a whole. They then used that information to help us draft new value and mission statements, before moving on to productizing some of our technology solutions.

They also helped us develop messaging for all the vertical markets we were pursuing and developed a new logo, new marketing collateral, and new blogs and social media content. They then incorporated all that work into a new website.

Later on, we hired them again to refresh the website, conduct some vertical marketing campaigns, and help us create material for trade shows.

What is the team composition?

We primarily worked with their owner on strategy and copywriting, and three or four graphic designers and developers.

How did you come to work with Paragraphs, LLC?

We had worked with them in the past, but for this project, we looked at around four different agencies in the Chicago market. We decided to hire Paragraphs because they were local, owned and operated by women, and had a familiarity and relationship with our industry.

How much have you invested with them?

The total cost of our engagement with them was around $1 million.

What is the status of this engagement?

We worked with Paragraphs from July 2014–December 2016.

RESULTS & FEEDBACK

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

Paragraphs’ work allowed us to reestablish ourselves in our market space and gain national recognition. That growth in recognition, along with an increase in web activity following the website redesign, really helped the company transform.

How did Paragraphs, LLC perform from a project management standpoint?

Paragraphs was able to conduct a complete rebranding of our company in just six months, something that is unheard of. The team was very collaborative and able to meet very firm deadlines. They kept themselves and us on task and did a fantastic job of understanding the constraints we were working under. We used a project management tool to assign tasks and keep us in communication, along with conference calls, in-person meetings, and email.

What did you find most impressive about them?

The thing that really distinguishes them is their nimbleness. Larger agencies would not have been able to accomplish what Paragraphs did because they don’t have the same responsiveness and dexterity that a small firm has to offer. It was also great to work with a diversity-focused and extremely creative organization. That creativeness allowed us to do something very different than our industry, but also stand out in a way no one else could.

Are there any areas they could improve?

At the time we worked with them they were trying to build up their web development team, and it definitely needed some improvement. However, it did not negatively affect our project, and I do know they have improved since we worked with them three years ago.

Any advice for potential customers?

It is important to be as open as you can. We were able to give them access to clients and employees, and that really helped them get a better sense of our business. That open access to information and people is important in helping shape the direction of the project.

BACKGROUND

Introduce your business and what you do there.

I work in the corporate sustainability group of Exelon Corporation, a power generation and utility company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs?

Paragraphs have done our corporate sustainability report for the last 17 years. 

SOLUTION

What was the scope of their involvement?

Paragraphs meets with us to help conceptualize elegantly ways to present our dense information for the general public. Then, their team designs the layout, creates infographics, and manages the production of our corporate sustainability report through PDF files, HTML files, and all other mediums. They coordinate printing the report for us. We also work with them to publish our annual summary financial report and some of our internal projects. 

What is the team composition?

I work with their president and designer. I contact them on a weekly basis for about 4–5 months depending on the project.

How much have you invested with them?

We invest $80,000–$100,000 per project.

What is the status of this engagement?

We started in 2001 and the work is ongoing.

RESULTS & FEEDBACK

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

They're excellent at translating complicated topics into easy-to-understand presentations and infographics for our external audiences. 
Their graphics are useful in responding to customers' RFPs and as background information for different regulatory proceedings; They're widely used across the company.

How did Paragraphs perform from a project management standpoint?

Their team is highly responsive and never miss a deadline. They're usually ahead of deadlines and provide excellent guidance on conveying our message to the general public. We have weekly check-in calls and communicate via email when necessary.

What did you find most impressive about them?

Their team is always time on, within budget, and deliver high-quality results. I never have to worry about exceeding my budget, missing a deadline, or hold their hand for a project; They make it real easy. Paragraphs is also adaptable and willing to help with projects outside their core competency, such as our rewards program.

Any advice for potential customers?

Their team is excellent and great at listening. Once you give them your requirements, they'll work hard to deliver results.

BACKGROUND

Please describe your company and your position there.

I was the group product manager for a Fortune 500 company in the healthcare sector.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Paragraphs, LLC?

We were losing product bids because our products, when compared to competitors, were not user-friendly. We needed to change the use, visual appeal and brand image. We hired Paragraphs to help us identify the critical needs and provide branding services, all within a small budget, as the products were considered mostly as commodities.

What were your goals for this project?

We needed to create some utility that set us apart from the competition and aided our bidding process so that we could increase our market share and sales.

SOLUTION

How did you select this vendor?

We had selected a package design house to assist us in our project. However, we were interviewing Paragraphs for marketing a specific product line and were impressed. Considering our small and finite budgets, we decided to ask if they were interested in helping with our redesign/branding project and discussed their competencies, timeliness, and cost versus value.

