Essential strategic planning for client service

Client service represents the agency at the client, and the client in the agency. This dual role requires that they have an intimate understanding of client needs, briefing the agency accurately, and reverting with work that will be accepted. This is a critical chain where the work presented is only as strong as its weakest link. This one day course strengthens these links, making client service more effective in their role.

COURSE OUTLINE

• Discovering the brief as opposed to taking it: the difference between client needs and wants; the importance of problem definition
  
• Strategy deconstructed and demystified
  
• The relationship between objectives, strategies and tactics
  
• Engaging clients on macro topics affecting the company as a whole, and the brand in particular
  
• The inverted pyramid and other written communication essentials
  
• Selling the brief internally: working with planning and creative
  
• Relevant strategic brand principles and tools such as: brand equity, positioning, segmentation and perceptual models (and how not to be abused by them)
  
• Getting the most from data: basic statistical principles
  
• Insights: discovery thereof, and the dilemma of an insights-based brief
  
• The research that client service can facilitate: the beauty of the dipstick
  
• Pitching new business: the strategies that work; the myths that don't
  
• The lessons learned from rejected work
  
• How to make this statement real for the entire agency: "Your job is to service the client. If you're not servicing the client, your job is to help someone who is".

THE COURSE IS ALSO SUITABLE FOR

• Client service
  
• Creatives
  
• PR Practitioners
  
• Media planners
  
• Junior planners and aspiring planners
  
• Anyone wanting to engage with clients on a more strategic level

COURSE DETAILS

Venue: Cape Town Graduate School of Business, Breakwater Campus, Portswood Road, Greenpoint.
Directions: Coming down Portswood road to the Waterfront, turn first right to find the parking.
Date: Wednesday 10th April 2013
Time: Starts 9am sharp, finishes 4pm sharp
Cost: R1 999 per person, no VAT payable. 5% discount on 6 delegates or more.

Details of your course facilitator here : http://www.bizcommunity.com/ProfileAbout/SidPeimer

TO BOOK YOUR PLACE
Simply email with delegate names.
This course is limited to 75 delegates, so book today to secure your place.

PLEASE NOTE
No course material will be issued prior to the event.
No-shows will not be refunded, however delegates can be substituted.
Booking only confirmed once payment received.
No pop-ins for specific content - it's 9 to 4
Cellphones off (two tea breaks and lunch for the-world-is-coming-to-an-end calls).
Course is limited to 75 delegates! Book today - don't miss out on discovering empowered client service.

For further enquiries, contact Sid Peimer on +27 82 659 9167 or
Don't delay - only 75 seats available.
To book, simply email with delegate names.

Presented by stratplanning | cape town | +27 (0) 82 659 9167 |