May 2012 Vol ume 52 No. 8

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All Roads Lead to Good MarketingIf there was one big takeaway from our April lunch presentation on healthcare marketing from Philips Healthcare CMO Dominic Smith, it was that in all things business we are only as successful as our marketing and advertising is good. Smith walked us through the way global healthcare giant Philips took sophisticated, but hard to understand, technology, and made it simple by showing what their equipment does and who it helps, not how it works. It connected in a major way with their customers and amplifiers. It also lead to double-digit sales growth.

At this month’s education lunch, we’ll take a look at how brandholders can effectively use sports marketing to get their messages out and build awareness. Sports marketing is a huge force, and you can certainly spend a lot of money doing it badly. So May’s education lunch will be a panel of experts from our local major sports teams to tell us what works and what doesn’t. Join us on May 15 for lunch at the Doubletree Lakeside to learn more.

Good marketing also makes a huge difference to small business owners. Entrepreneurs need tools and tactics to execute marketing research, planning and implementation well, and don’t always have access to affordable resources. We’re doing our part to change that dynamic by holding our second marketing conference for small business owners, the Power Marketing Conference, on May 8 at Corporate College East. Attendees will get instruction and personalized attention from experts in research, planning, social media, public relations, and all the other marketing tools they need to be successful. Our thanks go out to the Council of Smaller Enterprises (COSE) for providing the financial support that made this event possible and affordable for our guests, and to the many AAF member volunteers who are donating their time and wisdom as faculty members for the Conference.

Finally, we’re excited and proud to host the first David Stashower Visionary Award event on May 17 at Pickwick and Frolic to honor young professionals in advertising. We’ve got four tremendous finalists for this award, all deserving, and it will be great fun to meet them and learn more about their accomplishments. Congratulations to all our finalists, and good luck!

PORTFOLIOPublished by

The American Advertising Federation-Cleveland

4700 Rockside Rd., Suite 325 Independence, OH 44131

Ph: 216-901-4000 Fax: 216-901-4003

www.aafcleveland.com

email: adassoc@aafcleveland.com

2010-2011 BOARD OF DIRECTORS OFFICERS: President & Secretary/Treasurer: Sharon Toerek VP Programming: Jason Schafer VP Membership: Tony Weber

DIRECTORS: Tami Brown, Randy Carpenter, Dick Clough, Christopher Ferranti, Roger Frank, Jim Gagen, Dave Grager, Andy Halko, Kelly McGlumphy, Stephanie McNally, Julie Telesz, Lisa Zone

ASSOCIATE DIRECTORS: Jean Gianfagna, Risa Goehrke, Lute Harmon Jr., Candis Hecking, Grace Heese, Lisa King, Anthony LaGuardia, Joe Matuscak, Tom Moore, Alana Munro, Karen Ohlrich, Mike Peterson, Ben Sabol, Bridgit Space, Frank Sulka, Sean Szczepinski, Pat Wren

MISSION STATEMENT The American Advertising Federation- Cleveland exists to promote the vitality of the communications industry in Northeast Ohio through professional education, recogni-tion of excellence, public service and social activities that are relevant to our members and the community.

Editor: Dan Leibundgut Produced by: Live Publishing Inc. Ad sales: Contact John Moore (216) 721-1800 x124 • www.lpcpublishing.com

VOL. 52, NO. 8, May 2012

ON THE COVER Jeff grew up in Youngstown, Ohio and studied photography in Rochester, NewYork before coming to Cleveland. He started his career locally in some ofthe best commercial photo studios in town, and has shot everything fromproducts to food. Jeff ventured out on his own last year to focus oncommercial lifestyle, fashion and editorial photography.“Ultimately I love doing what I do - I am photographing what I am passionate about, meeting great people and making new experiences. For me, it’s always about capturing a moment, a feeling.it has to feel right. That’s what makesa good photo.that’s the rewarding part.”To see more of Jeff’s work visit him online at www.downiephoto.net

FROM THE TOPOur president, Sharon L. Toerek

AROUND TOWNHFA’s Work Recognized With Three Telly’sHitchcock Fleming & Associates Inc. was selected from more than 11,000 entrants to receive three International Telly Awards. The Tellys honor recipients with silver and bronze awards. hfa was honored with Telly Awards for the following:

SilverThe Goodyear Tire & Rubber Company – Ultra Grip® Ice WRT One-Minute Video – non-broadcast productions – training (for corporate use)

BronzeThe Goodyear Tire & Rubber Company – Assurance® TripleTred™ All-Season One-Minute Video – non-broadcast productions – automotive/vehicles

Archerfish® – POP Video – outdoor/environmental – in-store

KraftMaid® Cabinetry – Whisper Touch™ System Video

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include aiding in the development of program strategies, objectives and tactics; acting as a liaison between client and internal departments; executing agency processes; buying media; deliverables meet client requirements and agency standards.

