What was the scope of their involvement?
We initially brought them on to rebuild our new website, but the Major Tom team has since become a trusted partner for all of our digital communication initiatives. Our brand has a lot of different messages, so one of our biggest challenges was making sure we got the right message to the right audience in the right way.
Our relationship with Major Tom began with several discovery meetings to help them develop a good understanding of our brand. It was clear that they’d done a bit of research before, which we really appreciated. We walked through both the consumer and franchise sides of the business to establish goals and objectives to assess our performance. Once we were all on the same page, we worked closely with the Major Tom team to finalize a digital strategy. Because they were involved from ideation to execution, they were able to make sure that each component of our strategy aligned, setting us up for a good return on our investments.
Their team also helped us improve our franchise recruitment efforts by changing our approach. We implemented an overall umbrella strategy with a targeted approach or each specific city. We schedule monthly meetings to lay out our priorities and targets for each location. This new method helps us drive leads and identify more quality candidates.
Also, Major Tom also came up with new and creative ways for us to capture consumer data and information. For example, we tried advertising on several new platforms and applications for a promotional campaign for our scones. By pulling information from a variety of sources, we were able to get a better understanding of our audience and how they hear about our business. Basically, we can get tangible metrics without launching our own loyalty platform.
We’re still working closely with the Major Tom team. They help us with every advertising campaign, from kick-off, to execution, to wrap-up. We have interim meetings throughout to assess our performance and make necessary adjustments. The team is also managing our SEO, PPC, and social media outreach efforts. They’re currently working on creating and launching a US version of our website as we continue to expand our market reach.
What is the team composition?
Tina (Group Director of Media, Major Tom) is our lead account manager. She’s fantastic.
How did you come to work with Major Tom?
Before partnering with Major Tom, we had professional relationships with a number of agencies for various aspects of our business. For example, we worked with a separate vendor for franchise recruitment initiatives then we did for customer-facing components. We felt that consolidating all of these partnerships would be much more efficient. By working closely with a single team, we’d be able to establish a more cohesive and stable communication strategy and digital presence. We went through a rigorous RFP process to analyze different candidates’ capabilities. Ultimately, we chose Major Tom to lead our digital efforts.
How much have you invested with them?
So far, we’ve spent about $100,000.
What is the status of this engagement?
We started working with them in April 2017, and it’s an ongoing relationship.
Major Tom ran a successful array of digital marketing campaigns including gift card promotions that increased sales annually compared to the year prior. Their hiring ads attracted many qualified leads. Consistently reliable project management includes transparency and documentation.