Andrea Qualls

Experienced Media Professional

Director of Promotions & Public Affairs (1997 – November, 2001)
Creative Services Producer                    (November, 1994 – 1997)
KARK-TV (NBC)
Little Rock, AR

Job Summary
Led KARK’s promotion and community service efforts to increase brand awareness, grow audience share, and generate revenue through the following avenues:

Developed Annual Media Plan

  • Analyzed quarterly research from Nielsen to target specific opportunities for growth
  • Developed internal on-air promotion plan to reach targeted demos
  • Determined most effective advertising & community events to reach targeted demos
  • Prepared annual budget for the promotion department
  • Negotiated rates/contracts with out-of home media (print, radio, cable, outdoor)

Promotion

  • Responsible for all of KARK’s promotion efforts across various media platforms.
  • Worked closely with the news department and outside news consultants to create image promos, daily topicals and sweeps promotion.
  • Strategized with the sales department and various clients to initiate sales promotions to generate new clients and expand revenue opportunities.

Corporate Sponsorships

  • Researched and secured station sponsorships for specifically targeted community events such as local festivals, regional sports teams, state fair, and various non-profit events.
  • Coordinated station participation: arranged talent appearances, supervised volunteers, on-site logistics, developed event promotions (on-site and on-air).

Community Outreach

  • Created and led several of KARK’s most high profile community outreach events:

Creator/Producer of KARK’s “4 Days of Hope” to benefit the Arkansas Red Cross in the aftermath of severe weather in 1999 and 2001:
* Worked closely with the sales department to solicit corporate sponsors/volunteers
* Secured a radio partner and coordinated radio/TV on-air talent for remotes
* Created communication materials such as press releases and signage

Creator and Executive Producer of KARK’s “Food for the Holidays” Food Drive for the Arkansas Foodbank Network (1997-2000)
* Planned, staffed and directed all aspects of the annual fundraiser
* Assisted sales department in targeting corporate sponsors
* Created communication materials such as press releases, banners and signage
* Produced promotional announcements for TV and radio
* Managed on-site logistics at various locations each year (including phone line installation, renting tables and chairs, site decoration)
* Coordinated the scheduling of on-air talent and high profile community leaders.

RESULTS:
1998: Collected over 200,000 pounds of food
Promo wins PRISM Award for Best Public Service Announcement for a Non-Profit
Named Best TV Community Service Project by the Arkansas Broadcaster’s Assc.

1999: Raised over $30,000 in 5 days
Campaign wins PRISM Award for Best Public Service Campaign for a Non-Profit
2000: Raised over $47,000 in 5 days

Executive Producer of the Easter Seals Telethon (1995-1998)
* Led a TV production crew of 25 people to produce 7 hours of live television
* Oversaw the creative content development of more than 30 elements including documentary vignettes, graphics, promos and PSA’s

KARK PORTFOLIO