Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?
Sculpt took us from zero to over 3,000 engaged followers. The reach for that was even farther—at times up to 12,000 people in our area. The growth on that was exponential for those four months. It’s tapered off since then, so it’s clear that their services were really targeted and effective. We’ve had people tell us how awesome our social media is and how they really enjoy our post updates. People really respond to some of the content we’ve been posting, both in person and in online engagement metrics. Their coaching continues to be a valuable tool for me.
Their direction has helped us speak to our customers directly, which has been especially helpful in sharing our story with the broader community and handling customer feedback and suggestions. For example, when we released our new packaging, we encountered numerous breakage issues. The original four-pack handle was not sturdy enough to hold four 12 oz. bottles. In addition to working with our distribution team and finding a new carrier manufacturer, we were able to address the issue and share our resolution with customers via social media.
How did Sculpt perform from a project management standpoint?
We had a relatively large team on both sides. There were three of us from Wilson’s Orchard Hard Cider; at any given point, we felt we had access to any of their team members. They had Alec doing online analytics. Emily was managing the project and keeping track of everything, and she can run a meeting like nobody I’ve ever seen before. In a room of eight people, she’s pretty commanding and awesome. We also had access to the graphic designer, their photographer, and several other key players on their team. From a project management standpoint, they’re really all hands on deck. They’ve very organized, effective, and easy to work with.
What did you find most impressive about Sculpt?
They did a great job of explaining why they’re doing what they’re doing. They work with small businesses to promote them on a level that I’ve never seen before. You can tell when Sculpt has their hands on a project. It’s very well done and looks professional, but it’s campy enough that you feel connected to a brand. We have a few people who don’t understand social media at all. Sculpt did an amazing job explaining how social media can help a small business, how it can share our story, and how we can define our target audience to get the results we need and promote sales.
Are there any areas Sculpt could improve?
We really enjoyed working with them, and I’ve learned a lot. I suppose one point of advice would be that if you’re going to engage in a coaching arrangement, really drill down and give a good understanding of what the advertising budget looks like, how the testing and targeting can be adjusted, and how to read those results. They’ve got a great staff that can do that for you, but when you’re moving into the independent work without them, it can be a bit of a head-spin. They did what they could to wean me onto that, but I guess I could have worked harder to use them as a resource while they were in a contract agreement.