Pathfinders Advertising

BACKGROUND

Please describe your company and position.

I am the Director, Marketing & Product Management of RecogNation

Describe what your company does in a single sentence.

We are a B2B provider of employee recognition products and services

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Pathfinders Advertising to accomplish?

• Establish an annual marketing strategy
• Define our ideal customer
• Conduct competitive research

SOLUTION

How did you find Pathfinders Advertising?

Referral

Why did you select Pathfinders Advertising over others?

• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Pathfinders Advertising were assigned to this project?

2-5 Employees

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

Pathfinders was engaged to develop and execute a marketing strategy. RecogNation, through it's first 8 years of business, did not have a dedicated marketing team until it hired its first full-time Marketing Manager in January 2021. In partnership with this manager, Pathfinders conducted market research, competitive analysis, and additional research to inform an annual marketing strategy as well as a long term strategy to address all levels of the marketing and sales funnel.

The final deliverable was a thorough presentation to our executive leadership, with summaries and details of research conducted, as well as recommendations for strategies and tactics.

RESULTS & FEEDBACK

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

The strategic consulting and recommendations have informed our marketing plans for the last 3 years which have led to a 500% increase of inbound leads, and 4x our marketing generated pipeline since 2021.

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

Pathfinders is hyper-responsive through email communications and never missed a deadline. They were also quick to make changes or updates based on feedback.

What was your primary form of communication with Pathfinders Advertising?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

Pathfinders is a small, but mighty team of smart and caring people. They felt like true partners and paired their compassion with high-quality thinking and deliverables.

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

In the moment, the cost of the services felt significantly large for our small organization. However, years later, we can confidently say that the overall value has more than covered the initial expense. This is an area in which you truly "get what you pay for," and though I believe Pathfinders to be highly competitive in their pricing, the payoff on the investment does take a while to realize itself.