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Marketing Consultants • Business Image Development
Promotional and Creative Writing • Video Production and Photography

Testimonials

"I know you would greatly benefit from his marketing expertise as well."
-Harvey Balaban, President of Del Monte Furniture Inc.

TV Commercial - Producted, Directed, Video by Paul Young; written and starring Jeannie Young of Lines of Vision Enterprises

Harvey Balaban, son Greg and grandson Chris

Three generations as a family business...
Del Monte Furniture Inc., includes:
Ashley Furniture, Legacy Fine Furniture
Signature Gallery, LA-Z-BOY Gallery.

June 10, 2011

"Throughout the years, my business has grown and changed, and Mr. Young worked with me to make my customers aware of all the exciting things my company was doing. He was invaluable to me as my media coordinator with the Monterey County Herald, but he always took a personal interest in my business as well. Through the opening and moving of my furniture stores over the years, Mr. Young took the time to understand my business specifically, and how it is unique... he spent a great deal of time discussing my overall media plan and the role newspapers played in that plan. He always tried to focus on what would work best for my business. Because of that relationship, I would trust his judgment as he truly had my business interest in mind on the many projects we worked on together."

Harvey Balaban
President and Owner of Furniture Mart Inc.

"Of the 23 newspapers in the company we were in the top 7 of newspapers over goal and thirteenth in revenue of newspaper over last year.

I have been on dozens of coop blitzes. In my opinion, this one was perhaps the best organized, planned, and prepared of any I’ve been on – in any size market. The fact that Paul did this as a one-man-band is even more impressive...I would recommend him."

-Mike Petrak, SVP Sales, MediaNews Group, June 28, 2011

Re: Reference for Paul Young
From: Mike Petrak, SVP Sales, MediaNews Group
Date: 6/28/2011

MNG, the nation’s second largest newspaper company by daily circulation, has consistently grown revenues and profits by conducting focused coop sales blitzes each fall in key markets. Coop advertising is a monetary allocation to retailers from manufacturers for selling their products. When retailers sell a certain volume of product, the retailers accrue funds from those manufacturer’s to be used to promote and advertiser their products. The coop blitz Paul Young led at the Monterey Herald was held in the fall of 2010.

Paul was the designated leader of this effort, and due to his organization and leadership, the Herald surpassed their goal.

Here is the synopsis of what Paul did.

Received a 4 month goal from Robert Powell, Advertising Director of $150,000.

Final actual was $177,820 which was an 18.5% increase over $150,000 goal. This was a 57% increase over 2009’s actual of $95,466.

Paul did it through organization and leadership. Here is an example of the steps he took to plan, organize, motivate and deliver above-goal outcomes:

Set up tracking sheets by month with last year’s revenue, by account and category, for last year and current year.

Learned Recas System and set up software with Phil Harris which had not been used prior to this time.

Updated staff training with Phil Harris at the newspaper.

Individual needs assessment with each salesperson and training as needed

Set territory goals with individual salespeople for each month of the program based on last year’s revenue

Developed Sales bonus program and agreement with Robert Powell, Advertising Director

Coordinated dates for two days of sales blitz with Mike Petrak, VP Advertising of Media News Group and Tim Brennan of MultiAd

Initiated pre-call list with each of the 10 salespeople involved with the program and set appointments for sales blitz

Prepared folders on each account, color coordinated red for first day and blue for the second sales days

This included audits if available and information sheets on history

o Pulling Coop plans on each manufacturer that the account does business

o Set up two calendars for both selling days for each sales coordinator Mike Petrak and Tim Brennan with plenty of time for 24 set appointments

o Calendars allowed for travel time between accounts and two markets for Monterey and Salinas

Set up follow up dinner with Tim Brennan (Sales Coordinators), Gary Omernick (Publisher), Robert Powell (Advertising Director) and myself for postmortem evaluation

Of the 23 newspapers in the company we were in the top 7 of newspapers over goal and thirteenth in revenue of newspaper over last year.

I have had the pleasure to hire many people in my career. I’ve found that a person who can:

Deliver on commitments (+57%),

Plan, organize, lead, and implement feedback loops (post mortem dinner and post sales audit),

And do so with humility while leading, are an asset to any organization. Please feel free to contact me re: your consideration of Paul Young for future employment. I recommend him.

Regards

Mike Petrak

Please sign our Guestbook or Contact Us and let us know how we can help. You can email us at paul@linesofvision.com or jeannie@linesofvision.com or phone us at (831)596-8456.

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