BIANCA GALVEZ
CNBAM Advertising Manager of the Year
California Polytechnic State University
OFFICE: 805.756.1143
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LETTERS OF RECOMMENDATION
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OFFICE: 805.756.1143
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LETTERS OF RECOMMENDATION January 27, 2014 Prestigious CNBAM Committee: I genuinely nominate Bianca Galvez for the honor of Advertising Manager of the Year. As a vital member to the success and expansion of Mustang News, there is not another person that I could imagine deserving the privilege of the award more than Bianca. Bianca and I worked together as Account Executives for two and a half years, and since day one, she has been an inspiration and outstanding example of what a team member should be. Bianca’s passion and dedication to Mustang News never ceases to amaze me, and I was overjoyed when I found out that she would be my advertising manager for the 2013-2014 school year. Bianca’s shift in responsibility from Account Executive to Advertising Manager seemed to be executed naturally due to her strong leadership capabilities. During a huge transition for the Mustang News staff and welcoming in a new Advertising Coordinator, Bianca kept the office environment positive, provided a fresh perspective, and maintained stability for the continued success of our newspaper. Since stepping up as Advertising Manager, Bianca has not only met expectations but also gone above and beyond the responsibilities of her position in efforts to help the entire staff. At times when it has been crucial that we bring in an increase of commission or make last minute sales, Bianca is willing and able to take on the responsibility of her team members to meet goals. I personally experienced this when I was struggling to meet my goal for Menu Guide, one of our biggest editions of the year. When crunch time came around, Bianca took it upon herself to make contact with a few of my clients, set up appointments, and closed the sale. I did not have to ask Bianca for help; she could tell that I was struggling and immediately offered her assistance, and did so successfully. I speak on behalf of our entire staff when I say that having Bianca supporting me has made my job easier, helped me learn so much about sales, and given me the confidence and knowledge to be a better Account Executive. All of Bianca’s help and ideas, combined with her dedication, have lead to an excellent school year for Mustang News. I have personally felt more motivated and excited to work knowing that my hard work will be appreciated and acknowledged by her and the rest of the staff. I truly hope that Bianca pursues a career in management so that others can experience the same professional guidance that Bianca has provided me. I am honored to recommend Bianca to reciprocate to her everything she has done for me, and I can’t imagine how anyone could deserve the honor of National Advertising Manager of the Year more than Bianca. Sincerely,
Rachael Burnham Mustang News Account Executive California Polytechnic State University OFFICE: 805.756.1143
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MANAGER PHILOSOPHY Manager Success Being a successful advertising manager enquires a diverse skill set of various components. Like motivation, leadership, encouraging employees, being creative, innovative, and encouraging. When you combine each of the attributes you have my definition of a great advertising manager. As an advertising manager for Mustang News, I have embraced this meaning and have strived to be the best manager possible. To me, this position means much more that just a title. It means that I have the ability to help and guide other in hopes of being as inspiring to the account executives as my managers were to me. Since I joined the Mustang Daily/Mustang News team as a sophomore, I have wanted nothing more than to be successful in my position and become a role model and inspiration to future account executives. When I become manager at the Mustang News, big exciting changes were beginning to take place. The relevant change was the transition from Mustang Daily to Mustang News, changing the paper from being daily to twice a week, and rebranding Mustang Daily Corporation over all to Mustang Media Group. As a manager, I was a part of the rebranding team. We developed the name and slogan for Mustang New. The slogan is to educate students on what Mustang Media Group has to offer and inspire clients to grow as a company to use our services. I can personally relate to the change and growth as accurately describes how Mustang New has affected me throughout these past few years. I have been able to learn and grow both personally and professionally. My position at the Mustang News has been one of the highlights of my college career. From being able to travel throughout the country to gain knowledge and insight from other students and industry members, to connecting with account executives on a personal level and creating a group of close friends that I know I can always rely on. When I was hired as advertising manager, I knew there was going to be some struggles and challenges for myself and the team which we would eventually overcome. I was excited to attack these struggles head on and begin brainstorming and implementing ways to motivate the account executives, to generate new revenue, and to create a positive and fun work culture. It is challenging to explain all of the ways in which being a member of the Mustang News Team had affected my life, but below is a summary of how I have grown as a manger, as a person, and worked to help account executives grow with their position.
