What was the scope of their involvement?
We’ve definitely expanded the original scope. We started working with them mostly as a creative company, but since then, they’ve essentially touched everything we do across our customer base. Blue Green creates marketing assets for us and helps optimize our website, which is our largest acquisition channel. They also work to create new data flows to help us collect and utilize it in a more efficient manner. They work on seasonal and creative campaigns for us on all assets, and they also work on our calendar. We work with them in our paid media efforts, where they optimize the flow in our displayed channels.
Additionally, we work with Blue Green to create unique SMB experiences which segments our customer base in ways we haven’t before. We really work with them in a lot of different things throughout the marketing and communication field.
The primary goal when we started working with Blue Green was to create a much more efficient marketing agency relationship. We’re really expanded with them, and they’ve become more like partners who look at how we communicate to our merchants and customers. Our main goal throughout the life cycle is to communicate in more appropriate and customized ways. This drives what we call NNA’s, or net new active, which is essentially growing our customer base. We do this through increasing our acquisition, which makes the funnel more efficient, proactive, and reactive trend reduction. They work with us in all of these test points.
Most of the content Blue Green has worked with us on in the past has been initiative focused. Whether it’s 5-6 different channels they’ve created content for, or just a single channel, it’s usually been fairly initiative focused. They’ve worked on assets for member-get-member creative concepts, holiday themes, activation campaigns, and trend reduction campaigns.
This year, we’re branching out and trying to come up with a more overall content strategy, and in particular, more focus on Paypal.com. We’re really trying to relook at the messaging tone and content we’ve used before to create something more dynamic. After starting with Paypal.com as the main channel, we’ll branch off into other channels as well. A lot of it is strategy and content, but there are definitely some back end sides of it where we’re actually gathering input and saving them to databases, then copying them to have more usable content. It’s not on the SEO front, but more involved with data collection and creating unique experiences for people signed in on Paypal.com.
Blue Green really has a good understanding of our technology, and they’ve been able to build flows that may have never been done before on Paypal.com. We are working with them on these flows, which necessitates additional technology work. We’ve got one currently where we’re looking to work with eBay on a Paypal.com sign up flow, and they’re building the backend for what that looks like. They’re definitely more than just a creative and strategy agency. They’re well rounded, and that’s one of the reasons we continue to work with them year after year.
What is the team dynamic?
Within Latin America, Blue Green has worked with several different teams. They’re really worked with all four times that sit within the Latin American marketing. They work quite often with Mexico, and what we call the central Latin American Caribbean region. They also often work with our marketing team to develop strategies on specific lifecycle initiatives. They’ve done some work with the Brazil office as well on some very specific campaigns. They’ve definitely provided value throughout Latin America.
It’s not a huge shop, but this is good in a way because everyone can become an expert in Paypal. What’s really great is that Blue Green funnels mostly everything through one person, so it’s a consolidated and concise reporting relationship. We always know who to go to if we have any problems or questions. We’ve worked with many different people on their side, including Ryan [Lead Marketing Technologist, Blue Green] who leads the more technology based team, and we work with the creative department quite a bit as well. There are three individuals that we’ve worked with there, as well as program management.
How did you come to work with Blue Green?
Blue Green was originally doing work with the U.S. marketing team, and that’s how we came to know them. They engaged first with the marketing strategy team within Latin America, and we were doing some one-off initiatives with them. At the time, we were unhappy with our current agency and were looking at new options. One of the things that really attracted us to Blue Green was that they had worked with PayPal for years, and they really knew what we were trying to do and what voice we liked to present to our customers. They understood the technologies so they could do platform integration other agencies weren’t able to.
They were also very flexible and could work with us on urgent projects that needed a quick turnaround. They had a good mixture of expertise that we were looking for wrapped up in one agency, which was great. They’ve also been really flexible in terms of expanding their team to fit our needs. For example, we create Spanish assets, so they actually went out and hired someone fluent in Spanish to create those. We started working with them in a fairly narrow scope, but over the years, it’s evolved into a partnership.
How much have you invested with them?
Our budget with them is around $250,000. Our relationship has grown, and we work with them a lot more, so the scope and budget have both increased.
What is the status of this engagement?
We started working together in January 2015, and the relationship is ongoing.