SAS_2016_NCAC_Book (1)

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2016 Student Advertising Summit

A Heroic PursuitNational Club Achievement Competition Ad 2 - Division V

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Table of Contents

4-14 Narrative

15-21 Internship Descritions

22-25 Design Style Guide A. Logo Design B. Typography C. Color Palette

26-35 Sponsorship & Speakers A. Sponsor Contract B. Speaker Packet

36-44 Promotions A. Business Cards B. Save the Date Email C. Registration Email D. Last Call Email E. Keynote Email F. Temporary Website Splash Page G. Mobile Website H. Desktop Website

45-59 Public Relations & Social Media A. Brand Ambassadore Presentation B. Blog C. Top Blog Posts D. Theme Reveal E. Facebook F. Twitter G. Instagram

60-69 Paid, Earned & Owned Media A. AdFed Webpage B. Banner Ads C. Earned Media D. Radio Ad E. Paid Media

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70-99 Day Of Event A. Signage B. Tour Tickets C. Program

100-103 Event Statistics A. Event Statistics B. Website Analytics C. Social Media Analytics

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Narrative

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The 2016 Student Advertising Summit

Mission: To host an allday professional development event to help educate students,

professionals and the general public about the advertising, marketing, and communication

industries. The Student Advertising Summit (SAS) accomplishes this by connecting students

from across the Midwest with top industry professionals in order to strengthen and grow the

advertising community. These goals are accomplished with the help of the SAS committee, a

group of student interns and professional volunteers from various schools and agencies around

the Twin Cities.

Theme: In order to keep the Student Advertising Summit fresh and new, each year the SAS

takes on a new theme. The theme is the guiding force for the creative and event promotion and is

carried across every aspect of the event. The theme is concepted and designed by the volunteer

committee. This year’s theme, The Super Summit, inspired students to take their advertising

careers to new heights.

A. Advertising Education for the Profession

1. Primary Goal: The goal of the SAS is to energize the advertising community by promoting

industry involvement and collaboration among industry professionals, companies, and students.

Secondary Goal: The SAS strives to strengthen the advertising industry by encouraging students

and young professionals to consider a career in advertising.

2a. Event Details: The SAS relies on the support of companies and industry professionals while

planning the annual allday networking event. The many activities throughout the day require the

involvement of industry professionals in order to provide the most valuable experience.

2b. Target Audience: Entry level to executive professionals working at local agencies,

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corporations, marketing, and communications firms who are interested in volunteering and

giving back to students and young professionals.

2c. Strategy: The SAS calls for professionals to volunteer at the event as speakers, volunteers,

and/or mentors. The volunteer opportunities range from keynote presentations, breakout session

presentations, networking roundtables, and creative portfolio reviewers. The SAS also calls on

companies for donations to financially support the event. In exchange for their support and time,

SAS offers professionals and companies the opportunity to recruit new talent, promote their

agency, enhance their own network, and provide visibility to their area of professional expertise.

This year we had to assign a hard deadline for sponsorships because of the increased interest in

the Student Ad Summit.

2d. Execution/Tactics: The SAS volunteer committee reached out directly to professionals and

companies via email, social media, phone, or face to face at other professional networking

events. Professionals were involved in the 2016 SAS event in the following ways:

I. Keynote Speakers: The SAS committee secured two out of state keynote speakers for the

2016 event. The morning keynote was Kristin Bitter, Director of Marketing and New Business

for CocaCola. Kristin flew from Atlanta to educate the audience on her path to success and the

initiatives behind the CocaCola campaigns. Our afternoon keynote, John Osborn, President and

CEO of BBDO New York, spoke to the audience about his insights on success within the

advertising industry.. Having two well known and out of state speakers energized the community

and drew in more professional attendees to the event.

II. Breakout Session Speakers: The SAS featured 30 top advertising executives as presenters

for 16 different 45minute breakout sessions. Popular breakout session topics included “How to

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Target Your Network to Get an Internship or Your First Job” by Managing Partner of CLICK

Talent; “Confidence Without Ego” by a panel of representatives from Minneapolis MadWomen;

“The Ad Agency Innovator’s Dilemma” by Director of Innovation from Fallon; and “Day Job

vs. Day Dream: How to Side Hustle Your Way Into Entrepreneurship” by Director of Earned

Media at Deluxe Corporation.

III. Networking Roundtables: Over 55 professionals volunteered their time hosting 15minute

networking roundtables. Attendees rotated from table to table every 15 minutes, talking to

professionals from a variety of disciplines, backgrounds and agencies.

IV. Creative Portfolio Reviews: 30 professionals volunteered their time as creative portfolio

reviewers. For 20minute sessions, professionals engaged with attendees oneonone to review

and critique their portfolio. The portfolio reviewers encouraged constructive feedback and

mentoring.

V. Agency Tours: Five sponsor agencies volunteered to host agency tours. The agency tours

served as a way for professionals and agencies to further network with attendees and educate

them about their practice and work. The agency tours also gave attendees examples of work

environments and a firsthand look at what working in advertising is like.

VI. Sponsorships: Agencies and companies sponsor the SAS as a way to give back to the

advertising industry. In order to promote involvement between sponsors and attendees, the SAS

committee highly encouraged sponsor agencies to attend and participate in the event through one

of the aforementioned volunteer opportunities. Depending on their sponsorship level, agencies

participated in various events throughout the day. 15 sponsor agencies had exhibition tables at

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the event as a way to further network and promote careers in advertising.

VII. PreEvent Outreach: The SAS has created lasting relationships with professionals and

agencies by networking prior to the event. SAS committee members attended multiple Ad Fed

MN events to spread the word about SAS. At these events, the committee encouraged

professionals to attend SAS or sign up to be a volunteer.

3. Results

Increase in professional attendees and agency representation at the 2016 SAS.

140 professional volunteers between breakout sessions, networking roundtables and

portfolio reviewers.

A total of 43 agencies and companies in attendance

11% sponsorship growth from the 2015 event ($21,700 in 2015, $24,300 in 2016) and a

31% growth from the 2014 event.

39 Sponsors from both Minnesota and Illinois

(18) Agencies, (9) local business (Jamie Hiner Photography, Jay Larson Photography,

Display Arts, Highlight Printing, Park Printing, Nelson’s Ice Cream, Punch Pizza,

Chipotle), (4) corporations (Deluxe, McCann Worldgroup, Bluespire Marketing, Metro

Transit), (2) University organizations (UMN Journalism School, Minnesota Daily), (2)

portfolio schools (BrainCo, Chicago Portfolio School), (2) Minnesota sports teams (MN

Vikings, MN Wild), (1) local news station (Hubbard Radio), (1) recruiting agency

(CLICK Talent).

B. Advertising Education for Students

1. Primary Goal: The Student Advertising Summit (SAS) strives to educate and prepare

students for a career in the advertising, marketing, public relations, or communication industries.

