ONE12th Consulting

Introduce your business and what you do there.

I’m the director of digital strategy for the international department of Lennar, one of the nation’s largest homebuilding providers. I market to individuals outside of the United States who might be interested in purchasing a home inside of the US.

What challenge were you trying to address with One12th?

We needed to establish a social media presence for Lennar International to build brand awareness and trust.

What was the scope of their involvement?

One12th’s work began primarily with creative development and establishing a social media presence from the ground up. The team monitored our engagement on an ongoing basis.

As the process progressed, we continued to work on our original projects, but we also shifted our focus to strategizing around performance optimization. The team helped us implement a tracking system to keep an eye on our metrics and continue to increase our engagement.

What is the team composition?

We worked with a team of roughly five people, give or take given the workload at the time.

How did you come to work with One12th?

When I was searching for a digital marketer, I had a few criteria. 

First, I wanted the company to be local so that we could collaborate more easily.

I also preferred a smaller agency, so I knew our project would be a large focus.

Lastly, since our work is international, I needed a firm with expertise in social media in other countries who could identify cultural nuances and work with different language capabilities. One12th hit all of those criteria, so I decided they would be a great fit. 

How much have you invested with them?

We’ve spent between $500,000-$1,000,000.

What is the status of this engagement?

We began working with them in October 2016, and the work is ongoing.

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

We tracked a number of metrics with the system they implemented. I frequently check our performance rates against those of the domestic branch of our company to make sure we’re always hitting the right numbers in the larger context of the company.

ROI is our biggest focus, but we also keep an eye on costs per lead, qualified lead, and sale. Further, we pay close attention to our engagement rate. All of those metrics have improved since One12th’s campaign. 

How did One12th3 perform from a project management standpoint?

Their project management style is excellent. They’ve introduced a few tools to us — most notably Slack — that we now use internally to improve our own communication and organization. 

One12th has been very proactive in adjusting the talent on our project when they recognize we aren't getting the level of service we require. They’ve been very attentive to their team members and their deliverables, which I’ve always appreciated. 

What did you find most impressive about them?

Going into the partnership, I knew one of the aspects I wanted most from a provider was the ability to provide quick attention. If we ever had something urgent to deal with, I didn’t want to have to wait several hours for a response. One12th has always been able to provide fast, undivided attention in critical moments. 

Are there any areas they could improve?

There’s no one thing that they offer that they could really improve. They constantly work internally to improve their own team and quality of service. They’re innovative to the point that if one thing doesn’t work, they immediately pivot to trying the next. 

Do you have any advice for potential customers?

Be incredibly transparent and open to trying new things. If you’re forthcoming with your company’s challenges and the goals you want to achieve, and you’re willing to try new things and learn, you’ll absolutely get the most out of One12th and their abilities.

Introduce your business and what you do there.

I’m the CEO of a company that sells home and loungewear for women online. I was previously involved with a company that sold made-to-measure suits.

What challenge were you trying to address with One12th?

For each company, we needed a digital marketing partner.

What was the scope of their involvement?

One12th has been our digital marketing partner for both of my companies. They started with my original firm and I brought them on with the new company when I sold the first.

They run all of our marketing digital marketing efforts from advertising to social media. We started with a research phase during which they analyzed the market landscape and our competitors to identify the opportunities. Once we had a clear view of the digital competitive landscape, we moved into a second research phase of in-depth analysis of where to advertise, platforms to use, audiences to target, and buyer profiles to focus on. After the preparation period, we launched our advertising.

What is the team composition?

We had an account manager and also worked with one of the partners who oversees the project.

How did you come to work with One12th?

I worked with a branding agency that had a lot of experience with them. They recommended them to us. We were very happy with them—enough to go back to them for a second project with my new company.

What is the status of this engagement?

The first project started in October or November 2017. The second project is ongoing.

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

Even though our business was retail with a physical brick-and-mortar location, we were able to generate around 70% of our traffic through our digital marketing efforts. Our cost per acquisition was well below the target that we had. They were able to give us strong returns on our investment on ad spends.

How did One12th perform from a project management standpoint?

