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11 <br /> GLEANs DESIGN ADVERTNG <br /> o Work that coordinates with media and creative teams the specific ad run dates, images, <br /> CTAS,and messaging for all varied paid media buys. <br /> o Management and tracking of monthly billing/budget:generation and reconciliation of <br /> project and account invoices. <br /> o Prompt notification of the Client if we are going over on scope/agreed upon hours. <br /> o Monitoring and funneling with the larger team the agreed-upon review/analysis of the <br /> existing media plan, results/reporting, and metrics. <br /> Paid Media Planning and Management <br /> • Overall and ongoing strategic media recommendations and approach, including allocation with <br /> select partners/vendors. <br /> • Research, planning, negotiation, placement, and management of both traditional and non- <br /> traditional media. <br /> • Coordination with all third parties on external media buys unless separately arranged by the <br /> Client(ex: radio stations,talent,TV stations, print media,online media,event sponsorship <br /> details,etc.) <br /> • Purchasing and billing of media on behalf of the Client. <br /> • Includes related added-value programs,and any traffic related to that same media <br /> • Deployment of appropriate methods for measuring the impact of executed media strategies and <br /> tactics.This includes ongoing review and analysis of campaign against goals with agreed-upon <br /> reporting frequency. <br /> Strategy Development and Implementation <br /> • Development and identification of a strategic framework each year on behalf of the destination; <br /> to be revisited as needed. <br /> • Ongoing monitoring of work and reviews to ensure creative and idea execution are delivering <br /> against approved/recommended strategic direction. <br /> • Recommendations on additional research that may be needed,whether qualitative or <br /> quantitative. <br /> Creative Development and Direction <br /> • Develop a results-driven creative campaign, including a comprehensive destination brand and <br /> messaging for the Chapel Hill/Orange County area. <br /> • Provide campaign direction,creative concepts,and development against all paid media plan <br /> deliverables. <br /> • Provide traditional/non-traditional big ideas based on the strategic direction and brand <br /> positioning. <br /> • Align copy and visuals to recent photography and other campaign elements, including audience <br /> and target viewership of selected advertising medium. <br /> • Standardize all campaign elements and create continuity and consistency for the brand. <br /> • Design team and mechanical artists to resize all advertising and creative elements to <br /> specifications for media placements and vendors. <br /> o Provide management of the production of various creative concepts and delivery to media <br /> vehicles as required,along with support from account and project management. <br /> a:806 McCulloch Street,Suite 102,Raleigh,NC 27603 p:919.544.2193 w:cleaninc.com <br />