Digital and Sales Training Revenue Accelerator Programs Talent Development Strategic Planning SMB Workshops Innovate Educate Inspire

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1 CENTER FOR PROFESSIONAL DEVELOPMENT Digital and Sales Training Revenue Accelerator Programs Talent Development Strategic Planning SMB Workshops Innovate Educate Inspire

2 welcome training catalog Dear Local Media Executives, The need for affordable, high quality training has never been greater. Last year we started a new business unit at LMA dedicated to training and development. We hired Amie Stein, a top industry executive who is well versed in all areas from basic sales to the most complicated digital products, to head up this division. Since that time she has trained nearly 1,000 media executives on a wide variety of programs. And we have not been able to keep up with the demand for her services. This year we hired a second trainer. Mike Martoccia comes to us after spending nine years as a digital manager with The McClatchy Company. He will help us expand the division beyond our current offerings including SMB workshops. In 2015, we expect to hire a third trainer. Meet our Trainers 3 E-Learning & Certification Programs 4 Google AdWords Certification Training 5 SMB Workshops 6 14-Week Turnkey Training 7 New Hire Onboarding Training Program 8 Strategic Planning 9 Niche Training Programs 10 Custom & Contract Training Options 11 Feedback 12 This catalog outlines the offerings of the newly created LMA Professional Development Center. High quality. Affordable. Results-Oriented. Be sure to budget some dollars in 2015 to take advantage of these incredible offerings. We have compiled over 100 testimonials and would be happy to share those with you. And if you are interested in something that you don t see listed here, simply give us a call. We re happy to customize. Nancy Cawley Lane President, Local Media Association 2

3 MEET THE TRAINERS Amie Stein, Training & Development Director Stein has worked for some of the most progressive local media companies in the United States including Scripps, Lee Enterprises, Pulitzer and Journal Register Company. During her 19 years in the business she has led the advertising operations in virtually every revenue category for large community groups and a major metro daily. Stein brings the following areas of expertise to the training division: Extensive experience and understanding of Google AdWords certification Strong digital sales training experience Entry-level to executive-level sales training background Social media training Native advertising training Leadership and strategic planning Connect with Amie [email protected] Mike Martoccia, Training & Development Manager Martoccia spent the last nine years with The McClatchy Company as a digital, retail and real estate advertising manager with The Charlotte Observer. During his 24 years in the business, he also worked for CNHI as a regional advertising director and publisher. He brings the following areas of expertise: SMB workshops he has conducted dozens and dozens of these over the last few years Revenue accelerator programs combines SMB workshops with on the road sales calls Retail, real estate and automotive sales training Digital sales training bundled with print products Connect with Mike [email protected] Peter Conti, Sales and Marketing Director Conti has been engaged in traditional and online start-ups for more than 30 years. He was a partner and executive vice president with Borrell Associates for nine years before joining LMA in He also served as director of interactive for Media General s publishing division and developed the highly successful Richmond.com site for Landmark Communications. Areas of expertise include: Digital revenue trends and forecasts Shifting needs of SMBs Marketing and sales for local media companies Basic and digital sales certification Connect with Pete [email protected]

