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  2  

to  communicate  with  the  students  in  and  out  of  class.    

Results:  20+  students  impacted.  Students  get  instructors  with  “real  world”  experience.  They  are  

able  to  form  personal  relationships  with  the  professionals,  helping  develop  “Social  Capital”.  (The  

notion  of  ‘social  capital’  posits  that  a  student  from  a  wealthy  neighborhood  has  friend  and  

family  relationships  that  potentially  allow  them  quality  access  to  job  interviews  and  

recommendations.  In  other  words,  those  casual  relationships  can  help  “open  doors.”  Students  

from  disadvantaged  backgrounds  likely  have  fewer  of  those  relationships,  and  consequently,  

less  social  capital  to  “spend”  when  it  comes  time  to  seek  an  internship  or  a  job.  

Support for E4 Youth

The  Ad  Fed  has  long  supported  E4  Youth,  a  successful  program  working  with  minority  and  at-­‐risk  

high  school  students  exploring  advertising  and  media  as  career  paths.  Directed  by  former  Ad  Fed  

VP  Diversity  Carl  Settles,  E4  Youth  works  with  community  partners  to  provide  curriculum,  

intensive  workshops,  resume/portfolio  building  and  internship  opportunities  to  creative  youth  

ages  16  -­‐  22.  Curriculum  and  workshops  focus  on  team  building,  critical  thinking,  media  literacy  

and  content  creation  skills  that  help  students  earn  access  to  industry  related  events  such  as  the  

annual  South  By  Southwest  Film  and  Interactive  Festival  and  produce  media  about  their  

experiences.      

E4  Youth  board  members  include  principals  and  senior  leadership  from  several  of  Austin’s  

leading  ad  agencies  as  well  as  the  Vendor  Partner/Diversity  Director  and  HR  Manager  from  

Austin’s  largest  agency,  GSD&M.  Several  of  these  board  members  previously  served  on  the  Ad  

Fed  board,  one  as  president.    

E4  Youth  showcased  at  the  ADDY  Awards    

Objective:    Promote  E4  Youth  at   the  ADDY  Awards  and  elevate  the  ADDY  mission  by  exposing  

guests  to  worthy  pro-­‐bono  opportunities.  (Exhibit  2.1  E4  Youth  Facebook  page,  photo  onstage  

at  Austin  City  Limits  Live  before  the  ADDYS)  

Audience:  ADDY  guests,  Ad  Fed  members  and  potential  members    

Strategy:  Work  with  E4  Youth  director  and  two  agency  Gold  ADDY  sponsors  as  they  donate  their  

sponsorship  benefits  to  E4  Youth.  

Execution/Tactics:   Every   year   the   Austin   ADDYs   features   one   of   our   educational   or   public-­‐  

service  clients  as  a  way  to  elevate  the  ADDYs  to  something  more  than  “just  an  awards  show”.  

For   the   third   consecutive   year   Austin   ad   agency   McGarrah   Jessee   purchased   a   Gold   ADDY  

sponsorship  and  donated  the  benefits  to  E4  Youth.  This  year  they  were  joined  by  Austin’s  largest  

  3  

African-­‐American-­‐owned   agency,   Sanders\Wingo.   Together,   these   leading   creative   shops  

designed  a  brilliant  campaign  that  was  rolled  out  at  the  February  16th  ADDY  Awards  Show.    

Media/Materials  Used:    The  central  component  of  this  year’s  plan  was  a  NPR  StoryCorps-­‐style  

booth   with   E4Y   students   filming   interviews   with   ADDY   guests   talking   about   their   favorite  

subject—themselves.  Questions  included,  “How  did  you  find  out  your  job  existed?  How  did  you  

grow  your  talent?  Who  helped  you  along  the  way?”  

