2010-5b-1

5b. Student Advertising Manager of the Year CNBAM 2010 Christian Santacana, Sales Director The Minnesota Daily NOTE: Attached in this package are the following: • • • • • • • •

Job Description Job Responsibilities Personal Management Philosophy Recommendation Letter from MN Daily Business Operations Officer Recommendation Letter from MN Daily Editor in Chief Résumé Fall 2009 Minnesota Daily Advertiser Newsletter Summer 2009 Sales Workshop Fundamentals Packet

*The materials enclosed are intended to demonstrate the work of Christian Santacana as Sales Director of The Minnesota Daily.

2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: 435-5865 www.mndaily.com

January 26, 2010 Holly Miller Editor in Chief and Co-Publisher The Minnesota Daily 2221 University Avenue Southeast Minneapolis, Minnesota 55414 To CNBAM Awards Judges: I am pleased to write a letter of recommendation on behalf of Christian Santacana for Advertising Manager of the Year. I have the pleasure of working with Christian on a nearly day-to-day basis in my role as Editor in Chief of The Minnesota Daily on knowledge in the journalism industry that there is often tension between Editorial and Business divisions at news organizations. We have experienced this here at the , but since Christian has started in the advertising management role, he has worked tirelessly to bridge the gap between the Business and Editorial divisions by improving communication and encouraging interdepartmental cooperation.

Beyond improving the Business and Editorial relationship as a whole, Christian has used this improved partnership to lead the production of new special issues, working with myself and the Editorial staff, which have generated new revenue streams for our publication. This fall we produced the TCF Bank Stadium and Gopher Football Guide to commemorate the inaugural year of a new stadium on campus, which brought in more than $24,000 of advertising. Christian was open to hearing the idea for this publication and took the reins from the business end to ensure it was a success. This project paired with our first regular issue of the year and our annual Employment Guide brought in more than $70,000, $10,000 above the goal Christian set for his sales team. He is continuing to bring enthusiasm to his job this semester as we look forward to introducing another brand new special issue in March.

Christian has taken on his role as Advertising Manager with poise and maturity. He comes to work with a positive attitude everyday and always keeps a level head when dealing with any unforeseen issues at publication time. He has been and will continue to be an invaluable asset to our organization and I believe he is extremely deserving of this honor.

Thank you for your consideration. Feel free to contact me with any further questions by phone at 612-435-2392 or by e-mail at hmiller@mndaily.com.

Best,

Holly Miller 2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: 435-5865 www.mndaily.com

January 27th, 2010 Brandon Quittem Business Operations Officer and Co-Publisher The Minnesota Daily 2221 University Avenue Southeast Minneapolis, Minnesota 55414 To: CNBAM Awards Judges I am writing this letter of recommendation for Christian Santacana because he is an invaluable part of our sales department and I feel that he is deserving of this award. I have worked with Christian for just over a year now and he shows strong leadership skills, he seeks innovative and effective solutions, and he genuinely cares about our organization and the individuals apart of it.

Our sales department here at the Minnesota Daily consists of anywhere between 16-25 representatives and each of them look up to Christian like a coach. He is very good at inspiring a shared vision, and all of his representatives buy into his initiatives. He accomplishes this buy-in by being a highly motivational, technically skilled, transparent leader.

Last Spring, we launched a summer internship program for a group of new sales representatives, and Christian was an integral part of their development. He facilitated weekly training sessions on topics such as: increasing average order size, how to improve closing ratios, and handling objectives. Without the help of Christian these representatives wouldn’t have developed into the high performers they are today.

Christian also developed and implemented our Client Newsletter program. This program is used as a way to build relationships with our customers, inform customers with sales promotions, and to drive revenue. We have received countless emails and phone calls providing positive feedback about the newsletter from our advertisers.

Not only is Christian extremely good at his job, but he also genuinely cares about our organization.

This is very apparent because he often times goes above and beyond his duties to ensure the wellbeing of the organization. He comes in early, and stays late. He regularly volunteers to take on more responsibilities even when he knows he will not be compensated for his time. He also really cares about the development of each one of our representatives. Through Christians 1on1 coaching, I have seen representatives who produce mediocre results transform into our top producing representatives.

Thank you very much for your consideration. If you have any further questions, feel free to contact me by phone at 612-435-6499 or by email at bquittem@mndaily.com Sincerely, Brandon Quittem 2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com

1717 UNIVERSITY AVE. SE, MINNEAPOLIS, MN 55414 UNIVERSITY OF MINNESOTA PHONE: 612-481-0601 ~ E-MAIL: SANT0187@UMN.EDU

CHRISTIAN SANTACANA EDUCATION & AWARDS UNIVERSITY OF MINNESOTA Intended Major: Advertising Intended minor: Management Expected Graduation: June 2011 Current Cumulative GPA: 3.03

2007 - Present

MOUND-WESTONKA HIGH SCHOOL 2004 – 2007 High School Diploma Advanced Placement and Honors classes: AP World History, AP Spanish IV, Honors English 11, Enriched Chemistry, Advanced Senior Government, and Senior AP Literature and Composition Distinguished Student Award (2005): awarded to students maintaining above a 3.5 GPA average while involved in extra-curricular activities Invited to the Congressional Student Leadership Conference and World Youth Leadership Conference of the Lead America Program WORK EXPERIENCE THE MINNESOTA DAILY NEWSPAPER Sales Director (25 hrs/wk): Manage marketing consultants, create sales quotas, coach new reps, create special publications, and run sales workshops • Created first ever bi-semester client newsletter • Business Employee of the Summer, 2009 • Business Employee of the Fall Semester, 2009 • Nominated Advertising Manager of the Year, 2009 Senior Marketing Consultant (20 hrs/wk): Work with pre-existing advertising clients, obtain new business, and manage other sales representatives • Marketing Consultant of the Fall Semester, 2008 • Nominated Marketing Consultant of the Year, 2008 • Youngest Senior Marketing Consultant EXTRACURRICULAR ACTIVITIES DELTA TAU DELTA FRATERNITY (University of Minnesota) 2007 - Present Initiated January 25th, 2008 President (2009-2010): In charge of all daily, weekly, monthly, and annual fraternity operations. Delegate tasks to the Executive Board and foresee their completion. Run weekly Executive Board meetings, Chapter meetings, and more 1

Youngest President in 10 years Recruitment Chair (2008-2009): In charge of recruiting new members to increase chapter size Elected to Recruitment Chair position within the first three months of being a pledge Received High Pin Honor: given, when initiated, to the pledge who shows the most balance in academic strength, communal integrity, and overall willingness to contribute to the chapter

MINNESOTA DECA BUSINESS PROGRAM (Mound-Westonka High School) 2005 - 2007 Senior Vice President Vice President (Senior year): managed membership and finances, delegated tasks to executive board, organized several events for fundraising and involvement in the community Junior Officer (Junior year): organized fundraising events and learned firsthand from the President on the operations of the chapter Communications Officer (Junior year): Attended executive meetings and relayed information to the rest of the chapter Competed in District and State competitions both years and qualified for the National competition INTEREST & SKILLS Language: Fluent in Spanish and English Technology: Proficient in all Microsoft Office, graphic design, and video and music production programs Marketing and Business: Ad and print design, web design, client management, finances, master scheduling, organization of events, and proficiency with business forms and contracts

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Sales Workshop, July 2009 Focus •

The basics of selling The Minnesota Daily o Setting up a meeting, pitching an idea, and overcoming objections

Agenda • •

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The Call o Role Playing The Pitch o Parts of the pitch o What info should you include? o Role Playing (Qualifying and Advising) The Objections o Overcoming Objections o Role Playing The Close o How to do it o Common Mistakes o Examples

---------------------------------------------------------------------------------------------------------------------------The Call What should you use your phone for? …two things… setting up a meeting and customer service.

Telemarketing is for chumps. No selling over the phone until you’re amazing. It’s harder to say no to you in person.

If an employee picks up, your opening should sound something like this…

•

“Hi, could I speak to the General Manager please?”

Nothing more. If you say “Hi, I’m from the Minnesota Daily” then they’ll tell their boss that and he’ll say “Tell them I’m not here.” If you ask to speak to the GM, they’ll usually put you right through. If they ask who you are, just say your first name. They’ll usually assume you’re a friend of the GM’s. If they ask where you’re from, then you’ll have to tell them. Just say…

•

“This is Bob from the Minnesota Daily.”

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Nothing more. If they ask what it’s in regards to, just say it’s for marketing or advertising purposes (and swear under your breath) but you usually won’t reach that point. Once you’ve gotten a hold of the decision maker, this is what your opener should sound like…

•

“Hi Mike, this is Bob from the Minnesota Daily. I’m just calling because I saw ( or heard, went to, ate at, saw in the city pages, used) your business the other day and I’m a little curious… Could you tell me a little about your business?”

At this point, people will usually be very willing to talk about what it is they do. REMEMBER, the number one thing people like to talk about is themselves and what it is they do and are passionate about. Most business owners, you’d hope, are very passionate about their business/work, etc. Also, REMEMBER, everyone’s favorite word is their name. Make sure to use it multiple times in the conversation.

After you let the prospect tell you a little about their business, say…

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“Mike, your business sounds really interesting and I can definitely tell you’re passionate about it. I’m wondering, would you be available at all within the next week to sit down with me so I can hear more about it? I have some really good ideas for some possible ways to market your business to the University of Minnesota students.”

9 times out of 10 they’ll agree to meet up…

The Pitch So now you’ve got a meeting set up. The first thing you need to do is to research their business a little bit. You don’t need to know a whole lot, just a general idea of what it is they do, whether or not they seem like a popular business, and what some of their possible downfalls might be. Come up with a few broad ideas for what might work for them; print, online, IMC, etc. Be ready to present those.

Of course, wear the proper attire. Business casual is fine. Once you arrive and meet the prospective client, you want to make sure you’re presenting yourself with complete confidence. Shake their hand firmly, smile, all that cute stuff. If they ask you if you’d like anything to drink, ask for water. People usually inherently like doing favors for others. It somehow helps the connection. Don’t ask for soda or you’re fired... Just kidding… But seriously, don’t ask for anything that costs them money.

NOTE: There are 3 basic and vital parts to the sale… QUALIFYING, PITCH, and CLOSING. If you can do those effectively, you’re set. Keep that in mind while you’re reading this. Moving on…

Once you’ve sat down, all you have to do is open with the same thing you said over the phone.

Whatever you do, don’t go right into your pitch. Your first step is to ask them questions and get them comfortable with you…

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•

“Thanks again for having me Brenda. So, first tell me a little more about your business. What does your average week look like? What’s the general demographic here?”

Always give them a question or two so they have a direction to go in. Be receptive, nod your head and they’ll start nodding theirs. Ask them more questions like “What’s your busiest night?” or “What night is the least busy?” or “What kinds of specials do you guys offer?” These are all questions you should use. This process is called QUALIFYING. By letting them answer your questions, you’re essentially reminding them that their business isn’t perfect. They need help and improvement… They need to advertise… Who should they advertise with?

The next step is the actual PITCH. Now that you’ve learned what about their business needs to improve, you take the ideas you previously formulated and tailor them to the situation. Oh, you’re Wednesday night sucks? Throwing in a regular Tuesday ad in the A&E section would fix that. But you don’t say it like that. It should sound like this…

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“So, you mentioned earlier your Wednesday night was suffering a little bit. Looking at your business and listening to what you’re telling me, I think that running a 3x10 quarter page ad on say, a weekly or bi-monthly basis on Tuesdays would fix that.

Students will see your ad on a regular basis and start to realize that your specials are actually really good.”

The most important part here is to BE SINCERE and empathize. Show them that you can talk without sounding like an idiot or a telemarketer robot and that you feel and understand their pain.

Also, always keep in mind that you’re there to help them with their business and not to screw them out of their money. Really think about what would work best for their business. There’s ways to be aggressive and sound sincere at the same time. A common motto in sales is ACT AS IF. This is to say, act as if you know exactly what you’re doing. Act as if you know exactly what’s best for their company. Act as if you are a marketing god.

People want to feel like you’re customizing the experience and the product just for them and their business so make sure you’re not giving the same, scripted, shotty speech you hear when T-Mobile calls you to “present you with an incredible opportunity for you and your family!” That’s when you hang up and that’s when business owners stop listening to you.