Secondary Goal: The SAS aims to connect students with professionals who can mentor and

guide them along their professional career.

2. Event Details: The SAS is a comprehensive allday networking event designed for and by

students and young professionals. With the target audience in mind and by reviewing previous

attendee feedback, each year the SAS revises the speaker and event schedule in order to best suit

the needs of student attendees.

2a. Target audience: College upperclassmen and recent graduates who are interested in working

in the advertising and communication industries. This person has likely not attended SAS before

but has heard about SAS from their peers. They are attending SAS in hopes of making a

connection to help them land a job or internship.

2b. Strategy: Provide students with a customizable experience full of knowledge that could not

necessarily be learned in a classroom.

2c. Execution/Tactics: Provide an outofclassroom experience with real life examples of

working in the advertising, marketing or communications industry.

I. Internship Program: The SAS Internship provides students with opportunities to further

develop their advertising skills and boost their resume. SAS internships are offered in Account

Management and Event Planning, Project Management, Creative, Social Media and Analytics,

Public Relations, Media Planning, and Brand Ambassadors. Each intern has a team lead to serve

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B. Advertising Education for Students

1. Primary Goal: The Student Advertising Summit (SAS) strives to educate and prepare

students for a career in the advertising, marketing, public relations, or communication industries.

Secondary Goal: The SAS aims to connect students with professionals who can mentor and

guide them along their professional career.

2. Event Details: The SAS is a comprehensive allday networking event designed for and by

students and young professionals. With the target audience in mind and by reviewing previous

attendee feedback, each year the SAS revises the speaker and event schedule in order to best suit

the needs of student attendees.

2a. Target audience: College upperclassmen and recent graduates who are interested in working

in the advertising and communication industries. This person has likely not attended SAS before

but has heard about SAS from their peers. They are attending SAS in hopes of making a

connection to help them land a job or internship.

2b. Strategy: Provide students with a customizable experience full of knowledge that could not

necessarily be learned in a classroom.

2c. Execution/Tactics: Provide an outofclassroom experience with real life examples of

working in the advertising, marketing or communications industry.

I. Internship Program: The SAS Internship provides students with opportunities to further

develop their advertising skills and boost their resume. SAS internships are offered in Account

Management and Event Planning, Project Management, Creative, Social Media and Analytics,

Public Relations, Media Planning, and Brand Ambassadors. Each intern has a team lead to serve

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as a mentor along the way. The SAS intern program gives students exposure to the industry and

opportunities to further develop desirable skills for employees. This year’s SAS committee

consisted of two directors, eight team leads, twelve interns, and seven brand ambassadors.

II. Online Presence: The SAS is very active in the digital sphere in order to connect with

students. By having an active presence on social media, SAS was an online resource and outlet

for students to ask questions and discuss advertising with their peers and professionals. In

addition to Twitter, Facebook, Instagram, LinkedIn and Pinterest, SAS shared advertising news

and event information on the SAS blog. The goal of our social media presence was to provide

students with advertising related news, provide helpful information and tips to event attendees,

and notify followers of jobs and opportunities within the advertising community.

III. Keynote Speakers: The 2016 SAS keynote speakers inspired students and showed

examples of success outside of the Midwest market. Kristin Bitter of CocaCola and John

Osborn of BBDO New York energized the audience and sparked large group questions and

discussions.

IV. Breakout Sessions: During the morning, students attended four 45minute breakout sessions

of their choosing. Students selected four sessions from 16 topics to attend based off their

interests. Sessions ranged from topics covering networking and job search advice, creativity in

the digital sphere, the merging of advertising and PR, and more. The 510 minute passing time

allowed students to further network with speaker and professionals, and visit the agency sponsor

tables. Each session had a maximum of 80 students.

V. Networking Roundtables: The networking roundtables provided students the opportunity to

ask professionals questions in small group setting. Similar to speed networking, students rotated

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from table to table every 15 minutes to engage with professionals. Speaker tables were arranged

by Account and Project Management, Public Relations/Social Media/Experiential, Media

Buying/Planning and Analytics/Strategy. Students were allowed to pick the professionals they

wanted to speak with based off their interests and experience.

VI. Portfolio Reviews: Slightly less than half of the students participated in portfolio reviews at

SAS. Creative professionals volunteered to review student portfolios oneonone for 20 minutes

at a time. Students rotated and were able to meet with multiple professionals to receive a

wellrounded critique of their portfolio. These sessions provided students with advice and

constructive criticism to help perfect their portfolios and prepare for interviews.

VII. Agency Tours: The students traveled downtown for an agency tour using a complimentary

bus pass. Students toured one of four renowned sponsor agencies; Olson, Periscope, Haworth

Marketing + Media, Carmichael Lynch and Colle + McVoy. This diverse offering of advertising

agencies allowed students to attend a tour that fit their preferred area of work. For many students

this was their first time visiting an advertising agency, so it provided them with a firsthand look

at what working in an agency is like. Students were also able to meet many agency employees

and recruiters who guided the tours at each agency.

3. Results

A 31 person volunteer committee, including 21 interns or brand ambassadors and 10

mentors.

1.72 students to professional ratio at event, providing students with multiple opportunities

for oneonone time with professionals

Student attendees represented 25 colleges from seven states:

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Minnesota, Wisconsin, Iowa, Illinois, South Dakota, North Dakota

C. Advertising Education for the General Public

1. Primary Goal: Increase awareness of advertising and the SAS within the Twin Cities

community.

2a. Event Details: More than just an event, the SAS is a resource for those interested in learning

more about advertising or expanding their professional network. In order to ensure the success of

the SAS event, we rely heavily on the support of the local community.

2b. Target Audience: Local university students, professors, communication organizations, and

professionals in the Twin Cities and surrounding area.

2c. Strategy: Increase awareness of SAS and advertising by getting the local community

involved in the event by volunteering, sponsoring the event, and engaging with SAS online.

2d. Execution/Tactics: The SAS engaged the local community in the following ways in order to

increase awareness of the program:

I. Sponsorship: SAS engaged the local community by securing local companies as inkind

sponsors. The SAS committee reached out to local businesses and asked for their donations in

exchange for inkind sponsorship status. Companies like Metro Transit, Punch Pizza, Nelson’s

Ice Cream signed on as SAS inkind sponsors and donated giveaway prizes for social media

contests leading up to the event and at the event. Getting companies outside of the advertising

industry involved in SAS helped spread awareness and increased visibility with people outside of

the ad community.

II. Online Presence: In order to effectively reach the public, SAS has a strong presence online.

Each year the website is reskinned to fit the theme and is optimized for mobile and tablet users.

