I'd like to introduce you to:
- Samantha, a Promotions coordinator at "Renovations" (a fictitious company)
- Ted, the VP of merchandising at "Renovations"
- Betty, Ted's AA
Samantha Daryn, Promotions Coordinator
Samantha works in the Marketing department of Renovations, a chain of home improvement stores. Samantha is the Promotions Coordinator, reporting to Marketing Manager Amadou Alain. She is based in
Samantha's Work goals
As promotions coordinator, Samantha's main job is to create and manage promotion programs that boost sales and customer loyalty for the Renovations stores. She also has to increase brand awareness of a line of power tools called "Power Renovations". Promotions programs include Web site content, newspaper inserts, catalogs, exhibits, in-store displays, and special events, and may feature purchase incentives such as discounts, rebates, and contests.
Her interpersonal work goals include:
• Staying in touch with her team and customers, staying organized and having good relationships with the people on her team and with customers.
Samantha is responsible for:
• Designing promotions programs and producing promotional material. Samantha works closely with a visual designer; a copywriter, and the web master and outside consultants.
• Coordinating promotional activities with goals of the advertising and marketing departments
• Collaborating with Renovations store managers on the display and administration of in-store promotions.
• Evaluating promotions by ROI (Return on investment) and brand recognition
• Budgeting and financial reporting
Samantha's Work Day
Samantha's day is frequently full of meetings. She and her colleagues meet regularly to discuss the status of their projects, and she attends planning and status meetings with Marketing management. She also meets with Renovations store managers to collaborate on promotion plans, placement, and execution.
Samantha uses an
• Lotus Notes 6.5 client with mail, calendar, and contacts applications. She's a bit frustrated with mail and contacts compared to Outlook, which she used at her last job. She uses seven other Lotus Notes databases (She has local replicas of the first two). The IS dept created the local replicas and the replication schedules for her; she has no idea how to make a local replica of any of the others or how to change the schedule)
• IE 6.0, to keep tabs on competitors' web sites as well as the Renovations site. She uses Google Maps when she needs directions for visits to store locations, and is also a veteran online shopper.
• Microsoft Word 2002 and Microsoft PowerPoint 2002. She is a real power user of Powerpoint.
• Lotus Sametime 2.5
The IS department put Lotus Notes and several Adobe products (Illustrator, Photoshop) in the Mac so that she could work closely with the visual designers in her department.
In addition to her laptop, Samantha has her own computer at home, on which she uses Hotmail,
Hannover is for
Ted Amado, VP of Merchandising and Marketing
Ted is the highly-respected, busy, competitive head of Merchandising and Marketing at Renovations, a chain of home improvement stores. He is based at headquarters in Chicago, where he spends about 80% of his time in scheduled meetings. Ted travels on business about 25% of the time. He depends on his Administrative Assistant, Betty Zechman, especially to manage his calendar and travel.
Ted’s Work Goals
As VP of Merchandising and Marketing, Ted’s main goal is to increase profitability and generate new revenue streams through delivering excellent promotional activities, both inside the Renovations stores and in outside media and special events. He sees his role as setting longer-term strategy and doing whatever is needed to keep his direct reports successful implementing projects such as improving store atmosphere, developing and delivering advertising, promotions, special point of sale displays, etc.
Ted manages by motivating and leading his employees. He seems to know everyone, and uses his relationships to accomplish business goals. He is often the “face of the company” to outsiders, and enjoys the spotlight.
Ted’s Work Day
Ted arrives at work around . He first scans email to “check the pulse” of his responsibilities. Ted gets over 100 email messages a day and many include large attachments. Ted attends to as many as he can and sorts them into folders for Betty to handle, projects he’s working on, and people he needs to meet with. Often there are phone calls, voice messages, or Sametime chats about urgent items. Ted keeps track of his work by making sure everything is on his calendar. He checks to make sure he’s ready for today’s meetings, checks an email folder named “Urgent” and occasionally prints out information he’ll need. He also looks ahead at the meetings for the rest of the week.
Ted spends at least 80% of his usual work days in meetings. Betty schedules the meetings, taking care to allow time for Ted to get from one to the next. She understands his work and priorities well, and therefore knows which meetings and people to squeeze into his schedule. In any day, Ted may have 10 or more meetings scheduled, but that may change drastically during the day as new issues arise that require Ted’s attention.
