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At FKA, the people you work with matter more than anything else. That includes you — our new Traffic Manager.

FKA is one of Canada’s fastest-growing companies — ranking 150 on the 2018 GROWTH 500 list. We boast a stellar team of 31, who are some of the best and brightest in the business and have over 170 years of combined experience. But we’re always striving to be better, which is where you come in!

In this role, your attention to detail will shine as you keep track of tasks and timelines, adapt to changing requests and keep a complex team running like a well-oiled machine. You’re as comfortable figuring out the steps to take a digital creative project to completion as you are scheduling video or broadcast work. Reporting to the Senior Director of Service Delivery, your rock-solid organizational and multi-tasking skills instill confidence among your colleagues. And of course, you thrive in a fast-moving, agile environment.

You have a minimum of five years of experience, preferably in an advertising or interactive agency; publisher or broadcaster; or large client-side marketing department. Relevant education in business, marketing or project management would be great but is not mandatory.

We’re seeking individuals inspired to innovate new processes and operational approaches to help FKA and the clients we serve reach their objectives and solve their business problems. We are wholeheartedly dedicated to the development of a collaborative environment underpinned by a culture of support.

Responsibilities:

  • Internal project management, including:
    • Setting up timelines and assigning tasks for all our client and internal projects in Function Point, Trello or other tools as needed
    • Setting up approval workflows in Approval Manager
    • Creating material requirements and ad specification documents for projects across a variety of media
    • Managing third party/client created deliverables to ensure they meet specifications as well as organizing and providing the assets to the media team or other departments
    • Ongoing communication/liaison with clients, as well as FKA’s media, communications, technology, and creative services departments, to ensure project success
    • Having an understanding of the resources available in each department and when required liaising with leadership to assign tasks appropriately
    • Procuring cost estimates from vendors (printers, photographers, videographers/producers, sound engineers, modelling agencies etc.) for required projects
    • Coordinating timelines/schedules and specifications with vendors for required projects
  • Client facing project management — including estimating — on projects when required
  • Helping to develop and implement new agency-wide, cross-departmental internal processes and best practices
  • Managing and mentoring a direct report

Qualifications:

  • Minimum five years of relevant experience
  • Relevant education in business, marketing or project management is an asset
  • Proven to be someone who takes initiative and is detail-oriented, a creative problem solver, a critical thinker and incredibly organized
  • Excellent interpersonal and verbal communication skills
  • Ability to work collaboratively and cooperatively with a diverse range of people
  • Proficiency in project management including leading and managing print and digital communications processes to successful completion
  • Experience using Function Point and/or Approval Manager is an asset

FKA offers competitive compensation and a comprehensive benefits program. We provide our team members with many opportunities for training and professional development. Interested applicants are asked to send their cover letter and resume with “Traffic Manager” in the subject line to recruitment@fka.agency no later than 5 pm on Thursday, January 24th, but apply early because if you pique our interest, we may call you right away.

It’s a tale as old as advertising:

  1. You run ads promoting your business.
  2. People shop at your business.
  3. You have no idea whether those people were actually reached or impacted by your marketing efforts.
  4. Repeat steps 1-3.

One of the traits of online advertising that had got everyone really excited in the early 2000s was its trackability. Assuming you had your online ads set up properly, you could know when someone saw your ad, interacted with it, went to your website and made a purchase. It was the perfect ecosystem; we could now tell the exact ROI of our online ad spend and make all our decisions based on that data. Huzzah!

As I’m sure you know, this only paints a small fraction of the picture of the impact of digital advertising.

Savvy advertisers learned quickly that the internet and its impact was not limited to a computer screen — the line between channels became blurred, and digital media rapidly and increasingly impacted consumer purchase behaviour. Over time it became clear:

E-commerce sales are not the primary indicator of online advertising success.
(If you have a whiteboard, please write that sentence on it 100 times.)

This is even more true in Canada, where more than 90% of retail sales still happen in brick-and-mortar store locations. If you evaluate your digital marketing efforts by their direct contribution to your e-commerce sales, you’re drawing a line between online and offline that doesn’t exist in the eyes — or wallets — of consumers.

That said, without a measurement mechanism it’s tough to prove that your online advertising efforts are contributing in a meaningful way in the real world. So, how do you connect the dots?

Advertising behemoths Google and Facebook recognized this and, within the last couple of years, have come to the table with a remedy — or rather, a few.

