November2008
MONTHLY LUNCHEON
FRIDAY • November 7
Account Executive McDonald Marketing
November speaker
Alejandra Puerto
Learn about the hottest new market segments and how they’re shaping culture, including: • key emotional drivers for important target segments and how your business can leverage those in marketing messages • which group represents the largest opportunity for your business right now and which group will be your greatest opportunity tomorrow • specific strategies and tactics for identifying your high-potential prospects and reaching them effectively
Don’t Miss This Line-Up December 5, 2008 Inside the ADDYs Program: hear past winners tell their story on building a successful ad campaign.
January 9, 2009 Brett Derricott, Agency Fusion, demystifies the complexities of the web.
Upcoming Events 7 monthly luncheon at Juban’s 18 AAF-BR Board Meeting (Amedisys)
February 6, 2009 Colette Chandler, Marketing Insider, presents Going Green: What It Is and What It Isn’t. (rescheduled from September 5, 2008)
March 6, 2009 Chris Houchens, Shotgun Concepts, discusses Selling the Image: Developing a Winning Brand Strategy.
5 monthly luncheon at Juban’s 16 AAF-BR Board Meeting (Amedisys)
April 17 Spring Convention May 1 Year-End Awards
9 monthly luncheon at Juban’s
january
Please RSVP! By November 5 Online • adfedgbr.com Phone • 225.761.1200
As the marketing environment becomes more complex and consumers become more sophisticated, mass marketing no longer fits the bill. Advertisers must drill down into their market segments and deliver the right message to the right audience. In adspeak, we call it “diversity marketing.” Alejandra Puerto’s passion and experience working with clients across the country is evident in her presentation on how to reach consumers strategically, linguistically and with cultural relevance.
DECember
Free for Members $25 per guest $20 per student
Marketing to People Who Are Not Like You
November
JUBAN’S RESTAURANT 3739 Perkins Road 11:30 a.m. • networking Noon • lunch & speaker
20 AAF-BR Board Meeting (Amedisys)
president’s column
Web Seminars Series Now Available from AAF
Fall Out on the Gridiron Fall means cooler weather, shorter days, changing colors, but most of all… tailgating! To me, the best part of fall is football. And those who know me know I’m a die-hard Tiger fan. I watched them drown in the Florida swamp, only to come back in Columbia. Reminded me a little of how well our city came back after the devastating blow of Gustav. I was so proud to see not just our city, but our club step up and move Baton Rouge onward. It speaks volumes of our resilience and our ability to take it on the chin. With the nation’s current economic woes and the uncertainty of these trying times, you can be sure our character will be tested again. I have no doubt we’re up to the challenge. Because, just like our Tigers, we make unexpected comebacks at opportune times. Regards, Ace
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They say membership has its privileges, and while they didn’t mean AAF-BR, it does apply. The AAF recently announced its newest member benefit: From the Source, a free web seminar series that will focus on a wide variety of topics— from social media to diversity to legal issues in advertising. The objective of the webcasts, which will be held every other month, is to share the AAF’s expertise and resources with the entire membership. Each session will feature an industry professional who represents the source of specialization on a particular topic. The sessions will be 30 minutes long, and participants will have the opportunity to pose questions to the speakers. For those who can’t join us live, each webcast will be archived and available shortly afterward through the AAF website at www.aaf. org/fromthesource.This series will be offered exclusively to AAF members.
From the Source debuted on October 15 with Social Media and Advertising—How to Tap Into an Exploding Consumer Phenomenon, hosted by digital media executive and AAF board member Mike Kelly. Facebook, MySpace, LinkedIn and YouTube are seeing spectacular growth and changing the consumer internet. So far marketers haven’t figured out the right way to communicate on these sites. In this webcast, Kelly reprises his popular session from this year’s AAF National Conference and explores this fast-growing consumer and advertising platform. If you weren’t able to catch this webcast, you can watch it on demand for FREE. Go to www.aaf.org/ fromthesource.
Guess the Venue, Name the Show, Earn a Chance to Win Tickets
Here’s what AAF members are saying… Just wanted to say... BRAVO! BRAVO! BRAVO! This was an excellent topic, delivered in an excellent way and I hope we see more of these in the future. THANK YOU AGAIN!!! Just a quick note to let you know how fantastic this new national offering is!!! This alone is worth the price of membership. We need to get the word out. THANKS!!! The From the Source web seminar series represents only the first of many new comprehensive membership benefits from the AAF. Look for many more programs that reinforce the AAF’s role as the unifying voice of advertising, while providing valuable tools and resources for its members.
Sponsor a Student!
