Workshops

2011 Workshops

One or two-day tailor-made workshops for agency teams

Workshop 1 Marketing through the recession and pitching with success

Workshop 2 Grow your business with digital

Workshop 3 Presentation, performance and connectivity

Workshop 4 Marketing communications tools and developing a strategic communications plan

Workshop 5 Focus on winning – new business and presentation skills

Workshop 6 Team building

Workshop 7 Sustainability and Corporate Responsibility

Workshop 8 Developing and practicing Negotiation Skills

Our workshops are designed to be tailor-made one or two-day sessions run for teams from single agencies/ groups, or they can be run as standalone modules attended by individuals from different agencies.

The EACA School is happy to discuss and propose workshop programmes with agency managers aimed to help solve specific business or management issues or as wider team/skills building events.

WORKSHOP 1

MARKETING THROUGH THE RECESSION AND PITCHING WITH SUCCESS

In 2010 the School will continue to run this very popular and successful workshop, as a half module for agency CEOs. The first part of the workshop takes a close look at the serious impact the recession is having on the communications industry. It looks at lessons that can be learned from previous recessions and gives practical advice and tips from leading and respected executives across the industry.

Part two looks at some key lessons to help agencies pitch more successfully. It looks at the key elements of pitch content and pitch strategy with some real life examples to demonstrate the tips and ideas discussed.

The workshop is designed for agency CEOs and managing directors and is run as a high energy, interactive workshop.

WORKSHOP 2

GROW YOUR BUSINESS WITH DIGITAL

The workshop is designed for advertising agency CEOs, finance directors and media directors. Its purpose is to explore and debate the integration of digital marketing with above the line advertising. Attendees will gain a clear understanding of the global scale and velocity of the digital marketing revolution, and will hear client attitudes, which in most cases illustrate the need for agencies to embrace swiftly digital marketing as part of their service to their clients.

The workshop will look at strategies to integrate digital marketing within their own organisations, and will see video interviews with their industry peers on the subject. Attendees will leave the course having debated the issues, seen relevant case histories, and practiced with a digital brief.

WORKSHOP 3

PRESENTATION, PERFORMANCE AND CONNECTIVITY

Underpinning all-powerful communication is the principle of connecting:

•When we connect to ourselves we have mastery over our influence

•When we connect to our content we convey passion and pride

•When we connect to our audience we build our professional relationships and businesses

The workshop works from the inside out. Tips and techniques have their place but real exploration of the X Factor in us all is where we find the charisma, sparkle and passion that make us compelling communicators.

Business is built around deep and lasting relationships. So come and learn to persuade with charm and insight; listen like a coach; give your presentations wings and get more heart from the chart; embrace your fears (quiver AND deliver!) and enjoy this little trip outside your comfort zone. Break the rules, get connected and let the performer out!

WORKSHOP 4

MARKETING COMMUNICATIONS TOOLS, AND DEVELOPING A STRATEGIC

COMMUNICATIONS PLAN

This two-day workshop is ideal for all marketing communications professionals, whether they work in

marketing services agencies and consultancies or client marketing companies. It is an interactive programme that enables delegates to gain an insight and practical experience of putting together a strategic marketing communications plan. At the heart of the workshop is the SOSTAC® Planning System – a simple aide memoire that covers all the key components that make up a successful plan and can be applied equally well to all types of communications challenges for brands. It is a tried and

tested system that has been developed by Jonathan Taylor and Paul Smith (joint author), is at the centre of the best-selling Marketing Communications textbook and is used on a day-to-day basis by over 100 companies. BT, ICI, 3M, Halifax, Marks and Spencer, Prudential and Procter & Gamble are just a few of the companies who use the SOSTAC® Planning System on a daily basis.

S - Situation Analysis (where are we now?)

O- Objectives (where do we want to go?)

S - Strategy (how do we get there?)

T - Tactics (the details of the strategy)

A - Action (putting the plans to work)

C - Control (measurement, monitoring and reviewing)

All marketing communications plans must lay out the resources required to deliver the results and within the SOSTAC® Planning System we use the 3Ms:

Men/women - people resources

Money - budgets

Minutes - time

Within this structure, Jonathan Taylor delivers a series of eight sessions within a two-day training course. In addition to the SOSTAC® Planning System elements, the workshop can include three additional topics:

•Outline what are the 14+ marketing communications tools e.g. advertising

•What are the pros and cons of integrated marketing communications?

•How to put the whole plan together

WORKSHOP 5

FOCUS ON WINNING – NEW BUSINESS AND PRESENTATION SKILLS

This two-day workshop combines two key elements to help agencies win new business: new business tools and presentation skills. Using their personal experience Micky and Siobhan help delegates learn and use some practical new business ideas as well as the ability to present as a cohesive team and as strong individual presenters.

The course looks at some of the key tools agency new business teams need to master to help set up the opportunities to pitch. It also explores the fact that there is so much more to winning new business than simply getting your foot in the door. Your creative executions may deserve awards, your strategic planning may be revolutionary and you may know the prospect’s business better than they appear to know it themselves. What then? YOU!

Are you ready for this marriage? Do you have what it takes to engage with the wooing process? Do you understand the nuances of great rapport building? Can you stay in the relationship when the going gets tough? Can you truly represent the values and reputation of your agency?

This course will explore all these interpersonal skills to help you show up as a serious contender in this very pressurised, exciting and critical part of agency life. Be  the winners!

WORKSHOP 6

TEAM BUILDING

This workshop is designed for real teams who would like to refresh and renew themselves and enhance their performance. Each workshop is designed specifically for the client team and will include a research diagnostic phase before delivery of the workshop itself.