Motivating New Account Executives Coming into the new school year we had a completely new team of account executives that needed to be trained on how to contact, communicate, and build relationships with their clients. I knew with this new team, it would be vital to motivate and encourage account executives to help them create their own skills for success. In order to help them grow and be successful, I set up bi-weekly one-on-ones. These one-on-ones last only 15 minutes, but by sitting down with each account executive I am able to personalize how I work with each individual person in order to help them reach their goals. I use this time to check on progress with clients and to answer any questions they might have.
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Another tactic to my management success is to go out on client calls with each account executive on my team at least once a month. I have found that these clients calls are very beneficial for both the account executive as well as myself. I am able to see how they are conversing with clients and give them feedback on what they are doing well and what they can do to improve in the future.
New Revenue Throughout the school year we are implementing various new special sections and issues in order to bring in new revenue. The issue that I helped create is Go SLO Mail Home Edition. Go SLO is a paper that we mailed home to the new incoming freshman and parents. In the paper we covered topics of what to bring to the dorms, how to find classes, a map of San Luis Obispo with popular locations to dine, and much more. Through the implementation of this edition and working with housing, we were able to bring in $11,309.33 in new revenue and introduce the Mustang News to incoming freshmen and parents.
Positive Recognition I have realized that positively recognizing account executives for their successes and achievements is a main goal to successful management. So I have made it a priority to recognize them for everything from selling a year contract to helping others in the office. Some ways in which I have worked to increase recognition in the office is by creating a shout-out box to help encourage recognition of co-workers, distinguishing a team member of the week award, and putting awards in account executives boxes for achievements. This recognition has increased the morale in the office and made it an enjoyable place to work. The goal to successful management varies with each person and organization, but I have learned what is needed to be a successful advertising manager for the Mustang News. I have worked to gain the respect of the account executives and become someone that they can come to with any questions or problems they have. I strive to be the best advertising manager possible, and I know that this position has helped me grow into the person I am today. It is a tremendous honor to be considered for this very prestigious award. Thank you so much,
Bianca Galvez Advertising Manger of Mustang News California Polytechnic State University
OFFICE: 805.756.1143
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APPENDIX I. Resume...............................................................................1 II.
Advertising Manager Job Description......................................2
III. Sales Records......................................................................3 IV.
Team Incentives & Motivation................................................4
V.
Team Organization ...............................................................5
VI.
Sales Competitions ..............................................................6
VII. New Revenue Ideas...............................................................7 VIII. Fall 2013 Peer Evaluations....................................................9 IX.
Awards & Marketing Events...................................................10
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RESUME
Bianca Galvez 3250 Barberry Lane • Sacramento, CA 95684 • (916) 207-7987 •bagalvez10@gmail.com www.linkedin.com/in/biancagalvez/ Executive Profile: Over three years of experience in Marketing, Advertisement Sales, Team Building, and Marketing Management in Newspaper Advertisement Sales. Recognized as a motivated, driven, sales executive with the ability to establish and maintain key accounts and develop new clientele. Takes a solution oriented sales approach with the ability to identify critical business issues and provide creative solutions. Effectively and efficiently implements strategies for growth and productivity within the sales team. Professional Experience: Mustang Media Group- San Luis Obispo, CA (Sept 2011-Present) Position: Advertising Manager • •
Manage a sales team of six Account Executives to tailor messaging due to changing market, new product releases, customer needs, and achieving monthly goals and quota. Mustang Media Group Account Executive 2011-2013 Established territory with clients and maintained new and existing accounts. o Awards Received: Employee of the Month (January, 2012, April 2012), “Most Sold Contracts” of the Month 2012, Ad Representative of the Year 2012
San Luis Obispo Blues Baseball Team- San Luis Obispo, CA (Summer 2013) Position: Marketing Staff •
Responsible for directing the marketing in the North County distribution as well as assisting market in San Luis Obispo for pre-season games.
•
Attendance at every game responsible for marketing, ticket sales, youth activities, and libations.
Visionary Integration Professionals (VIP)- Folsom, CA (Summer 2012) Position: Marketing Staff •
Responsible for projects such as lead database management, new hire announcement writing, coordinated and organized sport events for clients, new email signature line and creation for company, scheduled meetings, utilized Salesforce to manage data, and attended marketing strategy meetings.
