GKV

BACKGROUND

Please describe your company and position.

I am a Director at Fybe

Describe what your company does in a single sentence.

We are an Electric Cooperative and an ISP.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire GKV to accomplish?

• Rebranding of Roanoke Electric Cooperative
• Rebranding of Roanoke Connect

SOLUTION

How did you find GKV?

Referral

Why did you select GKV over others?

They are the expert in challenger brands.

How many teammates from GKV were assigned to this project?

6-10 Employees

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

This project included the rebranding of a 80+ year old Electric Coop and it's subsidiary which is an ISP. The scope included market research, employee interviews, creation of vision and mission statement, creation of brand that includes all components, brand inside training, communications, and strategy.

RESULTS & FEEDBACK

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

The Fybe brand effort immediately generated awareness and ensured that every interaction with a Fybe employee was an on-brand experience for the customer. An experience that is a competitive advantage for Fybe.

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

The project was executed to precision and stayed on the timeline. GKV was extremely responsive and willing to make themselves available at any point.

What was your primary form of communication with GKV?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

GKV was an expert in challenging brands and had a unique approach to branding that was unlike any other I have seen. Not to mention their commitment to serving their customers with excellence.

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

There isn't anything that GKV could have done differently in my opinion.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing for Soli Organic, an indoor organic grower of herbs and leafy greens.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

GKV has helped us create our launch-to-market strategies for our first products under the Soli Organic brand. They developed creative concepts including ad copy. taglines, and graphics, and we refined and executed the campaign.

Most of the advertising efforts have been focused on digital and mobile advertising through relevant media networks, shopping, and order/delivery sites to help drive sales velocity. The media team is very engaged and delivered very high ROAS plans that meet or exceed our objectives. 

These campaigns are hyper-targeted based on our consumer and product distribution. We target specific organic shopper profiles most interested in our products that are in close proximity to the retailers where our products are sold. It's a highly efficient approach.

We engage with our GKV team on an ongoing basis. We revisit our strategy and marketing effectiveness weekly and make any necessary changes.  We also have planning and brainstorming meetings to develop longer term strategy and plans. We also work with GKV to plan and execute consumer insights studies, and identify ideal insights and media partners to work with.

SOLUTION

What was the scope of their involvement?

GKV has helped us create both our marketing and launch-to-market strategies around the transition we were making. They’ve developed all of the ad copy and creative, primarily for digital advertising and social media, as well as other creative assets.

Most of the advertising efforts have been focused on our main social media channels — Facebook, Instagram, and Pinterest — which are the more effective for us. We’ve also created digital advertising through a couple of different networks and culinary sites.

These marketing strategies have been geographically hyper-targeted because we don’t have national distribution. Thus, we’ve considered the proximity of our retail locations to target specific organic shoppers interested in our products. To build this target audience, GKV has helped us build out the demographic and psychographic profile of these consumer personas.

GKV also engages with us on an ongoing basis. We revisit our strategy, do research, have brainstorming sessions to develop insights and plans, and identify great inside partners to work with.

What is the team composition?

We work with an account executive who coordinates the interactions with GKV’s team, a media specialist who does all recommendations and buys, and a social media team that handles all of our social media channels. We also work with a shopper marketing expert who is in charge of our shopper-targeted market and a head of creative and several different creative people within that team who handle copywriting, animations, and the overall creative strategy. Their resources vary depending on the specific project we’re working on.

How did you come to work with GKV?

I had worked with GKV in a prior role around 10 years ago. When I had the opportunity to launch an RFP for this new project, I contacted them again due to my previous positive experience. Ultimately, we selected them as our partner agency for this project.

How much have you invested with them?

We have a limited budget and aggressive growth goals, so while our budgets may not be those of big CPG, we still feel like an important client and we get the best quality work from GKV - from strategy to creative to media planning and program execution.

What is the status of this engagement?

