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Capability Building Workshops-2014-

Why Invest in Training?

Talent is our most critical resource

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Learning can never stop

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Especially in times of relentless change

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The R3 Difference

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3 ways how R3 University is different

We shall share proprietary R3 global trends and best practices during the course

Half of the time will be spent in interactive sessions for participants to learn while doing

Content is inspired from real-life experiences- practical knowledge over theory

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How it works

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Streamlined process for maximizing efficiencies

eDM to gain participation

Registration Form

Certificates for participants

Feedback form to identify improvement

areas

Cheat sheet to help participants

Proposed Modules

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The Need of the Hour for Marketers- Winning at Integration

Winning at Integration- The opportunities and

challenges of Integrated Marketing and Comms Planning

Length: 1 to 2 day workshop

Objective:• Understand and implement the principles of integration within the organization and the agencies to develop more effective marketing programs•Appreciate the changing landscape and the challenges and opportunities of integration•Learn practical application of ways to work with multiple teams, markets and agencies in a more effective way to drive efficiencies

Participant Profile: • Manager to Director Level in the Marketing and Communications teams•All Marketing/Communications teams within organizations - Brand, Digital, Corp Comms, PR, CRM•Suitable for anyone within the organization who works with communication partners/agencies

Customizable topics and materials

Series of half-day/one-day workshops

1)Getting the best from your agencies

2)Paying your agency and managing your budgets

3)Media 101

4)Understanding the evolving media landscape

5)Digital 101

6)Marketing in the digital world

7)Social Media 101

Getting the best from your agency

OBJECTIVE: To understand and appreciate the intricacies of agency workings and agency client relationships for maximizing effectiveness

PARTICIPANT PROFILE: Entry level to Manager level teams who work directly or indirectly with communications partners (creative, media, digital, social, PR and event agencies). Can be customized to senior team members also

LENGTH: Full Day

CONTENT: The workshop will cover workings of Creative, Media and Digital agencies. Participants will be introduced to the roles and responsibilities of the agency teams so are better equipped in managing multiple agency partnerships. They will be exposed to the agency process from briefing to execution stage and the importance of their role in the process. Brief writing exposure will be provided. Participants will also be shown on how their involvement can be optimized for achieving maximum results in terms of information sharing with the agency and the evaluating the agency’s creative work.

INTERACTIVE SESSION: A Writing and presenting an inspiring integrated brief for the agencies. This could be based on a live brief or a special one can be created for this exercise.  

Media maze made easy- Media 101OBJECTIVE: To understand the media basics and learn how to review media plans

PARTICIPANT PROFILE: Entry level to Manager level team member who work directly or indirectly with media agencies

LENGTH: Full Day

CONTENT: Participants will understand the media basics like various buying units available in traditional, digital, social media. It will cover the oft used media terminologies and their meanings. The agency process in negotiating rates and buying media with media owners will be explained. The participants will learn about budget allocation across media channels and also the importance of media KPIs tracking.

INTERACTIVE SESSION: A working session with the teams to delve deep into a media plan which has multiple touchpoints. A live media plan can be used for this exercise or a specific one can be developed for the purpose of the training.

Understanding the evolving media landscape

OBJECTIVE: To understand the role of media in the changing landscape and how to leverage media channels better for marketing efforts

PARTICIPANT PROFILE: Manager level to Director level team members who work directly or indirectly with media agencies

LENGTH: Half-Day

CONTENT: Participants will be introduced to the various media they have at their disposal- from traditional to new media and the roles of each media channel and how they can be used to complement one another. They will be shown how to define their target audience and understanding their evolving media habits. It will also include how agencies’ processes and services have changed, and how advertisers can engage and use agencies’ services. We will further explain how message distribution and amplification work and the difference and importance between paid, owned and earned media.

INTERACTIVE SESSION: An exercise to set communication objectives against business/marketing objectives and setting the right KPIs and ROI measures. A live media plan be used for this exercise, or a specific one can be developed.

Paying your agency and managing your budget

OBJECTIVE: To understand remuneration and fee models to pay agencies fairly while managing marketing budget  PARTICIPANT PROFILE: Manager level to Director level team members in Marketing, Procurement and Finance who work directly or indirectly with communications partners (creative, media, digital, social and event agencies).  LENGTH: Half Day CONTENT: Participants will be introduced to the various compensation methods and remuneration models. This module discusses how agency generates profit and importance of client’s account being profitable for the agency. Existing scope of work and fee model will be analyzed and discussed. Various aspects of agency budgets will be explained in detail- overheads, rate cards, multipliers, profit margins, resource allocation etc.

INTERACTIVE SESSION: Participants will be divided into teams. One team will develop a scope of work and other team to respond with a fee for the scope.

Before-during-after: follow up sessions to track progress

PRE PROGRAM – Briefing, Pre-reading, Tasks

PROGRAM - Course notes, Work sheets & Exercises, Jargon / Terminology handbook, Training Program on a USB stick

POST PROGRAM – One-on-One interviews with participants to track progress and gain feedback on application, follow up questionnaire to check learning

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Remember R3 for…

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ThankYOU

Contact

Seema Punwani seema@rthree.com