Mindshape Creative Brand Marketing

BACKGROUND

Introduce your business and what you do there.

I’m the manager of shopper marketing at ScottsMiracle-Gro, the national go-to brand for lawn and garden products. We’re the leaders in our category. I work between sales and marketing, so what marketing does from a national brand perspective, I help the account and the sales teams bring to life at their retailers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Mindshape Creative Brand Marketing?

I had inherited the agencies we worked with when I started with Scotts three-and-a-half years ago. Within a couple of years, it was clear to me that we needed to make changes that better suited our business needs.

SOLUTION

What was the scope of their involvement?

We have handed a lot of the consumer-facing work to Mindshape. They mostly focus on our catalogs, tradeshows, and consumer-facing guides. For instance, if you walk into a Home Depot and see our product, there’s a takeaway guide that has educational content, coupons, and product information. Mindshape creates those guides. They work in conjunction with our copywriter. They also do ad hoc projects.

What is the team composition?

I work with both Shar (Group Account Director) and Nikki (Account Coordinator). Shar is the lead, and Nikki supports her.

How did you come to work with Mindshape Creative Brand Marketing?

In early 2019, we started the process of an RFP. The original intention was to hire two agencies, with one helping us to support our accounts and manage our POP (point-of-purchase) and in-store presence, and the second managing social media. Our previous agency did both, but we needed more specialized, high-level services. As we went down the path of the RFP, it became apparent that we had another niche need that we had to fill in our organization. A boutique agency had supported us with our tradeshows. We knew we needed that extra support. 

We absolutely loved Mindshape and what they presented to us. We recognized that they’d be able to support us in those niche requirements, like tradeshows and ad hoc requests. We needed support in those areas, and Mindshape seemed like the agency that could meet our needs. Shar and I had a great rapport, and rapport and fit are so important. Their ability to do projects like our catalogs, which are a big undertaking, was huge. They also have extensive experience with tradeshows, plus hands-on experience with a couple of our key accounts. We hired a separate social media agency.

How much have you invested with them?

We’ve spent close to $400,000. The tradeshows have taken on a different number now because they’re all virtual.

What is the status of this engagement?

Our work together began in May or June 2019, and it’s ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our previous boutique agency just wasn’t cutting it. Whereas I had a lot of pain points working with that agency, MindShape is such a breeze to work with. The catalog used to be such a difficult process for us to manage, and Mindshape has taken it on and made it so much easier and more insightful. They had really good feedback on our guides and coupons and how to manage that much more easily. Having a fresh and very competent set of eyes has made a big difference in our world. We had a need to meet, and they have far exceeded that need. The value add has been fantastic.

How did Mindshape Creative Brand Marketing perform from a project management standpoint?

Project management is excellent. I have my hands in so many pots, and they’re very professional at keeping me on task and sending reminders. They’re very organized and have adapted to what I need. We have a weekly status and then put takeaways and next steps in Google Docs. They’re very good at communication.

They stay on top of the schedule and pivot when needed. This year, we were ready for the catalog to go to print, and we needed to make a critical change. From a project management perspective, their ability to pivot quickly and adjust accordingly is important to us. It’s critical to us that they stay on top of things and manage deadlines.

What did you find most impressive about them?

They provide a fresh set of eyes and have cleaned up the ways that we do projects. From the beginning, I let them know how we were used to working, but if they had a better, smarter way of doing things, we’d be completely open to it. The way that we manage the projects has been so much more efficient. Finding efficiencies and having things run a lot more smoothly have been big things that I’ve appreciated with them.

Their high level of customer service has been stellar. They’re always friendly and happy. Even when I call them with crazy deadlines and requests, they do it with a smile on their face. I need that calm reassurance. I’m very grateful we hired them.

Are there any areas they could improve?

I usually try to find the balance and say where the opportunity is, but I have zero complaints. They’re a smaller agency; my company works with multinational media agencies. However, for the need they’re meeting, they’re great. If I had any complaints, I’d let Shar know directly, and it would be resolved immediately. Nothing is ever perfect; problems are going to happen, but what matters to me is how they course correct and deal with those problems.

