table of contents Learn About AAF Jax
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this is the stuff they don’t teach in school
Join AAF Jax
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by the time you finish this book, you’ll do it
Sharpen Your Networking Skills
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it really is who you know, so get out and meet them
Work an Internship
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don’t just have one – work it
Build a Strong Résumé
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after all, it’s who you are
Don’t Bomb Your Interview
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because it sucks when you do
Get a Step Ahead
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no one is going to do it for you
Find the Right Job
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it’s out there, with your name on it
Call In the Experts
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until you become one (and maybe even after you do)
Take Notes you’re not going to remember everything
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Learn About AAF Jax
We support our members by providing numerous opportunities (like this one) to grow and keep abreast of developments in our industry. The American Advertising Federation 4th District includes members of all local Advertising Federations in the State of Florida and the Caribbean. The Jacksonville Chapter of the American Advertising Federation draws its members from a diverse pool of professionals working in the greater Jacksonville advertising community, including: • Marketing • Advertising • Public Relations • Creative • Media • Interactive • Photography Our Chapter seeks to promote and develop meaningful relationships between advertising, marketing and public relations communities for the purpose of education, public service, government relations and recognition of industry excellence.
Real-Life Scenario Survival Handbook
Learn About AAF Jax
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Join AAF Jax
Being part of a larger organization has its perks. Receive discounts from these national companies: • ADWEEK • Advertising Age • Brandweek • Business Wire • FedEx • MEDIAWEEK • Mutual of Omaha • The New York Times Times Reader • Premiere Global Services • wideeyed.com Some of the national benefits are: • National AAF Job Bank • AAF Smart Brief Some of the local benefits are: • monthly professional meetings and networking socials • opportunities to work with local, statewide and national groups • the annual ADDY Gala • the annual summer bash, “SplashDown” • résumé posting on AAF’s Web site and access to the area’s largest pool of interns 2
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Real-Life Scenario Survival Handbook
Sharpen Your Networking Skills
Be a joiner. There are hundreds of niche clubs in Jacksonville ranging from ones that are industry-driven like the AAF, others that are serviceoriented like Rotaract and some that are DUI-driven like the Thursday Night Drinking Club. Regardless of your taste, there is a club out there for you. Joining industry-driven clubs is very important to meet people who are directly associated with the kind of work you do. Try clubs out. If you find that insurance sales clubs are your speed because three of your friends do that, go to a meeting and find out what they’re all about. This is the beginning of networking outside of friends and family. But be careful how you choose your contacts and when you drop their names. This industry is very tightly knit and some people in the field are not phenomenal references. Don’t pounce at the opportunity to get an “in” right away. Building trust in a person is just as important as them building trust in you. If someone trusts you and believes that you are a strong candidate for the position, they will help you out. All this starts with a simple idea: be a joiner.
Real-Life Scenario Survival Handbook
Sharpen Your Networking Skills
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Top 10 Dos and Don’ts of Networking DO Be Genuinely Curious Shyness is easy to overcome when you are genuinely interested in people. Always encourage others to talk about themselves. Everyone has a story, so listen and be sure to ask open-ended questions that foster conversation. Learn something from everyone you talk to. Some of the best conversationalists do very little talking.
DON’T Be Aggressive Start with casual conversation before broaching the subject of business. While exchanging business cards is appropriate, carrying a fistful of promotional material is not. Never – ever – barge in on a group and proceed to dominate the conversation.
DO Ditch the Clique It’s easy to stay in the comfort zone of people you know, talking to a small cluster of friends. At an event where you have come to network, save socializing with friends for another time. Now is the time to smile and dive into the crowd, making as many connections as you can.
DON’T Monopolize Don’t be a time hog! Instead of talking to one person all night, try to spend at least five to eight minutes with everyone. If you see someone’s attention wandering, politely excuse yourself. And, by the way, never say something like, “Excuse me, there are other people I have to talk to!” Exit with style by complimenting the person. Try using this line: “I’d love to chat with you all night, but I know there are so many other people who want to speak with you.”
