ParkerWhite Brand Interactive

BACKGROUND

Introduce your business and what you do there.

I’m the EVP of client engagement of a B2B custom software solutions company. 

OPPORTUNITY / CHALLENGE

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

We had a client that wanted to do a full redesign of their website. We’re developers without much design expertise. So, our team collaborated with them.

SOLUTION

What was the scope of their involvement?

First, they worked directly with a fertility clinic client on digital marketing strategy. They took over the branding, site redesign, and marketing efforts. During the project, they focused on developing a strong look and feel as well as writing copy. Essentially, they helped the client with their marketing strategy.  

What is the team composition?

I collaborated with at least four resources. One of the resources was a graphic designer and another individual was a digital strategist. 

How did you come to work with ParkerWhite Brand Interactive?

We’ve collaborated with them on several projects. When we first met, they were working with a client, and we got involved in the technical aspects of the project. Because our client chose both of our teams, we had a chance to collaborate before working together. Since then, we’ve worked on several other projects. 

What is the status of this engagement?

We started that project in October 2017, and the work ended in May 2018. However, we’ve collaborated on more recent projects together as well.

RESULTS & FEEDBACK

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

We had very satisfied clients. The goal of the project was to drive traffic to the client’s site. They drove visits to the site up by over 50%.  

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

They were organized and did a great job managing the project. We communicated over email and phone calls. 

What did you find most impressive about them?

They have strong expertise in digital marketing. They’re able to analyze and explain complex issues to solve problems collaboratively. They also have great design and aesthetic expertise.

Are there any areas they could improve?

I can’t think of anything off-hand. All of our projects have run smoothly. 

Do you have any advice for potential customers?

Look at their work early and often, providing as much feedback as possible.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Ambra Bioscience, an e-commerce store that sells dietary supplements for hunger control.

OPPORTUNITY / CHALLENGE

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

We had tried to manage our marketing internally but it got to a point where we knew we didn’t have the right level of expertise for what we wanted to accomplish. So, we decided to hire a full-service marketing company that could fix up our inconsistent product branding. 

Another goal of ours was to do a better job of advertising through Facebook, Instagram, and Google while lowering our customer acquisition cost. Additionally, we were looking for a company that could help us put together more creative ads.

SOLUTION

What was the scope of their involvement?

After discussing the beliefs and characteristics of the brand and giving them guidelines, ParkerWhite Brand Interactive came back to us with a proposal of elements that they thought would improve the brand image. 

In addition to working on our branding, they led digital advertising efforts, focusing specifically on Facebook which represented about 90% of our spend. We transferred the digital media process to them over the course of the first 30 days but the project was still very collaborative. We wrote some of the copy to make sure that the claims made were ones we could support, but they did most of the imagery.

What is the team composition?

We worked with the creative director and her staff.

How did you come to work with ParkerWhite Brand Interactive?

We wanted to work with a local company in San Diego and identified about half a dozen agencies. Our primary criteria were that the agency have experience with health and lifestyle brands and be able to work well with a company of our size. ParkerWhite Brand Interactive came strongly recommended by outside references, which is why we chose to work with them.

How much have you invested with them?

We invested about $100,000–$250,000.

What is the status of this engagement?

We worked with them from April 2019–February 2020.

RESULTS & FEEDBACK

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

They improved our brand image on the website and in general, creating much more consistency and flow across all of our messaging. Although our ads were much better, ParkerWhite Brand Interactive wasn't able to achieve a customer acquisition cost that would've been profitable for us. Overall, they did a good job.

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

Project management is one of ParkerWhite Brand Interactive’s strengths. They’re a small organization with one project manager who was very much involved in the work and did a great job. They were also very responsive. They communicated openly with me and we had a strong relationship.

What did you find most impressive about them?

I would recommend them to anyone particularly because they were very professional. There were no surprises when working with them and their follow-up was excellent. I would certainly hire them again if the need arises.

Are there any areas they could improve?

