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C TG

Direct Marketing Plan

MARK 1107 Fall 2015

Professor: Boucher, Laurence

Class: Wednesday, 8 a.m

Killner, Cynthia

Makei, Dmytro

Sytnyk, Iryna

Torres, Edgardo

Version #2

November 24th 2015

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1. Background situation analysis

Car sharing is increasing in popularity in most cities of Canada such as Toronto and Montreal. The market is attracting

competitors from traditional car rental services and new entrants. COTG has been expanding its market share in these two

major cities in about 30%.

Key market facts forecast for 2016:1

Car sharing industry will replace 3.38 million private car

Car sharing industry expects more than 15 million members

Fleet will involve 260,000 vehicles

Taking all into account car sharing has substantial cost-effective advantage over other transportation methods comprising

carpooling, says one of the automotive analysts from TrendForce.

Research shows there were 46 car sharing operators in the U.S., Canada, and Mexico serving approximately a million

active members, with a combined fleet of almost 16.000 vehicles. Interpolating these stats, we can estimate that in Canada

there are 3 service providers with more than 1,120 vehicles.

After the acquisition of Zipcar by AvisBudget Group, it became one of the biggest car-sharing providers in the world.

Currently, AvisBudget represents 79% of the rental car market and 63% of car sharing market in North America.2

In Canada, AvisBudget Group represents 9% and 11% respectively.

In Canada, car sharing is mainly used by millennials. The top reasons to share are work related purposes as well as

business meetings and personal use.

Competition and opportunities:

The majority of the market is ruled by the major car rental and sharing companies. Nonetheless, there is still potential and

place for small and medium-size car sharing companies to build significant market share. Those companies are focusing

on consumer niches, including local neighborhood service, all-electric, luxury fleet, point-to-point, student car sharing,

among others. The competition in corporate and government sectors is relatively small. Consequently, we decided to

focus on exploring those segments.

1 www.Trendforce.com 2 tsrc.com

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1.1 SWOT Analysis

The main strengths, weaknesses, opportunities and threats of COTG are presented below:

Strengths Opportunities

- The offer of the service in the 2 major cities

in Canada

- Fleet size

- 50 locations in each market

- Convenient fee structure

- Raise brand awareness

- Governmental partnerships and corporate membership

programs

- Brand partnerships

- Expand markets beyond GTA

- Creation of a loyalty program

Weaknesses Threats

- Low brand awareness

- B2B opportunities are not been tackled to

the fullest

- Lack of differentiation

- Traditional rental service companies and new players

joining the car sharing market

- Strategic parking lots already taken by competitors

After having a look inside COTG performance, current situation, current trends of the industry and the last movements of

the competitors, the biggest opportunity that was found is the development of a B2B special program to unveil our service

as, at the same time a cheaper transportation solution and an innovative eco-friendly corporate benefit.

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2. Competitive Overview Analysis

Name of the company Membership process Costs Features & PODs

Members fee $45 per

year, can be done

online. Must be 19

years old with valid

driving license.

Additional to membership fee –

hourly rate of $9.50.

Over 50 locations in the market.

Simple pricing system. Special

offers and exclusive corporate

services as well as special

conditions for government

packages. Available for 19+

Membership cost $29

to register online.

Members must be 21

years old with a valid

"G" level license.

Approval usually takes

two business days.

AutoShare offers three types of

plans. Basic plan: An annual

membership fee will cost $45,

with a $9.25 hourly charge and

$0.25 per kilometer beyond the

include 150. Vehicles must be

booked for a minimum of one

hour, with the option of adding

additional increments of 30

minutes. The daily rate during

the week is $71, and $76 on the

weekend.

AutoShare is operating on the

Canadian market for more than

17 years and have more than

175 self-serve pickup

locations for their fleet of rental

cars and full-size cargo vans in

Toronto. One of the

differentiations is the age of

the customers – from 21 only. Auto share also offers

additional discounts for

members: in restaurants,

insurance companies, VIA trail,

etc. New positioning of the

brand – Enterprise Car share

Membership cost $35.

After registering

online, members can

expect to receive their

card in the mail in

about five business

days. Must be over 19

with a valid license.

One plan for everyone. The cost

is $0.35 minute, with an hourly

maximum of $12.99. The daily

maximum is $65.99, with a

$0.45/km charge beyond the free

200. No minimum time

requirements.

