Training – 205: Answering RFPs with Winning Proposals

Answering RFPs with Winning Proposals

Registration opens July 30, 2008

Registration ends October 20, 2008 at 12:00 am

Early Bird Deadline: September 01, 2008

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Time: 9:00am to 5:00pm
registration opens at 8:30am;
enjoy breakfast until 9:00am
** Please Note: There is a NYC Ad Operations Happy Hour
being held immediately after class just one short block from the training facility. Training participants
from all 3 classes being held this day; as well as other local ad ops staff will be in attendance.
Location: ()
Fee: $ (includes course materials, lab fees, lunch and refreshments)
Registration: Enroll online

Course Description:
This training session was developed to provide ad operations professionals from publishers, ad networks and other companies with insight into the agency planning process from the development of the RFP to the final site selection and ultimately the media plan.

We will begin with an overview of the agency?s role, responsibilities, internal process and the translation of a client?s marketing objectives into a media strategy. We?ll review the planning tools used, the influence of relationships, the RFP generation, terminology used, and most importantly what it takes for your team?s proposal to make the media plan.

This course emphasizes best practices and tips on how to deliver winning proposals by understanding how agency planners think and what they are looking for. Learn how to read and fully understand RFPs, know what to look for, questions to ask, what is required of you as a media partner and how to present new out of the box ideas.

While every agency operates differently all speak the same language and have the same goal, which is to put together a winning plan for their client. This course will show you how to be part of that success.

Who Should Attend?:
This course will be beneficial to ad operations staff, specifically individuals who work with sales teams and function as internal planning teams for their company.

Benefits of Attending:

  • Learn the ins and outs of the digital agency planning process, from client direction to RFP to optimization and reinvestment.
  • Understand which research tools and systems matter to the agency planning team and how they are used.
  • Get insight on where, when and how ad ops can impact the process and assist sales teams compete more effectively for a spot on the plan and a share of the overall budget.
  • Understand the process so you can better manage your time, efforts and prospects.

    Course Concepts:

  • Agency media planning process
  • RFP Creation
  • Requirements for Site Selection
  • Proposal Submission
  • Best Practices

    About the Instructor:
    With nearly 10 years in interactive advertising, Michelle Burnham has become one of our industry?s leading digital marketing experts. Starting her advertising career in 1999 at 24/7 Real Media, Michelle?s unrivaled ability to quickly learn and troubleshoot various ad serving technology platforms allowed her to establish an identity for herself as someone that could help drive technological advancements in ad operations.

    In 2000, Michelle left 24/7 Real Media to join Mass Transit Interactive; an elite digital marketing firm focused on strategic planning, media buying, search and affiliate marketing, as well as CRM. Michelle was the only person that held nearly every position at Mass Transit (Account Manager, Media Planner, Associate Media Director, and Director of Campaign Management & Ad Operations) allowing her to have a complete understanding of the dynamics involved in running an interactive advertising agency and managing multiple teams.

    In 2005, Mass Transit was sold to Horizon Media, the largest independently-held media buying agency in the country. At Horizon Interactive, Michelle?s position morphed into Director of Operations, Training and Development. In this role, she developed team leadership, digital marketing training programs and consulted the company on how to effectively integrate digital media into the traditional agency business.

    Michelle?s expertise has not gone unrecognized by leading industry organizations. Michelle maintained a seat on Doubleclick?s client advisory board for five years. Her involvement contributed to technological innovations and advancements of Doubleclick DART?s ad serving and tracking solutions. Michelle has also maintained positions on several of the Interactive Advertising Bureau?s (IAB) committees focusing on developing industry standard best practices for campaign set up, billing and reconciliation, creative delivery, and reporting discrepancies.

    Michelle is also asked to present at the iMedia Agency Summit twice a year to present best practices and to provide Ad Operations updates to the leading interactive ad agencies across the country. Most recently, Michelle has become an active participant of the Media Ratings Council (MRC) and been promoted to Committee Chair of the Professional Development Committee of the 212 New York Interactive Ad Club.

    Enroll online