Store visit data

Offered by Google, this feature enables you, in aggregate, to connect store visits back to your online advertising — including search, YouTube and display campaigns, among others.

Google leverages location data captured by its extensive network of apps (Google Maps, Gmail, Google Play, etc.) to provide location information for the individuals using those apps on their devices.

Google then aggregates this data, connects it back to users’ online activity, and reports back to you with the number of users who interacted with one of your ads and then later went into a brick-and-mortar store location.

If you have historical conversion rates (transactions/foot traffic) and average order value, you take this a step further and calculate Return on Advertising Spend (ROAS) by applying them to your store visit data to project the total revenue that was impacted by your Google ads.

Revenue ($) = Store Visits (#) x Closing Ratio (%) x Average Order Value ($)

Offline purchase data

Facebook’s primary offering in this space provides insight into how many people interacted with your ads on Facebook and then proceeded to make a purchase in your store. This is calculated by matching users’ email addresses on Facebook with the ones from your own POS data.

It’s an imperfect system, as not every email address captured in your stores is going to match a Facebook or Instagram account — but getting reporting on confirmed transactions is incredibly valuable, so it ends up being a fair tradeoff.

(Plot twist: Google Store Sales Direct offers a similar feature, which also uses email matching to report on in-store sales. The bad news? This feature is still in beta, meaning only a select number of advertisers can access it. It’s unclear when this will be rolled out en masse.)

Revenue ($) = Transactions (#) x Average Order Value ($)

The catch

But alas, as fierce competitors, Google and Facebook have to date not “played nicely” together in terms of allowing ways for advertisers to neatly combine their data into a single-deduplicated number.

What that means is that although you can see that your most recent campaign on Facebook contributed to 25 in-store purchases and your Google campaigns assisted with driving 200 people in-store, you have no way of seeing the overlap between the two — that is, how many people interacted with both a Facebook ad and a Google ad and then went in-store and purchased.

This lack of transparency provides a bit of a stumbling block for advertisers looking to provide a holistic view of ROAS.

The game changer

Advertisers rejoice! Earlier in 2018, Google announced that store visit data would be rolled out as a new feature for Analytics. It remains to be seen when this feature will be widely available and how complete the data will be (and there’s a laundry list of requirements for being included), but this could provide an unprecedented glimpse into the online-to-offline customer journey for many advertisers.

The gist

Not all of the options listed above are applicable for all advertisers (yet) — particularly for small- to medium-sized businesses. Regardless of your size, however, you have options for gaining insight into the total impact of your marketing efforts.

Have questions? Please feel free to reach out.

 

Which of the two biggest days for sales will reign supreme?

Lest you’ve been living an idyllic hunter-gatherer lifestyle in the northern reaches of this country, you’ve likely noticed the ascent of Canadian Black Friday and Cyber Monday promotions from retailers nationwide over the past few years. The phenomenon, co-opted from the United States where it heralds the beginning of the holiday shopping season on the heels of their Thanksgiving, marks one of the biggest shifts in the retail landscape and consumer behaviour in Canada. According to Google Canada, mobile searches for ‘Black Friday’ and ‘Deals’ have increased 100% over the past two years, a clear sign that this retail revolution has taken hold.

Going Toe-To-Toe With Boxing Day
Though the nascent Canadian rendition of Black Friday lacks the cultural weight of its American counterpart, this hasn’t stopped it from becoming a serious contender to Boxing Day as the time when most Canadians plan to hunt for deals, according to a recent study from the Retail Council of Canada. With 40% of Canadians indicating an intention to shop on Black Friday compared to 35% for Boxing Day, it appears, somewhat unsurprisingly, that pre-Christmas is becoming a more favourable time to shop for many. The report also reveals that 20% of Canadians are starting their holiday shopping earlier this year, suggesting that the allure of the late November deals may be working in kick-starting holiday spending. Of note, however, is that despite the day’s distinctly American roots, 87% of Canadians consider it important to ‘buy Canadian’ regarding their retailers of choice.

Taking Advantage Of The Shift
For Canadian furniture retailer The Brick, in particular, who’s brand name has become synonymous with Boxing Day deals, Black Friday has presented a significant opportunity to capitalize on a market newly primed for promotions and to build even further upon their success in the holiday sales space. This is evident in The Brick reaching #7 of the top 10 most searched brands leading up to the Black Friday shopping period, as reported by Google. Moreover, as a Canadian retail icon, The Brick benefits by tapping into the consumer push towards ‘buying Canadian’. “The rise of Black Friday has allowed The Brick to complement its Boxing Day successes and build upon our position as a market leader, all while providing even more value to Canadians leading up to the holiday season,” says Dave Freeman, President of The Brick.

