National Occupational Standards in
Archaeological Practice

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AH5 Plan marketing activities

AH5.2 Develop and distribute marketing materials

Performance Required

This will involve:

1. producing and commissioning marketing materials including advertising in collaboration with others and accordance with the marketing plan
2. ensuring that all marketing and advertising copy is accurate, up to date and conforms to house style
3. ensuring that copy is delivered on time and that the production schedules are adhered to
4. ensuring that content and design are appropriate for the target audience
5. maintaining cost and quality control and following financial procedures
6. evaluating marketing activities and providing feedback to the marketing plan

Occupational Context

1. Marketing materials
   • free leaflets, flyers, posters, folders, cards, website
   • merchandise
   • Advertising: newspapers, trade journals, directories, radio, TV
   • corporate identity, brands, logo, liveries, uniforms, design manual, house style
2. Collaboration with:
   • content providers
   • copy writers
   • photographers
   • electronic and print editors
   • illustrators/photographers
   • designers
   • printer
   • advertising manager
   • distribution companies
   • web designers

Knowledge Requirements

You need to know and understand how to:

• Plan and implement an evaluation strategy

You need to know about:

• Appropriate use of content, design, media and distribution channel for target audience and message
• key objectives of organisation
• Marketing plan
• Relevant legislation and guidelines
• Working knowledge of the structure of professional archaeology in the UK
• Local and national advertising, distribution and communication media
• print and electronic production processes and costs
• Working knowledge of legislation relating to copyright and intellectual property
• Commercial awareness

Required Skills

You should demonstrate:

• Copywriting
• Negotiating

Evidence Required

You should provide evidence that you can develop and distribute marketing material

The candidate should be questioned, based upon the documentation provided, to explore how they:

• Develop and distribute marketing material

Evidence Rules

The candidate should have been involved in the development and distribution of two types of marketing material.

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Today's date: 22/11/2008
This page last updated: 27/7/2007 15:17