Root & Leaf

BACKGROUND

Please describe your company and your position there.

I'm the Commercialization Manager at Symbrosia. We produce a natural seaweed feed additive that reduces livestock methane emissions by 90%, makes animals more productive, and saves ranchers money on feed costs.

We breed and cultivate fast-growing seaweed strains in Kona, Hawai'i and processes the seaweed into a pelleted product that can be blended with mineral on pasture. We are working with ranchers around the United States to create value-added beef with the added bonus of increased herd productivity and health.

Our product has been called “the seaweed that could save the planet” by The Verge, Forbes, and The Washington Post.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Root & Leaf?

We initially sought out Root & Leaf to assist us with building out a PR strategy that accounted for both key company objectives and constraints related to intellectual property.

However, we quickly realized that Dan and Sam's strategic grasp of the entire umbrella of marketing practices was much broader, and that we could benefit even further by working with Root and Leaf on a larger, more fundamental initiative.

SOLUTION

How did you select this vendor?

We were introduced to Root & Leaf by Uncharted during our participation in a startup accelerator organized by Uncharted.

Describe the scope of their work in detail.

Over the course of 3 meetings, Root & Leaf diagnosed our most acute marketing need, guided us through an in-depth audience mapping and "get to know your audience" workshop, then left us with a complete marketing action plan we can follow ourselves to build out the entirety of our marketing strategy.

In the first meeting, a diagnosis call, Root & Leaf answered all the marketing questions we have built up over the last several months, adding enormous value right off the bat by helping us understand the nuanced tradeoffs between seeking earned media, protecting hard-earned intellectual property, and building our brand in other ways.

In the second meeting, a full-on workshop, Root & Leaf guided us through a series of exercises designed to help us identify, prioritize, and gain a better understanding of our target audiences and our customer.

In the final meeting, Root & Leaf presented us with an incredibly detailed and strategic marketing plan that charts a path forward for all of our future marketing efforts.

The plan guides us on how we can build on Root & Leaf's initial workshop to gain understanding of all of our audiences, then craft and deliver thoughtful messaging to reach these audiences. The 3-meeting sequence was well-scoped and comprehensive!

What was the team composition?

Booth of Root & Leaf's experienced co-founders attended all of our workshop meetings in full.

RESULTS & FEEDBACK

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

Although it is still early, and our team has a lot of follow-up work to complete, the first major success is that we now have a new, strategic marketing plan to prioritize and guide all of our marketing efforts.

How effective was the workflow between your team and theirs?

The workflow between our team and theirs was extremely effective. Root & Leaf has mastery of digital collaboration tools that make both in-meeting brainstorming and collaboration and asynchronous work completely seamless.

What did you find most impressive about this company?

Their ability to combine their wealth of marketing experience with their learned familiarity about the agricultural sector to give strategic marketing advice that is highly relevant to our company's sector and the latest trends within agriculture, agtech, and environmentalism.

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

My only wish is that the workshop and calls had been longer so we would have had more time to discuss key topics!

BACKGROUND

Please describe your company and your position there.

NASRC is a 501c3 environmental nonprofit contributing to one of the most impactful solution to climate change. We work with a powerful network of supermarket industry stakeholders to remove the barriers preventing the adoption of climate-friendly natural refrigerant and eliminate emissions of hydrofluorocarbon refrigerants.

Making natural refrigerants a feasible business choice for supermarkets is the key to unlocking the tremendous potential climate benefits, and we need all hands on deck to be successful.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Root & Leaf, and what were your goals?

Environmental nonprofit hired Root & Leaf to develop a strategy to engage and expand our donor base to support the organization's growth plan.

SOLUTION

How did you select this vendor and what were the deciding factors?

