The Workshop

No professional service firm can serve all customers in all markets with all services. The most successful enterprises never attempt to be all things to all people, but rather specific things to specific people. They have developed strong, differentiating answers to the four questions that constitute the foundation of an effective positioning strategy:

What are our core competencies? Which of our services are truly best in class?

Who is our best customer? Who do we know best in terms of categories, audiences, or types of brands?

Way we leverage our culture? How do we add value through our methods or approaches?

Why are we in business in the first place? Beyond making money, how do we define our calling?

Once your positioning strategy has been defined, you must then ask “What needs to change in our organization in order for us to bring our positioning to life in everything we do?”

This is not just a matter of developing a new agency website. Your positioning strategy must be reflected in the following key areas of your business:

1. Services & Structure

• Developing and refining competencies needed to support the positioning strategy

• Developing unique intellectual capital/proprietary processes to support positioning

• Determining internal vs. external capabilities

• Establishing or improving methods of measuring success

• Acquiring additional information resources needed to fulfill positioning

2. Staff Management & Talent Development

• Hiring and recruiting talent to support the positioning strategy

• Cultivating talent through internship and career development programs

• Performance planning approaches that supports the positioning

• Recognition and benefits programs based on a positioning-related theme

• New employee orientation programs that reflect the positioning

• Professional development designed to support the positioning

• Meetings, events and internal communication to increase understanding of the positioning

3. Self-Promotion & New Business

• A brief that dimensionalizes the positioning strategy

• A brand identity that reflects the positioning

• New or updated website that communicates the positioning

• Client selection standards based on positioning strategy

• Content marketing and social media program centered around the positioning strategy

• New business materials and presentations that feature the positioning

• Case studies that highlight the positioning strategy

• Publicity program built on the positioning

4. Systems & Processes

• Unique internal processes that support the positioning

• Workflow management systems that help deliver on the positioning

• Pricing and compensation approach that leverages the positioning strategy

5. Staging & Resources

• Showcasing the positioning in the workspace and working environment

• Reflecting the positioning in “first impressions” and other brand touch points

• Engineering the workplace to balance privacy with collaboration

• Providing spaces and resources that enable people to cultivate areas of expertise

• Establishing knowledge bases that centralize sources of expertise

By identifying key initiatives in each of these areas – and then executing on these initiatives – you bring the agency’s business practices into alignment with the agency positioning. This workshop will show you how.

Who Should Attend

This engaging webinar is designed especially for those in client-facing roles in agencies with particular emphasis on anyone involved in the new business process or agency marketing program. 

The DeTAILS

Live Workshop

May 12, 2022 / 11:30-12:45pm (Eastern Time)

We will use GoToWebinar as our online platform. All attendees will receive a link and instructions in advance of the workshop.

The conference room option is for a single office location only.  This is an option for the people you would generally gather in your office conference room to participate.  

Workshop Rebroadcast

May 17, 2022 / 11:30-12:45pm Australia Eastern Standard Time (GMT +10)

Workshop Rebroadcast

May 18, 2022 / 11:30-12:45pm Gulf Standard Time (GMT +4)

Payment is due in full at time of registration. Registration fees are nonrefundable, however substitutes are welcome (from the same firm only please). Also, registration fees are allowed to transfer to another event within one year.

The Presenter

Tim Williams is one of the world's foremost authorities on positioning strategy for agencies and other professional services firms.  Tim's workshops have been seen by business audiences on every continent, and his books and articles have helped inform the strategies and business models of thousands of firms across the globe.  In his role as founder of Ignition Consulting Group (www.ignitiongroup.com), Tim has helped shaped the future success of firms ranging from independent agencies to multinational agency networks.