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CNBAM: Best  Training  Program  2014     On  the  quest  for  success,  your  goal  can  never  be  to  achieve  mediocrity.  In  order  to  success,  you  must  choose  to  strive  for   excellence.      

From the  very  first  day  that  we  step  into  our  training  week,  we  hear  success  stories  about  Michael  Jordan  and  how  he   truly  started  from  the  bottom  and  worked  his  way  to  being  the  best  the  game  of  basketball  has  ever  seen.  We  hear   about  how  Michael  Jordan  didn’t  make  his  high  school  basketball  team.  He  faced  adversity  from  the  start  of  his  career,   but  it  didn’t  stop  him  from  achieving  greatness.  Like  Jordan,  as  a  staff  we  would  face  adversity,  but  that  is  only  an   obstacle  on  our  way  to  being  the  best  there  is.  This  is  something  we  live  and  breathe  throughout  the  entire  training   week.  From  the  moment  they  enter  the  doors,  we  hand  then  the  tools  from  product  knowledge,  sales  training,  client   scenarios  and  first  hand  examples  to  help  each  staffer  transition  into  their  new  position  at  the  University  Daily  Kansan.      

No matter  what  department  your  position  is  in,  the  first  days  of  training  stress  the  importance  of  legacy  and  tradition.   We  introduce  and  welcome  each  and  every  staffer  to  the  “Famsan,”  our  Kansan  family.  Since  its  establishment  in  1904,   the  Kansan  has  upheld  a  tremendous  and  strong  presence  throughout  KU  history.  We  start  training  by  stressing  the  fact   that  the  Kansan  is  a  tradition  that  has  lived  on  our  campus  for  over  one  hundred  years  and  it  is  our  turn  to  make  sure   that  tradition  continues  for  another  one  hundred  years.    By  stressing  these  concepts  to  the  staff  from  day  one,  we  set  an   expectation  of  greatness  and  it  shows  the  staff  to  make  the  most  of  their  training  week  and  to  learn  every  in  and  out  of   the  Kansan.  We  start  each  day  with  an  icebreaker  and  team-­‐building  exercises  to  better  acquaint  the  staff.    The  main   focus  to  product  knowledge  and  the  sales  process,  but  we  make  sure  to  tie  in  other  lighthearted  activities  through  the   week  to  help  relieve  any  stress  or  overwhelming  feelings.      

The day  before  all-­‐staff  training,  we  hold  manager’s  training.  The  student  business  manager  and  the  sales  and  marketing   advisor  plan  a  day  mapping  out  expectations  and  management  techniques.    

Kansan Advertising  Departments    

Each department  of  the  Kansan  has  specialized  training  during  this  week  that  caters  specifically  to  their  position  and  the   upcoming  semester.      

The Sales  Team   The  first  and  foremost  important  piece  of  knowledge  our  sales  representatives  learn  during  training  week  is  that  we  do   not  sell  ads,  we  solve  client’s  problems  and  cater  to  their  needs.  By  framing  their  position  as  problem  solvers  and   consultants,  we  convey  the  importance  of  making  sure  to  cater  to  client’s  needs,  not  just  their  quotas.  We  preach  that  in   order  to  adequately  create  solutions  for  our  advertisers,  we  must  know  four  things:  product  knowledge,  the  client,  our   audience,  and  the  sales  process  as  a  whole.    We  start  with  product  knowledge,  both  print  and  digital.  As  a  whole  it  is   important  to  know  what  the  Kansan  offers  across  both  platforms  in  order  to  develop  and  implement  multimedia   campaigns.  For  print  product  knowledge  we  review  the  daily  paper,  special  sections,  special  products  (i.e.  Coupons  and   stickers),  and  our  weekend  edition.  We  discuss  key  selling  points  for  each  print  product  and  examples  of  how  certain   products  work  better  for  different  clients.    In  digital  product  knowledge  we  review,  UDK  mobile  app,  social   media  services,  and  We  go  through  each  digital  product  explaining  exactly  what  is  sold  on  each   and  key  selling  points  for  each.      