4 SALES CERTIFICATION PROGRAMS Over the past four years Deseret Digital Media has tried to find a solution for training our Digital Only Sales Professionals. We have considered doing everything on our own and creating DDM University with our own muscle. We considered outside vendors that could dedicate specific people and energy to our particular needs. Multiple ideas were generated around our own best practices and using vendors to reach our goals. After four years of searching and testing on our ideas, we had very little progress to show for our efforts. In fact, the more we tested, the more we realized that we had additional needs and of course wants. The options with the LMA training certification programs had everything we needed for training on digital expertise, digital sales skills and most of all the online video library for individual training. The pleasant surprise we encountered was how much our sellers enjoyed the LMA programs and how positive they felt about the time spent on the program and the return on that time. The LMA was great to work with on pricing and questions that we needed answered to make our final decision. Deseret Digital Media is proud to be a partner with the LMA and their Digital Sales Certification Programs. Two certification PROGRAMS Dale Darling, VP Sales, Deseret Digital Media 1. Basic Media Sales- The course consists of eight modules (self-paced video and assessments). The course covers everything from digital marketing to how-to-sell an integrated (print and digital) solution. Upon successful completion of the course, the sales professional receives a certificate to certify compliance with the LMA standards of Basic Media Sales. 2. Advanced Digital Sales- The course consists of 26 modules, divided into five segments, and is made up of online videos, taken at the participants own pace. The course was developed by LMA and Stephen Warley (right) of inboundarts.com. Stephen s experience in training more than 10,000 sales professionals in the broadcast industry brings a fresh perspective to providing sales training across all media. Stephen founded the New York State Broadcasters Association s Digital Leadership Academy and is considered one of the best in the training field. Convenient Video Format All programming is delivered via a high quality, online learning management system offering training courses made up of video modules. There is a library of instructional materials, which includes a downloadable PDF of each training module as a study tool. Certification Testing At each step of the way, after each video module, there is an assessment test to confirm retention of the materials covered. The passing grade for these tests is 90 percent. Those that score under 90 percent will be required to retake the test before advancing to the next module in a course. 4 The LMA Sales Certification Course was a perfect fit for our company since we are located in 12 states. I can have the consistency of one training program for new hires, and existing staff, without having costly travel expenses. The courses cover a wide range of topics, and the self-directed model is perfect for busy sales executives and managers. Cindy Hefley, Director of Advertising, Wick Communications Contact Peter Conti at [email protected] or

5 GOOGLE ADWORDS CERTIFICATION LMA s #1 Training Program If You Are Selling Search, Certification Is A Must-Have More than 300 local media executives have been trained by Amie Stein to take the very challenging Google AdWords certification test. This is a clear competitive advantage that will dramatically increase your search revenue and profit margins. Selling search is complicated but Stein makes it easy. The training is offered at various locations throughout the year and also online. Many companies also opt to bring Stein to their company to conduct the training on-site. We Have One of the Best Google AdWords Trainers in North America! Amie Stein was among the first media reps to sell search (starting in 2009) and to be certified in Google AdWords (2010). Since that time, she has sold search campaigns to hundreds of SMBs and has trained hundreds of other media reps to become certified. Her knowledge of this subject is deep and impressive. She makes a very difficult subject easy to understand and truly has a gift when it comes to this kind of training. Companies are reporting up to three times more revenue after having their reps certified. Call Amie today to maximize your search revenue. Two-Day Live Training AT YOUR COMPANY This two-day program delivers all of the content needed to pass the exams as well as interactive discussions about application internally and in the field. In addition, each participant will take six mock exams during the course to fully prepare them for the actual exam. Contact Amie Stein for dates and availability. Pricing: LMA Members: $349/participant Association Partners: $399/participant Non-Members: $499/participant Six person minimum spend required and group pricing available for 12 or more participants. Travel costs additional. Live Training in a City Near You The same live training is offered periodically in locations across the country and is open for anyone to attend. Upcoming dates: September 29-30, Philadelphia and November 13-14, Chicago. Same pricing applies. Live Online Training When traveling is not an option, the online option is a perfect solution. The course consists of six onehour modules with six mock exams taken outside of the classroom. New classes form approximately every eight weeks. Upcoming classes begin Oct. 13 and Dec. 1. Pricing: LMA Members: $299/participant Association Partners: $349/participant Non-Members: $499/participant If I had to sum it up, I d say that the training was a huge success. Having our entire digital-services-staff trained for Google AdWords Certification at the same time not only gave them more knowledge and confidence, but it was also a tremendous team-building experience. We ve already seen new revenue opportunities created and closed just days after certification. Chris Trares, Former Advertising Director, Las Vegas Review-Journal and Director of Digital 5 Sales, Stephens Media

