| SEPTEMBER 2000 |
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Vol. 1, No. 1
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President's Message
Welcome to the first online issue of NEDMA News! As an association, we strive to be at the forefront of the trends in direct marketing, and communicating with our members is no exception! Our traditional "Rollout" has been reinvented as the HTML "NEDMA News." It will continue to brief you on upcoming events, highlight news of our members, and bring you useful tips. If your browser cannot support this HTML version, please email us at , and we will send you an all-text version. Based on your suggestions, we have added new meeting times and a variety of locations, and we'll continue to feature experts who will focus on a wide range of topics important to the future of direct marketing in the new economy. Please attend as many events as possible. We guarantee you won't be disappointed. In this "Internet-Speed" environment, staying on top of technology is critical to the success of our careers. We are aiming to build NEDMA into one of the premier resources to gain knowledge so we can all achieve our goals. I look forward to seeing you at the next meeting.
Pam Sullivan
President, NEDMA
President, Sullivan Creative
Save the Date:
Thursday, September 28, 2000
NEDMA Breakfast Meeting
Place: Sheraton Lexington, Lexington, MA
Time: 7:30 - 9:30 am
Topic: Online Branding
Speakers: Elinor Selame
President BrandEquity International
"Secrets of E-Branding: Build a Brand and They Will Come"
Establish a brand identity and you'll have a solid place to stand while you carve away a bigger chunk. However, there's much more to brand establishment than putting your name up on the Internet. You will learn what it takes to build brand identity, and what you must do to leverage it for maximum benefit. Elinor will discuss the numerous branding options available to your company and help you evaluate your current visual marketing plan.
You'll learn how to:
- Create the best positioning strategy to build your brand equity.
- Determine and expand your brands' appeal to target customers.
- Develop brand names that work hard for you.
- Develop a totally integrated brand story that builds brand equity.
Elinor Selame is a leading expert, author, speaker, and consultant on brand asset management and visual communications strategies. Her latest books are The Company Image: Building Your Identity and Influence in the Marketplace and The Corporate Identity Audit: A Company Self Assessment.
John P. Andreliunas
Vice President, Director of Marketing
Farmandcountry.com
"Realities of E-Branding"
As some dot coms are flourishing and others are getting lost in the black hole of cyberspace, the past year has shown that tons of venture money and Super Bowl commercials are no substitute for good marketing fundamentals knowing your customers and making your product and communications relevant to their life. John will demonstrate that there are better, cheaper, and simpler ways to make your brand successful.
Farmandcountry.com is the online component of Quality Stores, Inc., a 374- store chain based in Muskegon, MI. John is responsible for the site, the brand, and all online and offline marketing programs. Prior to joining the firm, John was VP of marketing for iWant.com, an online WANTED marketplace that brings together buyers and sellers of products and services. His experience also includes adidas-Salomon AG and Reebok International.
Please register for this event using the form at the end of the newsletter and check the end of the newsletter for other upcoming events.
NEDMA Thanks its Newsletter Sponsor...
IMS International Mailing Solutions, LLC
9 Arrow Drive
Woburn, MA 01801-2039
781-376-5000
1-877-mail-ims
www.mailims.com
Contact: Gary W. Harnum
International Mailing Solutions, LLC, is a full-service printed matter logistics company. IMS offers substantial postage savings and fast worldwide delivery of direct mail, magazines, catalogs, and other printed matter. Its mailing solutions are customized to meet clients' changing needs.
Corporate Member Highlight...
Japs-Olson Company
7500 Excelsior Blvd.
St. Louis Park, MN 55426
Voice: 952-932-9393
Fax: 952-912-1900
www.japsolson.com
Contact: Debbie Roth, VP, sales & marketing
Japs-Olson is a new corporate member of NEDMA, but the company has been in business since 1907 when it was founded by Barney Japs and G.F. Olson. The first employee, Frank Beddor, Sr., worked his way through the ranks to become the firm's president. His grandson, Mike Beddor, is the current president, his granddaughter, Debbie Roth, is VP, sales and marketing, and six other grandchildren are actively involved in the firm. In this day of mega-mergers, it's nice to see a company that has been family-owned for so many years!
