Company: OuterBox
Company Description: We’re a full-service digital marketing agency offering the best in website design, SEO, paid search marketing, and more. Our teams work together, creating synergy in marketing campaigns, and helping brands to get the most out of their website every day.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year
 Nomination Title: After OuterBox Acquires TopSpot: Marketing Moves Quick to Fuel Growth And Smooth Transitions
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's achievements since January 1 2023, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department: history and past performance (up to 200 words):
Total 200 words used.
Growth is essential for long-term business success but is a significant challenge. Sustainable scaling requires strategic decisions and strong partnerships. An effective digital marketing agency offers this to clients; however, who's to say that agencies can't do that for themselves?
The right marketing approach must attract new clients and enhance the ability to serve and retain current customers. OuterBox, a digital marketing agency based near Akron, Ohio, knew this when looking to acquire an agency to scale operations. Enter Houston-based TopSpot. Both agencies share similar digital marketing approaches focusing on achieving strategic growth for clients. The companies were of comparable size with tenures of over 20 years and shared similar customer service and internal culture values.
Starting in June 2024, these companies merged to offer a comprehensive suite of services, including SEO, paid media, conversion optimization, email marketing, analytics, and web development. In six months, the combined organization achieved a 5% growth in revenue. This growth is due in no small part to the internal marketing teams who came together as one—fast.
The internal marketing team needed to go further than acquiring new leads. It had to communicate clearly with team members and customers to help these companies merge smoothly.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2023 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
A team of three TopSpotters and two OuterBoxers collaborated to create marketing efforts to educate customers about the merger’s benefits and introduce the combined organization to potential clients.
Overall Marketing Revenue: The team's pre-merger goal of $1.5 million in new sales from marketing remained post-merger but exceeded expectations, totaling $1,749,762.62, an increase of 29% from last year.
Paid Media Performance: Practicing what we preach to our clients, we kept a hands-on approach to our paid media and utilized our in-house experts. We saw a 658% return on ad spend—spending $88,100.55 to make $579,917.58.
Social Growth: To create a combined brand presence on social media, we made a campaign to inform existing followers of the merger through articles and videos followed by posts encouraging TopSpot followers to follow OuterBox. On LinkedIn alone, OuterBox gained 830 followers from the merger announcement to the end of the year. Total impressions for the year hit 192k.
Client Retention Events: We held four events to educate current customers on organizational changes and new offerings, including a fireside chat with the combined leadership team. Attendance at these events totaled 421 registrations and 251 attendees.
Content: The team maintained new content and SEO optimizations to both websites as branding discussions kicked off. We created videos and articles to introduce email and CRO services not previously offered to TopSpot clients. OuterBox, which has a large industrial B2B clientele, received industry-related content. The OuterBox conversion rate rose 3% over six months.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 243 words used.
Navigating significant change means stepping into new territory, where effective messaging and clear priorities help chart the course. Regardless of the transition, operations must continue without losing focus on the daily needs of teams and customers. Mergers require seamless people, technology, and strategy integration to maintain and enhance efficiency. Disorganization can creep in with multiple initiatives unfolding simultaneously, but clear communication helps internal teams and customers stay on track.
The marketing team's leadership was key in setting the pace for impactful change. Both teams aligned quickly on a four-pronged approach to marketing goals: lead generation, customer retention, and education, and equipping teams with resources for client communication. Providing targeted assets related to the merger and new services ensured consistency and clarity. While branding takes time, maintaining a unified message is critical to minimizing confusion and sustaining lead generation.
While most mergers see one company absorbing another, it was imperative to the leadership team that this merger shined as a true partnership. That meant waiting on sunsetting TopSpot’s digital real estate and gradually adding merger messaging instead. Leadership sent personalized emails to clients ahead of the press release. Adding content educating TopSpot legacy customers on OuterBox’s services created more trust amongst the client base, a large portion having been with the agency for years. Meanwhile, legacy OuterBox inherited new analytics capabilities, content tailored to the industry, and digital marketing news and guidance.
This five-member team faced these challenges while exceeding revenue goals by 29%.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 79 words used.
Merger Announcement Blog and Video, which offered more information and insight into the culture than the press release: https://www.topspot.com/blog/2024/06/topspot-merges-with-outerbox/
Fireside Chat Event Video and Blog, which expanded on the initial merger announcement content to give insight into how Outerbox, by example, navigates change for business growth: https://www.topspot.com/blog/2024/08/navigating-change-insights-on-business-growth-and-evolution-from-the-outerbox-leadership-team/
Samples of social posts featured on TopSpot to move followers to OuterBox:
https://www.linkedin.com/feed/update/urn:li:activity:7234586629850423297
https://www.linkedin.com/feed/update/urn:li:activity:7238933857029308417
| Attachments/Videos/Links: |
|---|
|
