ParkerWhite Brand Interactive

BACKGROUND

Introduce your business and what you do there.

I’m a former VP for a medical equipment manufacturing company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We realized there were limitations to our products regarding our reach and penetration in the market. Our product was primarily purchased by surgeons and surgical facilities, so we had limited growth opportunities. We wanted to see how we could better grow our business through a direct-to-patient marketing program. Since we had no experience in the area, we needed to find a company that could take our product and market it directly to patients.

SOLUTION

What was the scope of their involvement?

ParkerWhite provided us with marketing strategy and web development. They started by learning about our company, markets, and products. In turn, we also learned about them and their capabilities to see what they could provide to us to identify what our project's path would look like. The ParkerWhite team did market research to understand our growth opportunity and how big it was regarding the number of patients that receive the type of surgery pertinent to our product. 

They interviewed some of our key surgeons to understand the process, from the patient noticing their symptoms and going to their primary care physician, who would send them to a surgeon or specialist. After confirming a diagnosis, doctors try conservative treatment, and surgery is the next step if that doesn't work. This research found that surgeons unfamiliar with our product's approach do traditional surgery and don't offer patients more options. Therefore, ParkerWhite's idea was to make patients aware of their options. 

The team contacted patients who'd had traditional surgery and patients who'd had our product's method. These interviews confirmed that patients preferred our product's method for its benefits. Based on this insight, they developed a market penetration program that involved building a website. ParkerWhite identified a URL and acquired it on our behalf. Then, they built our website from scratch, including designing the flow and creating content. They organized patient and surgeon testimonials and put them on the site. 

Within the website, patients can identify more information about the medical condition, take a quick test to see if they might have it, and see their treatment options. The site also has a surgeon finder where users can identify one of our surgeons based on their ZIP code and then navigate to the surgeon's website or contact information. 

What is the team composition?

I worked with around five teammates from ParkerWhite. They also had subcontractors for other tasks like advertising, media buys, and social media. 

How did you come to work with ParkerWhite Brand Interactive?

We identified several companies that specialized in direct-to-patient marketing and went through an extensive interview process with each company. After making a pros and cons list, we determined that ParkerWhite was the best option for us. 

What is the status of this engagement?

The engagement began in September 2021. I left the company in September 2022, and while the partnership was ongoing at the time, I don't have contact with them anymore.

RESULTS & FEEDBACK

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

ParkerWhite laid everything out on a timeline and met everything on that timeline — they were always right on time. The only delay we had was due to our internal review. 

How did ParkerWhite Brand Interactive perform from a project management standpoint?

They were excellent at project management. Their leadership was very hands-on, and they got involved with us at least a couple of times a week. They also delivered a major report every month for our internal leadership. 

What did you find most impressive about them?

I was impressed with how much time ParkerWhite took to understand our company and what we were trying to achieve. They really wanted to get to know our business and even flew out from the West Coast to meet our marketing and sales teams. Moreover, they attended several major meetings and met with surgeons and sales agents. Their approach made the whole process much easier because we didn’t have to educate them along the way. 

Are there any areas they could improve?

I can’t think of anything they needed to improve off the top of my head. I would work with them again and recommend them to anybody needing their skill set.

BACKGROUND

Please describe your company and your position there.

Memic Innovative Surgery is a private early stage robotics company approved to commercialize Hominis Surgical System to Gynecologists. I am the Sr Director Commercial Marketing and the project lead of this intiative.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ParkerWhite Brand Interactive, and what were your goals?

Memic Innovative Surgery needed to rebrand our company, technology, define our mission, vision, value and create a brand style guide.

SOLUTION

How did you select this vendor?

I was not convinced the agency of record for Memic had the skill and experience needed to rebrand our company. ParkerWhite had been included in the previous RFP (prior to my arrival) and the job was awarded to a different agency. 5 agencies, including ParkerWhite, participated and ParkerWhite was the clear and obvious choice based on experience, price point, and team dynamics.

Describe the scope of their work in detail, including any steps and the final deliverables.

Our partnership started with a full day of onboarding. They travelled to our office for deep dive with many internal stakeholders and work done to date. They conducted 1:1 stakeholder interviews with our Israel based leadership and some of our customers. They hosted (2) rounds of company and technology name options and delivered a fantastic final logo, mission, vision, values, and style guide.

