Digital and Sales Training SMB Workshop Programs Talent Development Strategic Planning Innovate Educate Inspire

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CENTER FOR

PROFESSIONAL DEVELOPMENT

Digital and Sales Training

SMB Workshop Programs

Talent Development

Strategic Planning

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welcome

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. 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

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Meet our Trainers 3

SMB Digital Workship Program 3 E-Learning & Certification Programs 4 Google AdWords Certification Training 5 Google Analytics Certification Training 6 Deseret Digital Media BootCamp 7 14-Week Turnkey Training 8 New Hire Onboarding Training Program 9

Strategic Planning 10

Niche Training Programs 11 Custom & Contract Training Options 12

Feedback 13

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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

www.linkedin.com/in/amiestein/ @amiestein [email protected] 901-361-3642

Conti’s launched websites such as Richmond.com, taught Global Internet Marketing at Virginia Commonwealth University’s School of Business, and was the director of interactive media, pub-lishing division, Media General. Prior to LMA, he spent 11 years as a partner and EVP at Borrell Associates. He received the IAB’s 2009 Service Excellence Award. Areas of expertise include: digital revenue trends and forecasts; shifting needs of SMBs; marketing and sales for local me-dia companies; basic and advanced digital sales certification.

Connect with Pete

www.linkedin.com/in/peterconti @plcjr [email protected] 804-360-9434

Peter Conti, Sales and Marketing Director

SMB

digital WORKSHOP

program

Designed to educate and inform your local SMBs

Flat rate pricing… no revenue share on sales

SMBs need the assistance of trusted media marketing advisors more than ever! There are so many options available using social media, digital, traditional media, and mobile, as well as optimizing websites and capitalizing on search that it can be overwhelming.

We will work with you and your team to develop a customized program, aimed at educating your local businesses on the best digital and traditional media mixes. Use the workshops as a way to educate your local businesses on what works and reinvigorate local advertising efforts!

Option 1: Full day of Advanced Digital Sales Development training followed by full day of SMB

Workshops.* $3,350 + travel expenses

Option 2: Full day of SMB Workshops followed by full day of four-legged sales calls. $2,850 + travel

expenses (flat fee; no rev-share on sales)

Option 3: Full day of Advanced Digital Sales Development training; full day of SMB Workshops; full

day of four-legged sales calls. $4,700 + travel expenses

* Sales training will be customized to fit your needs but generally speaking, it includes an overview of your market’s ad-spending data, digital sales training (wide range of topics to choose from) and training on the SMB Workshop offerings/ follow-up.

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SALES

CERTIFICATION PROGRAMS

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.

Two cERTIFICATION PROGRAMS

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.

"

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

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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.

Dale Darling, VP Sales, Deseret Digital Media

Contact Peter Conti at [email protected] or 804-360-9434

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GOOGLE

ADWORDS

CERTIFICATION

"

LMA’s #1 Training Program – If You Are Selling Search, Certification Is A Must-Have

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: $449/participant

Six person minimum spend required and group pricing available for 12 or more participants. Travel costs additional.

Two-Day Live Training AT YOUR COMPANY

The same live training is offered periodically in locations across the country and is open for anyone to attend.

Live Training in a “City Near You”

When traveling is not an option, the online option is a perfect solution. The course consists of six one-hour modules with six mock exams taken outside of the classroom. New classes form approximately every eight weeks. Upcoming classes begin October 13 and Dececember 1.

Pricing:

Live Online Training

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.

"

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

Sales, Stephens Media

"

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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.

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GOOGLE

ANALYTICS

TRAINING

Are your editors, reporters and audience development managers just scratching the surface when it comes to using analytics to understand your audience? Do they know how to use the data to drive content decisions that will result in more audience engagement and reach? This training will help

everyone gain a better understanding of what data is available and how to apply it in a practical fashion. As a bonus, this training prepares them for the Google Certification exam too.

Online training fees are $299 LMA Member, $349 Media Association Partner, $399 Non-member.

