What was the scope of their involvement?
GKV took on all marketing and advertising responsibilities. They helped me contract with a database management company to set up CRM activities. They put together the advertising plan for traditional as well as social media campaigns, and then they executed all of our multi-channel campaigns.
They also helped me internally set up an enrollment tracking system. The company did not have capabilities internally, and GKV helped us creative performance metrics. They also helped set up methods to track the performance of all the campaigns almost from the ground up.
GKV's work in traditional media included direct mail, newspaper, FSIs, outdoor television, both cable and network, radio, and car wraps. The digital side included search engine marketing, Google optimization, banners, Facebook, other social media outlets. You name it, they did it. They provided the creative work for all of these mediums as well.
Our company didn't have many of these capacities internally; we didn't know how to track campaigns, we didn't have a database, and we didn't have a CRM. GKV was able to not only do the traditional advertising of creative and media placement, but they were able to do a lot of the wraparounds: performance tracking, campaign management, a lot of the things that we the capability for.
What is the team dynamic?
GKV's team worked really well our teams; they had a very positive working relationship. GKV was very responsive and they were very helpful. There was very little expertise within the organization when I joined, and I had a very short time period to bring all of this up and get the sales rolling. I needed somebody who could hit the ground hard running.
How did you come to work with GKV?
We did an informal RFP and spoke to 4 firms, 3 others plus GKV. Part of the deciding factor was the track record we had together at my previous company. I knew they understood the business as well as the marketing and advertising needed. They very quickly assimilated with our company's team.
How much have you invested with them?
I spent $1.5-2 million with GKV on agency fees, TV production, creative, execution of the campaigns, and the media buy was around $8 million.
What is the status of this engagement?
We worked with them from April 2013 to December 2014.