Some roles within a web design company and advertising agency are self-explanatory.
A graphic designer is tasked with putting the pretty on all manner of projects, such as custom web design, logo design, brochure design and other print projects. And when it comes to creating the code for those web designs, web application development and mobile application development, a developer handles the programming.
Designer and developer — the essence of their duties are tied up in their titles.
But what about an account executive (AE)?
According to Wikipedia, “In the marketing and advertising industries, account executives are typically responsible for client servicing and client acquisition. The account executive serves as the direct link between the advertising agency and the existing client, managing day-to-day affairs and ensuring customer satisfaction. The word ‘executive’ in this instance means to ‘execute.’”
In other words, AEs help get stuff done.
How do we do that? One advertising agency might mold the position description into one thing; another web design company, something else. At BrownBoots Interactive, our AEs wear many different hats, pitching in where needed and playing a supportive part in every single project. Here are a few examples:
Spokesmodel
In many instances, AEs serve as the face of the agency. We meet one-on-one with existing clients and new prospects, explain and “sell” BrownBoots’ services, and attend business connections and other community events. We’re the liaison for a client, their representative and advocate, and the friendly voice on the phone when folks call with questions.
Reporter
Because we need our designers and developers at their desks as much as possible in order to keep projects churning through the agency, AEs gather as much information about a project before pulling the team together. That means asking a lot of questions and relaying the details to our colleagues. Conversely, we often summarize (and, when necessary, translate) the expertise of the designers and developers into recommendations and, ultimately, a proposal.
Fortuneteller
Since every project requires a price tag, AEs consult their crystal balls (i.e., data from past projects and extrapolated projections) to put together an estimate. I’ve said it before, and I’ll say it again: the challenges of space exploration have nothing on estimating.
Plate spinner
Once an estimate is approved and the plan is set in motion, it’s up to the AE to manage the project through the planning, design, development and assessment phases. When it comes to custom web design in particular, there can be a lot of moving parts, which requires many touchpoints with clients and the project team as well as the tracking of hours. Are the homepage layouts going to be ready by deadline? Has the client provided the feedback we need to proceed? AEs keep those twirling platters from toppling.
Cheerleader
Encouraging colleagues and clients alike to meet their milestones is of the utmost importance. Reminder emails (what I like to call “e-nudges”), pulse checks and small gestures to celebrate significant steps forward are ongoing items on an AE’s to-do list.
Lion tamer
And then there are the times when a big, beastly deadline is breathing down your neck, and you have to swap out pompons for a whip. Enough said.
Creative consultant
In addition to being project managers, AEs often contribute to idea generation and content creation in the form of brainstorming concepts for marketing campaigns; copywriting for print ads, billboards and other marketing channels; script writing; website copywriting; video directing/editing; proofreading; inserting content into content management systems, project reviewing, art directing — even composing and publishing blog posts. (Lions aside, creativity also demands courage.)
Data analyst
Because a website that doesn’t champion strategy as well as creativity gets the formula only half right, BrownBoots offers search engine optimization (SEO) along with other tactics for ongoing evaluation of website performance. Account executives engage in the research and then make recommendations for continuous improvement. And if a client wants BrownBoots to implement the suggested updates, an AE often contributes there too.
Professor
Thanks to BrownBoots’ proprietary content management system (CMS) as well as other CMSs we can integrate into our custom websites, our clients have the ability to make most content updates to their sites themselves. Of course, before we hand over the keys, an AE walks web administrators through CMS training. We also have been known to present on such topics as social media marketing, SEO and Google Analytics for existing clients as well as the local business community in the form of ACUniversity classes.
Thespian
You know that line item on everyone’s job description that reads something like “other duties as assigned”? Well, our AEs have volunteered for some rather unusual tasks over the years, including impersonating a client’s client for website photography and “starring” in television commercials. Have you ever gotten paid to flop into a fountain and scoop up coins?
To sum it up, AEs do Anything and Everything they can to ensure a project succeeds.
(But, sorry, no autographs.)
Do you want one of BrownBoots’ account executives to spearhead your next custom web design project or other marketing initiative? Call us at 920-906-9175!
