Embed Size (px)
DESCRIPTION
Citation preview
May 14, 2013 Presented by Learning @ Time
#TimeCareerFair: PR, Sales, + Marketing
Hi! I’m Amanda Pacitti.
I’m the manager of Learning @ Time.
t: @TimeIncCareers e: [email protected] L: http://www.linkedin.com/in/ajpacitti
So what is a #TimeCareerFair?
Part Learning conference!
Part event!
All online!
It’s about results, after all.
Five tips for making the most of this online event.
1. Talking is good.
See the Live Chat tab on the right?
You can communicate withthe entire community there.It’s also where you’ll submitquestions to speakers.
If it’s distracting to you, simply hit the pause button orswap to a different tab.
2. …So is listening.
You’ll hear from three speakers today. Each will give a 10-minutetalk about their career at Time Inc. and do a 5-minute live Q+Awith the audience (that’s you!).
Simply type any questions you have into the chat window for theQ+A and we’ll submit those to the speakers.
Presenting, your speakers!
Olivia Bernardo, Senior publicist, InStyle
Matt Ryter, Account manager, CNNMoney.com
Geri Dembicer, Associate manager, Lifestyle Group
3. The internet isn’t perfect (yet).
We have our friends at Spreecast, the webcasting platform we’reusing, graciously willing to help with any tech questions.
Chris Delgado is on chat – if you have an issue, add it to the chatand Chris will followup with you.
4. It’s about content.
You can move the slide window anywhere on your screen thatworks best for you. To move through speaker slides, simply click the forward arrow.
You can move freely through the presentations.
5. We <3 Twitter!
If you want to tweetabout the online event,use the hashtag#TimeCareerFair.
You can also follow@TimeIncCareers forupdates.
This event is the last in a three-part series. We’ll be running many
more online events in the future. Catch recordings of past
sessions here:
#TimeCareerFair: Editorial + Design: http://www.spreecast.com/events/timecareerfair-editorial-design
#TimeCareerFair: Consumer Marketing: http://www.spreecast.com/events/timecareerfair-consumer-marketing
We’re just getting started!
Use the “tell a cool friend” method.
Quickie advice:
What is a pitch? Slide
What has PR taught me about life in general NO MATTER WHAT you’re interested in….teaching, medicine, gardeningthink about PR when you’re on facebook and social media
my background slide
So What Do I Do All Day?
PROMOTE EDITORIAL CONTENT
PROMOTE BUSINESS INITIATIVES
MANAGE EVENTS & RED CARPETS
CREATE TELEVISION OPPORTUNITIES
MONITOR PRESS
ENGAGE OUR BRAND ACROSS TIME INC
MAINTAIN KEY RELATIONSHIPS
Promote Editorial Content
• Drive newsstand sales & brand awareness
• Drive consumers to shop the pages (thrill advertisers!)
• Drive people to InStyle.com• Every month we pitch approx. 250 press
outlets our mag’s celeb and fashion content
• As a result…we get segments and stories tied to the issue!
Promote Business Initiatives
• Ad pages!• Marketing programs• Advertiser events• Award submissions
Events & Red Carpets
From the Golden Globes to Dinner with a Designer...and all the press before & after.
CREATE TV OPPORTUNITIES
• Bachelor/Bachelorette• Bravo• Lifetime’s Project Accessory• Food Network
MONITOR PRESS
Across both edit and pub (business side)…• Gather InStyle media clips• Compile media recaps• Monitor competitor press & ideas• Distribute internally everyday
ENGAGE OUR BRAND ACROSS TIME INC.
• Communicate with corporate• Craft clear brand messaging
MAINTAIN KEY RELATIONSHIPS
• With press, partners, charities, etc…• Send gifts/thank yous
BRAND GATEKEEPER
• Evaluate all opportunities• Ensure quality media coverage• Keep brand image elevated
QUESTIONS?
Add them to the chat window, or click theSubmit Question button!
30
CNNMONEY CAREER SNAPSHOT:A DAY IN THE LIFE OF
AN ACCOUNT MANAGER
Matt Ryter, Account manager, CNNMoney.com
31
KNOW YOUR BRAND• What does your brand have to offer marketers?• How do you differentiate from the competition?
RFP PROCESS• What’s an RFP?• Who is the marketer trying to reach?• How can we reach their target effectively and efficiently?• How can we customize our proposal and differentiate ourselves?
CLIENT MEETINGS• What’s new with the brand? • What’s new at CNNMoney? • Share most recent org. chart (both client/agency and publisher)
INTERNAL• What’s the status of the campaign? (Creative, Reporting/Optimizations)• Staying up to date with print counterparts
INDUSTRY TRENDS & COMPETITION• What’s the latest & greatest in the media industry? Digital? Mobile/Tablet?• What brands are on the move?• Where are brands spending? What are the latest trends?
“A DAY IN THE LIFE” OF A SALES REP
32
THE CNNMONEY MISSION
THE NEWSGATHERING POWER OF
THE BUSINESSANALYSIS OF
THE PERSONAL FINANCE STRENGTH OF
To combine the power and the resources of the most trusted brands in the industry to create the ultimate business and finance destination.
