What was the scope of their involvement?
Subtext Digital helped us go through the site and understand where we needed to make some updates or changes. They did a thorough audit and gave us recommendations for how we could make it work better and be searchable while having a good place to put content. It was definitely a site optimization but it was even more than that—it made the website a lot more powerful.
After this initial engagement, we had a couple of projects with Subtext Digital. They set up our email marketing program, which didn’t really exist prior to their efforts. They helped us create a template for a monthly e-newsletter and set up an email welcome series for us. Whenever a customer orders on our website, they got a series of follow-up emails encouraging them to engage with our content or purchase again.
After that, they helped us with the “Fear no Fish” campaign. For this project, the Subtext team was engaged with us on a strategic and creative level. We developed a consumer engagement campaign about how to make good choices when purchasing seafood. Subtext Digital brainstormed with us to help develop the campaign strategy. Then, they built everything for us. It was a pretty fun project that we’re all pretty proud of.
Subtext Digital also helped us with our content strategy, which was another program that we didn’t have. They participated in a workshop with me to help brainstorm content and help develop the strategy out of that. After we built the strategy, they helped us execute certain components of that strategy. If we needed to get something built or needed to tweak our email program, then they helped us with all of that.
How did you come to work with Subtext Digital?
I had worked with Subtext in my previous job so I knew the quality of their work firsthand. I made sure they were part of the field that we were looking at. I think we interviewed 3 or 4 agencies. I conducted the search together with one of our founders. When Subtext came in, they talked about their approach. They wanted to lead with empathy and really understand the consumer experience. From my past experience, that’s something that I knew to be true about them. Their presentation resonated with my co-founder. We ended up selecting them and have worked with them ever since.
How much have you invested with Subtext Digital?
We paid $50,000 to $100,000 for their services.
What is the status of this engagement?
We started working together in April 2015. We have an ongoing contract where they help us with website maintenance and updates.