Best Training Program UNC Charlotte
STUDENT NINER MEDIA - UNC CHARLOTTE 9 2 0 1 U N I V E R S I T Y C I T Y B LV D , C H A R LOT T E , N C 2 8 2 2 3 - 0 0 0 1
Training at Niner Media The Sales Training Program in Student Niner Media Marketing starts with a four-day interactive series of sessions that incorporate product knowledge and customer service to enable account executives to offer the best solutions for their client’s advertising needs. Sessions are held in August for new hires, as well as any time during the year that account executives are hired. The marketing director, who can provide a wealth of knowledge in the advertising arena, leads the program in a one-on-one setting. The program is intensive, yet the session leader does not overwhelm attendees. They take the program step-by-step, answering questions that they may have and explaining the answers in easy-tounderstand detail. The first day is more of a general overview, where session leaders explain Student Niner Media and its departments. They show attendees how the sales department fits into a much bigger picture. Session leaders give a tour of the offices, explaining where the most important tools are located and explain how to use them. The emphasis is on the sales office, as that is where executives spend much of their time. After the tour, they are introduced to the professional staff and students from other departments. This is when attendees are encouraged to use professional staff as a resource and ask questions as needed. After a short break, attendees review materials that explain our publications, how they are produced and demographics. Roles and responsibilities are outlined clearly at this time, as job descriptions are handed out. To wrap up the day, attendees are given a rate card to review in their own time in preparation for the next day’s session. The second day is more intense, as attendees are formally introduced to the rate card as it is discussed in detail. Attendees familiarize themselves with the rate card and how it is laid out. They also learn the difference between on-campus and local rates. In addition to traditional run of the press display advertising, session leaders explain inserts, color charges, contract levels, discounts, poster advertising and special sections. A lot of emphasis is placed on deadlines and publication dates. Attendees also learn how to offer frequency discounts to close the sale. They find examples of sizes in issues and are required to complete tests to familiarize themselves with filling out insertion orders and other necessary paperwork. The session leader gives attendees scenarios and has them work on handling objections. They leave with more materials on hand to review and complete during their own time. The third day includes role-playing before a pre-arranged sales call where the session leader accompanies the account executive. They meet with a current advertiser who has already been contacted and knows what to ask. The session leader makes the introduction and allows the account executive to take it from there. The session leader only interjects when it is absolutely necessary and gives criticism in private when the sales call is finished. This is the point when the account executive knows if the position is something he or she will find enjoyable. The final day of training is when the new account executive attends an evening sales meeting. He or she is introduced the sales staff and allowed to see how they interact with each other and with
management. This is a great experience for the new executive, as he or she gets to hear about good experiences and concerns of other executives. Now that the new hires have a grasp on the media kit and what to expect at work and from clients, they are still going to forget a few things and come up with a few more questions, especially after their first few calls. At the weekly sales meeting, the marketing director encourages them to ask questions and converse with the other new and returning account executives, so that they can learn from each other. The marketing director will clear anything up at the end of the meeting. Lastly, the marketing director asks the new hires to schedule a meeting with one of their clients so the he can attend. The director is only there to observe and step in when the new sales rep may need assistance. After the meeting the director will go over things they did well and note areas that may need improvement. The director then ends the conversation on what they were good at during the meeting. The sales training program is intense, yet organized and detailed. New hires are comfortable asking questions and session leaders are always prepared to answer them. Feedback from the program has been positive, and new account executives feel prepared to meet with clients and offer superb customer service with their wealth of product knowledge.
