Communications Strategy Group (CSG®)

BACKGROUND

Introduce your business and what you do there.

I’m the VP and general manager of The Myers-Briggs Innovation. We formed the Innovation Labs about five years ago.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CSG?

We were working primarily as a startup company in exploring the market, reaching out to customers, and taking an iterative approach to product development. We went to CSG to figure out our strategy for scaling. 

We wanted to revamp our website and scale up what we thought was a replicable sales process. We wanted to up-level our marketing, drive demand generation, and figure out how to segment the market and what segments to go after. 

We had some ideas around that, but CSG helped us test our hypotheses and also turn those thoughts into real action and generate leads and sales.

SOLUTION

What was the scope of their involvement?

CSG built our website from top to bottom. They figured out our brand strategy—how to present our brand, the feeling of the brand, and how to position ourselves. They came up with the tagline, "From undecided to undaunted." 

They delivered emails and lead generation campaigns, and we worked with them on social media and press releases around new product launches and partnerships. We even brought them in to help us forge relationships at the state level, that are bearing fruit now. 

CSG helped us understand and position ourselves with very large opportunities, and we appreciated all of their input around reaching out to community colleges, four-year private schools, state universities, and K-12 schools.  

What is the team composition?

There were around five people from CSG involved. Natalie (VP Education) and Steven (Founder & President) were primary contacts, and we also worked with their designers.

How did you come to work with CSG?

We researched different companies. We had a longstanding relationship with another PR and marketing firm, but we wanted to work with an innovative and fast-moving firm that could understand our market and that could iterate and be nimbler than a traditional agency. 

Someone recommended CSG to us, and it was an instant fit. Steven immediately understood what we were trying to accomplish, so we didn’t have to connect all the dots with him. 

CSG was additive right from the start, which made them stand out from other agencies, which wanted to go through discoveries and figure everything out. They got it, and they immediately added value and helped turn our conversations into action.

How much have you invested with them?

We spent $180,000–$200,000 with them. We upped our marketing budget after six months, because we liked what we were getting from them, and decided to go fall in with the website and branding.

What is the status of this engagement?

We worked with them between March 2019–June 2020. They’re still with us, but we’ve had some budget cuts.

RESULTS & FEEDBACK

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

We saw a 50% increase in leads as a result of CSG’s efforts, and our website traffic went way up. We were really happy with the results. We saw our close ratio go from 10% to almost 25% with the leads that came in from CSG, so they made our marketing more targeted.

How did CSG perform from a project management standpoint?

They’re really on it, more so than me. I have a lot of things on my plate, so it’s great to have a partner that tells me where to focus. I believe they used Asana for project management and Marketo for marketing automation.

What did you find most impressive about them?

Their market knowledge, nimbleness, and ability to anticipate what we needed were impressive. CSG got it done.

Are there any areas they could improve?

When we started executing on the plan, we were very nimble and tried to go in different directions. Some of the wording needed improvement at first, but that was just part of the creative process, so it’s not an improvement point for CSG. 

They always got things going and took the first step, after which I or our marketing folks would make edits. I don’t have that much to say in terms of improvements. CSG was really valuable to us, and Steven was always there. We were a mid-sized customer for them, but they treated us like we were huge.

Do you have any advice for future clients of theirs?

Clients shouldn’t be afraid to let Steven know what the pain points of the organization are, and not come in thinking that they know everything. If the client lets Steven understand what the problem is, he’ll open people’s minds to new things. That was a huge part of our engagement.

BACKGROUND

Introduce your business and what you do there.

We're an aircraft manufacturer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Communications Strategy Group (CSG®)?

We selected CSG to manage all of our public and media relations. Specifically, we wanted a firm to be proactive and help tell our story to the world.

SOLUTION

What was the scope of their involvement?

CSG’s key deliverables focused on PR. Their team managed interactions with the press, which involved pitching, managing incoming inquiries, and writing responses.

They dove deep into our business quickly to understand our story and how best to tell it best to the media and the world. Their team came on board when there weren’t a lot of background documents. They completed a competitive analysis, diving into the current landscape, industry, and media outlets. They came to understand potential obstacles from both PR and business strategy perspectives.

What is the team composition?