How many people from the vendor's team worked with you, and what were their positions?

I worked with their Creative Director, Writer, and account manager. It was an "easy" team to collaborate with and they were available at all times even with our 3 hr time difference!

RESULTS & FEEDBACK

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

We launched our rebrand at a surgeon tradeshow July 1. The event was the "event" that evening and 100s of surgeon and industry partners attended. It was the talk of the conference and raise our visibility in the robotics space.

Describe their project management style, including communication tools and timeliness.

We had meetings as needed to ensure all internal stakeholders' voices were heard. ParkerWhite created a project timeline that kept us all on track to hit launch date. email, mobile, text were tools we leveraged throughout depending on the urgency of the need.

What did you find most impressive or unique about this company?

The ParkerWhite team were fully immersed in our business, team and culture. They were as passionate about the rebrand as we were.

Are there any areas for improvement or something they could have done differently?

ParkerWhite Brand Interactive was a well-organized, very creative, and passionate agency. I can not think of any room for improvment.

BACKGROUND

Introduce your business and what you do there.

I was previously the VP of global marketing for Zimmer Dental, a dental implant company. I was also the former chief commercial officer and president of Zest Dental Solutions, another dental company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

I worked with ParkerWhite during my tenure at Zimmer Dental and Zest Dental Solutions. They served as the companies’ advertising agency of record; we were doing everything from launching campaigns of new products to conducting email blast activities and nurturing campaigns. We also built general brand awareness for each of those companies. 

SOLUTION

What was the scope of their involvement?

Most of our projects with ParkerWhite started with a creative brief. Their team would go through the brief and create conceptual designs, a process that usually took a couple of rounds. Once we had a general concept, they would expand that to a number of creative materials for advertisements, direct mail campaigns, brochures, and fliers. The team would also create digital assets that matched our branding. That way, all our collaterals were unified with a common theme and form of positioning. In most of our interactions with ParkerWhite, we worked on the nitty-gritty of the creative brief and concepts. Our team then reviewed their outputs and provided feedback on the final materials and copy they generated. 

As things became more digitally oriented over time, we started doing more digital activities with ParkerWhite. We didn’t totally abandon the print materials, though; there was a balance between print and digital assets. Our teams did more digital ads, email blasts, and lead nurturing campaigns to develop prospects. The ParkerWhite team also worked on customer persona development for the targets we wanted to work with, and they helped nurture those customers for us. 

Moreover, ParkerWhite did website development work specifically for Zest Dental Solutions. They were managing that project before I joined that company, and when I inherited the campaign, they helped me adapt to it and update the process. On top of that, their team also developed graphic standards for the organization so that our materials remained consistent. 

What is the team composition?

I interfaced directly with Keith (Brand Strategist & Digital Marketer) and Cindy (CEO & Creative Director). Although other members of the team changed over time, Keith and Cindy were my main points of contact. I also worked with their account managers and digital marketing specialists. 

How did you come to work with ParkerWhite Brand Interactive?

When I first joined Zimmer Dental, we weren’t happy with the agency we were using. As a result, I called other agencies, including ParkerWhite. We interviewed each team in person and put them to task on a sample project. In the end, ParkerWhite won the business. They had the most creative solution that we wanted. Their inputs were on target, and they delivered them in a creative fashion. That relationship continued throughout my tenure at that company, and the ParkerWhite team remained their ad agency of record even after I left the firm. After that, I recommended them to Zest Dental Solutions before I worked there. When I wound up working for that company, I continued my relationship with ParkerWhite. 

How much have you invested with them?

The companies spent over $1 million on ParkerWhite’s services throughout the years. 

What is the status of this engagement?

My relationship with ParkerWhite started in September 2001, and my last interaction with them was when I left Zest Dental Solutions in May 2018. They may have continued working with that company after I left, but I haven’t been a party to it since then. 

RESULTS & FEEDBACK

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

For digital success metrics, we used various measures to track how people interacted with our campaigns. Overall, we were successful in those campaigns. We wouldn’t have continued working with ParkerWhite if we weren’t. 

