Zellmer McConnell Advertising

BACKGROUND

Introduce your business and what you do there.

I'm the director of real estate development for a construction company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zellmer McConnell?

We needed a marketing plan and advertising production for a commercial property that we were going to be jointly marketing with the land owner. The goal to attract buyers and tenants, as well as brand building for us.

SOLUTION

What was the scope of their involvement?

They have worked on a couple different projects. The first involved development of a brochure and the intellectual property that another partner of ours then used in a website. The more recent work involved branding of a website, trademark name, website design, and basically guiding us through the whole process. They executed all the marketing both with intellectual property and deliverables in PDF format.

What is the team dynamic?

On both projects we worked with Beth and Stephanie, who are both Partners and Chief Creative Officers there. The second project included one of their other employees as well.

How did you come to work with Zellmer McConnell?

We originally got a referral from a PR firm, did a couple of interviews, and felt that they had a fresh approach that would be a good fit. We appreciated the whimsy and humor they bring to their work.

How much have you invested with them?

Both projects were under $50,000.

What is the status of this engagement?

The engagement originally began in April 2014, and the most recent project finished in April 2017.

RESULTS & FEEDBACK

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

In both cases we were satisfied with the quality of the product. On the first we were successful in executing the sale through the broker to a large tenant user. Feedback was generally positive, and we liked it enough that we were happy to recommend their services to others.

How did Zellmer McConnell perform from a project management standpoint?

They performed great. I have no complaints about the timing, deliverables or communication, and they have always been very responsive. With any feedback, they were very honest both in incorporating our thoughts and sometimes in explaining to us why they didn't think our ideas would work. We used Basecamp and Webex for conference calls.

What did you find most impressive about them?

Beth and Stephanie are both a joy to work with. They bring creativity as well as whimsical nature and humor, and they also have an adequate dose of humility - not overbearing or difficult at all.

Do you have any advice for potential customers?

The more time and information you give them, they better they respond. You'll get great work out of them if you are committed to communicating with them both effectively and consistently.

BACKGROUND

Introduce your business and what you do there.

I am the director of community relations for the Central Texas Regional Mobility Authority. We are a government agency serving the citizens of Williamson and Travis Counties in Austin, Texas. We build transportation projects, predominantly toll facilities, in that area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zellmer McConnell Advertising?

We were building an express lane system on a heavily congested highway, and we were trying to make sure that the community was aware of how that express lane facility would operate. Having a number of unique characteristics, we wanted to assure a smooth opening process when the lane opened by familiarizing the community with how it would operate and how the tolling would work.

SOLUTION

What was the scope of their involvement?

They were in charge of developing messaging and communication tools to get the public to understand the benefits, as well as how the express lanes would function. This involved focus groups and putting together a media outreach plan including advertising across various types of channels. There was also a significant focus on social media including Facebook and Twitter and digital online advertising. They handled all aspects of the plan from research and message development to coordinating the production of print and video, as well as strategizing placement of those.

In terms of social media, we had a heavy emphasis on Facebook and some of the other channels that Facebook participates with. We also had widespread digital advertising on website platforms such as ESPN and USA Today.

We did traditional advertising as well, including TV, radio, as well as some print. There was a broad-based approach in terms of the media that was used, but there was an emphasis on digital media since it is, to some degree, more affordable and easier to measure the results.

The agency also oversaw the development of a landing page for the website. The site was intended to provide information about how to use the facility that was in the process of being opened.

How did you come to work with Zellmer McConnell Advertising?

As we are a government agency, we have to go through a procurement process. We went through a scoring process with a selection committee and did interviews. Based on that scoring process and those interviews, we felt that they were the best qualified for the work.

How much have you invested in them?

It was in the range of $600,000–$700,000.

What is the status of this engagement?

The work began in October 2015, and the work is ongoing, but it is a time-based contract.

RESULTS & FEEDBACK

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

We received positive feedback from the community and people within the industry regarding the work we produced. When the facility opened, it did so with relatively few issues for a project of this type, which is unusual, and people seemed to understand how it operates. That indicates that the communications, outreach efforts, and advertising that they supported us with were successful and had a positive impact on the project opening. Other projects around the country have been challenged when opening because these projects are different and unique.

How did Zellmer McConnell Advertising perform from a project management standpoint?

They are a good team to work with. They are easygoing and responsive, and it was enjoyable to work with their team.

They use Basecamp as a tool to track the production of materials and to gather feedback from our team.

What did you find most impressive about them?

Their creativity and uniqueness, like with any agency, is a team approach. If you are willing to commit to working with them, they can produce a good product, but it does take a collaborative approach for that to occur.

Are there any areas they could improve?

No, I don’t think so.

Do you have any advice for potential customers?

Be willing to collaborate and make sure they understand your needs clearly. Help guide them along, and you will have a good result. It takes a willingness of both parties to work together to ensure there is a comprehensive understanding of what is being sought by the client.