Final ISC General Session Deck

8/3/2019 Final ISC General Session Deck

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People love to win. If youre not totally clear about the purposeof what youre doing, you have no chance of winning.


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HousekeepingHousekeeping

No Cell Phones or Computersbreaks are scheduled throughout the day

Record AHAs so you can remember, share and act on themcopying and borrowing ideas is good

Out of the box ideas & thinking are highly encouragedno judging, challenging, evaluating or criticizing

Participation Rules


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Agenda

The Agenda islocated in your

Conference Binder


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A few words from our leaders


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3 Words


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3 Words Part 2


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Purpose

It all comes down to purpose.

Within the organization.

With our customers.

People love to win. If youre not totally clear about the purpose

of what youre doing, you have no chance of winning.


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Think & Work Differently

T Many of todays organizational outcomes require cross-divisionalcommunication, cooperation and engagement. Our individual office silosare crumbling.

T Work no longer has clear boundaries.

T Constantly shifting definition of our jobs.

T Which of you are doing only what you were hired to do?T Organizations are in constant morph mode.

The ability to be successful, relaxed and in control duringthese fertile but turbulent times demands new ways of

thinking and working.

The wind and waves are always on the side of the ablest navigators.-Edward Gibbon


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SWING

T Your ability to generate power is directly proportional to yourability to relax.

Its a condition of working, doing and being in which themind is clear and constructive things are happening.


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Mind Like WaterT In Karate the position of perfect readiness: mind like water.

T Imagine throwing a pebble into a still pond.

How does the water respond?

Totally appropriately to the force and mass of the input;then it returns to calm. It doesnt overreact or under

react.


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Your ProductiveState:

T Incompletes or open loops pull at your attention

T If something is on your mind it isnt clear

Why things are on your mind:

Most often, the reason something is on your mind is that you want it to be different than itcurrently is, and yet: you havent clarified exactly what the intended outcome is you havent decided what the very next physical action step is you havent put reminders of the outcome and the action required in a system you

trustThats why its on your mind. Until youve made those decisions your brain cant give up the

job.

This constant, unproductive preoccupation withall the things we have to do is the single largestconsumer of time and energy.

-Kerry Gleeson


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TheTransformation ofStuff

T The reason most organizing systems havent worked for most people isthat they havent yet transformed all the stuff theyre trying to organize.As long as its still stuff, its not controllable.

T We need to transform all the stuff were trying to organize intoactionable stuff we need to do.

You need to get into the habit of keepingnothing on your mind.The way to do that is not by managing time,managing information, or managing priorities.

The key to managing all of yourstuff is managing your actions.


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Getting Rid ofStuff

T There is no reason ever to have the same thought twice, unless you likehaving that thought.

T Your mind will keep working on anything thats still in an undecided state.

T The short-term memory part of your mind- the part that tends to hold allof the incomplete, undecided, and unorganized stuff functions muchlike RAMon a personal computer.

T As soon as you attach

a should, need to, or ought toto an item, it becomes incomplete and

your brain continues to remind you to do it.


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ProcessingStuff


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Horizonta Vertical Management

T Horizontal control maintains coherence across all activities in which youare involved.

T Vertical control, in contrast, manages thinking up and down the track ofindividual topics and projects.

T The goal for managing horizontally and vertically is the same: To get things off your mind and get things done.

(We will use this same philosophy today with our sales approach in the field andour clients overall advertising campaigns)

There is usually an inverse proportion between how muchsomething is on your mind and how much is getting done.


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OutcomeThinking

T Current State

T Desired State

Your mind will fill inthe gaps

The same structureapplies to client

campaigns, designingcreative, determiningoperating procedures,

everything

If you dont know whereyoure going youre never

going to get there.

What Why How

More Customers(Gain)

More Money, MarketPenetration

Aggressive Calling on Non-Advertisers, SpecialPromotions to Non-Advertisers

Grow Digital Revenue Print revenue is declining,consumers are consumingmedia across manyplatforms

Increase digital aptitude ofgeneralist reps toencourage multimediasolutions, measure % of

digital + print customersand increase goals,incentivize hitting digitalgoals

Stabilize PrintRevenue

Keep the company ingrowth mode, allowsopportunity for incubationof new ideas

Outcome based sellingsolutions, Contribution-Attribution Selling

Happier Customers(Retain)

More revenue, repeat, longterm advertising dollars,referral business

Diverse product portfolio,careful monitoring ofproduct scorecards,superior back endcampaign analytics,optimization and customercontact


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Effectiveness ofTraining-ROIT After a training event what percent of participants

___ did not try the learned behavior at all

___ tried the learned behavior but gave up

___ adopted the learned behavior and got positive results

15% didnot try it

at all70% tried but gave up

15%adoptedand gotpositiveresults

Therefore only a 15% ROI

Courageous Training: Tim Mooney, Robert O Brinkerhoff


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How do weget ahigher ROI?

