Section X: Agency Evaluation

Creative Development Critical Path Workflow

Through experience and working with many clients, we have developed an orderly and efficient agency workflow system. To promote a better understanding of how we schedule, assemble and deliver all the programs and projects you request, this section of the “WHOA! Book” details our internal procedures and how they impact the flow of communications between client and agency.

When you request creative from Verb Strategy & Creative, we develop a timetable detailing key dates for all steps from the project kick-off meeting through to delivery. This is called the “critical path”, and in an ongoing effort to deliver on time and on budget, we are committed to meeting critical path deadlines.

However, we also look to you to ensure that key dates for asset delivery and approvals are met as well. We often work under very tight time frames to meet deadlines— as such, we must work together to ensure that important dates are respected and met on both sides.

The following is a high-level sample of a critical path for developing a corporate identity project:

A sample client has requested a delivery date of August 25th.

» Project request arrives at agency » Project proposal is sent to client » Proposal is approved by client

Research Phase

6/01 6/03 6/04

» Client completes the project questionnaire 6/08 » Research report is acquired 6/08 » Agency drafts the project brief 6/14 » Agency develops project mood board 6/14 » Kick-off meeting with client 6/15 » Client approves the project brief 6/15 » Client approves the project schedule/final adjustments are made 6/15

Concept Development Phase

» Internal idea generation meeting is held 6/16 » Creative research & sketching is performed 6/25 » Internal review of initial concepts & direction 7/02 » Client-ready concepts are prepared 7/07 » Presentation of initial concepts 7/08 » Client approves of a conceptual direction & provides feedback 7/09 » Verb studio applies clients comments & further refines concepts 7/14 » Internal review of refined concepts 7/15 » Development of brand applications 7/22 » Presentation of refined concept & applications 7/23 » Client approves creative 7/23

Pre-Production Phase

» Creative layouts are finalized 7/28 » Internal approval of creative designs & copy 7/29 » Client approves creative layouts & copy 7/30 » Creative is formatted for production (printing) 8/04

Production Phase

» Production & Delivery » Project is delivered to client 8/20 8/23

The list of tasks identified in the sample project should provide you with a mile-high view of the steps that we take, to deliver a consistent quality output and though it does not do an accurate job of demonstrating how much effort and resources are involved in making a “logo” a reality. Even a two-day delay can place the project delivery in jeopardy.

Design is subjective, and as a result, can fail to satisfy all of the participants involved in its creation at any point in the process. So while we might hit the ball out of the park on our very first try with one project, it may also take us 100-hundred hours to satisfy on the very next.

Note that the workflow does not take into consideration the hours and sometimes days spent by our studio searching for the perfect image or creating a custom typeface; nor does it speak to the delays that often occur between client and agency when we are waiting for copy content or imagery. Thus, what the path outlines is perhaps an ideal execution.

How You Can Help Us Work More Efficiently

» To avoid surprises… Be present. Attend meetings, photoshoots, press runs, etc.

» Provide directional comments—there is no need to write copy or re-design layouts—that is why you hired us!

» Review copy/layout(s) to ensure that work is strategically on-target and that your facts and figures are accurately represented.

» Provide your marketing and legal comments and approvals on schedule. Providing all copy and layout comments at once will save time and money, and avert errors that occur when information is transmitted to the agency piecemeal rather than in an organized, controlled fashion.

Changes Cost Time and Money

Changes occur, of course, they do. They are a fact of life in the advertising and marketing business, and we at Verb acknowledge this. However, when changes are permitted to flow in an uncontrolled manner through the progress of any given project, they can contribute to the propensity for “Murphy’s Law” to kick in: Anything that can go wrong, will.

As your agency, now responsible for producing your advertising and marketing materials, we ask that you assist us in avoiding errors and mistakes by accepting

responsibility for changes requested after a project has moved into the pre-production phase. By this, we mean that you acknowledge in writing, that you have requested a change and that you recognize that additional fees—and time—may be incurred as a result of your request.

In return, Verb Strategy & Creative undertakes to make such changes per your instructions only after you have been advised of the altered timing and costs involved. We use a Change Order Form for this purpose. Whenever you request a change, we will provide this form with the change information already entered and ask that an authorized member of your staff sign it and return it to us for our files. We will keep a file or notebook of all such documents for every project we undertake on your behalf. Not only does this procedure more tightly control the change process, but ensures more accurate billing and fewer questions about invoices. All invoices will be accompanied by copies of related authorized change order requests.

Change orders also ensure that only authorized client personnel make changes on any given project, which allows you to more tightly control projects within your own organization.

