REQ

BACKGROUND

Introduce your business and what you do there.

I’m the vice president of marketing for a wholesale data center company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We use REQ for the public relations side of our business.

SOLUTION

What was the scope of their involvement?

REQ focuses on media and public relations. They help us to strategize around our messaging in the global market space. Their team helps us to write press releases. For example, they’ll write releases about our company entering into new markets or opening new data centers. Their team also develops media lists for those stories and organizes interviews in the hopes of securing media coverage. Their efforts are not only promotional but also proactive. They pitch proactively to secure media coverage in regard to thought leadership. They also help secure awards as well as support our social media presence and content for marketing campaigns.

What is the team composition?

The size of the team is 2-3, including the Vice President.

How did you come to work with REQ?

Our chief commercial officer worked with REQ previously and brought them into the organization because he wanted a PR agency that focused on technology. When I joined the company later, I retained them as our PR firm because I worked with them previously too.

How much have you invested with them?

We pay a monthly retainer and spend between $50,000–$100,000 a year.

What is the status of this engagement?

Our organization engaged REQ in 2018 and our partnership’s ongoing.

RESULTS & FEEDBACK

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

We’re certainly happy with the amount of coverage that we receive from working with REQ, especially around strategic announcements. For example, we acquired a company that gave us a footprint in Canada about a year ago. In February, we launched our services in Europe too. Their team was key in crafting those announcements. They also secured coverage through their own outreach and pitching. We’re certainly happy with them.

How did REQ perform from a project management standpoint?

Their project management’s strong. It’s a partnership, so we’re constantly engaged. We connect daily or multiple times a week informally. We also have calls to review key initiatives and KPIs with a formal report every week. They provide analytics and reports to keep everyone accountable.

What did you find most impressive about them?

REQ’s adaptable and knows the technology sector well. Their team is agile and flexible, which is important because conditions change often. Our ongoing partnership’s the important piece. 

Are there any areas they could improve?

I can’t think of any critiques at this point.

Do you have any advice for potential customers?

Approach the engagement from the point of view of a partnership. Don’t isolate public relations. Rather, make sure to look at what the business needs holistically and how all of the pieces can work together from PR to lead generation. Make sure that all of the agencies and vendors work in sync to benefit the unit.

BACKGROUND

Introduce your business and what you do there.

I’m the president of one of the oldest and largest sauna manufacturers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

When we were a lot smaller, we were doing all of our advertising in-house but everything was getting more complicated. We hired REQ as extra support for these efforts we were managing. 

SOLUTION

What was the scope of their involvement?

REQ manages all of our online advertising, including PPC and social media channels. We also work with them on SEO for our website to get the maximum position for all of our keywords. We do keyword research on a regular basis with them. Their social media support covers Facebook and Instagram. 

What is the team composition?

I primarily work with Danielle (Account Director, REQ). 

How did you come to work with REQ?

We came to work with REQ when they were a different company. Their president bought one of our products and reached out to tell us about their services. We were looking for a team to do that work and they seemed like they knew what they were doing, unlike a lot of other companies. 

How much have you invested with them?

Our ad spend is around $2 million a year, and we pay them around $250,000–$350,000 range. 

What is the status of this engagement?

We started working with them around 2016 and our engagement is ongoing. 

RESULTS & FEEDBACK

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

Our main goal is to increase sales and track it against the return on our ad spend, and they either maintain or move us forward in those areas. We’re seasonal, so they keep fine-tuning the efforts but we rarely move backward. If anything, everything looks better all the time. 

How did REQ perform from a project management standpoint?

It’s been great—they’re very on top of everything and stay on top of us to get what they need from our team. They pretty much do what they say and do it on time, so we have very few problems if any. 

What did you find most impressive about them?

I don’t have a lot of experience with other companies, but from the few I’ve worked with, REQ’s biggest difference is how much they care. They are invested in making sure our project is successful, not just running a campaign to make a commission. They pay attention to all of the details so the nuance allows us to be profitable in our work with them. 

Are there any areas they could improve?

No, off the top of my head there’s nothing I can think of. 

Do you have any advice for potential customers?

It’s helpful to have someone with an understanding of the online advertising world and what the metrics mean for your business. What works for our business might not work for someone else’s. Knowing the high level about how it works will help get the most out of it. No one knows your business like you do, so it’ll help optimize their work. 

BACKGROUND

Introduce your business and what you do there.

I’m a senior marketing manager at a large technology firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We needed help with Amazon advertising.

SOLUTION

What was the scope of their involvement?

REQ helps execute and optimize Amazon search advertising for our products.

