SALES PITCH/PROPOSAL RUNNERS PERFORMANCE FOOTWARE & APPAREL
Presentation by: ADAM LONDON Account Executive
CENTRAL MICHIGAN UNIVERSITY
SALES PITCH/PROPOSAL RUNNERS PERFORMANCE FOOTWARE & APPAREL Runners Performance had not been a frequent advertiser in CM Life’s history. After two and a half weeks of talking with the client, and practicing the sales process, the client scheduled 11 ads costing $1275.6, and four months of bus shelter advertisements costing $690, with plans on doing more during the second semester. The client wanted to promote the Vibram Five Finger running shoes, free socks with purchase of shoes and the 10 percent student discount given to CMU students. The campaign included a full color ad to promote the Vibram Shoes and 10 percent discount. A second black and white version of the ad outlining the free socks with purchase shoes. The bus shelter consisted of both the 10 percent of student discount, and the free socks with purchase of shoes. The sales process consisted of finding out the key decision maker at Runners Performance, Jasmine Humes. During the initial call to Jasmine at the corporate office, a needs analysis was done. During this process the key was to find out the role of the decision maker, her job title and how important the student market is to her business. Jasmine informed me that she was the decision maker in regards to advertising as the regional manager. During the same conversation, she told me that the student market is a key demographic for the Mt. Pleasant store. I then asked the following questions: Q: What is your current advertising budget for the year? A: $4500 for three stores for her region in Michigan. Q: What are you currently doing to reach that student market? A: Currently we haven’t done a whole lot. It has been a struggle for us in the past to reach the students. We began offering the 10% discount, but we still didn’t see a large increase in revenue from the students.
CENTRAL MICHIGAN UNIVERSITY
SALES PITCH/PROPOSAL RUNNERS PERFORMANCE FOOTWARE & APPAREL Q: Why do you think that was not affective? A: Well I think it’s because the students may not know we offer that discount, it is tough to reach students living in the dorms and those who would buy a Runners product. Q: How have you begun to increase the effectiveness of your reach to the student market? A: Not a whole lot at this time. Again its something we struggle with. Q: If we could provide you with a more affective adverting method to reach the student market, what would that do for your business? A: I think students could be a large market we would love to reach. I think if you could help us with that, then we could do business together. After taking the answers into account, I set up a second appointment. This was to give me time to come up with a productive campaign to present to the client. After presenting the advertising campaign to the client, she decided to move ahead with the plan. After the 14 ad campaign, the client has moved to utilizing our coupon booklet, and more newspaper advertisements. This is due to the trust I gained with the client by calling and seeing how the ads were helping her business and seeing how her business was doing in general. When thinking of what makes the best Sales Pitch/ Proposal you must think of what the client received from the sale. In the case of Runners Performance, after spending more than $2572 on advertisements, she continues to advertise with us. This shows that the return she has gotten on her investment and proves our ability at CM Life to provide a helpful product to the local businesses in Mt. Pleasant.
CENTRAL MICHIGAN UNIVERSITY
SALES PITCH/PROPOSAL RUNNERS PERFORMANCE FOOTWARE & APPAREL
Advertising Proposal 7- 2 col. x 4” Black/White Friday, October 12 Monday, October 15 Monday, October 26 Friday, November 2 Wednesday, November 7 Wednesday, November 14 Wednesday, November 28
$669.20
7- 2 col. x 4” Full Color Monday, October 8 Wednesday, October 17 Friday, October 19 Monday, October 22 Friday, November 16 Monday, November 19 Monday, November 26
$893.20
CAMPUS CASH COUPONS Spring Coupon Book Fall Coupon Book
$320.00
CAMPUS BUS SHELTER January, February, March, April Main Moore Hall Location
$690.00
CENTRAL MICHIGAN UNIVERSITY
SALES PITCH/PROPOSAL RUNNERS PERFORMANCE FOOTWARE & APPAREL Barefoot just got better! Vibram FiveFingers shoes now in stock!
Student diScount
10% off Shoes 15% off Apparel
Cannot be combined with any other coupons or discounts
MT. PLEASANT • SAGINAW MIDLAND • BAY CITY
2316 South
Mission St • Mt Pleasant • 989-779-0317 Runners Performance Store runnersperformancestore.com weRun989
Barefoot just got better! Vibram FiveFingers shoes now in stock!
Student diScount
10% off Shoes 15% off Apparel
FREE FEETURES
SOCKS with purchase of shoes
Vibram FiveFingers shoes now in stock!
Cannot be combined with any other coupons or discounts
STUDENT DISCOUNT
MT. PLEASANT • SAGINAW MIDLAND • BAY CITY
2316 South
Mission St • Mt Pleasant • 989-779-0317 Runners Performance Store runnersperformancestore.com weRun989
Free Feetures Socks with Purchase of Shoes Seamless & Blister Free
10% Off Shoes 15% Off Apparel Cannot be combined with any other coupons or discounts
Socks valued at $9.99
Socks valued at $9.99
MT. PLEASANT SAGINAW MIDLAND • BAY CITY
Student diScount
10% off Shoes 15% off Apparel
Cannot be combined w/ any other coupons or discounts
2316 South
Mission • Mt. Pleasant • 989-779-0317
Runners Performance Store weRun989
MT. PLEASANT SAGINAW MIDLAND • BAY CITY
2316 South
Mission • Mt. Pleasant • 989-779-0317
Runners Performance Store weRun989 runnersperformancestore.com
runnersperformancestore.com
Spec ads and Bus Shelter Poster
CENTRAL MICHIGAN UNIVERSITY
Ka Leo Best Sales Pitch The Ka Leo student marketing director came up with a plan to monetize the pigskin picks promotion that we were doing by bringing on a title sponsor. He had a client, the University of Hawaii Federal Credit Union (UHFCU), that he wanted to pitch the concept to and developed the entire proposal himself. Reece made the sale easy for the client by including them as part of the promotion, as being the drop off point on campus for our ballots. This was particularly interesting to the client, since it would bring students directly to their location on campus, and then a teller could interact with them about their banking needs and options. Reece developed a pricing structure and worked with me the advertising advisor to help solidify the plan. Reece worked with UHFCU directly and sent them a proposal that had three different options. He made the third option so enticing that they could hardly refuse. We stood to run about $3200 worth of house ads for this campaign, and by bringing on a partner we could pay for the ad space and make our contest have more clout in the UH community. The overall idea was to bring on a campus account that would like to be a part of the process and that is exactly what Reece was able to do. All I had to do to help out was approve the pricing structure that Reece developed and he took care of meeting with the client and signing the deal. This was a huge success for this program, since the contest is only in its second year of existence and did not have a proven track record with sponsors. Reece made this his very own project and made sure that we could fund his marketing initiatives. This pitch was only made to one client and they traditional spend half all year what they spent with us in the fall this year. Reece’s ability to pitch the concept and get people excited about an idea is unmatched in my sales staff and it shows with his ability to pitch this to one client and sell it.
BEST PICKS Win a Ka Leo Prize Pack Contestant with the best PICKS will win a Ka Leo prize pack. Contestants will also automatically be eligible to participate in The Ka Leo Half TIme Field Goal Kick for a chance to win a brand New Moped and $500 Gift Card from Chevron.
Week #6 – Oct. 1 - Oct. 7 COLLEGE
Hawaii @ San Diego St. LSU @ Florida Georgia @ South Carolina West Virginia @ Texas Nebraska @ Ohio St.
