| Your Name and Title | |
|---|---|
| Megan Federico - Senior Brand Manager | |
| As if you were writing to a prospective client, describe your agency in no more than 3 sentences: | |
| ChappellRoberts serves as a trusted partner to provide the strategic and creative support needed to achieve your business goals. Our full-service agency takes a holistic and approach to help you reach measurable success. Our expertise ranges from branding and media planning to video production, public relations and everything in between. | |
| When you consider organic growth with current clients, specifically, where does your agency most need to improve? Answer as best you can, based on your role and involvement in this area. | |
| Ensuring the team has capacity to be able to both identify areas for growth to take action on and to be able to handle the additional work as an account grows. | |
| How consistently does your team write and execute a detailed written organic growth plan for each account you work on? This includes objectives, actions, timelines, and accountability. | |
| We've talked about it | |
| Any final thoughts for us as we prepare to lead you through the training program? | |
| New Employe as of 3/6/24 - Wanted to fill out just so you can match me to attendee list, but I haven't been here long enough to have a good opinion on a lot of these questions, sorry! | |
| Please list any Mirren training programs, workshops, webinars, or conferences you’ve previously attended. | |
| None attended but have been exposed to the benefits from a previous agency. | |
| What are some of the proactive initiatives you’ve attempted to create organic growth on your accounts? Please explain what has been more successful and what has been more challenging. | |
| Listening to client areas of challenges/needs and pitching turnkey opportunities that directly speak to addressing those pain points. The most successful approach is when we frame recommendations in a way that clearly addresses what we know the clients current goals to be. The most challenging is when we are pitching growth opportunities to a client that doesn't have the authority or clearance to approve additional budget as they don't have the authority to approve and when they run the opportunity up to the person of authority, the likelihood of approval is far less than when we have direct connections to the decision-makers. | |
| Do you have a customer (target audience) journey model for each account that you work on? If so, how are they used on a day-to-day basis? | |
| We use journey modeling on some accounts, on a case-by-case basis. | |
| On a scale of 1 - 5, how well would your clients say your agency understands and addresses their business (and category-specific business/marketing measures)? For example, in Lodging, the measures are defined as Rate per Occupancy, Duration per Occupancy, and Inbound Inquiries. For Retail Grocery, the measures would include Basket Size, Basket Mix, Store Traffic, Trip Duration, etc. | |
| 2. "They understand and address only soft, top-of-the-funnel measures, such as awareness, impressions, traffic, CTR, etc.” | |
| On a scale of 1-10, how well do you base your presentations on a new and unexpected strategic target audience insight vs. a predictable target audience insight? In other words, how well do you always have something brand new to share about the client's target audience? (10 = we are always strong in this area) | |
| 5 | |
| On a scale of 1-10, how well do your presentations always include a new and unexpected approach/concept/program idea? (10 = we are always strong in this area) | |
| 7 | |
| On a scale of 1-10, how well do you demonstrate the business impact of your recommendation? (10 = we are always strong in this area) | |
| 7 | |
| On a scale of 1-10, how well are your strategy and execution presentations backed up by an irrefutable logic trail? (10 = we are always strong in this area) | |
| 8 | |
| AI is starting to play a role in agency operations. First, if any, which AI tools are you using to help in your day-to-day client and/or new business work? Second, is this use led by individuals experimenting, or has the agency started to institutionalize it with new tools, systems, and governance? | |
| I've discussed with leadership utilizing the ai fireflies note-taking tool for meetings. I also use an AI writing aid with blog writing content. On the brand team side though, I don't know of any agency-wide AI tools we're using. | |