Partnerships with Communications Agencies:
10 Tips for Success
1. Develop a clearly articulated and deeply felt consensus
about the mission and culture of your institution among your trustees
and other key constituencies.
2. Build an understanding of and appreciation for marketing
communications at the board and top administrative levels.
3. Know why you are seeking help from a consultant—freelancer
or agency: define the scope and purpose of the project you have
in mind, including your expected outcomes.
4. Seek outside counsel for help in implementing objectives
outlined in your strategic plan—before you’re in the
middle of a crisis.
5. Plan far enough in advance to allow for the necessary
time to get the job done without rushing. This may mean months
for large projects with multiple components.
6. Be prepared to commit resources to creative and management
services, production and printing expenses and, possibly, media
placements.
7. Gain an understanding of industry standards and practices,
work agreements and the process involved in planning and implementing
the project you have in mind—become a smart consumer. Ask
to see finished examples and check references.
8. Work out the details of the approval process you will
be using for sign-offs at various points in the project(s), who
the players will be and who will serve as point person for the consultant.
9. Give your “creatives” some elbow room to
do the work—over-directing the project may dilute the results.
10. Assuming you and your agency do a great job, you must
be prepared to deliver on the messages you are broadcasting to your
audiences.
|