What is the team composition?

I primarily work with Tiffany (VP, Client Service, REQ) and Shannon (Senior Digital Marketing Associate, REQ). Shannon is our product manager. 

How did you come to work with REQ?

My company has worked with REQ on other projects. Our work together stems from an outside referral.

What is the status of this engagement?

We began working together at the end of 2018, and the engagement is ongoing.

RESULTS & FEEDBACK

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

I can’t provide any quantitative details for confidentiality reasons. However, they’ve improved our click-through rate, ad optimizations, and sales conversions.

How did REQ perform from a project management standpoint?

They have far exceeded a lot of our expectations compared to other groups we’ve worked with. They’re attentive, have clear communications, can take constructive feedback, and implement changes incredibly quickly. They’re great partners that very quickly earned our trust. We communicate via weekly phone calls and up-to daily emails.

What did you find most impressive about them?

I know they’re a large company working with a ton of partners, but we always feel like we’re their top priority, which is great to feel. 

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Devensoft, a B2B SaaS company. Our software is used by companies to manage their mergers and acquisitions programs.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We hired them initially to handle marketing efforts, and then we moved into using them for SEO services, too. 

SOLUTION

What was the scope of their involvement?

They’ve developed branding collateral and various press releases for us. They produce both print and digital content focused on the features and benefits of our software. Their team has also analyzed our site and helps us optimize the content and pages for SEO purposes. 

For the content efforts, they’ve helped get us recognized by relevant publications for different articles and pieces. Across Twitter and LinkedIn, they post different content and articles. They manage our Google Ads efforts and other advertising needs, too. 

What is the team composition?

Emily is my main point of contact for the engagement. A few others support our project, too. 

How did you come to work with REQ?

I followed a referral from a couple of people who had worked with the original teammates over the years. 

How much have you invested with them?

We’ve spent around $100,000.

What is the status of this engagement?

We’ve been working together since January 2019. 

RESULTS & FEEDBACK

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

As a small business, it’s hard to carve out time for a lot of these activities but they really fill that void for us. The articles that have been getting published are very consistent and serve as a good source of links. They have a myriad of experts who know how to give us the highest value possible. 

How did REQ perform from a project management standpoint?

Their communication skills are strong, even as we’ve added more tasks and needs to the project. We have weekly status meetings and I receive a written report that we review on the phone. Their team is always timely in meeting deadlines and provides a lot of value through managing the work. 

They keep me on task and on schedule, making sure I give them the right amount of feedback on the various tasks we’re working on. If we need to get something done early or make a change, they can adjust to meet our priorities. Overall, we’ve had a great working relationship. 

What did you find most impressive about them?

They work just as hard today as they did when we first started, which is not always the case with other companies. The cadence has continued throughout our engagement—they’ve been consistent from day one. Their thought leadership is impressive—they come with great ideas and are a good sounding board for suggestions. The time they took to get to know our market was crucial because they now understand our value proposition and are able to solve our issues effectively. 

They deliver on their promises, which is a rare thing in today’s world. Their service and work are exceptional—they think outside the box and keep striving to improve. They’re an integral part of our company and we can’t imagine doing business without them. 

Are there any areas they could improve?

They’ve done everything we’ve asked for, so I can’t think of anything. 

Do you have any advice for potential customers?

Have clear expectations from the start. Try to articulate your goals and be upfront about where you need the most help. Then, let them do the work and figure out gaps that you might not be aware of. If both parties know the deliverables, timelines, and budget, you’ll be able to keep the project going for a while. This type of work isn’t done in 30 days, so you’ll need to have a longterm relationship to get the most value. 

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of a high-tech software company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

They were our agency for branding and PR, assisting with lead generation and awareness.

SOLUTION

What was the scope of their involvement?

They helped us gain visibility within the media community, getting placement in media publications that cover the areas our product is used for. Consistently, they’re working to identify key communities that would have interest in our product, build relationships with journalists focusing in these areas, and help with lead generation.

In terms of campaigns, they ran general awareness and initiatives focused on particular verticles. They advised us on the usage of social media and the best venues for our brand there. We’re a B2B software, so we prioritized LinkedIn over other social media platforms. 

Their team was able to place us in several key publications for our target audience and in places important to us. There were also times when we needed extra support to generate content. They refined our messaging to get us on target with our audience. 

How did you come to work with REQ?

I worked with them with my last company and selected them again for similar work. When I started here, we had a different PR agency that wasn’t aligned with what we needed. Six months in, we made the change.

How much have you invested with them?