One of the youngest companies

among the competitors (7 years

on the market), Car2Go

exclusively stocks Smart Cars.

Car2Go has the most limited

number of pickup/drop-off

locations, extending west to

Jane, east to Victoria Park, and

only as far north as Eglinton.

Available from 21 years old.

An online application

fee of $30 with

approved members

receiving their cards in

the mail in one to three

business days. Must be

21 years old and have

held a valid license for

at least one year.

3 plans:

- the occasional driver package

costs $70 annual, with weekday

rates from $9.25 per hour. Daily

weekday and weekend

maximums are $79. An

additional cost of $0.30/km after

200.

World leader in car sharing

with high reputations all over

the world, Zipcar got a diverse

roster of vehicles. Cars must be

returned to the location in

which they were picked up.

Around 40 locations in GTA.

Also provides service only for

people from 21 years old.

Zipcar also offers a huge

amount of additional discounts

within different cities all over

Canada.

C TG

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3. Business Objectives

- Become the car sharing service of choice when it comes to companies and public institutions

- Raise awareness of the advantages and new opportunities of using COTG for business

- Highlight COTG benefits in order to gain 11500 new members or 115% of our current market share by the end of 2016

- Deliver excellent performance, simple usage and extremely competitive prices combined with special offers

Current Forecast % of change

Awareness 20% 30% 10%

Locations 50 100 50

Market share 30% 45% 15%

4. Target Audience

Target Segment Locations Industry Size Number of

employees Behaviour Needs

Segment #1-

Private

Companies Toronto

(GTA)

Montreal

Finance

Accountant

Advertising

Agencies

Contractors

Designers

Brokers

Mortgage

Specialists

Medium

Sized (50 - 499)

Companies looking

for innovative

corporate benefits

Companies looking

for efficient ways of

transportation

Reduce fleet

costs

Solutions for

short-term

transportation

Segment #2 -

Governmental

Institutions

Primary Target Audience

Companies that have a need of providing their employees with short-term transportation to keep their productivity.

Therefore, these companies might be interested in acquiring our memberships as a corporate benefit for their employees.

COTG also will satisfy the transportation needs more effectively and at a lower price, compared to taxi cabs or acquiring

new vehicles.

Secondary Target Audience

A potential secondary target audience will be the government emphasizing the same benefits offered for companies within

the private sector; the opportunity to satisfy their transportation needs more effectively and at a lower price, compared to

taxi cabs or acquiring new vehicles.

Test

We will include in our test target group different departments within the company such as HR, sales, financial department

in middle size companies. The rationale behind the creation of this test target segment is to measure effectiveness of our

campaign through a strategic sample.

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5. Audience Objections

Companies may have misconceptions about how car sharing service works, or doubts about car insurance and how

membership works. They could also have some concerns regarding our parking spots in relation to their company’s

location and the areas where their employees need to travel.

Therefore, we will develop corporate presentations to present our services and explain in detail the principle of car sharing

and how it will work between COTG and the company. Moreover, when pitching our new membership packages we will

clarify that they can be customized depending on the company’s requirements and specifications, highlighting how simple

the process is and how much they can save by using our service.

To overcome the parking lots concerns we will train our team to show the benefits of our 50 strategic locations in

Toronto, exclusive for COTG vehicles, which are accessible on public transportation. Additionally, our corporate offer

will also include the possibility to have parking spots available within the company depending on the size of the

membership package.

6. Marketing Strategy

COTG will introduce a plan focusing on B2B to introduce the car sharing membership as an innovative and convenient

corporate benefit and, in the same time, as a smart solution of short-term transportation, replacing fleets, taxi cabs and

traditional rental car services.

Positioning Statement

Cars on the Go. An innovative, smart and green solution for companies, which always want to be miles ahead.

Benefits of COTG

Suit your business needs. Our membership packages are flexible and can be customized to meet different companies’

sizes and needs.

Financial Benefits. In addition to bring to your employees an innovative corporate benefit with low absolute cost but high

perception value, throughout the car sharing membership, organizations can reduce fleet costs and their employees can

have easy and cost-effective access to vehicles when its needed for business and personal purposes.

Environmental Benefits. By offering the car sharing corporate benefit for employees, companies have the opportunity to

help to reduce the number of cars on the road, lower CO2 emissions polluting the air and the incentive to make greener

transportation choices.

