Davis Advertising

BACKGROUND

Please describe your company and position.

I am the Director of Advancement and Campaign Communications of UMass Chan Medical School

Describe what your company does in a single sentence.

The UMass Cancer Walk raises money to support adult and pediatric cancer research and care, and clinical trials of new potentially lifesaving therapies taking place in Central Massachusetts at UMass Chan Medical School.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Davis Advertising to accomplish?

• Increase fundraising
• Increasing awareness of the UMass Cancer Walk
• Augment digital marketing efforts

SOLUTION

How did you find Davis Advertising?

Referral

Why did you select Davis Advertising over others?

• Close to my geographic location
• Pricing fit our budget
• Good value for cost
• Referred to me

How many teammates from Davis Advertising were assigned to this project?

2-5 Employees

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

Organizers behind the UMass Cancer Walk engaged with Davis Advertising to help increase awareness and ultimately fundraising for the 2023 UMass Cancer Walk presented by Harr Toyota. Davis filmed and produced seven one-minute video interviews that were used as social media ads leading up to the event and filmed and produced a four-minute video that was screened during the opening ceremony of the event.

Davis managed the social media ads on three platforms that they advised would get us the best ROI: YouTube, Facebook and Instagram. Davis is currently working on a thank you video that will be screened at an Appreciation Reception and sent to all donors. Finally, Davis also offered graphic design services throughout the year for various needs, including print and digital.

RESULTS & FEEDBACK

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

The social media ads that Davis Advertising ran resulted in strong engagement rates and clicks to our website. Fundraising was up significantly over last year.

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

Davis Advertising was very responsive and delivered items on time. They were in constant communication with us throughout the months leading up to the event ensuring that we had everything we needed. Questions that we posed were answered promptly.

What was your primary form of communication with Davis Advertising?

• Virtual Meeting
• Email or Messaging App

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

Davis Advertising is a full service marketing and communications agency that offered us everything we needed, from videography to social media buying to graphic design.

Are there any areas for improvement or something Davis Advertising could have done differently?

No. Davis Advertising were wonderful partners. In fact, they went above and beyond to ensure that we got what we needed.

BACKGROUND

Introduce your business and what you do there. 

I’m the owner of the New England Fish and Outdoor Expo, the Connecticut Outdoor Expo, and the New Hampshire Expo. The three businesses, which operate under one umbrella, run sporting and outdoor expositions in New England.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Davis Advertising? 

I needed help to reach my two primary audiences. In addition to attracting exhibitors and vendors to set up booths at shows, my main challenge is to get bodies through the door as attendees.

SOLUTION

What was the scope of their involvement? 

Davis Advertising does everything for me. They do the creative for all of my advertising for digital, print, social, TV, and radio. They produce TV commercials with their own video production crew and editing team. They develop a media plan for strategic media placements, such as advising me on what radio and TV stations or which journals and publications to advertise in.

They also use the existing TV ad on my social channels (Facebook, Twitter, Instagram, and YouTube). They come up with the logos and the color schemes for each expo so that I stand out from the competition.

What is the team composition?

I work with a large group of people from their team. I have a central account executive and a secondary backup. I work with a media buyer, a creative lead, as well as a videographer and editor. 

How did you come to work with Davis Advertising? 

I chose Davis Advertising because they’re close to home. I grew up in Worcester. 

How much have you invested with them?

I’ve spent between $50,000–$200,000.

What is the status of this engagement? 

We started working together in 2013, and the engagement is ongoing.

RESULTS & FEEDBACK

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

Davis Advertising has absolutely helped me accomplish getting more people through the door at the expos. They do metrics for me as a full-service agency, regularly providing data as to the reach of their advertising. I get positive feedback on the TV commercials. It’s especially helpful that I can take that TV spot and share it on social. It gets a tremendous amount of traction because it's so professionally done. Plus, I get thousands of more eyeballs on social from people that may not have seen it on TV.

Their creative department is incredible. My shows stand out from others on the Northeast corridor because the logos and the colors pop. That makes a big difference to the public because it’s apparent that we have our act together and we run a good business. They help me make money, and I owe it all to their expertise.

How did Davis Advertising perform from a project management standpoint? 

Their team is excellent. The communication is seamless between the main and the secondary account executives. They check in with me often, even during the offseason when I don't have a lot of work for them. They regularly provide feedback and give me updates.

I like that they’re a very hands-on business. Rather than going through six layers of people, I can just have a phone conversation directly with the videographer. They’re good about asking me questions about what I do or don't prefer. 

What did you find most impressive about them? 

I can't say enough good things about how much they’ve helped me. As a one-person operation, I fully rely on them for guidance and education. They've been wonderful partners. I did work with another company in the past. Davis Advertising’s customer service really stands out. I know that I mean something to them. They’re a family-owned business, and they make me feel like I’m part of the team. 

Are there any areas they could improve? 

I know it sounds too good to be true, but everything has been great. 

Do you have any advice for potential customers? 

It’s important that you get along with your account executive. Just like in life, things go smoother if you click personality-wise. Be sure that you and your account executive have the same vision for your project.