We started working together in January 2021, and our engagement is ongoing. This year, we renewed our contract with them for the entire 2022.

RESULTS & FEEDBACK

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

Before working with GKV, we were really struggling to find an efficient way to market and reach consumers due to our limited distribution. However, GKV was able to help us develop a way to target our specific audience within our specific distribution regions, making our marketing spend efficient.

When we launched our marketing strategy, our primary objective was to improve our ROAS. So far, we’ve been able to exceed our ROAS by 50% by implementing GKV’s recommendations and deploying their creative assets.

How did GKV perform from a project management standpoint?

GKV is very proactive and always asks the right questions. Additionally, thy are responsive and recognize the dynamics of the business we are in. As an example, we needed a video clip for a conference, and we had three days to get it done. They were able to pull the assets together and create a compelling piece and delivered it on time.  

To manage projects, we have weekly status updates and use a Google Doc that we keep updated in real time. We go through that document each week to either push items, add, or change as needed. In addition to those weekly meetings, we regularly communicate with GKV’s team at least 3–4 times a week.

What did you find most impressive about them?

GKV has been an excellent  partner due to their thoughtful strategic approach, outstanding creative capabilities, and precise execution and measurement.  I always feel that we get the best creative work from the team. They’ve elevated our creative assets to a completely new level, and we’re really only at the beginning of our journey. We feel the work we’ve done with GKV is engaging and unique in our category, so I really appreciate their ability to help our brand stand out through creative work.

Additionally, GKV is very engaged with our business and spends a lot of time understanding what’s important to us. They are a true business partner we rely on, which is very helpful. They simply go the extra mile for us.

Are there any areas they could improve?

No.

BACKGROUND

Introduce your business and what you do there.

I’m an executive at a healthcare company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

We were looking for an agency with medicare marketing experience. It was also important for us that they were independent and not part of a big conglomerate.

SOLUTION

What was the scope of their involvement?

GKV does advertising and marketing for us, which includes strategies for TV, mail, print, and digital platforms. They’ve also done SEO and creative assets — it’s a full-service partnership.

What is the team composition?

We work with 5–7 members of their team directly, including one of their principals, a media director, a creative director, an account manager, and other senior leadership members.

How did you come to work with GKV?

They were referred to us by someone that was pleased with their work.

How much have you invested in them?

We’ve spent around $5–$10 million with them so far.

What is the status of this engagement?

They started working together in May 2021, and the engagement is ongoing.

RESULTS & FEEDBACK

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

They’ve contributed to our growth, and we’re among the top 3 growing companies in 2021.

How did GKV perform from a project management standpoint?

They’ve met the deadlines and budgets we established for the project. Regarding communication, we use email, phone calls, and weekly check-ins.

What did you find most impressive about them?

They’re independent, so they can only focus on their clients. Their 25+ years of medicare experience shows through their dedication to service — it’s pleasant to work with them because they don’t pressure us to spend money.

Are there any areas they could improve?

I don’t think there’s anything they can improve on — I’m delighted with them, and I always try to find ways to give them more work.

Do you have any advice for potential customers?

Treat them as a partner and an extension of your team; that way, you’ll get the best out of them.

BACKGROUND

Please describe your company and your position there.

Home Services company specializing in energy-efficient home heating and cooling, plumbing, and electrical services. I'm a Vice President.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire GKV?

We wanted to reboot our messaging, promotions and imagery to better focus on our target market/customer while the category was growing increasingly competitive.

What were your goals for this project?

Materially increase awareness among several customer segments through time while also growing the business.

SOLUTION

How did you select GKV?

We have been working with GKV for over 16 years. It started as a basic direct mail project and has continued to grow. Through the years, GKV’s challenger brand philosophy has helped us communicate our differentiation. They consistently deliver great creative that drives business growth.

Describe the scope of their work in detail.

GKV delivered the strategic messaging, media creative design, media planning and style guidelines for supporting direct marketing channels.

What was the team composition?

