Red Cup Agency

BACKGROUND

Introduce your business and what you do there.

Keeping Forests is a coalition composed of more than 40 partners. We're conserving the natural, economic, and cultural value of responsibly managed Southern forests. We came together to work with people, companies, and other entities to highlight and promote all the great work that private landowners are doing in the Southeastern part of the US.

I’m the senior advisor for ecosystem services, champions, leaders, and organizational development. I help define and implement our strategy and manage long-term plans for two of our implementation teams, which are the ecosystem services team and the leadership team. I also oversee both of their shorter-term efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

We wanted to reach out to a wider audience to help raise awareness before the COVID-19 pandemic, and we decided to do forums on the intersection of forests and water in the Southeast. We tried to connect private landowners, ecosystem service providers, and potential investors to ecosystem services. However, we had to shift from in-person meetings to online meetings. 

Eventually, we had to reassess the effort. People were getting tired of online meetings and being on Zoom even in well-organized conferences, so we might not be able to reach our target audience. As a result, we rethought our content and decided to produce it over a longer arc of time. Ultimately, we settled on creating a podcast series. However, nobody on our team had ever done a podcast series before. A couple of us had been guests on podcasts, but we’d never done production, layouts, and others. That was why we needed Red Cup Agency.

SOLUTION

What was the scope of their involvement?

Initially, we gave Lee (Founder) our ideas. He used Airtable and put every piece of information we gave him into it. He laid out everything; we had a conceptual model of the podcast, and Lee provided a structure to it. Then, I hosted two of our 10 podcast episodes because I wanted to go through the recording process myself before I told other co-hosts how it should be done. Lee coached me a little bit at first. He also joined our team meetings and answered questions. 

At present, we record an interview every week, and Lee uses a different site to record audios. We’ve settled on one type of microphone because it makes us sound consistent. Meanwhile, I’m using a different microphone because it has better quality, and it might also be easier for Lee to use during post-production. For the episodes, we meet with people. Sometimes, Lee is present, depending on when we can schedule our guests. We also have co-hosts. We talk them through the process, ensuring that they have their headsets. Then, we do the recording sessions with the co-hosts and guests.

After that, Lee takes the recordings, gets sound editors, and obtains transcripts. I work with him on reviewing those transcripts on the backend. We do the reviews on Google Documents, where we also make edits. In post-production, we check whether we have perfect transcripts that we can post. Lee has also given us suggestions on our website. One of his suggestions is to put a button on each one of the episodes on the podcast’s landing page to encourage people to join our mailing list.

What is the team composition?

Lee is our primary contact, and he has a team that works on other tasks.  Beyond him, I get scheduling emails from another person.

How did you come to work with Red Cup Agency?

We reached out to a few people. One person on our staff reached out to 3–4 people who all recommended Red Cup Agency. From the get-go, I had a feeling that we would work with Red Cup Agency due to their staff’s mannerisms and how they handled the questions that we had.

We were very upfront that we were nascent, so we’d probably end up asking questions that would make them laugh. However, Lee was amazing and didn’t make fun of our questions. During this process, he was available and willing to answer both our big and small questions. As a result, we hired them. 

How much have you invested with them?

We’ve spent over $25,000. 

What is the status of this engagement?

The project started in August 2020, and it’s ongoing.

RESULTS & FEEDBACK

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

Our podcast’s landing page is our most visited page out of any site pages, and Lee has managed us well through the podcast series. We've asked him questions, and he's been gracious in offering his suggestions. From the first meeting we had, it’s been clear that he’s experienced. Moreover, as a wildlife biologist, podcast creation isn’t my world. However, I'm learning and it’s been great for me. I recently took over the website, and I'm slowly making changes to it. 

Overall, I’ll absolutely give Red Cup the highest praise possible. Working with them has been a fantastic learning experience for us. It's been wonderful having them involved in our project, and we couldn’t have done it without them. Their team has the depths and breadths of experience in podcast production and communications that will serve anybody's needs.

How did Red Cup Agency perform from a project management standpoint?

They’re transparent and upfront in terms of scheduling. We meet for interviews knowing that if we can schedule and finish them quickly, Red Cup can go into the initial transcripts, work with the audios, and post the interviews faster. This way, we don’t slow down their process. Meanwhile, they’ve always delivered when they say they will. 

