Agency collaboration isn't just a buzzword. Multiple agencies who are effectively collaborating for the client's best benefit are capable of nailing the campaign and pulling off tight timelines. Collaboration is a cornerstone value for B2 Communications, and our PR experts often lean on our partner agencies for their expertise.
B2 and marketing agency partner Roger West had been collaborating for more than a year on marketing and PR initiatives for Tampa-based technology company OnTask. Then OnTask identified an opportunity to refocus its brand. The new brand would better reflect the SaaS company's product offering for contract lifecycle management and document automation. It would also provide an opportunity to better communicate the company's value proposition.
A company rebrand is typically an all-hands-on-deck endeavor because it involves every aspect of a company, from its employees to its prospective clients. The brand change from OnTask to Docubee would need to take place across every channel, communication, and platform across all its target audiences. Agency collaboration would be paramount to successfully coordinate the details and launch.
Rebranding campaigns often take six to eight months to plan and execute, however, Docubee's marketing team set a compressed timeline - only four months. B2 took the lead to spearhead agency collaboration with Roger West as marketing partner, along with an SEO/SEM agency and website development firm.
Solution
With only four months to launch the new brand, it was essential to create an underlying timeline and reporting structure. B2 worked with Roger West to compile the timelines and recommended approach for the rebrand. B2 also connected with OnTask’s digital marketing agencies to ensure the plans were realistic and would work across all agencies. These initial discussions created open communication paths and established check points along the planning process.
B2 created the core PR and Communication Plans, which included internal and external audiences, and shared them with all the agency partners for input and feedback. This transparency built a sense of shared responsibilities for the rebrand and built consensus on the milestones. It also encouraged the agencies to have cohesive messaging and to integrate strategies across disciplines, regardless of ownership.
The OnTask marketing team and its agency partners used the timeline and reporting structure to track progress toward the goal. One shareable document housed the list of key deliverables needed for the rebrand. All agency partners had editing access and were accountable for adding in projects and progress, with B2 acting as project manager.
Then, B2 tracked individual tasks and worked to expedite the review and approval process. With such a tight timeline, there was a large volume of deliverables that would need expedited review to hit the deadlines.
B2 also amped up its meeting cadence with OnTask. The meetings were focused on addressing work-in-progress, overcoming obstacles and staying on schedule for the rebrand.
Success
B2 and its agency collaborators successfully launched the Docubee rebrand on schedule and on budget. This achievement took significant collaboration with Ontask -- now Docubee's -- marketing, sales and product teams for success.
On the target date, the rebrand was unveiled to all employees while simultaneously being communicated to external audiences. B2 distributed a news release on the wire, and pitched key trade publications for targeted industry verticals.
The website redirected to the new brand, and social media pages reflected the new brand. Marketing campaigns were triggered across existing communications channels to notify external audiences, including Docubee's clients.