BEFORE

Align with allstakeholderson roles, goalsand impact

LEARNINGEVENT

Deliver sound

instructionaldesign andfacilitation

AFTER

Managerssupport

performanceimprovementsusing coachingand tools

RESULTS

90% ROI

Courageous Training: Tim Mooney, Robert O Brinkerhoff


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Warm Up BrainExercise

T

You are driving down the road in your car on a wild, stormy night, whenyou pass by a bus stop and you see three people waiting for the bus:

1. An old lady who looks as if she is about to die.

2. An old friend who once saved your life.

3. The perfect partner you have been dreaming about.

Which one would you choose to offer a ride to, knowing that there couldonly be one passenger in your car?

Think.


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This is a moral/ethical dilemma that was once actually used as part of a jobapplication. You could pick up the old lady, because she is going to die,and thus you should save her first. Or you could take the old friendbecause he once saved your life, and this would be the perfect chance topay him back. However, you may never be able to find your perfect mateagain.

The candidate who was hired (out of 200 applicants) had no troublecoming up with his answer. He simply answered:

'I would give the car keys to my old friend and let him take thelady to the hospital. I would stay behind and wait for the buswith the partner of my dreams.'

Sometimes, we gain more if we are able to give up our stubborn

thought limitations.

Never forget to 'Think Outside of the Box.'


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Opportunity $$$$


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Digital RevenueShare


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Whos Selling Digital Locally?

The UT has the largest digital sales force in San Diego

Now what are we going to do with it?


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The Changing Relationshipwith the Consumer


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ur angingMe ia WorMedia Innovation

T

Customers in Control Creating, voting on ads (real-time involvement in advertising)

Time/location shifting (DVRs Podcasting, On Demand Streaming)

More Sophisticated

Younger demographics, more use of media technology

T Everyone Trying to Keep Pace NewTouch points with customers

Building communities, finding brand advocates

Creating/experimenting with new channels of communications

Testing ways to reach & target consumers

Adjusting budgets to accommodate interactive media/creative

Leveraging assets across multi-channel opportunities

Decisions based on media accountability

Need educations (behind the curve)


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StrategyDevelopment

Media Research& Planning

ChannelPlanning

Media/AudienceBuyingCreative

DevelopmentParticipatory Advertising

Analytics &Optimization

Tracking &Measurement

Campaign ManagementCampaign ManagementHorizontal & Vertical PlanningHorizontal & Vertical Planning

Planning

Execution

CampaignManagement

50%

35%

15%


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BreakOut Sessions Begin

Principle:You wont see how to do it until you see yourself doing it.


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Action Steps


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AHA Moment Sharing


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Action Step Planning

What Why How

More Customers(Gain)

More Money, MarketPenetration

Aggressive Calling onNon-Advertisers, SpecialPromotions to Non-Advertisers

Grow DigitalRevenue

Print revenue isdeclining, consumers areconsuming media acrossmany platforms

Increase digital aptitudeof generalist reps toencourage multimediasolutions, measure % of

digital + print customersand increase goals,incentivize hitting digitalgoals

Stabilize PrintRevenue

Keep the company ingrowth mode, allowsopportunity for incubation

of new ideas

Outcome based sellingsolutions, Contribution-Attribution Selling

Happier Customers(Retain)

More revenue, repeat,long term advertisingdollars, referral business

Diverse product portfolio,careful monitoring ofproduct scorecards,superior back endcampaign analytics,optimization and

customer contact


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S.M.A.R.T GoalsS.M.A.R.T Goals

Specific

Measurable

Attainable

Relevant

Time bound


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ActionStep Examples

Not SMARTT Increase revenue

T Increase prospects

T Increase account acquisition

T

Reduce customer churn

SMART

TAnalyze reporting data for top 20 customers and up-sell5 customers byMarch 31, 2012 to increase revenue.

T Use my media planner worksheet on 5 new prospects topropose multimedia campaigns that focus on outcomesand drive results.


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Action PlanTemplate


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Best Customer CaseStudies

T 1stPlace

$250

T 2ndPlace

$150

T 3rdPlace

$100


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3rd Place

Joy Romey

3rd Place

$100 Winner

Salvation Army


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Mission:

Feed theHungry

T For The Salvation Army

T HUNGER IS SERIOUS.T For many families, single parents and seniors there is often the choice of paying the rent or

buying groceries. For the homeless, finding something to eat can be an all-day mission.

T The Salvation Army reaches out every day to help those in need with food. They offeremergency food boxes to qualified applicants. They provide meals for seniors everyweekday for a suggested donation. No one is ever turned away. In collaboration withcommunity partners, they feed the homeless Monday - Friday evenings. They provide acommunityThanksgiving and Christmas dinner . . . and much more.


