Agency Organization Development

Adoptable Solutions for the Digital Age 1

Adoptable Solutions for the Digital Age

“Burnham Marketing was established to help companies

expand their digital marketing knowledge, capabilities,

resources, and bandwidth in order to manage the

complexities of the fragmented media marketplace.”


Jason Burnham

Over 15 years of digital marketing experience

Co-founder of Ad Age Top 25 Digital Agency, Mass Transit Interactive

Sold Mass Transit Interactive in 2005 to Horizon Media; the largest independent media buying company in the US (now known as Horizon Interactive)

Planned and managed over 2,000 digital media campaigns for both B2B and B2C advertisers, across a dozen industry verticals

A primary contributor for the development of the IAB/AAAA’s Industry Standard Terms and Conditions and US Measurement Guidelines

Awarded B2B Magazine’s Best and Brightest Media Strategist Award

Awarded Media Magazine’s Media Planning and Buying Award

Former Board of Directors for 212 New York’s Interactive Ad Club

Advisory Board of Directors for Association for Downloadable Media

Frequent speaker at major industry conferences; AdTech, iMedia, DPAC, OMMA, DigiDay, Association of National Advertisers, 212 NY Ad Club

Contributing writer for leading digital trade publications

Industry educator for leading training organizations; Upstream Habitat, 212, private corporate training

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Michelle Burnham

Over 12 years of digital marketing experience

Held a variety of agency positions; Account Manager, Media Planner, Assistant Media Director, Director of Publisher Relations, Director of Campaign Management, Director of Operations and Training

24/7 Real Media, Mass Transit Interactive, Horizon Interactive

Specializes in digital media work flow and ad operations

Advisory board for Doubleclick DART for over 8 years

A primary driver of the development of Billing Best Practices, Creative Delivery Guidelines, Ad Discrepancy Resolution for the Interactive Advertising Bureau (IAB)

Widely recognized as a leader in ad operations among digital peers

Industry educator for AdMonsters’ Ad Operations Training Group, AAAAs, private corporate training

Active participant in the Media Ratings Council (MRC)

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Agency Clients

Over the past five years, we have helped a variety of agencies with bandwidth and resource limitations, refine their process and workflow,

provided training and development, and develop their digital capabilities.

This list only represents the agencies we’ve provided specific organizational development services under Burnham Marketing. Throughout our careers we have worked with dozens of full service agencies to provide digital media services.

ID SOCIETY

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http://www.tippingpointmedia.com/


How We Can Help

Strategic Development & Communication Planning Developing an effective digital communication channel strategy is necessary for building and maintaining long term customer relationships. Leverage our extensive experience with dozens of industry verticals to create a digital marketing plan that will be the foundation for your future digital programs. This is a necessary step for building a highly efficient and scalable digital marketing program against high value consumer segments, utilizing each digital channel's unique benefits.

Media Planning & Buying Whether you are in need of planning and buying services on an ongoing basis or project-by-project, Burnham Marketing can provide the necessary resources you are looking for. With extensive experience managing over a thousand interactive campaigns, across dozens of industry verticals, Burnham can easily satisfy your immediate needs. You will find our planning fees to be very competitive and more cost effective than hiring additional staff or out-sourcing to a partner agency.

Ad Operations & Campaign Management The greatest liability and exposure for a company resides within ad operations. Our extensive experience and expertise leveraging third party ad servers and managing hundreds of digital campaigns provides you with a resource to assure campaigns are being managed at the highest level to avoid costly errors and inefficiencies created by junior support staff.

Project & Account Management Our approach to integrated project management allows us to effectively manage the wide array of disciplines needed to manage a multi-channel digital marketing program, at the same time, providing your company with the necessary resources to manage scale and alleviate bandwidth restraints.

Persona Development & Consumer Insights Through our partnership with MindTime, Inc. we can provide the foundation for your persona development and audience segmentation initiatives. By evaluating your high value prospects and customer’s key motivations, learning, and communication style, we can help you build marketing strategies that resonate with how your target audience thinks, what they believe, and how they make decisions, while providing context to all of your other behavioral and attitudinal data.

Organizational Development & Process Auditing Whether you are a traditional advertising agency, a marketer who manages their media in-house, or a digital agency that is trying to create more efficiency, Burnham Marketing can help improve the organizational development services required to improve work flow and establish processes to maximize your digital operations. Our experience working with hundreds of different media and creative agencies, advertisers, and web development companies, has given us the experience that allows us to create operational efficiencies necessary for maintaining a profitable digital capability.