Approvals

It is a policy for Verb Strategy & Creative to use a sequential sign-off procedure to ensure there is a traceable chain of decision-making on every project or program. This enables us to backtrack should a question about an authorized change be raised, and determine who gave authorization. It also enables us to track an error to its source and alter procedures to prevent any reoccurrence of that error.

We ask our clients as well as our staff to share the responsibility of signing off on projects and programs at critical junctures. The following is an addendum to our contract, which serves as a reminder to our client counterparts that they also must carefully review every proof handed to them to ensure the quality, accuracy and completeness of the final product.

Addendum: Client responsibilities

The client acknowledges that they will be responsible for performing the following in a reasonable and timely manner:

a) Providing feedback and approvals, allowing us to meet agreed-upon timelines;

b) Provision of content in a form suitable for reproduction or incorporation into the deliverables without further preparation, unless otherwise expressly provided in the Proposal; and;

c) Final proofreading and in the event, that client has approved deliverables but errors, such as, by way of example, not limitation, typographic errors or misspellings, remain in the finished product, Client shall incur the cost of correcting such errors. In Turn

a) Verb will submit to the client for approval all layout, copy, artwork, storyboards and scripts.

b) The client will designate in writing who within their organization may sign approvals and authorizations.

c) Once an authorization has been signed, changes can be made, but the client will reimburse the agency for all time incurred and materials purchased in their name.

Each proof we present to you will have a stamped sign-off block, or an attached sign-off form, which we ask your personnel to sign as authorized to indicate we may move on to the next step of the project’s critical path.

Together, we will create effective marketing materials, which are error-free and cost-efficient.

Rush Requests

Verb Strategy & Creative is a professional organization dedicated to providing the best possible service and response to our clients. This means that we strive at all times to meet your budget and scheduling needs without assessing additional charges over and above our stated fees or retainer arrangements.

However, on some occasions, it may be necessary to schedule extensive overtime hours and/or additional personnel to accomplish your scheduling requirements. On those occasions, additional charges will be passed on to you. When such a situation arises, we will draft an estimate of the additional costs we will incur to accomplish the project requirements and submit the estimate for your approval before proceeding.

This policy was instituted because some clients tend to fall into the habit of requesting rush timing on every project. This creates a stressful and chaotic environment for our staff, as well it disrupts our preferred work method of well-planned, tightly timed creative development and production. We have found that schedules are often less critical than stated, and can be adjusted to reduce the need for over-hours and extra personnel. Even if a schedule is as critical as stated, you will always be informed in advance of extra costs and will always be asked to approve those charges before they are incurred.

A Note About Production Phase

More and more clients are becoming involved in the production of their projects beyond approvals. This can cause quality control problems of which we try to make all clients aware. For example, if a client decides to directly broker a printing job after having the agency design it and prep the digital files, Verb Strategy & Creative cannot assume responsibility for the quality of the completed job. Our people cannot

spot and correct vendor errors or quality control issues if we are not on-site, supervising the job at the press. Nor can we assume responsibility if the client chooses to take the job to a printer we did not recommend. Every job we broker to an outside vendor goes to the vendor who offers the best combination of price and capabilities to produce a high-quality cost-efficient finished piece.

Clients often ignore the capabilities aspect and broker jobs based strictly on price, which all too often can result in a cheap but poorly produced finished item— one of which none of us can be proud.

To ensure that it is clearly understood that we assume responsibility for producing a quality final product ONLY if we are in control of the final production process, we will ask that you sign the following transfer of responsibility agreement when you approve a pre-production proof. It attests both to our willingness to exert every effort to produce the best job possible at the best possible price and serves as a reminder to you that you must assume that same responsibility whenever you ask Verb Strategy & Creative to step aside.

Pre-Production Phase

This phase encompasses taking the creative idea to an implementable program, including working digital files or mechanicals, cleaning up mailing lists, preparing final copy, outside preparatory production including photography or illustration, etc.

Copy, artwork, and program delivery details are developed, presented, and revised by the client service team. The client supplies input, direction, and final approval of program components.

As strategic partners, we aim for efficiency in this phase. This can be achieved in many ways. Your client service team will detail the procedure for each project based on the approved critical path schedule. Agency and client should adhere to the timetable. It is our policy that the process is expedited whenever possible.

The following is a sampling of the range of activities that take place when creative moves from the concept phase to pre-production:

1. Full copy is written, reviewed internally, revised and presented to you for review. Your revisions are then incorporated into the final copy.

2. Artwork is begun:

» Photography is scheduled and propped if necessary.