The GKV team leverages various resources through time (based on the task at hand). We've leaned on their creative, digital, production, and media competencies. The team ranges from 4 to well over 15 resources at times, based on our needs.

RESULTS & FEEDBACK

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

We shown consistent increases in unaided brand awareness while delivering solid business results.

How effective was the workflow between your team and theirs?

GKV is exceptional. With aggressive timelines they do a great job. And, given the nature of our business we sometimes need to create or change something at a moment’s notice. GKV is extremely nimble and flexible to helps us quickly react to market conditions.

What did you find most impressive about this company?

-I’m most impressed with their combination of superior strategic consultation and creative development. -They are as committed as we are to driving the growth of our business. -They work extremely hard to always keep us a couple of steps ahead.

Are there any areas for improvement?

They could push us to share more insights and real time data to enhance their contributions to the process. Admittedly, this mostly falls on our organization... I've learned that their appetite and aptitude for data and metrics is there (even while their not making constant requests).

BACKGROUND

Please describe your company and your position there.

Our company manufactures vitamins and omega-3 ingredients for the supplement, food, and beverage industry. I was part of the digital marketing team in charge of our website content, development, and improvement, working closely with agencies and IT.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire GKV, and what were your goals?

We hired GKV for the creative design and build of several of our B2C websites. The goals of the sites were to increase brand awareness with consumers, showcase our partner products, and educate consumers.

SOLUTION

How did you select GKV and what were the deciding factors?

Our company had worked with GKV for several years. They really listened to what we were trying to achieve and came up with creative solutions and ideas. They are organized, efficient with project management, responsive, and really easy to work with.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

The projects were a few years ago and I am no longer with DSM to access the project files. SOW included the design of three sites, then working closely with our IT who took the designs and functional requirements to build the sites in AEM.

How many people from the vendor's team worked with you, and what were their positions?

I can't recall the specific number. I worked closely with the project manager, account manager and IT.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The projects had tight deadlines and GKV went above and beyond to ensure the projects stayed on track.

Describe their project management style, including communication tools and timelines.

We had regular weekly calls and primarily communicated via email.

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

Their customer service and support were phenomenal and they have an amazing eye for design.

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

We wanted an agency that could design and build in Adobe Experience Manager, the CMS our company had moved to from WordPress. If GKV had experience with AEM we would have continued the web development projects with them.

BACKGROUND

Introduce your business and what you do there.

We’re one of the largest vertically-integrated coffee companies in the world — meaning we grow, harvest, mill, roast, and package coffee products before selling through multiple channels. As a senior marketing manager, I handle the largest brands in the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

We were trying to make our long-established brands more relevant to the modern consumer. The goal was to distinguish ourselves as a “mainstream” brand as opposed to café type brands or drive-thru products. 

That was quite the challenge when we weren’t relying on a brick-and-mortar restaurant to sell our coffee. Not to mention, it’s hard to make coffee different to the average consumer whose main experience of coffee is brewing it in a kitchen and watching the steam.

SOLUTION

What was the scope of their involvement? 

GKV has led positioning campaigns and produced ad material for our brands. In the beginning, they pitched a number of opportunities, several of which I’d seen over the years because we’d done similar things ourselves.

However, the breakthrough really came from their attitude and execution. I was absolutely floored by everything that they’d produced because it was so far superior to anything we’d tried before. GKV would take the gist of an idea and push it to a whole new level.

They understood that we were trying to target a different audience, so they were careful about overhyping our product. Instead, they positioned the brand as the “devilish delighter.” That meant portraying us as having a bit of a snarky edge without trying to downgrade anyone. 

They then supplemented that attitude with exceptional photography and a bank of new creative assets. 

What is the team composition? 

It surprised me how engaged their team was. The group that originally pitched to us is still the one working with us today. They didn’t pass us off to a junior team after the initial meeting, and there hasn’t been a lot of turnover.

How did you come to work with GKV?

