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2016-2017 Club Achievement - EDUCATION

The Tampa Bay area offers a wealth of opportunity for students, professionals and the greater

community who are passionate about advertising. Ad 2 Tampa Bay was designed to unite the

Tampa Bay advertising community, including St. Petersburg, Clearwater, and Lakeland and was

first created to educate our members as well the public on the many facets of advertising. Our

mission is to help sculpt local advertising students through education into future advertising

leaders in Ad 2 and eventually, American Advertising Federation (AAF) members and leaders.

By continuing to grow our advertising community with motivated, passionate members, we can

shed a light on the positive impacts of advertising.

Goals | 2016-2017 Year

Students: Acquire 10 new student members by providing at least three quality programs to

connect them with advertising professionals and career opportunities.

Professionals: Increase attendance of professionals by 15% at all events, including networking

socials, workshops and educational lectures.

General Public: Inform the community on the charitable services of Ad 2 Tampa Bay and

highlight the positive impact of advertising in our Tampa Bay community.

Initiatives | Students

Campus Roadshow

Details: A traveling presentation visiting local universities to educate advertising clubs and

classes about Ad 2 Tampa Bay.

Target Audience: Students Secondary Audience: Professionals

Strategy: Create excitement for Ad 2 Tampa Bay student membership, events and success stories

to grow and sustain the club’s future leadership.

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Execution/Tactics: Ad 2 Tampa Bay visited three campuses and reached over 100 students in

the Fall of 2016, providing a detailed introduction of our club across Tampa Bay (1.1). In these

visits, we shared a comprehensive and interactive presentation (1.2) delivered by an Ad 2

director and an Ad 2 committee member who was an alumni of that particular school (1.2). The

presentation included upcoming events and networking opportunities (1.3), examples of member

perks, (1.4) and student success stories like landing internships or jobs through Ad 2 (1.5).

Results: The University of South Florida-Tampa, The University of Tampa, and The Art

Institute of Tampa were the three colleges visited during the Campus Roadshow. As a result of

the Roadshow, 17 student members joined Ad 2 Tampa Bay (1.6). One of our more profound

accomplishments was the application and acceptance of an advertising student and Ad 2 member

we had met to the American Association of Advertising Agencies (4A’s) Multicultural

Advertising Internship Program (MAIP). Our President and Vice President offered coaching and

letters of recommendation, showing the advantage of becoming a student member (1.7).

Mentorship Program

Details: A program cultivating educational relationships between students or recent graduates

(Mentees) and experienced professionals (Mentors).

Target Audience: Students Secondary Audience: Professionals

Strategy: Cultivate meaningful relationships by identifying Mentees’ long-term career goals and

matching them with Mentors who had similar professional interests.

Execution/Tactics: The Mentorship Program creates a mutually beneficial, educational

relationship between students or recent graduates and professionals (2.1). The goal of our

Mentorship Program was to guarantee consistent interaction of the Mentor/Mentee pairings with

specific monthly themes or tasks (2.2). After receiving over 30 applications, we matched 17

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Mentors and 17 Mentees with similar interests and career goals (2.3). To do this, we utilized a

Mentor/Mentee application that matched pairings based on shared career interests, skills

aspirations, and professional development tasks (2.3). To kick off the program, we hosted a

Mentorship Reveal Party for Mentees and Mentors to meet in person (2.4). Monthly emails were

sent out to review goals, reiterate each monthly theme, promote upcoming Ad 2 events and to

share a survey to track progress and satisfaction of each match (2.5).

Results: The event brought in 17 Mentor/Mentee pairings for a total of 34 participants (2.6). By

facilitating monthly check-ins and surveys, the pairs are in contact at least once per month. We

gained 5 new members due to a membership requirement for student participation (2.7).

Internship Speed Dating

Details: A fast-paced, speed-dating-style program that introduces motivated, career-focused

students to local advertising and marketing agencies in need of serious, dedicated interns.

Target Audience: Students Secondary Audience: Professionals

Strategy: Provide networking and critical interview experience to students, while giving agencies

a hassle-free way of pre-qualifying potential interns.

Execution/Tactics: Internship Speed Dating has become a very popular event for Ad 2 Tampa

Bay and occurs on a biannual basis. For the November 2016 Internship Speed Dating event, we

encouraged Tampa Bay’s top industry businesses to participate in a series of rapid-fire, five-

minute interviews with motivated students from Tampa Bay area colleges (3.1). We leveraged

relationships from our Campus Roadshow, and promoted the event via social media and email

communication with existing members (3.2). To determine the most qualified students, we used

a brief, intuitive form to specify interests, expertise, and career goals (3.3). We prepared students

beforehand with a 15 minute presentation that included interview tips and tricks (3.4).

