What was the scope of their involvement?
The most important thing Captains provided was strategic consulting. They have a number of clients who operate in the energy space and a robust research team, so they formed a variety of opinions based on their data and experience. They presented these ideas to us and we worked collaboratively to devise a strategy. Eventually, we identified the right language to position ourselves on the market.
They also assisted with print and digital marketing. The U.S. is slightly different than Europe in that the target demographic here is older, so traditional media played a bigger role than we were used to. In terms of digital, they helped with SEO, Google AdWord campaigns, and our analytics.
When we first entered the U.S., we established media relationships on our own. As our marketing plan grew in depth and importance, we realized it made more sense to rely on Captains expertise to manage those relationships, so they perform outside vendor management with various publications and media outlets.
Captains continues to step in and manage any component we request. Our firm is growing quite fast, resulting in natural turnover, so they’re always available to take on additional tasks as needed.
What is the team composition?
We work primarily with their senior team, including their CEO and head of strategy, but we’ve essentially connected with everyone at Captains, as we like to hear a variety of opinions. In total, we work with between 8–10 people.
How did you come to work with Captains of Industry?
Our managing partner conducted a web search and identified four or five firms prior to my arrival. Captains was under consideration, and I was already familiar with their work because of their reputation in the Boston area.
How much have you invested with them?
We’ve spent between $300,000–$500,000 so far.
What is the status of this engagement?
We started working together in July 2017 and our relationship is ongoing.