table of contents

Learn About AAF Jax 1this is the stuff they don’t teach in school

Join AAF Jax 2by the time you finish this book, you’ll do it

Sharpen Your Networking Skills 3it really is who you know, so get out and meet them

Work an Internship 7don’t just have one – work it

Build a Strong Résumé 8after all, it’s who you are

Don’t Bomb Your Interview 10because it sucks when you do

Get a Step Ahead 11no one is going to do it for you

Find the Right Job 14it’s out there, with your name on it

Call In the Experts 19until you become one (and maybe even after you do)

Take Notes 23you’re not going to remember everything

Real-Life Scenario Survival Handbook Learn About AAF Jax • 1

Learn About AAF Jax

We support our members by providing numerous opportunities

(like this one) to grow and keep abreast of developments in our

industry. The American Advertising Federation 4th District includes

members of all local Advertising Federations in the State of Florida

and the Caribbean.

The Jacksonville Chapter of the American Advertising Federation

draws its members from a diverse pool of professionals working in

the greater Jacksonville advertising community, including:

• Marketing

• Advertising

• Public Relations

• Creative

• Media

• Interactive

• Photography

Our Chapter seeks to promote and develop meaningful

relationships between advertising, marketing and public relations

communities for the purpose of education, public service,

government relations and recognition of industry excellence.

2 • Join AAF Jax Real-Life Scenario Survival Handbook

Join AAF Jax

Being part of a larger organization has its perks.

Receive discounts from these national companies:

• ADWEEK

• Advertising Age

• Brandweek

• Business Wire

• FedEx

• MEDIAWEEK

• Mutual of Omaha

• The New York Times Times Reader

• Premiere Global Services

• wideeyed.com

Some of the national benefits are:

• National AAF Job Bank

• AAF Smart Brief

Some of the local benefits are:

• monthly professional meetings and networking socials

• opportunities to work with local, statewide and national

groups

• the annual ADDY Gala

• the annual summer bash, “SplashDown”

• résumé posting on AAF’s Web site and access to the area’s

largest pool of interns

Real-Life Scenario Survival Handbook Sharpen Your Networking Skills • 3

Sharpen Your Networking Skills

Be a joiner.

There are hundreds of niche clubs in Jacksonville ranging from

ones that are industry-driven like the AAF, others that are service-

oriented like Rotaract and some that are DUI-driven like the

Thursday Night Drinking Club. Regardless of your taste, there is a

club out there for you.

Joining industry-driven clubs is very important to meet people who

are directly associated with the kind of work you do. Try clubs out.

If you find that insurance sales clubs are your speed because three

of your friends do that, go to a meeting and find out what they’re

all about. This is the beginning of networking outside of friends and

family. But be careful how you choose your contacts and when you

drop their names. This industry is very tightly knit and some people

in the field are not phenomenal references. Don’t pounce at the

opportunity to get an “in” right away. Building trust in a person is

just as important as them building trust in you. If someone trusts

you and believes that you are a strong candidate for the position,

they will help you out. All this starts with a simple idea: be a joiner.

4 • Sharpen Your Networking Skills Real-Life Scenario Survival Handbook

Top 10 Dos and Don’ts of Networking

DO Be Genuinely Curious

Shyness is easy to overcome when you are genuinely interested in

people. Always encourage others to talk about themselves.

Everyone has a story, so listen and be sure to ask open-ended

questions that foster conversation. Learn something from everyone

you talk to. Some of the best conversationalists do very little

talking.

DON’T Be Aggressive

Start with casual conversation before broaching the subject of

business. While exchanging business cards is appropriate, carrying

a fistful of promotional material is not. Never – ever – barge in on a

group and proceed to dominate the conversation.

DO Ditch the Clique

It’s easy to stay in the comfort zone of people you know, talking to

a small cluster of friends. At an event where you have come to

network, save socializing with friends for another time. Now is the

time to smile and dive into the crowd, making as many

connections as you can.

DON’T Monopolize

Don’t be a time hog! Instead of talking to one person all night, try

to spend at least five to eight minutes with everyone. If you see

someone’s attention wandering, politely excuse yourself. And, by

the way, never say something like, “Excuse me, there are other

people I have to talk to!” Exit with style by complimenting the

person. Try using this line: “I’d love to chat with you all night, but I

know there are so many other people who want to speak with

you.”

