New Video! Comcast Spotlight AE Uses Account Diagnosis to Land $48,000 Contract

BY Courtney Huckabay
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Hi.  I’m Doug Lessells. On behalf of everyone at SalesFuel, we welcome you to this month’s featured Sell SMARTER Award — where we honor excellence in media SALES.


Comcast Spotlight Account Executive Ana Jimenez connected with a K‑eighth grade private school in Monterey, California that had just been acquired by a new owner. School officials told her they’d be adding PRE-​SCHOOL classes. She soon figured out they had an UP-​HILL battle. They were marketing during the OFF season, changing the NAME of the school, rebranding AND promoting enrollment. Jimenez realized the priority was pre‑K, because enrolled preschool students are more likely to STAY enrolled LONG-TERM.

AdMall was my best friend as I prepared to have an initial meeting,” Jimenez said. “It was important that I RESEARCHED the industry, but also ASKED the right QUESTIONS in order to put together an effective campaign. AdMall was instrumental in having research that MATTERED.”

Jimenez gleaned select media SPENDING, INDUSTRY info and top PRODUCT categories from the Local Account Intelligence Report on schools.

The diagnosis was KEY in helping me STAY ON TRACK in asking the questions that were imperative for their industry AND KEY in creating their customized campaign,” she said.

And Jimenez did INDEED ask all the right questions, because she closed a $48,000 deal!

They only planned on marketing for three months for $9,000 total,” Jimenez explained. “Through using AdMall and the info provided, such as PEAK MONTHS, this helped me create a TWELVE-​month campaign for $48,000!”

Jimenez secured a buy for TV and digital with customized in-​banner-​video and InStream. The ads are targeted by DMA, household incomes of $65,000 or higher, with CHILDREN in the homes.

Their Pre‑K now has a WAITING list!” She revealed. “They were at capacity BEFORE THEY OPENED!”

Congratulations to Ana, along with the other quarterly Sell Smarter Award recipients:

  • Marc Elmore with ViaMedia
  • Arnold Bernardino of KETK-​NBC/​Nexstar

To find out how YOU can qualify for a Sell Smarter Award, visit the Sell Smarter page under “FEATURES” on MediaSalesToday​.com.