Shelley King & Tiffany Duck

Transcription

1 Shelley King & Tiffany Duck

2 Overview What is the difference between areas of marketing, advertising and PR? What skills are required in these areas? Do I have to be creative to work in advertising? What entry level positions are available to me? How do I transition from full time study into the workplace

3 Communications Industry Advertising Public Relations (PR) Marketing The creative side Developing creative concept for campaigns Selling a product Above the line (ATL) TV, Cinema, Radio, print Below the line (BTL) Direct mail, sales promotions Through the line (TTL) Integrated approach Writing skills Press releases Managing all internal and external communication Gaining free editorial coverage Managing marketing on behalf of a company Planning Market Research Managing budget Writing briefs Briefing media agency on placements Identifying target market 4 P s Marketing (price, promotion, product, place)

4 Agency vs Client side Manage advertising on behalf of clients Developing the external communications/what consumers engage with Work on multiple clients and campaigns Advertising is a component of a marketing plan Make profit by selling a product or service ie. Banks, Coca Cola Systematic planning and implementation of a marketing strategy to reach goals Everything can organisation does to facilitate an exchange between company and consumer

5 About me Performing and Visual Arts Music Visual Design Theatre Dance Film Festivals Cultural Events Media & Comm Screen & Cultural Studies Advertising PR Marketing Journalism Event Management Leadership and Management Organising, time management, communicating / pitching ideas Working in team environment /attending meetings Forward planning Demonstrating leadership Public speaking

6 Shelley Bio Shelley King is in her final semester of her Masters in Arts and Cultural Management (Moving Image Specialisation) and has been the Graduate Student Ambassador for her Masters course. She has previously completed her Bachelor of Arts at Melbourne University majoring in Media and Communications and Screen and Cultural studies. Shelley has worked as an Account Executive at the advertising agency George Patterson Y&R working on Cricket Australia, Melbourne Fashion Festival and Schweppes. During her studies, Shelley has curated an Internships Q&A Networking Event for postgraduate students and has been the Festival Director for Cinefest, a 3 day film festival held at Melbourne University. In addition, Shelley has a broad range of industry experience in the areas of event management, PR, advertising, sponsorship and is currently completing a year long marketing internship at Arts Centre Melbourne as part of her Masters.

7 My journey Graphic Design Advertising Journalism Public Relations Event Management Arts Marketing

8 George Patterson Y&R

9 About GPY&R George Patterson Advertising began in 1934 when it merged the Melbourne and Sydney office One of Australia s oldest full service advertising agencies specialising in creative, marketing, advertising & digital Offices in Melbourne, Brisbane & Sydney Owned by WPP who own the Young & Rubicam Group

10 Agency Structure Managing Director Account Management Digital Creative Strategic Planning Client Services Director Group Account Director (GAD) Account Director Senior Account Manager Digital Producer Social Media Manager Website Developer Creative Director Senior Art Director Senior Copywriter Junior Copywriter Planning Director Senior Strategist Mid weight Planner/Strategi st Account Manager Account Executive Digital Designer Junior Art Director Junior Planner

11 Clients

12 Russel Howcroft GPY&R/CH 10

13 DEFENCE FORCE RECRUITING Anytime Anywhere Campaign

14 SCHWEPPES COCKTAIL REVOLUTION

15 MELBOURNE FASHION FESTIVAL SEE.FEEL.REACT

16 Agency Structure Account Management Strategic Planning Digital Strategy Creative department Reputation for being very hard workers, young working environment bring a fresh perspective

17 Account Management Account service deals with clients and are the main point of contact for the agency Work with all departments within the agency Manage the accounts on behalf of the agency Account managers brief the relevant creative teams to achieve the desired result on behalf of the client

18 Strategic Planning Planning advertising campaigns from the brief to the final product Work along a timeline that would be most suitable in reaching the target market Plan the different mediums used for the campaign Often work with digital in regards to social media and websites Challenges and adds value to the process of developing communications

19 Creative Respond to client briefs by creating concept and pitching it to the client work in pairs ie. Copywriter and Art Director Must interpret the brief creatively by understanding target audience and market

20 Digital Manage all online creative ie. Website creation, Electronic Direct Mail (edms), online advertisements, apps, interactive banners Digital producers upload digital content, liaising with account service on media placements/ file size Social media management

21 3 Degrees Marketing Melbourne based marketing agency Sponsorship, PR & Communications, Event Management and Graphic Design Communications strategies & re-brands Clients: Peroni, Gucci, Seek, Sotherby s Coca-Cola Amatil

22 Crown Golden Ale Caulfield Cup 2014

23 Gucci Store Launch on Collins Street

24 ARTS CENTRE MELBOURNE Australia s largest performing arts centre

25 Entry Level Positions Advertising Account Executive Junior copywriter or art director Junior Planner Marketing Marketing Assistant Marketing Coordinator Social Media Coordinator Marketing and Events Coordinator

26 What have I learnt? Pay attention to your interests from young Be STRATEGIC! Identify your likes and dislikes Get experience whilst studying Get involved in uni events take up all opportunities Go above and beyond set tasks Treat everyone equally Take risks and get to know people

27 Tiffany Duck - About Me Recently graduated with a Master of Management (Marketing) from Melbourne Business School. Earned a Bachelor of Arts majoring in Media and Communications, and Screen and Cultural Studies from The University of Melbourne in Worked as an Account Coordinator at Hatching Communications (formerly known as Media Moguls Communication) for over two and a half years. Volunteered as the Marketing Director of the Melbourne Business School Student Association, and as a Project Consultant with the Global Consulting Group (GCG).

