GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER NOMINATION LETTER FOR MCKENZIE DONTIGNY- GONZAGA UNIVERSITY McKenzie DonTigny has been Advertising Manage for the past two years. Below are the programs that she instigated to improve revenues, lower expenses and improve operations:
Cold Call Prize Incentive: Weekly drawing for each cold call made and logged into the database. Improved cold calls documentation by 30% from previous year. Dash for Cash: Cash incentive to sign new contracts before the end of the semester. We experience a slump or lack of motivation of staff to sign new business at the end of each semester due to the “finals week” attitude. Dash for Cash was a success. Five new client contracts were signed before 2013 Christmas break. Theater Handbill/Program: Collaborative project with the Theater Department. We sell advertising in the handbill that provides new revenues. The Theater Department is able to now produce a professional 4-color glossy program instead of a photo copy program. Social Media Bundle Packages: Designed packages to package Facebook, Twitter and Online ads with display advertising. Brain Trust: Leads this monthly meeting of Student Publications leaders to discuss systems, policies and procedures. Goal is to use the collective minds of the students whose work are directly affected by systems, policies and procedures to improve operations.
Sales can be a very solitary endeavor and in some sales organizations members of the sales team can be your biggest competition. McKenzie worked tirelessly to build relationships and a strong community of cooperation within the sales team. The following shows what McKenzie has done to improve the sales team:
Weekly Sales Meetings: McKenzie held weekly sales meetings with agendas and follow-up. This meeting is the most important communication tool for the staff. Weekly One-on-One Meetings: McKenzie met with each sales and support staff separately to go over weekly details to ensure trouble-free production of the newspaper. These meetings included a recap of weekly and total annual sales and a training component. Training was either revisiting an old topic like Cold Calling or new product training. The “Stud Pub of the Week": A traveling trophy was awarded at each sales meeting to the team member who went above and beyond the call of duty. Weekly pot luck dinner during sales meeting. There is nothing like “breaking bread” to create a sense of community. McKenzie organized these dinners and provided all the extras to make the dinners special. Ad Staff social events: McKenzie organized outings to further create bonding and time spent outside of work. End of Semester Christmas Dinner: Although this is an annual event it is one of the most important community building activities. McKenzie secures a trade at a local restaurant, organizes the gift exchange, purchases gifts for staff and gives thanks to each team member at the dinner.
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER McKenzie is not afraid to bring new ideas to the team. She has been instrumental in working with our creative team to do the best work possible.
Member of Think Tank: Bi-monthly meeting of the extended creative team in Student Publications. Goal is to use the collective and creative minds of the students to brain storm ideas to the best creative ideas for marketing and advertising. Through this group we identified the need to hire an Online Media Coordinator.
McKenzie is an excellent student and holds at 3.5 accumulated GPA. She not only works 20 hour or more as Advertising Manager she also holds an internship at a local marketing firm for 10 hours a week. Our longtime advisor, Chris Wheatley left in January 2013. McKenzie has managed the staff that includes marketing and graphic design and took on the advisor's duties for the past calendar year. She also stepped up to be on the search committee for the new advisor. On top of all of this she communicates impeccably and effectively with the publication editors and other administrators in making sure the advertising work runs smoothly. Part of our mission at Gonzaga is “Cura Personalis” or care for the whole person. Gonzaga’s goal is not only to educate the mind but the entire person including spirit. McKenzie is patient and caring in her supervisions of the staff and always puts the needs of the team first. She values each team member as an individual not as a number and she treats each contract and client whether they buy $100 or $10,000 with the same respect and professionalism. McKenzie started on the ad staff as a freshmen trainee. She will admit openly that she is not the best sales person but the experience gave her a true and strong understanding of the sales process. This is at the core of why McKenzie has been successful as an Ad Manager. She has an uncanny intuition in seeing sales potential in others. McKenzie is an excellent manager and she is a leader amongst the best leaders at Gonzaga. McKenzie had a huge personal challenge this fall. Her father was diagnosed with late stage lung cancer. For any student this news would understandably give them a reason to drop out of school or at least drop off extraneous commitments and responsibilities above their academics. However McKenzie rose above this hardship and pushed through the emotional roller coaster. She showed her true commitment to not just the job but to the people who work for her. She is one who sees the big picture and doesn’t get de-railed by problems that are big or small. When you see her team sales numbers this year with all the adversity she has faced personally and profession, I hope you will agree with me that she deserves the award of Best Advertising Manager of the year.
