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Cullinet Software Ad Campaign Volume 1, Number 2 (October 1, 1984)

Ad Blitz Kicks Off New Campaign
  Cullinet has embarked on an exciting new advertising campaign that was recently kicked off by a full-page, corporate strategy ad appearing in the September 6 Wall Street Journal.
  Four days later, that ad was followed by an eye-opening nine-page ad blitz in Computerworld. These efforts marked the beginning of an aggressive new campaign designed to increase the company's visibility in its many target markets.
  Designed by Rizzo, Simons, Cohn, Inc., Cullinet's new advertising agency, all of the ads share the same tag line: "We understand business better than any softwar ecompany in business." This statement neatly summarizes the strategy of the campaign — to position Cullinet as "the" experienced, user-driven software resource.
  The objective of the campaign is simple. According to Vic Morris, vice president of marketing and international operations, "the goal is to introduce the new products and create more awareness of Cullinet in the business and general press. To that end, our advertising budget has been tripled."
  According to Vic, the campaign is a totally comprehensive plan that covers all Cullinet products and audineces, including some new ones. "When database was our principal product, we addressed only the DP/MIS audience," he explained. "We have since become a multi-product, multi-audience company and must now address those audiences."
  In an effort to reach these decision makers — top managers and CEOs in the manufacturing, financial, banking and human resource areas — Cullinet is now advertising on a regular basis in the country's most read business publications, including the Wall Street Journal and Business Week, explained Polly Uzzle, Cullinet's advertising manager.
  Additionally, starting in December, Cullinet will begin running GOLDENGATE ads in PC trade publications. Concurrent with this flurry of advertising activity, Cullinet will continue to address the DP/MIS audience via trade publications like Datamation and Computerworld that have been used in the past.
  "All of the ads have a common thread," Polly noted. "Through the total integration of database, application an decision support software, we hav emade it possible for organizatiosn to implement a true information strategy — a strategy that ensures continuity throughout the organization."

Cullinet Hoping to Expand Westwood Facilities
  Cullinet Software, Inc. has signed a Letter of Intent with Boston Properties for the proposed developmen of five buildings on the 60-acre Lost Brook site in Norwood. The new Lost Brook Business Park would provide 360,000 square feet of office space, with the first building of 60,000 square feet planned for occupancy in the fall of 1985. Completion of the development, which is located on University Avenue, two miles from Blue Hill Drive, is dependent upon approval from the State Executive Office of Environmental Affairs.
  The Letter of Intent offers Cullinet the option of leasing and/or purchasing the first three buildings and lease options on the fourth and fifth buildings. Construction would be staggered through 1989.
  "Based on our projected growth over the next five years, teh Lost Brook site is economically favorable an dwould permit us to centralize facilities," said John Gannon, divisional vice president of corporate services. He also noted that the developmen is planned as "an addition to our present headquarters facilities."

Over 250 Attend Annual Meeting
  More than 250 people attended Cullinet's fiscal 1984 Annual Meeting held at New England Life Hall, Boston, on September 6.
  At the meeting, shareholders approved the re-election of Richard Bloch and Joseph McNay on the Board of Directors and alaso voted to increase the number of shares for the Incentive Stock Option Plan. Reflecting a commitment to th company's managemen philosophy and overall corporate philosophy, shareholders also approved amendments to add equal price and mandatory bid provisions to the Articles of the Organization.
  John Cullinane, chairman of the board, commented on teh success of the company during his opening address. "Over the years, by following a fundamental policy of addressing customer needs an dproviding solutions to their information systesm needs, and by backing them up with strong education and support, we have been able to build a well-respected and successful organization," he said.
  Also during th meeting, top management presented an overview of varioius aspectgs of the corporation followed by a new audio-visual show which dramatically tells the Cullinet story.

Inset phone in newsletter has caption which reads: Members of Cullinet's Board of Directors look on as chariman John Cullinane delivers the opening address at this year's Annual Meeting of Shareholders and First Quarter Financial Meeting held on September 6 at New England Life Hall, Boston.


New Tampa Office Holds Open House
  Ever since the relocation of the Tampa field office three months ago, employees there have been anxious to show-off their new facility. In mid-September they finally got their chance.
  Following the fall IDMS/R super seminar hosted by the Tampa office on September 13, an open house was held which drew more than 100 customers and vendors from the area. The event, according to Sandra Fernandez, marketing secretary, was a "huge success." Attendees were treated to a first-hand look at "the Spectrum," the building housing the Tampa sales office, designed to simulate an open-atrium filled with greenery an fountains. The building is part of Tampa Bay Park, a spacious office park with several small lakes and easy access from Tampa International Airport.
  "We are proud of this facility adn are looking forward to seeing our staff increase as the Florida market grows," said Tampa's Hardy Warmack, marketing manager. "We'd also like to thank Jim McKeown in Westwood for an excellent job in coordinating and planning our relocation."

Telemarketing Group Taking Orders for GOLDENGATE

Westwood Visits Are Crucial Step in Successful Sale

Bobby Orr at Cullinet
Former hockey great and Cullinet board member, Bobby Orr, visited the Blue Hill Drive office on August 27 for a "hands-on" look at GOLDENGATE. Orr, who had no prior micro experience but wanted to learn using state-of-the-art software, had planned to spend an hour working with GOLDENGATE. "But he became so involved in experimenting and working with the software's various tools," said executive sales' Mussie Shore who helped acquaint Orr with GOLDENGATE's features, "that he ended up staying more than three hours."




(Click image above right to view a corporate strategy ad that appeared as a full-page in the Wall Street Journal, September 6, 1984)




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