We have biweekly calls with our account manager, an analyst, and sometimes the partner. We worked with different dedicated teams for each phase of the project. One12th is the type of agency that you really feel can become part of your team. I never had a sense of “you versus them”. They take ownership of the projects, which is very important for me.

What did you find most impressive about them?

Their use of technology is sophisticated, which creates results. But for me as a client, the customer service is critical. I receive a high level of attention, not only from the day-to-day team but from the senior partners as well. Anytime we have a problem, they’re quick to react, to give us recommendations. Also, I’ve never felt that, even if something was working well, they were content to sit back and relax. Even though we’ve reached the level of return we expected, they constantly strive to evolve and improve.

Are there any areas they could improve?

I was involved with them through a period of expansive growth for their team. A few points when the team was changing quickly, I felt at a disadvantage because people I had long experience with were reshuffled. That was the only negative experience I had with them.

Do you have any advice for potential customers?

They're an agency that you can trust, including with your budget. They’ll hit targets and pay for themselves in terms of return on investment. I definitely recommend them.

Introduce your business and what you do there.

I am the CEO of Butterscotch Blankees, an online blanket seller.

What challenge were you trying to address with One12th?

We contracted with One12th to increase traffic to our website, increase revenue conversions, and create a better user experience for our website.

What was the scope of their involvement?

My internal team coordinates our social media advertising, but we rely on One12th to provide the content for those campaigns. They researched our audience, learned about our brand, and held meetings to discuss keywords. They produce advertisements for Instagram, Facebook, and Google Ads, and they track all of those analytics. One12th also suggested using Klaviyo, an email marketing platform, which we’ll start in 2019.

What is the team composition?

I’ve worked with three different account managers during this engagement.

How did you come to work with One12th?

I found them through a Google search.

What is the status of this engagement?

Our engagement began in March 2016 and remains ongoing.

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

For the most part, we’ve seen an increase in traffic, and their team has made strong recommendations. I think we’re on the right track.

How did One12th perform from a project management standpoint?

I was frustrated by the juggling of account managers, but generally, they communicate well. We’ve never had any scheduling issues, though.

What did you find most impressive about them?

They perform very well under pressure.

Do you have any advice for potential customers?

The relationship with the account manager is very important, so I would recommend meeting that person beforehand to make sure that they are an appropriate fit.

Introduce your business and what you do there.

I run digital marketing strategy campaigns for Lennar, the largest homebuilder in the US.

What challenge were you trying to address with One12th?

Our initial goal was to build out our social media presence internationally to bring international buyers to our homes in the US.

What was the scope of their involvement?

One12th manage all aspects of our digital marketing work. They were originally hired to build our social media presence. Over time our focus shifted to building our demand generation program via Facebook and Google Ads. We brainstormed together and developed and tested a number of strategies. That learning process led to a full system of intelligence for a data-driven approach to our digital marketing based on predictive analytics that they built for us starting in early 2017.

What is the team composition?

We work with seven people, including the creative team.

How did you come to work with One12th?

When I first started, I was my entire department. My boss agreed that I should hire an agency to help me and I searched via Google. I come from an agency background so I knew what I was looking for and was deliberate in my search criteria. I wanted a smaller agency so that way I could be one of their primary focuses. I didn't want to be just another cog in the wheel of a giant machine. I also wanted language and culture capabilities: I wanted people who could help me understand different markets around the world and bring that insight into what I was trying to accomplish. Finally, I wanted someone local because I wanted to be able to have a regular working relationship with my agency.

I interviewed a few different agencies and decided that One12th would be the best fit. Three years later, I’ve been proven right.

What is the status of this engagement?

They started working with us in early 2016 and it’s ongoing.

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

Because of the predictive analytics they established, we’ve been able to evolve rapidly and design successful campaigns. That’s been a huge success for us. One of One12th’s biggest strengths is their flexibility, innovation, and willingness to experiment with us. They constantly brainstorm and analyze to help us continue to succeed. We constantly develop new ways of achieving sales, which is our ultimate goal.

How did One12th perform from a project management standpoint?