The 2009 ADDY® theme was announced at the October luncheon. Ladies, start shopping for that perfect formal dress because it’s going to be a Red Carpet Movie Premier! But where will it be? E-mail us your best guess on the selected venue for the big night. Those who send in the correct venue guess will be entered in a drawing for 2 FREE tickets to the show! The venue will be announced at the November luncheon and the drawing will be held at the January luncheon. Help us brand the ADDY show! We know your creative ideas are just a mouse click away – so send us your suggestions for an ADDY show title based on the red carpet theme. The selected title will be used on ALL collateral for the show! The winner will be entered in the January drawing for 2 FREE tickets AND will receive a Super Secret Special ADDY prize for being so creative and clever. This is a fun and easy way to get involved in the club’s most prestigious event of the year. Got questions? Want to join the ADDY committee? Want to submit a venue guess or show title? Just e-mail Josh Dickerhoof (adfedjosh@gmail. com) or Kelley Criscoe (adfedkelley@hotmail.com). Your participation is needed and greatly appreciated.
For just $20, you can give a student the opportunity to attend an AAF-BR monthly luncheon meeting, as well as access to internship programs, workshops, networking opportunities – even scholarships. Your donation can help jumpstart a student’s career, so their parents can finally convert that bedroom into the disco room they’ve always wanted. Donations will be collected at the November monthly luncheon. For more information please e-mail Jason Feirman at jfeirma@ lsu.edu.
Brother can you spare a lead?
Glen Duncan Honored for Career Achievements
Even if you or your company cannot be a convention sponsor, you can still help and be rewarded for your trouble! Use your influence in securing a potential sponsorship of $1,000 or more and you’ll receive a $100 gift certificate of your choice to Ruth’s Chris Steakhouse, Bumble Lane Spa or Whole Foods. For questions or assistance in closing the deal, please contact Jeff English at 931-6964 or jeffenglish@cox.net. We also welcome any leads – just give us your contact and we’ll make the call. For more information or a PDF of the Sponsorship Package, visit the website at www.aafbr.org, or contact Jeff English at 931-6964/ jeffenglish@cox.net
Sabrina McLaughlin, President of SPRF and Glen Duncan at the award ceremony AAF-BR member Glen Duncan, director of Communications for the Pennington Biomedical Research Center, received the Professional Achievement Award by the Southern Public Relations Federation. SPRF is comprised of professionals in Louisiana, Alabama, Mississippi and Florida. Each state in the federation nominates a single candidate for the award, and Duncan was nominated by the Public Relations Association of Louisiana for his awardwinning career as geologist, journalist, entrepreneur, community leader, author, and advertising/public relations professional. Glen is a past-president and board member of the AAF-BR. During his tenure, the chapter won AAF 7th District Club of the Year and Glen was named President of the Year.
Many thanks to our convention sponsors to date: Printing Sponsor Moran Printing
Springing Forward for
Convention Sponsors If reaching the South’s top advertising, marketing and creative professionals and decision makers is key to your business success, the AAF District 7 Spring Convention in Baton Rouge is key to your agency/company. Our fair city will host the 2009 Spring Convention April 16-19, with attendance from District 7 ad clubs from the District 7 five-state area of Mississippi, Georgia, Alabama, Tennessee and Louisiana. The convention is also the site of the AAF Student Advertising Competition where students from 31 universities across District 7 will compete for an opportunity to represent the district in the national competition.
There’s a Sponsorship package for everyone – from the Kingfish Package, the daddy of all sponsorships to In-Kind packages of mailing, paper donations, signs and banners or promotional items for registration bags. Exposure is “king” and the conference has many opportunities to get your name out to members of AAF District 7 through our club’s website, eNews, promotions at monthly membership luncheons, monthly newsletters, registration bags, banners, signs, district mailings and more, depending on your sponsorship level.
Lieutenant Governor Sponsor $1,000 Donation Barnett Company
Legislator Sponsors $500 Donation Lamar
Mississippi Power
b52 Design, Inc.
Creative English
An Editorial
Don’t Hunker Down Incorrectly After securely battening down their hatches, thousands of Baton Rougeans hunkered down the morning of Sept. 1, in anticipation of what would soon be realized as the worst storm to hit our fair city since Hurricane Betsy in 1965. But AAF-BR members didn’t take it sitting down – or hunkered down I should say. Read how these members offered their services and resources. Getting Back to Business – AAF-BR Members Step Up, Help Out Many AAF-BR members stepped up to the challenge, like BR Zoom, who offered assistance to agencies without power after the storm via the club’s website. Their way of helping BR get back to business.
