ADVERTISING BULLETIN

Successful Resumes

by Andrew Wiley

Now that you've graduated this spring, you aren't be the only one.  You’ll be followed by 90,000 of your closest friends and will have to compete with each of them to find your dream job.

So what can you do to get noticed?  The first line of attack is always the resume, right?  That little sheet of paper is what people judge you on before they even shake your hand or hear your voice.  It’s what gets you that initial phone call…or what doesn’t.

If your resume is what potential employers see first, why not make it one of the most interesting things they could possibly see?  As marketing and advertising students, you already know the importance of selling a product.  This is your chance to sell yourself like no one ever has. 

Mashable.com is one of the most prolific social media news sites on the Internet, averaging more than 40 million page views per month by reporting breaking web news, providing analysis of trends, reviewing new websites and services, and offering social media resources and guides.  Here are four of their top ways to spice up that boring sheet of paper so you’re the one companies can’t stop thinking about.

1. Video Resume
A video resume is a relatively easy alternative to its traditional, paper counterpart.  It allows potential employers to see your face and hear your voice before you ever step into their office for an interview.  Don’t just spend three minutes reading off your paper resume, however.  Give insights and reasons why you are the best person for the job in question.  This also shouldn’t be a feature length film.  Keep it short and sweet, but try to be creative.  You only have about 60 to 80 seconds of run time, so use the time wisely because it could be your only shot. 

http://mashable.com/2011/05/20/social-media-resumes/#146454-Video-Killed-the-Resume-Star

2.  Utilize Facebook
Pretty much every employer today checks their potential employee’s Facebook before hiring them.  If they are going to check it anyway, why not make their experience a memorable one?  Create your own Facebook page dedicated exclusively for your resume.  This gives employers a chance to not only see a picture of you but a place where you can list accomplishments, videos detailing yourself, and pictures of past projects worked on.  Posting your resume on a site with more than 500 million users can only help your chances.

http://mashable.com/2011/05/20/social-media-resumes/#146313-Leverage-Facebook-Pages

3. Liven up that boring paper resume.
If you’re going to go the paper resume route, there is no reason it has to be in the traditional structure.  Use the entire paper and break it into sections.  Use color and large fonts that draw attention to certain areas.  You can also use this different structure to implant personal statements about yourself.  Your pet rat that just had 10 babies or your weird obsession with B-rated horror films could be strategically put in to give your resume the personal feel you just don’t get with the traditional paper resume.  Don’t be afraid to get creative.  You can use charts and graphs to show why it would be in the company’s best interest to hire you.  Be confident, but not cocky.

http://mashable.com/2011/05/20/social-media-resumes/#146356-Add-Personality-to-Your-Print-Resume

4. Create your own “QR” code
Everyone has seen those strange, blocky barcodes.  “QR” or Quick Response codes are a way to encode information.  Encoded items can be text, websites, or other data.  The speed and ease at which information can be obtained from these codes are what makes them a fun and useful tool.  All that a person needs to do is scan the code with QR barcode readers and camera phones.  Once a code is scanned, the person who scanned has all the information in the palm of their hand.  Use these codes to implant your resume and offer the potential employers a fun and interesting way to read it.  This method should, however, only be used when you know the employer will “get it”.  It could be detrimental if you send it to a potential employer and they have absolutely no clue how to use it. 

http://mashable.com/2011/05/20/social-media-resumes/#146411-Put-Your-Best-QR-Face-Forward

Whichever one of these approaches you think would work best, don’t be afraid to go for it.  In a time when jobs are very difficult to find, it’s important to stand out from the crowd and show companies why you’re the one who should be hired. 

Although it is important to get noticed, you have to know when these tactics are appropriate.  Use these methods for companies who would “get” what you’re doing.  These alternatives could be a difference maker, but make sure it’s making a difference in a good way. 

A Day in the Life of …

Marta DeLisi, Account Manager, Beasley Broadcasting (WXTU, WRDW, WJBR, WWDB)
Temple University School of Communications Arts and Theater, 2004, Journalism, Public Relations and Advertising Major

How did you choose your career path? (Internship? Chance? Did you always know you wanted to do this?)

Well, I actually think that the career path I initially wanted and what I ended up doing are very different. I always wanted to be a journalist. Growing up, my role models were Diane Sawyer and Barbara Walters. I was interested in serious news and news writing. As a senior in high school, I heard a local radio station (Q 102) soliciting for interns. I called and was able to set up an interview for the “Chio in the Morning Show”. That is how I got my first exposure to the world of radio. I loved it so much that I ended up interning for 2 years. After that, I was offered a part-time position as a promotions assistant. I did that for another 2 years along with a couple other part time positions at Clear Channel that included Mobile Traffic Reporter for Total Traffic Network, running the in-studio sound board for Q 102 and Sunny 104.5, part time reporter and production assistant at WMGM TV, and a radio host for an overnight show on WRTI.

