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


How many agencies do you have?


How many agencies do you have?

USUALLY TOO MANY


Plus you underinvest in marketing

Universities Versus Services Industries


Plus you underinvest in marketing

Universities Versus Services Industries

Leading many to find the cheapest solutions

rather than the best value solutions


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


What is your strategy?

A Branded House OR A House of Brands


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


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


How do you maximise

your brand in a distributed marketing structure?


Strategically Align


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


Contract


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


Remunerate Performance


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


Review & Rate Regularly


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


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


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

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