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• Things to Consider When Hiring a Marketing Agency

Things to Consider When Hiring a Marketing Agency

written on March 31, 2011 by Jason Therrien

Wearing many hats in an organization is very common. If you ask around, you’ll find that it’s rare for one person to have only one responsibility every day. The work load for each staff member has increased throughout the years and to remove some of the marketing responsibilities, an agency is hired. The most capable of agencies will provide expertise and resources that may not be within an organization. 

Some would say selecting an agency is a difficult task, but once you find the right one, that relationship will continue to grow and less responsibilities will be managed within the organization. Below are things your company should consider when hiring a marketing agency.

• Did you conduct research?
• When choosing a marketing agency, it is important to do research and not just pick the first name you find. Make sure to ask questions regarding their experience, production process and culture. A reliable agency will answer any questions they are asked, which will help connect them to your company. The deeper the conversation, the more beneficial it will be for the client and the marketing agency. Ask for references and contact them to get a better understanding of the agency’s work. You can relate to these other companies who have been on the client side, especially if you ask for references that are within your industry. 
• Is the agency willing to work within your budget? 
• Be up front with your budget, in the end it will only benefit you. If the agency wants to work with you, they will provide the appropriate solutions that fit within your resources. If you do not have the exact budget, try to offer a ballpark range. 
• Does the agency have the services you need? 
• A one-stop shop is the best kind of marketing agency to use. Whether it’s online, offline, social media, public relations, video or advertising, you need to determine what is the best solution for your organization. Think long-term when reviewing their services. You may not need a social media strategy or offline advertising now, but you could in six months, a year or two years. Look for a marketing agency that can help you grow, understand your needs and provide all the services for you now and in the future. 
• Does the agency’s portfolio interest you?
• Review the agencies’ portfolios and ask as many questions as possible. The portfolio should provide a sense of comfort and excitement knowing they can provide services to a broad range of clients and offerings. Every organization has different needs and goals, so remember to not immediately turn away after seeing that their portfolio doesn’t have a conservative site or a packaging design that speaks to your audience. Talk with the agency and explain what you are looking for and hopefully, they can provide more examples. 

Finally, we have provided a step-by-step process to follow when hiring a marketing agency. This process is valuable and if done correctly, you’ll soon begin a new relationship with a marketing agency partner. 

Create a Request for Proposal (RFP) - Document your needs and determine the scope of the project. 

Research agency candidates – To research the agencies who will be receiving the RFP, you can network within your organization or with other businesses. You can review their portfolio on their site and review their online presence including social media channels (especially if that is one of the projects you hope to assign). When you have a potential agency, have an initial phone conversation with the agency to discuss your needs and their capabilities to address those needs. 

Provide the RFP – When you select the agencies that you will invite to respond to the RFP, be available to answer any questions they may have. Give the agencies at least two weeks to complete the RFP to conduct their own research and develop the best plan of action. 

Evaluate the agency proposals – Allow the agency to present the proposal and ask questions so you can get a better grasp of their services, recommendations and process to complete the project. It’s common to go through a few rounds of the proposal. 

Hire the agency – Once you get to this phase, this involves signing a contract, which will state that you agree to the projects and payment schedule.  Once the agency receives the signed contract and down payment, a kickoff meeting can be scheduled to review the deliverables and make sure everyone’s on the same page so that the project can begin!

Have fun with hiring a marketing agency. You’ll learn a lot and in the end, all the work you have put into the process will soon be shown by the new website, social media strategy or offline advertising campaign. 

Jason Therrien is president of thunder::tech, an integrated marketing agency based in Cleveland, Ohio, that provides services in the areas of web, graphic design, interactive media, video, public relations, social media and advertising. To learn more about thunder::tech and the agency's capabilities, please visit www.thundertech.com or call 216-391-2255. To get the latest marketing industry thoughts and random musings from thunder::tech, follow us on Twitter @thundertech.