enlist
AD LAB
TABLE OF CONTENT
DEPARTMENT STRUCTURE............................................................................. 02 OUR CLIENTS & OVERVIEW ............................................................................ 04 ACCOUNT SERVICES ACCOUNT MANAGER............................................................................... 06 ACCOUNT EXECUTIVE.............................................................................. 08 CREATIVE & MARKETING SERVICES CLIENT SERVICES MANAGER ................................................................... 10 CREATIVE SERVICES ................................................................................ 11 PRODUCTION .......................................................................................... 16 SOCIAL MEDIA ........................................................................................ 18 EVENTS BRAND PLANNING ...................................................................... 19 RESEARCH & STRATEGIC PLANNING ........................................................ 20 INTERNAL SERVICES FINANCE COORDINATOR.......................................................................... 20 CIRCULATION .......................................................................................... 21 TRAINING SCHEDULE ..................................................................................... 22
02
DEPARTMENT STRUCTURE
GENERAL MANAGER
ACCOUNT SERVICES
CREATIVE AND MARKETING SERVICES
INTERNAL SERVICES
Accounts Manager
Client Services Manager
Financial Coordinator
Circulation Manager • account executives
• creative services • events brand planning • production • research • social media • strategic planning • 3 campus routes • 1 car route
CLIENTS & OVERVIEW
The advertising department of Student Media services three distinct clients. Each client or segment has specific goals and outcomes, which may not transfer among the groups. Regardless on your assigned project or area of concentration, you will learn about each segment and how it effects media and sales within our department. The team will work with leaders of Marquette Student Media in driving the strategic direction of the organization in the following areas: branding, readership, social media, strategic planning, events management and promotions.
1. CORPORATE CLIENTS Corporate Clients include Marquette departments or professional companies whose fundamental outcome is to increase sales and or brand awareness. Often, a project consists of creating a campaign to introduce Milwaukee business to the Marquette demographic. To do so, these clients purchase media from one of our print or digital outlets in the hopes to reach the 18-21 year-old demographics. Clients often include apartment owners, restaurants, retailers and university departments.
2. POINT OF SALES CLIENT Clients in this segment include individuals who purchase services and goods, such as design work or large format prints, for personal use. They may not have a strategy or brand. Their fundamental outcome is to satisfy a need at the point of sales. Most clients include students and faculty members.
3. IN-HOUSE : SELF PROMOTION In-house marketing consists of branding Student Media to the Marquette campus. The goals for this segment is to increase readership and increase campus awareness of our media outlets/products. As with point of sales clients, information is disseminated via campus events, social media or a call for action advertisement. 04
ACCOUNT MANAGER
ACCOUNT SERVICES
The account manager is the liaison between the client and the entire agency team. Working alongside the general manager and the business manager, the account manager is responsible for generating revenue, achieving short and long-term goals, clients’ budgets, contracts, and managing the sales team. You are also responsible for identifying new clients as well as building a client’s brief. Account managers are problem solvers who analyse the market and help advertisers develop business goals for their goods and services Key Responsibilities: Hire, train and supervise a team of up to 3 account executives Run and track all finance reports. Create sales territories Work with the marketing department to establish sales campaigns Ensure the AEs are meeting all their deadlines Chart revenue progress per account (territory), product and staff Coordinating all national advertising campaigns Establish individual goals for each staff member Meet weekly to track those individual goals Establish office protocol for errors and make-goods, incomplete insertion orders, and missing contracts Train staff in the art of persuasion and negotiation principles Cultivate new clients, new methods of sales and leads for your staff Day-to-day Operations: Assist the finance department with contracts, make-goods and customer questions Respond to all clients’ questions Monitor contracts in SpaceMaster Monitor all financial reports Manage all national and agency accounts
06
GENERAL MANAGER
Accounts Manager
• account executives
ACCOUNT EXECUTIVE
ACCOUNT SERVICES
An account executive is responsible for soliciting advertising for The Marquette Tribune, Marquette+Living, marquettewire.org and The Marquette Journal. Each AE will be assigned a territory that will consist of nine to twelve local and current clients. Once trained, the AE will be responsible for expanding their territory to include new clients, new leads and new client correspondence. Your main priority is to the client and to the Marquette community, with an understanding of the importance of the student as a reader and the student as a buyer. The AE will be part of a team that will function as one unit. As such, revenue goals, error reports and make-goods are the responsibility of the entire group. As with any sales department, all work will be monitored and reported on during weekly staff meetings and one-on-one goal meetings.