NFL
Atlanta @ Washington Philadelphia @ Pittsburgh Seattle @ Carolina Denver @ New England San Diego @ New Orleans
Brought to you by:
PULL-A-RATE Auto Loan Special! Roll by and “get chance” to pull a rate as low as Fri. 10/12: 8:30 am - 6 pm UHFCU MCCULLY BRANCH Sat.10/13: 9 am - 1 pm
Visit Us
1.49% or up to 2% OFF your qualifying rate
Call Us (808) 983-5500
Apply Online - UHFCU.com
Tiebreaker: Predict the passing yards for UH Drop off Your Ballot at the UHFCU Campus Center Branch by 3pm Wednesday afternoon to be eligible to win. Name Date UH ID# PH# Email:
Hey Bari, Below are three proposals for the Ka Leo Pigskin Picks, our football promotion. The concept is the same as last year, same rules and prizes but we’re doing additional promotion this year to supplement the campaign. We’re already a few weeks into the promotion but the transition will be seamless and timely as we are only into the first home game. But take a look at the three options and let me know if they interest you and your team. All three sponsorship options would fulfill 9 insertions towards our entire campaign this year, corresponding to the 9 weeks left in the promotion. Though your brand would be on all 27 individual ads including 9 full weeks of online promotion. P1: $2,500.00 P2: $3,000.00 P3: $3,500.00 Each fulfills 9 insertions towards their overall contract. P1: Weekly cost: $277.77 Package includes: Title Sponsor on 27 ads 9 ballots in print 9 results ads in print 9 weeks of online ads (63 continuous days) Total Cost: $2,500.00 P2: Weekly cost: $333.33 Package Includes: Title Sponsor on all 27 ads, and Included item in prize pack 9 ballots in print 9 results ads in print 9 weeks of online ads (63 continuous days) Total Cost: $3,000.00 P3: Weekly cost: $388.88 Package Includes: Title Sponsor on all 27 ads, and Included item in prize pack, and Students drop off ballots at UHFCU CC branch. UHFCU is allowed to hand promotional item back to student. 9 ballots in print 9 results ads in print 9 weeks of online ads (63 continuous days) Total Cost: $3,500.00
Feel free to give me a call when you get a chance, and let me know if this is of interest to you. Thanks again! Reece Farinas
Brought to you by:
Week #6 Winner
Pam Amano
BEST PICKS Win a Ka Leo Prize Pack
Contestant with the best PICKS will win a Ka Le Leeoo Leo prize pack. Contestants will also automatically be eligible to to participate in The Ka Leo Half TIme Field Goal Kick iccckk ick for a chance to win a brand New Moped and $5000 Gift Card from Chevron.
BEST SALES PITCH / PROPOSAL
Mustang Daily - California Polytechnic State University
Traditional Tattoo Sold By Eric Pocock 9/11/12 Traditional Tattoo is a local tattoo and piercing company with three locations on the Central Coast, two of which are in San Luis Obispo (one is downtown, the other right next to campus). I first learned about them when I was an incoming freshman. Every year at Cal Poly we have the Week of Welcome (WOW) to get new students acquainted with the school and the town. During WOW there is an event called SLO Bound, where students go around SLO and get coupons and promotions and samples from local businesses. Traditional Tattoo always has a booth at this event and gives out coupons for discounted piercings. Traditional Tattoo has never been an advertiser in the paper; however, they have done their coupons during SLO Bound and they put posters up around campus periodically, so I know they see the value in advertising and they know that their target demographic is college students. I have a relationship with the owner Shad Perlich, and I was determined to try and help his business grow and really establish a relationship between Traditional Tattoo and the Mustang Daily. I went into Traditional Tattoo to speak with Shad with the hopes of pitching them on our WOW and Back To School editions, and our coupon book. I thought that these two products would be great for them because: • The vast majority of their clients are college students • They love making an impact on freshmen • They consistently print coupons for their shops I thought that by participating in these editions, they would be able to get better coverage across campus and make a big impact right at the beginning of the year, and jump start their top of the mind awareness with the new students. When I went in to visit with Shad, I asked him about his current promotion plan, how it’s worked in the past, and how he would like to see it improved. He told me he really likes his beginning of the year coupons and is very interested in reaching students. He also told me that because the WOW program had been shortened, SLO Bound had been cancelled. He was very annoyed by this, as he really values face-to-face interaction with students. With this information I was able to propose even more than I had planned to. I recommended he: • Run print advertising in our WOW and all three Back To School Editions • I recommended to Shad that he do color ads, explaining that color ads in the paper get noticed 60% more than black and white. Being an artist himself, he agreed. • With respect to sizing, in order to maximize their budget I recommended a quarter page in WOW and a eighth page in our Fall, Winter, and Spring Back To School editions. The reason for this was because WOW is by far the largest of the four and standing out in that edition is imperative. • Participate in our Coupon Book at the start of every quarter • Come be a vendor at our Business Fair
www.mustangdaily.net | 805.756.1143 | advertising@mustangdaily.net
I told Shad that the WOW and Back To School editions are our highest read special editions, because students are coming back to SLO, and they’re excited and full of school spirit. WOW and Back To School both fly off the stands. The coupon book was a product that we had never made before, and we were really excited about it. Not only would it be published and distributed all throughout the quarter, but we had set it up so that the book would be placed in every on campus dorm room prior to move in day, so it would be waiting for the students when they got there. I really wanted to make it clear that every freshman on campus would have this coupon book and it would be reach a very wide audience. But the biggest thing for Traditional Tattoo, I said to Shad, would be the Business Fair. During the Business Bair, we gave businesses the opportunity to come onto campus to promote their products and services, and get that face time with students that Shad really values. Shad was delighted by this information; specifically the opportunity to come onto campus, stating it was worth far more to him than the $50 we were charging for it. Once he agreed that the package I had presented to him would be valuable to his business, we began discussing price. I encouraged him to be in WOW and all three Back To School editions because not only would he better maintain awareness by students, but he would also receive an $8.00 PCI rate for the combo, as opposed to $12.50 for individual editions. He told me he was excited and looking to start a consistent relationship with the newspaper, and he wanted to sign up for everything I suggested. For this reason, I told him that we could offer him half off color on all of his WOW and Back To School ads, and that color for the coupon book was included. He was pleased to hear this, and asked if there was any other way we could lower the price. I told him that we offer a 5% discount for those clients who prepay, and he wrote me the check on the spot.
www.mustangdaily.net | 805.756.1143 | advertising@mustangdaily.net
P: 805.756.1143
|
F: 805.756.6784
|
www.MustangDaily.net
1 Grand Avenue, San Luis Obispo, California 93407 BILLING INFORMATION Client: Traditional Tattoo Contact: Shad Perlich Address:
DATE:
Account Executive: Eric Pocock (303) 349 7020 eric@mustangdaily.net
Phone: Email:
1 2 3 4 5 6 7 8
Run Date Color MM/DD/YY 9/12/12 x 9/17/12 x 9/17/12 x 10/3/12 1/7/13 x 1/7/13 x 4/1/13 x 4/1/13 x
Description/Tagline WOW Quarter Page Fall Back To School 1/8 Page Fall Coupon Book Business Fair Winter Back To School 1/8 Page Winter Coupon Book Spring Back To School 1/8 page Spring Coupon Book
9 10 11 12 13 14 15 16 17 18 19 20
Notes:
9/11/12
Col. In. 3 3
11 5
3
5
3
5
Ad Size 31.5 15.0 0.0 0.0 15.0 0.0 15.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5% prepay discount
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
CPI $ 8.00 8.00 8.00 8.00 -
Color $ $ 50.00 $ 50.00
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Ad Total $ 252.00 120.00 316.67 50.00 120.00 316.67 120.00 316.67 -
Subtotal: $ Total Color: $
1,612.01 200.00
$ 50.00 $ 50.00
Qualifying Discount: TOTAL AMOUNT: $
$90.60 1,721.41
AUTHORIZATION (Required) The undersigned agrees to abide by the terms and conditions of this contract. Client Signature: ________________________________ Date: __________ Cancellations: Cancellations may be made without penalty by 1:00 p.m. two (2) business days prior to the date the ad is scheduled to run. Ads cancelled at shorter notice will be subject to regular charges. Billing & Finance Charges: The monthly billing cycle will close on the last working day of the month. Payment will be due on the twentieth day of the following month. Accounts not paid within thirty days of the invoice date are subject to a finance charge of 1.5% per month (18% annual percentage rate). Payment in full must be received by the last business day of the month following the receipt of your statement. Make checks payable to Mustang Daily and send to: Mustang Daily, Cal Poly State University, Graphic Arts Bldg. 26, Suite 226, San Luis Obispo, CA 93407.
