BOARD OF TRADE ATTEMPTS TO CHANGE IMAGE
By Adnews Staff
The Board of Trade launched a direct mail campaign last week to show business people that it knows what they need. The direct mail piece is called the Tools of the Trade membership tool kit. It includes things business people need to succeed such as information on how to become a board member, how to plug into the World Trade Centre to make international connections and information on local events to make connections close to home. The kit also tells business people how to effect policy development. The campaign was created by Ranscombe & Co. of Toronto. The agency was hired for the business last June in a competition with three other agencies. This is the first time the Board of Trade has used an agency. Advertising, which has always used just direct mail, was done in-house. The board decided to hire an agency because it wants to change its image from that of an old and conservative body to one that shows the board gives business people what they need, board marketing director Janet Hercz told Adnews last week. The board felt it needed help to do this.