If traditional prints/transparencies are produced, the client is shown the photos and the best shots are selected. Photos are scanned into digital format and retouched for the final production phase. If digitally photographed, files are saved into desired formats/applications and saved onto data transfer cartridges for the final production phase. The client will review the photo as part of the digital layout; retouching will be done before the final production phase.

» Illustrations are sketched, approved for final development, and created either traditionally or digitally. If created traditionally (hand-drawn), the illustration will be approved by the client before scanning into digital form for the final production phase. If digital, the client will see the illustration as part of the digital layout. Revisions can be requested at that time and made before the final production phase.

» Word processed copy is spell-checked and proofread internally. A final client approval may be required.

» Digital layouts are created and laser or color digital proofs are generated. Proofs are reviewed internally and corrected/adjusted where deemed necessary.

3. Final proofs are generated for presentation to the client’s authorized proofreaders. The client reviews the final layout proofs and requests final revisions changes. Verb Strategy & Creative makes final digital file corrections. The project moves into the production phase.

Production Phase

Production phase implementation is managed by Verb Strategy & Creative in coordination with the client, each bringing its expertise to the process.

In the instance of a print run, Verb Strategy & Creative is responsible for selecting the most appropriate vendor and printing process for the project and budget, as well as press proofing. Our client is kept informed of the schedule and should be available to discuss any last-minute approvals or changes.

Outside Production

Digital files/artwork are released to our printing partners.

1. Four-colour (+) artwork goes to colour separation.

2. Proofing stages include:

» Laser proofs. » Full-colour proofs. » On-press proofs

3. Work may be approved and initialled at each stage.

4. Printed pieces are trimmed, folded, perforated, glued, etc. as required, at the bindery, and then shipped to the final delivery point. Samples are provided to Verb Strategy & Creative and to your designated personnel. Ad materials (colour separated negatives, colour proofs, digital prepress files) are proofed and shipped to publications Copies of the colour proof are supplied to Verb Strategy & Creative and to yourselves.

Sequential Sign-Off

Verb Strategy & Creative has learned through experience that a key method for reducing errors to having everyone involved with a project takes responsibility for their part in it. When people are asked to attest they have reviewed and approved a project phase by affixing their signature to the sign-off sheet, they have a tendency to review more carefully and are more likely to double-check or question anything that seems “not quite right.”

Here is how our sign-off system works:

1. As a new job enters the agency, it is opened and a critical path is established. The critical path means that there is a beginning date, a due date and several interim delivery dates established for the project. Interim dates may be, for example, when comp and copy are due when photography will be shot, etc.

2. For each step in the critical path, an appropriate agency employee or authorized client staff member will attest to the fact they have completed/reviewed the job at that point and agree it is ready to move to the next step;

3. These approvals are reviewed during the process of moving the job from one step to the next, by the marketing director and when required during the process, we will ask the client to review and approve tasks;

4.Should an error slip through despite our best efforts, we can utilize the sign-off records and proof filing system to trace the error back to its source and take steps to avoid any repetition of such an error in future projects.

Your cooperation in providing names of client staff that are authorized to proof/sign-off on any given project, and signatures of approval when required, will help guarantee quality, error-free advertising and marketing materials.

Thi

09 Referral // SECTION 09

Program

09 Happy with our service? Refer Verb Strategy & Creative to your colleagues and earn a $500 gift card for future Verb services whenever* you need it when they engage us for any of the following services. » Marketing Strategy Development » Branding & Identity » Digital Marketing » Experiential Events & Activations Unlimited Rewards Potential.

Let’s go over how it works.

1. Refer – All we need to get started is your referral’s name, email address and phone number. Please also include any additional details that you may have about the opportunity.

2. Relax - A Verb team member will follow up with your referral, and you’ll get notified when your referral becomes a client!

3. Revel - Once your referral becomes a new Verb Strategy & Creative client engaging us in a major project, you’ll receive a shiny new $500 gift card that you can use whenever and however* you’d like.

4. Repeat – Repeat this cycle as many times as you’d like and you can even hold onto your gift cards, saving avthem to apply to a major project of your own.

*Now let’s cover some of the fine print.

» The referral reward works only when you refer a new customer, not valid if a client is or has been a Verb Strategy & Creative client in the previous 24 months.

» Referral bonus is applied only after a new client contract is activated and the deposit invoice due is settled in full.

» Referral bonus can only be applied to Verb services and not towards media or third party billings.

How does the referral program work?

Simply visit our referrals page on our website www.verbsc.com/referrals, complete and submit the form. Our team will take it from there and once your referral becomes a client, we will happily have your gift card delivered to you.

What can I use my gift card for?

