http://uamcd2015.org.au/ My address for the Senior Leadership Breakfast at the RACV Club in Melbourne, Victoria Australia at the Universities Australia Marketing Communications And Development Conference

1. marketing management consultants
Making the most
of your agency
relationships
UAMCD Senior Leadership Breakfast
September 2015
Presented by Darren Woolley,
CEO, TrinityP3

2. marketing management consultants
How many agencies do you have?

3. marketing management consultants
How many agencies do you have?
USUALLY
TOO MANY

4. marketing management consultants
Plus you underinvest in marketing
Universities Versus Services Industries

5. marketing management consultants
Plus you underinvest in marketing
Universities Versus Services Industries
Leading many to find
the cheapest solutions
rather than the best
value solutions

6. marketing management consultants
Structure is the reason why
Most Universities have a distributed marketing structure (rather then a central or
central hub and spoke structure) making the product more important than the brand
Distributed Central Central hub and spoke

7. marketing management consultants
What is your strategy?
A Branded House OR A House of Brands

8. marketing management consultants
What is your strategy?
A Branded House OR A House of Brands
All marketing activity builds
the overall brand
maximising marketing
investment
Each brand requires its own
brand investment
with no residual effect on
the overall brand

9. marketing management consultants
What are you building?
Health Science
Hospitality
Social Sciences
Indigenous
Information
Management
Journalism
Law
Library Record
Management
Marketing
Mathematics
A Banded House OR A House of Faculty Brands
Administration
Accounting
Agriculture
Architecture
Building
Business
Commerce
Computer
Science
Environmental
Education
Finance
Media
Communications
Midwifery
Nursing
Policing
Psychology
Religion
Theology
Social Work
Tourism
Welfare

10. marketing management consultants
How do you
maximise
your brand in
a distributed
marketing
structure?

11. marketing management consultants
Strategically Align

12. marketing management consultants
Strategically Align
1. Define your requirements against your strategy
2. Review your current roster against your specific identified
requirements
3. Consider what should be insourced or outsourced (eg. Social
media, design studio etc)
4. Select a roster structure that best suits your needs

13. marketing management consultants
Contract

14. marketing management consultants
Contract
1. Standard services agreements need significant customisation
2. Beyond standard terms conditions the contract should define
roles responsibilities
3. Ensure there is specific performance metrics and review process
4. Agency remuneration should define not just price, but method for
calculating and adjustment

15. marketing management consultants
Remunerate Performance

16. marketing management consultants
Remunerate Performance
1. Need to focus on value and not just lowest price
2. There are now more sourcing options than ever before such as off-
shoring and trans-creation
3. Look for models that are flexible such as project fees
4. Ensure the remuneration model is clear and fair for both

17. marketing management consultants
Review Rate Regularly

18. marketing management consultants
Review Rate Regularly
1. Ensure you review and rate your agencies and suppliers against agreed
performance metrics
2. Reviews should be undertaken on a six monthly basis
3. These reviews should include performance, remuneration and resources
4. Annual contract reviews should include overall roster review to ensure
you have the capabilities required

19. marketing management consultants
In summary
In a disrupted category you need a clear
and focused strategy
Review, rationalise and align your agencies
to your strategy
Use contracts to define roles,
responsibilities and performance metrics
Remunerate to incentivise performance
Review, rate and measure performance on
a regular basis

20. marketing management consultants
For more information go to
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
TrinityP3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants