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AAF National Education Executive Committee

Fall 2015 Meeting

Friday, October 24 – Saturday October 25, 2015

Introductions

In attendance:

Hong Cheng (D3–Virginia Commonwealth University)

Oscar Chilabato (D1–Johnson & Wales University, Providence)

Steve Hall (D6–the University of Illinois)

Scott Hamula (D2–Ithaca College)

Tim Hendrick (D14–San Jose State University)

David Koranda (D11–The University of Oregon)

Al Mattison (D14–University of California, Berkeley)

Peg Murphy (D6–Columbia College Chicago)

Daniel Petek (D11–Washington State University)

Chris Pitre (at large–ASTADIA)

Amy Struthers (D9–University of Nebraska, Lincoln)

Sandra Utt (D7–University of Memphis)

Rick Wilson (D10–Texas state University)

Laetitia-Laure Brock (Program Manager, Mosaic Center and Education Services – AAF)

Melissa Wong (Assistant Vice President, Mosaic Center and Education Services – AAF)

Sheryl Oliver-Ross, former NEEC member, attended the meeting as an observer.

Meeting Minutes Approved

Sandy Utt moved to approve the summer 2015 minutes. Steve Hall seconded. The summer 2015

minutes were approved unanimously by the committee.

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NEEC Membership Review

The committee reviewed Article V of the Bylaws regarding nominations and elections. In accordance

with the Bylaws, names were collected for co-chair nominations. Ballots will be emailed in March for the

committee to vote on and the new co-chair for the 2016-2018 terms will be announced at the end of the

NEEC’s summer meeting.

The committee reviewed the current member roster. With Districts 4, 5, 8, 12 and 13 without

representation on the committee the following advisors were brought up as potential candidates:

Chuck Borghese, Lecturer – Ohio University (D5)

Sabrina McLaughlin, Lecturer – University of West Florida (D4)

Vivian Owen, Advertising Design Faculty – Ringling College of Arts and Design (D4)

In addition to new faculty from District 4 and 5, the committee discussed the need to add a new industry

at-large member. The committee reviewed Article III of the Bylaws, regarding membership. Gerry Wright

will be cycled off the committee since he is no longer practicing in the field of advertising nor teaching.

Also, Al Mattison’s membership will be renewed as an At-Large member, serving another three-year

term.

Mosaic Center & Education Services department updates

a. College Chapter Membership

Current number of college chapters: 121 | Revenue: $143,470 to date.

New schools (7):

o Roger Williams University (D1)

o Lemoyne College (D2)

o Rowan University (D2)

o Bob Jones University (D3)

o Emory and Henry College (D3)

o Troy University (D7)

o The University of Texas Rio Grande Valley (D10)

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To give schools an additional incentive to recruit new members this year, the AAF offered

Amazon gift cards to chapters that increased their membership by specific increments by the fall

membership dues deadline (as measured against the 2014-2015 numbers).

$50 gift card for increase by 5 members

$100 gift card for increase by 7 members

o BYU Provo, Columbia College Chicago, Boise State University all met that goal

$175 gift card for increase by 10 + members

o University of Michigan Ann Arbor, Northwood University Michigan, College for

Creative Studies, the University of Texas Austin, the University of Central

Florida, University of Missouri Columbia and Texas Tech University all met that

goal.

HACU & HBCU outreach - the AAF Mosaic Center and Education Services team had a presence at

2 recruiting events this fall:

2015 National HBCU Week Conference; HBCUS: Innovators for Future Success in

Washington, DC (September 21 – 22nd 2015)

HACU 29th Annual Conference; Championing Hispanic Higher Education Success:

Empowering Students, Enhancing Collaboration in Miami Beach, FL (October 10 – 12,

2015)

Peg Murphy inquired whether college chapters could only be formed on 4-year university

campuses. Melissa Wong confirmed that 2-year institutions like community colleges and

portfolio schools can form chapters but haven’t been a focus recently given the AAF’s

current goal to strengthen the representation of multicultural campuses. It could certainly

be a future goal, however. Laetitia Brock mentioned that we may want to target Miami

Dade College, a junior college in Miami which is currently the largest college in the Florida

college system with 165,000 students enrolled, and the second-largest institution of higher

education in the United States. Tim Hendricks mentioned reaching out to De Anza College,

a community college in Cupertino, California, which is also a feeder school for San Jose State

University.

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b. Program specific announcements

i. Student Conference

Insight+Interaction: AAF’s Student Conference on Advertising took place in Washington,

DC on October 23-24 at fhi 360. Due to the lower-than-expected attendance and

sponsorship revenue, the committee discussed various reasons why students may not

attend the conference with distance and money being the primary reasons. David

Koranda mentioned that it is a long trip for his students to go to a 2-day conference.

There’s also competition from many other events around the same time:

AWNY Advertising Career Conference 2015 and Advertising Week being two of the main

ones. Peg Murphy suggested tagging the conference alongside one of these other

events as well as switching the format to a creative hackathon with a brief and awards

at the end of the day. Oscar Chilabato asked about the feasibility of packaging it

differently (future of advertising?) and getting a major sponsor for it. With enough

people wanting to make the conference work, Daniel Petek motioned to create a

taskforce to revamp student conference, including possibility partnering with a strong

ad fed for different revenue streams. Amy Struthers seconded the motion. A taskforce

was created to include:

Oscar Chilabato

Steve Hall

Peg Murphy

Daniel Petek

Chris Pitre

Advertising Week Panel Review

The AAF hosted a panel at The New York Times on September 30, 2015, as part of

Advertising Week in New York. Titled “Images, Ethics & Power - The Portrayal of People

in Color on Television and in the Media,” it featured Dr. Jannette Dates of Howard

University; Esther Franklin of Starcom MediaVest Group; Jessica Kang of the Center for

Social Inclusion; Christena J. Pyle of Omnicom Group and ADCOLOR and Wally Snyder of

the AAF’s Institute for Advertising Ethics. The panel’s content was inspired by a series of

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television watch parties hosted by the American Advertising Federation and other

industry entities throughout the spring of 2015. For publicity, Shocase wrote a blog post

about the Advertising Week event and offered live tweeting on the day of the panel. A

white paper on the watch parties is also currently in the works.

ii. Most Promising Multicultural Student program

Melissa reminded the committee of the dates for the 2016 program: February 15-18. A

total of 93 nominations were received, of which 83 from 45 different schools will be

considered during judging on Thursday, October 29.

Sandy Utt brought up the issue of character count on the application vs word count.

The committee also asked why the deadline was moved up noting that it’s very difficult

for schools on a quarter system to meet the deadline or even for schools on a regular

calendar since they typically won’t hold their first meeting of the year until mid-

September, which doesn’t leave a lot of time to put an application together. Melissa

Wong mentioned that the department now sends save-the-dates for many education-

related events six months in advance to facilitate planning for faculty.

iii. Mosaic Career Fair

Melissa reminded the committee of the dates for the upcoming Mosaic Career Fairs:

FCB Mosaic Career Fair in New York (Roosevelt Hotel) on February 18, 2016

Leo Burnett Mosaic Career Fair in Chicago (DePaul University) on March 8, 2016

She also mentioned a new program, Advertising College Career Expo (ACCE), which

came about from Ad Camp experience and feedback. The first ACCE will be held on the

heels of Chicago’s MCF on March 9, 2016 at Jones College Prep. The cost for schools to

recruit is $175 if the school is a college chapter member and $275 for non-members.

Sheryl Oliver-Ross asked if there would be more in different markets. Peg Murphy asked

about learning breakouts for parents to help them better understand the advertising

industry and the careers, both of which, Melissa said, are in the works.

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iv. generationON

Three college chapters were selected to participate this year: Miami International

University of Art and Design, Texas State University and Point Park University. Each

received a creative brief on one of three themes: animal welfare (Point Park), education

(Miami International University of Art and Design) and the environment (Texas State

University.) They’re currently in the midst of creating their campaigns. The final projects

are due in early December.

v. National Advertising Student Competition

To date, 141 schools have submitted their intent to participate (versus 56 this

time last year).

3 schools have indicated that they would compete virtually:

o DePaul University

o Radford University

o Virginia Military Institute

6 new college chapters have signed up to compete already:

o Roger Williams University (D1)

o Lemoyne College (D2)

o Rowan University (D2)

o Bob Jones University (D3)

o Emory and Henry College (D3)

o The University of Texas Rio Grande Valley (D10)

Laetitia Brock went over the district coordinator webinar training, which was an action item

from the last NEEC meeting in the summer and was released to the district coordinators in

early October. Sandy Utt mentioned the low attendance at the October district coordinator

call and Laetitia Brock responded that a November call will be added to the schedule to

make up for it. Additional efforts will be made to make sure attendance is higher.

