Mktg building relationships to influence change
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Mktg building relationships to influence change Presentation Transcript

  • 1. AgendaBuilding Relationships to Influence Change
    The Account Management Process
    Tips for Account Management Success
    - Listen
    - Be A Friend
    - Share
    - Teach
    - Be Accessible
    Building Relationships to Influence Change
    Protecting the Graphic Designer
    Reasons for Client-Account Manager Failure
    Account Management Success- Case Study Festival of the Arts Embracing Innovation
    Account Management Success- Case Study BOSS & Target Marketing
    Carrie Poore
    Marketing Account Manager ∙ Soldier & Community Recreation
    Account Management Success- Case Study All Army Sports Utilizing Technology
    Q & A
  • 2. AgendaBuilding Relationships to Influence Change
    The Account Management Process
    Tips for Account Management Success
    - Listen
    - Laugh
    - Buffer
    - Share
    - Teach
    - Be Accessible
    - Anticipate
    Reasons for Client-Account Manager Failure
    Account Management Case Study: Festival of the Arts
    Account Management Case Study: BOSS
    Account Management Case Study: All Army Sports
    Resources for Account Managers
    Questions
  • 3. The Account Management Process
    • Account Management by the Book
    • 4. Account Management Reality
  • Account Management Tips
    • Listen – You can’t help program managers without hearing what they really need.
    • 5. Relate to their issues
    • 6. Intimately understand their program before implementing change
    • 7. Get a 360 degree understanding of program: manager, leadership, customer
    • 8. Laugh - Laugh about process frustrations with clients
    The Word "Final"
    • Buffer- Serve as “buffer” between action officer and program manager – freeing the action officer to spend more time completing work order
    Hidden Designer Cam
  • 9. Account Management Tips
    • Share – Don’t be afraid to share a few of your tips & tricks.
    - Share online resources that will make their
    lives easier
    - Share short-cuts that may make a process
    smoother
    - Share reasons why processes are the way
    they are
    - Share both successes and frustrations
    - Encourage Program Manager’s to over-share
    • Teach – Teaching works well in building relationships because you’ll position yourself as an authority on your subject
    • 10. Serve as a guide through the STRATCOMM/Marketing planning process
    • 11. Be quick to admit “I don’t know”
    • 12. Stay updated on trends
    • 13. Plan continuous workshops to update
    program marketing plans
    “Our program's ability to
    think both vertically and horizontally has improved
    because of marketing. “
    - Sam Sakorfis, Chief, Community & Recreation Operations Division
    “When I can't get my boss to understand something I just say ‘Carrie said.’
    - Carole Kowta, Sports & Fitness
  • 14. Account Management Tools
    • Be Accessible– It doesn’t matter how technologically advanced we become, people want to interact with people.
    • 15. Set weekly meetings to achieve
    “face time”
    • Respond quickly even if you can’t help
    quickly
    • Be honest about your priorities
    • 16. Anticipate – Anticipate the client’s
    needs.
    - Educate program managers on
    upcoming opportunities for
    cross-promotion
    Group Photo After Successful Outreach of Family & MWR Programs at the 2011 All American Bowl
    “Having an account manager dedicated to assisting the recreation staff is a dream. Carrie goes above and beyond to assist our staff. She is so in sync with our needs, she knows what we need before we do!”
    Sandy Nordenhold, Chief, Recreation Programming
  • 17. Account Management Threats to Success
    • Most client-consultant relationships have problems for largely non-technical reasons, including:
    - Lack of effective communication about how the project will proceed
    - Setting expectations too high or too low
    - Lack of follow through on small, yet important details
    - Under estimating project complexity or scope
    - Failing to understand user requirements
    - Lack of effective communication about timelines and approvals
  • 18. Case Study- Festival of the Arts
    Embracing technology to find
    efficiencies
    Printing costs vs. Labor costs
    Increased visibility
    Improved ability to measure ROI
    “Carrie Poore is the BOMB ! The best strategizer I have worked with, she makes it look easy…But WE all know it's not…It takes attention to detail and follow-up that allows the programs developed become programs that soar.” Joe Leavell, Army Entertainment Division
    www.armyfestivalofthearts.com
    2010 Web Site
    8
    2009 Physical Book
  • 19. Case Study- BOSS
    • Mass Marketing vs. Target Marketing
    • 20. More effectively speaking to Target Audiences
    http://www.youtube.com/familymwr#p/u/27/ndsLHkITJKQ
    http://www.youtube.com/watch?v=s7kDt9g8Hyo
    Soldier
    Engagement
    Materials
    Leadership Education Materials
  • 21. Case Study- All Army Sports
    Increased understanding of marketing channels
    Traditional: Calendar/No distinct brand
    2009-2011: Branded Facebook/ Twitter, video, outreach, direct mail campaigns, QR Codes, unique marketing-based promotions
  • 22. Resources
    Marketing Materials and Templates for Soldier & Community Recreation http://www.mwrbrandcentral.com/HOMEPAGE/soldiercommunityrec.html
    Festival of the Arts www.armyfestivalofthearts.com
    Facebook.com/theAllArmySports
    Facebook.com/OfficialUSArmyBOSSProgram
  • 23. AgendaBuilding Relationships to Influence Change
    The Account Management Process
    Tips for Account Management Success
    - Listen
    - Be A Friend
    - Share
    - Teach
    - Be Accessible
    QUESTIONS?
    Protecting the Graphic Designer
    Reasons for Client-Account Manager Failure
    Account Management Success- Case Study Festival of the Arts Embracing Innovation
    Account Management Success- Case Study BOSS & Target Marketing
    Account Management Success- Case Study All Army Sports Utilizing Technology
    Q & A