We ended up with a team of about two people. Dan (Chief Marketing Officer) and John (Director) managed the day to day work.

How did you come to work with Communications Strategy Group (CSG®)?

I found them through a recommendation from a previous colleague. It’s also always nice to support a local firm, have the ability to meet in person, and work in the same.

What is the status of this engagement?

They came on board around January 2019. Our engagement wrapped up in March 2020.

RESULTS & FEEDBACK

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

Based on our desired impact from a PR perspective, we saw strong results. For example, we had a press release earlier this year. Our goal was to have the release picked up by 10–15 major publications. We achieved that goal and influential publications wrote entire articles based on the release.

We also saw positive results last year. At an air show, our goal was to get covered by 10–15 major publications and 100 articles written. We achieved both of those objectives.

How did Communications Strategy Group (CSG®) perform from a project management standpoint?

We talked weekly often to respond to different media inquiries. They communicated with our team to understand the best responses to provide externally.

They always met their deadlines with the agreed-upon deliverables. Their team was always prepared with agendas and call notes. They also summarized opportunities well, so we could easily share them internally and gain alignment. We used Google Docs to share comments back and forth.

What did you find most impressive about them?

When they came on board, their team showed strong leadership. CSG cared deeply about our business and became part of our team. Their abilities to be a part of our team, flexible, and adaptable set them apart. They understood our business strategies. Their team adapted to our timelines and priorities, which frequently changed because we’re a startup.

Are there any areas they could improve?

No, I don’t have anything that comes to mind right now.

Do you have any advice for potential customers?

They can be an incredible addition to the team. Have a transparent and open relationship with them because they want to be part of the team. By giving them access to the strategy and rationale behind decisions, they can add a lot of value from a PR perspective.

BACKGROUND

Please describe your company and your position there.

New Belgium Brewing is a highly regarded craft brewery in Fort Collins, Colorado, famous for its Fat Tire and Voodoo Ranger beers and a strong commitment to sustainability. I was PR and Communications Director there for more than 20 years.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Communications Strategy Group (CSG®)?

As our business was looking to grow from 15 states of distribution to a national presence, the day-to-day communications became just too much for a one-person, in-house team. We hired CSG as our agency of record to help navigate the national media landscape and to help grow brand awareness and preference.

What were your goals for this project?

As a rapidly growing craft brewery, we wanted our brand to be relevant and preferred to drinkers both far and near. In order to create that heightened awareness, we invested heavily in new markets in the form of sales teams, events and field marketing. CSG's role was to amplify all of those elements in the media to help create maximum ROI on our investment.

SOLUTION

How did you select this vendor?

We conducted an exhaustive national search and narrowed the field down to our top three contenders. We then had each prospective team develop strategy for likely content scenarios like new product releases, sustainability innovations and national events. CSG proved immediately that they had listened most closely to our needs and best understood our brand. Ultimately, it was an easy decision based on that exercise.

Describe the scope of their work in detail.

From very early on CSG was tasked with developing a strategic editorial calendar based on our planning calendar for the year. This encompassed everything from new product launches, new market rollouts, national multi-city touring events like the Tour de Fat and Clips of Faith film series , and any new technical or product innovations.

Beyond the calendar, we continued to tell New Belgium's unique story of employee-ownership and our sustainable approach to business year round. CSG helped organize our weekly and monthly planning meetings and would often work directly with NBB POC's who had the best knowledge base for specific content.

They consulted on crisis communications as well. We collaborated on everything from ideation through execution and they took full ownership of monthly and annual reporting.

What was the team composition?

At any given time we had an account executive, a strategist and an account manager working on our business. That could scale up or down as needed and I always felt empowered to go directly to CSG's founder and a master strategist, Steven Shapiro. During busy seasons or events we would always have access to all hands on deck.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Positive outcomes from our partnership with CSG were immediate and impactful. As mentioned, they helped grow out communications as we developed our distribution from 15 to 50 states, working hand in glove with us to open those new markets and create awareness.

The helped grow our philanthropic Tour de Fat bicycle event from 6 to 15 cities with attendance peaking at 20,000-plus people per event. These events raised more than $5 million for cycling advocacy organizations and CSG helped make sure those stories were well-received.