Root & Leaf selected our nonprofit as part of our 1% For The Planet partnership. We were particularly excited about their commitment to provide support to organizations working on important social and environmental causes. They had a clear expertise in developing strategies that are specific to nonprofits.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Root & Leaf hosted an initial kick-off meeting followed by a workshop in which we walked through their comprehensive framework to identify key factors to inform the strategy. From there, Root & Leaf developed an action plan that included potential strategies to expand and engage with our donor base.

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

Both of the co-founders of Root & Leaf worked with us.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Root & Leaf developed an action plan to expand our donor base with specific recommendations related to reaching new donors and continuing to engage with existing donors. They brought fresh ideas with tangible action items. They provided a thorough walk-through of the plan and possible next step, and we believe their recommendations could open up significant funding for us.

How effective was the workflow between your team and theirs?

They were very responsive and organized in scheduling our meetings. They quickly grasped the niche details of our organization and mission and effectively incorporated that understanding into their recommendations.

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

We were very impressed by their dedication to supporting organizations working on social and environmental causes. And by their clear expertise in nonprofit marketing.

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

Everything was great!

BACKGROUND

Please describe your company and your position there.

I'm the owner of an online market offering a curated selection of eco-friendly and socially responsible household products and gifts from makers and small businesses that care about people and planet.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Root & Leaf, and what were your goals?

We are a small start-up looking for cost-effective ways to make an impact in the marketplace, specifically growing our customer base.

SOLUTION

How did you select this vendor and what were the deciding factors?

We attended a Green America webinar: "Effective Social Media: Driving Goals without Causing Headaches," presented by Root & Leaf. It was one of the most informative sessions we've attended on the subject. In addition to their obvious experience and knowledge, Root & Leaf is grounded in doing work that matters for companies that use their platform to do more good, for people and planet. Root & Leaf is an anomaly in an industry that more often than not is in it for the shareholder, not the stakeholders. Plus, the founders seemed approachable, open to questions, and easy to work with.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

We started with discovery. Even though they're in Seattle and we're in NY, our video meetings were effortless and they were able to drill into our core issues quickly and even offer guidance on day one. Next they hosted a "workshop" for us where they detailed -- and prioritized -- tactics, their potential impact, and cost (both in time and dollars).

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

We met directly with co-founders, Dan and Sam. It's unclear how many team members worked behind the scenes to support the effort.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We are in the initial phase of executing our plan, so we have no outcomes to share, but based on the detailed and prioritized direction we received from Root & Leaf, we know it will go well.

How effective was the workflow between your team and theirs?

Didn't matter that they are based in Seattle and us in New York. Communication has been seamless, easy, and often fun!

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

Their willingness to do the hard work up front but then step back and let our team execute. In a perfect world, we'd hand all of our social media/content and SEO to Root & Leaf. Their sensitivity to our budget and recognition of our micro-biz challenges is what will land them the full gig when we're a bigger company. Other companies would have turned us away at the onset.

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

Nope. They're already super heroes for their commitment to mission-driven businesses, their knowledge, and their willingness to share it.

BACKGROUND

Please describe your company and your position there.

Earth Law Center advances a new generation of "Earth laws" through movement lawyering and education. I am the Executive Director.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Root & Leaf?

Root & Leaf helped us creating a "soup to nuts" marketing strategy for our cutting-edge textbook on "Earth law."

SOLUTION

How did you select this vendor?

We were drawn to Root & Leaf because of their focus on helping nonprofits achieve their bold missions. It was clear during our first meeting that they are passionate about doing good and have the skills to back it up.

Describe the scope of their work in detail.

Root & Leaf first helped us design and execute a complete strategy to market and sell our textbook to law schools. Starting from scratch, we came up with a strategic plan of who we should target--law professors, librarians, student clubs, etc. Then we worked on targeted email campaigns for the various groups. This is a gross oversimplification; it was a very thoughtful, comprehensive, and strategic process the whole way. They are total professionals.

What was the team composition?

Dan LaBelle and Sam Engel worked with us from Root & Leaf. They are both absolutely incredible!

