The Synaxis Keystone Marketing System provides a phased approach to the implementation, rollout, and operationalization of marketing measurement tools, web tools, and communications tools.
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Transitioning from an Internal to an External Marketing Solution
In 2009, many companies will face the same marketing challenge, regardless of company size or product offering. A common challenge is to achieve annual marketing and revenue goals with a reduced staff.
Unemployment lines are filled with many brand and marketing professionals who were laid off and had to leave their roles with little notice. That means projects were unfinished, files weren't transferred, vendors lost their primary contact and workloads doubled for remaining team members. Making things worse, many creative individuals operate with a project plan that resides only in their head making it impossible for a new project manager to step in and easily keep things moving.
The good news is that there is a solution. If you prepare adequately for staff reductions and budget cuts, and then engage the right external agency to serve as your marketing arm, you can achieve and even surpass your own and your leadership’s expectations.
1. Prepare an Emergency Preparedness Plan
Just like you would for any other unforeseen situation that will likely cause chaos, prepare a plan so you can act quickly if layoffs occur with little to no warning. Specifically if you are a middle manager, you might learn you will lose half of your staff but still be responsible for project completion and target goals. Create a checklist of all ongoing projects, deliverables, schedules, assets, creative briefs, project plans and both working and final files. A common thing to overlook are the files from completed projects. Many times previous banners, videos, promotions, print pieces, etc. need to be updated but remaining team members don't have the original files. Develop a succession plan for remaining employees and keep a list of agencies or vendors who can step in as your marketing partner.
2. Keep Things Moving
During times of transition, customers and employees need more communication, not less. Consistency and brand reinforcement are key and cannot be compromised. Work with your executives to pinpoint your crucial marketing and communication initiatives and focus on the needs of your audience. There are many innovative yet budget conscious ways to get your message out and the right agency will help you find them. Explore social media tactics, podcasts, Flash banners, an updated landing page or a simple but effective print campaign.
3. 1:1 Project Management
When transitioning projects or launching a new initiative with an agency or vendor, simplify the process by assigning one first line contact on your team to one established project manager on your vendor's side. Each project manager will then assign tasks to the appropriate team members on their end who will be responsible for timely completion of deliverables. This eliminates confusion about who is doing what, keeps the time line running smoothly and most importantly, lessens your stress!
Your agency should serve as a creative and strategic business partner, ensuring established goals are met during times of transition. The goal should be to maximize existing resources by evaluating what already exists and propose solutions that match your needs, time frame and budget. When needed, the right agency can serve as your offsite marketing and communications department, with insightful knowledge of your brand, customer focus and business objectives.