During their tenure New Belgium made Outside Magazine's Best Places to Work List multiple consecutive years and they helped us land business profiles in national titles like Forbes, Fast Company and Inc. to name but a few.

New Belgium is still considered one of the best places to work in America and is well known for environmental advocacy and sustainability initiatives as well as having a diverse and amazing beer portfolio.

How effective was the workflow between your team and theirs?

Highly effective. I could reach out at any time - day or night and even on the weekends - and I would immediately be in touch. They were quick to understand our business and the industry and they were able to adjust to fast-moving dynamics. To that point, they are always calm and cool in stressful moments and help to bring a sense of clarity to seemingly convoluted situations.

What did you find most impressive about this company?

I was most impressed with CSG's passion and commitment to understanding their clients' needs. They took the time not just to understand our business but to educate themselves on the entire industry so they could better help us compete at market. They are clear-eyed professionals who work incredibly hard - but at the end of the day they - still know how to have fun.

Are there any areas for improvement?

Nothing top of mind stands out as to ways for improvement. They are dedicated, hard-working and talented. If I took a long look back, I think they've addressed their team structure to account for new media, influencer communications and other Tectonic shifts, so areas that might have needed deeper resources have been addressed.

BACKGROUND

Introduce your business and what you do there.

I am the director of public relations and communications at the Financial Planning Association, a professional membership organization for certified financial planner professionals nationwide. We have more than 23,000 members across the country, 86 chapters, and multiple state councils

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Communications Strategy Group (CSG®)?

We have been going through a large organizational transformation to better integrate and align the association at all levels. We were looking for help pulling together and executing an effective communication plan to drive the profession forward together.

SOLUTION

What was the scope of their involvement?

Communications Strategy Group (CSG®) helped us develop and execute a communication strategy. Their team also developed a microsite where this initiative lives. They took point on helping us design and manage that site, while also executing various member communications. Their team helps us create a blog and video content for the site.

What is the team composition?

Our main point of contact is Ryan (Vice President, Communications Strategy Group (CSG®)). He’s supported by some other folks on their team but we mostly communicate with him. We’ve also done some work with Steven (Founder & President, Communications Strategy Group (CSG®)), who comes in for various strategy discussions.

How did you come to work with Communications Strategy Group (CSG®)?

Our relationship with Communications Strategy Group (CSG®) goes awhile back, they’ve worked with our marketing team. Communications Strategy Group (CSG®) is a natural fit because they understand and have experience with our industry. We wanted an organization that could provide some unique thinking and they fit the bill. 

How much have you invested with them?

In total, we have invested around $100,000. We average $4,000–$6,000 a month, but some months go over and can hit $25,000.

What is the status of this engagement?

Our ongoing engagement with Communications Strategy Group (CSG®) began in July 2018.

RESULTS & FEEDBACK

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

Our volunteers are the ones who power our chapters and our national organization, so this initiative is really for them. We are now able to provide additional information to our stakeholders via our blog. We’ve pulled together the full story of our organization in a clear and compelling manner. 

How did Communications Strategy Group (CSG®) perform from a project management standpoint?

Ryan keeps us on top of things. He has been outstanding, I can’t say enough good things about how he operates and what he brings to the team. Thanks to him we are always on track with what needs to be done.

What did you find most impressive about them?

Their knowledge about the industry and experience working in it makes them a valuable partner. It also helps that Communications Strategy Group (CSG®) is local to our association. Our relationship with them is a true partnership.

Are there any areas they could improve?

No, everything they’ve done has been exactly what we asked of them. If anything needs improvement, it’s probably on our end.

Do you have any advice for potential customers?

Go into the relationship with an idea for what you’re trying to achieve. Make sure you have a level of clarity about what you’re actually trying to do. Take time on the front end to focus on your objectives. Communications Strategy Group (CSG®) really shines in laying out a strategy for how to achieve your goals, but you need clarity about what that is.

BACKGROUND

Introduce your business and what you do there.

I’m the president of Melillo Consulting. We’re an IT systems integrator. The majority of our business is focused on three key solution areas: infrastructure digital transformation, operational intelligence, and dev ops.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Communications Strategy Group?

