Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
Coalition initially managed a pay-per-click campaign for my own startup, and did a fantastic job in understanding a relatively new space. We were selling data-only services direct-to-consumer. Our clients bought a mobile hotspot and paid along the way. There was no contract or monthly fee involved. It was an interesting and educational effort to create advertisements and lead generation for this field. Coalition Technologies increased our daily traffic from almost zero to 400-500 visits per day. Conversions increased dramatically as well.
I was also the interim Chief Operating Officer for a large health and fitness company. When I got there, I found that all ad campaigns were unattended and out of control. That company was spending somewhere in the ballpark of $40,000 per month on pay-per-click. In addition to this, that company was launching 5 new web platforms using an agency which I had no idea about. I brought Coalition in to do 2 things: have a peer review of the new sites, making sure that the code was up to standard on current best practices, and ultimately, provide support for the development team in terms of coding and project management. Coalition also took over pay-per-click management. Within 30 days, they reduced the expenditure in half, and doubled the traffic. The results were dramatic. The campaigns were running at a loss for 6-9 months, so that was low-hanging fruit for Coalition, but they still moved very quickly. Coalition also worked with the client on the social media side of the activities, helping with full-blown ad campaigns and SEO.
How did Coalition Technologies perform from a project management standpoint?
Whenever Coalition told me that something was going to be completed by a certain time frame, it was. This is somewhat unique, taking into account the multitude of development companies which struggle to stay on track.
What did you find most impressive about Coalition Technologies?
I started working with Coalition when they were a small shop. I know that Coalition is in the 50+ employees range at the moment. Despite this, they seem to be able to hire competent people, both on the technical side, and in terms of account management. As service-oriented companies start to grow, their principals will get farther and farther away from the work product. In Coalition's case, they've done a good job of transitioning this into talented staff.
Are there any areas Coalition Technologies could improve?
Coalition knows its core business. Every now and again, they will start to venture into other activities, like public relations. That was probably out of their league, and was mostly an attempt of expanding the service offering to customers. Aiming to be more of a one-stop-shop can potentially dilute their core strengths.
What tips or recommendations could you share that might increase the likelihood of success with Coalition Technologies?
Many companies in the SEO and SEM space charge based on a percentage of the spend. I advise my clients not to do this, and instead set a monthly budget. Coalition has been flexible in adjusting their packages to this model. Clients should also be upfront about their own customers and products, making sure that Coalition is fully-informed about the business. If this isn't done right, then the client has lost.