WhiteSpace Realigns Creative Department, Adds Associate creative Director of Design WhiteSpace Creative recently restructured its creative department to strengthen its design capabilities and adapt to the increasing need for content in the marketplace.

Led by Creative Director John Puglia, the WhiteSpace creative department will now feature dual associate creative directors – one concentrating on design and the other on content. Together, the team will ensure that all creative consistently aligns with messaging and strategy, user experience and technology across all media.

Eric Jacobs has been hired as the new associate creative director of design. A multi-talented art director, illustrator and interactive designer, Jacobs has

nearly 15 years of ex-perience designing for major b2b and consumer brands in the healthcare, building, nonprofit, retail and entertainment industries. He is a former creative director for EMG Interactive, and has held positions at Mind grab Media, Point to Point Communications and Liggett Stashower. Jacobs is a graduate of The University of Akron where he earned a BFA with honors in graphic design.

Jen Snider, a member of WhiteSpace since 2002, is expanding her role as associate creative director and copywriter. Her new title, associate creative director of content, reflects the agency’s shift in response to the growing importance of content marketing. Snider has more than 18 years experience and currently serves as the president of the American Advertising Federation-Akron.

■ COSE

■ Doner

■ flourish

■ Glazen Creative Studios

■ GO2 Marketing

■ hfa

■ Hughie’s Audio Visual

■ Kent State University

■ Linkmedia360

■ Little Jacket

■ Marcus Thomas LLC

■ Melamed Riley Advertising

■ Mongoose Metrics

■ Parker Hannifin

■ Radio Disney

■ Recess Creative

■ Repros Color

■ Time Warner Cable

■ Virginia Marti College of Art & Design

■ Wyse Advertising

AD PEOPLE

CORPORATE MEMBERS (click names for links)

WhiteSpace Bolsters Client Service supportWhiteSpace Creative recently announced two new additions, Senior Account Executive Lisa Marshall and Project Manager Helen Davis, to support clients needs as the agency continues to gain momentum.

Lisa Marshall, senior account executive, is a seasoned sales and marketing professional with extensive business-to-business experience in client services, business development and marketing. With a digitally focused background, she has experience working with a variety of manufacturers on an array of projects ranging from international and multilingual websites to content-managed systems and custom configurations.

Helen Davis has been hired as a project manager to assist the senior account team in keeping projectson track and moving forward. Her responsibilities

Eric Jacobs

Jen Snider

Helen Davis

Lisa Marshall

AAF-CLE WELCOMES TWO NEW CORPORATE MEMBERSAAF-Cleveland would like to welcome Philips and Hospice of the Western Reserve as new corporate members.

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YOUNG PROFESSIONALS HONOREDOur inaugural David L. Stashower Visionary

Award will be given at a special ceremony

on Thursday, May 17th. That same

evening we’ll be paying tribute to David

Stashower and hopefully learning a bit

from “Stashower’s Laws of Advertising.”

Our event will begin at 6:00 pm at

Pickwick & Frolic and tickets include

appetizers and two drink tickets. Tickets

are $75.00.

Our finalists are:

Stephanie Landes Melamed Riley Advertising

Jason Schafer Marcus Thomas LLC

Mark Szczepanik The Adcom Group

Lisa Zone Dix & Eaton

Come and celebrate the accomplishments

of these young professionals who are

the future of our industry. You can order

tickets here.

https://www.aafcleveland.digiknow.com/

calendar/register_event-if.php?id=334

PROFESSIONAL DEVELOPMENT LUNCHEONSAAF-Cleveland has two upcoming Professional Development Luncheons on tap for May and June. On May 15th we’ll present “The Advantages of Today’s Game” featuring a panel of sports marketing experts who will discuss how partnering with sports teams and venues can be good exposure for your clients. Scheduled panelists include:

Vic GregovitsCleveland Indians

Jim RossCleveland Browns

Mark Gregory Columbus Blue Jackets

Kerry BubolzCleveland Cavaliers, Cleveland Gladiators, Lake Erie Monsters

Chad Gerretty IMG CollegeModerated by Les Levine from More Sports & Les Levine

In June we’ll gather a number of Cleveland creative directors together to discuss “Campaign Development – Creating For The Medium.” Our creative experts from Marcus Thomas LLC, Wyse Advertising and The Adcom Group will share their experiences and challenges with creating campaigns for multiple mediums. Our moderator will be Jackie Bebenroth from Muse Content Group. I hope you’ll join us on June 20, 2012.