Any advice for potential customers?

It really is a partnership. Mindshape was set up for success because we had a clear vision of what we needed, so communicate what you need in order to ensure that they can help. I was on it from the start. You need to have transparency and open communication; that’s incumbent on the client. 

In terms of advice for hiring Mindshape as an agency, make sure you’re transparent on what your needs are. They’re a very good medium-sized agency.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing coordinator for a food production firm. We sell staple baking ingredients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Mindshape Creative Brand Marketing?

We were working with another web agency, and but decided to bring on Minshape Creative Brand Marketing to build a website and grow our presence on social platforms.

SOLUTION

What was the scope of their involvement?

They dig in deep and see what’s on-trend. They help us allocate our budget in order to get more impact. They’ve offered several strategies that have been effective. Recently, we invested more money towards Google Ads.

They’ve also recommended increasing our budget on Facebook and Instagram. They write, plan, create, and monitor posts. They’ve created some carousel ads.

They often come up with recipe selections that are based on the season, harvesting times, and what’s local. They’re able to plan ahead for all of that.

What is the team composition?

We work with an account director and digital marketing specialist.

How did you come to work with Mindshape Creative Brand Marketing?

We found them through previous relationships. Some of the companies they were working with were impressive. Their proposal and offerings seemed to fit what we needed.

How much have you invested with them?

We spent about $30,000 with them.

What is the status of this engagement?

We started working together in July 2017 and our work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We want to grow traffic to our website, and we’ve seen good results. Since allocating more money to Google Ads, traffic to our site has increased significantly in comparison to organic search. The click-through rate in April went up by 2.2%, which was above the industry benchmark.

On social media, we were paying $200 per post, and weren’t seeing the results we wanted. Since working with Mindshape Creative Brand Marketing, impressions on Pinterest hit 1.4 million.

How did Mindshape Creative Brand Marketing perform from a project management standpoint?

Every month, we go over our analytics and devise a plan if we see a downward turn. They’ve been able to meet deadlines and keep us on a timeline. They create a posting schedule and stick to them. Often, we hit them with last-minute needs, and they’re always able to meet them.

What did you find most impressive about them?

Although they have expertise in the creative aspect in marketing, our relationship stands out. They’re down to earth and easy to work with. They’re always accommodating and listen to our needs. They try their best to provide suggestions and meet us in the middle if we have different ideas.

Are there any areas they could improve?

I don’t think so. They adjust and adapt well to our needs.

Do you have any advice for potential customers?

Be honest and true to what your needs are and what you want. They offer the best suggestions, and it works out well. I really appreciate that I can trust them with my company, my brand, and my reputation.

BACKGROUND

Introduce your business and what you do there.

I’m a marketing manager for Hayward Pool Products Canada. We’re a manufacturer of swimming pool equipment.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Mindshape Creative Brand Marketing?

The swimming pool season is short, especially in Canada. During that season, we like to invest in a consumer push campaign when we advertise towards the consumer to build brand awareness within the Canadian market. We brought Mindshape on board to help us with that campaign including creative direction, concepts, and research.

SOLUTION

What was the scope of their involvement?

When we first started with Mindshape, they helped us in the digital market to create an online presence with our advertising. Their team gave us direction and brought that initial campaign to the digital world.

Their team conducted research to ensure that we used the correct medium for our campaign. They helped with creative concepts, managed the campaign as well as R&D. Their team established an overall creative to move the campaign forward.

What is the team composition?

We worked with a lot of their team. I met people on their digital team as well as people who work on their creative team.

How did you come to work with Mindshape Creative Brand Marketing?

We went through a process for sourcing different agencies. I wanted to get a feel for what was out there in terms of possible partners. I liked that Mindshape was local, which would make it easy for us to connect and meet for discussions. In the end, it was the overall feel of the company that made our decision. From the beginning, it was clear that their team was knowledgeable and understood the industry. They actually worked with another retailer in the pool industry.