Lee also walks us through the tools he uses. Everything is laid out, and all the documents are clear. As the executive producer of the podcast series, I have a dashboard that I can go to, and Lee also has access to it. He has a transparent process, which has been evident from our first meeting to all the little things we’ve done. He tells us to relax, have fun, and try not to read the questions too much. He also urges us to smile because it comes across on the audio when we’re not smiling or when we're having a good time. He’s given us dozens of those suggestions, and if not for him, we would’ve been lost.

What did you find most impressive about them?

What I appreciate about Red Cup from the get-go is that they’re professional. From the beginning, I’ve had a feeling that they’re competent and that they’re going to be a true partner for us.

They’ve also said that podcasts use long-tail strategies. We have to produce content that will stand the test of time, especially in the responsibly managed forest niche. It’s important for us to work with an agency that reminds us of this approach, and Red Cup has done that. 

Are there any areas they could improve?

No, there weren’t any. I can’t think of anything that I want them to do differently other than have them join our internal staff. 

Any advice for potential customers?

If you come in with the sense of what you want to do, Red Cup will help you think through that. If you want to go and work with them — and if you’re lucky enough to have them — you’ll be pleased with not only their process but the end product they provide.

BACKGROUND

Introduce your business and what you do there.

I’m the director of content marketing at Glassdoor, one of the largest job search sites in the world. We do job searches, recruiting, and employee branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

We were launching our first branded podcast and although we had the internal talent, we needed an expert in the podcasting space to help us create it.

SOLUTION

What was the scope of their involvement?

Red Cup Agency was instrumental in the ideation phase, helping us build the concept for the podcast. They helped with everything related to the production, ranging from the intro music to studio booking. They found audio engineers, helped with mixing and mastering the episodes, coached us through the interviews, and handled voiceovers and editing. 

What is the team composition?

I work directly with Lee (Founder, Red Cup Agency) and two other members of his team support us. 

How did you come to work with Red Cup Agency?

We considered a few companies, but Red Cup Agency’s price point and attention to detail stood out to us. We also liked that they don’t take on a ton of clients or brands, so it felt more like a boutique experience that would be very hands-on. We felt like we’d be a priority and they really aligned their vision and values with our own. They had a keen ability to understand what we were trying to accomplish and keep it front of mind. 

How much have you invested with them?

We began working together in June 2019 and our engagement is ongoing. 

What is the status of this engagement?

We’ve spent just under $20,000. 

RESULTS & FEEDBACK

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

Working with Red Cup Agency has definitely paid off in leaps and bounds. Overall, we’ve just received rave reviews and almost have a perfect rating on Apple Podcasts. In the first two weeks, we became the number one career podcast on that streaming platform, too.

Through focus groups, surveys, and online reviews, we’ve heard great feedback on the high quality of the podcast. People find it informative, full of energy and very well-produced. It is very on-brand with our company and differentiates us from other job search websites. 

How did Red Cup Agency perform from a project management standpoint?

Working with their team is incredibly easy and effective. They’re a collaborative team so we work together to manage the efforts, even though we’re in different locations and the work is done remotely. We leverage Google Drive and conference calls to ensure we’re all up to speed on the progress. We also use Slack to ask questions, provide commentary, and brainstorm. 

They’re a top-notch team when it comes to project management, especially on the production side. Every studio they arranged for us to work with has felt like a true extension of Red Cup Agency, so it’s been great. There’s never been a lost file or unclear status about the process because everything is laid out and executed impeccably well. 

What did you find most impressive about them?

Simply put, they produce quality content—their focus and ease show they’re a true, experienced partner. We feel confident working with them and know they’re guiding us along the way, so we never feel alone.

Are there any areas they could improve?

No, there’s nothing to improve. 

Do you have any advice for potential customers?

Be clear about what success looks like to you since it looks different to everyone. Tell them what your primary focus is. They’re a partner, so it’s important to be as clear as you can be. 

BACKGROUND

Introduce your business and what you do there.

I’m the author of Getting Past Anxiety: An Inspirational Novel to Reclaim Your Life.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

I wanted to build my business platform. I started with a webpage and accounts on Facebook, Twitter, and Instagram. I worked with a webmaster but eventually needed additional expertise.