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Results: Based on feedback from last year’s participants, we reduced the number of interviewees

from two students per table to one student at a time (3.5). In total, 13 top advertising agencies

and marketing companies and 23 students across three Tampa Bay colleges attended (3.6). We

allotted five minutes for each interview, pairing one student against two to three agency

representatives, which allowed a more personal experience (3.6). Our survey confirmed that 89%

of student participants were offered an internship following the event (3.7) and 100% of agencies

are interested in participating in more Ad 2 events (3.7). We also received feedback from

company representatives stating that the students were very well prepared (3.8). Each agency

paid $40 for a table and each Ad 2 student member paid $5, while non-members paid $15. We

raised more than $600 with little expenses, and plan to host a Spring event in May 2017.

AdTour

Details: A tour of local advertising agencies for students enrolled in Tampa Bay colleges. In Fall

we toured Tampa and Seminole Heights. We will tour St. Petersburg in April 2017.

Target Audience: Students Secondary Audience: Professionals

Strategy: Give current advertising students the opportunity to experience the inner workings of

local agencies. We chose to offer the Fall and Spring AdTours in two separate locations to

expose students to the range of opportunities in the Tampa Bay market.

Execution/Tactics: We partnered with AAF Tampa Bay to offer an AdTour — a behind-the-

scenes look at local agencies. To increase participation and broaden the range of available

businesses, we secured a bus to pick up students from their respective colleges and take them to

tour the offices of Brave People, Sparxoo, and Schifino Lee (4.1). The cost of attendance per

student was $10 and included transportation and lunch in the Channelside District of Downtown

Tampa (4.2). Shelly Manes, Sales Representative at Designers’ Press, Inc. shared information on

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her company while hosting the students for lunch. (4.3)

Results: We had 18 students sign up and participate in the Fall 2016 AdTour, the participants

were a diverse mix of students representing The University of South Florida and The Art

Institute of Tampa (4.4), two schools that also participated in the Campus Roadshow event. The

AdTour further supported our overall goal of strengthening the bridge between our adjacent

communities. We look forward to our Spring 2017 AdTour in April in Saint Petersburg.

Initiatives | Professional

AdTalks

Details: A series of educational, industry-relevant presentations.

Target Audience: Professionals Secondary Audience: Students and General Public

Strategy: Offer educational opportunities for students, young professionals, and the public on

current topics related to advertising.

Execution/Tactics: AdTalks are a signature series for Ad 2 Tampa Bay and serve as a platform

to educate students, young professionals, and the general public. We aim to host an AdTalk each

month with topics centering on new trends, industry concerns, and current events in advertising

(5.1). From our September AdTalk “Undivided | Proud”, which focused on overcoming

challenges and celebrating diversity in the advertising community, to a discussion on

advertising’s role in online behavior during our “Cyber Insecurity” talk, each of our events

educated members on topics that are relevant to their interests and industry (5.1).

Results: This year’s AdTalks were very well-attended and encouraged membership and

involvement from new professional connections in the Tampa Bay Area. Our events hosted 20-

30 people per AdTalk, with more emphasis on quality of the experience of our guests rather than

a large audience (5.2). Surveys found that AdTalks succeed at educating our members and 100%

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of respondents at our Cybersecurity AdTalk felt more informed on the topic (5.3).

AdSocials

Details: We rebranded our AdSocials as “Network and Chill”, which brought together Directors,

Mentors, students, and prospective members, while showcasing a new agency each month.

Target Audience: Professionals Secondary Audience: Students and General Public

Strategy: Highlight local advertising agencies and encourage prospective members to sign up for

a membership, allowing them free admission to future AdSocials.

Execution/Tactics: Each event had a social promotional campaign, highlighting the advertising

agency hosting the upcoming AdSocial (6.1), while also promoting our food and drink sponsors

(6.2). The events featured networking opportunities and presentations from the host agency.

Results: Attendance of our Network and Chill program ranged from 25-60 people, with a strong

representation from university students and young, local professionals. Agencies were able to

showcase their spaces and hype up their company. Professionals and students were able to

network both with members and employees of the host agency, making new connections and

leads for potential jobs(6.3). Our mid-year survey results found that the monthly AdSocials were

a favorite part of being involved in Ad 2 Tampa Bay (6.4). These monthly AdSocials further

strengthened our goal of connecting the advertising community.