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On social media, SAS hosted contests during the event to get people talking about advertising

using the hashtag #ad2SAS. There were several chances to win prizes from our inkind sponsors

through these social media contests. We encouraged attendees to tweet @studentadsummit with

the best advice they learned during the event using the hashtag #SASadvice, and when attendees

met any speakers or peers that inspired them, we encouraged attendees to give them a shoutout

using the hashtag #MySASsuperhero.

In addition to SAS online channels, SAS was featured on email newsletters to local advertising

students. In addition to earned media, SAS also had a media budget that went towards paid

search, Facebook ads, and Twitter ads to drive traffic to our website. This resulted in an increase

in site traffic and online engagement.

III. Brand Ambassador Program: The SAS Brand Ambassador program helps with

community outreach. SAS had seven Brand Ambassadors from the Midwest to help spread the

word about SAS within their community or at their university. Brand ambassadors visited

classrooms, student organizations, and professors to speak about the 2016 SAS.

3. Results

Increased following on SAS online channels:

21% increase in Facebook Likes, 7% increase in Twitter followers, 24% increase

in Instagram Followers, 35% increase in Pinterest followers

4,908 website visits

13,556 Organic Twitter Impressions

Increased community involvement.

Volunteer committee of 31 students and young professionals from 5 Universities

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and 12 agencies around the Twin Cities

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Internship Descriptions

Account Management and Event Planning Internship

Description:

This internship requires you to assist the Student Advertising Summit (SAS) Committee in all account management

facets including but not limited to: bringing structure and organization to all event related projects, maintaining SAS

related documentation, and contacting sponsors, schools and event speakers.

Parameters:

Live in or near the Twin Cities to be available for meetings from August 2015 ‐ March 2016

Internship is unpaid

There are two Account Management internship positions available

Qualifications: Ability to attend weekly, Wednesday night meetings from 6 p.m. to 7:30 p.m. and work 10‐15 hours per week

Ability to work the SAS event: Friday, February 26

Exhibit excellent organizational, detail‐oriented and multitasking skills

Must be a strategic thinker, independent and self‐motivated

Has the capacity to project the desired outcome of projects with regards to timelines

Undergraduates, graduate students, and recent Alumni may apply

Major in or show interest in the following fields: Marketing, Advertising, PR, Business, Communications or English

Responsibilities:

Contact college professors and students for the recruitment of event attendees

Contact professionals for speaker support

Reach out to agencies and corporations to secure event sponsorships

Bring structure, consistency and organization to an array of event planning projects including; venue

communication, catering needs, equipment rental, hotel reservation set up, event signage, event surveys, etc.

Assist in managing and monitoring budgets

Prepare written documentation to deliver to the committee when necessary, including: timelines, meeting

agendas and event related documents

Work with internal resources to assign tasks, follow up on deadlines, etc.

Event coordinating responsibilities during the Student Ad Summit

More about the Student Advertising Summit:

The Student Advertising Summit is an annual event that has been active for over a decade. The summit is an all‐day

event that attracts over 300 attendees from across the Midwest, including: college students, recent graduates, those

in job transitions, freelancers, and professionals.This event is organized by professional and student volunteers and

designed to prepare students for their careers in advertising, marketing and communication related fields.

The event puts students in contact with professionals to answer their questions and gain insight about the industry.

For those learning the craft, the Student Advertising Summit offers the best peek "behind the curtain" one could hope

for. More key insight and interaction is provided at the summit than a textbook, and most classrooms, could ever

provide.

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Analytics Internship Description:

This internship requires you to assist the Student Advertising Summit (SAS) Committee in all data and analytics

related facets including but not limited to: reporting on the SAS website, blog and social campaigns . Intern will gather, analyze and implement findings from the data found.

Parameters:

Live in or near the Twin Cities to be available for meetings from August 2015‐March 2016

Submit resume upon application

Internship is non‐paid, non‐credit, and not being offered as work study

There are two Analytics internship positions available

Qualifications:

Ability to attend weekly, Wednesday night meetings from 6 p.m. to 7:30 p.m. and work 10‐15 hours per week

Ability to work the SAS event: Friday, February 26, 2016


Have a strong interest in media, data, analytics and math. Must be proficient in Microsoft Excel.

Knowledge and experience using quantitative methods and tools Undergraduate or graduate students and recent Alumni may apply


Responsibilities: Contact agencies and corporations to aid in fundraising efforts

Monitor and report on data collection and analysis for SAS social media content and PR campaigns

Track and compare digital traffic drivers and usage trends on SAS social channels and website

Recommend site enhancements where appropropriate to improve user experience, increase traffic, and overall value

Digital event survey implementation and reporting

Event media responsibilities during the Student Ad Summit





designed to prepare students for their careers in advertising, marketing and communication related fields. The event

puts students in contact with professionals to answer their questions and gain insight about the industry.



provide.

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Brand Ambassador Internship

Description: Do you love advertising, marketing, or public relations? Help spread the word about the Midwest’s largest networking event for students interested in the creative industry: the Student Advertising Summit! Join the Student Advertising Summit planning committee as a Brand Ambassador (BA) by educating students and professors about the advantages of attending the SAS, creating event awareness on your home campus, and recruiting event attendees. Enhance your resume and boost your networking skills while helping draw attendees to the Student Advertising Summit! Parameters: Internship is from August 2015 – March 2016 Internship is non‐paid, non‐credit, and not being offered as work study There is at least one Brand Ambassador Manager position available at each school Qualifications: Ability to commit 5 hours of work per week Ability to work the SAS event in Minneapolis: Friday, February 26, 2016 Must exhibit an energetic and enthusiastic attitude Has tremendous interpersonal communications skills ‐ must be a "people person" Demonstrate ability to communicate effectively in both face‐to‐face and group presentations Independent and self‐motivated Undergraduate or graduate students may apply Major in or show interest in the following fields: Marketing, Advertising, PR, Business, Communications, English or similar field Responsibilities: As a Brand Ambassador, it is your responsibility to be the liaison between the Student Ad Summit Committee and your college community (students, professors, advertising and marketing professionals and local publications) Educate and maintain relationships with professors, career counselors, student groups and local publications Create event awareness: hang posters, hand out business cards and give class presentations Create and update a SAS Facebook page for your home college Weekly check‐ins and progress reporting with your BA Team Lead Event coordinating responsibilities during the Student Ad Summit event Please e‐mail resumes to [email protected] . More about the Student Advertising Summit: The Ad2 Student Advertising Summit is an annual event that has been active for over a decade. The Summit is an all‐day event that attracts over 300 attendees from across the Midwest, including: college students, recent graduates, those in job transitions, freelancers, and professionals. This event is organized by professional and student volunteers and designed to prepare students for their careers in advertising, marketing and communication‐related fields. The event puts students in contact with professionals to answer their questions and gain insight about the industry.