We’ve spent about $250,000 in total.

What is the status of this engagement?

We started working together in July 2017, and the collaboration is ongoing.

RESULTS & FEEDBACK

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

We track placement and coverage in key publications. Since starting with them, we’ve increased placements year over year. At this point, they know enough about our business to write original content for us. We work in a high-tech field, so it’s difficult to get someone up to speed that well. Their help is greatly appreciated.

How did REQ perform from a project management standpoint?

We have a weekly meeting where we discuss progress. If there are delays, they’re usually on our end of the work. Our teams communicate in fairly traditional ways to keep everything simple. The project management has gone well.

What did you find most impressive about them?

We do both government and commercial work, and they’ve worked hard to create communication modules around our government messaging. From that point on, they understood our business well enough to write content for us. They knew how to explain our product and what it would mean to key customers. They’ve been very successful despite the complexity of our business.

Are there any areas they could improve?

They may not manage us tightly enough, letting us slide on some deliverables. It would’ve been helpful if they were a bit more insistent.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of LifeCents, a financial health and wellness B2B company. We license our products to various types of businesses.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

Our original company name was FELA (Financial Education Literacy Advisors), and we hired REQ to lead a rebrand. At the time, we didn’t have an internal marketing staff, and we’d never done marketing or PR. Our company was well-positioned to be a thought leader in the financial wellness space, but that didn’t make a difference if people didn’t know about us.  

SOLUTION

What was the scope of their involvement?

REQ executed an end-to-end rebrand. This included changing our company name from FELA to LifeCents, relaunching our core products, and tightening up our market positioning. They helped us establish the LifeCents voice and boilerplate description that we use across marketing materials. REQ also supported our launch event in November 2018.

REQ established our marketing and PR strategy, which they continue to execute today. REQ also creates our white pages and press releases. As we’ve grown as a business and brought on internal marketing resources, they’ve helped get those people up to speed. They provide continuous leadership on the marketing side of our company. They also help us source vendors, such as the ones we’ve hired to make a mission video and a launch video.

What is the team composition?

We work with 5–6 people, ranging from the most senior people, like Elizabeth (EVP, PR, REQ), to account managers. My team engages with senior strategists, who are very tactical in helping to source vendors and create materials.

How did you come to work with REQ?

Elizabeth and her team are well-known in the tech community in the Washington, DC area. She owned Speakerbox Communications, which merged with REQ. We did our due diligence and evaluated other firms, but hiring REQ was a no brainer.

What is the status of this engagement?

Our work together began in August 2018, and it’s ongoing.

RESULTS & FEEDBACK

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

The rebrand has been very well received by key stakeholders. Our clients and partners are pleased with LifeCenter’s positioning. Thanks to REQ, we better communicate who we are and what we do, which has helped us land some very large enterprise clients. What we’ve accomplished over a twelve-month period has been phenomenal, such as being selected as one of DC Inno’s 50 On Fire and Northern Virginia Technology Council’s (NVTC) Tech 100.

LifeCents also ranked in the top five of a consumer health experience design competition. We’ve been featured on podcasts and in the media, and we had a technical writeup in Credit Union Times. All of this has allowed us to establish a market presence and compete with the best companies.

How did REQ perform from a project management standpoint?

REQ team members come to our office and engage as part of our team, so the work isn’t just over the phone or email. We have weekly calls, during which both teams propose opportunities and discuss whether or not to move forward with them.

For more strategic work, such as our launch event or the mission video creation, we regularly have sit-down meetings. REQ is very patient with the many distractions my team faces. I can be hard to track down, but they’re tremendous in their ability to manage me, and I trust them implicitly. Working with them has been a seamless process.

What did you find most impressive about them?

REQ was instrumental in making our business and brand reflect who we are. We’re fortunate to have REQ as a partner; they’re committed to the success of our company.

Our launch event is a good representation of how they operate day-to-day with us; they not only helped us come up with the strategy and programming, but they actually worked the event alongside us. REQ helped manage the flow of the event and even worked the registration table instead of just being attendees, and I think that speaks a lot to their character. They’re truly a part of our team.

Are there any areas they could improve?

No, there aren’t from my perspective. The strategy they’re executing is working well. If I had a larger budget, I’d do more of what we’re doing, but my company’s resources are limited.

Any advice for potential customers?

I’ve referred a couple of people to REQ. The more open you are with them, the more information they have, and the better they can help you. Be willing to take their lead, because they’re experts in marketing, PR, and outreach. Trust that they know what they’re doing.

BACKGROUND

Introduce your business and what you do there. 