Joanne Shiosaki Student Publications Manager
Dear CNBAM Board,
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER My name is Nathan Ikehara. I am the student business manager for Gonzaga University Student Publications. I have also held the position of account executive under McKenzie DonTigny. I am writing this letter to recommend her for the award of Best Advertising Manager. Achievement: McKenzie designed several programs designed to increase involvement and productivity from the account executives who she managed. These included simulation exercised to develop necessary meeting skills and targeted competitions that were designed both to reward development of new business relationships, but was also constructed to require staff to help out each other in reaching their goals. Over the two years that I have known her, McKenzie has always required personal goals in addition to professional goals from herself and her staff. She has led by example in this area, going so far as to enroll in extra courses and Gonzaga University in order to develop graphic design skills so that she can better facilitate our sales process and communicate more effectively with our graphic design team. Management: This area alone should be enough to distinguish McKenzie for this award. I’m sure that each university has training programs in place that requires managers to prepare incoming sales teams. I’m certain that these managers are adept at coaching these individuals throughout the year to develop them both professionally and personally. I’m sure that most of them have demonstrated the skills of problem solving, organization, vision casting, and team building that make for a successful publication. However, what sets McKenzie apart is the adversity she has overcome during her tenure. The publication’s record numbers under her speak to all these other areas, but they do not tell the whole story. McKenzie was able to achieve all of this while also taking on the responsibilities of a full-time university staff advisor position. The position that directly oversaw McKenzie has be essentially vacant since last year’s CNBAM. Despite having had the seasoned support that every manager before her has enjoyed, McKenzie has been able to not only keep the Gonzaga Bulletin afloat, but has made it flourish. Interaction: The college environment is unique in the blurry lines that can exist between staff and management on a student level. McKenzie has navigated these areas flawlessly. She displays a natural ability to balance healthy personal and productive professional relationships with each of the staff. Her emotional intelligence is remarkable, and she is amazingly adept at finding the common ground and working with even the most divergent personalities from her own. She has crafted an incredible accepting and positive work environment. Student Publications is truly a model department at Gonzaga for healthy, productive, and robust employee interaction. Innovation: Ever empowering her staff, McKenzie has led in this area by recognizing that the best ideas come not from one person dictating their ideas, but from many minds producing many ideas. She is always encouraging her staff to think outside the box when it comes to meeting client needs. But she doesn’t simply cut the staff loose. She challenges each idea to make it the best it can be before implementing it. The result has been many new products and marketing techniques that are not simply released. Instead, each one is well researched, developed, and personally owned. Each new success at Gonzaga leaves a happier business community, a more well-rounded publication, and a more educated staff.
