W. Bradford & Co.

W. Bradford & Co. is an advertising agency based in Miami Florida that was founded in 2017 by Will Sears, an award-winning integrated marketing professional with expertise serving clients across a multitude of industries. The company has been operational for over two and a half years and currently has between two and nine employees all tasked with different aspects of the business. Thus, it can be classified as a small-sized marketing agency.

The company believes that marketing success is derived from a highly collaborative experience through a diverse network of specialized marketing professionals from varying backgrounds and expertise in several mediums. Further, the company believes that winning doesn’t have to be a vague measure of success – it can be defined and measured. Whether through qualitative feedback from customers or hard numbers from sales or engagement with marketing, their real-time commitment to results from marketing efforts is a priority. For W. Bradford & Co. if the client wins, then their client’s customers win – and they help make that happen.

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Further, W. Bradford & Co is a multidimensional agency that offers numerous services to its clients. First is Strategy. This involves the formulation of a marketing strategy for a client who intends to market their business or brand. By formulating strategies, W Bradford & Co help a client identify their target audience before proceeding to formulate a plan, which the customer can use to reach out to the identified target audience. This plan is usually in the form of a marketing campaign where numerous marketing actions will be undertaken such as placement of adverts, outdoor promotions, online marketing just to mention a few.

The second service offered is Social Media. Under social media, they offer social media marketing. This involves the formulation of marketing strategies and marketing content to be used by their clients on their social accounts. They also offer paid social, which is the placement of paid advertisements for their clients on social media platforms.

W Bradford & Co also offers Email Marketing. This involves using a client’s customer email database to market services. This service entails the customization of email templates which a client can use to send out to customers via email. The templates have creative and catchy messages that seek to lead a customer to take action, most of which are sales actions. Email Marketing can also be used to update current clients about the company through newsletters.

Finally, W Bradford & Co offers Brand Development. This is a long-term service that sees the agency work with a client over time to build their brand identity. It involves both external and internal actions being taken by the client to ensure that their brand grows progressively. The external actions are how the brand is seen by their clients and mainly involves marketing. Internal actions deal with the business environment within the organization such as business culture and the system in which the business operates.

As a small enterprise and a rather new entrant, there are a few challenges faced by W. Bradford & Co. One such challenge is market penetration. Despite the large listing of clients, the agency feels as if they can achieve more based on their growth prospects. However, their growth is slowed by the general lack of frequent customer uptake. Most of their clients have either been referrals or those brought in from the owner’s network. This has hampered their ability to increase their revenue as a business that would enable them to expand. 

The increase of online marketing coaches and the courses they sell has also proved to be a challenge to W. Bradford & Co. as more clients are up taking such courses as opposed to hiring traditional marketing agencies. This leads to a loss of potential clients that mainly hurts small agencies like W Bradford & Co. who would benefit from such clients.

Despite these challenges, the company broke even last year (2018) and is currently operating profitably in its current financial year. Looking forward into the future, W. Bradford & Co has hope in achieving growth as it seeks to leverage on its current client database to grow its business further by changing the way they seek for new clients (they were unwilling to divulge these new strategies). This, however, shows me that the company is one that is proactive and aware of the challenges it faces thus making me conclude that they will be in the South Florida marketing agency for a long period to come.

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