WOW & BACK TO SCHOOL
Publishes Wed, Sept 12 & Sun, Sept 16
WOW DEADLINES
FALL BACK TO SCHOOL DEADLINES WINTER & SPRING DEADLINES
Publishes: Wed, Sept 12- Sat, Sept 15 Space: Friday, August 24 at 5pm Artwork: Wednesday, Sept. 5 at 12pm
Publishes: Sun, Sept 16- Wed, Sept 19 Publishes: Mon, Jan 7 & Mon, April 1, 2013 Space: TBD Space: Tuesday, Sept 4 at 5pm Artwork: TBD Artwork: Friday, Sept 7 at 12pm
• More than $10 million dollars are spent in SLO during move in weekend. • Mustang Daily Street Team will be marketing and distributing WOW and Back to School editions at Farmers’ Market, during Move-In day, booths on campus, at the WOW Block Party and more!
• Each edition is on stands for 4 days! • One copy of WOW is placed in every single dorm room, prior to move in, that’s 2,000+ dorm rooms! • Make an impact by introducing yourself and your business to new and returning students.
ALL 4 ISSUES
2 ISSUES
1 ISSUE
(WOW & all 3 BTS editions)
(WOW & Fall BTS editions) 15% of savings! AAsavings 25%!
(Any edition)
$8 per column inch A A35% savings! savings of 35%!
Color Rates
Column Structure
31.5" Ad or Smaller
$100
32” Ad or Larger
$200
Sign before July 20th & receive 50% off color!
Student % 95 Readership
$12.50 per column inch
$9 per column inch
6C=11” 5C=9.14” 4C=7.28”
6,000
3C=5.42” 2C=3.55” 1C=1.69”
Ask about our NICHE Products & Business Fair! New ways to promote your business to CP students!
Daily Circulation
15,000
Daily Readers
OFFICE: 805.756.1143 | advertising @ mustangdaily.net | 1 GRand Ave. BLDG 26, Rm 226 San Luis Obispo FROM CAMPUS TO YOUR COMMUNITY
BUSINESS FAIR 2012
Publishes ALL FALL QUARTER • Rare, once a year, opportunity for you to market directly to students on Cal Poly campus • Wednesday, October 3, 2012 from 4-7 p.m on Mott Lawn
PRICING OPTIONS:
IMPORTANT DEADLINES
Space Friday August 24 @ 5pm Ad Wednesday August 29 @ 5pm
• 45,000 coupon books printed and distributed throughout 2012-2013 academic school year • 15,000 coupon books distributed each quarter by the Mustang Daily Marketing Street Team at various events throughout out the quarter.
(ADDITIONAL COUPONS $150 EACH)
$1050
ALL 3 COUPONS (FALL, WINTER, SPRING) & BOOTH
$1250
BACK PAGE COUPON (FALL, WINTER, SPRING) & BOOTH
$1150
INSIDE COVER COUPON (FALL, WINTER, SPRING) & BOOTH
$450
1 COUPON (FALL ONLY) & BOOTH
$400
1 COUPON (FALL ONLY)
EACH COUPON WILL BE DESIGNED IN FULL COLOR AND 8” WIDE X 3.5” TALL
Coupons will be billed quarterly & Placement requests wll be handled on a 1st come, 1st served basis.
OFFICE: 805.756.1143 | advertising @ mustangdaily.net | 1 GRand Ave. BLDG 26, Rm 226 San Luis Obispo
Best Sales Pitch/Proposal Robinson Hall is home to the performing arts center on campus at UNC Charlotte. Every few weeks there is a play, musical production, or dance recital that takes place put on by either students or faculty members. Usually these performances are advertised by word of mouth through those performing which can sometimes lead to a disappointing turnout. One of our account executives met with the marketing and box office manager of Robinson Hall to discuss how they could improve performance attendance, specifically for a play entitled, The Colored Museum. The marketing manager initially felt that because they were the main performing arts center on campus that advertising for their events was not a priority. Our account executive explained that they were competing for every dollar a student or potential customer could potentially spend elsewhere and drew up a proposal of what running in the Niner Times could do for their department. Together, they came up with five dates, before and during the week of the show, that they could run full color, quarter page ads that would grab the attention of the reader, also attaining a five percent frequency discount for running five ads. Because Robinson Hall is on campus, their discounted rates for the quarter page, full color ads were $390 for each ad. With their frequency discount, it saves them almost $100, bringing their total to $1852.50. Overall, The Colored Museum was a big hit on campus and there was an increased turnout due to advertising with Niner Media.
Student Niner Media • UNC Charlotte 9201 University City Blvd. • Charlotte, NC 28223 • 704-687-7140
ADSIZES
ADPRICES
Regular Issue Sizes
Full Page 10.5” x 16.5”
3/4 Page 10.5” x 12.36”
Regular Issue Prices
1/2 Page H 10.5” x 8.18”
1/2 Page V 5.17” x 16.5”
1/4 Page H 10.5” x4.02”
76% of all students have read their school’s newspaper in the past 30 days.
On Campus Rates
Local Rates
National Rates
Full Page ............... $500 3/4 Page .................. 375 1/2 Page H ..............250 1/2 Page V ............... 250 1/4 Page H (Jr) ...... 140 1/4 Page V ...............140 1/8 Page V ............... 70 1/8 Page H ..............70 1/16 Page ................ 35
Full Page ............... $800 3/4 Page .................. 600 1/2 Page H .............. 400 1/2 Page V ............... 400 1/4 Page H (Jr) .......200 1/4 Page V ............... 200 1/8 Page V ...............100 1/8 Page H ............. 100 1/16 Page ................ 50
Page ...................... $1300 3/4 Page .................. 975 1/2 Page H .............. 650 1/2 Page V ............... 650 1/4 Page H (Jr) ....... 325 1/4 Page V ............... 325 1/8 Page V ...............150 1/8 Page H .............150 1/16 Page ................ 75
Inserted Special Sections: Housing Guide & Basketball Preview
1/4 Page V 5.17” x 8.18”
1/8 Page H 5.17” x 4.02”
1/8 Page V 2.5” x 8.18”
1/16 Page 2.5” x 4.02”
Inserted Special Sections
Full Page 7.38” x 9.53”
1/2 Page H 7.38” x 4.71”
1/2 Page V 3.6” x 9.53”
Banner 7.38” x 2.3”
1/4 Page 3.6” x 4.71”
1/8 Page 3.6” x 2.3”
Stand Alone Special Sections
Full Page 10.25” x 11.25”
1/2 Page H 10.25” x 5.56”
1/2 Page V 5.04” x 11.25”
1/4 Page 5.04” x 5.56”
1/8 Page 5.04” x 2.72”
On Campus Rates
Local Rates
Full Page ............... $250 1/2 Page H ..............150 1/2 Page V ...............150 Banner .....................80 1/4 Page .................. 80 1/8 Page ................. 40
Full Page ............... $400 1/2 Page H ..............250 1/2 Page V .............. 250 Banner .................... 120 1/4 Page ..................120 1/8 Page ................... 60
Stand Alone Special Sections:
Survival Guide, Parent Survival Guide & Welcome Back
On Campus Rates
Local Rates
Full Page ............... $350 1/2 Page H .............. 210 1/2 Page V ............... 210 1/4 Page .................. 120 1/8 Page ................. 60
Full Page ............... $480 1/2 Page H ..............300 1/2 Page V ............... 300 1/4 Page ..................160 1/8 Page .................. 85
Color Prices Theme Pages
B&W: Free
1 Spot: $85
2 Spot: $170
Full Color: $250
The Niner Times features theme pages throughout the year. Theme pages feature a group of advertisements in free full color on the back page of an issue. See the next page for theme page dates.
