outsourcing: its not about headcount presented by jim taszarek, president public radio partners
TRANSCRIPT
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Outsourcing: Its NOT About Headcount
Presented by
Jim Taszarek, President
Public Radio Partners
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Outsourced UnderwritingIs it right for you?
• Reasons stations have outsourced
• Considerations in decision
• How it works
• Elements of an agreement
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Outsourced Underwriting Defined
• Complete responsibility for underwriting
• Accountable for achieving station goals
• Local sales staff representing station
• Managed and employed by PRP
• Revenue from marketing, advertising and community relations budgets
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Stations PRP Represents
PhoenixPhoenix
SeattleSeattle
NashvilleNashville
AustinAustinLas VegasLas Vegas
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PRP Employees
• Principals
– Kirk Nelson
– Jim Taszarek
• 25 Employees
• Combined, over 200 years of:
– marketing experience
– sales experience
– corporate support experience
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PRP Vision
Attract the best people who together create the
standard of excellence for corporate support
in Public Radio
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PRP Mission
Link stations and corporate supporters in a
mutually beneficial relationship that enables
the station to better serve the community and
helps the underwriter grow their business
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PRP Philosophy
Public Broadcasting’s
– Quality Programming
– Non-commercial nature
Are what the audience and underwriters value
Respect and protect that nature in order to
make underwriting a significant and sustainable
revenue source
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Track Record of Sales Growth
• Year 1 - 19%
• Year 2 - 29%
• Year 3 - 25%
• Year 4 - 21%
• Year 5 - 18%
Aggregate billing performance for each year in a
market
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Reasons Stations have Outsourced
• Greater revenue
• Accelerated department performance
• Create stability
• Professional sales management
• Improved relationship with sales team
• Improved department performance without need to focus on underwriting
• Transfer risk of growth
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Station Benefits Beyond Expectations
• Morale improved beyond expectations
• Growth was higher than expected
• More conservative on copy guidelines than expected
• Transition to outsourced organization easier than expected
• Less HR to manage
• Brings new ideas in from other markets
• Working with folks who "get it"
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Considerations In Your Decision
• Revenue Performance
• People – Investment in People
• People – Talent of Underwriting Team
• Inventory
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Revenue Performance
How does the station’s underwriting performance
compare to:
• Industry
• Market
• Station needs
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Investment in People
• New rep guarantees
• The Big Risk – high hidden cost of turnover
• The cost of staff turnover in underwriting
– New rep minimum $20,000
– Experienced rep – attrition in accounts could be more
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Talent of the Underwriting Team
• Does the Underwriting Manager have experience and track record of underwriting management success?– Recruiting– Managing salespeople– Inventory management– Team revenue growth
• If not, can I hire a person with this experience?
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Inventory
• Your second greatest resource in underwriting is:
– Inventory
• Radio and television, being intangible mediums, requires expertise in proper yield management
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Yield Management
• Price forecasting process
– Maximize revenue and yield from inventory
– Provide predictive strategic information
• Goal
– Max number of customers
– Max price levels
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Considerations In Your Decision
• Revenue Performance
• People – Investment in People
• People – Talent of Underwriting Team
• Inventory
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How It Works
• Alignment
• PRP approach
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Integration of Underwriting Dept.
• Goal: Build trust and understanding– Programming
» Inventory» Copy» News
– Business» Traffic system utilization» Collections process
– Development» Joint effort» Leads generation
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PRP Systems and Tools
Process• Sales• Sales Management• Recruiting• New Hire Start Plan
Tools• Training• Intranet• Sales Database• Underwriter Appreciation
Program
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Elements of an Outsourced Agreement
• Exclusive agent for all local and national underwriting
• Clearly defined underwriting inventory
• Outsourced organization provides
– Underwriting sales manager and staff
• Station provides
– Ratings and Qualitative data
– Traffic and billing functions
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Elements of an Outsourced Agreement
• Commission only - paid on billing
• Agreed upon annual billing budgets
• Special promotions
• Station approves underwriting copy
• Indemnification
• 5 year agreement
• Spirit of the agreement
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Questions?