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.