Both luncheons will take place at the Doubletree Hotel Lakeside beginning at 11:30 and tickets can be purchased for both at aafclevleand.com.

Thanks to the Plain Dealer for their generous sponsorship

NEW MEMBERS FOR APRILDanielle McCann – Philips Ben Patti – PhilipsKim Miles – PhilipsJenny Olsen – PhilipsLee Roberts - PhilipsCarlos Ramos – TNT PublicationsJane Vanbergen – Hospice of the Western ReserveHolly Schafer – Holly Schafer DesignDan Malley – Malley’s ChocolatesJustin Scales – Quick FlicksSean Noel – Student

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SPEAK FOR YOURSELFFrom Copy to Content: The Ever-evolving Role of a Writer in the Ad World

“Always assume no one wants to read what you write,” was a memorable slice of advice from one of my favorite writing mentors. In advertising, you see, attention is earned, not expected. And that has been a guiding force for every headline, every bullet, and the boatload of body copy I’ve written for clients over last 14 years.

Copywriting – the ability to write the words that capture attention and compel action – is no joke, folks. You must channel the reader’s mindset, study her preferences, align them with client intentions, and translate it all in a style suited to concept and brand.

Then, once it’s all pulled together, perfectly punctuated with purpose and passion, the designer calls: “Um, yeah….can you cut 50 words so we can fit this in layout?” *Sigh* Sure, I guess.

Copywriting is a trade honed over years of slashed drafts and trashed taglines….which may be why I’ve bristled with the increasing use of the word “content” to

our marketing vernacular. To me, a copy purest, content has always meant the words generated by other people who can type. That is, everyone outside the copy department.

Now, when someone asks me for “content,” its perceived meaning is even broader. Copy is often lumped in with the other elements on a page, stock photos and such, which seems to compromise its value as the one thing that can truly make or break a concept’s success.

Awhile back, I received a request from an agency client to write a killer job description for a Content Writer. I immediately questioned her intent. “The work would be mostly long-form,” she answered, “more storytelling, less hard selling.” We went round about for a minute, dreaming up silly titles like Resident Wordsmith, Sr. Storyteller and even the vague, catch-all – Writer – before we landed right where we started. Content Writer.

Content writing is, indeed, a relatively new genre with its own state of play. A rare hybrid of journalist and copywriter, the Content Writer must uncover stories, infuse them with the client’s voice, and sustain a reader’s interest with word

counts upwards of 250+.

Who’s best suited for this job? With the advent of social media and blog mania, it’s interesting to watch the battle between PR firms (we tell your stories!) and ad agencies (we sell your products!), each touting the distinctive talents of their writing teams.

At the end of the workday, we’re all writing to sell, right? Whether we’re educating audiences with a sponsored article, or increasing direct sales with a show-stopping incentive, clients who invest in us expect a return. Content Writers who do well will take note from the purests of the past, drawing strengths from copywriters and journalists to make a compelling case from headline to footer.

Jackie Bebenroth is a copywriter who owns a content firm. MuseContent-Group.com

Wow, how technology has changed us! As I sat listening to Dominic Smith, CMO of Philips Healthcare, at our April Professional Development Luncheon I was blown away by how technology is helping doctors see inside the human body in ways never dreamed of. Dominic talked about machines now in use that can scan the human body in three dimensions in around four seconds…mind boggling. He also explained how marketing these machines to doctors and hospitals has shifted from the nuts and bolts of what they do to the incred-ible real-world results achieved from their use, especially when it comes to patients lives. The marketing of these machines tell wonderful success stories

of patients saved and diseases cured. In our business it’s always about results for our clients. Perhaps there is a lesson to be learned from Philips that imparting information isn’t enough, tell a great story.

Four young professionals have been selected as finalists for the inaugural AAFCLE David L. Stashower Visionary Award. They are:

Stephanie Landes Melamed Riley Advertising

Jason Schafer Marcus Thomas LLC

Mark Szczepanik The Adcom Group

Lisa Zone Dix & Eaton

FROM THE EXECUTIVE DIRECTORThe winner will be announced at our awards ceremony on Thursday, May 17th at Pickwick & Frolic. We’ll also be honoring David Stashower for his contributions to the industry. This will be a very special evening and I hope you’ll plan to join us. Tickets are just $75 which includes appetizers and two drink tickets and can be purchased here.https://www.aafcleveland.digiknow.com/calendar/register_event-if.php?id=334

Congratulations to Jim Nash and the team at Marcus Thomas LLC as they celebrate their 75th anniversary with an open house this month. By the way, their new digs are fantastic. Here’s to another 75 years.

