What was the scope of their involvement?
For us, they are our go-to branding agency, and they also do our UX and web design work. I believe their market positioning is probably heavier on the mobile app design and UI/UX area, as well as development work. We use them as a traditional branding and marketing firm and for technology design.
They created a complete branding guide for us. They do a lot of logo design, and they set brand standard. All our brochures are done by Haneke Design. They do everything from our letterhead, to all our collateral and all our websites. Essentially, our marketing department is almost completely outsourced. We have three staff people in marketing for the whole enterprise. We work with Haneke Design literally on a daily basis, and we outsource all our graphic design to them.
For the branding work, we were looking for everything but the name and the logo. The name and logo had been refreshed nine or ten years ago. The company went from being called Crum Services to being rebranded as FrankCrum. At that time, there was a different agency who created the logo. The very first website that was ever created for FrankCrum was designed as a hard-coded PHP site. When I came on board five years ago, and began working with Haneke Design, one of our first tasks was to create a dynamic, content managed website.
We created the first WordPress website the company had ever had, and now we have a modern website for all our company entities. So, we started with FrankCrum, then we created a website for Staffing, then we created one for the insurance carrier. That put us into the ticket to play scenario of being in the digital world from a marketing perspective. We’ve built the whole online digital marketing practice that we have today from scratch.
Haneke helped us coin what we call our brand pillars, which are integrity, affinity, and prosperity. We’ve captured that in a series of videos, for which the primary audience was our internal staff, to set the brand standard within the organization. Then we went to work on everything that foundation enables us to do, as far as extending our brand and culture to the outside world, mostly digitally. So, it really started with establishing what our brand stands for, what the Crum family believes, the company value system, how we formalize that, communicate and brand it, and then how we extend it in our external marketing.
How did you come to work with Haneke Design?
I’ve worked with Haneke in three different professional stages. I met Jody Haneke, the owner, when I was managing marketing for a software company called GEAC. I put a bid out for an agency at that time to help us with a new product launch, and I ended up choosing Haneke Design. That was my first introduction. I think they were a two-person design shop at the time, one of whom was Jody himself. We expanded, they expanded, and I think they now have 20 or 30 employees. .
I ended up making a couple career changes along the way, but I’ve always brought Haneke anywhere I’ve gone. They do outstanding work and they keep up with current practices and technologies. They definitely have a partnership mentality. They’re strategists. They’re not just looking for work; they’re looking for ways to partner and really create value in the business world. They’ve always been my agency of choice.
How much have you invested with Haneke Design?
We invest about $10,000 a month on a time and material basis with general outsourced graphic design, so that’s $120,000 a year. Then we have a lot of fixed bid projects like UI/UX work . In a given year, we might do a fixed bid project once a quarter, and those might run $30,000, so another $120,000 a year.
What is the status of this engagement?
We’ve been working together since I joined FrankCrum in December of 2012, and our relationship is vibrant and ongoing.