YPA/ADM WEBINAR - PowerPoint PPT Presentation

Ypa adm webinar l.jpg
Download
1 / 77

  • 215 Views
  • Updated On :
  • Presentation posted in: Shopping

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.

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

Download Presentation

YPA/ADM WEBINAR

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 l.jpg

YPA/ADM WEBINAR

December 15, 2009


Thank you ypa adm 2009 regional meeting sponsors l.jpg

Thank You!YPA/ADM 2009 Regional Meeting Sponsors!

2


Agenda l.jpg

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 l.jpg

Merger Update

Neg Norton, President, YPA

4


Key elements of the merger l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

National Marketing Division Overview

Nancy Augustine, Senior Vice President, ADM

12


National marketing division13 l.jpg

National Marketing Division

  • Structure

  • Objectives

  • Dues

  • Initiatives

13


Benefits of adm ypa merger l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

National Marketing Division

Objectives

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

  • Defend national revenue

17


Slide18 l.jpg

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 l.jpg

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 l.jpg

National Marketing Division

Initiatives (cont’d)

  • Interactive Roundtable

  • National orientation for CMRs and publishers

  • Communications

  • Liaison to industry committees

20


Pays database l.jpg

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 l.jpg

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 l.jpg

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


Slide24 l.jpg

NMD Initiatives

24


Pays sales collateral 57 product service categories covers 86 headings l.jpg

NMD Initiatives

PAYS Sales Collateral57 Product/Service Categories: Covers 86 Headings

AttorneysGarage DoorsNurses

Auto DealersGlass-Auto-PlateOptical

Auto RentingHVACPaint – Retail

Auto Renting – CanadaHVAC – CanadaPaper Shredding

Auto RepairHome Health ServicesPest Control

Auto Repair – CanadaHotels & MotelsPizza

Brake ServiceHotels – Extended StayPlumbing Contractors

Carpet & Rug CleaningHouse CleaningPrinters

Cellular & WirelessIndustrial EquipmentRental Service Stores

Check Cashing ServicesInsuranceRestaurants

Child CareInsurance (Canada)Schools – Colleges & Universities

Contractors Eq. R&LInternet ServicesSecurity/Burglar Alarms

Copy ServicesLawn MaintenanceSenior Living

Copy MachinesLoans Signs

DentistsLoans – Cash AdvanceStorage – HH & Comm.

Employment AgenciesMortgages Tire Dealers

Employment Agencies – CanadaMovers Truck Renting & Leasing

Fence ContractorsMoving Eq. RentalVeterinarians/Veterinary Hosp.

Financial ServicesMufflers Windows

White Papers

Display Ad AnalysisValue of Companion Directories

Display + Trademark vs. TrademarkValue of Trademark Ads

25


Pays data access l.jpg

NMD Initiatives

PAYS Data Access

  • PAYS Portal: www.admpaysportal.org

  • ADM Home Page: www.admworks.org

26


Map call tracking program l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

NMD Initiatives

Support Sales Efforts

  • Issue documents:

    • Companion directories

    • Split-run directories

    • Call measurement services matrix

    • Prototype directories

31


National orientation l.jpg

NMD Initiatives

National Orientation

  • CMRs and publishers

  • Over 150 meetings

32


Communications l.jpg

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 l.jpg

NMD Initiatives

Liaison to Industry Committees

  • ANA Telephone Directory Committee

  • 4A’s Directory Committee

34


Interactive roundtable l.jpg

NMD Initiatives

Interactive Roundtable

  • CMR and publisher members

  • Address issues important to IYP/local search. Examples:

    • Listings accuracy

    • IYP research

35


Environmental update l.jpg

Environmental Update

Amy Healy, Director of Public Policy, YPA

36


A look at 2009 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

YellowPagesOptOut.com

41

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


Page views to yellowpagesoptout com l.jpg

Page Views to YellowPagesOptOut.com


Unique visitors to yellowpagesoptout com l.jpg

Unique Visitors to YellowPagesOptOut.com


2010 opportunities l.jpg

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.


Yellow pages research resources l.jpg

Larry Small, Director of Research, YPA

Yellow Pages Research Resources

45


Available research l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

Media Consumption-Simmons

50

Source: Simmons Spring 2009 – based on Top 2 Quintiles


Ad spender tns l.jpg

Ad Spender-TNS

51

Source: Competitive Media Reports


Yp complements tv for pizza l.jpg

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 l.jpg

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).


Internet yellow pages comscore l.jpg

Internet Yellow Pages-comScore

54


Summary l.jpg

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 l.jpg

Communications Update

Stephanie Hobbs, Vice President Communications, YPA

56


Communications environment l.jpg

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 l.jpg

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 l.jpg

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


2009 key messages l.jpg

2009 Key Messages


Ypa blog insideyp l.jpg

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 l.jpg

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 l.jpg

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 support64 l.jpg

Public Policy: PR Support


Public policy pr support65 l.jpg

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 l.jpg

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 l.jpg

Operations Update

Kathy Roush, Vice President Operations, YPA

67


Systems l.jpg

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 l.jpg

ELITE

Directories Online

New Interface

Standardized

API Feed

6,520 Directories

40 Publishers

69


Elite future l.jpg

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 l.jpg

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 l.jpg

Internet Yellow Pages

  • Working with CMRs and publishers on recommendation for an industry order solution

72


Rates data l.jpg

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 iris online l.jpg

Rates & Data – IRIS ONLINE

74


Rates data future l.jpg

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 l.jpg

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 l.jpg

Thank You!

YPA

Neg Norton – neg.norton@ypassociation.org

Amy Healy – amy.healy@ypassociation.org

Larry Small – larry.small@ypassociation.org

Stephanie Hobbs – stephanie.hobbs@ypassociation.org

Kathy Roush – kathy.roush@ypassociation.org

ADM/National Marketing Division

Nancy Augustine – naugustine@admworks.org

Natalie Wuchenich –nwuchenich@admworks.org

77


  • Login