  Leaders  at  both  sponsoring  ad  agencies   took   the  ADDY  stage   to  explain  E4Y’s  mission,  

encourage   guests   to   visit   the   interview   booth,   and   to   contact   E4Y   when   hiring   interns.   The  

campaign  posters  filled  a  big  screen  at  the  video  booth,  further  reinforcing  the  brand  message,  

“Claim  Our  Own.”  Mentors   from  both   agencies   guided   students   during   the   show,   introducing  

them  to  guests.  Prior  to  the  show  the  E4  logo  appeared  on  all  ADDY  promotional  collateral,  the  

ADDY  website,  and  email  broadcasts.    Two  full-­‐page  ads  appeared  in  the  ADDY  Winners  Book.  

Results:  Some  15  interviews  were  recorded.  They  will  be  edited  into  a  short  video  for  use  by  the  

Ad  Fed  and  E4Y  when  promoting  E4Y  as  the  “go  to”  public  service  client  and  when  encouraging  

agencies  to  hire  E4Y  talent.  (Exhibit  3.1  Sanders\Wingo  E4  Youth  ADDY  Campaign)  

  At   last   year’s   award   show   students  were   invited   to   tour   several   ad   agencies   including  

LatinWorks,  Ad  Age’s  Multicultural  Agency  of  the  Year;  Texas’s  largest  African-­‐American-­‐owned  

ad  agency,  Sanders\Wingo;  and  Austin’s   largest  agency,  GSD&M.  ADDY/E4Y  sponsor  McGarrah  

Jessee,  perhaps  Austin’s  most  award-­‐winning  agency,  hosted  a  “Rooftop  Mixer”  to  introduce  E4  

Youth  to  the  ad  community.  (Exhibit  3.2:  E4Y  McJ  Rooftop  Mixer  Invite)  As  well,  many  E4  Youth  

students  are  hired  as   interns  at  these  and  other  agencies.  They  gain  valuable  work  experience  

and  often  receive  a  paycheck.  (Exhibit  3.3:  E4Y  McJ  Facebook  Kudos)  

  By   showcasing   E4   Youth   at   our   industry’s   leading   event,   we   help   promote   the   club’s  

support  for  diversity  and  education  initiatives  while  providing  our  members  an  easy  way  to  get  

involved  by  mentoring  and  hiring  interns.  

Internship Directory & Jobline

Objective:    Publicize  the  Ad  Fed  online  Jobline  and  Internship  Directory  to  help  students  and  

newcomers  find  jobs  and  our  member  employers  find  talent.    Link  our  Jobline  to  the  AAF  

website’s  Job  Bank,  local  college  career  services,  and  college  job  fairs.  

Execution:  Students  can  search  for  jobs  by  geography,  position,  compensation  or  a  other  

factors.  Businesses  use  the  directory  as  a  resource  to  search  for  talent.    The  Directory  is  posted  

in  the  Student  section  of  our  website  with  a  pdf  form  for  employers  posting  or  updating  listings.  

  4  

It  is  also  posted  on  the  AAF  10th  District  website.  The  Jobline  is  one  of  the  most  visited  website  

pages  and  is  a  valuable  resource  for  graduating  students  and  the  ad  community  at  large.    

Results:  The  Internship  Directory  currently  contains  79  listings  with  659  total  internship  

positions.    Since  March  2013,  58  job  openings  were  posted  to  the  Jobline.    (Exhibits:  4.1  

Internship  Directory  sample  and  4.2  Jobs  Sample  page)  

Student Liaison

Objective:    To  include  student  representatives  on  the  Ad  Fed  Board  and  foster  a  close  

relationship  between  the  professional  and  student  chapters.  

Execution:  Presidents  of  the  University  of  Texas,  Texas  State  University,  and  Huston-­‐Tillotson  ad  

clubs  hold  seats  on  the  Ad  Fed  Board  of  Directors.    

Results:  Student  liaisons  help  information  flow  smoothly  between  professional,  AD2,  and  

student  ad  clubs,  and  provides  students  experience  working  with  industry  professionals.    

Local Area Scholarships and Awards

Objective:    To  provide  financial  support  to  outstanding  students  at  UT,  TSU,  and  ACC.  

