2010-2011Annual Report

A Story of Before and After

PO BOX 30126 ~ ABQ, NM 87190

(505) 750-3670 AAFNM@AAFNM.ORG

WWW.AAFNM.ORG

BEFORE AFTER

The Story

At the beginning of the fi scal year, the club was facing tremendous forces similar to how destructive

a volcano can be. But through the dedication and hard work of the board and a tremendous eff ort of

revitalizing the advertising community, the club was not only saved from the brink of destruction,

it is now emerging stronger than ever. Th is is a snapshot of the story.

2010-2011 AAF-NM BOARD OF DIRECTORS

President & Public Service Media: Maresa Th ompson, Heritage Hotels & Resorts

Vice President & Education Chair: Deena Crawley, McKee Wallwork Cleveland

Past President & ADDY Event Chair: Alexis Kerschner, CNM Community College

Treasurer: Jim Fisher, UNM Daily Lobo

Executive Director: Jennifer Brower

Membership Chair: Wendy Deetz

Marketing Chair: Page Fullerton, Albuquerque the Magazine

Public Service Media Chair: Adam Greenhood, Esparza Advertising

Sponsorship Chair: Suzy Rufail, Telemundo

ADDY Judging Chair: DeAnn Sena O’Connor, DSO Creative

Speakers Chair: Nick Tauro, Vaughn Wedeen Kuhn

Social and Communications Chair: Jessica Trumble, Reelz Channel

BEFORE AFTER

New Name

One of the fi rst orders of business the club undertook was to change the old name, Th e New

Mexico Advertising Federation, to the new, Th e American Advertising Federation - New Mexico.

Th is was to keep in line with the national naming convention standards and standardize our club.

Th is rebranding allowed us to take a critical look at our advertising and collateral materials.

Public Service Media Program

BEFORE AFTER

Financial Foundation

Th e Public Service Media Program is the foundation of all the operations and fi nancial base for

the AAF-NM. With this program AAF-NM solicits sponsorships from various media outlets and

then re-packages these donations to sell to non-profi t organizations who supply the creative and

AAF-NM their media budget. AAF-NM in turn guarantees a three to one return on investment

to the non-profi ts in media and this number is historically exceeded. Th is program, started seven

years ago, has brought thousands of dollars to AAF-NM in the past.

BEFORE:

Before we really only had a vague program with one client whom was going to reduce their annual

payment to us by $6,000. We didn’t have any formal contracts with any media and were only

off ering the program on broadcast with one network station and cable. We also had no solid

prospects for future clients.

AFTER:

• Revised program to allow new six-month introductory clients for $18K rate.

• Now have a total of four clients (one new annual client and two new six-month clients as

well as our one existing client) totaling $96,000 income for AAF-NM. Clients are ARCA,

Catholic Charities, Make-A-Wish and El Ranchito de los Ninos.

• Revamped media sponsorships to include perks like complimentary AAF-NM memberships,

attendance to luncheons and ADDY functions, lots of publicity at AAF-NM events, included

in ADDY program and featured in an ad in Albuquerque the Magazine.

• Expanded the program for the fi rst time to include print media and allow creative services to

donate as sponsorships.

• Have nearly $450,000 in donated media and creative services with signed media contracts

from 22 organizations including: 30 Second Street, Albuquerque Journal, Albuquerque the

Magazine, American General Media Radio, APPCityLife (iPhone App), Citadel Broadasting,

Cliff dweller Productions, Clear Channel Outdoor, Clear Channel Radio, Comcast Spotlight,

DSO Creative, Esparza Advertising, KOB-TV, KOAT-TV, KRQE News 13, New Mexico Fleet

Design, New Mexico Magazine, Southwest Productions, Univision, Quote Unquote Channel

26-27, RJC and Telemundo Nuevo Mexico.

• Have hired a professional media planner on contract to manage the program, secure affi davits

and properly service the clients.

• Have potential clients contacting us about the program for the waiting list.

BEFORE AFTER

Speaking of Financials

We learned that it’s super majority important to reconcile your books. Th rough a series of staffi ng

changes it appears our books weren’t reconciled for several years. Bur thanks to countless hours of

detective work and our board member, Wendy Deetz, masochist love of numbers she uncovered

our real fi nances and our books are now managed and reconciled by our Executive Director on a

monthly basis.

We started the year with $20,021 in cash (checking account, money market, CDs) but also had

$22,482 in credit card debt.

We now have $12,711 in assets but only $5,628 in credit card debt. If we stick to the current

plan, the debt should be $0 by mid-July. We now have suffi cient cash fl ow to operate

smoothly thanks to the revitalized PSM program. Also, we are now accounting for each luncheon

and are averaging a profi t of $341 per luncheon.

Due to some prudent and dramatic cost cutting measures our Executive Directors was able to

save us $165/Month by doing things like utilizing her garage as our storage unit and her own

personal phone with reimbursements rather than a separate phone.

BEFORE AFTER

LuncheonProgramming

We’ve had a real great year with programming, and despite our fi nancial challenges we have

managed to bring in world-class speakers to educate our members and community. For the fi rst

time we partnered with a creative arts organization and had a wonderful turn-out for our fi rst

luncheon in September .

