MF Digital Marketing

Please describe your company and your position there.

Flexable is a startup in the Family Tech space, we partner with organizations of all sizes to bring backup childcare as a benefit to millions of working parent employees nationwide. I am the founder and CEO of the company and have been with the company since it's start in 2016.

For what projects/services did your company hire MF Digital Marketing?

Prior to COVID, Flexable was providing on-demand, pop up childcare on site at workplaces and conferences.

We built our whole business around the concept of in person, pop up care - so when the pandemic hit in early 2020, we had to completely pivot our business. In doing so, we needed a complete digital overhaul.

I was connected with MF Digital Marketing in August 2020 to do a full website redesign, social media overhaul and SEO/SEM strategy/execution

What were your goals for this project?

We wanted to increase awareness and conversion among our target market, and given the fact that WOM, both through referrals and social media were our primary vehicles for acquisition, we wanted to make sure we touched all our digital assets to create a consistent and compelling experience for our target market

How did you select MF Digital Marketing?

I was connected with MF Digital Marketing by a mutual friend - when I interviewed Mackenzie I was instantly impressed with her breadth and depth of knowledge.

Describe the scope of their work in detail.

• Optimize utilization of current digital assets including website, email, SEO/SEM and social media to maximize efficiency
• Plan, design and help with the execution of digital marketing campaigns, including web, SEO/SEM, email, and social media
• Create tools and frameworks to measure and report on the KPI’s of all digital marketing campaigns
• Handle multiple tasks from different sources of accountability with minimal supervision
• Build a social media plan/calendar framework that shows planned posts at least two - four weeks out
• Work with Product team to conceptualize creative campaigns
• Use of Adobe Suite to creative/edit communications materials: one-pagers, social designs, videos, etc.

What was the team composition?

At the time, the team was comprised of myself, an interim COO, a Sales executive, an HR manager, a Product Manager, a Tech lead and a Caregiver lead. We needed a Digital Strategist to round out the team and MF Consulting did a fantastic job of fitting that role.

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

Across the board, we have seen incredible fruits from our collective labor with our digital overhaul. With the website overhaul, we saw web traffic increase by over 1000% over the course of 3 months, we saw page views go up 10x, bounces decrease by over 15% and time on site increase as well.

For Google Adwords, we saw a huge increase in all our keyword rankings and got CPC down to around $.30/click which allowed us to maximize our budget. We also saw a huge increase in conversions through social media, particularly through our FB and LI channels

How effective was the workflow between your team and theirs?

MF Consulting's principle consultant, Mackenzie Farone, was essentially a part of the team and regularly joined team meetings. She works really well with the team and is an efficient team player.

What did you find most impressive about this company?

MF Digital Marketing is extremely professional and above all very knowledgeable in the space.

Mackenzie, the principle consultant is very data driven and focused on results, and was able to take our company from a place where we had nearly no digital presence to one that has strong national presence

Are there any areas for improvement?

None - MF Digital Marketing is an absolute pleasure to work with!