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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 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 • Describe ways to build effective public-private partnerships
Topics • What does an ad agency do? • Creative process • Selecting an ad agency • Ad agency compensation
What Does The ProductionTeam Do? • Formulate the plan • Implement the plan • Evaluate the plan
Formulate the Plan • Develop relationship with production team during formative research • Reviews research findings and other information • Develops a communication plan
Implement the Plan • Develop messages • Layouts, storyboard, scripts
Evaluate Plan • Include pretesting of message • Review data you collect • Commission tracking studies • Conduct a “post-buy analysis”
Agency Organization • Full service agencies • Smaller agencies
Account Service Department • Point of contact • Strategic planning • Market research • Project management
Media Department • Planning • Buying and negotiation • Performance verification • Evaluation of media plan
Research Department • Rarely found within agency • Most subcontract with research firms • Use published research and commercial data-bases • Importance of formative research
Creative Services • Layout and design • Copywriting • Broadcast and production supervision
Production Department • Translates concepts into tangible products • Production art • Supervision of outside production • Provide client with written estimates of costs
Traffic Department • Handles the scheduling of projects • Manages deadlines
Billing Department • Maintains ledger
Creative Process • Collaboration and mutual respect • Clear role definition • Flexibility • Ability to handle conflict well
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
Your Role as the Client • Direct • Inform • Evaluate
Direct • Focus on objectives • Set priorities • Be sure materials are “on strategy”
Inform • Background information on project • Information on organizational culture(s) • Stress the importance of pretesting
Reminder • Do not allow a lot of time and money to be spent on untested final products
Approval at Key Points • Approve materials at check points • Approve production timing, location, casting, etc. • Approve media plan • Approve final materials
Avoid Common Problems • Stay out of the creative process • Do not rewrite copy or suggest slogans • Do not change strategy midstream
Agency Compensation • Types of compensation • Fixed price • Individual job costs • Retainers • Consultants • Be sure you understand all terms before negotiating
Selecting an Agency • Needs versus budget • Full service agency • What can be done in house?
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
Size of the Agency • Will you get lost in a large agency? • Will a smaller agency provide the service you need?
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
References • On schedule • Continuity of project team • Access to account rep • How conflict was handled • Satisfied • Suggestions
Budget • Tell them what is available • Establish product parameters
Social Marketer’s Role • Content expertise • Formative research • Continuity between research and development • Pretesting • Budget
Role of the Agency • Concepts • Creative and production • Communication plan • Media planning and buying
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
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