Trainer Marketing Kit 1 - Official TIPS Alcohol ... · Trainer Marketing Kit 4 The TIPS Trainer...

Trainer Marketing Kit 1


Table of Contents

Introduction4 The Kit4 Your Personal Training Portal5 TIPS Independent Training Checklist

Selling Points and Training Strategies7 Quick Selling Facts about TIPS7 How TIPS Outperforms the Competiton7 Alcohol Litigation Does Happen!8 What to Look for in a Server Training Program9 Marketing Your Independent Training

11 Overcoming Objections13 What to Charge for Training14 Getting Participants to Show

The TIPS Family of Programs16 TIPS for On Premise16 TIPS for Off Premise16 TIPS for Concessions16 TIPS for Gaming17 TIPS for the University17 TIPS for the Workplace17 TIPS for Seniors

Online Programs18 eTIPS On Premise18 eTIPS Off Premise

Resources for Independent Trainers20 Certification Manager and The Trainer Referral Program20 Portal Resources for Referral Trainers21 Other Online Resources22 Obtaining Media Coverage23 Sample News Release24 Sample Contract for Independent Trainers25 Sample Business Cards26 TIPS Trademark Authorization and Request Form


Introduction

The Kit

Your Personal Training Portal

TIPS Independent Training Checklist


The TIPS Trainer Marketing Kit is designed to help you market TIPS training as an independent trainer. In this kit, we have put together specifics about the TIPS program, general marketing information, and tips for closing the sale. The tools in this kit will help you make effective marketing presentations and can help expand your opportunities for independent training.

Health Communications, Inc. has over twenty-five years of experience in marketing TIPS nationwide. We have heard all the reasons people give to explain why they don’t need TIPS and we know all the benefits the program can offer. Our experience can assist you as you market your TIPS training.

The KitThe kit has three main parts: Selling Points, TIPS Programs, and Resources.

u Selling Points and Training Strategies: Here we list the benefits, features, success stories, and history of the TIPS program. Learning these features, and more importantly, being able to confidently present TIPS to propsective customers, will make the difference in growing your training.

v The TIPS Family of Programs: A critical element of any marketing strategy is to know your product. In this section, we describe the benefits and target audiences of each TIPS program. We also include information about the type of establisments that should be trained within different industries, and some sample pitches you can use when selling a specific program.

w Resources for Independent Trainers: These are materials for you to use as a part of your marketing efforts. We have included sample brochures which you can order in bulk quantities, sample advertisements, a trademark authorization form and an idea sheet you can use to tell us what you like about the kit and how it can be improved.

Your Personal Training PortalThis Marketing Kit provides you with information and resources so that you will become better educated regarding how to sell the TIPS Program, to whom to sell the TIPS program, and what TIPS can offer. In addittion to the Trainer Marketing Kit, TIPS offers several online marketing tools. When you became a TIPS trainer, you were given access to your Personal Training Portal. This online suite of tools allows you to update your contact information, renew your annual certification, and print out up-to-date participant exams, even exams written in other languages!

Many of the marketing resources mentioned in this kit are available to you online under the Marketing Library. For example, a Microsoft Word version of the Press Release in the Resources section of the kit is available on your Trainer Portal for you to easily customize. After training 5 people, you can request to join the Trainer Referral Program. Upon your request, a whole new set of tools is added to your Personal Training Portal which allows you to setup a marketing territory, advertise classes on the public side of our website, and respond to training requests.

To make sure you are getting the most out of the Marketing Kit and Your Training Portal, we have setup a Checklist (page 2) . Use this to guide your progress. As you check more tasks off the list, the more you will know about all the tools available to you! Lastly, to connect the Marketing Kit to Your Trainer Portal we have designated two symbols to help you know when a resource mentioned within the kit is available online.

Here is the legend:

Designates this resource is available online at our public website, www.gettips.com.

Designates this resource can be found in your Personal Training Portal.

To access your Personal Training Portal, go to www.gettips.com and login at the top of the screen.

Introduction


TIPS Independent Training ChecklistWhether you are looking at independent training as a business or just looking to make some extra cash, you will need to complete some basic action items. Regardless of your independent training goals, by completing the checklist below, you will maximize the resources available to you. By using the tools and following through, you will establish yourself as an expert in the field of alcohol training.

Now let’s get started! _______ Review your workshop materials. Understand the policies and procedures for holding a TIPS session. Most

importantly, become familiar with your state’s regulations and training requirements.

_______ Review the public side of www.gettips.com. Most in need of server training go here to find you!

_______ Login in to your Personal Training Portal and familiarize yourself with the features. A tutorial is available at http://web.gettips.com/CMtutorial/index.html

_______ Get to know your TIPS Account Manager, they will be invaluable to you through this process.

_______ Train 5 people to become eligible for the Trainer Referral Program!

_______ Request to be placed in the Trainer Referral Program online or call your TIPS Account Manager. _______ Login to your Personal Training Portal to access your new section entitled “Manage Your Participant

Training.”

_______ Using your updated portal, access “Manage Your Participant Training” to setup your Marketing Territory by area codes, zip codes, and/or states. IMPORTANT! You will not receive requests for training submitted through our website until you setup your marketing territory.

_______ Post your upcoming sessions on our website. Remember to constantly update your availability. It only takes a few minutes and the work will pay off.

_______ As a Referral Trainer, you are now eligible to become an eTIPS Reseller and make commissions by referring the eTIPS program. Familiarize yourself with eTIPS and its availability in your state.