Describe the scope of their work in detail.

They provided branding and design strategy consulting.

What was the team composition?

The team worked side by side with all of the principles of the firm and contacted us appropriately, along the way, to check and see if they had all the relevant information for proceeding.

RESULTS & FEEDBACK

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

The feedback from our target audience was overwhelming and positive as the design and branding provided the "standout" value and utility we were looking for. The new package and program resulted in an increase in bid awards.

Due to our limited budget, we did not have much money for detailed research. Paragraphs went above and beyond in understaning our target audience—with efficiency and specific targeting—based on a review of our project scope. Paragraphs enhanced our understanding of the product's use.

How effective was the workflow between your team and theirs?

We were in constant contact with the two principles. The project was on time, on budget, and the final recommendations exceeded out expectations.

What did you find most impressive about this company?

Through the process, we learned more about how end users used our product; this helped us better design future products and sales campaigns. The success of this project resulted in a longstanding business relationship with our division as well as an expanding to the corporate brand and my successive position at a Fortune 100 company.

Are there any areas for improvement?

We have always been impressed with the thoughtfulness of Paragraphs and the attention to client goals and budget. They are very good at identifying where budget overruns may occur.

BACKGROUND

Introduce your business and what you do there.

I was the CMO at Aprimo, a global software company in the marketing automation space. We sold software products to CMOs at Global 2000 companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Paragraphs, LLC?

We were preparing to go public and felt that our brand message and images looked more like a startup company than a company that was ready to be listed on the Nasdaq. Because we sold to senior marketing executives at companies like Procter & Gamble, Nestlé, Target, and Walmart, we felt that our brand strategy and execution had to be exceptional. We had a very high bar to attain.

I needed someone with a lot of credibility because we had a lot of strong personalities involved in kind of decisions regarding logo and brand message. The company’s founders had developed the previous branding and visuals so there was a strong attachment on their part. We needed someone that would be able to make strong statements because they had credibility from working with large companies like Hyatt and Coca-Cola.

SOLUTION

What was the scope of their involvement?

We worked with Paragraphs, LLC to redesign our brand architecture and develop the supporting collateral. We started with the brand strategy messaging component of the project. They interviewed customers, partners, and analysts associated with Aprimo in four different countries to develop a set of messaging recommendations. From that, they drafted brand definition documents before developing visuals.

For the visuals, they managed a large professional photo shoot in Indianapolis, our headquarters location. We wanted distinctive photography that aligned with the brand rather than using stock photos. They designed a distinct style and found models and costumes with a unique look.

What is the team composition?

We initially worked directly with one of the co-owners and one other senior person. As we transitioned to execution, we worked with a project manager and marketing expert.

How did you come to work with Paragraphs, LLC?

Because of our internal culture and political dynamics, we needed a partner with strong credibility. I knew Paragraphs, LLC had that because I’d worked with them in the past.

How much have you invested with them?

We spent around $200,000.

What is the status of this engagement?

The project lasted from January to September 2009.

RESULTS & FEEDBACK

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

It's hard to attribute business results just to the project. I can say that, at the time, we continued to grow our revenue at about 30% per year.

Their work was well received by Aprimo’s CMO-level customers with positive feedback from customers around the world. For example, the new logo and branding photography was revealed at a large international customer event in Miami to audience approval. I've been through international branding projects before and it's very hard to come up with something that everyone everywhere likes.

How did Paragraphs, LLC perform from a project management standpoint?

We used a project management tool, maybe Basecamp. They had a very specific process methodology. We were probably one of the smaller companies they had worked with so they were used to having well-defined processes with formal execution and sign-offs.

We had very high expectations and always felt like they were top notch. Their pricing was higher compared to other, smaller agencies that we might have chosen to use but we felt that they lived up to that premium level of expectation.

What did you find most impressive about them?

They’re really committed to having distinctive visuals. They exhibit this passion and commitment through their brand execution. The project I did with them before utilized very impactful photography. In my experience, they’ve found artists in Europe that had special skills and photographers with unique styles. They leave a unique impression that stands out.

Are there any areas they could improve?

They're a small agency and sometimes they had to scramble to put together the necessary resources at peak parts of the project. I think it's the good and bad of being small—you can be creative and dynamic but it can be difficult to scale up quickly. I don’t want to overstate it but there were times when their resources were stretched.

Do you have any advice for potential customers?

I think they're top rate. They're the type of agency that performs best when left to come up with their own ideas. I've worked with agencies that work best when you have the ideas prepackaged for them and they just need to fill in the details and execute. My recommendation is to let them do their craft. Both times that I worked with them on big projects we did that and had great results.