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Health Index Development For Your AgencyLeveraging the Power of Research to Drive Success

April 10, 2023

About this session

• Diagnostic Business Management• Process• Using the Results• Designing a Healthy Program

– Win/Loss Surveys– Airfoil’s Surveys of Quality (ASQ)– Client Exit Interviews– Employee Exit Interviews

• Making it work for you2

about airfoil

About Airfoil Public Relations• Progressive, fast-growing, independent, tech firm known for providing emerging

businesses with competitive communications– Strong track record of bringing start-up and mid-stage, regional companies to national

prominence in the media – 10+ year retained relationship with Microsoft

• National footprint; local presence– 60 professionals between our Michigan and Silicon Valley offices

• Recognized as one of the nation’s top independent public relations firms– Holmes Report Tech Agency of the Year – Holmes Report Top PR Firm To Work For– PR Week Boutique Agency of the Year – PR Week Top 50 PR Firm– O’Dwyer’s Top 10 Technology PR Firm– PR News Small Agency of the Year 2008

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Janet Tyler, President and Co-Founder

About Me•Responsible for setting the strategic path for the agency and for an extensive range of national clients.

•Provide the strategic direction for key accounts including Microsoft, eBay and Starbucks.

•Established Airfoil’s Silicon Valley office in Mountain View, California and extended the agency’s success in the arenas of new media and online technology.

•Recruited a staff of professionals with exceptional capabilities in PR for consumer and business technology.

•Led the sales team which produced a roster of some of the Valley’s most innovative emerging companies.

Areas of Expertise• Analyst, investor and thought leader outreach strategy• Event concepts, production and execution• Customer and channel marketing communications strategy• Messaging development and deployment – executive training

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assessment

Value

Why research?• Objective and not reactive• Preparation for seasons/cycles• Highlight opportunity• Maneuver the economic tide• Support decision-making• Eliminate emotion; act rationally

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process

Importance of Process• Puts a stake in the ground• Eliminates seasonality• Is less dependent on

relationship cycles• Evaluates all brand

touchpoints• Assesses brand promise in

action

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Importance of Timeline

Q1 Q2 Q3 Q4

Win Loss

Client ASQ

Employee ASQ

Client Exit

Employee Exit

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using results

Trend Analysis

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designing a healthy program

Using the Right Information

• Vague versus specific• Anecdotal versus measurable• Detailed versus targeted

• Focused signifiers of performance• Early indicators for process improvement

Success

Diagnostic Business Management

win/loss

Win/Loss AnalysisWhat It Is

1:1 interview with “client” participating in the pitch

process

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TriggerAutomatic notification

ObjectiveEvaluate overall approach

Reinforce winning strength

Avoid losing characteristics

Win/Loss Analysis

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Win/Loss Analysis Works for Us

• Revised new-business development process• Clarified direction (e.g., What does creative mean to you?)• Identified “healthy” brand attributes• Improved targeting• Reinforced strength of brand for future consideration

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Win/Loss Analysis Example

Considerations• Question Flow

– How did they know about us?– How did we compare?– What was the approach?– Key imagery– What lessons did we learn?

• Report– Anecdotal to provide

background– Quantitative to compare over

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client ASQ

Client Airfoil Survey of Quality(ASQ)

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What It IsFormal, anonymous feedback

mechanism conducted online

TriggerAnnual

Contract renewal

ObjectiveEvaluate overall approach

Look for opportunity

Client ASQ

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Diagnostic Developmental

Client ASQs Work for Us• “Healthy” marketplace• Found alignment between

strengths and potential service offerings

– Media relations efforts through preferred social networking tools

• Identified areas of opportunity

– Digital media wasn’t considered six months earlier

– Took on creative work being done internally or by other agencies

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Client ASQ Example

Considerations• Maintain general

integrity to establish trends

• Monitor progress• Make adjustments

that fit business need and opportunity

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employee ASQ

Employee ASQ

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What It IsFormal, anonymous feedback

mechanism

TriggerAnnual date

ObjectiveUnderstand attitudes and

behaviorsHelp shape culture

Employee ASQ

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Employee ASQs Work for Us

• “Healthy” endorsement; revealed attachment with the Airfoil brand

• Reinforced Airfoil values• Realigned

staff duringtime of re-organization

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Overall, how would you rate Airfoil as a place to work?

Excellent Good Neutral Fair Poor2008 32% 53% 9% 8% 0

2007 30% 50% 11% 7% 2%

Employee ASQ Example

Considerations• Ensure

confidentiality• Maintain general

integrity to establish trends

• Communicate results and provide feedback

• Provide access to executive management

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FIRST SECOND THIRD

2008 Cooperation within your team

Communications between you and

your manager

Variety of workload

2007 Friendliness of other employees Team environment Access to

management

2006 Friendliness of other employees Team environment Opportunity to

enhance skills

2005 Opportunity to enhance skills

Provide a sense of job security

Recognition for your achievements

Ratings

client exit

Client Exit

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What It Is1:1 interview with client

TriggerResignation or termination

point

ObjectiveEvaluate performance

Understand decision/business

Client Exit

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RELATIONSHIP

ReferenceMarketing MaterialsConsideration

CulturalChemistry

Change

Client Exit Interviews Work for Us

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• “Healthy” profile: Quality, performance and future recommendation high• Initial goals and work environment shifted over timeSo what happened?• Management changes in addition to executive board now requiring

approval for budget did not result in a positive outcome for outside PR services

Client Exit Interview Example

Considerations• Similar to the win loss• Identifies the

relationship cycle• Encourages total

evaluation• Peeks inside the client

business

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Questionnaire Flow

employee exit

Employee Exit Interview

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What It Is1:1 interview with employees

resigning or being resigned

TriggerFinal day of employment

ObjectiveCompare decisions to leaveIdentify internal influences

contributing to attrition

Employee Exit Interview

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Employee Exit Interview Works for Us

• “Healthy” relationships• Learning how we compare to

norms• Communicating with our staff• Analyzing rate of turnover and

trends

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Employee Exit Interview Example

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Considerations• Ensure answers will be used to

direct change• Establish trust to encourage

honesty• Share results among management• Aggregate responses to analyze

trends

making it work for you

Getting Started

Establish a process Be mindful of survey distribution

timing Consider nominal incentives to

encourage response Create a strong foundation that will

require few changes from year to year

Ask the “same” question in different ways

Link together similar queries in different questions

Look for correlations42

Stay away from holidays, traditionally busy work periods and seasonal events (Spring Break, Graduation, etc.)

Between similar questions, types of respondent or general trends

Donations to a charity in client’s name or group reward for full employee participation

Image Ratings

Overall Satisfaction

Overall Rating

Consideration Recommendation

Are we clearly establishing our

brand value?

What indicates our brand promise in

action?

Is our brand promise evident throughout every touchpoint?

How does our brand live when we can’t directly control the

interaction?

Diagnostic Business Management

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Success

866.Airfoil / www.airfoilpr.com

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