Execution:  The  Austin  Ad  Fed  has  helped  endow  more  than  $100,000  in  multiple  scholarships  at  

area  universities.  They  include:    

• A  $30,000  scholarship  at  the  University  of  Texas  

• The  $25,000  Carolyn  Barkley  Scholarship  at  Texas  State  University    

• The   $15,000   Didi   Stuart  Memorial   Scholarship   at   Austin   Community   College.   (Exhibit:  

4.3  ACC  Scholarship  Thank  You  Letter)  

• With  the  Texas  Printing   Industries  Association  we  helped  create  and   fund  the  $15,000  

Mike  Nickels  Memorial  Scholarship  at  TSU,  which  honors  the  founder  of  one  of  Austin’s  

premier  commercial  printers.    

• In  2011  former  TSU  students  and  Ad  Fed  members  established  the  $25,000  Kara  Casey  

Meyer  AAF  Scholarship  in  the  Marketing  Department,  which  is  currently  being  funded.  

Results:  In  addition  to  regular  scholarship  awards,  the  Hispanic  Marketing  Symposium  donated  

$1,000  of  its  profits  to  the  Hispanic  Scholarship  Consortium.  (Exhibit:  4.4  HMS  Scholarship  

Thank  You  Letter)  See  also  AES,  below.  

 National Student Advertising Competition (NSAC) Support

Objectives:    To  provide  students  real  world  experience  in  developing  an  integrated  campaign  for  

a  national  corporate  client.  To  showcase  at  the  annual  NSAC  luncheon  the  presentation  and  

  5  

campaign  development  skills  of  students  who  participate  in  NSAC.    

Execution:    Students  spend  an  entire  semester  working  as  a  team  to  develop  the  campaign  and  

plans  book.  After  all  that  hard  work,  we  like  to  showcase  the  results.  At  the  April  Ad  Fed  lunch  

the  Texas  State  University  team  made  their  presentations  to  Ad  Fed  member  guests  during  a  

unique  panel  discussion  at  the  Alamo  Draft  House  theater/restaurant.  The  seven  panelists—

creative/art  and  account  service  directors  from  several  of  Austin’s  leading  agencies—acted  as  

stand-­‐in  judges,  asking  team  members  the  kind  of  questions  they  could  expect  during  the  

competition.    Promotion  for  the  luncheon  included  multiple  emails  and  direct  mail  to  agency  

and  business  HR  and  Marketing  Directors.  (Exhibit:  5.1  NSAC  Email,  5.2  Direct  Mail  sample,  5.3  

TSU  plans  book)  

Results:  The  student  team  got  a  “dry  run”  with  tough  questions  posed  by  industry  experts,  

preparing  them  for  the  actual  competition.  The  NSAC  luncheon  was  attended  by  ±75  guests  who  

got  an  early  look  at  fresh  talent  coming  to  the  Austin  market.  (Exhibit:  5.4  NSAC  Luncheon)  

Advertising Education Sponsorships (AES)

Objective:    To  involve  students  in  fundraising  efforts  to  support  District  10  educational  activities.  

Execution:    The  Ad  Fed  works  with  UT,  TSU,  and  HTU  students  to  sell  Advertising  Education  

Sponsorships  which  fund  the  AAF  District  10  National  Student  Advertising  Competition.  Students  

work  from  a  leads  list  provided  by  the  Ad  Fed  to  sell  AES  to  local  businesses,  primarily  ad  

agencies  and  industry  vendors.    Student-­‐raised  funds  are  sent  to  District  10  to  underwrite  NSAC  

production  expense.  To  the  best  of  our  knowledge,  the  Austin  Ad  Fed  is  the  only  ad  club  that  

matches  AES  sales  up  to  $2,500.  The  local  NSAC  teams  use  the  matching  funds  for  research,  

travel,  and  NSAC  plans  book  production.  

Results:  Texas  State  University  has  one  of  the  best  winning  records  in  NSAC  competition.  We  

like  to  think  that  our  financial  support  helps  them  win  big,  in  some  small  way.  

