Provenance Digital Media has announced the launch of its new agency. The company uses an innovative combination of social media and search marketing to establish client’s diversified presence on the web.
The new agency takes its name from the word, “provenance,” a word associated with beginnings, as it applies to the company, the beginning of an idea. The company believes that if you want the same results as everyone else, you do the same things everyone else is doing. But if you want to lead the pack, you should be the first to try new things.
The strategic, creative and production processes are often a mystery to most businesses. “We wanted to pull back the curtain and invite businesses to see what happens, from start to finish,” says CEO Andy Evans.
The word provenance is defined as ‘the origin of something’ or ‘the moment that something springs into being.’ Evans says it captures the essence of the birth of an idea and the need to nurture it to become effective. “We’ve assembled a team of top talent and created a method that cultivates an online presence that yields outstanding returns,” says Evans.
Chief Operations Officer, Jason Hill displays hand drawn lettering and pencil sketches of the brainstorming session for the company logo. Provenance plans to issue a new business card each week showing the next iteration in the logo’s creation. “At the end of the logo project, we’ll have a series of cards that we can use to demonstrate an inspiring creative process,” says Hill.
Hill says that the Provenance web site will demonstrate a key element of the company’s methodology, user experience. He states that it’s all about creating an online experience that is satisfying to the user. “User experience is about optimizing the usability of the graphic interface, organization of the content, presentation of the information, intuitive navigation, an effective feedback loop and more,”
Hill explained. He says each visitor will be able to customize numerous aspects of the web site to make it uniquely his or her own. Chief Strategic Officer, Scott Schablow, says that strategy and usability go hand in hand with today’s new marketing focus: social networking or as he prefers to say social communications.
Schablow says they intend to make good use of social communications for Provenance as a means of demonstrating how starting conversations with customers and developing relationships online is a cost effective way to grow business. “We have seen a continuous stream of businesses coming to us saying that they know in this economy they know that they need to move more dollars into digital marketing but they’re unsure what would be best for their business.”
Schablow is well versed in the social communications world, admitting to belonging to many dozens of social networking communities. He says you have to join these groups and become active in them to know the culture of each one. Only then can you advise a client which ones hold potential and recommend what level of participation would be welcomed. “Members of social networks want companies to be sincere, transparent and to provide value to the community,” says Schablow.
Another key element in the principles of Provenance is search marketing. “The website, blog or podcast won’t serve much purpose if there is no traffic to it,” says Stacey Hood, Director of Search Marketing. “We have advanced techniques and analytics to know where your customer is on the web and how we can get them to your site.”
Hood added, “In the new business world, agencies must offer this service as part of its menu of services or get left behind; we, as an agency, can no longer lead with other mediums such as print, broadcast…what have you. We must lead with interactive and that’s what we’re offering to our clients, the whole new web experience that includes search and social marketing….THAT’S what we’re leading with.”
“We are launching with no logo, no brand package, and no website.” says CEO Andy Evans. “Every step in the building of the company will be a case study and proof that search and social media can and does work.”
Provenance Digital Media (provenancedigital.com) is a collaboration of four principles: Andy Evans and Jason Hill, formerly of Man in the Maze Marketing; Scott Schablow, former VP of Interactive for Birmingham-based ad agency, Luckie and Company and founder of interactive agency, Schablow/Beaumont; and Stacey Hood a successful interactive and search marketing consultant with over 10 years of experience. In addition, Provenance Digital employs several designers and developers with expertise on the local and national level.
Provenance Digital Media is located at 424 Lorna Square in Hoover, AL.