After I graduated from Temple in the Spring of 2004, I was offered a Promotions Director position with 99.5 WJBR in Wilmington DE. I gladly accepted the position and that is when my career path took a turn away from the on-air “journalistic” path that I thought I wanted to the behind the scenes marketing and advertising path that I am on today.

The massive amount of experience in the Philadelphia and Wilmington markets helped me land my next position in Illinois. A lot of people will tell you that you may be required to relocate in this industry in order to jump up the corporate ladder quicker and there is some truth to that. I have been in the “radio business” since senior year of high school and I have met many people throughout my career that helped me get to where I am today. One of those people was an old Program Director who was my boss while I worked for Clear Channel. He later became a radio consultant for a group of Regent Broadcasting stations in Illinois. The station formats were Gospel, Sports Talk, Hip Hop, Country, Rock and Rock Alternative. He knew that in order to make these stations successful, he needed someone with big market experience to run their marketing departments. He approached me about this opportunity and I decided to go for it. I figured that it would be a great career stepping stone for me and I had the hunger and energy to learn everything I could about this business. Off course I did not really consider the fact that I was moving to the Midwest and that I would be away from all of my friends and family at that time (all very important things to consider before you accept a position in another state.)

Despite the fact that I missed the East Coast and my family and friends, I managed to hang in as Regional Marketing Director of Regent Broadcasting for 2 years. I learned a TON about the industry. I learned about marketing sales as well as the business side of radio and it was fascinating. One thing I also learned is that in order to make any kind of substantial money in this business, you almost have to go into sales.

I decided that I wanted to start selling advertising while I was still Regional Marketing Director. I started flying back to Philly for interviews until I finally was offered an Account Manager position with CBS Radio Philadelphia primarily selling KYW Newsradio. I LOVED selling advertising but I think the one thing that made me successful was my previous experience with radio marketing and the deep understanding of the business. I worked for KYW for 3 years and then I was approached by Beasley Broadcasting to manage one of their senior account lists for 92.5 XTU and Wired 96.5 which is where I am today.

What are some of the key responsibilities you hold in your position?

As an Account Manager for XTU and Wired, I am responsible first and foremost for generating revenue for the radio stations and acquiring and retaining advertisers. As we all know, radio is a free and extremely accessible medium and, in order to keep it that way, I am responsible for generating advertising revenue. I know that the answer I gave sounds like the worst job in the world however, how do you acquire and retain advertisers? The answer to that question is the reason that I love my job. In order for an advertiser to choose to spend money with your radio station, you must gain their trust, have great ideas and generate results for the advertisers business. I don’t just sell commercials, I sell programs that offer my clients multiple “touches” to the audience they are trying to reach. I also help consult how they market themselves and the type of creative that they use to get their message across. When I prospect for new advertisers, I research who they are, what are they trying to sell, who are they selling to and how can I help them stand out. Lastly, I am responsible for making sure that I continuously service my existing clients in order to keep them satisfied with the results they are getting. I feel like if I do a great job for someone they will do business with me year after year.

What does a “typical” day look like?
This is the daily plan that I try to stick to. It doesn’t always work but I try to stick to this as often as I can:
Time Daily Task
8:00 AM start my day by opening my projections sheet and making sure it is updated / proposal writing
9:00 AM make a minimum of 10 new business calls that I prospected the afternoon before
10:30 am -2:30 pm try to be out on appointments during this time as well as always stop in a minimum of 2 places while in a given area.
3p-3:30p take this time to handle in-office tasks like communicating with traffic and promotions as well as writing up a orders
3:30 p-4:30 p make another 10 calls and set appointments
4:30 p - 5:30p-6:30p prospect for the following day. Look at Media Monitors and make a solid plan for the next day / proposal writing
What are some skills you would recommend students learn in order to succeed in the industry?
Time management is a key. In a job like mine, you are your own boss. You need to make sure that you are organized and maximize your time as much as you can. Time is money. It is very easy to go home early or come in late or take a 2 hour lunch with one of your co-workers however, you are not servicing clients and growing your business if you’re not in the office or at appointments. You need to learn how to manage your time effectively and eliminate distractions. I also recommend that you shadow people in this business because you will have a better understanding of what to expect and you will get to know people who can potentially help you get a job post graduation.

What is a piece of advice you wish someone had given you about getting into the industry?

You don’t have to work hard to work smart. Don’t waste your time on unqualified prospects, move on and concentrate of businesses that have a need to advertise then help them do it effectively.

