Jaimi Koechel

Couple of big RFP presentations this week for CURE 🎉 This one is for anyone who has had to procure agency services for their organization or has been through the ringer on the agency side 👇 Starting a relationship with a new agency can sometimes feel like a scene from The Office—that moment when Dwight, Michael, and Andy are locked in a standoff, all waiting for the other to make the first move. You, the new agency, and sometimes an incumbent agency or internal team are all eyeing each other, cautious and holding back just enough. It’s like dating—you’re expected to get to know each other, but no one wants to reveal too much, too soon. And if you’re moving from another agency, you're expecting both the new and old teams to pass information when necessary to make the transition smoother. Here are 5 Questions You Should Ask Your Next Agency to Avoid the “Standoff” Phase: ♟️ “What’s Your Approach to Strategy and Execution?” The best agencies don’t jump straight into action. They’ll dig deep to understand your brand, market, and goals before executing. Ask how they balance strategic planning with execution, and what their timeline looks like for both. ⚠️ Agencies that push for action without strategy might deliver fast but surface-level results. A solid strategic foundation ensures long-term success. 🤼 “How Do You Work with Incumbent Agencies or Teams?” If you already have an agency or internal team in place, you need to know how the new agency will collaborate with them. ⚠️ Siloed agencies can lead to conflicting strategies and a fractured brand image. A good agency will see your existing team as partners, not competition, and will prioritize collaboration. 🥇 “What Does Success Look Like to You For this Project?” Ask them to define success in terms of both tangible metrics and long-term brand value. It’s crucial to understand their vision of success to ensure it aligns with yours. ⚠️ If their version of success is just increased traffic or leads, they may not be focused on deeper brand growth or sustained results. 🧭 “How Do You Handle Course Corrections?” Not every strategy works right out of the gate. Ask how they handle campaigns that don’t perform as expected. Do they iterate, pivot, or double down? ⚠️ Flexibility and a data-driven approach are key to success. A strong agency will be transparent about underperforming tactics and proactive in finding solutions. 📧 “How Do You Ensure Clear Communication?” Clear, consistent communication can make or break a partnership. Ask how often they’ll meet with your team, and what tools they use to keep everyone in the loop. ⚠️ Miscommunication leads to misaligned expectations, delays, and frustration. Agencies that prioritize regular updates help prevent those problems. 👉🏽 The right questions help break down the barriers and get past the "standoff" phase. In the end, a successful partnership is about trust, transparency, and mutual understanding. Ready to make the first move?

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As a Gen Xer writing about and interacting with different generations personally and professionally, I am more than up for learning Gen Z lingo! Education and open communication are key to avoiding disconnection and misunderstanding.

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Navigating a new agency partnership in unfamiliar territory? Here’s how to make the most of the relationship when the agency's expertise is outside your comfort zone: 🔍 Build your foundational knowledge Check out industry trade pubs to read up on recent campaigns and case studies. This will build your foundational understanding of how others are succeeding in this new area. 📚 Set up a learning session Arrange a session with your agency where they can walk you through key concepts, recent plans, and success metrics. Think of it as onboarding for you, not just them. 📊 Define specific KPIs together Ask them to explain why the KPIs they’re recommending matter and how they align with your business goals. You’ll likely be deferring to them more in the early stages of the partnership, and that’s OK. 👥 Request training for your team Many agencies are happy to provide training sessions to help bridge clients’ knowledge gaps. It ensures everyone’s on the same page and makes for more informed, better clients! 📰 Stay informed on trends Subscribe to industry newsletters and attend relevant conferences and webinars (your agency can make recommendations here). Staying current on trends will help you better understand the context of the agency’s work. Venturing outside your comfort zone can be challenging, but your agency is there to help you succeed—so don’t be afraid to ask questions and rely on them as a partner! Have you faced a similar situation? How did you manage it?

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The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

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There's nothing worse than investing in a #marketing tool...and then not understanding how to implement it. 😠 We listen to our #financialadvisors about what they want, what they find confusing about marketing trends, and how we can help them connect the dots. 👈 We also listen to web designers about how we can make uploading #leadgenerators easier for them. That's why we include landing page copy in our Advisor Script packages. This video talks about... ✅ What a landing page is. ✅The tools we provide for you to EASILY create SEO-friendly copy to rank and attract new leads. ✅Resources we provide (including web designers if you don't already have one) to get your opt-in up and running. 🚫 STOP 🚫 wasting money on marketing tools that don't work or that confuse you. Invest in what will give you the greatest chance for success!

