DESIGN AND IMPLEMENT AN AD FLOW MODEL that improves and perpetuates overall customer service, quality and revenue performance
Project Focus
Designed and implemented a streamlined Ad Flow Model impacting Advertising Sales, Production, Marketing Development, Finance, and a newly designed department, Ad Central. The new ad flow structure provided an enhanced quality assurance process designed to reduce advertising adjustments through decreased errors, and a reorganized Advertising department focused on increasing revenue through enhanced sales support and improved selling practices.
Financial Benefits
- 5% increase in sales rep time for generating ad revenue
- 19% increase in sales activity for sales representatives
- 47% improvement in revenue generated by speculative ad sales
- 9% improvement in ad inches sold
- 85% increase above plan in new business cold calls resulting in new advertisers sold (50 in two months)
- 40% improvement in turnaround time for spec ads from 5 to 3 days
- 4% improvement in number of ads sold
- 100% proof turnaround in 24 hours
- 100% of all display ads being ordered by AdCentral rather than Sales Representatives
- 99% ability to track all display and classified ads with ad tracking System
- 300% increase in quality assurance checks implemented throughout the ad flow process (from 2 to 8)
- 100% adherence to quality standards on ads turned into Production
- 19% increase in productivity in Prepress Production
Key Changes and Operational Benefits
- Developed and implemented operational models in Advertising Sales, Marketing, AdCentral, Production and the Finance departments with new roles, responsibilities, routine days and procedures that support a high performance organization.
- Established prospect “profiles” and appropriate approach to reach those potential customers- Pre-call preparation, first call expectations through first order and “welcome” process for new customer
- Trained Account Reps – Selling effectively with Speculative Ads, “first call checklists”, using the weekly sales planner, etc.
- Designed and implemented a new customer service department to ensure quality and timely trafficking of ads
- Developed and implemented standards of performance in all departments to support the newly defined processes.
- Implemented a daily performance management and communications process including Key Indicator Reports and Daily Quick Huddles
- Implemented skills based routing of work in Prepress Production and Market Development to improve quality, consistency and service
- Designed and implemented an Employee Skills Program for an employee population base of 152 through 10 training modules
- Designed and implemented a Management Training Program for a management population base of 34, enabling managers to be effective in the redesigned environment
"I also wanted to say thank you again. In case CJ didn't tell you I was promoted to Project Manager on Catalyst. And I have you, Linda, Rick, and Sherwin to thank for this. You all assisted me in seeing areas of improvement that I needed to focus on so I thank you all for that. I have grown and changed so much in the last year and you all at Alliant are to thank for this improvement in my life! So hats off to all of you."
Project Team Member - National Healthcare Provider
