The Weinheimer Group

BACKGROUND

Introduce your business and what you do there.

We’re a chain of urgent care clinics in Texas. We have a student med program, treating children in schools via telemedicine. We also have an at-home telemedicine program where families can contact our providers and be seen virtually. My role specifically focuses on the telemedicine side of the business.

OPPORTUNITY / CHALLENGE

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

Our biggest challenge was merging our two brands. We had separate sides of the business: our urgent care side and our virtual care side, which flow together. We wanted to have consistent brand messaging across the entire business, blending messages into one cohesive brand that makes sense to everyone within our organization and to our customers.

SOLUTION

What was the scope of their involvement?

Before we got into the branding piece, The Weinheimer Group learned about our business. Their team evaluated our competitors and market trends, taking time to really understand what it was we wanted to see happen. They researched the differences between our two sectors and learned how they flow together. Their team provided a vision for what our brand should look like, completely revamping it for us to create Virtual Care for Kids and Urgent Care for Kids. We provided feedback throughout, which they heard and applied. They created quite a bit of content as well as a brand book for us, which we could reference to create our own content after our collaboration ended. Their team helped us unify our messaging and our vision for the future.

What is the team composition?

My main point of contact was Tim (Founder & Strategist, The Weinheimer Group). At times we worked with five, but mainly four people total.

How did you come to work with The Weinheimer Group?

One of their former clients recommended them to us actually.

What is the status of this engagement?

We worked together in November 2018.

RESULTS & FEEDBACK

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

We still use everything they gave us. Today, we’re Urgent Care for Kids and Virtual Care for Kids. The project turned out really great. We were extremely pleased with the results.

Their work made a difference for us. I’m no longer overseeing marketing on a day to day basis, we have somebody else doing that. Being able to hand them all of the tools The Weinheimer Group gave us and say "there’s the plan, go" was really great.

Tim and Joe (Creative Director, The Weinheimer Group) were wonderful to work with. I’d definitely recommend them to anybody who’s looking to revise their marketing strategy or redo their branding. We’ve got a lot out of it.

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

They performed really well. In fact, they stayed on top of me. We had a regular cadence of meetings, both in-person and over the phone. We also communicated via e-mail. The Weinheimer Group was great.

What did you find most impressive about them?

Learning our business provided the biggest value to us. The Weinheimer Group integrated themselves into our team. By educating themselves on what we do, their team was able to come in and understand what we needed to do and the direction we needed to go in rather than just hearing from us and coming up with a plan. They had a lot of other clients but were still tuned into what was going on in our organization and in our market. To this day, Tim will email me content about the industry; there’s a lot to be said about that.

Are there any areas they could improve?

We can all improve but for them, there’s nothing that comes to my mind.

Do you have any advice for potential customers?

Be ready to make changes whenever you do sign on with them. That was one thing that our side could've done a little bit better. When we were working with them, we were not in a place where we could go in, make a ton of changes, and make big moves. I wish that we’d been able to do that. If you have the opportunity to work with them and you have a need for their services, do it.

BACKGROUND

I worked with The Weinheimer Group when I was the head of marketing at Get Smart Content/Bound. I also worked with them when I was the head of marketing at zlien/Levelset.

OPPORTUNITY / CHALLENGE

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

In both cases we wanted to reshape, rebrand, and rename existing brands.

SOLUTION

What was the scope of their involvement?

The Weinheimer Group provided naming and branding services. We had an in-house graphic artist we used and they gave us some guidance there as well.

With Get Smart Content, the core offering was a renaming effort—they primarily focused on the name itself. They thought through the brand architecture and the competitive market to find good color schemes and positioning. We also worked together to develop new taglines and messaging for the company. With zlien, it was mostly just a brand rename.

What is the team composition?

Tim (Founder, The Weinheimer Group) was the main point of contact. A graphic artist and a messaging person were also involved.

How did you come to work with The Weinheimer Group?

Tim had done some work for a prior company I worked for. I checked references and they had great things to say.

How much have you invested with them?

In the first case, it was about $50,000. For the second, it was around $20,000.

What is the status of this engagement?

At Get Smart Content, the work began sometime in 2017. The work at zlien began in spring 2018 and wrapped up in November 2018.

RESULTS & FEEDBACK

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

Renaming a company affects everything, and The Weinheimer Group has developed a Socratic, detailed approach to make it a collaborative process. Tim has been in the industry for years and has a good perspective of what will resonate and how to navigate the process. He’s confident and professional—overall a really great experience.

Both names were well-received by the employees of the companies and customers. At Get Smart Content, website engagement increased by 30% after we completed our branding overhaul. With zlien, customers were having trouble saying the name. After we changed it to Levelset, contract value went up on the repackaging side of the company.

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

They outlined a framework at the start of the project and gave us a specific deadline on the scope. They do a good job with project management and holding us accountable. In both cases, we hit our target deadlines for launch. During the main part of discussion, they came to our office and worked with us onsite. We also emailed and had phone calls.

What did you find most impressive about them?

They’re experienced enough to say no to suboptimal paths. Some agencies in this space will say yes to every idea. Their team is highly professional and he’s seen how this is done. Sometimes, when we’re arguing about something, they were able to give us guidance on what mattered and what didn’t matter. They also fine-tuned and focused on getting specific parts of the project right.

Are there any areas they could improve?

No real standout areas; I’ve used them a couple of times and I’ll continue to use them if I have that kind of branding or PR challenge.

Do you have any advice for potential customers?

Be very clear of what success looks like. Understand your goals and timeframe—as usual, keep your goals and success criteria clear. These engagements are on the executive level, so you need to align that team before bringing someone in. It’s going to take some resources from folks (customer interviews, board interviews) and you need to make that time allocation ahead of time. Give The Weinheimer Group the freedom to do what they can do.