What was the scope of their involvement?
Initially, they provided a roadmap and brand guidelines, and then they refreshed our creative, came up with the new brand tagline. We moved onto creating content, which included launching a blog and several social media platforms. They also managed all of our media buys and creative for publication. They rebuilt our website, too, though they used a third-party for the technical part. They still handled the creative on that and acted as our point of contact/project manager with the third-party.
With new product launches, they handled branding: everything from creative to packaging, design, and the media push behind it. They also pitched in on segmentation and targeting different channels, being more specific, and creating collateral for the field sales teams.
What is the team composition?
There are close to 20 people in the office, including account assistants, creatives, designers, and account managers, but we had three main contacts: Anita (President & Owner, IN Food & Marketing), Emily (Account Strategist, IN Food & Marketing) and Lori (VP & Creative Director, IN Food & Marketing). Emily was our day-to-day contact and Lori was the creative director. Their whole team worked well together, and we could tell the culture in their office was very strong.
Emily was our main point of contact and passed through any creative work, drafts of blogs, and articles. Her passion is social media and driving engagement and ideas. we loved her excitement, wealth of ideas, and passion for stewarding our brand through new territory.
How did you come to work with IN Food Marketing & Design?
We didn’t have brand awareness in the state, and the agency we’d historically used was just a media buyer. We were looking for someone to be an extension of our marketing team to help create a cohesive brand strategy.
We looked for someone with food-service experience. Not retail or consumer, but food service. After narrowing it down to a couple of agencies through an RFP, they became the clear frontrunner of the ones we interviewed.
How much have you invested with them?
We spent $600,000–$800,000 annually with them, including media buying and all the creative services.
What is the status of this engagement?
We worked with them from July 2014 until December 2019. When I moved into sales, my replacement hired a different agency.