Outsourcing a marketing team to support in-house resources
With minimal in-house marketing resources, Netflash is a Waterloo Region based Internet company looking for support from a marketing agency. In addition to high speed Internet, they also provide various phone and TV packages. Competing against larger ISPs, the team is busy implementing bigger strategic projects in addition to managing the day to day activities of their organization.
Aware that their marketing needed some TLC and dedicated resources, they reached out to Studio Locale to be an extension to their team and manage all of their marketing initiatives.
What We Delivered:
We have worked with Netflash on different projects over the past number of years. Because of this, we have a fairly strong understanding of their business, their products, their target audience, the competitive landscape, and their business challenges. We were able to jump right in and begin with both some tactical execution for inflight initiatives, as well as recommend some branding tweaks. (If we don’t have an existing relationship, fret not. We’ll buckle down and learn everything that we need to know to be an effective extension of any organization.)
Understanding the need for ongoing communications to support various expansion initiatives, we created a communication schedule, crafted quick messaging and designed templates for immediate distribution. Flyers and emails were distributed, and landing pages were created to support and achieve conversion targets.
With the immediate marketing needs covered, we looked at the current competitive environment. There were some aggressive competitive campaigns and we wanted to better position Netflash against them. As many business owners know, it can be challenging to define your unique value proposition (UVP), and Netflash’s UVP and differentiators had become complicated in their messaging. We took the team through an exercise to clarify and simplify their core values and value proposition.
We presented messaging options along with a supporting visual lift for each one. The goal for each approach – make Netflash easy to remember, support brand awareness and have a single message that reinforced their differentiators.
Once a direction was selected, we rolled it out across all of their touch points. We updated their flyers, emails, and digital banner ads to reflect the new messaging. Each supports brand awareness along with specific calls to action based on where and who is receiving the message.
Keeping open communication between both teams is critical and we have standing monthly meetings to review activities, results, and determine if any shifts are needed to support the team.
The Netflash team is happy to have dedicated marketing resources supporting their internal efforts. Within the first year they have seen:
A new targeted service area achieve a 41% market share rate, just 4 months after launching their services
New leads through their website increase 20% over the previous year thanks to a compelling digital ads campaign
Direct mail and digital ad campaigns in their existing targeted service areas help them become the market leader with a dominant market share in those areas
Brand messaging, graphic design, media planning, marketing materials
Erynn Hayden Truc Hoang Jessica McLachlan Anneta Wamono Philip Mondor Robin Mondor