Meanwhile, for traditional print media, tracking success was a little more difficult. Sometimes, we tracked embedded special offers or codes on print materials. A number of publications in the dental industry also did lead tracking when we advertised with them. These publications conducted comparative assessments, which helped us understand how much attention our ads were getting. On that front, we always performed well since our campaigns with ParkerWhite were creative. We used cute and clever concept marketing, and this garnered more attention from readers.

Overall, our marketing materials had high-performance grades. In fact, some of our campaigns won awards from other independent bodies that assessed such campaigns. ParkerWhite also won some awards for the projects they did with us. 

How did ParkerWhite Brand Interactive perform from a project management standpoint?

ParkerWhite managed the projects well. If our team felt that their creative concepts were off, they’d do a second or third round of editing until we were content with their outputs. Moreover, their team and principals were accessible; when something was going awry in the process, we could literally just pick up the phone and talk to Keith or Cindy. They’d get it rectified without going through a ridiculously long chain of command, which would have been frustrating for us as a client. 

For tools, we used traditional Gantt charts to know how our timelines and deliverables looked like. The team also used Microsoft Project, Asana, and other equivalent tools. Moreover, we mainly communicated both over the phone and in person. Their team and I lived in San Diego, California, so it was quite convenient for us to get together in person. We did plenty of intermediate follow-ups via phone. During my Zest Dental Solutions tenure, we also used video conferences.

What did you find most impressive about them?

ParkerWhite’s creativity was always good. We’d had them as our agency of record for a long time, and things could’ve gotten stale. However, their team was great at managing that by always coming up with new creative concepts. 

Further, their services were highly diversified, which was highly convenient for us since we didn’t have to outsource projects to different entities. With ParkerWhite, we had one agency of record that could manage quite a variety of initiatives and tasks. 

Are there any areas they could improve?

The only real complaints we had on rare occasions had something to do with copywriting. ParkerWhite’s copywriting was sometimes off the mark, and we’d have to jump in and improve it. Sometimes, we spent a little more time on it than we would have liked. 

To be fair, our industry is quite specialized, and it takes a while to understand its terminologies, parts, and components. As a result, this problem isn’t unique to ParkerWhite; it’s pretty common and occurs in other agency relationships I have. 

Do you have any advice for potential customers?

Keith and Cindy are competent people, so make sure they stay engaged in your accounts. I’m not privy to the individuals they’ve brought into their team over the last few years — they may have some superstars in the team who are every bit as good as Keith and Cindy. In any case, from my personal experience, projects go well when the principals are involved and engaged.

BACKGROUND

Introduce your business and what you do there.

I’m the head of commercial and business development at Preferred Medicine, a precision oncology company that focuses on early cancer detection.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We needed their team to support our rebranding efforts.

SOLUTION

What was the scope of their involvement?

ParkerWhite Brand Interactive’s main work for us revolved around branding. As we wanted to refine our brand image through more strategic rebranding efforts, their team supported our pipeline by refurbishing our website and optimizing the quality of our content, including images, taglines, and captions.

Their team kicked off the rebranding project by conducting thorough research to identify our position in the market, the standards within our industry, and the branding strategies they could use to improve our overall brand image. Once we finalized the color schemes, font styles, and tagline, ParkerWhite Brand Interactive used those to redesign our website and produce the updated content we needed.

What is the team composition?

We worked with Cindy (CEO), Eric (Digital Director), and Shelby (Senior Account Executive).

How did you come to work with ParkerWhite Brand Interactive?

They were recommended to me by a former colleague. Upon looking at their profile, I saw that ParkerWhite Brand Interactive was a reputable company with an impressive portfolio and cost-efficient services, so I was happy to hire their team for this rebranding project.

How much have you invested with them?

We spent about $20,000–$30,000.

What is the status of this engagement?

The project ran from April–June 2021.

RESULTS & FEEDBACK

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

I don’t have a lot of quantitative results to share in this aspect, but I could confirm that ParkerWhite Brand Interactive’s work impressed our CEO, co-founder, and users. They produced a website and branding materials that motivated us to improve our operations — the website was functional, and they did a great job in improving our visibility across different social media channels. We haven’t recorded the statistics yet, but we definitely saw a huge improvement in site traffic since we launched the new website.

