Training Exercise #2: Creating a Wrap-around Proposal

Note: Example based on the following parameters You can substitute with information from an actual client or prospect and investment level relative to your station and market. Standard daypart definitions were used for this exercise. If yours differ, use those with the closest time definition.

ABC Tire Center -------------- Budget: $1,200/wk
2600 Ward St. -------------------------- When: Next Wed. through following Tues.
Seattle, WA 98109 ------------------- Description: Tire Safety Week
Ph. (206) 555-TIRE-------------------- Demo: M25-54 in the Metro
Fax (206) 555-2600 ------------------- Account ID # is AS-5600

Situation: Client wants a schedule that is one week, but includes two different weeks of the calendar. He talked with retail friends and told you to use only M-F 6a-7p and Sat/Sun 10a-3p. Three proposals will be created for presentation. The first will utilize days and dayparts the client has requested, while the other two will utilize days and dayparts that can also contribute to client's goals. (Proposal #2 and #3 will be saved as Alternate Proposals.)

1. Select Sales Proposal, under the Sales menu. Click on the Grid View tab (top of screen). Double click on Flighted Weeks box (lower right). A calendar will pop up. Clear the previously selected week by clicking on the Clear All Selected Weeks button, or by clicking on the week on the calendar to take off the highlight. Select next week only by clicking on it on the calendar. The selected week will appear in white box on the right hand side. Click OK. Click on the applicable rate class (lower left).
2. Click on Demo button (lower middle). The Survey Demo Selection menu appears. Click on most recent survey. Select the geography (Metro). Click on Men. Scroll down Demographic Selections and click on desired demo (Men 25-54). When finished, click on OK.
3. Click and drag on grid boxes (cells) representing Wed - Fri 6a-10a, 10a-3p and 3p-7p, Sat 10a-3p and Sun 10a-3p. They will become highlighted as you click on them.
4. After dayparts are highlighted, click on the down arrow located underneath the survey definition (bottom left). A drop down menu will appear. Click on the selection Investment Per Flighted Week from the drop down menu. The client has $1200 to spend in a week and you’re using 5 of the seven days. Therefore, let’s use about 5/7 of the budget, or $850 for this week. Click in the little box to the right and type $850 (or whatever figure might be more appropriate for your station). The application will automatically schedule the spots based on demand, availability and price. Click on the Summary tab, (below the grid), to view details of Cost and Audience Information.
5. If you want to show the client this portion of the schedule in the Grid View look, print the Sales Proposal. However, you may want to use the Proposal Details view this time because it will combine both weeks on one sheet of paper. More about that later. If you wish to print this Grid View look, click on Print button (lower right) and a Sales Proposal menu will appear. Enter additional header information and notes (name of client, description of proposal, etc.). For this exercise, click on all cost and audience information option boxes except Time Segment Rates. Then click Print.

   Important Note: If asked to update printer settings, click OK. When Print Setup menu comes up, click Portrait orientation, and then click OK. The proposal in Grid View is now being printed.

6. Click on Apply button (lower middle). Now you’re ready to add the second portion of the schedule for the following week. Double click on Flighted Weeks box (lower right). Clear the previously selected week by clicking on the Clear All Selected Weeks button, or by clicking on the week on the calendar to take off the highlight. Select the following week by clicking on it on the calendar. Click OK. Click on the applicable rate class (lower left).Click and drag on grid boxes (cells) representing Mon-Tue 6a-10a, 10a-3p and 3p-7p.
7. The client has about $350 left to spend on this schedule. Click in the box to the right of Investment per flighted week and type $350 (or whatever figure might be more appropriate for your station). Click on the Summary tab, (below the grid), to view details of Cost and Audience Information.
8. Again, if you want to show the client this portion of the schedule in the Grid View look, print the Sales Proposal. Click on Print button. Then click Print.
9. Click on the Apply button to add Monday and Tuesday to the first part of your schedule. Then click on Save (lower right). At pop up window, enter/select Advertiser and Agency information, select Probability of Close Code and enter a Description. (This information can be bypassed and entered later under Proposal Details tab. Comprehensive Advertiser and Agency information can be entered under the Advertiser/Agency tab. SEE STEP #10 BELOW.)
10. Click on Advertiser/Agency tab (top of screen) and enter account information. Click Save button at left-hand bottom of page after entering Advertiser information. Repeat same process for Agency information and click on that Save button mid-screen bottom. If no agency, enter “Direct” or leave the field blank. Click the lower right Save button to save the entire schedule with all Advertiser/Agency information.
11. To add Additional Notes to Proposal Details, click on Class Details tab (top of screen). Type in the field labeled Notes For Proposal.
12. Now you’re ready to print the proposal with both weeks on the same page. Click on the Proposal Details tab. Click Print button.

    Important Note: If asked to update printer settings, click OK. When Print Setup menu comes up, click Landscape orientation, and then click OK. Notice that you can choose to add ratings information in the notes field, but you cannot select which type of ratings information. Since this is a direct customer, we’re going to leave the box blank. You also have sort options so that this printout can more closely mirror the look of your traffic orders. Some stations use this hard copy to hand into the traffic manager. The proposal in Proposal Details is now being printed.

In Grid View, click on New Proposal button and create Sales Proposal #2.

13. Use the dayparts of Wed-Fri 6a-12M and Sat/Sun 10a-12M., then Mon-Tue 6a-12M.
14. Repeat all steps from Proposal #1 instructions.

    Important Note: When creating and saving more than one version of a proposal, be careful not to select the same Probability of Close Code for proposal #2, #3, etc. Save the first proposal with the appropriate probability of close code and select Duplicate Proposal, Alternate Proposal or None for the others (depending on the label given to that last option by your manager.). Putting a high probability of close on all 3 proposals will improperly overstate the amount of pending business.

In Grid View, click on New Proposal button and create Sales Proposal #3.

15. Use Wed-Sun 6a - 6a, then Mon-Tue 6a-6a. (Entire station.)
16. Repeat steps from Proposal #1 instructions, saving this also at the last level of close probability.

COMPARE THE SCHEDULE INFORMATION (AUR, TOTAL SPOTS, SPOT ROTATION) Present each to the client, explaining the benefits and let the client decide which is best for him. You could also use the printouts from Grid View to show reach and frequency of each part of each schedule. This comparison will most likely show Schedule #3 achieving the best bang for the client’s buck!

To print any of these saved proposals in Grid View, click on Proposal List tab. Highlight the proposal you wish to print. Click on Grid View tab. Click on Collected Flights tab, (below the grid). Click on line of information containing desired flight. This will bring the saved Schedule back up on the grid. Click on Print button and choose the ratings information you wish to print. Click Print. Now highlight the second line under Collected Flights and go through the Print routine again.