Act Like An Agency

Presentation Toolkit: Boost Your Credibility by

‘Bringing Business to Your Communication’

Adrian Cropley, ABC Cropley Communication – Australia

Cyrus Mavalwala, ABC Advantis Communications – Canada

IABC World Conference June 25, 2013

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Introduction

The Business Model for Communication Professionals

The Communicator-Client Relationship Model

Creating Success

Taking the Brief – Ask the 5Ws 5

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7 Steps to Measurement 8

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Calculating ROI 6

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Act Like An Agency Workshop Modules 2

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About Act Like An Agency / Contact Us 9

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Bringing Business to Your CommunicationsThank you for attending the Boost your Credibility by ‘Bringing Business to your Communication’ presentation by Act Like An Agency co-founders Adrian Cropley, ABC and Cyrus Mavalwala, ABC. We’re glad you

enjoyed the presentation which was a brief snapshot of one of Act Like An Agency’s full-day (or virtual) interactive workshops. Through Act Like An Agency, Adrian and Cyrus help corporate communicators around the globe become trusted advisers within their organization by developing key consulting skills that transform their role from tactician to communications strategist. As promised during our presentation, in this toolkit we’re sharing the following our Act Like An Agency approach and models:

• The Business Model for Communication Professionals • The Communicator Client Relationship Model • Taking the Brief: Ask the 5Ws • CREATE Approach • 7 Steps to Measurement

Enjoy the material and remember to always Act Like An Agency! Sincerely,

Cyrus Mavalwala Adrian Cropley Cyrus Mavalwala, ABC Adrian Cropley, ABC

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Act Like An Agency Workshop Modules

Since 2010, Act Like an Agency co-founders Cyrus Mavalwala and Adrian Cropley have been distilling their full-day workshops and virtual training sessions into presentations for the IABC World Conference. The four Act Like An Agency modules include: Acting Like An Agency; Branding You & Your Communications Team, Selling & Influencing, and; Boosting your Credibility.

One day workshop focused on ensuring communications departments deliver measurable value to their internal clients. Attendees learn how to become trusted advisers within their organization by developing key consulting skills and transforming their role from tactician to strategist.

Act Like An Agency From Within

You’re so busy telling your

organization’s story, you’ve

likely never taken the time to strategically position yourself and your team to the people who matter most. This one day workshop takes attendees on a journey of uncovering and polishing both their personal brand and their team’s brand.

One day workshop focused on The Sales Process for Communication Professionals. Attendees learn how to improve their ability to influence others and turn selling into a systematic approach that delivers on your brand promise and strengthens relationships.

Have you ever wrapped up a campaign that’s earned rave

reviews but then had to immediately jump to the next priority, leaving no time to measure and promote your success? Learn how to effectively measure your business success and transform your research into powerful insights that engage senior management.

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Boost your Credibility by ‘Bringing Business

to your Communication’

Branding You & Your Communications Team

Selling & Influencing to Win Over your Peers & the Power Brokers in

your Organization

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The Business Model for Communication Professionals

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The Communicator-Client Relationship Model

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Taking the Brief – Ask the 5Ws

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The Equation to Calculate ROI

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CREATE

CREATE Success by Analyzing the Situation

Constraints &

Opportunities

ROI

Effect

Audience

Timelines

Effort

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© 2013 Cropley, Mavalwala – Act Like An Agency

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7 Steps to Measurement

1 Understand the business issue & desired outcome

2 Define the communication outcomes

3 Gather data (current vs. desired) Define the gaps & list measures

4 Determine costs & financial benefits & identify complementary initiatives

5 Plan & deliver communication tactics

6 Measure impact of communication

7 Report outcome & ROI

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Adrian Cropley and Cyrus Mavalwala teamed up in 2009, bringing two very diverse sets of skills together from opposite sides of the globe. As accredited and award-winning business communicators, they know how to deliver value to their clients. And they train communication professionals around the world to do the same. A global training organization, Act Like An Agency provides onsite, interactive workshops packed with brain-stretching workouts that help corporate communicators evolve from tacticians to trusted advisers within their organization. Continuing the conversation: Before you contact “IABC All Star Speakers” Cyrus and Adrian to learn more

and book your training program, watch the corporate video testimonials highlighting the business value derived from Act Like An Agency on www.youtube.com/ActLikeAnAgency

Adrian Cropley, ABC Director, Cropley Communication Asia Pacific, Africa & Middle East +61 (0) 414-323-973 adrian@cropleycomms.com

Cyrus Mavalwala, ABC Founding Partner, Advantis Communications North America, South America & Europe +1 (416) 848-1885 cyrus@advantiscomm.com