TopLine Comms

BACKGROUND

Introduce your business and what you do there.

I am the marketing director for a group of brands that includes Celerity, a marketing agency that specializes in marketing technology.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Comms?

It started out that we were looking for support with PR, but, quite quickly, I saw that they had the skills to support us with lead generation and I started talking to them about PR-led SEO. Within about six months, we switched the contract to be 60% SEO and 40% PR. Now, they help us with SEO for lead generation.

SOLUTION

What was the scope of their involvement?

They provide technical SEO including website audits and backend work. They also implemented HubSpot as our marketing platform and assist with our lead capture forms and data management. Their SEO work included PPC in the past, as well.

They also provide strategy around opinion pieces. We have a quarterly strategy meeting where we look at what our priorities are, what we’re going to market with, and what our message is. TopLine Comms works on opinions, and, if I approve them, we’ll pitch to publishers. In addition to ideation, they write content on our team’s behalf as well — everything from thought leadership from our leadership team to service line-based content around digital marketing, digital transformation, and marketing technology.

What is the team composition?

At any one time, we work with between 3–4 people. I work with two people all of the time, and they use a content team. Luke (Head of Digital PR & SEO) supports us during the quarterly strategy sessions, as well.

How did you come to work with TopLine Comms?

They came recommended to us, as one of our clients was already working with them. They’re a big engineering company, and we know the CEO there — he described how they helped him grow his business. I talked to TopLine, and they seemed like a good fit because they were B2B specialists and really strong on the technology side, which is the same as us. They hadn’t worked with a lot of agencies, but because of our focus on marketing technology, their experience really suited us.

How much have you invested in them?

It is probably around £300,000 (approximately $415,735 USD).

What is the status of this engagement?

We started with them around September 2015. We have an annual contract that contains about 40 hours a month with them.

RESULTS & FEEDBACK

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

I don’t have one all-encompassing metric, but we’re definitely seen a multi-million Pound ROI. They have delivered probably close to 30 multi-million-pound leads in the time we have been working with them, plus smaller leads and interests. Over the years, that is quite a lot.

How did TopLine Comms perform from a project management standpoint?

We work in the same systems, which is quite nice. They run a shared Google sheet and implement all of their activities into my marketing plan.

What did you find most impressive about them?

Their specialty in B2B technology is definitely what attracted us to them in the first place, and they are always hiring really smart people that are lovely to work with. I have consistency on the account from an executive point of view. Luke has always been involved in the account — he is one of the co-founders.

They are a nice size for us, too. I think they have a team of around 20 people, and they are really hands-on and proactive. I can be incredibly busy, and they don’t wait for me. They come up with ideas, position things, and chase me to get tasks accomplished. I never have to wonder what they’re doing.

Are there any areas they could improve?

Probably not, no. They are always improving and continuously checking things. Obviously, there have been things that haven’t worked as well as others, but marketing is a continual process of learning and improvements. There is nothing that I would say to them that they are not doing well.

Do you have any advice for potential customers?

Let them in on your business strategy and objectives. I think they work best when they are close to what their client is trying to achieve. They can really support you if you allow them to be part of your team rather than an outside supplier. Let them go for it, as I am sure they will do a crack job.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of TLC Live. We’re an online tutoring business that teaches core subjects and humanities to children between the ages of 6–16. We work inside and outside schools, as well as with private customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TopLine Comms?

I’ve worked with them for quite a few years now. When TLC Live started, we asked them to raise our profile, and they did remarkably well.

SOLUTION

What was the scope of their involvement?

In that initial engagement, they got us coverage on BBC television, in national newspapers, etc. We were a small company but we punched above our weight. After a little while, we gave that a rest. Not for any reason, but we didn’t need them anymore at the time.

Last year, in 2020, there were a lot of things happening in the online tutoring market, and I called them. We took them back on, and, since then, they’ve been looking at SEO — optimizing our site for certain keywords — and getting us press coverage in places like The Telegraph, The Daily Express, The Economist, and more. We’ve also been in many of the big educational press outlets.

What is the team composition?

They had a team, and we had a link person, whose name was Katie (Communications Consultant). Luke (Head of Digital PR and SEO) was very often involved, and, initially, we spoke to Heather (CEO) as well.

How did you come to work with TopLine Comms?

