Yes&

BACKGROUND

Introduce your business and what you do there.

I’m the chief marketing officer of Commercial Real Estate Women (CREW) Network. We’re a global network of professionals who work in the commercial real estate industry. We currently have 12,000 members worldwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Beyond Definition?

We had an outdated brand that wasn’t representative of our dynamic and diverse membership. We wanted to not only develop a new brand but to raise our organization’s visibility in order to reposition ourselves in the marketplace. We wanted to tell a story about our growth as well as the success of our members.

SOLUTION

What was the scope of their involvement?

In our initial research phase, we interviewed members and stakeholders to understand both the internal and external perceptions of our business. This was a critical step in understanding what we needed to change about our brand.

Beyond Definition first rebranded us from a visual identity standpoint—by delivering a logo, color palette, and web design recommendations. They then helped us reorient our messaging and mission statement to reflect that new visual identity.

In conjunction with a partner, they purchased our media for an ad campaign and helped us strategize an image campaign that’s still ongoing.

What is the team composition?

I worked with between 5­–8 people. This team included specialists in research, brand design, strategy, and project management.

How did you come to work with Beyond Definition?

We focused on finding a partner—preferably in the D.C. area—that had experience working with associations like ours. We included them in our bid process, and we found that they had extensive experience with rebranding associations that similarly run on a chapter model.

How much have you invested with them?

We’ve spent over $100,000.

What is the status of this engagement?

We started working together in April 2018 and the work is ongoing. Our current image campaign is projected to run until April of next year.

RESULTS & FEEDBACK

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

They’ve been able to navigate our very specific wants and needs. From an internal standpoint, we appreciated how they effectively challenge us to go beyond our limits. Their collaborative skill is great.  

How did Beyond Definition perform from a project management standpoint?

I was impressed with their ability to meet our budget as well as the deadlines. They communicate openly with us through a mix of scheduled calls and emails. They use a product management platform to reach the right people.

What did you find most impressive about them?

Their team members all had different, valuable perspectives, and our personalities jived. I appreciate how they challenge us to find what’s best for both groups.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Don’t settle for anything less than what you aspire to. There were some points where we had to go back to the drawing board; but, challenging each other was necessary to arrive at the best solution.

BACKGROUND

Introduce your business and what you do there.

We serve over a thousand community colleges in the United States. I'm the managing editor of a bi-monthly journal for community college presidents and administrators.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Beyond Definition?

We've worked together for a number of years. When we first hired them, we were outsourcing our magazine to another company, but the costs were becoming prohibitive. We also wanted more control over the editorial side of things. We wanted to work with a group that understood our design challenges.

SOLUTION

What was the scope of their involvement?

They matched their design concepts to the content within the magazine. They created a classy, modern look with an appealing color palette. We discuss each issue of the magazine, and we send copies of all the feature articles. We give some guidance of things to consider or avoid, and they usually send three concepts for each feature article. In all the time we've worked together, we almost always like at least one option. In those very rare instances that we don't like any of the options, we go back and forth until we agree on something that will work. Once we decide on the design, they lay everything out for us.

What is the team composition?

We work closely with a project manager, and the team includes two designers.

How did you come to work with Beyond Definition?

At the time, we had an in-house designer. We asked for her recommendations, and she came up with a couple of companies. Beyond Definition took the time to read our content and understand our audience, and they felt like the right fit for our needs.

How much have you invested with them?

We've spent somewhere between $250,000-$500,000 for their services.

What is the status of this engagement?

We started working together in April 2016, and we still work together now.

RESULTS & FEEDBACK

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

The quality of their work is always very high. Whenever we make suggestions, they take time to understand the rationale behind our thought process. They make sure that their designs always suit our needs and our audience. They're extremely flexible, especially when some of our external article contributors stretch deadlines.

How did Beyond Definition perform from a project management standpoint?

They're very professional, and I have a great relationship with our project manager.

What did you find most impressive about them?

