EASTERN REGION Product integration training Product Integration Eastern Region Ontario and Quebec...

EASTERN REGION – Product integration training

Product Integration Eastern Region

Ontario and Quebec DirectoriesPubco. 507 and 510

(excluding Neighbourhood and non-Bell books)

December 2006

National CMR Sales Channel

Phase 1

2p.EASTERN REGION – Product integration training

Yellow Pages Group™ is pleased to announce the first phase of the overall product integration effort to standardize our product portfolio.

Product integration’s objective is to offer clients the same product portfolio from coast to coast by:

• Having a national platform

• Simplifying the product portfolio we offer

• Integrating our business processes

Introduction


Phase I

Product Integration Phase 1 is a national initiative and will be taking place across the country.

This first phase covers four product categories:

1. Display ads

2. Trade advertising

3. Listings

4. Premium products

Note: Phase II of product integration will be discussed in 2007 and commence with June 2008 YLO Eastern (Ontario and Quebec) issues.

Also Note: This presentation does not include the Neighbourhood directories in Ontario and Quebec nor the non-Bell Canada directories.


Implementation

Directory Name Issue Month and yearMontreal Island Centre &

EastSeptember 2007

Owen Sound, Walkerton, Bruce Municipal

September 2007

This phase of the integration will be implemented on a directory-by-directory basis beginning with Owen Sound (and area) and Montreal Centre & East 2007 and continuing forward for each subsequent directory thereafter.

Note: a list of all impacted directories, in chronological issue dates order is attached in Appendix 1 of the Transition Guide.

Standardization of display, trade and premium products will include:

• Discontinuation of Products

• Revision of products to YPG standards (e.g. Fonts)

• Introduction of new Products


Colour Legend

Colour of item

Definition Action to take

Red Item is discontinued If the client’s advertising needs are status quo, migrate to the recommended item based on the Migration Table.

Orange Revised product Make the appropriate changes

Blue New / launched product Sell it!

To help you quickly visualise the changes various colors will be used throughout the document. To help you understand their respective meaning, here is a legend:


Discontinued Products

CMRs are responsible for communicating modifications to the client

CMRs must rework the item on the National Order and provide new artwork

Objective:

To identify which products are being discontinued in which market/directory format within the YLO product portfolio in order to migrate the client towards the recommended product.

At All Times:


Discontinued Display Ads

DISCONTUED

PRODUCT

DISCONTINUED PRODUCT

DESCRIPTION

RECOMMENDED PRODUCT

RECOMMENDED PRODUCT

DESCRIPTION

DIRECTORY FORMAT

DESCRIPTION OF PRODUCT CHANGE

1X35 1 column by 3.5 inches

OQC

(new)

1 column by3.7 inches height

9x117x117x9

Eliminate 1x35 and migrate to OQC

1X4 1 column by 4 inches

HC Half column 9x11 Eliminate 1x4 and migrate to HC

2X15 2 columns by 1.5 inches

2UD 2 Unit Display 9x11 Eliminate 2x15 and migrate to 2UD

2X35 2 columns by 3.5 inches

4UD 4 Unit Display 9x117x117x9

Eliminate 2x35 and migrate to 4UD

3X10 3 columns by 10 inches

FP Full page 9x11 Eliminate 3x10 and migrate to FP

TQP Triple quarter page

FP Full page 9x11 Eliminate TQP and migrate to FP


Discontinued Trade Items

TCT

TE: note that TE follows the same changes as the EL, i.e. EL will no longer be in italics but in regular case.

DISCONTUEDPRODUCT

DISCONTINUED

PRODUCTDESCRIPTION

RECOMMENDEDPRODUCT

RECOMMENDEDPRODUCT

DESCRIPTION

DIRECTORYFORMAT

DESCRIPTION OF PRODUCTCHANGE

TCT Trade Caption Text

TE Trade Extra Line 9x117x117x9

Discontinued product

TE


Revised Products - AL

REVISEDPRODUCT

REVISED PRODUCT DESCRIPTION

MARKET –DIRECTORY

FORMAT

DESCRIPTION OF PRODUCT CHANGE

AL Alternate Listing 9x117x117x9

Convert to YLO West (BC, Alberta) specs - more options for text content available.