_______ Download or request the TIPS Logo Request Forms. You can use our logo to create personalized business cards, marketing collateral, and letterhead. Setting yourself apart is key for name recognition and recurring business based on people knowing who you are.

_______ Order Independent Marketing Brochures. These brochures are great “leave behinds” since they include a spot for your business card. Use them for direct mail campaigns and always have them handy whenever you are out to eat, drink, or networking.

_______ Use the TIPS sales information in this kit to develop a 2 minute “elevator sales pitch.” All trainers should have a memorized explanation of TIPS and how it helps businesses. Practice in front of family, friends, or colleagues.

_______ Use the information and documents in this kit as a part of your marketing collateral and design your own marketing campaigns (email, press releases, direct mail, print advertisements, etc.)

_______ Study the Overcoming Objections section in this kit. By understanding the objections you will face and being

prepared, you will be more polished when talking to potential customers.

_______ Create a database of contacts. From a simple Rolodex to Customer Relationship Management Software, find what works for you. A crucial part of marketing is staying in touch with past, present, and future clients.

_______ Become the expert. Remember, people will not only need to become confident in TIPS, but also in you. Understand your strengths and play off them. By harnessing your experience in the industry and hard work, you can become recognized as the “go to” person for information on the sale, service, and consumption of alcohol.


Selling Points and Training Strategies

Quick Selling Facts about TIPS

How TIPS Outperforms the Competition

Alcohol Litigation Does Happen!

What to Look for in a Server Training Program

Marketing Your Independent Training

Overcoming Objectives

What to Charge for Training

Getting Participants to Show


Quick Selling Facts About TIPS®u TIPS is the only program used in all 50 states, the District of Columbia and in 30 foreign countries.u TIPS is the only alcohol server training program with nine versions tailored specifically to different audiences,

establishments and environments where alcohol is served, sold, or consumed.u TIPS has certified over 2,000,000 people.u TIPS was developed by experts in the fields of alcohol, psychology, training, education and law. The TIPS program is

continually monitored and kept up-to-date to ensure quality and consistency with current standards.u TIPS sessions capitalize on the skills, knowledge and experience of the session participants and trainers.u TIPS has been endorsed by numerous senators, governors, public officials and government agencies, including former

President Bush, and the U.S. Departments of Transportation and Health and Human Services.u TIPS training your establishment can earn you discounts on liquor liability insurance from over 70 insurance companies

nationwide.u TIPS training provides establishments with a reasonable effort defense if an alcohol-related incident occurs.u TIPS offers a unique record-keeping database that can verify training for liquor boards, insurance companies or

establishments. Records are kept forever.u TIPS training can be utilized in a community’s efforts to address underage drinking, drinking and driving and alcohol

misuse.

How TIPS® Outperforms the Competitionu TIPS was the first nationally recognized server-training program. u TIPS is the only service provided by Health Communications, Inc. This allows our employees to fully concentrate on

serving the needs of people participating in our program.u TIPS can provide corporate reports to establishments that use the program. These reports provide an account of which

employees and sites have completed the training, which sites have active trainers, and when employees’ certifications will expire.

u TIPS is here when you need us. Master Trainers are always available at 1-800-GET-TIPS to answer your questions.u TIPS offers an extensive web-based database and record-management system. This system tracks when people have

been trained, who trained them, and what location they were associated with when they were trained. This information is vital to insurance companies, liquor control boards, and large enterprises that are interested in monitoring, managing, and tracking TIPS training activity.

Alcohol Litigation Does Happen! Here are a few examples to speak of…u In March of 2005, the British Columbia Supreme Court determined a hotel in Richmond, BC, was 50% liable in a civil

case relating to a drunk driving accident. The hotel, which operates a pub, was found to be of the same degree of fault as the driver.

u In Pennsylvania, a tavern was ruled negligent for serving a man when he was visibly intoxicated, resulting in the man shooting and killing his estranged wife. The decedent, age 21, was shot in the head with a shotgun and was killed instantly.

u In the largest liquor liability verdict in the nation, a New Jersey jury in January 2005 found a beer concessionaire liable for an intoxicated football fan who caused a car crash that paralyzed a 2-year-old girl. After a month-long trial, the jury ordered the beer vendor and the driver to pay $135 million, including $75 million in punitive damages. The vendor was responsible for half of the compensatory damages and all of the punitive, for a total of $105.5 million.

u A country club that sold beer to an intoxicated golfer in 1999 had to pay a $1.1 million, as a result of a jury verdict. The jury ruled in favor of a boy who was severely injured when the golfer, driving drunk, caused a head-on car wreck.

Selling Points and Training Strategies


What to Look for in a Server Training Program

With alcohol-related litigation at an all time high, can you afford to choose a server training program that can not answer YES to the following questions?

Was the program started by experts in the fields of alcohol, training, hospitality and psychology?

TIPS was developed by Dr. Morris Chafetz, a leading authority on alcohol and founding director of the National Institute on Alcohol and Alcoholism, with the assistance of educators, psychologists and attorneys. The program is reviewed and updated periodically to include the latest information. Each employee of TIPS is certified as a TIPS trainer and receives ongoing training to better assist trainers and participants.

Has the program been in existence for a substantial period of time?

TIPS was created in 1982 and was the first national alcohol server training program. No other program has trained over 2,000,000 people and has received the number of endorsements that TIPS has.

