Squeeze

BACKGROUND

Introduce your business and what you do there.

I’m a managing partner at Citadel Insurance Services, a commercial insurance program company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Squeeze Media?

They’ve helped us design a couple different projects, but the most notable one is our direct to consumer program focused on the home inspector industry.

SOLUTION

What was the scope of their involvement?

We have a direct outreach program to licensed home inspectors across the country, but once those leads have been either contacted or dispositioned, it’s kind of a dead file. To counter that, Squeeze Media creates valuable informational content relating to the home inspection industry, and real estate services in general, and uses that content to remarket those inactive leads.

The team manages the content creation, both visual and textual, as well as the process of turning the leads into interested users who understand we’re advocates of their industry. The outreach is primarily over email, but there’s been some outbound calling and LinkedIn outreach to secure contact information as well.  It’s an ongoing program.

What is the team composition?

I work with probably three people directly. We’re in touch with one of their principals, a team lead, and some copy and content people.

How did you come to work with Squeeze Media?

We were referred to them by a client we had in common.

How much have you invested with them?

We’ve spent about $200,000 with them.

What is the status of this engagement?

We’ve been working together since January 2012.

RESULTS & FEEDBACK

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

After eight years, we’re still using Squeeze Media’s services and don’t have any plans to stop. 

At this point, we expect somewhere between a three- or four-to-one return on the spend. We’ve been able to accomplish that, which is one of the reasons our engagement has been ongoing for so long. Also, thanks to their contact methodology and the value of their content, we don’t get a lot of complaints, which we appreciate. 

How did Squeeze Media perform from a project management standpoint?

We’re satisfied with their project management and communication. There’s lots of reporting and lots of data available, so we can track progress easily. We’re still using their services and don’t have any plans to terminate. 

What did you find most impressive about them?

The consultative approach Squeeze Media takes is one of my favorite aspects of working with them. 

Some providers expect you to come up with the content and strategy, and they facilitate. Others come in with an overbearing strategy and don’t collaborate, because they have a preconceived notion of what they want to do. 

Squeeze Media listens as much as they make recommendations, and they ask a lot of questions. From there, they can come up with a very original strategy on how they want to deploy their resources to build on what’s been successful for you in the past. It’s a highly-consultative engagement.

Are there any areas they could improve?

As they grow, I’m sure they’ll expand and add more capabilities. Right now, they’re really dialed down on what they do well, and that’s good. 

Do you have any advice for potential customers?

Ask a lot of questions and be prepared to discuss what’s worked and what hasn’t worked for you in the past. Bring ideas from your competitors and partners, and be willing to participate in the consultative process.