Hiring a Marketing Agency

Course details

Choosing the right marketing agency means finding the best fit for your brand and your company's culture. Hiring an agency from the many vying for your business can seem daunting, but Dina Shapiro walks you through the process to make it easier. Dina shares her best practices for getting your requirements ready, writing a request for proposal (RFP), and selecting the right agency. Learn about the right people to involve on the selection team, how to decide on compensation, and how to set expectations around delivery by creating a calendar and feedback review process. Dina has worked at top global agencies and managed agency relationships at Fortune 500 companies. Use her tips to start your next great marketing partnership.

Learning objectives
Explain the role of an account manager in a marketing agency.
Review information from a request for proposal before deciding which agencies will present a pitch.
Identify the purpose of a non-disclosure agreement.
Recognize the benefits of assigning a liaison as a point of contact.
Define scope of work and explain why it is typically an exhibit to a contract.
Determine the most effective way to manage risks before issuing a contract.

Concepts

0. Introduction

01 - Welcome

1. Understanding the Agency World

02 - What digital marketing agencies do
03 - How a digital marketing agency works
04 - Client vs. agency perspectives

2. Prepare Internally First

05 - Reasons to hire a marketing agency
06 - How to assemble an agency selection team
07 - How to develop an agency selection schedule
08 - How to choose agencies to invite
09 - How to collaborate among creative teams

3. Write the Request for Proposal (RFP)

10 - Use an audit to set agency expectations
11 - Benefits of using a request for proposal (RFP)
12 - What to include in a RFP
13 - What to include in the RFP schedule

4. Begin Your Search and Run the Process

14 - Learn the next steps to contact agencies
15 - How to begin the agency selection process
16 - How to maintain ongoing dialogue

5. Select Your Agency

17 - How to evaluate potential agencies
18 - How to make your agency recommendation
19 - How to announce your agency selection

6. Sign the Contract and Get Started

20 - How to finalize the contract and SOW
21 - How to compensate the agency
22 - Review internal feedback and buy-in
23 - Develop a calendar for scope of work

Conclusion

24 - Next steps