80% of UNC Charlotte students look through print advertising.
Inserts Cost Per Thousand 1 - 8 Pages ............. $90 12 - 20 .......................95 24 - 32 ......................100 Max. number of inserts ... 7,000 Min. number of inserts .... 3,500
Bundle rate: buy ad space in 4 theme pages and get one free! Small: 3.171 x 4.279: $100 Medium: 6.617 x 4.279: $200 Large: 10.064 x 4.279: $300
Nomination for Best Sales Pitch Award The sales pitch for this entry is for a presentation that has been sent to Dick’s Sporting Goods in Pittsburgh, Pa. The sporting-goods store opened in this market in Fall 2012. This preliminary presentation was sent in Fall 2012 to secure an in-person appointment in February 2013 for inclusion in The Breeze’s 2013-14 publishing year. The sales presentation sells our market and the value of our reader to Dick’s by introducing their staff to the Harrisonburg market, The Breeze and our affiliated products, competitors and the 20,000 students who make up JMU and The Breeze’s readership. Also included is a preprint and ROP strategy and proposal for the company. The goal of the proposal is to secure newspaper ROP, lifestyles magazine ROP, online and newspaper preprints. While the presentation shows marketing executives numerous ways to reach JMU students, the bulk of the proposal is a preprint proposal, and in that area, Breeze executives have come up with a strategy that includes two possibilities. Proposal A is that Dick’s add The Breeze’s 10,000 newspapers to its area preprint schedule, at a cost of $35/m, or $350 per drop. Proposal B is that Dick’s shift quantities from other media’s outlying areas to The Breeze’s 10,000 newspapers to reach a student audience that is closer to the store and more likely to shop there. With The Breeze’s CPM lower than competing media, the company will actually save $250 per preprint insertion if this course is followed. A four-person team is prepared to make this presentation, which will be broken into four parts: Team member 1: Introduction – the market and the product Circulation, market area, show the products and take the client through the pages of each product Team member 2: Explain the market surveys Offer a market analysis
Team member 3: Makes the proposal Answers questions Team member 4: Closes the sale Preparation for this sales presentation is one of the major highlights of a Breeze sales executive’s tenure. Therefore, it not only is effective in generating business, but also serves as an ideal training tool for the staff, which gets right to the heart of our mission as an educational media organization. Attachment: Excerpts from PowerPoint used in the sales proposal.
The Breeze Basics
Harrisonburg, Virginia
Published Mondays and Thursday by The Daily News Record
An ABC audited and certified newspaper
Distributed 26 weeks of the year
Washington D.C. ADI
End of August to End of April
Affiliated with James Madison University
How YOU can reach this market…
Proposal A: Add 10,000 preprints weekly (26 weeks)
At a cost of $35 cpm = $350 net each drop (with a buy of 6 or more)
Proposal B: Shift quantities from other media into the Breeze zip codes to cover the 10,000.
Spending before the shift: $600 net each drop
Spending after the shift: $350 net each drop
Average cost of 12 page preprint ($60 cpm) Cost of any size preprint in The Breeze ($35 cpm)
You will only need to alter your buy by 6,000 units in order to attain the 10,000 units in the Breeze.
Save $250 net each drop AND reach a larger number of people who are more likely to buy
4e. Best Sales Pitch/Proposal The Daily Collegian Among the top sales proposals given by The Daily Collegian business staff was a campaign pitched to a local client called Changing Times Hair Designs. Changing Times Hair Designs is a local hair salon owned and operated by Russell Gutch. The proposal given to Changing Times Hair Designs was prompted when the business called into The Daily Collegian office and asked for a meeting with an Account Executive. During this time at the paper, our staff was already being stretched pretty thin. The AE’s that we had on staff were all feeling stressed because they each had close to 15 clients that they handled individually on top of class work. Hoping to avoid burdening these AE’s with another client, our Advertising Manager, Andy Walker, took it upon himself to visit Changing Times Hair Designs and be their AE for that semester. Going into the meeting, Andy was uncertain what Changing Times Hair Designs was hoping to run in the paper, but he planned to introduce an ad plan aimed at getting them to run often enough to receive our first level monthly volume discount. The first level monthly discount is when a client agrees to run between 26-50.5 column inches in a month’s time. When they agree to do this up front, they receive a column inch rate of $12.40 per column inch on all of their advertising, as opposed to the open rate of $13.30. This is a rate structure that we pitch to all of our smaller clients in order to convince them to commit to running more inches in a particular month. When he entered the salon, Andy was greeted by Russell and his very kind assistant, Susie. Before pitching any ideas, Russell showed Andy around the salon and described his own professional background. As it turned out, Russell was a very seasoned hair designer with successful stylist colleagues all around the world. Russell also indicated to Andy that he had ties to multiple hair donation philanthropies, including THON- the largest student-run philanthropy in the world which happens to be run entirely by Penn State students. After talking with Russell and getting to know the people behind the salon a little better, Andy came up with a campaign idea on the spot. The previous display ads that Changing Times Hair Designs had run in The Daily Collegian included a 25% off coupon for a design cut. A great deal, without a doubt, but Andy
saw room for improvement. Going off of what he had just learned about Russell’s philanthropic personality, Andy proposed an idea of a campaign that gave 25% of every design cut to THON. Russell, being very familiar with THON, was immediately enticed after hearing a great pitch. The pitch went like this: Andy: Russell, this is a great discount you have going on here, but I’m not sure that it is going to distinguish your salon from the more conveniently located salons closer to where the students live. If we take this 25% discount and put the money directly towards THON, I think that we have a much better shot of getting students to come out here. People go out of their way to go to restaurants and businesses all over State College because they run THON promotions. We could even get a THON jar set up right here in the store so that people can see the money going directly towards THON after they make their purchase. We will need to reach out to the folks at THON to make sure that they approve the promotion, but I can’t imagine them having a problem with it. I will personally find the contact info for you so that you can make sure you’re reaching out to the right people. Russell loved the idea of the campaign and immediately signed on for the ad plan that Andy came to pitch in the first place. Not only that, the client also wanted to get an ad plan made up for the following month that included even more run dates than the current month because of the excitement inspired by the new campaign. Over a two-week period of numerous calls and emails to THON representatives, Changing Times Hair Designs finally received approval to run the ads focused on THON. Changing Times Hair Designs is a relatively small client for The Daily Collegian, but the effort that Andy put in to make this client happy proves that Collegian staff members are willing to go to any lengths in order to satisfy client needs. Additionally, Collegian staff members continually seek to maximize the effectiveness of their client’s advertising, regardless of the money that the client is going to spend. Changing Times Hair Designs indicated from the very beginning that they had a small budget for advertising. In light of this, Andy made the spec ads smaller, but eye catching in order to maximize their effectiveness.
