2008 Multicultural Advertising Intern Program (MAIP) Information

INFORMATION PACKET AND APPLICATION FOR THE AMERICAN ASSOCIATION OF ADVERTISING AGENCIES 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM MAIP BACKGROUND INFORMATION PURPOSE The American Association of Advertising Agencies (AAAA) Multicultural Advertising Intern Program (MAIP) places multicultural students in 10-week paid internships at AAAA member agencies nationwide. It offers those with a serious interest in advertising the opportunity to gain real-world work experience, establish contacts within the industry, and gain a valuable professional credential that can help them gain entry-level employment after graduation. The program also offers advertising agencies an opportunity to identify, observe, and recruit student talent, and supports our organization’s efforts to enhance the diversity of our industry. INTERNSHIP POSITIONS Internships are available in the following advertising agency disciplines: Account Management, Art Direction, Broadcast Production, Copy Writing, Digital/Interactive Technologies, Media Buying/Planning, Print Production, Public Relations, Strategic/Account Planning and Traffic. SIZE AND LOCATION Since the program was founded in 1973, more than 1,900 students have served as MAIP interns. The number of interns varies each year. In 2007, 150 students were placed at 77 AAAA member agency offices across the country. Participating agency office locations also vary each year. In 2007, interns were placed in AAAA member agency offices in Atlanta, Boston, Chicago, Cincinnati, OH, Columbus, OH, Detroit, Durham, NC, Kansas City, Los Angeles, McLean, VA, Minneapolis, New Orleans, New York, North Hollywood, CA, Philadelphia, Pittsburgh, Richmond, VA, Ridgefield Park, NJ, San Francisco, Sausalito, CA, Seattle, St. Louis and Warren, MI. PROGRAM DATES MAIP 2008 interns will arrive in their host cities on Friday, May 30, 2008. The interns begin work on Monday, June 2, and end on Wednesday, August 6. All interns will gather in New York City on Thursday, August 7 for the MAIP graduation ceremony and career fair. Interns will leave their host cities on Sunday, August 10. APPLICATION REQUIREMENTS To apply for the internship, you must be: • Asian/Asian American or Pacific Islander, Hispanic/Latino, Black/African American, American Indian/Native American, multiracial or multiethnic (e.g., Hispanic and Black); • A citizen or permanent resident of the United States; • Maintaining a minimum GPA of 3.0 out of 4.0 (Students with a GPA of 2.7 to 2.9 are encouraged to apply, but must complete an additional essay question in the student application); • • Currently a college junior, senior or graduate student, or student attending a participating AAAA portfolio school*; Able to show you’re committed to a career in advertising. *The AdCenter at VCU; The Creative Circus; The Portfolio Center; The Miami Ad School; Pratt Institute; Minneapolis College of Art and Design; The Art Center College of Design at Pasadena; and The University of Texas at Austin APPLICATION PROCEDURE Applicants must submit the official MAIP application form. In addition, the following must also be submitted: responses to essay questions (detailed in this MAIP information packet), two separate letters of recommendation, and a current school transcript. If you are applying for an internship in art direction, copy writing or digital/interactive technologies, you must also complete the creative assignment outlined in this packet. Applications for MAIP 2008 must be submitted via email. (See the MAIP application form for submission details.) Students who are unable to submit their application materials via email must contact the AAAA to receive permission to submit their applications by regular mail. SELECTION PROCESS Application materials are reviewed by members of the AAAA Diversity Committee and the AAAA MAIP Alumni Association to determine semi-finalists. All semi-finalists are interviewed by AAAA member agency representatives. After reviewing applications and interview evaluations, a selection database of finalists is provided to agencies who have requested MAIP interns. Finalists who are ultimately accepted into the program are assigned to agencies based on their skills and the preferences of the participating agencies. It is not possible to assign an agency according to an applicant’s preferences. If an applicant refuses his or her assignment, MAIP will offer the spot to another finalist. FINANCIAL AND HOUSING INFORMATION MAIP and its participating agencies make every effort to minimize the expense of serving as a MAIP intern. Interns are paid a taxable stipend of at least $350 per week. Interns who do not live in the area of their host agencies may stay in AAAAarranged housing. The AAAA also arranges travel to and