Jason Beaton - 5673992

Melanie Grenon - 6019560

Celine Holzer - 5870941

Melissa Molina - 5573629

Ying Ying Michelle Tse - 6100813

Ying Wang - 6019269

November 27th, 2008

Brent Pearce

Direct Marketing

Concordia University – JMSB

TABLE OF CONTENTS

Situation Analysis………………………………………………………………………..2

Current Market Size and Cost Structure…………………………………………........5

Recommendations………………………………………………………………………..6

Direct Marketing Campaign for Ad Agencies………………………………………….7

Direct Marketing Campaign for Universities…………………………………………15

Appendices………………………………………………………………………………22

Appendix A: Interview with Lorenzo Tartamella……………………………22

Appendix B: Story Board for CD Video Montage……………………………26

Appendix C: Sample “old slang” for Campaign……………………………...29

Appendix D: Budget Information Breakdown………………………………..30

Appendix E: Sample Materials and Posters for Exhibit……………………..31

Appendix F: Sample E-mail to send University Students……………………33

Appendix G: Student Handouts for the University Seminars……...………..34

1

SITUATION ANALYSIS

HOW IT STARTED

Lorenzo Tartamella started his business as an importer with no past experience. He

purchased the Dataware Corporation and the Trademark from Rubbermaid when they

decided to shut down their computer accessories division, which allowed Lorenzo to

became one of the first computer importers to Montreal.

Ads Museum started out as merely a hobby from his passion for vintage ads. Lorenzo started

buying and collecting old Ads because he is a fond believer of preserving historical archives

related to the advertising industry. He believes that marketing is a snap shot of a society in a

certain time, therefore thinking of advertising and marketing as snap shots of history. The true

point at which Lorenzo was touched by this industry was when he came across a Canadian ad

dating back to the 1800`s. It was an ad that invited people to come to a Town Hall sale that

featured 40 year old strong black men on sale for up to 50% off. This was advertising at what

we would consider today, a very low point. Of course many of the larger 100 year old plus

corporations would never boast of such campaigns but they did exist. At this point, Lorenzo

thought it became very important to preserve such art.

Advertising joins society at the hips while pretending that the thought and mind are two when

in fact, Ads portray who we are now. So this is why Lorenzo strongly believes that it is

important to preserve not only art, but culture as well. Vintage Ads of Aunt Jamima in 1893,

for example, tell a story many people can relate too. Look at an old Ad and see yourself with

that old hairstyle, or dad’s old car, or mom’s old dishwasher. This is culture in the form of art.

This is what Lorenzo sees marketing as, an art form. It’s a way to be creative and express

culture. This is why Lorenzo believes his philosophy towards advertising is different compared

to others. He doesn’t think marketing is all about competition and trying to just sell as much as

possible to be the best. Instead he believes that marketing should be about helping people to

make a connection with a brand or a product, to help them associate with it and relate to the

time, the person or the place.

2

Lorenzo’s vision Ads Museum is for it to become a point of reference website for historians,

marketers, ad agencies, and corporations. He wants each person that visits the museum to walk

away with knowledge, inspiration and ideas. He also wants communities, and especially the

government, to use the site to upload Ads and to endorse the fact that preserving them is

important to preserve culture.

WHERE THE COMPANY IS AT NOW

There are three people working in Montreal who are in charge of scanning and

maintaining the documents that are in the inventory. There are also employees in India

who work as scanners and telemarketers. Their biggest competitor, “Ads of the world,” is

a website that acts as an advertising archive and community, showcasing the best and

most interesting creative work worldwide. This competitor focuses more on modern ads,

compared to the vintage ads of Ads museum. Although there are many different

competitors around the world that offer similar products, the numerous archives and

materials that Ads museum offers, makes it very unique compared to the rest.

The company has two warehouses, which are located separately in Montreal and New

York. The archive includes many videos, jingles, print, slogans, and sounds. The website,

as of yet is only 70% complete with many more functions on their way. The company

plans to have the final product at the end of five years. According to the owner, he always

strives to provide the user with the best product, so he is in no rush to start massively

advertising Ads museum. Adsmuseu.com has a collection that dates back to the 19th

century and goes till the beginning of the 90’s. One of the biggest problems it that data is

being collected faster then it can be entered into the database. The introduction of a

search engine in the near future will do a great job in separating the data already on the

website. The main target market of Adsmuseum.com is advertising agencies in the USA

who show a need for this product. However, in Canada, they currently only have ONE

customer! The company uses Google, Ad agencies, the press, trade shows, WOM and

telemarketing from India to advertise itself. Its profit is about 100,000 to 150,000 a year.

In fact, subscriptions are slowly growing daily with about three subscribers to their

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lifetime membership. Selling vintage materials on portals such as Ebay, Tias, and others

make most of their profit. Ads museum plans to lower their existing price in order to

attract more lifetime users.

THE GOALS OF THE COMPANY

Since Ads museum is still in the development stage, the company does not have any

specific short-term goals. They do however, want to set up the search engine, the forum

and continue to put more of the documents that are in their warehouse, on the website.

