What was the scope of their involvement?
The process was pretty straightforward and easy to follow. We had a couple of discovery sessions where Strategic Objectives got to really know the brand, the players, and what our objectives were. They were really good at coming back and refining the objectives and making sure that we were all aligned. From there, they created a couple of options for us within our budget and our scope. They came up with three programs and told us we could mix and match and create a custom solution if there were areas within each program that we liked. We liked two big ideas that they had and we combined them into a final plan which we then executed.
The deliverables were to reach impressions through earned media as well as have the opportunity to get our product in front of as many people as we could so they could try our products. We have three core markets in Canada and we needed to make sure that we focused in on those three. Strategic Objectives delivered on reach. They delivered on the trial opportunities and definitely did a really great job of weaving in our athlete ambassador into all of our key messaging and outreach.
What is the team dynamic?
Our primary contact was Taylor [Account Manager, Strategic Objectives]. We also worked with Michael [Vice President, Strategic Objectives]. Deb [Co-founder and Partner, Strategic Objectives] was involved a little bit behind the scenes. Then there was a young woman named Mia [Strategic Objectives] who was more of a coordinator on the backend for us. The entire team was fantastic.
Taylor is very on top of details. He is engrained in the program and he knows everything that’s going on. He’s very proactive in giving updates along the way. Any time that we ran into any kind of bump in the road around our plan, he always came back with a solution or a different approach that we could take to make sure that we’re still delivering on the objective. He was a really great partner.
Michael was really great from a strategic standpoint, making sure that we were delivering on the strategy and the brand deliverables. Mia was also great. She was involved in a lot of the execution details and even showed up at one of our trial events. She did a fantastic job of helping manage the employees and making sure that the event went off without a hitch. The whole team was fantastic. We had a really great time working with them.
How did you come to work with Strategic Objectives?
Last year, we worked with a small boutique agency in California for the spring and summer season. We were launching a new product in 2016 in the Canada and U.S. so we needed a new team that was across the border and that was a little bit bigger than the team was had in the U.S. prior. We needed to upgrade the resource side, so we contracted a larger, multi-national company. That relationship ended after the product was launched because it was very expensive and unsustainable.
When 2017 rolled around, we thought there was a big opportunity with Canada 150. We also wanted to leverage the fact that our sponsored athlete was just coming off of winning a second gold medal in the Olympics. Strategic Objectives is a company that I've known for a while. We reached out to them and it ended up working really well for both parties.
I met with Michael [Vice President, Strategic Objectives] in 2008 at a different company. He helped me with another retail brand that I was working on at the time and he did an amazing job for us. When it came to looking for a new provider in 2017, I reached out to him to see if he would be interested in pitching in. It was the ongoing relationship I've had with them over the last decade that really helped me make the decision. It was a great fit. They understood the needs. They could scale the project up and down for us based on budgetary requirements. It just made sense to work with them.
How much have you invested with them?
We have spent $65,000.
What is the status of this engagement?
We started working together in March 2017 until September 2017. We are working with them to discuss 2018 plans going forward.