CLIENT DEVELOPMENT PLAN Client account Client company Date

CLIENT DEVELOPMENT PLAN Client account Client company Date YOUR COMPANY LOGO

How to use this template • Simply replace the text in grey italics with your own account details • Please feel free to add/modify the slides to suit the specifics of your account • This template can be used many times for different clients • I’d love to know how this is template is helping you in your business so please drop me a line at jenny@accountmanagementskills. com or find more resources at http: //accountmanagementskills. com. • I hope it comes in handy!

Content 1. Objectives of the plan 2. Account facts 3. Client overview & financial goals 4. Strategic objectives & market overview 5. Our company’s strategic approach 6. Resource plan & scope of work 7. Project status 8. Relationship building 9. Client map 10. Client contact plan 11. Client challenges and agency actions 12. New business opportunities 13. New business action steps YOUR COMPANY LOGO

1. Objectives of this plan 1. To identify client challenges and account growth opportunities 2. To form an action plan for developing the client relationship 3. To create one document that encompasses key client information that serves as a: 1. Resource for any new company starters 2. A presentation format to use when reviewing progress on the account YOUR COMPANY LOGO

2. Account facts Client name Brand name Product name (if different) Business area Area of the business (if applicable) Key client contact Name of key client contact Global/US/EU/Asia Pac/UK account Coverage Forecast 20 XX £ XXXX Business scope What has the company been asked to cover in the contract Pitched Date pitched Agreement Is this agreement a project basis, Company of Record (Co. R)

Client overview

Client overview Client company £ [Derma Crema] revenue £ 30, 250, 000 [Derma Crema] products Health & Personal care products Business area Dermatology Brand £ [Rosaceali] sales target £ 500, 000 (launch year) [Rosaceali] actual sales £ 350, 000 Majority of sales driven by Online purchases in year 1 Importance of this brand to the company High Other notes Sales were slow in first quarter due to delay in manufacturing. Customer demand for the product has been high due to integrated marketing campaign

Client lifetime value to agency Lifetime value calculation Average project sale Number of purchases per month Ax. B= A B C C x 12 months (value per year) D Average length of relationship E Dx. E F Number of referrals from a client per year G Value of customer (assuming referred customer buys the same as referring customer) Fx. G Total lifetime value of client F+H

Account categorisation YOUR COMPANY LOGO

[Derma Crema inc] categorisation Growth potential High 2 nd tier 4 th tier 1 st tier 3 rd tier Low High Available budget

Brand’s strategic objectives & market overview YOUR COMPANY LOGO

Strategic objectives Area Detail Market situation Market is dominated by brand leader Skin inc. with its product Facex and 50% market share. Three other direct competitors in the market making up 30%. Objectives 3 year plan: to obtain 5% market share by 20 XX with monthly gross sales of £XXXX and year 2, 15% market share with monthly gross sales of £XXXX and year 3, 20% market share with monthly gross sales of £XXXX Competitive position Rosaceali’s unique formulation is of superior quality with supporting clinical data. It contains a cover element in 3 shades so women can stop using a treatment cream and a cover up stick and just use one product with combined benefit. Strategic approach Rosaceali will be sold 100% online in year 1 with an aggressive marketing campaign both on and offline. Target audience Young women 18 -30 years with rosacea Target insight Women with rosacea currently use a treatment cream and a cover up stick. They would like one product for both.

