| |
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
|
