1. Why Should You Work with a Creative Agency?
Practical reasons to forge a professional partnership

2. Help! I need a brochure. How project needs usually evolve:
“Results! Why…I have gotten a lot of results. I know several thousand things that won’t work.” --Thomas A. Edison
How project needs usually evolve:
I need more students
How can I meet my need?
A trifold brochure—that’s the answer!
(Assigns task to internal staff)—”make me a brochure”
“As you wish” here is your brochure
Hmmm…I STILL need more students

3. The reactionary communications model
Ready?
FIRE!
aim
Solution
evaluated
Solution
executed
Communication began here
And ended here
Solution
developed
Solution
sought
or somewhere around here
Idea
generated
Goal
Identified

4. Adding strategy to communications
Solution
evaluated
Solution
executed
Effective communications should begin here
Solution
developed
Solution
sought
Idea
generated
. . . and build from here
Goal
Identified

5. How can a creative agency help?
Works with clients to:
Set a clear, measurable goal of the project
Outline background, conduct/recommend research, and identify audience
Determine integrated strategies and tactics
Build and/or maintain brand and messaging
Analyze results and set new goals/objectives

6. Other advantages
Other than strategic planning, working with a creative agency has several other advantages.
Professional experience in the field—writing, design, multimedia, etc.
Product/industry knowledge
Network with other communications professionals
Frees up your staff time
More efficient use of funds—less time, better quality, worth the price**
Set realistic budget and achievable goals
Takes the hassle away from you