This Act Like An Agency Toolkit offers highlights of the models introduced during the Act Like An Agency presentation at the IABC 2013 World Conference in New York City. It provides a brief snapshot of one of Act Like An Agency’s full-day interactive workshops titled: Boost your Credibility by ‘Bringing Business to your Communication.’ Should the issues sound familiar to you and your team, don’t hesitate to contact Adrian or Cyrus to discuss a custom training program – www.actlikeanagency.com.

1. Act Like An Agency
Presentation Toolkit:
Boost Your Credibility by
‘Bringing Business to Your Communication’
Adrian Cropley, ABC
Cropley Communication – Australia
Cyrus Mavalwala, ABC
Advantis Communications – Canada
IABC World Conference
June 25, 2013

2. IABCWORLDCONFERENCETOOLKIT2013
Introduction
The Business Model for Communication Professionals
The Communicator-Client Relationship Model
Creating Success
Taking the Brief – Ask the 5Ws 5
1
3
4
7 Steps to Measurement 8
7
Calculating ROI 6
TABLEOFCONTENTS
Act Like An Agency Workshop Modules 2
i
About Act Like An Agency / Contact Us 9

3. IABCWORLDCONFERENCETOOLKIT2013INTRODUCTION
Bringing Business to Your Communications
Thank you for attending the Boost your Credibility by ‘Bringing Business to your Communication’ presentation
by Act Like An Agency co-founders Adrian Cropley, ABC and Cyrus Mavalwala, ABC. We’re glad you
enjoyed the presentation which was a brief snapshot of one of Act Like An Agency’s full-day (or virtual)
interactive workshops.
Through Act Like An Agency, Adrian and Cyrus help corporate communicators around the globe become
trusted advisers within their organization by developing key consulting skills that transform their role from
tactician to communications strategist.
As promised during our presentation, in this toolkit we’re sharing the following our Act Like An Agency
approach and models:
• The Business Model for Communication Professionals
• The Communicator Client Relationship Model
• Taking the Brief: Ask the 5Ws
• CREATE Approach
• 7 Steps to Measurement
Enjoy the material and remember to always Act Like An Agency!
Sincerely,
Cyrus Mavalwala Adrian Cropley
Cyrus Mavalwala, ABC Adrian Cropley, ABC
1

4. IABCWORLDCONFERENCETOOLKIT2013
Act Like An Agency Workshop Modules
Since 2010, Act Like an Agency co-founders Cyrus Mavalwala and Adrian Cropley have been
distilling their full-day workshops and virtual training sessions into presentations for the IABC World
Conference. The four Act Like An Agency modules include: Acting Like An Agency; Branding You &
Your Communications Team, Selling & Influencing, and; Boosting your Credibility.
One day workshop focused
on ensuring communications
departments deliver
measurable value to their
internal clients. Attendees
learn how to become trusted
advisers within their
organization by developing
key consulting skills and
transforming their role from
tactician to strategist.
Act Like An Agency From
Within
You’re so busy telling your
organization’s story, you’ve
likely never taken the time to
strategically position yourself
and your team to the people
who matter most. This one
day workshop takes
attendees on a journey of
uncovering and polishing
both their personal brand and
their team’s brand.
One day workshop
focused on The Sales
Process for Communication
Professionals. Attendees
learn how to improve their
ability to influence others and
turn selling into a systematic
approach that delivers on
your brand promise and
strengthens relationships.
Have you ever wrapped up a
campaign that’s earned rave
reviews but then had to
immediately jump to the next
priority, leaving no time to
measure and promote your
success? Learn how to
effectively measure your
business success and
transform your research into
powerful insights that engage
senior management.
2
Boost your Credibility by
‘Bringing Business
to your Communication’
Branding You & Your
Communications Team
Selling & Influencing to
Win Over your Peers &
the Power Brokers in
your Organization

5. IABCWORLDCONFERENCETOOLKIT2013
3
The Business Model for Communication Professionals

6. IABCWORLDCONFERENCETOOLKIT2013
4
The Communicator-Client Relationship Model

7. IABCWORLDCONFERENCETOOLKIT2013
5
Taking the Brief – Ask the 5Ws

8. IABCWORLDCONFERENCETOOLKIT2013
The Equation to Calculate ROI
6

9. IABCWORLDCONFERENCETOOLKIT2013
CREATE
CREATE Success by Analyzing the Situation
Constraints
&
Opportunities
ROI Effect Audience Timelines Effort
7
© 2013 Cropley, Mavalwala – Act Like An Agency

10. IABCWORLDCONFERENCETOOLKIT2013
7 Steps to Measurement
1 Understand the business issue & desired outcome
2 Define the communication outcomes
3 Gather data (current vs. desired)
Define the gaps & list measures
4 Determine costs & financial benefits & identify complementary
initiatives
5 Plan & deliver communication tactics
6 Measure impact of communication
7 Report outcome & ROI
8

11. Adrian Cropley and Cyrus Mavalwala teamed up in 2009, bringing two very diverse sets of skills together from
opposite sides of the globe. As accredited and award-winning business communicators, they know how to
deliver value to their clients. And they train communication professionals around the world to do the same.
A global training organization, Act Like An Agency provides onsite, interactive workshops packed with brain-
stretching workouts that help corporate communicators evolve from tacticians to trusted advisers within their
organization.
Continuing the conversation: Before you contact “IABC All Star Speakers” Cyrus and Adrian to learn more
and book your training program, watch the corporate video testimonials highlighting the business value
derived from Act Like An Agency on www.youtube.com/ActLikeAnAgency
Adrian Cropley, ABC
Director, Cropley Communication
Asia Pacific, Africa & Middle East
+61 (0) 414-323-973
adrian@cropleycomms.com
Cyrus Mavalwala, ABC
Founding Partner, Advantis Communications
North America, South America & Europe
+1 (416) 848-1885
cyrus@advantiscomm.com