Student Membership

Objective:  Grow  student  membership  

Execution:    Students  pay  a  reduced  fee  of  $20  to  join  the  Austin  Ad  Fed  and  receive  full  

membership  benefits.    The  membership  is  promoted  primarily  through  student  ad  club  officers  

who  are  also  Austin  Ad  Fed  board  members.  Student  ad  clubs  offer  discounted  package  prices  

on  membership  to  both  the  student  and  the  professional  ad  club.  

Results:    The  Austin  Ad  Fed/AD2ATX  currently  have  122  student  members,  up  18%  from  103.  

  6  

Student Volunteer Opportunities

Objective:  To  allow  students  to  gain  hands-­‐on  experience  in  a  real-­‐life  advertising  industry  

environment  and  to  develop  relationships  with  working  professionals.  

Execution:    Students  volunteer  regularly  for  Ad  Fed  and  Ad2ATX  programs  and  events.  They  help  

deliver  ADDY  Call  for  Entry  packets  where  they  learn  the  map  of  Austin  ad  agencies.  They  

receive  entries  and  help  set  up  the  ADDY  show.    Judging  weekend  gives  student  volunteers  a  

chance  to  see  the  work  in  detail  and  interact  with  our  judges,  leading  creatives  from  top  

national  agencies.    Student  volunteers  earn  free  entry  to  the  ADDY  Awards.    

Results:  Several  dozen  students  volunteered  for  regular  programs,  Big  Wigs,  and  the  ADDYs.  

During  Judging  Weekend,  student  volunteers  were  offered  personal  critiques  from  the  judges.    

 

II.  PROFESSIONAL  EDUCATION  

The   Programs   Committee   developed   a   strong   schedule   of   programs   and   events   to   appeal   to  

broad  segments  of  our  advertising  community.  (Exhibits:  6.1  2013-­‐2014  Program  Schedule,  6.2  

Facebook  Past  Events)  

Target  Audience:  Ad  Fed  members,  ad  students,  and  the  advertising  community.  

Results:  We  see  solid  attendance  at  all  our  programs.  Two  examples  are  detailed  below.  

 

Suits  vs  Creatives,  7/10/13  

Event   Details:   The   creative   and   account   service   teams   are   both   critical   to   every   successful  

agency   and   marketing   firm.   But   aligning   the   goals   of   these   functions   can   be   challenging.  

Diverging  objectives  and  agendas  can  lead  to  “war”  between  creatives  and  account  executives—

and  that’s  not  good  for  campaigns,  teamwork,  morale  and  blood  pressure.    

Target  Audience:  Broad  advertising  community,  with  emphasis  on  account  service  and  creative  

Strategy:  Methods   of   Promotion:   website   calendar   listing   and   story,   email   blasts,   Facebook,  

sponsorship  purchased  by  Proof  Advertising  

Execution/Tactics:  We  assembled  a  panel  of  top  creative  and  account  service  representatives  to  

discuss   best   practices   for   getting   their   departments   on   the   same   page.   The  moderated   panel  

discussed:  

Which  department  makes  which  decisions  

How  does  the  “org”  chart  look?    

How  we  do  we  best  work  as  a  team?  

Does  creative  brainstorming  work?  

  7  

Who’s  best  to  present  new  creative  to  the  client?  

Feedback  mechanism:  Written  survey  of  guests  resulted  in  the  program’s  receiving  a  9.5  rating  

(with  10  being  the  highest  rating)  

Results:  Attendance:  65.  Profit:  $1,016.  