One area they could’ve improved was the customer acquisition cost aspect, but I don’t really hold them solely accountable for that. We talked about a lot of different advertising strategies and agreed on them together. They did their best but none of the strategies produced significantly different results. I don’t know if that even would've been possible given our product profile. 

Do you have any advice for potential customers?

Be open and transparent about your company, your challenges, and issues. This will guarantee your satisfaction.

BACKGROUND

Please describe your company and position.

I am the Senior Manager, Integrated Brand Marketing of Avanos Medical

Describe what your company does in a single sentence.

Avanos is a medical technology company that provides healthcare solutions focused on Pain Management & Recovery as well as Enteral Feeding.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire ParkerWhite Brand Interactive to accomplish?

• Brand Refresh
• The Avanos brand had not been updated in many years. Business objectives and goals changed as the company grew.
• Redefine the Avanos brand and bring our trusted brands to the forefront. Rejuvenate the Avanos look and feel globally.

SOLUTION

How did you find ParkerWhite Brand Interactive?

Previous work experience

Why did you select ParkerWhite Brand Interactive over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Company values aligned

How many teammates from ParkerWhite Brand Interactive were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Refresh and redefine the current Avanos brand guidelines. 
• Establish a brand hierarchy structure for Avanos. 
• Provided direction on best practices and brand guidance. 
• Created new launch materials for new product lines. 
• Value Prop and messaging development for Avanos major brands. 
• Consulting and graphic design execution on visual elements globally for the Avanos brands.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Communicaton and fast turn-around was key. Parker White did not take long to on-board. Also cultural fit was important, as Avanos was in a mix of transformation. Avanos acquisitions along with product evolution required an agency that could take on a lot. Dedication and low-turn over helped also demonstrate a strong partnership. Employee and external key stakeholder feedback on brand refresh was also a success metric.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Excellent project management. We are a east coast based company, although ParkerWhite is located on the west coast the time zone difference did not affect productivity. Good communication, friendly staff. Understanding of Avanos culture. Easy to on-board with projects. Provides feedback and does not just take orders, important for a partnership with multiple due dates and deliverables. ParkerWhite has to work with various marketing leads and senior leadership at Avanos.

What was your primary form of communication with ParkerWhite Brand Interactive?

Virtual Meeting

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

Project management and listening to their clients is very apparent. They had a very sophisticated design style and are future thinking. Detailed focused and cognizant of best practices with graphic design and branding. They work hard to help represent their clients product brands in a professional, and polished way. ParkerWhite is dedicated to your company's success.

Are there any areas for improvement or something ParkerWhite Brand Interactive could have done differently?

Nothing I feel ParkerWhite needs to do differently. As an improvement with working with any agency and their clients I feel it's important for continued feedback for growth. Agencies and companies should set time out quarterly to review pass project success and address any key learnings.

BACKGROUND

Please describe your company and your position there.

I am the CEO of a mixed reality surgical navigation company

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ParkerWhite Brand Interactive?

Our company had been in stealth mode for the first year and a half of our existence. We hired Parker White to develop a company reveal campaign.

SOLUTION

How did you select this vendor?

We had several experience medical device brand agencies submit proposals. We thought Parker White heard our needs and vision best for the project

Describe the scope of their work in detail.

We held a series of discovery meetings, which was helpful for our team to work through the central themes of what we wanted to reveal about the company. At each step of the project, Cindy, Keith and the Parker White team was able to guide us to both a concise message, look and feel we had only hoped we would arrive at.

What was the team composition?

We worked with a team at Parker White that included principals and content experts. We felt they had everything we needed to get the job done. In our experience this is rare, since most firms are graphics oriented.

RESULTS & FEEDBACK

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

Our visibility upon launch pf the campaign exceeded our expectations in terms of coverage and buzz.

How effective was the workflow between your team and theirs?

We had weekly meetings and detailed action plans that allowed us to track our progress easily

What did you find most impressive about this company?

What set Parker White apart was their ability to understand your needs and translate them into results.

Is there any area for improvement or anything that could have been done differently?

none