Rob Kane, President
Sparxoo is Tampa Bay’s leading digital marketing agency that creates high-performing marketing campaigns and websites that help clients accelerate their business growth. Founded in 2010, the company addresses each client's unique requirements and combines creativity with strategy to deliver customized solutions for lasting impact.
Sparxoo’s offerings can be broadly classified into three areas based on the prevailing market needs: branding and creative, website development lead generation. Setting itself apart from traditional marketing agencies, Sparxoo is also a nimble organization with a unique team structure, providing clients access to its in-house team of experts across strategy, storytelling, experience, and performance. “As a proactive agency with proven marketing frameworks and processes, we see ourselves as a team that integrates strategic thinking and creative ideas with our clients,” says Rob Kane, president of Sparxoo.
Sparxoo possesses a unique framework molded from its founder, David Capece’s, experience of branding some of world’s largest organizations and perfected through the company’s decade-long stint in business. From a strategic point of view, Sparxoo takes a step back and evaluates whether there’s a clear value proposition, well-defined audience(s), and key differentiators along with substantial proof points to validate them. Prior to working with clients, Sparxoo conducts a competitive study and strategy session to discuss these points and map them to different explorative territories. Sparxoo also ensures that clients are positioned based on their customers’ touchpoints and needs, resulting in the most effective branding and positioning.
Sparxoo’s extensive clientele includes Fortune 500 firms as well as small and mid-sized companies, including Tech Data, Amalie Motor Oil, and The Tampa Bay Chamber, to name a few. Kane mentions that each organization's pain points vary depending on their position in the business life cycle and their organizational size. Large enterprise clients often contact Sparxoo with specific projects such as rebranding or repositioning in the market, while small and medium-sized businesses often look for a longer “agency-of-record” relationship.
The typical client onboarding process starts with a research and discovery phase, where they realize clients’ challenges and provide illustrative examples from like-minded companies and competitors. The next design and content creation phase typically follows and includes working on messaging and creative options that will be tested with the clients’ core audiences to understand which is resonating best.
As a proactive agency with proven marketing frameworks and processes, we see ourselves as a team that integrates strategic thinking and creative ideas with our clients
Once finished, they rigorously test messaging and creative and deploy the go-to-market strategy, providing clients with the strongest brand components to connect with their audience.
What really sets apart Sparxoo from its peers is not one but a unique combination of many factors. One of the key differentiators is its people. Being the first LGBT-certified business in Tampa Bay through NGLCC, Sparxoo embraces diversity through its tight-knit team of talent. “Our employees each have a badass skill that they bring to our team that makes our sum greater than our parts and provides a truly diverse perspective,” explains Kane.
With innovation at its core, Sparxoo also owns spinout firms, complementary to its digital agency. Sparxoo Studios is a full-time video and photo production company that has successfully completed a wide range of portfolio-worthy work from six-figure video productions to corporate animated explainer videos for some of the world’s largest companies. Sparxoo X, Sparxoo’s most recent venture, allows Sparxoo to place fractional CMOs within organizations that are looking for senior-level marketing strategy without the large salary commitment. Lastly, Sparxoo has a homegrown creative project management platform, CROOW, that gives agencies and creatives the ability to digitally collaborate with clients, manage the feedback process and get more done. The platform also provides numerous features helpful for scaling an agency or creative business from time tracking to stock photography.
Highlighting the efficiency of Sparxoo’s collective offerings, Kane cites an instance wherein the company has helped a leading tech provider in the U.S. that had not systemized its new business pipeline. Sparxoo began with understanding how to position the brand in the market for their key audiences, including the content to reach customers on social media platforms even after work hours. Sparxoo also figured out the reporting needs and how to follow leads to truly measure ROI in an automated and scalable way. Utilizing its technical expertise, Sparxoo streamlined the client's data and reporting process to know whether the customer came in through this campaign or a third-party campaign, thus assessing which marketing tactics worked and which did not. As for the results, Sparxoo’s client reduced their cost per lead from over $200/lead to $60/lead while generating a multimillion-dollar return through closed deals.
With the current pandemic, Sparxoo has accessed a diverse talent pool and created a unique work environment by transitioning to a fully-remote team. The company believes that the future is video content and plans to double-down efforts on the storytelling and dynamic content to further support client needs and reach new audiences. "We strive to create high-quality content at a reasonable price for our clients and are focusing on how that can be even more scalable and impactful in the future,” concludes Kane.