28 Who is this?

29 Answer = Pixie Curtis Pixie is the daughter of Sydney publicist Roxy Jacenko. Thanks to the skills of her Mum, Pixie has become one of the most famous and wealthiest little girls in social media. Pixie has 109 thousand followers on Instagram and, represented by Roxy s management arm, Ministry of Talent, charges clients $500- plus per product placement on her feed.

30 Hatching Communications Hatching Communications is a full-service public relations and communications agency based in Melbourne. Areas of expertise include tourism, health and wellbeing, and food. Scope of services encompass public relations, traditional media relations, consumer facing events, social media management, sponsorships, partnerships, content creation, and internal communications. Approximately 8 people in Melbourne office (Directors, Account Managers, Account Coordinators). Fast paced work environment.

31 Clients Palazzo Versace The Langham, Melbourne and Langham Hospitality Group Mandarin Oriental Hotel Group Crown Resorts Mulia Resort Bali Tourism Tasmania MONA Destination Phillip Island Destination Gippsland Goldfields Dairy Australia Montague Fresh Coconut Revolution Melbourne Music Week Q44 Theatre Company

32 Account Coordinator Responsibilities Producing media releases and short pitches Collaborating to produce public relations activity plans Implementation and evaluation of public relations activities Preparing client reports Copy writing and editing Research Pitching to and building relationships with media in Australia and abroad Creating proposals and PowerPoint presentations to pitch to potential new clients Media monitoring and reporting Social media management Visiting Journalist Program Database maintenance

33 Media Releases Media releases are a major way to gain publicity. They can be used to improve the likelihood that the news will be disseminated to the right target audience. Media releases must be informative, enticing and well-written to achieve free publicity (WHO, WHAT, WHY, WHEN, WHERE, and HOW?). Media releases should always include key brand words, and messages. Media releases are typically ed with appropriate images, to long lead and short lead media titles. The key advantages of publicity achieved through the use of media releases include it s free, provides substantial credibility to the brand, creates news value, creates significant word-of-mouth, and creates perception of endorsement by the media.

34 Media Releases Example of a media release - Visit Hatching Communications Newsroom for more examples

35 Copy Writing and Editing Editorial in Places Magazine example

36 Social Media Management Used to increase brand awareness, knowledge, and online engagement with clients amongst target audience. Social media competitions are used to increase engagement, and followers. Engagement with bloggers is extremely important. Products and services are provided to bloggers for free, in return, they are expected to post about clients via their social media channels and blogs. InstaMeets arrange for people (celebrities/people with a strong presence on Instagram) to gather in a pre-determined place, at a set time, to take photos and then upload them to Instagram (e.g. Mulia Resort Bali).

37 Visiting Journalist Program Organise for a journalist to stay at a hotel or destination for free for example, and in return, the journalist is expected to write a positive story about the client. Example of a VJP itinerary

38 Visiting Journalist Program This article is an example of a result of the Visiting Journalist Program. We organised for the journalist of this article, Lindsay Saunders, to stay at Palazzo Versace to write a story on our client. The article was syndicated across multiple News Limited websites, and featured in Escape, across all News Limited Sunday newspapers.

39 Other Public Relations Activities Planning publicity strategies and campaigns Dealing with enquiries from the public, the press, and related organisations Organising promotional events such as press conferences, exhibitions, tours, and visits Organising sponsorships or partnerships Speaking publicly at interviews, press conferences, and presentations Providing clients with information about new promotional opportunities and current PR campaigns progress (WIPs) Analysing media coverage Designing, writing, and/or producing presentations, press releases, articles, leaflets, reports, publicity brochures, information for websites, and promotional videos

40 Media Monitoring and Reporting Below is a publicity summary template which is used to work out the value and viewership of the coverage achieved as a result of publicity generating efforts. A publicity report is typically generated on a monthly basis for clients. Coverage can be tracked by setting up Google Alerts and subscribing to a media monitors website like isentia.

41 Key Skills Required for a Job in PR Skills required: Outstanding communication and writing skills Excellent interpersonal skills Ability to prioritise and plan effectively Initiative Attention to detail (Proofread everything. Fact check everything) Creativity Excellent time management Brilliant work ethic Qualifications and training required: A degree in management, business or media studies, and marketing is likely to be preferred by employers. A PR postgraduate qualification can be helpful, as can work experience gained within the PR, marketing, events promotion, or journalism trades.

42 Entry Level PR Positions Entry level positions available: Account Coordinator, and PR Officer. Typical employers of public relations Account Coordinators/Officers: Advertising or marketing agencies Consultancies Commercial and industrial organisations Private companies Retailers Manufacturers Charities Government organisations

43 Final Tips for Entering the PR Industry Network! Network! Network! Gain industry experience. Find a mentor. Stay up-to-date with the news (mainstream news sites, Mumbrella, etc). Create a profile on LinkedIn. Have an active presence on social media.

44 Interviews Dress for the job you want, not the job you have Research the company and their workplace culture Arrive early Understand their clients Resume & Cover Letter Short and sweet Show don t tell! Use dot points don t give them an essay You have 10 seconds to impress

45 Further Study Faculty of Arts (Media, Communications & Publishing) Masters of Marketing Communications Master of Journalism Master of Publishing and Communications Creative Writing, Publishing and Editing Master of Global Communications Cultural Management Master of Arts and Cultural Management Melbourne Business School Masters of Marketing Management

46 Resources Communications Council Mumbrella B&T Magazine Adnews Public Relations Institute Australia (PRIA)