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Creative Internship

Description:

This internship requires you to assist in one of the following capacities: creative design, layout, copy, theme,

development and overall execution of any creative materials needed for promoting the Student Advertising Summit

(SAS) event.

Parameters:

Live in or near the Twin Cities to be available for meetings from August 2015 ‐ March 2016


Portfolio presentation during interview


Internships are available in the following areas:

Graphic Design

Interactive Design/Developer (both skills preferred)

Copywriting

Qualifications:

Ability to attend weekly Wednesday night meetings from 6 p.m. to 7:30 p.m.


Workload consists of 10‐15 hours per week

Applicants must demonstrate independence and self‐motivation

Ability to manage time and meet deadlines

Exhibit positive attitude and ability to take constructive criticism

Undergraduates, graduate students, and recent Alumni may apply

Major in or show interest in the following fields: Marketing, Advertising, PR, Business, Communications, English, or

similar field

Responsibilities:

Create promotional and event materials, including: posters, print ads, business cards, letterheads, web design, event

signage, event program etc. (design, web and copy)

Work with committee to plan creative concept and event theme

Develop and present work to committee members



The Student Advertising Summit (SAS) is an annual event that has been active for over a decade. The summit is an all‐day

event that attracts over 300 attendees from across the Midwest, including: college students, recent graduates, those in

job transitions, freelancers, and professionals.This event is organized by professional and student volunteers and

designed to prepare students for their careers in advertising, marketing and communication related fields.

The event puts students in contact with professionals to answer their questions and gain insight about the industry. For

those learning the craft, the Student Advertising Summit offers the best peek "behind the curtain" one could hope for.

More key insight and interaction is provided at the summit than a textbook, and most classrooms.

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Media Planning and Buying Internship

Description:

This internship requires you to assist the Student Advertising Summit (SAS) Committee in all media and PR related

facets including but not limited to: determining which media platforms would best advertise the SAS event , maintaining

SAS media related documentation, and contacting sponsors, schools and event speakers.

Parameters:

Live in or near the Twin Cities to be available for Wednesday evening meetings from August 2015 ‐March 2016



There are two PR/Social internship positions available

Qualifications:




Have a strong interest in media and current events

Ability to seek out innovative ideas solutions in coordination with budgets

Undergraduate or graduate students and recent Alumni may apply



Develop relationships and communicate with local publications

Plan, execute and manage media materials and budgets

Write Press Releases to send to local media

Must have strong writing and communication skills

Must use factual analysis to develop appropriate strategies to ensure that campaigns reach our target audiences as effectively as possible

Will work with press, TV, radio, online publications and internet bloggers to promote the SAS event









provide.


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Project Management Internship

Description:

This internship requires you to assist the Student Advertising Summit (SAS) Committee in all project management

facets including but not limited to: bringing structure and organization to all event related projects, maintaining SAS

related documentation, and contacting sponsors, schools and event speakers.

Parameters : Live in or near the Twin Cities to be available for meetings from August 2015‐ March 2016


There are two Project Management internship positions available

Qualifications:




Must be a strategic thinker, independent and self‐motivated

Has the capacity to project the desired outcome of projects with regards to time‐lines

Undergraduate or graduate students, and recent Alumni may apply


Responsibilities: Contact college professors and students for the recruitment of event attendees

Contact professionals for speaker support

Contact agencies and corporations to aid in fundraising efforts

Bring structure, consistency and organization to an array of event planning projects and committee meetings

Assist in managing and monitoring budgets

Prepare written documentation to deliver to the committee when necessary, including: timelines, meeting

agendas and schedules

Work with internal resources to assign tasks, follow up on deadlines, etc.



The Student Advertising Summit is an annual event that has been active for over a decade. The Summit is an all‐day







provide.

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Public Relations / Social Media Internship

Description:

This internship requires you to assist the Student Advertising Summit (SAS) Committee in all media and PR related

facets including but not limited to: bringing structure and organization to all media and PR related projects,

maintaining SAS media related documentation, and contacting sponsors, schools and event speakers.

Parameters:

Live in or near the Twin Cities to be available for Wednesday evening meetings from August 2015 ‐March 2016



There are two PR/Social internship positions available

Qualifications:




Have a strong interest in media and current events

Ability to write clearly and concisely while demonstrating excellence in grammar, punctuation and blog ideas

Undergraduate or graduate students and recent Alumni may apply



Write weekly blog posts which will be published on the SAS blog and social channels

Plan, execute and manage social media content and posting schedule, with attention to grammar, punctuation and

spelling accuracy

Write Press Releases for the media planning team and post event details for other AdFed/Ad2 events on SAS

media

Meet with gold sponsors and write blog posts regarding their agency history and their tips for succeeding at SAS

Post SAS updates on all social channels, i.e. seeking sponsorships/speakers, event details, registration info, etc.

Write ‘Thank You’ blog posts thanking each of our monetary and in‐kind sponsors

Manage day‐of‐event media responsibilities, including creating and monitoring social campaigns and prize

giveaways









provide.


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Style Guide

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Logo Design

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Typography

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Color Palette

Pantone1795C

#d9272e

R-217G-39B-46

C-9M-98Y-93K-1

PantoneDark Blue C

#00259a

R-0G-37B-154

C-100M-93Y-6K-3

Pantone7406 C

#f5c400

R-245G-196B-0

C-5M-22Y-100K-0

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Sponsorship andSpeakers

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Sponsorship Contract

WHY BECOMEA SAS SPONSOR?

SAS

230ATTENDEESFROM THEMIDWEST

COLLEGES REPRESENTED AT THE 2015 SAS

COMPANIES REPRESENTED AT THE 2015 SAS

PROFESSIONALS AT THE 2015 SAS

STATES REPRESENTEDAT THE 2015 SAS

1,500+Followerson Twitter

850+Likeson Facebook

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7

2,601Visits to the SAS Site

55%New visitorsto the site

FOR MORE INFORMATION PLEASE CONTACTValory Schoenecker, SAS DirectorAlissa Trudel, SAS [email protected]

ad2sas.org / adfed.orgstudentadvertisingsummit.wordpress.comfacebook.com/ad2sas@studentadsummit

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SENIORS

JUNIORS

SOPHOMORES

FRESHMAN

GRADUATES

TOP 3 REASONS TO BECOME A SPONSOR

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Share your agency/company valueswith students and young professionals

Increase brand awareness, recognition,and exposure

Industry involvement that allows youto give back to the local community

The Ad2 Student Advertising Summit (SAS) is an annual event that has occurred for over 18 years. The Summit is an all-day aair that attracts 200-300 attendees across the Midwest. These are college students and recent graduates eager to learn more about the advertising industry, and industry experts who are passionate about sharing their own experiences and advice with young professionals.