Social Benefits. Car sharing is convenient. Once a member, it is possible to reserve and pick up cars at convenience. In

addition to the 50 locations that COTG already have in Toronto, it is offered the opportunity to have a permanent location

within the company.

Features of COTG

- Exclusive intranet with a company profile (depending on the deal)

- Booking vehicles online.

- The opportunity to have a permanent station in your company based on number of memberships acquired and usage of

the service.

- Reports to measure employees' usage of the service

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Unique Sale Proposition

An exclusive corporate membership combined with unique services for adopting the car sharing service as a corporate

benefit as well as a new solution for short-term transportation in your company.

7. Communications Objectives

Primary target audience - save money and time while giving more benefits for your employees. Companies will have an

exclusive opportunity to make the life of their employees easier by giving them a car sharing membership as a benefit.

The secondary message will be – help the environment by using eco-friendly car sharing service.

Secondary target group – with COTG you can help the environment by reducing emissions from the use of private cars, as

well as contribute with the reduction of traffic congestions and cut down the demand for parking.

The secondary message will be: We will make transportation cheaper for Torontonians through the incentive of the

adoption of the car sharing memberships as a new corporate benefit through diverse companies in Toronto. In addition,

we want to boost brand awareness of COTG within companies, government institutions and residents of Toronto and

GTA.

In addition to our primary and secondary audience, we will have a test target in Toronto. The sales team members will

arrange personal meetings with them in December 2015 to gather insights and additional information. The message will

be the same as for primary target audience.

8. The Offer

Car on the Go is pleased to unveil the new way of sharing cars within company’s, businesses and governments. This

creative replacement of the conventional perception of driving a car will lead us to the all-new convenient way of

commuting, driving, solving business issues and always enjoying your trip. While doing business or personal activities

you won’t think anymore about gas, insurance and debt, which you need to pay for your car.

We are proud to introduce our incentive program for companies and governmental institutions that will be using our

service and happy to offer membership packages for reasonable prices and the ability to customize the offer based on our

clients wishes

Moreover, we will be launching the following special offers to enhance the effectiveness of our campaign:

1) Free 14 days for Trial: 10 cars assigned per each company. From April 2016 – till May 2016. This will give us an

opportunity to increase awareness and show the PODs of COTG related to our competitors.

The rationale behind car expenditures will be calculated through the average car depreciation per day, based on average

mileage, general condition and the age of the car.

On average, car depreciation consists from 10-12% from the total cost of the car per year. Most of our fleet consists of

new cars with the market value varying between $25.000- $30.000. With a math behind, it will be approximately $2.750

per year and $8 per day breaking it down for each car. Roughly, our free trial offer to the company with all cars involved

will cost us - $1,120.

2) Starting from September 2016 we will introduce the second offer – discount of 10% while acquiring 100

memberships.

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The cost of this specific offer will comprise the amount of money that we are planning to receive from selling 100

memberships – 10% discount. That will be $450 per company.

3) Annual incentive to increase the usage of the service. The company with higher usage of service will get an exclusive

car for the second year of renovation and we will cover all the expenses (gas and insurance).

9. Tactics and Implementation

We decided to test our Direct marketing campaign in Toronto for 4 months with a budget of 50 000 till April. Starting

from May we will launch massive campaign in Montreal and Toronto.

Personal Selling

One of the key promotion strategy for selling our product will be personal selling.

We will have personal meetings using different contacts within the companies, such as HR professionals, financial

department representative, Sales teams, Directors of departments etc.

This will be the most effective way to sell our product.

Email marketing

The end objective is to increase the corporate customers’ base by 115%. Personalized emails will communicate the main

benefits for our potential customers. We will have 4 stages of the email marketing campaign.

Stage 1:

Timing

In January-February we will send emails focusing on main benefits of COTG. During this stage we will focus our efforts

on raising awareness of the exclusive service that the company offers comparing to our competitors as well as the free

trial opportunity.

Target

This email campaign will cover our 2 target groups.

We will use rented email list of 500 000 contacts that will mainly contain:

- HR professionals, Directors, Sale Executives and Companies’ owners with more than 20 people in the company

- Government institutions

Content

The emails will present our USP’s as well as a link to the landing page with a promotional video that will unveil all the

benefits that companies can get from COTG and the exclusive offer to get a free trial. In addition, on our landing page

will be link to sign up for the news and free trial.

