"Hi Lily,

Great catching up with you today.  Regarding your question about ROI, the most recent explainer video you produced for us returned 10x, which was superior.  For reference, it outproduced our static assets by a 3 to 1 margin.  So, a huge win for us.

 

As a former Marketing VP with a penchant for statistical analysis, ROI is a topic that always interests me.  There are so many factors outside of your control that affect ROI (marketing media placement, target audience, timing, costs, attribution, etc.) that ultimately it is the customer’s responsibility. 

 

Your responsibility is to do a great job cost effectively.  To that end, there is a reason I have been using you at 3 different companies for over 15 years now.  Over that time, I have been with companies that had large internal production staffs and you are better than all of them.  A production/design professionals job is to understand the customer’s vision, project goal and then messaging goal to use art (pics, animation, vids, graphics) to bring it to life…and to do so cost effectively.  You have always been very efficient, often completing work in ½ to 1/3 the time of others.

 

As I have been known to say to penny pinching associates, usually operations and finance people who do not understand the creative production process; What’s the use of hiring someone at a 50% lower hourly rate when the project takes twice as long and comes out half as good."