What’s It Like To Hire 
An Ad Agency?
A Public Relations Firm?
 

The Weinbach Group is a full-service advertising agency and public relations firm, offering everything from digital and traditional advertising campaigns to publicity generation and website development. For a complete list of our services, visit “Services.”

As a Florida-based advertising agency and public relations firm, many of our clients are headquartered in Florida. However, we work with clients throughout the nation, and our healthcare marketing expertise is recognized nationally. We have worked in dozens of states and countless U.S. markets handling local, regional, and national campaigns.

As a healthcare marketing firm, we have unique knowledge about the healthcare industry, including deep expertise about managed care, Medicare and Medicaid, hospitals and health systems, provider organizations, healthcare regulations, and unique understanding of medical topics, including types of diseases and chronic conditions. As a result, we are able to communicate more effectively on behalf of clients that operate in the healthcare industry.

Not at all. Over the course of our ad agency’s nearly four-decade history, we have worked with organizations in dozens of industries, not just healthcare. And we apply the same philosophy and process to these clients regardless of their business.

Different tactics require different key performance indicators (KPIs). For digital advertising, we provide clients access to a fully transparent, 24/7 digital dashboard, which shows real-time results for their campaigns. Whether it’s brand awareness or generating leads, we apply a disciplined approach to measuring results and include metrics for every aspect of our clients marketing campaigns.

Positioning is essentially how you want your organization to be perceived by your audiences. It should be clear, simple and authentic. Volvos are safe. BMWs are the ultimate driving machine. Apple is innovative and creative. Our process includes a discovery phase to help us and our clients better define their brand identity in terms that matter to their audience. Then we reinforce this positioning at every phase of our work to ensure one voice for all their communications.

No. The Weinbach Group handles advertising planning, negotiation, placement, monitoring, and invoicing for our clients, and lots of media outlets like TV and radio stations pay us a 15% commission for the advertising we purchase from them. With other types of media, we add a 15% commission to the cost of advertising. In the case of digital advertising, where budgets can be relatively small compared to mass media like TV and billboards, and where the time investment is significant, we add a 25% commission.

With very few exceptions, The Weinbach Group works on a monthly retainer basis, and our minimum retainer is $6,000 per month. However, the required retainer can be much higher depending on the amount of time needed to serve the account.

The retainer covers all the professional time our staff spends working on a client’s marketing program, including administrative time that clients often don’t see because it’s spent on things like research, meetings, planning, and even accounting. In addition, it’s important for prospective clients to know our retainers do not cover graphic design fees, advertising costs, licensing for stock photography and video, music rights, shipping, printing, and other services not specifically covered by the retainer.

The Weinbach Group rarely works on an ‘a la carte’ basis. We may entertain the prospect of working on a project basis only if a project is quite large and would take many months or years to complete.

Most of our agreements with clients require a one-year commitment. The first several months of an engagement are often spent on discovery, positioning, and planning. The next months are spent on campaign or website development. So it can take a while before our clients marketing programs are up and running, producing results.

We tell clients to ask themselves the following five questions. If the answers are yes to all five questions, then it’s likely a good idea to hire an ad agency or public relations firm like The Weinbach Group:

1. Do you and your organization value marketing as an essential business function?

2. Are members of your organization’s team willing to invest time to provide necessary information and feedback to an ad agency or public relations firm?

3. Will your organization be able to provide approvals in a timely fashion?

4. Does your organization have the necessary funding – beyond an agency’s fees – required to achieve results, such as money for advertising, graphic design, and photography?

5. Are you and your organization willing to accept the professional recommendations of a marketing expert?

Marketing is not an event. It’s a process. With many clients, it can take several months before they see results. For others, we may be able to launch a marketing program much faster, and leads may flow more quickly. Every client is different, and we encourage frank discussions to ensure everyone is on the same page, especially regarding expectations for results.

Early on, we like to meet with our clients on a weekly basis, usually through Zoom or Teams. Our goal is to soak up as much about the company, it’s culture, and it’s goals as possible, before launching a marketing program and then once it is underway.

Once things are flowing, we may suggest moving to meeting every other week.

In addition to regularly scheduled meetings, we maintain frequent communication with our clients. We are always available to take care of any issues, answer any questions, or pivot on a strategy if new information develops or circumstances change.

Nearly 75% of the advertising we purchase on behalf of our clients is digital. It has become the backbone of many clients’ marketing programs. Still, traditional advertising like TV, radio, and billboards have an important role in any integrated advertising campaign, and they have real value for certain advertisers.

The Weinbach Group believes in integrated marketing, where we use a mix of marketing tactics to create a “whole that is greater than the sum of its parts.” As a result, every part of the marketing program is important to overall success.

Every client has a primary point of contact who will be responsible for day-to-day interactions. His or her job is to listen to a client’s needs and translate those needs into projects for the agency to produce or execute. In addition, clients at The Weinbach Group work with more senior team members, who contribute to strategy, message development, and account planning. What’s more, the company’s president and CEO, Daniel Weinbach, is always available to clients and often involved in client work.

We often have clients who have their own in-house marketing team. In fact, having an in-house marketing contact often leads to more successful marketing campaigns and better results. The Weinbach Group often serves as an extension of our clients’ marketing team, helping provide whatever services are needed that either 1) aren’t available within the team, or 2) help with an overflow of demand and needs.

Often times we engage with companies that are ready to take ‘the next step’ in their business’ evolution, and either need guidance, additional support, or a firm to launch a broad campaign strategy so that company employees can focus on different responsibilities.

Most certainly. We are quite proud of the work we’ve done for our current and former clients, and we are confident they feel the same. The Weinbach Group is always happy to provide references upon request.