SOLUTION

What was the scope of their involvement?

They built a web platform from scratch and populated the entire site. The team then created a digital strategy, which involved social media, podcasts, an audiobook, and an e-book. They also helped me publish articles in two national women’s magazines. The ad campaigns started about four months into the engagement; Instagram marketing began two months ago.

How did you come to work with Red Cup Agency?

I researched a few agencies in California. Red Cup was highly-recommended; their site had great service descriptions. We exchanged emails and later spoke about my priorities for the collaboration. We then agreed to move forward with work.

How much have you invested with them?

I’ve spent over $30,000.

What is the status of this engagement?

Work started in March 2017 and is ongoing.

RESULTS & FEEDBACK

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

I have 1,500 Facebook followers, but Instagram has been the most successful channel. I’ve been very pleased with their work and communication. They’re open to new ideas and committed to my success.

How did Red Cup Agency perform from a project management standpoint?

They’re perfectionists, especially for audiobooks and e-books. I appreciate that focus because it creates good products. They’re also knowledgeable in their field.

What did you find most impressive about them?

Their commitment distinguishes them.

Are there any areas they could improve?

No. I’ve been pleased with the results.

Do you have any advice for future clients of theirs?

Trust what they have to offer.

BACKGROUND

Introduce your business and what you do there.

I was the COO of Brandboom, a company that builds a software for wholesale fashion companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

Brandboom is a B2B startup within the tech space for fashion. It’s a very specific niche but also a large niche within the fashion industry and entrepreneurship in general. We wanted to provide valuable information to those entrepreneurs creating their own fashion businesses. Our content ranges from issues of how to get funding to managing a product release to changes in the industry. We needed to make sure that we were providing information of the utmost value to help them pursue their endeavors. We also needed to speak the language of those fashion company founders but not attract the attention of the fashion consumers themselves because those are two different demographics.

SOLUTION

What was the scope of their involvement?

Red Cup supported our content marketing. They helped us pitch to many of the channels that we wanted to distribute on. We identified the channels—like websites and blogs—where we wanted to get our name out. We developed a two- to three-pronged approach to understand what would best resonate and what specific tactics and material to use based on the type of channel we were targeting.

They also created a podcast series for us. They identified people as potential guests to feature on the podcasts. They put together the questions and answers based on the topics, ensuring that they were appropriate for the target demographic. We produced between five and seven episodes.

What is the team composition?

Lee.

How did you come to work with Red Cup Agency?

I found them through online research.

How much have you invested with them?

I would say about $30,000-$50,000.

What is the status of this engagement?

We started working together in January 2017. The engagement finished in January 2018.

RESULTS & FEEDBACK

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

We had 6 or 7 conversions coming from Red Cup’s work alone over the course of the six to seven months after we started the engagement. Each customer acquisition was worth $1,000–$2,000 to us.

Within a month of producing our podcast, we had over 1,000 views and listens. We had actual sales and conversions from those podcast engagements as well.

There was a lot of synergy with our SEO strategy as all of the content produced was repurposed to optimize for our website. For example, we used the podcast transcripts as written content. We were able to move up a number of positions in the rankings within six months. They’ve been able to reuse much of the original content that was produced.

How did Red Cup Agency perform from a project management standpoint?

They were very easy to work with. We would give them an idea and they would come back with three or four more. They were good at managing expectations. They could turn things around really quickly and they used a lot of good tools for communication.

What did you find most impressive about them?

I think their understanding of how we want to tell our story to the rest of the world and his ability to translate that into something that we can actually succeed with. 

Are there any areas they could improve?

When we first started working with them, there was a period of back-and-forth while they understood how to write for our targeted demographic. Many times, when you hire writers, they kind do their research online and then follow the language of the things that they’ve researched. In that early period, we had to message text for them. After about a month, they got into a rhythm and started to understand exactly how we wanted to use our brand voice.

Do you have any advice for potential customers?

Have a good understanding of your own customers. I think that’s the most important thing for any vendor that you work with but particularly for companies like Red Cup who produce content for you to tell your story to the world. The better that you understand your target audience, the better they’ll be able to deliver.