How did ParkerWhite Brand Interactive perform from a project management standpoint?]

ParkerWhite Brand Interactive was a detail- and a results-oriented team that delivered our needs professionally despite the hurdles we faced when our internal team was short-staffed. They didn’t waste our time — I’d definitely consider working with them again.

What did you find most impressive about them?

They were adherent to our timelines, and they managed the entire project seamlessly and expertly. Had we decided to hire a different company, we wouldn’t be rewarded with the same quality of work and the same level of professionalism and creativity.

Are there any areas they could improve?

I didn’t encounter any area that needed improvement — everything was just spot-on from the start.

Do you have any advice for potential customers?

Make sure to assign reliable internal resources to work with their team. ParkerWhite Brand Interactive is a hardworking and dedicated team, so you have to match their productivity to guarantee the best results.

BACKGROUND

Please describe your company and your position there.

Position: Owner/Partner Business consulting to closely held companies on growth and sale, or transition to the next generation of owners.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ParkerWhite Brand Interactive, and what were your goals?

Primarily to rebuild our company website but it included brand redesign and restatement.

SOLUTION

How did you select this vendor?

We interviewed several local marketing firms and considered a few on a virtual service basis. Parker White was the only firm that we believed fully grasped the challenge of articulating our company process and results for our clients.

Describe the scope of their work in detail, including any steps and the final deliverables.

Parker White took the initial time to ask many probing questions to better understand what we do, and the corresponding result for the clients, before digging into how we do it. This was critical to creating the correct messaging on the brand and website. Final deliverable was a completed website that we use to build credibility and generate potential client contacts.

How many people from the vendor's team worked with you, and what were their positions?

5. Cindy White led the project and was key to uncovering the key elements of our business. Keith helped in the discovery phase. Shelby was the project manager. Ryan handled the website development Eric was also on the web development side

RESULTS & FEEDBACK

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

Overall it was a success and we are very satisfied with the website results. www.akilicap.com

Describe their project management style, including communication tools and timeliness.

Shelby was our primary contact the person calling to keep us on track. If there were PM tools being used, it was transparent to us.

What did you find most impressive or unique about this company?

Their ability to unpack what we do and understand the deliverable well below the surface.

Are there any areas for improvement or something they could have done differently?

There were a a few minor issues with quotes on images and the completion/launch of the website.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and VP of commercial at Cradle Genomics. We’re geared toward helping women in their reproductive journeys. We’re a prenatal and maternal testing health company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We wanted to create a website that reflected our company’s vision, mission, and values as well as provides an overview of what our technology is. The objective was for the website to be a resource for Series B investors who are potentially interested in coming on board. Additionally, it could be used as a recruitment tool for individuals who are interested in making a career change to our company.

SOLUTION

What was the scope of their involvement?

Upon the commencement of the engagement, we met to describe what our needs are and what we wanted. Our team explained what we wanted the outward appearance to be for the website and what we wanted the brand experience to be. We provided brand guidelines that described our company culture, colors, logo, and how we want to represent the brand.

Based on our feedback, ParkerWhite came up with two creative concepts for conveying our vision on the website. One of them was very personable with faces of expectant mothers. The other concept was character-based and graphic-design-based.

Both were great and this gave us an opportunity to look at two different concepts of how our brand could be portrayed. In the next step, we went through the processes of providing the content. We had a drop location feature that shares all the different content elements we had as well as messaging, imagery of employees, and professional photographs.

We met a few times a week until deployment. ParkerWhite added unique thoughts with regard to tying together our cultural elements into an overarching theme to learn what the buzz is all about. We have honeybees on the roof of our building, which is a feature of trying to give back to the environment. That honeybee theme is incorporated throughout our website. They integrated some of that completely on their own.

What is the team composition?

We worked with four people comprising Shelby (Senior Account Executive), Eric (Director of Digital Services), Keith (Brand Strategist & Digital Marketer), and Cindy (CEO & Creative Director).

How did you come to work with ParkerWhite Brand Interactive?

There were four different developers we were looking at and ParkerWhite was the most engaged and enthusiastic about what we were looking to do. They were very interactive and involved, portraying that they were as excited as we are about what we wanted to convey through the website. That was very telling in selecting a partner that was committed. They diligently followed up and were flexible on pricing and ensuring we could find a way to work together.

