GenM Creative

Introduce your business and what you do there.

I’m the co-founder and CEO of Matronee. We designed and patented a cap to be used in neonatal intensive care unit (NICU) situations with premature infants. 

What challenge were you trying to address with GenM Creative?

We’re working to get our product into the hands of parents with children who need scalp IVs and can't wear normal caps. Because we couldn’t go into hospitals due to COVID-19, we decided to revamp our marketing strategy to sell directly to consumers as opposed to being a B2B vendor. We reached out to GenM to help us with our branding and work on a new marketing strategy to get our product out there. 

What was the scope of their involvement?

GenM is helping us reach out to people and get our products into some hospitals. They're also helping us figure out the future, suggesting other skews we may pick up down the road to broaden what we're trying to do. Though we have a cursory website, they’ve created an e-commerce site for us, which is what we need in changing our strategy.

They set up multi-step processes to refocus and fine-tune our brand, helping us know where we're going and who our market is. For instance, they’ve asked us to send them websites we like so that they could get a feel of what we have in our heads. We’ve also sent them logos we like and dislike. 

The team is also helping us have a presence on social media via Facebook pages and Instagram. They’ve helped us come up with taglines, and they’ve created an identifiable logo and badges we can use on our products. Their team also works on brochures, business cards, and everything across the board that can help us be cohesive in brand and voice. 

What is the team composition?

We're working with Yosuke (Creative Director), Michael (VP & Partner, Frank Marketing), and Steve (Designer). They’re our three main contact people.  

How did you come to work with GenM Creative?

My daughter is my partner in the business, and she’s the one who found GenM. We had a discussion of what we had to change, and we couldn't do it. It was beyond our scope, so she called them. When we designed the product, we wanted somebody to understand our drive. Michael has a special needs child himself. He’s experienced this, so he was interested in how he could help us. 

We also talked with seven other companies. They had ideas, and they were willing to help. But the reason we chose GenM was that they listened to us before providing ideas. Others immediately started with what they could do for us instead of letting us tell them who we were. That was the major difference between GenM and them. 

What is the status of this engagement?

We started working together in August 2020, and the partnership’s ongoing. This is a long-term commitment, and they’ll be our marketing firm. 

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

GenM has done a wonderful job. They've been good at helping us find our voice and focus as a company. We haven’t launched the website, but we hope to do a soft launch in February 2021. GenM has refocused all our types and fonts, making sure everything is cohesive. They've taken the "M" from Matronee and turned it into a crown. To conceptualize that in a way that doesn't hit people in the face is really cool. We love that it has such a subtle look to it. 

People immediately see how clean, inviting, and comforting the new branding is. Over the holidays, we had our family look at the branding, badges, and logos, and everybody said they were much better than what we previously did. 

What we’ve had with GenM has been an outstanding experience. The branding and e-commerce site are just the first steps. We recognize what GenM brings to the table is far more important than this initial setup, so they’ll be with us long term. They’ll help us keep our scope true to who we are and where we want to be. 

How did GenM Creative perform from a project management standpoint?

GenM always stays in touch and is willing to think outside the box on ways to deal with meetings. They provide information to us via email blasts. We've been able to meet with the team a couple of times, but we've done a lot of things over Google Meet, such as screen-shared presentations to go over everything. If we need to reach out, we can text them, and they'll call us back within a few hours. 

What did you find most impressive about them?

We have a real connection and rapport. They’re willing to listen and delve into who we are and what we’re trying to accomplish before presenting their ideas. From the get-go, we’ve felt that GenM has understood us. It sounds bizarre, but they seem to be inside our brains. They’ve been able to hear, see, and focus on what’s important to us and figure out exactly how to put that into place. 

The team understands we're trying to come with empathy for this situation, and they’ve helped us brand that well. 

Are there any areas they could improve?

I can’t speak of anything they can improve at this point. We're not doing business like normal due to the COVID-19 pandemic, and a lot of the challenges we’ve had are simply due to the fact that everybody's learning to do things in a different way. 

GenM has been willing to accommodate our needs, and they keep working and making things happen. At this stage, it’s unfair to hold them accountable for something they've got no power to change.

Do you have any advice for potential customers?

Be open. A lot of people aren't willing to be a little vulnerable. However, if they have a product they’re passionate about, then they need to express that passion. The more information and the more open they can be with GenM, the more they’ll get good results out of the partnership. 

Introduce your business and what you do there.

I'm the president of Indigeony Marketing Group, which provides marketing, advertising, and promotions for Native American casinos around the country.

What challenge were you trying to address with GenM Creative?

Although we have a small in-house production team, we needed additional help to increase our capacity for various video projects.

What was the scope of their involvement?

GenM has helped us produce about 20–30 videos over the last five years. They collaborate with us on everything from brainstorming creative concepts to meet client needs to fulfillment and post-production editing. Most videos include 30- to 60-second television commercials or customized two-minute web and training videos, with some including animation.

What is the team composition?

I work directly with John (President, GenM Creative) and Yosuke (Creative Director, GenM Creative).

How did you come to work with GenM Creative?

