Maverick launches content division

The PR shop's new hub uses an a la carte pricing model for small businesses.

Maverick PR has launched Maverick Content, a division that provides a range of content creation services to small- and medium-sized businesses that might not otherwise be able to afford established communications and creative agencies.

Maverick Content’s services range from video production, graphic design and written content to more B2B services like case studies, white papers and speech writing.

Several companies have launched content divisions in recent years, be they from the PR sector (like North Strategic’s Notch Video), creative agencies (like Zulu Alpha Kilo’s Zulubot or BBDO’s Flare and Richochet) or one of the global holding companies. But Julie Rusciolelli, president of Maverick, says what makes Maverick Content different is that rather than trying to attract big brands, it’s looking to work with the under-served, small businesses that still require creative communications.

“This is not about Bay Street, it’s about Main Street,” she says, pointing to other agencies creating content divisions to go after big, lucrative contracts and content. “That’s fine because we’re not. We’re looking to help the small businesses no one else wants to touch.”

Rusciolelli says Maverick Content will be able to service these kinds of clients by moving away from a billable hours business model to an à la carte, project-based pricing model for its services, and offering quotes over email.

“The genesis of this was because we’ve had to turn down a lot of small businesses over the last two years,” Rusciolelli says, adding that many of Maverick Content’s services, like social media content planning, are ones that Maverick PR already offers, now available in a more affordable model. “We kept hanging up the phone on clients like small law firms or dental offices or small restaurant chains because they didn’t fit the classic PR client model. We want to help them without throwing exorbitant bills at them, because that’s often their barrier to entry to working with agencies.”

Maverick Content is currently working with two clients. While Rusciolelli hopes the division will grow enough that it can hire more dedicated staff and management, she says that, for the time being, it will be operated by existing Maverick staff, bringing on freelancers when needed.

“Maverick Content is the hub, where you go to get information and connect you to the right person for the job without ever having to talk to them,” she says. “That’s another problem small businesses have – they don’t know where to go for things like a designer to make a proper website. Just helping to make those connections is a valuable service, and without endless meetings small businesses don’t need to waste money on.”