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“Standing strong at 8, we continue to accelerate. That’s Verafede.”
Verafede Inc. announced its transformation into an Integrated Marketing Communications (IMC) agency on its 8th anniversary, February 8, 2022.
The transition from below-the-line (BTL) marketing into IMC has led to improved efficiency for creating effective campaigns that stand out.
Verafede brands itself in “crafting strategies, rendering design, planning, production management, and execution of experiential marketing programs” in the journey of expanding in the creative marketing space.
Presently, Verafede’s status has not only acclaimed its brand recall, but has also opened up endless possibilities through creativity and innovation.
A glimpse: from BTL to IMC
The launch of Verafede came about as a result of BTL marketing, allowing brands to focus on specific audiences to generate more touchpoints and greater brand awareness—a call to action; a sense of building relationships with customers.
Verafede has been at the forefront of doing so by starting with events and activations primarily catering to fast-moving consumer goods (FMCGs); fintech companies, business process outsourcing (BPO) companies; and other corporate clients.
Veanney, Chief Operating Officer of Verafede, describes its adjustment from below-the-line direct marketing to a more accessible, omni-channel, and effective campaign strategy that could impact a larger audience.
“We were already in the process of creating a digital parallel of our below-the-line services. It was just a matter of execution and the readiness of our clients.”
“At first, a few of our more traditional clients were hesitant about the changes but the pandemic made it imperative given the quarantine restrictions in the Philippines. Our overseas clients have not been affected at all since we have been servicing them remotely since 2017,” Veanney said.
The marketing firm’s development has led to opportunities that resulted in its initial specialization in events management, brand activation, and design.
Likewise, Verafede was soon engaged with different industries for trade marketing and sales promotion. Trade audits, market research, and promotional activities were pivotal in advancing service integration.
Veanney went on to say, “With these services, we needed a lot of creative work which we were outsourcing at the time and had a lot of production requirements as well.”
Verafede eventually developed widespread engagement and enhanced outcomes.
Now, with the presence of technology, eclectic marketing campaigns have traversed to what has been an advantage for brands and audiences.
And in today’s marketing climate, said campaigns have then been aligned with IMC to maximize results.
IMC is the process of gathering, assessing, and presenting different communication tools to make a desired impact on clients’ and customers’ perceptions and behavior. The goal is to amplify one’s message across numerous channels through compelling messaging.
“Over the years, we have grown with our own strategy, creatives, and production team while we explored social media and other digital marketing services,” Veanney continued.
Same sphere, just reimagined
Similar to its careful growth, Verafede has expanded its service to individuals and MSMEs after previously serving only large corporations.
But then came a time when several tech and BPO companies that needed integrated marketing services tapped Verafede to assist in executing their BTL activities. Verafede’s experience in the marketing space proves this.
“We were able to launch a brand and create a strategic and effective awareness campaign through multiple channels which resulted in their 400% growth in terms of geographical coverage,” Veanney shared.
Providing a consistent and powerful campaign via communication methods contributes to Verafede’s robust marketing execution.
“We revisited our past projects and recognized that we have already evolved into an integrated marketing communications firm with the expertise we developed through training and experience,” she added.
In addition to asserting Verafede’s position as an IMC company, it links its previous positioning as a “designer of exciting experiences”, which makes it more logical that Verafede’s services create experiences worth remembering throughout its existence.
Hardwork = Heartwork
Veanney ensures that in every project, proper planning is done by creating step-by-step walkthroughs to make sure projects run smoothly.
Verafede takes pride in delivering the following top-notch, comprehensive strategies:
- Outsource Marketing Communications Team
- Virtual and face-to-face event management
- Digital campaigns
- Creative and production services
- Social Media Content Management
- Trade Marketing and Reseller Programs
- In-store and online brand promo and activations
IMC is critical to being successful in a competitive market—and in this case, it inspires a desire for product differentiation and fostering brand loyalty. Not only is IMC more cost-effective for brands than single channels with different agencies but it also makes campaigns and communications more cohesive making a better impact on the brands’ target consumers.
As Verafede enters its eighth year in business, it continuously provides its clients with a variety of marketing communication functions by establishing a connection between marketers and consumers, for instance.
Using well-coordinated messaging and creativity, the company shines through the hard and heart work it puts into its marketing campaigns.
“The transition felt natural but we have since become more deliberate in our efforts to transform into a robust IMC firm,” Veanney concludes.
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Don Derek Rodrigo
Don Derek Rodrigo is a senior studying Communications at Malayan Colleges Laguna. An enthusiast of all forms of media and communication, he is passionate about writing, reading, social media, journalism, digital marketing, and photography, among many others!