What was the scope of their involvement?
In short, Bop managed the entire process of web redesign and continue to manage the ongoing content marketing efforts.
Once we chose our firm, we started with the website. That was the very first thing, just getting that website up and going. Their initial proposal to us, the initial phase, was to build out the website. They completely did the artwork, colors, and website design from scratch.
They updated the wording of our insurance content using some of the content from the old site and new services that we had added since our old website had been updated. That process was collaborative, very back-and-forth. I would get my consultants that know different things about insurance to provide me with updated content, I would give it to Bop, they would have their professional writers make it sound good and salesy, and then add it to the website.
Once the website was up and running, we switched over to the second phase of the proposal, which was ongoing content marketing. They are, in all essence, our marketing department at Perr&Knight. I work with them just as if I had a staff of people in-house working on content marketing.
They write all the blogs for us. They have a 30-minute interview with our subject matter experts on a topic that we provide. Their professional writer takes all the notes that she took and writes the blog. Then that comes to us a couple of times for edits. She's a writer, not an insurance person, so it's out of context sometimes. We just clean that up a little bit to make sure it's contextually right, because we're talking about detailed insurance and actuarial stuff. It’s very minimal though, as she does a great job. Afterward, they post the information for us on our website.
They’ve done new brochures and redone our booths. For example, since we launched the website, we started a new department called predictive analytics. It's a big thing in insurance right now. We had to develop a brochure from scratch so that we had marketing material to take to clients and conferences. I called them and said, "Hey, we have something new that we need you guys to design. Here's some of the content. Make us a brochure." Once the brochure was made, we have to add that to the website. Additionally, we needed to add that service to our home page and develop a page for it on our website. That would go back to them, and they would deal with the website again. We're about to launch that new service.
They’re actively working to help us build our brand in the insurance arena through our website, marketing efforts, social media, and SEO. They keep us relevant on LinkedIn. About once every two weeks, they will send me a list of 20 articles, and I tell them yes or no to each one. What they’ll do is pick that article and schedule it to show up on our company's LinkedIn account, so Perr&Knight is always out there as a thought leader.
How did you come to work with Bop Design?
Bop Design was one of 7 firms to whom we sent our RFP. One of the reasons we initially included them was because they were in Southern California, which is where our headquarters is located, although we later found out that geographical proximity doesn't matter with Bop Design since we communicate regularly via email and phone. We liked their proposal the best in terms of strategy, design, support, and price.
How much have you invested with Bop Design?
Between $10,000 and $50,000.
What is the status of this engagement?
We engaged Bop Design in February 2016 and launched the new website in October 2016. The original timeline to launch was 6 months, but the delay was entirely our fault, as we weren't as responsive as we needed to be.
Phase 1 was to build out the website from scratch, do all the design work, take the content provided and make it look nice and professional, and change the wording to make it more salesy. Once that ended and launched, it was just ongoing content marketing at a monthly fee for whatever we need. I don't know what I'll need 3 months from now, but when I do, I'll just call them, and they’ll do it. Plus, the website is not just a done deal after launch; it's always evolving. So we have been working with Bop Design regularly since the launch; they’ve become our marketing department.