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AAF-Cleveland 2013 Report to members

AAF-Cleveland 2013 Report to members

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About AAF-Cleveland Since 1901, AAF-Cleveland has been the unifying voice for the communications and advertising industries in Northeast Ohio. Our mission is to promote the vitality of the regional communications industry by bringing advertising, marketing, public relations, and sales professionals together to build networks and create business solutions. AAF-Cleveland provides an

Voting directors are approved

extensive array of opportunities

by the membership for consecutive

to support this mission, including

three-year terms. Associate directors

professional education, recognition

serve one-year terms and are

of excellence, public service, and

appointed by the president.

social activities that are relevant to our members and the community.

AAF-Cleveland has a full-time executive director and offices located

Our Board of Directors is made up

at 4700 Rockside Rd., Suite 325,

of three officers, 15 voting directors,

Independence, OH 44131.

and a number of associate directors. Officers include the PresidentSecretary/Treasurer, VP of Programs, and VP of Membership. Officers rotate each year.

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2012-13 Officers and Board of Directors President – Secretary/Treasurer Jason Schafer Management Supervisor Marcus Thomas LLC

VP of Programming Tony Weber CEO Glazen Creative Studios

VP of Membership Jean Gianfagna President Gianfagna Strategic Marketing, Inc.

Stephanie McNally Marketing & Operations Manager 717ink Screen Printing Todd Saperstein Design & Digital Media Chair Virginia Marti College of Art & Design Julie Telesz VP & Account Director Wyse Advertising Sharon Toerek Partner Licata & Toerek

Directors Randy Carpenter Sr. Director Marketing & PR COSE

Lisa Zone Sr. Vice President Dix & Eaton

Dick Clough CEO Strategic Dialogue

Associate Directors

Roger Frank Partner Little Jacket Dave Grager Global Branding & Advertising Manager Parker Hannifin Andy Halko CEO Insivia Chris Jungjohann Partner & COO Recess Creative Anthony LaGuardia Digital Color Specialist Repros Color Inc.

Charlene Coughlin Senior Account Executive The Adcom Group Sam Forgione VP Sales & Marketing Watt Printers Jim Gagen President SynerG Media Grace Heese Underwriting Account Manager Ideastream Stephanie Landes Creative Director Melamed Riley Advertising Lisa King Vice President, Marketing Dollar Bank

Joe Matuscak Tom Moore President Moore & Associates Alana Munro Social Media Strategist Hyland Software Karen Ohlrich Mike Peterson Marketing Director Charles Schwab Corporate Services Katie Riley Digital Strategist Brokaw Ben Sabol Director of Marketing Communications Cleveland State University

Major 2012-2013 Achievements New website New branding National awards Successful membership campaign New Brown Bag professional development series New event: Night of the Living Dead

Whitney Scott Account Executive Radio Disney Kelly Stimpson Circulation Sales Development The Plain Dealer Sean Sczepinski Project Manager Doner Patricia Wren Principal Wren & Associates

Staff Dan Leibundgut Executive Director AAF-Cleveland A AF 2013 5

AAF-Cleveland and the Community During the 2012-13 program year,

Public Service Media Program:

AAF-Cleveland undertook two public

In 2011, the AAF-Cleveland Board

service projects to advance important

of Directors launched a new public

community causes: Eliminating

service project to provide local

hunger in greater Cleveland, providing

nonprofit organizations with an

solutions for children and families

exceptional opportunity to maximize

in Northeast Ohio, strengthening

their media budget at a minimum 3-to-

our communities, and encouraging

1 return on investment. Nonprofits

arts education.

were invited to participate in the program based on their mission

AAFCLE Can Castle:

and contributions to the community.

Our Young Professionals group conducted a Can Castle Competition among local marketing communication companies. Participants collected canned goods and other nonperishable food items to build castles with a 1980s theme. The results of the competition were phenomenal: Over 4,000 pounds of food was collected and delivered to the Cleveland FoodBank just before Thanksgiving 2012.