How much have you invested with them?

We invested $18,000.

What is the status of this engagement?

The project was from October–December 2020.

RESULTS & FEEDBACK

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

Once the website was up and running, the quality of feedback from many individuals was excellent. We received good feedback from our board of directors and internal stakeholders. When we launched it on LinkedIn, we got rave reviews from people.

Now, investors have the opportunity to go to our website and learn more about our technology. It’s a much more robust site that we didn’t previously have. New employees can learn about the company and have a vehicle for applying for jobs as well.

How did ParkerWhite Brand Interactive perform from a project management standpoint?

Project management is outstanding. We’ve worked with different website developers in the past, and the team at ParkerWhite is some of the best we’ve worked with. They’re very committed to making changes. We had a high amount of feedback on the site and they were very accepting of taking any and all feedback.

It seemed like they were available almost 24/7. Shelby made sure all the pieces were together. She ensured we adhered to the schedule and delivered content in a timely manner. She held everyone to task.

What did you find most impressive about them?

They have a deep commitment to excellence. They were fully dedicated to delivering something exceptional. We could really sense that. It wasn’t about just pushing something through on time, it was about making sure it was as good as we could make it. They were always there to bounce ideas off of to make that happen.

Are there any areas they could improve?

No, they did an amazing job. There’s nothing I could point to that they could’ve done better.

Do you have any advice for potential customers?

It helps to have a clear perspective of what you’re looking to achieve. The clearer you are going into the engagement, the better. You should go in with a strong idea of what you want and ParkerWhite will deliver to that.

BACKGROUND

Introduce your business and what you do there.

I’m the director of internal operations for KR Wolfe, a health care construction and renovation company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We wanted to get our brand dialed in, in order to get our brand out there so people understood what we do for work.

SOLUTION

What was the scope of their involvement?

They’ve worked extensively with us on our social media presence. They’ve worked on establishing us on LinkedIn, Facebook, Instagram, and more. They’re very effective in helping us dial our brand and improve our linking campaigns to improve our SEO and Google SERPs. They’re creating content and working with our website. They also helped us create logos.

What is the team composition?

We primarily work with Madison (Account Manager), and some others sit in on their meeting, like Keith (Owner).

How did you come to work with ParkerWhite Brand Interactive?

Our owner worked for ParkerWhite back when she graduated college. Although she moved on, they have a good relationship. ParkerWhite also works with other health care companies so we trusted them with our brand.

What is the status of this engagement?

We began work in September 2019, and the work is ongoing.

RESULTS & FEEDBACK

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

We have a spreadsheet that we work with back and forth to track our leads and metrics. They’ve been successful with meeting our distinct metrics thus far.

How did ParkerWhite Brand Interactive perform from a project management standpoint?

Madison is very involved with our business managers and is very hands-on. She’s an excellent project manager. She’s excellent at soliciting feedback and learning about us. They’ve been awesome.

What did you find most impressive about them?

Their personal service is impressive. They have a genuine desire for us to be successful in marketing and branding. The entire company wants to understand their clients and put in the time and energy to make sure their clients are a success.

Are there any areas they could improve?

No, not at this point.

Do you have any advice for potential customers?

If you’re interested, give them a call. They do great work, and if you express interest, they’ll work very closely with you to create a great project.

BACKGROUND

Introduce your business and what you do there.

I was the former director of marketing for a medical device company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We were trying to build a more self-service type of marketing model into our website by connecting our backend to a CRM tool.

SOLUTION

What was the scope of their involvement? 

ParkerWhite Brand Interactive refreshed our branding collateral and WordPress site before integrating digital marketing tools. While updating our site, the team added a number of lead generation elements that we hadn’t taken advantage of previously. That included SEO compatibility, lead capture information, and more.

In addition, they integrated SharpSpring and Salesforce to the backend of our site so that we could leverage automated emails and drip campaigns. Having a CRM made for a more comprehensive digital marketing setup. 

What is the team composition? 