Does the program comply with local laws?

TIPS offers a Government Relations Department whose primary responsibility is to ensure approval of the program by all local and state authorities. State law information is incorporated into the program using State Law Sheets and State Supplements.

Does the curriculum cover basic information on alcohol intervention techniques?

TIPS uses many formats to promote learning, including discussion, role-play, video and written materials. The material is presented in an interactive manner. This unique method of combining information with skills training and practice/rehearsal is an effective and established method of adult education.

Is the program recognized by insurance companies across the country?

TIPS is recognized as a vital risk management tool by over 70 insurance companies, agents & brokers nationwide. For more information, visit our Industry Resource Page on www.gettips.com.

Does the program keep permanent records of your certification?

TIPS maintains a permanent record of every person who receives a TIPS certification. Records of training are frequently provided for attorneys, insurance companies and corporate offices.

Must you take a test to become certified in this program?

TIPS requires every participant to take a certification test at the end of the program. All grading is done by HCI. The failure rate is approximately 6%.

Does the program come in different versions targeted to meet your establishment’s needs?

TIPS currently offers nine different versions of the program to address the unique environments where alcohol is served, sold, and consumed.

Is there training support available?

TIPS has 30 plus employees dedicated to meeting customers’ needs. Master Trainers are available to answer questions about program content and each trainer is assigned an Account Manager to handle all inquiries.


Marketing Your Independent Training

Okay, now you have an understanding of how to talk about TIPS with prospective clients. The next step is finding people willing to listen! The techniques below will help you find people in need of server training.

The Basics

u Create and memorize a standard description of TIPS and your services. You only make a first impression once, and you’ll appear more confident if you aren’t stumbling over your words.

u Register as a TIPS Referral Trainer. Once you train 5 people, you are eligible to become a Referral Trainer. This will allow you to:

a Advertise future sessions on www.gettips.com. Once you are a Referral Trainer, your Personal Training Portal contains a new section where you can advertise your sessions.

a Assign your training territory - In your Personal Training Portal, under “Maintain My Independent Training Territory”

u Purchase TIPS Independent Marketing Brochure. At 20 cents each, this brochure explains TIPS and offers a place for your business card.

u Attain Business Cards. Request or download the two forms needed to obtain the TIPS logo for free. u Get Listed on our Industry Links Page. You must have a website to be eligible. Contact your Account Manager

for details.

Networking

u Leave behinds! Leave behinds! Leave behinds! Always drop off a business card and the TIPS Marketing Brochure with the manager when you go out to eat. Even if the establishment uses a different program, you never know when they might be interested in changing.

u Work with your local liquor authority and police departments. Suggest TIPS as a creative sanction for courts. Offer TIPS training as an option to judges sentencing liquor code violators. Authorities are always willing to listen for new ways to reduce alcohol-related tragedies.

u Contact insurance agents in your area who offer liquor liability insurance. Introduce insurance agents to TIPS and develop business relationships so that they refer clients to you for training. Agents are most interested in selling insurance, but most underwriters no longer insure establishments without some kind of server training. Of course, TIPS is the most widely recognized. You can find insurance agents in your area that offer discounts by referring to the Industry Resource Page on our website.

u Don’t limit your scope. TIPS has nine tailored training programs. Visit your local restaurants, bars, nightclubs, liquor stores, stadiums, amphitheaters, casinos, off-track betting establishments, universities, or anywhere alcohol is served, sold, or consumed. You can create a niche for yourself by specializing in another version of the program, such as University, Off Premise or Gaming.

u Join your local Chamber of Commerce, restaurant association or local coalitions to prevent alcohol-related tragedies. This is a great way to network for leads and get the word out about TIPS to a large group. Suggest that you speak for a few minutes at an upcoming meeting.

u Build Relationships: Remember, good businesses are built on good relationships. Don’t hustle people or be insincere; take the time to really get to know them. Keep a database of previous, current, and potential clients. Stay in touch and follow up.

u Network with Competitors: You may be surprised at the amount of business that can come from the competition. Get to know other trainers in your area, TIPS or otherwise. You can learn from one another and even help one another out of a bind, if appropriate.

u Promote Others: Never speak badly about other people, either competitors or past customers. Try to talk up the people in your network whenever you can. The word will eventually get back to them and they will appreciate it. Also, being positive will help you establish a strong professional reputation for yourself.

u Mass Mailing: One of the most tried and true forms of marketing is still direct mail. The fastest way to get the word out about your training is to do a mass mailing to all licensees in your area. Your local liquor board may be willing to supply you with a list if you explain why you wish to contact these people. If you do send a mailing, make sure it is eye-catching, short, and informative.