The event is organized and planned by professional and student volunteers. It is intended to prepare students for careers in advertising, marketing, PR, communications, and related fields. SAS allows students to have the opportunity to connect with professionals to get their questions answered and gain insightinto the industry.

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Sponsorship ContractAd2 STUDENT ADVERTISING SUMMIT

DEADLINE: DECEMBER 18TH, 2015

SPONSORSHIP CONTRACTPLATINUM GOLD SILVER BRONZE

$2500

BENEFITS

A table at event and Happy Hour**

Logo on day of event Twitter wall

Social media mentions

Happy HourSponsor

Sponsor a room atMcNamara

$1250

BENEFITSLogo* on event

program & website


Blog Posts

$800

BENEFITS


3 meals included

$500

BENEFITS

Opportunities to send representatives to participate in event





2 meals included

Agency bio inevent program

A table at event**

4 meals included

Choose one:

A table at event**


Limited to one agency: first come, first serve

Logo* on eventprogram & website

Blog Posts




Checks payable to: Advertising Federation of MNSend donation to: Attn: Kathy Buggy

120 South 6th Street, #2350Minneapolis, MN 55402

*Hi-res logo in .ti or .eps form from sponsor orsponsor’s name will be included without a logo.

** A table at the event allows you to send a representativeto attend the Summit, display work, give away agencycollateral, and recruit and network with attendees.

Sponsors will be contacted first when reaching out to speakers, portfolio reviewers, and agency tour hosts.We are happy to create a customized package for yourcompany. Please contact your SAS representative or [email protected].

Company

Phone/Email

Phone/Email

Upon signed contract approval, a Student AdvertisingSummit committee member responsible to administer sponsorrecognition as described in proposal. Benefits aresubject to receiving the necessary materials and feedbackfrom sponsor in a timely manner. SAS is responsiblefor communicating deadlines to client.

Agrees to donate an amount of $______ to sponsorthe 2016 Student Advertising Summit.

SAS Committee contact signature

Contact name (print)


Sponsor signature

SAS

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Sponsorship ContractAd 2 STUDENT ADVERTISING SUMMIT


SPONSORSHIP CONTRACT

Company

Phone/Email


Sponsor signature

SAS Comittee contact signature


Phone/Email

Agrees to donate the above material to sponsor the 2014 Student Advertising Summit.

Checks payable to: Advertising Federation of MNSend donation to: Attn: Steph Dentinger

Ad2 Board Member: SAS Director9542 Bluegill RoadWoodbury, MN 55125

IN-KIND DONATION

Donation description:


program & website

PRE-EVENT


program & website

Host a pre-event at your agency or company

The SAS committee will work with you to organize the event

Please work with your SAS representative to determine pricing

* Hi-res logo in .ti or .eps format from sponsor or

sponsors name will be included without a logo.

** A table at the event allows you to send a representative to attend the Summit, display work, give away agency collateral, and network and recruit attendees.

Sponsors will be contacted first when reaching out to speakers, portfolio reviewers, and agency tour hosts.We are happy to create a customized package for your company. Please contact your SAS representative or [email protected].

Upon signed contract approval, a Student AdvertisingSummit comittee is responsible to administer sponsorrecognition as described in proposal. Benefits aresubject to receiving the necessary materials and feedbackfrom sponsor in a timely manner. SAS is responsiblefor communicating deadlines to client.

SAS

IN-KIND DONATION

Donation Description:


program & website

Checks payable to: Send donation to:

*Hi-res logo in .ti or .eps form from sponsor orsponsor’s name will be included without a logo.

** A table at the event allows you to send arepresentative to attend the Summit, display work,give away agency collateral, and recruit and networkwith attendees.

Sponsors will be contacted first when reaching outto speakers, portfolio reviewers, and agency tourhosts. We are happy to create a customizedpackage for your company. Please contact yourSAS representative [email protected].

Company

Phone/Email

Phone/Email

Upon signed contract approval, a Student AdvertisingSummit committee member responsible to administer sponsorrecognition as described in proposal. Benefits aresubject to receiving the necessary materials and feedbackfrom sponsor in a timely manner. SAS is responsiblefor communicating deadlines to client.

Agrees to donate an amount of $______ to sponsorthe 2016 Student Advertising Summit.

SAS Committee contact signature



Sponsor signature

Ad2 STUDENT ADVERTISING SUMMIT


SPONSORSHIP CONTRACT

SAS

Advertising Federation of MNAttn: Kathy Buggy120 South 6th Street, #2350Minneapolis, MN 55402

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Speaker Packet

2016 Ad 2 Student Advertising Summit

Speaker Packet

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Speaker Packet

The Student Advertising Summit (SAS) connects students and recent gradu-ates with industry experts in a casual and inviting atmosphere. SAS offers the chance for attendees to gain a deeper understanding of the advertis-ing, marketing, and communications industries.

This daylong event is a great experi-ence for students and recent gradu-ates to learn insights that cannot be taught in a classroom. It provides numerous opportunities to network with industry experts, take part in meaningful conversations, tour local agencies, and receive advice to better understand the future ahead.

SAS will take place on Friday, February 26, from 7:30am to 7:15pm at the Mc-Namara Alumni Center on the Universi-ty of Minnesota - Twin Cities campus. You received this packet because you have confirmed your attendance as a speaker at the event. The following sections provide more information about what to expect and further details on your selected speaking ses-sion.

Below are descriptions for each of the three speaking opportunities. Please see information on your confirmed volunteer session to find more details for each opportunity.

Breakout SessionSpeak to a room of students and recent graduates about your experi-ences in the industry and a topic pro-vided by the committee. These 45 minute sessions are more formal and structured.

Networking RoundtableAnswer questions and converse with students and recent graduates in a more relaxed and informal environ-ment. This speed networking style session allows you to speak candidly with the attendees about your profes-sion and the industry. Students will rotate tables for 15 minute sessions.

Portfolio ReviewReview creative portfolios and provide informative feedback on attendee’s work during each 20-minute session.

What to expect at SAS Volunteer Opportunities

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Speaker Packet

The Breakout Session allows you to share your personal and professional experiences in the industry. It should be informative and geared toward an audience of students and recent grad-uates who hope to gain a better under-standing of the industry.

Your allotted time for a session is 45 minutes. We recommend you plan for approximately 30-35 minutes of pre-sentation and 10-15 minutes for Q&A. Your presentation style is under your own discretion; as formal or as candid as you prefer.

Your presentation room will be assigned and provided to you at the day of the event. The audience size will depend on the number of people the room can accommodate, which may be up to 100 attendees.

If you have an electronic presentation, please plan to send this over to your SAS committee contact prior to the event. We will have laptops set up in your room, with your presentation, sound, etc. queued. If you have any special equipment needs, please con-nect with a SAS committee member to coordinate usage of equipment. An A/V tech will also be on-hand for any help you may need.

