Grayscale 101

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Culture

Hello and welcome,

 

It is with great pleasure that I welcome you to the Grayscale Marketing family! I'm very excited to have you on board with us! We all think you will be a perfect addition to our team. 

I wanted to take a moment and write a letter so each of you understand the culture we strive for here at Grayscale, my expectations of all of you, and why it's so important to me. 

We are trying to create something very special here and you get to part of that. We're building the type of agency where people want to come to work, and are proud and grateful that they get to. A place where they can't wait to tell their friends and family the creative projects they're working on and the fun things we do as a team. A place filled with learning, sharing, passion, laughter, respect, and drive. A place were our staff loves and respects each other, where they are friends and hangout together, learn together, grow together, work hard together, and accomplish goals together. A place that communicates clearly, has transparency, holds each other accountable, and is supportive in addition to maintaining a very high capacity and standard of work.

We're building a place where we sincerely value the relationships we have with our clients and strive to be as impactful for them as we possibly can. A place where if we put our names on something that we own that. That if we do a job, we do it to the absolute best of our ability. A place where people are encouraged and rewarded for speaking up and contributing ideas. I'm a firm believer that if each of us do our part, support each other, communicate clearly, have fun, and strive for greatness doing something we're passionate about then we can accomplish our goal in creating the most impactful agency on the planet. The ways we do that are diverse and intentional. From the ways we hire, the ways we train, the ways we communicate, and the ways interface with each other and our clients is all focused on our values and habits to help us accomplish our mission.

That poses the question, what does "the most impactful agency on the planet" mean?

im·pact

noun

/ˈimˌpakt/

​ 1. the action of one object coming forcibly into contact with another.

verb

/imˈpakt/

  1. come into forcible contact with another object.

  2. have a strong effect on someone or something.

 

 

Simply, what it means to me is that we leave every client, teammate, and person we encounter better than we found them. That we live and work by the Platinum Rule. We've all heard of the Golden Rule, "Do unto others as you would have them do to you." In other words, treat other people, in business and in life, the way you yourself would want to be treated. I feel that if we are intentional and strive to be better versions of ourselves everyday then we can always push toward the Platinum Rule, Do unto others as they would want done to them. 

 

The culture of our company is something I value greatly and protect. It includes all the aspects I mentioned above and more practical details below. 

 

At Grayscale we believe that the culture of the company is the most important aspect in helping us and our clients be successful. I’ve spent countless hours developing the basics of who we are at our core as a company, how we treat each other and our clients, as well as the type of team mates we search for here at Grayscale. Each teammate hired, to us, is not just a skill set needed to add to the team, but a person with values who works hard, is emotionally intelligent, kind and truly a good fit. 

 

Below are a few of our company habits, behaviors, and values that help us to be impactful. Each team member is expected to know and understand these habits and values. We speak in detail about them often, reference them daily, and use them to ensure our actions match our mission. 

Company Habits

  • To be unclear is to be unkind. 

  • Continuous Learning

  • Love What We Do

  • Having Fun

  • Be Yourself

  • Celebrating

  • Create Fearlessly 

  • Networking and Building Relationships

  • Respect

  • Team Building

  • Make it Happen

  • Competition

  • Develop Leaders

  • Uplift Others

Company Behaviors

  • Positive Attitude

  • Integrity

  • Focused Activity

Company Values

 

  • Fairness, Respect and Honestly

  • Platinum Rule: We treat others better than the way they want to be treated

  • The right thing to do is, "never-not", the right thing to do

 

 

We are incredibly grateful to have you personally join the team, as well be able to add your skills and experiences to round out the team and head towards sure success! 

 

We very much look forward to working with you. 

 

Warm Regards,


 

Tim

Gray

Company History

The year was 2015, and our founder Tim Gray was feeling the marketing burnout. The frustration didn’t stem from the avalanche of work or any lost love for marketing.  

 

Instead, his frustration sprang from seeing his clients overspend for marketing services and not getting the type of results he thought possible.  

 

He had been hiring different social media and digital marketing companies around Nashville to help the clients at his artist management firm, Grayscale Entertainment.

 

Agency after agency. Month after month. His clients were receiving a lot of “digital management,” yet very little marketing was actually happening, and they were suffering for it. He knew it could be better.  