Sales Pitch: LA Swift LA Swift is a transportation company that offers bus service from areas in and around New Orleans, in and out for only $5 each way. They have always spent a good amount of money in Baton Rouge, and it was our goal to earn more of the market share, as this client had the potential to be one of our largest spenders. We set a conference call to make our presentation. They did agree that their largest target demographic in Baton Rouge should be the college market. We were able to support this argument that because the cost of the ticket is affordable, the convenience of not having to find parking or get lost, and the ability to have a sober driver all the way back from New Orleans made LSU students the most desirable demographic in town. We convinced them they needed to “own the LSU market” by launching a full‐scale media marketing campaign that would leave a lasting impression on the minds of our audience. Since we also knew we would be launching a new app, a new game, new online products… we convinced this client that they would be the perfect fit to be a prominent part of all these new opportunities. Additionally, we would want them to continue their tried and true methods of reaching our audience they had utilized before like the newspaper, online and our broadcast outlets. We even convinced them they needed to buy advertising on OUR campus transit bus system, as OUR bus riders have already made the decision to ride a bus of some kind! We also had to compete against the community college and Southern University in our city for the largest share of the college market spend. Our proposal was so impressive that they decided to reallocate dollars from those campuses to ours! Our goal was to increase this client’s annual spend, whose history was typically around $11,000 a year, which we preciously had bumped up last year to $17,500 ‐ and they saw better results. This primed LA Swift to be open to our suggestions since they saw a pay‐off. After a few negotiations, we ended up signing them on a $60,000 package for the year, more than tripling their previous annual spend. Half‐way through the school year we can report the client is very satisfied with their results and have been thrilled to hear student testimonials referring to how they saw LA Swift “all over campus”. We will continue to reinforce the ego boost and feeling that they “own” the LSU campus, as we believe they will likely to sign a similar package next school year.
The Proposal – Package Signed
The Proposal: LA Swift Additional Support Material/Visual Highlighted and color‐coordinated dates on the calendar helped the client visualize what size was running on which day for each semester.
The Game Ads: LA Swift LSU SYTYKW Game Sponsorship Online, Mobile game, Mobile App Tile, Print
Mobile Game screens
Printed Game
Desktop online screenshot
App Tile
The Ads: LA Swift Newspaper Print Advertisements
Internal Campus Transit Advertisements
During the Spring 2012 semester I was in talks with Dell to set up some summer advertising with The Daily Texan. Unsure of what route to go for in print, online, and radio, most of our conversation was about developing the most beneficial media plan for them. Eventually, what I came up with was a full page, full color ad in each of our six Orientation editions that are printed our during the summer. The Orientation editions of The Daily Texan are some of the most popular and most passed-along publications. These editions print out during each of UT’s Orientation Sessions, six total, where incoming freshman and transfer students spend a day at the university and get oriented. Not only are they available during these sessions but they are also mailed out to new students and are the first piece of UT they receive, aside from their acceptance letters, adding even more value to these editions. Using the value of the Orientation editions and what Dell was wishing to get out of advertising with us, I put together a proposal and sent it to them. The first response I got back was hesitancy, as the proposal I was pitching them cost almost $17,000. I understood their doubts over spending this much money in advertising, so I made sure to explain the worth of this media plan. In an email I wrote that this edition targeted a specific demographic, one that would be of most use to Dell, new and transfer students to the University, who are usually in the process of either buying their first computer for college or buying a new one. After much conversation back and forth and seeing that my client was still having several doubts, I decided to apply a discount. Being that this was a big sale, it would hurt us more if the advertising didn’t take place at all. I then spoke with my manager, got the discount approved and sent a new proposal to Dell. Still, I was not able to close the deal.
I was sent even more questions, some that I had even already answered. It seemed that Dell still needed some more persuading. I replied with distribution rates and how important these issues were to the students who received them, as most keep them and show them to their parents. However, Dell still wanted a lower price. I explained that I could not give them a bigger discount than the one I had already given them and that the price value matched the advertising value they would receive. The next email I received read, “We’ll take it, send over the invoice.�
DELL KYLE FRISBIE 512.723.8180 Date 6/6/12 6/13/12 6/20/12 6/27/12 7/11/12 7/16/12
TEXAS STUDENT MEDIA PAOLA REYES 512-475-6720 EYESOFTEXAS@TEXASSTUDENTMEDIA.COM
Edition
Print Ad Size
Color
Advertiser Rate
Orientation Edition 1 Full Color Orientation Edition 2 Full Color Orientation Edition 3 Full Color Orientation Edition 4 Full Color Orientation Edition 5 Full Color Orientation Edition 6 Full Color
6 col. In. x 21 in. 6 col. In. x 21 in. 6 col. In x 21 in 6 col. In x 21 in 6 col. In x 21 in 6 col. In. x 21 in.
$300.00 $300.00 $300.00 $300.00 $300.00 $300.00
$2,520.00 $2,520.00 $2,520.00 $2,520.00 $2,520.00 $2,520.00
Total print commitment
$16,920.00
Total Savings
$1,692.00
Final Print Commitment
$15,228.00
Savings
Readership Deadlines
$1,692.00
Client Name/Title (please print)
Client Signature
Date
Best Sales Pitch 2012
The Daily Titan Newspaper Best Sales pitch
University House was not only my largest individual sale ever, but the largest individual sale ever at The Daily Titan. This housing complex is brand new, upscale, and a total living experience that is opening up to students for the first time this semester (spring 2013). How I succeeded in this sale was through determination, persistence, and a clever pitch. Getting a hold of this company was the first challenge that was presented to me. There was absolutely no direct contact information on their construction signs, or on their website. From there I had to actually contact the company (Vanguard) that was leasing them the property. It took three
weeks, but eventually University House reached out to me and initiated a meeting. They were very interested in getting involved with our students here at CSUF and I knew I had to sell them just that. My first meeting was with their VP of Marketing, whom was tough to connect with at first. I asked her what their primary objective was with our students, what have they already done to promote their new complex, if they had a particular budget, and what she personally believed set their complex apart from all of the others around CSUF. She truly didn’t have much to say or ask me about The Daily Titan. All she asked for was that I do the best that I can for them on a deal.
After getting to know her and her business, I compiled all of my facts, what I learned from her, and put together a $5,000.00 campaign because that was typically what most new complexes spent. This campaign incorporated our daily issues, with frequency discounts, special sections with free color, bonuses of sponsoring these sections, online ads, which came with a discount for running display ads, social media, ADRAX with frequency discounts, and participating in our on campus festival. At our next meeting I met with her and her two associates where I was able to elaborate as to why advertising with us would help them be successful. I explained that we have a closed, exclusive campus
where businesses could not freely come on to promote to students. However, The Daily Titan has the unlimited access to do so. I told them that they would reach their goal of filling up their complex through working with us. I then went through the campaign I created for them and explained how each media platform we offered would increase their awareness to a mass of our 37,000 students on campus. Then, I referred back to
the fact that with this campaign and all of the discounts they were saving $1,500.00. I ensured them that consistent, frequency was the key to success. This time around I really felt confident about our meeting when we shook hands and they said they would be in contact with me. A few days later they gave me a call and said that they were so impressed with our business that they would like to run a campaign with a budget around $18,000.00.
We executed this contract with them so successfully that they have renewed the same contract for this coming up semester. They are now much more than a client to us here at the Daily Titan. We work with them on a daily basis and we genuinely care about helping them be successful with our students here at CSUF. We both understand that we have a common goal of making this commuter school more of a college community.
