{"id":13120,"date":"2022-05-09T08:00:46","date_gmt":"2022-05-09T06:00:46","guid":{"rendered":"https:\/\/www.vskk.cz\/cz\/?page_id=13120"},"modified":"2022-05-06T10:01:50","modified_gmt":"2022-05-06T08:01:50","slug":"absolventi-bc-elena-chadzieva","status":"publish","type":"page","link":"https:\/\/www.vskk.cz\/cz\/aktuality\/absolventi-bc-elena-chadzieva\/","title":{"rendered":"Absolventi: Bc. Elena Chad\u017eieva"},"content":{"rendered":"

Nejprve v McDonald’s pouze brig\u00e1dni\u010dila, pak se vypracovala na veden\u00ed sm\u011bny a n\u00e1sledn\u011b z\u00edskala pozici v PR. V sou\u010dasn\u00e9 dob\u011b pracuje v marketingov\u00e9m odd\u011blen\u00ed. Elena Chad\u017eieva na V\u0160KK vystudovala obor Kreativn\u00ed marketing a komunikace, kter\u00fd ukon\u010dila s vyznamen\u00e1n\u00edm. V rozhovoru n\u00e1m prozradila, co v\u0161e obn\u00e1\u0161\u00ed jej\u00ed pr\u00e1ce v McDonald’s a nap\u0159\u00edklad i to, prob\u00edh\u00e1 jej\u00ed komunikace se z\u00e1kazn\u00edky a fanou\u0161ky spole\u010dnosti.<\/h3>\n

Jak bys zhodnotila studium na V\u0160KK?<\/strong>
\nBakal\u00e1\u0159sk\u00e9 studium pro m\u011b bylo hodn\u011b mil\u00e9 p\u0159ekvapen\u00ed. P\u0159edt\u00edm jsem se pokusila vystudovat \u0161pan\u011blskou filologii a humanitn\u00ed studia, ale oboje skon\u010dilo\u2026 v trosk\u00e1ch, proto\u017ee jsem c\u00edtila, \u017ee m\u011b moje hyperaktivn\u00ed kreativita t\u00e1hne sm\u011brem k reklam\u011b a komunikaci. \ud83d\ude0a V\u0160KK m\u011b hodn\u011b nadchla u\u017e na dni otev\u0159en\u00fdch dve\u0159\u00ed, kde jsem sly\u0161ela o soust\u0159ed\u011bn\u00ed \u0161koly i na praktickou znalost a spolupr\u00e1ci p\u0159edev\u0161\u00edm s odborn\u00edky, kte\u0159\u00ed sou\u010dasn\u011b p\u016fsob\u00ed v oboru. A tohle o\u010dek\u00e1v\u00e1n\u00ed se mi naplnilo.<\/p>\n

Kdy sis uv\u011bdomila, \u017ee je pro tebe marketing to prav\u00e9?<\/strong>
\nMysl\u00edm, \u017ee fin\u00e1ln\u011b jsem marketingu propadla po n\u00e1stupu do PR odd\u011blen\u00ed Mek\u00e1\u010de, kdy jsem na denn\u00ed b\u00e1zi vid\u011bla, co v\u0161echno maj\u00ed kolegov\u00e9 z marketingu na starost a jak se pracuje se sv\u011btovou zna\u010dkou takov\u00fdch rozm\u011br\u016f. Pro m\u011b je nav\u00edc hodn\u011b d\u016fle\u017eit\u00e9 m\u00edt mo\u017enost sama tvo\u0159it produkty a b\u00fdt u p\u0159\u00edpravy v\u011bt\u0161\u00edch projekt\u016f. Jeden z nich m\u011b \u010dek\u00e1 v letos v l\u00e9t\u011b. \ud83d\ude0a<\/p>\n

Z\u00edskala jsi certifik\u00e1t V\u0160KK. Jak\u00e9 ti p\u0159inesl v\u00fdhody?<\/strong>
\nS ohledem na to, \u017ee u\u017e jsem byla zam\u011bstnan\u00e1 v oboru, jsem ho zat\u00edm nevyu\u017eila. V\u011b\u0159\u00edm ale, \u017ee pro absolventy je to siln\u00e9 RTB jejich schopnost\u00ed a dovednost\u00ed, a m\u016f\u017ee jim tak i d\u00edky z\u00e1\u0161tit\u011b AKA hodn\u011b pomoct p\u0159i hled\u00e1n\u00ed pr\u00e1ce, zejm\u00e9na v reklamn\u00ed agentu\u0159e.<\/p>\n

