Fastspot weaves a new design onto the Web
Lisa Cleary |
Tuesday, June 08, 2010
"Anything you can do I can do better."
That's the line spinning in the mind of Tracey Halvorsen, principal and creative director of Fastspot. More importantly, though, that's the main reason she established the interactive, technology-savvy marketing agency in 2001, right here in Baltimore. She recognized the need for the existence of such a company to do things right -- well, to do things better than right.
The ah-hah moment of the business? "I just realized that I was obsessed. I've always been an entrepreneur, someone who wanted to do my own thing," says Halvorsen.
Fastspot develops websites and marketing campaigns for clients seeking to take advantage of the ever expanding online and technology-driven world. But what makes them different from other national, and even global companies?
Well, in terms of Web lingo, Fastspot works with clients through two main applications, "BigTree" and "Denote." BigTree is the content management system for dummies, so to speak, a system that allows clients to easily manage website content. Denote is the electronic communication system that allows clients to send feedback to Fastspot via digital notes. Blend these applications together, and you've got the recipe that most Web developers don't -- attractive Web pages and easy Web page usability for clients.
"I love websites because all the data is captured. TV and billboard ads are not trackable," says Halvorsen. Websites allow Fastspot to monitor where users are clicking, or simply hovering over for that matter, as well as what types and how many users are visiting the site.
Though an attention-grabbing presence on the 'net is essential, a website is just the marketing cornerstone for savvy businesses. Fastspot develops and betters concepts like search engine optimization, Google ads, mobile apps, and blogs, enabling clients to aggressively reach consumers, or vice versa.
The firm's philosophy is that clients satisfaction is 100 percent guaranteed. That level of dedication to getting it right is why the company boasts a portfolio of clients like the American Beverage Association, Bucknell University, Under Armour, and The Smithsonian Institution, to name just a few.
"Tracey is smart and she's smart from several, crucial angles. She understands how technology can align with marketing strategy to meet business objectives," says Tom Rowe, director of Web marketing for Visit Baltimore. "The best technology and strategy will fall flat if you don't present the user with something creative and engaging."
Halvorsen understands her clients and their needs, mainly because she doesn't just talk the talk. With experience in designing and developing for the Web, she walks the walk, too. Perhaps that's why clients always walk away from Fastspot�satisfied, that is.
"We do great stuff and we get it done right. Our projects do not tank," says Halvorsen. "The most unique thing about me as a business owner is the level of customer service given to the clients."
"[Fastspot] has been part of putting us on the cutting edge of digital and social media for a DC trade association," says Tracey Halliday, director of communications of the American Beverage Association. Mary Francioli, director of development for The Family Tree chimes in, "We have a new face to the community. We are able to get our message out in powerful new way."
Satisfaction works both ways for agency and client. As Halvorsen explains, it's not uncommon for Fastspot to turn down an interested party if she senses toxic vibes, or a simple lack of respect from them. After all, a right fit is important, especially if the agency is to work with a company for months on end.
"We're very selective about who we talk [to]," says Halvorsen. "We will say no."
While she helms the firm, charting its course from one client to the next, don't call Halversen the president or CEO. She's quick to point out that the title screams "corporate" and "unreachable." Even though much of her work is that of a CEO�researching, proposal writing, landing new clients, or just keeping an eye on the big picture�Halvorsen prefers the quieter titles of "Principal" and "Creative Director."
Likewise, Halvorsen's avoidance of a bureaucratic-like work environment translates to her employees, who are a modest staff of ten.
Stacy Spakowsky, agency manager, explains that Halvorsen does not hire staff with a strictly defined position in mind. Instead, new employees are hired for their strengths, like their go-getting initiatives, and their positions develop as they learn and acquire new skills within the company. Spakowsky was drawn to Fastspot for its friendlier and more creative nature. "Tracey's open to everyone's ideas," she says.
Halvorsen aims to keep her employees, who are like her children, challenged and happy. And, at the end of the day, she wants them to have fun. Once a month, the Fastspot team gathers together for a movie, paintball round, or game of poker.
"A large part of creativity and energy is fostered through Fastspot's company culture and personality. Tracey has worked to create an environment where professionalism, creativity, and challenging oneself is expected, but so is enjoying working together and having fun," says Halliday.
So what does a CEO, er, Principal and Creative Director do in her spare time? "I get my enjoyment out of the simple things," Halvorsen says. You can catch her painting, enjoying time with her friends, family, or pets, or out-and-about in Baltimore grabbing a bite to eat at either Jack's Bistro or Woodberry Kitchen.
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Captions:
Photos by Arianne Teeple
Amy Goldberg, Principal & Agency Director beside Tracey Halvorsen, Principal & Creative Director
Awards won by Fastspot
A character study designed for fastspot when they were choosing a logo
Kim Koenig, Project Manager
April Osmanof, Designer & Producer, middle, and Meghann Harris, Design Intern, right
Amy Goldberg, Principal & Agency Director beside Tracey Halvorsen, Principal & Creative Director