ypa adm webinar
Download
Skip this Video
Download Presentation
YPA/ADM WEBINAR

Loading in 2 Seconds...

play fullscreen
1 / 77

nar - PowerPoint PPT Presentation


  • 231 Views
  • Uploaded on

YPA/ADM WEBINAR. December 15, 2009. Thank You! YPA/ADM 2009 Regional Meeting Sponsors!. 2. Agenda. Welcome Remarks and Merger Update Overview of New National Marketing Division of YPA Environmental Update Research Update Communications Update Products and Services. 3. Merger Update.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'nar' - RoyLauris


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
ypa adm webinar

YPA/ADM WEBINAR

December 15, 2009

agenda
Agenda
  • Welcome Remarks and Merger Update
  • Overview of New National Marketing Division of YPA
  • Environmental Update
  • Research Update
  • Communications Update
  • Products and Services

3

merger update
Merger Update

Neg Norton, President, YPA

4

key elements of the merger
Key Elements of the Merger
  • Merger with YPA as surviving entity
    • Restrictions of use of ADM funds
    • Effective 1/1/2010
  • Creation of National Marketing Division
    • NMD Charter institutionalizes functions and governance (mirrors current ADM)
  • Amended and Restated YPA Bylaws
    • Significant governance changes

5

merger agreement
Merger Agreement
  • Effective Date: 1/1/2010
    • YPA and ADM Boards approved
    • YPA and ADM Memberships approved
  • NMD Membership requires YPA Membership
  • Requires segregation of ADM funds
    • Separate accounts
    • Use restricted to National Marketing Division activities
  • YPA to hire ADM employees

6

national marketing division
National Marketing Division
  • Performs ADM functions
  • Detailed internal governance provisions
    • Mirrors current ADM structure
    • Charter establishes 7 - 16 person “Advisory Council” to govern
  • Financed by separate voluntary dues
    • YPA provides Accounting/HR support
  • Membership open to YPA members, but only CMRs vote

7

restated ypa bylaws
Restated YPA Bylaws
  • Board Composition
    • 3 $1B+ Domestic Publishers
    • 1 $300M+ Domestic Publisher
    • 4 CMRs
    • 1 Independent Publisher
    • 1 International Publisher
    • 1 Associate (Supplier) Member - Nonvoting
    • President - Nonvoting

8

restated ypa bylaws9
Restated YPA Bylaws
  • Board Nominations/Elections
    • Domestic Publisher Members
      • Nominated by Board, elected by class
    • CMR Members
      • Nominated by NMD Advisory Council, elected by CMRs
    • Associate and International Publisher
      • Appointed by Board

9

restated ypa bylaws10
Restated YPA Bylaws
  • Changes to Board Composition
    • Board may add members
    • Automatic rebalancing with further industry consolidation
  • Board Action requires 2/3 vote
  • 1 vote per Director (except non-voting)

10

restated ypa bylaws11
Restated YPA Bylaws
  • Member Voting
    • 1 vote plus 1 vote for each $1K in paid dues
    • Directors elected by Member Class
    • Members vote on bylaw changes, mergers, dissolution by 2/3 vote
      • Class approval required for bylaw changes targeted at specific class of members
    • Members (25% of Class) can nominate alternative candidates for Board
    • Reduced quorum requirements (25% vs. 65%)

11

national marketing division overview
National Marketing Division Overview

Nancy Augustine, Senior Vice President, ADM

12

national marketing division13
National Marketing Division
  • Structure
  • Objectives
  • Dues
  • Initiatives

13

benefits of adm ypa merger
Benefits of ADM/YPA Merger
  • Reduced costs
    • Reduced dues for National Division
    • Reduced association expenses
    • Fewer meetings
  • United effort to defend medium
  • Research to support PYP and IYP value

14

benefits of adm ypa merger15
Benefits of ADM/YPA Merger
  • United effort on environmental and other public policy issues
  • Joint promotional efforts
  • National division within YPA -- CMR advocate
  • Four CMR seats on YPA Board

15

structure

National Marketing Division

Structure
  • YPA core organization
  • ADM becomes National Marketing Division (NMD) of YPA
  • Advisory Council oversees Division
  • 4 CMR YPA Board seats