from the city where the intern’s host agency is located. Interns are responsible for a percentage of the cost of housing and travel. This expense is paid to the AAAA in installments throughout the duration of the internship. The remainder of the cost is shared by the AAAA and participating member agencies. DEADLINE Your application must arrive at AAAA Headquarters by 5 pm EST, Friday, December 7, 2007. CONTACT INFORMATION Send all inquiries to: Angela Johnson Meadows, Manager of Diversity Programs at the American Association of Advertising Agencies Phone Number: 800-676-9333; E-mail: maip@aaaa.org 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM MAIP SELECTION PROCESS TIMELINE Friday, December 7, 2007 MAIP 2008 internship applications are due at the AAAA at 5 pm EST December 2007 - January 2008 Applications are reviewed by AAAA Diversity Committee and AAAA MAIP Alumni Association members January 2008 - February 2008 Interviews are conducted by MAIP HR and alumni contacts nationwide March 2008 MAIP 2008 Intern Selection Database is distributed to participating agencies MAIP 2008 interns are notified of their assignments April 2008 Friday, June 6 May 2008 MAIP 2008 travel and housing packages are sent to interns MAIP 2008 begins May 30, 2007 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM INTERNSHIP DEPARTMENT DESCRIPTIONS Please review the descriptions below to determine the advertising agency departments that are of greatest interest to you. You will be asked to indicate your top three choices on the MAIP application. Please note: The following are general descriptions of advertising agency departments, not actual internship positions. Intern responsibilities will vary by agency. Account Management The account management department oversees the advertising business that has been assigned to the agency and is ultimately responsible for the quality of service the client receives. An effective account management team develops a thorough knowledge of the client’s business, acts as a liaison between the client and the agency staff, and ensures the final product is profitable and effective. Strong general-business skills, excellent communication skills, strong leadership experience, and organizational skills are required. The creative department is responsible for developing the ideas, images, and copy that initiate ads. While many people in the agency contribute to the process, the creation and production of advertising is mainly the responsibility of copy writers and art directors. A successful copy writer not only has outstanding writing skills, but also has a passion for words and symbols and their use in communication. In addition, some knowledge of marketing and how words and visuals are used in advertising is required. Art directors have strong visual-concept skills and good, basic drawing and design abilities. Agencies are interested in identifying those people with strong computer graphic skills, good visual imagination, and an interest in applying that ability to tackling marketing and advertising problems. Creative (Copy Writing and Art Direction) Digital/Interactive Technologies Digital/interactive technologies is one of the fastest growing departments in ad agencies today. This department is responsible for a wide range of activities that may include the development of online marketing campaigns, presentation design, post-production, audio-visual services, CD-ROM services, and much more. The staff in this department is proficient in computer literacy and on top of daily changes in digital technology and its capabilities. Media Buying/Planning The media department is responsible for placing advertising where it will reach the right people, at the right time, in the right place, and in a cost-effective way. Planning and buying media is exciting and challenging because ways of communicating are constantly changing and becoming more complex. Media planners make crucial decisions such as deciding what print or broadcast media a client’s ad should appear in or selecting the best opportunity or event for product placement. When working on a particular ad campaign, media planners discuss the goals of the marketing strategy as well as a description of the potential consumer. Once the media plan has been developed, presented to the client, and approved, the media buyers begin negotiations for space and time in the appropriate media. Buyers must find and reserve available space and time and negotiate the best price. Buyers are responsible for the maintaining the client’s media schedule and building and maintaining relationships with television, radio, print and other media outlets. Successful candidates will have strong general-business skills, aptitude for working with numbers and statistics, and good computer skills. The broadcast