I'm the director of marketing and communications for a provider of IT and customer experience services to federal government agencies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ? 

We've been working with them for almost five years now. We initially hired them because we weren’t a known brand in the market. Government contracting is a competitive environment and we needed additional visibility. We specifically brought them in to drive thought leadership content, draw attention to our expertise, and elevate our new customer experience campaign.

SOLUTION

What was the scope of their involvement? 

REQ continues to provide PR support and content development. They perform a broad range of services for us, including a lot of writing and media pitching. They help us write articles that are then pitched to the media. If we have a press release, they'll connect with targeted media publications to get our news out there. They conduct interviews with our staff and ghostwrite content. They advise on what angles and strategic direction publications are looking for. They also create content for our website. 

What is the team composition? 

I primarily work with Katie (EVP, Public Relations, REQ). She’s our account representative, and then we work with 3–4 other members of their team as needed. 

How did you come to work with REQ? 

A predecessor of mine knew the firm’s owner and originally hired them on. I’ve continued the engagement.

What is the status of this engagement?

Work began in January 2015 and the engagement is ongoing.

RESULTS & FEEDBACK

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

Last year, REQ provided 15–20 pages of content for a new website. They publish at least 12 articles per year for us, on average. They’re really pivotal in support of press releases actually getting placed in the media. Last year we did our first acquisition. It was awesome to have their support in elevating that news and pitch it out to publications. Getting into the nitty-gritty, I've been out on maternity leave and they filled in for me and kept things running.  

They always deliver well-thought-out and quality content. REQ understands the market and the type of work that we do. Even when we're talking about IT components, they know enough to figure out where the angle really is. They help elevate our pitch by engaging with our subject matter experts and driving the story forward. 

How did REQ perform from a project management standpoint? 

We have a bi-weekly meeting to touch base on everything. REQ provides a full progress report of what's pending and what they're doing to meet our goals. Katie is always accessible if something comes up. I can pick up the phone and know that she’s available. 

What did you find most impressive about them? 

REQ is incredible. I continue to renew our engagement because of their great ideas. I've been a one-person team for the majority of my time here. It’s great to be able to rely on them for marketing, branding, and PR. I have more people on my team now and they’re like an extension of my team. It’s nice to know that we've got support to help with what we're trying to achieve in the market. 

Are there any areas they could improve? 

No, nothing that comes to mind. 

Do you have any advice for potential customers? 

We brought them in early as a key partner. However, you can bring REQ in at any stage and they're just going to help you get your message out there. It's a worthy partnership.

BACKGROUND

Introduce your business and what you do there.

I'm the VP of marketing at a real estate company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We needed a vendor to develop and maintain a website for us. 

SOLUTION

What was the scope of their involvement?

REQ runs our whole website, including our ticketing system and an e-commerce portion of the website. They also make any changes to the website that we need and help us with testing. We're using REQ for development, while another vendor is handling the design. 

What is the team composition? 

We mostly work with Steve (Senior Brand Strategist, REQ).

How did you come to work with REQ?

The relationship had started before I joined the company.

What is the status of this engagement? 

It’s an ongoing project. 

RESULTS & FEEDBACK

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

We're in the process of redesigning our website, and REQ has provided valuable recommendations on what needs to be changed or improved. 

How did REQ perform from a project management standpoint? 

They're very responsive and stay on top of everything.

What did you find most impressive about them?

They're able to build successful relationships with other vendors, while always keeping us informed and up-to-date. They go above and beyond to get the job done. 

Are there any areas they could improve?

I don't think so. 

Do you have any advice for potential customers?

Be clear about our objectives. They can make recommendations to help you reach your goals. 

BACKGROUND

Introduce your business and what you do there.

At the time of the project, I was the head of marketing for a federal contractor that specializes in IT.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We had just merged with another company, so we wanted to reposition the brand in a way that reflected our internal changes. 

SOLUTION

What was the scope of their involvement?

We didn’t have a brand identity in the marketplace, so REQ helped us define our brand. They interviewed our stakeholders to get a sense of the image that we wanted to take on. After the discovery stage was finished, they developed a tagline and brand pillars. They also coached our marketing team so that we would be able to incorporate their brand strategy into future messaging. We later asked to work on other projects, including building a new website and producing a commercial. 

What is the team composition?

The size of their team depended on the size of the task, but their CCO was involved with most projects. We also interacted with a senior account executive and a brand strategist.

How did you come to work with REQ?

We wanted to differentiate ourselves from other IT companies, so we decided to work with REQ rather than the more traditional firms that we reached out to. REQ presented us with the creative and fresh ideas that we needed to generate a buzz.

