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RACHAEL BURNHAM CNBAM 2014 Advertising Representative of the Year

California Polytechnic State University

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO


LETTER OF RECOMMENDATION

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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LETTER OF RECOMMENDATION


PERSONAL SELLING PHILOSOPHY In my first several months working at Mustang News (previously known as the Mustang Daily), I never once thought about my personal selling philosophy. Being a new account executive, all I focused on was earning my position and not screwing up. I saw a number on the white board with my name above it that burned into my mind and pressured me to bring in dollar amounts. It wasn’t until later on in the year, when I was helping out at the Mustang News booth at our local farmers’ market that I really started questioning what exactly I do. This thought was triggered by a comment that was said to me that night. A real estate agent from the neighboring booth asked me what we were selling. I kindly told him we were not selling anything at our booth; we were just handing out the new Mustang News special edition. The man looked at me as if I was stupid and said, “Everyone is selling something.” That statement really threw me off guard. I didn’t want to be the annoying student account executive that steps into a business “always selling something”. But you know what… He was right. In the business world, all of us are always selling something. After that realization, I decided that ‘something’ was going to be myself, because before a client buys your product, they must first buy you. From this experience, and countless other valuable experiences, I guess you could say my ‘sales philosophy’ was born (I’ll have to remember to thank that man one day), and my focus became relationship building and two-way communication. Now, I always tell my clients how excited I am to work together, or how I enjoyed working together, because in reality, I’m not working for them and they’re not working for me. We are helping each other. My role is to not only to provide them with new ideas to promote and better their business, but to be really good at what I do. It is my responsibility to care about their business. I’m sure you’re wondering how, as a college student, I can care about a local business. Well, I’ll tell you… and I’ll share the biggest advantage I have over other sales representatives. I’m a journalism student; I interview people all the time. I’m very comfortable asking people questions and then listening to what they have to say. I don’t mean questions like “So do you want to buy” or “Do you want to place an ad”, but journalistic-- get-to-know-ya, dig-down-deep, get-to-the-bottom-of-this questions-- such as “What is one thing you want students to know about your restaurant?” or “Can you tell me what your biggest weakness is?” In sales, just as in journalism, these questions are mandatory! Before I can make a sale, I must know exactly what the business needs, wants, lacks, and aspires to be. The answers to these questions not only assist me in preparing a proposal for their advertising plan (after which I am confident in asking for the sale), but also show the client my interest and commitment to their business. I believe being a great sales person is an investment, that is, investing in real relationships. I have met clients for coffee and discussed advertising options over a beer (legally, I promise), but that’s because we are just two people helping each other, working towards a common, business-driven goal.


PERSONAL SELLING PHILOSOPHY (CONTINUED) I am invested in the business in my community, in my clients’ growth, in my personal growth, in my campus, and in my publication, Mustang News. In closing, my sales philosophy could be summed up as follows: 1. Have my clients recognize me when they see me around town and want to say hello. 2. Build relationships where clients are comfortable reaching out to me with a new idea and trust my feedback and advice 3. I want my clients to truly feel as though my efforts have benefitted their business in the time we have worked ‘together’. Thank you for your consideration,

Rachael Burnham Advertising Account Executive Mustang News California Polytechnic State University

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO


APPENDIX

I.

Resume..................................................................1

II. Account Executive Job Description.......................2 III. Record of Sales......................................................3 IV. Examples of Work Campaigns and Contracts..............................4 Advertising Design Improvements.................6 V.

Awards & Recognition............................................8

VI. Team Involvement..................................................9

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO


RESUME • RACHAEL BURNHAM • _______________________________________________________________________________ 385 Hathway Ave • San Luis Obispo, CA 93405 • 269.420.5666 •Rburnham@calpoly.edu OBJECTIVE To obtain a full time position in a desired field utilizing my training and experience in journalism, event planning and public relations, sales and marketing, and video production EDUCATION California Polytechnic State University, San Luis Obispo, California Bachelor of Science: Journalism; Concentration: Public Relations Minor: Media Arts and Technology

