They say that time flies when you’re having fun and I think Team Crowd can most definitely say that applies to 2016!
Unbelievably, we’ve been around for 7 years after I started Crowd back in 2010. Back then it was a case of having to carve a new road, educate the marketplace before we could sell to it and hope that our strategy of being “first” would come good.
I believed in our ethos, our way of thinking and doing and the creation of new media models so passionately that it meant we had little competition, but it was indeed at times a lonely and uncertain road.
*Cue tumbleweed stage left*
Guernsey, as always, does operate in what we refer to at Crowd as a “special bubble”; it is often slow to adopt, because it’s been lucky enough to not have to! However, in the past two years, every single client we work with now understands the importance of co-creation with their customers and partners.
Storytelling is now firmly on the map.
Savvy audiences don’t want sanitised PR and robotic responses. Their expectations mean you have to respond as real people, with an understanding that how and what you say to your tribe impacts your brand influence. Not an easy task when these conversations go on across multiple channels, in real time…
The balance has most definitely shifted and we now have the benefit of having been the first communications agency in the Channel Islands to not only really understand, apply and strategically deliver truly 360° comms plans, but to supply meaningful data to our clients from specific campaigns. This means we can adapt those campaigns in “real time” to deliver an even better return on investment.
In turn this means we’ve also adapted how we communicate these results and data interpretation to clients; we now offer Facebook and WhatsApp groups between our team and the client in order to take advantage of on the fly recommendations.
This isn’t always appropriate, but when it is, it’s incredibly dynamic for everyone.
We’re closer than we’ve ever been to being part of the client team, improving the entire process, from brainstorming to strategy to hosting workshops, it’s all so very different from where we began, and literally lightyears away from the agency model of old.
*Less tumbleweed, more super speed*
We’ve been lucky enough to work with some amazing new clients this year, whilst continuing to support our long standing relationships with others…
We’ve worked very closely with the Locate Guernsey Team to put together a really approachable, genuine and what we think, is a realistic view of life in Guernsey if you decide to relocate.
Using local community content to create marketing material has meant that the Locate brand has been authentic and had the benefit of taking advantage of content creation in real time, making the most of every fantastic aspect of island living.
We were delighted to win the tender for the Guernsey Elections 2016 registration campaign and once again, put the local community at the heart of the brand identity.
A ground breaking campaign that saw the States of Guernsey using social media for the very first time to inform the public on campaign timetables, registration details, roadshows and providing an online presence to field questions and direct queries.
We’re extremely passionate about our island and were delighted to support The States of Guernsey ‘Your Views Matter’ campaign. This outreach campaign engaged with the public to gather community views and opinions on the delivery of public services.
Encouraging and enabling dialogue between the general public and government is deeply ingrained in the Crowd ethos, and we were proud to partner with the YVM team on this campaign that received the ‘Excellence in Marketing Award’ at Guernsey Awards for Achievement!
One of our biggest website projects to manage this year was the new Guernsey Harbours site. Packed full of content, it was vital it provided users with a clear road-map, making content accessible within a contemporary design.
We project managed, provided the creative and partnered with our friends at Submarine on the development.
A large part of our year has been taken up with working with the team at Randalls Brewery on the promotion of the incredible locally distilled gin, Blue Bottle. Building key relationships online with influential gin bloggers and connoisseurs, leveraging relationships with the infamous Craft Gin Club and creating some fantastic user generated content opportunities has allowed us to expand the customer and supplier base exponentially; in a massively popular artisan gin market, we’re proud to have supported a local brand and position them as one of the one’s to watch in this highly competitive marketplace.
We look forward to continuing our relationship with Randall’s in 2017 with more exciting products, including the new Slaughterhouse Restaurant and of course the trusty Breda Massive!
Our continuing relationships with OysterOwnership, Source Recruitment, Insurance Corporation Channel Islands and many more means our team continue to expand their knowledge across multiple sectors as we diversify our service offering even further in 2017.
Working with the Oyster brand has meant we are now expanding our client base into the UK and Europe, which has also seen us representing and being on stand, as well as providing event creative at MIPIM in Cannes and A Place In The Sun.
In-house, we are delighted to announce that Simon English, our Creative Director and Ollie Smith, our Account Director, are now shareholders and Directors in the business. Their loyalty, support and passion for Crowd over the past 5 years made this an easy decision for me. My intention was always to create a model that was based on the future, and that very much includes the team I picked.
Their strategic thinking, their inherent understanding of consumer behaviour online and their determination and drive will ensure Crowd keep reinventing, reinvigorating and consistently delivering for our clients.
A special thank you to all of my team for their support and passion in 2016.
*Insert sausage dog bonus vouchers*
We’ve been pretty terrible at promoting our own business this year because its been so busy! However, we’ll be releasing some new products and services in the coming twelve months; based on what we have learnt in the past 6 years and in response to market conditions.
Once again, we’ll be first with some of these things, but we think thats what we do best.
We celebrated our Crowd Christmas this year with a stay-cation at the lovely Bella Luce Hotel, and enjoying the beautiful scenery our island home has to offer. We hope you enjoy the pics, because we most definitely enjoyed the little break!
Maybe you mean: 'testimonials'
Finally, we wouldn’t be where we are without the people that also make Crowd, well…Crowd. Our clients and trusted network of partners really are at the heart of what we do and why we continue to enjoy building this business.
Thank you for sticking with us, thank you for being brave too.
CHRISTMAS DONATION TO BRIDGE2
Our Christmas Cards and Chocolates this year have also been replaced with a donation from us to the very deserving local charity Bridge2, run by the amazing and inspirational Sarah Griffiths. Her work in supporting and showing real compassion to refugees this year has been unwavering and our hearts go out to those she is helping this Christmas. We think we’ve all got more than enough luxury chocolate and wine. Please think about donating too if you can.
All that remains is for us to wish you all a wonderful Christmas and New Year.
One Love
Jo