Examples of AL wording

1.Night calls 2.Night calls & holidays 3.After Business hours call 4.Calls between 5:30 pm and 9 am 5.Calls after 5:00 pm weekdays & Sundays 6.24 hours call 7.24 hour service 8.If no answer call

1.If busy call 2.Calls after closing 3.Residence 4.John Doe Res 5.John Doe Sales Mgr Res 6.After hours call 7.& similar wording that implies a residence number is being used

Objective:To identify which products are being revised in which market/directory format within the YLO product portfolio.

Revised Listings

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p.EASTERN REGION – Product integration training

Alternate Call

Examples of Alternate Call wording for different types of telephone services.

• Emergency Numbers: 24 Hour Emergency (where emergency service is required)

• Pager Numbers: (note this should be two ads due to introductory wording line) Ad # 1 - If no answer call xxx-xxxx Ad # 2 - Pager number xxxx Ski Resorts, Fishing Lodges, etc. Off Season Call

• Answering Service: If no answer call If no answer call answering service

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Listing Sequencing

Bonsai Sushi From the ocean to your plate everyday www.bonsaisushi.ca [email protected] 23 Student Dr HayRiver-------------------873-2323 Fax------------------------------------------873-0307 Take out-----------------------------------873-0707

1) EL

2) ALA

3) ALE 4) ALF

In the case where a client wants to buy additional lines (Extra Lines and/or Alternate Listings – including EL, ALA, ALE, AL, ALF), the following order of insertion shall apply:

* Note: These are mock-up samples only to show the removal of italic for EL UDAC’s and the sort change for Web/E-mail UDAC’s. They do not characterize the exact font size, type or indent levels of actual published listings. These samples are for EL and Web/E-mail UDAC’s, whether they are associated with regular or Trade-type listings.

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Revised Listings cont’d (ALA, ALE, EL)

Standardize – convert to YLO West Specs – move Web address between name and address

Standardize – convert to YLO West Specs – move email address between name and address

Standardize – convert to YLO West Specs – Italic type to regular type

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Revised Trade Listings (TAL)

Convert to YLO specs – more options for text content

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Revised Trade Listings (TALA)

Standardize – convert to YLO West specs – move Web address between name and address

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Revised Trade Listings (TALE)

Standardize – convert to YLO West specs – move email address between name and address

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Revised Trade Listings (TE)

Standardize – convert to YLO West specs – Italic type to regular type

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Revised Trade Name (TNAL)

Standardize – convert to YLO West specs – more options for text content

TNAL

Current TNAL: Revised TNAL:

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Revised Trade Name cont’d (TNALA and TNALE)

TNALA

Current TNALA:

TNALE

Current TNALE:

Standardize – convert to YLO West specs – move Web address between name and address

Standardize – convert to YLO West specs – move email address between name and address

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Revised Trade Name cont’d (TNE)

Standardize – convert to YLO West specs – Italic type to regular type

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New Products

Objective:

To identify which products are being launched in which market/directory format within the YLO product portfolio.

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New Display Ads - OQC

OQC

Three examples of how an OQC would look on a page:

Example of an OQC (size may not be scaled):

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New Display Ads cont’d (HC and TQC)

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New Trade Advertising (TMH)

TMH

TMH

TMH has same

characteristics as TM or CTM

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New Trade Advertising cont’d (TMH)

For better understanding of the visual difference between all Trade advertising items refer to the following chart:

TMH

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Tools

A numbers of tools were created to help you through this integration phase.

They can all be found in the appendices.

• A Migration table• A list of impacted directories by region – sorted by month of Issue• Display ad portfolio• Offers complete details• Visual aids (coming soon)

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Offer Plan

Yellow Pages Group™ has developed an Offer Plan to support the Product Integration initiative for clients whose existing ad size has been cancelled. The Offer Plan consists of 3 categories:

• Ad Size Cancellation: An offer used as a means to transition clients whose ad size has been cancelled.

• Renewal: Method for renewing clients who were on a discount in the previous issue.

• Existing offers: A method for applying existing offers to clients who have experienced an ad size cancellation.

In all cases, verify that NI is greater than PI

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Ad Size Cancellation OfferClients with products that have been discontinued from the previous issue will be encouraged to migrate to a ‘Recommended Product’ (as outlined in the Product Integration Guide). Clients migrating to the Recommended Product will be eligible to use the Ad Size Cancellation offer.

The size of the price difference will determine the offer to be used:

Ad Size Cancellation 20%:

Used if NI > PI after discount has been applied.