Within the next five years, the company hopes to finish setting up Adsmusem.com by

uploading all materials such as TV commercials, old time radio hits, magazine ads, and

jingles from the warehouses. When Ads Museum is totally set up, the company aims at

getting seven subscriptions per day. They would like Ads Museum to become the largest

archived library of vintage ads in the world where people would visit and share vintage

ads. The company would make use of the advanced technology to allow the business to

fulfill any needs of society and become a perfect tool for everyone to find ads. The

Company is looking for very specific niche markets, such as Universities and advertising

agencies, focusing mainly on North America and perhaps expand globally later on.

Furthermore, the company would like to use Ads museum as a way to preserve the

history of arts, culture, and creativity around the world. To do so, the company is

thinking about setting up exhibitions to display vintage ads to the public, open museums

to display different collections and set up road shows, all to help create government and

public awareness. (Refer to appendix A for the interview with CEO, Lorenzo Tartemella)

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CURRENT MARKET SIZE AND COST STRUCTURE

Ads Museum currently hosts about 300 unique visitors daily, most coming from Google

ads. The Google advertisements have a reach of 30,000 people a day, meaning that

30,000 people are aware of the Adsmuseum.com’s advertisements on Google.

Furthermore, 3 new customers subscribe daily to the lifetime membership; and, another

15 subscribe to both monthly and yearly memberships on a weekly basis. Ninety percent

of the new users are advertising agencies.

This means that in the space of a one-year period, there are 109,500 new visitors to the

site, of which 1,872 are new clients. This is equal to a 1.7% adoption rate per year.

Currently the prices for monthly subscriptions are $12.95, $119.95 for yearly, $179.95

for a lifetime. This means Ads museum’s revenue from subscriptions is equal to

approximately 303,510.05$ per year:

Lifetime (21 per week) + Yearly (8 per week) + Monthly (7 per week– assuming they re-

subscribe every month of the year) = Total

197,045.25 + 49,899.20 + 56,565.6 = 303,510.05$

5

RECOMMENDATIONS

(1) Take out lifetime membership: Does not reflect real value of product/service. In the

future, adsmuseum.com will run into cost structure problems. Our proposition will be to

change the cost structure to monthly and yearly memberships, of 20$ and 200$

respectively. This will facilitate a more constant inward cash flow. These prices are based

on a phone conversation with a local marketing company, called Mediavation, who

agreed these were reasonable prices to be paying for the product.

(2) We propose a more focused and direct marketing campaign to advertising agencies

based on the 90% statistic described above. In order to reach these companies in a more

efficient and original manner, our focus will no longer primarily be on Internet based

marketing. Details on the advertising agency campaign will follow below.

(3) In order to reach journalists, historians, art students, business students, etc… we

propose reaching the audience of University students. By doing so, Ads museum will

reach all prospects before they enter into the work force. By getting Ads museum in the

daily lives of University students now, we hope that when starting a career at a firm, they

would then introduce Ads museum to that firm. Details on the university campaign will

be described later.

6

Advertising Agencies in the Province of Quebec

53%

14%

4%

29%

MontrealQuebecGatineauMiscellaneous

DIRECT MARKETING CAMPAIGN FOR ADVERTISING AGENCIES

LIST SELECTION & MANAGEMENT

Public relations and marketing is a 5.2$ billion industry in Quebec and employs some

60,000 people. Advertising and PR firms alone employ 15,000 and generate 941$ million

dollars. Advertising agencies enjoy a 16.3% profit margin, slightly more than their PR

cousins who enjoy 15.5% margins.1

Currently, there area total of 437 advertising agencies in the province of Quebec. This

can be further subdivided by region, with a majority of the businesses being located in

Montreal, Quebec City, and the Gatineau regions.

The chart above shows a percent breakdown of all the regions where advertising agencies

are located. Montreal has the biggest percentage of agencies, with just over half in all of

Quebec. This is followed by Quebec, and Gatineau, with 29% and 4% respectively. The

remaining 14% can be attributed to agencies that are more geographically dispersed. The

map below, obtained from a Geographic Information System (GIS), shows the location of

all 177 advertising agencies in Montreal.

1 http://www.marketingmag.ca/english/news/agency/article.jsp?content=20080426_101409_6400

Region Number of

Agencies

Montreal 177

Quebec 46

Gatineau 12

Miscellaneous 97

7

Image obtained from: http://yellowpages.ca/search/si/1/Advertising%2BAgencies%2B%2526%2BConsultants/QC/rca-00017200-Advertising-Agencies-Consultants%B2rci-Montr%2525E9al?map=maplistings

Further lists can be obtained from, The Council of Industry and Communications of

Quebec, which is associated with other major Quebec marketing associations such as the

Association of Advertising Agencies of Quebec (AAPQ), the Alliance of public relations

firms in Quebec (ACRPQ), the Association Marketing de Montréal and the PCM (AMM-

PCM), the Association of Relationship Marketing (AMR), the Association of Producers

of Film and Television of Quebec (APFTQ), the Board of Directors Quebec Media

(CDMQ), the communicators of Quebec (SOCOM) and the Quebec public relations

professionals ( SQRRP).

