The Brand Leader

BACKGROUND

Please describe your company and position.

I am the Director of Marketing & Communications of a Travel Arrangements Company

Describe what your company does in a single sentence.

We market our destination on behalf of our 60+ hotel/property partners in our group.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Brand Leader to accomplish?

• Helping us build a robust digital marketing framework for targeting specific audiences with taylor made campaigns and messaging
• Deployment of marketing assets. Digital, Outdoor, and Traditional.
• Helping us build out our creative assets so that we can stand out among our competitors.

SOLUTION

How did you find The Brand Leader?

Online Search

Why did you select The Brand Leader over others?

• Great culture fit
• Company values aligned
• Other

Describe the scope of work in detail. Please include a summary of key deliverables.

In coordination with our Lodging Association, the agency will assist in developing a data-driven advertising and PR strategy that includes both innovative, forward thinking, and cost-effective integrated marketing tactics, including but not limited to digital, social, experiential, artificial intelligence, out-of-home, over-the-top, print, broadcast, etc. 
Strategies will focus on attracting leisure and group visitors to beach cities, with key emphasis on increasing overnight visitation and supporting local businesses and our communities. Additionally, concept and creative services for our campaigns will be required along with and other creative services on an as needed basis. The use of subcontractors for this account must be approved by our Lodging Association. 
OBJECTIVES 

• Generate a fresh take on destination marketing strategies and create efficient PR and advertising plans that align with our strategic goals and builds brand equity. 
• Execute on an agreed upon set of deliverables that drives growth in both brand awareness and hotel bookings in a way that can be monitored and tracked and is effective and efficient. 
• Develop a holistic approach to brand advertising including concepting creative materials and campaign elements for brand consistency.
• Create high-quality content that aligns with our voice, mission, personas and market preferences. 
• Measure, analyze and optimize campaigns to ensure we are reaching our desired target markets in the most effective way possible.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Buying metrics gained significant increases. 
• Creative services netted out amazing and engaging collateral. 
• Content creation and photography have been award winning.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Extremely timely and very thorough communication throughout each scope of work.

What was your primary form of communication with The Brand Leader?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

They feel like an extension of our internal team. We share the same values and work ethics.

Are there any areas for improvement or something The Brand Leader could have done differently?

There has not been an obstacle or outside the box idea where their team hasn't exceed our expectations.

BACKGROUND

Please describe your company and position.

I am the CEO of CTS

Describe what your company does in a single sentence.

The world's leading endurance coaching company.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Brand Leader to accomplish?

• Firmly establish a singular brand position and identity after the first leadership change in the company's history and many years of smaller shifts and adjustments reacting to the demands and environment the company was operating in.
• Unify the Leadership Team on who/what CTS is so we could move forward from a common starting point.
• Clearly demonstrate and verbalize to the coaches what CTS is and what they belonged to and were a part of.

SOLUTION

How did you find The Brand Leader?

Previousley worked with them

Why did you select The Brand Leader over others?

• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from The Brand Leader were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Review of the current and historical brand position. Review of competitive landscape and competitors positions. 
• Discussion and updates on values, vision and mission statement. 
• Reccomendation of updated brand position, messaging, voice, colors, typeface and style.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Clearly stated brand archetype and why. 
• Clearly stated values, vision, voice and examples of how create and present messaging consistent with the brand. 
• Updated toolbox - colors, logo, typface etc.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

After a little bit of a slow start while we learned how to work with each other and what to expect things fell into alignment quickly. We identified the challeneges, The Brand Leader was very responsive in offering and discussing solutions. The end result was a very comprehensive package describing our brand position and how to execute and stay on brand. 

We started the process not completely understanding how or where it was going to land and finished with a very complete and powerful understanding of who we are and how we would work moving forward. The Brand Leader did an excellent job of understanding and responding to where we were throughout the process and worked with us at a speed that made sense.

What was your primary form of communication with The Brand Leader?

Virtual Meeting

What did you find most impressive or unique about this company?

They had a very solid and indepth understanding of the broader industry and took the time to learn the details and nuances of our specific buisness. We had a leadership team with widley varring experience in branding and marketing and the Brand Leader found a way to work with all of us to ensure we landed in a great place. To wrap things up in the end Kyle came out to our company summit and personally presented the brand work to all of our coaches. 

They were very appreciative and continued to talk about and reference the presentation for the rest of the summit. They left with a powerful understanding of what they were a part of, what they had helped to create and a renewed sense of pride.

Are there any areas for improvement or something The Brand Leader could have done differently?

To start it would have been great if we has a better understanding of the process but this process is closer to art than a science and art is not always easily or immeadiately understood. It is a nice ask to have had a better understanding but it may not have been something that could actually have been explained or delivered at the time. The inital phases of the project had some long intervals inbetween interactions but we realize we were not the only project happening at that time and in the end we finished up on schedule.

BACKGROUND

Please describe your company and position.

I am the Winemaker and Executive of 689 Cellars.

Describe what your company does in a single sentence.

We are a Napa Valley based Winery

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Brand Leader to accomplish?

Devlop a strategic and concise brand messaging for our wines

SOLUTION

How did you find The Brand Leader?

Referral

Why did you select The Brand Leader over others?

• Great culture fit
• Company values aligned

How many teammates from The Brand Leader were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Development of concise messaging and brand winery identity

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Dilverable good with clear messaging...

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They're responsive to our desired needs and timeline.

What was your primary form of communication with The Brand Leader?

Virtual Meeting

What did you find most impressive or unique about this company?

They listened and understood our needs.

Are there any areas for improvement or something The Brand Leader could have done differently?

None