Our new VP of sales and marketing had a history with GKV, so we reviewed them along with a few other agencies. Each agency pitched some interesting, creative ideas — none of which were particularly new, but each had their own spin to them. 

At the end of the day, we all agreed that GKV had a handle on what it meant to grow a regional brand with a national distribution. 

How much have you invested with them?

It’s a little over $5 million between all of our brands. We expect that cost to go down since a lot of it went to producing our creative. Those assets should last us a couple of years.

What is the status of this engagement?

We’ve been working with them since September 2019.

RESULTS & FEEDBACK

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

I’ve never had an agency that was as willing to help us figure out our ROI as GKV. They’ve asked for our sales data in different markets, ran strategy pieces, and returned with a breakdown of our progress and costs. 

Of course, COVID-19 has impacted our numbers, and we prioritized specific markets to be strategic with our spending. But, accounting for that, we saw our sales were higher across the board for markets that ran the campaign. The more marketing we did, the higher the returns.

How did GKV perform from a project management standpoint?

I was seldom on the phone with a single person. We have weekly call-ins with five team members on their side and two from ours. They’ll go through everything on our agenda to make sure we’re sticking to our timelines.

What did you find most impressive about them?

They worked hard to build the brand persona and mood board so that we were in agreement with what we were trying to convey. Then, they matched that direction with astonishing execution.

No other brand has made coffee look as god as GKV. The soundtrack, the copy, the snarky attitude without being over the top, even the coffee pour — all of it just worked. I would’ve loved to have been in the offices to see my peers’ faces when they saw our ads for the first time.

Are there any areas they could improve?

We’re currently redoing some of the creative for one of our brands. The first round was good, but we realized that we were focusing too much on the origin story and hadn’t emphasized the coffee enough. 

Do you have any advice for potential customers?

Be open in your communication and listen to their advice. There’s a lot of bad advertising out there, and you have to trust that they know what they’re doing. For one of our brands, I shrugged my shoulders because I’d seen similar ideas before. But, then they came back with an execution that took things to another level.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing at an investment management firm located in Baltimore. We primarily manage mutual funds for the US market. I’m responsible for our marketing and advertising efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

Our company was founded in 1999, but we’d recently evolved into a more independent organization. We hired GKV to establish a digital identity and basic web presence that reflected our values. Soon, we expanded their role to include visual branding services.

SOLUTION

What was the scope of their involvement?

In terms of web presence, we had nothing. GKV started by helping us formalize our brand and translate it into a new website. They created a UX that provided contextual information about our company and the services that we offer.

After setting the foundation for our visual identity, we moved further into the digital marketing space. The GKV team took over our social media and implemented strategies that better targeted our audiences.

Over the past two years, we’ve primarily been refining our visual brand. At the end of 2016, we went through a minor rebranding exercise where GKV designed a new logo and updated several aesthetic elements, including color scheme and font choice. Since then, we’ve been implementing the new aspects across our different business lines. GKV is supporting these efforts as we gain traction in the market, and they’re managing our analytics campaigns.

Recently, we started an initiative to build out our international business. So far, the GKV team has been instrumental in helping us conceptualize our efforts. From a visual perspective, they’re figuring out what this new property should look like and how it will fit into our overall brand.

What is the team composition?

I have two main points of contact who handle my day-to-day needs. I also work closely with about six members of their web services team and around three people on the visual side. GKV’s senior management is also involved, but I don’t regularly interact with them.

How did you come to work with GKV?

We’re both located in Baltimore, and I know some of their staff. When looking for a vendor, I knew we aligned with GKV’s views on company philosophy. Their values are in line with how we see ourselves in our market. After reviewing their past work, I found the GKV had succeeded in projects that were similar to ours.

Additionally, we liked that they offered more than just web services. Although we were initially only looking for help with our website, we predicted the eventual need for visual branding assistance. With that in mind, we chose GKV because they had the internal capabilities to assist with both our current and future needs.