Real-Life Scenario Survival Handbook Sharpen Your Networking Skills • 5

DO Pay Attention to Social Graces

Everyone knows them, but strangely, quite often they are

overlooked. Here’s the lowdown: Make sure your personal hygiene

is perfect. Carry some mints in your pocket if you aren’t sure about

your breath. Make eye contact. Don’t invade anyone’s personal

space. Extend your hand and offer a firm handshake. Introduce

yourself in a clear voice.

DON’T Use and Abuse

Networking isn’t about using people, it’s about creating mutually

beneficial relationships, helping others, meeting a wide variety of

interesting people and creating solid, long-term relationships.

Networking should never be used for short-term, one-sided gain. If

you approach networking from a “what’s in it for me” point of view,

it comes across as slimy. No one likes slime.

DO Take Notes

After meeting someone, try to jot down a few notes about the

person and the conversation on the back of their business card or

in a small notebook. Nothing is more embarrassing than confusing

two people. Some networking aficionados endorse whipping out a

pen and taking notes while in front of the potential contact, but

most agree it is best to do it discreetly afterwards.

DON’T Forget to Follow Up

Sounds simple, doesn’t it? Lack of follow-up is the primary reason

for missed career opportunities. She advises following up with an

e-mail or, even better, with a phone call within 72 hours. This

allows you to keep the lines of communication open. Studies have

shown that it is harder to make a sale and reconnect with the

potential employer, if you don’t follow up within three days.

6 • Sharpen Your Networking Skills Real-Life Scenario Survival Handbook

DON’T Limit Yourself

While it is essential to join professional organizations, network

outside of your industry and immediate peers. It’s a small world,

and you never know who might have the connection you need, so

get to know a wide variety of people from all walks of life. Try

joining at least two to three networking groups.

DO Show Appreciation

When a contact provides you with a referral, offers some advice, or

helps in any way, never miss the opportunity to thank them. A

handwritten card or cheery e-mail demonstrates that you value the

relationship. After all, networking is not about surface smiles, it is

about building long-lasting and meaningful connections.

Real-Life Scenario Survival Handbook Work an Internship • 7

Work an Internship

This is a biggie. So many new professionals want to get that

internship that turns into the perfect job – it can, and it often does.

But how do they do it?

By being engaged. Don’t know everything about being a fund

raiser for a non-curable disease? The guy in the office next to you

might. Ask questions if you are interested. Show enthusiasm for

what you are doing and prove that you can learn quickly and

effectively. Not every business is super-exciting but if you find a

passion in what you are doing, it rubs off and is very positive. You

may find yourself rejuvenating the sales representative who has

spent his last 18 years selling industrial floor cleaner.

This said, keep in mind that interns come and go every semester –

and some can be more of a burden than help. There is a fine line

between being overzealous and hard working and being annoying.

Understand that in an internship, the person/department/company

overseeing your work is very busy and doesn’t have time to make

every decision for you. Hey, it’s an unpaid job – go for it! Make

educated, best-guess decisions; put forth your best work; check

and double check your work and work your tail off.

What is working your tail off? This is not necessarily completing six

different tasks in one day. This is completing tasks using the

education that you are getting. Research the project, find the

market, understand the problem and thoughtfully find the answer

and execute. If you are putting out comparable work to those who

are being paid, you may just find yourself working that position for

a lot longer (with a paycheck and benefits).

8 • Build a Strong Résumé Real-Life Scenario Survival Handbook

Build a Strong Résumé

Don’t misspell anything.

That’s right, that dream job you were looking for was thrown in the

trash because you spelled the name of the company wrong.

Check and re-check – then have everyone that remotely likes you

read and critique it.

Sometimes, it’s good to be the same.

Résumés should match across the board. If you spend tons of

time perfecting your LinkedIn page, get all the pictures of your keg

stands and flip-cup tourneys off your Facebook profile and build

the shiniest, most awesome résumé in the market, don’t forget to

be consistent. Wherever your résumé resides, make sure the

house has the same furniture. Get it?

Save your dates.

Make sure when listing date ranges, they are all the same (see the

section above on consistency) – and the same format. For

example, if you started your last job in 6/2008 on your LinkedIn

page and July 2008 on the hard copy of your résumé, they’ll

notice. And not just because the months don’t match.

You can’t list one of your personal qualities as “detail oriented” if

you can’t get this right.

Real-Life Scenario Survival Handbook Build a Strong Résumé • 9

Place your order.