33
• 2012 Winner “Best Business/Finance Website” with 1 million+ monthly uniques
• 2011 Winner “Best Redesign/Re-Launch” with 1 million+ monthly uniques
ACCELERATE CORE CONTENT
GLOBAL ACCESS EVERYWHERE
GIVE READERS A VOICE
All-new Investing channel, Tech re-launch; Small
Business re-launch in 2013
New International Homepage; expanded London and Hong
Kong edit staffs
Android and iPad App launches; mobile product
unification
Inherently social; creating a more interesting, two-way
dialogue
CNNMONEY:INNOVATION AND LEADERSHIP AT THE CORE
34
THE RFP PROCESS
• Numerous publishers are included in the RFP process. How can you help the marketer reach their goals & objectives? Only select partners will be recommended.
35
RFP EXAMPLE:
BACKGROUND• XYZ Bank has provided small business owners with customized solutions for managing their
cash flow. In April 2013, XYZ Bank will launch a new tool to help SBOs better understand and predict their financial position
GOALS• Build awareness of new product – ultimately lead to adoption of the product
TARGET • General small business owners
• Secondary – reaching those in certain industries (SIC Code targeting)
GEO • Within XYZ Bank’s footprint• Will review national sponsorships if relevant
FLIGHT• May-September 2013
BUDGET• $50k & $100k
36
RFP RESPONSEEXAMPLE
• 100% SOV of CNNMoney’s Small Business Resource Guide
• Offers entrepreneurs a wealth of information to help establish and grow their companies. From valuable tools to advice on marketing, technology and financing, the Resource Guide is an everyday destination for small business owners.
• Relevant channels (Small Business and Personal Finance) geo-targeted to XYZ Bank’s footprint
• SIC Targeted Placements
• Efficiency Placements
• Mobile & Tablet extensions
PROPOSAL: WHAT TO INCLUDE
37
DO YOUR HOMEWORK• Research client beforehand
• Have they partnered with us in the past?• Where are they spending money?• What is their target?
ASK QUESTIONS• Now’s the time to ask questions – you have the client in the room
• Client should speak about as much as you do• Ask them to lunch/game/outing at the meeting• Never agree to a promise you can’t keep
• If you’re unsure, follow up after
FOLLOW UP• Send over more information on topics you discussed
• Be creative• Send over the next calendar invite
• “Relationship Circle”
CLIENT MEETINGS
38
INTERNAL PROCESS & TEAMS
MARKETING + SALES DEV• Brainstorm/ideas• Digital media plans• What’s coming up?
AD OPS• Campaign bookings• Reporting• QA creative
SALES• Talk to other reps– what is everyone
seeing, what’s worked, etc.• Print – work closely with print on
integrated proposals
COMMUNICATION IS KEY – NOT JUST WITH CLEINTS
WORKING WITH TEAM INTERNALLY IS ESSENTIAL IN HELPING TO GROW YOUR BUSINESS
39
PROSPECTING, COMPETITION & INDUSTRY TRENDS
COMPETITION• What is the competition doing?
• What business are they winning?• Custom opportunities/executions?
AD AGE/INDUSTRY NEWSLETTERS• Subscribe to as many newsletters as possible
• May not be able to read everything, but will help become more familiar with industry
• What are clients doing outside of digital space?• Learn about each client, their objectives and where they
are spending money• Mobile, Tablet, Social – all evolving• Pick up on certain “buzz words”
PROSPECTING• In reading the trades and taking a look at the competition,
you’ll be able to identify key prospects
40
QUESTIONS?
THE NEWSGATHERING POWER OF
THE BUSINESSANALYSIS OF
THE PERSONAL FINANCE STRENGTH OF
Add them to the chat window or click the Submit Question button!
How to Launch a Career in Digital Media OperationsGeri Dembicer, Associate Manager, Time Inc. Lifestyle Group
My Career…so far
• Graduated College into what our commencement speaker called
“The worst job market in 70 years”
– Human Resources– Advertising Operations– Account Management & Sales Planning
Ad Operations
• Trafficking & Delivery Maintenance, including;– Testing advertising creative to fit site specifications– Manage/Assist in custom element creation when
sold – Campaign monitoring on reporting & delivery– Fulfillment of campaign expectations and all
screenshots
Sales Planning & Account Management• Work closely with Sales, Marketing, Ad Ops,
Finance & editorial teams on custom Advertising campaign execution– Planning
• Brainstorm with marketing on special campaigns
• Create customized media plans & proposals
– Account Management• Execute all aspects of the campaign, loop in appropriate
internal groups
• Review delivery regularly, optimize placements as needed
Questions?
Add them to the chat window or click the Submit Question button!
#TimeCareerFair:Ad Sales, Marketing, + Public Relations
Presented by Learning @ Time
I handle recruiting and hiring for Advertising Sales, Marketing, and Public Relations.
How I came to Time Inc…
1.Applicable skills and experiences;2.Demonstrated interest;3.Eagerness to learn;4.Passion for what we do.
What I look for in a candidate:
PR Coordinator, TIMEMaintaining press contacts, social media, press releases
Digital Marketing Intern, InStyleCompile research, create proposals, campaign execution
Sales Assistant (various)Create reports, prepare clients, campaign execution
Some openings. APPLY AT timeinc.com/careers.