Duties Include: Reaching sales quotas Developing expert knowledge of all products and services Follow-up with all clients regarding satisfaction and assessment Meet face-to-face with new clients Track activity and maintain records for sales leads, mailings, emails, cold calls a and client meetings/conversations Maintain weekly contact with current and past key accounts Utilizing advertising software, create insertion orders and reports Assist with creating direct mail and social media campaigns GENERAL MANAGER Work consistently and positively with your design team Attend individual meetings with managers Provide top notch customer service to all clients Work with clients when an error occurs. Accounts Manager Work with director to establish make-goods
08
• account executives
CLIENT SERVICES MANAGER
CREATIVE & MARKETING SERVICES
From leading a new account meeting, to researching media outlets for a campaign, the Client Services Manager connects the agency’s creative efforts to the goals of the department and the client. The manager will maintain relationships with account executives, the marketing team and the creative designers to ensure planning, quality control and visual identity match. The Client Services Manager is tasked with acting as the department’s art director and trafficking all projects. Weekly meetings, ongoing training and assessment is central to the success of each project and each student. Student Media’s Creative & Marketing Services is a highly structured cross-functional department that is task oriented and outcome based. Members of the team are trained in design, marketing and strategic planning so task assignment is not hindered by a job title. Instead, students become familiar with multi-tasking and are trained to design one day and research the next. Over time, students develop a new level of confidence that is mirrored by critical thinking and creative skills. As with any collaborative process, this models relies heavily on the free flow of information among the team members. Project management software is utilized to assemble all communication, tasks, mild stones and deadlines giving each members a clear understanding of every projects’ needs.
GENERAL MANAGER CREATIVE AND MARKETING SERVICES
Client Services Manager
08
• creative services • production • social media
• events brand planning • research • strategic planning
CREATIVE SERVICES
CREATIVE & MARKETING SERVICES
The Creative Services team specialize in producing the visual work needed to support a brand’s image, a strategy or campaign’s message. They produce both digital and print products, and can be asked to shoot video or create motion graphics. Using the Adobe Creative Suite, the creative team is trained in the following areas: • Design principles and elements • Technical design • Copywriting • Assessment • Concept development • Photo manipulation • Layout, guides & grids • Research • Typography • Workspace & workflow Typical projects include: • Posters • Logos • Style guides • Print and digital advertisements • Social media posts • Postcards
• • • • • •
Banners Brochures Media kits Website Development Motion graphics/video short Illustrations
GENERAL MANAGER CREATIVE AND MARKETING SERVICES
Client Services Manager
10
• creative services • production • social media
• events brand planning • research • strategic planning
PRODUCTION
CREATIVE SERVICES
The Production Department specializes in short-run, high-quality large format prints. Our Epson Stylus Pro 9890 ink-jet printer has a resolution of 2880 x1440 dpi, with a maximum print width of 43” making it idea for posters, photography and banners. The quality output is possible due to the printer’s precision MicroPiezo print heads, combined with a unique 8 color, Vivid Magenta color scope. Known as Giclée printing, the combination of technology and color gamut produces prints with no visible dot screen suitable for a museum quality archive. Due to the Epson printer’s advanced settings, the ideal candidate will be mechanical in nature, will need to following strict instructions and will appreciate quality control. This position is not creative in nature but will required knowledge of pre-press file preparation using Adobe Photoshop, InDesign and RIP software. Technical training will be provided and must be completed prior to the beginning of the semester.
GENERAL MANAGER CREATIVE AND MARKETING SERVICES
Client Services Manager
• creative services • production • social media
• events brand planning • research • strategic planning
SOCIAL MEDIA
CREATIVE & MARKETING
The Social Media staff works under the supervision of the client services manager and is a member of the creative department. Their primary object is to develop a strategy to increase campus awareness of all Student Media publications and services using various social media channels. The social media staff will collaborate with all divisions of Student Media to create relevant content and interactive media experiences.
Other duties include: • Develop a year-long social media campaign • Using Hootsuite, create an editorial calendar to push out all content • Using Hootsuite, monitor all posts • Collaborate with the creative department to establish a visual identity for each product
• Collaborate with creative team on creating posts, graphics and video shorts • Recruiting Brand Ambassadors • Recruiting Social Media Influencers • Creating promotions, merchandise, games and contents
GENERAL MANAGER CREATIVE AND MARKETING SERVICES
Client Services Manager
14
• creative services • production • social media
• events brand planning • research • strategic planning
CREATIVE SERVICE
Strategic Plan will Include: • Research to understanding the current campus market (audience) • Plan to position the audience’s perception, with emphasis on networking • Plan to grow audience
EVENTS PLANNING
The Events Planing team’s objective is to increase awareness of Student Media’s media outlets and services via campus events and audience engagement on social media. During an event the team will incorporate customer interviews, photo opportunities with branded merchandise and social media posts to create a positive brand ex‐ perience. The events team will work closely with the marketing, social media and design teams to create a stra‐ tegic plan of engagement.