We recently ran an article that had some specific requirements for the photo that accompanied it. After speaking with my colleagues, I went back to them with a different photo, and Beyond Definition asked about our motivation for the change. They're very thoughtful and understanding, and they welcome our comments.

Are there any areas they could improve?

I can't think of anything they should improve; I really enjoy working with them. They are so much better than our previous agency, and I'm so glad we chose them as our new partner.

BACKGROUND

Introduce your business and what you do there.

I'm the dean of a business college. At the time of our engagement, I was also the president of the board of directors for a scholarly academic association of insurance economists. Most of our members work in universities, think tanks, or actuarial or insurance organizations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Beyond Definition?

We had a very weak brand and marketing strategy, an old-fashioned communication strategy, and no social media strategy. Our website was also sorely out of date. We wanted to update all our strategies, and we engaged Beyond Definition to help us.

SOLUTION

What was the scope of their involvement?

We worked through a rebranding effort, including all our brand visuals, and we did a complete overhaul of marketing and brand communication strategy to expand into new market segments. We also worked through our mission, core values, brand attributes, and communication pillars. They helped us develop brand identity guidelines, and they were a major part of all our marketing fundamentals. They established focus groups, did survey work, and incorporated all the resulting data into their work.

They built a completely new WordPress site in a modern format and with a new server. They created a new logo for our organization, and they did a lot for our social media accounts. They built all our social media channels and tailored strategies for each of those channels. Finally, they pulled together additional content that they ultimately helped us publish.

What is the team composition?

We worked with a team of six to ten people. It was a diverse group of digital artists, brand strategists, and market researchers.

How did you come to work with Beyond Definition?

We put out an RFP, and we interviewed five or six firms by committee. Some of the companies we selected had an existing rapport with members of our board. We were most attracted to Beyond Definition's previous experience with other professional associations. Their portfolio was strong, and their references spoke very highly of their work.

How much have you invested with them?

The cost is currently between $175,000-$200,000.

What is the status of this engagement?

This project began in December 2017, and there is still work to be done on the site.

RESULTS & FEEDBACK

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

I'm very pleased with their work so far. They did a great job working with a volunteer board that is spread across the world. They were very engaging, and their work is of high quality. They had a lot of patience with us, and they kept the project moving along in a complicated environment.

How did Beyond Definition perform from a project management standpoint?

They managed the project very well, even when we were more interested in our work with other organizations. This wasn't easy, and I was impressed by their process. They were flexible and adaptive, and they worked well with a group of people who were unused to this sort of project.

What did you find most impressive about them?

I was impressed by their willingness to stay so engaged. They helped the board make decisions effectively, and they were strong leaders throughout the process.

Are there any areas they could improve?

Their guidance was a little light as we unveiled the finished project. We could have used more help to generate excitement and momentum ahead of the launch, and we could have used that momentum to bring more people in and showcase what we were doing. The final reveal felt a little anticlimactic, but that was partially due to the attitude of some of our internal members.

BACKGROUND

Introduce your business and what you do there.

I'm the president of the Baltimore chapter of the American Marketing Association. We provide marketers with networking and educational resources to stay on top of their field. We have a few events every year.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Beyond Definition?

They helped us rebrand our annual awards ceremony.

SOLUTION

What was the scope of their involvement?

They completely rebranded the event with a whole new look and feel. They came up with new elements to update the awards ceremony, including social graphics, a more modern logo, dynamic printing pieces, and a really interesting program. They also worked with our web team to create our website for the event. They worked through the flow and the graphics on the site.

What is the team composition?

We had three core AMA Baltimore team members who worked with Beyond Definition throughout the process. Beyond Definition managed the project, designed all branded materials, and collaborated with our trophy company, our web company, and our printer.

How did you come to work with Beyond Definition?

Our VP of programming knew of them through a connection with another chapter. We had an internal conversation and hired them based on their reputation.

How much have you invested with them?

The size of the project was somewhere between $25,000-$50,000.

What is the status of this engagement?

We started working with them around May 2018, and the project was completed by around May 2019. I didn't join the project until August 2018, so I wasn't involved in the early stages.

