RETENTION Before During After

1. RETENTIONBeforeDuring After Tim Baumgartner, The Tennessean Bob Terzotis, The Tennessean October 2004 Tim Retention � before during and after When Don first asked us to speak on retention, my thought process drifted towards start verification calls, end of grace calls and ezpay programs and the like. However, after conversing with Bob and giving it more thought, I came to the conclusion that in this day and age, we cannot speak about the �retention� as a department, but rather about how we synchronize all circulation efforts � before during and after the sale - to maximize retention.Tim Retention � before during and after When Don first asked us to speak on retention, my thought process drifted towards start verification calls, end of grace calls and ezpay programs and the like. However, after conversing with Bob and giving it more thought, I came to the conclusion that in this day and age, we cannot speak about the �retention� as a department, but rather about how we synchronize all circulation efforts � before during and after the sale - to maximize retention.

2. Presentation Before The Sale At the Sale After the Sale Tim The presentation will be segmented into three parts: Before The Sale; At The Sale; and After The Sale. Are all aspects of your subscriber relations in sync with the overall goal of increasing retention? This presentation is about examining your processes to ensure retention is top of mind throughout your operation.Tim The presentation will be segmented into three parts: Before The Sale; At The Sale; and After The Sale. Are all aspects of your subscriber relations in sync with the overall goal of increasing retention? This presentation is about examining your processes to ensure retention is top of mind throughout your operation.

3. Before The Sale Circulation Infrastructure Employee Training EZ Pay Tim During the first part of our presentation, we will discuss the creation of a solid Circulation infrastructure, including employee training, and EZ Pay, Our discussion will include how each of these components plays a crucial role in the development of a sound infrastructure. Tim During the first part of our presentation, we will discuss the creation of a solid Circulation infrastructure, including employee training, and EZ Pay, Our discussion will include how each of these components plays a crucial role in the development of a sound infrastructure.

4. At The Sale Telemarketing Retention Customer Service All Other Start Pressure Sources Tim During the second phase of our presentation, we will discuss Telemarketing, Retention, Customer Service and all other start pressure sources. We will talk about the role each play in your retention efforts and renewal marketing strategies. Tim During the second phase of our presentation, we will discuss Telemarketing, Retention, Customer Service and all other start pressure sources. We will talk about the role each play in your retention efforts and renewal marketing strategies.

5. After The Sale Customer Touch Points The Waterfall Effect Phone Room Programs Direct Mail Programs General Retention Programs Examples of Nashville Programs Tim Lastly, we will look at efforts what we think needs to happen after the sale. During this segment of the presentation I will share specifics of the retention programs we�re doing in Nashville. So I want to take a minute and put a disclaimer on this presentation up front. We don�t claim to be the most advanced, or to be any more expert at this than you. Hopefully by sharing our thoughts and processes you can learn from us and we can learn from you. We have spent the last year building and re-building our retention programs. We have implemented a lot of new programs, re-worked other programs, tried to learn from others along the way (especially the work Bob Terzotis did at the Jackson Sun � and their elimination of telemarketing). We ask a lot of hypothetical questions in this presentation � they are questions we are continually asking ourselves. Hopefully they will provoke thought. Honestly, the process of putting this presentation together has been a good self analysis for us. Tim Lastly, we will look at efforts what we think needs to happen after the sale. During this segment of the presentation I will share specifics of the retention programs we�re doing in Nashville. So I want to take a minute and put a disclaimer on this presentation up front. We don�t claim to be the most advanced, or to be any more expert at this than you. Hopefully by sharing our thoughts and processes you can learn from us and we can learn from you. We have spent the last year building and re-building our retention programs. We have implemented a lot of new programs, re-worked other programs, tried to learn from others along the way (especially the work Bob Terzotis did at the Jackson Sun � and their elimination of telemarketing). We ask a lot of hypothetical questions in this presentation � they are questions we are continually asking ourselves. Hopefully they will provoke thought. Honestly, the process of putting this presentation together has been a good self analysis for us.