When Ted travels, Betty takes a more active role in scheduling, monitoring Ted’s email for important issues, routing or handling any she can, and alerting Ted to anything he might need to know about immediately.
Ted hates surprises and makes sure he’s up to date on business and consumer trends. At free moments during the day, he peruses newspapers, trade publications, analyst reports, websites, etc., and forwards interesting items to his staff, often with a request for an individual to follow up or get more information.
Ted uses an
Ted also uses PowerPoint and Excel. He has a cell phone and Palm Pilot.
Ted was the first in his family to graduate from college and he still wears his University of Chicago class ring. Soon after joining Renovations, he earned his MBA. He’s the recipient of the Merchandising Innovation Award for 2004, which is on display in his office.
Ted and his wife Victoria, an art gallery administrator, and their 16-year-old daughter Valerie live in Skokie, a diverse suburb north of Chicago. They love to play tennis.
Hannover is for
Betty Zechman, Executive Administrative Assistant
Betty Zechman is Executive Administrative Assistant to Ted Amado, VP of Merchandising and Marketing at Renovations. Betty manages Ted’s calendar, email, travel, and whatever else she can to support him in his responsibilities. Betty also provides indirect support to the Senior Managers of the Business Development Division.
Betty’s Work Goals
Betty supports Ted Amado in whatever capacity he needs, managing his calendar and inbox, providing support information for meetings, making travel arrangements, etc. She supports Ted and his senior managers by helping to create spreadsheet reports and presentations. Betty also leads the team of administrative assistants, and makes sure their hardware, software, and training needs are met.
Betty really wants everyone to be well taken care of. She is highly efficient, trusted, and knowledgeable about Renovations’ business and Ted’s responsibilities and priorities.
Betty’s Work Day
Betty arrives in the office around . Her low-walled cubicle is right outside Ted’s office. She has a large paper calendar on her desk and yellow stickies on and around her monitor. Betty checks her voicemail, scans Ted’s mail and calendar, and then her own. She makes sure there are no changes to Ted’s calendar since last night and updates it if needed. Meeting changes come via the phone, email, or Sametime rather than as Notes calendar invitations since Ted has little free time and other entries must shift to accommodate changes.
When something urgent comes up, Betty contacts Ted right away. If he’s offsite or not in the office yet, she calls his cell phone. If he’s in a meeting, she uses Sametime or walks to the meeting and speaks to him directly when the meeting ends. When Ted’s schedule changes for later that day, Betty makes the change in Notes and also contacts Ted if she thinks he might not see it there in time.
Aside from all the calendar work she does, Betty helps make sure that Ted has everything he needs for his meetings, such as information from email, lists of attendees, and directions if he’s offsite. She prepares monthly report spreadsheets and transforms Ted’s draft PowerPoint slides into more polished presentations. She sets up meetings with other management team execs, suppliers, analysts, and other people inside and outside Renovations and she organizes larger meetings by doing everything from managing materials to ordering lunch. Betty also sometimes routes email or replies to it on Ted’s behalf (cc-ing Ted), especially when he's traveling. She sorts email he needs to take care of into folders: “Urgent”, “Read”, and “Personal.” She also deals with email Ted has sorted into folders for her: “Edit” or “Print.”
Betty is Notes savvy in both mail and calendar but hates repeating meetings. She wishes she could use the group calendar but needs something that would allow her to see what everyone is doing all at once. Her own mail isn’t as organized as Ted’s. She uses her inbox as a to-do list and only files items when they are finished.
Betty's Work Tools
Betty’s primary computer is an IBM ThinkCentre desktop workstation running Windows XP. She also has an IBM T30 Thinkpad that she uses when she is out of the office to keep all of Ted’s information current.
Lotus Notes 6.5 is her email and calendar tool. Betty loves Sametime Instant Messaging and could not live with out it.
She uses MS Word, PowerPoint, and Internet Explorer 6.0.
Betty also has to use “Reserve” an internal room scheduling application (web-based).
Betty is the mother of two daughters, both married and on their own. She also has two grandsons, Ryan and Joey. Betty’s husband is an environmental engineer nearing retirement. They spend vacations and long weekends at their family’s little cabin on Castle Rock Lake, Wisconsin, where they enjoy swimming and teaching their grandsons to fish for muskies and walleyes.