A Uniquely Canadian Perspective
Once a blip on the Canadian retail radar, the proliferation of Black Friday germinated out of consumers’ demand for more pre-holiday sales in tandem with retailers’ attempts to shore up Canadian dollars going across the border to discounted American competition.

With no accompanying holiday or day-off during Black Friday, as is the norm in the U.S., the day has become more of an adoption than a direct carbon copy, with Canadians making it unique in terms of their consumer behaviour. In particular, shopping habits appear to revolve around the Thursday night before, as shoppers eagerly trawl through newly announced or impending deals, and the following Friday workday with shoppers sealing the deal on purchases in the morning, at lunch and then after work.

Of course, all of this on-the-clock buying has to be done online, making e-commerce that much more important to retailers’ promotional strategy. It’s these nuances (lunch breaks be damned) that make it clear Black Friday in this country will never be quite the same as south of the border but that it looks to be definitely here to stay in its own uniquely Canadian form.

FKA is seeking a full-time, on-site Digital Media Strategist with two or more years of experience and a related post-secondary degree or diploma to join our growing digital media department.

The successful candidate will manage and optimize digital media campaigns featuring a combination of direct buys from publishers and ad networks as well as self-serve or programmatic platforms.

This position features significant potential for career development and growth. Digital media is the fastest-growing department and FKA is ranked 150 on the 2018 GROWTH 500 list of Canada’s Fastest-Growing Companies with a 5-year growth rate of 571%. FKA is a best-in-class Google Premier Partner, offering unique opportunities for training and support. FKA also provides team members with competitive compensation and health benefits plus professional development and networking.

Candidates should possess:

  • Strong familiarity with Google AdWords (including SEM, display, PLAs and YouTube), Bing ads, Facebook ads (including Instagram) and Twitter Ads as well as the Google Analytics platform.
  • The ability to analyze data to improve performance of campaigns
  • Strong understanding of conversion tracking and familiarity with Google Tag Manager
  • Experience reporting and measuring the success of digital media campaigns.
  • Experience working with a variety of clients and annual budgets that range in size from five- to seven-figures.
  • A passion for finding innovative and creative digital media solutions for client problems.

FKA offers an exciting, fast-paced, fun and supportive agency environment. Starting each day with a morning scrum to collaboratively manage capacity and risks, and implementing a weekly pulse survey, your success and growth are paramount. Additionally, team members are provided with competitive compensation, health benefits and opportunities for professional development and networking.

Interested applicants are asked to send their cover letter and resume with “Digital Media Strategist” in the subject line to recruitment@fka.agency no later than 5pm on Friday, January 11, 2019.

FKA has an opening for an enthusiastic and organized individual to join our growing team as an Office Administrator. If you’re a self-starter with a positive attitude and a relevant post-secondary degree, diploma or certificate who wants to work in an exciting, fast-paced business environment, we’d love to meet you.

At FKA, you’ll ensure the efficient operation of our office. The ideal candidate possesses excellent attention to detail and organizational skills. Duties and responsibilities will include:

  • Receiving clients, vendors and other guests at our front desk
  • Administering all of our technology (including phones, computers and software)
  • Maintaining and ordering office and kitchen supplies
  • Managing mail and couriers
  • Liaising with building maintenance and management
  • Setup and takedown for meetings
  • Organizing office events
  • Assisting our president and leadership team with a variety of business administration tasks

FKA offers an exciting, fast-paced, fun and supportive agency environment. Starting each day with a morning scrum to collaboratively manage capacity and risks, and implementing a weekly pulse survey, your success and growth are paramount. Additionally, team members are provided with competitive compensation, health benefits and opportunities for professional development and networking.

FKA is a best-in-class Google Premier Partner and one of Canada’s fastest-growing companies — we were recently ranked 150 on the 2018 GROWTH 500 list, you know.  We boast a stellar team of some of the best and brightest in the business and have been recognized with awards from the Advertising Club of Edmonton, Digital Alberta and International Association of Business Communicators.

If you’re interested in kick-starting your career with a great team, please send your cover letter and resume with “Office Administrator” in the subject line to recruitment@fka.agency no later than 5pm on Wednesday, January 9.