Another important thing to remember in building that perfect

résumé: look at the primary objectives of the job. If the first

objective is to write press releases, put that first on the résumé,

even if you are stronger with graphic design. It’s important to follow

the order of the objectives if you want to come out ahead in the bid

for the job.

Make it short. Real shor…

Brevity. It’s a beautiful thing, and – for a résumé – a necessity.

Consolidate when you can. Lose anything that doesn’t pertain to

the job you’re after. Don’t include your experience as a bagger at

Publix if you’re looking for a job as a media buyer.

This also bears mentioning: don’t use the same résumé to blanket

the job market. Each one should be tailored to the job and the

company you’re giving it to.

Like mom always said, “Say thank you.”

Last but not least, take the time to write a thank-you letter. This is

always preached but rarely done. Have cards readily available at

your home and write up a quick personalized card and express

your thanks for their time. This extra step will keep you fresh in the

interviewer’s mind and prove that you care enough to take the

extra step in a timely manner.

10 • Don't Bomb Your Interview Real-Life Scenario Survival Handbook

Don’t Bomb Your Interview

The Informational Interview

So you’ve been looking for three months and all you’ve found is

door-to-door sales for AT&T? That happens. Get your foot in the

door by having an informational interview.

Informational interviews are meetings set up with people in the

industry who can tell you what the industry is doing, if there are jobs

available in your field or if they know more people you can talk to.

These are not made to get you in the door and employed – they are

to keep you loose with answering questions, get critiques on your

résumé and appearance and find out what you do and don’t want to

do. Go prepared – you’re the one asking the questions. This

technique keeps you open and ready to get that job you really want.

The True Interview

Be on time. This is easily said, but do know that 25 minutes early is

early – not on time.

Bring a hard copy of your résumé with you. In fact, bring a few (in

case your interviewer brings a last-minute guest). Besides, if human

resources can’t find your résumé, you’re a step ahead. Ask

questions. Show interest. This is crucial in letting them know you’ve

done your homework. Before the interview, research the company

– check out their Web site, know all about what they do, the

direction they’re heading in and whether or not you belong there.

Sometimes it’s a great gig, but that doesn’t mean it’s the one for you.

Real-Life Scenario Survival Handbook Get a Step Ahead • 11

Get a Step Ahead

Have you bought your domain name? Don’t assume that you’re

the only Lance Couldron or Brenda Skyers in the world. Do

yourself a favor – Google your name right now. Find out if your

URL is still available and buy it for the maximum amount that you

can. Own your name! After you have your URL, start a blog or

build a Web site.

When you build a résumé, remember that most people will view it

online. If you turn important information into links to your Web

page, youtube.com account, LinkedIn profile or facebook page,

you can help the human resources representative to easily move

through your résumé and find proof of your skills online.

Good ideas for links to include.

Event Planning. Throw a party (themed) and make a flyer. Link to

a page that has the flyer and boast how many people came (really

– that’s event planning).

Promotion. Sign up for a street team through folioweekly or Drift

and hand out flyers for one of their events. Go a step further and

make a film with you and your friends bringing the crowd. Post it

on youtube.com and link back to your résumé under promotions.

Think about other work you do and skills you have. Find out how

to post it online and link to it.

12 • Get a Step Ahead Real-Life Scenario Survival Handbook

Position yourself.

What do you do? Who are you? Why are you the right person for

this job?

Make up an “only” statement. This statement is your Mission

Statement – not only will it tell your potential employer who you

are, but it also gives you a direction to go in. Here is the layout of

an “only” statement:

What: Marketing professional

How: Practiced in the complete development of

integrated marketing campaigns

Who: For businesses trying to capture their

audience

Where: In Northeast Florida

Why: That are ready to build on their most

important investment

When: During a media movement that can position

them ahead of the rest

The “only” statement is your brand. Here is an example:

Brenda Skyers is an integrated marketer who delivers the

highest quality campaigns using the complete gamut of

available media channels for small businesses. Her

comprehensive, one-stop shop approach allows absolute

communication to the client while sending their message

directly to the target audience. This all-embracing

understanding includes media analysis, design, public

relations, placement and buying for all online and off-line

touch points.

This took a solid two hours to produce. It is your mission

statement. It is who you are. Take two hours and find out.

Real-Life Scenario Survival Handbook Get a Step Ahead • 13

The squeaky wheel gets the grease.

