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People love to win. If youre not totally clear about the purposeof what youre doing, you have no chance of winning.
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HousekeepingHousekeeping
No Cell Phones or Computersbreaks are scheduled throughout the day
Record AHAs so you can remember, share and act on themcopying and borrowing ideas is good
Out of the box ideas & thinking are highly encouragedno judging, challenging, evaluating or criticizing
Participation Rules
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Agenda
The Agenda islocated in your
Conference Binder
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A few words from our leaders
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3 Words
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3 Words Part 2
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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.
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Think & Work Differently
T Many of todays organizational outcomes require cross-divisionalcommunication, cooperation and engagement. Our individual office silosare crumbling.
T Work no longer has clear boundaries.
T Constantly shifting definition of our jobs.
T Which of you are doing only what you were hired to do?T Organizations are in constant morph mode.
The ability to be successful, relaxed and in control duringthese 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
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SWING
T Your ability to generate power is directly proportional to yourability to relax.
Its a condition of working, doing and being in which themind is clear and constructive things are happening.
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Mind Like WaterT 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.
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Your ProductiveState:
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 itcurrently 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
trustThats why its on your mind. Until youve made those decisions your brain cant give up the
job.
This constant, unproductive preoccupation withall the things we have to do is the single largestconsumer of time and energy.
-Kerry Gleeson
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TheTransformation ofStuff
T The reason most organizing systems havent worked for most people isthat 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 intoactionable stuff we need to do.
You need to get into the habit of keepingnothing on your mind.The way to do that is not by managing time,managing information, or managing priorities.
The key to managing all of yourstuff is managing your actions.
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Getting Rid ofStuff
T There is no reason ever to have the same thought twice, unless you likehaving 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 allof the incomplete, undecided, and unorganized stuff functions muchlike RAMon a personal computer.
T As soon as you attach
a should, need to, or ought toto an item, it becomes incomplete and
your brain continues to remind you to do it.
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ProcessingStuff
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Horizonta Vertical Management
T Horizontal control maintains coherence across all activities in which youare involved.
T Vertical control, in contrast, manages thinking up and down the track ofindividual 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 andour clients overall advertising campaigns)
There is usually an inverse proportion between how muchsomething is on your mind and how much is getting done.
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OutcomeThinking
T Current State
T Desired State
Your mind will fill inthe gaps
The same structureapplies to client
campaigns, designingcreative, determiningoperating procedures,
everything
If you dont know whereyoure going youre never
going to get there.
What Why How
More Customers(Gain)
More Money, MarketPenetration
Aggressive Calling on Non-Advertisers, SpecialPromotions to Non-Advertisers
Grow Digital Revenue Print revenue is declining,consumers are consumingmedia across manyplatforms
Increase digital aptitude ofgeneralist reps toencourage multimediasolutions, measure % of
digital + print customersand increase goals,incentivize hitting digitalgoals
Stabilize PrintRevenue
Keep the company ingrowth mode, allowsopportunity for incubationof new ideas
Outcome based sellingsolutions, Contribution-Attribution Selling
Happier Customers(Retain)
More revenue, repeat, longterm advertising dollars,referral business
Diverse product portfolio,careful monitoring ofproduct scorecards,superior back endcampaign analytics,optimization and customercontact
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Effectiveness ofTraining-ROIT 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% didnot try it
at all70% tried but gave up
15%adoptedand gotpositiveresults
Therefore only a 15% ROI
Courageous Training: Tim Mooney, Robert O Brinkerhoff
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How do weget ahigher ROI?
BEFORE
Align with allstakeholderson roles, goalsand impact
LEARNINGEVENT
Deliver sound
instructionaldesign andfacilitation
AFTER
Managerssupport
performanceimprovementsusing coachingand tools
RESULTS
90% ROI
Courageous Training: Tim Mooney, Robert O Brinkerhoff
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Warm Up BrainExercise
T
You are driving down the road in your car on a wild, stormy night, whenyou 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 couldonly be one passenger in your car?
Think.
