Breakaway

BACKGROUND

Introduce your business and what you do there.

I am the CEO of Bern Helmets.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway?

Our company was in a turnaround situation, and we needed help repositioning our brand. We engaged Breakaway to develop a long-term strategy and guide us as we learned more about our customers in a new-look market.

SOLUTION

What was the scope of their involvement?

We initially briefed them on our business and where we believed we needed help. Breakaway’s first task was to help us launch our latest product—a new version of one of our classic helmets. We hadn’t marketed a new product in five years, so this process was quite foreign to us. We had very limited resources, but Breakaway put together a robust digital marketing campaign—the likes of which we’d never experimented with before. They provided us with all of the digital marketing assets that we could use to promote the launch of the new helmet as opposed to introducing the product somewhat aimlessly.

We are still in the middle of determining our long-term strategy and deciding where we should focus the company. The deliverables in that regard are still to come.

What is the team composition?

We’ve worked with 5–6 people spanning Breakaway's various teams for strategy, creative, marketing, and account management.

How did you come to work with Breakaway?

I worked with Breakaway when I was at my last job. That company was about 10 years old and growing rapidly but wavering financially. We needed outside assistance to help build a brand and scale the company. I went to high school with Ted (CEO, Breakaway), but I didn’t know him at that time. However, I had heard promising feedback about his company and reached out—knowing that we already had something of a common bond. His team worked well for my company’s needs in the past, and I hoped that he could replicate that success with Bern Helmets.

What is the status of this engagement?

Our engagement began in December 2018 and remains ongoing. We plan to continue working with them for the next several years.

RESULTS & FEEDBACK

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

We’re hoping to sell through our stock of 50,000 helmets in the United States by the end of the summer or the beginning of the fall—that pure sales number is our main KPI for Breakaway. We are also hoping to increase our online sales figure from 3% to 10%. Further, we’re working to grow our social media channels, particularly on Instagram. An increased level of engagement there is critical to our marketing success.

How did Breakaway perform from a project management standpoint?

We don’t necessarily enforce strict deadlines. Instead, we say we want their best work and ask for a reasonable timeframe. They’ve been forthright in communicating what is possible with our limited resources and keeping us within those boundaries. Their timelines are clearly outlined and adhered to. We feel like we’ve been on track, and that’s because I think we’ve both put a lot of trust in our relationship.

What did you find most impressive about them?

I’ve hired some high-profile agencies in my career, but I love that working with Breakaway doesn’t feel like working with an agency. It feels like you’re working with a team embedded with your company and sharing the same values. We purposefully didn’t hire an internal marketing department because we wanted an outside perspective. Breakaway does a great job of being an insider with our company while maintaining a proper level of objectivity to tell us when we need to make adjustments to be successful.

Are there any areas they could improve?

No, they’ve performed well so far.  

Do you have any advice for potential customers?

Breakaway is a tremendous company if others are looking for a small but talented and flexible partner. They are personable and energetic, and we couldn’t have asked for a better vendor. To work with an outside firm like this has been a substantial strategic undertaking for our company, and we had a lot of nerves and apprehension on our staff about making this move, but Breakaway has re-energized our company. Breakaway has helped show us the way to what our future looks like.

BACKGROUND

Introduce your business and what you do there.

I'm the chief marketing officer of Wasabi Technologies, a cloud storage company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway?

We needed help branding our company to compete against the other massive brands in our industry. We were looking to break away from the pack and set a different tone to attract attention and pull mindshare away from our competitors.

SOLUTION

What was the scope of their involvement?

Breakaway helped launch our company, collaborating with our team to develop a brand persona that included our tone, voice, advertising strategy, and the overall look and feel of our website. 

What is the team composition? 

We initially worked with two people, but we now work with about five, including an account manager and the CEO as our main point of contact. 

How did you come to work with Breakaway?

We reviewed a few different agencies and decided to work with Breakaway because they had more of a disruptive approach to marketing, which is what we were looking to do. They also seemed to have more experience working with startups and creating new market categories, whereas others took a more traditional approach. 

How much have you invested with them?

We've invested roughly $350,000 in total.

What is the status of this engagement?

We've been working together since February 2017.

RESULTS & FEEDBACK

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

Breakaway has helped our brand achieve a tremendous growth of 20–25% every month. We now have about 10,000 users in just 20 months, making us one of the fastest growing companies in the country. We're overwhelmed by the number of leads coming in, which is directly tied to Breakaway's marketing efforts.

How did Breakaway perform from a project management standpoint?

They've been great. They're a very talented, multifaceted team with the ability to create a broad range of creative assets.

What did you find most impressive about them?

Their unique mindset as disruptors of industry sets them apart from other agencies. They're also very good at working with startups, whereas other agencies are geared towards working with more established companies. 

Are there any areas they could improve?

They provide a full suite of marketing and creative services, but it would've added value if they could've been more involved in developing our website and digital strategy in addition to the design. 

Do you have any advice for potential customers?

