What evidence can you share that demonstrates the impact of the engagement?
Among other measures, the research conducted reflected increased awareness of our partnership with Mayo Clinic and of the hospital overall, as well as consumers being much more likely to choose the Hospital for their care. Also, our targeted email blasts had open rates and click-through rates that exceeded industry averages.
Regarding the OB/GYN campaign, the OB landing page (Pregnancy & Childbirth page of the Hospital’s website) had the highest number of visits it had ever had to date. Additionally, the campaign won two 2018 MarCom Awards.
How did Williams Whittle Associates Inc perform from a project management standpoint?
The account management team was extremely responsive and accessible. We had weekly status calls and—because we’re located relatively nearby—sometimes weekly status meetings. We were in-touch nearly every single day. They didn’t just stay in touch for the sake of it; our communications were purposeful. Williams Whittle was flexible and able to adapt to the Hospital’s sometimes-competing priorities. They were also on top of reminding me about upcoming deadlines to make sure that we stayed on schedule.
What did you find most impressive about them?
Choosing just one thing is tough because it was a pleasure to collaborate with them in all respects– they’re great professionals and great people. But certainly, their account-management responsiveness, follow-up, and willingness to go the extra mile were impressive. Also, Wendy negotiated for us to receive massive added-value and discounted placements, which made our media budget go so much farther than it otherwise would have. And Eva was genuinely receptive to feedback on creative concepts and executions. She also welcomed my participation during production, which not every CD would do.
Are there any areas they could improve?
None that occur to me currently.
The agency had relatively frequent account management turnover in the early years of our relationship. But, since then, our account management team has been consistent and – as previously mentioned – led by the president of the agency herself.
Also, several years ago, there was a rough patch with a creative staff member [no longer with the agency] who could be openly disdainful of the Hospital’s feedback. However, that was course-corrected thanks to a senior account director. Her actions underscored that account management at Williams Whittle is responsive to its clients and wants to ensure their all-around satisfaction.