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Navy Counselor 1 & C (Recruiter) - Military manual for recruiting
Marketing Operation Plan
l  DEP  reports l  Combination  lock  change LEAD TRACKING. – Local  and  national  lead  cards should  be  maintained  in  the  recruiter’s  working  tickler for  4  months,  until  contracted  or  the  lead  becomes unworkable, whichever comes first. The lead feedback card  should  be  filed  in  the  RINC’s  working  tickler behind the same day that the lead card itself is filed in the recruiter’s working tickler. The RINC will roll the feedback card daily, in tandem with the lead card. NO-PHONE  CARDS.–  Prospect  cards  without phone numbers should periodically be loaded into the recruiters’  working  ticklers  for  further  identification.  The RINC may have the recruiter take a few along on an itinerary  to  attempt  a  face-to-face  contact,  leave  a door-knocker,  or  send  a  personal  mail-out.  DEP personnel  are  often  successful  in  providing  further information  on  these  no-phone  cards.  Therefore,  the RINC may want to load a couple in conjunction with DEP contacts. MAINTENANCE OF THE SYSTEM Maintenance  of  the  prospect  card  system  is  the responsibility  of  the  RINC.  Maintenance  is  a  daily evolution that involves proper documentation, filing, purging,  and  initial  market  identification.  We  have covered documentation and filing requirements. Now let’s take a look at purging the system and adding to it through  market  identification. Purging the Prospect Card System The prospect card system is purged daily during the production review. Cards are returned to the working tickler, filed in their appropriate market segment file, or filed in the inactive file based on the RINC’s opinion of further  prospecting  needs.  Individual  market  segment purges  should  be  accomplished  annually,  with  the exception of the in-service file that is purged monthly. During   these   purges,   you   should   follow   retention requirements  mentioned  earlier. Market  Identification Market identification is a vital part of the marketing process. For without names and a method to contact these individuals, all our marketing numbers cannot be very useful. One of the first things you will check in a new station is the percent of market identification. A quick estimate of the number of prospect cards in a system can be made by measuring with a ruler. Use the gauge of 100 cards per inch to determine a ballpark figure of the number of cards you have in each market segment file. Make a quick check of cards to make sure there  is  not  an  abundance  of  duplicates  or  stapled continuation cards that will artificially increase your count.  Bounce  school  file  totals  with  the  population figures in the school folder and Station Level Market Share report. Multiply the number of high school seniors times 4 to determine the number of work force cards you  should  have. NOTE: If your station retains the cards longer than 4  years,  use  the  appropriate  multiplier.  College population and prior service numbers can be taken from the Station Level Market Share report. The in-service file  identification  can  be  compared  to  past  years’ production  figures. It  is  virtually  impossible  to  identify  every  military available individual within your territory. You should strive   for   a   minimum   of   75   percent   market identification, This should give you a good base to load working  ticklers  for  prospecting. If you find your station’s market identification below 75  percent,  you  should  institute  a  plan  of  action  to correct this deficiency at once. Each recruiter should be responsible for adding to his or her territory’s market identification.  Overall  responsibility  still  rests  with  the RINC.  The  following  ideas  may  assist  your  market identification   efforts: Your lead tracking center (LTC) can provide lists by ZIP Code. School  lists  and  college  drop  lists  are  excellent sources. Libraries  often  have  old  yearbooks  with  the names of graduating classes to get you started. Phone books and cross-reference directories can help  provide  contact  information. DEPPERs  are  still  some  of  your  best  resources for  market  identification. Companies  that  print  yearbooks,  take  class pictures, and provide class rings usually have names  of  current  and  past  graduates.  Many  will provide the information. If they require a fee, 5-27

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