western product integration – phase 1 product integration western region british columbia and...

Western Product Integration – Phase 1

Product Integration Western Region

British Columbia and Alberta Directories Pubco. 612 and 671

December 2006

National CMR Sales Channel

Phase 1

2p.Western Product Integration – Phase 1

Implementation

This phase of the integration will be implemented on a directory-by-directory basis beginning with Calgary, AB, and Vancouver, BC, 2007 and continuing forward for every subsequent directory thereafter.

Initiative OverviewStandardization of display, trade and premium products will include:

• Discontinuation of Products

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

• Introduction of new Products

3p.Western Product Integration – Phase 1

Impacted Products

Impacted products

There are three primary categories of products that are impacted with this initial product integration:

Discontinued products

Revised products

New / Launched products

4p.Western Product Integration – Phase 1

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:

5p.Western Product Integration – Phase 1

Discontinued Products

Discontinued products

Main ObjectiveTo be able 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…

• CMRs are responsible for communicating product deletions/revisions to the client• CMRs must rework the item(s) on the National order and provide new artwork when necessary

• CMRs are responsible for communicating product deletions/revisions to the client• CMRs must rework the item(s) on the National order and provide new artwork when necessary

6p.Western Product Integration – Phase 1

Discontinued Products – Display Ads - TQP

7p.Western Product Integration – Phase 1

Discontinued Products – Trademark – TMB, TMR, TMG

8p.Western Product Integration – Phase 1

Discontinued Products – Custom Trademark – CTMB, CTMR, CTMG

9p.Western Product Integration – Phase 1

Discontinued Products – Trade Listing - TRL

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p.Western Product Integration – Phase 1

Discontinued Products – Trade Listing - TBEL

TBEL

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p.Western Product Integration – Phase 1

Revised Products – Trade Name

Revised products – Main Objective

To be able to identify which products are being revised in which market/directory format within the YLO product portfolio.

Revised Trade Name

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p.Western Product Integration – Phase 1

New Products

New Products - Main Objective

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

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p.Western Product Integration – Phase 1

New Products – Display Ads – 1x3

New

Display

Ad

1X3

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p.Western Product Integration – Phase 1

New Products – Display Ads cont’d – 2UD

New

Display

Ad

2UD

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p.Western Product Integration – Phase 1

New Products – Display Ads cont’d - OQC

New

Display

Ad

OQC

OQC

OQCThree examples of how an OQC would look like on a page (slightly longer than a 1x3):

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p.Western Product Integration – Phase 1

New Products – Display Ads cont’d - HC

New

Display

Ad

HC

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p.Western Product Integration – Phase 1

New Products – Display Ads cont’d – 4UD

New

Display

Ad

4UD

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p.Western Product Integration – Phase 1

New Products – Display Ads cont’d - DTQ

New

Display

Ad

DTQ

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p.Western Product Integration – Phase 1

New Products – Display Ads – Migration of TQPs to FPs

Pagination for migrating TQPs to FPs:

TQPs will keep their existing position in relation to each otherWill go to the end of the existing FPs

Example:

Vancouver directory has 3 TQPs under Lawyers.

If all 3 TQPs migrate to an FP, they will keep their existing order in relation to each other – even if TQP #2 signs before TQP #1.

If a new FP ad is sold into that heading, it will go after the

TQPs that have migrated over.

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p.Western Product Integration – Phase 1

New Products – Trademark Ad - TMH

New

Trade

Ad

TMH

TMHTMH

TMH

TMH

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p.Western Product Integration – Phase 1

New Products – Trade Items – TSL and TMRL

New

Trade

Ads

TSL

TMRL

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p.Western Product Integration – Phase 1

New Products – Trade Items cont’d – TSL and TMRL

TSL and TMRL

Example #1

1 car dealership in Calgary with 5 locations

Primary listing/location is a TSL

Subsequent listings/locations are TMRLs

TSL can be replaced by a TBN, etc. Remaining listings will still be TMRLs

Example #2

5 BMW dealerships in Calgary

Each dealership is a TSL

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p.Western Product Integration – Phase 1

New Products – Unit Trade Mark

New

Trademark

Ads

TM00

TSL00

NATIONALONLY!