SWOT [Rosaeli] Strengths Weaknesses Superior product to competitors Unique formulation supporting clinical data Unknown brand Small marketing budget in year 1 Opportunities Threats Pre-sales interest from prospective targets high Main competitor begun aggressive marketing campaign

Scope of work YOUR COMPANY LOGO

Scope of work Project category Forecast budget 1. Customer insight research £X 2. Pre-launch strategic workshop, competitor review & launch plan £X 3. Brand strategy, logo & brand guidelines & global brand toolbox £X 4. Media plan, promotional launch plan & tactical £X campaign development & roll out

Our current approach YOUR COMPANY LOGO

5. Our company’s strategic approach • What is our current strategic approach for achieving the client’s objectives? • What have we proposed as possible solutions? • How are we thinking about their business on an on-going basis? YOUR COMPANY LOGO

6. Resource plan & scope of work • Forecast breakdown, resource plan and financial scope of work YOUR COMPANY LOGO

7. Project status Include current campaign/project status report YOUR COMPANY LOGO

Relationship building YOUR COMPANY LOGO

8. Relationship building • Often one person in the agency holds the relationship with several individuals at one client company • This can be risky as it puts a lot of responsibility on one person and if anything goes wrong with the relationship, or if they decide to leave the account could disappear • The aim therefore is to spread the risk by matching different contacts on the client side with the same level contact on the agency side • The client mapping exercise will help you identify which clients are supporters and blockers and who is best to manage the relationship at every level. YOUR COMPANY LOGO

9 a. Map client advocates High support Passive supporter Active supporter High influence Low influence Passive blocker Active blocker Low support

9 b. Map client advocates High support Tom Jones Mark Miles Lorraine Parsons Bob Lowe High influence Low influence Sam Smith Amanda Anderson Low support

9 c. Plan to strengthen & secure High support Nurture Leverage High influence Low influence Update Activate Low support

9 e. Plan to strengthen & secure Influence HIGH Support Activity Actions HIGH LEVERAGE Ask for testimonials, referrals & introductions HIGH LOW ACTIVATE Ask for feedback/clientagency relationship review meeting and brand plans LOW HIGH NURTURE Gather information, invite to social event LOW UPDATE Keep updated

9 d. Client preferred social styles Task Analytical Driver Specific, concise Clear, logical Systematic, bottom-line Direct to the point Can be outspoken Proves value from results Firm, business-like Ask Tell Amiable Values relationships above all Prefers harmony Supportive, reliable Expressive Animated, invigorating Gets bored easily Informal, casual People

9 f. Plan to strengthen & secure Name Role Influence Support Social style Lorraine Parsons BUD Very high AM Sam Smith MD low D Mark Miles MM low high AD Amanda Anderson MA high low E Jo x Bob x Sally x Action Jo to ask Lorraine for introduction to Procurement x x x Mark x Bob to call Sam with project update x Mark to speak to Jo about lunch x Bob to introduce client services director

Client contact plan YOUR COMPANY LOGO

10 a. Client contact plan • A great account person finds out how their client would like to be contacted, how frequently and the best way to make contact (face-to-face, email, phone, mobile etc) • Remembering client details such as their hobbies, children’s names etc is also a very nice personal touch and can go a long way to developing the relationship • Therefore, it’s advisable to capture some of this information somewhere so you can remember it (see next page) YOUR COMPANY LOGO

10 b. Client contact plan Client name: XXXXX Contact details: XXXXXX Preferred time and method of contact: XXXXX Other details: XXXXX YOUR COMPANY LOGO

10 c. Client contact plan Frequency Type of contact Who When Daily Call, email, meetings as required AM / AE As required Weekly Phone call: discuss projects Email: Follow up summary AM / AE Every Friday am Monthly Face to face status meeting AM / AD 1 st Monday Quarterly Pro-active idea: align with strategy AM / AD 20 th Jan, 20 th Jun, 20 th Sept, 10 th Dec 6 monthly Half year planning update Relationship-building entertainment e. g. nonwork team building activity Team June 2018 Annually Relationship evaluation review & planning meeting CSD / AD December 2018 Post-project A post-project evaluation AD / AM As required Birthdays, Holidays Card, call, drink, invitation To be completed