Moment\u00e1ln\u011b pracuje\u0161 jako marketingov\u00fd specialista ve spole\u010dnosti McDonald’s. Jak ses k tomu dostala?<\/strong>
\nK pr\u00e1ci v marketingu jsem se dostala p\u0159es brig\u00e1du v restauraci McDonald’s, kam jsem nastoupila b\u011bhem studia na st\u0159edn\u00ed \u0161kole. V\u017edycky m\u011b bavilo sledovat nov\u00e9 kampan\u011b a p\u0159\u00e1la jsem si jednou b\u00fdt t\u00edm \u010dlov\u011bkem, co je bude s\u00e1m vym\u00fd\u0161let. Postupem \u010dasu jsem se vypracovala na veden\u00ed sm\u011bny. Po p\u0159esunu do Prahy za \u00fa\u010delem studia vysok\u00e9 \u0161koly jsem cht\u011bla vyzkou\u0161et tro\u0161ku jinou oblast, tak\u017ee jsem n\u011bkolik m\u011bs\u00edc\u016f pracovala v butiku se \u0161perky (co\u017e byl fakt obrat o 180\u00b0 \ud83d\ude0a). No a kdy\u017e se objevila nab\u00eddka pr\u00e1ce v PR odd\u011blen\u00ed Mek\u00e1\u010de, nev\u00e1hala jsem. V PR jsem str\u00e1vila t\u0159i roky v pozici community managera a v mezidob\u00ed jsem za\u010dala studovat V\u0160KK, tak\u017ee m\u011b to p\u0159irozen\u011b posouvalo sm\u011brem do marketingu. Tehdej\u0161\u00ed veden\u00ed spole\u010dnosti mi pak nab\u00eddlo p\u0159esun do marketingov\u00e9ho odd\u011blen\u00ed, kde dnes za\u010d\u00edn\u00e1m sv\u016fj t\u0159et\u00ed rok.<\/p>\n

\u010cesk\u00fd McDonald’s v \u0159\u00edjnu zve\u0159ejnil p\u0159\u00edsp\u011bvek reaguj\u00edc\u00ed na aktu\u00e1ln\u00ed meme t\u00e9ma, po\u010d\u00edta\u010dovou hru Among Us. Co v\u00e1s k tomuto kontentu dovedlo?<\/strong>
\nZrovna tenhle p\u0159\u00edsp\u011bvek byl ze s\u00e9rie m\u00fdch pokus\u016f o real-time marketing. \ud83d\ude00 Mezi dal\u0161\u00edmi je t\u0159eba reakce na nov\u00e9 logo Prahy 3 nebo vlastn\u00ed verze tehdy nov\u00e9ho facebookov\u00e9ho emoji \u201ep\u00e9\u010de\u201c. Zkou\u0161\u00edm ob\u010das vn\u00e1\u0161et do na\u0161\u00ed komunikace na soci\u00e1lu t\u00e9mata a aktu\u00e1ln\u00ed trendy, kter\u00e9 u na\u0161\u00ed c\u00edlovky a c\u00edlovky na konkr\u00e9tn\u00ed soci\u00e1ln\u00ed s\u00edti zrovna rezonuj\u00ed, abychom se jim t\u00edmto stylem i v\u00edc p\u0159ibl\u00ed\u017eili. To jsem si do ur\u010dit\u00e9 m\u00edry pr\u016fb\u011b\u017en\u011b testovala i v r\u00e1mci community managementu, kdy jsem se sna\u017eila opravdu o co nejv\u00edce netradi\u010dn\u00edch, pop kulturn\u00edch a meme form\u00e1t\u016f, kter\u00e9 m\u011bly skv\u011bl\u00e9 v\u00fdsledky.<\/p>\n