We needed help in positioning our overall value proposition around services.

SOLUTION

What was the scope of their involvement?

Communications Strategy Group worked on an initiative that we call the Melillo Business Transformation Assessments, which was a way to approach customers about our services differently. Their team listened to our requirements, asked questions, and strategized. They directed a discovery phase and an assessment methodology. Their biggest challenge was meeting with our practice directors who they had to get on the phone. They asked them questions, then formatted the content and information professionally, and delivered it. Their team had to validate changes and updates until we had a finished product. They created an updated PowerPoint that we could share with our sales team, customers, and partners. Their team also detailed information about the services in one sheet.

What is the team composition?

We worked with two folks closely.

How did you come to work with Communications Strategy Group?

I worked with Communications Strategy Group previously and found their work to be solid. They presented content well. Their messaging was good and kept us ahead of the curve from an industry perspective. When I came to Melillo, we didn’t have that type of partner. I gauged their fit based on my past experiences with them.

How much have you invested with them?

We spent between $10,000–$50,000, which included other projects besides the MBTA.

What is the status of this engagement?

We started this project in March and were able to share the product with our sales force in July 2019.

RESULTS & FEEDBACK

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

The MBTA initiative was really important because our sales force asked for the project. We’re starting to see the approach being used more and more. It has been getting us into different types of opportunities. We’re able to have different conversations, which have resonated with customers and partners. I know their efforts have been making an impact.

How did Communications Strategy Group perform from a project management standpoint?

They performed well. Communications Strategy Group was professional and responsive. From a logistics standpoint, any delays were on us. Their team always followed up, trying to complete the project within the timeframe. They were patient and flexible to make the product happen. Their team understood the dynamics of our business and worked within our culture to get the project done.

What did you find most impressive about them?

Communications Strategy Group cared on a personal level. Their team took the time to know our business well. We’re in a competitive industry. Each company has to figure out how to add value and communicate it. Communications Strategy Group knew that and helped us pull that information out to build good content, which a lot of companies can’t do. They were also proactive in their offerings to expand the relationship.

Are there any areas they could improve?

I don’t have anything for them to improve. I’d like to see that they’re good at business media and getting their messaging posted on platforms such as LinkedIn but that’s something we need to communicate to them.

Do you have any advice for potential customers?

Take the time to understand what you’re trying to achieve from a high-level as well as what content will help your business.

BACKGROUND

Introduce your business and what you do there.

I was the co-founder and CEO of Veritas Prep, which was a college test prep and admissions consulting company. It was founded out of a Yale college dorm room. We ended up growing to 600 employees before selling the company in December 2018. It was a dream scenario.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Communications Strategy Group?

We were originally, in 2008, searching for a top public relations firm. Instead, we found a superior, top-tier communications firm in Communication Strategy Group (CSG).

SOLUTION

What was the scope of their involvement?

In the beginning, we talked about our strategy, and it was immediately clear that this would be a comprehensive engagement. Through our early discussions, we got a sold sense of our own company vision. It gave us a game plan to improve our operational process.

They developed a media plan for us in 2008 that we’ve used to guide our decision-making. They’ve gotten us regular quotes in columns in The Wall Street Journal and Forbes. Additionally, their team has obtained consistent mentions in Inside Higher Ed, which is the most important publication in our space. Ultimately, they landed us on the cover of Entrepreneur magazine. All of this came out of the media strategy they initially developed.

What is the team composition?

We consistently worked with Steven (Founder & President, Communications Strategy Group) and about three other members of his team. We had a project lead, and we worked a lot with her. She’s since left the company, but many of the other teammates are still there, doing high-quality work.

How did you come to work with Communications Strategy Group?

They were one of the most respected firms in the education space, so we researched out despite being hundreds of miles away. Out of all of the firms we considered, CSG was the only company that had their CEO on the initial call. Steven was involved from the very beginning. That encouraged us to work with them. 

How much have you invested with them?

We spent about $100,000 annually with CSG.

What is the status of this engagement?

We worked with them from 2008 until our company sold in December 2018. They still have a relationship with the company that bought us out.

RESULTS & FEEDBACK

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

Their work led to a massive ROI for my company. Because of our appearances in top publications, our company tripled its revenue in five years without outside investments. All of our business was earned organically. 