The Networking Roundtable sessions will last approximately one hour. Groups of 8-10 attendees will rotate every 15 minutes in hopes of learning more about you and your profession. This layout is meant to be a candid conversation between you and the students/recent graduates.

Conversation Topics• Place of work and what it’s known for (recog-nized campaigns, culture, superpowers).

• In detail, describe the culture of your company.

• State your title and how it relates to the whole of your company

• Describe the day-to-day tasks within your position

• Talk about the best parts of your job

• Talk about the challenging aspects of your job

• Talk about your career path in the industry

• What success looks like in your specific role

• What it takes to make it in the industry

• Clients and what do you do for them

• Advice on how to get a job/succeed

Please remember to facilitate the con-versations so it is beneficial for every-one at the table.

Breakout Session Networking Roundtables

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Speaker Packet

The Portfolio Review allows students and recent graduates to get feedback and recommendations on their creative portfolio from experts in their desired field. This review session will last one hour, in tandem with the networking roundtables session, in a separate location. Please split your time accord-ingly between presenting feedback, questions, and discussion.

Please arrive at least 30 minutes before your scheduled speaking time. Check in at the registration table, where you will be assigned a room or table and a committee member to assist you. You are welcome to stay and listen to the remainder of the event if you wish. Also, please join us at 5:15 pm for happy hour at the McNamara Alumni Center in the Johnson Great Room.

Portfolio Review

Expectations

Location:

McNamara Alumni CenterUniversity of Minnesota Twin Cities Campus200 Oak Street SEMinneapolis, MN 55455(612) 624-9831

There are three ramps available for parking: Oak Street Ramp, University Ramp, and Washington Avenue Ramp. Metered street parking is also available along Oak Street and Walnut Street.

Click here to view a map and down-load more parking information:

http://mac-events.org/directions/index.htmll

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Schedule:

Speaker Packet

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We would like to give our most sincere thanks for volunteering your time and expertise to the 2016 Student Adver-tising Summit. We appreciate you shar-ing your wisdom and experiences with students and recent graduates in the advertising industry.

For more information, visit our website at www.ad2sas.org

If you have any questions prior to the event please contact your committee member or email [email protected]

If you have any questions or concerns on the day of the event please contact the 2016 SAS Co-Directors: Alissa Trudel (952) 393-3411Valory Schoenecker (952) 836-7852

Thank you!

Speaker Packet

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Promotions

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Business Cards

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Save the Date eBlast

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Registration eBlast

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Last Call eBlast

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Keynote Speaker eBlast

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Splash Page

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Mobile Website

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ABOUT: The Super Summit: A Heroic Pursuit

SPEAKERS: The Ad-vengers

PREPARE: Ready to Strike!

REGISTER TODAY!

SPONSORS: League of Sponsors

COMMITTEE: Masked Marvels

STUDENT ADVERTISING SUMMIT

CLICK HERE

DAYS HOURS MINUTES SECONDS

5:15 - 7:15Johnson Great RoomMcNamara Alumni Center200 Oak Street S.E.Minneapolis, MN 55455

Forming the ultimate alliance among Marketing and Advertising superhumans

Ad2 Student Advertising Summit, A production of AdFed MN

Want to charge our next feat when SAS rises in 2017? We’re always scanning the city for bright young superhumans with a vision for success. Choose where your powers lie: Account Management, Project Management, Creative, Social Media/Public Relations, Analytics, Brand Ambassador, or Media Planning.

Stand tall with the guardians of the summit and help set the scene for our next episode.Email us at [email protected] for more information.

Meet the Committee

John Doe

Suit Up

Asking, “Honey, where is my supersuit?” Fret no more! This escapade requires neither spandex nor armour. The city will salute you as you pack a punch in your best business casual. Leave your mask at home and show your individuality with a little wardrobe pizazz.

Secret LairsThe Commons Hotel615 Washington Avenue S.E.Minneapolis, MN 55414Phone 612-379-8888Reservations 1-800-445-9068

If you’re searching for a top-secret lair to inhabit as you wind down and restore your energy, look no further. Rooms have been reserved at the Commons Hotel on Washington Avenue for Thursday and Friday at a rate of $85 per night. To reserve, call and mention the Student Advertising Summit.

ParkingWest of the Alumni CenterIt’s a bird, it’s a plane, it’s your jazzed-up ride racing toward The Super Summit! The Univer-sity Avenue Ramp adjacent to the Alumni center is just the place to park. The University Avenue Ramp is located at 1926 University Avenue SE. Enter the ramp on University Avenue. The cost is $3.00 per hour, with a daily maximum of $12.00.

LOCATION: Superhero Headquarters

The BaseMcNamara Alumni Center200 SE Oak Street Minneapolis, MN 55455612 624 9831

It’s the final countdown, so slow your speed, reveal your true identity, and embolden your discussion with marvels of the trade. Unite to strengthen relations with newfound allies and formulate a master plan to realize your aspirations.

HAPPY HOUR: Fortify Alliances

We’d love to see your powers flourish. Join the fight for justice and register today! Our headquarters can only handle so much greatness, so space is limited.

Thank you to our remarkable coalition of sponsors. They’ve provided us with the brainpower and equipment necessary to complete this epic adventure.

ABOUT SPEAKERS SCHEDULE PREPARE HAPPY HOUR LOCATION REGISTER SPONSORS COMMITTEE

Assemble for an action-packed edition of The Super Summit! Rev up your Batmobile and meet us at our headquarters for A Heroic Pursuit. The SAS training academy will be bursting with Ad-vengers, eager to share wisdom and prepare you for real world encounters. Discover the strength of your inner Hulk and set out on a triumphant affair in marketing, advertising, or public relations. Overcome your fears and muster up all your courage to embrace our agency tours, portfolio reveiws, and breakout sessions.

Be the hero of your own story and take on the day with full force to flash forward in your career. Pencil us in between your crime-fighting routine and we’ll create a spectacular next edition of the Student Ad Summit. SAS returns on February 26, 2016. Register now and fly sky high at The Super Summit!

A HEROIC PURSUIT

John Osborn, President and CEO of BBDO New York

John has been the President and CEO of BBDO New York for eleven years – longer than any New York agency head. Under his leadership, the company has more than doubled revenues, expanded its client base, and diversified its workforce. John has been actively involved with many of the agency’s clients including FedEx, GE, J&J, Pfizer, CVS, Subway, Lowe’s, Mars, Visa and the American Red Cross. The result: BBDO New York has been named an Agency of the Year 15 times by various media outlets.