How much have you invested with them?

We spent between $500,000 - $1 million on their services.

What is the status of this engagement?

Our rebranding project began in July 2016 and ended in December 2016. Our last engagement ended in December 2018.

RESULTS & FEEDBACK

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

REQ’s ingenious brand initiatives allowed us to differentiate ourselves in the marketplace. Their work also made our company a desirable acquisition target; we were eventually able to sell the company for about $10 billion, largely due to REQ’s guidance. 

How did REQ perform from a project management standpoint?

To be frank, we did have a few pace-related issues. Sometimes we weren’t moving fast enough for them, and other times they weren’t producing deliverables as quickly as we expected. However, they were very easy to work with and responsive to our needs.

What did you find most impressive about them?

REQ has the rare ability to make their unconventional ideas palatable to the corporate world. It also helped that they had a good understanding of the messaging that resonated within our industry.

Are there any areas they could improve?

REQ should try to get a deeper understanding of their clients. Our partnership might have been stronger if we had more meetings with their account executive.

BACKGROUND

Introduce your business and what you do there.

I’m the vice president of marketing and communications at PAE, a global provider of business process outsourcing, intelligence analysis, and operational management services for government and commercial clients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We hired REQ initially for a brand update. We were pleased with the team and the ease of collaboration, so we expanded the scope of work to include a relaunch of our website.

SOLUTION

What was the scope of their involvement?

REQ started the engagement with an initial assessment of our business that included client, stakeholder, and leadership interviews. The team then came up with a brand position statement and a set of brand pillars using their findings from the assessment. We quickly adopted the brand pillars, and from there, they created a style guide to help us relaunch our visual brand identity.

In the second stage of the expanded project, we worked with their team to design the look and feel of our website to build and launch the new and improved pae.com. Their team has also worked with us to reposition our brand using our newly minted and refreshed branding. They’re currently working on a corporate video and several other projects for us.

What is the team composition?

Katie (SVP of Client Services, REQ) served as my primary point of contact. I also worked with Steven (Senior Brand Strategist, REQ), Katy (Project Manager, REQ), Kevin (Marketing Manager, REQ) and Liviu (Art Director, REQ).

How did you come to work with REQ?

I worked with REQ while I was at a previous employer. I remembered their professionalism and the high caliber of their work, so I decided to bring them on to partner with my current company.

What is the status of this engagement?

We started working with REQ in February 2018, and the website launched in February 2019. Though we've finished development of the site, we have a dynamic relationship with them, and I actively seek out other opportunities to partner with their team. Our work with REQ will likely never come to an end.

RESULTS & FEEDBACK

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

Visitors to our site stay for an average of two minutes, which is much higher than the industry average. Also, our leadership team has been historically reluctant to invest in outside marketing services, and our experience with REQ has driven a cultural shift in our organization.

How did REQ perform from a project management standpoint?

I’ve worked with many other digital marketing companies, and I would rank them number one in terms of project management. We typically communicate through conference calls and in-person meetings at either of our offices. They’re also very responsive to any follow-up questions we may have.

At times, we’ve used video chat software, Skype, and messenger applications. I’ve also given them my personal cellphone number, which is a testament to the relationship I’ve built with them.

What did you find most impressive about them?

I feel that they understand us, and it’s truly a joy to work with them. They’re very respectful of our budget and the dynamics of our industry, including external and internal political factors. They’re also an experienced team that’s familiar with our competition and our position within our industry.

I’ve worked with other vendors that focus on pushing their perspective and ideas, and I’ve never experienced that with REQ. It’s very rare that you have the sense that a vendor cares about you, and I’ve felt an almost familial connection with their team. I get the sense that we’re all in this together, which is a priceless feeling.

The team is also smart and innovative. I know that we’re dealing with the cream of the crop in terms of talent and experience, and it’s evident that REQ is particular in terms of who they bring on board. We’ve greatly benefitted from the caliber of the individuals on their team.

For this reason and all the others that I’ve stated, REQ has my loyalty.

Are there any areas they could improve?

They could clone themselves. I know that they will continue to evolve with the industry and expand their services as needed.

Do you have any advice for potential customers?

Don’t be afraid to show your vulnerabilities. REQ needs to understand your weakness so that they can turn them into strengths. It’s tempting for a client to put on a protective face, but in every case, a client reaches out to a vendor because they need help in some area.

Be candid with REQ about your marketing weaknesses, they won’t make you feel inadequate. Their goal is to understand why you came to them in the first place, so be as open as possible.