MarketUnderwriting Operating Plan Template

Guidelines

The following is a template for the FY 2018Operating Plan.

Text in italic provides instructions that should be deleted from subsequent drafts.

Text in blue provides instructions or sample information and should be replaced with the appropriate information for your market.

Market Underwriting Operating Plan FY 2018

Fiscal year: Month2017 to Month2018

Prepared by: Name, Title

Date: Today’s Date

Plan Overview

A few sentences that describe the key drivers to achieving your goals in the year ahead.

Revenue

See Annual Budget Projection. Attach Annual Budget Projection.

FY 2017 / FY 2018
Station / Growth / FY 2018
Enginuity / Growth
Grand Total / $X / $X / X% / $X / X%
Station ATotal / $X / $X / X% / $X / X%
Station B Total / $X / $X / X% / $X / X%
Station Digital / $X / $X / X% / $X / X%
National Products / $X / $X / X% / $X / X%

Market Digital

Percentage of FY18revenue from digital: X%

According to BIA, the 2017 national average for local digital advertising revenue is forecasted to be 32%. In FY 18 each market should double their digital revenue at a minimum. Your initiatives should be designed to meet this expectation.

Narrative on digital:

A few sentences describing the current digital situation and opportunities in your market, and goals for digital development. Describe an overall vision for market digital in the year ahead.

Sales Staff

Broadcast revenue including events

Salesperson / FY 2017 / FY 2017
Mo. Avg. / FY 2018Proj. / FY 2018 Mo. Avg. / Growth YOY
Rep 1 / $X / $X / $X / $X / X%
Rep 2 / $X / $X / $X / $X / X%
Rep 3 / $X / $X / $X / $X / X%
Rep 4 / $X / $X / $X / $X / X%
Rep 5 / $X / $X / $X / $X / X%
Rep 6 / $X / $X / $X / $X / X%
Rep 7 / $X / $X / $X / $X / X%
Sales Manager / $X / $X / $X / $X / X%
NPM / $X / $X / $X / $X / X%
Total / $X / $X / $X / $X / X%

Station Digital exclusive of broadcast and events

Salesperson / FY 2017 / FY 2017
Mo. Avg. / FY 2018Proj. / FY 2018 Mo. Avg. / Growth YOY
Rep 1 / $X / $X / $X / $X / X%
Rep 2 / $X / $X / $X / $X / X%
Rep 3 / $X / $X / $X / $X / X%
Rep 4 / $X / $X / $X / $X / X%
Rep 5 / $X / $X / $X / $X / X%
Rep 6 / $X / $X / $X / $X / X%
Rep 7 / $X / $X / $X / $X / X%
Sales Manager / $X / $X / $X / $X / X%
NPM / $X / $X / $X / $X / X%
Total / $X / $X / $X / $X / X%

Inventory and Rates

Narrative on inventory and rates:

Set targets for each quarter that enable you to achieve your stretch goal. Are there major adjustments to pricing and packaging? If so, present a plan to accomplish the goal, i.e. an initiative around rates and inventory.

Station :15 / Station A / Station B
FY 2018 / AUR / Sellout / AUR / Sellout
Q1 / $X / X% / $X / X%
Q2 / $X / X% / $X / X%
Q3 / $X / X% / $X / X%
Q4 / $X / X% / $X / X%
Average / $X / X% / $X / X%
Station :30 / Station A / Station B
FY 2018 / AUR / Sellout / AUR / Sellout
Q1 / $X / X% / $X / X%
Q2 / $X / X% / $X / X%
Q3 / $X / X% / $X / X%
Q4 / $X / X% / $X / X%
Average / $X / X% / $X / X%
Station Digital / FY17 Actual / FY18 Max. Potential / FY18 Target / FY18 Target vs. PY / FY18 Target vs. Max. Potential
Q1 / $X / $X / $X / X% / X%
Q2 / $X / $X / $X / X% / X%
Q3 / $X / $X / $X / X% / X%
Q4 / $X / $X / $X / X% / X%
Average / $X / $X / $X / X% / X%

Note: Station Digital revenue should reflect all digital potential across all platforms. If using CPM-based sales, apply the average CPM to all available estimated impressions by quarter. If using share of voice or flat rate, add all available inventory at the given rate across all platforms by quarter.

Plan Actions

Include the following for each initiative:

  • Title of the initiative (ex. “Initiative #1: [Title]”)
  • Description of the initiative (underneath the title)
  • Revenue goal and impact on total revenue of the initiative (in chart: “Revenue Target”)
  • Post revenue results at the conclusion of each initiative
  • Key actions and corresponding dates to accomplish initiative (in chart: “Key Actions,” “Start Date,” “End Date”)

Revenue

Narrative on revenue initiatives and action plans:

A few sentences stating what you expect to accomplish from the suggested revenue initiatives. Recommend oneto three initiatives per year, no more than one per quarter. Examples of revenue initiatives in the past year include Caregivers 365, Classical Connects, category initiatives, new marketing materials, agency presentation, etc.

Initiative #1: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Initiative #2: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Station Digital

Narrative on digital initiatives and action plans:

In fiscal 2018, Market Enginuity is looking for two primary things:

  1. What will take to double your digital revenue from fiscal 2017
  2. Digital initiatives that would allow your team to meet those revenue expectations. Recommend one to three initiatives per year, no more than one per quarter.
  3. Target top digital agencies in your market and establish a plan to approach each agency

Initiative #1: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Initiative #2: Manager Proficiency in Digital Basics

To successfully lead your sales team’s digital growth, it’s important to be grounded in the digital basics. The follow actions are designed to support your growth and leadership in our organization.

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Confirm successful completion of Digital Leap Frog and digital process basics / Month / Month / Name

Sales Staff

Narrative on staff initiatives and action plans:

A few sentence overview of what you expect to accomplish from rep-centric activity. Recommend one to three initiatives per year, no more than one per quarter. Examples of staff initiatives include recruitment, retention, activity initiatives, sales contests/incentives, etc.

Initiative #1: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Initiative #2: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Relationships

Relationship Initiatives and Action Plans

Narrative on relationship initiatives and action plans:

A few sentence overview of what you expect to accomplish from relationship initiatives. Recommend one to three initiatives per year, no more than one per quarter. Examples of relationship initiatives include Thanksgiving “thankyou,” client parties, engaging largest clients with station management, top client lunches, etc.

Initiative #1: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Initiative #2: Title

Description…

Revenue Target / $X
Revenue Results (to be filled out at the conclusion of initiative) / $X
Key Actions / Start / End / Resource
Action / Month / Month / Name
Action / Month / Month / Name
Action / Month / Month / Name

Market Underwriting Operating Plan FY 20181