Education: California Polytechnic State University, San Luis Obispo o o o
Major: Bachelor of Science in Recreation, Parks, and Tourism Administration Concentration: Event Management and Sport Management and Marketing Class of 2014
CEA Global Campus, Studies Abroad- Barcelona, Spain: Fall 2012 Skills: Bilingual; Spanish Microsoft Office, Illustrator, Photoshop, Share Point, Salesforce, Social Media Networking and Advertising, and Ad Pro Leadership/Involvement/Community Service: College Newspaper Business & Advertising Managers Convention 2011-2014 • Selected from the Mustang News staff to attend the 2011-2014 CNBAM convention • Participated in workshops, formal interviews, and informational sessions to improve our school’s student newspaper and our advertising techniques. Leukemia Lymphoma Society Jr. Board Member 2008-2013, Teen of the Year 2008: Raised over $29,000 for the foundation in six weeks. Exceeded all previous fund raising efforts. Alpha Phi Fraternity: Epsilon Chi Chapter • • •
Executive Director of Campus Activities 2011-2012 Greek Week Committee Member 2010-2013 Philanthropy: Alpha Phi Foundation 2010-2014
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JOB DESCRIPTION Advertising Manager
Primary responsibilities include managing the account executives for the Mustang Daily. Conducts and leads weekly team meetings. Increase readership and community awareness through the use of marketing and public relations techniques. Primary goal is to increase advertising revenue in the Mustang Daily.
Basic Functions: • • • • • • • • • • • • • • •
Maintain contact with all accounts and account executives on a regular (weekly) basis. Research competing media to find new accounts. Review issues of the Mustang Daily, evaluate advertising and distribute results and suggestions to staff. Assist account executives in developing sales presentations and advertising strategies for clients. Adheres to and enforces established deadlines, policies, procedures, etc. Assist in selection, training and development of staff. Use sales techniques to persuade accounts to place ads in the Mustang Daily. Making return calls to customers who say no…look for opportunities to say yes. Giving and explaining rate card and media kit information to customers. Creating spec ads. Filling out paperwork properly. Collecting payments on pre-pay advertisements. Showing advertising proofs to clients. Servicing walk-in clients, faxing information, handling phone inquiries. All other duties as assigned.
Hours: 15-20 hours per week. Must be able to work every day, Monday through Friday, and attend all sales meetings. Pay: Salary based. Bonus and incentives are based on sales and team success.
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SALES RECORDS
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TEAM INCENTIVES & MOTIVATION The Gold Team
At Mustang News we have two teams, green and gold, based on our school colors. I lead the gold team. Our team is known as the “Gold Diggers” meaning that we are working hard to get gold, representing making sales and exceeding goals. Below you will find examples of how I strive to inspire and motivate the “Gold Diggers”.
Gold Team on a scavenger hunt to pull a win for “Gold Diggers”.
Motivation Motivational Quotes & Goodie Bags
As manager, it is important to help boost morale in the office. I often put quotes or goodie bags into the account executives boxes to let them know that they are doing a good job or to motivate them to succeed and always be positive.
Weekly Highs & Lows
To start our weekly meetings, the account executives share their high and low points of the week. This allows the team to share in each others successes and discuss how to overcome the low points to turn them into positives.
Incentives Gold Digger of the Week
Bianca!!!! The Gold Statue
This gold statue is used to encourage account executives to recognize their co-workers. Each week, the account executive in possession of the statue presents it to another account executive that has done a commendable job. The account executives take pride is receiving this statue from their peers.
OFFICE: 805.756.1143
“Gold Digger” of the Week
As manager, it is highly important to recognize and award account executives for working hard. Every week I announce the “Gold Digger” of the week at our team meeting. This motivates account executives to have a good attitude and strive to be named “Gold Digger” of the week.
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TEAM ORGANIZATION A large part of being successful as an account executive is being able to be organized and know when deadlines and other special events are. As manager, it is part of my job to help account executives stay organized, so I have implemented a few different methods of helping them do this. Below are some examples.
Weekly Personal Goals Personal Goals
Personal Goal of the Week: _______________________________________________ Number of F2Fs: _______________________________________________________ Number of Closes: ______________________________________________________ Number of Appointments next week: ______________________________________ 3 new clients: __________________________________________________________
During our weekly team meetings, I have the account executives list their personal goals that they want to achieve that week. This gives them a chance to organize their week and determine what they need to accomplish. In our meeting the next week each account executive explains to the team what they did in order to meet the goals.