TM00(ignore TMY)

TSL00(ignore TSLY)

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p.Western Product Integration – Phase 1

New Products – Premium Products – Inside Covers

New

Premium

Products

IFCUIFCLIBCUIBCL

MOCK UP

IFCU

IFCL

IFCU

IFCL

IBCU

IBCL

IBCU

IBCL

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p.Western Product Integration – Phase 1

Tools

Please refer to Appendices in the Transition Guide for the following:

1) A list of IMPACTED DIRECTORIES (sorted by month of issue)

2) MIGRATION TABLES

3) DISPLAY AD CHARTS

4) NEW OFFERS

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p.Western Product Integration – Phase 1

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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p.Western Product Integration – Phase 1

Ad Size Cancellation Offer

Clients 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 Rate

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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p.Western Product Integration – Phase 1

$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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p.Western Product Integration – Phase 1

$ADX20 Example 2

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

A 3X10 (cancelled ) 2006 rate is $322.00

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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p.Western Product Integration – Phase 1

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

In all cases, verify that NI is greater than PI

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p.Western Product Integration – Phase 1

$ADX10 Example Example 3

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

A 3X10 (cancelled ) 2006 rate is $322.00

Migrate to a FP 2007 rate is $414.06

Apply Ad Size cancellation 10% offer $414.06 – 10% = $372.65

$372.65 > $322.00

NI > PI = Apply $ADX10 offer!

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p.Western Product Integration – Phase 1

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 Vancouver 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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p.Western Product Integration – Phase 1

Offers – Renewals and Ad Size Cancellation

YLO West (BC + AB)

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p.Western Product Integration – Phase 1

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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p.Western Product Integration – Phase 1

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 Calgary 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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p.Western Product Integration – Phase 1

New Discount vs Previous Discount

Client 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.

In all cases, verify that NI is greater than PI

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p.Western Product Integration – Phase 1

Offer Plan – TRL to TSL “Migration” Offer

TSL OfferWe saw earlier that the TRL (Trade Regular Listing) will be discontinued. The Recommended Product for migration is a TSL (Trade Semi-bold Listing). Clients migrating from a TRL to a TSL will experience a 78% net difference in price (+ rate-up).

To ease the transition of the large “price increase”, clients will be eligible for the following offers:

1) Ad Size Cancellation 20%

2) Volume Discount

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p.Western Product Integration – Phase 1

Offer Plan - TRL to TSL “Migration” Offer - Example

Examples TSL Offer discountClient purchases 4 TSLs, so he is eligible for a 10% discount on top of Ad Size Cancellation. He also purchases 1 TMRL.

Results:Previous Issue: 5 TRLs x $116.40 = $582.00

Price for new program before discount: $967.20 4 TSLs: 4 x $211.20 = $844.80 + 1 TMRL: 1 x $122.40 = $122.40

Ad Size Cancellation 20% Offer (TSL): (4 x 211.20 x 20%) = $168.96 DiscountCannot apply either $ADx Cancellation Offer to TMRL as NI < PITSL Volume Discount Offer: (4 x 211.20 x 10%) = $84.48 Discount

New NI: $967.20 – $253.44 ($168.96 + $84.48) = $713.76

NI > PI ($713.76 > $582.00)Please use offer chart shown earlier for percentage discounts and codes

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p.Western Product Integration – Phase 1

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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p.Western Product Integration – Phase 1

Appendices – Example of Migration Table for BC

TM00

TSL00

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p.Western Product Integration – Phase 1

Appendices – Example of Migration Table for AB

TM00

TSL00

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p.Western Product Integration – Phase 1

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

Ads available post-integration

9x11 directories

(see Transition Guide for other examples)