Writing Case Studies to be Effective Growth Tools
About This Webinar
Writing Case Studies to be Effective Growth Tools
We see too many agencies relying on a cookie-cutter case study format that leads to a generic and unsophisticated impression with prospective clients. Despite each client and their business situation being completely different, each case is given a superficial polish (if any) and quickly...
Writing Case Studies to be Effective Growth Tools
We see too many agencies relying on a cookie-cutter case study format that leads to a generic and unsophisticated impression with prospective clients. Despite each client and their business situation being completely different, each case is given a superficial polish (if any) and quickly recycled.
A persuasive case study is not a factual or chronological account of what you did for a client. It should instead be 100 percent customized to the prospect and laser-focused on their top two or three business objectives. In other words, don’t focus on what you did for your client; focus on what you need to do for the prospect in front of you.
In this session, you will learn a new, efficient approach to case study writing that will highlight the strengths of your agency in a way that ultimately helps to convert more business.
Training Materials
Following the training, you will be provided with one week of recording access.
Who Should Attend
This class is designed for those who play a key role on your account and pitch teams for writing case studies (and new business materials).
Instructors
Sharon Honjiyo
Director, Agency Growth Strategy
Sharon is Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Sharon brings senior experience on both the client and agency side. Having managed roster agencies and run competitive reviews–in addition to running accounts and RFPs at her agencies–she provides tremendous insight in her training.
At Mirren, she empowers agency teams by training on client acquisition, retention, and growth. Achieving this, however, requires becoming a more proactive, strategic business partner. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”
Sharon spent a good portion of her career leading account management and strategy at a number of agencies, including DDB, HL2, and Hornall Anderson Design. She was instrumental in leading client relationship training, organic growth, and numerous new business pitches. Prior to joining Mirren, she led the brand marketing team at Holland America Line, a premium cruise line within Carnival Corporation–the world’s largest leisure travel company.
Originally from the San Francisco Bay Area, Sharon currently lives in Seattle with her husband.
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