1. Detroit Horizon A Learning Academy for the Digital Staff Prepared by Ali Diallo The Ad Transformation Group

2. DMP MISSION STATEMENT To engage every person in our market with products that improve their lives. WHAT DOES THIS REALLY MEANS FOR OUR STAFF? HOW DO WE ESTABLISH A CONNECTION BETWEEN OUR STAFF AND THE DMP MISSION STATEMENT? GOING BEYOND THE OBVIOUS (CUSTOMER FOCUS) AND CONNECTING WITH OUR INTERNAL NEEDS (EMPLOYEE FOCUS)

3. DMP MISSION STATEMENT “ To engage every person in our market” Recognizing that we need to adopt a customer-centric approach while developing an employee-centric culture In doing so we need to ensure we also listen to the needs of our Sales Staff Focusing on employee confidence and brand development “ I am proud to work for DMP”

4. DMP MISSION STATEMENT “ With products that improve their lives ” What kind of products can we offer our staff that would improve their lives and the quality of their work? Improving the lives of our Staff means improving their abilities to better perform their jobs which means more revenue for the company.

5. DMP GOALS: The Mission Statement Revisited To engage every person in our market with products that improve their lives. How do we engage our Sales Force with products that help them reach their goals? AUDIENCE REVENUE BRAND EQUITY

6. The Mission Statement Revisited How do we empower our teams with the knowledge, tools, training, confidence and enthusiasm they need to reach their goals? “ In an employee-centric culture, a free flow of communication, ideas and innovative thinking is encouraged throughout the organizational structure. All ideas can be expressed and will be received in a positive and respectful manner. Each employee is valued and considered critical to the organization's success in delivering its shared vision and mission. Talent will be nurtured by giving each employee an opportunity to grow, learn, develop skills and pursue goals.” Texas A&M University Financial Management Operations

7. FEEDBACK FROM THE AEs “ Training was nice, but basic. I feel like we need ongoing training.” “ Our digital knowledge is still pretty basic.” “ Teach me more about digital. Even if I don’t need the information, having it helps me be more confident about the product.” “ I think there is always something to be learned about our products, even the most basic newsprint.” In October 2010 the Ad Transformation group conducted a survey that asked the AEs what they thought they needed most. Here are some of their answers. _____________________________________________

8. FEEDBACK FROM THE AEs “ I think we should make time to continue training on the entire product portfolio, one piece at a time.” “ We need continued training and focus on accountability to hit our digital numbers.” “ I still need some help working on proposals.” “ I still feel there is a need for continued training on digital.” Continued _____________________________________________

11. HOW DO WE MAKE TRAINING MORE FUN ?

12. Have Ali Diallo do all the training. In French. (Just kidding)

15. INTRODUCING… DETROIT HORIZON

18. THE PICK-A-SCHOOL CONCEPT Much like any online university, Detroit Horizon provides training courses that are grouped in fields (or categories) called “Schools”. The AEs have the opportunity to join a school and attend all the courses pertaining to that school or field. There are currently 3 schools: THE BASICS This school features basic training courses that focus on the essential skills and knowledge the AEs need to acquire or develop: standard operating procedures, how to fill out an online insertion order, how to navigate through Sharepoint, basic selling techniques, etc. TIPS & TRICKS This school features a series of tips and how-to guides developed by seasoned AEs and Digital Experts (“How to Prepare a Powerful Campaign Result Report”, “Digital Tips from an AE”, etc). ABOVE & BEYOND The Above & Beyond school goes beyond the standard training opportunities and expose the AEs to a broader digital world. It features such courses as “Learning More About Detroit’s Digital Competitive Advantages”, “The Future of Online Advertising”, “What is the Competition Doing?”.

20. DETROIT HORIZON’S INNOVATIVE FEATURES DETROIT HORIZON is not your average training platform. It features innovative and interactive tools that are guaranteed to keep the Sales Staff interested in the learning opportunities. PERSONALIZED PROFILE PAGE The AEs can create their own profile pages and set up their privacy settings. PHOTOS The Photos section hosts a wide variety of pictures from the previous Sales events (Yahoo launch party, sales recognition party, Christmas staff event, etc). VIDEOS The Videos section features a series of training and informative videos about the Digital economy. SCHOOLS Each school possesses its own page complete with a feedback wall and registration features.

21. DETROIT HORIZON’S INNOVATIVE FEATURES DIGITAL TUTORIAL SESSIONS All the Digital Tutorial Sessions that were previously conducted are available on the Digital Tutorial page for easy access and review. The AEs can contact the Digital Specialists (Nick Krol and George Howard) directly from this page. FRIENDS’ LIST The AEs can add their colleagues to their friends list and benefit from mentoring and peer-to-peer opportunities. TWITTER AND FACEBOOK INTEGRATION Users can sign in to Detroit Horizon using their Facebook login information. They can also repost any article on Facebook or Twitter. DYNAMIC TRAINING SESSION CALENDAR Detroit Horizon features a user-friendly calendar that lists all the upcoming training events, their locations (SHOF or downtown Detroit) and the name and experience of the trainer. The AEs can read the description of the event, the course syllabus and register with the click of a button. RSS FEED Users can follow the activity of a particular training discussion or topic using the standard RSS feed. This way, they’ll be informed via email whenever a new course is available or a discussion is updated. They can also follow the activity of a specific trainer in order to be notified when he or she teaches a new course. This is useful if they like someone’s particular teaching style.

22. DETROIT HORIZON SHOWCASE: THE ACTIVITY STREAM

23. DETROIT HORIZON SHOWCASE: THE PHOTO GALLERY

24. DETROIT HORIZON’SHOWCASE: FEATURED VIDEOS

25. DETROIT HORIZON’S SHOWCASE: THE SCHOOLS

26. DETROIT HORIZON’S SHOWCASE: DYNAMIC COURSE CALENDAR

27. DETROIT HORIZON’S SHOWCASE: THE COURSE REGISTRATION PAGE

28. DETROIT HORIZON’S SHOWCASE: WEEKLY DIGITAL TUTORIALS