AgendaBuilding Relationships to Influence Change

Reasons for Client-Account Manager Failure

The Account Management ProcessTips for Account Management Success

- Listen- Be A Friend - Share- Teach- Be Accessible

Protecting the Graphic Designer

Q & A

Account Management Success- Case Study Festival of the Arts Embracing InnovationAccount Management Success- Case Study BOSS & Target MarketingAccount Management Success- Case Study All Army Sports Utilizing Technology

Building Relationships to Influence Change

Carrie PooreMarketing Account Manager ∙ Soldier & Community Recreation

AgendaBuilding Relationships to Influence Change

The Account Management ProcessTips for Account Management Success

- Listen- Laugh- Buffer - Share- Teach- Be Accessible- Anticipate

Account Management Case Study: Festival of the Arts

Questions

Account Management Case Study: BOSSAccount Management Case Study: All Army SportsResources for Account Managers

Reasons for Client-Account Manager Failure

The Account Management Process

• Account Management by the Book

• Account Management Reality

Account Management Tips

• Listen – You can’t help program managers without hearing what they really need.

- Relate to their issues- Intimately understand their program before implementing

change- Get a 360 degree understanding of program: manager,

leadership, customer

• Laugh - Laugh about process frustrations with clientsThe Word "Final"

• Buffer - Serve as “buffer” between action officer and program manager – freeing the action officer to spend more time completing work order

Hidden Designer Cam

Account Management Tips

• Share – Don’t be afraid to share a few of your tips & tricks.- Share online resources that will make their

lives easier- Share short-cuts that may make a process

smoother- Share reasons why processes are the way

they are- Share both successes and frustrations- Encourage Program Manager’s to over-share

• Teach – Teaching works well in building relationships because you’ll position yourself as an authority on your subject

- Serve as a guide through the STRATCOMM/Marketing planning process

- Be quick to admit “I don’t know”- Stay updated on trends- Plan continuous workshops to update

program marketing plans

“Our program's ability to think both vertically and

horizontally has improved because of marketing. “

- Sam Sakorfis, Chief, Community & Recreation

Operations Division

“When I can't get my boss to understand something I just say ‘Carrie said.’- Carole Kowta, Sports & Fitness

Account Management Tools

• Be Accessible – It doesn’t matter how technologically advanced we become, people want to interact with

people. - Set weekly meetings to achieve

“face time”- Respond quickly even if you can’t help

quickly- Be honest about your priorities

• Anticipate – Anticipate the client’s needs. - Educate program managers on

upcoming opportunities for cross-promotion

Group Photo After Successful Outreach of Family & MWR Programs at the 2011 All

American Bowl

“Having an account manager dedicated to assisting the recreation staff is a dream. Carrie goes above and beyond to assist our staff. She is so in sync with our needs, she knows what we need before we do!”Sandy Nordenhold, Chief, Recreation Programming

Account Management Threats to Success

• Most client-consultant relationships have problems for largely non-technical reasons, including:

- Lack of effective communication about how the project will proceed

- Setting expectations too high or too low- Lack of follow through on small, yet important

details- Under estimating project complexity or scope- Failing to understand user requirements- Lack of effective communication about timelines

and approvals

Case Study- Festival of the Arts• Embracing technology to find

efficiencies• Printing costs vs. Labor costs• Increased visibility• Improved ability to measure ROI

82009 Physical Book www.armyfestivalofthearts.com2010 Web Site

“Carrie Poore is the BOMB ! The best strategizer I have worked with, she makes it look easy…But WE all know it's not…It takes attention to detail and follow-up that allows the programs developed become programs that soar.” Joe Leavell, Army Entertainment Division

Case Study- BOSS • Mass Marketing vs. Target Marketing• More effectively speaking to Target Audiences

Leadership Education Materials

SoldierEngagementMaterials

http://www.youtube.com/watch?v=s7kDt9g8Hyo http://www.youtube.com/familymwr#p/u/27/ndsLHkITJKQ

Case Study- All Army Sports• Increased understanding of marketing channels• Traditional: Calendar/No distinct brand• 2009-2011: Branded Facebook/ Twitter, video, outreach,

direct mail campaigns, QR Codes, unique marketing-based promotions

Resources

• Marketing Materials and Templates for Soldier & Community Recreation http://www.mwrbrandcentral.com/HOMEPAGE/soldiercommunityrec.html

• Festival of the Arts www.armyfestivalofthearts.com

• Facebook.com/theAllArmySports• Facebook.com/OfficialUSArmyBOSSProgram

AgendaBuilding Relationships to Influence Change

Reasons for Client-Account Manager Failure

The Account Management ProcessTips for Account Management Success

- Listen- Be A Friend - Share- Teach- Be Accessible

Protecting the Graphic Designer

Q & A

Account Management Success- Case Study Festival of the Arts Embracing InnovationAccount Management Success- Case Study BOSS & Target MarketingAccount Management Success- Case Study All Army Sports Utilizing Technology

QUESTIONS?