These days, Vanguard refers to our technology offerings as “digital solutions.” After years of searching to understand where we might fit in to this emerging business space, we’ve built an in-house digital agency called VGD. Rather than simply building websites or performing other technology-based development work, we are now able to offer our clients a rich selection of campaign-based programs, custom-built and tailored to the client’s needs and budget.
And, yes, they are typically integrated with print. A campaign might start with both emails and direct mail, inviting the audience to participate in a social campaign. That social campaign might run on Facebook or Instagram for several weeks, creating interest in our client’s products or services, and drive readers to a landing page, which captures valuable data. That landing page then directs the audience to the client’s website for more information. Whether the client is trying to drive awareness or a purchase, we are capturing all of the audience’s digital activities and reporting them to the client on a weekly or even daily basis.
The execution of this type of campaign work has many deliverables but also requires the foundation of a sound and integrated strategy. Moving from traditional execution up to the strategic space has been a transformative shift in what defines us. And while the technologies we use are important, it’s the ideas we have that distinguish us from our competition. Technologies and platforms continue to come and go, but it’s how we leverage them for our clients that creates and adds value.
What’s needed to achieve this? In order to stay relevant to our clients, we have to have the right talent and subject matter expertise. Our clients need our expertise to properly navigate through the fast-paced, digital revolution we are entrenched in — whether it’s a project that requires creativity or utility. This requires investing both time and financial resources.
I can’t remember the last print sales call I went on, but our clients are happy to meet with me to explore how digital solutions can help them. It’s gratifying to feel needed again.