The code for the Ad Size Cancellation 20% offer is: $ADX20

Year 1 = 20%; Year 2 = 10%; Year 3 = Full RateAd Size Cancellation 10%:

Used if NI < PI when 20% discount is applied.

The code for the Ad Size Cancellation 10% offer is: $ADX10.

Year 1 = 10%; Year 2 = Full Rate

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$ADX20 Example 1 - for Ad Size Cancellation Offer

2X35 is discontinued. Migration table recommends a 4UD (rates are fictitious).

A 2X35 (cancelled ) 2006 rate is $77.50

Migrate to a 4UD which 2007 rate is $98.45

Apply Ad Size cancellation 20% offer $98.45 – 20% = $78.76

$78.76 > $77.50

NI > PI = Apply $ADX20 offer!

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$ADX20 Example 2

3X10 is discontinued. Migration table recommends a FP (rates are fictitious).


Migrate to a FP 2007 rate is $414.06

Apply Ad Size cancellation 20% offer $414.06 – 20% = $321.60

$321.60 < $322.00

NI < PI = Do not Apply $ADX20 offer*

* If $ADX20 does not apply, your client may still be eligible for an offer…

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Ad Size Cancellation - 10% option

$ADX10

Ad Size Cancellation 10%: Used if NI < PI when 20% discount is applied. The code for the Ad Size Cancellation 10% offer is: $ADX10.

Year 1 = 10%; Year 2 = Full Rate


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$ADX10 Example 3

3X10 is discontinued. Migration table recommends a FP (rates are fictitious).


Migrate to a FP 2007 rate is $414.06

As the 20% discount would not work (NI < PI),

apply Ad Size Cancellation 10% offer

$414.06 – 10% = $372.65

$372.65 > $322.00

NI > PI = Apply $ADX10 offer!

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Offer Renewal

Clients who take advantage of the Ad Size Cancellation offer will also be permitted to take advantage of the offer renewal program.

Discounts on the Recommended Product are rolled as though the client continued to purchase the Discontinued Product.

Example:In 2006, a Quebec (95506) client increased from a DQC to a 2X35 and received a 20% Size Upgrade offer. In 2007, the 2X35 ad size is cancelled, so the client uses the Ad Size Cancellation 20% offer to increase to a 4UD. The client is also eligible for a 10% discount on the 4UD for Year 2 of the Size Upgrade offer that was in place for the former 2X35.

Note: Since multiple discounts cannot be processed on a single ad item, the following table must be used in order to apply the correct single discount.

In all cases, verify that NI is greater than PI.

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Offers – Renewals and Ad Size Cancellation

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Offer Renewal Example 4

2X35 is discontinued. Migration table recommends a 4UD.

Client has a 2X35 in previous issue Received 20% Size Upgrade offer last year

Next issue’s recommended product to migrate client to is a 4UD

Client chooses to migrate to a 4UD

Client is eligible for the Ad Size Cancellation - 20% or 10% depending on NI – (may need to calculate using the 10% due to the impact on the NI of Year 2 of the Size Upgrade offer – see next bullet)

Client is also eligible for a 10% discount on the 4UD for Year 2 of the Size Upgrade offer.

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New Discount vs Previous Discount

Clients who take advantage of a new discount for an item forego renewal of discounts provided in the previous issue.

Example 5:

In 2006, a London (92922) client had a 2X35 with a 20% discount. The 2X35 is being discontinued and the Recommended Product is a 4UD. In 2007, if the client chooses to migrate to a DHC instead of the Recommended Product, the client is eligible for the Size Upgrade offer. However, the client is ineligible for the Ad Size Cancellation offer.

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New Discount vs Previous DiscountClient has a 2X35 in previous issue Received a 20% discount last year

Next issue’s recommended product to migrate client to is a 4UD

Client chooses to migrate to a DHC instead of a 4UD

Client is eligible for the Size Upgrade offer

Client is ineligible for the Ad Size Cancellation offer

Note: Clients who take advantage of a new discount for an item forego renewal of discounts provided in the previous issue.


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CMRs’ Responsibilities

• The CMR is responsible for communicating discontinued/revised products to the client• CMRs must rework the item on the National Order and provide new artwork

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Appendices – Example of Migration TableMigration Table – Eastern Region

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Appendices – Example (others are available in the Transition Guide)

List of Display Ads available Post Integration – 9X11 directories

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