\"\" \"\" \"\" \"\" \"\"<\/p>\n

Tvoj\u00ed hlavn\u00ed prac\u00ed je zodpov\u011bdnost za k\u00e1vovou platformu McCaf\u00e9. P\u0159ibl\u00ed\u017e\u00ed\u0161 n\u00e1m to trochu?<\/strong>
\nObecn\u011b jde o to, \u017ee na z\u00e1klad\u011b nastaven\u00e9 marketingov\u00e9 strategie p\u0159ipravuji produktov\u00e9 kampan\u011b. To znamen\u00e1, \u017ee se na za\u010d\u00e1tku d\u00edv\u00e1m do r\u016fzn\u00fdch zdroj\u016f a informac\u00ed o spot\u0159ebiteli, co fungovalo historicky, kam se ub\u00edraj\u00ed aktu\u00e1ln\u00ed trendy v kav\u00e1rn\u00e1ch a ostatn\u00ed podnic\u00edch podobn\u00e9ho charakteru. Na z\u00e1klad\u011b toho sestavuji pl\u00e1n pro konkr\u00e9tn\u00ed produkty, kde pak spolupracuji s ostatn\u00edmi odd\u011blen\u00edmi, t\u0159eba s n\u00e1kupem a kvalitou. Spole\u010dn\u011b potom hled\u00e1me vhodn\u00e9 dodavatele a konkr\u00e9tn\u00ed produkty, kter\u00e9 do kampan\u011b uvedeme. Z pohledu reklamn\u00ed komunikace pak sepisuji brief pro reklamn\u00ed agenturu, kter\u00e1 navrhuje kreativn\u00ed koncept. Od toho se odv\u00edj\u00ed v\u0161echny konkr\u00e9tn\u00ed exekuce v dan\u00fdch touchpointech \u2013 venkovn\u00ed a online reklama, pak POS komunikace, pl\u00e1n podle konkr\u00e9tn\u00edch \u010d\u00e1st\u00ed, kde v\u0161ude se McCaf\u00e9 promo objevuje… V pr\u016fb\u011bhu a na z\u00e1v\u011br ka\u017ed\u00e9 kampan\u011b prob\u00edh\u00e1 vyhodnocen\u00ed, ze kter\u00e9ho \u010derp\u00e1m v dal\u0161\u00edm obdob\u00ed a cel\u00fd proces se opakuje. No a to v\u0161echno nejen pro McCaf\u00e9, ale tak\u00e9 obecn\u011b McDonald’s dezerty (McFlurry, ta\u0161ti\u010dky\u2026), a v neposledn\u00ed \u0159ad\u011b tvo\u0159\u00ed velkou \u010d\u00e1st moj\u00ed pr\u00e1ce Happy Meal a v\u0161echno kolem n\u011bj.<\/p>\n

M\u00e1\u0161 na starosti tak\u00e9 komunikaci zam\u011b\u0159enou na rodiny, kter\u00e1 je \u00fazce sv\u00e1zan\u00e1 s Happy Mealem. Na jak\u00fd v\u00fdstup v tomto sm\u011bru jsi nejv\u00edce py\u0161n\u00e1?<\/strong>
\nHappy Meal je t\u00e9m\u011b\u0159 jedin\u00e1 platforma, kde zas tak voln\u00e9 ruce nem\u00e1m. \ud83d\ude0a Programy s jednotliv\u00fdmi hra\u010dkami jsou v\u011bt\u0161inou pl\u00e1novan\u00e9 na rok dop\u0159edu a \u0159\u00edd\u00ed se glob\u00e1ln\u00ed strategi\u00ed. Hlavn\u011b kolem nich funguje slo\u017eit\u00fd dodavatelsk\u00fd \u0159et\u011bzec a r\u016fzn\u00e9 licence (nap\u0159\u00edklad kv\u016fli tomu, \u017ee v\u011bt\u0161inou jde o hra\u010dky adaptovan\u00e9 k n\u011bjak\u00e9mu filmu), proto je v\u0161e \u0159\u00edzen\u00e9 centr\u00e1ln\u011b a na lok\u00e1ln\u00ed b\u00e1zi jde p\u0159edev\u0161\u00edm o p\u0159\u00edpravu v\u0161ech komunika\u010dn\u00edch materi\u00e1l\u016f, jejich kontrolu a \u0159e\u0161en\u00ed p\u0159\u00edpadn\u00fdch probl\u00e9m\u016f kolem dostupnosti hra\u010dek (co\u017e jsem zejm\u00e9na v dob\u011b pandemie za\u017eila na vlastn\u00ed k\u016f\u017ei). Nejv\u00edce py\u0161n\u00e1 jsem asi na svoji \u00fapln\u011b prvn\u00ed zku\u0161enost s Happy Mealem, tehdy jsem je\u0161t\u011b jako sou\u010d\u00e1st PR odd\u011blen\u00ed dostala jako jeden z men\u0161\u00edch projekt\u016f lok\u00e1ln\u00ed organizaci celosv\u011btov\u00e9ho 40. v\u00fdro\u010d\u00ed Happy Mealu, kde se mimo jin\u00e9 sout\u011b\u017eilo o speci\u00e1ln\u00ed boxy obsahuj\u00edc\u00ed p\u016fvodn\u00ed kolekce hra\u010dek.<\/p>\n