Public Relations

u Free publicity: Contact the editor of your local newspaper. Send the editor a press kit and the dates of your upcoming classes. He/she may be interested in writing a feature article on your training. If your local newspaper has a community calendar, announce your session there and include your telephone number so people can register. You might also run a small advertisement in that paper. Most small newspapers have reasonable rates for advertising. Sample ads are included in the back of this kit.

u Promote the establishments you train. Send a press release to local media or take out an advertisement listing the establishments you trained who are now implementing the TIPS program. The retailers will appreciate the publicity, and you may get more business once retailers see their competitors participating. You can also notify local police and government officials of the companies you have trained and single them out for commendation.

u Get Testimonials. One of the most proven methods of marketing is getting positive feedback from past clients.u Host an Event: Try coordinating a free educational event for local retailers and establishments. Invite guest speakers

who would impress your target clients. Some suggestions for speakers include a lawyer specializing in liquor liability cases, a liquor board member, the police chief, a representative of the local MADD chapter, liquor liability insurance agents, etc. This will create interest in the subject, and give you an opportunity to make a presentation about TIPS to a large number of prospects at one time. Have handy a schedule of upcoming sessions so the prospects can sign up for TIPS training.

u Government: Local government agencies can often be a useful source for referrals. Make sure that all community agencies that even remotely deal with alcohol know who you are, what you do and how they can contact you. Some of the agencies to approach include liquor boards, police departments, substance abuse programs, DUI programs, Chamber of Commerce, etc.

u Presentations: Nothing can replace the effect of a personal sales call. Scheduling a meeting with the manager or owner of an establishment and taking fifteen minutes to pitch the program could be the most effective way to sell your training. You may also want to use one of the marketing videos, which you can get from TIPS at 1-800-GET-TIPS.

Keep Going!

Don’t get discouraged! You are bound to get some negative responses, but don’t let that stop you. Remember to network with everyone you meet and you’re bound to be successful. Of course, you will get people who offer objections. In the following section, we discuss how to effectively respond to objections!


Overcoming Objections

Anyone involved in sales should expect a certain number of objections from potential customers. Often, these are merely excuses people use to avoid making a commitment, even though they may be interested in the product. Below, we have outlined some of the typical and more common objections we have heard, and some ways to respond.

Don’t Need It

1. We’re not interested.

u Can you tell me why?u Oh, so you’re implementing a program of your own?

2. We’re thinking about it, but we’re not ready now.

u What will determine when you are ready? When will that happen? Can I call you then?u I can help you identify what you need to get started.

3. We don’t do any outside server training because we only have five employees or we already trained all our people two years ago.

u Do you think it’s important that those five employees learn how to protect your bar and customers?u I’ll bet they have a lot of experience. That’s one of the strengths of TIPS – calling on the knowledge and skills of

your staff.u So, you haven’t had any turnover in two years? [If not, tell them you’ll be in touch in eleven months for their

recertification.]

4. We don’t have any problems here. Nothing’s ever happened to us, so we don’t need your program.

u That’s amazing. Usually, where there is alcohol; there is eventually a problem.u Great! You must already have TIPS-trained employees.u Wherever and whenever there is alcohol, there is always a need for responsible, effective service that prevents

intoxication and underage drinking. u Isn’t it better to be proactive instead of reactive? A lot of people end up getting trained after something has

happened, instead of proactively preventing anything from happening.

Logistics

1. [Five hours] is too much time.

u Would you agree that this is information necessary to protect your bar and customers?u If eTIPS is accepted in the state, offer eTIPS.

2. My manager’s too busy to attend. It’s not a good time of year; I’m too busy.

u Who else in your establishment might be able to attend? How about yourself?u This program is very valuable to the servers, not just the managers.u What time of year is slower for you? I can schedule a session for whenever is most convenient for you.u If the load is heavy because of lots of customers, now is the time you need to be most on guard.


Competition

1. We use another program. I went to a class offered for free by the state.u May I ask which program? Why? Send them the “How to compare a training program” found in the Marketing

Library online.u Is that program recognized by the insurance industry and the state liquor board?u Typically, state classes focus on laws and raising awareness, and are not service or intervention oriented. Let’s

complete what you started by offering your employees a program that incorporates service and intervention skills. Provide them with the “What to Look For in a Server Training Program” document found in the Marketing Library online.

Money

1. It costs too much money. I can’t afford to pay my people to be trained, time-wise.u It may seem like a lot of money up front, but let me give you some case examples of how much it costs to not use

this training. (Cite examples from lawsuit cases – See Sample Cases in the Selling Points Section.)u It may seem like a lot but have you considered that the certification is good for a period of three years?u It may cost money for current employees, but you could reduce your costs for new hires by making TIPS

certification a precondition for new employees.

2. Where can I get the money to do this? We have no money in our budget. u There are many organizations that are interested in funding training. See the Funding Sources on our Industry

Resource page for some ideas.u Offer flexible pricing options dependent on the number of attendees. Offer to write a free press release after the

training is completed. If the local paper picks it up, this is free marketing for them and you.

Insurance

1. What’s this going to do for me insurance-wise? Do I have to switch carriers?u Of course not. A lot of companies already offer discounts for TIPS training. If yours isn’t one of them, you can

simply contact them, have them review your file, and ask for discretionary discounts if specific ones aren’t available.

2. I checked with my insurer and the discounts offered were not worth the cost.u Establishments often report other, greater benefits from TIPS training, such as improved customer service,

enhanced community relations, fewer liquor violations and fewer disruptions by intoxicated guests.u I may be able to put you in touch with another company that offers more significant discounts.

General

1. I have to talk to my boss.u I know how that is. Who would that be? May I talk to him/her?

2. We’ve just been bought out and we don’t know what’s going to happen.u I hope that will be a smooth transition for you. Can you tell me who bought you out and where I can contact them?

3. The corporation handles all our training programs.u Ok. Can you give me the name of the person at corporate who makes the decisions about which program to use?

How can I contact that person?


What to Charge for TrainingThis has to be the most commonly asked question we hear from our trainers. The answer is contingent on where you are training. Obviously, larger metropolitan areas typically have higher income potential so your rates should be adjusted accordingly.

