Another seniors housing project for Mission Viejo Retirement Inns sees market for 180-unit complex
The company, a subsidiary of Avon Products, also owns and operates a similar facility in Fullerton, its only other operation in Orange County, said Mark Frandsen, vice president of marketing for Retirement Inns of America. The other housing developments for senior citizens also are in California, he said. Though a range of assorted housing projects for senior citizens exists in south Orange County, Frandsen said Retirement Inns of America bought the Mission Viejo property specifically for that purpose. “We did extensive research into the marketplace and what we found to be was a potential demand for the housing and range of services we are going to provide,” Frandsen said. Those amenities are listed in promotional literature that will be included in direct-mail campaigns directed toward senior citizens in April, Frandsen said. Services will include prepared meals, laundry help, housekeeping and daily activities, along with recreational facilities such as a putting green and gardening area. In addition to the community and regional parks in the area, the proximity of Saddleback Community College is a help in attracting potential residents, Frandsen said.
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Tim Woodhull :The Register
Full text: [Orange County Register] Feb 4, 1988
Political Marketing: Rogue Mail
Direct mail, or targeted mail, for political purposes, is making its way to the UK. British letter-boxes soon may be stuffed with pleas, threats, and promises; all will be asking for money. Direct mail allows targeting of a particular audience while avoiding people who are not demographically or psychographically suited to a particular message. Response rates — that is, the percentage of people sending money back — average between 0.5% and 1%, although some mailings are far more successful. Rodney Smith, financial director of Republican Presidential candidate Jack Kemp’s campaign, cites some difficulties in transplanting direct mail techniques from the US to the UK. He says a sophisticated merge-purge computer program is needed.
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Prewitt, Edward
Full text: [Marketing] Feb 4, 1988
Reporter Typographics Finds National Market for Calling Card Concept
Reporter Typographics Inc. has begun marketing an unusual promotional concept to typographers, print shops and similar organizations across the country and in Canada. The product, referred to by the Clifton typographer as a “calling card,” is a post card sent regularly to clients to ensure that the company’s profile stays high while clients receive helpful information about typesetting terminology, tips for the publishing profession and typography-oriented trivia and word games. Developed by Reporter’s marketing director Debbie Johnson as a way to compensate for a shortage of sales representatives, the calling cards have become Reporter’s trademark among clients and potential clients in the Greater Cincinnati area. (excerpt)
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Boyne, Ellen S.
Full text: [Cincinnati Business Courier] Feb 08, 1988
MasterCard to Repeat ‘Choose’ Card Association Pleased With Results of Program In the Fourth Quart er
Under Choose, a cause-related marketing program which ran during the last quarter of 1987, MasterCard donated a percentage of credit card sales to six charities. For each time the MasterCard product was used, the association gave 0.62 cents to the selected causes. Distribution of the funds to each cause was determined by customer ballot – hence the Choose theme. Russell E. Hogg, MasterCard’s president and chief executive officer, said he is confident that MasterCard’s better-than-expected performance is a direct result of the Choose effort. More than 4,000 MasterCard member banks representing all 50 states participated in the campaign. These banks contacted 80% of MasterCard’s U.S. cardholders with statement inserts, newsletter articles, and other direct-mail packages promoting the program.
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YVETTE D. KANTROW
Full text: [American Banker (pre-1997 Fulltext)] Feb 11, 1988
Thrift Unveils Its New Banking-by-Phone Service
San Antonio Savings Association is taking a lesson from giant retailer Sears, a move that’s considered unconventional in the savings and loan industry. SASA, the city’s largest thrift, begins a direct mail and print advertising campaign this week to let customers know about its newest service, PhoneBank, which lets customers open accounts, apply for loans and conduct other banking over the telephone. “We feel we are a mass retailer,” said executive vice president J. Russell Cobler. “Sears has a catalog department where customers phone in. Ours is the same approach.” (excerpt)
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Curtis, Janice M.
Full text: [San Antonio Business Journal] Feb 15, 1988
Police, fire training complex set in motion Site on 4 acres of Centennial Park
Approved a direct-mail membership campaign by the Friends of Santa Ana Zoo. The zoo, located at Prentice Park, received a $66,801 grant from the Institute of Museum Services to develop a marketing plan. Part of the plan is a direct-mail membership drive to bolster attendance and general awareness, which will cost approximately $40,000. The mailings will target the audiences of special zoo offerings such as education programs. Annual zoo attendance is currently less than 250,000 and Friends membership is under 700, according to city staff reports.
