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
INTERN DEPARTMENT ORIENTATION
1 day
10 minutes per department
Review department duties through the lens of a project’s lifespan
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
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
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”
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
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