There are two basic options when charging for training:

Additional considerations:

The biggest problem we hear is people canceling classes. Just like any business you should have a contract template that you can easily adjust. A good contract listing the scheduled date of the class should provide stipulations regarding prepayment, deposit, cancellation, and price arrangements. An example contract can be found in the Resource section of this kit and a customizable Word template is online.

Remember to include in your pricing several considerations:

u It is more common for trainers to supply the books so you are ensured all the materials are correct.u At the minimum, get a deposit to cover the cost of the books.u Trainers can travel to the customer or find a convenient location with the appropriate amount of space.

A set rate per person. Offer discounts per person for more attendees. This will more likely encourage managers to make sure everyone attends the training if a discount is factored into the number of employees in attendance.

Example: Set your rate at $50 per person (see below regarding including book cost). Offer a $40 rate for classes of 10 or more and so on.

Advantage: Greater money making potential!Disadvantage: Greater opportunity for losses if you

are expecting a large class, yet only a few show up.

OPTION 1: PER PERSON

Set a flat rate for a class at the typical size (around 10 attendees). For each additional attendee, add a per person rate to the total.

Example: Charge $350 for a class of 10 or less. For each additional person, add $25-$40 to the total.

Advantage: More attractive to customers, less opportunity for income loss due to lack of attendance.

Disadvantage: Customer may not like paying the rate for a class that is smaller than 10 people. Less money making potential!

OPTION 2: Flat Rate


Getting Participants to ShowMaking sure that people who sign up actually show up for the session can be a frustrating task. Unfortunately, we don’t have any magic answers for you. But we do have a few suggestions that will help.

u Prepayment: The number one way to ensure attendance is to get the money up-front. Once people have paid to attend a session, there is a much greater chance they will show up. And if you can get the management of an establishment to pay for all of their staff ahead of time, they will have a vested interest in making sure their entire staff attends. You may consider implementing a policy that requires advance payment. Customers may argue at first, but if you stick to it, they will eventually accept this as your policy.

u Follow-Up: Next to getting the money first, following-up is the second most effective way to guarantee attendance. This can be done in a variety of ways. You may want to contact each participant a day or two before each session and confirm the location and time of your session. At a minimum, get in touch with your primary contact to reaffirm the training,

u Management Support: If you are training the staff of an establishment, having the support of the owner or manager is essential. The staff will take the training more seriously and make more of an effort to attend if the management makes it clear that this is essential to the operation. Encourage management to talk to their staff and emphasize their commitment to implementing the TIPS program.

u Convenient Time: This is a simple, but essential way to ensure attendance. When scheduling a session, make sure the time you choose is convenient to as many people as possible. Schedules for hospitality personnel are sometimes irregular, so be flexible, and be willing to work odd hours to accommodate the needs of your participants.

u Free Food: Believe it or not, it works. If you or the host for the session can provide some free food and/or drinks during training, that will definitely be a plus in getting people to come. Make sure people know about the refreshments ahead of time.

u Door Prizes: If all else fails, bribery can be a last resort. Offering door prizes or rewards to the participant with the best role-playing scenario can be a fun way to encourage attendance. Just don’t break the bank getting everyone there!


The TIPS Family of Programs

TIPS for On PremiseTIPS for Off Premise

TIPS for ConcessionsTIPS for Gaming

TIPS for the UniversityTIPS for the Workplace

TIPS for Seniors

Online Programs

eTIPS On PremiseeTIPS Off Premise


Target Audience: restaurants, bars, nightclubs, resorts, hotels and any other establishment where alcohol is consumed on the premises.

The Challenges: Restaurants and bars are great places for people to socialize and have a good time. Unfortunately, that good time sometimes gets out of hand. Servers must be able to deal with these problem behaviors and the challenges associated with underage drinking and drunk driving.

The Solution: TIPS for On Premise empowers your employees to take a proactive approach toward preventing alcohol misuse and maintaining control of the environment. By training your staff to recognize the signs of intoxication, you can reduce the chance that an alcohol-related incident will occur. TIPS-trained servers show your customers that you care about them and want to make their visits to your establishment as pleasant as possible.

TIPS for On Premise ™Target Audience: grocery stores, liquor stores, gas stations, and convenience stores.

The Challenges: Even when alcohol is sold “to go,” employees may encounter alcohol-related problems. Clerks must be especially careful not to sell alcohol to underage or intoxicated customers and they usually have little time to assess the situation when making the sale.

The Solution: TIPS for Off Premise teaches your staff how to recognize when a customer is intoxicated or underage. In addition to preventing the illegal sale of alcohol, store employees learn how to handle intoxicated customers and keep them from harming themselves and others. The intervention techniques reflect the short period of time a clerk has to interact with a customer.

TIPS for Off Premise ™

Target Audience: stadiums, arenas, theaters, amusement parks, fairs, festivals -- any large venue where alcohol is consumed.

The Challenges: Sporting events, concerts and fairs are family events, so a wholesome atmosphere is critical to success. Intoxicated people can disrupt that atmosphere and cause damage or injury to other patrons. Avoiding alcohol-related problems can be especially challenging within large venues, with the high volume of patrons and the limited time of interaction.

The Solution: TIPS for Concessions empowers vendors to “make the right call,” reducing the risk of alcohol-related incidents and ensuring fun and safety for all patrons. The program focuses on the alcohol-related challenges associated with large venues, from the high volume of patrons to the limited time of interaction. Participants learn techniques to assess patrons in a short period of time and prevent alcohol sales to underage or intoxicated individuals.