Final Contract
ADRAX: 2 months, 5 locations COST with 2% discount: $3,180.00 Save: $65.00
Social Media: 5 Facebook, 5 Twitter: With bonus discount: Free Save: $300.00
Double Sudoku Ads: 8 weeks: $2,000.00 COST with frequency discount: $1,600.00 Save: $400.00
Inserts: 4 issues: $1,494.00
Sponsorship of VIVA OC: Full back & front page with color, Twitter/Facebook posts for the week, one month of online: $3,630.20 Sponsor Deal: $1,500.00 Save: $2,130.20 Coupon Book: Flat Rate, comes with color: $250.00 Festival Booth: Flat rate: $200.00 Display 1/4th Vertical Ads: With one spot color, 18 issues: $7,717.86 With 16% discount: $6,483.01 Save:$1,234.85 Online Leaderboard: 3 months: $900.00 Cost with 2 months free display discount: $300.00 Save: $600.00 Display ½ pg Ads: With full color, 3 issues: $3,388.95
Total Cost: $18,395.96 Total Saved: $4,730.05
4e. Best Sales Pitch/Proposal Basketball Sponsorship Promotion Project Description One of our newest endeavors in the Office of Student Media at Metropolitan State University of Denver is obtaining sponsors for our student-run radio program, KMet Radio. It is also one of our biggest challenges. Underwriting contracts generated less than $100 in 2011-2012 academic year. A team of students paved the way for a sustainable underwriting program with the introduction in fall 2012 of the KMet Radio Basketball Season Presenting Sponsorship. KMet Radio General Manager Colton Denning, a senior studying journalism, envisioned this bundled underwriting package that features acknowledgments throughout basketball season (see Initial Concept Memo attachment). His peers came together to enrich, support and execute the idea. Student graphic designer Andrey Matveyev researched and compiled selling points into an eye-catching sponsor brochure (see Sell Sheet attachment). Our ad team then sprung into action, generating a list of 125 sponsor prospects with a demonstrated interest in sports or community engagement (see Customer Relationship Management). Each prospect received an email containing our brochure and follow-up phone calls from one of six students assigned to work on the sponsorship project. We also established a standard operating procedure for fulfilling our obligations to sponsors (see Final Standard Operating Procedure). We secured three sponsors willing to invest in KMet Radio in exchange for acknowledgments during our live coverage of basketball games and on our Coaches Show, websites, touchscreen kiosk computer and promotional fliers. The effort generated$1,950 and established a fund for the purchase of remote broadcast equipment. The successful execution of this niche sponsorship also allowed us to create a designated fund with our nonprofit university foundation and thus pitch underwriting as a tax-deductible donation to ensure the future of the KMet Radio. It has also set a precedent for future underwriting strategies. Credits: Creative, KMet Radio and Advertising/Outreach Teams: Colton Denning, Justin Taylor, Eric Niehoff, Jonathan “JR” Ramsey, Shannon Gilmore, Brittany Leddy and Andrey Matveyev
www.metroStudentmedia.com
Radio
Online
Video
Office of Student Media • Campus Box 57 • PO Box 173362 • Denver, CO 80217-3362 • Tivoli Student Union, Suite 313 • Phone: 303-556-2507 • Fax: 303-556-3421
4e. Best Sales Pitch/Proposal Basketball Sponsorship Promotion Initial Concept Memo by Colton Denning KMetRadio.org Sponsorship Opportunities 2012-13 Metro State Roadrunners Basketball
The 2011-12 Metro State Roadrunners men’s basketball team reached the NCAA Division-II Elite Eight and head coach Derrick Clark has his team primed for another successful year in the RMAC. The 2011-12 women’s basketball team made it to the Division-II Sweet Sixteen, making Metro State one of only two schools in the country with both men’s and women’s teams in the Sweet Sixteen. Be a part of one of the nation’s best D-II basketball programs with this exclusive radio sponsorship opportunity! SEASON PRESENTING SPONSOR - $2000 (Minimum 13 men’s and 13 women’s game broadcasts)
MEN’S IN-GAME RADIO INVENTORY - One (1) spot in pregame show - One (1) spot in halftime show - Two (2) spots during game play - Two (2) live-read commercials by play-by-play announcer - Two (2) presenting sponsor mentions in broadcast open & close WOMEN’S IN-GAME RADIO INVENTORY - One (1) spot in pregame show - One (1) spot in halftime show - Two (2) spots during game play - Two (2) live-read commercials by play-by-play announcer - Two (2) presenting sponsor mentions in broadcast open & close
OTHER RADIO INVENTORY (PER WEEK, NOV. 5 thru MAR. 9) - Five (5) spots in weekly coaches show - Twenty (20) spots across the station, aired during game week - Twenty (20) presenting sponsor mentions in weekly game promos NON-RADIO INVENTORY - 300x250 permanent ad on KMetRadio.org (links to your site) - Logo placement in game story promo images SEASON TOTALS - 104 TOTAL MEN’S IN-GAME UNITS - 104 TOTAL WOMEN’S IN-GAME UNITS - 798 OTHER RADIO UNITS - ONE (1) PERMANENT WEB AD PLACEMENT - 26 GAME STORY LOGO PLACEMENTS
4e. Best Sales Pitch/Proposal Basketball Sponsorship Promotion Sell Sheet (Front & Back) ROADRUNNERS BASKETBALL
600AVG.
Be part of one of the most exciting traditions at MSU Denver—the Roadrunners basketball season. As an exclusive sponsor, your message will reach thousands of sports fans – including students, alumni and members of the university and Colorado community during games and online in post-game coverage.
Here’s the breakdown:
EXCLUSIVE SEASON SPONSOR GUIDE
spectators each game
50% Alumni, visitors & misc
Opening, halftime & closing recognition at Denver games Opening, midway & closing shout-outs on The Coaches Show Two prerecorded acknowledgments per day for 6 weeks Your logo on “Listen Now” button at kmetradio.org Your logo on all marketing materials for The Coaches Show Your logo on kiosk ad for KMet Radio sports coverage
A 60% savings! & it’s tax-deductible
Total individual value: Sponsor package terms:
$1,596
$650 donation
MSU Denver is a member of NCAA Division II and competes in the Rocky Mountain Athletic Conference.
HIGHLY RANKED RECORD-BREAKING
SUPPORT YOUR LOCAL POWERHOUSE
SPONSOR BENEFITS +
RMAC & NCAA
Both teams ranked #5 in the NCAA Division II Bulletin polls.
Your donation of $650 signals your support for athletics and communications endeavors at MSU Denver.
This season, MSU Denver’s men and women are both ranked No. 5 in the NCAA Division II Bulletin preseason basketball polls. The men’s team will fight to defend its regional title in the NCAA Division II Elite Eight. The women’s team will battle to win its third consecutive Rocky Mountain Athletic Conference title after back-to-back Sweet Sixteen appearances at the NCAA.
ROADRUNNERS FACTS
25% Season Pass Holders
25% Students
Frequency: 2.66 impressions Reach: 4,500 people
· In the 2008-2009 season, men’s basketball reached the NCAA Tournament for the 11th time in 12 years, becoming the only NCAA Division II school to do so. · Women’s Coach Tanya Haave was nominated RMAC Coach of the Year her first two years at MSU Denver.
WOMEN’S HOME SCHEDULE MEN’S HOME SCHEDULE 7 p.m., Friday, Nov. 16 vs. Lubbock Christian
7 p.m., Friday, Nov. 9 vs. Minot State
Across
7 p.m., Saturday, Nov. 17 vs. Colorado Christian
7 p.m., Tuesday, Nov. 20 vs. Johnson & Wales
6Coaches Shows, &84 recognitions That’s 12,000+
5 p.m., Saturday, Dec. 1 vs. Regis University
7 p.m., Saturday, Dec. 1 vs. Regis University
5 p.m., Friday, Jan. 18 vs. Adams State
7 p.m., Friday, Jan. 18 vs. Adams State
5 p.m., Saturday, Jan. 19 vs. Fort Lewis
7 p.m., Saturday, Jan. 19 vs. Fort Lewis
5 p.m., Friday, Feb. 8 vs. Colorado Mines
7 p.m., Friday, Feb. 8 vs. Colorado Mines
5 p.m., Saturday, Feb. 9 vs. Colorado Christian
7 p.m., Saturday, Feb. 9 vs. Colorado Christian
5 p.m., Friday, March 1 vs. Colorado State-Pueblo
7 p.m., Friday, March 1 vs. Colorado State-Pueblo
5 p.m., Saturday, March 2 vs. UC-Colorado Springs
7 p.m., Saturday, March 2 vs. UC-Colorado Springs
18games,
HIGHLY TARGETED impressions over 5 months.