With 700 employees, Japs-Olson is one of the largest DM printers in the country. Their 512,000 square foot facility houses over 30 presses ranging from a 12-color, sheet-fed Heidelberg Press to several half and full web presses. They have a technologically sophisticated prepress department, a complete service bureau and lettershop, and their in-house U.S. post office averages three-to-four million pieces per day.
In addition to state-of-the-art equipment, according to Debbie, they have an outstanding team of employees. "They are hard-working and proud of what they do," she said. "We all know that our clients rely on us to meet strict deadlines with outstanding results. We are looking forward to working with many of the agencies and companies in the New England area."
Corporate Member Update...
BeNOW
500 Edgewater Drive
Suite 525
Wakefield, MA 01880
www.be-now.com
Lots of exciting news is coming from BeNOW. After selling its production division to Sean Connor and Michael Doherty of Aurora Direct LLC, TPC has changed its name to BeNOW, and has moved to new corporate offices in Wakefield. The firm is combining its database expertise, e-marketing capabilities, and customer relationship savvy to offer business-to-business clients a complete package to help them excel in the e-commerce arena.
Brad Neuenhaus, president of BeNOW explained: "We are helping our clients integrate the e-channel into their overall marketing mix and are reinforcing their CRM capabilities. A good database and data mining techniques allow us to analyze their customers and plan highly-targeted campaigns. In addition to our database and analytics services, we will focus on three areas e-mail marketing, personal portals, and online seminars.
"We have put together one of the best teams imaginable to make this all happen," Brad continued. "Tom McGinley is our chief technology officer, Andy Cutler is head of our strategic services group, Bob Stoloff is chief financial officer, Kevin McShane is vp of sales, and both John Groman and Alan Rosenspan are working with us as 'e-vangelists'".
The firm plans to concentrate on four main vertical industries telecom, financial, high-tech, and industrial distribution.
News from our Members and Colleagues
We heard recently from John Pannell, founder and former president of Newport Creative who said that after more than 15 years of building the agency and working with some of the best non-profit organizations in the country, he has decided to take a less active role in the agency. In light of this shift of responsibilities, Jeff Baker has been appointed chairman of the board and Michael Walsh has become president. Jeff has been with Newport for the past 10 years, and in addition to serving on the Board, has been senior vice president. Prior to joining Newport, he was vice president for Hub Mail Advertising's Fund Raising Division. Michael joined Newport in 1994 after 10 years with Childreach. As senior partner, he was responsible for much of Newport's growth in the past five years.
LW Robbins is into both "expansion" and "fitness" as they have just hired three new people and have published their highly-informative "Get in Shape for 2001 brochure LWRA's Super Daily Workout for Fabulous Fiscal Fitness." Sarah Reynolds and Fruma Efreom have joined the firm as a copywriters and Christine Bond has come aboard as a graphic designer. Sarah was most recently a reporter for the Worcester Business Journal, Christine had been a graphic designer at Staples, and Fruma was a reporter for the Kent County Daily Times. The brochure helps non-profits produce "appeals of steel in just 75 days of destiny" combining a light-hearted copy tone with great tips on strengthening direct mail appeals.
Dickinson Direct is also on the move, hiring Maurice Thorpe as handwork/fulfillment manager and promoting both Steve Waryas and Keith Flannigan to senior account managers. Maurice had been with Output Technologies.
If you are a freelance creative professional, be sure to check out the new offices of The Creative Group at 2 Westborough Business Park, 200 Friberg Parkway in Westborough. With 30 offices nationally, the company specializes in placing advertising, marketing and creative specialists on a freelance basis. Their local number is 508.870.1680.
