Home Improvement Campaign Relieves Unemployment

"Buffalo's campaign to relieve unemployment through home improvement ii attracting nationwide attention. This plan is one of the most intelliglnt and practical developed io far to capitalize on the tremendous publicity which has been given io modernizing and the work of Colonel Wood's Unemployment Commission encouraging it", says a recen_t the Creo-Dipt Compiny. Inc., oJ North bulletin issued by the Company. ot Tonawanda, N. Y., and sent to all their branch offices and Tonawanda. N. salesmen. been donated by local radio stations, and copy has been donated by a nationally known advertising agency.

How Advertising Is Followed UP

The bulletin is accompanied by samples of the advertising used in the Buffalo campaign, made that the salesmen may be able civic organizations throughout their a similar program.

A skeleton outline of the program stantially as follows: and the suggestion ts to interest dealers and territory to work out given which is sub-

The Mayor's Committee on Unemployment has made the campaign a civic, non-partisan enterprise. It obtains support from clergymen of all creeds and representatives of all parties.

The Greater Buffalo Advertising Club was appointed by the Mayor's committee to direct the campaign, give it proper publicity and supervise organization.

Publicity is paid for by contributions from building material, decorating, painting, plumbing and electrical dealers and manufacturiri in Buffalo and vicinity. These firms also do follow-up sales work.

How "Modernize Now" Is Advertised

The main point emphasized in all copy is "do the. work s6'p'-11'5 a Civic dutt". The object of the drive is immediate relief and to convince the public that it is the patriotic duty of every financially able citizen to give his support. The following media are used: newspapers, street cai and bus cards, radio and billboards. Newspapers haVe been generous rvith editorial publicity, time on the air has

Jack Thomas Visits Los Angeles

Jack Thomas, Coos Bay Lumber Co., San Francisco, was a recent Los Angeles visitor where he spent a few days on business.

1. Solicitation by citizens. The Advertising Club divides the city into se'ctions, lvith a "captain" in each section who calls on everyone in his neighborhood. The captain reviews the objbct of the modernizing campaign, stresses the point that home improvement increases the capital wealth of the community and that work done now helps relieve distress and hasten the return of prosperity. He asks the home owner to sign a pledge promising to do some work around his home immediately. When he signs the pledge the homeorvner hangs a sticker in his window which says: "This household is cooperating with the Greater Advertising Club Home fmprovement Campaign."

The pledges are not given to dealers for follow-up, as this would lead to a great deal of fruitless competition, but are filed at the Advertising Club headquarters, where everyone wishing to consult them may do so.

The pledges and window cards put homeowners under moral obligation to do work as promised.

rhe Adverti.i,s 3r",fr1l;tt#;Yl-s with each group of dealers outlining the campaign and stressing the importance of follow-up. They repeated the old story-advertising without sales effort is fruitless.

Dealers may use many methods of follow-up, such as telephone calls, personal solicitation, letters offering special prices and terms in .cooperation rvith Buffalo Home Improvement Campaign. All sales talks and letters stress that the drive is a civic enterprise that dealer and homeowner must cooperate in for the good of the community.

Dealers or civic organizations wishing further information on this campaign can obtain it by writing to Charles P. Penney, care Penney & Penney, Ellicott Square, Buffalo, N. Y.

Returns From Tbip To Arizona And Texas

Bob Osgood, Wheeler, Osgood Co., Los Angeles, has returned from a business trip to Arizona and El Paso, Texas, where he called on the trade.