Don’t miss this unique opportunity!
239 2
All-American Athletes Olympians
NCAA Division II
2 7 4
NATIONAL TITLES
ELITE EIG
APPEAR
HT
ANCES
FINAL
FOUR
ANCES APPEAR
19
*All home games are hosted in the Auraria Event Center
Tivoli 313 303.556.2507 www.metrostudentmedia.com studentmedia@msudenver.edu
RMAC CONFERENCE CHAMPIONSHIPS
4e. Best Sales Pitch/Proposal Basketball Sponsorship Promotion Customer Relationship Management
Email Communications
4e. Best Sales Pitch/Proposal Basketball Sponsorship Promotion Email Flyer
Final Standard Operating Procedure 1) Fill out a contract and save in Advertising>Contracts. 2) Give sponsor instructions for tax-deductible donation: They may make your tax-deductible contribution https:// advancementservices.mscd.edu/makeagift. Simply select Metro Student Media from the drop down list titled “designation.” Our federal tax ID number is 84-0559160. If they’d like to donate via check, instruct them to make the check out to the “MSU Denver Foundation. As long as there is no “market value” for what the recognition we give in return for a donation, 100 percent of that donation will be tax-deductible. 3) Get a high-resolution logo in jpg or png format. This will be used for: kiosk ad, web ad and flyers. 4) Place necessary information on sponsor tracker in Underwriting>Trackers. 5) Prepare radio scripts. One will be pre-recorded (30 seconds or about 40 words). The other will be read live at games and on The Coaches Show and should be very short and sweet (tagline). Save materials in appropriate in Underwriting>Scripts. 6) Once pre-recorded script is done, save in Underwriting>MP3s. Send to client for approval. Arrange with Colton to have MP3 put into rotation.
Best Sales Pitch The State News A local movie theatre called Celebration Cinema was a long-time customer, but slowly pulled back on their advertising over the recent years. After multiple attempts at getting a hold of someone in charge, the account executive assigned to the account reached the regional manager who informed at AE that they were severing their ties with The State News after many years, leading to the loss of a $7,000 account. The very determined AE, Brandon Ventimiglia, was tenacious and unyielding about the value of The State News. He left phone messages on a regular basis, but did not let the lack of response discourage him. Finally, Brandon left a message for the regional manager in Grand Rapids asking if he would give Brandon 15 minutes of his time to meet in person; Brandon noted that he was take the 70-minute drive to Grand Rapids to get a 15 minute audience with the manager to talk about what The State News could do for their Lansing location. To Brandon’s surprise, he received a phone call from the manager saying he would be at the Lansing located the following week and invited Brandon to meet with him at the theatre. Brandon, thrilled by the prospect, knew he had to nail this meeting. He brought his manager into the plan and she helped him create a strategic approach for the meeting. Brandon’s manager advised him to create a list of questions that would help Brandon determine what the client’s goals were in the future. What was their growth plan? How did the student market play into the equation? Brandon developed a list of S.P.I.N. questions: Situation, Problem, Implication and Needs-Payoff. Brandon and his manager went to the meeting with the intention of discovering what obstacles Celebration Cinema was facing and identify how The State News could help. As Brandon and his manager walked in they noted Steve shaking the hand of an account executive from competing local paper. When Brandon sat down to start the conversation the manager surprised Brandon by announcing that they were looking to broadcast the opening of their new theatre called Studio C!. A little taken aback, Brandon quickly altered his plan and generated questions geared to the opening location. Brandon asked what the client considered the ideal, target market; he asked what percentage of sales they expected from students at MSU; he asked what Studio C! would be offering that made it unique from other local theatres. The client loved talking about the plans for Studio C! and were glad to answer the questions. Brandon and his manager walked the client through the products offered by The State News to gage what they were most interested in. Feeling confident in his understanding of the client, Brandon asked if he could have a few days to prepare a customized advertising bundle that would fit their interests while saturating the market. The clients agreed but urged Brandon to move quickly because they were making their decisions within the next week. Brandon’s manager suggested that they make three package plans: she explained a pricing strategy that made the following packages: Package #1 – lowest investment and bundle lacked products of client’s interest Package #2 – middle ground for investment and offered the ideal products for the client’s interest
Package #3 – highest investment offering the ideal products plus extra products that didn’t exactly match the client’s interest This strategy guided the client to Package #2, which allowed them to think, “this package is perfect and it’s not the most expensive!” – The cross-platform package was perfect by design. Brandon sent the offers to the client and crossed his fingers. He followed up with due diligence; over a week later Brandon still hadn’t heard back from his follow up calls. His manager encouraged him to keep following up; not hearing back, didn’t mean no, it just meant trying harder. The next afternoon Brandon got an email from the client. He and his manager found themselves jumping up and down in the middle of the advertising department. The client responded saying they loved Package #2 and couldn’t wait to work with The State News! Bonus: the client wanted to add some extra Posters and color to the package. The package was originally priced at $2,773, but with additional items the client ended up investing $5,173. The campaign ran in November and December for the opening of Studio C!, which fell right at the start of Finals Week. The client was so pleased with the results they have decided to invest another $3,000 with The State News. Brandon achieved his goal – he brought back an advertiser who had originally decided to move their business elsewhere and what was a $7,000 account grew to an $8,000+ account.
1/23/13
SILVER PACKAGE
GOLD PACKAGE
50k Impressions on statenews.com
50k impressions on statenews.com
Button Size Ad beginning on November 1st
Leaderboard sized ad beginning on November 1st
Mobile Web Ad
Mobile Web Ad
Research shows one of the top 3 uses of mobile data in 24-45 year olds is to obtain and read news. 1 month beginning on Nov. 1 on statenews.com’s mobile site
Research shows one of the top 3 uses of mobile data in 24-45 year olds is to obtain and read news. 1 month beginning on Nov. 1 on statenews.com’s mobile site
Front Page Ad
Finals Survival Guide Our special promotion during finals week that is full of puzzles and games. Remains on news stands for 5 days. Print on December 10. Full Page ad with full color on the back page
6x2 ad that includes process color, below the fold
Short-Term Print Contract
Three 2x10 ads featured on page 2A next to the sudoku puzzle, our most popular page in the paper.
Five 2x4 ads beginning in November. Due to the amount of advertising, Americans need to see a message at least 5 times before they will react to the message.
Finals Survival Guide
Premium Placement Print Ads
Half page ad that includes 1-color (Red) in a week long tabloid during Finals Week. Prints on December 10.
$1,899
Valued at over $2,300
1
$2,773
Valued at more than $3,600
2
PLATINUM PACKAGE 100k Impressions on statenews.com & Mobile Web Ad Large Rectangle size ad beginning in mid October and a Mobile Web ad beginning on November 1st
Inserts or Post-Its Double sided inserts on the Friday before finals that students can remove and keep. Post-its appears above the fold on the front page; can be easily peeled off and placed elsewhere.
APPENDIX
InsertsSurvival Finals or Post-Its Guide Half page ad including spot red in a week long tabloid during Finals. Prints on December 10.
3 Outdoor Advertising Posters (aka AdRax) 17” x 21” high gloss posters placed in high-traffic areas around campus. Flight of 30 days.
Page Dominating Ad 4x12 ad on Friday December 7, before finals week begins.
$3,820
Valued at more than $5,400
3
1
1/23/13
Our Strategy: Multiple channels and mobility will create holistic consumer package Print For the majority of MSU students who read The State News.
The State News crosses multiple channels
Online For students that read the online edition and alumni and parents who reside outside of East Lansing.
Outdoor For visitors on campus and a reinforcement for students.
