| Company
Caldwell Communications, Inc. is a 22-year-old, woman-owned, multi-media company,
providing content from which women consumers can make informed and intelligent
decisions regarding their auto, travel and personal safety needs.
Automotive
and Travel Industries
The automotive and travel industries are the two
largest industries in the world. Due to the significant increase in women business
travelers and car buyers, each industry is aggressively targeting the women's
market with marketing and ad campaigns spending hundreds of millions of dollars
in multimedia packages to reach this audience. There is still enormous room for
growth. Women's
Market
Women consumers purchase more than 50% of all new vehicles today.
Women business travelers have increased by 5000% since 1970, comprising 40% of
all business travelers. Both the travel and auto industries report that women
are the fastest growing segment of each industry, and that women also influence
80% of all auto and travel decisions.
Additionally, women own 38% of
all U.S. businesses, employing 14 million Americans, and contributing $3.6 trillion
to the national economy. And according to ABC and CNN, women now comprise 54%
of all Internet users, up from 30% only five years ago. Competitive
Advantage
Launched in 1989, CCI was the first-of-its-kind to recognize
the potential of, and specialize in, the women's automotive market. Since then,
RTM has developed numerous media venues, which include an extensive online magazine,
newspaper syndication, satellite tours, event marketing and TV appearances.
The travel industry was added in 1999, establishing itself as a leading authority
on auto and travel issues for women, and giving it a major competitive edge. Founder
Courtney Caldwell is recognized as a founding pioneer in women's automotive media,
who has brought considerable recognition to the growing women's market. Today,
many women's titles offer auto and travel articles to attract ad dollars. However,
because articles are so deeply embedded among general topics, they are lost to
consumers, minimizing appeal to auto and travel advertisers who want targeted
demographics with niche publications which will effectively communicate their
products and services to women. RTM
Venues
The venues include RTM's extensive, content-rich online magazine,
Top 10 annual awards show, WATCH (an online business-to-consumer website), a speaker's
bureau, newspaper syndication, RTM Club, and a TV pilot. Tour de la Femme: the
first national tour to celebrate the history of women's contributions to American
culture is also currently in development. RTM
Website: www.roadandtravel.com
Currently the most active venue in the AW stable, the RTM website launched
in July 2000 to reach upscale professional women worldwide. The site addresses
auto, travel, and personal safety issues that concern women. By 1/31/03, the RTM
website had reached 219,000 page impressions by partnering with companies such
as Yahoo! Autos.
International Car of the Year Awards: This is
the first event of press week prior to the North American International Auto Show
attracting an hundreds of VIPs and sponsors each year. The goal is to evolve the
Academy-style awards into a national TV special, and have winners use their awards
in national TV commercials and billboards. Volvo Cars used their 2003 win on a
billboard in NY. No other auto magazine produces an awards show of this magnitude.
The
2003 black tie affair attracted more than 500 industry guests including auto executives,
political figures, and community leaders. Links to event sponsors and attending
VIPs is available. It is RTM's largest and most successful event to date. Event
Marketing: Event marketing is one of AW's strongest and most successful
areas of generating revenue having found sponsorship for every event pitched.
In development, Tour de la Femme, a multi-million dollar project and first-of-its-kind
national tour celebrating the history of women's accomplishments and contributions
to American culture for the last 100 years. The goal is to launch the tour mid-2005.
Automakers have increased sponsorship support for event marketing to women significantly
in the past few years. Speaking
Engagements and Media Coverage
: Courtney Caldwell has appeared as an expert commentator on numerous
TV shows and is a guest speaker at seminars. Appearances increased in frequency
in 2001. These appearances create additional awareness and credibility to RTM
venues, the women's market and increase traffic.
Additionally,
RTM offers syndication of articles
to a variety of other sources.
RTM
Club: Designed as a membership organization for readers to receive discounts
and deals on products and services from auto and travel companies. Under construction.
Promotion:
RTM is promoted in a multitude of ways in an ongoing effort to increase awareness
and drive traffic. RTM
TV Show: RTM produced a TV pilot, which was sponsored by Chevrolet. Once the
show has been placed with an appropriate network, GM has expressed interest in
underwriting the show. Custom
Print: Near-future plans include the launch and distribution of RTM inserts
major metropolitan newspapers nationwide, and custom print issues. The goal is
to print 12, 8-16 page issues per year with distribution to approximately 5 million
copies per issue. The insert will be complementary to the website. | 