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🚀 Crafting the Perfect Subject Line for Media Pitches 🚀 In today’s Association Insights, I’m zeroing in on a crucial element of PR success: the subject line of your media pitch. Why is it so critical? Here’s what you need to know: 1️⃣ Clarity and Relevance: Ensure your subject line is a direct reflection of your email's content. A straightforward subject makes it immediately apparent to reporters that your pitch aligns with their interests. 2️⃣ Brevity is Key: Keep subject lines to 1-5 words. This conciseness is not only effective for visibility on mobile devices but also respects the reporter's need for efficiency. 3️⃣ Convey Urgency and Value: Use impactful words like 'introducing,' 'new,' or 'exclusive' to grab attention and highlight the importance of your content. 4️⃣ Continuously Test and Refine: Employ A/B testing to discover which subject lines perform best, allowing you to enhance your media outreach strategies. A compelling subject line can make the difference between an opened email and one that slips through the cracks. It's your pitch's first impression—make it impactful! 💌 What are your top tips for writing effective subject lines? Share your insights below! #MediaPitching #PRtips #AssociationInsights #OnWrdUpWrd #PublicRelations #CommunicationsStrategy

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An employee voice initiative only makes sense if: 1. It listens to ALL your colleagues - not just the ones with a company mobile 2. It leads to action - stuff happens as a result. There are many ways to hear from hard-to-reach audiences that can make a big difference to the employee experience of all your colleagues. Nick Robbins shares some interesting perspectives here:

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I love the phrase “thought partner”. It’s a versatile, accurate descriptor for what client-service professionals in the PR industry (and others) need to be to their clients. If you’re like me – working on the agency side of the “thought partnership” – then you too are a strategic thinker, creative problem solver, and idea generator. That’s what a partner is. (It is not being a “vendor”). The “thought” component is the easier part of the collective responsibility. The more difficult element is often the “partner” aspect. Why? Because clients don’t always think about being the kind of partner that sets the agency up for success. If you ever find yourself without the relevant research, data, messages, assets, or access within the client’s organization, remind your client that it truly is a partnership, and the key to its success is found in the answer to one question: “What problem are WE solving”? (Emphasis on “WE”, because “WE” each need to do something to get something). Agency folks know this, but sometimes clients don’t, so remind them that our part of the agreement includes understanding the challenges clients need to have solved, so they, in turn, can solve their customers’ challenges. If they give us the support we need to solve their problems, then we’re in a much better position to truly be a “thought partner”. #PublicRelations #Strategy #ThoughtPartner #ClientService

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🤝 Micro-influencers, nano influencers? Are you leveraging the power of these hyper-local, niche influencers to grow your business? If not, here are a few tips to get you started.

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9 Year-End Marketing Tips Every Accounting Firm Needs As the year ends, you have a unique opportunity to engage clients and showcase your expertise with year-end marketing initiatives. Here are some effective year-end marketing tips to help you to make the most of the season. Don’t be naughty! What year-end marketing initiatives will make it onto your nice list? https://lnkd.in/eurYyZku #AccountingMarketing #MarketingTips #CPAMarketingPro

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There are so many "awareness" days, weeks and months. You can post on something nearly every day. I wonder, though, how helpful this kind of post is and would love to hear from marketers about it. #awarenessdays #publicrelations #socialmedia #marketing

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Worth reading from TimelyCare VP Katie Neal: 13 Leadership Lessons for PR Pros (Taylor’s Version). Let’s face it. Taylor Swift’s much-anticipated album, The Tortured Poets Department (out April 19), sounds like it should be about a corporate communications team. While most PR professionals will never win any Grammys, we share more in common with the megastar than you might think. We are creators, storytellers and writers. We find inspiration in life, work and relationships. And we are influential to our teams, across our organizations and in our communities — demonstrating daily how smart, strategic communications can advance your brand, even in times of crisis. In addition to Swift’s mastery of public relations, have you noticed that her catalog of leadership lessons is almost as extensive as her collection of songs? I curated 13 key Tay-keaways for comms pros — each paired with an album or song — to inspire your leadership style as well as your playlist. Are you ready for it?

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Most credit unions and community banks are either entering or in budget season. Now that I think about it...when are you ever NOT in budget season? The best marketers don’t shy away from budget talks. They embrace them. When thinking about marketing budgets, I’m reminded of something marketing expert Constance Anderson said years ago. “Sell your marketing budget all year long by continually showing the positive returns your efforts are generating. Remember, most CEOs have a strong accounting background. They are most impressed when your efforts have a positive impact on the bottom line.” We routinely remind our clients that marketing is an investment and not an expense. And with every investment you make, you want a positive return. John Wanamaker famously said, “I know half my advertising dollars are wasted. I just don’t know which half.” One way to better understand if you are maximizing your marketing dollars is to conduct a marketing assessment. Part of a thorough marketing review includes an expense analysis. Another way to maximize your marketing investment is to outsource some tasks. So much (strategy, copywriting, design, data, digital, etc.) is involved in marketing today that it’s almost impossible for one (or even two) people to have all those necessary skills. Rather than have a bloated marketing department, it may be more efficient to partner with a company that provides a high level of expertise in those key areas. Creating your marketing budget is both art and science. Make sure you’re balancing both. #marketing #budget #creditunions #communitybanks

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Love Ali’s point here. “Ads that try the least perform the best.” That doesn’t always mean the effort marketers put into the ads, our jobs aren’t easy! But the perfectly staged, professionally shot photos can fall flat. There’s a time and place! #highered #higheredmarketing #strategy #brandstrategy

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Authority Magazine recently interviewed me on strategies to maximize your marketing budget ROI. Many of these seems simple, but it can discipline to pull them off. Check it out: https://lnkd.in/g5gHeV8W #Marketing #MarketingStrategy

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Accounting firm directors -- How often should you promote your marketers? Are they above or below industry salary benchmarks? These are just a couple of questions the 2024 Association for Accounting Marketing (AAM) Biennial Compensation Survey can answer. Download the full report and let me know about your plans for marketing specialization.

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