BACKGROUND

Introduce your business and what you do there.

I’m a co-founder of UnSit. We manufacture treadmill desks made for the office and promote healthy lifestyles in the workplace.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

We needed help with online visibility and improving our organic search results.

SOLUTION

What was the scope of their involvement?

Red Cup wrote press releases for us and submitted story ideas to online and print journals, writers, and producers. They also developed a blog page for our site and started uploading content regularly.

They did several things to increase brand awareness including submitting content to external blogs, creating a regular email outreach program and compiling a 60-page e-book that incentivizes email subscribes. They also found several opportunities for me to participate in various podcasts.

They came up with the idea of creating an industry award for those that actively promote healthy lifestyles in the workplace. These awards also led to more blog content, which turns into more publicity. We’re in the process of developing a new product that will be more price-competitive. Once we get that to market, we plan to re-engage Red Cup.

What is the team composition?

Lee (Public Speaker, Red Cup Agency) was my main point of contact. He had a guy who did nothing but the podcasting piece.

How much have you invested with them?

We invested $30,000 total.

What is the status of this engagement?

We started working together in January 2017, and the engagement concluded in September.

RESULTS & FEEDBACK

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

The podcasts I’ve been on can be found all over the web. The award offering and the e-book were great successes as well.

How did Red Cup Agency perform from a project management standpoint?

Everything was very well organized. They met all deadlines and meetings were always on time. I’d give them an A+ on that. We used Quip and Google Docs for document sharing, as well as Trello to track progress. Communication was primarily via Slack and weekly conference calls.

What did you find most impressive about them?

The quality of their publicity contacts and their ability to recruit external resources were very impressive. They were able to find writers and podcast connections very quickly.

Are there any areas they could improve?

I can’t think of anything offhand.

Do you have any advice for potential customers?

Give them very clearly defined goals so they can create a program that will achieve those goals.

BACKGROUND

Introduce your business and what you do there.

I’m the director of education at Stackup. As an educational technology company, we enable students and teachers to track, measure and report online reading.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Red Cup Agency?

We needed support with launching a branded and endorsed podcast as a way of showcasing thought leadership in our field. At its most basic, our project was about using a podcast to get the word out about Stackup. Ideally, we want our broadcast to highlight amazing current events in our industry.

SOLUTION

What was the scope of their involvement?

Red Cup Agency’s high-level strategic consulting guided the overarching scope down to nuanced aspects, like graphics presentation. From the start, they sought a clear understanding of our podcast’s general soul and ethos. They offered options for the theme music to evoke the feel we desired. The team also spearheads our branding and digital media efforts. They created a Medium publication that pairs each episode with a corresponding blog post. These recaps include embedded links to the original audio content source.

Red Cup Agency created a seamless process both internally and for our interviewees. They not only brainstorm guests but also conduct outreach and scheduling to book them on our show. Our chosen medium is so new that even enthusiastic participants might not know what steps to take. They send out a simple and accessible rundown we termed a "pre-flight checklist." It lays out details like being in a quiet space to preempt delays or rescheduling. During live production, they assess multi-track recording in real time and give live direction to obtain the best audio quality. They manage post-production, editing, and facilitate the launch stage for platforms like Stitcher, SoundCloud, and iTunes.

What is the team composition?

Our main point of contact is Lee Schneider (Owner, Red Cup Agency).

How did you come to work with Red Cup Agency?

Our CEO selected the team as our partner agency for this podcast project.

What is the status of this engagement?

We've wrapped two seasons so far. We’re not currently focused on the podcast, but have different ongoing work together.

RESULTS & FEEDBACK

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

We got direct positive comments from some of the guests, including thought leaders who are constantly doing interviews. From the start, Red Cup helped us internally articulate our exact concept. Once we relayed clear requests, they delivered every time. In 2018, anyone can start a podcast independently. Our show is a cut above this influx of amateur content and never sounds we hit record, stop, and then post it live. Red Cup’s sophisticated cuts, editing, and artistry elevate our performance to a higher degree of professionalism. Listeners can easily discern this distinction in quality. We couldn't evoke the same high-caliber listening experience without Red Cup.

