UNOG Advertising Committee
March 12, 2019
Attendees: Brian Glover, Paul Huff, Sandi Douget, Bret Beitler, Ruth Ann Rose
Budget:
Brian asked David about when the committee could get a P&L for the fund. David said it would be the end of the month. Brian will call again and ask who the contact is that would be handling the QB account so he could talk to them directly.
Marketing Director Update:
Bret shared about Chief Outsiders and how they have many different options available for short and long term plans. He has narrowed down their 30 potential candidates to the top 6 candidates. He feels they are a strong option but has not started working on a pricing structure.
He wants input from the committee before beginning pricing process.
His vision is to do a short trial period to figure out what the candidate brings to the table, (6 months), and then expand the scope of work once there has been some movement. He expressed that the goal is to get ahead of the competition and not be following the competition.
Paul and Sandi asked if there would be multiple points of contact with the firms or a singular point since the relationship will be tricky. The website project was a good experience it learning how to deal with the relationship and the project as a whole. The strengths of these firms is their ability to use their multiple resources to plan a strategy.
The relationship with KRK Corporate will need sensitivity and the candidates will need to understand the dynamics of the organization. Bret has been communicating the dynamics and the candidates understand this process will take time to work out.
Brian asked who is in control of the Ad Fund. Paul said we are acting like the Congress of the United States with UNOG as the Senate, franchisees as the House of Rep and Sasha as the Executive Branch. There is a hesitancy to put anything formal in writing since it could upset the
balance and make progress harder. As successes grow there should be an opportunity to get more things in writing. Bret says the emphasis should be on “wins” and then that success breeds more success and morph into a great situation. There may be some heavy seas along the way but success should happen.
Paul asked if there might be a preference between the size of firm. Komet is a smaller team and the owner would be the contact, they have preschool experience and are all young mothers.
There was discussion about Komet’s document and perceived type of firm. Paul expressed interest with crisis planning and actual real time help during PR crisis. Bret asked if that was a value ad or part of the proposal. The concern is that directors will have a hard time following a written plan during a crisis. Brian stated that crisis management should be handled by KRK or this candidate and there should be a conversation about which bank account the funds come from to be on call for crisis management. Brian feels this really should be a KRK Corporate function and cost. Paul asked that crisis management be part of Bret’s conversation with the candidates.
Bret will continue narrowing down the candidates and over the next few weeks determine the starting place for the first short term project for the firm that is hired.
Videos:
Bret discussed the scripts that have been delivered by Emily. He feels the project will deliver a great product for a great price and lay the foundation for future projects. He feels the filming can happen in May if not sooner. Sandi expressed that she was pleased with the scripts. Bret gave compliments to Emily’s knowledge. Paul and Brian were also pleased with the progress.
He will now communicate with Sasha to be sure she is on the same page with the project.
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UNOG National Ad Fund Work Group
January 22, 2019
Agenda
Members/ Attendees: Bret Beitler, Peggy Kernan, Brian Glover, Paul Huff, Ruth Ann Rose
Bret introduced how he has gone about setting the three pillars of phase 1. He is concerned that most owners do not have checklists to go over to grow their business and handle enrollments. Wants to create an easy system with a checklist and system that is easy to implement. One part of this is filming videos for tours and phone calls. Brian and Bret both spoke about wanting to be sure that all schools have a good foundation before bringing them leads.
Bret walked the group through the budget that Cindy created. Cleaning things up and making things mechanical systems are a priority. The internal language at each school needs to be uniform and movable framework so the brand ranks both locally and nationally.
Bret is doing a study on ChildCare CRM usage and system. Ruth Ann will add to the agenda the topics of measurements, finances, and financial reporting. Peggy asked about the money in the budget about ChildCare CRM. Paul explained the original thought that this budget item be used to have an arrangement with ChildCare CRM so that measurement data is available.
Paul says ChildCare CRM is the closest thing we have to a custom tool for the schools. He is meeting with Chuck to discuss this further. There was discussion about if those funds were to be used to pay each school’s monthly service or if this money was to be used to create the tools that are needed to measure results.
Time was spent on talking through the Phase 1 projects. For the video project, it is important to be done in a live environment for the tour video. The suggestion was made to have several videos that are reasonably short.
Here are the ideas for videos:
1) phone tour - the very first impression
2) beginning of the on-site tour- curb appeal, the initial greeting, smell, etc
3) The actual tour - curriculum, what makes us different, etc
4) The Close
5) The follow up
6) Teacher responsibility on a tourT
The Kris Murray documents can be used to build off of to determine video content. and the components of call with follow up. There was discussion about which video the “close” goes into. The audience for these videos is directors. Kurt requested that materials also be created for interactive materials also be created. Perhaps the 5th video for teachers is needed as well to Paul suggested that there be a compilation of all the documents for schools. Bret suggested a check list instead of a book. Peggy suggested someone like Emily Smith to help write the script and Peggy will reach out to Emily to get a price from her.. The suggestion is to create the plan, content, and pricing to present to Sasha. Paul has another person in mind that might be able to help with this process if Emily not able to do so. Third option would be to have the videographer help with the scripting. Peggy will check with her Primrose contact to see how they do their videos. Brian mentioned Regent as an idea for the videographer. Bret mentioned again that the video should provide the details and the checklist would remind people how the flow and process work.
The funds to pay for this could come from Customer Experience / Execution Programs bucket. Brian said he would serve as the treasurer of the group to help track expenses. Kurt asked if anyone knew what the total amount of funds that is available. Paul will talk to Sasha about if they were on Quickbooks online, how reporting would work, and what the total funds available are at this time.
Paul will ask Brian to write up a description of why Yoast is needed. Then discussion can take place on this leg of phase 1. Bret mentioned that this would provide a solid base for each school. Kurt asked if Yoast benefits the national brand or a local issue. Paul thinks it benefits everyone since the sites are new.
Kurt requested that we put this in front of the Board for a final vote after receiving Brian’s description. Bret voted yes, Kurt voted yes, Peggy voted yes. Brian would like to hear Brian’s feedback first.
Ruth Ann will speak further with Sasha about the Facebook proposal.
The Committee template below was not worked on during the meeting but Bret is working on it.
Context and Background - intended to set the stage and to explain the rationale (which must be needs based, goal driven, etc) behind the formation of the work group. We don't need a book, but anyone should be able to read this section to understand why the group is needed.
Goals - Define and constantly remind us of the intended outcomes of all the efforts the group must undertake. Without specific goals, we are wasting or time and may not even all be working toward the same things or for the same reasons. It is critical for a work group to define its goals and make sure they motivate.
Strategy - Define the approach by which the work group will work to achieve goals.
Objectives - specific measurable steps taken against a strategy. MUST HAVE DATES!
EXAMPLE BELOW: Training Group Template
Next Meeting Jan 29th 10:00 Central.