Covalent Logic developed the Emergency Broadcasting website for the Office of the Governor. The address is www.emergency. louisiana.gov. The website allowed the state to relay emergency information and info that would be needed after both hurricanes were over.
AAF-BR members treated to howl-of-a-good time at 13th Gate Dozens of AAF-BR members were treated to a special tour of the 13th Gate, voted the number-one haunted house in America by Hauntworld magazine. Members and their victims gathered at Pastime Restaurant and Lounge for cocktails and conversation, then privately escorted to the gates of hell. A special shoutout goes to Dwayne Sanburn at the 13th Gate and the good folks at Gerry Lane Enterprises for sponsoring a howl-of-agood time.
Digital FX used their studio as a makeshift shelter, housing company president/owner Greg Milneck’s entire family (including in-laws), most of the Digital FX staff and their families, plus a dog and two cats. The group sheltered there for the storm and most of the week after since they had generator power...and lots of fun! “We watched the news for days until we finally realized we were sick of the non-stop coverage,” said Milneck. “So we set up a large HD projector and screen and watched endless classics on a 20-foot screen in the studio.”
We’ve all heard the phrase hunker down. Chances are, we’ve all used it too. More than once. But what does it mean to hunker down? I searched a few unknown websites and found: Wright-Feigley handled the Governor’s Office of Homeland Security and Emergency Preparedness account, developing the website www.getagameplan.org, several days before Hurricane Gustav. The W-F creative team also produced a series of public service announcements featuring Coach Les Miles, Governor Bobby Jindal and local rock band Better Than Ezra on hurricane preparedness and “getting a game plan” to be ready for hurricane season.
Media Auction Puts Budget in Black Media Auction committee L to R: (front row) AAF-BR President Ace Bourgeois, Bridget Riley; (back row) Julie Arinder, Karen Gaupp-Wozniak, Donnie Picou, Committee Chair Saundra Lane, Bob Boccaccio and Kelley Criscoe The AAF-BR’s annual media auction raised a record $34,230 to support the club’s scholarships, education, public service efforts and general funds. More than 35 local media buyers turned out to bid on donated media and merchandise, including a Taste Test Party and Run for the Roses Party on Derby Day, complete with authentic Mint Julep glasses. Committee members and attendees stayed true to the Halloween-themed Media Madness—Ghastly Deals, No Torture Involved, complete with crowd favorites Gravely the Ghastly Butler and Goth Chick Saundra Lane who chaired the event. For a full picture gallery visit www.stacimahanphotography.com.
The phrase ‘hunker down’ seems originally to have been Scottish, maybe the eighteenth century; Old Norse ‘huka’ means to squat; Modern Dutch ‘huiken’ and German ‘hocken,’ meaning to squat or crouch. (I think it’s safe to say I have hunker’s rights at my house.)
This definition explains how to properly hunker etiquette: The Oxford English Dictionary description of how to hunker: “squat, with the haunches, knees, and ankles acutely bent, so as to bring the hams near the heels, and throw the whole weight upon the fore part of the feet.” (This could be difficult, depending on the size of your hams.) But here’s the part I love: The advantage of this position is that you’re not only crouched close to the ground, so presenting a small target for whatever the universe chooses to throw at you, but you’re also ready to move at a moment’s notice. Now you know.
BUCKS FOR BOOKS The American Advertising Federation is holding a nationwide book drive to benefit the Books for Kids Foundation (booksforkids.org). In an effort to support them, AAF-BR will collect new books and monetary donations for the Books for Kids cause at the November member luncheon. With everyone’s busy schedule, it’s hard to find time to shop for the perfect book — so we’ll do it for you when you donate Bucks for Books! If you can’t make it to the luncheon, e-mail Aimee Shultz at aims385@yahoo.com to schedule a pick up at your office. Your donations are greatly appreciated.
New Member
I have been working as a graphic designer for over 7 years and I became Art Director of a department of 14 artists in March of this year. What I was hoping to gain from membership in the Ad Fed was some insight on the successful management of a group of artists and a better feel of what’s going on in the “outside world� advertising-wise. I would like to meet other local artists working in a similar capacity and get some ideas that I could integrate into our workflow. I am also interested in networking with other graphic designers to hopefully fill some open spots here in our facility in the future.
Angela DeGravelles DeGravelles & Associates
seasoned MEMBER
This year the Public Service committee has several opportunities through AAF-BR. We will be creating a brand awareness campaign for Catholic Charities, re-branding the Big Buddy Program of Baton Rouge, and collecting new books and monetary donations for the Bucks for Books fundraiser benefiting the Books for Kids Foundation. Take advantage of any of these great opportunities that will challenge our skills and help our community. Let’s do our part! To find out more or to volunteer, please contact Aimee Shultz at aims385@yahoo.com.