One such association, the AAPQ, lists all 44 major advertising agencies that control the

industry in the province of Quebec. This list of agencies includes: Absolu communication

marketing, ADD Stratégies inc., Agence Braque, Alfred, Allard Johnson

Communications Amalgame, Amazone communications, Amen, BBDO Montréal, BCP,

Beauchemin Communication Marketing, bleublancrouge, Bos, BRAD, Carat, Cartier

Communication Marketing, CloudRaker, Cossette Communication-Marketing, Coutu

Communication, Cri Agence, Cundari, DesArts Communication, Draft FCB, Egzakt,

Enterprise/J.Walter Thompson, Génération Pub, Harry & Co, Jazz Marketing

Communications Kolegram, Lemieux Bédard, Les Dompteurs de Souris, lg2, LXB

Communication Marketing, Marketel, Martel et compagnie, Média Experts, Merlicom,

8

Morrow Communications Marketing, Nurun, Ogilvy Montréal, orangetango, Oui

Marketing, PALM Arnold Communication, Proulx Communications, Publicis Canada,

Republik publicité + design, Revolver 3, Saint-Jacques Vallée Young & Rubicam, Sid

Lee, SOLEIL communication de marque, TAM-TAM\TBWA, TANK, Taxi Canada Inc.,

Tequila communication et marketing, TERRAIN marketing productif, Tonik

Groupimage, Touché! phd, Upperkut, VDL2, Wasabi Communications, ZiP

communication, and Zoum Armada Communication.2

Based on this information, there is a very large potential market for Adsmuseum.com’s

product associated with advertising agencies. Obviously, Montreal would be the biggest

market for their product. However, compiled lists (like the one above) can also be used to

segment the market based on the advertising agencies.

STATEMENT OF OBJECTIVES

Based on the statistics obtained from the current market size of Ads museum analysis, we

hope to achieve the following objectives and goals, starting at the end of five years:

1. Increase market awareness by 40.5%

2. Increase advertising agency adoption rate by 25%. A 23.3% increase in

adoption rate.

MOTIVATIONAL APPEALS 2http://74.125.93.104/translate_c?hl=en&sl=fr&u=http://www.aapq.ca/&prev=/search%3Fq%3DConseil%2Bde%2Bl%25E2%2580%2599industrie%2Bdes%2Bcommunications%2Bdu%2BQu%25C3%25A9bec%26hl%3Den%26client%3Dfirefox-a%26channel%3Ds%26rls%3Dorg.mozilla:en-US:official%26hs%3DTG%26sa%3DG&usg=ALkJrhjos4_mIciEfj0Gs0MTx7LaDSSw7Q

9

Our main theme is the idea of preserving history, while using it to our advertising

advantages. Adsmuseum.com is aiming to reach ad agencies that have a need for

inspiration from the past in order to create more effective and innovative advertising

campaigns today. We believe that the ad agencies will therefore come back with better,

more interesting ideas. The chosen vehicle in which to present Adsmuseum.com to the

advertising agencies was chosen on the basis that it is different. Lorenzo, the owner and

creator of Adsmuseum.com, did not intend on creating his website but due to such a large

collection of ads he transferred his love for vintage ads into a business. In order to present

Adsmuseum.com as a historical database we must appeal to our potential target market

emotionally. Vintage artifacts hold a lot of emotional appeal to many who have

experienced the past. Therefore, we are trying to re-create this sense of emotional wonder

of history with the miniature vintage television as well as the model T-Ford.

PRESENTATION OF BENEFITS AND USE OF INCENTIVES

Adsmuseum.com is aiming to reach ad agencies that have a need for inspiration from the

past in order to create more effective advertising campaigns today. Consumers are

bombarded with ads everywhere they look, making it harder and harder for agencies to

break through the clutter. Ads museum is a useful tool that provides current advertising

agencies with inspiration from the past. It provides them with a history of advertising

through the years, allowing for more insight into how the consumer has changed.

Vintage advertisements hold a lot of emotional appeal to many who have experienced the

past as well to those who look to the past for inspirations. The website offers advertising

agencies with something they can interact with, a place that can stimulate creativity,

knowledge and ideas. Ads museum is a historical database of advertising materials that

tell the story of society. It tells the story of how consumers have evolved, what they find

important and how advertising agencies over the years have approached the selling of

goods and services.

Moreover, the website is a niche and specialty product that does not cater to everyone.

This is the major benefit and incentive for the advertising agencies to adopt the website

10

as a resource for vintage advertisements. Like other specialty shops, the service has a

large depth of vintage videos, posters, and jingles to select from. For example,

youtube.com is a video website, and it might even have a few vintage advertisements.

However, YouTube will not have the same selection as adsmuseum.com (this is

comparable to any large department store in comparison to a specialty retailer).

CLARITY OF THE OFFER

The offer to advertising agencies consists of the following;

- 30-day free trial

- Signing up for either a monthly or yearly membership

- 30 day money back trial once they do sign up

- Have access to downloading all jingles, videos, posters, etc…

INFORMATION PACKAGE

The miniature vintage television and model T-Ford are small in size but large enough to

fit a CD inside; they are lightweight, decorated in the websites theme colors (red and

black), and will either open from the top or in terms of the car, doors will open outward.