(Exhibits:   7.1   E-­‐Blast,   Facebook   page,   Surveys,   7.2   Event   Summary)  

 

Kody  Chamberlain  –  “The  Idea  Iceberg”,  11/21/13  Event   Details:  How   often   do   we   reach   a   roadblock   and   the   ideas   just   won’t   come   to   us?   In  

November,  Kody  Chamberlain,  nationally  recognized  comic  book  writer,  artist  and  designer,  told  

us  how  to  melt  the  Idea  Iceberg  and  break  through  those  roadblocks.  While  seemingly  focused  

on   creatives,   Kody’s   ideas   could   be   applied   to   multiple   disciplines   and   projects.   In   his  

presentation,   Kody   told   us   how   to   “crush   the   competition”   by   uncovering   the   big   ideas  

hidden   just   below   the   surface.     He   included   advice   and   examples   from   such   diverse   pop  

culture   icons   as   Jaws,   Bruce   Lee,  Walt  Disney   and   even  Dumbo   the   Flying  Elephant.     The  

audience   was   rapt   and   lingered   after   the   presentation   to   network   and   to   continue   the  

discussion  with  Kody.  

Target  Audience:  The  Austin  advertising  community,  with  emphasis  on  creatives  

Stategy:   Include   a   nationally   known   speaker   to   address   a   topic(s)   of   interest   to  membership;  

provide  a  networking  opportunity  for  members  

Execution/Tactics:  Promote  through  website  calendar  and  story,  email  broadcasts,  Facebook  

Results:  Loss:  ($107).  Attendance:  30.  Feedback  mechanism:  12  completed  surveys  resulted  in  a  

9.5  rating  (with  10  being  the  highest  rating)  

(Exhibits  7.3  Facebook,  7.4  Idea  Iceberg  Event  Summary)  

 

III. PUBLIC EDUCATION

Target  Audience:  Ad  Fed  Public  Service  programs  provide  an  important  opportunity  to  elevate  

our  brand  by  providing  effective  pro-­‐bono  campaigns  to  deserving  non-­‐profits.  The  campaigns  

are  viewed  by  thousands  of  participants  and  the  general  public,  who  see  the  sponsor  logos  of  

the  Ad  Fed  and  our  members  who  donated  creative  and  production  services.  Public  Service  

builds  the  Ad  Fed  brand  and  public  profile  by  promoting  the  perception  of  advertising  as  one  of  

Austin’s  important  creative  industries  contributing  to  the  region’s  prosperity  and  health.  

Hill Country Ride for Aids

Objectives:  Provide  marketing  resources  and  expertise  to  the  nation’s  second-­‐largest  AIDS  

cycling  fundraiser.    Gain  exposure  as  the  leading  creative  resource  supporting  HIV/AIDS  funding.              

  8  

Execution:    Hill  Country  Ride  for  AIDS  is  a  cycling  event  that  distributes  funds  to  local  agencies  

providing  education  and  services  to  2,500  Central  Texans  living  with  HIV/AIDS.  Since  2003,  Ad  

Fed  members  helped  create  national  award-­‐winning  campaigns,  introduced  them  to  

professional  marketing  support,  and  taught  them  basic  marketing  principals  and  best  practices.  

Ad  Fed  members  continue  to  support  the  ride  by  organizing  company  teams  and  encouraging  

the  ad  community  to  join  and  donate  to  riders.  (Exhibits:  8.1  HCRA  Web  Homepage,  8.2  

Facebook  Page,  8.3  2013  and  8.4  2014  collateral)  

Results:  Over  13  years  the  ride  has  raised  more  than  $6  million,  most  of  it  since  we  began  

working  with  them  11  years  ago.  More  than  80%  of  funds  raised  go  directly  to  AIDS  agencies,  

thanks  in  large  part  to  pro-­‐bono  donations  of  campaign  design  and  collateral,  printing,  paper,  

and  banners  and  signage  by  Ad  Fed  members.  The  ride  has  become  the  cause  célèbre  of  the  

Austin  ad  community,  with  multiple  member  businesses  fielding  their  own  company  teams.  

 

ADDY  Winners  Publicity  

Objectives:  Inform  the  general  public  that  Austin  is  a  creative  hotbed  of  national-­‐caliber  talent.  