Once you have their attention with a solid idea, see what they say. What are their concerns? Here come the objections…

The Objections My budget can’t be stretched any longer. You’re just a bunch of kids who never have their act together. I’ve had bad reps in the past. I don’t need any more business. I’m awesome, you suck.

Objections are fun. They’re a chance for you to tell someone they’re wrong in a nice way. It’s a challenge. The client is saying “I dare you to sell me this ad. I bet you can’t.” At the same time,

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objections also make people nervous. No one likes to hear no. All you have to do is take a deep breath and think of how to combat it. There’s an answer for every objection.

NOTE: For those business owners who speak to you like dirt and insult you, turn around and respectfully walk out. In no way, shape, or form is The Minnesota Daily desperate enough for business to the point where we’ll let our reps be subjected to unruly, low-life bar owners. You are a respected member of our great company and we will never intentionally send you into the depths of hell for $300 lousy bucks.

Moving on… How do you overcome an objection? You just do. Listen to their objection and think about how you can overcome it. If they say “Well, there’s not too much room in my budget for additional advertising and you guys seem expensive,” You say…

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“Yeah, I can definitely see why it would seem like that but actually, we work with any budget. I’m sure I can tailor an effective ad to fit into your budget. Here are some inexpensive but very effective options…”

BAM! You overcame an objection. What if they say “My weekends do pretty well on their own”?

You say…

•

“Okay, that’s great! Yeah, I’ve noticed you guys are pretty packed on Fridays and Saturdays. What about your weekdays? How do they do?”

Now, pay close attention to this… Notice how you don’t attack them again with another option for the weekdays. You ask how they do on their weekdays. You have to constantly qualify while you’re overcoming objections so they can see where they’re lacking. You have to get to the root of the problem. If someone says my computer isn’t working, you don’t say it’s probably the hard drive.

You ask questions and get to the root of the problem. If you don’t figure out what they want, you’re just making assumptions.

You can only get good at overcoming objections by practicing… So practice.

The Close The close is pretty simple actually. Once they show interest on your idea, you ask for a commitment.

For example, once they start nodding their head and say “Yeah that seems like a good idea. I like that” then you say…

•

“Okay great, well what about running on next Monday?”

There it is. The close. You ask for a commitment and they say yes or no. Hopefully yes. If they say no, ask them what their concerns are and address them. Here are a couple examples of some more closes…

• •

“Can I schedule you for Friday then?”

“Let’s get you in for next Tuesday.”

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•

“Okay, let’s try that and see how it turns out.”

Another common saying in sales is Always Be Closing, or ABC. This means that whenever you see an opportunity in the conversation, jump on it right away. If they say “I like that idea” then you close them right there. Then you add an upsell. Upsell them on whatever you think is best. If it’s a sports bar and they agree to run a quarter page, then you suggest that they should place their ad in the Sports section and maybe even ad color to it to make it stand out from all the black and white.

The most common mistake is simply not closing. Some people just sit back when they’re done with their pitch and wait in silence for the owner to spit on their proposal and send them packing. Some people will just say “What do you think?” only to get shot down. Ask for a commitment.

GOOD LUCK and MAKE THAT MONEY! Cream get the money, dolla dolla bills y’all…

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5b. Student Advertising Manager of the Year

Personal Management Philosophy In preparing to write this philosophy, I’ve thought about what it is that keeps me enthusiastic about this job. What is it that keeps me working hard? Do I have a philosophy? That’s when I figured out I don’t really have a philosophy. I’ve had this fake rock with a saying inscribed on it on my desk for two years. It was handed down to me by one of our previous managers. The inscription reads “Accept the challenges, so that you may feel the exhilaration of victory.” That’s not my philosophy either. It’s just one of many ideologies I try to practice. To be completely honest, I’ve never really established my own personal philosophy. I feel that to establish my own philosophy would be to assume that what I do is the right way to do it when in reality, managing is one big learning process.

There is one thing I have tried to live by for the last few years however; balance. I strive for balance in all areas of my life, especially when managing. I try to balance strength with sensitivity, alertness with fearlessness, discipline with levity, etc. It’s important to show the people you work with that you are not only capable of managing and leading when the time comes, but also capable of being a peer of theirs as well. I have found that balancing these management styles can really help me manage the Daily’s advertising sales department employees as sales reps and as people. I formed this idea of balance from something I’ve heard of called the “Renaissance Man.” The Renaissance Man is a person who strives to be well balanced. Leaders and Kings of old were not just politicians and businessmen. They were family men, artists, athletes, poets, lovers, fighters, writers… they were real people. I’ve loved this idea since the day I heard of it. The Renaissance Man stands for what a person should be, man or woman. He/she is someone who strives to be as well rounded as they can in as many ways as they can. He/she is someone who constantly reminds themselves that they are on everyone else’s level, not a step above. He/she is someone who constantly works towards bettering the environment they’re in and the people around them.

This is how I try to approach management and if anything, this is what I would consider to be my management philosophy. It’s a well-balanced, always-in-check, humble approach. Work hard, be fair, stay balanced, and always remember that you’re not indispensable.

I thank you for your time and careful consideration for this honor.

Sincerely, Christian Santacana

2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 (612) 627-4080 | (612) 435-5865

ISSUE

MINNESOTA DAILY ADVERTISER MINNESOTA DAILY ADVERTISER Fall Semester 2009

Fall Semester 2009

BI‐SEMESTER NEWSLETTER

BI‐SEMESTER NEWSLETTER

In this issue Letter from the Director P.1-2 Info on Fall Special Issues P.2-3

THE MINNESOTA DAILY The Mission To provide coverage of news and events affecting the University community.

To provide a forum for the communication and exchange of ideas for the University community.

To provide educational training and experience to University students in all areas of newspaper operation.

To operate a fiscally responsible organization to ensure its ability to serve the University in the future.

Special Offers P.3 Supplemental Articles P.4 Advertising Statistics P.4

Letter from the Director Greetings from The Minnesota Daily sales floor! We hope this newsletter finds you well. It is now about half‐ way into the 2009 Fall Semester and things are going well. The “triple threat” combo of the Back to School Issue, TCF Bank Stadium Guide, and Employment Guide proved a popular and successful series of publications to our clients and readers alike. The Homecoming Issue flew off the distribution racks as tens‐of‐ thousands of students, faculty, staff, and alumni attended the Homecoming game and festivities, and we have now wrapped up sales for the wildly‐popular Halloween Spread which released on the 27th of October!

Feedback we’ve received for our recent issues has been nothing but positive, especially the TCF Bank Stadium Guide. 20,000 copies of the program‐like publication were distributed to game attendees at the inaugural game followed by rack distribution for Homecoming weekend. Readers were happy to see

an all‐encompassing free publication to go along with their game‐day experience. To this date, we still see fans carrying and using the stadium guide while watching Gopher games!

The Daily and our Sales Department are proud to create publications like this for our community and its businesses and we’re always looking for new opportunities to help market your business.

As we venture into the last half of the semester, excitement grows for upcoming special issues and special offers. For the month of November only, we’ll be offering HALF‐OFF COLOR to give you and your business the opportunity to stand out at a more affordable price. We’re also edging closer to our highly anticipated Spring Break Preview and Fall Finals Satirical Issue. The sales floor is definitely buzzing and our Marketing Consultants are itching to fill you in on upcoming opportunities.

Our student body and community have also been very responsive to our recent special issues and new

MARKETING CONSULTANT OF THE MONTH (August)

We congratulate U of M Sophomore, Ellie Lijewski on being awarded Marketing Consultant of the Month for August!

Time and again, Ellie has proven to be a valuable asset to our company through her hard work and serious dedication.

Congrats Ellie!

MARKETING CONSULTANT OF THE MONTH ( September)

Letter from the Director ideas and we expect nothing less in these coming months!

Despite a recession and the struggling newspaper industry, The Minnesota Daily has proven over and over again that it’s not going anywhere anytime soon. Why is that? We like to think it’s because we’re such a culturally embedded part of our University community.

The average student at the U of M still prefers to pick up the paper from the racks, read it in class, and do the crossword puzzle. Our distribution statistics show that more people are picking up our paper than ever before! It not only gives people a one‐stop shop for news and entertainment, but it also gives them a stronger sense of community. To our students, we’re more than just another paper.

We are them — a paper by the students for the students. So who better to consult you on how to market your business to the U of M? Put your trust in us and we’ll open doors you never knew existed!

We hope that we have the privilege of working and strengthening our relationship with your business in the future.

Best Wishes,

Christian Santacana Sales Productivity Director

We’d also like to congratulate U of M Senior, Bryan Bruggeman on being awarded Marketing Consultant of the Month for September! Brian has always been a very professional and attentive MC who continues to impress the management team. Congrats Brian!

Special Issues Tech Times Issue 00 Month Year Here at The Minnesota Daily, we pride ourselves on our special publications. We strive to offer our community interesting editorial content in fresh, new ways. Every special issue is different and highly anticipated in its own respect. This also means that we offer businesses a chance to increase their exposure and marketing power to our readership, most of the time for a discounted price. Here is a preview to the special publications we have coming out this Fall… NOTE: *** = DISCOUNTED PRICING

***Halloween Spread – 10/27, 28, and 29

Broadsheet/Newspaper Style ‐ Our famous Halloween spread is the ultimate entertainment piece for the week of Halloween. Students can’t help but to pick this one up and read it in classes. Content is packed full of Halloween tips, stories, and more. Run your ad for three full days (plus the weekend – Fri, Sat, and Sun) all for one low price.

SPECIAL OFFERS ½ Off Color

STATISTICS Advertising to College Students

We want to give our clients the opportunity to stand out and be noticed in the paper at a more affordable rate… Color in the daily paper is normally $425 extra.

This November, we’ll be offering color half‐ off at $212.50!

Stats taken from Alloy Media and Marketing

96% of college students read their college newspapers on a regular basis

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18 million students with $312 billion in spending power per year

New Client Discounts If you’re a new client or an existing client that hasn’t placed an ad with the Daily for 18 months or more, you are eligible for a New Client Discount!

Get 15% to 18% off your ads. Ask your Marketing Consultant how!

Mention this Newsletter!

Mention this newsletter by October 1st to your Marketing Consultant and get 15% off your next regular publication advertisement!

Special Issues

***Spring Break Preview – 12/3/09

Broadsheet/Newspaper Style ‐ The Spring Break Preview is an issue geared towards providing students, faculty, and staff with information about the upcoming Spring Break. It includes entertainment pieces, stories, and fun information for Spring Break. It is one of our highly anticipated issues and comes with specially discounted pricing as well.

***Fall Finals Issue – 12/11/09

Broadsheet/Newspaper Style – The wildly popular Fall Finals Issue is a satirical issue much like the Onion but with our own brand and flavor mixed in. Students often look forward to this issue for the pure entertainment and humor value. This issue sits on the racks and in students’ hands for ALL of Finals week and the interim period between semesters. Get extended marketing power for less!

The next installment in this bi‐semester newsletter is the Spring Semester Preview. The sales management team here expects this upcoming Spring to be much busier than last year’s due to our favorite special issue. This year, we’ll be creating the second annual Ski‐U‐Mah Graduation Issue! The Ski‐U‐Mah issue is a comprehensive look at the last 4 years in U of M and national history created to provide the student body with a keepsake and yearbook‐like publication. In its inaugural year, it proved to be a massive hit amongst the U of M community and its businesses alike! Make sure to keep your eyes and ears peeled for any upcoming news on Ski‐U‐Mah and any other future special issue!

Spring Semester Preview

What issue should I run in?

Any special issue is a perfect opportunity to market your business. Why? Because they are the most highly read issues of the year! They provide you and your business with the opportunity to get maximum exposure for the same or, most of the time, discounted price. ***Make sure to contact your Marketing Consultant for pricing info and any other

November ½ Off Color

Advertising to College Students

Standing out is not the easiest task when trying to market to college students and adding the extra “oomph” is not always that affordable. So, for the month of November only, we’ll be offering full color at 50% lower than its normal cost. Instead of $425.00, you can add that character your ad’s been missing for $212.50. At the lowest color has been in years, this ½ off opportunity is something we decided would be a great way to show our existing clients our appreciation and our new clients an easier time getting their foot in the door. Below are the details for your reference:

Full Color – Normally $425.00, Now $212.50 Spot Color – Normally $325.00, Now $162.50

M INNESOTA D AILY A DVERTISER

Fall 2009

Advertising to college students can often be a challenge.

