ROM "travel" ad

To lure the local public to permanent exhibits at the ROM, I proposed a mimic of the common travel ads found in newspapers. I developed the concept, wrote, and designed the ad.

Apple Picking in Canada

Written by Choleena DiTullio of Demand Studios for publication on eHow.com. The published article at eHow.com.

Canada is “ripe” with apple-picking opportunities! Depending on the variety of apple, weather and location, apples are ready between August and October. U-pick or Pick-Your-Own (PYO) apple orchards can be found in the provinces of British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, New Brunswick, Nova Scotia and Prince Edward Island.

Picking Tips
The color of the ripe fruit depends on the variety, so ask staff for picking tips on the varieties that they grow. It’s usually best to pick apples that are firm and free of bruising. If it's early in the season, pick from the outlying branches, since they ripen first. As the season progresses, pick from inner branches. Try not to sharply pull the apples from the tree, because this could cause other apples on the same branch to fall. Instead, lift the apple upward and give a sharp twist. Place them gently in your basket so that they don’t bruise. Although many U-picks supply ladders in the orchard, if you're taking children on your outing, consider selecting a U-pick that has dwarf trees with easily-reached branches. Bring sunscreen and hats if it’s sunny.

Storage Tips
These tips will help the apples keep fresh longer. Don’t wash the apples until you’re ready to use them. Keep them in a cool but not freezing location such as your basement or cellar. A slightly humid atmosphere will help keep them from shriveling or drying out. According to Outdoors.ca and PickYourOwn.org, apples should not be stored directly beside potatoes. Potatoes release a gas that speeds up apple spoilage.

Apple Dishes
Apples are versatile in cooking. They are a main ingredient in many types of food across many cultures. Common apple foods and beverages: cider; juice; fritters; cake; vinegar; candied; dried; wine; schnapps; butter; pie; flan; jelly; sauce; cheesecake, crisp; strudel; dumpling; and crumble. Apple is a minor ingredient in many dishes such as creamy coleslaw, pancakes, muffins and stuffing. According to Scientific American, apples quickly oxidize (react to oxygen in the air) and turn brown when bruised or cut. Prepare apples last or toss them with a small amount of lemon or pineapple juice to counteract the oxidation process.

U-pick Farms
U-picks are not restricted to apples. Many farms have opened their fields to the public so that customers have access to many kinds of fruit and vegetables. If you’re specifically looking for apples, make sure that’s what the U-pick is offering. PickYourOwn.org is run by a U-pick lover who has put together a fairly extensive listing of U-picks in Canada.

Other Activities at U-Picks
U-pick farms and orchards often offer related foods, services and activities to provide a complete package or day adventure to locals and tourists. Some features might be horse and wagon rides, mazes and themed meals. Pre-picked fruit and vegetables are often available, and a retail shop may offer foods made with produce from the farm. Some farms even maintain a winery and offer liquor sales and tastings. An example of an orchard that offers extensive products and experiences is Belliveau Orchard in Memramcook, New Brunswick, Canada.

References
PickYourOwn.org: Apple Picking Tips
Outdoors.ca: Apple Picking in Canada
ScientificAmerican.com: Why do apple slices turn brown after being cut?
PickYourOwn.org: U-pick farms in Canada
AllAboutApples.com: Orchard Listing

Resources
CanadianLiving.org: Apple Recipes
Belliveau Orchard: Welcome

The Difference Between a Loft and a Studio Apartment

Written by Choleena DiTullio of Demand Studios for publication on eHow.com. The published article at eHow.com.

The differences between a loft apartment and a studio apartment are size and type of living space. Loft apartments are large living spaces either situated in a loft area (the space just below the roof) of a building or the apartment contains a room that overlooks the main living space. A studio apartment is small with just one or two rooms often containing a combined living/sleeping area. It contains no raised or second-story (loft) room.

Similarities
Both have a self-contained living setup including kitchen, bathroom, living and sleeping space even though some spaces may be combined. They are open-concept with few dividing walls. As apartments, both are rented.