That’s corporate-speak, used all too often, alongside other terrible

idioms like “don’t reinvent the wheel,” “low-hanging fruit” and

“outside-the-box” – you’ll see.

In the job-searching process, hit up a couple of directions with

your information. Apply for the job via the company’s Web site, find

out who the director/manager of the department is and send them

your résumé and call the human resources department and make

sure they received it. This is about as far as you want to go. Unless

you have an “in” who can keep an eye on the process, this is

about as much as you can push – don’t be a nuisance and drive

the human resources team crazy. Otherwise, they’ll find your

resume alright … and trash it.

14 • Find the Right Job Real-Life Scenario Survival Handbook

Advertising Agency

Account ManagementTeam members involved in the strategic development of a campaign are known as the account management team. These career positions include assistant account executive, account executive, senior account executive, account manager and account director. The account management team collaborates with clients as well as the creative team. This person serves as the client’s liaison to the agency.

Account PlanningThe account planning team works with the account management team to deliver consumer research to the account and creative teams. Planners quickly become experts on their assigned product.

You fit this description if you are:a strong communicator deadline orientedoutgoingwell organizedwilling to travel throughout

the day

You fit this description if you are:able to take stress from

different sides of the project an excellent communicatordeadline orientedwell organized

Find the Right Job

Real-Life Scenario Survival Handbook Find the Right Job • 15

CreativeThe creative team consists of copywriters, art directors, graphic designers and creative directors. The copywriter and art director must conceptualize an ad from a creative brief that is constructed by the account team. In addition to this creative brief, the creative team works with research the planning team has compiled to help them understand the product.

MediaMembers of the media team are known as media planners and buyers. These individuals are in charge of producing a media plan for the client. Once the plan has been approved, the media team must purchase advertising space in a medium that serves the campaign’s target audience.

Production ManagementThe final review of an advertisement is handled by the production team. The production manager oversees print runs as well as the filming of commercials. This position’s purpose is to ensure that everything looks and sounds perfect.

Traffic ControlIn order to manage an agency’s clients, the agency has a traffic controller who acts as a project manager to ensure that the work flows from one department to another in a timely manner.

You fit this description if you are:able to take criticismknow all the design programs

or write effectively and under pressure

über creativewilling to understand the

audience

You fit this description if you are:an excellent negotiatorgreat with peopleoutgoingwell organized willing to work long hours

You fit this description if you are:able to understand computers/

video and sound equipmentdetail orientedwell organized

You fit this description if you are:able to motivate without

annoying people flexiblegreat with peoplewell organized

16 • Find the Right Job Real-Life Scenario Survival Handbook

Corporate (Entry Level)

CoordinatorHelps implement the plan for a project or event from a specialist, manager or director of marketing or advertising. The coordinator is often responsible for administrative work such as ordering new supplies, proof-reading, helping to solve problems and overall support.

Public Affairs Assistant/CoordinatorImplements and supports the strategy given from a public affairs specialist/manager/director. The projects are often based around public image and deal with writing press releases, organizing events and trading services with non-profits or small community based organizations.

Sales AssistantSupports the every day function of a sales representative. This individual often will answer phone calls, write e-mails, follow up with clients and submit paperwork. This position is an excellent starting position for someone interested in being a sales representative and later, a sales manager or director.

You fit this description if you are:a strong communicatorable to multi-taskwell organized

You fit this description if you are:a strong communicator able to work a flexible schedulean excellent writersomeone who enjoys setting

up eventswell organized

You fit this description if you are:a strong communicator able to multi-taskwell organized

Real-Life Scenario Survival Handbook Find the Right Job • 17

Corporate (Mid-level)

Project ManagerImplements projects based on goals given by the manager/director. This position often deals with many different kinds of projects from different areas of the organization. Projects include branding a new product/service, gaining new acquisitions, retaining clients, promotion of a special/deal, etc.

Sales RepresentativeThe main function of the sales representative is to gain new sales, retain those who are already clients and serve the needs of all accounts. This position is most often commission-based, with the ability to make a good deal of money if in the right market, with the right product and the right person.

You fit this description if you are:a strong communicatoran excellent writerflexibleone who works well under

pressurewell organized

You fit this description if you are:a strong negotiatorable to understand a client’s

needsvery outgoingwilling to travel

18 • Find the Right Job Real-Life Scenario Survival Handbook

Non-Profit Sector

Program DirectorProgram directors report to executive directors. They are responsible for the day-to-day operations of the agency, and usually supervise the staff.