Nowadays, the average person sees 3,000 ads and brand names per day. The average college student is even more impervious to these advertisements than previous generations. So how do you stand out? How do you make an impact? One important thing to remember is that your Marketing Consultant is the perfect person to ask. They are all students and truly understand what it takes to get their attention. Take a look at some very useful information on how to effectively market to college students found on Alloy Media and Marketing’s website.

Source: alloymarketing.com

‐‐‐‐‐‐‐‐‐‐

STATISTICS Advertising to U of M Students

58.8% of U of M students read the MN Daily EVERY day

57,000 students, 17,000 faculty and staff, and 15,000 estimated visitors per day

50,000 estimated MN Daily readership

Source: ’10 MN Daily Media Kit

Call your Marketing Consultant or the Sales Productivity Director for more info!

612.435.5684 www.mndaily.com

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Job description Sales SHOP San Marcos Tailgating‐sponsors Newsletter Resume

Job description Sales Manager

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Sell display ads and classifieds to national, regional, and local clients.

Develop ideas for advertisements; work with designers Track Sales; develop tools to encourage and inform, set goals Conduct weekly/monthly meeting; discuss performances, changes etc.

Maintain sales office Help Account Executives by providing creative ideas and motivation Assist Advertising Coordinator Promote The University Star by organizing events Develop ideas for promotional pieces

Sales

Personal‐ LY: $66,497.33 Current: $22,036.81

Team‐ LY: $286,982.81 Current: $132,239.37

SHOP San Marcos This program was designed to bring together the San Marcos community and Texas State. It encourages residents and students to shop locally and work together. As the Texas State population continues to grow and with the down economy, we felt this program would help local businesses. Our philosophy is if San Marcos is doing well, The Star can do well too.

We had a kick‐off meeting on October 9. We showcased the benefits with a multi‐ media video and explained the program with a PowerPoint presentation. Both features are available on our website at www.universitystar.com. Four businesses, including the San Marcos Chamber of Commerce have joined. We look forward to adding new member in the spring. *See attachment for PowerPoint

Tailgating This is a new tradition that started last year. Every home football game The Star sets up a tent in the stadium parking lot to stay on top of mind to all who attend. For the Homecoming game we do it real big by gaining sponsorships. This year, we had four businesses participate. Coincidentally, this year’s Homecoming game fell on Halloween. We hosted a best costume contest in which sponsors provided monetary and in‐kind donations. This was a big hit! *See attachment for in‐house promotion

Newsletter To continue my philosophy of staying on top of mind, I initiated the printing of a quarterly newsletter. This is meant to promote SHOP San Marcos, other events, and specials. It also covered information about Texas State. *See attachment

Monday, January 25, 2010

Dear CNBAM Awards Committee:

It is my honor to write this letter of recommendation for Krystal Slater for the CNBAM Ad Manager of the Year.

Krystal has worked at The University Star since Fall 2006 and I have had the opportunity to work with her directly by training and supervising her as an Advertising Assistant, Advertising Account Executive and now as Advertising Sales Manager. She was the first Advertising Assistant we had ever hired and quite frankly, we created the position just for her. In meeting her we knew she had great potential but thought she would benefit from gaining a little more college experience, as she was a true freshman at the time. In Spring 2008 she moved up to a full Advertising Account Executive position and in Fall 2008 moved up to being Advertising Sales Manager. In every area she has excelled.

The bulk of her job duties have included: calling on and meeting with all new and existing customers in her assigned sales territory, understanding and being able to explain all advertising information in current rate card, and developing design ideas from start to finish in order to facilitate the creation of print ads for customers. She also has had to maintain and update her client database and maintain written and verbal correspondence with various customers and co-­‐workers. As Advertising Sales Manager she is responsible for setting team sales goals, communicating daily with the sales staff and distributing new clients, in addition to the aforementioned duties.

Krystal has had so many great ideas over the last 4 years and it has been great to see her carry them through. A few of the ideas she spearheaded are the local business awareness campaign called “Shop San Marcos” and tailgating events at Bobcat football games. Krystal realizes that in order to be a successful sales person you have to be innovative and willing to work with customers to figure out what their needs are. CNBAM has been crucial in her development as a sales person and advocate for customers and our product.

On a personal level, I feel fortunate to have had the chance to work with a young lady who is so driven. Krystal knows that in order to reach her goals in life, hard work and flexibility will get her there. I feel that she is an exceptional young lady and a shining example of the wonderful knowledge CNBAM provides to our future professionals. As a whole, she has been a wonderful contributor to The University Star for the last four years. We will miss her when she graduates by are so very proud of all she has achieved and what she has yet to do.

If you have any questions or need further information, please let me know.

Sincerely,

Jodie Claes Advertising Coordinator The University Star

january Newsletter

hello!

I n t e r e s t i n g S t o r i e s ( Fa l l 2 0 0 9 )

Since the fall semester started, many exciting and newsworthy events have transpired in San Marcos and at Texas State, and The University Star has not missed a beat. Our reporters, editorial staff and photographers have worked hard thus far to provide its readers with late-breaking news stories, entertainment pieces, sports, opinions, letters-to-the-editor and information about city and campus upcoming events.

This semester, The Star has covered many happenings on the Texas State campus. For example, our reporters follow rallies, campus affairs, academic lectures and all official sports events. One particular Star story entitled “Oh Rats,” which informed readers of a rat infestation in a campus dining hall, created such a buzz that it was picked up as a story in The Austin-American Statesman. The Star continues to cover stories on campus improvement and beautification projects, campus crime reports, dorm and university life, events at our Round Rock Higher Education campus, and the anticipated opening of a Texas State campus and courses in San Antonio.

In addition to covering campus events, The Star provides its readers with up-to-date information about San Marcos and other regional and national news. Of particular interest this semester are the new San Marcos bar hours. Now that

many bars on The Square and throughout the city are allowed to remain open until 2 AM on a trial run, The Star has reported many stories discussing feedback from students, residents, bar owners, city officials and police. Moreover, The Star also continues to bring information on new businesses opening throughout the city as well as the upcoming development of the Springtown Center. We also bring to you city news like information about the closing of “Dog Beach” and upcoming river cleanups, as well as information about upcoming festivals like Sights and Sounds of Christmas. Regionally, nationally, and globally, The Star covers such news as global headliners, political stories and debates, and other events in the surrounding areas like Austin City Limits and South by Southwest.

In addition to The Star’s regular papers every Tuesday, Wednesday, and Thursday, we also put out at least one special issue a month, Satellite, featuring feature stories meant to draw reader attention. Since the beginning of the fall semester, The Star has printed the following special issues: Back to School Issue (8-11-09), Student Organization & Volunteer Guide (9-309), and the Homecoming issue (10-13-09). Our most recent special issue was the San Marcos Stars issue, which hit the stands on Thursday, November 19. This issue featured stories about the “best-of” San Marcos businesses, as voted

by Texas State students, faculty, and staff. Please be sure to pick up a copy of this issue and read all about the San Marcos businesses that won in this year’s polls!

MEMBERS UNIVERSI

N.

TY ST.

JS

Run Date: 1.19 Deadline: 1.05

New Beginnings

Run Date: 2.11 Deadline: 1.28

Valentine’s Day

Run Date: 2.25 Deadline: 2.11

Housing Guide

Run Date: 4.29 Deadline: 4.15

Finals

upcoming events at Texas State 1.19

First day of classes

1.27

Texas State vs. UTSA Men’s & Women’s Basketball I-35 Orange vs. Maroon Rivalry

2.3

Career Services Summer Job Fair

2.16.–2.21

Theatre production of Arcadia

2.20

Bobcat Days

3.16

Off Campus Housing Fair

3.27

Bobcat Build

4.30–5.1

The University Star 100th Anniversary Celebration

contacts Editor in Chief

Amanda Venable stareditor@txstate.edu

Chamber of Commerce (Gold) GUADA

LB

special issues

.

LUPE ST

T. PK HO

INS

ST.

Tuttle Lumber (Maroon)

For News Coverage:

News Editor Allen Reed starnews@txstate.edu

For the latest in fashion, music & more:

Trends Editor Thea Setterbo starentertainment@txstate.edu

Phone payments & classified ads

starclassifieds@txstate.edu

SM Laser & Body (White) Village Sensei (White)

LEARN MORE ABOUT SHOP SAN MARCOS AND HOW TO BECOME A MEMBER ON PAGE 3.

w w w. u n i v e r s i t y s ta r . c o m

2 pg.

january Newsletter

!

m u lt i m e di a

The Star’s multimedia department is dedicated to being the preeminent college hub for communication. In the production studio, The Star is striving to engage readers through new means. There is enhanced communication with students through social media applications such as Facebook and Twitter. The Star is also working with campus radio station KTSW to connect with students such as a recent audio podcast that highlighted favorite moments from the Austin City Limits music festival. Also, The Star is utilizing interactive graphics to become a better source of information for the community.

These projects, such as information on the NCAA redistricting conferences, are newer attractive methods of engaging students.

The Star’s Web site is creating new avenues for storytelling. There is a goal for online videos to be posted at a minimum of three to four per week. One recent project includes the videos posted through out the week of October 19 – Oct. 22 where The Star worked with the mass communication department to livestream the panels for Mass Communication Week. Also, photographers are putting up more slideshows online. Where the limitation used to be two or three, now The Star can put up an endless number of great photos to represent to students.

Through our multimedia department, The Star is overcoming the limitations of print copy. Through online access and the possibility of publishing content on weekends, The Star could become a seven-day-a-week publication.

A D W I NS AT NAT I ON W I D E COM P ET I T I ON The advertising department of The University Star is committed to providing the highest quality services to its clients. This is a commitment that has not gone unnoticed. The prestigious Associated College Press recognized The Star in the annual ACP Advertising Awards. From a pool of many college newspapers throughout the country, The Star was awarded 2nd place for its display ad (shown right).

Sales Manager: Krystal Slater starad2@txstate.edu Marketing/promotions: Samantha Manley sm1299@txstate.edu

Media Specialist Matt Lynch matty@txstate.edu Web Editor Scott Thomas webeditor@txstate.edu

athletic events B as ke tball WOMEN

Tues.

12.08.09 Sun. 12.20.09 Sat. 01.23.10 Wed. 12.20.09

Huston-Tillotson vs. TSU 12 P.M. Our Lady of the Lake 1 P.M. Lamar vs. TSU 4 P.M. Sam Houston State vs. TSU 7 P.M.

MEN

Sat. 12.12.09 Tues.

12.29.09 Sat. 01.02.10 Tues.

01.05.10

U.T. vs. TSU 3 P.M. Texas Lutheran vs. TSU 7 P.M. SMU vs. TSU 4 P.M. Oklahoma Panhandle State. vs. TSU 7 P.M.

Wed. 01.13.10 Sat. 01.16.10 Wed. 01.27.10 Sat. 01.30.10

Texas A&M Corpus Christi vs. TSU 7 P.M. Central Arkansas vs. TSU 4 P.M. UTSA vs. TSU 7 P.M. U.T. Arlington vs. TSU 4 P.M.

Sports Editor: Lisa Carter starsports@txstate.edu

w w w. u n i v e r s i t y s ta r . c o m

january Newsletter

Congratulations to the 2009 San Marcos Stars

SHOP SAN MARCOS

This program was Y ST. designed to bring .

LUPE STtogether the San Marcos GUADA N. LB community and Texas JS T. State.

It encourages .

T S NS PKI residents and students HO to shop locally and work together whenever possible. As the Texas State population continues to grow and with the down economy, we felt this program would help local businesses. Our philosophy is if San Marcos is doing well, The Star can do well too.

A kick-off event was held on October 9. The benefits of Shop San Marcos were showcased with a multimedia video and a PowerPoint presentation. Both features are available on our website at www.universitystar.com.

UNIVERSIT

COMMUNITY SERVICE

In August The Star helped the Hays-Caldwell Women’s Center with their ‘move-out day’ from their old facility. We helped move furniture, toys, and clothes in to their new facility. We also helped with the marketing and advertising of their rummage sale.

The Star partnered with the Alumni Association and KTSW for Bobcats Back the Bank, an event to collect canned food donations for the Hays County Food Bank. Over a half a ton of food collected in this one day event.

3 pg.