MARKETING SERVICES
STRATEGIC PLANNER & RESEARCH
The Strategic Planner will work under the leadership of the client service manger to develop a strategy to outline the department’s business plan. The process will take into account the current position of all Student Media leaders, financial objectives of the media board and an opportunity assessment. Data from the reports will shape all promotional and advertising campaigns.
The strategy can be broken down into 8 stages: 1. Research of current situation 2. Segmentation of the market and its customers 3. Branding 4. Product position
5. 6. 7. 8.
Channels Promotions & campaigns Product development Measurements & reporting
GENERAL MANAGER CREATIVE AND MARKETING SERVICES
Client Services Manager
16
• creative services • production • social media
• events brand planning • research • strategic planning
MARKETING SERVICES RESEARCH
The primary responsibility of the finance coordinator is to process all accounts receivable transactions promptly and accurately. The secondary responsibility is to provide administrative support for the sales team and the business manager. Most tasks listed below are time sensitive meaning the duty must be completed on a certain day of the week or a certain time of the month. The ideal candidate will be available Tuesday and Thursday afternoons for invoicing of the newspaper. Weekly Tasks Include: Oversee the compliance of contracts and insertion orders Prepare invoices and tear sheet for distribution Ensure accuracy of all contract data Maintains accounts receivable deposits and reports Track and follow-up with sales manager all contract discrepancies Archive all contracts and insertion orders Archive all source documentation as determined by Marquette’s financial standards Reconcile monthly clients’ account balances Send out monthly open balance statements
Accounts Receivable & Collections: Make weekly deposits for all incoming payments including checks, cash and credit cards Archive all deposits’ source documentation Correspond with clients all billing discrepancies Correspond with sales team overdue accounts Provide sales team with weekly client delinquent list
GENERAL MANAGER INTERNAL SERVICES
18
Financial Coordinator
Circulation TEAM
The circulation manger is responsible for the Tuesday and Thursday distribution of 4,000 newspapers to over 205 high-traffic Marquette locations and select Milwaukee businesses every. A staff our five take approximately one hour to complete their routes while maintaining quality control and recycling protocol. Newspapers arrive to campus at 12:00 p.m. on regular print days, and 1:00 p.m. when a client purchases a center page insert. As such, you will need a class schedule that allows for flexible delivery times. You will be notified by the sales manager on Monday the week’s delivery schedule. MANAGER DUTIES: Hire and manage the circulation team Schedule all routes Complete a newspaper audit once a semester Update routes and inform the staff of all changes Address all reader and public circulation issues Fill in for staff members Communicate with the sales manger regarding delivery times Communicate with printer regarding changes in delivery times Notify department of late deliveries
GENERAL MANAGER INTERNAL SERVICES
Circulation Manager
20
• 3 campus routes • 1 car route
Training SCHEDULE
CAMPUS TRAINING Vital to the success of the department’s cross-functional model is staff training and department preparation. Depending on your role, you must be in the office on the assigned date below On average, training will take 37 hours followed by a week of sales and pagination. The first newspaper of the year is published on the first day of school, which is a Monday. From there, it is published every Tuesday and Thursday during the school year. Sales Manger Account Executive Art Director Creative & Marketing Production Finance Coordinator Circulation Staff
Monday, August 15, 8:00 a.m. Wednesday, August 17, 8:00 a.m. Monday, August 22, 8:00 a.m. Monday, August 22, 8:00 a.m. Wednesday, August 24, 8:00 a.m. To Be Determined Monday, September 1, 8:00 a.m.
QUALIFICATIONS FOR ALL POSITIONS An interested in marketing, public relations, design or sales Ability to maintain a strict weekly work schedule Ability to attend weekly staff meetings Ability to learn creative software, design and layout Completion of all training Ability to follow directions or instruction from peer leaders or advisors Ability to take and provide assessment An understanding of basic marketing and or sales principles Strong written and verbal communication skills Ability to research, interpret and report analytical data Ability to collaborate as a team, and also work independently Ability to think critically and made sound decisions Ability to think creatively when problem solving Must have or develop customer service skills Ability to lean software relevant to position 22
QUALIFICATIONS