Hello David,
I have been a proponent of telling real stories. Adopting a philosophy- FACTS TELL and STORIES SELL, has made me think differently than what I have in the past. Connectivity and relevance are what I hear you touting in your post. Sometimes youth- not necessarily the literal age factor- may bring out the best ideas. Fresh thinking from fresh people might do the trick. What say you?
Could be an extension of your specific business, One that caters to the school industry, various practices that would help the school to grow, reporting effectiveness, creativity and a possible look alike partnership between, client and company.
Extension of existing business, may add additional business if partnership is good. May lead to additional lead volume if in the School Industry. Service offerings.
My media partner was already established/chosen prior to me taking this position. Moreover, the term "partner" was an anointing of sorts that was an initial reluctance of mine. My concerns and expectations for partners are:
1. Ability to teach me the strategy previously implemented without a lot of confusing jargons.
2. Monitoring trends and recommending to us to change course quickly.
3. Avoiding lead sources that were junk in nature.
4. Proactive strategist rather than crisis managers.
5. Eliminating fluff in our AD source call charges (i.e. calls over 2 minutes regardless if it is a lead or a current student trying to make a tuition payment).
6. Ultimately, How in tuned were they to our Vision, Mission, and Values.
Given my extensive background in film and advertising I am very picky. I generally do our commercials and they are generating a ton of leads. My problem with agencies these days is I feel there's a state of desperation and that the first thing anybody wants to talk about is budget - instead of creative. I want people to buy-in to what we're doing. I never set out to be an educator - and now I do it and still maintain my career as a filmmaker - because i love it and these kids are keeping me fresh and relevant. But I digress. I was talking about passion - I want to find it and I'll know if I'm being conned. First and foremost I'd try to figure out who's doing creative I liked and then seek them out. Honestly, given our school's limited resources compared to the big boys, our options are limited. Plus we've been so successful in-house it will be difficult to change the culture.
I look for an agency that has a track record of success and a team of people who can address the specific advertising needs that we have. Also, it is very important that the agency is able to identify with our mission and be able to help us articulate that message through our advertising.
Our school is small,We have a advertising partner that help Us with very good ideas
Our school has been in business for two years and we are still quite small. we have used the internet extensively and worked with several government agencies to get our message out.
our advertising partner is also a new company with very good ideas on how to effectively use the internet. They also use a secondary vendor for print material such as t-shirts, pens and flyers. Our first challange with chooseing an agency was to first educate them on exactly what an investigator does and the many job prospects available after training is complete. I think our agency understands our goals and has achieved them.
Our school is small and very specialized in its program (professional investigation). I would look at the following criteria in my selction process:
1. History of the Agency: This is important - but - not altogether that important to me. Here's why - we have a new school (2 years) but we are very competent in what we do primarily because the owners/manager and instructors have many years of experience in the field. Consequently, it would be the experience of the ad agency's leadership that is most important to me.
2. Size of the Agency: Not important at all. A few good people with lots of savy and experience can "dance on their feet" and get the job done for me. Many times, agencies that are very big, can't get out of their own way.
3. Media placement Services: This is very important to me. It reflects the agency's "connections." Without connections, we go nowhere.
4. Reporting Capabilities: I want to be able to speak to my ad rep when I need to speak to him/her. Communication is more important to me than formal reports.
5. List of main clients: More important are their main clients that may be similar to me and what my school does.
I want my agency to me friendly, communicative and responsive, and be able to come up with fresh and creative ideas to make my school successful.
I agree, make sure that services provided by the Advertising Agency is consistent with School's values and objectives. Budget considerations as well.
At The Private Investigator Training Institute we evaulate advertising partners by meeting with them and listening to their ideas and approach to validate if it will work for us.
We make sure that the partners we deal with are professional and have a proven track record accompanied by the right approach.
We are a small school and have tried different outlets for advertisement; some of which have worked and others which have not. As a small school one of the things that limits us is our budget. Sometimes dealing with a limited advertising budget is the hardest hurdle to overcome.
Our University has a marketing department that is responsible for securing the the ad agencies for the company. However in the selection process they are very careful in selecting the right ad agency. The reputation, market mix and resources available to the ad agency is very important in the selecting process.