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Real-Life Scenario Survival Handbook
DO Pay Attention to Social Graces Everyone knows them, but strangely, quite often they are overlooked. Here’s the lowdown: Make sure your personal hygiene is perfect. Carry some mints in your pocket if you aren’t sure about your breath. Make eye contact. Don’t invade anyone’s personal space. Extend your hand and offer a firm handshake. Introduce yourself in a clear voice.
DON’T Use and Abuse Networking isn’t about using people, it’s about creating mutually beneficial relationships, helping others, meeting a wide variety of interesting people and creating solid, long-term relationships. Networking should never be used for short-term, one-sided gain. If you approach networking from a “what’s in it for me” point of view, it comes across as slimy. No one likes slime.
DO Take Notes After meeting someone, try to jot down a few notes about the person and the conversation on the back of their business card or in a small notebook. Nothing is more embarrassing than confusing two people. Some networking aficionados endorse whipping out a pen and taking notes while in front of the potential contact, but most agree it is best to do it discreetly afterwards.
DON’T Forget to Follow Up Sounds simple, doesn’t it? Lack of follow-up is the primary reason for missed career opportunities. She advises following up with an e-mail or, even better, with a phone call within 72 hours. This allows you to keep the lines of communication open. Studies have shown that it is harder to make a sale and reconnect with the potential employer, if you don’t follow up within three days.
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DON’T Limit Yourself While it is essential to join professional organizations, network outside of your industry and immediate peers. It’s a small world, and you never know who might have the connection you need, so get to know a wide variety of people from all walks of life. Try joining at least two to three networking groups.
DO Show Appreciation When a contact provides you with a referral, offers some advice, or helps in any way, never miss the opportunity to thank them. A handwritten card or cheery e-mail demonstrates that you value the relationship. After all, networking is not about surface smiles, it is about building long-lasting and meaningful connections.
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Real-Life Scenario Survival Handbook
Work an Internship
This is a biggie. So many new professionals want to get that internship that turns into the perfect job – it can, and it often does. But how do they do it? By being engaged. Don’t know everything about being a fund raiser for a non-curable disease? The guy in the office next to you might. Ask questions if you are interested. Show enthusiasm for what you are doing and prove that you can learn quickly and effectively. Not every business is super-exciting but if you find a passion in what you are doing, it rubs off and is very positive. You may find yourself rejuvenating the sales representative who has spent his last 18 years selling industrial floor cleaner. This said, keep in mind that interns come and go every semester – and some can be more of a burden than help. There is a fine line between being overzealous and hard working and being annoying. Understand that in an internship, the person/department/company overseeing your work is very busy and doesn’t have time to make every decision for you. Hey, it’s an unpaid job – go for it! Make educated, best-guess decisions; put forth your best work; check and double check your work and work your tail off. What is working your tail off? This is not necessarily completing six different tasks in one day. This is completing tasks using the education that you are getting. Research the project, find the market, understand the problem and thoughtfully find the answer and execute. If you are putting out comparable work to those who are being paid, you may just find yourself working that position for a lot longer (with a paycheck and benefits). Real-Life Scenario Survival Handbook
Work an Internship
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Build a Strong Résumé
Don’t misspell anything. That’s right, that dream job you were looking for was thrown in the trash because you spelled the name of the company wrong. Check and re-check – then have everyone that remotely likes you read and critique it.
Sometimes, it’s good to be the same. Résumés should match across the board. If you spend tons of time perfecting your LinkedIn page, get all the pictures of your keg stands and flip-cup tourneys off your Facebook profile and build the shiniest, most awesome résumé in the market, don’t forget to be consistent. Wherever your résumé resides, make sure the house has the same furniture. Get it?
Save your dates. Make sure when listing date ranges, they are all the same (see the section above on consistency) – and the same format. For example, if you started your last job in 6/2008 on your LinkedIn page and July 2008 on the hard copy of your résumé, they’ll notice. And not just because the months don’t match. You can’t list one of your personal qualities as “detail oriented” if you can’t get this right.
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Real-Life Scenario Survival Handbook
Place your order. Another important thing to remember in building that perfect résumé: look at the primary objectives of the job. If the first objective is to write press releases, put that first on the résumé, even if you are stronger with graphic design. It’s important to follow the order of the objectives if you want to come out ahead in the bid for the job.