I worked with 3–4 individuals, but I’m pretty sure there were others in the background. Cindy (CEO & Creative Director) interfaced with us here and there. Then, there was Anita (Senior Account Manager) and Eric (Director of Digital Services).

How did you come to work with ParkerWhite Brand Interactive?

When I finally got funding for this project, we brought in a number of agencies to bid and explain what the deliverable phases would be. Mind you, I needed someone to really come in, act as part of my marketing team, and help make sure that I had all the right talking points to pitch to my executive leadership team. 

One of our consultants had recommended ParkerWhite Brand Interactive to us, and we’d done a couple of projects with them prior that were well-received. More importantly, they knew our business. It was a great experience, and we had good chemistry with their team, so we decided to go with them.

How much have you invested with them?

It was at least $75,000. They weren’t the least expensive, but they were willing to be flexible with the price.

What is the status of this engagement?

They worked on the portion of the project that I owned from 2015–2016. I’m not sure if they continued to work on programs since I’ve left my organization. 

RESULTS & FEEDBACK

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

There were 1–2 deals that we closed from the lead capture information we’d set up, and our overall increase in leads with 35%. That might not sound like a lot, but when you’re a startup with barely any revenue, that’s a big deal.

How did ParkerWhite Brand Interactive perform from a project management standpoint?

ParkerWhite Brand Interactive was incredible. They taught me so much about what needed to happen for our website launch and campaigns to be successful, and they used tools that automated a lot of the back-and-forth editing that we did while coming up with the website flow. Aside from that, we also coordinated through email and another tool.

What did you find most impressive about them?

The team truly took ownership and pride over their work. They cared as much about the ongoing success of our programs as they did about our clients’ reactions to the site changes. Obviously, you want to partner with a company that will do a great job — and they did. But, it was such a pleasure to work with them because they were so invested in the mission of our organization.

Are there any areas they could improve?

No, I don’t think that they could’ve done any more for us.

Do you have any advice for potential customers?

Being the person who owned this initiative internally, I wish I would’ve had a little more knowledge to help guide them throughout the project. There were times when we were at an editing standstill or I wasn’t comfortable making a decision because I lacked the experience. As a result, we would struggle to get the ball moving.

That’s why I’d say that ParkerWhite Brand Interactive was more than just an agency — they were a true partner. They were really in the driver’s seat, and the team tried its best to get me up to speed. I don’t think you’d get that from some of the larger organizations out there.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing communications for Procede Software. We’re a software company that makes enterprise-level software for heavy-duty commercial truck dealerships.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

We needed to move to a more modern content management system.

SOLUTION

What was the scope of their involvement?

ParkerWhite completely overhauled our website including the platform's UI/UX.  We had several meetings with their team when we created the wireframes. Their team also managed the creative development, working on the mockups and designs for us.

Their team moved us from a Umbraco system to a WordPress system. They started with a theme but then customized the site to fit our needs. Their team programmed the frontend using XHTML, CSS, Java, and Ajax. Their team did server-side development and built the database too.

They helped during the content development phase too. Their team helped us figured out what content we would keep and create for the website. They optimized the website and tested it for us. Their team also installed Google Analytics into the site.

We later worked with them again to tweak the site. We decided to hire them at that point for ongoing maintenance.

What is the team composition?

We worked with a salesperson who was fantastic and helped us scope out the project. We then worked with someone on their design team who went through the wireframing process with us. There was also a project manager on the team too.

How did you come to work with ParkerWhite Brand Interactive?

We researched several local design agencies in San Diego. We went through a proposal process and had interviews with multiple vendors. We liked the ParkerWhite team and felt that their personality fit with our company. We liked their previous work on a website for a company in a similar industry to ours. They also offered a full-service solution, which we wanted because this was a big change.

How much have you invested with them?

The website development project cost between $37,000–$40,000.

What is the status of this engagement?

We worked with them a few times but the bulk of the first project occurred between April–October 2018. We contracted them for our website maintenance, so our partnership’s ongoing.

RESULTS & FEEDBACK

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

Their team made the website more modern and easier to manage on the backend. We haven’t had any issues with their code. They also made the platform more user friendly to our customers and prospects on the frontend.

Their team ensured the new site would be responsive and look good on mobile devices, which was important to us. The website was well-received by our staff.