AAF-Cleveland collected donated media with a value of over $75,000 from local radio and television stations, newspapers and magazines, cable television, and outdoor media companies, which was divided into media packages for each participating nonprofit. AAF-Cleveland was honored to help Guidestone, Big Brothers Big Sisters Cleveland, and The Beck Center for the Arts increase awareness for their programs within our community.

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AAF-Cleveland and Education Outreach The AAF-Cleveland Education

For the past 20 years, the

Foundation is a 501(C) 3 nonprofit

AAF-Cleveland Education Foundation

organization with a separate slate

Scholarship Program has given away

of officers and board members.

over $260,000 in scholarships to

The Foundation’s goals are to

deserving Ohio MarCom students.

make MarCom students aware of

This year, the Foundation was able to

the many facets of our industry,

grant $8,000 in scholarships to seven

provide scholarships for promising

students from around the state.

students, help students secure their first job, and bring top-notch future professionals to Cleveland.

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AAF-Cleveland and the Industry

Brand Bravery in the Digital Age, North

With over 360 members, AAF-

by Northeast, and a panel discussion

Cleveland is one of the largest

about social media marketing by six

professional development

noteworthy Cleveland chefs who are

organizations in the region. As a

helping build Cleveland’s growing

chapter of the national American

reputation as a food destination.

Advertising Association, we participate in a network of over

Brown Bag Series

200 local clubs with some 40,000

This new lunchtime program is aimed

members. Lisa King, VP of Marketing

at young professionals who want to

at Dollar Bank and a past AAF-

gain knowledge in various disciplines

Cleveland president, is the Governor

of advertising and marketing. Taught

of AAF District 5, representing

by local MarCom experts, the Brown

chapters in Ohio, West Virginia,

Bag Series has become a training

and Kentucky.

program for several local agencies.

Members have numerous local professional development, educational, and social opportunities throughout the year. These include: Professional Development Luncheon Series

Night of the Living Dead All agencies have great work that doesn’t make the cut. AAF-Cleveland gave creative shops and agencies the opportunity to resurrect that “dead” work for all to see. Prizes

Monthly luncheons on a variety of

were awarded for the Best “Dead”

current advertising and marketing

Work and Best Display of “Dead”

topics. Speakers in 2012-13 included

Work. Along with a costume party

Jeff Charney, CMO of Progressive

and Halloween-themed food, a

Insurance, Cleveland’s Mad Women,

new way to promote Cleveland’s

Crowdsourcing, Sports Marketing,

creative class was born.


Presidents’ Council

The ADDY Awards are a national

This group is made up of area

creative competition that honors

MarCom leaders who are currently

the best in advertising and marketing.

corporate members of AAF-Cleveland.

Over 300 attendees were on hand

The group meets semi-annually to

this year at the Agora to see AAF-

discuss issues facing the industry at a

Cleveland present over 100 awards

top level. AAF-Cleveland also invites

at the regional level, including three

thought leaders on a variety of topics

Judge’s Choice awards and one Best

to share their insights and expertise.

of Show Award. Gold and Silver award winners were forwarded to the District ADDY competition and Gold winners there are sent to the national competition.

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Social Events


AAF-Cleveland also promotes fun

AAF-Cleveland conducted a

and networking within the advertising

comprehensive, new membership

and marketing community. Events

marketing campaign (GetFED!) that

such as the Chili Cook-Off, Whirlyball

exceeded its goals and produced

competition, and annual golf outing

46 new members and three new

give members a chance to have a

corporate members. The campaign

good time and enjoy some good-

team developed a membership

natured competition.

marketing strategy that will serve as the foundation for future member

Young Professionals Once known as 32Below, our Young

acquisition and retention programs going forward.

Professionals group undertook a re-branding effort in 2012-13. Now known as AAF-Cleveland Young Professionals, this talented group of future leaders hosts networking and social events.