American/Steakhouse 1st Saltgrass Steakhouse 2nd Texas Roadhouse 3rd Palmer’s Restaurant Bar

Italian 1st Italian Garden 2nd Carino’s Italian 3rd Fazoli’s

Asian 1st Rose Garden 2nd Thai Thai Café 3rd Kobe Steakhouse

Mexican 1st Garcia’s 2nd Herbert’s Taco Hut 3rd Lolita’s & Los Cucos (Tie)

Auto Repair 1st Frank’s Automotive 2nd Goodyear 3rd B & B Body and Paint

Music 1st Cheatham Street 2nd J’s Bistro 3rd Triple Crown

BBQ Ist Fuschak’s Pit Bar B Q 2nd Woody’s Barbeque and Catering 3rd Wing Stop

Nail Salon 1st Hollywood Nails 2nd Spa Pro Nails 3rd Amazing Nails

Billiards 1st Sean Patrick’s Irish Pub ‘N Texas Grill 2nd Cat’s Billiards 3rd Bum’s Billiards

Nightlife 1st Nephew’s 2nd Bar One 41/Barfish 3rd Showdown

Boutique 1st Paper Bear Hear Works Co. 2nd Strut 3rd Centerpoint Station

Pizza 1st Valentino’s Pizza 2nd D’Blazio’s 3rd Zen’s Pizza Bistro

Burgers 1st Tap Room 2nd Gil’s Broiler 3rd San Marcos River Pub and Grill

Sandwich/Wrap 1st Alvin Ord’s 2nd Which Wich? & Zookas Ultimate Burrito (Tie) 3rd Root Cellar

Coffee 1st The Coffee Pot 2nd Mochas & Javas 3rd Tantra Coffeehouse

Secondhand Shop 1st Retro Exchange 2nd Goodwill 3rd Vagabond

Date Spot 1st Palmer’s Restaurant Bar 2nd Saltgrass Steakhouse 3rd Kobe Steakhouse

Specialty Shop 1st Sundance Records 2nd Stratosphere Lounge 3rd Planet K

Hair Care 1st Mink 2nd Classic Cuts 3rd Out of the Blue Salon

Tattoo Parlor 1st Classic Tattoo and Body Piercing 2nd Mystic Marks Tattoo 3rd Monster Tattoo

Happy Hour 1st Grins Restaurant 2nd Saltgrass Steakhouse 3rd Plucker’s Wing Bar w w w. u n i v e r s i t y s ta r . c o m

january Newsletter bi r t h d ay c e l e b r at i o n

In 1911, a publication was born, which developed a bond greater than anybody could have possibly imagined.

This bond evolved because one young student was tired working night and day milking cows and carrying wood to earn money for his room and board. Little did Fred Adams, who created the student newspaper, know at the time, his decision would result in one of the oldest traditions on campus. f u n d r a i s i n g a n d d o n at i o n s

As part of the planning for these events we would like to ask for your help. During a previous reunion, an endowed scholarship fund was created for the benefit of student staff through scholarships. To date, this endowment has just over $25,000 in its account. We would like to bring that up to $100,000. And we need your help!

Imagine how wonderful it would be to announce reaching this milestone at the

As one of the oldest student publications in Texas, The Star has published steadily through the Great Depression, two world wars, and through the Korean, Vietnam, Gulf and Iraq conflicts. It is even maintaining its responsibility in defending the First Amendment in 2009, during the toughest economic times since the Great Depression.

Lyndon Johnson, summer editor of the publication in 1928 and 1929, may have received reunion! Your gifts and pledges can help us make this possible. Scholarships can be the difference in a student being able to afford to work at The Star and gain valuable experience.

Contributions of door prizes and silent auction items are a crucial part of our fundraising efforts.

If your business is not able to financially contribute perhaps you can provide an item for a giveaway or to be auctioned off.

4 pg.

the most national notoriety, however, everyone who has ever worked at the publication has played a significant role and made a valuable contribution to The Star’s success.

To kickoff our 100th year of publication The Star will be hosting a Golf Tournament and Alumni Reunion on Friday, April 30 and Saturday, May 1, 2010.

To contribute financially or to provide an item for donation please contact Linda Allen at la06@txstate.edu or Jodie Claes at jb33@txstate.edu.

Friday, april 30 Golf Tournament 11 AM Box Lunch & Registration 1 PM Shotgun Start 6 PM Awards & Buffet Meal SATURDAY, MAY 01 REUNION & HALL OF FAME INDUCTION 5 PM 5–8 PM 6–8 PM 8–10 PM

Happy Hour Silent Auction Meal & Banquet Entertainment

E-mail “Hall of Fame” nominations to Linda Allen at la06@txstate.edu by Friday, March 05, 2010.

More information regarding the reunion will be available during the upcoming months at www.universitystar.com or please call (512) 245-3487.

A member of The Texas State University System

www.universit ystar.com

Out of Sight, Out of Mind

When I first began as sales manager, my boss gave me a book entitled Secret Formulas of the Wizard of Ads. This book spelled out the ins and outs of advertising but with a twist. “Memory is formed of images, but not of the image we have seen with our eyes. Memory is formed of the images we’ve seen in the imagination (Wizard of Ads).” This is the philosophy I’ve tried to implement.

The Star is known for its printed publication. I wanted it to be known by the community and Texas State University as more than a paper. To do this we’ve started the SHOP San Marcos program (see appendix) and have begun working with other organizations on campus to help with community efforts. For example, The Star initiated Bobcats Back the Bank that helped raise over 1,000 pounds of food for the Hays County Food Bank with the help of the Alumni Association and KTSW, the Texas State radio station. The Star also provided volunteers for the Hays‐Caldwell Women’s Center to help them move to their new facility.

I’ve tried to express this philosophy to my account executives. I tell them to stay on top of mind for their customers. Whether it is through friendly email reminders or writing thank you notes at the end of the year, account executives try to be on the customers mind without pushing sales.

Unlike most university papers, The Star sales managers actually sell. I had to figure out a way to stay on top of my quotas and help my staff. The best way I know how to lead is by example. This year I worked on improving accountability by hanging sales thermometers for each AE to keep track of monthly goals and for all specials as a reminder this is a team effort. We have weekly meetings to discuss upcoming events, specials, and reminders. Account executives, including myself, are responsible for bringing in new business. I’ve created an ‘out‐of‐town’ board which provides a calendar, tips for when visiting new clients, and space to write in the businesses visited.

I feel managers should be respected as superiors but can be treated as friends. For our end of the year party, I created humorous and sentimental awards.

Recognition of someone’s character can last a lifetime. Although quotas need to be met, I’m more concerned about the effort and passion. I am determined to be successful at whatever I do and I want my staff to feel the same way about this opportunity. Not only is it a good learning experience, it can prepare you for your future.

Local Awareness Campaign

Brought to you by The University Star



What is Shop San Marcos?

◦ A Local business awareness campaign



Our Mission:

◦ To encourage San Marcos residents and the Texas State community to buy from small, local businesses

ď ˝â€Ż

The Star believes a local campaign will benefit the community and Texas State by promoting awareness of local businesses, and will, therefore, aid the local economy as a whole

The University Star

Shop San Marcos

Creates awareness of local businesses

More $ circulating in the community/buzz about your business

Will benefit residents/attract more students

Generates revenue for the community

More $ for community improvements & involvement

SSM flow cycle

1.

2.

3.

4.

5.

6.

It It It It It It

keeps dollars in our economy makes us unique creates local job opportunities nurtures our community helps the environment conserves tax dollars



Mainly independently owned and operated



Must not publicly-traded



(Franchises to be reviewed on case-by-case basis)

Must employ primarily San Marcos residents and/or Texas State students



Must contribute to the city tax base



Must be involved in community events









Benefits the local economy, as well as your business

Shop San Marcos logo will promote your brand identity and affiliate your business with Texas State through The Star Link yourself with other small, local businesses More exposure to our ever-growing student population

30,816

31,000 30,000

29,105

29,000 28,000 27,000

28,121 26,783

27,129

27,485

26,000 25,000 24,000 2004

2005

2006

2007

Fall Enrollment

2008

2009



White – Donate $100

◦ Receive Shop San Marcos window sign



Maroon – Donate $250

◦ Receive window sign and priority placement on inhouse ads and SSM events and promotions



Gold – Donate $500

◦ Receive window sign and priority placement on inhouse ads, SSM events and promotions, and receive a FREE quarter page ad in the Satellite issue of your choice

 





First, decide which level member you will be Receive your window sign to be placed inside your business Sit back as The Star promotes your business in advertisements, at events, and in the quarterly Shop San Marcos newsletter Reap the benefits and watch your business thrive!

Contact: (512) 245-3487 StarAd1@txstate.edu

Krystal Slater___________________________________________ 1606 N. IH 35 Apt. 92 San Marcos, TX 78666 (210) 843-7094 · ks1429@txstate.edu

OBJECTIVE

Seeking a position in advertising sales and/or marketing campaigns.

SKILLS

Knowledge of AdPro, Adobe Photoshop, Adobe InDesign, Microsoft Word, Microsoft Excel and Microsoft PowerPoint. Exceptional phone, communication, and typing proficiency.

EDUCATION

Bachelor of McCoy School of Business Marketing Texas State University – San Marcos, Texas Completed courses in promotional strategies, consumer behavior, and marketing research Expected Graduation Date: May 2010 Texas State University – San Marcos, Texas

HONORS

Dean’s List – Fall 2006, Spring 2009, Fall 2009 Reunion Advertising Scholarship – Spring 2006 Who’s Who Award – Fall 2008 Outstanding Communicator Award – Fall 2009 American Marketing Association Entrepreneurial Hero Finalist- Fall 2009

WORK EXPERIENCE Advertising Sales Manager Jan. 2008 – Present The University Star, Texas State University – San Marcos, Texas • Newspaper advertisement sales executive; Create body copy and design print advertisements • Coordinate promotional and marketing events • Maintain personal sales territory while managing three account executives • Instrumental in the launch local awareness campaign: Shop San Marcos Advertising Account Executive Oct. 2006 – Jan. 2008 The University Star, Texas State University – San Marcos, Texas • Newspaper advertisement sales executive; Create body copy and design print advertisements • Maintain professional relationship with clients, make cold calls to bring new advertisers Sales Associate Marshall’s – San Antonio and San Marcos, Texas • Operated customer service desk, layaway, and cash register • Maintain area and create point of purchase displays • Train new associates in all areas

Aug. 2004 – Feb. 2008

LEADERSHIP AND VOLUNTEER ACTIVITIES • • • • •

American Marketing Association o 2009-2010 VP of Corporate Sponsorship Attended College Newspaper Business & Ad Managers National Convention Bobcat Build Volunteer (30 hours) Volunteer at Hays-Caldwell Women’s Center (4 hours) Volunteer at San Marcos Activity Center: Thanksgiving Dinner (2 hours)

Spring 2009 – Present Spring 2008, 2009 Spring 2007, 2008, 2009 Fall 2009 Fall 2009

HOMECOMING TAILGATE & HALLOWEEN COSTUME CONTEST Costume contest at 11am!

Sign-up till 10:45am at The University Star tailgate tent in Bobcat Alley.

Entries are limited so sign up fast!

Have a chance to win: ---$250 free tattoo from No Surrender Studios ---$100 cash + diploma frame ($100 value) ---“A Night on the Town” package

(bowling, movie, dinner & bar vouchers for two)

free food & drinks provided by river city bar 10am–2pm

& grill

SPECIAL THANKS TO OUR TAILGATE SPONSORS: River City Bar & Grill CenturyTel San Marcos GOLD SPONSOR

GOLD SPONSOR

BRONZE SPONSORS

December 15, 2009 CNBAM Contest Managers College Newspaper Business and Advertising Managers’ Convention Division 5b – Personnel Awards Student Advertising Manager of the Year Contest Dear CNBAM Student Advertising Manager of the Year Contest Committee Members: As a Professor of Marketing at Texas State University, I am writing this as a letter of nomination and support for a student of mine, Ms. Krystal Slater, as a nominee in the Division 5b – Personnel Awards Contest, and specifically the Student Advertising Manager of the Year contest. Krystal is presently the advertising sales manager at The University Star at Texas State University and a student of mine this semester in the International Marketing course that I teach.