RESULTS & FEEDBACK

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

The number of entries we had for this year's awards doubled over the previous year. We had more engagement with our print pieces and our social media, and we attracted two new sponsors. Attendance went up by 15%, and everyone had a great time at the event. People loved the design and the feel, and our internal team was so excited. Everyone wants to be a part of our next event.

How did Beyond Definition perform from a project management standpoint?

They were very collaborative, and I was impressed by how closely they worked with us. They were open to feedback, and they made suggestions to make the materials better. We had several emails from them to make sure we met every deadline. Their project management system helped us stay on track and meet our deadlines. We're a volunteer organization, and they were really patient with us. Their coordination was great, and nothing felt rushed.

What did you find most impressive about them?

I was impressed by their thought process. Before they designed anything, they had an in-depth conversation. They thought about everything, and all the materials were created with intention. The entire team was involved, and everyone I spoke with knew about our project and could answer my questions. Their communication was fantastic, and they did everything they could to ensure we had an amazing experience.

Are there any areas they could improve?

I can't think of anything they could improve. They helped us discover what we could do differently, and we have a better plan for the future.

Do you have any advice for potential customers?

They have an amazing creative team. We put our preconceived notions to the side as they guided us through the process. Follow their process, and don't skip steps.

BACKGROUND

Introduce your business and what you do there.

I work for an organization that centers on a notable building on the National Mall in DC.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bates Creative?

We engaged Bates Creative to help us produce the first logo and brand for our organization. 

SOLUTION

What was the scope of their involvement?

Bates Creative helped us through an expedited branding process. They created variations of a logo for us to choose from along with brand messaging and language to use. Specific collateral they created included a basic brochure about our building for fundraising purposes. 

What is the team composition? 

We worked with about 3–4 teammates from Bates Creative. 

How did you come to work with Bates Creative?

We went through a quick RFP process to select a vendor. I’d heard that Bates Creative was a good firm to work with in D.C., so we initiated talks.

In our early interactions, they showed marked enthusiasm and interest in what we were trying to accomplish and a passion for our organization's mission. 

What is the status of this engagement?

We worked together from September 2018–January 2019. 

RESULTS & FEEDBACK

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

We presented the logo, new graphic treatments, and brand messaging Bates Creative designed to our leadership, stakeholders, and donors. In response, we were overwhelmed with compliments. 

The assets they created had a clean, contemporary feel and captured the spirit of the building and our overarching mission. We've gotten a lot of really great feedback from the people who count the most in this phase of the process. 

How did Bates Creative perform from a project management standpoint?

I think they were excellent in this regard. Bates Creative was highly flexible and responsive. Even though we approached them with a project that had slightly out-of-the-ordinary deadlines required approach, they responded very well. They were willing to provide anything we needed within our set timeframes. 

We mostly communicated with the team over email. Occasionally, we had check-in phone calls and met them in person to hold review meetings and workshops. 

What did you find most impressive about them?

Bates Creative went above and beyond in terms of the time and thought they committed to our project. Since we're a nonprofit, we could only provide them with a limited budget to work with, but I think they definitely gave us additional hours. 

They definitely came in with a lot of really great ideas and presented them thoughtfully. I appreciated their collaborative process and how well they took our feedback into account. 

Are there any areas they could improve?

No, I actually don't think so. 

Do you have any advice for potential customers?

I would suggest taking advantage of Bates Creative's enthusiasm. Treat them like a collaborative partner. Working together was a really fun process for us. 

BACKGROUND

Introduce your business and what you do there.

I’m the Chief Marketing Officer at AUTM, a global non-profit Association whose members support the transition of academic research to the marketplace for public benefit.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bates Creative?

We wanted to update our corporate identity in conjunction with a large website redevelopment project.

SOLUTION

What was the scope of their involvement?

Bates Creative assisted our rebranding project by redesigning corporate identity. Their team met with our Board to discuss how we hoped to evolve our current image. Using the market research provided by another brand developer, they designed three different concepts for us to consider. Once they identified our preferences, they created a new logo and suite of styles. Their work was incorporated in our overall approach including a full-scale rebrand, website and a myriad other marketing assets.