Gift card balances may be used for any Verb strategy or creative service. It may not however be used to pay for third-party services such as printing, media billings, stock photography, syndicated research, etc.

May I use my gift card balance to pay outstanding invoices?

Yes! We can apply your gift card funds towards any outstanding Verb fees.

May I use my gift card balance to pay for multiple outstanding invoices?

Yes! We can apply your gift card funds towards any outstanding Verb fees, across multiple invoices.

10 Agency // SECTION 10

Evaluation

10

Evaluating Our Performance/ Service

We work to develop solid, stable, partnerships with each client that we service. As an ongoing measure of our overall service and client relations Verb Strategy & Creative requests, our clients complete an agency /project evaluation. We value the opinions and comments of all of our clients and hope you will find the evaluation procedure a useful tool benefiting our working relationship.

If you have any questions, we will be happy to assist you in completing this review at the appropriate time. Throughout the year, you may of course address any problems or questions about service or performance to us (although we hope that there will never be an occasion to).

faqFrequently Asked // FAQ

Questions

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faq What happens if we are about to exceed our estimated hours on a project? An “estimate” is exactly that - an estimate. We provide estimates based on experience, the information we have, and some assumptions that may or may not play out over time, but we don’t have a crystal ball (if we did, we’d be your stockbroker). If a project is headed for over-budgetland, we try to catch it early and contact you to discuss how best to proceed. We never charge above our original estimate without your prior approval. We log our hours daily into a database program that shows both estimated hours and actual hours worked. This makes it easy to see when a job is likely to go over budget. What happens if we miss a scheduled meeting? There are three ways a meeting may not happen - it’s cancelled, rescheduled or it’s missed. If you call us 24hrs before a meeting to cancel or reschedule, you will not be charged. We understand that stuff happens day to day and sometimes meetings get cancelled. No problem. However, a missed meeting is a different kettle of fish. The old adage that says “time is money” is a regrettable reality, and it’s no fun sitting around the conference table waiting for clients to show and they don’t. We bill for missed meetings. What happens if we need something in an unreasonably short deadline? Need it in a hurry? Anything is possible. We’ll recommend strategies that fit whatever constraints you present - time, money, whatever. But we won’t take on a project unless we’re convinced we can deliver. And guess what usually happens when clients go elsewhere because they’re promised faster service? Remember, you can buy a suit off the rack “right now”, but nothing feels as good as bespoke tailoring, which takes time and care. What happens if we found a cheaper price than Verb quoted? Go for it! If you’re certain that you are comparing apples to apples, then it’s a steal of a deal. But comparing a two-door econobox to a flagship luxury sedan on price alone is not an apples-toapples comparison. “You always get what you pay for” and there is always a trade-off when price upends value. We pride ourselves on our effort, experience and the systems that we put in place to do the kind of good work for our clients that support trusting, long-term relationships with mutual accountability for each other’s success.

What value does Verb Strategy & Creative business bring to my business?

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getting to know you and your business personally to provide the best service we can to help meet your business goals.

What’s the difference between a logo and a brand?

Branding is the culmination of all things that represent your company, product or service. A logo is just one part of your overall brand identity.

What is the difference between local SEO and just SEO?

Search engine optimization is a broad term that encompasses many facets that help your website rank higher in search engines. Local SEO narrows the focus to just your location, using tactics to show up for searches near you.

How does Verb vet new writers and designers?

Many members of our team have been with us for years, so we know exactly what skills, interests, and strengths they bring to the table. When we do hire new writers and designers, we look for backgrounds in marketing, writing, graphic design, and other creative fields. We also have a trial period with each new team member, so we can see if their creative skills will be a good fit for our clients’ needs.

Will Verb Strategy & Creative communicate directly with your clients?

That’s up to you! Through the course of our work with you, there may be an occasion for primary research whereby it may be beneficial to hear the voice of your consumer, be it to gain further insights for a strategy or to test new creative. Whatever the reason, we would only do so on your behalf, with your permission and we’ll customize our approach so that we provide your clients with the exact experience you envision.

Does Verb Strategy & Creative work on retainer?

Yes. We can work on a per-project or hourly basis. We offer a retainer service, which dedicates a set amount of hours per month specifically for your business or organization. The more hours you purchase, the bigger the discount. This allows us to be your de facto creative team.

Can’t I do all of this myself?

It’s really a question of evaluating what you do best and what an agency does best. After looking at core competencies, many businesses decide that it’s wisest and most cost-effective to form a relationship with a good agency.

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Last updated, February 2021 The WHOA! Book is available for download at; www.verbsc.ca/WHOA

© 2021 Verb Strategy & Creative Inc.