New Business Case Study Writing Workshop

Case Studies are high-performance tools for closing new business. As with any high-performance tool, their effectiveness is dependent on the skill of the person who wields them. Our facilitator for this workshop is Jody Sutter, new business agency veteran and Founder of The Sutter Company, a new business consultancy that advises agencies on organizing and operationalizing their growth strategy. She helps them identify and activate their natural talents for sales and marketing through programs that are easy to embrace because they take both the agency's strengths and available resources into consideration.

In this workshop, you’ll master techniques to successfully create, maintain and present winning case studies. The workshop is taught in two half-day sessions. 

On Day 1, you’ll see why case studies are the lynchpin of an effective new business pitch.

  • Discover the essential psychology behind case studies that make them so persuasive
  • Learn how case studies can convincingly replace the need for spec work
  • Understand and capitalize on their role in decreasing risk and increasing certainty in the client’s mind that your agency is the right one to hire

Also on Day 1, we’ll work through the three stages of the case study life cycle. You’ll get essential best practices and checklists for maintaining peak performance at each stage:

Day 2 is focused on hands-on application of what you learned.

Bring with you to the workshop a case study you need to create, update or adapt. You’ll get one-on-one time with Jody to work through questions or obstacles.

The session concludes with sharing and feedback among your peers in true creative workshop fashion.

This workshop is delivered virtually using the platform Zoom. It will be delivered over two half-day sessions on Thursday, May 13th and Friday, May 14th from 9am ET to 1pm ET each day. A minimum of 10 participants is required to run this workshop. For a detailed syllabus please contact Leah Power.


ICA Members & their Clients: $699.00 + HST

Non-members: $1,200.00 + HST

10% Discount available when registering for both New Business Workshops: Case Study Writing & Presentation Skills. Connect with for details.


Tickets are available here

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