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Best Sales Pitch/Proposal Account Executive: Brandon Ventimiglia
In early February I invited the Director of Marketing for the Associated Students of Michigan State University (ASMSU) to grab lunch with me to discuss their advertising plans for the spring semester. We discussed what types of events ASMSU had planned for the rest of the year. When huge, campus-wide events like a Macklemore concert, a Ne-Yo concert and their annual elections were mentioned, I informed her that ASMSU would need to saturate the market to ensure the events’ success. After our meeting, I began brainstorming which products would provide ASMSU the high-impact buzz their events needed. I developed a plan that included 3 monthly web advertisements to drive students to ticket sales websites, 2 ROP Post-Its to create buzz about the upcoming concerts, and an option allowing the client to choose between a front page advertisement or 2 monthly AdRax (poster) locations. After creating this plan, I met with the Director of Marketing once again to make the pitch. I highlighted the interactivity of web advertising, especially in conjunction with their concert ticket sales. I emphasized the high-impact results the Post-Its would provide in informing students about said concerts. I allowed the advertiser to have a final option between another high-impact ad (front page) and a long-term alternative that provided constant recognition (posters). Lastly, we offered a 15% discount to ASMSU because they are a valued customer and it was such a big buy in such a short time frame. Post-Its and AdRax were two products that were completely new to an advertiser like ASMSU, whose ad spend the past spring totaled $987.50. After reviewing the proposal with superiors, ASMSU accepted the $6,000 advertising plan, which ultimately helped to make the Macklemore concert the most successful event ASMSU has put on in recent years. Â
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ASMSU Semester Package Strategic plan for informing the student population about upcoming concerts and elections.
ASMSU Semester Package (part 1)
¤ (3) Monthly Large Rectangle web ads ¤ Can begin in the middle of the months of February, March, and April ¤ (2) Run Of Print Post-Its ¤ 3” x 3”sticky note that includes full color and printing
ASMSU Semester Package (part 2) This package also includes ONE of the following: ¤ Front page 6x2 banner ad ¤ Includes full color and prime placement OR ¤ 2 monthly AdRax locations ¤ 10 possible locations across campus ¤ 17” x 21” racks that Include full color
$6,000 Savings of over $1,200!