After graduating from Clark Atlanta University in May 2011, Breeahna Britt returned home to Denver and began looking for a job in media that could allow her to build on several internships she completed while in school.

But three years of struggling to find a job in Denver made her realize that she would have to move to a larger market like Los Angeles if she wanted to pursue a career in entertainment or media.

That’s when she received an email from the Fox | HBCU Media Alliance seeking candidates for Promo Pathway, the nation’s first accredited on-air promotions training program.

Here was an opportunity to earn a fast-track certificate in producing, writing, and editing, be mentored by some of the most seasoned executives in the entertainment marketing space, and be surrounded by a group of like-minded aspiring creatives.

And it would all be free.

“I was ecstatic,” Britt said.

She wasn’t alone.

Britt is one of 25 members Promo Pathway Class of 2015, an intensive 12-month program that began over the summer. Promo Pathway trains creative talent to write, produce and edit on-air promotions and is designed to fast track a pipeline of diverse creative talent into the television entertainment marketing industry.

Through a combination of hands-on courses, guest lectures, internships and workshops, the students in Promo Pathway graduate with a comprehensive knowledge of the entertainment marketing and promotion industry, and are equipped with the essential skills to work as predators, writers, producers and editors.

PromaxBDA created Promo Pathway in 2011 in partnership with Santa Monica College—and with the support of the PromaxBDA Diversity Council Members—to develop and deepen the diverse pool of next-generation talent who can help shift the career narrative from “I fell into promo” to “I chose promo.”

Promo Pathway alumni now work as writer, producer, editors at companies such as Warner Bros. Television, Discovery, Telemundo 52, Lifetime and pivot. They are rapidly filling the ranks of up-and-coming creative talent in the industry.

“Almost universally, anyone who works in on-air promo in our industry worked in some other sector,” said Susan Solano Vila, EVP of marketing at Telemundo, and one of the industry veterans who donated her time to teach and mentor this year’s students. “Promo Pathway is so unique because it’s giving our industry a candidate pool. It’s a fast-track way of getting a promo writer-producer who once you’ve got them, they’re ready to go.”

Solano Vila was on of 22 industry executives who volunteered their time to lead classes on everything from the role of the brand, to integrated marketing, to creative briefs, to storytelling.

Jill Hotchkiss, VP of marketing and creative strategy at Disney XD, and another Promo Pathway volunteer, said that even though schedules are always hectic in the world of entertainment marketing, she felt it was important to give back to show the positive side to an industry that can feel very cutting at times.

“We’ve been lucky and blessed to be in this industry for as long as we have, and I think it’s important to return the favor of the mentors that been good to us and the bosses that have been good to us, and to foster new talent,” Hotchkiss said.

And volunteering for Promo Pathway also gives them a chance to see what young professionals—the kind of digital-native viewer the executives themselves are often trying to reach.

“I was reminded how awesome it is to be around the young, hungry, passionate minds of the next generation,” said Scott Edwards, SVP of marketing at Fox. “They are challenged with technology being embedded in every minute of their life, and they are still able to connect with each other.”

Telemundo’s Solano Vila said volunteering her time with the students also helped her reevaluate her own work at the network.

“They asked very raw and unfiltered questions that are pretty deep and thoughtful that make you really think about the ways you’re approaching your business.”

Once students complete the program, PromaxBDA works with their industry partners to provide career access and support so they can hit the ground running at networks and agencies hungry for new skilled talent.

For Kareem Taylor, another member of the Promo Pathway Class of 2015 who has been doing voiceover work for the past four years, the program offered him an entry point into another part of the industry where he could showcase his creative skills.

“These types of opportunities don’t usually exist for people who come from where I come from,” Taylor said. “It’s not that you don’t have the talent; it’s that you don’t have the introduction into that side of the business, especially promo work.”

—-

For more information about Promo Pathway, visit PromaxBDA.org

PromaxBDA would like to thank the industry volunteers who generously donated their time and expertise to the Promo Pathway Class of 2015

Jeff Antlocer, VP, On-Air Promotions, Fox Sports International

Vincent Aricco, Creative Director, Disney XD

Tony Benitez, Promo Pathway Alumnus

Brianna Campbell, VP, Studio City

Dave Cater, Writer, Producer, Promo Talent and Promo Pathway Alumus

Scot Chastain, SVP, Affiliate Marketing & Development, NBCUniversal

John Chuldenko, Writer-Director, Dangertrain

Chris Donovan, SVP, On-Air Marketing & Content, E! Entertainment

Scott Edwards, SVP, Marketing, Fox

Murphy Gilson, SVP, Creative Services & Branding, pivot

Sylvia Hart, VP/Creative Director, On-Air Promotions, NUVOtv

Ron Hayes, EVP, On-Air Promotion/Marketing, NBC

Jill Hotchkiss, VP Marketing and Creative Strategy, Disney XD

Jamie Klein, Principal, Photo by Klein

Sierra McDonald, Promo Pathway Alumnus

Johnny Lopez, Promo Pathway Alumnus

San Rahi, CEO, Mantrii

Kent Rees, EVP, Marketing, Scheduling, and Operations, pivot

Seth Sebagg, President and Chief Creative Officer, BPG

Susan Solano-Villa, EVP, Marketing, Telemundo

Joe Tamanini, President, Studio City

Steve Van Wormer, Creative Manager, On-Air Promotions, Fox Sports International

Jim Vescera, SVP, Creative Services, Sony Pictures Television Marketing

Jasmine Victor, Director, Integrated Marketing, Viacom

Stu Weiss, Chief Creative Officer/Owner, Studio City

Tags:


  Save as PDF