What is the status of this engagement?

We started our discussions in late 2018 and signed the contract in early 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Last year was difficult for the pool industry. We’re hugely dependent on the weather and didn’t have a proper summer. However, we held our own during that time, which was partially attributed to the advertising and marketing pieces deployed. Given how difficult it was last year, it could’ve been much worse for us.

We were happy to expand into the digital world, especially with the impact of COVID-19 this year. Mindshape pushed us to make that move, which was beneficial for us as a company.

How did Mindshape Creative Brand Marketing perform from a project management standpoint?

At the beginning of a project, there was a lot of communication. I was in touch with the project managers, frequently chatting about our direction and so on. When our media ran, we didn't communicate as much.

Their team provides a monthly report, and we chat about the market and campaign. It’s great because we have constant communication, but I don’t need to micromanage them. We put the campaign in their hands, which has been successful. Everyone that we’ve worked with has been knowledgeable and helpful, so we’ve had a good experience with them so far.

What did you find most impressive about them?

Mindshape has a more innovative tone than their competitors. They understand the industry, market, and trends. As a result, their team can make suggestions for our direction that we might not have considered for ourselves. Their team also pushes the limit. They give options for either staying in the box or going outside the box. Their team isn’t static. They push us to investigate new areas.

Are there any areas they could improve?

No, we’re happy with Mindshape. It’s been an overall positive experience.

Do you have any advice for potential customers?

Explore your options because there are companies out there that might not be as innovative. Have an open mind. Being with a company so long, you develop a sense of tone but it’s not a bad idea to step outside of the box. It might be beneficial to the company.

BACKGROUND

Introduce your business and what you do there.

I lead the e-com group, so online sales for Discounter’s Pool & Spa Warehouse. We sell pools, hot tubs, and spas, all the equipment that comes with that. We have a seasonable business and our annual sales are heavily skewed to the warmer months of the year.  

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Mindshape Creative Brand Marketing?

We hired Mindshape Creative Brand Marketing to leverage every single day of our short season. Prior to when they joined us, we didn’t have a marketing plan. Our headcount was pretty thin at the office, so we weren’t dedicating any resources. Our website was also a bit of an afterthought and was quickly put together. Our brand was a getting diluted. We had some really loyal customers, who were the basis of our annual sales, but we didn’t experience any growth when it came to new customers. It was really important to start to expand our reach

SOLUTION

What was the scope of their involvement?

The first piece of work that they did was to solidify our brand. It was obvious to us, but it wasn’t obvious to our customers. We determined what we stand for, how we differentiate ourselves, and what we could leverage.

Last year, they took our Shopify website and chose a theme. Then they made sure everything was the right color and our logo appeared as it should.

The second piece really had to do with bringing our brand into our stores themselves. We have seven stores, and we had a lot of signage, but it wasn’t cohesive; the typefaces and colors were all different. They helped us rethink how the point of purchase works in-store. This year, we refined that effort and expanded it to our online business.

They migrated our entire website to a new theme, ensuring that it was consistent with our objectives. They provided a sounding board for all the ideas that we had and helped us execute them. They also tempered out enthusiasm when needed.

What is the team composition?

They have a great team and they’ve surrounded us with the experts we need to get something cone. There is an account manager and they brought on a secondary account coordinator to improve responsiveness. We also have access to a coder and developer. I can email them directly with little tweaks on the website and they get it done quickly. They also provide a social media community manager.

How did you come to work with Mindshape Creative Brand Marketing?

They were brought on before I came on board. I know that we interviewed a few organizations and did research on small to medium-sized marketing agencies with experience in elevating small entrepreneurial organizations. Our CEO had a lot of contacts from their previous jobs, so she reached out to a few. We ended up speaking to three different agencies, and Mindshape Creative Brand Marketing seemed to be by far ahead of the others during the interview process. They also had experience in ou industry, and so they were able to showcase their knowledge of our business.