6. Before The Sale Are you ready? Bob For those of you who have been involved in building your own home, you know that before construction can begin, you have to secure a solid foundation. Just like building a house, when you begin the process of creating a strong sales and retention focused environment in Circulation, you must first lay a strong foundation-- an infrastructure that is built to support your sales efforts.Bob For those of you who have been involved in building your own home, you know that before construction can begin, you have to secure a solid foundation. Just like building a house, when you begin the process of creating a strong sales and retention focused environment in Circulation, you must first lay a strong foundation-- an infrastructure that is built to support your sales efforts.

7. The Right Foundation Know your market! Operations Information Systems Customer Service Sales philosophy Bob The first step in creating the right foundation is knowing your market! What are the key variables that make up your market? What is the demographic and geographical breakout of your market? How does what you know affect the decisions you make in creating your infrastructure? Operations: How is your carrier force built? Long ago Johnny came by to collect� Is your total operation set up to make up for short falls in whatever system you have? Information Systems: Do you have the in-house knowledge of how the circulation reporting on your system work? Can you get to the data that will help you be successful. Can you change those things that need to be changed to build a good sales/ retention process? Customer Service: Are your staffers Customer Service Representatives or Customer Sales & Retention Specialists � are you creating a sales and retention environment in Customer Service? Does your CS staff here the same message as the sales team? Do their goals support sales and the sales environment you are trying to create department wide? Does your staff fully understand the terminology used, both in Customer Service and in Circulation? Be careful not to confuse the message with poor communication. Is your training program goal oriented? And measurable? Are you holding your staff accountable to volume growth too? Sales: Are you maximizing your opportunities? Are you diversifying your start pressure mix? Are you building units of circulation or just �making sales�? Do your sales have the best chance of retaining? Bob The first step in creating the right foundation is knowing your market! What are the key variables that make up your market? What is the demographic and geographical breakout of your market? How does what you know affect the decisions you make in creating your infrastructure? Operations: How is your carrier force built? Long ago Johnny came by to collect� Is your total operation set up to make up for short falls in whatever system you have? Information Systems: Do you have the in-house knowledge of how the circulation reporting on your system work? Can you get to the data that will help you be successful. Can you change those things that need to be changed to build a good sales/ retention process? Customer Service: Are your staffers Customer Service Representatives or Customer Sales & Retention Specialists � are you creating a sales and retention environment in Customer Service? Does your CS staff here the same message as the sales team? Do their goals support sales and the sales environment you are trying to create department wide? Does your staff fully understand the terminology used, both in Customer Service and in Circulation? Be careful not to confuse the message with poor communication. Is your training program goal oriented? And measurable? Are you holding your staff accountable to volume growth too? Sales: Are you maximizing your opportunities? Are you diversifying your start pressure mix? Are you building units of circulation or just �making sales�? Do your sales have the best chance of retaining?

8. Sales! = Communication! Does your infrastructure support sales? Are you creating a sales environment? Bob Most importantly, does your infrastructure support sales? Are you creating a sales environment throughout Circulation? One of the keys to success is communication. Communication is key at every step in the process: before the sale, at the sale, and after the sale. Bob Most importantly, does your infrastructure support sales? Are you creating a sales environment throughout Circulation? One of the keys to success is communication. Communication is key at every step in the process: before the sale, at the sale, and after the sale.

9. Don�t Forget�� Technology/Database Marketing Analytix R-Logic Claritas Tim Don�t forget --- technology and database marketing are key components in building a strong sales foundation. There are many products available, including Analytix, R-Logic, and Claritas. Analytix is a database marketing software that allows you to target your market based on demographic, geographic or lifestyle attributes. R-Logic is a database software that measures and charts subscriber retention based on their start date. R-Logic allows you to look at retention by sales source, by promo code, by payment type, by individual, and by geography. Claritas provides a wide range of demographic and lifestyle data � Here�s Bob for more on R-Logic and Claritas. Tim Don�t forget --- technology and database marketing are key components in building a strong sales foundation. There are many products available, including Analytix, R-Logic, and Claritas. Analytix is a database marketing software that allows you to target your market based on demographic, geographic or lifestyle attributes. R-Logic is a database software that measures and charts subscriber retention based on their start date. R-Logic allows you to look at retention by sales source, by promo code, by payment type, by individual, and by geography. Claritas provides a wide range of demographic and lifestyle data � Here�s Bob for more on R-Logic and Claritas.

10. R-Logic