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