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In sports marketing, winning isn’t In sports marketing, winning isn’t In sports marketing,

everything.winning isn’t everything.winning isn’t

IT’S THE ONLY THING.

“ THE ADVANTAGES OF TODAY’S GAME”Get the latest in sports marketing at the next AAF luncheon. Learn how your clients can benefi t from new

sports marketing tactics, and see how teams are utilizing social and mobile media in today’s marketplace.

DATETuesday, May 1511:30 a.m.Doubletree Hotel Lakeside

TICKETS$30 members$45 non-members$15 studentsAvailable at aafcleveland.com

In sports marketing, In sports marketing, In sports marketing, winning isn’t In sports marketing, winning isn’t In sports marketing, In sports marketing, In sports marketing, In sports marketing, winning isn’t In sports marketing, winning isn’t In sports marketing, In sports marketing, winning isn’t In sports marketing, winning isn’t In sports marketing, In sports marketing, winning isn’t In sports marketing, winning isn’t In sports marketing, winning isn’t winning isn’t everything.winning isn’t everything.winning isn’t winning isn’t winning isn’t winning isn’t everything.winning isn’t everything.winning isn’t everything.winning isn’t everything.winning isn’t everything.everything.everything.everything.

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ON THE SCENEPhotos from our April Professional Development Luncheon featuring Dominic Smith from Philps.

1. 2. 3.

4. 5. 7.

6. 9.

8. 10.

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by Rachel Coristin – Melamed Riley Advertising

Tweet seats: To tweet or not to tweet, that is the question.

My friends, these are the confessions of a tweet-aholic: Me. I am not afraid to admit that I love to tweet, anywhere and everywhere. But there is one place where this addiction is squelched with a strict mantra of “No Phones Allowed” – theaters! Movie theaters have even resorted to witty adverts to get theater patrons to silence and suppress their phone usage. So as a self-proclaimed tweet-aholic I am forced to keep my 140 character thoughts to myself until the credits start rolling or the curtains go down.

So naturally, when I heard about “Tweet Seats” starting to get introduced at theaters for so-called Twitter enthusiasts like myself, I was thrilled. Although they are not in Cleveland yet, it can only be a matter of time until the trend spreads here, too. I mean we have FroYo now, right? While some people are completely against the idea of Tweet Seats, calling them the new smoking section, many theaters have already started to embrace the idea and have seen great success. Rick Dildine, the executive director for Shakespeare Festival St. Louis — an outdoor theater festival

— began using tweet seats two years ago for his events. He is a major advocate for this new trend. “The arts are evolving right now,” he said. “They are participatory. Social media is a tool we rely on, and we have been unafraid to experiment with it.”

Curt Hopkins expresses the exact opposite sentiment in his article titled: Tweet seats deserve to be booed out of the theater. In the article he states that “tweeting during a play is like eating corn on the cob in a truck stop bathroom. It’s just gross.”

I assume you all know my opinion by now. I’m all for it. I think that a designated area in the back of theaters out of the viewing pleasure of un-tweeting patrons will not bother anyone. And if people still want to complain at that point, they clearly have issues beyond just a tweet seat that need to be resolved.

So what is your opinion? Are there any other self-proclaimed tweet-aholics out there that are excited about the idea of tweet seats, or do you agree that their big screen debut needs to be cut short?

BLOG ROLL

AAF-CLE April 2012 Luncheon Photos 1. Barbara Daniels & Sharon Torek 2. Melissa Horvath, Allison DeVitis & Megan Duniec 3. Renee Copfer & Amanda O’Hara 4. Tony Weber, Dawn Southard and speaker Dominic Smith of Phillips Medical 5. Joe Miller, Jennifer May & Chad Gordon of Design Room Creative 6. Joe Kujawski and Matt Krupa 7. Amanda O’Hara (back to camera) Laura Davies & Renee Copfer 8. Annie Murmann, Dawn Southard, Craig Martin, Erin Connor & Diane Millis 9. Cielo McClain & Tim Coughlin 10. Speaker Dominic Smith with Tony Weber 11. Anthony LaGuardia & Joe Matuscak

11.

FOR YOUNG PROFESSIONALSHere’s a link to recent Fountainworks focus group report on “Attracting and Retaining Young Professionals.”http://www.salisburync.gov/pdf/young_professionals.pdf