Origin
Loft apartments were most often converted upper-story levels of commercial buildings; a way to reclaim abandoned manufacturing and industrial buildings. Because of their popularity and generally higher rental income potential, today's architects design loft-like apartments into new buildings.

Architectural Features
Because of the origin of loft apartments, they often are large, open spaces with large windows and high ceilings. Since the ceilings are very high, a raised sleeping area (or loft) can be built into the same space, gaining extra floor space. This room overlooks the rest of the living area and can often be reached by steep stairs or a ladder.

Loft Apartment versus Loft (or Loft Area)
As opposed to a loft apartment, a loft area is a space created above a living space that has very high ceilings. It is reached by a staircase or ladder, and is used for sleeping or storage purposes. It does not have to be in the top floor of a building or have the architectural features such as large windows of a traditional loft apartment. Any living space—apartment, house or condo—can have a loft in it.

Etymology
Loft: Middle English, from Old English, air, sky, from Old Norse lopt; akin to Old High German luft air. Date: 13th century. An upper room or floor; a gallery in a church or hall; one of the upper floors of a warehouse or business building especially when not partitioned.

References
Merriam-Webster Dictionary: Loft
Vertex Realty: Building and Apartment Definitions
Metro Apartments: FAQ

Difference Between Pelagic & Demersal Fishing

Written by Choleena DiTullio of Demand Studios for publication on eHow.com. The published article at eHow.com.

Pelagic fishing is the collection of fish or seafood at or near the surface of the ocean. Demersal fishing is the collection of fish or seafood on or near the seabed in open ocean. While the biggest difference is the location within the ocean, the fishing practices and seafood types vary as well.

Oceanological Zones
The pelagic zone of the ocean measures from the surface to 36,000 feet (11,000 meters) in depth. The demersal zone is simply on or near the seabed of the ocean. The depth differs depending on the depth of the ocean.

Catches
Some of the most common pelagic fish catches are mackerel, herring, sprats. Some of the most common demersal fish catches are cod, haddock, whiting and flatfish. Shellfish species include, shrimp, scallop, lobster and crab.

Demersal Trawling
Bottom trawling is the practice of dragging a large funnel-shaped net across the seabed. Weights in the net ensure contact with the sea bottom. As the net is all-encompassing, it captures all aquatic life, not just food species. A single trawler may rake more than 6.25 square miles (10 square kilometers) of seabed daily.

Pelagic Trawling
Large-scale commercial and industrial pelagic trawling, such as purse seining, captures schooling fish. The dense concentration of fish is surrounded by a deep curtain of netting supported by floats at the surface. The curtain is then pursed or gathered together at the bottom to fully enclose the school. The seins measure 100 to 200 feet (30 to 60 meters) in length.

Effects
Large-scale demersal fishing, such as bottom trawling, has been responsible for the destruction of some seabeds. The habitat is overturned and sediment billows, causing water quality to significantly decrease for species that rely on that habitat for living or as a food source.

Large-scale pelagic trawling has been implicated in the overfishing and significant depletion of some stocks, such as codfish. For example, in 1992 the Canadian government declared a moratorium on cod fishing as a result of overfishing. Reduced stock not only means fewer fish for human consumption but also fewer fish to feed the food chain, thereby possibly affecting other stock.

References
Encyclopedia Brittanica: Pelagic Zone
ProFortis International Limited: Sea Bed Fishing (Demersal)
Fisheries Research Services: Description of Commercial Gears
Canadian Geographic: Atlantic Cod

Example of a Chief Marketing Officer Job Description

Written by Choleena DiTullio of Demand Studios for publication on eHow.com. The published article at eHow.com.

The chief marketing officer has responsibility for all areas of marketing, including sales, customer experience, public policy, media relations, promotion, web and electronic services and the corporate programs of a company or foundation.