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Steps to Establishing Your Digital Practice

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Addressing Immediate Client Demands

Business Strategy

Marketing Parameters

Strategic Planning

Media Buying

Measurement Program

Actionable Analysis

Inte

grated

Pro

ject M

anage

me

nt

• Brand development • Fiscal goal setting and marketplace conditions • Consumer research and insights • Segmented messaging and communication

• Budget allocation to support fiscal goals • Audience segmentation prioritization • Promotions calendar and campaign scheduling • Establish marketing and campaign objectives

• Assessment of current and past initiatives • Creative and web development strategy • Identify key performance indicators • Media selection and media weighting • Determine tactical executions

• Media research • Identify media vehicles and content environments • Pricing models and creative executions • ROAS projections and market penetration • Media contracting, trafficking, billing, and reconciliation

• Develop testing variables • Implement necessary tracking tools/technologies • Build reporting templates and data sets (i.e. dashboards)

• Create tracking process for media mix modeling

• Cross tabulation of behavioral and attitudinal data sets • Multiple attribution engagement scoring • Quantify cross media effectiveness • Media Interpretation, optimization, and insight

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Addressing Common Agency Challenges

Managing digital media can be extremely labor intensive and can consume

much of an agency’s resources. Creating operational efficiencies is

necessary to sustain profitable margins. Many of the challenges that you

may encounter typically reside within four key buckets:

EDUCATION MANAGEMENT SCALABILITY PROCESS


Understanding Each Person in Your Team

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As a species we’ve evolved our ability to imagine future possibilities and outcomes, to recall past experiences and learn from them to provide certainty, or to come up with strategies for managing things in the present and understand the probability of the outcomes of our actions. Although human cognition includes all three perspectives, individuals differ in the degree to which they utilize each. It is the blend of these three forces that determine our need, perception, motivation, and behavior. This will impact team structure and collaboration, job function, project management, strategic and creative thinking, management styles, and every decision made by each person. Identifying a person’s thinking style provides the basis for all communication, learning, and relationship building.

PROBABILITY


Challenges Are Caused by People!

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Aside from evaluating each person’s level of experience and expertise, we also assess each

individual’s thinking style before hiring and assigning specific roles and responsibilities.

The Force of Probability :

Born of the concept of Present

How can I do it?

Organized

Executes

Manages

Process Oriented

Thinks actionably

Manages outcomes

The Force of Possibility :

Born of the concept of Future

What can I do?

Entrepreneurial

Innovative

Problem solving

Drives change

Thinks quickly

Opportunistic

The Force of Certainty :

Born of the concept of Past

What do I know about it?

Rational

Gathers evidence

Data driven

Driven to understand

Thinks deeply

Avoids risk


Building Your Digital Organizational Structure

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Different thinking styles are more conducive to specific job functions.

The Force of Probability :

Born of the concept of Present

How can I do it?

Product Development

Account Director

Account Supervisor/Manager

Media Supervisor/Planner/Strategist

Ad Operations Director

Campaign Manager

Trafficker

Producer

Web Developer

The Force of Possibility :

Born of the concept of Future

What can I do?

Founder/CEO

Product Ideation

Creative Director

Media Director

Media Buyer

Graphic Designer

The Force of Certainty :

Born of the concept of Past

What do I know about it?

Measurement Strategist

Media/Market Analyst

Market Researcher

Copy Writer

Programmer


Thinking Styles Impact Human Utility

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Understanding the group’s various thinking styles will allow us to determine whether or not each

person is being utilized to his/her optimal potential, operating within an environment that leverages

everyone’s unique strengths and weaknesses, and assuring that the team is properly structured.

Powered by


How Will SmartSlicing Help Overcome Our Challenges?

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Role Fit

Job

Satisfaction

Communication

Issues

Individual

Challenges

Team

Dynamics

Client

Management

Growing

Pains

When a person is in the wrong job for their thinking style it takes more energy and time to deliver a lesser result. By identifying

people’s thinking styles and the thinking style which would be most suited to a specific job, we can increase capacity and improve

on product quality. This would help to maximize productivity and ultimately reduce the amount of time that's required to complete

certain tasks and deliverables, leading to an improvement in overall agency bandwidth.

A person who is unhappy in their work, or lacks satisfaction is not going to invest themselves as fully in what they do. Measuring

people’s job satisfaction can be a simple way to identify this potential for low productivity. We would look for any connection

between job satisfaction and thinking style (there is often a connection between the two).

Poor communication between people creates mistakes and impacts how quickly things get done. By focusing on individuals’

thinking styles we can teach everyone within the organization to realize why they are having difficulties understanding the

communication of others. We will develop a set of communication personas that can be used as a guide in developing custom

training programs and improving work flow.

Individual Challenges affect individual and collective bandwidth, and need to be addressed individually. A person’s thinking style

presents them with both their ‘thinking assets’ with which they contribute, but it also presents them with challenges that they need to

overcome when working with others. These can come in the form of resistances or miss application or misunderstanding of how to

use their thinking style.