production department is responsible for making the TV or radio spots created by the agency’s creative team. Producers hire the right talent, director, location, editor, etc., for each ad. They also coordinate budgets, arrange network and legal clearances, and handle any last-minute problems that may arise. Candidates should be attentive to detail and have good organizational skills and effective negotiating abilities. Broadcast Production The print production department is responsible for the final output of a print ad. The print production manager is an expert in printing techniques and negotiating costs. He or she works within a budget to get the look an art director has in mind. The production department addresses issues such as mailing a brochure of an unusual size, the expense of printing in color, and selecting special printing techniques to achieve a desired effect. Candidates should be attentive to detail and have good organizational skills and effective negotiating abilities. Print Production The traffic department schedules and coordinates every job in the agency. Once an ad is scripted, they are responsible for moving it smoothly through the agency. The traffic department ensures that additions and corrections are handled promptly, necessary approvals are obtained, and the entire job arrives at the publication on time. Candidates for production and traffic should be attentive to detail, have good organizational skills, and have effective negotiating skills. Knowledge of film editing equipment is a plus for overseeing broadcast projects. Traffic Strategic/Account Planning The basic role of the strategic/account planning department is to understand the needs and wants of the consumer. It’s the job of planners to get inside the minds of consumers and learn not just what consumers buy, but why they make certain purchasing decisions. Strategic/account planners are assigned to specific accounts and work as advisors to the client, account management, creative and media teams. They guide the client and other agency departments through developing, refining, and evaluating potential communications strategies and creative work based upon their understanding of the consumer. Successful candidates have a natural curiosity about people, along with excellent communication and organization skills. They also have a strong aptitude for analyzing and interpreting human behavior in focus groups and quantitative data from research studies. Computer literacy is required. Public Relations The public relations department creates and promotes a positive image for the company and its clients. All public relations specialists must be sensitive to the needs, attitudes, and opinions of their audience. Public relations specialists may arrange and direct speaking engagements, press conferences, meetings and conventions, films or videos, and fundraising campaigns. These workers usually have to prepare a number of materials for these events, such as speeches and press releases, magazine articles, scripts, fact sheets, pamphlets, and newsletters. They may also need to conduct interviews and speak on the telephone frequently. The PR specialist works closely with graphic artists, designers, printers, and other media experts. On a large PR staff, a worker's duties may be directed in only one area. In smaller companies or organizations, a worker may be involved in all aspects of the job. 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM MAIP 2008 APPLICATION ESSAYS The responses to the following essay questions must be submitted with your MAIP application. Essay questions #1 and #2 are mandatory for all applicants. Essay question #3 should be completed by undergraduates with a cumulative GPA between 2.7 and 2.9. Essays should be at least one page (but no more than two), double-spaced, with a font no smaller than 11 pts. Please include the description of the question you are answering at the top of the first page of each of your responses. ESSAY QUESTION #1 (mandatory) Please answer all of the following questions: (Two pages maximum, double-spaced) Why are you applying for a spot in the 2008 Multicultural Advertising Intern Program and what department do you think you are best suited to intern in? In your answer please outline the role of your department of choice in an advertising agency. What are your career plans after completing of the AAAA Multicultural Advertising Intern Program? How does MAIP fit in to your long-term career goals? ESSAY QUESTION #2 (mandatory) Choose one of the following to complete: Creatively describe yourself to your fellow MAIP interns. You may use any method to convey your message: ads, words, illustrations, etc., within an 8.5" x 11" page. What has been your most substantial accomplishment, and why do you view it as such? ESSAY QUESTION #3 (mandatory only if cumulative GPA is between 2.7 and 2.9) Please tell us why you don’t meet the 3.0 GPA requirement and what you plan to do to improve it. 