Utkv\u011bl ti v pam\u011bti n\u011bjak\u00fd nezvykl\u00fd z\u00e1\u017eitek t\u00fdkaj\u00edc\u00ed se komunikace s fanou\u0161ky skrz profil McDonald’s?<\/strong>
\nExplicitn\u00ed varianta odpov\u011bdi: Jednou mi jeden p\u00e1n napsal v odpov\u011bdi na st\u00ed\u017enost, \u017ee jsem p\u0159ivandrovalkyn\u011b z v\u00fdchodu a \u017ee bych m\u011bla t\u00e1hnout zp\u00e1tky, proto\u017ee to tady funguje \u00fapln\u011b jinak.
\nSafe varianta odpov\u011bdi: \u00fapln\u011b nejv\u00edc m\u011b bavily p\u0159\u00e1telsk\u00e9 p\u0159est\u0159elky v koment\u00e1\u0159\u00edch skrz GIFy nebo memes, zpravidla to byly fakt \u00fapln\u011b v pohod\u011b v\u00fdm\u011bny n\u00e1zor\u016f, u kter\u00fdch jsem se hodn\u011b nasm\u00e1la a podle reakc\u00ed to vypadalo, \u017ee i ostatn\u00ed komentuj\u00edc\u00ed. \ud83d\ude0a<\/p>\n

M\u00e1\u0161 n\u011bjak\u00e9 z\u00e1sady, kter\u00fdmi se p\u0159i komunikaci se z\u00e1kazn\u00edky \u0159\u00edd\u00ed\u0161?<\/strong>
\nStyl, jak\u00fdm jsem jednala se z\u00e1kazn\u00edkem\/fanou\u0161kem, se li\u0161il podle typu kan\u00e1lu, kde komunikace prob\u00edhala. V emailu jsem se v\u017edycky sna\u017eila o profesion\u00e1ln\u00ed v\u00fdstup, aby druh\u00e1 strana vid\u011bla, \u017ee my jako spole\u010dnost m\u00e1me fakt z\u00e1jem na tom, aby v\u0161echny interakce kon\u010dily v oboustrann\u00e9 spokojenosti. Na soci\u00e1lu se to hodn\u011b li\u0161\u00ed podle konkr\u00e9tn\u00edho \u010dlov\u011bka. Kdy\u017e jsem v\u011bd\u011bla, \u017ee jde o \u201est\u00e1l\u00e9ho z\u00e1kazn\u00edka\u201c, kter\u00fd n\u00e1m pravideln\u011b pod ka\u017ed\u00fd p\u0159\u00edsp\u011bvek spamoval hate, tak jsem konzistentn\u011b odpov\u00eddala v GIFech. To bylo mnohem efektivn\u011bj\u0161\u00ed, ne\u017e se sna\u017eit v\u0161e slo\u017eit\u011b vysv\u011btlovat \u2013 haters gonna hate a jejich (ve\u0159ejn\u00fd) n\u00e1zor se pravd\u011bpodobn\u011b nikdy nezm\u011bn\u00ed. Taky je tenk\u00e1 hranice mezi haterem a prachsprost\u00fdm trollem. \ud83d\ude0a Ale tak ne nadarmo se \u0159\u00edk\u00e1, \u017ee hate\u0159i jsou jedni z va\u0161ich nejv\u011brn\u011bj\u0161\u00edch fanou\u0161k\u016f. \ud83d\ude09<\/p>\n

Bav\u00ed t\u011b zkou\u0161et nov\u00e9 v\u011bci, nap\u0159\u00edklad grafick\u00fd design a \u0161it\u00ed. Zaznamenala jsi ve sv\u00fdch z\u00e1lib\u00e1ch n\u011bjak\u00fd posun?<\/strong>
\nHaha, no, oboj\u00ed bylo v\u00fdsledkem m\u00e9ho mezicovidov\u00e9ho nad\u0161en\u00ed do toho naj\u00edt si n\u011bjak\u00fd kon\u00ed\u010dek. V\u00fdrazn\u011bji jsem se posunula v grafick\u00e9m designu, co se t\u00fd\u010de \u0161it\u00ed, zat\u00edm \u00fasp\u011b\u0161n\u011b odeb\u00edr\u00e1m Burdu a sna\u017e\u00edm se u\u010dit br\u00e1t st\u0159ihy. \ud83d\ude00<\/p>\n

\"\"<\/p>\n

Autor rozhovoru<\/strong><\/em>:<\/strong> Karol\u00edna Havlov\u00e1<\/p>\n","protected":false},"excerpt":{"rendered":"

Nejprve v McDonald’s pouze brig\u00e1dni\u010dila, pak se vypracovala na veden\u00ed sm\u011bny a…<\/p>\n","protected":false},"author":9,"featured_media":13126,"parent":53,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"news.php","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"yoast_head":"\nV\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/title>\n<meta name=\"description\" content=\"V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace - Jedna \u0161kola, stovky p\u0159\u00edle\u017eitost\u00ed. 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