Krystal has successfully carried out her advertising sales manager position at The University Star for the past two years (January 2008 to Present) and prior to that successfully served as an advertising account executive for The University Star from October 2006 to January 2008. Krystal has been an active participant in past CNBAM conventions (Spring, 2008 and Spring, 2009). Her leadership and volunteer activities, as reflected on her resume, demonstrates that she is a very highly motivated person and advertising sales manager. And, as reflected by her performance in my International Marketing class, she is a dedicated, student who carries out her academic responsibilities with initiative, honesty and hard work. Krystal has an uncanny ability in being able to balance her academics and work life as demonstrated by her ability to successfully volunteer in the community and serve as a sales manager at the University Star and yet maintain a great academic grade point average.

Krystal’s great attitude is reflected in all that she does. Advertising sales manager wise, Krystal is a leader in developing sales relationships, cold calling, and creating letters of corporate sponsorship. This leadership is reflected in her ability to help the American Marketing Association chapter at Texas State University raise over $4,000 this past year and thus far this year she has personally raised $1,500.00 with many months left for fundraising efforts. As you can see, Krystal certainly does not lack initiative and leadership skills. One of her latest accomplishments was developing a program called SHOP in San Marcos, Texas, the city where Texas State University is located. This SHOP program is a win-win program that mutually benefits San Marcos shop owners and the student newspaper on our campus, The University Star.

I highly recommend Krystal Slater for the 2010 CNBAM conference Student Advertising Sales Manager of the Year award. I believe that she possesses character qualities and leadership qualities I know your contest judges are seeking when determining the recipient of the contest award. Please give Krystal your utmost consideration. She is very deserving of winning this contest and receiving the related awards. If you need further information I can be contacted via e-mail at rt01@txstate.edu or the address or telephone number listed below.

Thank you for considering Ms. Krystal Slater as your top Student Advertising Manager of the Year contest nominee.

With Regards,

Ruth A. Taylor, Ph.D. Professor of Marketing Department of Marketing McCoy College of Business Texas State University 601 University Drive San Marcos, Texas 78666 Phone: 512-245-3226

Printed: 1/27/10 1:40 PM

Page 1 of 2

The Daily Titan Summary Statistics

Criteria: date >= 1/1/08 and date <= 12/31/08 and rep = Gaitan, Adrian

Display Ad Summary By Customer Type Customer Category

Customer Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Local

Local

Space

10

33.3%

31

16.2%

821.5

10.0%

$6,880.16

11.5%

Color

2

6.7%

2

1.0%

72.0

0.9%

$600.00

1.0%

Discount

2

6.7%

8

4.2%

190.0

2.3%

($798.02)

-1.3%

Position

1

3.3%

4

2.1%

32.0

0.4%

$0.00

0.0%

10

33.3%

31

16.2%

821.5

10.0%

$6,682.14

11.2%

Space

1

3.3%

1

0.5%

31.5

0.4%

$308.70

0.5%

Color

1

3.3%

1

0.5%

31.5

0.4%

$600.00

1.0%

1

3.3%

1

0.5%

31.5

0.4%

$908.70

1.5%

Space

19

63.3%

159

83.2%

7,344.5

89.6%

$48,768.48

81.7%

Color

3

10.0%

13

6.8%

504.0

6.1%

$3,750.00

6.3%

Other

1

3.3%

1

0.5%

63.0

0.8%

($423.36)

-0.7%

Discount

1

3.3%

4

2.1%

64.0

0.8%

$0.00

0.0%

Position

3

10.0%

10

5.2%

609.0

7.4%

$0.00

0.0%

Totals for Customer Category University

19

63.3%

159

83.2%

7,344.5

89.6%

$52,095.12

87.3%

Grand Totals

30 100.0%

Totals for Customer Category Local National

National

Totals for Customer Category National University

On Campus

191 100.0%

8,197.5 100.0%

$59,685.96 100.0%

Display Ad Paid vs. Unpaid Analysis Ad Type

Charge

Make Good Paid Ads

Totals for all Ad Types

* Items in italics are included in the values for ad space.

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Space

1

3.2%

1

0.5%

31.5

0.4%

$0.00

0.0%

Space

30

96.8%

190

99.5%

8,166.0

99.6%

$55,957.34

93.8%

Color

6

19.4%

16

8.4%

607.5

7.4%

$4,950.00

8.3%

Other

1

3.2%

1

0.5%

63.0

0.8%

($423.36)

-0.7%

Discount

3

9.7%

12

6.3%

254.0

3.1%

($798.02)

-1.3%

Position

4

12.9%

14

7.3%

641.0

7.8%

$0.00

0.0%

31 100.0%

191 100.0%

8,197.5 100.0%

$59,685.96 100.0%

Printed: 1/27/10 1:40 PM

Page 2 of 2

The Daily Titan Summary Statistics

Criteria: date >= 1/1/08 and date <= 12/31/08 and rep = Gaitan, Adrian

Display Ad Rep vs. Non-Rep Analysis Ad Type

Charge

Rep

Space

Totals for all Ad Types

* Items in italics are included in the values for ad space.

Advertisers

%

30 100.0%

Ad Dates

%

191 100.0%

Inches

%

Dollars

%

8,197.5 100.0%

$55,957.34

93.8%

Color

6

20.0%

16

8.4%

607.5

7.4%

$4,950.00

8.3%

Other

1

3.3%

1

0.5%

63.0

0.8%

($423.36)

-0.7%

Discount

3

10.0%

12

6.3%

254.0

3.1%

($798.02)

-1.3%

Position

4

13.3%

14

7.3%

641.0

7.8%

$0.00

0.0%

30 100.0%

191 100.0%

8,197.5 100.0%

$59,685.96 100.0%

Adrian Gaitan 9415 Tryon Street Rancho Cucamonga, CA 91730 909-367-3990 adrian_07@csu.fullerton.edu EDUCATION: 2007-Present

California State University Fullerton, Fullerton CA Major: Communications: Print Journalism Minor: Human Communications Graduation date: Spring 2011

WORK EXPERIENCE: Feb. 2009-Present Advertising Sales Director, Copy Editor & Account Executive The Daily Titan Fullerton, CA >Manage a staff of 15 team members >Run weekly sales meetings >Create a publication calendar and pick a special section insert for each month >Create an effective media kit for the academic year >Create bonuses and sales incentives >Create semester sales goals >Close issues and calculate page count on a daily basis >Finalize issues for the week >Hire and train new team members >Run promotional events >Bring in new business >Manage local and national accounts >Act as a liaison between clients and graphic designers/webmaster >Handle customer service issues >Edit pages before publication Aug. 2004-Present

Assistant Manager, Brand Representative & Part-time Impact Abercrombie & Fitch Co. Numerous Locations/Stores, CA >Manage and train new associates >Run orientation for new associates >Help home office open new stores >Run the stockroom and sales floor >Manage all shipping and receiving >Run redlines for the sales floor and stockroom >Pull clothing for updates and floor sets >Help run overnight updates and floor sets >Interview recruits >Run inventories >Handle customer complaints >Dress and style forms

STRONGEST ATTRIBUTES: - Excellent leadership and work ethic - Extremely organized - Excellent people skills and public speaking skills - Prompt and orderly - Creative thinker

.

Advertising Sales Director Personal Management Philosophy: When I first started at the Daily Titan back in February of 2008 I never saw myself in the position Iâ&#x20AC;&#x2122;m in today. To be honest, I only began working in the Advertising Department because I wanted to get my foot in the door and eventually become an editor. Little did I know after two months as an account executive I would become the advertising sales director. Advertising sales was something I was never really interested in, but something I happen to be good at doing. I owe that to my outgoing personality and love for communication and working with people.

As an account executive I had a sales goal of $5,000. New to advertising sales on a college level I was really intimidated and never thought I would exceed my goal, but I did. Not only did I beat my sales goal by the end of the semester, but also I beat it in a little over a month making around $7,000.

Being an account executive really taught me how to deal with customers as well as students who are my friends and co-workers.

I took what I learned as an account executive and incorporated it into my management philosophy as the advertising director. I took the ambition I had inside of me and tried to give off a sort of presence that was positive and inspirational to my account executives. I love to lead by example and show my account executives, and other team members, how to go above and beyond. I took my sales goal of around $23,000 and doubled it to $40,000 trying to show my team members to try to go above and beyond what is expected of them. Not only did I beat the $40,000 sales goal, but also I nearly doubled that making $78,765.

I have also taught my team members to be more creative and to not be afraid of thinking outside the box. I came up with the concept of a circus theme for the 2009-2010 Media Kit in honor of the Daily Titan celebrating 50 years of journalism and advertising excellence. I then oversaw the production team who designed the media kit and edited the publication.

Before I took over as advertising sales director the Daily Titan did not have a Facebook or a Twitter. I took it upon myself to once again show my team members to be well rounded in the sense of â&#x20AC;&#x153;publishingâ&#x20AC;? something that everyone could relate to. Along with creating the Facebook and Twitter, which now have hundreds of followers and friends, I also was a key contributor in creating a new Web site for the Daily Titan. I, along with my

professor adviser, Robert Sage, moved away from CoPress and onto WordPress. Our site is now the 49th most visited college Web site in the nation according to thecampusbuzz.com. Most currently I have shown my team members to once again think outside the box and have had a Daily Titan iPhone App designed by Amuzu, Inc. We have had the app about three weeks and already have more than 300 downloads with only advertising it on our Facebook and Twitter.

My pride and joy of the semester would be the Daily Titan’s 50th Anniversary Collector’s Edition. Not only was I an editor of the publication I also ran the advertising for the publication. About three years ago we published something similar celebrating the university’s 50th anniversary, which made the Daily Titan around $25,000. Under my advisement and sales strategies that I taught to the ad reps we made $23,000. Yes, we made $2,000 less than the school’s 50th, but one must consider the recession we are currently in. I, along with my entire staff believe this to be a great accomplishment in comparison to the university’s 50th because three years ago we were not in a recession.

I have and continue to try to be an inspiration to my team members and try to push them to their very limits. In doing this I get them to accomplish so much more than then give them credit for, and I know they appreciate what I do for them and vice versa.

I constantly inspire them with three simple words they all enjoy and that we have adopted as our in-office slogan, “GO TEAM GO!” Sincerely,

Adrian Gaitan Advertising Sales Director Copy Editor Daily Titan California State University, Fullerton

Printed: 1/27/10 1:43 PM

Page 1 of 2

The Daily Titan Summary Statistics

Criteria: date >= 1/1/09 and date <= 12/31/09 and rep = Gaitan, Adrian

Display Ad Summary By Customer Type Customer Category

Customer Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Local

Local

Space

43

72.9%

157

52.3%

3,806.0

37.9%

$34,826.57

44.2%

Color

5

8.5%

8

2.7%

274.0

2.7%

$670.00

0.9%

Other

1

1.7%

9

3.0%

283.5

2.8%

($2,262.33)

-2.9%

Discount

7

11.9%

25

8.3%

533.0

5.3%

($1,625.82)

-2.1%

Position

10

16.9%

45

15.0%

634.5

6.3%

$0.00

0.0%

43

72.9%

157

52.3%

3,806.0

37.9%

$31,608.42

40.1%

Space

16

27.1%

143

47.7%

6,230.5

62.1%

$46,825.36

59.4%

Color

6

10.2%

7

2.3%

478.0

4.8%

$2,700.00

3.4%

Other

2

3.4%

10

3.3%

345.0

3.4%

($2,368.80)

-3.0%

Position

5

8.5%

15

5.0%

559.0

5.6%

$0.00

0.0%

Totals for Customer Category University

16

27.1%

143

47.7%

6,230.5

62.1%

$47,156.56

59.9%

Grand Totals

59 100.0%

Totals for Customer Category Local University

On Campus

300 100.0%

10,036.5 100.0%

$78,764.98 100.0%

Display Ad Paid vs. Unpaid Analysis Ad Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Make Good

Space

2

3.3%

8

2.7%

252.0

2.5%

$0.00

0.0%

Paid Ads

Space

58

96.7%

292

97.3%

9,784.5

97.5%

Color

11

18.3%

15

5.0%

752.0

7.5%

$3,370.00

4.3%

Other

3

5.0%

19

6.3%

628.5

6.3%

($4,631.13)

-5.9%

Discount

7

11.7%

25

8.3%

533.0

5.3%

($1,625.82)

-2.1%

Position

15

25.0%

60

20.0%

1,193.5

11.9%

$0.00

0.0%

Totals for all Ad Types

60 100.0%

300 100.0%

10,036.5 100.0%

$81,651.93 103.7%

$78,764.98 100.0%

Display Ad Rep vs. Non-Rep Analysis Ad Type

Charge

Rep

Space

* Items in italics are included in the values for ad space.