What is the team composition?

We had three points of contact at Bates, but a much larger group produced work for us behind the scenes.

How did you come to work with Bates Creative?

They were referred to us by another vendor that we worked closely with.

What is the status of this engagement?

The work began in Jan. 2017 and ended in Sept. 2018.

RESULTS & FEEDBACK

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

Our leadership and our membership are very happy with the rebrand. Bates Creative’s designs have given the Association a more modern and global appeal, and more accurately reflects the innovative and inclusive approach within our Association.

How did Bates Creative perform from a project management standpoint?

The project manager was approachable, professional, and determined to stay on schedule. We met with them a few times, but mostly stayed updated weekly via phone, email, and Basecamp.

What did you find most impressive about them?

They aren’t the most affordable creative agency on the market, but their talent is worth the price. Instead of showing us slight variations of the same concept, as some vendors are prone to do, Bates Creative expanded our options with three distinct design options and worked to revise them with our input.

Are there any areas they could improve?

A more flexible scope of work would be beneficial from clients’ needs perspective.

BACKGROUND

Introduce your business and what you do there.

I’m the senior digital strategist at Brown Advisory, an investment management firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yes& Marketing Agency?

We needed to update the firm’s digital presence and make functional updates to our public website.

SOLUTION

What was the scope of their involvement?

In preparation for the updates, Yes& did security and compliance projects because we’re in a regulated industry that governs how we display information. Next, we initiated a discovery phase for the redesign that identified stakeholders by business line and how each segment would use the site in an international context. Both teams went through a design exercise with mock-ups and reviews for functionality, content delivery, and content discovery. For UX design, we used wireframes to facilitate conversations about our core audience. The teams also used flow charts to map out user paths. Consequently, the redesign aimed to also streamline navigation; we also examined several SEO tactics, in addition to aesthetic concerns. Yes& then developed functionalities on Drupal, tested them, and then handed the site to our team to manage content.

The site launched in April 2018. We’ve completed two phases and just signed terms to start phase three, which will include sites in addition to the main public one. Currently, we use Moz for SEO and Google Analytics tracking. We subscribed to an IP database to do more intelligent regional personalization, which is the next step as we integrate our websites. Going forward, we want better illustrations, user feedback features, and a more personal browsing experience with push notification or email components. We’re still in the early data collection stages for that project, which will hopefully align with phase three’s completion. Overall, their work responds to changes within our company; we wanted to incorporate our mutual fund site and this project allows us to revisit and continually improve our digital components.

What is the team composition?

We work with a senior VP and the VP of Digital.

How did you come to work with Yes& Marketing Agency?

Originally, we signed with a company that later merged with Yes&. We found that agency via referral through our web host. We analyzed their capabilities and compared them against a local competitor before hiring the agency.

How much have you invested with them?

We’ve spent $200,000 to date and plan to invest another $200,000 for phase three–it will be $400,000 total.

What is the status of this engagement?

Work started in December 2016 and the relationship is ongoing.

RESULTS & FEEDBACK

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

Yes& reduced the number of approximate clicks from six to two. From a content exercise, our publications page entered the top 10 pages for the first time last month. Prior to that, the page was only in the top 100. In addition, total monthly site page views increased 10% to 80,000 and the bounce rate decreased from 40% to 35%. Web forum submissions and web leads have increased as well. Traffic levels are higher and organic search referrals are up 30%.

How did Yes& Marketing Agency perform from a project management standpoint?

Although Yes& is in an industry with high turnover, the account management side has been invaluably stable. That consistency has made this engagement a better experience than we’ve had with other vendors. Communication is great; we use Basecamp, email, phone, and occasionally meeting at each other’s offices. Yes& provides regular progress reports and proactively keeps us informed.

What did you find most impressive about them?

Their service is outstanding. Some companies hire vendors for low costs, but we’re happy to invest in quality. Yes& understands our industry as well as our business, specifically. The teams have a great dynamic.

Are there any areas they could improve?