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vi. Student webinars

A first webinar, Intro to Your College Chapter Membership, was held October 14 from 1-

2 PM ET with former college chapter members Jessica Rojas (University of West Florida)

and Evan Miguel (University of Missouri St. Louis) contributing to the discussion. The

next webinar, a panel on account management, will be held on November 12 from 3-4

PM ET and feature:

Deena Coleman, Director of Account Service, HZDG

Ally Khajenouri, Account Executive, FCB Chicago

Emily Wilcox, Senior Management Director, Saatchi & Saatchi NYC

Melissa Wong also mentioned that Kenny Nguyen, CEO/Founder of Big Fish

Presentations, will lead a webinar on presentations just in time for the NSAC in the

spring. She also announced the partnership with the Chicago Portfolio School to give

students an inside look at portfolio school through the Port School Webinar Series in

March 2016.

AAF Membership Database Update

Ciara Ungar, digital marketing manager, and Shannon Pinnick, IT manager, at the AAF updated the

committee on the status of the new AAF website and the roll out of the new database.

For the website, one of the priorities for college chapters would be to provide an organized and easily

accessible faculty toolkit and webinar section. One of the challenges of the current website includes

limited access points to resources and general difficulty in finding what you’re looking. As a solution, the

new website will have improved tagged resources and a more user-friendly navigation. She also

discussed the availability and access to shared-interest online communities through the new site.

David Koranda asked a follow-up question about communities and how they will work. Ciara explained

the database’s social sharing function that will be integrated into the website and how members will be

grouped into communities. For the timeframe, Ciara mentioned the end of January. Tim Hendrick asked

about how log-in access would work. Ciara responded that it would be different, more available than it

is now and that the free access pages would be beefed up to provide more content without taking away

from the value of the membership.

Shannon Pinnick then explained how the new database would empower members, especially faculty

advisors and ad club leaders, as administrators. They will be able to upload their own list of students and

use the database as a real membership management tool.

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Faculty Toolkit Training Modules Feedback Session

The committee reviewed the 4 modules that were completed: module 1 (Google Media), module 2

(Google Adworks), module 3 (Facebook) and module 4 (YouTube). Daniel Petek went over the

motivation for creating those modules: creating resources across the board for topics that faculty may

struggle with like media planning/social media. Each module is intended for one lesson vs a whole

course or refresher for professors. Daniel walked the committee through the Facebook module and

opened up the floor to discuss the marketing strategy that should be implemented around the release

of the modules.

Sandy Utt expressed her concerns over the updating process since the material covered by nature can

change very quickly. Peg Murphy concurred that the material is constantly evolving but that it is still

spot on for an introduction and helps foster relationships with faculty and industry. Al Mattison asked if

it was a concern to have the AAF’s name on it and Melissa raised the question of whether or not some

consistency with content layout is necessary.

Peg Murphy and Laetitia Brock circulated a presentation and audit of the current AAF faculty toolkits

and webinars. Peg highlighted that videos are currently spread over multiple platforms including

YouTube, Vimeo, AAF’s website as well as Adobe Connect and emphasized the need to streamline,

organize and better brand on AAF’s channels, especially Vimeo which has quite a bit of content. Peg

Murphy will create a list of how they want things to be organized on the website when it comes to our

social media channels (Vimeos, YouTube, etc.)

Laetitia highlighted specific webinars that were out of date or no longer actually available to view and

emphasized the need to update or remove. The discussion also continued on how to release the

modules. A schedule of one a month was agreed on, and an introduction letter will accompany the first

module. Daniel Petek will draft and Melissa will review.

A sign-up sheet was passed around for NEEC members to volunteer to populate some of the resources

that are currently missing from the faculty toolkit section. The following NEEC members volunteered for:

Steve Hall

o Chapter growth

o Chapter Programs

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Scott Hamula

o Media Exercises/Assignments

o Research exercises / Assignments

Dan Petek

o General exercises / Assignments

Rick Wilson

o General exercises / Assignments

Peg Murphy

o Entering the Student American Advertising Awards workshop

o Portfolios and creative resumes (square space for portfolios)

o Branded entertainment (in 2016)

o Social media listening (done)

Sandy Utt

o Assessment plans

David Koranda

o Student transitioning – how to network

Phil Willet

o Student transitioning – portfolios

Sheryl Ross Oliver

o Student transitioning – Personal Branding

Sub-Committee Reports and brainstorming Session

Each sub-committee gave a quick presentation of the work done since the summer meeting.

a. Promotions and College Chapter Recruitment - Koranda (Chair)

David brought up the welcome message he sent out to faculty. Anecdotally, many of the NEEC

members received positive response. Initially, 156 emails were sent, followed by 88 more.

Laetitia Brock will share an updated faculty list with David so that more emails can be sent to

new faculty members.

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For promotions, the phone calls were not successful and David got a better response from his

message. The next step is discussing the results and feedback to see how we can offer advice to

current chapters so they can continue to grow.