Advertisers

%

59 100.0%

Ad Dates

%

300 100.0%

Inches

%

10,036.5 100.0%

Dollars

%

$81,651.93 103.7%

Printed: 1/27/10 1:43 PM

Page 2 of 2

The Daily Titan Summary Statistics

Criteria: date >= 1/1/09 and date <= 12/31/09 and rep = Gaitan, Adrian

Display Ad Rep vs. Non-Rep Analysis Ad Type

Totals for all Ad Types

* Items in italics are included in the values for ad space.

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Color

11

18.6%

15

5.0%

752.0

7.5%

$3,370.00

4.3%

Other

3

5.1%

19

6.3%

628.5

6.3%

($4,631.13)

-5.9%

Discount

7

11.9%

25

8.3%

533.0

5.3%

($1,625.82)

-2.1%

Position

15

25.4%

60

20.0%

1,193.5

11.9%

$0.00

0.0%

59 100.0%

300 100.0%

10,036.5 100.0%

$78,764.98 100.0%

Printed: 1/27/10 1:46 PM

Page 1 of 2

The Daily Titan Summary Statistics

Criteria: rep = Gaitan, Adrian

Display Ad Summary By Customer Type Customer Category

Customer Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Local

Local

Space

52

54.2%

446

40.3%

12,744.5

29.7%

$110,121.38

41.2%

Color

8

8.3%

11

1.0%

406.0

0.9%

$1,570.00

0.6%

Other

2

2.1%

245

22.1%

7,493.5

17.5%

($61,745.70)

-23.1%

Discount

9

9.4%

33

3.0%

723.0

1.7%

($2,423.84)

-0.9%

Position

12

12.5%

72

6.5%

1,391.0

3.2%

$0.00

0.0%

52

54.2%

446

40.3%

12,744.5

29.7%

$47,521.84

17.8%

Space

1

1.0%

23

2.1%

536.0

1.3%

$3,520.86

1.3%

Color

1

1.0%

1

0.1%

31.5

0.1%

$600.00

0.2%

Other

1

1.0%

21

1.9%

444.5

1.0%

($2,960.16)

-1.1%

1

1.0%

23

2.1%

536.0

1.3%

$1,160.70

0.4%

Space

43

44.8%

638

57.6%

29,574.0

69.0%

$209,964.26

78.6%

Color

12

12.5%

37

3.3%

2,083.0

4.9%

$12,150.00

4.5%

Other

4

4.2%

15

1.4%

565.5

1.3%

($3,627.54)

-1.4%

Discount

2

2.1%

7

0.6%

112.0

0.3%

($18.81)

-0.0%

Position

8

8.3%

42

3.8%

2,472.5

5.8%

$0.00

0.0%

Totals for Customer Category University

43

44.8%

638

57.6%

29,574.0

69.0%

$218,467.91

81.8%

Grand Totals

96 100.0%

Totals for Customer Category Local National

National

Totals for Customer Category National University

On Campus

1,107 100.0%

42,854.5 100.0%

$267,150.45 100.0%

Display Ad Paid vs. Unpaid Analysis Ad Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Make Good

Space

6

5.9%

22

2.0%

754.5

1.8%

$0.00

0.0%

Paid Ads

Space

95

94.1%

1,085

98.0%

42,100.0

98.2%

Color

21

20.8%

49

4.4%

2,520.5

5.9%

$14,320.00

5.4%

Other

7

6.9%

281

25.4%

8,503.5

19.8%

($68,333.40)

-25.6%

11

10.9%

40

3.6%

835.0

1.9%

($2,442.65)

-0.9%

Discount

* Items in italics are included in the values for ad space.

$323,606.50 121.1%

Printed: 1/27/10 1:46 PM

Page 2 of 2

The Daily Titan Summary Statistics

Criteria: rep = Gaitan, Adrian

Display Ad Paid vs. Unpaid Analysis Ad Type

Charge

Advertisers

%

Ad Dates

%

Inches

%

Dollars

%

Position

20

19.8%

114

10.3%

3,863.5

9.0%

$0.00

0.0%

Totals for all Ad Types

101 100.0%

1,107 100.0%

42,854.5 100.0%

$267,150.45 100.0%

Display Ad Rep vs. Non-Rep Analysis Ad Type

Charge

Rep

Space

96 100.0%

Color

21

21.9%

49

4.4%

2,520.5

5.9%

$14,320.00

5.4%

Other

7

7.3%

281

25.4%

8,503.5

19.8%

($68,333.40)

-25.6%

Discount

11

11.5%

40

3.6%

835.0

1.9%

($2,442.65)

-0.9%

Position

20

20.8%

114

10.3%

3,863.5

9.0%

$0.00

0.0%

Totals for all Ad Types

* Items in italics are included in the values for ad space.

Advertisers

%

96 100.0%

Ad Dates

%

1,107 100.0%

1,107 100.0%

Inches

%

42,854.5 100.0%

42,854.5 100.0%

Dollars

%

$323,606.50 121.1%

$267,150.45 100.0%

MEMORANDUM TO:

To Whom It May Concern

FROM:

Crystal Schmidt, ASI Marketing & PR Manager

SUBJECT: Adrian Gaitan â&#x20AC;&#x201C;Daily Titan, California State University, Fullerton DATE:

1/27/10

As the Advertising Sales Director for the Daily Titan at California State University, Fullerton, Adrian Gaitan has excelled in providing great customer service to the Marketing and Promotions department for the Associated Students Inc. Adrian consistently goes above and beyond his regular duties to ensure ads purchased by the Marketing office are timely and accurate. Adrian consistently follows-up on orders and helped us coordinate ad placement for student programs and departments including the Student Recreation Center, Titan Student Union and Associated Students, CSUF, Inc. Since August 2009, Adrian has successfully placed nearly $10,000 worth of ads for the Marketing department. He is quick to alert us if there is a problem and presents effective solutions.

Adrian has been great to work with, and in addition to the qualities as described above, possesses numerous others that makes him the perfect candidate for the 2009 Ad Manager of the Year.

Sincerely,

Crystal Schmidt Marketing & Public Relations Manager Associated Students, CSUF, Inc.

.

Advertising Sales Director Job Description: The Advertising Sales Director is in charge of all aspects of the advertising department and the staff. The Advertising Sales Director is responsible for supervising, recruiting, training and motivating the entire advertising staff, which includes the sales staff, promotions, ad production and distribution.

They need to be aware of the office atmosphere and keep everyone on track. The Sales Director sets monthly sales goals for the office and individual sales representatives (with assistance from the Business Manger) and implements the means for reaching and surpassing these goals, including incentive programs. They also should have a basic understanding of all advertising staff members’ job functions.

In addition, they are responsible for: •

Checking the main phone line and distribution of all leads.

•

Making sure that dummies are complete, 3 days before the specific paper runs.

•

Updating policies, procedures, media kits, and all other office paperwork.

•

Administering monthly evaluations of all advertising staff.

•

Organizing and conducting weekly sales meetings with all advertising staff. In addition, the also organize and conduct regular manager meetings with the Special Sections Manger, Promotions Manager, Production Manager, and Business Manger to discuss anything of importance for the maintenance and good name of the Daily Titan.

•

Working as a liaison between editorial and advertising and maintaining good relations with Editor in Chief and editorial staff.

The Advertising Sales Director must possess a minimum of one year’s experience with The Daily Titan. They must have excellent communication skills and be able to write effective evaluations and correspondence and must be able to perform job responsibilities in a mature, professional manner. The Sales Director must possess a positive attitude, superb customer service skills, and a desire to work in a management position. An energetic personality is needed to establish rapport with account executives and other peers. They must be able to identify false or misleading advertising. The Advertising Sales Director can expect to spend 30+ hours a week in the office and be fully available (expect for school classes) Monday through Friday, 9 a.m. to 5 p.m.

.

To Whom It May Concern: It is a great honor for me to nominate Adrian Gaitan for College Newspapers Business and Advertising Managerâ&#x20AC;&#x2122;s Advertising Manager of the Year award.

Mr. Gaitan is a strong and efficient leader who works hard daily to improve the quality of our publication. He is dependable, honest, and open-minded. In a short period of time Mr. Gaitan has taken the Daily Titan under his wing and greatly evolved the advertising department.

Each month, he sets new goals for himself and his staff and he is able to accomplish them. Mr. Gaitan continues to raise the bar for the advertising department and shows the strong qualities of a leader.

I have had the pleasure of working with him both in the editorial and advertising sides of our publication. When I was Managing Editor of the Daily Titan we were able to work closely and improve the relationship between advertising and editorial, which is often a difficult one to build.

However, Mr. Gaitan made this easy. He was always willing to discuss issues that came up between both sides and we were always able to work in unison to improve the paper. When my time as Managing Editor was up, Mr. Gaitan hired me as an Account Executive. He has motivated me to learn the ways of advertising in order to expand my views and knowledge of newspapers.

I have experienced working with him on multiple projects as both a colleague and a supervisor. I am always inspired and encouraged by his work ethic and professionalism. He truly deserves this award for all of the hard work he has put into the Daily Titan and positive impact he has made on all who surround him.

Sincerely,

Monzerrath Gonzalez Former Managing Editor and current Account Executive The Daily Titan California State University Fullerton

STUDENT ADVERTISING MANAGER OF THE YEAR

AMANDA MAXEDON

YOURSELF

January 20, 2010 Esteemed CNBAM Judges,

It is with great pleasure that I nominate Amanda Maxedon for the Advertising Manager of the Year award. I have worked in college media for 11 years and have had as many student Advertising Managers report to me. I can say without hesitation that Amanda has been the best student Ad Manager I have ever had the opportunity to work with.

Amanda was selected as the Ad Manager in March 2009 and officially took office in May. But she didn’t wait for May to roll around before she got to work. She literally hit the ground running. Her first mission was to hire a new staff. With half the staff graduating (8 out of 16 reps) Amanda had a lot of positions to fill. She held an open house to recruit potential employees. She also set up tables in class buildings to generate interest and buzz with students.

As the Ad Manager, one of her first official decisions was to change the title of the students that sell the advertising. Formerly called “sales representatives”, the students are now “Marketing Consultants”. This change reflected the new attitude Amanda brought to the department. Our students don’t just sell ads to hit a quota, they interact with clients and help them find the products that fit their needs and marketing objectives.

Amanda could not have done a better job of hiring and training her sales staff. For the first time in four years, the Daily Vidette achieved financial quota for three months out of four in the fall semester (September, $19,309 above quota; November $15,524 above quota; and December, $3,043 above quota). When I proposed changing the Marketing Consultant quotas from inches to dollars last spring, Amanda immediately saw the benefit to the change and endorsed it whole-heartedly. It could have been very difficult for a manager to convince her staff that the way they were being evaluated was changing for the first time in decades – but Amanda helped her staff understand that inches aren’t what pay the bills – dollars are! Suddenly we were selling thousands of dollars in color and the alternative forms of advertising we offer (newsracks, online, puzzle sponsorship) exploded in revenue.

Amanda has also taken the lead in our marketing efforts. She saw the benefit of having a table at Festival ISU (an event at the university where clubs and organizations promote themselves) and rallied her troops to spend hours handing out t-shirts, newspapers and water bottles with stickers proclaiming, “Go Vidette Yourself!” This slogan has become our branding effort for this year. Amanda pursued several avenues with this theme. By procuring a sponsor,

she had t-shirts printed with the “Go Vidette Yourself” logo on the front and the sponsors’ name on the back. These t-shirts were handed out to students caught reading the paper on campus. In turn, the student’ picture (while reading the Daily Vidette of course) appeared in the paper. She also handed out water bottles with the logo on them. This marketing effort has helped create a buzz on campus, and we have seen our pick-up rates improve.