What is the status of this engagement?

We started working together in 2014, and it’s an ongoing relationship.

RESULTS & FEEDBACK

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

GKV created a website with an intuitive UX design, encouraging users to visit our website and engage with our content. Since partnering with them, our email list grew from zero to over 3,000. About 50% of that group actually views our content.

Overall, the analytics results have been great. Our website is consistently recording new and repeat users. Our web traffic rates have been doubling each year, and our social media presence continues to grow. Anecdotally, we’ve received positive feedback on our materials from others in our industry. Our logo distinguishes us from our competition.

How did GKV perform from a project management standpoint?

It’s been great. The two people managing our account have been very helpful in managing the ebbs and flows of our workload. There’s always someone available to address any of our issues. Their entire team is responsive, capable, and detail-oriented. They review all of their work before submission, checking for mistakes and making sure it reflects all of our comments and feedback.

What did you find most impressive about them?

One of our biggest challenges was to develop a digital experience that works for both B2C and B2B consumers at the same time. Using their expansive skill set and experience with past projects, they put together a single design that appealed to both audiences. Their perspective added a lot of value to our web presence.

Are there any areas they could improve?

I can’t think of anything specific. We’re really happy with their work and plan to keep collaborating with them.

Any advice for potential customers?

I recommend clients outline the entire project at the onset of the engagement. Come to GKV with a vetted list of objectives and any possible challenges or risks. If those aspects are communicated clearly at the beginning, the GKV team will be able to deliver a high-quality final product.

BACKGROUND

Introduce your business and what you do there.

I’m the director at Brown & Toland Physicians. We’re an independent practice association of about 2,500 doctors located in San Francisco. We’re owned and operated by physicians, directly serving our patients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

Because of some financial challenges, it had been a while since the last time we invested in advertising. While trying to expand our business, we recognized the need for a large-scale advertising campaign.

SOLUTION

What was the scope of their involvement?

Because our organization consists of so many independent practitioners, creating a cohesive brand and an effective advertising strategy was challenging. We asked GKV to highlight the unique aspects of our business model, so they conducted deep-diving interviews with our board members and shareholders. With those perspectives in mind, they developed a full-scale promotional campaign—complete with television, radio, online, print, and outdoor components.

GKV created our slogan, “Independent doctors who know you like family.” Then, they initiated the campaign using a phased approach. We started with a series of teaser ads that included outdoor and digital elements. Our goal was to get our name out there before launching the full campaign. With the larger ad efforts, we planned to leverage our actual physicians and their patients. We’re still working with them to roll out the campaign.

We also tasked them with an additional project, which we folded into the greater production schedule. They worked on a physician-facing video for our recruitment process.

What is the team composition?

We worked with a core team that included Garry (Partner & Executive Vice President, GKV), Jeff (Chief Creative Officer, GKV), Kelly (Account Executive, GKV), and Andrew (SVP/Account Supervisor, GKV). For the production components, they brought in additional resources like a photographer and a director. We’re happy with everyone we’ve interacted with.

How did you come to work with GKV?

I first ran into them at a seminar about the baby boomer generation. GKV was describing different ways to target that specific audience through various marketing strategies. Specifically, they spoke about Medicare Advantage—comparing senior age groups from different time periods. I found the presentation powerful, and it stuck with me.

At the time, I was working with a different company. Soon after this presentation, I realized that GKV was our agency of record. We did a few projects together, and they were successful. I left that company and joined Brown & Toland Physicians, and the need for an advertising agency soon arose. Based on the seminar presentation, I knew that GKV had experience in our industry, so I reached out. We went through a small request for proposal (RFP) process but ultimately selected GKV.

What is the status of this engagement?

We started working together in March 2018, and it’s an ongoing project.

RESULTS & FEEDBACK

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

So far, we’re extremely happy with their work. Everyone, including our leadership board members, is very enthusiastic about this campaign.

