Tentative Classification Standards issued by the Division of Classification & Compensation are shared with the operating agencies of State government for their consideration and comment. Accordingly, this document that you are viewing is subject to change and will be issued in final form at the completion of the review period.

TENTATIVE

Occ. Code 8547100

BUSINESS MARKETING PROGRAM ANALYST 1, GRADE 18                        8547100

BUSINESS MARKETING PROGRAM ANALYST 2, GRADE 23                        8547200

New York State Department of Civil Service

Classification Standard

BRIEF DESCRIPTION OF CLASS SERIES

          Positions in this series develop and coordinate marketing programs and plans to support agency activities. This includes conducting research to develop marketing plans, promotional materials, promotional events, internal surveys, industry studies, and analyzing industry issues to ensure implementation of marketing strategies.    

          These positions are found in several State agencies.

 

DISTINGUISHING CHARACTERISTICS

 

          BUSINESS MARKETING PROGRAM ANALYST 1:  full performance level; assists with the development of the annual agency marketing plan; develops and coordinates agency promotional materials in all variety of media.  

 

          BUSINESS MARKETING PROGRAM ANALYST 2:  first supervisory level; supervises Business Marketing Program Analysts 1; oversees the development of the annual agency marketing plan.

 

 

RELATED CLASSES

          Lottery Marketing Specialists promote marketing and sales of lottery products within a given region in either corporate account business development or regional media promotions.  Incumbents develop promotion plans, promotional materials, props, and brochures for lottery events, and arrange promotion sites and media coverage as appropriate. 

 

          Higher Education Services Regional Marketing Representatives perform a variety of sales and marketing services to promote and support the Higher Education Services Corporations (HESC) student loan programs to colleges and universities. 

 

          Correctional Industries Marketing Assistants provide marketing support to the Correctional Industries Program.  Incumbents develop promotional materials in accordance with annual marketing and sales goals, coordinate targeted mailings of promotional materials, and coordinate development of all product displays. 

 

ILLUSTRATIVE DUTIES

          BUSINESS MARKETING PROGRAM ANALYST 1

Gathers information, research, and analyses of various promotions and marketing initiatives.

·       Supports regional staff in carrying out the agencys annual business marketing plan.

·       Assists in organizing and updating business contacts to maintain business relationships.

·       Creates marketing strategies to maximize attendance at trade shows, business conferences, and other events sponsored and co-sponsored by the agency.

·       Develops print advertisements, briefing materials, and engages in other related public relations activities. 

·       Assists in the design and editing of all advertisements, promotional brochures, annual reports, and other agency publications.

·       Assists in logistical planning for all agency conferences, seminars, or educational programs.

·       Acts as agency liaison in areas involving industry participation, marketing efforts, advertising contractors and vendors, and industry contacts.

·       Analyzes industry marketing programs, reports, and studies to assist with marketing plan development and implementation.

Monitors allocations and expenditures of funds utilized for marketing promotion and support.  Resolves discrepancies and prepares status reports on a regular basis. 

·       Works closely with finance personnel and outside consultants to resolve payment problems.

·       Monitors expenditures to ensure compliance with overall agency marketing efforts.

·       Performs comparative analyses focusing on the marketing efforts and funding sources for other states.

·       Edits publications to ensure thematic consistency.

·       Monitors the latest ideas and concepts in the marketing and advertising industry.

Provides assistance in overseeing the daily administrative functions as necessary.  This includes drafting correspondence, coordinating special projects, and responding to marketing inquiries from the private and public sectors.

BUSINESS MARKETING PROGRAM ANALYST 2

Oversees the marketing plans for the agency. 

·       Identifies marketing development needs and opportunities for direct sales and promotional use.

·       Develops objectives and strategies for marketing special programs, and uses these strategies to develop specific targeted marketing plans for divisions and programs within the agency.

·       In conjunction with agency program and creative specialists, assists in the development of the annual agency marketing plan.

·       Participates with agency management in long-term strategic planning objectives.

·       Reviews programs and plans for consistency and continuity with other agency objectives and initiatives.

·       Analyzes policy initiatives and their relevance and implications for marketing programs and strategic planning.

·       Coordinates and ensures that appropriate policy concepts and directions are reflected in marketing plans and programs.

Plans and conducts marketing research and related studies.

·       Recommends the type of research required for various projects, such as: market research, field research, and other states research and analyses.

·       Prepares marketing and other related research studies designed to analyze recent trends in the agencys field in New York State and competitive states.

·       Consults with other agency units to analyze and translate significant program and police objectives into consistent economic and business marketing programs and support activities. 

·       Identifies marketing opportunities which, when utilized as part of effective marketing programs and services, aids in achieving agency goals and objectives.

·       Proposes and implements methods to disseminate findings and recommendations on business development policies among staff, for treatment and inclusion in marketing programs. 

·       Maintains knowledge of new agency policy developments and initiatives.

Analyzes agency publications and related materials to ensure that contents reflect the appropriate marketing strategy.

·       Oversees the production and distribution of agency trade publications for copy, ensuring that they reflect appropriate marketing concepts and terminology.

·       Provides marketing and related input in innovative planning for publications.  Works with staff of other involved units, recommending factual content of layout and copy, balance, subject matter, consistency and effect. 

Maintains knowledge of laws, rules, policies, and procedures impacting agency marketing, promotion, and business development activities. 

 

COMMUNICATION

 

          Incumbents in this title series have frequent oral and written communications with representatives of the State government, local governments, consultants, contractors, private industry, and agency business and program management staff to market program activities, and explain and promote the agencys programs.  Incumbents also edit agency promotional publications, and serve as the agency liaison with advertising and marketing contractors. 

 

MINIMUM QUALIFICATIONS

 

          Business Marketing Program Analyst 1

 

Open-Competitive: Six years of experience in the field of planning governmental marketing campaigns, and developing promotional publications; or conducting market research for a governmental agency including developing surveys; analyzing industry trends; and conducting industry studies; or marketing insurance products for a public sector insurance agency. 

 

Substitution: A bachelors degree may be substituted for four years of experience.  A masters degree in business administration, marketing, or public administration may be substituted for an additional one year of the general experience.    

 

 

          Business Marketing Program Analyst 2

 

Open-Competitive: seven years of experience in the field of planning governmental marketing campaigns, and developing promotional publications; or conducting market research for a governmental agency including developing surveys, analyzing industry trends, and conducting industry studies; or marketing insurance products for a public sector insurance agency. 

 

Substitution: a bachelors degree may be substituted for four years of experience.  A masters degree in business administration, marketing, or public administration may be substituted for an additional one year of the general experience.   

Date:  2/17

NOTE: Classification Standards illustrate the nature, extent and scope of duties and responsibilities of the classes they describe. Standards cannot and do not include all of the work that might be appropriately performed by a class. The minimum qualifications above are those which were required for appointment at the time the Classification Standard was written. Please contact the Division of Staffing Services for current information on minimum qualification requirements for appointment or examination.