In the office, Amanda has built a team that has bonded like no other staff I’ve seen. We take family pretty seriously here; every fall we create a huge poster stating “Daily Vidette Family” and the school year dates and every staff member signs it. Amanda took this to heart and has truly created an atmosphere of family. Every Friday the ad department has a theme – whether it’s Cowboy Friday, or Sunglasses Friday or Freaky Friday - everyone participates and has a great time. We have pictures lining the walls of staff members dressed in the theme of the day. Amanda has also organized several group events, including a paint-ball excursion, flag football game and an outing at a local restaurant after the staff met their Dining Guide quota. She has fostered a true spirit of competition and her staff has had fun while achieving their goals. Her staff respects her and works hard for her. In turn, they know that Amanda is always available to help them and encourage them with new ideas. What more could an advisor ask for?

Finally, Amanda has achieved all this while also serving as the Student Representative on the CNBAM board. Elected in March 2009, she is helping to plan the student activities for the 2010 convention. After she was elected several advisors approached me with compliments about her. Some of these comments were, “She is sharp – she’ll do a great job” and “What a poised young woman – is she your ad manager?” and finally “She was so well spoken I had to vote for her!”

I couldn’t have said it better myself.

Thank you for considering Amanda for the honor of CNBAM Advertising Manager of the Year. She truly embodies the spirit of the phrase “leader”.

Best,

Christy Harrison Assistant General Manager and Business Advisor

January 21, 2010 CNBAM Los Angeles, CA To Whom It May Concern, I never realized the worth of an effective ad manager, until I had the honor of working under the leadership of Amanda Maxedon; and she is absolutely worthy of the title Ad Manager of the Year. From her fundamental changes to office procedures to the evolution of employee attitude and office environment, Amanda has transformed the Daily Vidette in her time as manager, and I am privileged to nominate her for this prestigious title.

From the moment Amanda stepped into the position of ad manager, she has challenged and improved many of the dated procedures formerly used in the office and encouraged long-term selling. Her first and most prominent change was to the calculation of quotas; she instituted “dollar” quotas, rather than the “inch” quotas previously used. Amanda eased the returning staff members through the change with training and assistance, and now the quota system is more accurate and effective. As a staff member, I greatly appreciate measuring quota in dollars as it integrated the cost of color, as well as size. Amanda has also taken a more flexible approach to selling; tailoring prices and specials to the clients’ needs. In this economy, selling is difficult enough but color is a luxury many clients cannot afford. Amanda has instituted monthly color specials to encourage clients to run, while letting them know we try our hardest to support them. Another way Amanda has encouraged selling is through the special supplements. Clients are now able to sign a bundle contract, which offers them a discount for running in all supplements for the semester. This is just another example of how Amanda encourages the staff to sell for the long-term, rather than on a per-ad basis.

Through Amanda’s time as manager, our staff has been astonishingly successful. A large part of this success can be attributed to her motivational techniques. Whether it’s just an encouraging email or a follow-up on a potential sale, Amanda keeps herself involved in client interactions and always offers support. Some of her best motivations are evident when selling for a supplement issue. For every supplement, a bulletin board is created with all of the information and a game charting each team’s progress toward quota. Whether it’s filling a pizza with slices for the Dining Guide or putting petals around a flower for Back to Spring Guide, a fun, brightly colored board offers encouragement to sell and an easy access to pertinent information. To further encourage selling during supplements, Amanda always has additional incentives encompassed in a game. For example, while selling for the Rental Guide, balloons were filled with slips of paper shaped like keys that had prizes written on them. Every day she assigned a task, such as selling an advertisement or filling a call sheet; and whoever completed the task could pop a balloon and claim their prize. While games like this may seem a bit juvenile, it makes a world of difference in the staff’s motivation and selling success.

Amanda has immersed herself in the position of ad manager and shown great dedication to her role, duties and staff. Unless she is attending class, Amanda can be found in the office. She is there to answer questions, offer advice or brainstorm an advertising campaign. Amanda is always willing to go on client meetings alongside new marketing consultants, to visit a difficult client or just go to offer support. From her first-hand experience of working with a large number of clients, Amanda understands and offers ideas for advertisements and appropriate proposals. She also still maintains strong relationships with many of her past clients; Amanda understands the value of client relationships and does the utmost to uphold them. Amanda makes sure she is involved in all aspects of the newspaper; from helping maintain consultant/designer relationships, to double checking every single ad, and following up with consultants on prospective clients. Amanda has given everything to her position as manager and to the newspaper; her dedication is astonishing.

Although the ad manager mostly focuses on sales and staff maintenance, Amanda has gone above and beyond to transform the atmosphere of the office. This may not seem important to some, but the work Amanda has put in and the changes she has made are immeasurable. She has organized numerous staff outings; from paintballing to attending a hockey game to pumpkin carving, Amanda has brought the staff from a group of employees to a family. The ad sales staff has grown to be a cohesive group in which we fail or succeed together; and under Amanda’s leadership we have found success. Amanda is a trustworthy and kind leader, but she is also a friend to everyone at the Vidette. Coming to work at the paper is enjoyable and the positive atmosphere is just another key to our success. There is nothing more daunting than working under a manager who is intimidating to approach. Amanda encourages the staff to come to her when facing adversity. Rather than reprimanding or scolding when a mistake happens, Amanda works with the consultant to solve the problem and learn from their error.

The positive changes the Daily Vidette has seen under Amanda Maxedon’s leadership as ad manager are innumerable and infinite in their worth. The transformation of the staff, the way the newspaper is run and my own development as a marketing consultant can all be directly attributed to Amanda’s efforts. I can guarantee there is no one more worthy of Ad Manager of the Year, and it would be an honor to me, the staff and the Vidette as a whole to have Amanda’s successes recognized and honored.

Sincerely,

Elizabeth Hanley Marketing Consultant/Team Lead The Daily Vidette

CNBAM Student Advertising Manager of the Year My general manager once told me “The difference between „coaching‟ and „fixing‟ is that fixing is quick, but fixing is a temporary solution. Coaching is mentoring the person and getting lasting results.” This is the type of approach I have taken to managing a sales staff of 18 marketing consultants (MC‟s) and an advertising production staff of 10. I found that coaching can be comparable to leading, and throughout my one year as sales manager I strived to be a leader.

As soon as I learned that I was appointed to the position of Advertising Sales Manager at The Daily Vidette, I knew that I had a lot of work to do. The previous year had been a disappointment and the staff had a negative connotation of how the advertising sales manager should manage a staff. I bought a couple books, The First Time Manager and 100 Ways to Motivate Others. While these books provided me with a good idea of how to manage people, I soon realized that the staff, newspaper, and clients already have managers. What they needed now, and what I needed to be, was a leader.

Leaders must be passionate about their work, devoting time into enhancing the program. While coming into the office on a daily basis may seem like a chore to some, I found that every morning when I wake up I am excited to start my day at the office. I look forward to seeing everyone and helping others solve their problems of the day. I am motivated by the act of helping others and creating strategies to increase sales and awareness of the newspaper. As a leader, I find that setting an example of being enthusiastic and excited about my job is contagious to others on staff. While the MC‟s are only required to be in the office 30 minutes a day, I will often see the MC‟s much more than that to help others struggle through a rough sales call, or just to simply see what is happening at The Daily Vidette that day.

The difference between managing and leading people is that a leader will go the extra distance to make sure that everyone on staff has a deep understanding and appreciation for the tasks they are performing. A manager will just make sure the job is completed. One of the first changes I made, switching from an inch quota to a financial quota, gave the MC‟s a better understanding of their job.

With the inch quota, MC‟s had no motivation to sell color and were often tempted to give unnecessary discounts. Now that they have worked with financial quotas, the entire mood of each MC has altered. They are planning out strategic advertising schedules for their clients that will help them reach their quota. Since the financial quota has been implemented, we are 19.15% over staff quota in the daily publication for the months June to December, and have seen an increase of 37.86% in supplement sales.

Leading a staff also means providing them with a fun and inviting atmosphere. When MC‟s know they will be entering an environment that involves their friends and a place of encouragement, they will perform at their greatest potential. Since I have been in charge, I have made it a point to make sure everyone is included and motivated within the office. All of the MC‟s know to approach me first with any problems because I will show them where the mistake happened and help them to understand what to do the next time. I have also started Theme Fridays. Examples of themes include: Western, White-Tee, Redbird, Jersey, Sunglasses, Stripes, and Freaky Friday. The staff is

encouraged to dress up and to have a relaxed time in the office on Fridays, since the majority of the day is spent completing office work. I have also planned for outings outside of the office including a Saturday of paintballing, attending a hockey game, dinners, Holiday parties, a charity bowling event and a friendly game of Advertising vs. Editorial flag football. All of these were optional, yet almost everyone on my staff participated because of the strong bond we have formed.

Along with providing the MC‟s with a favorable atmosphere, a leader also needs to motivate the staff in unique ways. For each supplement I have created an incentive program to reach each person in a different way. The incentives have a prize for the best performing team, individual, and the staff as a whole. Each team will be charted in a theme related to the supplement, such as a pizza pan for the Dining & Entertainment supplement. Non-monetary awards were given as well to motive those who need more recognition, such as gift cards, bonus points, and nominations for “Hardest Worker of the Week” at weekly sale staff meetings. Understanding how to motivate each individual is a crucial part to being a leader and something I strive to reach for everyday.

Leaders also have constant communication with their staff and provide them with superb accountability. Every week I orchestrate a sales staff meeting where I discuss upcoming events, special promotions and supplements, give awards, and I provide them with additional ongoing sales training. At the end of the meetings the teams break off into their groups and I go around to each one to talk about their accounts and see what areas they still need help. This gives me the chance to focus my attention on each individual MC to help them reach their goal. I also put a lot of trust into my team leaders to keep up to date on their teammates and to relay any important information to me that I may need. We meet once every week just to keep each other accountable for the tasks that are to be done and to encourage everyone to plan ahead and prepare for the upcoming months.

While I keep my team leaders accountable, they are also always there for me to brainstorm new ideas with and gain their support for new tasks and programs Finally, I find myself being a proud leader of The Daily Vidette as a whole. One of my main goals for the year was to create increased awareness of the newspaper around campus due to increased competition. I lead a marketing campaign, titled “Go Vidette Yourself”, which involved t-shirt giveaways, water bottle and sticker handouts, promotional house ads, and hand delivering supplements and papers around campus. This campaign required a lot of work and I did not leave it all up to my staff. You could find me around campus promoting The Daily Vidette and passing out the promotional items along with everyone else.

The time I have spent at The Daily Vidette has taught me about commitment, accountability, relationships, motivation, and most importantly how to be a leader. I am proud of how I have helped in the development of my staff members and how I have lead them to a successful year.

Thank you for considering me for Advertising Manager of the Year,

Amanda Maxedon

CNBAM Advertising Manager of the Year Appendix 1. My Current Resume 2. Daily Vidette Advertising Sales Manager Job Description & Expectations As a learning exercise, my advisor had me rewrite my job expectations based on my goals for the year. Together we set these expectations, along with job descriptions for team leaders and marketing consultants.

3. Productivity Records Includes numbers from the daily publication and supplements of Summer and Fall 2008 & 2009, including charts.

4. Recruitment Recruiting and hiring marketing consultants is a crucial part of my job. Recruiting involved hosting an open house at The Daily Vidette building, designing promotional house ads, and promoting the positions in the College of Business building.

5. Training I am in charge of planning, organizing, and developing a training program every semester. I also produced a 50 page training manual for the marketing consultants and started an Advertising Sales Manager manual. Examples of the games, agendas, and ongoing training can be found here.

6. Marketing Plan The Daily Vidette launched a marketing campaign that I lead. My production manager and I designed the slogan and pieces of the campaign which included t-shirts, water bottles, stickers, and house ads. Consultants also hand distributed advertisements and sat at tables to promote the paper.

7. Incentives During each semester, The Daily Vidette publishes four to five supplements. To accompany each supplement I design a sales incentive program to motivate the staff. Here you can find two examples of the programs, along with a weekly sales incentive for the hardest worker.

8. Pictures Throughout the school year I planned a theme for the staff to dress up as every Friday. Examples of these themes are shown here. As a staff we also went paintballing, competed in recreational games against editorial, and participated in a charity bowling tournament.

9. Final Monthly Numbers At the end of every month, marketing consultants receive a bonus based on their percentage over quota and their final point tally. I create a spreadsheet to display the totals for each person.

AM ANDA JO M AXEDON 35 Chatsford Ct Bloomington, Illinois

61704 309.275.8240 ajmaxed@ilstu.edu

OBJECTIVE: Highly motivated and formally trained sales and marketing student with demonstrated ability to exceed performance goals, solve problems, and build relationships.