After the  Account  Executives  understand  the  Kansan’s  products,  we  begin  sales  training.  We  breakdown  sales  through  a   step-­‐by-­‐step  process.  Using  power  points,  we  go  through  effective  ways  to  research  your  clients,  how  to  get  past   gatekeepers,  the  needs  analysis  meeting,  objection  handling,  prospecting  new  business  and  closing  the  sale.  We  act  out   mock  client  calls  to  show  an  example  of  the  right  questions  to  ask,  correct  terminology  and  holding  conversations  with   clients.  We  go  over  building  rapport  with  clients  in  order  to  build  their  trust  and  to  act  as  a  consultant.  Randomly,  we   will  test  their  newly  acquired  knowledge  in  a  game  called  “trial  by  fire.”  This  game  is  where  a  manager  will  act  as  a  client   and  a  staff  is  then  picked  at  random  to  perform  a  sales  call  at  the  front  of  the  room  in  front  of  the  staff.  After  each  call,   we  give  feedback  on  what  could  have  done  better,  but  also  what  they  did  well.  We  surprise  the  staff  throughout  the   week  with  an  impromptu  ‘Trial  by  Fire.”  Though  it  can  be  seen  as  intimidating,  once  the  reps  are  actually  in  the  field,  this   will  come  easier  after  practicing  in  front  of  a  room  full  of  people.      

Creative Team:     The  Kansan  believes  that  the  root  of  good  advertising  comes  from  effective  design.  Our  staff  has  its  own  team  of   creatives  that  are  responsible  for  client  artwork.  Each  sales  zone  includes  its  own  designer.  By  assigning  designers  to   specific  sales  teams  for  the  whole  semester,  the  designer  is  able  to  better  know  their  clients  and  AE’s  to  develop  the   most  strategic  and  effective  artwork.  During  training  week,  the  Creative  Director  presents  the  basics  of  designing   advertisements  for  newspaper,  for  both  the  print  products  and  digital  products.  We  cover  the  deadlines  and  formatting.   We  cover  the  creative  and  AE  relationship  and  the  importance  of  communication  between  the  positions  in  order  to  best   serve  the  client.  Also,  we  train  the  creatives  in  the  programs  used  for  print  and  digital  platforms.  During  training  week,   the  creative  team  is  challenged  to  create  a  spec  ad  for  a  client  that  they  will  be  working  with  for  the  upcoming  semester.      

Marketing Team:     The  Kansan  has  its  own,  fully  staffed  marketing  department.  We  preach  about  the  importance  of  making  sure  the   Kansan  products  are  effectively  reaching  students.  We  stress  that  the  marketing  team  is  responsible  for  maintaining  and   increasing  the  Kansan’s  81  percent  readership.  The  marketing  specialists  are  the  Kansan’s  own  “brand  ambassadors.”   They  are  responsible  for  distribution  and  circulation,  increasing  readership,  developing  promotions  and  events.  During   training,  we  cover  the  different  events  and  promotions  lined  up  for  the  semester  like  Apartment  Fest  and  our  Back-­‐to-­‐ School  party.    The  team  is  responsible  for  developing  plans  to  market  the  Kansan’s  special  sections  to  provide  our  clients   the  widest  reach  possible  with  KU  students.  During  training,  we  paired  up  a  marketer  to  a  specific  AE  to  work  together   for  the  whole  semester.  By  pairing  each  AE  with  a  marketer,  they  are  able  to  collaborate  and  brainstorm  on  creative   solutions  for  their  clients.  The  Marketing  Manager  uses  training  week  to  assess  the  strengths  of  each  team  member  and   delegate  positions  for  the  semester  (i.e.  event  planners,  readership  rewards).      

