A study in case studies

I was a naturally good student. I credit my ability to remember what I heard long enough to retain it for the test and the fact that I was a decent writer. I could fill one of those blue books in a blink!

I was not naturally a good study-er (a new word!) however. At dinner, we’d discuss what I had going on that week in school and when there was a test looming, my dad would inquire about my prep plans for that test.

Then, of course, he would check in throughout the week to see how the studying was going. No matter what study methods I employed, on the morning of the test, he’d ask me if I felt prepared. I would always answer in the affirmative and his standard answer was... your score will tell the tale.

Of course, he was right. The grade would be the final proof that I’d done my job and actually mastered whatever the test was covering.

The same goes with your case studies. Your score tells the tale. Without results, it’s a nice story with pretty pictures but it does not answer the one question every prospect has. “If I give them money, what will I get in return?”

In the workshop we held in January with Mercer Island Group, they talked a lot (and showed some amazing examples) of how to create an effective case study. Here are the key elements:

• Start with a compelling title. Draw them in and make it clear what they’re about to see/learn.
• Every agency should have a philosophy and a strategic process. (Many of you call this your proprietary process). Use those two elements as the frame to hold your case study. Walk us through the elements using the steps of your process. And at the end, demonstrate how your solution lined up with your agency’s philosophy.
• Clearly state what you were asked to solve/fix/change/grow and what the problem was creating for the client. Show them the pain the client was in. This becomes even more critical if you don’t have tangible results to share.
• Outline the thinking and strategy (not execution) behind whatever you did for the client. Help us understand what you learned as you studied the problem and how you decided to tackle it. Show us your homework. Did you conduct research? What target audience insights did you glean? What did you learn before you proposed a solution?
• What insight did you discover from doing your due diligence? What is underlines your strategy?
• Show us the work and if it’s not exactly on point (different industry, different problem than the current prospect, etc.) then tell us why it is relevant to their business issue and what you learned from this case study that can be directly applied to the prospect’s needs.
• Tell us how it worked. Your score tells the tale. If the client won’t give you data, then you have to find a creative way to demonstrate that the client was relieved of the pain you outlined in the outset of the case study. Of course you know the best way to gather results is to work with your client to set measurable KPIs at the outset. Begin with the end in mind!

One note from the workshop straight from the MIG team’s mouth. Case studies often carry as much as HALF the point total in the grading of the agencies. HALF THE POINT TOTAL.

Bottom line — your case studies can’t be something you slap together. Make them a priority and be sure you find a way to let your score tell the tale. As you start any new project one of the questions you should ask yourself is “if we’re going to build a case study from this work....what do we need to do/know now to set ourselves up for success?”

Drew McLellan, with Agency Management Institute, produces a weekly newsletter with updates, tips, and market information of value to marketing agencies, owners, and employees. If you'd like to receive the weekly newsletter, follow this link to subscribe.