SB Attachment 4.pdf

11-223-SOL-00101

Attachment (4)

KEY PERSONNEL DESCRIPTIONS—Targeted Campaigns

Account Director Provides strategic leadership and serves as director of overall contract management, including overseeing team and budgets. Typically has at least 10 years experience in the strategic planning and management of comprehensive, targeted and culturally sensitive advertising campaigns designed to create attitudinal and behavior change; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Research & Planning Director Provides strategic direction for consumer and market research to garner key insights for the development of campaigns designed for at-risk and vulnerable populations and to measure effectiveness in reaching marketing objectives. Typically has at least 10 years of experience leading both formative research and outcome evaluation, including both qualitative and quantitative research, for targeted and culturally sensitive campaigns and/or communication programs; and a PhD in the social sciences.

Creative Director Provides overall vision and direction needed to bring the strategic marketing plan and creative brief to life through the development and production of creative materials, including television, radio, print, digital advertising and product packaging, that resonate with audiences. Typically has at least 10 years of experience developing and executing creative direction, including promotions and packaging, across platforms for targeted and culturally sensitive advertising campaigns designed to create attitudinal and behavioral change; and a bachelor’s or advanced degree in the creative arts.

Interactive & Social Media Director Provides strategic, creative, and technical expertise and direction in the development and execution of digital strategies to reach target audiences with relevant and engaging content that creates attitudinal and behavioral change. Typically has at least 10 years of experience developing and implementing interactive, mobile, and innovative new media strategies, including the creation of new and social media tools, e-partnerships, and user- Centered websites; and a bachelor’s degree.

Media Planning, Buying, & Measurement Director Provides media strategy that effectively, efficiently, and innovatively reaches at-risk and vulnerable audiences of campaigns, including strategy, planning, buying, and measuring all paid media. Typically has at least 10 years of experience directing strategic media planning, buying, channel strategy; assessing effectiveness and return on investment for targeted and culturally sensitive advertising campaigns; and a bachelor’s or advanced degree.

Public Relations Strategist Provides strategy and implementation oversight for public and media relations activities in support of advertising campaigns targeted to at-risk and vulnerable populations.

Typically has at least 10 years of public relations experience developing and executing targeted and culturally sensitive earned media relations strategy via traditional and online vehicles to help achieve campaign objectives; and a bachelor’s or advanced degree in liberal arts.

Partnerships Strategist Provides leadership and vision for developing successful relationships and networks with national, regional, state, and community organizations that help localize campaign messages and content and engage audiences at a grassroots level. Typically has at least 10 years experience developing national and community partnerships to tailor and deliver campaign materials and messages at the State, regional, or community level; and a bachelor’s or advanced degree in liberal arts.

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OTHER PERSONNEL

Executive VP/General Manager Provides strategic and corporate leadership and serves as key decision-maker for campaigns and related contract management. Typically has at least 20 years experience in the strategic planning and management of comprehensive, national advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Senior VP/Management Supervisor Provides strategic and corporate leadership for campaigns and related contract management. Typically has at least 15 years experience in the strategic planning and management of comprehensive, national advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Senior VP Provides strategic and corporate leadership for campaigns and related contract management. Typically has at least 10 years experience in the strategic planning and management of comprehensive, national advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Associate Creative Director Implements creative direction and develops creative materials, including television, radio, print, digital advertising and product packaging, that resonate with audiences. Typically has at least 8 years of experience developing and executing creative direction for national advertising campaigns; and a bachelor’s or advanced degree in the creative arts.

Senior Designer Develops creative materials, which may include television, radio, print, digital advertising and product packaging. Typically has at least 2 years of experience developing and executing creative direction for national advertising campaigns; and a bachelor’s degree in the creative arts.

Group/Account Manager Provides strategic leadership for multiple campaigns and provides oversight for overall contract management. Typically has at least 8 years experience in the strategic planning and management of comprehensive, advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Account Supervisor Provides direction and oversight for assigned campaigns, including overseeing teams and budgets. Typically has at least 6 years experience in the strategic planning and management of comprehensive campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Production/Traffic Manager Provides detailed monitoring, tracking and reporting on the timely completion of all tasks identified in campaign project plans. Typically has at least 5 years of experience in traffic and production management for complex campaigns; and a bachelor’s degree.

Designer Develops creative materials, which may include television, radio, print, digital advertising and product packaging. Typically has at least 5 years of experience developing creative materials; and a bachelor’s degree in the creative arts.

Copywriter Provides translation of creative concepts into the written and spoken word, including the development of scripts. Typically has at least 5 years of experience writing advertising copy and scripts; and a bachelor’s degree in the creative arts.

Senior Account Executive Provides oversight and management of assigned campaigns, including overseeing junior staff and budgets. Typically has at least 4 years experience in the management of comprehensive advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communication or other relevant field.

Account Executive Provides hands-on management of assigned campaign components as directed by senior staff. Typically has at least 3 years experience in the working on campaigns; and a bachelor’s degree in marketing, advertising, communication or other relevant field.

Junior Media Planner Work with Media Planning, Buying, & Measurement Director in the planning, purchasing, and measurement of paid media activities. Typically has at least 3 years experience supporting media planning in an advertising environment; and a bachelor’s degree in marketing, advertising, communication or other relevant field

Assistant Account Executive Provides support and coordination of campaign components as directed by senior staff.

Typically has at least 2 years experience in a professional environment, including experience with campaigns; and a bachelor’s degree in marketing, advertising, communication or other relevant field.

Account Coordinator Provides support and coordination of campaign components as directed by senior staff.

Typically has at least 1 years experience in a professional environment and a bachelor’s in marketing, advertising, communication or other relevant field.

Administrative Staff Provides administrative support to campaign teams. Typically has at least 2 years experience in a professional environment.