Student Media Marketing Fall Training/New Account Executive Training Session I: General Overview 1. Tour of Student Media All Offices and Personnel and how they all fit into the big picture NinerOnline Sanskrit Literary Arts Magazine Radio Free Charlotte Niner Times Media Marketing including Production Area Main Office 2. Overview of Student Media Marketing and Student Media as a Whole 3. Completion of paperwork for employment 4. Question and answer BREAK 5. Discussion about our publication, how it is produced and demographics 6. Discussion about the Advertising Account Executive Job Description (attached) Session II: Rate Card 1. Rate Card Overview Have trainee review rate card Discuss in detail with special attention to deadlines, and publication dates 2. Rates Difference between on-campus and local open rates Contract levels Color Charges Discounts Special Section rates Inserts Classifieds Nineronline AdRax 3. Paperwork Filling out an insertion order calculating column inches Filling out a production request using mock client visit Quiz on both of the above using scenarios Session III: Role-Playing and actual sales call 1. In-depth role playing where new employee is account executive and marketing director is client 2. Actual sales call with a current client Session IV: Sales Meeting Formal introduction to other account executives with refreshments
JOB DESCRIPTION ACCOUNT EXECUTIVE Media Marketing The Account Executive shall call on and meet with clients to sell advertisements for any and all Media Marketing departments and service such accounts on a regular basis. Distinguishing Features of the Job: Each Account Executive is hired on a permanent basis. He/She is required to meet all deadlines, standards and goals, and will have specified monthly sales quotas to meet, as this is a commission-based position.
Responsibilities and Duties: • Keeps at least 10 office hours a week between the hours of 8:00 and 5:00 p.m. Monday through Friday via time clock; these office hours will be posted in the office. If, for some reason, he/she cannot be in the office, he/she must inform the Marketing Director with 24 hours notice. Failure to meet office hours requirement ] will result in deductions in pay. • Time cards need to be turned into the Marketing Director at the end of each week. • Makes daily phone calls to the sales office voice mailbox in order to check phone messages from their clients. • Must maintain weekly and monthly sales quotas established by the Marketing Director • Set up a minimum of 2 face to face appointments a week with potential advertisers. • Attends sales workshops when advised. These workshops will be held upon notice of the Marketing Director and Senior Sale Coordinator and will be conducted by the Marketing Director. • Attends all sales meetings • Turns in weekly call sheets to the sales manager or receive a $10 deduction each week these sheets are not turned in. • Proofs his/her ads before the set deadline. Once the ad is proofed he/she should fill out an ad revision/correction form and turn in to the Creative Director. All correct/proofed ads, shall be placed in the bin in the Creative Director’s office; • Dresses in a professional manner when meeting with clients or when an occasion deems it necessary and proper; • Maintains open communication between client accounts to insure proper service;
• Helps with any walk-in or call-in clients, follows up on leads in a timely manner, and makes outside sales calls • Sells a complete line of Media Marketing products • Keeps clients informed of any special issues or promotions • Correctly completes all necessary paperwork in a timely manner • Adheres to department deadlines • Monitors contract status of accounts to stay on target and keeps Business Manager informed • Adheres to billing and credit policies as posted by the Business Manager; hand-delivers invoices to clients as deemed necessary • Provides support and help to other Account Executive • Does related work as needed. • Understands that at the end of each year all accounts will be reviewed and redistributed. Required Knowledge and Skills: • Must be a student currently enrolled at UNC Charlotte • Must possess and maintain a minimum GPA of 2.0 • Must be in good academic standing with UNC Charlotte • Must work well with others • Must have good communication skills and project professional image
The Account Executive reports to the Marketing Director. Questions about this position and its responsibilities should be directed to your supervisor. Grievances may be taken to the Student Media Board and/or Student Media Adviser. For further information, contact: Kelly Merges, Marketing Adviser, Student Union, UNC Charlotte, Charlotte, NC 28223-0001 Phone 704.687.7140 The University of North Carolina is composed of the 16 public senior institutions in North Carolina. An equal opportunity employer By signing below, I acknowledge that I have read and understand the above job description which outlines the responsibilities as well as qualifications for the position stated. I also understand that by not fulfilling the responsibilities listed above, I can face termination from the position stated.
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Rev. 2/09 8/11
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