16

objectives

National Marketing Division

Objectives
  • Continue to advocate for national channel — CMRs, publishers, suppliers
  • Defend national revenue

17

slide18

National Marketing Division

Dues
  • 20-50% lower than ADM
    • CMRs:
      • $10MM+: $300 per million
      • Less than $10MM: $1,000 minimum
    • Publishers: Minimum $1,500
    • Suppliers: $1,500

18

initiatives

National Marketing Division

Initiatives
  • PAYS* database and portal
  • MAP** call tracking program
  • National channel advocacy
  • Sales support
  • Research requests

*PAYS: Proof that Advertising in Yellow Pages Sells

**MAP: Measurement and Accountability Partnership

19

initiatives cont d

National Marketing Division

Initiatives (cont’d)
  • Interactive Roundtable
  • National orientation for CMRs and publishers
  • Communications
  • Liaison to industry committees

20

pays database

NMD Initiatives

PAYS Database
  • Purely national test data used to plan yp programs and tests
  • Maintained by NMD
  • Over 26,000 call measurement lines for 10,000 advertiser tests
  • 300+ new tests added each month
  • 124 pubs and CMRs have contributed data
  • Endorsed by Association of National Advertisers YP Committee

21

Proof that Advertising in Yellow Pages Sells

pays database22

NMD Initiatives

PAYS Database
  • Electronic data transfer with call measurement providers
  • Available to CMRs and pubs in MAP or providing results
  • Expanding to include IYP

22

pays sales aids

NMD Initiatives

PAYS Sales Aids
  • 57 business categories, covering 86 headings
  • 20 PAYS sales aids issued annually; e.g., Security Systems, Lawn Maintenance, Home Health Services
  • 4 white papers:
    • Display Ad Analysis
    • Companion Directories
    • Display + TM vs. TM
    • Value of TM
  • Over 700 CMR and publisher staff receive sales aids

23

pays sales collateral 57 product service categories covers 86 headings

NMD Initiatives

PAYS Sales Collateral57 Product/Service Categories: Covers 86 Headings

Attorneys Garage Doors Nurses

Auto Dealers Glass-Auto-Plate Optical

Auto Renting HVAC Paint – Retail

Auto Renting – Canada HVAC – Canada Paper Shredding

Auto Repair Home Health Services Pest Control

Auto Repair – Canada Hotels & Motels Pizza

Brake Service Hotels – Extended Stay Plumbing Contractors

Carpet & Rug Cleaning House Cleaning Printers

Cellular & Wireless Industrial Equipment Rental Service Stores

Check Cashing Services Insurance Restaurants

Child Care Insurance (Canada) Schools – Colleges & Universities

Contractors Eq. R&L Internet Services Security/Burglar Alarms

Copy Services Lawn Maintenance Senior Living

Copy Machines Loans Signs

Dentists Loans – Cash Advance Storage – HH & Comm.

Employment Agencies Mortgages Tire Dealers

Employment Agencies – Canada Movers Truck Renting & Leasing

Fence Contractors Moving Eq. Rental Veterinarians/Veterinary Hosp.

Financial Services Mufflers Windows

White Papers

Display Ad Analysis Value of Companion Directories

Display + Trademark vs. Trademark Value of Trademark Ads

25

pays data access

NMD Initiatives

PAYS Data Access
  • PAYS Portal: www.admpaysportal.org
  • ADM Home Page: www.admworks.org

26

map call tracking program

NMD Initiatives

MAP Call Tracking Program

National Marketing Division will continue to:

  • Administer program
  • Develop candidate list
  • Design tests
  • Track & analyze results
  • Report revenue using pub figures
  • Issue management reports
  • Populate PAYS with test results

28

Measurement and Accountability Partnership

support sales efforts

NMD Initiatives

Support Sales Efforts
  • Fulfill research requests:
    • Simmons
    • Secondary research (YP usage, intermedia)
    • TNS/Competitive Media Reporting
    • PAYS data
    • Call goal factors for call tracking studies
      • Value of customer to advertiser
      • % calls converting to sale
      • Profit margin
    • Demographics/Census data