The Adsmuseum.com ticket logo will be featured on the front next to the screen. The

screen would be made of light plastic, able to have something behind it, allowing us to

change the message that is being sent to the individual agencies. In the screen, we will

include a slogan with the television such as, “We can turn you on” and a slogan with the

T-Ford such as, “Open our doors to step into the past.” By including these slogans we

will grasp the attention of our recipients as well as force them to interact with our

artifacts because they have to open both the television and the car. (Refer to appendix C

for “old slang” slogans)

The CD inside will contain a compilation of vintage videos playing along with a vintage

jingle to grasp the advertising company’s attention. This first care package will not only

be sent to the creative department but also to the president of the company to attract more

attention. Along with the CD we will also offer a trial account on the Ads museum

website, so that the advertising company can see the value the website has to offer in

11

comparison to competitors. We will first send the television and if we do not see that the

advertising company has signed into their account, we will send them a ‘reminder’ care

package such as a vintage model car. After sending the first care package we will set a

response time, if we do not receive a response before the response date we will send a

maximum of three packages unless we do receive a response. This will allow us to keep

costs relatively low and know when to move onto a different target.

When first entering AdsMuseum.com one will be greeted with a ‘quote’ or ‘slogan’ of

the day. (Refer to appendix C for “old slang” samples) The quotes and slogans will be

drawn from slang of the 1920’s through the 1970’s, which are not normally used in

modern day speech. In order to not confuse customers we will also include translations of

these slogans in fine print on the website’s home page. The quotes and slogans will

generally be a clever ‘play on words’ with an inspirational, humoristic, or charming

touch.

RESPONSE MECHANISM

The CD itself is the mechanism in which the advertising agencies use to respond. When

you enter the CD into the computer, it plays the introduction, which is a montage of

videos, posters and jingles (refer to appendix B for the story board). The CD then leads

you directly onto the website where the agencies would enter their personal account

number in order to receive a free 30-day trial. Once the trial would be over, they would

be given the option to sign up for either a monthly or yearly subscription. All the account

numbers are entered into a database once the agency signs in for the first time. The

database also keeps track of every sign in that the agency makes.

TESTING PROPOSAL

The main barriers to overcome when marketing AdsMuseum.com to advertising

companies is getting a response, finding out if advertising companies will be willing to

pay for our services, and if there really is a demand for our product from ad agencies. In

order to test this, 44 advertising companies from Montreal will receive the direct

marketing campaign. The results will be measured by if the objectives were achieved by

12

the increase of sales and the achieved market share. The results of this test subject will

determine whether or not the campaign will go national to all of Canada and the USA.

FULFILLMENT PROCESS

All company info must be entered when they sign up for their free 30-day trial. This way

a personalized account will be created for each advertising agency. Once the trial over,

they would be able to pay through Pay Pal with Visa, MasterCard, American Express or

Diners Card, for either a monthly or yearly membership.

RISK REDUCTIONS

Advertising agencies will have their own personalized accounts that will give them

special information that pertains to them, such as history information, most FAQ and

contact information of Ads museum facilities that may help them if any difficulties arise.

The ad agencies, apart from their 30-day trial will also have a 30-day money back

guarantee from the time they sign up. They will be given all contact information for Ads

museum including the company’s e-mail address and a 1-800 number that they can be

reached. The CEO’s contact information would also be given; Lorenzo Tartamella’s

telephone number (514) 321-1025 and e-mail addresses Lorenzo@marketing.ca ; cc.

gotolorenzo@hotmail.com.

BUDGET

The small model TV and model T-Ford will cost about $25.00 each to create. These

artifacts are large enough to fit a CD inside; they are lightweight, plainly decorated in the

colors of red and black and open from the top. The Adsmuseum.com ticket logo will be

featured on the front next to the screen. The screen would be made of light plastic, able to

have something behind it, allowing us to change the message that is being sent to the

agencies. There are 177 advertising agencies in the vicinity of Montreal, only 44 of which

we would send the artifacts to, for a total cost of $1,100. The frequency in which we will

send the artifacts will depend on how many agencies respond to the first artifact sent, the

TV. Therefore, we will be using a frequency of 2, meaning that the entire cost for

13

creating the artifacts will be $2,200. Each interactive CD will cost $11 for the content and

labels. Since 88 of these CDs will be used in the artifacts sent to the ad agencies, the total

cost would come to $968. The total cost for the advertising agencies campaign would be

$3,168. (Refer to appendix D for the budget breakdown)

Breakdown of the budget for the Ad Agencies campaign:

CAMPAIGN TYPE ITEM DESCRIPTION AMOUNT

AD AGENCIES CAMPAIGN

CD x 88 Content, $10 per CD $880.00  Labels, $1 per CD $88.00TV x 44 Creation & Design, $25 each $1,100.00T-Ford x 44 Creation & Design, $25 each $1,100.00

 TOTAL FOR AD AGENCIES $3,168.00

DIRECT MARKETING CAMPAIGN FOR UNIVERSITIES

14

STATEMENT OF OBJECTIVES

Our main objective is to make Adsmuseum.com available for use in all universities as a

library resource database. We will be able to implement this in 5 years. Our goal is to

give university students a chance to take advantage of this great site by sharing its

powerful data and resources. Since Adsmuseum.com would be implemented into the

universities resource databases, the alumni will also have access to it, providing students

a lifetime experience even after they graduate. When these future graduates end up with a

job, they may also recommend to their employer that they subscribe for a membership

with Adsmuseum.com, since it may have been useful to them and they would already be

familiar with it.