Make it short. Real shor… Brevity. It’s a beautiful thing, and – for a résumé – a necessity. Consolidate when you can. Lose anything that doesn’t pertain to the job you’re after. Don’t include your experience as a bagger at Publix if you’re looking for a job as a media buyer. This also bears mentioning: don’t use the same résumé to blanket the job market. Each one should be tailored to the job and the company you’re giving it to.
Like mom always said, “Say thank you.” Last but not least, take the time to write a thank-you letter. This is always preached but rarely done. Have cards readily available at your home and write up a quick personalized card and express your thanks for their time. This extra step will keep you fresh in the interviewer’s mind and prove that you care enough to take the extra step in a timely manner.
Real-Life Scenario Survival Handbook
Build a Strong Résumé
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Don’t Bomb Your Interview
The Informational Interview So you’ve been looking for three months and all you’ve found is door-to-door sales for AT&T? That happens. Get your foot in the door by having an informational interview. Informational interviews are meetings set up with people in the industry who can tell you what the industry is doing, if there are jobs available in your field or if they know more people you can talk to. These are not made to get you in the door and employed – they are to keep you loose with answering questions, get critiques on your résumé and appearance and find out what you do and don’t want to do. Go prepared – you’re the one asking the questions. This technique keeps you open and ready to get that job you really want.
The True Interview Be on time. This is easily said, but do know that 25 minutes early is early – not on time. Bring a hard copy of your résumé with you. In fact, bring a few (in case your interviewer brings a last-minute guest). Besides, if human resources can’t find your résumé, you’re a step ahead. Ask questions. Show interest. This is crucial in letting them know you’ve done your homework. Before the interview, research the company – check out their Web site, know all about what they do, the direction they’re heading in and whether or not you belong there. Sometimes it’s a great gig, but that doesn’t mean it’s the one for you. 10
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Don't Bomb Your Interview
Real-Life Scenario Survival Handbook
Get a Step Ahead
Have you bought your domain name? Don’t assume that you’re the only Lance Couldron or Brenda Skyers in the world. Do yourself a favor – Google your name right now. Find out if your URL is still available and buy it for the maximum amount that you can. Own your name! After you have your URL, start a blog or build a Web site. When you build a résumé, remember that most people will view it online. If you turn important information into links to your Web page, youtube.com account, LinkedIn profile or facebook page, you can help the human resources representative to easily move through your résumé and find proof of your skills online.
Good ideas for links to include. Event Planning. Throw a party (themed) and make a flyer. Link to a page that has the flyer and boast how many people came (really – that’s event planning). Promotion. Sign up for a street team through folioweekly or Drift and hand out flyers for one of their events. Go a step further and make a film with you and your friends bringing the crowd. Post it on youtube.com and link back to your résumé under promotions. Think about other work you do and skills you have. Find out how to post it online and link to it.
Real-Life Scenario Survival Handbook
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Position yourself. What do you do? Who are you? Why are you the right person for this job? Make up an “only” statement. This statement is your Mission Statement – not only will it tell your potential employer who you are, but it also gives you a direction to go in. Here is the layout of an “only” statement: What:
Marketing professional
How:
Practiced in the complete development of integrated marketing campaigns
Who:
For businesses trying to capture their audience
Where:
In Northeast Florida
Why:
That are ready to build on their most important investment
When:
During a media movement that can position them ahead of the rest
The “only” statement is your brand. Here is an example: Brenda Skyers is an integrated marketer who delivers the highest quality campaigns using the complete gamut of available media channels for small businesses. Her comprehensive, one-stop shop approach allows absolute communication to the client while sending their message directly to the target audience. This all-embracing understanding includes media analysis, design, public relations, placement and buying for all online and off-line touch points. This took a solid two hours to produce. It is your mission statement. It is who you are. Take two hours and find out. 12
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Real-Life Scenario Survival Handbook
The squeaky wheel gets the grease. That’s corporate-speak, used all too often, alongside other terrible idioms like “don’t reinvent the wheel,” “low-hanging fruit” and “outside-the-box” – you’ll see. In the job-searching process, hit up a couple of directions with your information. Apply for the job via the company’s Web site, find out who the director/manager of the department is and send them your résumé and call the human resources department and make sure they received it. This is about as far as you want to go. Unless you have an “in” who can keep an eye on the process, this is about as much as you can push – don’t be a nuisance and drive the human resources team crazy. Otherwise, they’ll find your resume alright … and trash it.