RESULTS & FEEDBACK

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

The project was a major success! We compiled a massive list of law school contacts and built an entire movement for our textbook in specific and "Earth law" in general amongst academia. Our book is now in law school libraries across the country and being taught in several classrooms (with MANY more interested). They also provided us with new tools, strategies, and marketing tactics that we continue to use ourselves. They set us up for long-term success.

How effective was the workflow between your team and theirs?

Great. Root & Leaf sets clear deadlines and always meets them. They come prepared to every meeting. The workflow was top notch.

What did you find most impressive about this company?

Root & Leaf gave us the confidence to dream big and achieve that dream. They genuinely care about the mission of their clients. They were true masters of their craft. I give them the highest possible recommendation.

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

No. We'd hire them again without a second thought.

BACKGROUND

Please describe your company and position.

I am the COO of Tarjimly

Describe what your company does in a single sentence.

We provide language access for refugees, immigrants, asylum seekers and humanitarians working with them.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Root & Leaf to accomplish?

• Help Tarjimly with marketing messaging

SOLUTION

How did you find Root & Leaf?

Referral

Why did you select Root & Leaf over others?

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

What was the size of Root & Leaf’s team?

2-5 Employees

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

Audience Workshop, market segmentation, marketing ecosystem mapping, and defining personas.

RESULTS & FEEDBACK

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

• Mapping and defining personas, market segmentation, and strategy creation.

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

Dan and Sam were friendly, organized, and timely. They were thorough, kind, focused, and a pleasure to work with.

What was your primary form of communication with Root & Leaf?

• In-Person Meeting
• Virtual Meeting

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

Their strong values were impressive. They are committed to working with companies who do good, or at least who are not complicit in activities harming others or our planet.

Are there any areas for improvement or something Root & Leaf could have done differently?

Not that I can think of.

BACKGROUND

Please describe your company and position.

I am the Director / Founder of Housing NOW

Describe what your company does in a single sentence.

Low cost housing in Myanmar

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Root & Leaf to accomplish?

• Review the storytelling of the company
• Create a clear summary of our objectives and approach

SOLUTION

How did you find Root & Leaf?

Referral

Why did you select Root & Leaf over others?

• High ratings
• Referred to me

What was the size of Root & Leaf’s team?

2-5 Employees

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

We had 3 workshops during which we brainstormed using Miro Board about the identity of the brand. Narrowing down the project's target "antagonist"; "global vision"; "obstacles"; "solutions"; and more.

RESULTS & FEEDBACK

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

• Clarity of the formalized vision summary
• Productive facilitating of a brainstorming sessions

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

Awesome work, items delivered on time, flexibility in scheduling appointments.

What was your primary form of communication with Root & Leaf?

Virtual Meeting

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

The workflow and tools to assist the project were productive and well-prepared.

Are there any areas for improvement or something Root & Leaf could have done differently?

Nope

BACKGROUND

Please describe your company and your position there.

I'm the founder of Thaki, a social impact organization that brings digital liturgy and eLearning to refugee and vulnerable communities in the Middle East.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Root & Leaf, and what were your goals?

We sought advice for our communications strategy from Root and Leaf on order to aid our growth plan.

SOLUTION

How did you select this vendor and what were the deciding factors?

Root and Leaf were recommended to us from MIT Solve since we are members of that community and qualified to apply for this service.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

The scope was advisory in nature. We held 3 intense workshops with Dan and Sam where they took us through a power design thinking and creative exercise to think through the personas of our various partners and clients and think through our communications strategy from their perspective. The majority of my team was involved in this exercise which was very beneficial for all.

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

The 2 founders

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The services were advisory and they gave us good ideas from which to further develop our strategy.

How effective was the workflow between your team and theirs?

Everything was excellent.Very professional, friendly and proactive from their side.

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

I appreciated how quickly they were able to understand the nuances of our business while still being able to zoom out for an objective evaluation.

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

No