People love to win.

If youre not totally clear about the purpose of what youre doing, you have no chance of winning.

Housekeeping
No Cell Phones or Computers breaks are scheduled throughout the day Record AHAs so you can remember, share and act on them copying and borrowing ideas is good Out of the box ideas & thinking are highly encouraged no judging, challenging, evaluating or criticizing Participation Rules

Agenda

The Agenda is located in your Conference Binder

A few words from our leaders

3 Words

3 Words Part 2

Purpose

It all comes down to purpose. Within the organization. With our customers.

People love to win. If youre not totally clear about the purpose of what youre doing, you have no chance of winning.

Think & Work Differently

T Many of todays organizational outcomes require cross-divisional

T T T T

communication, cooperation and engagement. Our individual office silos are crumbling. Work no longer has clear boundaries. Constantly shifting definition of our jobs. Which of you are doing only what you were hired to do? Organizations are in constant morph mode. The ability to be successful, relaxed and in control during these fertile but turbulent times demands new ways of thinking and working.

The wind and waves are always on the side of the ablest navigators. -Edward Gibbon

SWING
T Your ability to generate power is directly proportional to your

ability to relax.  Its a condition of working, doing and being in which the mind is clear and constructive things are happening.

Mind Like Water

T In Karate the position of perfect readiness: mind like water. T Imagine throwing a pebble into a still pond.


How does the water respond?  Totally appropriately to the force and mass of the input; then it returns to calm. It doesnt overreact or under react.

Your Productive State:

T Incompletes or open loops pull at your attention T If something is on your mind it isnt clear
Why things are on your mind: Most often, the reason something is on your mind is that you want it to be different than it currently is, and yet:  you havent clarified exactly what the intended outcome is  you havent decided what the very next physical action step is  you havent put reminders of the outcome and the action required in a system you trust Thats why its on your mind. Until youve made those decisions your brain cant give up the job. This constant, unproductive preoccupation with all the things we have to do is the single largest consumer of time and energy. -Kerry Gleeson

The Transformation of Stuff

T The reason most organizing systems havent worked for most people is

that they havent yet transformed all the stuff theyre trying to organize. As long as its still stuff, its not controllable. T We need to transform all the stuff were trying to organize into actionable stuff we need to do. You need to get into the habit of keeping nothing on your mind. The way to do that is not by managing time, managing information, or managing priorities.

The key to managing all of your stuff is managing your actions.

Getting Rid of Stuff

T There is no reason ever to have the same thought twice, unless you like

having that thought.

T Your mind will keep working on anything thats still in an undecided state. T The short-term memory part of your mind- the part that tends to hold all

of the incomplete, undecided, and unorganized stuff functions much like RAM on a personal computer.
T As soon as you attach

a should, need to, or ought to to an item, it becomes incomplete and your brain continues to remind you to do it.

Processing Stuff

Horizontal & Vertical Management

T Horizontal control maintains coherence across all activities in which you

are involved. T Vertical control, in contrast, manages thinking up and down the track of individual topics and projects.
T The goal for managing horizontally and vertically is the same:


To get things off your mind and get things done. (We will use this same philosophy today with our sales approach in the field and our clients overall advertising campaigns)

There is usually an inverse proportion between how much something is on your mind and how much is getting done.

Outcome Thinking
The same structure applies to client campaigns, designing creative, determining operating procedures, everything

What
More Customers (Gain)

Why
More Money, Market Penetration

How
Aggressive Calling on NonAdvertisers, Special Promotions to NonAdvertisers Increase digital aptitude of generalist reps to encourage multimedia solutions, measure % of digital + print customers and increase goals, incentivize hitting digital goals Outcome based selling solutions, ContributionAttribution Selling

Grow Digital Revenue

Print revenue is declining, consumers are consuming media across many platforms

T Current State

Your mind will fill in the gaps

Stabilize Print Revenue

Keep the company in growth mode, allows opportunity for incubation of new ideas

T Desired State
If you dont know where youre going youre never going to get there.

Happier Customers (Retain)

More revenue, repeat, long term advertising dollars, referral business

Diverse product portfolio, careful monitoring of product scorecards, superior back end campaign analytics, optimization and customer contact

Effectiveness of Training-ROI
T After a training event what percent of participants

___ did not try the learned behavior at all ___ tried the learned behavior but gave up ___ adopted the learned behavior and got positive results

15% did not try it at all

70% tried but gave up

15% adopted and got positive results

Therefore only a 15% ROI

Courageous Training: Tim Mooney, Robert O Brinkerhoff

How do we get a higher ROI?