Call Sheets Name: _______________________________ Week of: ______________________ Date Client F2F Call Email Fax Reason Outcome MTWRF MTWRF MTWRF MTWRF MTWRF MTWRF MTWRF MTWRF MTWRF MTWRF Call sheets are filled out throughout the week to keep track of calls, face-to-faces, and emails. The call sheets are turned in the beginning of every week. During our weekly sales meetings, we discuss what progress has been made with clients and who each ad rep needs to follow up with.
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SALES COMPETITIONS Football Pool The idea for Football Pool came about when trying to create a sales contest that involved all account executives and would get them excited about making sales and increasing revenue. Football Pool is the Mustang News way to make the football session fun and enjoyable as well as a way to make sales. The Football Pool proved to be the perfect way to start our school year as it generated excitement in the office, motivated account executives and led to increased revenue. During this sales contest we resigned 10 contracts and brought in 5 new contracts.
Knock Out Round Most of the Mustang News revenue comes from special editions. Knock Out Round is a sales contest that’s purpose is to motivate account executives to pitch and sell our special edition called Menu Guide in order to help build our revenue for the special editions. I looked up the top ten restaurant clients in each ad reps territory and wrote out who I thought would sign a contract. The idea is that with every half page or full page sold, the account executive receives a punch with a dollar amount as a bonus for each contract signed. At the end, the punches are added to see how much each ad rep receives as a bonus.
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NEW REVENUE IDEAS Go SLO Mail Home Week of Welcome, A History of Changes ..Pg. 03 Pride, MCC, GEC Centers Become One.......Pg. 06
As manager, I helped implement a new publication called Go SLO Mail Home. This publications was targeted towards incoming freshmen and parents. We had clients such as Kennedy Library, Campus Dining, Cal Poly Parents Program, and other local businesses advertising in this publication to inform parents and students what is available to them to utilize on and off campus. We created a map of San Luis Obispo for the centerfold and had advertisers on the map to show where places are located.
Items to Bring to Cal Poly.......................Pg. 11 Top Ten Surprises at Kennedy Library.........Pg. 12 MUSTANG DAILY | mustangdaily.net
Tuesday, September 3, 2013
Volume XCVIII, Number 1
One of the reasons why Go SLO was such a success is because we were able to get the addresses from housing to mail home an edition to each incoming freshman. I was a part of addressing all the Go SLO editions to send them out on time. This was the first year of publishing this issue, but we received a great response from the parents as well as our clients. We were able to bring in $11,309.33 in new revenue with this issue. We already have advertisers committed for next summer’s publication, which ensures that it will bring in even more revenue next year.
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A special mail-home edition presented by
University Housing 1 Grand Ave San Luis Obispo, CA 93407
MUSTANG MEDIA GROUP
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NEW REVENUE IDEAS Tigerlily Campaign Tigerlily is a local hair salon that very rarely advertises in the Mustang News. I worked with one of the account executives to come up with an idea for a campaign to get them to advertise more frequently. When we pitched this to the client she loved it and immediately agreed to run it. From this campaign we were able to get Tigerlily to advertise for two months online and print. We increased $1,020 in new revenue, and Tigerlily continues to advertise frequently.
Advanced OBGYN Advanced OBGYN is a OBGYN that has always had a negative view of the Mustang News. I advised one of the account executives to start visiting this location on a weekly basis, take by the paper and try to build a relationship with the client. After a few weeks, she was able to get an appointment set up with them. We met with the client and convinced her to sign a year contract which brought in $3,426 in new revenue. Not only did we gain new revenue from this client, but the account executive learned the importance of building relationships with clients, which has made her into a more successful account executive.
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ADVANCED OB/GYN
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FALL 2013 PEER EVALUATIONS
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AWARDS & MARKETING EVENTS Awards
Insperational Leader 2013-2014
BIANCA GALVEZ General Manager
Leadership Award This was awarded to me at the end of the 2013-2014 school year for my dedication and leadership abilities.
Marketing Events
Ad Rep of the Year 2011-2012 This was awarded to me by the General Manager and Advertising Coordinator at the end of the 2011-2012 school year for my involvement, sales, client relationship and participation with Mustang Daily events.
To build readership and recognition of the Mustang News it is important to market and promote the paper. We attend various marketing events throughout the school year including Farmers Market, booths at the UU and other events on and off campus. These events are also great ways to build relationships and even friendships with co-workers outside of the office. Below are some pictures of the various marketing events of the Mustang News.
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