|
Marketing Intern
(Click heading to download MS Word description. Right click and “save as” if it does not download immediately)
Interns - A Secret Weapon to Increase Bandwidth
(Similar to the article I wrote for March 2007 issue of SoftLetter)
A secret weapon I have used since 1992 to increase my bandwidth (at large companies and start-ups) is interns (paid - so they can afford to treat it as a 20 hour college job).
I will often hire several interns
(I had 7 reporting to me at one of my companies) to help with all the new initiatives. They are inexpensive (I pay $8.00/hour plus bonuses in the US (more elseware)), easy to recruit (college campus job postings (I
hire out of UT) and Craig's list (avg 15 or so resumes)--both cost nothing to post), can usually be recruited within 1-2 weeks, they are highly motivated (want a good recommendation, lots of energy) and they are
great at completing "assignments."
I have to use a highly directive management style (which is what they want--since they've seldom done anything I am asking previously), and I must provide detailed plan of actions (I have every single step I ever ask
of them outlined as a repeatable process). It's great for you since you are able to start new initiatives (like building a reseller program, creating alliances, setting up an affiliate program), or with ongoing
tasks (I've had some do graphics design, others help with events, competitive research, do the leg work to test our business model, etc.).
In addition, Interns absolutely love doing "real" marketing, get to learn advertising (doing the media research), product management (helping to compile and prioritize features), or even the specialized
field of Channel Marketing, and I get the resources I need on the cheap.
Plus, I've hired several of my interns full-time in the past (a two-way try-before-you-buy approach), and companies I've helped have often hired their interns. Of the 8 companies I am currently consulting with--5 now
have interns that I helped them get to execute our plans.
I average 1-2 hours of my time for every 10 hours of theirs (I provide initial direction, allow them to execute, then review and redirect if needed). It works great when there is a lot of real leg work that must be
done (I use them to setup the reseller, the affiliate and the alliance programs, plus the activity of sending responses and following up, and the database research, etc.).
I have the interns compile my list
of targeted resellers, send my 3 initial e-mails, follow up with a phone call, send the 2 follow-up e-mails, do the subsequent phone follow-up and the reseller orientation (review of the portal and overview of the
product). I already have all the templates for everything--they just have to personalize them and execute.
For systems, I set them up with Goldmine with fields and templates already defined from previous
campaigns, and Vonage (cost $29 w/tax per month). I only require they have their own PC (typical for college student), and a high speed internet connection--then they can work from home if they wish (like school
work).
Works great, we are able to get a LOT of activity done, and it helps you to execute with a vengeance on the new initiatives (like building a channel)--even if you've already got a full-time job.
Following is a typical job description I use for interns, followed by a link to a sample ad I use, along with additional recruiting resources.
Marketing Intern Job Description
Reports to: Company for all company related items – time worked, orientation, resources, etc.). To Chanimal (for direction, mentoring, follow-up). Works closely with small start-up team to help
build the channel, affiliates and alliances.
General Description
The marketing Intern will help to a) define and build the reseller and affiliate program, b) setup and manage the alliance program (including the alliance relationships and affiliate program), and
help with PR, ads, copywriting, the company database, customer follow-up and events.
Duties include:
Partner Program
- Help setup the reseller program including assisting with PowerPoints, competitive matrix, price list, collateral and other materials needed.
- Help with the reseller partner recruiting efforts. Build database, send and respond to e-mails, manage direct response, phone follow-up.
- Follow up with existing resellers with agreements, schedule partner training and question follow-up, help prepare needed materials.
- Setup regional promotions and help drive success.
- Execute partner program detailed plan of action.
Affiliate Program
- Help define affiliate program (search and replace, setup kit)
- Affiliate recruiting (post with top 50 affiliate boards, create affiliate profile, find applicable affiliates (existing QuickBooks, MYOB and PeachTree affiliates, accounting/bookkeepers, trainers, authors, etc.).
- Enable affiliates (monthly update letter, schedule product training, Q&A, etc.).
- Online ombudsman activities (identify top 25 forums, post questions and responses, monitor for viral marketing)
Alliance Program
- Re-purpose alliance kit
- Identify top prospects
- Create business case/prospect type
- Compile contact information and setup initial key alliance meetings
- Follow-up with alliance partners to execute respective plan of actions
Reporting:
- Prepare a weekly status report for the weekly meetings. This report would consist of an update from the channel and alliance program master checklist with dates, the status and
follow-up results from each category.
- Maintain time spent on activities.
Budget
- Help create and track a modest budget.
Knowledge & Skills
Candidate should be capable of initiating and maintaining strong personal relationships. In addition, he/she should be able to coordinate with all the departments involved to ensure the
completion of the associated marketing programs. A high degree of organization and self-motivation is required. This person must quickly learn the product and the market. He/She must
also stay aware of the upcoming company opportunities to ensure participation with the reseller partners whenever it makes sense.
Prefer a responsible Junior-Senior in college working on a business degree (marketing preferred since this will be applicable experience) with technical aptitude.
Pay
- $8.00/hour plus bonus based on growth and deliverables (to be defined within first two weeks)
Additional Resources
Intern Hiring Resources
Local University. Local colleges and universities have physical and online job boards. If you are local, you can post a physical job posting, or you can log-in and then post (usually there is a pre
-approval where the university validates you are a legitimate company--no 100% commission jobs are typically permitted.
- Craigslist (www.craigslist.com). I’ve had VERY good results posting on Craig’s list for my specific region--plus, it doesn’t cost anything.
- College Recruiter (www.collegerecruiter.com). Accepts and posts a lot of intern positions nationwide. Lots of high-tech positions listed.
- High Tech Intern (www.hightechintern.com). Run by Southern Arizona tech companies. May find similar programs in your area.
- InternshipPrograms (www.intershipprograms.com). Search engine dedicated to both posting and searching for interns. Subsiderary of Career Search.
You can also post with your local newspaper, but the cost is high and the response is similar to Craigs List (which is free).
Once I post, I usually get 5-20 resumes within the following 3 days.
|