BEFORE Align with all stakeholders on roles, goals and impact

LEARNING EVENT Deliver sound instructional design and facilitation

AFTER Managers support performance improvements using coaching and tools

RESULTS 90% ROI

Courageous Training: Tim Mooney, Robert O Brinkerhoff

Warm Up Brain Exercise

T

You are driving down the road in your car on a wild, stormy night, when you pass by a bus stop and you see three people waiting for the bus: 1. An old lady who looks as if she is about to die. 2. An old friend who once saved your life. 3. The perfect partner you have been dreaming about. Which one would you choose to offer a ride to, knowing that there could only be one passenger in your car?

Think.

This is a moral/ethical dilemma that was once actually used as part of a job application. You could pick up the old lady, because she is going to die, and thus you should save her first. Or you could take the old friend because he once saved your life, and this would be the perfect chance to pay him back. However, you may never be able to find your perfect mate again.
The candidate who was hired (out of 200 applicants) had no trouble coming up with his answer. He simply answered: 'I would give the car keys to my old friend and let him take the lady to the hospital. I would stay behind and wait for the bus with the partner of my dreams.' Sometimes, we gain more if we are able to give up our stubborn thought limitations.

Never forget to 'Think Outside of the Box.'

Opportunity $$$$

Follow the Money

Digital Revenue Share

Whos Selling Digital Locally?

The UT has the largest digital sales force in San Diego Now what are we going to do with it?

The Changing Relationship with the Consumer

Our Changing Media World & Media Innovation

T Customers in Control

Creating, voting on ads (real-time involvement in advertising)  Time/location shifting (DVRs Podcasting, On Demand Streaming)  More Sophisticated  Younger demographics, more use of media technology T Everyone Trying to Keep Pace  New Touch points with customers  Building communities, finding brand advocates  Creating/experimenting with new channels of communications  Testing ways to reach & target consumers  Adjusting budgets to accommodate interactive media/creative  Leveraging assets across multi-channel opportunities  Decisions based on media accountability  Need educations (behind the curve)


Campaign Management Horizontal & Vertical Planning

Strategy Development Planning 35%

Analytics & Optimization

Media Research & Planning

Channel Planning Tracking & Measurement Media/Audience Buying

Campaign Management 50%

Creative Development
Participatory Advertising

Execution 15%

Break Out Sessions Begin

Principle: You wont see how to do it until you see yourself doing it.

Action Steps

AHA Moment Sharing

Action Step Planning

What
More Customers (Gain)

Why
More Money, Market Penetration

How
Aggressive Calling on Non-Advertisers, Special Promotions to NonAdvertisers Increase digital aptitude of generalist reps to encourage multimedia solutions, measure % of digital + print customers and increase goals, incentivize hitting digital goals

Grow Digital Revenue

Print revenue is declining, consumers are consuming media across many platforms

Stabilize Print Revenue

Keep the company in growth mode, allows opportunity for incubation of new ideas More revenue, repeat, long term advertising dollars, referral business

Outcome based selling solutions, ContributionAttribution Selling

Happier Customers (Retain)

Diverse product portfolio, careful monitoring of product scorecards, superior back end campaign analytics, optimization and customer contact

S.M.A.R.T Goals
Specific Measurable Attainable Relevant Time bound

Action Step Examples

Not SMART T Increase revenue T Increase prospects T Increase account acquisition T Reduce customer churn SMART T Analyze reporting data for top 20 customers and up-sell 5 customers by March 31, 2012 to increase revenue. T Use my media planner worksheet on 5 new prospects to propose multimedia campaigns that focus on outcomes and drive results.

Action Plan Template

Best Customer Case Studies

T 1st Place


$250

T 2nd Place


$150

T 3rd Place


$100

3rd Place

Joy Romey rd Place 3 $100 Winner

Salvation Army

Mission:

Feed the Hungry

T For The Salvation Army T HUNGER IS SERIOUS.

T

For many families, single parents and seniors there is often the choice of paying the rent or buying groceries. For the homeless, finding something to eat can be an all-day mission. The Salvation Army reaches out every day to help those in need with food. They offer emergency food boxes to qualified applicants. They provide meals for seniors every weekday for a suggested donation. No one is ever turned away. In collaboration with community partners, they feed the homeless Monday - Friday evenings. They provide a community Thanksgiving and Christmas dinner . . . and much more.

