The Promotion Coordinator working in a corporate setting is responsible for developing, creating, and implementing promotions and promotional campaigns to help spotlight a company's product or service. The individual works with the corporation's advertising, public relations, marketing, sales, and advertising departments in order to fulfill this function. The Promotion Coordinator may have varied responsibilities depending on the structure of the particular corporation.
The Promotion Coordinator seeks promotional opportunities in both the retail and wholesale fields to promote the corporation's products. The individual may develop sweepstakes or contest promotions to be used in conjunction with the company's consumer advertising campaign or to attract more wholesale customers. For example, a food company might run a recipe contest for professional chefs who use their product in creating dishes. The company might also run a similar contest for the home consumer. Once the contest has been concluded, the Promotion Coordinator might give away cookbooks with the top recipe entries included. Since all recipes would use the company's product and people usually don't throw away cookbooks, the Coordinator would have created a long-lasting promotion.
The Promotion Coordinator is also required to develop point-of-purchase programs. These are the promotions generally used in stores. They usually have some type of display set up in the same location as the company product. The displays might include giveaways, coupons, or promotional products with the company logo. The individual may develop a program in which customers could send in a number of labels from the product and receive in return a camera or a set of mugs. There may or may not be a charge added depending on the program the individual developed. The Promotion Coordinator usually tries to run promotions that are cost effective for the consumer and the company. The important thing is to continually come up with programs that keep the company's name in front of the buyer. At times the Promotion Coordinator is required to attend and exhibit at trade shows, conferences, and conventions.
The individual may be responsible for designing the booth, display materials, contests, and giveaways that are part of the exhibit. He or she may participate in wholesale shows as well as fairs where the general public comes to buy or become acquainted with products and/or services. The individual may put together tie-in programs such as the sponsorship of an athletic event like the Olympics or a rock star's worldwide tour. He or she has to work out all the details so that every time the product is advertised it will be tied into the event. The Promotion Coordinator also makes sure that all programs and promotional material contain the name of the product as well as the company logo.
It is the responsibility of the Promotion Coordinator to constantly look for and find new markets for the company's product and new ways to obtain exposure. The individual may use direct mail as a method of marketing or promoting the company's products. He or she may offer samples, coupons, rebates, or discount prices in order to stimulate a consumer to try and buy a product. He or she might be required to write sales letters, promotional material, and display copy. He or she may also be responsible for developing press releases about promotions and other events.
The Promotion Coordinator may work with the community relations department developing promotions that will attract attention to the company and also help the community. The individual may work with or put together programs such as the sponsorship of nonprofit events and/or make donations of the company's product to worthwhile causes. These types of programs are used to help keep the company's name and image in the public eye. They are used for advertising as well as public relations and goodwill purposes. Depending on the structure and size of the company there may be more than one Promotion Coordinator in the department. The individual may be responsible to the promotion director, if the company has one, or to the public relations or marketing director. While the Promotion Coordinator is supposed to work normal business hours, he or she is often required to work overtime to finish projects or implement promotions.
Annual earnings for Promotion Coordinators may range from $23,000 to $46,000 or more depending on the responsibilities and experience of the individual as well as the size of the corporation. Promotion Coordinators who do not have a lot of on-thejob experience will earn between $23,000 and $30,000. Individuals working in larger corporations, with more experience and handling additional responsibilities, have salaries averaging between $27,000 and $35,000. There are some Promotion Coordinators in the corporate world who are earning $46,000 or more a year.
While there are thousands of corporations located throughout the country, usually only the midsize and larger companies hire someone for this position. The smaller corporations often expect an individual in the marketing, public relations, or advertising department to perform the functions of the Promotion Coordinator.
Individuals may climb the career ladder in a number of ways. The coordinator may advance to become the director of promotion if the company is structured with this type of position. He or she might become a Promotion Coordinator in a larger, more prestigious company. The individual might also advance by becoming a director or assistant director of public relations, marketing, or advertising.
Good choices for majors include marketing, public relations, communications, advertising, or business. Seminars on promotion, publicity, advertising, and writing are also useful.
They should have the ability to develop ideas that will be unique and attract attention. Individuals should be able to handle details and work on many different projects at once. The individual should be articulate with good verbal and communications skills and have a pleasant phone manner. He or she will often meet with salespeople, buyers, department heads, and upper management people. The ability to write well is also necessary. The Promotion Coordinator may write preliminary proposals, reports, press releases, and letters. An ability to get along with others is imperative. The individual in this position needs an abundance of energy and should not mind traveling. He or she may have to go to other locations for trade shows, fairs, and conferences to promote the company.
Promotion Coordinators working in corporations do not belong to bargaining unions. Individuals may belong to a number of trade associations including the Advertising Club of New York, Advertising Women of New York, Inc. (AWNY), the American Advertising Federation (AAF), the Business Marketing Association (BMA), the Public Relations Society of America (PRSA), the American Marketing Association (AMA), the Promotion Marketing Association of America (PMAA), Sales and Marketing Executives International (SMEI), and the Direct/Marketing Association (DMA). These organizations bring individuals in the same field together for seminars, conferences, and training as well as offering professional and educational guidance and literature.
1. Join a number of trade associations, especially the ones that offer student memberships. These will give you an opportunity to make professional contacts by attending seminars and conferences as well as providing tips on finding employment.
2. Try to obtain some hands-on experience working in a part-time or summer job doing publicity, promotion, or advertising for any type of business, local radio or television station, or newspaper.
3. There are a good number of internships and training programs in this field. These are offered or sponsored by the larger corporations as well as certain trade associations. Write and inquire.
4. Trade journals often have ads for openings as Promotion Coordinators or representatives.
5. Job possibilities are sometimes advertised in the display or classified advertisement section of the newspaper. Look under heading classifications of “Promotion,” “Marketing,” “Public Relations,” or “Advertising.”
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