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AgendaBuilding Relationships to Influence Change
Reasons for Client-Account Manager Failure
The Account Management ProcessTips for Account Management Success
- Listen- Be A Friend - Share- Teach- Be Accessible
Protecting the Graphic Designer
Q & A
Account Management Success- Case Study Festival of the Arts Embracing InnovationAccount Management Success- Case Study BOSS & Target MarketingAccount Management Success- Case Study All Army Sports Utilizing Technology
Building Relationships to Influence Change
Carrie PooreMarketing Account Manager ∙ Soldier & Community Recreation
AgendaBuilding Relationships to Influence Change
The Account Management ProcessTips for Account Management Success
- Listen- Laugh- Buffer - Share- Teach- Be Accessible- Anticipate
Account Management Case Study: Festival of the Arts
Questions
Account Management Case Study: BOSSAccount Management Case Study: All Army SportsResources for Account Managers
Reasons for Client-Account Manager Failure
The Account Management Process
• Account Management by the Book
• Account Management Reality
Account Management Tips
• Listen – You can’t help program managers without hearing what they really need.
- Relate to their issues- Intimately understand their program before implementing
change- Get a 360 degree understanding of program: manager,
leadership, customer
• Laugh - Laugh about process frustrations with clientsThe 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
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
- Serve as a guide through the STRATCOMM/Marketing planning process
- Be quick to admit “I don’t know”- Stay updated on trends- 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
Account Management Tools
• Be Accessible – It doesn’t matter how technologically advanced we become, people want to interact with
people. - Set weekly meetings to achieve
“face time”- Respond quickly even if you can’t help
quickly- Be honest about your priorities
• 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
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
Case Study- Festival of the Arts• Embracing technology to find
efficiencies• Printing costs vs. Labor costs• Increased visibility• Improved ability to measure ROI
82009 Physical Book www.armyfestivalofthearts.com2010 Web Site
“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
Case Study- BOSS • Mass Marketing vs. Target Marketing• More effectively speaking to Target Audiences
Leadership Education Materials
SoldierEngagementMaterials
http://www.youtube.com/watch?v=s7kDt9g8Hyo http://www.youtube.com/familymwr#p/u/27/ndsLHkITJKQ
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
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
AgendaBuilding Relationships to Influence Change
Reasons for Client-Account Manager Failure
The Account Management ProcessTips for Account Management Success
- Listen- Be A Friend - Share- Teach- Be Accessible
Protecting the Graphic Designer
Q & A
Account Management Success- Case Study Festival of the Arts Embracing InnovationAccount Management Success- Case Study BOSS & Target MarketingAccount Management Success- Case Study All Army Sports Utilizing Technology
QUESTIONS?