What was the scope of their involvement?
One of our first initiatives with them was to go through a rebranding campaign, which they helped us navigate and do all the creative development for. They’ve produced a new logo, new signage, letterhead, colors, and other designs for us. We’ve developed a brand message, and our current focus is on the concept of “Dream big, worry small”. From there, we launched a two-year advertising campaign, predominantly digital-focused.
The advertising was built on the HubSpot platform, which we've recently moved to be the primary sales platform for our people. We're integrating that with our advertising approach, and Palmer is navigating those efforts.
We tried all the inbound approaches: utilizing e-books, paid social, and a fair amount of outbound email. From that, we've found that we needed to stay focused on our typical sales strategy—getting in front of and talking to people. We’re engaging people and building out individual sequences for each of them to more proactively engage people that are not quite prospects yet, but who have taken the time to look at something.
We’re currently analyzing a full scope of work in order to contract Palmer for a more in-depth sales enablement. Adam will integrate more tightly with our organization in order to help our salespeople develop their HubSpot utilization, specifically around some of the new, more forward tools available there.
What is the team composition?
I believe they have at least 20 people in their department and I’ve worked with at least 10 to 12 of them. They have a pretty focused team for creative e-development. We’re engaged with Adam (Director of Marketing, Palmer Ad Agency), who is the internal HubSpot expert. We also have an account manager and we work with Drew (Agency Principal and Owner, Palmer Ad Agency).
How did you come to work with Palmer Ad Agency?
My background is in banking and finance. I was familiar with Drew, who was working for a bank that was one of my competitors, so I was familiar with him. When we decided to commit some advertising dollars, I searched for him and found that he had expanded into the San Francisco market. The insurance space was new to Palmer, but I specifically wanted an agency with a fresh look, rather than one that would fit us into someone else’s mold. It’s been a fun experience; costly, but fun.
How much have you invested with them?
The ongoing spend is around $10,000 per month. We’re spending a bit below that figure now, as we’ve scaled back on some of our social expenditure. Some of our one-off projects cost around $40,000. I’ve spent over $220,000 with Palmer since the start of our engagement.
What is the status of this engagement?
We’ve been working with them for one and a half to two years, since the end of 2016.