Our Process

The key contact between agency and client is a crucial relationship. Being able to develop a positive, respectful and fun working relationship with a new client is a key strength of all AdFarm account managers. Working together though is more than exchanging emails. In-person meetings for an in-depth understanding of your business is imperative, as well as understanding learning styles, preferred methods of communication and simply getting to know one another better. We are committed to spending time at your office and with your staff to make this happen. Within the AdFarm’s account services team, you will find an established, professional and friendly account manager assigned to your business. For SCIC, this would be Amanda Howard who has 15 years of experience with AdFarm and close to 25 in marketing communications. Amanda has worked with the Ministry of Agriculture since 2013 as AdFarm is the AOR and understands the unique needs of working with government clients. It has been noted in our annual reviews with the Ministry of the excellent service levels that the AdFarm team has provided to the Ministry.

 

In terms of working together, AdFarm has one point of contact with the client (or clients if there are multiple): the account manager. It is the account manager’s responsibility to build the relationship between the client’s organization and AdFarm. How do we do this? By being curious about your business, by asking lots of questions, by providing detailed and regular status reports, by being proactive in problem solving, by looking for opportunities for the client, and by being flexible to adapt to changing priorities and needs.

 

A relationship is two ways though and requires nurture from both agency and client. We expect of ourselves and our clients the following:

The Client Will:
• Provide clarity and depth in laying out the task and the business strategy
• Provide detailed information including research, internal input, budget and time parameters
• Establish clear expectations
• Allow access to management, staff, key stakeholders and channel partners
• Engage in an annual, mutual performance review
• Encourage constructive input and suggestions
• Respect the agency
The Agency Will:
• Invest in continuous learning about the client, its customers and the category
• Recruit, develop and retain personnel who will make the client stronger
• Develop and demonstrate commitment to the client’s business
• Be proactive and be prepared to offer ideas and innovations rather than to simple execute what is asked
• Be accessible
• Engage in an annual, mutual performance review
• Encourage constructive input and suggestions
• Respect the client
• Take great pride in helping the client achieve its business goals

LEARNING THE BUSINESS

Being the best account manager means understanding and knowing a client’s business. What keeps clients up at night? Where are the opportunities? At AdFarm, because all the work we do is in the agriculture sector, we start off a new client relationship ahead of the game. Our agness and our adness profiles of our employees bolster our ag intel. We regularly attend trade shows and participate in seminars, webinars and formal training in all areas of agriculture. We regularly talk to producers and ranchers, conduct environmental and communication audits and keep our eyes on social media trends. Each AdFarmer carves out time in their week to review the ag publications, social media channels and talk with their colleagues about the issues in agriculture. We’re also proud to have our formalized research and insights group, AgIntel™, to funnel information and insights to the account manager.

OUTSTANDING RESULTS START WITH SOUND PLANNING

We believe the AdFarm planning process is key to our business. We start by gathering all the information we can about your business. We do this through:
• Meetings and conversations with your team, stakeholders and customers
• Analyzing your business units and objectives
• Reviewing any existing or past market research that might be available and, if required, initiating additional research
All of this is done with the goal of familiarizing ourselves with your marketing and communications goals. From this, we identify challenges and work to identify the most effective solutions. Then we develop “The (Strategic) Big Idea” which drives the vehicles and tactics, including, but not limited to, creative, media, interactive and public relations. Next we develop our roadmap—the communications plan, creative brief, budgets, work orders for execution and finally evaluation.