How much have you invested with them?

We’ve budgeted about $200,000 this year. We created retainers specific to different elements of the work. We spent about $6,000 on signage in our stores, $6,000 for prospecting and retargeting ads, and we’ve budgeted $60,000 for online display and $50,000 for SEM. Content marketing cost about $10,000, and social media costs about $14,000.

What is the status of this engagement?

We started working with them in March 2019 and our partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The site works very well and we’re able to do business online. I’m really satisfied with the number of first-time users on our website. Almost 80% of our transactions right now are first-time users. Of course, some of those new buyers may have shopped in our physical stores and shifted to online because of COVID-19, so we’re trying to track that.

Tons of our views are coming through Google Ads, Facebook, and Instagram posts, so we’re successfully redirecting traffic to our website that we’ve never had before.

We’ve also seen that our first-time viewers are coming back to our site 3-4 times and then settling on a transaction.

How did  Mindshape Creative Brand Marketing perform from a project management standpoint?

They’re eye for detail has always impressed me. Every now and then during our weekly meeting, they’ll bring up something that is noted in the scope of our project if we haven’t touched on it in a few weeks. Nothing gets by them. I never have to do extra administrative work to keep them on track; they hold themselves accountable.

What did you find most impressive about them?

Their account management and customer service has been such a relief, especially since the COVID-19 lockdown. We expected their other customers to be in a pinch too, but we never saw that from them. They didn’t flinch and they were completely dedicated to getting us online and relaunched during the pandemic. They even added staff to our project to keep us moving forward. They showed a lot of dedication to customer requirements. I consider them part of our team.

Are there any areas they could improve?

No, I’m really happy with them.

Do you have any advice for potential customers?

With Mindshape Creative Brand Marketing, it’s all about being really clear about what your objectives are. They do a great job of understanding what the requirements are and delivering on them. Sometimes the requirements change, and they seem to be flexible and responsive to that. They did a great job of investigating and trying to problem solve for us. I really enjoyed working with them because they’re great listeners, but they ask really outstanding questions.

BACKGROUND

Introduce your business and what you do there.

My company is a manufacturer and installer of overhead glass doors. I’m the president and owner.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Mindshape?

This company was 40 years old and needed to be brought to the modern age in terms of look, feel, and presentation. It needed a complete overhaul.

SOLUTION

What was the scope of their involvement?

They helped us rebrand our websites for both the manufacturing and installation operations. They’ve worked on data sheets, marketing literature, and other items, including print marketing materials. We also had some strategy sessions for the naming and product grouping efforts.

What is the team composition?

I’ve worked with four people from their team, including David (Owner, Mindshape) and my main account person, Beth (Account Director, Mindshape).

How did you come to work with Mindshape?

I have been working with their team for the last 15 years at other companies I’ve been with.

This project was using my own money, so I went to Mindshape.

How much have you invested with them?

The cost of their work on the latest project was $25,000–$50,000.

What is the status of this engagement?

The latest project was done in the past year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I’m very satisfied with their work. Mindshape continues to deliver and the feedback from customers is fantastic. They love the new look. We operate in the door industry, which is not a very sophisticated market, but we’re up against some world-class companies. For the most part, our materials have been on-par if not better than those from the competition.

How did Mindshape perform from a project management standpoint?

It’s very good. The ability of an outside firm to hit deadlines is often determined by the ability of the customer to deliver something to their end. They’re very good at managing this—if our contact was ever unavailable, they quickly found a solution.

What did you find most impressive about them?

I’m very happy with their service, otherwise I wouldn’t have kept using them. I think they’re a great and honest partner.

Are there any areas they could improve?

They’ve been quite good, at least for me.

Do you have any advice for future clients of theirs?

Put some thought into what it is you’re trying to do beforehand. Don’t go in there simply asking for a company rebrand. It’s important to be open to exploring different ideas. Mindshape will definitely present some different ways of thinking.