6 SMB WORKSHOPS DIGITAL REVeNUE ACCELERATION PROGRAMS Designed to generate thousands of digital dollars Experienced trainer with impressive credentials Flat rate pricing; no revenue share on sales generated during the blitz SMB workshops are highly effective and it s important to mix up your selection of outside experts. Consider Mike Martoccia for your next launch. This 24-year media industry executive has conducted dozens and dozens of similar programs for McClatchy, CNHI and other newspapers as well. We will work with you to build customized advertising bundles for your workshop and blitz. We will provide the training and marketing materials you determine the venue and attendees. Martoccia will conduct two sessions on day one and then hit the streets with your sales reps and close some business on day two! COST & CONTACT Cost: $2,895 This includes: two SMB workshops on day one; a full day of sales calls on day two; sales training on the products being presented at the workshop; several prep/planning calls in advance of the visit and assistance with marketing materials. LMA does not take a percentage of sales for the sales blitz portion of the program. Travel expenses for the trainer are covered by the media company and are in addition to the cost of $2,895. Contact: Mike Martoccia [email protected] or I have known Mike for many years and he has always been top flight in any training or teaching capacity. He is on point, keeps the delivery flowing and understands how to relate to his audience. It is rare when someone consistently over delivers, but Mike is one individual who you can count on to make a big difference in the digital space and keep any message tight, interesting and thought provoking. Mark Cohen, Publisher, Akron Beacon Journal/Ohio.com

7 14-WEEK TURNKEY TRAINING PROGRAM In today s climate, we spend many of the hours we have to train, focusing on new product launches and learning the digital landscape. Sometimes it s important to just go back to the basics and make sure our sellers are following the critical steps of the sales process in order to compete in this very crowded space. This training covers each of the steps of the sales process, some of which are very rarely practiced by sales professionals. New hires or seasoned, it never hurts to revisit the core fundamentals of selling! train the trainer This turnkey train the trainer package is designed to give your managers a ready to go program that will provide them with 14 separate training modules to conduct with their sales team. Each module contains presentation materials, guided conversations points and most have an accompanying individual or group exercise, as well as suggested management follow-up, coaching and feedback opportunities. This package consists of the materials for presentation and a Facilitator s Guide. Webinars will be delivered quarterly to cover the scope of the program. Pricing: LMA Members: $249/participant Association Partners: $299/participant Non-Members: $349/participant Thank you so much! I am excited to sit down with my team and tell them what specifically I can do for them, rather than just constantly telling them, Let me know what I can do to help! I am confident I can be better in a sales support capacity now. Keely Richter, Monterey County Weekly onsite Training Our trainer can come to you and deliver the entire training program in a live setting. The full-day program covers each topic in a highly interactive environment with individual and group exercises incorporated throughout the day. Each attendee will receive a workbook and leaders will be given a facilitators guide and all presentation materials so that the program can be re-purposed for new hires and onboarding. Pricing: $1,750 for up to 25 participants (plus travel costs) Contact Amie Stein at [email protected] or

8 NEW HIRE ONBOARDING PROGRAM New Rep Arrives Certified in Basic Sales, Advanced Digital & Google AdWords + 15 hours of other sales training! Providing a good onboarding experience for new employees is critical to gaining engagement early on. It's also very difficult for time-starved managers to execute. This program is intended to provide a meaningful and comprehensive training experience without the burden of taking a manager's time away from the rest of their team. Recruiting good talent is hard, this will arm you with the ability to demonstrate your organization's commitment to training and professional development from day one! Amie Stein, Training & Development Director, Local Media Association The training will include all of the following components: LMA Basic Sales Certification (see page 4) LMA Advanced Digital Sales Certification (see page 4) Google AdWords Certification-Training (see page 5 ) 15 hours of live-webinar sales training (sales process, personal branding, time management) LMA Member Pricing: $1,295 LMA Association Partner Pricing: $1,495 Non-Member Pricing: $ 1,795 8 Contact Amie Stein at [email protected] or

