Training Exercise #3: Creating a Proposal with % Daypart Criteria and a Secondary Demo

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.

Singleton’s Department Store
XYZ Agency
1800 Martin Way.
New York, NY 10001
Description: Women’s dress sale
Demo: W25-54 in the Metro; secondary W18-34
When: Last 2 weeks of next month.
Goals: 100 GRPs per week, 1/3 morning drive, 1/3 afternoon drive, remainder spread over midday, evenings and Saturday with a 3p cut-off. Buyer plans to buy 3 stations deep.
Budget: Multiply the average CPP in your market by 100 GRPs per week to get the budget figure. Use the average CPP as the client’s CPP goal.

Situation: Client wants a schedule that is over two weeks and has most spots in drive times. Two proposals will be created, but four printed for presentation. The first will follow the client’s guidelines and will be printed with each of the demos ratings;the other one will expand on the buy parameters and, again, two sets of demo information will be printed.

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 the last two weeks of next month by clicking on each week on the calendar. The selected weeks 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 Women. Scroll down Demographic Selections and click on desired demo (Women 25-54). When finished, click on OK.
3. Since the buyer plans to buy 3 stations, you will probably decide to go after at least one-third of the rating point delivery so as to secure at least one-third of the dollars. Let’s use 36 points as the goal for your station. That means you can use the auto-scheduler to place 12 points in morning drive. To do that, click and drag on grid boxes (cells) representing Mon-Fri 6a-10a. They will become highlighted as you click on them. Click on the drop down menu at the lower left of your screen. Select “GRPs by flighted week.” Click in the box to the right and enter 12. The auto-scheduler will place enough spots to hit 12 GRPs. Turn off the highlight for morning drive and click and drag all cells Mon-Fri 3p-7p. Enter 12 GRPs. Turn off the highlight for afternoon drive. Click and drag cells Mon-Fri 10a-3p, 3p-7p and Saturday 6a-3p. Enter 12 GRPs. You now have your schedule.
4. Click on the Summary tab, (below the grid), to view details of Cost and Audience Information.
5. Since this is a buy where CPP is important, you may want to review the CPP by daypart cells to see if placing a few spots manually in various cells can lower the CPP. Click on the drop down arrow at the lower right where “Flighted Rates” appears in the window. Scroll up and select Cost Per Point. Now you see the CPP for each cell. You can move spots from more expensive CPP cells by double clicking on the cell and entering a lower value spot count. To put no spots in a cell, type “0” and hit enter. You may add spots to low CPP cells by double clicking and entering the new spot count. Watch the CPP total in the Summary area change as you change spot placement.
6. 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 (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.
7. Click on the Demo button and change to the secondary demo of W18-34. Print this report.
8. Click on Apply button (lower middle). Your schedule can now be seen under the Proposal Details tab. Click on Set Probabilty and select Probability of Close Code and enter a Description. 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. (Note, once you have entered the Advertiser and Agency information, for future use, it may be accessed by clicking on the drop down menu.)
9. To add Additional Notes to Proposal Details, click on Class Details tab (top of screen). Type in the field labeled Notes For Proposal.
10. If you wish to print the landscape version of this proposal, you’re now ready. Click on the Proposal Details tab. Click Print button. Click Print again.

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. 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.

11. If you wish to print this look with the original demo of W25-54, click on the Grid View tab. Click the Collected Flights tab in the middle of your screen. Highlight the proposal line, which will put your spot schedule back into the Grid. Click the Demo button and choose W25-54. Click on the Proposal Details tab and hit the Print button. Hit Print again. If you save the proposal again, it will save with the new demo information attached.

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

1. Go through the same steps as for the first proposal, but use ¼ morning drive, ¼ afternoon drive and ½ the other times. In other words, select the morning drive cells and put in 9 GRPs for scheduling. Unhighlight those cells and highlight afternoon drive. Again, schedule 9 GRPs. Unhighlight those cells and select M-F 10a-3p, M-F 7p-12M and Saturday 6a-3p. Place 18 GRPs. On the Summary tab, note the reach and frequency for this schedule. Compare these as well as the CPP with the first proposal. When you present both options, explain the benefits of each.
2. Repeat remaining steps from Proposal #1 instructions. 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 proposals will improperly overstate the amount of pending business.