Budget:

$30,000
Online Products T (4) Online Post-It Note for 24 hours on the News Pages
T
T T T T T T T T T T

(once a week on Mondays) $800 each Delivery Dates: 11/28, 12/5, 12/12, 12/19 Expanding Video Banner Ads 360,000 Impressions 30 Day Delivery from 11/25-12/25

Total: $3200

Total: $5040

Display Banner Ads (Leaderboard 728 x 90 and Big Box 300 x 250) 400,000 Impressions Total: $4000 Flight Delivery: 11/24-12/25

T T T T T

Members Promotion Subscriber Email Blast 80,000+ Opt-in Subscribers Delivery Date: 11/28

Total: $1995

Budget:

$30,000
T
T T T T T T T T T T T T T T T T T

Print Products
Post-It notes on cover of Paper Delivered to top 10-15 zip codes ranking high in charitable giving. (4 distribution drops) $1912/each Total: $7648.00 Delivery Dates: 11/23, 11/27, 12/4, 12/18 2x7 Newspaper Ads 2 full color ads per week for 4 weeks (Sunday and Wednesday s Food) 8 ads over 4 weeks $1078/each Total: $8624.00 Delivery Dates: 11/27, 11/30, 12/4, 12/7, 12/11, 12/14, 12/18, 12/21 2x7 Enlace Ads (4) Full color ads on Saturday for 4 weeks $168/each Delivery Dates: 11/26, 12/3, 12/10, 12/17

Total: $ 672.00

Final Budget

T Total Online Buy: T Total Print Buy: T TOTAL MEDIA BUY:

$14,235 $16,944 $31,179

Results
T Results are still being measured for the 2011 holiday season. BUTT The donations received from this campaign helped to provide a

holiday dinner for over 1,000 People at Golden Hall right here in San Diego.
T http://www1.usw.salvationarmy.org/usw/www_usw_sdm.nsf/vw-

text-dynamicarrays/1B26C32510F7F61B88257975007F3991?openDocument&cha rset=utf-8
T AND- helped to provide holiday meals throughout the season to

800 seniors weekly, including delivery to the homebound in three locations.

2nd Place

Lori Thomas 2nd Place $150 Winner

Car Country Carlsbad

Client: Car Country Carlsbad Objective: Drive traffic to www.carlsbadcarcountry.com. Call To Action: Search for used vehicles/shop online immediately & Attend Weekend Onsite Sales Event.

Campaign: Car Country Carlsbad Summer Sale Campaign Strategy: Use UTSanDiego.com Banner ads & Yahoo BT RoadBlock Sliding Bill Board/ Mobi.UTSanDiego.com and Print ads/ Hang Tags/ In-Store Beach Ball Promotion Revenue: Total Revenue of Campaign - $22,000 Results: Impressions/CTRs

ONLINE CAMPAIGN BANNER ADS:

utsd.com 300x100 ad
AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126869/1/?width=300&height=100

utsd.com 300x250 ad
AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126838/1/?width=300&height=250

utsd.com 728x90 ad utsd.com 300x600 ad ROS

YAHOO! BT 425X600
http://sos.impactengine.com/projects/preview/126942/1/?width=300&height=600

AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126863/1/?width=728&height=90

ONLINE CAMPAIGN HIGH IMPACT AD:

http://sos.impactengine.com/projects/preview/127092/1/?width=800&height=1000

Sliding Billboard Sports Road Block

ONLINE CAMPAIGN MOBILE BANNERS:

http://legacy.signonsandiego.com/ads_temp/CarCountryCarlsbad/index.html

Mobile Banner Ads

The Highest Performing Banner with a 0.23% CTR!

PRINT/HANG TAGS & IN-STORE PROMO:

3 col. X1 teaser ads in Main news/Sports/business

SUMMER SALE

$12,995

AND OF COURSE

Rear View Mirror Hanging Tags

4 col. x 6; 5 col. x 8; 6 col. x 9.5 and 6 col. x 12 display ads in Main/Sports/Business

CAMPAIGN RESULTS:
The Results: The Banner ads were effective in driving traffic to www.carlsbadcarcountry.com and creating brand awareness. The overall goals were achieved, the campaign generated visitors to the site, increased leads to the individual dealers and increased traffic (and sales) to the auto mall during the promotion weekend. TOTAL IMPRESSIONS DELIVERED: 1,665,637 AVG. CTR: 0.06% BEST PERFORMING BANNER: News-Sports-Business 300x250 188 clicks 0.06% Avg. CTR BEST PERFORMING CAMPAIGN: Mobile Banner with 137,308 impressions delivered 312 Clicks 0.23% Avg. CTR

SALES: Car Country sold 184 New Vehicles and 80 Used Vehicles = 264 total

1st Place

Howie Kurtz 1st Place $250 Winner

Shea Homes

Honorable Mentions
T Dan Monzet Cadillac T Pam Naiman Calumet Photography T Jackie Flynn Midway Jeep T Katherine Annunziata TJ Maxx T Kathy Anderson Pacifica Real Estate Silhouette T Marjolein Rust Direct Carpet Unlimited T Kevin Sheehan Hooters T Diana Molina Appliance Alley T Kevin Drolet Coles Fine Flooring

San Diego

UT Sales Goal To be the largest, most knowledgeable media sales force in San Diego, selling the best products, producing the best results and having more customers than anyone else.