Group Responsibilities

The Account Management group is ultimately responsible for both the plans book and the team's presentation.  This group is the management group that guides all the work of the other groups together and pulls the plans book and the presentation together.  Specific tasks include

• Develop a work schedule of tasks for the group with due dates
• Plan the sections and layout of the plans book
• Make specific assignments for each section with due dates
• Prepare a table of contents for the plans book (incl. photo credits)
• Draft a cover letter for the plans book
• Coordinate secondary and primary research
• Draft situation analysis, competitive analysis, and research sections of the plans book
• Write any overall strategy and objectives sections of the plans book
• Write an executive summary for the plans book
• Tabulate and interpret research collected
• Edit all sections of the plans book when submitted and write them if not submitted
• Assign plans book revisions, rewrites, or additional material where necessary
• Select quotes appropriate for use in the margins of the plans book
• Coordinate with the art/production team to produce the plans book
• Report regularly on progress and needs

The Creative group is responsible for the "big idea" that will guide the work of all of the other groups.  This group is also responsible for all the creative details for the advertising campaign and any other part of the integrated communications program not covered by the Promotions and Internet group.  Specific tasks include:

• Develop a work schedule of tasks for the group with due dates
• Come up with a "big idea" and slogan (if desired) that will drive all other work (through brainstorming with the whole ad team)
• Flesh out the options identified in brainstorming, planning how each could be executed
• Help to narrow the ideas and present the best ones to the ad team for voting
• Test advertising ideas on outside audiences for feedback
• Fully develop plans for the execution of all advertising using the selected theme
• Develop cooperative advertising ideas
  
• Draft appropriate creative strategy and advertising sections for the plans book
• Coordinate with the art/production team to produce at least three print ads for the plans book
• Plan and write storyboards and scripts for television and radio advertising for the plans book
• Report regularly on progress and needs
  

Promotions, Internet, and Public Relations

The Promotions, Internet and Public Relations group is responsible for all promotions, PR, and Internet marketing strategies the team will propose.  Specific tasks include:

• Develop a work schedule of tasks for the group with due dates
• Come up with ideas for sales promotions, public relations, and Web usage
• Flesh out the options identified in brainstorming, planning how each could be executed
• Help to narrow the ideas and present the best ones to the ad team for voting
• Fully develop plans for the execution of all promotions and Web pages
• Develop cooperative promotion ideas
  
• Draft appropriate promotion, public relations, and Internet sections for the plans book
• Propose distribution strategies where appropriate
• Coordinate with the art/production team to produce drawings of promotions where appropriate for the plans book
• Produce at least one Web page for inclusion in the plans book
• Report regularly on progress and needs

The Media Planning group is responsible for planning all traditional and nontraditional media placements.  It is also responsible for creating a media flighting schedule and a budget for the integrated communications campaign.  Specific tasks include:

• Develop a work schedule of tasks for the group with due dates
• Explore publications, web sites, and other media that best reach the target audience
• Look for creative, nontraditional media options that others may have overlooked
• Consider creative media options for cooperative advertising
  
• Draft an appropriate media section and appropriate charts for the plans book
• Draft a media strategy section and flighting schedule for three years for the plans book
• Prepare a budget section for the plans book
• Report regularly on progress and needs

The Art/Production group is responsible for designing and producing all print advertising, the plans book, and the visuals needed for the presentation.  Specific tasks include:

• Develop a work schedule of tasks for the group with due dates
• Familiarize all members of the group with relevant computer hardware and software
• Design a cover and a graphic layout and color scheme for the plans book
• Plan photographs needed for the plans book
• Plan an overall graphic design for the advertising
• Create an introductory page for the plans book if one is desired
• Create a FastPace Ad Team page
• Design and produce all print advertising based on creative team's ideas
• Create storyboards and/or produce videos to portray creative team ideas for video advertising
• Select appropriate photographs for use in the plans book
• Produce the plans book with assistance from the account management group
• Produce sales promotions and press kits if needed
• Help produce Web page
• Report regularly on progress and needs