 

After countless hours of research, taking phone calls and reading one fluffed-up case study after another, he was led to a disappointing conclusion: Each agency spent their time and his client's money, talking at online fans and followers, not with them. How could this convert anyone to care about any brand?  

 

Undeterred, he decided he would simply build a better way. Grayscale Marketing was born!  

 

The plan was to stay focused on the social aspect of marketing and simply apply human nature to the mix. This, along with powerful data, a gift for communication and great content could make a difference.  

 

The idea was simple:

  • Provide double the marketing results for half the price

  • Drive real customer/fan engagement

  • Show provable results consistently

  • Treat each client's business as his own

 

Essentially, he would build a team that would go the extra mile and provide the ROI he was seeking for his own clients. Then, he would offer it to the wider market.  

 

Within the first three months of doors opening, the agency was nominated for a Facebook Advertising Award. GSM took an unsigned country music artist with a limited budget of $15 a day and created a Facebook video ad that has driven over 100,000,000 views, 94,000 likes, 475,000 shares and counting!

 

Over the past three years, the company has expanded to offer experiential marketing, event activations, video production, custom animation, graphic design, branding, publicity, public relations and more. The goal is to provide the best services and results not just in entertainment, but in any category.

Company Structure

 
 

Culture

Hello and welcome,

 

It is with great pleasure that I welcome you to the Grayscale Marketing family! I'm very excited to have you on board with us! We all think you will be a perfect addition to our team. 

 

 

I wanted to take a moment and write a letter to each of you so you understand the culture we strive for here at Grayscale, my expectations of all of you, and why it's so important to me. 

 

 

We are trying to create something very special here and you get to be a part of that. We're building the type of agency where people want to come to work and are proud and grateful that they get to. A place where they can't wait to tell their friends and family the creative projects they're working on and the fun things we do as a team. A place filled with learning, sharing, passion, laughter, respect, and drive. A place where our staff loves and respects each other, where they are friends and hang out together, learn together, grow together, work hard together, and accomplish goals together. A place that communicates clearly, has transparency, holds each other accountable, and is supportive in addition to maintaining a very high capacity and standard of work.

 

 

We're building a place where we sincerely value the relationships we have with our clients and strive to be as impactful for them as we possibly can. When we put our names on something, we own it. When we do a job, we do it to the absolute best of our ability. This should be a place where people are encouraged and rewarded for speaking up and contributing ideas. 

 

I'm a firm believer that if each of us does our part, supports each other, communicates clearly, has fun, and strives for greatness doing something we're passionate about then we can create the most impactful agency on the planet. The ways we do that are diverse and intentional. From the ways we hire, the ways we train, the ways we communicate, and the ways we interface with each other and our clients, everything is focused on our values and habits to help us accomplish our mission.

 

 

That poses the question, what does "the most impactful agency on the planet" mean?

 

 

im·pact

noun

/ˈimˌpakt/

 1. the action of one object coming forcibly into contact with another.

 

verb

/imˈpakt/

  1. come into forcible contact with another object.

  2. have a strong effect on someone or something.

 

 

Simply, what it means to me is that we leave every client, teammate, and person we encounter better than we found them. That we live and work by the Platinum Rule. We've all heard of the Golden Rule, "Do unto others as you would have them do to you." In other words, treat other people, in business and in life, the way you would want to be treated. I feel that if we are intentional and strive to be better versions of ourselves every day, then we can always push toward the Platinum Rule, Do unto others as they would want done to them. 

 

The culture of our company is something I value greatly and protect. It includes all the aspects I mentioned above and more practical details below. 

 

At Grayscale, we believe that the culture of the company is the most important aspect in helping us and our clients be successful. I’ve spent countless hours developing the basics of who we are at our core as a company, how we treat each other and our clients, as well as the type of team mates we search for here at Grayscale. Each teammate hired, to us, is not just a skill set needed to add to the team, but a person with values who works hard, is emotionally intelligent, kind and truly a good fit. 

 

Below are a few of our company habits, behaviors, and values that help us to be impactful and stay on course. Each team member is expected to know and understand these habits and values. We speak in detail about them often, reference them daily, and use them to ensure our daily actions match our mission. 