Content Team: Google Analytics Training

This training is intended to arm your sales professionals with the competence, and confidence, to have meaningful conversations with their advertisers regarding the importance of analytics. It will cover the basics of navigating the platform, how to get access to your customers’ analytics, and how the data can be used to set goals, conversions, expectations and optimize campaigns for results. Analytics is not just for e-commerce customers, this training will help sellers understand how to best use the data and talk about it with their clients. This training prepares your sales professional to become “Google Analytics Certified” (the exam is administered by Google).

Online training fees are $299 LMA Member, $349 Media Association Partner, $399 Non-member.

Sales Team: Google Analytics Certification-Training

Amie Stein, LMA Training & Development Director, is also available to come to your property to conduct this training on site. She recently trained over 50 people at a top 10 newspaper company on both the sales and content side. A 20-year veteran of the media industry and Google Analytics Certified, Amie is easily able to connect the dots between and analytics and audience/sales with your team.

Bring Google Analytics Training to Your Company

- New! Google Analytics Training for Content Teams and Sales Teams - Three Options: Webinars, in Select Cities, or at Your Company

This turnkey option for businesses will allow you to host events in your markets and to help educate and inform your customers and potential customers about the importance of data for understanding how to measure the results of their marketing investments. Most businesses are not armed with e-commerce functionality, so in addition to the basics of understanding terminology, the session will cover ways to develop goals with actionable items that can be measured as conversions with our without e-commerce. LMA will provide you with marketing materials and in setting up the event. Our Google Analytics

Certified trainer, Amie Stein, will come conduct the sessions with a pre-training, and arm your sales team with the same information. Contact Amie Stein by email or call her at 901-361-3642.

Google Analytics SMB Workshops

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Deseret

digital

Media

Bootcamp

Participation in the BootCamp begins with a pre-BootCamp comprehensive

assessment of a company’s current capabilities. The assessment results form a baseline for instructing and development. This is then followed by a rigorous two-day training BootCamp in which participants will gain exposure to the following ideas and

principles:

• How to create a winning digital organization

• What tools and practices to employ to really know your audience • The secrets of social media success

• Why contributors matter and how to involve them • What path to take with digital sales

• Keys to native advertising launch and growth • Steps to building a local events business

Contact Amie Stein at [email protected] or 901-361-3642

Deseret Digital Media, in partnership with the Local Media Association,

is now offering a “BootCamp” designed for all local media operators who

need to grow, engage and monetize the local audience. At the core of the

program, DDM provides two days of training courses intended to

accelerate digital competencies in a company’s daily digital operations.

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Hands down the most valuable training I have attended in a decade. Inspiring.

Relevant. Practical. Engaging. Thought Provoking. Transparent.

Samantha Johnston, General Manager,

Swift Communications/The Aspen Times

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UPCOMING DATES:

CHICAGO, APRIL 27 & 28

SALT LAKE CITY, SUMMER 2015

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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!

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:

train the trainer

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:

$1,850 for up to 25 participants (plus travel costs)

on-site Training

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Thank you so much! I am excited to sit down with my team and tell them what specifically

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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

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Keely Richter, Monterey County Weekly

NEW HIRE

ONBOARDING

PROGRAM

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

Without Google AdWords Training: Take $200 off

New Rep Arrives Certified in Basic Sales, Advanced Digital & Google

AdWords + 15 hours of other sales training!

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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

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Strategic

Planning

/Industry

Trends

Innovation Mission

Action Plans

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

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 de-velop 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.

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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!

niche

TRAINING

PROGRAMS

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.

COST:

Combine any of these topics into a 1/2 day session: $995 Combine for a full day of training: $1,850

90-minute webinar : $295 (Native: $395)

*travel costs for trainer are additional

Contact Amie Stein at [email protected] or 901-361-3642 11

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.

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

"

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Rockstar Development Package:

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.

• 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

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

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

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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.

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!

"

In 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 VP, 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, CEO, Red Wing Publishing/Big Fish Media

"

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 e-mail...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.