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This is a moral/ethical dilemma that was once actually used as part of a jobapplication. 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 friendbecause he once saved your life, and this would be the perfect chance topay him back. However, you may never be able to find your perfect mateagain.
The candidate who was hired (out of 200 applicants) had no troublecoming up with his answer. He simply answered:
'I would give the car keys to my old friend and let him take thelady to the hospital. I would stay behind and wait for the buswith 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.'
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Opportunity $$$$
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Digital RevenueShare
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Whos Selling Digital Locally?
The UT has the largest digital sales force in San Diego
Now what are we going to do with it?
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The Changing Relationshipwith the Consumer
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ur angingMe ia WorMedia 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 NewTouch 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)
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StrategyDevelopment
Media Research& Planning
ChannelPlanning
Media/AudienceBuyingCreative
DevelopmentParticipatory Advertising
Analytics &Optimization
Tracking &Measurement
Campaign ManagementCampaign ManagementHorizontal & Vertical PlanningHorizontal & Vertical Planning
Planning
Execution
CampaignManagement
50%
35%
15%
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BreakOut Sessions Begin
Principle:You wont see how to do it until you see yourself doing it.
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Action Steps
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AHA Moment Sharing
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Action Step Planning
What Why How
More Customers(Gain)
More Money, MarketPenetration
Aggressive Calling onNon-Advertisers, SpecialPromotions to Non-Advertisers
Grow DigitalRevenue
Print revenue isdeclining, consumers areconsuming media acrossmany platforms
Increase digital aptitudeof generalist reps toencourage multimediasolutions, measure % of
digital + print customersand increase goals,incentivize hitting digitalgoals
Stabilize PrintRevenue
Keep the company ingrowth mode, allowsopportunity for incubation
of new ideas
Outcome based sellingsolutions, Contribution-Attribution Selling
Happier Customers(Retain)
More revenue, repeat,long term advertisingdollars, referral business
Diverse product portfolio,careful monitoring ofproduct scorecards,superior back endcampaign analytics,optimization and
customer contact
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S.M.A.R.T GoalsS.M.A.R.T Goals
Specific
Measurable
Attainable
Relevant
Time bound
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ActionStep Examples
Not SMARTT Increase revenue
T Increase prospects
T Increase account acquisition
T
Reduce customer churn
SMART
TAnalyze reporting data for top 20 customers and up-sell5 customers byMarch 31, 2012 to increase revenue.
T Use my media planner worksheet on 5 new prospects topropose multimedia campaigns that focus on outcomesand drive results.
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Action PlanTemplate
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Best Customer CaseStudies
T 1stPlace
$250
T 2ndPlace
$150
T 3rdPlace
$100
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3rd Place
Joy Romey
3rd Place
$100 Winner
Salvation Army
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Mission:
Feed theHungry
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.
T The Salvation Army reaches out every day to help those in need with food. They offeremergency food boxes to qualified applicants. They provide meals for seniors everyweekday for a suggested donation. No one is ever turned away. In collaboration withcommunity partners, they feed the homeless Monday - Friday evenings. They provide acommunityThanksgiving and Christmas dinner . . . and much more.
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Budget:
$30,000
T Online Products
T (4) Online Post-It Note for 24 hours on the News Pages
T (once a week on Mondays) $800 each Total: $3200
T Delivery Dates: 11/28, 12/5, 12/12, 12/19
T
T Expanding Video Banner Ads
T 360,000 Impressions Total: $5040
T 30 Day Delivery from 11/25-12/25T
T Display Banner Ads (Leaderboard 728 x 90 and Big Box 300 x 250)
T 400,000 Impressions Total: $4000
T Flight Delivery: 11/24-12/25
T
T Members Promotion Subscriber Email Blast
T 80,000+ Opt-in Subscribers
T Delivery Date: 11/28 Total: $1995
T
d
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Budget:
$30,000
T Print Products
T Post-It notes on cover of Paper
T Delivered to top 10-15 zip codes ranking high in charitable giving.
