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Marketing Specialist and Media Buyer

Company: HMSA
Location: Honolulu
Posted on: January 24, 2023

Job Description:

  • Marketing, Advertising and Media Planning

  • Develop and implement long-term advertising plans, including defining objectives, strategies, and tactics based on HMSA's communications goals.

  • Develop annual media plans for broadcast television, radio, print, web, digital display and streaming, paid search, out-of-home, multicultural ads, and other emerging/new media.

  • Actively negotiate and coordinate added value spots/space when buying advertising placements.

  • Actively negotiate ratings and cost per point. Collect information about the kinds of audiences that can be reached by different media and establish a plan to reach the greatest number of customers at the most reasonable cost.

  • Develop media plans for campaigns and present recommendations, which are consistent with corporate strategy and budgets, to executives and customers.

  • Develop and maintain annual advertising budget and produce monthly, annual, and campaign-specific reports. Advertising budgets typically range between $1-2 million annually.

  • Evaluate advertising opportunities and make recommendations to management on media type, frequency, timing, and appropriate spending.

  • Evaluate and manage media buys based on value and presence for HMSA within budget and plan.

  • Study media provided demographic data and consumer profiles to identify desired target audiences for specific media vehicles, including lifestyles and psychographics.

  • Ability to incorporate market research and industry trends into media plan recommendations to ensure strategies and tactics will result in attaining marketing and communications goals.

  • Keep current with market trends.

  • Advertising Coordination/Project Management

    • Determine what media will best achieve HMSA's desired results and coordinate directly with media outlets to arrange what time(s) the advertising will air and how much it will cost.

    • Manage advertising vendor relationships, including creative, budget, media, deliverables, and day-to-day communications.

    • Maintain files and databases on all advertising placements and materials.

    • Handle corporate and community organization advertising requests for Island Scene magazine and other print media.

    • Responsible for ad insertions and trafficking.

    • Review all advertising invoices for accuracy and resolve all issues prior to approving for processing and payment.

    • Communicate timetables, space, and material deadlines with resources.

    • Deliver the most efficient costs while estimating the anticipated target audience delivery accurately.

    • Manage development and production of on-site and off-site television, print, and radio advertising as necessary. Ensure completion of advertising campaigns within approved budget and timelines.

    • Perform various calculations to identify the usefulness of different media plans. Present findings and recommendations to management staff and customers.

    • Maintain accuracy of planning costs/rates/competitive analysis.

    • Feedback and Measurement

      • Develop feedback mechanisms to assess effectiveness of initiatives and campaigns.

      • Measure effectiveness of messaging and marketing vehicles to adjust content and tactics accordingly.

      • Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising marketing plans.

      • Compile reports for management showing return on investment.

      • Leadership

        • Provide leadership and expertise to the department with respect to all advertising issues, leading team meetings as necessary and directing each team member's contribution as necessary.

        • Serve as HMSA's primary contact with respect to advertising and media buy inquiries.

        • Serve as co-leader of the creative team for all corporate, departmental, and product campaigns.

        • Responsible for leading advertising direction/concepts for writing, web, and graphic arts design resources, and ensuring consistent quality of work.

        • Vendor Management

          • Build strong relationship with stations and print media.

          • Maintain a vendor contact list and ensure it remains up-to-date and available to Communications department resources.

          • Meet with vendors to discuss HMSA's needs, requirements, goals and timeframe for each project.

          • Track projects to ensure final product meets HMSA quality and branding standards and is completed on time and on budget.

          • Route documents/videos to appropriate HMSA staff and executives for review and approval.

          • Coordinate all change requests from HMSA management with vendor.

          • Ensure final product is delivered in the correct format.

          • Resolve any issues raised by HMSA management with the vendor in a timely manner.

          • Update all current, on-air schedules to ensure station delivery within negotiated agreement and/or to respond to any new problems or opportunities that may develop (e.g., coordination of scheduling credits/complimentary airtime).

          • Work with account executives and stations to traffic out all instructions for media.

          • Track pre-empts daily and work with stations to recover lost leads due to pre-empts.

          • Performs all other miscellaneous responsibilities and duties as assigned or directed.

            • Manages special projects as needed.

Keywords: HMSA, Honolulu , Marketing Specialist and Media Buyer, Advertising , Honolulu, Hawaii

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