 

Company Habits

 

  • To be unclear is to be unkind

  • Continuous Learning

  • Love What We Do

  • Having Fun

  • Be Yourself

  • Celebrating

  • Create Fearlessly 

  • Networking and Building Relationships

  • Respect

  • Team Building

  • Make it Happen

  • Competition

  • Develop Leaders

  • Uplift Others

 

Company Behaviors

 

  • Positive Attitude

  • Integrity

  • Focused Activity

 

Company Values

  • Fairness, Respect and Honesty 

  • Platinum Rule: We treat others better than the way they want to be treated

  • The right thing to do is, "never-not", the right thing to do

 

 

We are incredibly grateful to have you join the team and add your skills and experiences.

 

We very much look forward to working with you. 

 

Warm Regards,

 

 

 

 


 

Tim

Gray

Company History

The year was 2015, and our founder Tim Gray was feeling the marketing burnout. The frustration didn’t stem from the avalanche of work or any lost love for marketing.  

 

Instead, his frustration sprang from seeing his clients overspend for marketing services and not getting the type of results he thought possible.  

 

He had been hiring different social media and digital marketing companies around Nashville to help the clients at his artist management firm, Grayscale Entertainment.

 

Agency after agency. Month after month. His clients were receiving a lot of “digital management,” yet very little marketing was actually happening, and they were suffering for it. He knew it could be better.  

 

After countless hours of research, taking phone calls and reading one fluffed-up case study after another, he was led to a disappointing conclusion: Each agency spent their time and his client's money, talking at online fans and followers, not with them. How could this convert anyone to care about any brand?  

 

Undeterred, he decided he would simply build a better way. Grayscale Marketing was born!  

 

The plan was to stay focused on the social aspect of marketing and simply apply human nature to the mix. This, along with powerful data, a gift for communication and great content could make a difference.  

 

The idea was simple:

  • Provide double the marketing results for half the price

  • Drive real customer/fan engagement

  • Show provable results consistently

  • Treat each client's business as his own

 

Essentially, he would build a team that would go the extra mile and provide the ROI he was seeking for his own clients. Then, he would offer it to the wider market.  

 

Within the first three months of doors opening, the agency was nominated for a Facebook Advertising Award. GSM took an unsigned country music artist with a limited budget of $15 a day and created a Facebook video ad that has driven over 100,000,000 views, 94,000 likes, 475,000 shares and counting!

 

Over the past three years, the company has expanded to offer experiential marketing, event activations, video production, custom animation, graphic design, branding, publicity, public relations and more. The goal is to provide the best services and results not just in entertainment, but in any category.

Company Structure

The company is divided into two divisions, Arts & Entertainment and Brands. 

Arts & Entertainment:

Focus is on entertainment clients, including artists, bands, music festivals, music venues, music industry, Music cruises, tours, influencers, and sponsorships. 

Brands:

Focus is on corporate brands, non-profits, and small businesses. 

TIM GRAY

C.E.O.

ROBERT HAMM

C.O.O.

MATT ALESE

LEAD PROJECT MANAGER

 

LIZ MCCORMICK

PR & PUBLICITY

JORDAN FORMOSA COPY & ENGAGEMENT

TIM GRAY

TRAINING, HR, CREATIVE STANDARDS, WEB DEISGN, MEDIA BUYING

BRIDGETTE MCAULIFFE COPY & ENGAGEMENT

AMY RAIDEL

ADVERTISING & INTERN COORDINATOR

KATHARINE DUCKWORTH

GRAPHIC DESIGN

CARSON GREENWAY

GRAPHIC DESIGN

RICHARD ROBERTS

GRAPHIC DESIGNER

INTERNS

Project Manager: Responsible for client -facing interactions, project oversight, business development, and ensuring we deliver work on time and correctly.

Assistant Project Manager: Assist Project Manager in daily duties, keep track of client calls, schedule, write client call agendas and client follow up emails, handle client copy. 

Research & Engagement: Responsible for client customer service, fan / page growth, research, engagement, and reporting.  

Graphic & Video Design: Responsible for the creative needs of each division. Design and edit images, gifs, videos, advertising, as well as photography, and original content.  