W ORK EXPERIENCE: The Daily Vidette, Normal, IL Advertising Sales Manager May 2009 - Present Motivated advertising staff of 27 employees to exceed our financial quota by 18% in September 2009 Recruited, interviewed, and hired multiple candidates for the Team Leader, Marketing Consultant, and Ad Production Manager positions; responsible to put staff members on probation and termination Coordinate sales, promotion activities and formulate sales incentives Orchestrate and attend weekly sales staff, management, team leader, and monthly publication board meetings Monitor, supervise, and achieve advertising sales deadlines to reach goals Advertising Sales Team Leader Dec. 2008 – May 2009 Trained, supervised and advised a sales team of three representatives Designated responsibilities and created enthusiasm within team members Oversaw team’s sales production and conceptualized ways to increase sales Coordinated meetings to foster an environment to promote team work and sales Selected as a participant for the CNBAM Conference Marketing Consultant May 2008 – May 2009 Awarded Advertising Sales Representative of the Summer 2008 Ranked number 4 out of 20 sales representatives in Fall 2008 Exceeded quota in 6 out of the 9 months, for total sales of $83,238 Daily responsibilities: cold calling, networking, creating campaigns, fulfilling daily deadlines, meeting quota, working in a team and creating display ads Develop and utilize customer service skills through daily interaction with clients Selected as a participant for Chicago Tribune Conference Store Manager/Administrative Assistant Denny’s Doughnuts & Bakery, Bloomington, IL April 2004 –Jan. 2009 Trained new employees in counter work and customer service Answered telephones to answer customer’s questions and take orders Balanced cash registers at three locations

EDUCATION : Illinois State University, Normal IL Anticipated Graduation Date Major: Marketing – Professional Sales Sequence Related Academic Curricular American Marketing Association

Aug. 2006 – Present May 2010 Cumulative GPA: 3.0

RELATED EXPERIENCE AND SKILLS: Student Representative for the College Newspaper Business & Advertising Managers, Inc. Computer skills in Microsoft Word/Excel/PowerPoint/Access, Quickbooks, Mac Volunteer missionary in the Dominican Republic

Daily Vidette Advertising Sales Manager Job Description and Expectations

The Advertising Sales Manager is directly responsible for all sales at The Daily Vidette and a valuable part of the advertising department. The following are expectations of the Advertising Sales Manager: Coordinating sales and promotion activities: The advertising sales manager will coordinate sales campaigns and promotions in order to create interest in the community for The Daily Vidette and to increase sales. Examples of these activities include: hand delivering supplements, creating tailgating activities, running creative house ads, involving students by passing out promotional items, etcâ&#x20AC;Ś Monitor and supervise members of sales staff: On a daily basis, the advertising sales manager will interact with staff members as well as the business advisor. They will check the advertising reports and help to educate the staff on sales tips. The ad sales manager will keep track of the staffs points and dollar quotas and help each staff member to achieve their goals.

Recruit, train and organize advertising sales personnel: Each semester, the advertising sales manager will create a recruitment campaign in order to hire new marketing consultants. This will include running house ads, setting up tables, hosting an open house, and anything else in order to create awareness. They will interview and make the final decision in hiring marketing consultants, as well as the advertising production manager. They will then create a training program in order to prepare their marketing consultants to interact with clients. The advertising sales manger will also be responsible to put staff members on probation or termination.

Achieve advertising sales deadline and dummy the newspaper: The advertising sales manager is in charge of making sure the staff reaches the financial goals set for each month. They will work with each staff member to make sure this goal is obtained. They will share the responsibility with the business advisor to blueline the paper on a daily basis.

Formulate sales incentives for the advertising sales staff In order to motivate the staff members, the advertising sales manger will create sales incentives for the staff members. For example, creating trade agreements with local businesses to use as prizes for staff members, and creating games to keep the staff involved.

The advertising sales manager will work with the business manager to set a budget for sales incentives.

Attend and orchestrate meetings The advertising sales manger will have to attend monthly publication board meetings and weekly manager meetings. They may also have to meet with clients if certain circumstances arise. They will coordinate weekly sales staff meetings and meet with their team leaders on a weekly basis as well.

Daily Publication Numbers June July August September October November December Total

2008 Quotas 2008 Sales 2009 Quotas $9,875.00 $8,219.38 $5,045.40 $19,750.00 $12,588.58 $10,090.80 $49,546.00 $36,713.73 $35,317.80 $106,589.00 $103,676.16 $104,860.00 $141,211.00 $119,699.26 $120,865.00 $72,307.00 $39,790.99 $68,182.40 $18,076.80 $19,376.78 $17,045.60 $340,064.88

2009 Sales $9,642.43 $18,113.02 $44,846.68 $123,939.98 $120,582.70 $62,909.98 $25,158.31 $405,193.10

% Increase (08 - 09 Sales) 17.31% 43.88% 22.15% 19.55% 0.74% 58.10% 29.84% 19.15%

Supplement Numbers Survival Guide Rental Guide Career Guide Basketball Guide Dining & Entertainment Total

2008 Quotas $32,000.00 $9,000.00 $6,000.00 N/A $5,000.00

2008 Sales 2009 Quotas $26,586.85 $36,200.00 $8,595.19 $6,000.00 $5,173.18 $7,000.00 N/A $1,100.00 $3,211.21 $7,000.00 $43,566.43

Daily Publication Sales 2008 2009 $150,000.00 $100,000.00 $50,000.00 $0.00

2008 Sales 2009 Sales

2009 Sales $34,868.37 $9,853.12 $4,571.05 $1,570.73 $9,120.85 $59,984.12

% Increase (08 - 09 Sales) 31.15% 14.64% -11.64% 100% 184.03% 37.68%

Supplement Sales 2008 - 2009 $40,000.00 $35,000.00 $30,000.00 $25,000.00 $20,000.00 $15,000.00 $10,000.00 $5,000.00 $0.00

2008 Sales 2009 Sales

Recruitment Promotional Table A table was set up in the College of Business building to promote the Open House that would be held at The Daily Vidette building for potential marketing consultants. The table had applications, fliers, water bottles, and candy to give to the interested students. I organized the table and talked to students from 10 am—3 pm.

Promotional House Ads The advertising production manager and myself design promotional house advertisements to create awareness of the open house and positions that were available. We created the “Friends Don’t Let Friends” campaign to be humorous for the student body and to catch people’s attention.

Open House At the open house, potential employees were able to view the office and see the environment they would be working in. The entire staff was there to assist and give tours of the building, as well as explain in depth the job expectations.

Potential employees were able to sign up for interviews at the table as well. I had almost 50 students turn up at the event.

I have MC’s play “Rate Card Bingo” during training to test their knowledge on rates and policies.

Here is an example of the training agenda that MC’s complete before selling to clients. I prepare and lead all training.

I lead a “Zone Draft” that is held every semester where MC’s choose their territories based on standings.

Tr a i n i n g MC’s complete point sheets every week to record activity. I approve and update chart on a weekly basis.

Marketing Consultants (MC’s) are formally trained at the beginning of each semester, but engage in continuous training throughout the semester. Weekly sales staff and team meetings are held to keep everyone informed and up-todate on sales numbers, promotions, supplements, and rewards.

WATER BOTTLES DISTRIBUTED TO

THE STUDENT BODY

GAVE SHIRTS TO STUDENTS CAUGHT

READING THE PAPER

STICKERS DISTRIBUTED TO THE

STUDENT BODY videtteonline.com

SHIRT DISTRIBUTED AMONGST THE

STUDENT BODY

YOURSELF

Incentives & Motivation This Week’s Hardest Worker At the weekly sales staff meeting, I pick a marketing consultant to be “This Week’s Hardest Worker”. The decision is based upon who went the extra mile that week in sales calls, points, dollars sold, and their overall attitude while in the office. In this example, Nikki Kuniej won because she is a great team leader and is always helping everyone in any way she can while still maintaining her sales quota. The poster is displayed in the office for everyone to see, giving my staff a great non-monetary award.

Supplement Incentive Charts The Daily Vidette publishes five supplements each semester. I create a sales incentive program for the individual and team. This example is for the Dining & Entertainment guide.

Each team had their own pizza and as they brought in more dollars, their pizza would fill up. The staff did so well that breadsticks, slicers, and parmesan cheese shakers were added.

Balloon Bash Another game I invented when selling for supplements is called “Balloon Bash”. This game is unique because it offers everyone a chance to win, instead of just the top salespeople. Every day a different task is given, such as completing a call sheet or selling color, and once the task is fulfilled the consultant may pop a balloon. Inside are prizes such as 5% more commission, free office hour coupons, $20 gift cards, or bonus points for the week.

Jersey Friday

Paintballing

Haw aiin Friday Freaky Friday

Holiday Party

Paintballing Charity Bow ling

Western Friday

Sunglasses Friday Charity Bow ling

Team Leaders

Month of September Points

Jeff

Nikki

Graham Kelly

Zach

Brian

Liz

Ryan Ainsley

Adam

Doug Andrew Scott

Denton Zwaga

Dave

Rosie

150 125 65 110 450

235 120 165 150 670

170 140 145 125 580

160 80 110 125 475

155 35 100 80 370

150 110 90 85 435

225 100 145 105 575

150 75 105 155 485

120 110 95 90 415

210 145 130 125 610

105 110 145 85 445

150 115 140 90 495

145 75 65 80 365

110 110 140 135 495

110 80 70 95 355

295 115 80 95 585

145 110 115 80 450

% +/- Quota Points +/Grand Total

38% 190 640

78% 390 1060

47% 235 815

1% 5 480

35% 70 300

61% 122 313

16% 80 655

94% 470 1000

22% 110 525

72% 144 466

31% 155 600

46% 230 725

98% 196 169

246% 1230 1800

55% 110 250

54% 108 477

62% 320 775

Point Bonu$ Quota Bonu$ Team Bonu$ Staff Bonu$ Total Bonus

$63 $126 $126 $63 $378

$63 $126

$31.50

$63

$21 0 0 $63 $84

$75 $126 $126 $63 $390

0 0 $63 $95

0

$63 $147

$63 $126 $126 $63 $378

$52.50

0 0 $63 $95

$63 $126 0 $63 $252

$31.50

0 $126 $63 $221

$52.50 $94.50 $126 $63 $336

$52.50

$63 $284

$52.50 $31.50 $126 $63 $273

$31.50

$31.50

$63 $126 $126 $63 $378

$63 $147

$63 $126 0 $63 $252

# of Ads Sold

40

46

69

38

69

4

31

32

45

32

1

21

6

18

34

Adam

Doug

Week 1 Week 2 Week 3 Week 4 Total

$63 $126 $126 $31.50 $126 $63 $63 $284 $378 22

40

0 $31.50

$31.50

Month of November Points Week 1 Week 2 Week 3 Week 4 Total

Jeff

Nikki 115 90 181 386

150 115 135 325 725

% +/- Quota Points +/MC Month Pts Grand Total

15% -30

11% -22

356

703

Point Bonu$ Quota Bonu$ Team Bonu$ Total Bonus

$60 $0 $33 $93

$60 $0 $0 $60

Graham 100 95 95 210 500 69% 345

Kelly

Zach 90 90 95 285 560

120 101 165 275 661

Brian 160 130 65 240 595

Liz

Ryan Ainsley 105 125 105 320 655

57% 285

26% 130

3% 15

27% -54

855

845

791

610

601

$60 $132 $132 $324

$60 $132 $132 $324

$60 $66 $33 $159

$33 $99 $132

$60 $0 $0 $60

10

95 80 105 175 455 59% 295 5 755 $60 $132 $132 $324

70 41 80 285 476

150 80 175 250 655

98 70 60 300 528

17% 85

99% 495

3% -6

561

1150

522

$60 $66 $33 $159

$75 $132 $0 $207

$50 $0 $99 $149

Andrew Scott 115 95 65 260 535

115 100 100 220 535

66% 330

165% 825 5 55 870 1360

$60 $132 $132 $324

$75 $132 $99 $306

Denton Zwaga 130 136 180 290 736

70 75 50 115 310

Dave 158 80 75 370 683

Rosie 60 50 75 240 425

30% 150

53% -106

27% -54

2% -4

886

204

629

421

$60 $132 $33 $225

$30 $0 $99 $129

$60 $0 $0 $60

$40 $0 $99 $139