Direct Care WorkerDirect care workers work directly with the agency’s clients. This is usually an entry-level position. Some positions in the nursing field require an advanced degree or licensing.

AdministrationAdministrative jobs and job descriptions tend to look similar to those in the corporate world. The terms “administrative assistant” or “assistant director” are often used. These positions are usually considered entry level.

Fund Raising PositionsNonprofit agencies often rely on private or public donations – local, state or national government funding – to survive. Fund raising or grant writing positions are commonly advertised. These are specialized positions requiring previous experience and demonstrated success.

Real-Life Scenario Survival Handbook Call In the Experts • 19

Executive Committee of 2009-10

PresidentKendall BarsinThe Florida Theatre128 E. Forsyth Street #300 Jacksonville, FL 32202904.355.5661kendall@floridatheatre.com

Vice President - ProgrammingCaron StreibichBlue Cross and Blue Shield of Florida4800 Deerwood Campus Parkway, 300-6 Jacksonville, FL 32246904.905.5669caron.streibich@bcbsfl.com

Vice President - MembershipTyler MorrisIndependent Living Resource Center of Northeast Florida2709 Art Museum Drive Jacksonville, FL 32207904.399.8484tylerm@cilj.com

TreasurerSusan WaldeckScott-McRae Advertising701 Riverside Park Place, Suite 100 Jacksonville, FL 32204904.380.4295swaldeck@smag.com

SecretaryJamie MackeySt. John & Partners5220 Belfort Road, Suite 400 Jacksonville, FL 32256904.596.8573jamiemackey@sjp.com

Call In the Experts

20 • Call In the Experts Real-Life Scenario Survival Handbook

Committee Chairs

ADDY ChairKaren BrashearThe Florida Times-UnionOne Riverside Ave. Jacksonville, FL 32202904.359.4453karen.brashear@jacksonville.com

ADDY Co-ChairsGayle HartGreater Jacksonville Agricultural Fair510 Fairgrounds Place Jacksonville, FL 32202904.361.8706ghart@bellsouth.net

Heather SmithScott-McRae Advertising701 Riverside Park Place, Suite 100 Jacksonville, FL 32204904-421-8728hsmith@smag.com

Communications ChairKatie BerryThe Florida Theatre128 E. Forsyth Street #300 Jacksonville, FL 32202904.355.5661katberry@floridatheatre.com

Creative ChairJennifer HankeyThe Florida Times-UnionOne Riverside Avenue Jacksonville, FL 32202904.359.4411jennifer.hankey@jacksonville.com

Diversity ChairAndrés LacayoBrooksLacayo7825 Baymeadows Way, Suite 101-A Jacksonville, FL 32256904.636.5085alacayo@brookslacayo.com

Real-Life Scenario Survival Handbook Call In the Experts • 21

Education ChairsTommy HobinThe Florida Times-UnionOne Riverside Avenue Jacksonville, FL 32202904.359.4303tommy.hobin@jacksonville.com

Celia WeeksSt. John & Partners5220 Belfort Road, Suite 400 Jacksonville, FL 32256904.281.2500celiaweeks@sjp.com

Government ChairRusty WinterCox Radio8000 Belfort Pkwy Jacksonville, FL 32256904.245.8688rusty.winter@coxradio.com

Internet ChairShane SantiagoSBS Studios3925 Palm Way Jacksonville Beach, FL 32250904.322.7117shane.santiago@sbsstudios.com

Past PresidentGayle HartGreater Jacksonville Agricultural Fair510 Fairgrounds Place Jacksonville, FL 32202904.361.8706ghart@bellsouth.net

Public Relations ChairPatrick McSweenySt. John & Partners5220 Belfort Road, Suite 400 Jacksonville, FL 32256904.596.2085patrickmcsweeny@sjp.com

22 • Call In the Experts Real-Life Scenario Survival Handbook

Public Service ChairShannon HillSBS Studios3925 Palm Way Jacksonville Beach, FL 32250904.322.7117 shannon.hill@sbsstudios.com

Social ChairChris SeelyThe Robin Shepherd Group500 Bishopgate Lane Jacksonville, Florida 32204904.359.0981cseely@trsg.net

Real-Life Scenario Survival Handbook Take Notes • 23

Take Notes

24 • Take Notes Real-Life Scenario Survival Handbook

Real-Life Scenario Survival Handbook Take Notes • 25

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