29

support sales efforts30

NMD Initiatives

Support Sales Efforts
  • Conduct surveys
    • Pay-per-call
  • Input on industry research
  • Advocate for national channel
    • Directory extensions
    • Local/national issues
    • Compensation

30

support sales efforts31

NMD Initiatives

Support Sales Efforts
  • Issue documents:
    • Companion directories
    • Split-run directories
    • Call measurement services matrix
    • Prototype directories

31

national orientation

NMD Initiatives

National Orientation
  • CMRs and publishers
  • Over 150 meetings

32

communications

NMD Initiatives

Communications

Flash Newsletter

  • “I enjoy the newsletter very much and pass it around my office.” Susan Randall, HomeTeam Pest Defense
  • “I do enjoy receiving this monthly…love that it touches all industries.” Patty DeMarco, Yellow Pages Group

33

liaison to industry committees

NMD Initiatives

Liaison to Industry Committees
  • ANA Telephone Directory Committee
  • 4A’s Directory Committee

34

interactive roundtable

NMD Initiatives

Interactive Roundtable
  • CMR and publisher members
  • Address issues important to IYP/local search. Examples:
    • Listings accuracy
    • IYP research

35

environmental update
Environmental Update

Amy Healy, Director of Public Policy, YPA

36

a look at 2009
A Look at 2009
  • The most challenging year the Yellow Pages industry has faced on the legislative front
  • Increased pressure to provide ability for consumers to opt-out of receiving some or even all of the directories delivered to them
  • The industry’s position continues to be that a policy of self-regulation is the best solution
  • Implementation must be timely and effective

37

© 2009 Yellow Pages Association - No use without prior written authorization

slide38
DELIVERING A DIRECTORY TO SOMEONE WHO DOESN’T WANT IT, SERVES NO ONE WELL. NOT THE PUBLISHER, THE ADVERTISER OR THE CONSUMER.

38

© 2009 Yellow Pages Association - No use without prior written authorization

directory legislation proliferates
Directory Legislation Proliferates
  • 2007
    • North Carolina & New Mexico
  • 2008
    • Alaska, Hawaii, Minnesota, New York & Washington
  • 2009
    • Connecticut, Minnesota, New York, Oregon, Massachusetts
      • Bold denotes hearing

© 2009 Yellow Pages Association - No use without prior written authorization

key opt out elements
Key Opt-Out Elements
  • Place the opt-out notification clearly and conspicuously in all print books and on web sites.
  • Ensure opt-out mechanisms work at the point of delivery.
  • Work with delivery vendors to address distribution in areas with multi-unit buildings, unoccupied buildings or foreclosed homes.
  • Implementation must be timely and effective.

40

© 2009 Yellow Pages Association - No use without prior written authorization

yellowpagesoptout com
YellowPagesOptOut.com

41

© 2009 Yellow Pages Association - No use without prior written authorization

2010 opportunities
2010 Opportunities
  • Continue to build allies in those states, labor, business group, advertisers, employees, suppliers, etc.
  • Promote the industries progress on opt-out and consumer choice programs.
  • Establish “Advisory Group” to continue dialogue with representatives from key states and organizations.
  • Communicate other steps the industry is taking, such as residential White Pages choice programs.
  • More proactive communications about impact of industry on the environment, life cycle analysis, EPA data, etc.
available research
Available Research
  • Industry Usage Study-Knowledge Networks/Burke
    • (Local Media Tracking Study)
  • Media Impact Study-TNS
    • (Intermedia Shopping Study)
  • Simmons
  • Ad Spender-TNS
  • Forrester
  • IYP-comScore

46

industry usage study kn 2008
Industry Usage Study-KN: 2008

45%

Refer to in average week

1.04

Weekly frequency (per capita)

12.3

BILLION annual references

40%

New Customers

86%

Made purchase or likely to

48%

Are Shoppers

4.6

Average number of ads looked at

47

Source: KN/SRI 2009

methodology burke study
Methodology – Burke Study
  • Method: A multi-mode data collection technique was used. It is 80% online (conducted via an online panel) and 20% offline interviewing (conducted via the phone). This allows the two to be added together to represent the total national population.
    • The online sample was balanced to the online population.
    • The phone sample was balanced to the offline population.
  • Quota and Questionnaire:
    • 8000 interviews will be collected over a 12 month period.
    • This year, several questions were added to better assess how the YP products compare to other sources. Detailed data on IYP is available in addition to PYP.
    • Interviews are made available in both English and Spanish for online as well as telephone.

