East Valley Marketing & Advertising Agency is a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.
East Valley Marketing & Advertising Agency employ a broad range of advertising strategies to create marketing campaigns tailored to their clients’ East Valley Marketing & Advertising Agency can range from small, home-based businesses to corporate franchises with departments for market research, account management and sales, copywriting and graphic design. East Valley Marketing & Advertising Agency works closely with the client to gather information and pitch their campaign ideas followed by the creative process of actually making and distributing the ads.
While the aim of East Valley Marketing & Advertising Agency is to establish ongoing partnerships with long-term clients, the acquisition of each new client begins with a pitch. Rather than cold-calling random businesses,East Valley Marketing & Advertising Agency will usually begin with an inside-out approach and contact people they know personally within organizations they’d like to target. They may also monitor the news for companies that look like they’re in need of an advertising overhaul (for instance, businesses that experience a sudden growth spurt ) and mail them a letter and portfolio of their work.
Once a potential client agrees to meet with East Valley Marketing & Advertising Agency, the agency will prepare a presentation of what it has to offer the client. The level of detail and research that goes into the presentation will depend on the level of interest or commitment shown by the client. During the presentation, the agency might bring up case studies it has found in its research to show what types of advertising has worked in the past for similar companies. The agency may also show logos, brochures, direct mail, websites, ad banners or billboards it has designed for past clients or a mock-up of what it has in mind for the client.
Once a client has committed to hiring East Valley Marketing & Advertising Agency, the agency will begin assessing the client’s current position in its industry, including its market share, its competition and its recognition level in its target market. Some of this information can be gleaned from the client’s website and business plan. The agency will also assess the client’s expectations and determine deliverable deadlines for the rollout of a new campaign.
An ad agency’s creative team creates the actual components of the campaign (ads) such as TV commercials, billboards, website pop-up windows, direct mail or a mixed media combination. Copywriters and graphic designers are usually employed with agencies on a permanent basis while videographers and actors may be outsourced on an as-needed basis for radio and TV commercials.
The ad agency’s media buyer will purchase space for the ads (in a newspaper, on the radio, on websites or other forums) from ad salespeople. The campaign rollout typically consists of releasing ads by alternating the media they appear in to avoid bombarding people in any one type of media. Alternating the media platform also helps generate brand awareness by reaching the target market from different directions.
Small ad agencies must take many factors into consideration when writing their strategic growth plans. Increasing revenue and improving service may be their primary objectives, but agency owners also must determine how to attain these objectives. They must evaluate their service offerings and staff, including account management, creative services and media buying. They may need to rearrange departments. Look at all of these considerations when devising a strategic growth plan for your advertising agency.
Outlining Key Objectives
Start by outlining your key objectives for your advertising agency. Your objectives may include increasing sales or market share, which is the percentage of advertising sales you control out of all sales in your markets. You may want to increase your client base and obtain more business out of existing customers. Whatever the case, write down all your key objectives. Meet with your management team to ensure you have covered all objectives. Assign specific numbers to your objectives, as they must be measurable. For example, indicate that you want to increase sales by 30 percent, which may require a 20 percent increase in new business and a 10 percent increase among existing clients. Create objectives that are realistic and attainable.
Assessment and Positioning
Another crucial step in writing your ad agency strategic growth plan is assessment and positioning. This is where you start planning ways to meet your objectives. You may consider doing a SWOT analysis, which involves analyzing your strengths, weaknesses, opportunities and threats. You may, for example, have a strong account management team. Therefore, increasing their sales quota for both new and existing business may help you achieve your sales and market share objectives. The increased business may require additional creative team members, such as copywriters and ad managers. Advertising mix is another consideration, which includes the types of media you offer and buy for your clients. You may want to add more social media marketing and decrease direct mail for key clients. New competitors in the market may require that you bolster your customer service department. Moreover, it may be necessary to adopt a customer-focused organizational structure, where teams of account managers and creative people serve specific clients.
Related Reading: How Do I Write a 5-Year Strategic Plan?
Marketing strategies are how you promote your service offerings to clients. They also include any changes in services, products and pricing. For example, it may be necessary to increase advertising expenditures in trade publications such as "Advertising Age" to reach your sales target. Trade publications help develop more sales leads for your account managers. Additionally, you may add a marketing research reporting service to help key clients better target their own customers. And a 5 percent increase in ad rates can better help you absorb increased rates from various media.
Other possible strategies include purchasing media sources or forming strategic alliances with them. For example, you may decide that purchasing a small Web business would better help you price and place Internet ads for clients. You could merge the Web developers and search engine optimizers from the new company with your marketing department. Search engine optimizers help businesses achieve high rankings in search engines such as Lycos, Yahoo and Google. Additionally, always create a tracking system for all objectives, advertising and every strategy you implement. For example, check sales figures often to ensure you are meeting them in a timely manner. Track all advertising so you know which ads are profitable and which ones you should drop. Placing unique codes in trade publication ads would enable you to determine the number of leads generated from those sources.
A business should have steps in place to track progress and to plan for future progress. These steps can be complied into a report called a strategic plan. Some plans are short-term, targeted for a year or less, while others are used for long-term planning--time frames of three to five years or longer. Creating a strategic plan allows management to set goals and objectives for the business and hone the mission statement of the business. The strategic plan is also an effective tool for tracking a business's progress over a certain duration of time.
Identify the vision for the business. Determine where you see your business in five years. If the business is currently a sole proprietorship, consider whether that structure will stay the same or change to a limited liability company or corporation. Also consider any alliances the business might make with other businesses or government agencies. Finally, ponder if the business will expand from one office into several offices or will remain a single entity.
Craft the business's mission statement. The mission statement explains the purpose for the business and how it plans to contribute to its industry or the world at large. The mission statement is most likely the reason the business was founded--to meet a need that currently was not being filled. For a five-year plan, a business must decide if that mission will remain the same, or if the beginning mission is a starting point for a larger mission later. If the mission is a springboard, the end result should be mapped out over the five years.
Related Reading: Considerations of a Strategic Plan
Define the company's objectives--the things the company both wants and needs to achieve. Objectives are a more detailed description of the mission statement. For example, if the company mission statement is to provide quality widgets to manufacturers, one objective might be to develop specialized widgets for different industries, and another objective could be to provide customized widgets to a certain number of manufacturers in a particular industry. Objectives can cover all aspects of the business and not just markets or profitability. Expectations regarding employees and management, future growth and the incorporation of technology should be included as well.
Develop the strategies that will be used to fulfill the company's mission and objectives. The strategies will be the guidelines used throughout the business's lifespan and will explain how the mission and objectives will be carried out. For example, with the objectives specified in step 3, one strategy could be to generate sufficient cash flow to support research and development efforts to create the specialized widgets; another strategy could be to plan the niche marketing to reach the manufacturers that would benefit from the customized widgets.
Set the business's five-year goals. The goals should have specific benchmarks, generally yearly, and should show business growth from the first year through the fifth. Goals could be to make $500,000 in revenue by year 3, develop and market three specialized widgets for manufacturers by year 4 and attain a 40 percent share of the niche market by year 5.
The strategic plan is not set in stone. As the business grows, goals can change, which could ultimately change the mission and objective of the business. If this occurs, the strategic plan should be adjusted.
Be as thorough as possible when creating the strategic plan.