Advertising: Responsible for creating, launching, managing, budgeting, optimizing, and reporting on all digital advertising. 

PR & Publicity: Responsible for researching, and managing all press outlets, writing releases, coordinating press releases, strategy, and followup on all press related projects. 

Copy Writer: Responsible for writing all social media copy, understanding brand voice, writing blogs, and supporting PR and Publicity.

Interns: Responsible for learning and contributing in many ways but mainly supporting the team while gaining real world agency experience. 

 

Navigating Grayscale

TOP FLOOR

BOTTOM FLOOR

Company Services

What we do:

 

We grow businesses by providing a simple one-stop solution for all their communication and marketing needs. We accomplish that by utilizing a proprietary process called "IMPACT" which relies on advanced analytics, human behavior and cutting edge technology to help our clients increase profits, gain exposure, and save time.

We combine SEO, PR & publicity, traditional & digital marketing, advertising, content creation, media buying and social media management under one roof. This allows us to ensure our clients' campaigns are successful, help them attain their goals faster and within budget. 

Our "IMPACT" system is a cutting edge all inclusive program that streamlines the communication process to save time, provides increased brand clarity, awareness,  consistency, efficiency, and effectiveness, while increasing profitability. 

 I.     Integrated

 M.    Marketing

 P.     Process

 A.     Advanced

 C.    Consumer

 T.     Targeting

Grayscale's "IMPACT" system is the definitive integrated marketing solution for any business. 

Services:

Social Media
PR
Digital Marketing
Animation
Content Creation
Design
Publicity
Websites
Sponsorships
Brand Activations
Advertising
Explainer Videos
Media Buying
Traditional Marketing

Company Process

Glossary

 

Below is a glossary of terms commonly used around the office. Familiarize yourself with them. 

49/51- The concept that in all relationships, rather than it being 50/50, things are generally 49/51-- one person is slightly more “on top of things” than the other. We want to always be in the 51 in our relationship with clients.

 

Asana-  Asana is a task management software we use to keep track of what we need to do for each client.

 

Content Profile- Our brand bible for each client. This is the rulebook for how the content should look and sound for every client.

 

Customer Persona- A description of a real or hypothetical customer for each client. We create content and make decisions with this target market in mind.

 

Customer Path-  Customer path is the story of the relationship between a consumer and a company. It is a consensus of the touchpoints between a brand and a consumer, starting with them becoming aware of their need or the brand, and continuing through beyond the purchase experience.

 

DS - Discovery Survey. The discovery survey is our opportunity to ask questions in order to understand the ethos of a brand. This is sent simultaneously with the RFAC and LOA.

 

Family Room- Our communal meeting space. The room with the dining room table when you first walk in through the front door. War Rooms and Team Education take place in here.

 

Golden Rules- Tim’s video series in which he interviews powerful and interesting people in the music business around town.

 

Hey Orca-  A social media calendar and planning platform that allows to plan content, receive approval from clients and time publishing.

 

HIA- The Hemp Industries Association, one of our biggest clients. It’s rope, not dope.

 

LOA- Letter of Agreement- After the client has approved the proposal, this the official start of business between Grayscale and a client. This is sent simultaneously with the RFAC and DS.

 

Mundane- Our very own magazine.

 

RFAC - Request for Assets and Credentials. This is a document that formally requests all brand elements, logos, photos, and login credentials from a client. This is requested simultaneously as the Letter of Agreement and Discovery Survey are sent.

 

Strategy Map- The three month strategy for direction of resources and content creation, developed following a War Room.

 

Team Education- Weekly meeting that takes place on Thursday mornings in the family room. We use this time to learn, grow, and connect as a team and as professional learners. Come ready to participate!

 

War Room- The brainstorming process involving the Project Development member who signed the client, the lead Creative, and the Project Manager all gathering for a whiteboard session to dissect and diagnose the project needs. This directly leads into the creation of the 3 month strategy.

 

WOMP- “What’s on my plate” If someone in the office (likely Robert) asks you to tell him/her your “WOMP”, they’re asking to know what you need to get done that day.

Onboarding Process

This is a quick overview of our client on-boarding process. You will have a chance to participate in it before long. It is still important to learn it know so that you can contribute when the time arises. 