Looking at the recruitment video specifically, GKV’s work saved us money, increased our efficiency, and improved our onboarding processes.

How did GKV perform from a project management standpoint?

They are very time oriented, pushing us to stay on schedule. Their processes are structured and efficient. We have a highly collaborative relationship. They listen to our constructive feedback, but also challenge our suggestions. They really encourage us to think about different perspectives and consider alternative approaches to problems. It’s an open dialogue, which we appreciate. When all is said and done, that’s the only way to get the best possible product.

What did you find most impressive about them?

The whole team works very well together, but they have individual strengths. For example, Jeff really focuses on the storytelling elements of advertising, while Garry is very strategic. With their hands-on service, I feel like I’m their only client. I can count on them to deliver on tight deadlines. I’m consistently shocked by their ability to meet our most aggressive demands.

Are there any areas they could improve?

No, I can’t think of anything.

Any advice for potential customers?

Clients should have an open mind and willingly discuss the project with GKV. It’s all about balance—be ready to both give and receive critical feedback. If they ever disagree with the proposed approach, their team will describe the ideas driving their concerns and suggest alternative solutions. Remember that it’s a partnership and shouldn’t feel one-sided.

BACKGROUND

Introduce your business and what you do there.

Molina Healthcare is a managed healthcare company that provides Medicaid and Medicare services, in addition to our small marketplace practice.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

Two major health insurance companies planned to merge their businesses and offload Medicare Advantage Prescription Drug Plan (MAPD) members to a selection of healthcare companies. As one of the recipients, we built up our Medicare Advantage (MA) capabilities in preparation for the new coverage plan. We soon discovered that the Department of Justice denied the merger, but we decided to continue expanding our services to include MAPD. We didn't have the necessary resources to develop advertising strategies in house, so we needed to find a company who could use their marketing expertise to increase sales before the annual enrollment period (AEP).

SOLUTION

What was the scope of their involvement?

We had been offering and marketing a DSNP product for many years but hadn’t entered the MAPD market in a large way.  Because we needed to get up to speed with MAPD quickly, we decided we need the assistance of a Medicare specialty ad agency that could successfully assist us. GKV was that team.  They helped us with the entire product line for our first annual enrollment period. They helped us mapped out our marketing budget and developed an integrated marketing campaign tailored to specific markets. They were involved in not only the strategy development but also the creative production. We viewed their ad concepts, and from there, GKV produced a mix of direct mail and commercials for TV and radio based on our selections.  They also organized a photo shoot to create additional visual assets for our marketing collateral. As a result of our AEP results, we engaged them to assist us with our DSNP growth plan.  And, we plan to work together during this coming AEP.

What is the team composition?

An account manager, partner, and two junior staff members were present throughout the entire project, but we also interact with their creative team during the production stages.

How did you come to work with GKV?

AEP was fast approaching and executives had made a decision to prioritize MAPD as a growth product/strategy.  In order to assist us, we interviewed several companies.  We eventually chose GKV at the suggestion of one of the newly hired Medicare leaders who had worked with GKV at previous employers.  They had a proven track record of success for MAPD so we trusted the recommendation and it proved to be true

What is the status of this engagement?

We’ve been working with them since April 2017.

RESULTS & FEEDBACK

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

We hit our AEP goal and even won an award for their terrific work. The number of leads we’re expecting to gain from the SNP campaign they’re currently working on is hopeful; we anticipate a 91% response rate, with 70% of those being qualified leads. They’re certainly meeting our expectations.  

How did GKV perform from a project management standpoint?

We’re scheduled to meet for an hour each week, but the meetings typically last until we address every topic on the agenda. They’re constantly sharing project files, proofing our materials, and working meticulously until the job is complete. Their organized workflow is impeccable, so they’ve never missed a deadline.

What did you find most impressive about them?

