AE Intern Training Manual

account executive interntraining manual 2011-2012

ontents:

1) THE CRIMSON WHITE ADVERTISING INTERNSHIP

MISSION STATEMENT2) WEEK ONE

3) WEEK TWO

4) WEEK THREE

5) WEEK FOUR

6) WEEK FIVE

7) WEEK SIX

8) WEEKS SEVEN & EIGHT

1

By upholding students’ authority to guide their media, Student Media provides outlets for creative work and

the exchange of ideas, fosters career success, upholds First Amendment privileges, and supports the academic

community through a variety of media.

the office of student Media Mission stateMent

the criMson White advertising internship Mission stateMent

The Crimson White, the official student newspaper of The University of Alabama was founded in 1894. The primary objective of the Internship

Program is to recruit, train and prepare UA students as potential Account Executives should a position become available. The Internship Program will

consist of an eight-week program of hands-on training that includes product knowledge, credit/billing policies and procedures, as well as general retail advertising office operations and expectations. At the end of each week,

the intern will be evaluated by the Territory Manager to evaluate the intern’s progress. Concluding the eighth week of the program the intern will be

expected to show a thorough understanding of all materials covered and will receive further instructions from the Territory Manager as to the possibility

of employment.

WhiteCrimsonthe

Explore Your Options.

Summer Rate Card 2011

Publication Dates

Account Representatives

S M T W Th F Sa1 2 3 4

5 6 7 8 9 10 1112 13 14 15 16 17 1819 20 21 22 23 24 2526 27 28 29 30

June 2011S M T W Th F Sa

1 23 4 5 6 7 8 910 11 12 13 14 15 1617 18 19 10 21 22 2324 25 26 27 28 29 3031

July 2011

S M T W Th F Sa1 2 3 4 5 6

7 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30 31

August 2011

Phone: 205-348-7845 • Fax: 205-348-8036 • Web: www.cw.ua.edu

Advertising Manager: Emily Richards • 205-348-8995Campus Mail

P.O. Box 870170Tuscaloosa, AL 35487

General MailP.O. Box 2389

Tuscaloosa, AL 35403

Express Mail923 University Blvd.

Tuscaloosa, AL 35403

General Contact

Tori HallDowntown

[email protected]

Emily FrostNational

[email protected]

205-348-8054

Rachel ChildersThe Strip

[email protected]

Jessica WestMcFarland

[email protected]

Robert ClarkCampus

[email protected]

Amy RamseySkyland

[email protected]

Will DeShazo15th Street

[email protected]

Courtney GinzigNorthport

[email protected]

*All ad copy and artwork is due to creative by 4pm Monday. Proofs will be available 4pm Tuesday before the ad is to run.

AMEDAYG7 p.m. Oct. 2, 2010 Florida TV: CBS

JUST ANOTHER GAME?The Alabama-Florida rivalry has emerged through championship games. Will the regular season matchup be as intense?

HorizonsThe UA Student Orientation Magazine

presents

Summer 2011

BBAAMMAAlife

essentials fall2011

back to school

UA

THE OFFICE OF STUDENT MEDIA

THE UNIVERSITY OF ALABAMA IS AN EQUAL OPPORTUNITY INSTITUTION

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Since 1894

2

The Crimson White offers a wide range of products and services. To be a successful Account Executive, knowing everything about these products and services is imperative. You will be responsible for selling them on a daily basis if selected for an Account Executive position. This week, interns will focus primarily on learning about the newspaper, but will also learn about all special editions, special projects, non-traditional media and classifieds. **

You are responsible for learning about:• The Crimson White market note (fall and summer)• Internet rates• Special editions – GameDay, Horizons, Bama Life, ADay, DCAF,

Realty Rush, and any B-sections we may run (bid day, basketball, baseball, etc.)

• Special products – coupon book, puzzle book, Crimson Ride• Non-traditional media – PPIs, P&Ds, C-Notes (Post-Its)• Classified display and line rates

Vocabulary: (define)

• Ad check, banner ad, bleed, broadsheet, C-Note (Post-It), call sheet, circulation, classified display, classified line ad, column inch, copy, double-truck/centerspread, gutter, house ad, layout, make-good, manifest, PPI, P&D, pick-up, pre-print, full-color, proof, rail sign, retail advertising, ROP, spec ad, tearsheet

** Interns must attend a minimum of 3 sales calls with Account Executives and fill out a call sheet detailing what the Account Executive accomplished on each sales call.

** Interns will meet with the Territory Manager at the end of the week for a one-on-one or group meeting to evaluate their progress.

eek oneW

Advertising Solutions since 1894

P.O. Box 2389 • Tuscaloosa, AL 35403 • Phone: (205)348-7845 • Fax: (205)348-8036

PRE PRESS REQUEST FORM

Client: Ad Rep:

Date/Time Submitted:

Publication:

Date/Time Needed for Approval:

Type of Proof Needed: BW Color CD Other:

Newspaper Internert Special Edition:

Type of Ad: ROP Classified Display Internt PPI/P&D

Ad Size: Color: Yes No

Publication Date:

New Ad Spec Ad Pick Up Pick Up w/ Changes Email from Client

MISSING LAYOUT INFORMATION:Yes No

MISSING ELEMENTS: Photo Copy Artwork Element Other:

WHEN ELEMENT WILL BE AVAILABLE:Date:

Time:

Ad Rep Signature: Date:

CREATIVE ONLY:

Started By: Date: Time: Finished By: Date: Time: Signature:

Advertising Solutions since 1894

!"#"$%&'$()*+$,$-./012&&/13$45$)678)$,$!9&:;<$=(86>)7*?@*76$,$A1'<$=(86>)7*?*8)B

CHECK ONE

! Retail Ad

! National Ad

! Classified Display Ad

! Special Edition

! Internet

! PPI

! P&D Order

! CNote

ADVERTISER

BILLING NAME

ACCOUNT #

REP

ZONE

PRICING: !OPEN !SEMESTER !ANNUAL !CAMPUS

PRINT: Columns Inches Column Inches

x =

Columns Inches # of Runs

x

Rate

x

Order Total

=

!!C&2&D:

Total Inches Color Rate

x

Color Charge

=

Grand Total

INTERNET:

! Banner 400 x 80

! Skyscraper 1 300 x 250

! Skyscraper 2 120 x 240

! Button 106 x 181

! Text Link

Cost/Month # of Months Grand Total

x =

PPI’s/ C-NOTES/ P&D:

!DE:FE:G:

Quantity Cost/Thousand Printing Cost

x =

Grand Total(Printing + Order Tot.)

! Rush

Production Instructions: !NEW!!!PU!!!PU/C!!!EMAIL!!!OTHER:

Special Instructions/Comments: ! Tearsheets Mailed #! Rep Will DeliverCW RepresentativeDate:

Month

Advertiser:

Address:

City/State/Zip:

Email:

Name (Print):

x

Signature:

PUBLICATION DATE(S)Day Year

From:

To:

30 Day Special Pub. Dates

PAYMENT

!CASH !BILL !DT

!Check #:

Name:

!Credit Card Type:

Card #:

Exp. Date:

Do Not Write In This Space

Page#: Ticket#:

Quantity Order Total

x =Cost/ThousandH:/;DFI4JJ2E01FE&::

Kentuck Art Museum

Jan Pruitt T.S.H.

44

HolidayShop Guide

11 29 2011

3 10 30

30 1 $12.10 $363.00

Color Is Included $363.00

Tori Hall10-24-11

Kentuck Art Museum

3

As an advertising Account Executive, you must be proficient in filling out and keeping up with all necessary forms and paperwork. The advertising process does not work correctly if you do not pay close attention to detail when filling out paperwork. This week, interns will focus on learning about all of The Crimson White forms and paperwork. Also, interns will spend one day with the Credit and Billing Manager learning how the billing process works. Interns will also be responsible for meeting all professional staff and learning what they are responsible for. **

Forms and Paperwork

• Insertion orders (print & online)• Pre-press request forms• Call sheets• Gas mileage vouchers• Contracts• Billing Application• Fax sheet

Professional Staff*Refer to osm.ua.edu

• Director of OSM, ________________________• Associate Director of OSM, _____________________• Assistant Director, Editorial, _______________________• Credit/Billing Manager, ______________________• Tech Manager, ________________________• Assistant Director, Business, ____________________• Marketing Coordinator, ________________________• Editor of The CW, ___________________________• Advertising Manager, ______________________• Territory Manager, _______________________• Assistant Territory Manager, _____________________• Creative Services Manager, _____________________• All advertising reps and all design staff

** Interns must attend a minimum of 4 sales calls with Account Executives and fill out a call sheet detailing what the Account Executive accomplished on each sales call.Turn in your call sheet to the Territory Manager

** Interns will meet with the Territory Manager at the end of the week for a one-on-one meeting to evaluate their progress.

eek tWoW

4

Non-traditional media and online advertising are all a big part of The Crimson White’s products and services. Non-traditional advertising, online advertising and radio require special knowledge and training in order to sell successfully. Interns will focus on learning the basics of what each product is and how to sell them. **

• Online advertising rates• PPIs• P&Ds• C-Notes (Post-Its)• Special Projects (Coupon Book, Crimson Ride, Puzzle Book)



eek threeW

5

The process of selling an ad isn’t as simple as it may seem. There are many steps involved in the “ad selling” process, and during this week, interns will become familiar with this process. Interns will also learn the importance of making and selling spec ads. **

At the end of the week, the management staff will provide interns with a scenario in which the intern must pitch a sale. **

The Ad ProcessMeet the client > pitch the sale > ad is sold > insertion order signed > pre-press & graph paper > forms to billing office > (i.o., PPR, graph paper > Ad is processed > manifest created > forms to creative services > manifest check 4 p.m. > paper layout > e-mail to Tuscaloosa News > layout sent to creative services > layout sent to editorial > create the ad > proof the ad > make the changes > re-proof the ad > AD CHECK 4 p.m. > finished pages to editorial > pages sent to Tuscaloosa News by 12 a.m. > CW printed 3:30-4:30 a.m. > CW out on newsstands

Spec ads – how to make an effective spec ad, elements of a spec, etc.


**At the end of the week, the management staff will provide interns with a scenario in which the intern must pitch a sale.


eek fourW

6

After becoming knowledgeable about every process that Account Executives are responsible for, it is necessary to learn how to execute those requirements out on sales calls. This week, interns will have training sessions with the Territory Manager and Assistant Territory Manager about how to approach clients out in the field.

Training Sessions:• Cold Calling• Email Etiquette• Pitching the Sale• Overcoming Objections• Closing the Sale




eek fiveW

7

Interns will focus on advanced sales of Account Executives such as overcoming objections, proposals, pitching contracts, etc. They will also spend two days with the design staff and will go over the following:

• Importance of pre-press information• Turning in ads before deadlines• Email correspondences• How to make spec ads




eek sixW

4

The most important part of training is going out on sales calls with Account Executives. This week, interns will be assigned to a specific Account Executive each day of the week. They will assist with whatever their Account Executive has planned for that day. At the end of week eight, the managers will review the interns’ progress and determine the next step.


eek seven & eight

Week seven:

Week eight:

W8

AE Intern Training Manual

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Transcript of AE Intern Training Manual