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM MAIP 2008 CREATIVE ASSIGNMENT If you are applying for an internship in art direction, copy writing or digital/interactive technologies, please complete the following assignment and submit it with your MAIP application: Develop a campaign of three different print ads (each limited to an 8.5" x 11" page) for the product described in the brief below. Be sure to develop a main selling point for the product. Product: Dentyne Gum Description: Dentyne sugarless gum comes in three formats—Dentyne Fire, Dentyne Ice and Dentyne Soft Chewing Gum—and a variety of flavors, including peppermint, spearmint, Avalanche Mint and spicy cinnamon. Role of the Brand: To infuse spontaneity into ordinary situations Target Audience: Socially bold young adults. The bulls-eye age is 21. Trend/Fact: Americans buy more than $2 billion in chewing gum each year. Challenge: Re-establish Dentyne as the go-to gum by creating distinct experiences that are persuasive and relevant to the target audience Core Idea: Dentyne Gives You the Edge in the Mating Game Tonality: Humorous and outrageous APPLICATION FORM FOR THE AMERICAN ASSOCIATION OF ADVERTISING AGENCIES 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM INSTRUCTIONS FOR MAIP 2008 INTERN APPLICATION Please read carefully You must submit the following materials to be considered for MAIP: • • • • The MAIP internship application (Be sure to complete all pages) A one-page résumé Two essays (Three for students with a GPA between 2.7 and 2.9) Two separate letters of recommendation (one from a recent employer and one from a professor) • An unofficial transcript (If accepted as a semifinalist you will be required to submit an official transcript.) • Three ads for the creative assignment if applying for an art direction, copy writing or digital/interactive internship • Proof of permanent residency (i.e., green card) if you are not a U.S. citizen The MAIP application form and supporting materials must be submitted via email. Applications should be sent to maip@aaaa.org with the following subject line: MAIP 2008 Application Your Last Name, Your First Name. Applications that do not have this subject line will not be processed. You will receive email confirmation that your application has been received. Files for the application and supporting documents must have the following titles: • • • • Application: MAIP08_LastName_Application Résumé: MAIP08_LastName_Resume Essays: MAIP08_LastName_Essays Letters of recommendation: MAIP08_LastName_Letter1; MAIP08_LastName_Letter2 • Transcript: MAIP08_LastName_Transcript • Creative assignment: MAIP08_LastName_Ads • Proof of permanent residency (if not a U.S. citizen): MAIP08_LastName_Residency Materials should be submitted as Word documents or PDFs. (If you do not have access to Adobe Acrobat, there are free PDF creation Web sites online such as pdf995.com, primopdf.com and pdfonline.com.) Other file formats will not be accepted. Please submit all application materials in one email. If you are unable to submit your application via email, please contact the American Association of Advertising Agencies at 800-676-9333. APPLICATIONS AND SUPPORTING MATERIALS MUST BE RECEIVED BY 5 PM EST FRIDAY, DECEMBER 7, 2007. 2008 MULTICULTURAL ADVERTISING INTERN PROGRAM MAIP 2008 INTERN APPLICATION PERSONAL SUMMARY LAST NAME _____________________________________________________________ FIRST NAME MIDDLE NAME _____________________________________________________________ PREFERRED FIRST NAME (IF DIFFERENT THAN ABOVE) _____________________________________________________________ DATE OF BIRTH GENDER _____________________________________________________________ CURRENT MAILING ADDRESS (INCLUDE APT. #) (DO NOT USE P.O. BOX) _____________________________________________________________ CITY STATE ZIP _____________________________________________________________ PHONE NUMBER E-MAIL ADDRESS CELL PHONE NUMBER _____________________________________________________________ PERMANENT MAILING ADDRESS (INCLUDE APT. #) _____________________________________________________________ CITY STATE ZIP _____________________________________________________________ PHONE NUMBER E-MAIL ADDRESS I am a citizen of the United States I am not a citizen of the U.S., but I have permanent residency status. (Please provide documentation with application, e.g., green card. Student visas will not be accepted.) RACE/ETHNICITY Please identify your race or ethnicity by checking the appropriate racial or ethnic category below. (Descriptions are based on EEOC category definitions) Asian/Asian American: A person having origins in any of the original peoples