Publications

The Master Planning Process

This 45-page workbook walks you through the process of landing valuable new clients with a unique and agency-branded consultative selling experience.

The workbook provides outlines, forms, the important interview questions you need to ask your prospects, and an outline for preparing your final recommendations.

This publication is even more important than past issues, because today we must understand and deal with a client's specific business problems. The strategic thinking process demands that we can discern between a business problem and a communications problem. As a professional firm, you must be able to address this issue today, and handle both equally well.

CONTENTS

What It�s All About

That Unprofitable Learning Curve
The Input Trap
Down To Where It Counts

The AIMReport� and TARGETReport� as a New-Business Tool

An Emotionless Decision
Here�s How. And Why.
Oh, and One More Thing
How Much?
For The Chicken-Hearted
Once You Get Your Confidence

Applying the AIMReport and TARGETReport to Almost Any New Client Situation
Getting Started
A Natural Sequence

Completing the AIMReport and TARGETReport
Keep The Client Involved
The Rest Should Be Relatively Simple
Guidelines to Writing Objectives
You�re Still Not Ready to Write Ads
Be Honest In Your Presentation
A Final Word

What�s Included in Each Report
Business Organization Overview

The Questions

Before You Begin
Guide for Preparing a Marketing Communication Plan
Industry Background/Trends
The Marketplace
About The Client�s Competitors
About The Client�s Customers
About The Client�s Company - Goals, Management, Profitability
Worksheet - AMR Consultative Planner
Promotion
Some Other Things Your Information Should Reveal

The Creative Work Plan: A Definition

The Creative Work Plan
The Need For A Creative Work Plan

How To Use The Creative Work Plan

The Basic Elements
The Creative Strategy
Creative Work Plan Worksheet

The AMR Master Plan will teach you how to turn your presentations into fully interactive experiences that turn prospects into clients. The AMR Master Plan is a valuable tool to use with current clients when updating their marketing communications plan.

AMR believes agencies need to "productize" and then brand their different services to take ownership of a process and create uniqueness in the marketplace. The Master Plan explains how to do that and position the agency to maximize performance and profitability.

Each order includes the manual plus a downloadable text file of the complete manual, forms and outlines.