9 Strategic Planning/Industry Trends Innovation Mission Action Plans The LMA staff is happy to assist with strategic planning, company meetings, board meetings, retreats, etc. We can customize to fit your needs. Below are some examples of the work we have done for other companies: Strategic Planning We can facilitate your company s strategic planning meeting. This includes all prep work to develop and implement a successful agenda and program. One and two day options are available. Price: $2,850 for two days; $1,500 for one day (plus travel costs). Facilitators: Nancy Lane and Amie Stein Industry Trends LMA President Nancy Lane keeps a watchful eye on industry trends. She is available to present this information to your management team or board. The presentation pulls information from a wide variety of sources including LMIA research reports, conference and webinar presentations and other industry research. Lane brings suggested action plans and case studies and then leads a discussion with your team. This is a half day exercise. Cost is $895 plus travel costs. Innovation Mission Top Takeaways Looking to create a culture of innovation at your company? LMA President Nancy Lane has led five Innovation Missions in the last six years. Over that time she has compiled a lot of information that can help local media companies become more innovative and disruptive. The study tours also yield many actionable takeaways that can increase revenue, engage better with audiences and much more. Lane covers it all in this half day session that includes plenty of time for discussion. Cost is $895 plus travel costs. Combine Industry Trends and IM Top Takeaways for a full day Cost is $1,500 plus travel costs. Thank you. This is exactly the kind of thing the newspaper industry needed over a decade ago. LMA and you, Nancy, are truly helping us s-t-r-e-t-c-h our ability to improve our relevancy by telling us where to look, what to learn, why it is applicable. Anyone not taking advantage of LMA in today's environment is truly missing out. Ginny Sohn, Publisher, The Santa Fe New Mexican Contact Nancy Lane at [email protected] or

10 niche TRAINING PROGRAMS Customize your very own training experience. We currently offer the following topics which may be combined and delivered in half or full day sessions. Select the areas that are important to your team and we ll be there to deliver it! Native Advertising 101 and Native Toolkit: This session will cover the basics of native advertising as well as provide case studies and best practices. The toolkit will help your management team put together a business plan for this hot and emerging opportunity area. Social Selling: Good bye cold calls; hello social selling. This session will train sales reps to use the tools of social media to better prospect and close more sales. Don t Be Frantic-Time Management for Busy Professionals: Media sales professionals are managing a lot and those who perform have solid processes and systems in place to maximize their time at work. This session will take a look at what s killing our productive time and offer tips and solutions to get more out of every day. We have a lot of niche training experience on the LMA team. The programs that are the most requested right now are focused on social media and native advertising. Social selling in particular is becoming a much better way to prospect versus cold calling. Basic sales and sales management programs are also in demand. Let us know your needs and we'll customize a high-quality but affordable solution. Amie Stein, Training & Development Director, Local Media Association Social Platforms-Understanding the Basics: This session features a thorough review of Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest and YouTube. In addition, earned and paid opportunities, targeting options and pricing models for each will be covered. Recruiting and Retention in the Modern Environment: Hiring good talent is hard. And often keeping them is even harder. This session will reveal strategies for recruiting top talent and creating an engaging culture to eliminate churn. Perfect for front line and senior management maybe even invite HR! Leadership Training-Managing and Developing Diverse Personality Types: This training looks at practical systematic approaches to evaluating skill and attitude that determine individual development opportunities and give managers direction in how to lead team members at different skill levels. Based on the Stephen Covey Situational Leadership program, you will leave with actionable leadership skills. LinkedIn Key to Sales Growth: For beginners as well as long-time users, this session will focus on how to use the many tools of LinkedIn to grow revenue, develop new leads, become a thought-leader in your area of expertise and more. LinkedIn is a must-use tool for local media executives yet very few are using it to their full potential. COST: Combine any of these topics into a 1/2 day session: $995 Combine for a full day of training: $1, minute webinar : $295 (Native: $395) *travel costs for trainer are additional 10 Contact Amie Stein at [email protected] or