MOTIVATIONAL APPEALS

We chose to use emotional and humor appeals for our campaign. We are trying to use

emotional appeal to tell students about the historical and cultural values in vintage ads.

During the seminar presentation, we will also use a humor appeal, so that it will create a

fun and relaxing environment for students.

CLARITY OF THE OFFER

An introductory offer that consists of:

- $6,000 annual access fee

- No extra archival capital fee

- Unlimited user access

- FREE trial membership

- FREE seminar and exhibition provided on campus for students

PRESENTATION OF BENEFITS

15

There are two major benefits we can offer to university students. The first one is that it

can be a very useful tool for their academic studies. Adsmuseum.com can provide useful

information that can assistant them in their materials for both their textbooks and their

projects. Secondly, it can also help the alumni for their future career. Alumni can still

have access to the immense database whenever they need it.

USE OF INCENTIVES

Students will be given free access to Adsmuseum.com through the school database. They

can experience the culture and history through ads over the years without spending a

fortune. Students can also participate in the chat forums on the website. This allows them

to interact with fellow classmates and upload any of their own ads that they may have,

which makes the website a fun place to be.

INFORMATION PACKAGE

The Package includes a FREE 3 month trial membership to the school before purchase

and a FREE seminar & mini exhibition where the CEO of the company will personally

provide university students with an introduction and understanding of the website.

The seminar will take place directly on campus to better accommodate students. It will

consist of a 20-30 minute presentation and will also showcase a mini exhibition that will

consist of some of the material that can be found on the site, such as art deco books, old

vinyl album covers, vintage magazine ads, and vintage book covers. The mini exhibition

will be available to students 1 hour before and after the presentation. The CEO (or a

representative of Adsmuseum.com) will be made available during this time to answer any

questions the students may have. In total, the seminar and exhibition will last

approximately 2 hrs 30 min (30 min presentation, 2 hour exhibition).

Handouts will be passed out to students after the seminar that will contain important

information, such as a reminder of the different material that can be found on the website

and of course, access information for the student. (Refer to appendix G for the handout)

16

LIST SELECTION & MANAGEMENT

The target market for our campaign are University students that are interested in vintage

ads and would like to know more about Adsmusuem.com. We are particularly targeting

Business, Journalism and Communications Arts students. The geographic regions that we

intend to target for a test are the Quebec and Ontario markets. Demographically, our

target market includes both English and French speaking university students. Ultimately,

the campaign should be used across the world.

The Universities shown on the list below were selected on the basis that they offer

programs in which students would be able to use Adsmuseum.com to their benefit, such

as using it for research purposes. In total, there are 27 universities on the list.

List of universities in Quebec 3 :

3 Anglophone Universities:

- Concordia University (Montreal)

- McGill University (Montreal)

- Bishop’s University (Sherbrooke)

9 Francophone Universities:

- Université Laval (Quebec City)

- HEC Montréal (Montreal)

- Université de Montréal (Montreal)

- Université de Sherbrooke (Sherbrooke)

- Université du Québec en Outaouais (Gatineau)

- Université du Québec à Chicoutimi (Chicoutimi)

- Université du Quebec à Montréal (Montréal)

- Université du Québec à Rimouski (Rimouski)

- Université du Québec à Trois-Rivières (Trois-Rivières)

Universities in Ontario 4 :

3 http://en.wikipedia.org/wiki/list_of_universities_in_quebec4 http://en.wikipedia.org/wiki/list_of_universities_in_Ontario

17

13 Anglophone Universities:

- University of Toronto (Toronto)

- Queen’s University (Kingston)

- University of Western Ontario (London)

- McMaster University (Hamilton)

- Ontario College of art and Design (Toronto)

- Wilfrid Laurier University (Waterloo)

- Carlton University (Ottawa)

- Ryerson University (Toronto)

- York University (Toronto)

- Trent University (Oshawa)

- University of Windsor (Windsor)

- Algoma University (Sault Ste. Marie)

- Brock University (St. Catharines)

2 Bilingual Universities:

- Laurentian University (Sudbury & Barrie)

- University of Ottawa (Ottawa)

RESPONSE MECHANISM

Schools interested in obtaining Adsmuseum.com as one of their databases can either

contact the CEO of the company, Lorenzo Tartamella, at (514) 321-1025, email him at

Lorenzo@marketing.ca ; cc. gotolorenzo@hotmail.com, or fill out the form provided on

the website under the “contact” page. Messages will be returned within 2 working days.

Current university students can access Adsmuseum.com from the webpage or from their

school library database.