We will assess the group’s transactional relationships. There can be so much wasted time and energy in simple day to day

interactions and communication. By understanding people’s thinking , it is a very effective way to ‘see’ and predict the effectiveness

of transactional relationships. By connecting this analysis to individual roles and responsibilities we can identify where

improvements in process and team structure can be implemented.

Birds of a feather flock together. Put the right thinking styles in the room and you get a very productive meeting. Put the wrong

ones in, and everybody may be very polite, but, nothing happens; there is no magic. And sometimes there are sparks. Building

client facing teams is essential. A well rounded team is going to be more proficient at meeting the clients needs. The team should

all be well versed in their colleagues thinking styles in order to maximize productivity.

Ensuring that there is an awareness among managers and leaders of thinking styles at work, their impact on every aspect of agency

success, and what the implications are for cutting a member of staff, or adding one, is essential to success. We can provide the

necessary intelligence to make decisions around cut backs and hiring. Mapping which thinking styles succeed in any given role and

which thinking styles manage that talent best is like having a road map to success.


Work

Styles

Includes communication style, environmental needs, behavioral tendencies and management needs (and there are other more

subtle needs such as self-esteem building). we can provide considerable insight into each person’s working style providing them

with a clear picture of how (and why) they operate the way they do. After mapping an individual’s thinking style it’s a matter of one-

on-one coaching and awareness building for the individual and their manager.


Creating Leadership Teams and Department Pods

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FUTURE PAST

PRESENT


Tackling the Logistics

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• Organizational restructuring

• Staffing requirements

• Job descriptions

• Establish strategic partnerships

• Client presentations

• Project management

• Freelance planning and buying

• Managing team thinking styles

• Develop communication personas

• Corporate positioning

• New business approach

• Credentials and capabilities

• Expectation management

• Staffing client projects

• MindTime Awareness Workshop

• Dynamics of digital marketing

• Digital media management

• Ad operations / campaign mgnt.

• Measurement and analytics

• Billing and reconciliation

• Custom training programs

Once we have mapped the thinking styles of the company, we can begin to

address the other variables that cause inefficiency and impact growth in

order to provide a complete evaluation of the agency organization.

• Assess agency operations

• Refine process and work flow

• Scope client projects / profitability

• Leverage team thinking styles

• Roles and responsibilities

• Individual (staff) assessments

• Develop administrative documents


What Can Be Achieved?

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Maximize your investment in human capital

Team structure optimized based on individual strengths

Boost employee morale and minimize turnover

Institute an efficient process and work flow for digital media management

Establish clear delineation of roles and responsibilities across the agency

Client scope of work to be balanced with compensation models

Assure you conform to standard industry regulations and guidelines

Create a new structure that permits scale and cut backs as needed

Provide competitive service offerings that keep you ahead of the curve

Stay ahead of the competition with your knowledge of digital marketing

Increase revenue and sustain profitable margins

Provide greater value and support to your high value clients


Case Study 1: Satisfying Specific Project Work

CHALLENGE Digital Pulp, The Vault, and ID Society are all web development and creative agencies. While none were interested in developing a digital media practice, they all identified the potential for generating incremental revenue and to satisfy the media needs for their clients by offering digital media planning and campaign management services.

SOLUTION We worked on a commission split or a set project fee, so that each agency could manage the costs of our services based on how they were being compensated by their clients. Each company introduced us as their digital media division. We worked directly with their clients and worked closely with their account teams to provide digital media project management training to assure there was seamless integration between creative and media, as well as quantifiable measurement across all of their digital marketing initiatives. They would handle the account management and we would provide the media planning & buying, campaign management , and measurement & analytics.

RESULTS Provided an incremental revenue stream

Demonstrated greater overall value to their clients

Established deeper relationships with their clients

Secured more business for core service offerings

Provided more efficient integration between media and creative

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“Jason and Michelle are certainly a

couple of the most knowledgeable

online media professionals in the

industry. We've enjoyed nearly a

decade of working together and look

forward to many more.“

- Ron Fierman,

President, Digital Pulp

"These guys are firing on all digital

cylinders. Ahead of the curve?

These guys invent the curve."

- Jon Paley,

CEO, The Vault

ID SOCIETY"I would highly recommend Burnham.

They have been extraordinary to work

with, both in terms of caliber of work

and in a partner relationship. They have

an excellent knowledge base and

provides stellar work promptly that

delivers results."

- Adam Berkowitz,

CEO, ID Society


Case Study 2: Establishing Strategic Alliances

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“Burnham Marketing is a most

valued alliance partner company of

Media Options Inc. Their current

and collective wisdom, practical

application and management of our

clients' digital strategies and

campaigns has produced

significant measurable results.