Everything has been on time from their end. If there are any delays, it’s typically because we’re a public company and have processes and regulations that sometimes hold things up. They're also good at tweaking the project plan when that happens to make sure that we can still get things done in a timely fashion and continue moving forward.

One of the key elements of our success is the relationship that I’ve built with their team. They’re essential to what I do and it’s a win-win partnership wherein we all work towards the same goal. It makes for a positive, proactive environment because we share the same agenda and there’s no question about what comes first.

What did you find most impressive about them?

The most impressive thing about them is their ability to push us as the client and as their partner. When we come up with an idea, they may take it and run with it. Or they may recognize that it won’t work—and they’re comfortable with telling us that and proposing alternatives. We all work towards the same goal so they don’t just do whatever we say. They’re thoughtful and deliberate in what they do and why and how they do it. Our relationship is built on openness which makes them incredibly effective partners. They can guide us in the right way for our business.

Are there any areas they could improve?

Nothing stands out. The work has evolved on both sides over time. We’re doing something that’s not industry standard and hasn’t been done before, so we all have to continue to grow.

Do you have any advice for potential customers?

Really get to know your partners. One of their greatest assets is their team members. If you get to know them and to explain your business to them on a level at which they become invested as they have with us, you’ll succeed.

Please describe your company and your position there.

I’m the president of a brand consultancy.

For what projects/services did your company hire One12th?

We engaged One12th for digital media management and business intelligence and analytics.

What were your goals for this project?

Our primary objective for this engagement was to gain new student enrollments for the account.

How did you select this vendor?

We were both working for a common client.

Describe the project in detail.

The One12th team built a system of intelligence that tied into the client Salesforce/Pardot systems. Subsequently, they developed a system of engagement that included digital media placement across social media platforms and email nurturing campaigns.

What was the team composition?

The team from One12th included a lead, project manager, and digital media specialists.

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

Our combined efforts drove a significant increase in new student enrollment.

How effective was the workflow between your team and theirs?

One12th is very easy to work with.

What did you find most impressive about this company?

One12th’s expertise in analytics and business intelligence is world class.

Are there any areas for improvement?

Clear creative input for asset creation.

Introduce your business and what you do there.

I’m the marketing and communications manager at Barimelts. We provide specialized vitamins for bariatric patients that are either planning or recovering from surgery. Our supplements ensure they’re getting all of their daily nutrients.

What challenge were you trying to address with One12th?

We mainly sell our products through our own e-commerce site and Amazon. We decided to look for a marketing agency to expand our marketing efforts and increase our web traffic on both sales platforms.

What was the scope of their involvement?

We started with a discovery phase. One12th looked at data gathered from our existing Shopify e-commerce website and our Amazon account to form an understanding of our audience and our market. Then, they used that information to put together several customer acquisition strategies. One12th helped us implement them into our business plans. They’re currently managing our social media marketing strategies, google advertising efforts, and e-commerce website.

What is the team composition?

We had two main resources, but there was also a background team involved.

How did you come to work with One12th?

A team member was looking for a vendor to help out with a project for one of our other brands. We joined the phone call to get a sense of their experience. We needed a company that could skillfully use data to inform their strategies. One12th seemed capable, so we chose to work with them.

What is the status of this engagement?

We first partnered with them in October 2018, and the work is ongoing.

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

It’s only been a month since we fully launched One12th’s strategies, so we’re still waiting to get concrete numbers. According to a few of our key performance indicators (KPIs), we’re on track to meet our goals. So far, we’ve definitely seen an increase in our web traffic and sales.

How did One12th perform from a project management standpoint?

We have a scheduled monthly meeting, but handle our day-to-day needs via Slack. They managed the project well. The team communicated responsively, so we're always on the same page. They understand our business needs, and they’re extremely easy to work with.

What did you find most impressive about them?

They do exactly what we ask for. When we request any changes, they’ll handle it within 24 hours.

Are there any areas they could improve?

I would appreciate a faster response time over Slack. Other than that, it’s been a great experience.

Any advice for potential customers?

Clients should specifically lay out their goals at the beginning of the project. They need to tell One12th exactly what they want.