CROOW: A One-Stop Platform for Connecting Teams and Creating Video Content

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CROOW

David Capece, CEO, CROOWDavid Capece, CEO
CROOW, named one of the top 100 startups in 2022, provides collaboration software to streamline digital, creative and video production. The company’s software is built to unite agencies, in-house marketing teams, and creatives into more efficient teams to accelerate growth. CROOW project management and collaboration tools streamline processes that involve seeking approvals, centralizing access to files and assets, and improving communication for faster, better, and smarter projects.

In an interview with CIO Applications, David Capece, CEO, CROOW talks about the company’s flagship product CROOW Studio, and how it can be leveraged to enhance the efficiency of workflows in creative and video production. CROOW Studio enables clients gain access to high-quality, studio video production that can be integrated into their content and marketing plans.

Could you elaborate on the genesis of CROOW?

Prior to CROOW, I had started and built the INC 5000 company Sparxoo—a digital agency and video production company. As we grew, I recognized the opportunities to increase workflow efficiencies for agencies and video production companies.

In 2019, I started building out collaboration and other workflow tools and, by early 2021, set the foundation of CROOW. This opened our eyes to the big opportunity to disrupt how video production is done, resulting in the creation of our flagship product CROOW Studio. In February 2022, Sparxoo was sold to another agency, and I moved over to focus on CROOW full-time in April 2022.

CROOW is all about bringing collaboration and efficiency to the creative and video categories, as there are gaps between the different talents and roles, impeding the output quality. The CROOW software helps design workflows that align the team, eliminating the time-consuming and inefficient back and forth communications. The time spent in low-value communication— trying to find a logo file or make basic selections—could be utilized to produce amazing work.

Who are your typical clients, and what are the specific challenges they face?

We have two sets of clients. One is digital agencies, who we consider our primary partner channel. They can leverage CROOW and CROOWStudio workflow tools, as well as our library of templates for efficient production of video and creative.

From a customer perspective, our clients are generally B2B companies. Typically these are tech companies, real estate companies, accounting, financial services, and attorneys. We provide them access to high quality video and creative at a lower cost—allowing these organizations to leverage the workflow and efficiency tools to stay a notch above the competition.

What are the unique capabilities and features that set you apart in the marketplace?

With CROOW Studio, we have productized video. We have designed the process to be similar to a transparent e-commerce checkout that displays the video packages they are purchasing and the cost.

Clients can easily have the video packages at their disposal. They can make selections from preformatted dynamic customizations like slide-in-text, icons, logos, animation templates, title cards, the rule of thirds, as well as select stock music, or leave the choice to the editors. Users can also use examples and templates of storyboards for their videos.

All of these save significant time in the pre-production process and empower clients to be more informed about all the selections and ultimately be happier with the final outcome. Finally, when the video reaches the editors for post-production, they can access the same video playbook that has been selected in the previous stages. Editors are also equipped with a oneclick download option for all the relevant files to quickly access the correct logo, font, selected animations, icons, images, or videos. This accelerates the entire editing process. The software also reduces the rounds of revisions without compromising on the end product.

  • CROOW software streamlines workflows and empowers team collaboration, eliminating time-consuming and inefficient back and forth communications


Could you elaborate on a customer success story?

One of our clients wanted to be more active on LinkedIn and other social media sites. They wanted to have more thought leadership content on their website. For that, the videos that were produced were 60-second shorts. Using our workflow software, the videos were made efficiently at a low price without compromising on quality. The videos enabled the client to increase their social engagement by 10X—a powerful outcome that included visibility and engagement with leaders in their industry.

What does the future look like for your company in the next 12 to 18 months?

In the last six to 12 months, we commercialized the software, as well as our operations, to fine-tune and ensure our software and processes were scalable.

Initially, our product was honed in our home market of Tampa Bay. Our vision and goal is to be in the largest 50 markets in the US, and we have recently expanded into Philadelphia with Atlanta as well as full coverage of Florida coming next.

We are poised to be the premier collaboration platform for the creative and video communities. Everything we are doing is to empower agencies, marketers, and leaders to share their stories and create engagement, while efficiently leveraging the power of great creative and video.

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