Before any strategic work begins, we need to immerse ourselves in your agency, people, processes, decks, docs and prospects. This means we understand the important grey areas and valuable nuances before any workshops. This research process will cover three core pillars:

Leadership: stakeholders will complete questionnaires and will be invited to one-to-one interviews. We’ll also ask for access to relevant documents and contacts.

Clients: we’ll speak to any previous, current or potential clients you’re happy to put us in touch with. We’ll respect your relationships with these people at all times.

Team: your wider team will be surveyed for their anonymous feedback and input around where the business needs to be in order to meet the main objective

First we need to define exactly where your agency plays. This comes from a combination of the target clients you work with, and the  category of service you offer. 

Knowing this means we decide if this market is big enough to be commercially viable, while being small enough to easily win clients. It also define your competitors set which impacts who we need to push away from.

Sometimes this stage is a big strategic move, other times it stays as is. Either way, you’ll be challenged to consider your:

• Target clients - the specific sector, segment and people you should serve 

• Service category - what you offer and how this is described

• Business type - whether you’re an agency, consultancy, studio, group or other.

This is where we explore an additional layer of differentiation around the way you approach you work, and how you solve your clients’ problems.

Once we’ve defined your differentiated approach, we’ll create a trademarked name and build it into ownable IP. This then becomes your point of difference over others who share the same positioning space as you.

Differentiated approaches we’ll explore include a unique:

• Process or framework

• Program of work

• Delivery model

• Software or tech

• Fee structure

• Guiding principle

• Cultural insight

• Personal brand

• Industry perspective

With your new USP defined, we’ll craft client-winning messaging that communicates it all. It’s a creative, and collaborative process of honing the right words to win you the right work.

Home page copy: Opening with your unique value proposition, telling your unique story and selling the value you bring. We craft a narrative that frames a client problem, names your Unique Solution™, then claims the outcomes clients can expect.

About page copy: bringing your agency's unique narrative to life, showcasing your credibility and talent to build trust and rapport.

Approach page copy: clarifying how you go about your work, unpacking the detail of your Unique Solution™ so prospects understand how it all works.

Services / Capabilities page copy: an overview of what you offer, all framed through your USP so these aren't just the usual services - they're unique to the way you work.

Work page copy: introducing your case studies in a way that reinforces your core USP and narrative.

We'll then tell your unique story and sell your unique solution in a format designed to appeal to the way people really buy.

About the prospect: Your new sales deck will open by framing the ambition, challenge or blind-spot your prospect has. This is where you build alignment while responding to their brief.

Your unique solution : Then it's about naming and explaining your Unique Solution™ in context for this prospect. This sets you apart from other similar agencies.

Key outcomes: claiming the benefits and outcomes prospects can expect, from commercial and operational to personal and emotional.

Program and Roadmap: detailing the scope and plan to achieve all these outcomes. This will require your input and information as you'll be delivering on it.

Scope and Fees: You can then add your own program of work, scope, deliverables, terms and conditions, and fee structure to suit each prospect and brief.

Now you need to take your new USP to market to attract and land clients.

We'll run a launch strategy workshop to define the best channels, campaign ideas and tactics to make this happen.

Working across hundreds of agencies means we've seen what works, and what doesn't.

Together, we'll define your:

• Launch strategy

• Campaign concepts

• In-house capabilities

• External support needs

• Launch plan and timeline