Testing The Waters

The relationship between an agency and its client goes through many stages, growing and transforming as the two work together to meet goals and achieve success. As an agency, it is Off Madison Ave’s instinct to protect and keep our clients’ brands safe. However, we also know that in order for our clients to grow and prosper, we must prepare them to take risks and face challenges head on. For Off Madison Ave, this means guiding our clients outside of their comfort zones with the trust that our knowledge, thought leadership and innovation will breed success.

However, it also means not throwing our clients into the deep end without a life jacket. OMA is there from the beginning, providing around the clock support to make these transitions as smooth as possible. Our team is filled with experts dedicated to developing and executing strategies that produce substantial and measurable results, giving our clients real-time assurance in knowing that their investment is paying off.

As Off Madison Ave welcomes Unique Home Designs to our growing family of clients, we are faced with the challenge of finding that delicate balance between risk and reward. Unique Home Designs came to us with an aggressive plan for growth over the next two years and the need for a dynamic online media campaign to support and drive their goals, creating a framework for the Off Madison Ave team as we developed a plan to aid Unique Home Designs in meeting their operational objectives.

Phase I – Exploration & Evaluation

In the initial phase of our relationship, we at Off Madison Ave use our wealth of knowledge and hours of industry and company research to devise customized plans to help meet our clients’ needs and goals. This research includes reviewing existing data, conducting qualitative/quantitative research and analyzing secondary data, yielding key insights to create a foundation for the strategy we develop. Together, these form the foundation from which we build our plans and strategies.

Phase II – Brand Positioning & Strategic Planning

Phase II brings clarity to the value proposition and unveils opportunities for the marketing plan. For Unique Home Designs, a company with marketing knowledge and strategies already in place, our plan focused heavily on increasing their presence in the interactive arena through pay-per-click (PPC) and online media campaigns. The success of these campaigns is dependent on a deep understanding of the audience that our client is marketing to.

Phase III: Brand Translation & Implementation

Our target audience’s motivations and media habits directly influence the strategy we employ- the creative assets we design, the language of our copy and the media from which we buy ad space. Once a plan is developed, our next step is to construct the assets that will support our campaigns. Our creative team designed banner work and landing pages that catered to their audience, as well as fit into the digital landscape that we have created through our media buy. These advertisements effectively engage potential customers and drive qualified traffic to our client’s websites.

Phase IV: Performance Management

Our interactive team will look to key metrics, including impressions, click-through rates (CTR) and conversions, to provide the information we need to confirm the strength of our strategy. Our team will then compare these analytics to industry standards, past performance and to agreed-upon goals in determining whether the current approach is working or needs to be adjusted.

Ultimately, the success of any business relationship will be determined by the bottom line. Was the investment financially beneficial? As our campaigns come to a close, Off Madison Ave will be able to evaluate the final numbers and determine the return on investment for Unique Home Designs.

Have we improved impressions, CTR, and conversions compared to past campaigns? Have these numbers had a direct impact on the goals of our client- in this case, inquiries into home estimates and ultimately, increased sales? If the answer to these questions and others like them is “yes!,” then we have done our job.

If not, we don’t necessarily have to head back to the drawing board. By analyzing metrics and using industry insight, our team can devise a strategy to get our plan back on track, because at the end of the day, there is nothing more satisfying to an agency than looking at concrete results and knowing that our hard work will have a lasting impact on the success of our client.

About the Author: James Skinner

As an account coordinator, James assists with many accounts by preparing competitive analyses, conducting market research and managing client projects. As a recent graduate of Arizona State University, with a Bachelor of Science in Marketing and Bachelor of Arts in Design Management, he has a passion for traveling, sustainability and urban and interior design.

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