Client’s challenges & our action plan YOUR COMPANY LOGO

11. Client challenges & agency actions • During both formal (client/agency relationship evaluations and meetings) and informal (social events) interactions with clients you can ask great questions to uncover their challenges; both business and personal • Great account people then help their clients address these challenges – even if your own agency’s services don’t directly solve them – as this creates trust: – e. g. support your client by sending them relevant information gathered from external sources or the competitive environment (hint: set up Google Alerts to receive latest related news from the web), create networking opportunities for your client or introduce your client to useful contacts, provide education and learning opportunities via case studies or open days etc. YOUR COMPANY LOGO

11. Client challenges & agency actions cont. Areas of potential challenge: • Financial – E. g. share price/value, revenue, profit, productivity, competition • Customers – E. g. reputation, satisfying needs, complaints • Internal environment/processes – E. g. managing staff issues/innovation/regulations/operations • Learning and growth – E. g. improving performance, building knowledge • Personal impact – E. g. work relationship challenges, targets & incentives YOUR COMPANY LOGO

11. Client challenges & agency actions cont. Top client issues/challenges Potential agency action to address client issue Short: Issue 1: Aggressive competitor activity threatening market share Issue 2: Client is very busy and understaffed which causes him to miss approval deadlines for your campaign Short: Issue 1: Be the first with news about competitor activity from external media sources, present competitor review and develop counter promotional campaign Issue 2: Offer to work from his office at peak campaign approval times Medium: Issue 1: Staff turnover is high, morale is low Issue 2: Current ad campaign has already run for 8 months Medium: Issue 1: Introduce your client to an HR specialist consultant or suggest an internal staff survey to identify key issues Issue 2: Develop ideas for follow-on ad campaign Long-term: Issue 1: Attracting good staff is difficult Issue 2: Client looking to raise her profile in the industry Long-term: Issue 1: Propose a low-cost social media recruitment campaign focussing on reaching the target audience more effectively Issue 2: Identify potential industry magazines that accept editorial and offer to draft an expert piece

12. New business opportunities Client name New business opportunity 1. Sam Smith, Marketing Director Counter promotional activity 2. Mark Miles, Marketing Manager Develop ideas for follow-on ad campaign 3. Lorraine Parsons, Business Unit Director Social media recruitment campaign YOUR COMPANY LOGO

13. New business action steps New business opportunity Action steps 1. Counter promotional activity 1. Present idea of setting up a way to monitor the changing competitor activity and developing a counter-promotional campaign idea 2. Set up Google Alerts for relevant key words e. g. competitor company & brand name 3. Send daily alerts to client with additional comments & identify any ‘quick win’ activity the client could take e. g. informing senior management team/attending any relevant events 4. Formulate a competitor analysis summary with key findings & suggested actions from all the news 5. From the insight identified, develop a promotional campaign brief and present to client for sign-off YOUR COMPANY LOGO

13. New business action steps cont. New business opportunity Action steps 1. Develop ideas for follow 1. Present idea of developing follow-on campaign -on ad campaign 2. Carry out a strategic review (bit. ly/1 u. Gxc. OT) for the latest ad campaign 3. Include any market research regarding campaign effectiveness/impact on sales & how the customer and the market has changed/evolved 4. Identify latest market insight 5. Draft a creative brief and present to client for sign-off YOUR COMPANY LOGO

13. New business action steps cont. New business opportunity Action steps 1. Social media recruitment campaign 1. Present idea of running a social media recruitment campaign to attract suitable staff 2. Review client’s current recruitment activity 3. Identify the key audience the client wants to attract and where they are currently on line 4. Carry out research; how are the audience thinking, what are they saying, what are their opinions/thoughts? (check out forums). Run a social media report using client’s corporate brand/product brand name to find out how their brand (s) are currently perceived. 5. Develop ideas for how the client could reach this audience using social media & what messages they would respond to 6. Facilitate a client workshop to crystalise findings and thinking into actionable social media plan YOUR COMPANY LOGO

Notes & next steps YOUR COMPANY LOGO

Notes & next steps • Include other notes and next steps YOUR COMPANY LOGO

CLIENT DEVELOPMENT PLAN Client account Client company Date YOUR COMPANY LOGO