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National Training Collaborative for Social Marketing

National Training Collaborative for Social Marketing. Session Eleven Working with the Production Team. Session Objectives. List criteria for selecting an advertising agency Describe ways to work effectively with the production team and media personnel

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National Training Collaborative for Social Marketing

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  1. National Training Collaborative for Social Marketing Session Eleven Working with the Production Team

  2. Session Objectives • List criteria for selecting an advertising agency • Describe ways to work effectively with the production team and media personnel • Describe ways to build effective public-private partnerships

  3. Topics • What does an ad agency do? • Creative process • Selecting an ad agency • Ad agency compensation

  4. What Does The ProductionTeam Do? • Formulate the plan • Implement the plan • Evaluate the plan

  5. Formulate the Plan • Develop relationship with production team during formative research • Reviews research findings and other information • Develops a communication plan

  6. Implement the Plan • Develop messages • Layouts, storyboard, scripts

  7. Evaluate Plan • Include pretesting of message • Review data you collect • Commission tracking studies • Conduct a “post-buy analysis”

  8. Agency Organization • Full service agencies • Smaller agencies

  9. Account Service Department • Point of contact • Strategic planning • Market research • Project management

  10. Media Department • Planning • Buying and negotiation • Performance verification • Evaluation of media plan

  11. Research Department • Rarely found within agency • Most subcontract with research firms • Use published research and commercial data-bases • Importance of formative research

  12. Creative Services • Layout and design • Copywriting • Broadcast and production supervision

  13. Production Department • Translates concepts into tangible products • Production art • Supervision of outside production • Provide client with written estimates of costs

  14. Traffic Department • Handles the scheduling of projects • Manages deadlines

  15. Billing Department • Maintains ledger

  16. Creative Process • Collaboration and mutual respect • Clear role definition • Flexibility • Ability to handle conflict well

  17. Working With the Creative Team • Define roles and expectations • Hold joint sessions to develop communication plan • Review approval points and criteria you will use • Determine how other “clients” will be involved in approval process

  18. Your Role as the Client • Direct • Inform • Evaluate

  19. Direct • Focus on objectives • Set priorities • Be sure materials are “on strategy”

  20. Inform • Background information on project • Information on organizational culture(s) • Stress the importance of pretesting

  21. Reminder • Do not allow a lot of time and money to be spent on untested final products

  22. Approval at Key Points • Approve materials at check points • Approve production timing, location, casting, etc. • Approve media plan • Approve final materials

  23. Avoid Common Problems • Stay out of the creative process • Do not rewrite copy or suggest slogans • Do not change strategy midstream

  24. Agency Compensation • Types of compensation • Fixed price • Individual job costs • Retainers • Consultants • Be sure you understand all terms before negotiating

  25. Selecting an Agency • Needs versus budget • Full service agency • What can be done in house?

  26. Agency’s Experience • Most sophisticated work • Least expensive work • Has the agency worked with a budget similar to the size of yours? • Ask for a sample and/or reference of work on your scale

  27. Size of the Agency • Will you get lost in a large agency? • Will a smaller agency provide the service you need?

  28. Review Previous Work • Review a full range of types of work • Work similar to your project • Work completed by staff who will work on your project • Meet and review the work of outside vendors

  29. References • On schedule • Continuity of project team • Access to account rep • How conflict was handled • Satisfied • Suggestions

  30. Budget • Tell them what is available • Establish product parameters

  31. Social Marketer’s Role • Content expertise • Formative research • Continuity between research and development • Pretesting • Budget

  32. Role of the Agency • Concepts • Creative and production • Communication plan • Media planning and buying

  33. Pretesting • Don’t treat pretesting as a chance to do creative work • Don’t treat pretesting as a design or evaluation phase • Compromise and negotiate • Products on strategy

  34. Handling Differences of Opinion • The data are the authority • Avoid them: • Include the agency in the research design • Include the agency in the development of the communication plan

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