Success Story

 Justin T. Frame, Interactive Media Developer, MediciGlobal

My college career started off in north Jersey, at a small private school named Farleigh Dickinson University.  My freshmen year I decided I wanted to major in what they called ‘radio management’ I was introduced to advertising, through a course named ‘Intro to Communications.’ 

After a year at FDU I decided to head back home and attend Temple University. I wanted to study advertising and Temple University offered a very comprehensive program, moreover, the Philadelphia area is renowned for its creative boutiques and full-service agencies. 

During my senior year at Temple University I was introduced to the Philly Ad Club.  At first I was hesitant to join, for one, I didn’t want to overburden myself – juggling part-time work, an internship, academics, and a lengthy commute at the start and end of each day. Also, I was unsure of what the Philly Ad Club was about – of course the Philly Ad Club advertised the fact that I got to meet industry professionals and that I could “rub shoulders” with the decision makers of the advertising scene, but I was skeptical.

However, after speaking with a few professors, and thoroughly reading all of the material that was available to me about the PAC and how they help students connect with professionals, I realized that this was the time in my life when putting in the effort could only produce results.   I knew it would be well worth the time and effort to interact and network with the people who make things happen in the industry. 

Once I joined, I became involved with the mentor program and met my mentor, Andrea Ferrino – media planning and buying guru at Harmelin Media - I knew I had made the right choice! 

My mentor and I attended Philly Ad Club events, made media buys, strategized media plans, and networked with industry professionals together.  I learned more about media, and the advertising industry as a whole from Andrea, than I did in the classroom. 

When I expressed interest in the pharmaceutical marketing field, my mentor helped to connect me with an account executive at an international patient recruitment and retention firm, MediciGlobal. After meeting once with the account executive, I was offered an intern position in the eMarketing department at MediciGlobal.  I interned for two weeks, and because of my performance, and my proven interest in the industry, I was offered a full-time position as an interactive media developer. 

I am now a productive and pivotal member of the communications team at one of the best and fastest growing patient recruitment and retention firms in the area, MediciGlobal.  I could not be happier with my position.  I have no regrets about taking the first position that I was offered, and I have no reservations about staying at MediciGlobal, and continuing to enhance my knowledge in the pharmaceutical industry. 

Without the Philly Ad Club, the mentor program, and the help of my mentor, I can honestly say I would not be where I am today.  Joining the Philly Ad Club was the best and most important decision I made while in college.  I can attribute my current success to the dedication of my mentor, and to the opportunities the Philly Ad Club presented me with. 

Karen Friedman’s “Shut Up and Say Something.”

by Eric Herr

Many of you may remember Karen Friedman, a crack Action News reporter on WPVI (Channel 6) in the mid 1980’s to the mid 1990’s.

For those of you who, don’t, I can tell you that she was always on point, always did her research and always presented the topic at hand in a balanced, responsible way.

Never one to miss a beat, Karen parlayed her more than two decade career in television  along with her experience in political circles as a candidate for Montgomery County’s 61st State House District into Karen Friedman Enterprises, in 1996.

Not surprisingly, it’s a company that deals with a broad range of media training and interview coaching, effective message delivery, corporate presentations plus other communications fundamentals.

Also, not surprising, is the fact that Karen has authored a book called “Shut Up and Say Something.”
I recently saw Karen in action at an open to the public event at Burlington County College’s in Mount Laurel, New Jersey, campus where she hit hard on the importance of good communications and connecting with others in an engaging and mutually rewarding way.

Most importantly, she drove home the fact that what we say and what we do have real consequences in an often unforgiving world.

Those with any doubts, need only look to the recent Congressional scandal involving Anthony Weiner and his ultimate resignation from elected office.

But, you don’t need to be a member of the media or in politics to appreciate Shut Up and Say Something.
Consider it a guide to help you over any kind of communications hurdles you may encounter.
Friedman’s book underscores the importance and indeed the absolute necessity to be a good and effective communicator, whether it be in your career or  in your personal life.  

Each of the books twenty six chapters is loaded with practical, easy to follow tips that can help simplify even the most challenging communications tasks, from e mails, speeches, letters, video conferencing to crisis management and anything in between.

In an age where multiple message mediums are constantly expanding and evolving, Shut Up and Say Something, is a must read for students, educators, business professionals and anyone else who wants to cut through the clutter, optimize their communication skills and have their voice heard above the rest.
For more information, visit http://www.shutupandsaysomething.com/

Internship Opportunities  

 Media Planing and Buying Intern
Fall 2011 Munroe Creative Partners Internship
Graphic Design Internship
Masterminds Summer Internship

Go to phillyadclub.com for full details

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