48

media impact study tns
Media Impact Study-TNS

29.1%

28.7%

28.6%

24.1%

23.0%

22.5%

21.0%

20.4%

20.3%

49

Source: 2007 Media Impact Study conducted by TNS

media consumption simmons
Media Consumption-Simmons

50

Source: Simmons Spring 2009 – based on Top 2 Quintiles

ad spender tns
Ad Spender-TNS

51

Source: Competitive Media Reports

yp complements tv for pizza
YP Complements TV for Pizza

36%

TV alone

TV + YP

YP alone

52

Source: TNS Media Impact Study

what is your overall level of trust for each of the following sources of advertising
What is your overall level of trust for each of the following sources of advertising?

Forrester Research

Source: Forrester North American Technographics® Media, Marketing, Consumer Technology, And Healthcare Benchmark Survey, Q3 2009 (US, Canada).

summary
Summary
  • Industry Usage Study--value of the medium, demographics
  • Media Impact Study--intermedia comparisons
  • Simmons--brands, demos, psychographics
  • Ad Spender--brand spending
  • Forrester--ad hoc reports
  • comScore--IYP metrics

55

communications update
Communications Update

Stephanie Hobbs, Vice President Communications, YPA

56

communications environment
Communications Environment
  • Coverage of the industry overall has improved in tone as members innovate.
  • Still, a tough economic environment, along with two major member bankruptcies, have kept observers closely watching and critiquing the performance of members.
  • On the legislative front, 2009 was challenging, with opt-out and opt-in pressure.
  • Launch of www.yellowpagesoptout.com has gained some traction in terms of environmental discussion.
  • Yellow Pages within the blogosphere and Twitter is growing quickly.
  • InsideYP is promoting real-time interaction and helping publicize member news, industry data, and new trends.
  • Stories and discussion about small businesses and Yellow Pages usage make up a significant portion of media coverage.
  • The impending merger of YPA and ADM offers an opportunity to leverage news about the transforming industry in 2010.
2009 media scorecard ytd macro trends
2009 Media Scorecard - YTD Macro Trends

September: 1,056

January: 1,416

Blogs

Blogs

Emergence of Microblogs

News

News

Microblogs

Microblogs

Message Boards

Message Boards

Stable Share of Positive/Neutral Coverage

Positive

Positive

Neutral

Neutral

Negative

Negative

SMBs Still #1, Growth in Usage Data Coverage

Usage Data

Usage Data

Company News

Company News

Environment

Environment

Small Businesses

Small Businesses

media scorecard
Media Scorecard

2 - Small Business / Marketing

1 - Environment/Opt-Out

464

426

430

292

404

378

376

358

333

311

191

168

166

158

136

111

3 -Usage Statistics

4 - Company News / Financials

88

299

81

279

257

252

250

72

244

64

67

223

61

200

57

52

148

37

ypa blog insideyp
YPA Blog: InsideYP
  • InsideYP
  • Launched Jan 2009.
  • Attracting visitors from 56 countries.
  • 25,700 page views to date.
  • Increased news flow and dialogue around YPA annual meeting.
  • Attracting viewers direct to site (20%) and through referrals (30%) and search engines (50%)

YPA Annual Conference - April

Launch - Jan

Kelsey DMS - Sept

search engine land
Search Engine Land

Monthly “Locals Only” columns

  • Provide an industry POV on timely topics related to all aspects of local search.
    • 2009: Is The Glass Half Full or Half Empty For the Yellow Pages Industry?
    • Local Searches Set to Flip to Mobile Phone
    • Hyperlocal Is Happening
    • Local Search Means Business
    • Relating Gladwellian Concepts To Local Search
    • Yellow Reflects on Chrome
    • Next Great Thing: Bing Draws On IYP Connection
    • Tapping Twitter To Talk To Your Customers
    • The Best Call Is A Local One
    • Microhoo Changes Local Search Landscape For Small Biz

