Workshop: Bringing Your Positioning Strategy to Life

 

The foundation of an effective positioning strategy

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Workshop presented by Ignition’s Tim Williams

Once your positioning strategy has been defined, you must then ask “What needs to change in our organization in order for us to bring our positioning to life in everything we do?”  This in-depth workshop shows how you and your team can work together to ensure that your positioning strategy is reflected in the following five key areas of your business:  

1. Service & Structure

  • Developing and refining competencies needed to support the positioning strategy

  • Developing unique intellectual capital/proprietary processes to support positioning

  • Determining internal vs. external capabilities

  • Reframing or updating organizational structure to better support positioning

  • Establishing or improving methods of measuring success

  • Acquiring additional information resources needed to fulfill positioning

2. Staff Management & Talent Development

  • Hiring and recruiting talent to support the positioning strategy

  • Career development that supports the positioning strategy

  • Recognition and benefits programs based on a positioning-related theme

  • New associate orientation programs that reflect the positioning

  • Professional development designed to support the positioning

  • Internal communication to increase awareness and understanding of the positioning

3. Self-Promotion & New Business

  • A brand identity that reflects the positioning

  • New or updated website that communicates the positioning strategy

  • Client selection standards based on positioning strategy

  • Content marketing and social media program centered around the positioning

  • New business materials and presentations that feature the positioning strategy

  • Case studies that highlight the positioning strategy

  • Publicity program built on the positioning

4. Systems & Processes

  • Unique internal processes that support the positioning

  • Workflow management systems that help deliver on the positioning

  • Technology that augments the positioning

  • Pricing and compensation approach that leverages the strategy

5. Staging & Resources

  • Reflecting the positioning in “first impressions” and other brand touch points

  • Showcasing the positioning in the workspace and working environment

  • Providing spaces and resources that enable people to cultivate areas of expertise

  • Establishing knowledge bases that centralize sources of expertise

By identifying the key initiatives in each of these areas – and then executing on these initiatives – you bring the agency’s business practices into alignment with the agency positioning.  This workshop will show you how. 

This workshop is presented as an online event, which includes live Q&A.  Participants receive access to all online content and are provided with a handout summary.  For details and pricing, please contact us.  

Who should attend?

 

This content is designed for senior professionals in advertising and marketing firms and is particularly appropriate for agency leaders and managers.

 

About the presenter

Tim Williams is founder of Ignition Consulting Group, a leading U.S.-based consultancy devoted to helping agencies and other professional firms create and capture more value. Tim is a noted author, international speaker, and presenter for major associations, networks, and business conferences worldwide. He is author of two books on business strategy and has authored numerous articles in leading marketing and business publications. Tim writes the popular blog “Propulsion” and was selected by LinkedIn as a global LinkedIn Influencers in the area of marketing. As a consultant to agencies, law firms, accounting firms and other professional services, Tim has worked with hundreds of firms ranging from mid-size independents to multinational networks in North and South America, Europe, Asia, and Australia. Before forming Ignition, Tim worked at global agencies in New York and elsewhere, and more recently served as president of several successful mid-sized firms in the United States.