TESTING PROPOSAL

We will be testing the implementation of this campaign at Concordia University. Since

the website is still being refined and still trying to acquire new material to add to their

18

existing collection, the implementation process will begin in 5 years from now. The

purpose is to test the offer & incentives, and also to see how well the students grasp this

new database. Since we offered it as an unlimited access database, we will be measuring

and monitoring the traffic of the site (how many students actually access the website).

We also want to test how well the seminar works in creating awareness for this new

database, so in seeing how many students actually attend the seminar will give us a good

perspective on what needs to be changed for the future (for example, if we should

eliminate it, make it bigger, smaller and/or if we should take out the exhibition).

The first step that needs to be taken would be to introduce the offer to the school of

becoming one of the libraries resource databases. Andrea Harland, the reference librarian

for the Marketing department, was contacted to see if it would be possible to make

Adsmuseum.com into a database. She seemed interested and said there is a very big

possibility that the offer would be accepted. Since we are targeting mainly business

students, journalism students and communications arts students, a meeting would have to

be set up between the reference librarians from these departments, and the CEO of the

company, Lorenzo. The librarians and their respective departments are:

Andrea Harland – Management & Marketing

Sonia Poulin – Journalism & Communication Studies

Melinda Reinhart – Art Education, Art History, Cinema, Creative Arts Therapies,

Design and Computations Arts & Studio Arts.

This would be a very important meeting because this is where the offer comes into play.

Lorenzo would have to introduce Adsmuseum.com, state the companies goals and

objectives, explain the website’s features and also explain how the students will benefit

from using this site. The offer will then be clearly stated and discussed. Once the

librarians express interest in accepting the offer, a 3 month free trial membership will be

set up to guarantee their satisfaction before they come to a final decision.

19

Once it is implemented as a database, preparation for the seminar must begin. A date,

place and time must be chosen. The best place to hold the seminar and exhibition at

Concordia would be in the auditorium at the SGW campus in the Hall Building. Not only

is it a great space but it would also be free of charge to rent it for the night. The

PowerPoint presentation has been created and some sample material for the exhibition

has already been chosen (refer to appendix E). The chosen material must be picked up

from one of the many company warehouses prior to the day of the seminar.

Now it would be time to get the word out about the new database and about the seminar.

The CSU (Concordia Student Union) has agreed to send out an email (refer to appendix F

for sample e-mail) to its student distribution mailing list to inform students that there is a

new database that has been implemented and to attend the seminar and exhibition for

more information. The date, place and time of the seminar will be given along with a

description of Adsmuseum.com. Posters (see sample in appendix) will be put around the

school, on each campus, to remind students to attend and to also check out the exhibition.

The seminar will last approx. 20-30 min. The exhibition will be available to students 1

hour before and after the presentation. Lorenzo (or a representative of Adsmuseum.com)

will be made available during this time to answer any questions the students may have. In

total, the seminar and exhibition will last approximately 2 hrs 30 min (30 min

presentation, 2 hour exhibition). Handouts (see appendix) will be passed out after the

seminar that will contain important information, such as a reminder of the different

material that can be found on the website and of course, access information for the

student. The day after the seminar, handouts will also be passed around to classes for the

students who were unable to attend the seminar the night before.

FULFILLMENT PROCESS

In the future, adsmuseum.com will ensure that the network of the website is working

properly, so that customers will not encounter traffic on the website and they can access

to the site or download from the site whenever they want. Adsmusem.com will also

ensure that the security of the payment method is safe enough for customers to pay on the

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site. If customers are not satisfied with the service on adsmuseum.com, Adsmuseum.com

is willing to return or cancel the payment at any time.

RISK REDUCTIONS

1. Reduces insecurity and dissatisfaction by offering a 3 month free trial

membership to schools.

2. Reduces student’s lack of knowledge regarding our history and culture through

advertising over the past few decades. Since the website is a collection of vintage

ads, dating back to before many university students were even born, learning

something new is inevitable. They inform students not only of how life used to be

but also of how much times have changed.

BUDGET

The overall budget totals $5,875. It consists of:

1. The posters (mounted on easel-backs) that need to be placed in school buildings

on all campuses in order to inform and remind students to attend the seminar and

to check out the exhibition.

2. The handouts that will be passed out after the seminar to students, and the day

after to classrooms for those students who could not attend the seminar the night

before.

Breakdown of the budget for the University campaign:

CAMPAIGN TYPE ITEM DESCRIPTION AMOUNT

SCHOOL CAMPAIGN

Event Posters Print & Mounted on Eisels $750.00     Handouts Copy & Translation $1,875.00  Printing $3,250.00

   TOTAL FOR

SCHOOLS $5,875.00APPENDICES

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Appendix A: Interview with Lorenzo Tartamella on October 1st, 2008

Question 1. Why did you get involved and start this company?

