What if a client calls an emergency for something minor?

Politely inform them that the request falls outside of the emergency protocol and will be handled during standard hours. If you proceed, remind them that the 2x 'Rush Rate' will apply to the work.

How do we handle a client whose website is down due to their own mistake?

Treat it as an emergency to save the relationship, but document the cause clearly. Bill the emergency rate and use it as an opportunity to suggest a higher-tier maintenance retainer.

Should the Agency Owner always be the one to answer emergency calls?

No. This leads to burnout. Use an AI receptionist to screen the call first, then route it to a designated 'On-Call' team member based on a weekly rotation.

How do we stop 'False Emergencies' from happening?

Education is key. Include a 'What is an Emergency' PDF in your client onboarding packet that lists specific examples of what qualifies for after-hours support.

Emergency Call Protocol

Emergency Call Protocol for Marketing Agencies

In the fast-paced world of digital advertising, a single broken link or a disabled ad account can cost a client thousands of dollars in minutes. This protocol ensures your agency stays responsive during high-stakes launches and after-hours crises without sacrificing your creative flow or sanity.

Defining a True Marketing Emergency

Not every client request is an emergency, even if they use all caps in their email. For a marketing agency, a true emergency is defined as an event that causes immediate financial loss or severe brand damage. This includes things like a website crashing during a $50,000 product launch, an ad account being disabled while spending $5,000 a day, or a major PR crisis on social media. Smaller issues, like a typo in a blog post or a request for a new logo version, are scheduled tasks for the next business day.

Key takeaway: Only label a situation as an emergency if it involves active financial loss or a total system failure.

The Triage Decision Tree

When a call comes in, you need to categorize it instantly based on the job value and impact. High-value retainer clients ($10,000+/month) get immediate 'Tier 1' status. If the issue is 'System Down' or 'Revenue Blocked,' it is a Tier 1 emergency. If it is a 'Reporting Request' or 'Creative Change,' it is Tier 3. For Tier 1, the lead strategist is paged immediately. For Tier 2, like a non-critical bug, a ticket is created for the morning. SkipCalls can handle these incoming calls 24/7, filtering out the Tier 3 noise so you only wake up for the fires.

Emergency Call Protocol for Marketing Agencies

Defining a True Marketing Emergency

The Triage Decision Tree

Explore SkipCalls

After-Hours Dispatch Procedures

Emergency Pricing and Rush Fees

Communicating Realistic Wait Times

Step-by-Step Process

Initial Call Intake

Verify Revenue Impact

Alert the Duty Strategist

Send the 15-Minute Acknowledgment

Isolate and Resolve

Confirm and Document

Pro Tips

Frequently Asked Questions

What if a client calls an emergency for something minor?

How do we handle a client whose website is down due to their own mistake?

Should the Agency Owner always be the one to answer emergency calls?

How do we stop 'False Emergencies' from happening?

Stop Losing High-Value Agency Leads to Voicemail

More Resources for Marketing Agencies