User (client) friendly, availability,

agency friendly, this team has

served our increased digital needs

on all aspects of the web and when

presenting to our clients with us,

they are seamless and absolutely

at the top of the 'professionalism'

chart."

- Philip Press,

Chairman, Media Options Inc.

CHALLENGE Media Options Inc. is a traditional media agency that did not initially want to build out a digital media practice. They really did not have enough revenue from digital to support hiring a staff and was just looking for a freelancer who could satisfy smaller digital media projects so that they would not run the risk of losing any clients to other full service agencies who offered digital media capabilities.

SOLUTION We worked purely on a commission split, so that MOI could manage the costs of our services based on how they were being compensated by their clients. Over the course of the past three years, we helped educate MOI and their clients how to fully leverage digital media and how to build cross media strategies and perform media mix analysis. We provided full digital media planning and management services to their clients, as well as built out the measurement and reporting strategies for all media.

RESULTS Over a three year period, we helped to increased their digital billings from $300k

per year to over $4 million by the end of 2010.

They have now decided to build out their own in-house digital media capability and we are providing the necessary consulting and training to allow them to do so.

They have hired their first dedicated digital employee to plan and buy digital media, while we satisfy the campaign management needs until they can properly scale.

Additionally, we have introduced them to our search marketing and social media partners so that they can now provide those additional services as well.


Case Study 3: Refining Process & Work Flow

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"Burnham Marketing provided an

extensive audit of our digital

division and determined how we

could improve our process and

work flow for managing digital

media. Their consultation provided

us with the necessary direction to

refine our digital operations to

become more efficient and

profitable."

- Steve Farella,

Chairman & CEO, TargetCast

CHALLENGE TargetCast is a full service media agency with a 10-person digital division. They struggled to yield profitable margins on digital media and did not have the experience to properly manage the digital team and to assess the efficiency of work flow and whether or not each digital employee was best suited for their job responsibility and what their level of expertise was to satisfy their current positions. They also experienced turnover from the Digital Director position every year, making it very challenging to properly manage the division as a whole. As a result, employee morale was low and their was a lack of leadership an mentorship.

SOLUTION TargetCast hired Burnham Marketing to provide an audit of their digital division. The contracted with us on a monthly retainer against a set number of hours each month. We interviewed and assessed each employee, provided recommendation on how the division should be restructured, adjusted client compensation models based on scope of work, implemented process guidelines and streamlined work flow, and provided the necessary training to get the team where their knowledge needed to be for the positions they were fulfilling.

RESULTS Led to the dismissal of a couple of employees that were inefficient

Have retained their current Digital Director for over two years (and counting)

Created a profitable digital media division that is designed for scale

An overall boost in employee morale has limited turnover


Case Study 4: Building a Digital Division

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"Burnham Marketing is a great solution to

add experience, intelligence and

creativity to any digital program. We used

Burnham Marketing to act as our

interactive agency, while they trained and

developed our own in-house capability.

Today we still use Burnham in a

consulting capacity as our programs

become more complex and challenging.

We would recommend them strongly."

- Bob Rose, Partner and Director of

Media & Marketing,

Seiter & Miller Advertising

CHALLENGE Seiter & Miller is a full service media and creative agency, with the exception of having digital media planning and buying capabilities. The digital media agency they were working with resigned them as a client because their projects were too small and they were not yielding profitable margins based on the amount of time each project required. This was frustrating for Seiter & Miller since the other pieces of client work yielded such high returns and they did not want to risk losing any clients to other agencies who could provide the necessary digital media services.

SOLUTION Seiter & Miller hired Burnham Marketing to provide the necessary digital media services to satisfy immediate client demands. We worked on a hybrid compensation, based on commission for digital media services, with a high enough margin that allowed for a set number of hours each month to be allocated towards training and consultative services to build out Seiter & Miller’s own digital media practice.

RESULTS Helped increase digital media billings to provide the necessary revenue to hire and

support a digital media division

Now maintain their own profitable digital media capability with minimal support from Burnham Marketing

Only access Burnham on an “as needed” basis (less than 2 hours per month)

Now being recognized as a digital leader in trade and media outlets


The Burnham Advantage

Digital marketing veterans managing your day-to-day projects

Leverage the experience of over one thousand digital initiatives

Access to senior level relationships that date back as far as web marketing

Extended term or project-to-project; based on your needs

Your account is priority; others will service you based on your revenue

More cost effective than hiring additional staff

Can provide custom solutions to meet your unique hurdles

Burnham’s alliance network provides immediate scale based on your demand

Build your digital practice at your pace, your budget, and your resources

We are more fun and loveable than anyone else you will work with!

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Agency Organization Development