Alfred Mockett
Analyst · CRT Capital Group
Thank you, Tyler. Good morning, everyone. On our Investor Day on February 24, we shared our new vision, strategy and business plan to unlock shareholder value. Throughout the meeting, we stressed that the foundation for transformation change lies in assembling the best management team in the industry. By tapping top internal talent and blending it with key outside appointments from the technology sector, we have assembled a team with a fresh perspective. This month, we engaged a new head of sales and marketing, Rick Hanna. Rick has held senior leadership positions at several technology and telecommunications companies including AT&T, MCI, MFS-Intelenet and Teligent. As our sales leader, Rick will help drive our transition to a customer-centric organization and a team-based sales approach. And earlier this year, we had Atish Banerjea, our Chief Technology Officer, and David Sharman, our Chief Strategy Officer. They both bring extensive technology and change management experience to Dex One. Today, I'll provide comments and context for our quarterly sales performance, as well as bridge the gap between the current top line results and our expectations for growth in the second half of 2012. Steve will review quarterly highlights and progress on our plan to achieve $140 million of cost reductions for the year. Following Steve's comments, we welcome your questions. Market conditions remain challenging. Q1 bookings declined 16% versus 15% in Q1 of 2010. Ad sale declined less than 17% in the quarter compared to a 19% decline a year ago, a moderation of 2 points slightly better than expectations. Current declines were driven by lower customer accounts as well as reductions in average spending levels, reflecting ongoing difficult local business conditions. The most recent study from the National Federation of Independent business cited declining small business optimism. We believe however, that improvements we have begun to see in the national economy will eventually lead to better local conditions. Despite the challenging conditions, we are seeing some encouraging developments. For example, Tier 2, Tier 3 in rural markets, which collectively represent 60% of sales, continue to outperform major metro markets. Our largest local customers who spend $30,000 or more per year continue to realize the value we provide, and retention of this important segment is more than 90%. 19 print books grew this quarter, putting us on track to achieve our target of driving 100 print directories back to growth in 2011. During the quarter, we also made progress on our strategic initiatives, positioning us to return to growth in the second half of 2012. Our new client contact center in Overland Park, Kansas is now operational. The center supports our transition to team-based selling on a customer-centric approach. It also one of the main factors that will enable us to triple the number of client contacts we have each year without dramatically increasing the number of marketing consultants. Our Sales Academy, which provides best-in-class training and development is now up and running. The academy trains new hires and provides a continuous learning curriculum and certifications for our seasoned marketing professionals. We expect more than 600 marketing consultants to go through the academy in 2011. In 2012, we have plans to extend the reach of our continuous learning efforts to all Dex One marketing consultants via iPad and Internet-based training. We continue to modernize our sales recruiting efforts and are now leveraging the variety of traditional and nontraditional methods such as Facebook and LinkedIn to attract high-energy digitally savvy professionals who are committed to winning in the marketplace. We have also moved on to the college campuses looking for qualified digital natives that have a track record of success academically and in of their own endeavors as well as a demonstrated initiative, achievement and resiliency. After completing an intensive 2-month training program, our new recruits spend their entire first year with a top-performing salesperson serving as their mentor. We reinforced the best-in-class training with the mentors' valuable real-world experience. These bold moves in recruiting and training are key elements to our plan to grow digital sales. In March, we launched our new ad campaign that highlights the complementary nature of the product set and helps to reconnect our business-to-business-to-consumer value chain. We leverage traditional and social media platforms to distribute our message, utilizing YouTube and virtual and viral marketing techniques. Looking forward, we continue to be focused on our 4 growth drivers: new technology platforms and solutions; simple, effective product and service bundles; Dex Guaranteed Actions and investments in sales tools, training and technology. Starting with platforms and solutions, we have updated our Dex Mobile applications across multiple devices and operating systems. In addition, this week, we will introduce Dex city Central, a hyper local iPad application providing in-depth community information. Dex city Central provides a unique integrated source for city-based information, marrying our local trusted business information with our partners, data and social media. The app covers 90 markets, with more on the way. During the quarter, we completely rebuilt our product roadmap including deliverable due dates and sales commitments with clear accountability for results. We've been engaging with strategic partners, and over the coming months, marketing consultants will be offering new solutions to our customers, including reputation management, mobile websites, enhanced video, social media and customer relationship management. Moving on to our second growth driver, bundled offerings. Today's marketing landscape is complicated. Local businesses are bombarded with a range of offerings to help establish their presence and generate leads in the digital world. They know that attracting consumers is important but they don't always have the time, nor the expertise to know what to do. They are thirsting for help in navigating this complex and fragmented world. This plays to our advantage. Our goal is to be the one partner that local businesses rely on to solve their marketing challenges. By integrating our offerings into bundles, we will make our customers lives easier, generate more leads and improve print and digital sales. The third way we will support our return to growth is with our Dex Guaranteed Actions. When I announced this on Investor Day, I said, this is a game changer and an industry first, a guaranteed performance advertising product. When a customer signs up for one of our high-end guaranty programs, we commit to deliver a pre-specified minimum number of consumer actions over the following 12 months. This is important because it provides partnership and reduces perceived advertiser risk. This focus is the conversation on our strength, delivering and creating high impact multi-platform campaigns that generate leads and produce attractive ROIs for our customers. In a successful trial program in Phoenix, customer retention and spending were meaningfully higher, relative to advertisers who did not participate. We expect Dex Guaranteed Actions to be a big competitive advantage, particularly in major metros. Preliminary customer feedback has been positive. We are currently selling Dex Guaranteed Actions in Minneapolis and Seattle. By the end of 2012, we expect to offer Dex Guaranteed Actions to targeted verticals and sub-verticals in our 100 largest markets. Our last growth initiative is improving the tools, training and technology for our sales organization. In terms of tools, we've rolled out iPad as well as mobile WiFi hotspots to our field-based marketing consultants. We've enhanced the experience of customers, supported by telephone-based consultants by deploying WebEx, a leading web-based presentation package from Cisco Systems. These tools have been proven successful as they not only change the customers' perception of our consultants but also change the nature of the conversation. Customers in realtime view professional presentations, utilize support collateral, engage in content development and review key metrics associated with their programs. In the near future, we will leverage our iPads even further by deploying electronic signature capture and order entry systems collecting feedback, and app design and lay-outs, utilizing CRM applications and leveraging sales collaboration tools. I spoke about the Sales Academy and customer contact center earlier. So on the training element, I would just add that it is not enough to provide the tools. Marketing consultants have to use them effectively so we have created multilevel certification programs for iPad and WebEx in addition to training tools for new product launches. These critical innovations will collectively enable our marketing consultants to better engage with the customers and present our new suite of products and services. Soon, a digital dashboard will enable customers to easily measure results, select services and manage their investment. It will be an integrated, single point of view with deep, rich data-driven analytics. We are also adopting state-of-the-art platform, moving to the same search technology as Facebook and LinkedIn. Lastly, we are in the process of launching full pay Yellow Pages trials in order to evaluate the risks and the opportunity associated with limiting inclusion in our print products to paying customers. With that, I will hand it over to Steve.