BACKGROUND

Introduce your business and what you do there.

I’m a former executive director of The SHINE Initiative. Our nonprofit organization provides mental health education to schools, colleges, and other civic groups.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Davis Advertising?

Davis Advertising created an original logo and website graphics for our organization many years ago. More recently, we hired them to support a significant rebranding initiative.

SOLUTION

What was the scope of their involvement?

Davis Advertising led a project to rebrand our entire organization in line with a mental health awareness campaign. To accomplish that goal, they built a new website for us from the ground up. That process involved coding the backend infrastructure and designing a frontend interface. 

They also implemented a CMS and trained my staff on how to perform future updates. Once the appropriate systems were in place, they consulted us regarding brand strategy and developed content for the campaign.

What is the team composition?

We’ve been in contact with about six individuals including an account manager.

How did you come to work with Davis Advertising?

One of our original corporate sponsors reached out to Davis Advertising on our behalf. We’ve been delighted to continue working with them over the years.

How much have you invested with them?

The contract for this project calls for a maximum investment of $30,000.

What is the status of this engagement?

Our most recent project together started in April 2018 and is currently ongoing.

RESULTS & FEEDBACK

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

Davis Advertising thoughtfully considered the purpose of our rebrand. Since it serves to support a community-wide campaign, they're tracking the number of contacts and media responses they secure. Since our project is collaborative, they’ll be providing a full report to The SHINE Initiative.

How did Davis Advertising perform from a project management standpoint?

The team consists of highly talented individuals that are wonderful to work with. They’re professional, responsive, and accessible. The owner is a genuine and caring person.

What did you find most impressive about them?

I appreciate Davis Advertising's awareness of and sensitivity regarding complex topics. Traditionally, there’s a negative stigma attached to the subject of mental health. Many agencies skim over the topic and try to present it in a way that doesn’t reflect a true understanding of the issue. Davis Advertising approaches each project with meticulous scrutiny and takes care to present factual messaging. They base all the content they create on existing evidence in the field. I can’t say enough wonderful things about them.

Are there any areas they could improve?

No. They’ve even done a lot of extra work for us to benefit the community.

Do you have any advice for potential customers?

I recommend hiring Davis Advertising. They’re great people to know.

BACKGROUND

Introduce your business and what you do there.

I’m the director of college communications at Cape Cod Community College in Massachusetts. We provide comprehensive two-year programs and we’re the only institution for 50 miles in our region, so we serve a very wide-ranging population. We offer everything from full academic courses to professional development programs.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Davis Advertising?

We were experiencing a significant downturn in enrollment and we knew we needed to remake and expand our brand. We didn’t have the staff to do it ourselves, so we needed to hire outside assistance.

SOLUTION

What was the scope of their involvement?

We receive their full range of advertising and marketing services. They provide strategic direction in terms of focusing our campaigns, as well as graphic arts and video production services for traditional and digital media. This includes design for print ads, welcome packets, and official publications, as well as TV and radio ads. In addition, they’ve increased our access to digital  They’ve also done SEO and given us access to digital marketing that we didn’t have the internal resources to handle.

What is the team composition?

We primarily interact with our account rep and our associate rep, but I’m also in touch with their digital marketer, videographer, and copywriters. During our biannual in-person meetings, they’ll bring in a full team of six or seven people who represent all the different departments of the agency that we work with.

How did you come to work with Davis Advertising?

We carried out an exhaustive request for proposals from companies up and down the East Coast and ultimately chose Davis Advertising. We liked that they were in-state and more accessible to us. They also had experience working with other small and community colleges, so they understood the needs of an institution of our size. Additionally, all of our services with Davis are covered under a monthly retainer, and that value was also a deciding factor in our choice.

How much have you invested with them?

Our annual fee is about $85,000.

What is the status of this engagement?

We’ve been working with them since April 2015 and we’re still working with them.

RESULTS & FEEDBACK

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

Last year our enrollment was up almost a full percentage point for the first time in several years, as opposed to continuing on a decline in accordance with national trends. We’ve also seen a change from summer enrollments that were down 5% or more to increases of 5–7% for the past two years. Feedback from one professor revealed that at least 30% of her summer students were coming from outside our college, and those are exactly the students we’re targeting in our summer advertising and online marketing.

In another example, they helped us create a brand around the phrase, “The future starts here,” and it’s redirected our institution and the public’s perception of us. We have a 50-year history, so to be able to market ourselves as future-oriented is really powerful. It’s changed the attitude within the campus community itself and also had a positive impact on how we’re understood by the greater regional community.

How did Davis Advertising perform from a project management standpoint?

They’re engaging, collaborative, and very efficient. We have a standing order to meet once a week on a conference call and we receive a weekly status update on all of our projects. They always deliver their products on time, or even slightly ahead of schedule. There’s never been a time in the past three years that I’ve had to wait for something.

What did you find most impressive about them?

Their responsiveness really distinguishes them. Anytime I send an email or make a phone call, I know I’ll get an immediate response and the level of attention that I need. We have a dynamic, fluid relationship, and at times we’ve sprung projects on them that even we didn’t anticipate, but they always respond quickly. Their staff has considerable expertise and they’re willing to dive deep into exploring strategies or options with us.