• September: Joint luncheon with Creative Albuquerque. Speaker DJ Stout, Designer from

Pentagram, Austin Attendance: 154 Luncheon Profi t: -$281.02

• October: Speaker John Rich, Online Advertising and New Media Guru, Atlanta

Attendance: 98 Profi t: -$328.26

• November: Local Broadcast GM Panel Discussion Attendance: 115 Profi t: $866.58

• February: Local Media Buyers Panel Discussion Attendance: 102 Profi t: $1,093.34

• March: Speaker Paul Keister, Creative Director of goodness, mfg, Los Angeles

Attendance: 67 Profi t: $339.94

• April: Speaker Andrew Ecklund, Social Media Expert, Ciceron, Minneapolis, MN

Attendance: 101 Profi t: $359.30

• May: Speaker Dave Hickey, Critic, Social Pariah and Misanthrope, Albuquerque, NM

Attendance: 70 Profi t: $1,264.25

• June: Speaker Tim Brunelle, New Media + Social Media jack-of-all-trades, Hello Viking,

Minneapolis, MN Attendance: TBD Luncheon Profi t: TBD

BEFORE AFTER

ADDYsJudging

ADDY Judging Committee 2011 Accomplishments• Produced a list of potential judges for future use.

• Streamlined the entry intake process by producing a checklist to be used by volunteers as well

as a list of things to look out for.

• Initiated a pleasant entry intake process by writing clear entry instructions, posted on the

website for entrants.

• Initiated the Client information form where entrants must provide the contact information

for the client for which the work was done in an eff ort to confi rm that the entry was done for

a true client, in the normal course of business.

• Cut Judging expenses by cutting the number of judges from fi ve to four.

• Decided to rework the Meet the Judges event to be a simple social instead of a question and

answer session, this will eliminate extra burden on the judges, the need for AV equipment and

perhaps cut the event costs.

• Partnered with AAF-Colorado Springs. Judged both AAF-NM and AAF-Colorado Springs

shows in exchange AAF-Colorado Springs paid for half of all judging expenses.

• Bart Cleveland, of McKee Wallwork Cleveland, designed and got complimentary printing for

a standard certifi cate to be used for future AAF-NM ADDY competitions.

• Had new AAF-NM ADDY awards trophy cubes produced for future use.

BEFORE AFTER

ADDYsEvent

ADDY Event Committee 2011 Accomplishments• Partnered with the students of the Art Center Design College Albuquerque to develop all

the creative for the ADDY Awards. Th is is the fi rst year in the history of the New Mexico

Advertising Federation that a student creative team has been utilized and it was a resounding

success.

• Secured sponsorships for all ADDY collateral including call to entries poster, invitation and

awards books saving thousands of dollars.

• Secured event sponsorship with Hard Rock Casino and Hotel with a $27 inclusive dinner and

all complimentary use of their in-house decorations and extra room.

• Th e Silver Medal Awards Committee successfully surprised their worthy nominee with an

epic Wonder Woman themed video.

• Advertising legend, Rick Johnson, was honored for his contributions to the advertising

community with moving memorial video tribute.

• Albuquerque the Magazine hosted a rip-roaring pre-party playing on the Raddys theme.

• Th e 80s theme “Th e Raddys” allowed us to have the ADDY awards be an 80s themed dress-up

party and about 70% of attendees participated and dressed up.

• WE DIDN’T LOSE MONEY ON THE ADDYS! (even though entries were down)

BEFORE AFTER

Outreach & Communications

Agency Plus Tour• Took 28 students on the tour from UNM- Communications & Journalism, UNM- Anderson

Business school and the Art Center Design College

• Visited three agencies, one printer and one business (client-side)

AAF-NM Scholarship• Discovered scholarship fund at UNM

• Awarded one scholarship of $3,000

• Refreshed scholarship terms to focus on internships

Communications• Sporadic PR outreach to regular inclusion in business and events calendar listings

• Communication and information sharing with other MARCOM and creative groups

Social• Took a new approach to a holiday party, from a large and costly event with decreasing

attendance to a smaller and more casual holiday social, which attracted more attendees

• Created AAF-NM Facebook page and utilized it as another outlet to communicate, celebrate

and create dialog with members and other interested parties

BEFORE AFTER

Membership

Due to our great PSM progarm we are able to make membership in AAF-NM very aff ordable. For

$300/year members can attend all of our luncheons and social programs for free, so essentially

membership = free lunch, what a deal.

BEFORE:

We didn’t have the best records of individual paying members. We discovered many people thought

they were members and have been attending our luncheons for free but haven’t actually paid due

to the fact they weren’t invoiced.

AFTER:

And now we have 36 individual members and 25 corporate members and we continue to branch

out and grow. We also have 28 complimentary members totaling 89 members.

BEFORE AFTER

Coming Soon:New website

Th e second phase of the rebrand came in April 2011 with a complete overhaul of the AAF-NM

website. Th e team developed new Web architecture and design. We purchased the domain name

aafnm.org. A programmer was willing to donate services, the new site should go live sometime in

July 2011 and will be much easier for everyone to update on a WordPress platform as well as save

hosting costs.

BEFORE AFTER

$600/Month

$0Full

Sponsorship

Collateral

Before we were paying around $600/month to send out our monthly postcards to our mailing list.

Now we are paying $0 thanks to a full sponsorship trade with Demand Printing Solutions. Th e

mailer was also re-designed to be smaller and save paper and mailing costs as well as merge the

old and new brands eff ectively.

formerly New Mexico Advertising Federation

A panel of local TV and

radio managers discuss the future of

broadcast media.