[Above, from left: Amy Pecoraro, owner and account specialist with Peculiar, a company of theideagroup; Tim Pecoraro, partner and director of doing of theideagroup; and Sydney Cooke, partner and director of doing for theideagroup.]
Founders of theideagroup are modeling a new concept for the marketing industry
After a chance meeting led to a series of discussions, seasoned marketers Tim Pecoraro and Sydney Cooke combined their years of relative experience to model a new idea for their industry. Formed on the concept of both thinking and doing, theideagroup has become an award-winning marketing and consulting company in less than two years.
What brought the two of you together?
SC: It was a random meeting that led to many conversations on the marketing industry. We were both already in the field, and after talking about what we liked and didn’t like about marketing, we decided to go into business together.
TP: It was pure chance, and our skill sets lined up, so we decided to go for it.
Why a marketing and consulting agency?
TP: We chose this field because it is all-inclusive and it is integrated. Marketing is not separated; you have to think strategically with marketing and consulting, and that includes the people you hire. We want to meet with our clients and spend time looking at their resources before we create their marketing plan. We want to consult first and market second.
Are your backgrounds relevant to your current positions?
SC: Absolutely. I studied art, design and advertising in college and immediately started working in the field. My career goal was to gain experience in all areas of the marketing world. I started in events then went to Web and digital such as social media. I worked my way through the industry until developing a broad spectrum of experience, and here I am now putting it all to work.
TP: I was always the dreamer and bounced around in college a lot. After getting into manufacturing and building prototypes, I met someone that encouraged me to serve a nonprofit. I worked with one for 10 years and was involved in the creative and marketing aspects of what they did. I decided to get into this world and take what I learned while working in nonprofits.
What makes Greenville a great place to start a business?
TP: I like Greenville because I believe in their vision. They are trying to be more diverse, inclusive. From big-time corporations to small businesses, from the Peace Center to the Children’s Museum, they are bringing in eclectic ideas.
SC: Greenville supports a well-balanced life. It is still small enough where one person can make an impact in the community. I chose Greenville because it is a great place to make a home and raise a family.
What is your business concept?
TP: It is a partnership of thinking and doing, and we leverage that strength in our company. Think great and do great. We have four areas of focus. First, we organize what you have. Second, we refine it. Third, we design whatever is needed; and fourth, we distribute.
SC: We are a full-service agency. We do everything from social media and website design and development to advertising collateral and marketing collateral.
What is your client demographic?
TP: Our demographic are international businesses all the way down to small startups.
What makes your agency stand out from the others?
SC: It is our process. We start on the front end with conversation to understand who our clients are, what they want, and their goals, and from there, we develop a strategy and plan.
With so many channels of communication available, is it important for your company to utilize all of them or home in on a few formats?
TP: We believe you do only what is necessary and make sure they are integrated.
Is your company becoming what you first envisioned?
SC: I don’t know that we had a direct pathway or map in the beginning, but we had a strong concept of “organize, refine, design and distribute” that has developed. It is a partnership of thinking and doing, and it has continued. We are doing what we set out to do.
TP: It is evolving, and we are getting better at what we were already good at.
Do you feel a partnership assists your company’s development?
TP: We both can do what the other one does, but we also know what is in our wheelhouse. Collaboration is the admission of weakness, but it does not mean we are weak; it means we are bringing things together that will make us successful. We are the perfect complement to each other’s weaknesses, but our strengths work together as well and we are greater together than apart.
What is your idea of growth?
SC: We want to work with more clients that fit our model, challenge us, and will be a good fit. We want to learn as much from them as they learn from us.
Can you identify one thing during your company’s grassroots phase that made it all possible?
TP: When we sat down in front of a prospect and were able to communicate together as one. It was a great proving ground because you can have a partnership and still be at odds.
Have you received any special recognition or awards in your first year and a half of business?
SC: The Greenville Chamber awarded us the 2013 Minority Business of the Year.
Where do you see theideagroup in 10 years?
SC: I would like to see our core group of people grow to include others that are just as talented. I also see us working with more international clients, and I see us getting better.
TP: I would like to see us develop other services. I would like to see us have a top-tier individual on business deployment, data and analysis, and HR and marketing.
