What was the scope of their involvement?
Yakkety Yak Marketing is essentially the creative driver that helps us develop creative ads and language for our campaigns. We rely on them for content generation and strategy. They help us with creating our messaging and content, understanding our population, and performing A/B testing on our ads. They also manage our newsletters, compiling the content for them. Their team also manages our database of contacts to better drive inbound marketing efforts. Our content on Instagram, Facebook, Twitter, YouTube, and, most recently, Reddit, is handled end-to-end by Yakkety Yak Marketing. They also manage our paid ads efforts on Google and Facebook, tracking the analytics and making modifications as needed.
For all of these efforts, their team engages with key stakeholders and experts within the society to deliver a clinical perspective that resonates. They work with content experts to ensure the content is patient-focused and at the right literacy level for our community. They also manage our video output. We do yearly videos along with patient testimonials. For Facebook Live events, they'll do speaker outreach and manage the logistics for us, as well.
What is the team composition?
They have a large team, but I mostly work with 2–3 people regularly. The VP of accounts and the CEO work hand-in-hand with our experts and leadership. I’m in continuous contact with the VP of accounts and the content developer.
How did you come to work with Yakkety Yak Marketing?
We came across Yakkety Yak Marketing through word of mouth. When our ROI with a previous agency wasn’t meeting our expectations, we decided to re-examine our approach and try to form a robust campaign. We felt Yakkety Yak Marketing was a great fit because they had a strong proposal, outlined a strategy, and wanted to make this an evergreen campaign.
How much have you invested with them?
On an annual basis, the cost fluctuates from $450,000–$750,000 depending on our needs. We’ve been trying to find a balance between leveraging Yakkety Yak Marketing along with our internal expertise.
What is the status of this engagement?
We began working together in February 2017 and it is an ongoing engagement.