June 2014

EMPLOYMENT Mustang Media Group Advertising Manager Aug 2013- Present • Manage a team of six account executives and their clients to meet monthly sales and financial goals Mustang News Account Executive Jan 2011- Aug 2013 • Sold and coordinated advertising for Cal Poly’s Mustang News FIELD EXPERIENCE Central Coast PRspectives Sept 2013- Dec 2013 • Account manager for Cal Poly’s on campus Public Relations firm • Utilized social media research to improve communication, transparency, and employer awareness for Cal Poly’s Graphic Communications Department Broadcast News KCPR Sept 2013- Dec 2013 • Weekly writing and live reporting for Cal Poly’s college radio station KCPR under the direction of KSBY-TV’s Daybreak anchor Richard Gearhart Downtown Association Public Relations Event Intern June 2013- Sept 2013 • Assisted in the event planning, promotions, set up, and facilitation of the San Luis Obispo Summer Concerts in the Plaza 2013 series. • Conducted interviews with new business owners in the downtown area to write articles for the monthly newsletter. Juice Beauty Event Intern, Los Angeles May 2012 • Facilitator of the press and media professionals at Juice Beauty’s new-line launch featuring celebrity guest Alicia Silverstone LEADERSHIP & ACTIVITES “National Advertising Representative of the Year” Nomination 2014 • College Newspaper Business & Advertising Managers Convention 2014 • Nominated by Mustang News Advertising Coordinator Essay publication in Cal Poly’s 2011-2012 “Fresh Voices” 2010 • Creative writing essay was selected to be published in Cal Poly’s English 134 textbook SKILLS • Video editing and production: Final Cut, iMovie, Flash • Social networking/marketing: Twitter, Facebook, blogging, Instagram • Website design: Dreamweaver, WordPress INTERESTS • Travel, event planning, photography, video creation and editing, creative writing References and transcripts available upon request See Rachaelburnham.pressfolios.com for previous projects and work samples

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JOB DESCRIPTION

Advertising Account Executive JOB DESCRIPTION Basic Function: Primary responsibilities include introducing the Mustang Daily to businesses in our marketing area, and through relationship sales techniques, introducing advertising opportunities for them in our publication. Primary goal is to increase advertising sales revenue. Basic Functions: 1. Maintain contact with all accounts on your list on a regular (weekly) basis. 2. Look for new accounts to target. 3. Research competing media to find new accounts to cold call. 4. Visit clients at their business on a regular (weekly) basis. 5. Use sales techniques to persuade accounts to place ads in the Mustang Daily. 6. Actively participate in all Mustang Daily events and marketing strategies. 7. Making return calls to customers who say no‌look for opportunities to say yes. 8. Meeting and communicating with many different types of people and personalities in a professional way. 9. Giving and explaining rate card and media kit information to customers. 10. Creating spec ads. 11. Filling out insertion orders. 12. Collecting payments on pre-pay advertisements. 13. Showing advertising proofs to clients. 14. Servicing walk-in clients, faxing information, handling phone inquires. 15. Attend weekly team and group meetings 16. Responsible for signing in and out of all scheduled office hours. 17. Responsible for maintaining a weekly call sheet 18. All other duties as assigned.

Hours: 10-20 hours per week. Must be able to work every day, Monday through Friday, and must attend all sales meetings and be present for all deadlines. Pay:

Advertising Account Executives have to report all days off to Advertising Manager and Advertising Coordinator. Frequent absences will not be tolerated. Salary and commission based. Bonus and incentives are based on sales.

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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SALES RECORDS

3


EXAMPLES OF WORK-

CONTRACTS & CAMPAIGNS

CRAZY JAYS Crazy Jays, a local women’s clothing store, is an example of a client that demonstrates the consistency and frequency I built with my clients to ensure both increased revenues for their business, as well as increased sales for Mustang News. Crazy Jays has been signing quarterly contracts with me for the past two years with ads printing twice per week. Together, we have developed campaigns for summer dresses, fall boots, and spring shoe sales. Crazy Jays’ presence in our newspaper has increased their popularity with students and keeps their sales and promotions as “top of the mind” awareness.

• Pumps • Flats • Heels

$19.99 SHOE SALE

Crazy Jays 767 Higuera Street Downtown SLO

• Boots • Heels • Pumps

• Pumps • Flats • Wedges • Sandals

Wedges • Sandals • Boots • Flats •

CRAZY JAYS Get Ready For Summer! Going to the beach? Come check out our dress selection! We have what you’re looking for! Downtown SLO // 767 Higuera St.

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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EXAMPLES OF WORK-

CONTRACTS & CAMPAIGNS

SUBWAY OPEN 24 HOURS ON CAMPUS LOCATION AT DEXTER, BLDG. 34

SUBWAY Subway has been a very important client to me since their Grand Opening on Cal Poly’s campus in Oct 2012. Since their opening, I have helped them in a variety of campaigns, involving print, special editions, coupon books, newspaper rack signs, and mobile app. In about a year and half, I brought in around $9,000 from this restaurant alone.

WELCOMES YOU TO

CAL POLY

One of the biggest campaigns that I worked with Subway to promote was their new “Open 24 Hours” on campus hours. We strategically placed their bright red ads with bold “OPEN 24 HOURS” letters on rack signs around campus, and it wasn’t long before the student body was aware of where they could get a quality sandwhich during their long study hours at the library.

FREE SUB!

Buy any sub and a 30oz. drink and get a FREE 6” sub of equal or lesser price

FREE SUB!