This involves interviewing all team members and appropriate key stakeholders to gather their views on areas that might include: the current strategic imperatives and how to prioritise them; the direction and alignment of the team; the recent and expected challenges; how the individuals in the team are currently working together; how the team innovates and what would constitute a successful team intervention.

The data thus gathered informs the design of the workshop. Whilst all team interventions are different and each has to be designed specifically for the client team, the sorts of areas that might be covered in the workshop include:

•Facilitating the development of strategy

•Addressing interpersonal dynamics and personality differences

•Enhancing team effectiveness

•Enabling the team to deal with conflict constructively

•Aligning behind a new team leader’s vision

•Empowering the team to lead transformational organisational change

•Harnessing the diversity of individual styles in the team

WORKSHOP  7

SUSTAINABILITY AND CORPORATE RESPONSIBILITY

Workshop Concept

The long-term survival of a corporation lies in its ability to satisfy the needs of its diverse stakeholders, including staff, customers, investors and local communities.  Increasingly, those needs include not only strong financial returns, but also strong environmental and social performance. These help the organisation to be accepted and useful to its host society, and to protect the natural and human resources on which it depends for labour, power and raw materials.

Financial, environmental and social goals usually reinforce each other; corporations, strategies and projects that manage their own environmental or social impacts tend to be financially successful, and vice versa. The benefits of corporate responsibility include: lower operating costs; higher value to consumers; better motivated, more productive employees; and improved corporate reputation.

In this one-day workshop, delegates will explore the meaning of corporate sustainability, identify the key indicators of success, and begin to develop indicators for them.

Structure

At this workshop, delegates will discover:

• The meaning of “sustainability”
• Its relevance to their function
• How best to measure impacts and performance against sustainability targets

Amongst the background topics discussed will be:

• What “sustainability” means in practice
• How consumers think and behave with relation to the environmental or social characteristics of their purchases
• How to assess and communicate the “green” credentials of their products and services to customers and consumers
• How to avoid greenwash
• How to guide efforts at green innovation (from product improvements to new products, services and business models)

Activities will focus on:

• Identifying key impacts throughout the value chain
• Determining how to measure current and future impacts
• Setting appropriate targets
• Reporting

Outputs:

At the end of the workshop, delegates will have created a list of key impacts, and a corresponding list of performance indicators.

Should a second day be available, delegates will look at examples of global best practise, have the chance to assess how the learning from these could impact on their own plans and develop the outline of a sustainability plan, including specific initiatives.

 WORKSHOP 8

DEVELOPING AND PRACTICING NEGOTIATION SKILLS

This two-day training course is very fast paced & interactive, lots of ‘doing’ and practicing, lots of visual stimulus (films, mini-exercises), role plays based on real life scenarios (and revealing the real world answer at the end).

Day 1

Morning: Who Prepares Wins

-Mental warm exercise to get the brain ready to negotiate

-In at the deep end: quick fire negotiation exercise/competition

-Look at the results and pull out key themes of the day (win vs win-win, importance of preparation, handling difficult people etc)

-Brief on the main negotiation of the morning (based on a real life situation negotiating a deal between Coke and an Olympic athlete)

-Working out the bargaining arena

-Setting objectives: walk away point, target and stretch

-Prepare role play objectives

-Scenario planning: preparing for the unexpected

-Importance of good questioning

-Active listening

-Role play: prepare and ask questions

-Roles in negotiation: leader, summariser, observer

-Complete role play giving everyone in the room a chance to negotiate

Afternoon: Fast and Flexible Negotiating (focus on the process of negotiation) 2.00-5.30

-Furniture sale: quick fire exercise to practice what they learnt in the morning

-Starting the negotiation: creating a vision of success, giving the big picture

-Role play 2 briefing

-Signalling: exploring without committing

-Positional vs Interest based negotiation

-How to make proposal

-How to accept proposals

-Receiving and responding to proposals

-What to do if your proposal is turned down

-Inventive solutions to break deadlocks and create win-win

-Mini role play: practice proposals

-Re-packaging and re-framing

-Bargaining

-Closing

-Repairing damage to the relationship

-Role play with coaching

 Day 2

 Morning: The Psychology of Negotiating

-Preparing yourself: building self confidence, controlling body language, using your voice etc

-Building rapport

-The art of small talk and what it can cover

-Communication types: agreeing the ground rules and structure

-The psychology of ‘win’, 50/50 and ‘win-win’ (use story/analogy to explain)

-Positions versus interests

-The Pareto Model of negotiation

-Truth or Dare: game to explore the ethics of negotiation, lies, half truths, and revealing the truth slowly

-Poker face: importance of hiding and/or showing emotion

-Understanding your style: power, rights and interests

-Understanding their decision style: intuitive, thinker, feeler, sensor

-Building trust: the principle of reciprocity and similarity

-The psychology of risk: the framing effect

-Who goes first?: anchoring the negotiation to your agenda

-Avoiding the chilling effect

-The offer control panel: controlling how well & fast you make concessions

-The impact of making multiple offers

-Negotiating issues simultaneously

-Unbundling issues

-Contingent agreements: the Ferrari of the negotiation deal!

-Reinforcement behaviour

Afternoon: Handling Difficult People

-Facing aggression: the nature of resistance

-Fight, flight and playing dead

-Controlling your state

-Understanding yourself: what are your hot buttons. Pressing the pause button

-Active listening

-Developing empathy: understanding their position

-Dealing with emotions

-Negative self talk and how to deal with it

-How we receive and process positive and negative communication

-Dealing with crossed conversations: Transactional Analysis model

-Getting back in the driving seat: strategies to get the initiative back

Role plays will be run in the morning and afternoon. In the afternoon role play with a real life ‘difficult person’.