I prefer to work in agile, which is methodologically difficult when the project doesn’t use a retainer model. I did speak with senior VP about moving into agile and a fixed price arrangement for phase three. In the meantime, I’ll start using standup and sprint meetings to make corrective actions sooner in development. I plan to take a more active role in communication and management to increase efficiency.

Any advice for potential customers?

Their team size is ideal for companies like ours. They provide a level of service and dedication we wouldn’t get from a large agency.

BACKGROUND

Introduce your business and what you do there.

We're a trade association with 11,000 member companies. I oversee the association’s editorial and advertising teams.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bates Creative?

We had a relatively new magazine: it transitioned from a newsletter to a magazine, and then was digitized. While we already had a digital edition app with another vendor (a flipbook model), it wasn't effective.

As we were developing a new design, we needed someone with tech expertise to introduce a fresh, more effective approach and develop a new app that would generate user engagement.

SOLUTION

What was the scope of their involvement?

When we started working with Bates in 2014, they performed an analysis and evaluation of our publication. In 2015, we decided to begin the full redesign across both platforms - print and digital. They built from scratch an Adobe-based mobile app that houses our digital editions and is compatible with Android and iOS devices.

Before the work began, we had robust collaborative discussions and brainstorming sessions, followed by presentations where they introduced multiple concepts for us to choose from. They were very disciplined about sticking to the schedule. We worked intensely for six months and everything went without a hitch. We rolled out the redesigned print magazine and new mobile app in May 2015 as a coordinated effort that strengthened our magazine brand.

From then until the present, they have continuously produced our bimonthly digital editions, and they also have sometimes produced print editions for us when needed. As a separate project, they are also in the midst of a website redesign project with us.

What is the team dynamic?

We had a great project manager for the magazine project, Taryn. The tasks were delegated to different designers as needed. I worked with Ernie [Executive VP of Creative, Bates Creative] on print editions and with Tommy [Digital Strategist, Bates Creative] on app strategy.

How did you come to work with Bates Creative?

I first saw Debbie Bates-Schrott [Founder and CEO, Bates Creative] co-presenting at a conference with an Adobe representative in 2014. They were talking about a case study of another app and I was impressed, which caused me to reach out to Debbie afterwards. I already knew of them as a company, but the presentation really caught my eye.

What is the status of this engagement?

We started working with them in 2014 and the collaboration is ongoing.

RESULTS & FEEDBACK

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

Our formal member survey of 2016 revealed very positive feedback. A majority of members characterized it as a must-read publication. Over the years we have seen upward trends in how our members rate and value our magazine. We've won several awards and have had honorable mentions between 2015 and the present.

How did they perform from a project management standpoint?

Taryn has been fabulous and we love working with her. Bates is disciplined when it comes to scheduling, keeping everything on track with reminders and communicating clearly. We rarely communicative in-person, instead email is our primary tool and then sometimes we use the phone as well.

What did you find most impressive about them?

They're an innovative agency and are always looking for new ways to approach clients on how to fulfill their needs. Bates operates on the cutting-edge, which is critical because things change rapidly on the digital front. They always challenge themselves and try to evolve, which I appreciate.

Are there any areas they could improve?

As an observation, and most likely a result of their success, Bates has become extremely busy. I get the sense that they may need to grow resources to keep up with all their client work. Here or there, I may notice it with scheduling, but it hasn’t really impacted us because they have always been good about managing priorities. I am happy for them and their growth.

BACKGROUND

Introduce your business and what you do there.

I am VP of Publishing for NACS, the National Association of Convenience Stores. We’re a trade association for the convenience industry. I am responsible for media content and advertising sales.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bates Creative?

We wanted to refresh the image and design of our magazine, including its technical aspects. We wanted to tie our print material to a new website and Adobe app.

SOLUTION

What was the scope of their involvement?

They play a design and consulting role. They inherited some of another agency’s work at first, and had to work with that. More recently, they worked through our new organizational rebrand and helped us integrate that into a new magazine design. They also help us express ourselves in the Adobe app and magazine website.