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Brit Osgood:The Register
Full text: [Orange County Register] Feb 18, 1988
Global’s campaign wins top honors
On the Democratic side, meanwhile, Sen. Paul Simon of Illinois appears to be raising about 50% more money than Rep. Richard A. Gephardt of Missouri, despite Gephardt’s defeat of Simon in two successive contests. Gephardt plans intensive fund-raising efforts over the next two weeks to gain the $2 million he needs to contest the March 8 Super Tuesday primaries, his campaign spokesman said. Aides insist that Gephardt’s campaign will have the funds it needs for the March 8 contests. “We have a $2-million budget for Super Tuesday, a lot of that money is yet to be raised,” said [Mark Johnson], noting that Gephardt has 25 fund-raising events scheduled around the country for the next two weeks. Gephardt’s financial picture would be worse were it not for more than $800,000 in bills that he had not yet paid as of the end of the month. Gephardt owed his direct mail firm, Progressive Direct Marketing, about $273,000, his media adviser $55,000 and a political consulting firm roughly $110,000, according to his financial report.
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Full text: [Marketing] Feb 22, 1988
Politics 88 Campaigns Offer Varied Cash Outlook Dole Near Spending Cap; Gephardt Trails Simon in Fund Raising
On the Democratic side, meanwhile, Sen. Paul Simon of Illinois appears to be raising about 50% more money than Rep. Richard A. Gephardt of Missouri, despite Gephardt’s defeat of Simon in two successive contests. Gephardt plans intensive fund-raising efforts over the next two weeks to gain the $2 million he needs to contest the March 8 Super Tuesday primaries, his campaign spokesman said. Aides insist that Gephardt’s campaign will have the funds it needs for the March 8 contests. “We have a $2-million budget for Super Tuesday, a lot of that money is yet to be raised,” said [Mark Johnson], noting that Gephardt has 25 fund-raising events scheduled around the country for the next two weeks. Gephardt’s financial picture would be worse were it not for more than $800,000 in bills that he had not yet paid as of the end of the month. Gephardt owed his direct mail firm, Progressive Direct Marketing, about $273,000, his media adviser $55,000 and a political consulting firm roughly $110,000, according to his financial report.
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DAVID LAUTER
Full text: [Los Angeles Times (pre-1997 Fulltext)] Feb 22, 1988
Rush to Deposit Accounts After Stock Market Crash Not as Frantic in Region
A quest for security following the stock market crash on Oct. 19 resulted in some substantial increases in deposits over the following two months, officials with several local banks and savings institutions said last week. But an informal survey of depository institutions in the Capital District revealed mixed experiences in the period since the Dow Jones industrial average tumbled 508 points in one day. One banker said his institution’s success at attracting increased deposits was a direct result of a marketing campaign that started quickly after the stock market turned in its worst-ever single-day performance. (excerpt)
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Stoneman, Bill
Full text: [Capital District Business Review] Feb 22, 1988
Selling Movies Takes Creativity, Delicacy, Savvy-and Oodles of Money
This is all very different from what ad agencies usually do for most major advertisers. When car makers or fast-food companies switch ad agencies, the public soon sees big changes in its ads. For example, Nissan’s current ad campaign about how its cars are “built for the human race” is a far cry from past ads about how its cars “make you feel like driving.” That is the direct result of a recent ad agency change. Long before Jack Nicholson and Meryl Streep last week received best actor and best actress nominations for the film “Ironweed,” an ad boasting about the nominations had been created. “All the major film companies had ads set to go before the nominations came out,” said Jack Brodsky, marketing consultant for Taft/Barish Productions, which produced “Ironweed.” “It’s just a question of what number to slap in the ads.” The division is named after the two men who will head it up. Bill Butler, who just joined Chiat/Day from the direct-market specialty firm Wunderman Worldwide, will be creative director of the subsidiary. And Bob Perkins, who has been with the ad firm since 1984, will be president of the division. Its first task is to create direct-mail advertising for recently acquired client National Car Rental. And up the road: perhaps some direct mail ads for Chiat/Day’s biggest client, Nissan.
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BRUCE HOROVITZ
Full text: [Los Angeles Times (pre-1997 Fulltext)] Feb 23, 1988
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