Case Study: Digital Agency

As the CEO a digital agency that specializes in WebOps: creating websites that deliver value and solve problems through continuous improvement, he knows the ins and outs of modern marketing. However, he also knows the challenges of applying the same marketing wisdom to his own business.

“We have a lot of experience in the marketing industry. We know what marketers want… We really get it, we tune into that. But we have not been able to [previously] put into practice what we know are effective strategies for our own team,” says the CEO.

They faced two main issues that led them to seek help from Afra Sanjari about their positioning statement / core message. They had tried several times to craft their brand message, but felt they were going nowhere without achieving clear differentiation and clarity. They did not want to waste any more time and money on activation without building a solid brand foundation. They realized they needed external expertise to steer this process.

Lack of a dedicated, strategic, experienced marketer on the leadership team. Like many (if not most) marketing agencies, they have a team of talented marketing professionals, but none that were fully committed to their own brand.

The outcome was sporadic marketing efforts leading to random campaigns, rather than strategic execution. He shares:

“When we first discovered Afra, it felt like our website and our message were literally speaking to exactly how we were handling [marketing] with random kind of acts.”

Driven to achieve the same kind of message clarity for their business, the digital agency hired Afra to bring a Fractional CMO to their leadership team.

It did not take long for them to feel the difference of having a new CMO leader.

“One of the things that I was very happy with is that our CMO immediately joined our weekly leadership team meetings,” says the CEO. “She was very much a part of the organization, and it made us feel like we had a partner that was fully responsible for our decisions that we were making on the marketing level.”