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Find the Right Job
Advertising Agency
Account Management You fit this description if you are: Team members involved in a strong communicator the strategic development deadline oriented of a campaign are known as outgoing the account management well organized team. These career willing to travel throughout the day positions include assistant account executive, account executive, senior account executive, account manager and account director. The account management team collaborates with clients as well as the creative team. This person serves as the client’s liaison to the agency.
Account Planning You fit this description if you are: The account planning team able to take stress from works with the account different sides of the project management team to deliver an excellent communicator consumer research to the deadline oriented account and creative teams. well organized Planners quickly become experts on their assigned product.
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Creative You fit this description if you are: The creative team consists able to take criticism of copywriters, art directors, know all the design programs graphic designers and creative or write effectively and under directors. The copywriter and pressure art director must conceptualize über creative willing to understand the an ad from a creative brief that audience is constructed by the account team. In addition to this creative brief, the creative team works with research the planning team has compiled to help them understand the product.
Media You fit this description if you are: Members of the media team are an excellent negotiator known as media planners and great with people buyers. These individuals are in outgoing charge of producing a media well organized plan for the client. Once the plan willing to work long hours has been approved, the media team must purchase advertising space in a medium that serves the campaign’s target audience.
Production Management You fit this description if you are: The final review of an able to understand computers/ advertisement is handled by video and sound equipment the production team. The detail oriented production manager oversees well organized print runs as well as the filming of commercials. This position’s purpose is to ensure that everything looks and sounds perfect.
Traffic Control In order to manage an agency’s clients, the agency has a traffic controller who acts as a project manager to ensure that the work flows from one department to another in a timely manner. Real-Life Scenario Survival Handbook
You fit this description if you are: able to motivate without annoying people flexible great with people well organized Find the Right Job
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Corporate (Entry Level)
Coordinator You fit this description if you are: Helps implement the plan a strong communicator for a project or event from a able to multi-task specialist, manager or director well organized of marketing or advertising. The coordinator is often responsible for administrative work such as ordering new supplies, proof-reading, helping to solve problems and overall support.
Public Affairs Assistant/Coordinator You fit this description if you are: Implements and supports the a strong communicator strategy given from a public able to work a flexible schedule affairs specialist/manager/ an excellent writer director. The projects are often someone who enjoys setting based around public image up events well organized and deal with writing press releases, organizing events and trading services with non-profits or small community based organizations.
Sales Assistant You fit this description if you are: Supports the every a strong communicator day function of a sales able to multi-task representative. This individual well organized often will answer phone calls, write e-mails, follow up with clients and submit paperwork. This position is an excellent starting position for someone interested in being a sales representative and later, a sales manager or director.
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Real-Life Scenario Survival Handbook
Corporate (Mid-level)
Project Manager You fit this description if you are: Implements projects based on a strong communicator goals given by the manager/ an excellent writer director. This position often flexible deals with many different one who works well under kinds of projects from different pressure well organized areas of the organization. Projects include branding a new product/service, gaining new acquisitions, retaining clients, promotion of a special/deal, etc.
Sales Representative You fit this description if you are: The main function of the a strong negotiator sales representative is to gain able to understand a client’s new sales, retain those who needs are already clients and serve very outgoing the needs of all accounts. willing to travel This position is most often commission-based, with the ability to make a good deal of money if in the right market, with the right product and the right person.
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Non-Profit Sector
Program Director Program directors report to executive directors. They are responsible for the day-to-day operations of the agency, and usually supervise the staff.
Direct Care Worker Direct care workers work directly with the agency’s clients. This is usually an entry-level position. Some positions in the nursing field require an advanced degree or licensing.