Search Engine Land is the leading blog on search engine marketing, search optimization and search engines. Ranked #45 in Technorati’s top 100 blogs, SEL attracts 250k people per month.

public policy pr support
Public Policy: PR Support

Consumer Choice

  • yellowpagesoptout.com launch support
    • Issued press release announcing the launch of yellowpagesoptout.com – Aug.13
    • Webinar to discuss opt-out issue with members and select bloggers – Sept. 10
  • Positive reception
  • Lack of central opt-out portal still a limitation
  • Delivery errors
public policy pr support65
Public Policy: PR Support

White Pages Delivery

  • Following publisher movements in select markets to end white pages delivery, YPA:
    • Developed messaging: differentiating between white pages and yellow pages
    • Reactive media engagement: newspaper, bloggers
  • This issue will continue as additional announcements are made from state to state
  • Confusion over “phone books” and residential vs. business white pages
2010 strategic platform
2010 Strategic Platform

Highlight messages and stories that showcase the industry in transformation.

Focus on innovation of new products and solutions that deliver leads to advertisers.

Social Media

Traditional Media

CompetitiveAdvantage

Influence discussion about Yellow Pages industry within influential social media channels.

Nurture opportunities for the industry story to be told by credible media sources, both print and digital.

Support outreach with data points that tell a strong usage and ROI story.

Position Yellow Pages as a thought leader in local search.

operations update
Operations Update

Kathy Roush, Vice President Operations, YPA

67

systems
Systems

Current

Future

  • ELITE
    • Directories Online
  • Rates & Data
    • IRIS
    • New data file
    • Directory Index
  • New Products
    • Electronic Funds Transfer
    • Share of Voice
    • Internet Yellow Pages
  • Enhancements
    • Rates on Order
    • Downloadable data files
    • New RatesPC release

68

elite
ELITE

Directories Online

New Interface

Standardized

API Feed

6,520 Directories

40 Publishers

69

elite future
ELITE - Future

Electronic Funds Transfer

Benefits

  • Billing Module
    • Business Case in Development
    • Improve productivity and lower internal costs to CMRs and publishers
  • Eliminates staff costs for processing and keying checks
  • Eliminates keying errors
  • Reduces cost of reconciling paper checks from bank statement to general ledger
  • Provides tracking
  • Reduces bank fees for paper checks or debit transactions
  • Eliminates cost of checks

70

elite future71
ELITE - Future

Share of Voice

Data Available by:

  • Business Case in Development
    • Leverage DOL and R&D databases
    • Standard interface
    • Easy to access data
  • Heading
  • Ad size
  • Position
  • Client
  • Rates
  • Share of Voice%
  • Strength of Voice %

71

internet yellow pages
Internet Yellow Pages
  • Working with CMRs and publishers on recommendation for an industry order solution

72

rates data
Rates & Data

Downloadable Data - Current

Directory Index - Current

  • Companion directory file
  • Companion data
    • core directory
    • order requirements
    • associated directory code numbers
  • Prototype indicators
  • Narrow column indicator
  • Sectionalized town information
  • WP ordering information

Downloadable Data - Future

  • Branding
  • Narrow column indicator
  • Sectionalized Towns
  • % of Zip
  • Prototype indicator
  • WP ordering information

73

rates data future
Rates & Data - Future

RatesPC Release

Available In:

  • Directory branding
  • Sectionalized town information
  • Prototype indicators
  • % of Zip
  • Narrow column indicators
  • Directory Index
  • Downloadable data files
  • IRIS ONLINE

75

slide76

Yellow Pages Association Conference

April 17- 20, 2010

Paris! Hotel

Las Vegas, Nevada

Don’t miss the first conference that combines the best of YPA and ADM!

Mark your calendar now for the 2010 Yellow Pages Association Conference. We’re changing our schedule, changing our line-up, and changing our Conference activities.

Get ready for a completely different experience – one that you won’t soon forget, so mark your calendar now!

thank you
Thank You!

YPA

Neg Norton – [email protected]

Amy Healy – [email protected]

Larry Small – [email protected]

Stephanie Hobbs – [email protected]

Kathy Roush – [email protected]

ADM/National Marketing Division

Nancy Augustine – [email protected]

Natalie Wuchenich –[email protected]

77

ad