Your SlideShare is downloading. ×
  • Like
Jennings account planner's survival guide
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Jennings account planner's survival guide

  • 1,611 views
Published

 

Published in Technology , Real Estate
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,611
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
11
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. THE ACCOUNT PLANNER’SSURVIVAL GUIDEAn IntroductionChelsea JenningsDecember 2011
  • 2. PROBLEMAccording to the 2011 Planner Survey by Heather LeFevre,46% of those interviewed had very little idea of what wasexpected of them as junior planners.
  • 3. This statistic is a realityhere in the ad program atthe University of Oregon.So many aspiring account planners have very little idea of what it actually takes to be an account planner.
  • 4. AND YES...there is information on the web and in textbooks aboutaccount planning, but a lot of this information is very vague.Plus it’s all theory, not information on practice from plannersliving and breathing the profession at this very moment.
  • 5. SO WHAT IF...there was a resource out there for aspiring account plannersand juniors alike, giving them a boatload of information aboutwhat it means to be a planner and what to expect as anincoming junior? And what if all of this information wasdirectly from industry professionals practicing planning?
  • 6. THE ACCOUNT PLANNER’SSURVIVAL GUIDEwill be a collection of interviews and insights from planners inthe industry. So far there are six questions being posed:
  • 7. 1. What is something you do as a planner that you had no ideawas going to be your responsibility when you first started?2. How do you communicate?3. Why do you love your job?4. What is the one thing you wish you had known when you firststarted out as a planner and why?5. What is your own personal creative process? You can showme, tell me, sing it to me, however you want to express it.6. If you were in charge of writing the account planner’s jobdescription for your agency’s website, what would you say?
  • 8. BUT STILL...this project is ultimately to help aspiring account plannersget the information they need in order to thrive in thisindustry and to help lower that 46% statistic. So part of theinformation collected will be based on input from thoseaspiring planners themselves. That’s where the blog comesin.
  • 9. THE BLOGserves four main purposes:1. It’s a way to organize all the information collected so that itcan be synthesized later on to be made into an actual book/guide.2. The blog makes the information easily accessible to thosewho need it most.3. It’s also a chance for future planners to give their input onwhat new questions need to be asked, and other suggestionsfor how to improve the content of the project. In a sense theblog becomes a hub for aspiring planners to give their inputand connect with each other as well as industry professionals.4. It’s a way for planners in the industry to see what thisproject is all about so they can get involved.
  • 10. INTERVIEWS +CROWD SOURCING = NEW INSIGHTS
  • 11. SO FAR...there has been a lot of interest from those contacted to giveinterviews for the project, with two interviews alreadycomplete and two more scheduled for the very near future.This project is already giving planners in the industry a voice,while at the same time educating aspiring planners.
  • 12. INTERESTED? Contact Chelsea Jennings @chelsjennings cjennings4@mac.com