Barb Braud CAP – Art Director Lamar Graphics
Striking out on my own as a public relations consultant at the age of 27 would have been disastrous had my husband not promised to feed me along the way. He kept saying “Don’t you give up.� Today, I have one of the smallest staffs (myself ) and use talented graphic artists to help implement what I call an ever-growing, fast-paced, social marketing and PR firm. My passion for words is as exciting today as when I set out in this powerful field. Computer proficiency is a must. I like solving problems for non-profit organizations, particularly those in health care and school reform. As a member of the Ad Club for more than 25 years, I believe this group is fun, creative, and an important element in the toolbox for professional growth.
OlĂŠ
AAF-BR President’s Council Fiesta
American Advertising Federation Baton Rouge Past Presidents Council Fiesta Wednesday, November 12 6:30 p.m. On the Border Mexican Grill & Cantina 2552 Citiplace Ct. #ORPORATE "LVD s "ATON 2OUGE ,! 225.924.7400 #ASUAL s #ASH "AR RSVP: carolshirley@mac.com or 225.231.1999
Hola! It’s that time of year again — time to get all past presidents together in one room, share some salsa, offer a little advice and catch up on all of the activities of AAF-BR. This year, the past presidents of AAF-BR will meet at 6:30 p.m. on Wednesday, Nov. 12, in the patio room at On the Border in CitiPlace. Please RSVP to Carol Shirley at carolshirley@mac.com or call 231-1999. Hope to see you there.
NEW MEMBERS
OPPORTUNITIES TO SERVE
Who’s Joining the Club? Please welcome new AAF-BR members:
Erin Achee Our Lady of the Lake Regional Medical Center Keri LeJeune Xdesign, Inc. Kizzy Payton Louisiana Community Technical College System
Marie Powell Wright-Feigley Communications Hunter Territo Xdesign, Inc.
Who’s celebrating birthdays this month? November 16 Stafford Kendall November 30 Abbie Cataldo Tell us your birthday so we can recognize you in the newsletter: bridget.reily@ gerrylane.com
P.O. BOX 1707 BATON ROUGE, LA 70821
The American Advertising Federation - Baton Rouge consists of local professionals based in the fields of advertising, sales promotion, public relations, marketing, production and the buying or selling of advertising. AAF-BR is an affiliate of the American Advertising Federation, the only national organization representing the interests of the entire advertising community. Membership luncheons are generally held the first Friday of the month except during the months of a major event. Program speakers are brought in from around the country to present informative lectures and insight in advertising.
American Advertising Federation-Baton Rouge 2008-2009 Board Roster Executive Committee President Ace Bourgeois acedesign@earthlink.net Immediate Past President Bylaws, Past President Council, District 7 Spring Convention Carol Shirley carolshirley@mac.com President-Elect Marielle Land-Howard Diversity marielle@businessreport.com Vice-President Jason Feirman College Connection jfeirma@lsu.edu
Board of Directors Vice-President Kelley Criscoe ADDYs Co-Chair District 7 Membership Coordinator adfedkelley@hotmail.com Club Treasurer/District Lt. Governor - Club Services Elizabeth Perry eperry@hdaissues.com Leslie Cole Executive Director leslie.cole@cox.net
Josh Dickerhoof ADDYs Co-Chair adfedjosh@gmail.com Amber Goodwin NSAC/College Chapters Coordinator ambergoodwin@cox.net Thom Harris Programs Thom@ThomHarrisDesign.com Colleen Jackson Communications Co-Chair Colleen.Jackson@bcbsla.com Connie McLeod Communications Co-Chair connie.mcleod@womans.org
Bridget Riley Membership Co-Chair bridgetriley@gerrylane.com
Jeremy White Government Relations editor@redshtickmagazine.com
Aimee Shultz Public Service aims385@yahoo.com
Saundra Lane Ex-Officio lane@gerrylane.com saundie@aol.com
Lisa Stansbury Membership Co-Chair lstansbury@lhcr.org Scott Thompson Workshops scott.thompson@nbc33tv.com Curtis J. Vann, Jr. 7th District Governor-Elect cvann@moranprinting.com
Jennifer Macha Ex-Officio, LSU Student AAF Chapter Faculty Advisor jmacha98@yahoo.com Karen Gaupp-Wozniak Ex-Officio, Diversity karen@inkandair.biz Lance Porter Ex-Officio, District Academic Representative lporter@lsu.edu