How did ParkerWhite Brand Interactive perform from a project management standpoint?

Their team was super collaborative. Their project management and communication skills were top notch.

It was a massive project. I was happy with the team's timeliness and tools. They stayed on budget, so there weren’t surprises. Their team was clear about what was included in the scope. If we did need to add a feature, there was a reasonable change order process.

What did you find most impressive about them?

Their team was collaborative and knowledgeable. We didn’t know much about the process, and they made us feel informed and comfortable throughout the project. They had great ideas and accommodated ours.

Their team was willing to work with us to get the end result that we wanted. They didn’t nickel and dime us.

Are there any areas they could improve?

No, not that I remember at this point.

Do you have any advice for potential customers?

You get what you put into the project. You need to be organized and drive the project as much as them. Take advantage of the tools that they offer. Also, take advantage of the whiteboarding sessions.

BACKGROUND

Introduce your business and what you do there.

SonoSite is a $350-million division of Fujifilm, focused on the point-of-care ultrasound space. I’m the VP of marketing for the division.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ParkerWhite Brand Interactive?

I was looking for a strategic agency of record that could help us with our communication and messaging strategy, as well as with the execution of those elements.

SOLUTION

What was the scope of their involvement?

We already had brand guidelines established, and ParkerWhite Brand Interactive worked within those, but they also helped us create a purpose, vision, and core values statement.

They did an interview internally with a number of individuals, at various positions, tenures, and functions throughout the organization, to understand their perceptions of our culture and vision. 

ParkerWhite Brand Interactive did a workshop with a smaller representation of that group, where we talked through and looked at what we currently were and what we aspired to be. They drafted the purpose, vision, and core values from there. I worked with them to tweak those, making sure they were aspirational yet authentic.

What is the team composition?

Cindy (CEO & Creative Director) was the primary contact as it related to the development of the content. Shelby (Senior Account Executive) was the account manager.

She helped figure things out and move them along logistically. Keith (Brand Strategist & Digital Marketer) was also involved in the conversation and facilitated the workshop.

How did you come to work with ParkerWhite Brand Interactive?

They were already working with us in December 2019, when I joined. Someone on our team had hired them to develop some messaging for a new product launch. I was impressed with the work they’d done and asked them if they had the capabilities for the project I had. They seemed to as we talked through it, so we went with them.

How much have you invested with them?

We’ve spent around $200,000 with them so far. We’re not a large company, so that’s a lot for us.

What is the status of this engagement?

I believe my team first engaged them 3–4 months prior to December 2019, to do the messaging for a new product launch. We’re continuing to work with them on our overall communication strategy and content development. We have additional projects that ParkerWhite Brand Interactive is going to be working with us on.

RESULTS & FEEDBACK

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

The rollout of these key pieces of work is still new, but I’d say that they’ve been well-received from an employee engagement standpoint. My boss has incorporated our purpose, mission, and values into his team presentation, and his boss has also incorporated them. 

Everyone is using and referring to these key elements. In addition, ParkerWhite Brand Interactive did a launch for our new product, and we’re achieving our targeted results with it. A couple of physicians specifically said that the language we used, specifically “image clarity”, resonated with them and was different than the industry term everyone uses.

That was pretty telling because ParkerWhite Brand Interactive worked with the team to do some customer research on the messaging before we finalized it. That impacted some of the choices we made, and we wouldn’t have connected with our customers the way we did if we hadn’t done that.

How did ParkerWhite Brand Interactive perform from a project management standpoint?

They’ve always delivered on time and within budget. My team uses Workfront for project management.

What did you find most impressive about them?

I’ve worked with all kinds of agencies over the years, and ParkerWhite Brand Interactive has a nice balance between the capabilities of a larger firm and the flexibility and personal touch of a smaller one. 

The work they’ve produced is top-notch in terms of strategy and execution, and we’ve worked consistently with the same people. They’re not farming the work to junior people on the team.

Are there any areas they could improve?

No, not that I can think of. I intend to continue working with them based on what we’ve done so far.

Do you have any advice for future clients of theirs?

The COVID environment makes everything tough, but having face-to-face meetings early on helped them understand our team and culture, and it gave them important input for what they eventually turned around for us.