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Budget:

$30,000

T Online Products

T (4) Online Post-It Note for 24 hours on the News Pages

T (once a week on Mondays) $800 each Total: $3200

T Delivery Dates: 11/28, 12/5, 12/12, 12/19

T

T Expanding Video Banner Ads

T 360,000 Impressions Total: $5040

T 30 Day Delivery from 11/25-12/25T

T Display Banner Ads (Leaderboard 728 x 90 and Big Box 300 x 250)

T 400,000 Impressions Total: $4000

T Flight Delivery: 11/24-12/25

T

T Members Promotion Subscriber Email Blast

T 80,000+ Opt-in Subscribers

T Delivery Date: 11/28 Total: $1995

T

d


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Budget:

$30,000

T Print Products

T Post-It notes on cover of Paper

T Delivered to top 10-15 zip codes ranking high in charitable giving.

T (4 distribution drops) $1912/each Total: $7648.00

T Delivery Dates: 11/23, 11/27, 12/4, 12/18

T

T 2x7 Newspaper AdsT 2 full color ads per week for 4 weeks (Sunday and Wednesday s Food)

T 8 ads over 4 weeks $1078/each Total: $8624.00

T Delivery Dates: 11/27, 11/30, 12/4, 12/7, 12/11, 12/14, 12/18, 12/21

T

T 2x7 Enlace Ads

T (4) Full color ads on Saturday for 4 weeks

T $168/each Total: $ 672.00

T Delivery Dates: 11/26, 12/3, 12/10, 12/17

T

T

T


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Final Budget

T Total Online Buy: $14,235

T Total Print Buy: $16,944

T TOTAL MEDIA BUY: $31,179


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Results

T Results are still being measured for the 2011 holiday season. BUT-

T The donations received from this campaign helped to provide aholiday dinner for over 1,000 People at Golden Hall right here in SanDiego.

T http://www1.usw.salvationarmy.org/usw/www_usw_sdm.nsf/vw-text-dynamic-arrays/1B26C32510F7F61B88257975007F3991?openDocument&charset=utf-8

T AND- helped to provide holiday meals throughout the season to800 seniors weekly, including delivery to the homebound in threelocations.


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2nd Place

Lori Thomas

2nd Place$150 WinnerCar Country

Carlsbad


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utsd.com 300x600 ad ROSYAHOO! BT 425X600

http://sos.impactengine.com/projects/preview/126942/1/?width=300&height=600

utsd.com 300x250 ad

AutoTakeover/Sports/News/Auto/Businesshttp://sos.impactengine.com/projects/preview/126838/1/?width=300&height=250

ONLINE CAMPAIGNBANNER ADS:

utsd.com 300x100 adAutoTakeover/Sports/News/Auto/Business


utsd.com 728x90 adAutoTakeover/Sports/News/Auto/Business



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ONLINE CAMPAIGN

HIGH IMPACT AD:

Sliding Billboard Sports Road Blockhttp://sos.impactengine.com/projects/preview/127092/1/?width=800&height=1000


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ONLINE CAMPAIGN

MOBILE BANNERS:

The HighestPerforming

Banner witha 0.23% CTR!

Mobile BannerAdshttp://legacy.signonsandiego.com/ads_temp/CarCountryCarlsbad/index.html


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PRINT/HANG TAGS& IN-STORE PROMO:

3 col. X1 teaser ads inMain news/Sports/business

4 col. x 6; 5 col. x 8; 6 col. x 9.5 and 6 col. x 12

display ads in Main/Sports/Business

RearView Mirror Hanging Tags

AND

OFCOURSE

SUMMERSALE

$12,995$12,995


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CAMPAIGNRESULTS:

The Results:

The Banner ads were effective in driving traffic to www.carlsbadcarcountry.comand creating brand awareness. The overall goals were achieved, the campaigngenerated visitors to the site, increased leads to the individual dealersand increased traffic (and sales) to the auto mall during the promotion weekend.

TOTAL IMPRESSIONS DELIVERED: 1,665,637AVG. CTR: 0.06%

BEST PERFORMINGBANNER: News-Sports-Business 300x250188 clicks0.06% Avg. CTR

BE

ST

PE

RF

ORMING CA

MPA

IGN: MobileB

anner with137,308 impressions delivered 312 Clicks 0.23% Avg. CTR

SALES: Car Country sold 184 New Vehicles and 80 Used Vehicles = 264 total


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1st Place

Howie Kurtz

1st Place

$250 WinnerShea Homes


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HonorableMentions

TDan Monzet CadillacTPam Naiman Calumet Photography

TJackie Flynn Midway Jeep

TKatherine Annunziata TJMaxx

TKathy Anderson Pacifica RealEstate Silhouette

TMarjolein Rust Direct Carpet Unlimited

TKevin Sheehan Hooters

TDiana Molina Appliance Alley

TKevin Drolet Coles Fine Flooring


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San Diego


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UTSales Goal

To be the largest, most knowledgeablemedia sales force in San Diego, selling

the best products, producing the bestresults and having more customers thananyone else.

Documents

Final ISC General Session Deck