February 26, 2016

: 253401 : :

7:30-7:55 am Registration/Breakfast

7:55-8:10 am Welcome/Intro

8:00-8:30 am Speaker Orientation

8:10-8:55 am Keynote Speaker

9:05-12:35 pm Breakout Sessions

12:40-1:50 pm LUNCH

1:05-1:50 pm Keynote Speaker 2

2:05-3:10 pm Roundtanles & Reviews

3:15-3:25 pm Wrap Up/Closing

4:00-5:00 pm Agency Tours

2:05-3:10 pm Networking Roundtables

2:05-3:10 pm Portfolio Reviews

9:05-9:50 am Breakout Session 1



11:50-12:35 pm Breakout Session 4

Happy Hour5:15-7:15 pm

SCHEDULE: Plan of Action

BECOME A SPONSOR

Connect with the SummitWant to stay alert on all superheroic updates? Connect with the Summit!

MEMBERS$35 Pre-Registration$45 Regular Registration$50 Walk-in Registration (space permitting)

NON-MEMBERS$40 Pre-Registration$50 Regular Registration$55 Walk-in Registration (space permitting)

Pre-Training Homework

Eager to meet The Ad-vengers? No need to memorize a zillion names, but you should know which empires will unveil themselves at The Super Summit. A little foresight can help you approach with gusto, undertake purposeful interactions, and initiate strong bonds.

Gadgets & Gizmos

Bring a sidekick or two on your mission. Arm your utility belt with business cards, resumes, and a portfolio. Examine them super carefully so they’re sure to stun. Lastly, a notebook to jot down your battle plans is never a bad ally.

The Plan of ActionPage through the next edition of our comic book collection and follow your spidey senses to conquer the day. The summit will y by faster than a speeding bullet and this plan of action will help you take your heroic pursuit one step at a time. It will be a blast!

University Ave SE

SE 2

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Ave

Wal

nut S

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SE O

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Beacon St SE

SE Harvard St

Walnut St SE

McNamara Alumni Center

WilliamsArena

Commons Hotel

UniversityRec & WellnessCenter

University Ave Ramp

TCF BankStadium

SE Oak St

Additional parking may be found in the Washington Avenue Ramp located at 501 Washington Avenue SE or in the Maroon Lot at 2010 6th St SE.

Click HERE for additional information on parking.

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Website

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Public Relations and

Social Media

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Brand Ambassador - Club and Classroom

Presentations

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Blog

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Blog

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Top Blog Posts

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Theme Reveal

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Facebook

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Facebook

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Top Facebook Posts

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Top Facebook Posts

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Twitter

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Twitter

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Twitter Top Posts

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Instagram

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Instagram Top Posts

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Paid, Earned & Owned Media

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Owned Media- AdFed Event

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Banner Ads

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Banner Ad Minnesota Daily

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Earned Media

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Hubbard Radio Advertisement

Summoning all students and recent graduates in ad-vertising, marketing, and public relations. The Student Advertising Summit is an annual networking event of-fering agency tours, portfolio reviews, and infinite op-portunities. Learn from industry legends and form alli-ances with other mighty forces to kick start your career. Discover your superpowers on Friday, February 26th as we take on A Heroic Pursuit. Visit ad2sas.org to regis-ter and connect with the Student Advertising Summit on Facebook, Twitter, and Instagram. Reveal your inner hero at The Super Summit!

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Paid Media

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Paid Media

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Paid Media

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Paid Media

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Day of Event

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On-Site Signage

HAPPY HOUR

with your newfound knowledge, rest those muscles and rub elbows with some epic Ad-vengers. Introduce yourself to the hypnotizing crime fighters and ask questions to access insider information. Savor sweet spirits and weave a spidey web of connections to stick to during your upcoming adventure. Heroes of all ages are welcome to share in the celebration.

Before you head out to save the world

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On-Site Signage

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On-Site Signage

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On-Site Signage

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On-Site Signage

THANK YOU!PLATINUM SPONSOR

THANK YOU!

GOLD SPONSORS

THANK YOU!GOLD SPONSORS

THANK YOU!SILVER SPONSORS

THANK YOU!BRONZE SPONSORS

THANK YOU!INKIND SPONSORS

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Agency Tour Tickets

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Event Program

COVERAd 2

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Event Program

WELCOME!

Welcome to The Super Summit!

Make a smashing entrance into the industry with A Heroic Pursuit. The 18th Annual Student Advertising Summit will start with a POW! and end with a BANG! Leave your alter ego behind and discover your true potential. Take the future into your own hands and devise a master plan to realize your career goals. Honorable tales will be recollected by mighty warriors who have fought courageously in advertising, marketing, and public relations. Hear their stories and garner lasting allies as you begin your own saga. Opportunities abound at The Super Summit; keep your web shooter at the ready to ensnare as many as you can.

Further intelligence can be found on our website at ad2sas.org

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Floor Plan...................................................................3Schedule.....................................................................4 Connect With Us.......................................................5Morning Keynote Speaker.......................................7Breakout Session I....................................................8Breakout Session II.................................................12Breakout Session III................................................16Breakout Session IV................................................20Afternoon Keynote Speaker..................................25Networking Roundtables.......................................26Portfolio Reviews.....................................................28Agency Tours...........................................................29Happy Hour.............................................................30Thank You................................................................31Sponsors..................................................................32Committee...............................................................35

TABLE OF CONTENTS

FLOOR PLAN

Stage

The Periscope Room

Gotham

The Lair

Utopia

Metropolis

Coat Room

university ave parking lot >>>

Registration

His

Hers

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Event Program

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Registration/Breakfast..............................7:30 - 7:55

Welcome/Intro..........................................7:55 - 8:10

Morning Keynote Speaker........................8:10 - 8:55

Breakout Sessions..................................9:05 - 12:35

Lunch.......................................................12:40 - 1:50

Afternoon Keynote Speaker.....................1:05 - 1:50

Networking Roundtables........................2:05 - 3:10

Portfolio Reviews......................................2:05 - 3:10

Wrap Up/Closing.....................................3:15 - 3:25

Agency Tours............................................4:00 - 5:00

Happy Hour...............................................5:15 - 7:15

PLAN OF ACTION

CONNECT WITH US

Engrossed in our comic book series? Uphold our cause and help us forge the next edition of SAS!

Bitten by a radioactive spider? SAS could use your supernatural abilities. Choose where your powers are drawn: Account and Project Management, Creative, Social/Public Relations, Analytics, Brand Ambassador, or Media. Team up with us to plan the next episode in 2017. Email [email protected] for more information.

/ad2sas

@Student AdSummit

@Student AdSummit

/Student AdSummit

student advertising summit .wordpress .com

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MORNING KEYNOTE SPEAKER

8:10 - 8:55

KRISTIN BITTERDirector of Marketing & New Business Development the coca-cola company

Kristin is a hybrid marketer who flexes between the agency and corporate worlds picking up insights along the way. She loves great marketing and believes when done right, brands can have a profound impact on humanity. Her glass is always overflowing. She makes. She sells. She drinks. Coca-Cola.