Overview
The Chief Marketing Officer (CMO) is the senior executive of a company’s marketing department. He leads the teams that recommend and execute the company’s marketing activities to achieve the financial and strategic objectives of the marketing plan. She manages marketing budgets, sets up business processes and tracks return on investment; reporting on all marketing activities to the suite of chief officers. The CMO is both a thought leader and a tactical implementer.

Key Responsibilities
Reporting directly to the Vice President of Business Operations; the Chief Marketing Officer leads marketing operations, sales operations, product management, partnership marketing, customer service and customer retention. As part of the marketing operations, he takes care of the company's media and industry relations, advertising, interactive programs, communications as well as market and customer research. Advertising responsibilities include overseeing trade show exhibiting, printed promotions and electronic promotions such as web sites and social media. He must ensure that the company's branding comes across in all media.

Experience
The CMO should have 10 or more years of senior leadership experience in marketing and sales management with a thorough knowledge of marketing principles, product or service management, sales and business development, along with a demonstrated track record of success and performance. This senior leadership position requires the ability to understand changing market dynamics, translating them into actionable strategy and implementing the strategy to achieve pre-set objectives as determined by the marketing plan. She should have experience in managing budgets effectively across multiple departments, financial reporting, setting up effective metrics and business processes. Knowledge and experience in the company's industry may be required or preferred.

Day-to-Day Responsibilities
The chief marketing officer drives day-to-day execution and improvement of the company's marketing plan; oversees market research and analysis of the competition; oversees the management and research teams on product development; oversees and directs customer service and customer service monitoring processes to ensure client retention and to ensure that customer feedback informs the development process of the product (or service); and researches and creates product ideas and areas for business growth. This position also manages the development of a web site that serves customer, staff and partner needs; handles public relations and corporate communications designed to deliver a brand-consistent message; develops new and enhances existing business relationships and heightens awareness of the company; and provides leadership in the design and production of all aspects of visual marketing needs.

Intangible Personal Qualities
The chief marketing officer is expected to build and maintain a high performance culture through standardized or personalized, effective performance management methods; is an excellent project manager; has impeccable communication and presentation skills; can balance product/service strategy and execution of a marketing plan to deliver both well and has a solid understanding of the value of industry experts and how to work with them to the company's benefit. A CMO is an excellent change agent, using a style of management that mentors/coaches staff to inspire their best performance. She also builds a personal rapport with all stakeholders, including the team of chief officers, personnel and suppliers; has superior strategic planning and organizational skills with a hands-on execution style; and is able to align and integrate the department's goals with the other chief officers' goals so that partnership drives growth.

References
ASAE & The Center for Association Leadership: Job Descriptions, Marketing
Metropolitan Regional Information Systems: Chief Marketing Officer
jobfox: Go Grid CMO

Resources
Bloomsberg Businessweek: The Short Life of a CMO
CMO Council
Forbes.com: CMO Turnover Dilemma

What is a full-service advertising agency?

Written by Choleena DiTullio of Demand Studios for publication on Answerbag.com. The published article at Answerbag.com.

A full-service advertising agency is a business specializing in the complete promotion of its clients. The agency can produce all types of advertising products and services from printed signs to television advertisements.

Brand Development
Brand development includes everything from deciding on the design of a logo to developing a family look for all promotions.

Research and Conceptual Development
Research includes a period of discovery where the agency learns about the client, its goals, its products and its audience. The agency will write a comprehensive marketing plan from the information gathered. Conceptual development includes brainstorming advertisement ideas and testing those ideas in a focus group.

Audio/Visual Components
A/V components include radio and TV. ads as well as soundscapes, multimedia and video components used within websites and trade show booths.

Printed Materials
Printed materials include a wide variety of items: billboards, brochures, business cards, trade show booths and all types of printed signage.

Electronic Marketing
Electronic marketing includes websites, mailing lists, social media (blogs, Facebook Groups, Twitter streams) and other electronic-based promotional methods.

Public Relations and Communications
Their services can also extend to Public Relations and Communications, supplying speech writing and a direction for all modes of public communication of a company.

