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The old adage says, “Image is everything,” and when you’re marketing
a company there couldn’t be a more true statement. When considering launching a
new brand, marketing campaign or re-branding, the first step to take is
choosing an agency to work with. 

All agencies have the capability to create a logo, write
promotional materials and set campaigns in motions – the question is which one
will work best for your company?

Selecting the right agency can be both a fun and intimidating
experience, so doing research and weighing all of the options is key. The
following checklist outlines the steps that will assist your company in
selecting an agency that fits best. 

______            Location,
Location, Location – When working with an agency, there will be numerous
face-to-face meetings at their offices, and traveling to these meetings can
become costly if an agency is not located within your area. Long commutes to
and from these meetings also takes time away from running a business. Try to
find an agency located within 30 minutes of you.

______            Good
things come in small packages – Big agencies will sell themselves with
countless success stories and a large employee pool to draw from. However, you
need to be the center of attention with your agency. Small agencies take the
time to get to know their clients and make even the smallest clients feel
important. A larger agency can compare this kind of service with a small team
that is dedicated to your company.

______            What
can you do for me? Ask potential agencies to see their portfolio. Have they
run a successful campaign similar to yours in the past? How successful have
they been? Take these two questions seriously; both are important during the
selection process. You will also want to look at their successful case studies
to see the results of their campaigns. If an agency has great results, but has
never done what you are looking for; it may be good to shy away from them.
Avoid being a company’s guinea pig into a new venture.

______            The
cost factor – How much money is your company looking to spend? Many of the
services that agencies perform vary in price. Consider that an agency will bill
hours as long as they are on your campaign. So try to have a clear-cut plan
when you are heading into selecting an agency. Study the rates and compare them
to other companies that are on your radar to get the best bang for your buck.
Consider the pay for performance option and also ask to be notified if the they
go over budget at anytime.

______            Ask
for referrals – Ask an agency who’ve they worked with in your industry. It
is important to know what kind of similar problems that they have solved, and you
can also contact their former clients to see what they thought of their
experience. Asking for referrals will actually show a company that you are
serious in working with them. They will also be more than happy to give contact
information of past clients with similar needs.

______            Plays
well with others – Make sure that your voice is heard. You don’t want to
get stuck with an agency that will create a campaign that they see as best,
regardless of what you think. Lines of communication should always be open,
allowing both sides to work together to create a successful project. If your
company has a creative team, it is also a good idea to see if the agency is
comfortable receiving feedback and input from members of the creative team.
Defining the team, roles and responsibilities upfront on both sides is helpful.

______            Diversified
success – The more avenues that an agency is proficient in, the better. A
successful company will have a firm grasp on multiple levels including
branding, web sites, direct mail and online advertising. They will also be able
to give you more bang for your buck and won’t require you to tap other
resources to cover what they are capable of.

______            People
matters – When talking to the team that will be handling your account, make
sure that they have your best interest in mind. For instance if you have a set
budget, will they help cut costs in some areas to stay under budget? Will they
be willing to work aggressively to meet or finish ahead of deadline? You should
also ask to see the resumes and credentials of the team members and know where
they are coming from. They are working for you so you should know about them. 

No matter your budget, this checklist will serve as a useful
tool as you select an agency to help your organization launch a successful
marketing campaign.