What is the team dynamic?

We had a team of around four, but they brought in extra people during busy periods or times of crisis. We communicate mostly through Basecamp, occasionally by phone, and rarely in person.

How did you come to work with Bates Creative?

They were an exhibitor at an Association Media and Publishing conference. They had experience in Adobe, which appealed to us.

How much have you invested with them?

We’ve invested more than $400,000 to date.

What is the status of this engagement?

We’ve worked with them off and on for several years, but they started working on our magazine around November 2015. They design the magazine each month, and they help put that content on our website and Adobe app. We are in the midst of a redesign now.

RESULTS & FEEDBACK

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

We always get compliments on the design from peers and association members. It’s clean, sophisticated, and represents our industry. We’ve also won a bunch of awards, which is validating.

How did Bates Creative perform from a project management standpoint?

They’re on the ball, and very communicative.

What did you find most impressive about them?

They really understand branding and design, and caught the essence of our association and the commercial space we inhabit. They bring cutting-edge creative capabilities and ideas to their work, and make us look really cool.

Are there any areas they could improve?

Their adherence to the schedule is sometimes rigid to a fault. That’s an asset in some ways, but we wish they could be more flexible when scheduling issues come up.

Advice for potential customers?

Communication is key. A clear exchange makes for a good partnership, and they are receptive and open to that.

BACKGROUND

Introduce your business and what you do there.

I am the founder and CEO of Atlas Brew Works, which is a craft brewery in Washington D.C.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bates?

We were in our infancy and needed help holistically on our brand identity.

SOLUTION

What was the scope of their involvement?

We got together with Bates just after we announced we were going to open. They really led us through our infancy to what we are today. They came up with 3 design themes and we found one that we really liked and they took that and ran with it. Us being in a consumer good industry, we have lots of design requirements. They’ve done everything from our tap handles to our can designs to t-shirts and advertising banners, etc. They did our main logo design too.

They’ve done two versions of our website for us. In the beginning, there were only two of us and we were trying to get everything done that’s required in a new business. A website was not something we really had time to think about. They came up with a cool idea of making the original website a sort of feed for our different social media outlets. It would automatically update things that we had been putting on Twitter, Instagram or Facebook. It was really easy for us to supply content to keep the website fresh that way. Since we kind of got our feet under us with the first site, we needed a massive redesign for the next website. It was a little bit more of a traditional website with a lot more content that we have today. The website is built on WordPress.

What is the team dynamic?

I have a few points of contact that I work with. I’m sure the project managers delegate to different people in the organization.

How did you come to work with Bates?

They read an article in the Washington Business Journal when we announced we were going to open the brewery. They saw that and reached out to us. They thought they could help and were excited about working with someone in the consumer product space.

What is the status of this engagement?

We started working together in February 2013 and the work is ongoing.

RESULTS & FEEDBACK

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

We get constant feedback on the beauty and intricacy of our design from our customers, distributors, and retail partners. We sell a lot of t-shirts and people like the designs. We actually won a couple of awards in the beer world for some of our can designs.

How did Bates perform from a project management standpoint?

They were great. I have nothing bad to say about Bates. We throw a lot of stuff at them with a lot of intricacies. They’re able to handle it very judiciously. The project manager we work with is not afraid to get back and get clarifications when they need them. Their questions are very pointed. They’re able to understand direction very well, which is a great thing in a colleague. We met with them throughout the process, reviewed ideas, and gave feedback on ideas and layouts.

We communicate by email and phone. They’re not located too far from here and so we meet a few times a year face to face.

What did you find most impressive about them?

I’ve been impressed with how protective they are of the brand that they have created, but not to the point where they’re excluding feedback from us. When we have ideas that may kind of fall outside of their vision, they’re either able to rein us in where need be, but not so pushy with it that they won’t heed any strong feelings that we have.

Are there any areas they could improve?

No. It’s been amazing working with them. They’ve done so much for us and given us such a distinction out in the market. We’ve been totally pleased.

Do you have any advice for potential clients of Bates Creative?

Call them up.