We will be judged by every single aspect of our work.  When a client is up for renewal every dropped ball, every missed opportunity and stumble on our part  are brought to mind. By building and maintaining a solid process to easily and comfortably onboard a client we begin our relationship with confidence.  During this, the most important, time we will either instill trust and faith in our abilities or we will set the client up to think we are incompetent.

|  Pitching

In the pitching phase, the goal is to know enough about the client to be able to offer the best services for them and to begin to understand how they operate.

  • Pre-Call Research

    • Before the initial conversation between Grayscale and the potential client, the first section of the Research Pathway, titled “Client History" (Before initial call should be completed)

This will include a brief competitive analysis and an overview of their social media

  • Proposal Drafting

    • Step 1 - Using the information from the Pre-Call Research and the meeting or phone call with the potential client, we will draft a proposal outlining the services we feel the client needs for success

    • Step 2 - We will send the proposal to the client for review and then organize a call to walk the client through each section and answer questions

    • By the time a proposal is approved by the client, a project manager should be assigned to the client


 

|  Discovery                

The discovery phase is all about learning as much as possible about the client. We need to understand what they do, where they do it, and what they are not doing.

  • Letter of Agreement

    • Before anymore time is spent, a letter of agreement is drafted and sent to the client to be signed. This is the contractual green light to treat this client as our own

  • Discovery Survey

    • Using the knowledge you have gained from your conversations with the client and the research the team assembles, we will will craft a Discovery Survey [DS]. The point of this DS is many fold:

      • It solidifies statements from the client. Repetition is our friend!

      • It gives us an opportunity to ask thoughtful questions that would be difficult for the client to answer in real time

      • It illustrates to the client that we are taking the time to really get to know them and their needs

  • Request for Assets & Credentials

    • The RFAC  will outline all of the assets we require to begin work for the client. Logos, logins,  photos, videos, etc…

    • The RFAC and Discovery should be viewed as two sides of the same coin, both getting at gaining insight from the client, but without redundancy

    • The LOA, DS, and RFAC are all to be serviced at the same time

  • Research Pathway

    • Before the DS and RFAC are returned, the remainder of the Research Pathway should be executed. However, after these documents are filled out, the Research Pathway should be revisited and revised

 

|  Strategy Mapping                                                                                                                                                                   

Once we have secured the client we will need to draft a precise strategy.

  • War Room

    • The Project Development member who signed the client, the lead Creative, and the Project Manager will all gather for a whiteboard session to dissect  and diagnose the project needs.

  • Research Pathway

    • The Customer Persona and Customer Path sections should be completed following the war room

  • Content Profile

    • The content profile for the client can be completed following the war room

  • Customer Service Handbook

    • This is an internal document that gives the guidelines of how we interact with fans on social media

  • 3 Month Strategy Map

    • This will become our codex for the project. The client will review and approve, we will live and breathe it. We will repeat this process every 3 months.

    • From the War Room session we will produce a 3 Month Strategy Document that bullet points and explains what we will be doing. The client has to approve this before the work even starts. The Project Manager will use this to ensure we are on track with the work.

 

|  Checklist

  • Pre-call, Research Pathway

  • Call

  • Begin on Research Pathway?

  • Draft Proposal

  • Send Proposal To Client

  • Client Approve Proposal

  • Assign to Project Manager

  • Draft Letter of Agreement

  • Draft Discovery Survey

  • Create Client specific phone number and Google Drive Folder (linked in Request for Assets)

  • Draft Request for Assets

  • Send Letter of Agreement

  • Send Discovery Survey

  • Send Request for Assets

  • Sign Letter of Agreement

  • Complete Discovery Survey

  • Complete Request for Assets

  • Complete Social Media Audit, Research Pathway

  • Complete SEO Research, Research Pathway

  • Complete Competitor Analysis, Research Pathway

  • Complete Customer Persona, Research Pathway

  • Complete Customer Path, Research Pathway

  • War Room

  • Draft 3 Month Strategy Map

  • Send 3 Month Strategy Map

  • Create client HeyOrca Account

  • Set up Agency Analytics

  • Schedule weekly client call

  • Create Brand Book

  • Create Engagement Handbook

  • Approve 3 month strategy