They’ve landed really amazing guests, including ones I’d been reaching out to for years with no response. As soon as Red Cup came on board, I started having recorded conversations with these with major thought leaders. Our branding and outreach flourished as we got to connect with these guests’ own 80,000-100,000 followers. When these new audiences to listen to influencers on our podcast, they learn about Stackup and might even try out our tool. Some of our guests have even subsequently promoted our tool in non-paid spots by their own volition. The team also shares links to our show on their personal social media. This wasn’t even in the scope and has really helped us get the word out.

How did Red Cup Agency perform from a project management standpoint?

Our show demanded hands-on organization and management. Red Cup Agency had to coordinate totally unrelated professional schedules. Even when guests got busy or changed their plans, they navigated this task with ease. From a production timeline perspective, we were always on point. Every single episode was posted on time and we never had delays.

At the executive level, our respective CEOS stay in touch by email. At the project level where I'm involved, we include occasional supplementary phone calls. They also use a project management tool called Quip. It shows guests materials like bios and prepared questions ahead of time to edit or collaborate on. This tool makes sure I never seem like an amateur who would waste their time.

What did you find most impressive about them?

Red Cup Agency met or exceeded every single one of my expectations Their delivery was flawless. Most agencies are great at selling their services, but they actually followed through. They offer a level of directorial and producing acumen you rarely see in a general interview format podcast.

Are there any areas they could improve?

I've been really happy with them. Even when I gave them critiques, they incorporated feedback without an ounce of ego or pretension. Although they're the video experts, they deferred to all my ideas and brought them to life even better than I expected. I really appreciated both their openness to feedback and how well they implemented it.

Do you have any advice for potential customers?

My advice mostly pertains to Lee Schneider. If you work with him, learn about his nonlinear background. His varied skills outside traditional PR brought a uniquely expert lens to our collaboration. Our relational, human connection yielded better results than a transactional client/vendor dynamic.

BACKGROUND

Please describe your company and your position there.

I am the co-founder and chief ambassador of a broadcasting and impact company. We bridge the narratives between business and spirituality to further inspire and serve humanity.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Red Cup Agency?

We hired them to organize, produce, and distribute season one of our podcast.

What were your goals for this project?

We wanted to grow our initial audience and engage them with relevant and uplifting podcast content.

SOLUTION

How did you select this vendor?

My co-founder worked with Red Cup Agency before.

Describe the project in detail.

The project involved the delivery of podcast episodes with basic AI transcript and podcast hosting.

What was the team composition?

Lee (Founder, Red Cup Agency) produced the podcast. We also worked with staff in multiple recording studios. The total team size was probably around 10.

RESULTS & FEEDBACK

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

We garnered five-star reviews on our podcast as well as some touching and positive feedback. Our audience satisfaction was high.

How effective was the workflow between your team and theirs?

Their communication, scheduling, and management were seamless.

What did you find most impressive about this company?

They immediately honed in on what we wanted to accomplish. I was impressed by how quickly Lee understood our goals and how he guided us to deliver effective content during recording.

Are there any areas for improvement?

No, it was perfect.

BACKGROUND

Please describe your company and your position there.

I’m the founding member of CatchLight Films, an independent film and content production company based in Los Angeles.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Red Cup Agency?

We hired the Red Cup Agency to consult with us on the creation and marketing of a podcast called "CATCH A BREAK," which is a guide to breaking into the entertainment industry.

What were your goals for this project?

We want to create 8 episodes with guests and supplements in time for our launch in 6 months.

SOLUTION

How did you select this vendor?

I’d previously worked with Lee (podcast producer, Red Cup Agency) on another project. We loved his work ethics and insight. I knew he would be able to guide us to make a better project.

Describe the project and the services they provided in detail.

Lee reviewed all our materials. He provided comments on our episodes in both the rough and final formats.

What was the team composition?

We primarily worked with Lee.

RESULTS & FEEDBACK

Can you share any information that demonstrates the impact that this project has had on your business?

Launch for the project is estimated in a few months.

How was project management arranged and how effective was it?

Lee met with us regularly and held several conference calls.

What did you find most impressive about this company?

Lee's knowledge and flexibility are are the reason we enjoy working with Red Cup Agency. Our entire team was very impressed by his demeanor and insights.

Are there any areas for improvement?

No.