Go into the relationship with an open mind and be willing to think differently about the approach to the targeted industry. Breakaway is a leading disruptor and can discover unique opportunities for their clients' brands. They have a very strategic approach that challenges traditional thinking, and they're not afraid to provide honest pushback or feedback in the process. 

BACKGROUND

Introduce your business and what you do there.

I'm the VP of brand marketing and creative for Shoes.com, an e-commerce fashion site for shoes.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway LLC?

When we started working with Breakaway, our company had a different name and poor brand awareness in the market, so we needed help rebranding and improving the way we connected with our customers. 

SOLUTION

What was the scope of their involvement?

Breakaway helped us rebrand our company, change our name, and build a new brand architecture. They provided market research, created a new stack of brand guidelines, and defined our approach within individual marketing channels. They're currently helping us execute seasonal campaigns as well as strategic projects, including the creation of a comprehensive social media playbook. They also create content, including product videos, and train our staff on how to shoot videos going forward. 

What is the team composition? 

We work with 5–6 members of their team, including a project manager, an account executive, and Karin (Senior Director of Client Services, Breakaway LLC). 

How did you come to work with Breakaway LLC?

I've worked with Ted (CEO, Breakaway LLC) in the past on other branding projects, so I decided to work with them again based on those successes. 

What is the status of this engagement?

We've been working together since June 2017.

RESULTS & FEEDBACK

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

Our company continues to experience double-digit growth, which wouldn't have been possible without our new branding. After launching under our new name, our Net Promoter Score (NPS) increased by 30 points. Our product videos and web pages have also experienced a significant conversion rate increase. 

How did Breakaway LLC perform from a project management standpoint?

Breakaway's team partners closely with our internal creative team, utilizing clear and efficient project workflows. They stay on track with timelines and our budget and have integrated themselves seamlessly as partners on our team. 

What did you find most impressive about them?

Compared to other agencies I've worked with, Breakaway's team is much more nimble and able to take on business challenges, working within existing frameworks to create solutions.

Are there any areas they could improve?

They continue to do a good job of improving their own efficiencies and workflows on their own.

Do you have any advice for potential customers?

No, but I recommend working with Breakaway because they're able to provide fresh perspectives, challenge norms, and show concrete examples for ways forward. 

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Embotics. We’re a software company that provides cloud management technologies to large enterprises and service providers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway?

Our business has evolved alongside technology over the past 11 years. As a result, we needed to find a different way to promote our products and solutions. The brand’s overall messaging needed to match our value propositions to our audience.

SOLUTION

What was the scope of their involvement?

Breakaway identified trends in the marketplace, compared their findings against ours, and made strategic recommendations to help us attract new and different audiences. Taking the time to verify what they discovered set us up for a successful project. Once we agreed on a strategic approach, we let them handle the implementation of said tactics.

That process involved using creative design principles and various media channels to influence the marketplace. They integrated their methods with our public relations firm to create a strategy around both our experts and products. Their team utilized inbound and content marketing to ensure Embotics is known as a leader in our field.

What is the team composition?

I work with Ted (CEO, Breakaway) directly. He’s the strategist leading our engagement. However, my marketing team interacts with 4–5 resources from Breakaway to handle implementation.

How did you come to work with Breakaway?

The public relations firm we work with recommended them as a possible resource. We considered half a dozen companies, but Breakaway’s team impressed me the most.

How much have you invested with them?

We’ve spent around $150,000 at this point.

What is the status of this engagement?

We started working together in June 2017, and it’s an ongoing engagement.

RESULTS & FEEDBACK

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

Breakaway’s contributions have helped us solidify deals that wouldn’t have been possible otherwise. They’ve enabled us to elevate the value we receive from customers on an annual basis. When this project started, we were averaging around $50,000 per customer per year. Today, we’re averaging over $150,000 per customer per year on a software subscription basis. That increase stems from repositioning our solution, instead of creating new technology.

How did Breakaway perform from a project management standpoint?

They’ve been tremendous at hitting deadlines and doing so efficiently. Ted is an aggressively dynamic and goal-oriented individual. I've been incredibly impressed with how he sets goals and communicates tasks at an executive level. He’s determined to achieve objectives for his clients.

What did you find most impressive about them?

A lot of vendors like to talk about metrics, lead generation, and other typical tactics. However, they’re more than the average marketing firm. I love Breakaway’s creativity and ability to cultivate a positive controversy in a given marketplace. They generate real consumer attention, and that turns into actionable business for my clients. Additionally, Ted uses a combination of modern marketing techniques and traditional advertising principles to captivate audiences.

Are there any areas they could improve?

They’re one of the best firms I’ve worked with throughout my 30-year career. There is no such thing as a perfect service provider, but Breakaway reliably delivers results.

Do you have any advice for potential customers?

Have an initial conversation with Ted regarding each project’s goals and objectives. While the entire Breakaway team is great, it’s Ted’s influence that sets them apart from similar vendors.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing and sponsorship of PMC, a nonprofit organization. Our mission is to raise money for the Dana Farber Cancer Institute through a bike-a-thon in Massachusetts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway?