T (4 distribution drops) $1912/each Total: $7648.00
T Delivery Dates: 11/23, 11/27, 12/4, 12/18
T
T 2x7 Newspaper AdsT 2 full color ads per week for 4 weeks (Sunday and Wednesday s Food)
T 8 ads over 4 weeks $1078/each Total: $8624.00
T Delivery Dates: 11/27, 11/30, 12/4, 12/7, 12/11, 12/14, 12/18, 12/21
T
T 2x7 Enlace Ads
T (4) Full color ads on Saturday for 4 weeks
T $168/each Total: $ 672.00
T Delivery Dates: 11/26, 12/3, 12/10, 12/17
T
T
T
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Final Budget
T Total Online Buy: $14,235
T Total Print Buy: $16,944
T TOTAL MEDIA BUY: $31,179
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Results
T Results are still being measured for the 2011 holiday season. BUT-
T The donations received from this campaign helped to provide aholiday dinner for over 1,000 People at Golden Hall right here in SanDiego.
T http://www1.usw.salvationarmy.org/usw/www_usw_sdm.nsf/vw-text-dynamic-arrays/1B26C32510F7F61B88257975007F3991?openDocument&charset=utf-8
T AND- helped to provide holiday meals throughout the season to800 seniors weekly, including delivery to the homebound in threelocations.
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2nd Place
Lori Thomas
2nd Place$150 WinnerCar Country
Carlsbad
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utsd.com 300x600 ad ROSYAHOO! BT 425X600
http://sos.impactengine.com/projects/preview/126942/1/?width=300&height=600
utsd.com 300x250 ad
AutoTakeover/Sports/News/Auto/Businesshttp://sos.impactengine.com/projects/preview/126838/1/?width=300&height=250
ONLINE CAMPAIGNBANNER ADS:
utsd.com 300x100 adAutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126869/1/?width=300&height=100
utsd.com 728x90 adAutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126863/1/?width=728&height=90
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ONLINE CAMPAIGN
HIGH IMPACT AD:
Sliding Billboard Sports Road Blockhttp://sos.impactengine.com/projects/preview/127092/1/?width=800&height=1000
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ONLINE CAMPAIGN
MOBILE BANNERS:
The HighestPerforming
Banner witha 0.23% CTR!
Mobile BannerAdshttp://legacy.signonsandiego.com/ads_temp/CarCountryCarlsbad/index.html
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PRINT/HANG TAGS& IN-STORE PROMO:
3 col. X1 teaser ads inMain news/Sports/business
4 col. x 6; 5 col. x 8; 6 col. x 9.5 and 6 col. x 12
display ads in Main/Sports/Business
RearView Mirror Hanging Tags
AND
OFCOURSE
SUMMERSALE
$12,995$12,995
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CAMPAIGNRESULTS:
The Results:
The Banner ads were effective in driving traffic to www.carlsbadcarcountry.comand creating brand awareness. The overall goals were achieved, the campaigngenerated visitors to the site, increased leads to the individual dealersand increased traffic (and sales) to the auto mall during the promotion weekend.
TOTAL IMPRESSIONS DELIVERED: 1,665,637AVG. CTR: 0.06%
BEST PERFORMINGBANNER: News-Sports-Business 300x250188 clicks0.06% Avg. CTR
BE
ST
PE
RF
ORMING CA
MPA
IGN: MobileB
anner with137,308 impressions delivered 312 Clicks 0.23% Avg. CTR
SALES: Car Country sold 184 New Vehicles and 80 Used Vehicles = 264 total
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1st Place
Howie Kurtz
1st Place
$250 WinnerShea Homes
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HonorableMentions
TDan Monzet CadillacTPam Naiman Calumet Photography
TJackie Flynn Midway Jeep
TKatherine Annunziata TJMaxx
TKathy Anderson Pacifica RealEstate Silhouette
TMarjolein Rust Direct Carpet Unlimited
TKevin Sheehan Hooters
TDiana Molina Appliance Alley
TKevin Drolet Coles Fine Flooring
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San Diego
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UTSales Goal
To be the largest, most knowledgeablemedia sales force in San Diego, selling
the best products, producing the bestresults and having more customers thananyone else.