We were in the middle of a project when we had to make cuts to the marketing and advertising budget. Although GKV couldn’t complete our first large integrated campaign, they never made us feel like the circumstance was a burden. They adapted to the changes and helped us meet our AEP goals by maximizing our direct mail material. When we lost a contract for a state, they exhibited the same flexibility and modified our marketing strategy. They understand our industry trends, so they’re able to make adjustments accordingly.

Are there any areas they could improve?

We wouldn’t change anything about our relationship with them. GKV taught us many valuable lessons, and they continuously exceed our expectations.

Do you have any advice for potential customers?

Their performance is dependent on the information that you provide, so be as transparent as possible. We were upfront about our many challenges, so they were equipped to work with us to find practical solutions.

BACKGROUND

Introduce your business and what you do there.

My name is Willy Pirtle and I'm the senior vice president of the wireless division of Shentel. Shentel is a regional telecommunications provider in the mid-Atlantic, providing landline, DSL, cable TV, and broadband services to 150,000 subscribers. The company also owns and operates the Sprint network in four states, providing Sprint Wireless service to 1 million customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GKV?

As a small regional company, we’re at a disadvantage against the big telecom companies. We’d recently spent a lot of money building a network in central Pennsylvania, so our initial goal was to grow our business in that market. We were looking for an agency that had experience with helping so-called “challenger brands.”

Growing our business remains the key challenge. We purchased another regional wireless provider in rural Virginia and West Virginia, which tripled our size. But it was an unknown brand and we're still competing with the larger companies.

SOLUTION

What was the scope of their involvement?

GKV handles a wide range of marketing services for us. They create radio and TV ads. They implement our digital, social, and mobile strategy. They help with public relations, including press releases and campaigns. They were instrumental in the launch of service when we acquired the territory in southwest Virginia and West Virginia. They created a new campaign to introduce us to that market by emphasizing the size of our network and the money we spent to improve service in the region.

We regularly share market research with the team at GKV. Then we get together as a group to talk about if and how we should change our strategy to be successful in each market.

In 2013-14, they helped us rebrand the Shentel side of the organization. The rebranding updated our look by changing the logo and color palette. It also educated employees about what it means to work for Shentel, and how to treat customers.

How did you come to work with GKV?

We were searching for an agency that had experience with challenger brands. We’d used a number of agencies over the years, but were never really satisfied with the performance.

We researched online to figure out what kind of agency would be best (size, geographic scope, expertise, etc.). We invited several agencies to come pitch us based on what they knew about us and what they would do if hired.

GKV stood out because of their focus on measurements and results. Their creativity was good, but they were committed to proving that the creative is going to move the needle. If it doesn’t, they reconsider, reevaluate, and do something different.

How much have you invested with them?

We’ve spent close to $5,000,000.

What is the status of this engagement?

Work began around July of 2013, and they remain our agency of record.

RESULTS & FEEDBACK

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

Our wireless business is the second fastest growing wireless business in the industry. When you consider that we’re a Sprint affiliate and we’re growing faster than Sprint, that’s proof what they're doing is working. We're not only adding more customers, we’re keeping more customers because churn is low and our Net Promoter Score [NPS] is high.

They're very anxious to be measured, and to help us understand what factors drive our business. That's why they're the best agency we've ever had.

How did GKV perform from a project management standpoint?

I don't deal with day to day project management, but I hear they do a very good job. I know it gets done well and on time.

What did you find most impressive about them?

I’m most impressed with their mix of business acumen and the creative intelligence to effectively move the needle with marketing, advertising, and promotions. They understand creativity alone is not going to drive the marketplace, add phones, and grow our business.

They have a very strong management team. The account team is great; the people they've assigned to us are all top notch. But at the end of the day, we stay with them because we've never had anybody help us drive the numbers like they've helped us drive the numbers.

Are there any areas they could improve?

They could be less expensive.

Do you have any advice for potential customers?

Make sure you know what you want them to do. Have mechanisms in place to measure what is important to your business. Make them partners in achieving your goals, and you will be successful.