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER Personal philosophy: McKenzie goes to great lengths to establish performance standards that are clear and engaging. From the months she spends training the incoming staff members to the personalized goals, the expectations and rationales are clear. Every account executive who comes through Gonzaga Student Publications knows that we are an interdependent office who upholds the highest in our Catholic, Jesuit, humanistic traditions. We are driven by solutions, not profits, and each client is seen as a relationship to which we apply our highest quality of effort, innovation and ethical behavior. Many account executives who apply are hoping to develop better business skills and they do. But what sets McKenzie and the program that she manages apart is that it is focused on the development of the whole person. She has been tremendously successful at achieving these goals and is most deserving of the distinction of Best Advertising Manager. Sincerely,
Nathan Ikehara Business Manager Gonzaga University Student Publications
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER In the Fall of 2012, I started as the Advertising Manager for Gonzaga University Student Publications and was rehired for the school year of 2013-2014. Below are the pillars and explanation of my personal management. I. Lead don’t manage Starting as manager, I knew I did not want to be a manager – you manage things not people. I instead wanted to act as a coach and leader in the office to my account executives and fellow managers. In the office, my role is to serve, support, and coach my staff. I recognized that even though my position was higher up on the organizational chart, it would not exist without a staff to lead. II. Empower My role is to support and coach my team. I have made it a goal to provide opportunities to train and learn new skills, to take on additional responsibly and to add personal goals to the job (i.e. to become a more eloquent public speaker). Allowing these opportunities for growth increases morale and level of commitment to the job. III. Fairness I believe all employees must be treated fairly and honestly. No one should receive special treatment whether or not I am better friends with them. Also, it is important for me to remember that my staff is not only human but also students and managing students comes with its own set of challenges and allowances that must be made. IV. Communication Clear, honest, and constant communication is vital in all management positions. However, communication does not only include email updates, one-on-one meetings and setting semester goals, as a manager I must also be in-tune with everyone’s unique interpersonal style of communication. For example, one of my account executives is very analytical and they appreciate numbers, direct instructions, and facts when I meet with them so I know if include more graphs and numbers in meetings with them. On the other hand, I’ve recognized that another account executive strongly values relationships and prefers to make small talk about the day’s going-ons before we get down to business. Recognizing and catering to everyone’s different style of communicating makes each account executive feel more comfortable which allows for mutual understanding. V. Quality Being that our office is part of a university, I understand quality not as a dollar sign but instead it is determined if each student going through this office grows and further develops their professional skills. Working in the Advertising Office at Gonzaga Student Publications is a professional and educational experience. I believe putting the emphases on education will ultimately be reflected in the bottom line. This philosophy has been effective since last year our office broke all standing sales records for Gonzaga Student Publications and we are on track to beat out previous year. I have worked to instigate continual training, workshop opportunities, and professional job-shadow prospects. VI. Be positive Echoing my philosophy that this job is a combination of a professional and educational experience, I believe everything as an opportunity to learn. So instead of getting angry and frustrated at an account executive when artwork is not in or the database is not updated I believe it is better to
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER reflect on the situation. When I have to hold someone accountable for a mistake, I have them reflect on what happened, and practice creative problem solving to turn around the problem. VII. Grow & Adapt I believe in promoting an environment of continual growth. The media industry currently is undergoing massive restructuring and it is important for our students and office to adapt to the changes in the professional media world. In addition, as mentioned, education has been made a focus in our office. I have worked to instigate weekly training sessions around topics such as techniques on how to sell new products, reviewing how to overcome objects, or specialty topics that the students show an interest in such as building value for social media. I believe the management philosophy pillars above as well as the Jesuit educational philosophy at Gonzaga has built an environment in our office that have made personal and professional growth a priory.
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER APPENDIX I.
Job Description
II. → → → → →
Hire and supervise account executives, production manager and graphic designers. Evaluate and train student account executives. Develop new training for account executives. Develop sales materials. Develop new prospects and leads for account executives.. Maintains accurate advertising sales records and filing systems. Prepares account executives’ payroll. Assists production manager with the layout of advertisements in products. Follows office and publication procedures and policies. Prepares weekly, monthly and semester summary reports. Meets advertising sales goals or minimums. Assists with developing future goals and advertising revenue projections. Attends any required meetings, training, workshops, etc. Meet weekly with account executives, advertising advisor, and other managers. Understand and able to execute the sales process from start to completion. Represents the office and the university in a positive and professional manner to clients. Supervises in a positive, enthusiastic, supportive and fair manner. Adheres to the advertising policy and other governing documents of Student Publications and Gonzaga University. Service and maintain trade and “Admanager” accounts.
Staff Productivity Records Our sales increased substantially from the year 2011-2012, we have had to increase our sales staff by adding another graphic designer, a second marketing coordinator, and two additional account executives to manage the amount of clients and sales. In May 2013, Kaitlin Pursley, an account executive, sold $22, 070.00 worth of advertising this year – the most any account executive has ever sold in the history of the advertising staff. As of December 2013 we had already outsold the previous year’s Bulletin sales by $17,000. In August 2013, our department created two new products for our clients: Theater Playbills and Social Media. In January 2013, our advertising advisor quit and our staff overcame the challenge of operating without a full time staff member.
