Lesikar's Business Communication: Connecting in a Digital World 13th Edition by Kathryn Rentz,Paula Lentz

تمرين 43

Every year, Gutenberg Media prints a community calendar and distributes it to over 10,000 residential homes and businesses. Typically, you have sold calendar advertising to 16 different companies for 12-month ad spots.
While many of the advertisers are the same from year to year, you have noticed in the past three years that it has taken an increased effort to retain them.
The calendar runs from January to December. Historically, Gutenberg Media has contacted previous advertising businesses in early September, giving them a three-week deadline to respond. If you did not hear back from the company within two weeks, one of your associates contacted the company by phone or in person. Typically, by the end of the three-week deadline, approximately 80-90 percent of the companies had responded positively.
However, as shown in the table, compliance with the three-week deadline has decreased dramatically over the past three years. Further, the number of returning clients seems to be on the decline as well.
The Gutenberg Media administrative team is perplexed as to why this is happening. Three years ago, to increase efficiency, your company went to a completely online system for renewing advertising spots for the calendar. Rather than receiving a phone call or personal visit, your company sent a series of emails as reminders. Other data sets collected have proven that a calendar still remains an effective way to advertise and gain customers, so your team is baffled that so many of the advertisers are not jumping at the opportunity to participate.
It's mid-June, and Gutenberg Media is talking about starting the calendar process again. After seeing the trends over the past seven years, your boss has asked you to analyze the data and make some recommendations for increasing compliance and advertising sales for this year's calendar. Do you need to update your process? Collect more data? Utilize social media? Be sure to support your proposal with research, facts, and data.