of the Far East, Southeast Asia, the Indian Subcontinent, or the Pacific Islands, including, for example, Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand or Vietnam. Black/African American: A person having origins in any of the Black racial groups of Africa. American Indian/Native American: A person having origins in any of the original peoples of North America, and who maintain cultural identification through tribal affiliation or community recognition. Hispanic/Latino: A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race. Multiethnic/Multiracial: A person of two or more of the above categories or a person of one or more of the above categories and White. I am: Asian/Asian American or Pacific Islander Hispanic/Latino Black/African American (not Hispanic) American Indian/Native American Multiracial or Multiethnic (a combination including at least one of the racial or ethnic groups listed above, for example, Hispanic and Black) (If you do not fit any of the categories above, you are not eligible for the program) EDUCATION SUMMARY Check the box that indicates what your educational status will be in June 2008: Completed junior year, entering senior year in college full-time in Fall 2008. Completed senior year and graduated in Fall or Winter 2007. Completed senior year, graduated in Spring 2008 and not planning to attend graduate school. Will complete senior year and graduate in Fall or Winter 2008. Completed first or second year in graduate school or at an AAAA participating portfolio school.* (If you do not fit any of the categories above, you are not eligible for the program.) _____________________________________________________________ CURRENT UNIVERSITY/COLLEGE/PORTFOLIO SCHOOL* CITY/STATE _____________________________________________________________ CURRENT CLASS DESIGNATION (JUNIOR, SENIOR, GRADUATE STUDENT, PORTFOLIO STUDENT) _____________________________________________________________ MAJOR MINOR ANTICIPATED GRADUATION DATE (MO/YR) _____________________________________________________________ DEGREE/CERTIFICATE _____________________________________________________________ PREVIOUS COLLEGE/UNIVERSITY DEGREE/CERTIFICATE MAJOR _____________________________________________________________ # YRS. ATTENDED GRADUATION DATE (MO/YR) *AAAA Participating Portfolio Schools: The AdCenter at VCU; The Creative Circus; The Portfolio Center; The Miami Ad School; Pratt Institute; Minneapolis College of Art and Design; The Art Center College of Design at Pasadena; and The University of Texas at Austin Cumulative Grade Point Average as noted on your official transcript: ______ (If your GPA is lower than 2.7 (3.0 for portfolio school students), you are not eligible for the program.) Type of calendar your school follows: ___ Semester ___ Trimester ___ Quarter Date of your graduation or last day of finals for the Spring semester: _________ Date you are able to begin a summer internship: _________ DEPARTMENT SELECTION Please select the top three departments in which you would like to complete an internship. Be sure to read the Internship Department Descriptions page before completing this section. (The final decision on what position is most suitable for you will be made by the AAAA and its member agencies.) Please number your first, second and third choices. Do not use check marks. ___ Account Management ___ Strategic/Account Planning ___ Media Planning/Buying ___ Creative—Art Direction* ___ Creative—Copy Writing* ___ ___ ___ ___ ___ Digital/Interactive Technologies* Broadcast Production Print Production Traffic Public Relations *If creative or digital/interactive technologies is your first or second choice, you must submit the creative assignment (See details in the accompanying MAIP Information Packet). ADDITIONAL INFORMATION Please indicate how you heard about MAIP by supplying the name of the person or source: ______________________________________________________________________________ Have your applied to MAIP in the past? Yes______ No______ If yes, indicate what year(s) _________________ Were you granted an interview? Yes______ No______ If yes, indicate what year(s) _________________ Please provide the following information if you are a MAIP alumnus/a: _____________________________________________________________ AGENCY DEPARTMENT YEAR APPLICANT’S AGREEMENT Before initialing below, please review all application instructions and admissions requirements. I certify that the information given by me on this application is complete and accurate. I understand that any misrepresentation on my part may result in the disqualification of my candidacy. I understand that once submitted, I may not request that my application and supporting materials be returned to me. APPLICANT’S INITIALS DATE _____________________________________________________________