Castle Graphics celebrated its 8th anniversary with a birthday bash and demonstration of their latest state of the art equipment. According to David King, director of operations, the Nur Fresco is the most powerful digital printer in the world with the capability of printing 1,000 square feet per hour at 360 dpi." They use it for large format graphics that wrap trucks and cover trade show booth walls. The color quality is excellent. Check it out it's worth a visit to their Concord headquarters!
We want to hear the latest news from you and your company. Please e-mail information to Marilyn Ewer, NEDMA News editor, at or mail to MKE Enterprises, 193 Haverhill Street, North Reading, MA 01864.
Other Upcoming Events
Tuesday, October 17, 2000
NEDMA Meeting
Place: John Hancock Hall
180 Berkeley Street, Boston, MA
Time: 7:00 - 9:00 pm
Topic: "Capitalizing on the Convergence of Direct & Digital Marketing: Integrated Marketing Case Studies"
Speakers:
Don Lane
Vice President, Management Supervisor
Arnold Communications
Don will discuss the evolution of the Volkswagen success story that began with the 1995 launch of the "Drivers wanted" campaign. He will describe the strategy behind the campaign, how it has evolved since Volkswagen's product lineup has changed, and how it is being adjusted to accommodate the growth in importance of the Internet and 1-to-1 marketing.
Don is currently the vice president, management supervisor of Arnold's Volkswagen Brand Team. He began his career at Arnold in 1995, and has worked with a variety of clients including Stop & Shop, Hood, Franklin Sports, and The Hartford.
Andrew Graff
Managing Partner & COO
Allen & Gerritsen
Paige Arnof-Fenn
Vice President, Marketing
Inc.com
Paige and Andrew will focus on building a 'new economy' brand from an established one. They will discuss the challenges of launching the new brand, dynamics of the target audience, and strategic communications opportunities. They will also describe how they formulated the creative and media integrated platform.
Andrew oversees operations for Allen & Gerritsen's High Performance Marketing organization. He has extensive experience in direct response advertising working with complex business-to-business and highly-competitive consumer clients. He has been instrumental in developing the series of marketing and communications methods, protocols and processes that define High Performance Marketing (HPM).
Robert Rosenthal
President & Founder
Passaic Parc
Robert will describe the business-to-business campaign they created and just launched for Charrette.com integrating e-mail, direct mail and print. A dm innovator, Robert is known for his ability to "push the envelope" and test new approaches and formats for his clients.
Monday, October 23, 2000
"DM 101" Seminar
Place: Sheraton Needham
Exit 19A off route 128 (I-95)
Time: all day program
Presenter: Pat Friesen
Pat Friesen & Company
Tuesday, November 14, 2000
"Creative Forum & Shoestring Awards"
Place: Doubletree Suites Hotel
Exit 27B off Route 128 (I-95)
Waltham, MA
Times: Creative Forum: 5:00 - 6:00 pm
Networking: 5:30 - 6:30
Dinner & Shoestring Awards: 6:30 - 8:45
Creative Forum Panel Speakers:
Catharine Quinn
Creative Director
Bose Corporation
Speaking on the 1999 Shoestring winner: "Pioneers in Aviation Client Bose"
Kathleen Aston
Vice President, Creative Services
Dickinson Direct
Speaking on the 1999 Shoestring winner: "Meet the Needs of the Student Body Client Mac-Gray"
Shoestring Awards MC:
Alan Rosenspan
President
Alan Rosenspan & Co.
__ YES, sign me up for the September 28 breakfast meeting. Costs: Members: $30.00 Non-Members: $40.00 Please reserve 48 hours in advance to avoid the $10 surcharge. Cancellations must be made 24 hours in advance. No shows will be billed. To Register: Please fill out the information below and e-mail to or fax to 781.431.8118. Thank you.
Name:_____________________________________
Company:__________________________________
Phone:______________________
email:______________________________
Total due:__________ ___MC ___VISA ___AMEX
_____________________________________ Exp_______
If you have any questions, email to or call 781.237.1366.
© 2000 The New England Direct Marketing Association
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