Initiatives | General Public

Public Service Campaign

Details: An Ad 2 concepted and executed advertising campaign for a deserving local non-profit.

Working both as an opportunity to educate the public on childhood hunger and as a means to

give back, Ad 2 partnered with Where Love Grows, a non-profit organization aiming to eradicate

childhood hunger while also striving for long-term positive impact. The crux of this campaign is

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to exemplify the interconnectedness between advertising and business success.

Target Audience: General Public Secondary Audience: Professionals

Strategy: Utilize advertising to educate the community on a worthy cause as well as educating

them on the benefits of a professional advertising campaign.

Execution/Tactics: Every year Ad 2 Tampa Bay selects a non-profit to concept, create and

execute an advertising campaign for free of charge. By opening up the application for non-

profits, we shared with the community the opportunity to partner with Ad 2 Tampa Bay, and

gave them a peek at the difference advertising can make (7.1). These campaigns typically earn

donated media/services valued in excess of $750,000. After an extensive vetting process the

client selected this year was Where Love Grows (7.2). The social media campaign planned to be

executed by our Ad 2 Tampa Bay team aims to educate the general public, including local

businesses, philanthropists, and even the individual donors who patron those businesses

(7.3). The goal is to help build awareness of the existing challenges of childhood hunger in

Tampa Bay, while also educating the public on the positive change that a powerful, professional

advertising campaign can create in our community (7.4).

Results: The campaign will launch late March, with planned donated media placement from

Tampa Bay Times, TBO Online, Tampa Magazine, and more, as well as sponsored tote bags and

placements in local businesses to educate the public about the cause and campaign’s value.

CONCLUSION

It is a very rewarding feeling for our club to look back at the year thus far and check off each of

our goals. By hosting educational programs geared specifically to advertising students, we were

able to secure 25 new student members, who we hope will eventually become Ad 2 and AAF

leaders. Our networking events gathered up to 60 people in a single event and educated

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professionals, students, and the general public on an important topic or shared a new advertising

agency location. To educate the larger community of Tampa Bay, we collaborated with a local

non-profit on a full advertising campaign in an effort to educate the public on a good cause and

the positive impact of advertising on a community in need. Most importantly, all of our exhibits

from our initiatives have proven that our club continues to educate and inspire the community to

be passionate about advertising and the opportunities here in the Tampa Bay market.

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Campus Road Show

1.1 Campus Road Show Contacts & Sign In Sheets from USF Road Show

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1.2 Photos from Campus Road Show

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1.3 Presentation of Ad 2 Programs and Events

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1.4 Membership Perks Slide

1.5 Student Success Story

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1.6 New Student Members in August and Sept 2016 (Months of Campus Road Show)

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1.7 MAIP Ad 2 Tampa Bay Shout-Out

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Mentorship

2.1 Mentorship Promotion: Splash Page

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2.2 Mentor/Mentee Email with Monthly tasks

2.3 Mentor and Mentee applications

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Mentor and Mentee applications

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2.4 Mentor Reveal Party

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2.4 Mentor Reveal Party

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2.5 Check in Email & Survey Results

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2.6 Mentor/Mentee Pairings

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2.7 New Student Members Due to Mentorship Program (Months of Oct & Nov 2016)

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Internship Speed Dating

3.1 Email Invitation to Attend & Website

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3.2 Facebook Event Page

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3.3 Internship Speed Dating Student Application

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3.3 Internship Speed Dating Student Application

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3.4 Presentation for Students 30 Mins Before Event

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3.5 2015 Internship Speed Dating Survey Results

2016 Internship Speed Dating Survey Results

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3.6 Photos from Event

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3.7 Survey Results

Agency / Students

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3.8 Profit & Positive Feedback

Agency Registrations & Payments

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Student Registrations & Payments

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AdTour

4.1 AdTour Marketing

4.2 AdTour Email

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4.3 AdTour Photos

Stop #1 Brave People

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Stop #2 Sparxoo

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Stop #3 Schifino Lee

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4.4 Participant List

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AdTalks

5.1 Topics & Marketing

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5.2 Registration & Payments- December AdTalk

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5.3 AdTalk Feedback

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AdSocials

6.1 Locations & Marketing

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Locations & Marketing

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6.2 Sponsorship Shout Out

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6.3 Guest Feedback

6.4 Survey Feedback

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Public Service

7.1 Promoting Non-Profit Applications

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7.2 Announcement of Client

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7.3 Re-branding and promotion