We were launching a new indoor spin event, and we’re looking for help with branding, idea generation that would bring in riders, and strategy for fundraising.

SOLUTION

What was the scope of their involvement?

Before I joined the organization, Crunch Brands, the previous company that merged with Breakaway, developed a website from scratch. Since then, their team launched a website for our spin event. They designed the creative elements of the site. Breakaway has also created graphics, email templates, and other marketing collateral.

Breakaway revamped our brand to be more in line with who we are as an organization and what the event itself was. We initially launched under the Resolution by PMC. With their help, we relaunched as the PMC Winter Cycle, which required a logo, different recruitment options for riders, and wording. We moved the event to Fenway Park, and Breakaway strategized and brainstormed with us every step of the way.

What is the team composition?

Ted (CEO, Breakaway) is our primary contact. We generally meet with two to four people, and they report back our requests to their internal team.

How did you come to work with Breakaway?

Ted was a rider in one of our events. He had conversations with our executive director and V.P. of Operations, and it came up that they were looking for an agency to improve the website. After discussing strategy, they decided to work with Crunch Brands and continued the partnership when Ted became a part of Breakaway.

What is the status of this engagement?

We worked with Breakaway from January 2011 to December 2018.

RESULTS & FEEDBACK

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

When we relaunched with a new name and new location for the event, participation through fundraising and riders more than doubled. We took the lead on some things, and their team took the lead on others. The plan is to work on another project with their team soon. We look at the partnership with Breakaway as a mutually successful one.

How did Breakaway perform from a project management standpoint?

Working with Breakaway is an excellent experience. Their energetic team is always on time and continually hits deadlines. They provide fantastic ideas and strategies and use their employees to their full potential. It’s a pleasure to work with Breakaway.

What did you find most impressive about them?

Breakaway builds different internal teams to work on various projects. I like to think we’re experts in what we do, but it is nice to get an outside perspective that can bring in ideas across industries and apply those to what we’re doing on the creative and logistical side. I think that expertise is invaluable.

Are there any areas they could improve?

No, there are none that I can think of. Breakaway is an exceptional agency.

Any advice for potential customers?

This is something I had to go through as well. Follow the process and know that the process will work. I came from a sports and media background, working with different methods. It’s always hard to get involved and trust something new when you’re experienced in other procedures. I was resistant in the beginning, but once I jumped in, it paid off.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing at Embark Veterinary. We offer a direct-to-consumer DNA test for dogs.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Breakaway?

As we headed into the 2018 holiday season, we engaged Breakaway to help us create an execute a branded holiday-themed campaign for our dog DNA test. A large portion of our business is seasonal, so it was imperative to have a multi-channel creative strategy that was ready to launch by early November.

SOLUTION

What was the scope of their involvement?

Breakaway developed a complete package of branded holiday collateral, including website assets, direct mail design and layout, Facebook Ads, retargeting ads, subway ads, and radio scripts. We provided data on our personas and target markets, and they addressed those demographics across all of our channels.

One of the larger projects was a 30-second television ad, which involved a fluid creative process. Breakaway helped us develop the concept before showing us multiple ways to execute it. They then wrote various potential scripts, and we went back and forth through the edits.

What is the team composition?

I mostly interacted with a team of 4–6, including a project lead who served as our main point of contact. They also provided a production crew for the television ad.

How did you come to work with Breakaway?

I’ve been in the Boston creative marketing scene for a couple of decades, now, so I already had contacts in my network who had worked with them.

How much have you invested with them?

We spent over $100,000.

What is the status of this engagement?

Their work lasted from September–November 2018, with a firm deadline on November 7th. This was important because we were being listed on Oprah’s Favorite Things.

RESULTS & FEEDBACK

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

Breakaway focused on achieving tangible successes across all of our key performance indicators (KPIs). Their campaigns contributed to increased site traffic and engagement while decreasing bounce rate. We also saw strong conversions on both our site and Amazon account, which ushered tremendous year-over-year growth during the holiday season.

Anecdotally, I noticed that our subway ads were generating chatter offline and on Facebook. Customers even asked for our products in brick-and-mortar pet retailers who, in turn, contacted us for potential business opportunities.

How did Breakaway perform from a project management standpoint?

It was a streamlined workflow, and we communicated in real time using Slack. If we ever had any scope creep, they would remain flexible and worked quickly to accommodate us. I also appreciated how KPI-focused they were. At every step, they took the time to understand how our program performed from a quantitative standpoint and adjusted accordingly.

What did you find most impressive about them?

I’ve worked with dozens of creative agencies over the past 20 years, and, without a doubt, Breakaway has been the best firm so far. What separates them from their competition is their commitment to forming real partnerships. They go above and beyond to immerse themselves in the client’s brand, making a personal and professional investment in understanding and identifying the most critical success factors.

Are there any areas they could improve?

No, not that I can think of. Their performance was exemplary, and nothing stood out to me as a negative.

Do you have any advice for potential customers?

Call them and you’ll see how they’ll go the extra mile to bring meaningful value to your brand.