They called me years ago when I was working as the director of marketing for a large casino. I'd considered others, but GenM offered the best package of services that we needed.

How much have you invested with them?

We've invested over $200,000 thus far.

What is the status of this engagement?

We've been working together since January 2014.

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

We have great chemistry with their team; they understand exactly what it is that we need. GenM has a unique ability to take our ideas and effectively translate them onto the screen. They're able to get in our clients' heads and produce truly great work.

How did GenM Creative perform from a project management standpoint?

We give their team very specific instructions on each project, and they never fail to meet our needs. We've even called them up late on a Friday night and been able to request a turnaround for Monday morning—I'm not sure if it's that they value us as clients or if that's just an element of their culture, but they've been willing to drop everything to make it happen for us. They're also receptive to constructive criticism, incorporating any changes we request without a problem.

What did you find most impressive about them?

They're very good at translating our vision into a final, polished product. I've been doing this for many years, and it's been difficult to find artists capable of being as flexible and proactive as they are.

Do you have any advice for potential customers?

I recommend setting up a pre-production vision meeting before sending off any scripts or storyboards for approval. Tell them exactly what you need, providing as many details as possible.

Introduce your business and what you do there.

I do video and design at Trevo Corporate, a multi-level marketing company that promotes nutritional products for various sales teams with digital and multimedia collateral.

What challenge were you trying to address with GenM Creative?

Originally, we hired them to produce an “opportunity video” for recruiting. The video needed to highlight our company’s opportunity offerings.

What was the scope of their involvement?

We collaborated with GenM Creative on brainstorming and location scouting, but eventually tabled the project to prioritize an animations packaging project. For the package, we provided product samples and video examples, and asked them to produce an instructional video. They delivered an approximately three-second video, following our preference for engaging and non-static content.

The engagement is ongoing. The team has produced two videos in total with plans for two more. For these upcoming projects, we’re waiting on the final design and language before GenM Creative can promote the product.

What is the team composition?

We’ve worked with approximately three people.

How did you come to work with GenM Creative?

One of our contractors knew GenM Creative’s owner and recommended the team. During our first meeting, he assured us that they could handle animation.

How much have you invested with them?

We’ve spent $2,000.

What is the status of this engagement?

We started working together in March 2018 and the partnership is ongoing.

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

We’ve folded the animations into footage that I’ve edited. But as with many creative projects, delays have occurred to the frustration of both sides. However, GenM Creative has done nothing but complement our work and with positive effects on our business. They successfully executed the two pieces we needed to show the product.

How did GenM Creative perform from a project management standpoint?

They excel at taking direction and processing feedback. They met has met both firm deadlines, which occurred within two very tight timelines.

What did you find most impressive about them?

Their communication skills make the workflow easy. Moreover, I have the flexibility to review content and provide feedback via phone outside of normal business hours. That convenience has been crucial for meeting tight deadlines.

Are there any areas they could improve?

I wouldn’t change a thing. As a local vendor, they suit our needs and preferences.

Any advice for potential customers?

Give them a chance. Although our history isn’t that deep, their creativity and problem-solving skills are apparent.

Introduce your business and what you do there.

I am the quality assurance director of Coury Hospitality. We manage and own hotels as an extension of a larger hotel group. I inspect the cleanliness, condition, and service at every property, and I am responsible for new employee training.

What challenge were you trying to address with GenM Creative?

We hoped to produce a series of training videos to spread a uniform message across all departments of our company. We wanted them to be entertaining but also professional.

What was the scope of their involvement?

They were willing to travel to shoot at each of our different properties, which allowed us to showcase each of our hotels. I act in and narrate the videos, and GenM Creative provided an actor as well. Together, we'd construct different scenes for each department to demonstrate the perfect host, the perfect valet, the perfect security, and so on. We feel that this keeps the videos from being stiff and outdated. Instead, they are engaging. After shooting, they add creative effects during the editing process.

What is the team composition?

They brought four or five people to each set, including the creative director, the cameramen, and scriptwriters.

How did you come to work with GenM Creative?

I met the creative director on a commercial set and he showed me some of this work. This was around the time I was considering making these videos, so we started to discuss a partnership.

What is the status of this engagement?

We started working together in February 2016. Our most recent video was completed just a few weeks ago, and we have others planned.

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

We’ve gotten nothing but positive feedback. The cinematography is beautiful, and the videos are structured well. The quality of production they bring is commendable. We put the videos on our training website that I monitor, and every associate is required to take their department’s training. Now, when our parent company comes in to inspect us, our service does very well in all areas. I attribute a lot of that to these videos. I honestly couldn’t imagine making these videos with anyone else.

How did GenM perform from a project management standpoint?

They offer reasonable timeframes for all shooting and production phases. We’ve never missed any deadlines. Their creative team collaborated with us to make our ideas better.

What did you find most impressive about them?

They listen to your needs and then bring ideas to the table that you didn’t expect.

Are there any areas they could improve?

No. We’ve had an excellent experience.

Any advice for potential customers?

The members of their team are smart and creative. It’s best to come to the table with a vision and then trust them to expand it.