Agile Communications

BACKGROUND

Introduce your business and what you do there.

I’m the former group professional services director of Harvey Nash. We’re a global recruitment professional service and technology business, operating in offices around the world while turning over about a billion dollars.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agile Communications?

Historically, we sold through relationship channels but wanted to shift gears and do more marketing and PR to direct channels. Our objective was to enhance our brand and start acquiring business we didn’t already have.

We had an internal marketing department, but there was a lack of competency to reach relationships with publications, journalists, and so on. That is why we looked externally and brought on Agile Communications.

SOLUTION

What was the scope of their involvement?

Agile Communications started with a blank canvas. The website was a mess, and we weren’t doing any social media efforts. Essentially, their role was to design a strategy based on the direction we wanted to head in.

After observing social media activity, we based the strategy on the personas of our target audience members. This was difficult though because our customers are pretty varied. We sold to those in the IT, HR, and procurement industries; and each sector wanted something different. So, this meant that our messaging had to be different and customized for each of the industries.

Agile Communications helped us with the website as well as some of its functionality and content creation. Their team looked at our products and made them easily understandable, then they linked those products to the marketplace.

They also acquired some speaking opportunities for us. We created reports, and they sent them to the press for media coverage. These reports and speaking opportunities were about complicated tax law problems and solutions to those problems. We also discussed hire deploy models, covering training versus retraining versus offshoring hires.

What is the team composition?

I worked with five people in total, but mostly dealt with Alan (Managing Director) and Helen (Head of Content). Alan looked after the press relationships and PR. Helen handled the content, tone, and style of speaking. There was also someone who acted as the coordinator.

How did you come to work with Agile Communications?

Someone on our team had previously worked with them on a few press releases. Those had done well and made it into the news. So, when the time came to look for companies, Agile Communications was already registered on our list. They understood what we were trying to do, which really says something because it can be difficult to talk about complex tax issues when a person isn’t a subject matter expert.

However, Alan had a good understanding of what we were talking about, so we didn’t have to start from scratch — that was one of the main buying signals for us. Plus, I had seen his portfolio and that he delivered impressive results. He had the ability to get people into the press and that’s what I was really after. I knew they’d help us build the brand so we could become a commentator and grow from there.

How much have you invested with them?

We invested about £250,000 (approximately $303,000 USD).

What is the status of this engagement?

The engagement lasted from January 2017–December 2019.

RESULTS & FEEDBACK

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

The results of Agile Communications’ work were great. Our reports received a lot of good reviews in the trade press, some of them even making the international press. Our apprenticeship program made it onto the national news as well. We were really pleased.

On top of that, our ROI was excellent. We did really well from a business perspective. The media coverage created a lot of inbound calls, which wasn’t something on the agenda. Our goal was to raise awareness and get our name out there, so the inbound calls were an added bonus.

Agile Communications provided monthly reports showing the analytics of our website. We also did our own MI to see how the website was faring. There was an awful lot of traffic driven to our website. The number of hits we’d get from the trade press website was brilliant. The time spent on our website also increased a ton. At one point, the average visit was three-and-a-half minutes long.

When someone googled Harvey Nash, the recruitment services came up first, much to the annoyance of our internal marketing team. That was one of the best metrics we had. I’d definitely use Agile Communications again. I’m not with Harvey Nash any longer, but I’d use them in my new company.

How did Agile Communications perform from a project management standpoint?

Their project management skills were strong, that was part of the reason we went with someone like Alan. He was very knowledgeable and dedicated. Some of the opportunities we took advantage of were because he’d pick up something fairly late in the day. Then he’d text us and then we’d jump on it right away to get individuals organized and ready to speak. That’s how we obtained the Sky TV speaking opportunity.

Agile Communications drove us to get stuff done. Their team provided regular phone calls and worked to obtain progress. They were good at chasing up on actions that busy people might let sip.

What did you find most impressive about them?

Relationship management was very well done. It was political because we had an internal marketing team even though we were sponsored to go out and get an external supplier. Alan did a great job of navigating that.

Also, their delivery was impressive. From what I’m told, someone can spend a lot of money on PR and get nothing back. In our case, we got more than we expected and were happily surprised. The PR really raised our brand’s awareness, and the ROI was fantastic.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

I’ve introduced Agile Communications to a lot of companies. My advice is to pick up the phone and contact them because they’re great.

BACKGROUND

Introduce your business and what you do there.

We’re a media company that hosts social meetups for companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Agile Communications?

We were trying to raise the profile of the business by getting bigger and better speakers for our events.

SOLUTION

What was the scope of their involvement?

They handled much of our journalist outreach and interaction with the press. Before our engagement, we didn’t have any media contacts, so it was important to have a partner that could serve as a bridge. They were also responsible for tailoring our content and writing to make our company more print-worthy. 

Along with these services, we gave them access to our social media accounts, and they managed them for us. Additionally, when we had our first paid event for attendees, they were essential in attracting our keynote speaker and getting them covered in a high-cost publication. With their planning, management, and interaction with our speakers, they helped build and define our brand. 

What is the team composition?

I worked with two people full-time and another content writer on an ad hoc basis. 

How did you come to work with Agile Communications?

I’d worked with Alan (Managing Director) in a previous role and was always happy with their PR work. We decided to bring them on here as well. 

How much have you invested with them?

We spent between $15,000–$20,000 on their services. 

What is the status of this engagement?

Our current engagement started in May 2019, and their work in ongoing.

RESULTS & FEEDBACK

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

They generated a 90%–95% turnout rate, and bout 80% of those attendees indicated that they would turn up to another one of our events in the future. Our LinkedIn followers grew by 40% as well. 

How did Agile Communications perform from a project management standpoint?

There was never a problem with communication. We could give them a call or send over an email whenever needed. They sent along meeting notes, project plans, and other documentation in a timely manner.

What did you find most impressive about them?

They’re a personable and flexible team, understanding our nuanced business and project needs. All of their recommendations center around my requirements, rather than a preconceived idea of what we should be doing. 

Are there any areas they could improve?

No, I’ve never had a problem with their services and have referred them to several people.

Do you have any advice for potential customers?

They work best when you’re open and honest with them about our goals.