The committee brainstormed the following ideas:

Condensing tips for recruitment into a blog post

Soliciting guest blog post from the overall faculty membership

For non-renewals, keeping a list of why they are not renewing or renewing late and

analyzing the feedback

Reviving the letter of recognition that the president of AAF used to send out to thank

advisors for their service

A faculty panel or session at AEJMC

MPMS faculty recognition during the program to reward their word nurturing and

nominating talented multicultural students (award, etc.)

Conduct an exit survey of seniors to see what they got out of their AAF membership, what

they didn’t get and use that info to educate current club members or make improvements.

b. Distinguished Advertising Educator Award – Hong Cheng

The deadline for 2016 nominations will be March 4, 2016. Last year, 9 nominations were

received and the committee hopes to get a large pool of applicants again this year. Members of

the committee will include Hong Cheng, Sandy Utt and past recipients Steve Hall and Mary Ann

Stutts. Last year, the committee revised the score sheet but further revisions are needed to

emphasize professional experience, creative work and seniority.

Revisions for the DAE Award score sheet were discussed:

o (p. 1): Revise "Scholarly Research, Publications and/or Professional Experience

(40%)" to: "Scholarly Research and/or Professional/Creative Contributions (40%)"

o (p. 2): Revise "Has substantial teaching history in advertising or advertising-related

fields" to "Has 10 or more years of teaching history in advertising or advertising-

related fields."

The committee plans to hold a conference call before the end of this semester with four

selected DAE recipients to extend an invitation to them and get their thoughts on how they

could continue their contributions to the AAF and advertising education:

Mary Ann Stutts, Texas State (2009) Alice Kendrick, Southern Methodist (2008) Bruce Vanden Bergh, Michigan State (1996) Billy I. Ross, Texas Tech (1989) (Billy was also affiliated with LSU in his later years)

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Finally, the committee recommends that in the future, the current DAE recipient give a

presentation or put a panel together (and moderate it as well) at next year's student conference

or national conference. The purpose is to showcase achievements and innovations in advertising

education. The DAE recipient will determine the topic and format (individual presentation or

panel) of this session. For example, Steve (2015) will conduct a workshop at the 2016 national

conference.

c. National Student Advertising Competition / Alumni Task Force

Laetitia Brock shared a draft of the sponsorship kit with the committee. The exact date of the

reunion still has to be finalized. She asked for feedback on how to best reach alumni and what

type of content she can create that advisors could easily share on their social media channels,

including alumni groups. Videos similar to those created for MPMS will be made and embedded

into email. The committee also recommended that Laetitia take advantage of SmartBrief to

reach out to those who may not be current AAF members.

For the NSAC, the committee discussed how important it is to make sure that faculty advisors

are happy with the outcome at the end of the district competitions. Sandy Utt recommended

taking a close look at the scoresheet and revise it in such a way that judges can understand the

metrics to score appropriately. Another business item is for the AAF staff to remind district

coordinators during the monthly calls to properly orientate the judges, whether it be in person

or via conference calls prior to their receiving the plans books to score. The committee also

suggested using more alumni as judges.

d. Faculty Outreach - Rick Wilson

Rick and his committee focused on 2 main areas during the brainstorming session:

Unified communication for faculty to find out all that is going on. Peg came up with “Second

Look” to announce what is happening with AAF in any given month. The information will be

delivered in a newsletter format the 2nd of each month and will include the following

recurring content sections:

o Teaching modules

o NSAC

o Club Chapters

o Rotating content: MPMS, Faculty Spotlight, Teaching tips etc. elicit existing

faculty to contribute etc. (CTO) Unique master head. Digest.

The committee recommended that to maintain the relevancy and accuracy of the faculty

toolkits and modules, fact checking be done by an AAF intern on an annual basis. NEEC

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members would then handle the actual content updates, then have faculty handle the

updating. Additionally, there will be a need for content audits and curation to be done to

ensure that all the content on the current website is incorporated into the new website.

Other business

Melissa Wong reminded the committee of the dates for the next meeting and of the dates of the

ADMERICA conference:

June 4-7, 2016 at Disneyland Hotel in Anaheim, CA

NSAC finals: June 5, 2016

NEEC meeting: June 6 -7 2016

Ballots for the co-chair elections will be sent out in March.

Scott brought up a new workshop called “out for undergrad” (http://www.outforundergrad.org/) that

one of his student participated in Chicago. Peg Murphy mentioned Égalité, a group for current and

potential Publicis Groupe LGBT employees and their allies to build a network of LGBTQIA advertising and

marketing professionals. The group will discuss a potential LGBT initiative in the summer.

The meeting was adjourned.