The RAB Professional Development programs enhance the professionalism of Radio salespeople and managers through a variety of platforms: in-person training, online training/certification, state association and station group events, live webinars, and seller assessments.
This year Professional Development completely redesigned the Certified Digital Marketing Consultant course, with new material uniquely presented and easily consumed on any platform from desktop to laptop and any mobile device.
CDMC 2020 provides sellers the knowledge required to feel confident discussing and selling digital media with any client. This comprehensive program is divided into nine main sections and each section has multiple short video modules to provide sellers with immediate, actionable information as they transform from Radio seller to multi-platform, multi-channel marketing experts. They truly become trusted and dependable digital marketing partners
to their clients.
In-person training is a combination of open sessions for Sales Essentials and certification as a Certified Radio Sales Manager (CRSM), and participation at state broadcast conventions and individual company events. Sales Essentials and Sales Manager Certification sessions were conducted this year in Dallas and Tampa. Additional Sales Essentials classes were conducted in Las Vegas and Dubuque, Iowa. RAB was honored to participate and provide training presentations at state broadcast association conventions across the U.S. including Alabama, Georgia, Hawaii, Illinois, Iowa and Nebraska.
With a focus on recruiting the next generation of broadcasters, we presented at the Broadcast Education Association (BEA) convention in Las Vegas and National Association of Black Owned Broadcasters (NABOB) -- Atlanta University Consortium's Media Sales Institute. In 2019, RAB formed a partnership with the NAB Leadership Foundation and TVB to present the Media Sales Academy in Washington, D.C. This long-term partnership is focused on engaging students and providing training to help them learn the business of broadcasting and select a career in the industry.
We also presented at the National Radio Talent Institute this summer and moderated a number of sessions at the College Broadcasters Inc.'s annual convention in St. Louis.
RAB also developed brand new customized training entitled The Co-op Sales Academy. This full-day training session takes participants through the tactical elements of navigating the comprehensive RAB Co-op directory. It also helps sellers understand why Co-op is a valuable resource and aids in creating strategies to gain more business from various revenue budgets beyond the spot including events, digital, etc. At the conclusion of this one-day training, sellers leave the meeting with a prospect list and the tools and resources to leverage this largely untapped revenue source. In the first market where RAB conducted The Co-op Sales Academy, within one month the cluster had over $90,000 in new pending orders specifically tied to Co-op.
RAB also conducted customized in-person management training and facilitation for broadcast groups.
The annual Rising Through the Ranks women's management program continues as one of RAB's most popular in-person training sessions. Promoting the value of equal opportunities in Radio, this year's session graduated a capacity group of talented Radio sales management professionals. The 2019 training took place in Nashville, in partnership with BMI and Mentoring and Inspiring Women in Radio.
The RAB offers monthly webinars on timely and relevant topics of interest to our members, plus special webinars focused on newly released research, and other topics that have immediate impact for RAB's membership. Members can purchase these on an annual basis at significant savings. Investing in the annual webinar series provides managers the opportunity to offer consistent training and regular sales meeting content for their busy teams. The Management webinars can also be purchased at significant savings by investing in the annual series or purchased individually. RAB's seller webinars average 3.4 people per connection, and the 2020 schedule is available under the Training tab on rab.com. Special thanks to the Sales Advisory Committee and members for continued input on topics for both managers and sellers to ensure that the content is relevant, timely and actionable.