I don’t remember exactly, but I believe I found them on Google, and they were the only vendor that mentioned education.

What is the status of this engagement?

Most recently, we started working together in January 2020. I first found them and worked with them in 2012, however.

RESULTS & FEEDBACK

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

We’re a reasonably small company compared to some others, but we get much more coverage than just about any other similar company. Especially with what’s going on at the moment, we easily could have been swamped by bigger players but they’ve managed to get us into the national press. TopLine has been sending items to the BBC, and just yesterday I spoke to the head correspondent at the BBC who wants to do a piece about COVID-19 and how we're working with schools.

Regarding SEO, online science teaching improved 94 positions to 6th. Maths online teaching jobs improved 80 positions to 20th. Part-time teaching improved 92 positions to 8th on the page. These keywords have resulted in an increase in inquiries and an increase in taking qualified teachers on.

We’re also part of a massive government initiative that just started called the National Tutoring Program. There are 31 companies involved in the program — some are huge, and we’re fourth in the rankings, which is a testament to TopLine's work.

How did TopLine Comms perform from a project management standpoint?

They’re always available if we have an issue and very hot on getting back to us. If there is any hold-up, it's on our end. They’re very impressive.

We’ll pick areas of concentration in meetings — the radio, press typically, communication happens over Zoom and Microsoft Teams. We’re also in constant email contact because opportunities come up all the time.

What did you find most impressive about them?

They’re extremely professional. They listen to what we want and deliver. I haven’t had the experience of another vendor, but I’m very pleased we chose TopLine. They’re quite a flat organization, like us. There isn’t a hierarchical structure, necessarily; the bosses make the tea.

Are there any areas they could improve?

I don’t think I can comment on this because we would have changed suppliers if they did something wrong. Look at the journal, newspaper, radio, and television coverage we receive. They can't do anything better.

Do you have any advice for potential customers?

Give them a call, meet them, and ask if they can help with your sector. They’re an impressive bunch.

BACKGROUND

Please describe your company and your position there.

I am the CEO of Frindow which provides a social networking platform for people who are lonely or isolated.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire TopLine Comms?

Frindow is a social network with an offering that some may have found difficult to understand. The task set for TopLine was to come up with a script, storyboard and animation that clearly explained what Frindow was about whilst at the same time remaining consistent with the brand's look and feel.

What were your goals for this project?

The hope was to make a video that made the subject of loneliness, which few people admit to, accessible across multiple demographics as well as feeling reasonably contemporary.

SOLUTION

How did you select this vendor?

I did an online search and spoke to a number of different providers. I had a look at TopLine's portfolio and found that the cost alongside the quality of work was extremely competitive. Speaking to one of the directors, I found that they were quick to understand what the were goals and showed an immediate enthusiasm for the project.

Describe the video(s) and the process in detail.

The first step was to come up with a script. I worked with one of the producers on this. They would send me a script and I would send feedback. Once the script had been agreed on, I selected a voice actor and background music for the animation. I was able to listen to the recording session and provide my feedback directly to the voice artists alongside the producer who had a very good ear for detail. The next stage was the story boarding. I received a storyboard, which again, I provided feedback on. Finally, the animation was provided with everything put together.

What was your vendors' project management or feedback process?

The process was very straight forward. TopLine would send me a draft of the script, storyboard or animation, and I would provide feedback either in a shared document or a phone call. Only once each step was signed off by me, did we move onto the next step.

RESULTS & FEEDBACK

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

The video has only been running publicly for a few days and Frindow has been live for less than a week, so it's difficult to say the impact that the video itself has made to conversions or sign-up as there are no statistics for comparison. However, I have received very positive feedback from anyone who has seen it and have been told that it adds another layer of professionalism to the site offering.

How effective was the workflow between your team and theirs?

Our Frindow team is very small, but TopLine felt like an extension of my own company as there were transparency, free access and constant communication throughout.

What did you find most impressive about this company?

The team's ability to get to what I actually wanted even when I wasn't clear on it myself.

Are there any areas for improvement?

The delivery date changed from what was initially agreed upon, but this was because of Christmas and New Year as well as getting a better understanding of what was required. So my only constructive suggestion would be to take a little more time before coming to the initial delivery date. That said, the end product more than justified the additional time.