More Information:
Saatchi & Saatchi
BBDO Worldwide
Ogilvy & Mather

Tips for Entrepreneurs

A friend of mine who is considering starting her own freelance business asked me for my thoughts on being an entrepreneur. It made me realize that I have 16+ years of experience being an entrepreneur and if my advice was important to her, it might be of interest to you. Here are my thoughts on the topic.

The self-employed business owner is responsible for every aspect of the business from sweeping the floor to serving the customer to managing the finances. All the while, they must ensure that staff are performing well and that new business is coming in to keep everyone (including you) in a job. That's a lot to be responsible for so it's no surprise that business owners are often heavily stressed individuals. Here is some advice on how to circumvent some of the most common problems:

Business Development
Cheap solution? Network. Join clubs and groups. Follow clients/potential clients on Twitter. Attend seminars and events. Make yourself do one thing that challenges you at that event. For example, introduce yourself to someone you don't know. Being a wallflower won't help your cause. Be courageous and make your presence known. Then find ways for others to promote you inexpensively. Go after industry awards and write press releases for newspapers to pick up. Put that news on your web site (get a free blog if you can't afford a web site). Make a business card which briefly lists your services and how the customer can benefit. Let your network know that you're expanding and looking for new accounts. Describe the type of clients you're looking for (e.g. manufacturing, film industry). Consider offering a small finder's fee. Read the newspaper to see who is expanding/looking for partners like you. Check procurement sites that your industry/province might manage such as NBON, MERX or OPBA. Believe it or not, job sites such as Workopolis, LocalWork.ca, CharityVillage.com, Beyond.com, Oodle.com and Monster often list contract work so check out those sites as well. Many of them will also allow you to freely post a profile of yourself and your services.

Another inexpensive way to develop new business is to do it from within your existing client list. Treat your current customers very well. Be in touch with them often, listen to their challenges and do whatever it takes to meet/exceed their goals. Then research new technologies or start foreseeing what things they are going to need next. Brainstorm with them. Prove to them that you're dedicated and they're likely to show the same dedication in return.

Time Management
Too many tasks and not enough time to do it all? Manage your time by reducing distractions, prioritizing and using an electronic organizer. Plan your day better by knowing right from the outset what you need to accomplish that day. Make a list (keep it reasonable), allot time slots and then plow through the tasks. Give yourself treats to work toward if you have to. Identify the things that are distractions to you (for example, the phone, IM, email and electronic news). Then schedule those distractions just like you'd schedule any other task -- and only every few hours at the most.

If you have a staff, create a Production Schedule for them. Then choose the most responsible one to keep it updated!

Staffing
Having difficulty hiring/training people or don't want to spend money on an advertisement? Ask around for referrals for qualified people. The network that you developed above should be able to help. Post a news item on your site that says you're expanding and invite people with the right skill set to send in their resume. Put an ad on free websites such as Kijiji. Check out employee training programs that the government might be offering.

Cash Flow
Prepare (or have your Accountant prepare) a one-year cash flow forecast to manage money coming in and going out. Update the spreadsheet weekly. This will allow you to see potential cash flow shortages in time to correct them. Reduce expenditures. Send out reminders to clients to pay overdue accounts (show interest/fees) or have an agency/accountant recover Accounts Receivables for you. Have friends, family or a financial institution in place for a loan before you need the money.

Balancing Work and Life
This is a biggie. Most people start a business to have better control over their workday but they end up falling into the same trap that their old employer fell into. You don't know how to stop thinking about the business when you're at home and your life goals become work-related. Your business should be your servant, not your master. Identify 5 things that regularly consume your day or that you don't like/aren't good at doing. Then delegate (to suppliers or staff) what they're better at doing anyway! Revisit your life goals and start scheduling them into every day. Add them to your electronic organizer if you have to!

Let me know if you have any questions or advice to add to this.

Now, get out there and start enjoying work AND life again!