Response rate

We expect to achieve a response rate of 0.01%.

Cost

1.24 cents per email, that is $6200 in total and $500 to rent mailing list + the cost of developing the video and its landing

page - $15000. We will hire an overseas digital agency (W3Americas), which will reduce our development cost by 30%

Total cost for 1st stage: 6200+500+15000=21700.

Mock-ups for first wave of emails and first landing page can be found in Appendix C (13.1 & 13.2).

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Stage 2:

Timing

A second wave of email marketing will take place in March.

Target

We are expecting to send around 20 000 emails. We will gather the email list in January-February that will include

potential clientele who are interested in acquiring our corporate memberships. The list will include:

1) Companies who signed up for the free trial. We are expecting to engage around 100 companies.

2) Moreover, we will place our booths at HR conferences in January and February where we will pitch our service

through the free trial offer and promotion of the diverse packages that suit different needs of the companies. In addition,

we will offer registration to receive news emails with special promotions from our company. The cost of placing the booth

is around $500 per 1 day = $500*4 = $2000.

3) Companies who registered through our first promotional landing page.

4) Current database of corporate members

Content

This stage will comprise our second offer (10% OFF) that will be articulated through a promotional code that can be used

on the second landing page. At the same time, the landing page will contain a registration form and a box to include the

promotional code. This feature will allow our users to see the total discount that the company will receive based on the

number of memberships.

Mock-ups can be found in Appendix C (13.3 & 13.4).

Response rate

We are planning to get 6% response and get 1200 new members.

Cost

Cost of developing the second landing page will be $ 10 000 and we will use the same digital agency.

Considering the number of emails – around 20 000, the cost will be 1.24* 20 000 = $248.

Plus $2000 per HR conferences

Stage 3

The same email marketing campaign as in Stage 1 will be send in July with audience 1 000 000.

Cost

1.24 cents per email, that is $12400 and $1000 to rent mailing list. Total cost = $13400

We will use the mock up for Stage 1.

Stage 4

The same email campaign as in Stage 2 will be send in September with audience 50 000 (House list of client) In addition,

we will include in the list contacts gathered from sponsored initiatives (HR conferences) till September = 10 conferences

Cost

Average $500 each, that is $5000 in total

We will use the mock up for Stage 1.

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Event for VIP potential companies - End of March.

Timing

End of the march

Target

The event will target HR executives from midsize companies. The first 200 people who will register for the event will get

tickets. The invitation to register will be send through a special press kit and will require RSVP and a limit of 2

representatives per company.

Content

We came up with the idea of conducting an event on the occasion of the launching of the new services developed by the

COTG team in order to meet specific needs of the private and public sectors. The event will take place on Metro Toronto

Convention Center – a modern high-end venue. The event will present the topic “Top Trends Influencing Employee

Benefits in 2016” and we will have 3 influencers as speakers. Doctor Ron Friedman Ph.D., a social psychologist who

specializes in human motivation will be one of them. Our CEO will be introducing the innovative services as well as the

exclusive offers from COTG to public and private sectors during the event. An exclusive brunch service will be also

provided to the guests. The invitation for this event will be send by direct mail (mock up included in Appendix C (13.5)).

and details and cost will be presented below.

One of the most crucial parts of event marketing is follow-ups with visitors. Thus, we have decided to use direct mail as

the form of follow up with a special “Thank you letter”, as well as, to provide details about our special offers for

companies and government. The details of this wave of direct mail will be included below. Lastly, the result of event will

be measured by the following metrics: number of attendees, number of new corporate clients (companies), number of new

members and total amount of sales.

Cost

A list of potential fixed expenses

Venue rental $15 000

Speakers salary $ 16000

Equipment hire (projectors, sound systems, flip charts, white boards,

poster boards, tables, chairs etc)

Included in price of the venue rental

Salary for staff $5000

Management or organization fees Will be organized by marketing team

A list of potential per person costs will include:

Registration packs $20*200 = $4000

Catering (reception and morning and afternoon coffee breaks) $20*200 = $4000

Internet access and printing cost $5*200 = $1000

Total $45 000

Table 1: Cost for event

The metrics for measuring the result of first and second email campaign can be found in Table 2.

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Direct Mail

First wave:

Timing The first wave of our direct mail campaign will be sent in the end of February.

