CLIENT: BannerSource™ is an ad submission database and banner ad showcase used by The Daily Herald that aids in the process of banner ad sales, production and creative development. This ad submission tool is perfect for any print, web or newspaper publication that sells advertising.
CHALLENGE: Develop a database to streamline the communication between ad sales reps and the design team; create a tracking method for creative requests; and build an application that could be repackaged for other ad serving entities seeking revenue from ads sales.
PROCESS: As the agency of record for The Daily Herald, we initially designed this tool to help manage creative requests submitted by more than 50 sales reps. BannerSource™ was developed to be the virtual production management liaison between sales reps and the Desert Rose creative team.
For sales, the database features an ad showcase area that helps the sales team show potential customers ad sizes, formats (flash, static, etc.) and creative ideas. The administration area can be accessed on two levels. The sales team has access to the creative so that they can use this as a tool in the sales process. The administrator has access to upload new ad creatives, keeping the showcase updated with fresh, relevant advertising.
For ad management, the database allows the ad request to be created through an online form. There are areas for placement, creative notes, ad size, impressions and all contract information. It also allows the user to upload images necessary for ad creation.
INTEGRATION & SUPPORT: When an ad is submitted, BannerSource™ automatically creates jobs by generating a project folder within the Desert Rose network server. A specific number is assigned for each job, making it easy for the design team to reference each project separately. An email is then automatically sent to the designated management team to schedule the project appropriately. BannerSource™ also automatically creates an invoice for the project, helping our billing department better manage each specific project.
RESULTS: The development of BannerSource™ allowed The Daily Herald to consolidate all interactive creative under one vendor, Desert Rose Design, and streamlined the communication between sales reps and the design team.
Desert Rose Design produces 90% of all online advertisements for The Daily Herald. Since the launch of BannerSource™, turnaround times for ad placements have gone from a 7-10 business day process to a 2 business day process, increasing efficiency by 66%. At the time of BannerSource’s inception in 2007, ad sales for the Daily Herald increased by 54%, and continued to increase by 34% and 28% respectively over the following two years. The database also allows sales reps to easily upload files and submit requests 24 hours a day, seven days a week, so they are not limited to regular business hours.
At Daily Herald, their online revenue was able to grow without incurring headcount expenses, saving 30%.
BannerSource™ is also a great sales tool to help sales reps pitch projects in an Ad Showcase. They can sign on and give potential customers the visual ability to see everything that can be accomplished. The database allows sales reps to show banner advertising options by industry category, depending on whom they are pitching to.
CLIENT REACTION: “Desert Rose Design is a saint. Before their creation of BannerSource™, our sales team had to manually fill out paperwork and deliver it to the designated designers. It was a complete hassle. The creation of BannerSource™ has completely lightened the workload for our sales reps. In our first year using BannerSource™, our sales increased by 54% and continued to increase by 34% and 28% respectively during the following two years. Implementing an interface and working with Desert Rose Design on a daily basis has also been cost effective because we don’t need to hire an on-site design staff. Desert Rose Design has been an asset to our company, and our sales reps would not be selling the amount of ads they do without Desert Rose Design’s creation. They have provided us with peace of mind and the security to get things done within the timeline required. Desert Rose always gets things done and has followed through on what they promise.” Kelly Bolyard, Assistant Vice President/Director of Interactive Media.
WEBSITE: Demo available upon request.