REPLY: Mr. Tartamella is a fond believer of preserving historical archives related to the advertising industry. The true point at which Mr. Tartamella was touched by this industry was when he came across a Canadian ad dated during the 1800's inviting people to a Town Hall sale featuring 40 year old strong black men on sale at up to 50% off the regular price. This may sound racist and horrible but it was in fact true. This was advertising at what we would consider today, a very low point. Of course many of the larger 100 year old plus Corporations would never boast of such campaigns but they did exist. At this point, Mr. Tartamella thought it become very important to preserve such art. Another example is the destruction of many ads and archives in Canada, which included French ads. Advertising joins Society at the hips while pretending that the thought and mind are two when in fact, Ads portrait who we are now! Vintage Ads of Aunt Jamima in 1893 for example tell a story very few people can relate too. Look at an old ad and see your self with that old hairstyle, or Dad's old car, or Mom's old dishwasher, the colors, the pictures, all tell a tale.

Question 2: What is the history of the company?

REPLY: Dataware Corporation was started by Mr. Faber in Germany and one of the inventors of the famous Faber Castell Highlighter which was later sold to Rubbermaid. Mr. Tartamella purchased Dataware Corporation and Trademark from Rubbermaid when they decided to shut down the computer accessories division. This is of course a very long story, but Mr. Tartamella started his business as an importer without experience and was one of the first importers of Computers in Montreal. The Company was a Multi million dollar adventure and various divisions were later created such as Toy distribution, Fine paper importer, Agriculture research on Lake Brome, Worm farms, Marketing services, Business intelligence products, Domain names, and more. Today, the Company is mainly involved in Business intelligence services and building societal portals such as Times Square Corporation in NYC where Mr. Tartamella is an owner and CEO. Ads Museum was merely a hobby, a passion for Vintage Ads and preserving ideas.

Question 3: What the pros and cons of the company?

REPLY: Even Mr. Tartamella will admit that the Corporation has diversified in too many areas; thus creating a management nightmare. Mr. Tartamella is now working on a simple, build and sell policy; project by project.

Question 4: Do you have goals for the company (short term/ long term)?

REPLY: No goals are set at this time. Technology allows business to shift gears and adapt to almost any needs of society. The Company really looks for very specific niche markets and finds ways in which to exploit those areas by filling in the missing gaps. This is the same formula he learned in 1980, find a need and fill it! When supply surpasses the

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demand, GET OUT! In the past, Dataware did not take advantage of selling its assets at its prime time. The Company has learned that all products and service have a plateau and when opportunity knocks; consider! The Company has several divisions and is involved in over 35 projects.

Question 5: What is the vision of adsmuseum.com?

REPLY: Ads Museum has an incredible collection of ads from North America and around the world. In confirming that Mr. Tartamella has no goals, he would like to see Ads Museum become a point of resource website for historian, marketers, ad agencies, and corporations. Each person that visits the museum walks away with knowledge and ideas.

Question 6: Is there any information that you can forward us that is pertinent to the company? (target market, financial situation, website cost, number of users allowed on website, number visitors per day, has this number increased or decreased, do you have a customer database, past marketing campaigns).

REPLY: Well, where does one start, this question contains many! The cost of this website was well over 350 000.00 and the cost of the archives is well over one million and growing. The Company sustains itself by selling much of the scans on portals such as Ebay, Tias, and others. The number of users of the website are not limited. In fact subscriptions are slowly growing daily. Traffic is up, however we are not interested in high volume traffic at this time. The website is really only 70% complete with many more functions to be added. Our campaigns are niche marketed to Ad agencies, universities, free subscriptions given away, our target market is ad agencies in the USA who show a need for this product. In Canada, we have only ONE customer! We have used Google, Ad age, the press, trade shows, and WOM.

Question 7: What are your current advertising campaigns?

REPLY: As mentioned above, Google, and tele awarness to Ad agencies from our staff in India.

Question 8: Is the information on the website up to date or does it stop at a certain time? (i.e: from 1924 to the end of 2004)

REPLY: The above is a great question. As far back as we can go, we shall! Ads are as old as the art of trade. It is the display of oneself and so any materials, packaging, slogans, sounds, we find appropriate, we shall use. At first, we stopped materials after the 80's, but now we are really taking on anything and everything. Our new search engine will do a great job separating the data in the future.

Question 9: What do you think we should accomplish in our direct marketing campaign?

REPLY: Marketing is at times an accident, be creative, do not be afraid to think something is too silly or does not fit. Marketing should be about a forum of ideas filled with trials and errors. One important rule, test, then test again, then test again ... one failed test does not mean failure of a campaign! Of course we hope to sell subscriptions but if we could convince Governments around the world about the importance of preserving Ads, this could be iconic in itself.

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Question 10: How creative can we be with this new direct marketing campaign, are there any limitations?

REPLY: ZERO GRAVITY : ZERO LIMITATIONS : HAVE FUN : ALWAYS HAVE FUN : marketing is not work, it is fields of fun and games and puzzles! Almost every successful marketer I know, never planned for success. The public, the market, the industry ... they decide!

Question 11: Is there a more direct target market then the list that we were given?

REPLY: Which list? The one discussed with M. Brent We need to look at who has the disposable dollars for such a product. At the moment, it is Ad agencies, creative directors. We are looking at changing our price points and changing the levels of subscription. We may open up the site for free but to download, they must be members, we may lower the price and create a yearly ... we have not yet decided, but will shortly.

Question 12: What is the company’s philosophy on customer service?

