Can you assess their performance?
Magic Logix has been very good. On the whole, they delivered to and above expectations. They are very good, very responsive. They are quite ready to tackle new projects at short notice, which is often the case for organizations like ours that have activity that comes out of the blue. If we have an event like a big meeting, we need to change our website. There are other things related to the acquisition, like posting the press releases, driving certain microsites for the other groups and so on. They responded to those very successfully. They are good.
Do you have any statistics or metrics to track improvement from the project?
Yes, we did. I don’t have the numbers offhand. For example, for SEO, we set out and identified 10 keywords. We looked for those 10 keywords to be in the top 10 when we did a Google search on those words. Once a week, we got together to fine tune that campaign. That was fairly successful; half of those words were in the top 10 on the search, and two or three of them were number one. That was very successful. That was one metric.
On the other side, we were driving downloads, and we didn’t want to measure impressions and the kickthroughs. We were just looking at the outcomes, and the outcome was driving a specific evaluation product. We saw a fair increase in that through the program.
Not quite on target for a lot of instances, but when we were targeting this download to [our key people], we had hairdressers and butchers downloading the product, which was a bit distracting, but we managed to fix that and move along. Overall, I would say those were the two key metrics for Magic Logix in the campaigns that we did.
In the website, we looked at driving traffic and SEO driving traffic, which was moderately successful. I wouldn’t say it was spectacularly successful, Web traffic increased dramatically as a result of all the syndication work that Magic Logix did for us. We had moderate increases, but not dramatic.
Is there anything unique about them that really makes them stand out, compared to other companies?
Their CEO is extremely responsive, and I love that work ethic, that was good.
Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?
As they grow, they will have to delegate some of the work to his people, whereas everything went through him. That’s a good way to keep control and keep people synchronized. As we grew and as they grew, it starts to become more difficult.
The second thing is that some of the services were starting to become expensive, and it wasn’t just me. As a result, the two companies have worked on five or six different projects. They can’t use them anymore because they’re starting to become prohibitively expensive. Those are the only two things I would think about for changes. Overall, they’re very good.
The work was successful and users have seemed pleased with the final product. Magic Logix was communicative, checking in almost every day to discuss the work. The team worked hard and demonstrated great methodology.