Buy any sub and a 30oz. drink and get a FREE 6” sub of equal or lesser price

Buy any sub and a 30oz drink and get a FREE 6” sub of equal or lesser price

ON CAMPUS LOCATION AT DEXTER, BLDG. 34

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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EXAMPLES OF WORK-

ADVERTISING DESIGN IMPROVEMENTS

MOONDOGGIES

805-541-1995 | 837 Monterey St.

LARGEST SELECTION OF SHORTS AND BEACHWEAR

ON THE CENTRAL COAST! 837 Monterey St. San Luis Obispo & 781 Dolliver Pismo Beach

BEST SURF SHOP AROUND

BEST SURF SHOP

805.541.1995 | 837 Monterey St.

AROUND

Moondoggies, a local surf shop, is an example of a fun client where I had the freedom to use my creativity in making an ad that would not be overlooked by students. On the far left is an ad Moondoggies ran in several past editions. While this is a very nicely designed ad, we decided that with the new school year approaching and new students coming in, we needed a series of ads that were sure to catch students’ attention and motivate them to not only come into the store, but also go engage for themselves in all the things the store promotes. In the two new ads to the right, you will see that the Moondoggies logo is still incorporated in the ad for branding recognition, but we focused on the tagline “Best Surf Shop Around” and paired the phase with a series of fun pictures. This campaign is a great example of how a campaign can be extremely effective when using creativitiy, a series of new images (all of which align with the brand), and repeating a single logo for brand recognition.

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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EXAMPLES OF WORK-

ADVERTISING DESIGN IMPROVEMENTS Stop in today! Discounts for students!

QUIKY CAR WASH

805–540–0292 2959 Broad St.

quikycarwash.com

$8.00

2959 Broad Street San Luis Obispo, CA

Mon-Sat 8 am-7pm Sun 8:30am-6pm

Call 805.439.2330

quikycarwash.com

$8.00

$10.00

$12.00

$14.00

Lookin’ Good!

Lookin’ Great!

Feelin’ Awesome!

Tidal Wave!

Student monthly pass only

$25.00

Quiky Car Wash | 2959 Broad St, SLO

$8.00

$10.00

$12.00

Lookin’ Good

Lookin’ Great

Feelin’ Awesome

Come in for a car wash and enter into our drawing to win a new BMX bike!

Quiky Car Wash was a new client that I brought in when they opened in San Luis Obispo. Since the owner had never targeted college students before, we sat down to discuss ways to make his ads more attractive to a student population. We decided to brighten up the ad and offer students a coupon for a monthly pass, as well as use the coupon to enter into a drawing for a new BMX bike. The campaign was a hit and the owner was very pleased on his new revenue generated from Cal Poly students.

COFFEE

OUTSPOKEN CAFE

doesn’t give you a

HANGOVER

But if you already have one...it helps with that too. OUTSPOKEN CAFE 1422 Monterey St. • 805.788.0885 • M–F 7a–5p • Sat 9a–1p • Sun CLOSED

Outspoken is a small coffee shop in San Luis Obispo that lacks strong branding. Above is their old logo that they asked to place in our Alcohol Awareness special edition. Knowing that they small logo would not receive much of a response, I worked with our design team to create two fun, new, eye-catching options, while still keeping it in their price range. The client loved the ads and ended up printing both ads throughout the year.

OUTSPOKEN CAFÉ M – F 7am – 5pm Sat 8am –12pm Sun closed

w he re

co f e a n d f o d

are ou r

h e a r t a n d so u l

1422 Monterey Street San Luis Obispo, CA 93 4 01 | 8 0 5 -78 8 - 0 8 8 5 | outspokencafe.com

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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AWARDS & RECOGNITION I receieved the Ad Rep of the Month Award in May of 2012 when I was still considered a “new team member” to the Mustang News staff. I was given the award by my two Advertising Managers and General Manager for exceling past my montly goal when the team was in need of a last big push for our end of the year Special Sections.

Receiving the Ad Rep of the Quarter Award in the Spring of 2013 was a huge personal success because it showed me that my efforts were still meeting expection and still be recognized a year later from my first award. It is important to me to never let up in how hard I’m working, and I feel be honored Ad Rep of the Quarter really proved to myself and my managers that I never let up.

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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TEAM INVOLVEMENT With the Mustang News staff at the 2013 CNBAM conference in San Diego, CA.

Posing with our staff last spring for the anual end of the year photo to send to our clients.

With two other Ad Reps and our parents promoting the Mustang News booth at a local maketing event, the SLO Chamber of Commerce convention.

Mustang News wine-tasting with the staff for an end of the year party and a celebration for meeting our goals!

OFFICE: 805.756.1143

ADVERTISING@MUSTANGNEWS.COM

1 GRAND AVE. BLDG. 26, RM 226 SLO

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