Defining A New Pricing Strategy

Instead of continuing to replicate how the majority of design firms sell themselves, we investigated how other industries priced and sold their services. We also looked at Parcel's operations to pinpoint where the value was for them in a crowded design market. One of these advantages was Parcel’s ability to become a del-facto design studio – both because of its experience in building brand standards guides, but also due to its ability to design systems that improve brand alignment and execution over the long-term. 

Because no firms in the creative sector currently use bulk-buying practices – allowing customers to commit in advance in order to save time and money – we saw a unique opportunity. . Although most buyers of creative services would be skeptical about buying time upfront, our analysis demonstrated that market pressures, combined with a growing need for brand-aligned creative, opened the door for a completely new way of thinking about how to buy creative services.

Given the radical nature of this shift in thinking about creative pricing, we wanted to create a buzz. Real buzz. Collaborating with the Parcel team, we developed the ideal customer profile for this new offer and helped Parcel develop key messaging. The campaign centred on a dedicated landing page to tell the story to each targeted customer segment  To build excitement internally, we redesigned the studio environment to reflect the team’s highly collaborative work style.

Using proprietary tools to aggregate the right customer, we digitally sourced 735 unique new prospects which were loaded on HubSpot - a Bobby Sugar affiliate partner. Parcels' writer created a series of editorial pieces that further engaged and connected with these prospects providing trust in Parcel's thought-leadership. Through our branded landing page - one story received 1,400 leads in a single day! Our engagement manager then reached out to these prospects with a personalized approach that led to a new influx of conversations.

This engagement has been revolutionizing Parcel’s business. It has sparked conversations with new prospects and inspired new conversations with existing clients – several of whom have signed on for this new service model.  Not only are clients finding that the new pricing model improves efficiency, but it also improves collaboration, by transforming the agency-client relationship into a true partnership.