TIPS for Concessions ™Target Audience: casinos, gaming halls, riverboats, and any other establishment where the stakes are high.

The Challenges: People often enjoy a special excitement when visiting casinos. They sometimes play it close to the edge, even though there are some bets that aren’t worth taking. Within this arena, special challenges often arise -- drinkers may lose track with complimentary cocktails and, since they often stay on property and don’t have to drive home, they may not moderate their own drinking as they otherwise would.

The Solution: TIPS for Gaming teaches your staff how to recognize when a guest is intoxicated or underage. In addition to preventing the illegal sale of alcohol, casino employees learn how to handle patrons who have had too much and keep them from harming themselves and others.

TIPS for Gaming ™

The TIPS Family of Programs

Program descriptions are also available online on our website at www.gettips.com


Target Audience: Public or private colleges and universities, fraternities, sororities, athletic teams, student health departments, student activities groups, Greek life offices, student judicial committees, student governments and others can all benefit from the information and techniques presented in TIPS for the University.

The Challenges: Whether or not students choose to drink, TIPS for the University recognizes that at some point in their college careers, they will face situations where alcohol is being consumed. They may face scenarios involving alcohol abuse, underage drinking or drunk driving, and incidents that can lead to property damage, alcohol liability, and human tragedy. Young people need strategies for creating safe, responsible and socially enjoyable campus environments.

The Solution: Students are in the best position to address drinking behaviors among their peers. They are close to the situation and understand the culture on their campuses. TIPS develops students’ social skills and gives specific information for detecting when friends have had too much to drink or are getting into trouble with alcohol. Students learn specific strategies and skills for intervening in alcohol-related situations that may develop on campus. Unique in its approach, TIPS brings together administrators, faculty and students to create responsible campus atmospheres.

TIPS for the University ™Target Audience: Corporations, private companies and chambers of commerce concerned about alcohol use/misuse on the job, at company-sponsored functions, and after work.

The Challenges: Alcohol use in and around the workplace can lead to significant productivity loss and increases the risk of on-the-job accidents. Whenever an alcohol-related incident occurs, it reflects badly upon both the individual and his/her employer. Employers are increasingly being held accountable for the actions of their employees. The marketplace is competitive enough without the added costs associated with the inappropriate use of alcohol.

The Solution: With TIPS for the Workplace, companies take a pro-active approach toward preventing alcohol misuse and the problems associated with such behavior. Participants acquire the skills necessary to intervene effectively when subordinates, co-workers, or supervisors misuse alcohol. Employees trained to recognize and prevent intoxication can help you reduce the chance that your company will experience an alcohol-related incident or loss.

TIPS for the Workplace ™

Target Audience: Senior citizens in community groups, nursing homes, retirement homes, fraternal organizations and churches.

The Challenges: In an increasingly impersonal society, alcohol can bring people together. However, there can be special challenges when alcohol is misused by seniors, including health risks associated with mixing alcohol and medication and risks to the community group when individuals misuse alcohol in settings designed to promote social interaction.

The Solution: The TIPS approach recognizes that seniors are often in the best position to promote their own health, as well as the safety of those around them. TIPS for Seniors focuses on adult situations where alcohol is part of social interaction and teaches individuals about the risks of over-consumption. The program also covers alcohol and drug interactions, and behavioral indications that can alert others when someone has had too much alcohol.

TIPS for Seniors ™


The eTIPS On Premise is our new program for on premise establishments that need a computer-based training solution. While still focusing on the needs of restaurants, bars, nightclubs, hotel lounges and pubs like the classroom On Premise program, eTIPS On Premise is a three hour online course that can be completed at a pace comfortable for the user. While nothing can replace the effectiveness of classroom training, eTIPS Premise presents a high quality program for establishments that need training flexibility.

eTIPS On Premise ™Like its companion On Premise program, eTIPS Off Premise provides a computer based training program for those establishments that require additional flexibility. eTIPS Off Premise training allows sellers of alcohol to take the course when it is convenient for them. eTIPS trained clerks and cashiers learn to recognize the signs of intoxication and how to effectively intervene before a situation gets out of control. Through thought-provoking video clips, eTIPS challenges participants to evaluate and re-evaluate the way they manage their customers, while still focusing on the specific needs of an off premise establishment.

eTIPS Off Premise ™

Online ProgramsHealth Communications has recently introduced two new online programs to meet the demand of the responsible alcohol service training marketplace. TIPS trainers that become Referral Trainers are also eligible to enroll in the eTIPS Reseller Program, which is described in more detail in the ‘Referral Trainer System’ section.

Target Markets

In addition to targeting the same venues as their classroom training counterparts, the eTIPS programs are ideal for establishments that:

u Have a small number of people requiring trainingu Shift scheduling that makes standard classroom training difficultu Are located in a state or locality with no training regulations, or where eTIPS has been approved to

fulfil those requirements

eTIPS Gaming is our latest online certification program designed specifically for employees that work in casinos, riverboats, race tracks, and gambling halls. It is a self-paced, web-based program that addresses the challenges of serving and selling alcohol in a casino environment. Employees learn strategies for serving and selling alcohol responsibly while providing the best possible customer service.

eTIPS Gaming ™


Resources for Independent Trainers

Certification Manager and The Trainer Referral Program

Portal Resources for Referral Trainers

Other Online Resources

Obtaining Media Coverage

Sample News Release

Sample Contract for Independent Trainers

Sample Business Cards

TIPS Trademark Authorization and Request Form

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Certification Manager and The Trainer Referral ProgramTIPS trainers receive a complimentary subscription to Certification Manager as part of their trainer certification. This subscription automatically gives the trainer access to all his or her training history, as well as valuable resources like our database on state laws that govern the sales, service, and consumption of alcohol.