Execution:   To   recognize   the   value   of   our  members’   ADDY  wins,   we   place   stories   and   on-­‐line  

slideshows   in   the   Austin   Business   Journal,   Austin   American   Statesman,   industry   blogs,   and  

promote  virally  using  social  media.  The  night  of  the  ADDYs,  for  the  first  time  ever,  the  Austin  Ad  

Fed  unique  hashtag,  #atxaddys,  was   "trending"  on  Twitter,  where   the  visibility  of  our  hashtag  

increased  exponentially  throughout   the  Austin  area,   taking  on  a  viral  effect   that  enhanced   the  

visibility  of  the  event  and  increased  the  content  and  frequency  of  the  conversation.  (Exhibit:  8.5  

ABJ  lead  story,  8.6  ABJ  ADDY  winners  slideshow,  8.7  ADDY  ABJ  Top  Stories,  8.8  ABJ  Facebook  

page,  8.9  Twitter  page).    

Results:  The  stories  and  social  media  help  general  readers  understand  Austin’s  prominence  in  

the  national  ad  market,  the  contribution  made  to  the  local  economy  by  agencies  serving  

national  clients,  and  the  role  played  by  the  Ad  Fed  in  promoting  the  advertising  industry.  

(Exhibit:  8.3  ADDY  Winners  Book)  

 

CONCLUSION: The  time,  funds,  and  efforts  contributed  by  member  volunteers  and  Board  

members  serve  as  an  indicator  of  the  value  the  Austin  Ad  Fed  places  on  both  student  and  

professional  advertising  education.  By  promoting  its  programs,  events,  and  public  service,  the  

Austin  Ad  Fed  continues  to  build  a  better-­‐educated  ad  community  while  raising  the  public  

profile  of  Austin’s  advertising  industry.

E x h i b i t 3 . 1 E 4 - Yo u t h F a c e b o o k p a g e a t A u s t i n C i t y L i m i t s L i v e b e f o r e t h e A D D Y S

E x h i b i t 3 . 2 : E 4 Y M c J R o o f t o p M i x e r I n v i t e

E x h i b i t 3 . 2 : E 4 Y T o u r s M c J

E x h i b i t 3 . 3 : E 4 Yo u t h F B p h o t o s A D D Y S

E x h i b i t : 4 . 1 I n t e r n s h i p D i r e c t o r y s a m p l e

E x h i b i t : 4 . 2 J o b s S a m p l e p a g e

E x h i b i t : 4 . 3 A C C S c h o l a r s h i p T h a n k Yo u L e t t e r

E x h i b i t : 4 . 4 H M S S c h o l a r s h i p T h a n k Yo u L e t t e r

E x h i b i t : 5 . 1 N S A C E m a i l

E x h i b i t : 5 . 2 D i r e c t M a i l s a m p l e

E x h i b i t : - 5 . 3 T S U p l a n s b o o k

E x h i b i t : 5 . 4 N S A C L u n c h e o n p h o t o s

E x h i b i t : 6 . 1 – V o l u n t e e r L i s t

E x h i b i t : 7 . 1 S u i t s v s . C r e a t i v e s E b l a s t

E x h i b i t : 7 . 2 F a c e b o o k p a g e

E x h i b i t : 7 . 3 E v e n t S u m m a r y

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E x h i b i t : 7 . 4 F a c e b o o k

E x h i b i t : 7 . 5 I d e a I c e b e r g E v e n t S u m m a r y

E x h i b i t : 8 . 1 H C R A W e b H o m e p a g e

E x h i b i t : 8 . 2 F a c e b o o k P a g e

E x h i b i t s : 8 . 4 2 0 1 4 C o l l a t e r a l

E x h i b i t : 8 . 4 2 0 1 4 C o l l a t e r a l

E x h i b i t : 8 . 5 A B J L e a d S t o r y

E x h i b i t : 8 . 6 A B J A D D Y W i n n e r s S l i d e s h o w

E x h i b i t : 8 . 7 A D D Y A B J T o p S t o r i e s

E x h i b i t : 8 . 8 A B J F a c e b o o k P a g e

E x h i b i t : 8 . 9 T w i t t e r P a g e