Administration Administrative jobs and job descriptions tend to look similar to those in the corporate world. The terms “administrative assistant” or “assistant director” are often used. These positions are usually considered entry level.
Fund Raising Positions Nonprofit agencies often rely on private or public donations – local, state or national government funding – to survive. Fund raising or grant writing positions are commonly advertised. These are specialized positions requiring previous experience and demonstrated success.
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Real-Life Scenario Survival Handbook
Call In the Experts
Executive Committee of 2009-10 President Kendall Barsin
The Florida Theatre 128 E. Forsyth Street #300 Jacksonville, FL 32202 904.355.5661 kendall@floridatheatre.com
Vice President - Programming Caron Streibich
Blue Cross and Blue Shield of Florida 4800 Deerwood Campus Parkway, 300-6 Jacksonville, FL 32246 904.905.5669 caron.streibich@bcbsfl.com
Vice President - Membership Tyler Morris
Independent Living Resource Center of Northeast Florida 2709 Art Museum Drive Jacksonville, FL 32207 904.399.8484 tylerm@cilj.com
Treasurer Susan Waldeck
Scott-McRae Advertising 701 Riverside Park Place, Suite 100 Jacksonville, FL 32204 904.380.4295 swaldeck@smag.com
Secretary Jamie Mackey
St. John & Partners 5220 Belfort Road, Suite 400 Jacksonville, FL 32256 904.596.8573 jamiemackey@sjp.com Real-Life Scenario Survival Handbook
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Committee Chairs ADDY Chair Karen Brashear
The Florida Times-Union One Riverside Ave. Jacksonville, FL 32202 904.359.4453 karen.brashear@jacksonville.com
ADDY Co-Chairs Gayle Hart
Greater Jacksonville Agricultural Fair 510 Fairgrounds Place Jacksonville, FL 32202 904.361.8706 ghart@bellsouth.net
Heather Smith
Scott-McRae Advertising 701 Riverside Park Place, Suite 100 Jacksonville, FL 32204 904-421-8728 hsmith@smag.com
Communications Chair Katie Berry
The Florida Theatre 128 E. Forsyth Street #300 Jacksonville, FL 32202 904.355.5661 katberry@floridatheatre.com
Creative Chair Jennifer Hankey
The Florida Times-Union One Riverside Avenue Jacksonville, FL 32202 904.359.4411 jennifer.hankey@jacksonville.com
Diversity Chair Andrés Lacayo
BrooksLacayo 7825 Baymeadows Way, Suite 101-A Jacksonville, FL 32256 904.636.5085 alacayo@brookslacayo.com
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Real-Life Scenario Survival Handbook
Education Chairs Tommy Hobin
The Florida Times-Union One Riverside Avenue Jacksonville, FL 32202 904.359.4303 tommy.hobin@jacksonville.com
Celia Weeks
St. John & Partners 5220 Belfort Road, Suite 400 Jacksonville, FL 32256 904.281.2500 celiaweeks@sjp.com
Government Chair Rusty Winter
Cox Radio 8000 Belfort Pkwy Jacksonville, FL 32256 904.245.8688 rusty.winter@coxradio.com
Internet Chair Shane Santiago
Sbs Studios 3925 Palm Way Jacksonville Beach, FL 32250 904.322.7117 shane.santiago@sbsstudios.com
Past President Gayle Hart
Greater Jacksonville Agricultural Fair 510 Fairgrounds Place Jacksonville, FL 32202 904.361.8706 ghart@bellsouth.net
Public Relations Chair Patrick McSweeny
St. John & Partners 5220 Belfort Road, Suite 400 Jacksonville, FL 32256 904.596.2085 patrickmcsweeny@sjp.com
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Public Service Chair Shannon Hill
Sbs Studios 3925 Palm Way Jacksonville Beach, FL 32250 904.322.7117 shannon.hill@sbsstudios.com
Social Chair Chris Seely
The Robin Shepherd Group 500 Bishopgate Lane Jacksonville, Florida 32204 904.359.0981 cseely@trsg.net
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Take Notes
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Take Notes
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