REPLY: As a Company, we are always committed to 100% satisfaction and guarantee. This includes 100% refunds for anyone who does not like our product. So far, not one single refund has taken place! We sell at the moment, 2 subscriptions daily!

Question 13: What do you think of trial runs for customer?

REPLY: This method failed for us but we are open to trying again. We may offer more free samples in order to convince clients but we feel when our search engine is ready, it will sell more subscriptions daily. We aim to sell 7 subscriptions daily within a year.

Question 14: What do you think of big package deals for larger companies or schools?

REPLY: We have still not reached the point to command such types of sales; but it could very well work.

Question 15: Is there a budget for the direct marketing campaign that we are to create?

REPLY: Indeed, feel free to create campaigns and budgets. Tele-marketing, mail marketing, email marketing, magazine ads, direct sales, trade shows; as a Company, we are very open.

CONCLUSION:

In conclusion, I hope we have clarified some points. We are an open minded Company that loves the idea of culture and arts and feels that marketing is key to these areas of success. All ideas are good. Testing is important! Feel free to ask any other questions, although I must say, I think you have missed one very, very, VERY important question! Can you guess?

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NOTES FROM ACTUAL INTERVIEW;

Yes and no, user friendly for ad agencies. Jupiter age, ads of the world, loosers, Newspaper are too hard and too complexCompetitors are very broadProfit is 100,000 to 150,000 a year.Buy and sell on ebayDon’t do books, posters3 ppl in montreal, opening a store on the web sitemarket it as a finished product, thank in terms of our age group in 5 years (how would we market it to?)mix advertising, maintain the trade, one library, one place, one product, one source, life time membership is a selling pointnot interested in general public, want ad agencies, corporations, schools (give a way), focus on north America,Vision: have pockets for things, place for communities and governments endorce the fact that they should all upload their different ads. (relates to the time/the person/ the place) preserving culture. Something you associate with (a brand, a product)Can help find ads that ppl need.Road show for all your database material (direct marketing), Exhibitions, open a museum, Become popular, known as the place where people come and upload their ads! Forum and search engine are in the works. Very expensive to do what they do.Different thought about history, marketing as an art form.

Appendix B: Story Board for CD video montage

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Appendix C: Sample “Old Slang” slogans for the Campaign

1) Looking for a big tickle?2) You'll be cruisin' for a bruisin' without us!3) We've got you made in the shade! 4) We're on the stick! (on top of things)5) Better than going to the passion pit! (drive-in movie)6) Don't be a square, razz their berries! (square = weirdo/boring, excite, interesting)7) We heard the word from the bird... (the truth)8) Don't make a brodie! (a mistake)9) We can give you a BIG honey cooler! (kiss)10) We may be a little fuddy duddy (old fashioned) but we can show you the lettuce!11) Stop your off-time jive. (bad habits/manors)

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Appendix D: Information Breakdown for the Budget

1. Creating a CD with video, audio and interactive material. Must be printed on the front with the company logo and a slogan. (need approx. 1,000-how much each?) – Content: $10,000, Labels: $1,000

2. Creating brochures with information on them (for a seminar, 8 1/2 x 11 folded 3 ways) (need approx. 50,000 – how much each?) - Copy & Translation: $3,750, Printing: $6,500

3. Print ad posters with vintage advertising and slogans on them (36in long x 40in tall) – must be able to be free standing! (need approx. 100 – how much each?) - Print and Mount: $15 each

4. Need to create a box like (cube) TV that fits a CD inside (side ways-CD must be able to be free standing inside). This TV must be lightweight and must open from the top. It must look exactly like a vintage TV (first TV’s that came out!) the Adsmuseum.com “ticket logo” must be on the front. Where the screen would be, it must be made of a light plastic with a vintage ad behind it (make it look like there is something on the TV with the slogan). (Approx. 5inch long x 5inch high x 4 inch width) (need approx. 100 – how much each?) - Creation and Design: $25 each

A) Logo:

B) What the TV could look like (perhaps integrate the company colors of black and red instead of the brown and beige)

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Appendix E: Sample Materials and Posters for the Exhibition

Sample Materials for Exhibition

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Sample Posters for Exhibition

Appendix F: Sample E-mail to send to University Students

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Hello (customized name display):

We are very excited to announce that www.adsmuseum.com has become one of the many powerful resources in our library database. It offers both current students and alumni, majoring in Business, Journalism, and Communications Arts, a platform of immense historical archives related to the advertising industry. It helps us to preserve and acknowledge of our history and culture. And you know what? IT’S FREE! You can always access this website’s database through our library webpage.

Isn’t that is thrilling? But hold on, there’s more! The CEO of Adsmuseum, Lorenzo Tartamella, will come visit our school to give an introduction seminar to the website. Meanwhile, he will also bring some of the archives from his warehouse to exhibit before and after the seminar.

Who will be the lucky guest? You are all invited. Don’t miss this opportunity to shake hands with history!

Time and Location? It will be held in the Hall building auditorium H101 on November 4th 2013 at 8 pm. Want to learn more? Come and bring your friends. It’s free entrance .

Hope to see you there!

The CSU

Appendix G: Student Handouts for the Seminar

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FRONT

BACK

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