Transparency
Few things threaten a relationship like dishonesty. The same can be said about relationships between clients and their marketing agencies. In fact, a 2016 Association of National Advertisers poll revealed that advertisers voted for “transparency” as the word of the year.

How can you know if an agency is going to be truly honest with you and fully dedicated to your success? It’s not as if their own marketing material is going to announce weak commitment and shady practices.

Transparency must go beyond upfront contracts into meaningful connections with you that include asking questions, listening to your goals and needs, having conversations, and demonstrating genuine concern for more than getting paid. An atmosphere of trust and support is how long-term faith and loyalty is built in any partnership, including the one with your marketing agency.

Let’s look at the anatomy of a great agency-client relationship, guts and all:

What’s in a Contract?
While a good agency should serve you in intangible ways, above and beyond the concrete terms of a contract, the importance of a clear, air-tight marketing contract cannot be underrated. While your contract should serve and protect both parties, and your agency has a duty to protect itself as well, let’s re-emphasize the role of transparency.

In answer to the question above – what’s in a contract? – everything your agency really can do, and nothing it really can’t. After that, besides terms and fees, your contract should include a view of the current marketing landscape (and advertising and PR, if your agency is capable), the current landscape of your particular industry, key elements to a successful campaign, content strategies, and agency deliverables.

There Is No Such Thing As Too Many Questions
Your agency should be so excited to have you as their new client, they can hardly contain themselves. But, because they’re professionals, they may not literally be jumping for joy before your eyes. In fact, they may even be a little hesitant to delve into too many questions for you. But they shouldn’t. They should ask every possible thing they can to serve you best and help you realize your dreams. In fact, content marketing expert and author Jami Oetting suggests 90 (yes, 90) revealing questions agencies should ask their new clients.

Did We Mention Guts?
A great marketing agency is a team of creative, passionate, endlessly curious people who aren’t afraid of hard work and trying new strategies. They should realize when it’s time to move away from “same-old, same-old” tactics into uncharted territory. Oetting refers to this fearlessness as “keeping your hands dirty” by staying abreast of marketing trends and client industries. “[Agencies] get into the trenches with team members to understand how they’re working and where their challenges are,” she notes.

What’s in a Team?
In addition to passion and guts, you should find in your marketing professionals a relentless dedication to your business, goals and personnel – and theirs, too. Regardless of size, your marketing team should also clearly see and understand the broad picture of all the players in the business-agency relationship: the client, client’s customers/prospects, management team/owners, and their own agency constituents. We like Oetting’s comment here, too: “Think of clients, senior management, and team members as legs of a stool. If any single leg is getting short shrift, the entire enterprise is thrown off balance.”

Love
The “L” word, and we’re only ten paragraphs in! But it’s not overzealous to apply that word to the client-agency relationship, because your agency really should love you and treat you like a precious member of the family. That involves going overboard, showing up because they care, staying in frequent “live” touch – in person or on the phone – breaking bread together, respectfully telling the truth (even if it hurts, like “this strategy isn’t working, and we need to change course”), being genuinely joyful when you’re successful…and genuinely upset – and immediately responsive – when you’re not.

The right marketing team should treat you like a treasured partner in a healthy relationship. Nothing less will do.

IVY MARKETING GROUP. COME GROW WITH US.

If you have a question or would like to continue this conversation, please contact us…





Your Name (required)

Your Organization (required)

Your Email (required)

Phone (required)

Subject

Your Message

I am interested in learning more about:

Website Design/DevelopmentIntegrated Marketing PlanningWebsite Design/DevelopmentContent MarketingBrandingOutbound MarketingInbound MarketingBlogStrategic Partnerships

It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!

×

IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.

×

Passion for design keeps me on the lookout for new and exciting avenues for innovative digital and print visual communications. At IVY Marketing Group the diverse range of projects keeps my job challenging and rewarding. Each campaign is an exciting opportunity to effectively communicate our clients’ message. It’s what I love.

×

I began working with IVY Marketing Group in June of 2013. I was hired as a writer, telling the stories of residents and staff members at the various senior living communities we serve.  It was inspiring to hear how fulfilling – and freeing – life had become for these seniors since moving from the limitations of their own homes to the quality independent and/or assisted living communities of today.

In 2016, I had an opportunity to see another side of the IVY organization when I was asked to fill in for a co-worker on maternity leave. During that time, I handled media distribution and social media, a process I found interesting and horizon-expanding. I was also given the opportunity to serve as an account manager, bringing me face-to-face with client needs and expectations.

As a frequent blogger for Ivy as well as some of our clients, I am excited to stay ahead of emerging trends and strategies so that we can offer our clients the most successful content marketing solutions for their communities.

Most fulfilling for me is working with my fellow Ivy team members. It is both inspiring and refreshing to witness their enthusiasm for their craft and unfaltering commitment to our clients and company goals.

×

It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.

×

Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!

×

Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!

×

I am eager to bring fresh concepts and communication strategies to our retirement community clients.  Keeping up to date on new public relations strategies, online engagement, and advertising tools is my passion.

Our clients have such exciting and unique events and programs; it really makes it motivating for me to make the most of their content.  I am proud of our national press placements, secured television spots and local media relations. 

Results like increasing website visits, social media connections, and national press placements make everyday rewarding and interesting.

×

I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.

×