Situation (S):
Advertising revenue was falling off for my college newspaper, the Daily Kent Stater, and a large number of long-term advertisers were not renewing contracts.
Task (T):
My goal was to secure contracts with as many former and new advertisers as possible to generate more advertising revenue.
Action (A):
I designed a new promotional packet to go with the rating sheet and compared the benefits of Stater circulation with other advertising medium in the area. I also arranged for a College of Business Administration professor to conduct a special training session about selling strategies for the newspaper's account executives.
Result (R):
We signed contracts with 15 former advertisers for daily ads and five for special supplement ads. Also, the paper increased the number of new advertisers by 20 percent over the same period last year.