Once a trainer trains 5 participants, he or she can request to be a Referral Trainer and gain access to our Training Management system. These tools allow trainers to advertise their sessions and respond to individuals seeking TIPS training through our referral system. Below, we have included a screenshot of the area in your Training Portal where you will be able to find and manage these tools.

Portal Resources for Referral Trainersu Schedule and advertise scheduled sessions on the public side of our website.u Allow participants to sign up for their sessions online and pay immediately via PayPal.u Easily Search and invite establishments needing training to your session.u Create a Marketing Territory by State, Area Code, or Zip Codes in order to receive all training requests in these areas

via email.u Reply to assigned requests for training through Certification Manager for quick follow-up.u Referral trainers are also eligible for our eTIPS Reseller Program, where the trainer can offer and sell codes to either of

our eTIPS programs for a commission.

Resources for Independent Trainers

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Other Online ResourcesThe public and private sides of our website, www.gettips.com, are your best resources for up-to-date information on the TIPS program. Here, we have included just some of the many resources available to you online at the main page, or through your complimentary Training Portal.

Available on our public website: u Assess Your Needs: This tool, available on the public side of our website, is a simple questionnaire to help a

prospective customer determine exactly what their TIPS needs are. Should they have their own trainer? Perhaps they should contact an independent trainer? This tool will tell them!

u Industry Resources Page: A page filled with links to different TIPS trainers, insurance companies offering alcohol liability coverage, sources of funding for training, and more.

u Product Ordering Tools: Obtain all your TIPS manuals, DVD’s, shirts, and other materials in just a few clicks.

Available on your Personal Training Portal: u Laws and Regulations Database: Print and distribute comprehensive explanations of each state’s laws regarding the

sale, service, and consumption of alcohol to accompany your TIPS session.u Training Aids and Tips: PowerPoint presentations, review checklists, and icebreaker suggestions are among the

numerous training assistance documents available to all our trainers.u Sample business cards: Custom business cards, with your information and the TIPS logo, can be ordered through

our website.u Logo Request Forms: Obtain the TIPS Logo to create your own advertisements and marketing collateral!u Sample press release: Placed in a Word Document for easy input of your information. Please see the sample copy

included in this document for a reference.u Press release distribution service: This is an affordable way to get your release in the hands of all the media outlets

of a given city, county or state. u Trainer Marketing Materials: Several documents on marketing TIPS training to specific groups, such as community

collations and universities.u Funding Opportunities: Documents containing a variety of public and private funding opportunities for your TIPS

sessions are updated periodically.u Participant Exam Questions: These tests, along with other critical TIPS documents, are available through the

Training Portal for you to access as needed.u Archived TIPS Newsletters: Catch up on all of the TIPS news fit to print! Each newsletter highlights a different trainer,

as well as what they have done to achieve success with our program.


Obtaining Media Coverage

When to Send Information for Local Media Coverage

The key to obtaining media coverage is to provide the right information to the right person at the right time. To obtain media coverage for a session, fax a news release to the media representatives in your area 2 to 3 days prior to the date of your session.

Who Should Receive the Information

To identify your media list, several steps must be followed. First, decide which media outlets would have an interest in covering stories about the program. These might include daily and weekly newspapers, business publications, radio and appropriate media people. Second, call the media outlet and ask for the specific name of the editor so you can then address the release to them. For the local, daily and weekly newspapers, the information packet should be faxed to the City Editor (small weekly newspapers may only have a Publisher/Editor or a Managing Editor). For the broadcast media of radio and TV stations, materials should be faxed to the Assignment Editors or News Editors. Third, remember the editorial and news functions of the media are completely separate from the advertising functions. Your advertising contact should, however, be able to offer assistance in getting you the appropriate names in the editorial department to contact.

What Information to Send

The primary media communications tool is the news release. A sample fill-in-the-blank release can be found in your Training Portal, under Other Information. You can use this or create your own, but be sure to include a contact name and telephone number in case the recipient has questions. Also, make sure to include a brief description of the program and its purpose. Remember that media people look for “sound bites,” so whenever possible, use short, catchy sentences that can be easily reprinted.

How to Follow Up

The day before the training date, contact each reporter who has already been sent information. Emphasize your commitment to the program which includes helping to decrease drunk driving and underage drinking. Offer to answer any additional questions the reporter may have by scheduling an interview or inviting him or her to observe your training session. Suggest they come to the session during practice/rehearsal to get the best visual coverage. Request from the print publications a copy of any articles they may write.


Sample News Release

Contact: [Your Name] [Telephone Number]

FOR IMMEDIATE RELEASE – [Date]

Local Resident Holds TIPS Training Session to Promote Alcohol Safety

[City, State] – [Trainer Name] will hold a training session on [Date] at [Address] to teach local

[Servers] how to prevent drunk driving, underage drinking and alcohol abuse. Session participants

will become certified in the TIPS (Training for Intervention ProcedureS) program, the leading alcohol

server training program in the country.