The membership campaign included production of 18 testimonials videos featuring club members. Videos were produced by students at Virginia Marti College of Art & Design under the direction of Wyse Advertising, the

Masters Under the direction of director Dick Clough, the Masters is a group of veteran ad men and women who want to stay active in the MarCom

agency that developed the campaign creative approach and all campaign materials. Videos are posted on YouTube and linked from the AAFCleveland website.

community and share their knowledge

At the close of the 2012-13 fiscal year,

and experience with members.

AAF-Cleveland has a total of 361 members. The number of corporate members now stands at 25, up from 22 a year ago.

A AFCLE Membership Breakdown



47% 9%


7% 6%

47% Agency 13% Corporate Marketers 11% Vendors 9% Media 7% College/University 7% Other 6% Students

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Corporate Members The Adcom Group

Little Jacket

Chancellor University

Marcus Thomas LLC


Melamed Riley Advertising


Parker Hannifin

flourish, Inc.


Glazen Creative Studios

Recess Creative

GO2 Advertising

Repros Color


Hospice of the Western Reserve

Think Media Studios

Hughie’s A/V

Time Warner Cable


Virginia Marti College of Art & Design

Kent State University

Wyse Advertising

Level 7



AAF-Cleveland achieved major

AAF-Cleveland has a full-time

communications goals this year

Executive Director responsible for

with a new brand identity developed

operations, membership service,

by flourish, Inc. and a new website

programs, and representing the

created by Insivia. The club also

organization in the business

significantly increased its use of

community. AAF-Cleveland also

social media.

employs a part-time bookkeeper.



AAF-Cleveland committees are

Our financial picture continues to

made up of volunteers who donate

be healthy. Individual and corporate

time and effort to plan and execute

member dues make up roughly

the club’s events, programs and

one-third of the club’s revenue while

operations. Committees include:

two-thirds comes from programs and events. All club programs and events

Executive Committee

broke even or produced the desired


profit margin this year and we finished


the fiscal year ending June 30, 2013


with a surplus of $2,524.00. We


continue to budget conservatively


and seek ways to reduce costs


where feasible.

Golf Outing Power Marketing Conference Young Professionals Education Foundation

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AAF National Club Achievement Awards Each year the national AAF honors participating clubs in all five divisions in eight categories. For our division (clubs with 250-499 members), AAF-Cleveland won many prestigious awards in this national competition: 1st Place for Membership

Club Awards Each year, AAF-Cleveland gives special recognition to deserving board members, members, and partners who have provided an extraordinary level of volunteer support to the organization. The winners for 2012-13 are: Partner of the Year

1st Place for Club Communications

Wyse Advertising

2nd Place for Public Service

Director of the Year

3rd Place for Advertising Education 3rd Place for Club Operations

Julie Telesz, Wyse Advertising Associate Director of the Year Sam Forgione, Watt Printing

3rd Place for Programs Volunteer of the Year Amber Counihan, Universal Windows Direct Rising Star Award Whitney Scott, Radio Disney

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Hall of Fame, Silver Medal, and Stashower Awards AAF-Cleveland honors the pioneers

in furthering the industry’s standards,

and visionary leaders of the

creative excellence, and responsibility

advertising community in Northeast

in areas of social concern. It was

Ohio through induction into the

awarded to Shirley Stineman,

Hall of Fame. 2013 AAF-Cleveland

Director of Marketing and Community

Advertising Hall of Fame

Relations at The

inductees are:

Plain Dealer.

King Hill – Marcus Thomas LLC

AAF-Cleveland also presents the

Keith Berr – Keith Berr Productions

David L. Stashower Young

Jack DeLeo – HFA

Professional Visionary Award Winner to a young leader who

The AAF’s Silver Medal Award

has displayed David’s attributes in

Program was established to

contributions to the industry, AAF-

recognize men and women who have

Cleveland, the community,

made outstanding contributions to

and mentoring. The 2013 winner

advertising and who have been active

is Andy Halko of Insivia.

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AAF-Cleveland 4700 Rockside Rd., Suite 325 Independence, OH 44131 216-901-4000

Š AAF-Cleveland Design: Little Jacket

AAF-Cleveland 2013 Report to members

AAF-Cleveland 2013 Report to members