Branding for HR Company
- $1,000,000 to $9,999,999
- Dec. 2012 - Ongoing
- Willing to Refer
"They’re not just looking for work; they’re looking for ways to partner and really create value in the business world."
- Human Resources
- Clearwater, Florida
- 201-500 Employees
- Phone Interview
Haneke Design acts as a go-to branding agency for anything from traditional marketing to UX, UI, and app and web development. They’ve handled web design, graphic design, and all brand material.
Haneke has a partnership mentality. They do innovative work for anything branding, marketing, development, or design-related. They’re strategists, driving volume of business and engagement, and improving efficiency. Their role can span from task management to creative ideation and implementation.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the vice-president of marketing for FrankCrum, which has multiple businesses across a family-owned enterprise. The main, flagship business is a professional employer organization. It’s a company that combines payroll with workers’ compensation insurance and human resource outsourcing services. We also have an insurance carrier for worker’s comp and general liability insurance for small business, named Frank Winston Crum Insurance Company. We also have Frank Crum Staffing.
OPPORTUNITY / CHALLENGE
What business challenge were you trying to address with Haneke Design?
I’ve been working with Haneke Design for almost a decade. I’ve been with FrankCrum for almost five years, and they are pretty much our agency of record. They also do almost all of our work in both user interface and user experience design for our technology platforms. In the four years I’ve been here, we’ve probably worked on hundreds of projects with Haneke Design.
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.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
I think there are two ways of looking at that. From just a pure play marketing perspective, the move from static to dynamic content was a game changer. If I had to look at Haneke’s impact from a data perspective, I would point to metrics like website visits and digital engagement factors. For FrankCrum, the engagement factors would be up to 500%, because we previously weren’t in the digital world. Haneke Design helped us get on the map digitally.
When I think of other projects, like some of the technology platforms they’ve helped us design, there is probably some data there that could be interesting. For example, one of the technology projects that Haneke did was to create a tool we call ‘Quote and Connect’. It’s a quoting platform used by our internal sales people and also outside brokers to drive business to FrankCrum. Previous to that, the process was relatively manual. Now we enjoy significantly less time to market. From the time a request for proposal comes in to the time an actual proposal and pricing goes out is now a day rather than a week. The volume of quotes coming through our business has grown by perhaps 3 times, and that’s just one project. There’s just a lot of technology-enabled projects that Haneke has spearheaded which have helped us to improve efficiency and drive more volume of business and engagement, both for marketing and sales.
How did Haneke Design perform from a project management standpoint?
I’ve never seen anyone perform better in project management, period. These guys fly super-high and super-low. By that, I mean they’re strategists and do’ers. They can come in and just listen, and they can create opportunities and ideas, and those often boil down into defined tasks. Their ability to manage a project is hinged on the fact that they’re very focused on process. They don’t just go into a project winging it. They have a very refined process that they continue to refine over time. So, project work, and the project management associated with them, is second to none. I’ve never worked with anyone who does it better than Haneke Design.
They use Basecamp to collaborate. Everything goes on a schedule, and that work gets scheduled with the person who’s going to do the work. It’s easy, efficient, and reliable. It’s rare that an hour would go by without a response to a Basecamp post. It’s fluid all day long, every day.
What did you find most impressive about Haneke Design?
The most impressive thing about them is the combination of people and talent that they bring to bear in everything they do. I don’t know how they recruit and hire their team, but they’re all high-caliber people and professionals. There isn’t any eccentricity that causes bumps along the way. There are no real barriers. When you bring Haneke Design in, everyone who comes to the table is a professional. That doesn’t mean they’re in suits and ties, nor are they “trying to be too hip” ; they’re real people who are good people, and they have the right intentions and talents.
Their culture is definitely one of excellence, and they bring that every time they come. They bring it with the small stuff and the big stuff. I think they have the confidence of knowing they have a ton of experience, processes they rely on, and ownership within their teams. They have that specialization enough to know who’s going to do what, and the project management to get it all scheduled and done. They take some of the hardest things and make them look so darn easy.
Are there any areas Haneke Design could improve?
I really don’t have a lot. At first I was challenged with copywriting and Haneke did not have a solution. When you’re outsourcing marketing, it’s hard to find people who know enough about your business to write about it intelligently. I started by doing the most of the writing myself, but I recently hired a brand journalist. I realize in hindsight that having the copywriting in-house is the ideal solution.
It’s not to say we’ve never had bumps with Haneke. When we do have problems, we just iron them out. I can’t even remember a problem over the past three years. It’s very smooth, and I really have no criticisms. I would even add that we spend a significant amount with Haneke, but when you consider the depth and breadth of the work they’re doing for us, their pricing is extremely reasonable.
Do you have any advice or recommendations for a potential client?
My advice would be to allow Haneke to participate in the strategy. The details of the project can easily evolve from there. The best work we’ve done with Haneke is when we bring them in early, talk about what we’re trying to solve and innovate together.
Service & Deliverables
"They never disappoint. They create great work, high-quality. From a branding perspective, sometimes I think they know us better than we know ourselves."
On time / deadlines
"I’m pretty good at that, and I think I do a very nice job of helping them prioritize and keep it realistic. Their project manager does a very nice job."
Value / within estimates
"Plus. There’s nowhere else I could go and get their rate."
Willing to Refer5.0