Target The database with target the audience selected by our marketing team. We will target current and potential customer

within government institutions and big companies – our secondary target – around 5000 contacts in 2000 companies

across Toronto and GTA.

Content The next tactic that we will be using during our campaign is Direct Mail with a special offer of free trial, as well an

invitation to our Event for VIP potential companies – at the end of March.

Response rate 200 people that will assist to our event.

Cost

Design of the Mock-up for direct mail will be created by our marketing team, thus the cost of one mail will consist

shipping cost and printing cost and will be around $1,5 per each mail.

Total cost: 1,5*5000= $7500.

The mock-up can be found in Appendix C (13.4).

Second wave:

Timing

Second wave of the Direct Mail campaign will be in the beginning of April.

Target The 200 people who visit the event by the end of March.

Content “Thank you letter” and details about special offers for government and companies. The incentive will be the opportunity

to have one of the COTG cars for free for the whole year (including gas and insurance expenses).

The mock-up can be found in the Appendix C (13.6).

Response rate We expect to achieve around 50%-60% of response rate.

Cost

Design of the Mock-up for direct mail will be created by marketing team, thus the cost of one mail will consist shipping

cost and printing cost and will be around $1,5 per each mail.

Total cost: 1,5*200= $300.

The metrics for measuring the result of first and second direct mail campaign can be found in Table 10.

LinkedIn promotion

After secondary research, we have decided to use in our IMC the most effective social media to reach professionals –

LinkedIn.

Timing

We will run our LinkedIn campaign for the whole year

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Target We will use sponsored direct marketing and pay for 1000 CPM (pay-per 1000 impressions) with a budget of $2000 per

day. We will run the campaign on Wednesdays. Based on secondary research – it is one of the most effective days to

reach our target.

Content

Promoting COTG and special offers.

The mock-up included in Appendix C (13.7)

Response rate We are expecting to get more than 170 clicks per ad (approximately $3 per click) and 0.25% of conversion rate.

Cost

48*2000 = $96000

10. Budget The breakdown budget for our Direct Marketing campaign is presented in the Table below. Our Promotion Campaign will be 10% of the Forecasting Sales.

# Strategy /

Tactic # Contacts

Response Conversion

Total Sales

Costs

Total

Cost CPM

Return on

Investment #

respond

ed

Respon

se Rate

#

convert

ed

Conver

sion

Rate

Convert

ed/Resp

onded

Rate

Fixed Variable

(per 1)

1

First stage

Email Marketing

500000 5000 1% 200 4% 4% 100000 7725 6200 13925 $28 $7 :$1

2

Second stage Email

Marketing

20000 12000 60% 1200 10% 10% 600000 5000 248 5248 $262 $114 :$1

3

Third Stage

Email

Marketing

1000000 10000 1% 400 4% 4% 200000 7725 12400 20125 $20 $10 :$1

4

Forth Stage

Email

Marketing

50000 30000 60% 3000 10% 10% 1500000 5000 620 5620 $112 $267 :$1

5

HR conferences

booth

10,000 1,000 10% 700 7% 70% 350000 $7,000 $0 7000 $700 $50 :$1

6 VIP Event 5,000 200 4% 100 2% 50% 50000 $36,000 $9,000 $45,00

0 $9,000 $1 :$1

7 Direct Mail 5,000 750 15% 185 3.7% 24.67

% 92500 $7,500 $7,500 $1,500 $12 :$1

8 Direct Mail

Second Wave 200 120 60% 60 50% 50% 30000 $300 $300 $1,500 $100 :$1

9 LinkedIn

promotion 100,000 2,720 3% 816 30% 30% 408000 $8,000

$96,00

0 $960 $4 :$1

10 Personal Selling

50,000 20,000 80% 16000 70% 80% 8000000 $1,000,0

00 $1,000,

000 $20,00

0 $8 :$1

Total 1,740,200 4,790 22,661 $11,330,500 $76,450 $16,800 $1,200,

718 $1,565

Table X: Budget breakdown for 2016 In the table:

under "Response Rate" we count customer who responded by clicking on the link in email, responded by phone or email, got a free trial, shared promo or went to the event;

under "Conversion Rate" we count number of memberships acquired to total # of customers to whom we promoted to;

Under "Converted/Responded Rate" (in-class version of Conversion Rate) we count number of memberships # of

customers who responded to promotion.

