Case Study
“Understudy is unbelievable. They are a joy to work with and make it easy to produce an in-house training program on a Hollywood level. Our people are so impressed that our leadership has made a quality investment in their futures.
Understudy made the difference.”
— Tommy Teepell CMO at Lamar Advertising
The Company
Lamar Advertising Corporation is an empire over a century in the making. While billboards are the oldest traditional advertising medium still available today, they haven’t become largest out-of-home company with a $7.3B market cap by maintaining the status quo. Updating their tech competitively, innovating and building a market for digital billboards, delivering consistent quality of creative from an in-house team of designers, competitive pricing, stellar customer experience, a decentralized organic corporate structure unified by family values from a world-class executive team, a steady stock performance, and a philanthropic spirit that betters every community where Lamar has presence are just a few ways excellence defines all this company does.
The Problem
Their sales teams needed a unified message and consistent resources and knowledge available on-demand. Outdated procedures in a light-speed media landscape and inconsistent messaging coupled with inefficient training at scale was extremely frustrating and expensive.
This was costing them:
Millions in potential revenue due to an unprepared and under-trained growing salesforce.
Hundreds of thousands of dollars in lost wages due to active disengagement from poor training or employees searching for answers online.
Quarterly in-person training of 30 reps, investing in a weeks worth of their flights, hotels, transport, food and training materials.
Losing the incalculable value of Intellectual Property as 30+ year tenured seasoned executives prepare for retirement.
“Understudy enabled us to move through one of the worst pandemics in history and actually maintain our client partnerships and quickly emerge as a leading media company.”
-Tommy Teepell CMO at Lamar Advertising
The Solution
We helped Lamar create a pristine internal masterclass of proprietary training & development programs transferring invaluable sales & marketing knowledge, wisdom, strategy, and tactics to their national salesforce of over 1,200 sales professionals.
This has helped them:
Realize a vibrant return on their investment many times over.
Attain unseen sales revenues consistently increasing for over 14 consecutive quarters in the hundreds of millions.
Create an internal library of over 100 cinematic videos in 4K with over 22 hours of relevant, industry-specific content.
Streamline, ignite, and empower onboarding new hires with content they love in a medium they expect: engaging video.
Bolster the investment of their in-person training by compounding the knowledge transferred live, with on-demand.
Pivot instantly in a pandemic world by tailoring new training and development to keep their teams current and competitive.
“I'm very thankful for all the hard work that has gone into making our project a success. Working with Understudy has felt more like a partnership, rather than a vendor or client relationship. They have put our project and what is best for the company at the forefront of everything we do together.”
— Emily McManus Director of Marketing Programs at Lamar Advertising