TIPS training enhances the people skills of the servers, sellers and consumers of alcohol. Program

participants are trained by certified instructors to detect the signs of intoxication and gain the

confidence needed to intervene effectively to prevent alcohol-related problems. Participants also

learn to identify underage people and people who are already intoxicated.

The TIPS program offers nine different versions, each tailored to the specific sites where alcohol is

sold or consumed. To date, almost 2,000,000 people nationwide and in 22 foreign countries have

been TIPS-certified.

[Trainer Name] has been involved with TIPS for [Number of Years] and has certified [Number]

servers. [His/her] previous experience in the hospitality industry includes [Insert Personal

Information].


Sample Contract for Independent Trainers May 18, 2005

Adam’s RestaurantAttn: Adam Doe43 Adam’s CircleLeesburg, VA 20178

TIPS Trainer James JonesTrainer # 41300800-438-8477 x 307

Mr. Doe:

Enclosed you will find the details of the TIPS Training you have requested for your facility. Please read the details of this contract, then sign and fax to me at 555-555-5555. If you have any questions regarding any of the enclosed information, please let me know. I look forward to working with you and your team!

Date and Time:▪ June 12, 2005 (Sunday)▪ 10:00 am-3:00 pm (approximately 5 hours)

Location:▪ The Training Place, Room 16, 12 Main St. Arlington, VA 22209

Cost:▪ $45 per participant ▪ PAYMENT IS REQUIRED BEFORE EXAMS WILL BE PROCESSED▪ Payment will be made to _________________▪ A deposit is required in the amount of $300. (This deposit covers the trainer’s up-front cost of books to be supplied to each participant.) Deposit is due no later than _____________. If deposit is not received by that date, then your schedule class date will be made available to other prospective clients.

Required Equipment:▪ Room large enough to accommodate all participants comfortably (recommended layout for tables is a U shape so

participants can see each other and trainer)▪ TV (large enough for group size), VCR or DVD player▪ Flipchart or Dry Erase Board or Chalk Board and appropriate markers▪ Pencils or Pens, Notepads (OPTIONAL)▪ Refreshments (coffee/water/sodas/light snacks) OPTIONAL

In order to be eligible to take the certification exam, each participant will be required to attend the full session. The exam is given at the end of the session. Each participant will be provided a training manual by the instructor, included in the cost. Also included in the cost is the processing of the exams and the distribution of their certification cards. PARTICIPANTS’ CERTIFICATION WILL BE GOOD FOR _____ YEARS. In the unlikely event of someone failing, they will be given a new answer sheet and can attend another TIPS class within 6 months (at no charge to them) to retake the session and exam.

Please have everyone try to arrive early and eager to participate. There will be breaks given, however, to remain on schedule I will keep them limited.

Please let me know how many participants you will have in advance, as I will need to have the exact number of training manuals. Adding participants at the last minute can be done only if enough training manuals are available. Maximum number of participants allowed by TIPS is 35 (without previous permission).

Should you have questions or feel you need to make changes, please let me know. I am excited about this opportunity and look forward to discussing the responsible serving and selling of alcohol with you and your team.

Sincerely,

[Your Name] and [Trainer #]

PLEASE SIGN, DATE, AND FAX TO 555-555-5555

________________________________ _________________________Manager Signature Date


Sample Business Cards

Custom TIPS business cards are available for order through HCI. Please contact your Account Manager for details on how to order. Please note that most orders take 6 to 10 weeks for fulfillment and delivery.

This is an example of a business card created by the trainer using the TIPS logo. You can obtain permission to use the TIPS logo with the TIPS Trademark Authorization and Request Form, which is provided in this document.


TIPS® Trademark Authorization and Request Form

I, ___________________________________________________________, meet the following conditions which hereby authorize my use of the TIPS trademark:

1. I am certified by Health Communications, Inc. as an active TIPS Trainer.

2. I have provided HCI with copies of the materials that indicate the way in which I will be using the TIPS trademark.

3. Whenever I use TIPS prominently, I will affix the Registered Trademark symbol ® after TIPS, in order to inform the reader that TIPS is a federally-registered trademark and subject to the related laws and penalties for misuse.

4. I will use the TIPS trademark solely in connection with TIPS training.

5. I will cease using the TIPS trademark and this authorization will expire if my trainer certification status becomes inactive or expired.

6. I will not use the TIPS trademark in conjunction with any other program of similar content or purpose as TIPS. Additonally, I will not develop or promote any program of similar content or purpose as TIPS while my certification is active.

7. I have provided a copy of this signed statement, indicating that I understand and accept the conditions under which the trademark may be used.

After receiving this completed form and subsequent copies, you will be emailed a high resolution JPEG file of the TIPS Trademark.

Name: ___________________________________________________________________________________________

Trainer Number: ___________________________________________________________________________________

Company/Organization: _____________________________________________________________________________

Address: _________________________________________________________________________________________

City: ____________________________________ State: __________________________ Zip: _____________________

Phone: _____________________________________ Fax: _________________________________________________

Email Address: ____________________________________________________________________________________

_____________________________________________Print Trainer Name

_____________________________________________Trainer Signature

_____________________________________________Date

Send completed form to:

Health Communications, Inc ®1400 Key Blvd. Suite 700Arlington, VA 22209Phone: 1-800-GET-TIPSFax: 703-524-1487Email: [email protected]

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