Also we are planning to spend 40 000 for Research and Training.

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11. Appendix A: Blocking Chart

12. Appendix B - Creative Brief - COTG

11.1 What is the problem we are trying to solve?

We want to achieve the members’ acquisition goal through an annual direct marketing campaign focusing on the

development of B2B. It is important to keep in mind that it will be the first time that COTG will develop and

communicate special offers for corporate clients and we know the importance of make a good first impression.

12.2 What results do we need to deliver?

- Become the car sharing service of choice when it comes to companies and public institutions

- Raise awareness of the advantages and new opportunities of using COTG for business

- Highlight COTG benefits in order to gain 11500 new members or 115% of our current market share by the end of 2016

- Deliver excellent performance, simple usage and extremely competitive prices combined with special offers

12.3 Who are the audience?

Midsize companies (from 50 to 499 employees) with offices in Toronto and GTA.

City of Toronto

The campaign will be targeting: HR professionals, Finance professionals, Sales Directors and Business Owners from

companies within the aforementioned segment.

12.4 What do we want the audience to believe?

We want the audience to believe that COTG is a smart and green solution for companies, which always want to be miles

ahead. In addition, we want to position our company as the most innovative and convenient option of car sharing for

corporate clients.

12.5 Why should they believe it?

The reasons to believe are categorical through the following features and benefits offered by COTG for companies:

Suit your business needs. Our membership packages are flexible and can be customized to meet different companies’

sizes and needs.

Pre launch JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Online When

Promo Landing Pages

E-mail MKT

LinkedIn Ads

Offline

Personal Selling

Direct Mail

PR & Events

HR Conferences

Sponsorship

VIP Event

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Financial Benefits. In addition to bring to your employees an innovative corporate benefit with low absolute cost but high

perception value, throughout the car sharing membership, organizations can reduce fleet costs and their employees can

have easy and cost-effective access to vehicles when its needed for business and personal purposes.

Environmental Benefits. By offering the car sharing corporate benefit for employees, companies have the opportunity to

help to reduce the number of cars on the road, lower CO2 emissions polluting the air and the incentive to make greener

transportation choices.

Social Benefits. Car sharing is convenient. Once a member, it is possible to reserve and pick up cars at convenience. In

addition to the 50 locations that COTG already have in Toronto, it is offered the opportunity to have a permanent location

within the company.

12.6 What is special or different about the client in this area?

COTG will be offering a free trial and 10% off for corporate packages of memberships. Moreover, we will also

distinguish our service through the following features:

- New member registration and exclusive intranet with a company profile (depending on the deal)

- The opportunity to have a permanent station in the company based on number of memberships acquired and usage of the

service.

- Stats about the usage of the service for your employees.

12.7 What do we want the audience to do?

1. We want them to be engaged with our direct marketing campaign.

2. We want to increase the acquisition of corporate packages of memberships through the our special offers (free trial and

10% for corporate clients).

3. Build awareness about our exclusive services and offers for companies and, in the same time, increase our lead

generation through our promotional and DM activities.

12.8 What is the budget and timeframe?

1 year of direct marketing campaign with total budget of $ 1,250,000.

12.9 What else is it essential that we know?

We want to drive all the communications to our digital channels (promotional landing pages). The special offers also

should be included in all of the pieces.

Website and 0800 must be included (we will have part of the team trained to provide high levels of customer service for

corporate clients.

12.10 Measures of success

The effectiveness of the campaign will be measure through sales volume, ROI, response rates, conversion rates, leads

generation.

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13. Appendix C Creative Mock ups

13.1 Email Campaign (Stage 1)

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13.2 Landing Page (Stage 2)

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13.3 Email Campaign (Stage 3)

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13.4 Landing Page (Stage 4)

19

13.5 Direct Mail (Stage 1)

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13.6 Direct Mail (Stage 2)

21

13.6 LinkedIn Campaign.

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References

http://nanaimocarshare.ca/layout/docs/20130708InnovativeMobilityCarsharingOutlook.pdf

http://www.marketwatch.com/story/car sharing-will-replace-234-to-338-million-private-cars-by-2016-2015-08-26

https://newsroom.bmo.com/press-releases/five-year-sw-itch-bmo-poll-reveals-canadian-car--tsx-bmo-

201407080956041001