VGCA

BACKGROUND

Introduce your business and what you do there.

I’m the VP of sales and marketing at Indera Mills Company. We manufacture ColdPruf base layer thermal underwear.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with VGCA?

We had an initiative to create a new base layer brand called Peak. We reached out to VGCA for their assistance in messaging, logo development, packaging, and the development of a website.

SOLUTION

What was the scope of their involvement?

We described the product we were trying to develop and gave them information about the brand and history. We had several meetings and brainstorming sessions and discussed how to move forward in the competitive market. They came up with several options on how to bring it to market, messaging to give with the product, and where to target. We had several discovery meetings, and they came back to us with different messaging to make sure we could go to the market in a positive way and get the attention we needed to sell the product right away. They developed our brand identity, logo, imagery, and colors.

They helped us with a presentation profile for a few clients who we knew would be interested pre-launch. They also developed a beautiful box packaging program. We did a couple of small ads in trade publications, and we’re also developing retail POS displays. Additionally, they did a catalog and designed a brochure.

They developed a website for us as well. It’s not completely finished, but it’s live. There are about 5–6 pages linked to it right now. We’re moving forward with developing it further in the next several months. It was made to give people an online reference and contact us through that website.

We haven’t done any digital marketing at this point other than creating our website, but we will be moving forward. 

What is the team composition? 

We primarily worked with two people, and there were 4–5 in total involved from VGCA.

How did you come to work with VGCA?

The owner of our company is related to their partner/executive creative director. Compared to other agencies we’d worked with in the past, VGCA had a fresh, updated look and appeal, which was the primary reason we chose them. 

How much have you invested with them?

Including our packaging and website, we’ve spent around $150,000–$200,000.

What is the status of this engagement?

We started working with VGCA in April 2018. We’re in a holding pattern now, but we’re still working with them.

RESULTS & FEEDBACK

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

The feedback has been primarily positive for the marketing including the look and feel and the unique messaging. It’s been well received. Our sales are good. Everything VGCA was involved in and the feedback from the accounts we called on with the presentation and packaging was positive. 

How did VGCA perform from a project management standpoint?

They were always available, all our meetings were on target, and the management was great and accessible. They helped us tell a brand story, and their visual and written content was great. They guided us through everything. 

We usually communicate by phone or conference call. We’ve used GoToMeeting for video calls, and they’ve come to our headquarters for in-person meetings. We also use email.

What did you find most impressive about them?

They have an upbeat, fresh outlook on how they develop their branding. The whole scope of work was in line with today’s marketing. They understood what we needed to do. They got us.

They’re professional, thorough, and they have a great team. Everybody we’ve worked with in their group has been helpful and has done a great job for us.

Are there any areas they could improve?

Billing statements could’ve been a bit clearer as we moved into the project, but I don’t think they did anything that wasn’t acceptable.

Do you have any advice for future clients of theirs?

Clients should make sure they keep their lines of communication open and try to be as clear as possible so VGCA can get their messaging and information correct.