Certification As  the  training  week  wraps  up,  we  require  each  account  executive  to  be  certified  before  they  start  selling  the  Kansan   and  “graduate”  from  our  training  week.  During  certification,  the  sellers  are  required  to  perform  mock  client  calls  to   demonstrate  what  they  have  learned  throughout  the  week.  We  gave  the  account  executives  the  client  Merchants,  a   newly  opened  restaurant  in  downtown  Lawrence  for  their  certification  process.  The  certification  process  is  as  follows:    

Step 1:  The  seller  must  get  the  meeting  and  demonstrate  how  to  get  past  the  ‘gatekeeper.’  Once  past  the  gatekeeper,   the  seller  was  then  able  to  talk  to  the  client.     Step  2:  The  seller  executes  a  needs  analysis  where  they  are  expected  to  ask  open-­‐ended  questions  in  order  to  best  find   out  the  needs  of  the  client.  They  must  effectively  handle  objections  during  this  step.  They  must  ask  for  a  budget  and  set   up  a  meeting  to  come  back  with  a  proposal.     Step  3:  With  the  information  from  the  needs  analysis,  the  sellers  are  all  expected  to  develop  a  proposal  by  the  next   training  day  when  they  will  pitch  their  plans  to  the  client.     Step  4:  The  next  day  at  training,  the  sellers  perform  a  mock  meeting  to  close  the  sale.  The  must  pitch  their  proposals  and   handle  realistic  objections  during  this  meeting  in  order  to  be  certified.    

This certification  process  is  very  important  in  telling  where  the  seller  stands  after  the  week  of  training.  It  lets   management  understand  skills  that’s  are  still  needing  improvement  to  better  prepare  each  and  every  seller.  If   management  feels  that  a  seller  is  not  ready  based  on  their  performance  during  certification,  the  business  and  sales   manager  will  continue  to  work  with  them  in  order  to  develop  a  stronger  skill  set.      

Guest Speakers  &  Continued  Training     Throughout  the  week  of  training,  we  bring  in  guest  speakers  to  talk  to  staff.  We  bring  in  old  Kansan  ad  staff  alums  to  talk   about  their  experience  on  staff,  give  their  advice  and  talk  about  how  their  experience  at  the  Kansan  has  best  prepared   them  for  the  real  world.  We  have  alums  speak  that  graduated  one  year  ago  to  alums  that  graduated  thirty  years  ago.        

The five-­‐day  training  week  is  just  the  beginning  for  our  staff.  Based  on  performance  and  the  needs  of  the  staff,  every   Friday  at  the  all-­‐staff  meeting,  we  would  address  challenges  and  walk  through  mini  training  sessions  in  order  to  best   overcome  these  obstacles.  Continued  training  throughout  the  whole  semester  keeps  the  staff  on  track  by  coaching  sales   techniques  or  ways  to  prospect  and  develop  new  business.        

