Download - Making the most of your agency relationships
marketing management consultants
Making the most���of your agency���relationships
UAMCD Senior Leadership Breakfast
September 2015
Presented by Darren Woolley, CEO, TrinityP3
marketing management consultants
How many agencies do you have?
marketing management consultants
How many agencies do you have?
USUALLY TOO MANY
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Plus you underinvest in marketing
Universities Versus Services Industries
marketing management consultants
Plus you underinvest in marketing
Universities Versus Services Industries
Leading many to find the cheapest solutions
rather than the best value solutions
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Structure is the reason whyMost Universities have a distributed marketing structure (rather then a central or central hub and spoke structure) making the product more important than the brand
Distributed Central Central hub and spoke
marketing management consultants
What is your strategy?
A Branded House OR A House of Brands
marketing management consultants
What is your strategy?
A Branded House OR A House of Brands
All marketing activity builds the overall brand
maximising marketing investment
Each brand requires its own brand investment
with no residual effect on the overall brand
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What are you building?
Health Science Hospitality
Social Sciences Indigenous Information
Management Journalism
Law Library & Record
Management Marketing
Mathematics
A Banded House OR A House of Faculty Brands Administration
Accounting Agriculture Architecture
Building Business
Commerce Computer Science
Environmental Education Finance
Media Communications
Midwifery Nursing Policing
Psychology Religion & Theology
Social Work Tourism Welfare
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How do you maximise
your brand in a distributed marketing structure?
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Strategically Align
marketing management consultants
Strategically Align
1. Define your requirements against your strategy
2. Review your current roster against your specific identified requirements
3. Consider what should be insourced or outsourced (eg. Social media, design studio etc)
4. Select a roster structure that best suits your needs
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Contract
marketing management consultants
Contract
1. Standard services agreements need significant customisation
2. Beyond standard terms & conditions the contract should define roles & responsibilities
3. Ensure there is specific performance metrics and review process
4. Agency remuneration should define not just price, but method for calculating and adjustment
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Remunerate Performance
marketing management consultants
Remunerate Performance
1. Need to focus on value and not just lowest price
2. There are now more sourcing options than ever before such as off-shoring and trans-creation
3. Look for models that are flexible such as project fees
4. Ensure the remuneration model is clear and fair for both
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Review & Rate Regularly
marketing management consultants
Review & Rate Regularly
1. Ensure you review and rate your agencies and suppliers against agreed performance metrics
2. Reviews should be undertaken on a six monthly basis
3. These reviews should include performance, remuneration and resources
4. Annual contract reviews should include overall roster review to ensure you have the capabilities required
marketing management consultants
In summaryIn a disrupted category you need a clear and focused strategy
Review, rationalise and align your agencies to your strategy
Use contracts to define roles, responsibilities and performance metrics
Remunerate to incentivise performance
Review, rate and measure performance on a regular basis
marketing management consultants
For more information go toTrinityP3 Pty Ltd
Sydney +612 9964 9900
Hong Kong +852 3478 3982
Singapore +65 6631 2861
[email protected] www.trinityp3.com
TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants