For agencies and other marketing communications firms who are interested in completing Ignition’s agency positioning program, we now offer several different ways to accomplish this work.  This is in response to requests we have had over the years from firms who would like to implement a mostly self-guided version of this program, with the option of varying levels of assistance from Ignition.

This new version of Ignition’s Agency Positioning Program is offered as a package that includes the following elements: 

1. Ignition’s proprietary framework for positioning professional service firms.
2. A comprehensive guide for leading your firm through the process of developing an effective agency positioning strategy.
3. Guides and tools for exploring the key dimensions of positioning strategy for your firm.
4. Criteria and procedures for selecting and establishing teams within your firm to help lead and participate in this process.
5. Moderators guides for planning sessions.
6. Guidelines for assuring successful execution of key positioning initiatives.
7. Copies of Tim Williams’ new book “Positioning for Professionals” to be used as a resource in the process.

Here are more detailed descriptions of what the program includes.

This concise handbook is the definitive guide for developing a meaningful, distinctive positioning strategy designed to make your firm more relevant and valuable to today’s clients.  Vital sections include:

• A proven framework for determining agency positioning strategy
• The essential questions that determine your firm’s brand boundaries
• Detailed overviews of the three program phases: Discovery, Definition, and Alignment
• The role and importance of teams in the process
• Detailed instructions for  leading an effective positioning exploration session
• Testing and validating your positioning strategy
• Identifying key alignment initiatives designed to bring the positioning to life
• Prioritizing and weatherproofing your alignment initiatives
• Positive outcomes you can expect from this program – now and in the future

Included with this program are several essential workbooks and worksheets to be used by you and your team in the development and execution of an agency positioning strategy, including:

• Evaluating Your Current Positioning
• Internal Positioning Survey
• Positioning Exploration Workbook
• Moderator’s Guide to Positioning Exploration Offsite Session
• Core Competencies Assessment
• Category Experience Assessment
• Evaluating Agency Interest vs. Agency Expertise
• Validating Your Positioning
• Supporting Your Positioning with Proof Points
• Client Selection Guide
• Guide to Effective Alignment Teams
• Alignment Initiatives Workbook
• And many other tools and guides

Video Overviews of Each Program Phase

Each of the phases in the Agency Positioning Program is introduced on video by Tim Williams, who provides an overview of the major objectives and activities for the Discovery, Definition, and Alignment phases of the program.

Program Options

Because different agencies have different needs and different levels of interest and ability in executing this program on their own, we offer three different options:

For questions on pricing or to get started, contact us at desmondw@ignitiongroup.com

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