Are there any areas they could improve?

We’ve had this conversation with them a few times, but I think their copywriting for TV and radio is oriented toward retail and marketing, so it doesn’t always fit our style as a higher education institution. We go back and forth about it jokingly. I suspect that happens with every client because all our needs are different.

BACKGROUND

Introduce your business and what you do there.

Coastal Heritage Bank is a $500-million community bank on the south shore of Massachusetts. We have nine branches and about 100 employees. We came into existence in late 2015 through the merger of two smaller community banks, and that’s where our relationship with Davis Advertising began.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Davis Advertising?

Knowing that we were going to be merging two institutions, we knew we would need help getting the word out and, more importantly, rebranding the new institution. We needed to come up with a name, colors, signage, logos, and look and feel. We knew we needed more in-depth assistance than we already had in-house and through existing relationships with other marketing firms.

SOLUTION

What was the scope of their involvement?

Their work has been from soup to nuts. It involved a lot of research, which was very helpful. They did market analysis, focus groups, interviewing, and a lot of data analysis. Using all that information, they helped us understand what the results meant, then interpreted that into a new look and feel for the new bank. We ultimately became Coastal Heritage Bank.

After the research was completed and agreed upon, we utilized them on the creative side to develop the name, colors, logo, guidelines, websites. They did all the creative that goes along with it, including digital, radio, television, and print advertising, direct mail, and branch merchandising. They even helped us coordinate the brand kickoff party. They’ve been involved from the second we hired them to this day. They’ve done it all for us.

For the creative work, they usually provide us with a variety of options. As they’ve gotten to know us better over the years, they have a pretty good idea of what we’re looking for. In the early days, they provided more options. Some of them were more “out there” than we liked, but they take chances like that. They do push the envelope and try to present us with different things. It’s not all spoon-fed to us. The decision is ours, and if we don’t like something, they go back and do it over.

Their work is mostly on the creative side, but they also contribute to strategy. When it comes to budget time, we determine the marketing budget for the year internally. We determine how to maximize the presence of Coastal Heritage in our market area with a given amount of money. That’s where Davis really sharpens their pencil and gives us ideas of what we need to do and how we can effectively message while staying within our budget. They also provide media buying services.

How did you come to work with Davis Advertising?

I did a search through contacts I had within the banking industry and what I knew of different agencies. I was familiar with Davis from other work they’ve done in the industry, but I also reached out to two or three other agencies. We requested proposals from all four of them and went through a formal review process. Each agency had an opportunity to come in and present to me, a subcommittee of the board, and other senior managers in the bank as to how they saw things going through the merger.

When we boiled it all down, Davis was selected as the agency of choice. The deciding factor was their track record. They’ve been around for a while, and they have very strong internal departments. They wouldn’t have to farm anything out. They’re very strong in their art department, media buying, account support—they have it all. It was really the feel we got from meeting with them as well. They were more like us, a community business, than some of the other agencies.

How much have you invested with Davis Advertising?

We’ve invested between $300,000 and $400,000 over the course of the engagement.

What is the status of this engagement?

We started working together in June of 2015, and the relationship is ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The merged entity has performed beyond everyone’s expectations. That’s attributable to the staff here and the management. From what we can gather, the look and feel of the bank were received very favorably, as far as the public’s perception is concerned. The CEOs of competing banks have all been duly impressed with the work we’ve done. The bank continues to grow and generate residential loans, commercial loans, and deposits. We’re performing very well and very profitably. I guess where the rubber meets the road, we’ve done very well. Part of that has to go towards the marketing efforts in building the brand on the south shore of Massachusetts.

How did Davis Advertising perform from a project management standpoint?

I’m probably in contact with them on a daily basis for one project or another. We have weekly phone calls for updates on different projects and the status of different things we’re doing. On a quarterly basis, we meet face-to-face with the principals in the agency, not just the account people. It’s always nice to have the owner of the firm just sit and talk with you to see how things are going, how they might help, and offer some advice on a direction we could go. They’ve been very engaged and supportive.

My daily contact is with the account management executive, and she’s been extraordinary. She’s very responsive. The support they’ve given us has been very well-received. I get the feeling that there’s nothing they can’t do. Even if we need last-second changes on a television ad, and it’s Friday at 5:00, they’ll get it done—they’re that responsive. Part of that is not only their professionalism but the fact that they have everything in-house. They don’t have to go track it down. They can make changes on a dime when needed. The creative work they’ve developed and provided has been exceptional. We’ve been very pleased.

What did you find most impressive about Davis Advertising?

They come across as a small, responsive agency with a boatload of muscle behind it. We know they’re a bigger agency, one of the biggest in New England, but they come across as very approachable and easy to work with.

Are there any areas Davis Advertising could improve?

I’m not sure about that. I never like spending the bank’s money, but their pricing is very fair. I haven’t gotten to the point where they haven’t been able to deliver on what we needed. I don’t think there’s anything of which I could be critical.