FALL 2013  TRAINING  SCHEDULE     Monday,  August  12th   9:00  –  9:45  Donuts,  coffee  &  icebreakers     9:45  –  10:45  Welcome  Addies!  Introductions,  job  descriptions  and  expectations   10:45  –  11:15  Day  in  the  Life:  Office  tour  and  daily  rituals  (stations)   11:15  –  11:45  Competitor  Products  with  Brittany  (zone  manager)   11:45  –  1:00  Lunch  with  zones   1:00  –  2:00  Print  Product  Training  with  Sean  (sales  manager)   2:00  –  3:00  Digital  Product  Training  &  Google  Analytics  with  Mollie  (business  manager)  &  Jon  (adviser)   3:00  –  4:00  Sales  Training:  Research  &  Getting  the  Meeting  with  Mollie      4:00  –  4:15  Zone  wars!       Tuesday,  August  13th   9:00  –  9:45  Welcome  Back  &  Icebreaker     9:45  –  10:20  Office  Etiquette,  Professionalism  and  Ethics  with  Jon  (adviser)   10:20  –  11:00  Sales  Training:  Needs  Analysis  with  Mollie  (business  manager)   11:00  –  11:45  Features  &  Benefits  //  MMCFACTS  with  Mollie  (business  manager)   11:45  –  1:00  Lunch  with  staff   1:00  –  1:30  Trial  by  fires   1:30  –  2:00  New  Business/  Prospecting  with  Sean  (Sales  manager)   2:00  –  3:00  Rate  card  Training:  Complete  worksheet  Break  off  with  zones     3:00  –  3:30  Presenting  &  Proposing:  What  to  bring  on  a  call  with  Lydia  (zone  manager)   3:30  -­‐  4:00  Zone  Wars         Wednesday,  August  14th   9:00  –  9:30  Ice  Breaker     9:30  –  10:30  Aggregate  Audience  Selling  with  Jon   10:30  –  11:00  Marketing  with  Erin  (marketing  manager)   11:00  –  11:20  Creative  with  Sarah  (creative  director)   11:20  –  11:45  Time  Management  and  Organization  with  Lydia     11:45  –  1:00  Lunch     1:00  –  2:00  Objections  &  Closing  with  Mollie  and  Sean   2:00  –  3:00  Certification  Pt.  1  Needs  Analysis   3:15  –  3:35  Zone  Wars       Thursday,  August  15th   9:00  –  10:30  Certification  pt.  2  Closing   10:30  –  11:00  Trial  by  Fires   11:00  Guest  Speaker  with  Vince  Coultis  (KC  Star)   12:00  –  1:00  Lunch     1:00  –  2:00  CHALLENGE!   2:00  –  3:00  Map-­‐questing  your  way  to  success  with  Jon   3:00  –  3:30  Zone  Wars     3:30  –  4:00  Certificates/Lists  &  Questions       Friday,  August  16th   9:00  –  9:30  Round-­‐up  meeting:  Hit  the  ground  running!   9:30  –  3:00  SELL!  SELL!  SELL!   3:00  All-­‐staff  meeting  &  Zone  wars        

TRAINING VISUAL  AIDS                                 We  train  the  entire  staff  on  how  to  use  the  Kansan’s  Google  Analytics  to  better  familiarize  themselves  with   the  digital  products.  After  reviewing  all  the  key  elements  of  Google  Analytics,  the  staff  completes  a   worksheet  that  forces  each  staffer  to  navigate  and  understand  how  the  program  works.      

During Aggregate  Audience  selling,  we  show  the  staff  how  over  the  last  few  years,  audiences  have  become   fragmented  through  all  of  the  various  media  products  available.  To  combat  this,  we  discuss  our  audiences   that  each  of  our  products  reaches  (ROP,  digital,  special  sections,  etc).    Though  our  training,  we  coach  the  reps   on  how  to  do  thorough  needs  assessment  s  in  order  to  best  serve  the  targeted  audience.  During  this   presentation,  reps  are  challenged  to  get  into  the  minds  of  their  clients  and  targeted  audience  to  better   understand  their  needs.    

These diagrams  are  used  year  after  year  during  Kansan  training  to  show  how  clients  buy  advertising  and   how  different  needs  of  clients  coincide  with  an  effective  sales  process.  By  understanding  both  the   consumer  and  the  client,  reps  are  better  able  to  understand  the  best  form  of  advertising.      

This visual  helps  break  down  the  sales   training  in  an  easy  to  follow  diagram.  At   first,  learning  how  to  sell  can  be   overwhelming,  so  by  breaking  down  the   process  in  a  clearly  defined  graphic.        

On the  last  day  of  training,  we  have  a  presentation  entitled,   Mapquesting  your  way  to  success.  During  this  presentation   we  put  up  a  list  that  an  AE  will  be  working  with  all  semester   and  talk  about  ways  to  overcome  any  and  all  obstacles  like   churn,  or  less  ad  dollars  to  spend.  We  have  the  whole  staff   discuss  possible  clients  that  have  room  for  growth,  or  ways   to  prospect  and  build  new  business.    This  exercise  gets  the   reps  thinking  of  solutions  to  overcome  any  adversity  they   may  face.    

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