Tips: Outsourcing

Have you considered outsourcing some or all of your market research, marketing and communications functions but not sure where to start? Below are answers to commonly asked questions about outsourcing these critical functions.

Q: Why outsource?
A: Some of the reasons you may want to outsource marketing and public relations include:

• Gain outside perspective
• Tap expertise in specialized areas (media relations, market research, etc.)
• Tackle large projects (new product launches, special events, etc.)
• Conduct objective market research
• Save money (outsource for certain activities instead of adding staff)

Q: When should I consider outsourcing?
A: You should consider hiring outside counsel when developing new marketing programs and strategies. Some examples include:

• Developing a new graphic identify (logos, letterhead, etc.)
• Creating new marketing/sales materials (brochures, web sites, CD business cards, etc.)
• Targeting new markets
• Testing and launching new products

Q: How do I choose a marketing and public relations firm that is right for my organization?
A: Select a firm that has experience that matches your needs. For example, if you would like to gain exposure by placing articles about your company in the news media, then choose a firm that has successfully done this. Also, when selecting a firm, we recommend that you:

• Meet all of the people who will be working on your account
• Check client references
• Look carefully at the proposal (what you see is usually what you'll get)

Q: How much should I expect to pay when I hire a marketing firm?
A: Usually there are two costs when you outsource - the marketing firm's fees and material expenses (graphic design, printing, etc.). Most marketing firms base their fees on hourly rates. The hourly rates will vary, depending on the nature of the work and the level of experience of the person who is completing the assignment. It is a good idea to have the firm provide you with a total cost estimate (including fees and materials) at the beginning of the project.

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