INTERN DEPARTMENT ORIENTATION

agenda

Situation Analysis

Project Synopsis

Peer Program Review

Recap

here’s how it all started…

what’s the issue here?

We see a

lack of overall department role clarity

as well as a

difficulty understanding the life of a project

How well do you understand

project flow between departments?

and then it hit us…

INTERN DEPARTMENT ORIENTATION

1 day

10 minutes per department

Review department duties through the lens of a project’s lifespan

the fine print…

Two sessions (morning/afternoon) dividing interns into groups led by high-potential junior level staff

Junior level staff will explain:Departmental role in a projectand context within the agency

Follow the life of a project through both sides of TMSEx: Minions through Product

Ex: Minute Maid through Agency

flow

hierarchy of brand activationBusiness Objective

s

The volume (sales units/$), share, and/or profit targets that marketing programs should support.

TYPES:

• Volume (Sales units/$)• Market Share• Profit

Marketing Objective

s

The desired goals that marketing elements together will seek to achieve from the target audience(s).

TYPES:

• Awareness• Penetration• Consumption• Brand Equity• Growth• Maintenance• Spending

Maximization

Marketing StrategiesThe specific role each marketing mix element & marketing communications tool will play in achieving the overall marketing objectives.

TYPES:

• Advertising• Promotion• Public Relations• Direct Marketing• Point-of-Sale• Packaging• Personal Selling• Customer

Service• Sponsorships• Licensing

Promotion Objective

s

A statement that identifies a specific consumer response and measurable result that needs to be achieved.

TYPES:

• Trial• Re-Trial• Repeat Purchase• Multiple

Purchase• Purchase

Frequency• Trade-Up• Usage• Loyalty

Promotion Strategies

The broad “how to” for accomplishing the promotion objective. It defines a narrow category of appropriate tactics to consider for the program.

TYPES:

• Alternate Use• Continuity • $ Incentive• Image/Equity

Building• Loading• Merchandising• Price Reduction• Value-Added

Incentive• Bundling

PromotionTactics

The specific “how to,” or program(s) that will be implemented to support the program strategies.

TYPES:

• Couponing• Sampling• Sweepstakes• Games• Contests• Refunds• Rebate• Special Packs• Premiums• Recipes• Special Events• Tie-In• Sponsorships• Trade

Delivery Vehicles

The “carriers” of the tactic; specifically, how the offer will be delivered.

TYPES:

• FSI• Newspaper

(ROP)• Magazine• Direct Mail• Packaging• Out of Home• Digital• Event Venues• Point-of-Sale• Radio• TV• In-Store

- Circular- In-Ad- Feature - Displays

so we asked them…

Would you like to gain an understanding of what

departments (other than your own) do and how they function?

Do you think I DO TMS is a good idea? Do you think you would benefit from it? If implemented, what do you think future interns would get out of it?

“I think it would give all interns the opportunity to see what is going on in the agency as many interns are not given

the same opportunities as others”

“I think having a more well rounded understanding of the company will allow us to more completely fulfill our roles, as

well as contribute to the company, and go beyond with

creating our own projects”

“Great idea! I would benefit in understanding the process not just little bits and pieces. All

interns would get a lot of knowledge from this”

“I think this is a great idea because the interns should be able to understand the stuff so that we can do our jobs

better. Also everyone working on this is

smart and good-looking”

just to recap…

interns make the difference

A rounded understanding of each department

Structure of project hierarchy

Understanding of project flow through departments

Boosted desirability while branding the TMS intern program

questions?