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER III.
Product Newspaper Dining Guide Campus Directory Parent Guide Student Planner Yearbook Total Sales
Sales Records
$ $ $ $ $ $
Sales for School Year August 2012- May 2013 131,075.07 10,282.12 15,312.50 8,160.00 15,577.75 1,690.50 182,097.94
Sales for School Year August 2013-May 2014* $ 153,775.39 $ 11,165.50 $ 14,915.00 $ 8,990.00 $ 21,904.00 $ $ 164,940.89
$ $ $ $ $ $ $
Sales Goals for August 2013-May 2014 140,000.00** 11,000.00 15,000.00 8,000.00 20,000.00 3,000.00 197,000.00
*Sales as of December 2013 **Recently increased since it had been beaten
IV.
Sample of Customer Service Process that was created to formalize our customer service experience and standardize a level of quality: Advertising Executives Pre-sale responsibilities i. Send email or call day before meeting to remind clients about the meeting the next day ii. Send thank you card/email after discovery meeting OR send thank you card/email after the proposal meeting iii. Bring swag to meeting (i.e. basketball posters, “Go Zag” posters, etc.) Sale responsibilities (During Meeting) i. After the client has signed a contract, fill out the date reminder form with dates that artwork and payment are due (specific to each client and contract). ii. Paper: fill out form; leave white copy with client; turn yellow in with contract iii. Email: fill out form; email to client; cc Kim Post-sale responsibilities (Weekly) The week of a new client running for the first time: i. Tuesday Manager will send out an email to all advertising executives with the list of new clients (week of their first run date) ii. Thursday Client’s ad runs in Gonzaga Bulletin 1. Check ad (Bulletin is released around 9:30 a.m.) 2. Call client if there are any problems with ad 3. Send “Thank you” note to client (use Student Publication stationary) a. Must be in the mail before Friday at noon iii. TuesdayAdvertising executives will call their new clients in regards to: a. Have you received your invoice? b. Have you received your tear sheets? c. Follow up with how the artwork looked 2. Inform the client they will be receiving a customer service survey and to look out for it
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER Billing & Receivables
Writing “Thank you” on invoices Monitoring pre-payments Assessing collectables Draft new client “Thank you letter” i. Needs to include: 1. Thank you for running 2. Explain the post sales process 3. What your funding enables our program to do 4. Informing them of up-coming opportunities After a contract for a new client is processed, send a “Thank you” letter with a Gonzaga sticker enclosed. Marketing Manager
Create customer survey Send out survey to new clients every Thursday (receives list from Advertising Manager) Manage results of customer service survey Report to other managers and advertising advisor results of customer service survey i. Bi-monthly report (every other Brain Trust Meeting) ii. Report to include: 1. Summary of results 2. Any concerning areas 3. Recommendations Draft Christmas card for clients – “Thank you for your business!”
V.
Rubric to provide feedback when doing mock meetings
Mock Meeting Training Rubric I.
Explanation of Student Publications a. Did they clearly explain what Student Publications is? b. Did they bring Student Publications products to the client?
II.
Discovery questions a. Did the client do most of the talking or did they?
III.
Handling Objections a. How did they handle the client’s objections?
IV.
Close a. Did they schedule a proposal meeting?
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER
V.
Professionalism a. Were they prepared for the meeting? (i.e. bring materials to show, have background knowledge of your business, use appropriate language)
VI.
Engaged a. Did they motivate the client and make them excited to be a part of the Gonzaga Community? b. Were they responsive and interested in what the client had to say?
VII.
Please rate the overall meeting experience, on a scale of Exceptionally Good to
Poor.
Exceptionally Good
Very Good
Good
Neutral
Poor
Notes: VI.
Advertising Office Wall I wanted to create positive and fun office environment and one way I did that was to create a collage of advertisement sold and designed by the staff in the advertising office.
GONZAGA UNIVERSITY SUBMISSION FOR BEST ADVERTISING MANAGER VII.
Resume