The State News’ web ads and locations
The State News’ sample of Finals Survival Guide
2
Dear CNBAM Judges: Please accept this letter as The University Daily Kansan’s nomination for Best Sales Pitch/Proposal. My name is Ross Newton, and I was the account executive who created and delivered this proposal to KU Athletics. KU Athletics has notoriously been an extremely difficult client to approach for the Kansan Ad staff. Despite the floundering athletics programs, with the exception of the men's basketball team, KU Athletics Management opted against additional advertising on the basis that the brand was popular enough among students. KU Athletics' sole advertising within the Kansan was roughly $1000 in ads geared towards supporting special baseball events. Meanwhile, student ticket sales and attendance for football games were at an all time low. Under head football coach Turner Gill, the KU football team won just five games in two years. KU students were angry, upset, and frustrated with the performance of the football team. Yet, KU Athletics made no attempt to unite the students. When I was assigned the KU Athletics account in January 2012, I was determined to mend the relationship between Athletics and the Kansan. However, during the previous semester KU Athletics did not return any of the emails or phone calls from previous Kansan representatives. With the previous failed attempts fresh in my mind, I was determined to arrange a meeting with the director of Marketing Operations for KU Athletics, Peter Muther. Coach Charlie Weis was named the new head football coach one month before I took on the account. My strategy was to ride the excitement from the new hire and hopefully, acquire a meeting with Mr. Peter Muther. The prospective football season not only invigorated the student body, but the athletic department as well. I contacted Peter Muther, requesting thirty minutes of his time. I mentioned the opportunities and possibilities in advertising in regards to promoting new coach Charlie Weis. A few days later, I received a phone call from Peter Muther to discuss a meeting time. This moment marked the beginning of a beautiful and thriving relationship with our most prestigious client. In the short time I spent with Mr. Muther, I learned that KU Athletics was very interested in spending money on football advertising for the upcoming season. He explained their goals and initiatives; however, he never disclosed a specific budget. Instead, he insisted the Athletics department was committed to spending "more." The success of my meeting with Peter Muther energized my proposal. I realized my first step in gaining KU Athletics was to establish credibility and gain their respect. I intended to provide ample market research to support my pitch. In order to conduct such research, I surveyed over 50 KU students, which included questions such as: Have you purchased a KU sports pack? How many football games did you attend within the past two years? Were you satisfied with your KU football experience? Have you heard of Charlie Weis? Would you attend a game to watch Charlie Weis coach? The results from the surveys were very interesting. Most students had been to over eight football games and had purchased a KU sports pack before. However, over 30 percent were not satisfied with their experiences. The most staggering statistic was that 95 percent of KU students surveyed knew who Charlie Weis was and would attend a game because of him. I also did market research on social media. I focused on popular hash tags used by KU sports fans, such as: #KUfball and #KUAthletics. The results confirmed what I had personally assumed. When it came to KU football or KU Athletics, the remarks were mostly negative. I pulled some of the comments from the search and placed them in the proposal so they could visualize first-hand how their fans felt. I compiled all of my market research and used it to create a proposal, focused on KU football. The theme was based off the slogan “ The comeback.” The comeback is a message that would resonate with the student body, as well as the alumni. Students that had never watched KU football at its prime would hope to experience a “comeback.” Alumni, on the other hand, could relive the glory days and finally see their team bounce back. "The comeback" was
not created with the team, coach or even a game in mind. Rather it was meant to liven the fans and build hope, pride and unity that results from success. My proposal started with my research about KU Athletics' target audience and the goals that Peter Muther had explained to me. The market research I had done regarding Charlie Weis as well as my sales pitch on the slogan, “The Comeback,” was also in the proposal. The second half of my proposal included a suggested flight plan that was correlated with a full calendar of that year’s KU Athletics sporting events. It proposed when their advertisements would run to draw attention to these events as well as information and statistics on Kansan products both print and digital. And finally to put it all together I included spec ads from our design team as well as a breakdown of total costs including multiple sales packages that I had put together specifically for KU Athletics. The proposal included a heavy buy in our daily paper to reach current students. It also included a large buy into digital products to reach both students as well as loyal alumni and parents as well. These alumni and parents would not be purchasing student combo packs they were however, a potential audience for season tickets. The proposal also included a full-page ad in our Insiders’ Guide product, which is the Kansan’s official guide for incoming freshmen and transfer students. This was a mixture of products and audiences that I felt confident would produce dynamic results for KU Athletics. Based off of my research and my conversations with Peter Muther, I carefully calculated and put together two different contracts. The contracts I created were for $12,300 or for $6,500. Both contracts were a significant increase from their initial $1000 expenditure. However, within each contract I enclosed a gold or a silver package, giving additional detail and analysis for football advertising and non-revenue sports advertising. The options within the prospective packages allowed the Athletics department to select key options necessary to satisfy their goals. I compiled all of this information in an 18-page document, which I had professionally printed at FedEx. I also put a digital copy of the proposal on a Kansas Jayhawks flash drive that I purchased specifically for this pitch. I wanted to be as professional as possible because this was a significant up-sell, and I found out that I would be making my sales pitch to the Athletic Director Dr. Sheahon Zenger himself in the KU Athletics boardroom. The day after the Super bowl and only a few days after KU suffered a devastating basketball loss to our rival Missouri, I had my meeting with Dr. Zenger. Jon Schlitt (my advisor) and I dressed in full suit and tie, topped off with KU lapel pins. We entered the boardroom where Dr. Zenger awaited us with disappointment in the football program's performance and his anticipation for change. He was excited and hopeful that Charlie Weis would invoke that change. The analytical research in my sales pitch impressed Dr. Zenger so much that he said, “You know there may just be a spot in KU Athletics Marketing waiting for you after you graduate.” He loved the proposal and agreed to sign the $12,300 contract on the spot. When all was said and done student combo pack sales increased by over 10% despite the bad finish from the year before. Peter Muther himself commended our work on helping make this possible. After the meeting I reflected on my journey, just a few months before KU Athletics would not return any of my phone calls. Now they were offering me a potential job and signed a contract that was $11,300 over what they spent last year. The proposal I put together took about one month for me to create and about an hour to deliver. And at the end of the day it was all worth it. Thank you for reviewing this application Sincerely,
Ross Newton The University Daily Kansan
Audience: Current Students: They are your focus. They determine the shortterm and long-term success of this campaign. They are the ones that will buy the sports combo pack now and hopefully will buy season tickets long after they graduate. Potential Students: Students come to KU for sports. The more students that enroll in KU, the more sports packs you will sell. If you make buying tickets a priority to these students now, it will become habit in the future. Faculty: These teachers and staff of the university are your potential customers, but they also are your link to all the other audiences that are listed. If they are excited about KU football, they have the ability to share it with the other audiences resulting in more excitement and sales. Alumni: This audience is composed of young graduates, parents with children that attend KU and older graduates who have an exess of time and money. They make an event out of KU football games and buy everything from the tickets to food to merchandise.
Goals 1. Rebrand KU football to increase student and alumni attendance 2. Build excitement and buzz about the upcoming season 3. Increase sales on the student combo pack during student enrollment 4. Increase season ticket sales 5. Increase awareness and attendance at the Spring Game 6. Increase student awareness at nonrevenue sports: a. Baseball b. Softball c. PWomen’s Basketball Products Pitched: • 2x5 full color ad • 3x5 full color ad • 3x10 full color ad • Half page full color ad • Full page full color ad in Insiders Guide • Big Box Kansan.com advertising • LarryvilleKU
Research: • • • • • •
Over 85% have purchased a KU Sports Pack 57% have attended 8+ football games Over 30% of football attendees are not satisfied with the football game experience 71% have never attended the Spring Game 95% have heard of Charlie Weis and want to go to a football game because of him Favorite Aspects of KU Football in order: 1. Tailgating & Being with Friends 2. Love for KU 3. Tradition 4. Love for Football 5. Winning