11 trainer for a year PACKAGES Hiring an in-house trainer isn t possible for many LMA member companies. Yet ongoing training is critical during these times of great transition. LMA can provide year-round training without the cost of employing a full-time trainer. Check out our sample packages below; most companies will likely customize one that best suits their needs. We stand by ready to help you develop one. We can be flexible on billing options (quarterly for example) to make budgeting easy. Rockstar Development Package: Four full-day on-site custom training events On-site Google AdWords Certification-Training for up to 25 attendees Two (bi-annual) SMB Revenue Accelerator Market Events 10 Sales Certification licenses 10 Advanced Digital Certification-Training licenses Up to 5 onboarding training packages Members: $25,000 Association Partners: $27,500 Non-Members: $30,000 Travel costs for the trainer additional 2014 bonus Book your package by December 15, 2014 and receive 10% off total package prices. This is up to 25% off a la carte pricing. (10% down-payment requiredbalance to be billed quarterly) SuperStar Sellers Package: Two full-day on-site custom training events On-site Google AdWords Certification-Training for up to 25 attendees One (bi-annual) SMB Revenue Accelerator Market Event 7 Sales Certification licenses 7 Advanced Digital Certification-Training licenses Up to 3 onboarding training packages Members: $15,000 Association Partners: $17,500 Non-Members: $20,000 Travel costs for the trainer additional Top Performers Package: One full-day on-site custom training event On-site Google AdWords Certification-Training for up to 25 attendees One (bi-annual) SMB Revenue Accelerator Market Event 5 Sales Certification licenses 5 Advanced Digital Certification-Training licenses Up to 3 onboarding training packages Members: $12,500 Association Partners: $15,500 Non-Members: $17,500 Travel costs for the trainer additional Contact Amie Stein at [email protected] or

12 what all the talk is about The Local Media Association takes great pride in providing outstanding training. Below is just a taste of the positive feedback we have received from the programs included in this brochure. Having the power of being able to say you are Google AdWords certified is huge from a credibility standpoint for both our clients and dealing with SEM vendors. Plus you get a certificate and can use a cool certification on your ...priceless. I will honestly tell you without the training there is no way in hell I would have passed! It helped tremendously to understand the way Google asks questions on the exam. The training also helps with understanding the Google suite of products. I have several sales staff who haven t taken the exam yet but Amie s training has helped them close sales because of the knowledge they gained by taking the course. In Ron Belyea, Advertising & Digital Sales Manager, Herald Tribune (Fla.) my years with The Tribune, Thomson Newspapers and Content That Works, we worked with many trainers. Amie Stein is the best. No one does more homework in advance of the training, better tailors the agenda to your specific needs and challenges, nor is more focused on the day of the event than Amie. The CTW team is a really smart, pretty skeptical group. By the end of day-one Amie won each of them over with her deep knowledge and no nonsense strategies. More important, since Amie s training, we have been able to track measurable results. In fact, our team has seen so successful they asked me to invite Amie back to help build momentum in the year ahead. Paul A. Camp, Chief Evangelistic Officer, Content That Works Amie Stein s Google AdWords training was intense, engaging and gratifying. She really prepped us well for what we needed to know about Google AdWords. Val Maki, Senior V.P., Radio Division/Emmis Communications Having just completed the two day Google AdWords Certification-Training, I can make two emphatic statements: 1. My head is ready to explode. 2. This may be the best training I have ever attended. The material was excellent and the trainer was outstanding. Joe Mathes, Digital Advertising Strategist, Delta Communications I would highly recommend to any publisher wanting to make a leap forward that they use a process similar to what we did. Having a group attend an event together, having a shared experience, and then using a process similar to what you (Amie Stein) did for us was absolutely amazing. We are still enjoying the warm glow of the experience, but I am confident that this particular effort has fundamentally changed the way our team will work together in the future. Mark Poss, President, Red Wing Publishing/Big Fish Media MORE OPTIONS... In addition to all the programs offered in this catalog, our training team can also provide custom training programs to suit your needs. This includes strategic planning, meeting facilitation, team building, leadership days or whatever else is needed. Our trainers have walked the walk and can easily adapt to almost any organizational needs you may have! Contact Amie Stein for a consultation. We look forward to collaborating with you!