Historically, we were in fourth place in the GMAT but became the industry leader within five years. In doing so, we jumped competitors like the Princeton Review and Kaplan for that test. We were ultimately able to pass them because of CSG’s help.

How did Communications Strategy Group perform from a project management standpoint?

The project began with an extensive, three-day seminar with 3–4 members of CSG and our top people. Steven flew out to our offices with his team to hold them. Then, we took apart our entire business, leaving with a better understanding of who we were and how to better communicate with stakeholders. Those early, communicative sessions set our entire plan in motion. 

Otherwise, we collaborated over email and phone. We spoke weekly. On a quarterly basis, Steven would fly back out to our offices to discuss our progress and whether or not we were hitting our goals. Annually, we repeated that three-day seminar that started us off. The communication from all avenues was strong.

What did you find most impressive about them?

They provided superior advice on developing a media strategy, something that could only be rivaled by a top management consultancy. Their services are truly state of the art. I look forward to seeing what they accomplish if they lock up a relationship with our buyer.    

Are there any areas they could improve?

They have four primary verticles, so I can speak to their extraordinary talent in our space but not others. We were very spoiled by how much they committed to us, which was instrumental to our success. I’m not sure that it's sustainable for them to offer that level of commitment to their other clients, but if they can, they don’t have a weakness.

Do you have any advice for potential customers?

Take a more expansive view of your company and CSG’s abilities, asking every question you have about the basics of PR and media. Don’t be afraid to ask about how they can help share your vision and improve operational expertise. They can scale your business and help you think bigger.  

BACKGROUND

Please describe your company and your position there.

Security Benefit is a 127 year old, Kansas based retirement company which in recent years has become one of the fastest growing retirement savings and income companies in the industry. Through a combination of innovative products, exceptional investment management and a unique distribution strategy, we have become a leader in a full range of retirement markets and wealth segments. For the past five years, I've held the role as Head of Marketing for the company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Communications Strategy Group (CSG®)?

We worked with CSG for nearly a decade to provide support and development of various key message platforms for the firm. CSG was a partner and expert in helping the firm research, create and deliver several value add platforms for our network of independent financial representatives. CSG also acted as the primary contact for members of the media and provided additional media training for our executive team.

What were your goals for this project?

To provide support of our various public relations activities and inquiries from the media.

SOLUTION

How did you select this vendor?

The vendor was selected by a group of executives a few years before I took over the role.

Describe the scope of their work in detail.

CSG provided continuous and regular support of our various public relations activities and initiatives.

What was the team composition?

We worked primarily with a key account executive and then expanded the engagement as we need additional support or expertise, research, writing, etc.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The team had developed the "shark cage" concept as part of the media training for our executives. This idea helped them understand how to answer questions and provided the ideal framework to help them effectively communicate our various message platforms.

How effective was the workflow between your team and theirs?

We had many members of our executive team, marketing teams, and others work with CSG's team. The CSG team was generally very responsive and worked with internal stakeholders to deliver what we needed in proper the timeframe.

What did you find most impressive about this company?

Their flexibility and overall responsiveness set them apart.

Are there any areas for improvement?

Occasionally, CSG missed the mark in researching and delivering high-quality content. Our internal team's harshest complaint was around the quality of writing in some of the materials.

BACKGROUND

Please describe your company and your position there.

I am CEO of a holding company. We have controlling interest in several u related operating companies.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Communications Strategy Group (CSG®)?

We had a time critical PR crisis management need for one of our subsidiaries.

What were your goals for this project?

We needed to defend our position within the industry.

SOLUTION

How did you select this vendor?

Steven Shapiro is the best in the business. Easy choice.

Describe the scope of their work in detail.

CSG had to drill in to understand our business and the unique challenges we were facing with lenders and investment banks. They then developed a PR strategy for the company to deploy.

What was the team composition?

I’ve worked closely with Steven for years.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We avoided any fatal blows to the company from the company’s lenders.

How effective was the workflow between your team and theirs?

Very efficient

What did you find most impressive about this company?

This was not CSG’s first rodeo. They set out the plan and executed it flawlessly

Are there any areas for improvement?

No