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BREAKOUT SESSION I

9:05 - 9:50

Confidence Without EgoThe Periscope Room

The headlines say millennials are indestructibly ambitious, that they expect success without putting in the required training hours. A panel from Mpls MadWomen will share their experiences in combating stereotypes surrounding their generation. They’ve gracefully conquered the workforce and are here to recruit you for the mission.

Mpls MadWomen ModeratorAlex Steinman, Account Supervisor at Fallon

Mpls MadWomen PanelistsKrisit Battarbee, Copywriter at PeriscopeRobin Dybevik, Social Media Marketing Lead at Best BuyLaura Fitzpatrick, Brand Strategist at Carmichael Lynch

From Internship to CareerMetropolis

These conjurers of confidence will share what mutates interns into fully equipped superhumans. They’ll uncover the location of the portal that will transport you from your internship to your career. And if you don’t get hired to the team, learn how to shrink your fears down to the size of an ant and retain your full human strength.

Patrick Hunt, President and CEOHunt AdkinsPatrick founded Hunt Adkins in 1991 with a mission to create ads that don’t make you want to lie down in front of a runaway cement truck. Prior to Hunt Adkins, Patrick owned and sold a Utah-based entertainment newspaper, spent time at Fallon McElligott, and led the charge client-side. He is also General Chair of the 2016 Ryder Cup.

Shanna Apitz, Director of Digital StrategyHunt AdkinsShanna began her career in account management and strategy. A personal and professional love for all things Web quickly expanded her focus beyond traditional strategy into the interactive realm. She leads the charge on all things digital, as well as various B2B, B2C, non-traditional, and agency-centric initiatives.

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How My Internet Stalking Skills Fueled My CareerUtopia

Nina Hale’s stealthy Black Widows of the web will discuss their behind-the-scenes powers of invisibility and telepathy. They keep a vigilant eye on their audience and weave through messages with help from cookie monsters on the internet. Find out how they use their tracking talents to discreetly entrap advertising opportunities.

Allison McMenimen, Vice President of Client ServicesNina Hale, Inc.Joining Nina Hale, Inc. years ago, Allison’s enterprising spirit has grown with the company from flexible start-up to strategic digital force. Today, she is a board member for WATCH, an organization working to make a more effective and responsive judicial system in handling cases of violence affecting women and children.

Kathleen Petersen, Media DirectorNina Hale, Inc.Kathleen has strong experience in all phases of the digital marketing process, from setting strategy for B2B and B2C clients through execution and measurement. She has a proven successful track record at designing campaigns that span several digital media channels including social, paid search, and display/programmatic.

Pitching Big IdeasGotham

Hulk-sized ideas are worthless if you can’t sell them as courageously as Captain America. Ad-vengers from Bolin will train you to hammer down an idea and hit the client’s target with the accuracy of Hawkeye. They’ll advise you to instill a powerful enthusiasm in your audience to generate a thunder that would make Sergeant Fury proud.

Justin Zwieg, Associate Creative DirectorBolinJustin’s eye for design and passion for creativity is the driving force in his life, both personally and professionally. At Bolin he focuses primarily on Stratasys, Carmex, Honeywell, and CertainTeed, among other clients. Justin has worked on a wide variety of projects from branding to broadcast, and everything in between.

Michael Kraabel, VP, Creative and User ExperienceBolinMike is a Creative Director who writes, designs, strategizes, codes, films, and more. For more than 17 years, he has devised digital communications programs, winning recognition among peers and national press. Mike is a respected guest lecturer and an advisor to various marketing organizations across the country.

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BREAKOUT SESSION II

10:00 - 10:45

The Blurred Lines Between Advertising and Public RelationsThe Periscope Room

In an ever-changing world of green goblins and malevolent clowns, justice leagues must constantly adapt to defeat modern evil. The fate of our planet rests in the reliable hands of social media — the coalition of PR and advertising. Felicia Johnson will tell us how the Age of Digital invokes advancements in agency structure and culture.

Felicia Johnson, Senior Social Engagement SpecialistSpong PR and Carmichael LynchFrom advertising to public relations and freelance consulting, Felicia has worked in social media for more than six years. She is currently a Senior Social Engagement Specialist at Spong and Carmichael Lynch in Minneapolis. Felicia is a graduate of the University of Minnesota School of Journalism and Mass Communication.

How to Target Tour Network to Get an Internship or Your First JobMetropolis

If you’re uncertain how to harness your powers and connections, Kathryn Duncan can help. Hiding in the shadows works for villains, but the ability to show yourself in the light makes a true hero. Throw a golden lasso over doubt and embrace your network grid. Skyrocket into this session to strike up the mission to initiate your career.

Kathryn Duncan, Managing PartnerCLICK TalentKathryn spearheads recruitment for digital media and marketing professionals. A marketing veteran, she has worked closely with ad agencies, in-house corporate agencies, and Fortune 500 companies across the U.S. Kathryn joined FRWD Co., Digital Media Agency in 2010 and launched Click in January 2014.

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Free BeerUtopia

Cast your signal in the sky to draw attention to your campaigns like the Earth attracts celestial beings with its gravitational pull. This is not the time to hide your superheroic abilities, but to let them emerge through your message to capture your audience. Catch the eye, reveal the truth, and let your originality shine amidst masses of mundanity.

Melissa Budensiek, Social Media Services ManagerHubbard RadioMelissa develops customized micro and macro campaigns that drive online interaction, develops social media strategies, promotes and creates content, enhances the customer experience, and creates lead generation for medium to large-scale companies. She speaks at local events about social media, PR, analytics, and content strategy.

Kelsey Sells, Account ManagerHubbard RadioAt Hubbard, Kelsey helps her clients with digital marketing needs. She creates, executes, and manages fully-integrated marketing campaigns. Her day-to-day includes copywriting, digital content, talent endorsements, cold calling, pitch meetings, developments of big ideas and proposals, and more.

Balancing Order and Chaos in the Creative Process Gotham

In the medical marketing industry, our ill and injured need more than super, they need spectacular. In order to organize chaotic thoughts, a cluttered brain needs a commander to rein in the creative process. StoneArch explains how to find the balance to keep your Metropolis of a mind pumping out brilliant ideas.

Phil Hoch, Creative DirectorStoneArchPhil mashes together deep experience in B2B and B2C marketing, brand development, digital communications, and design to find fresh ways to address clients’ biggest challenges. He’s not afraid of the complexity of the healthcare space, helping clients simplify their messages into relevant, interesting, and human stories.

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Innovative Media - Episode ll: Attack of the DataMetropolis

In this age, any mad scientist can push a few buttons and conjure up data, but it takes an absolute marvel to turn info into insight. See how media crusaders show striking dexterity in navigating the data universe. Brittney Rogowski from Haworth will divulge the secrets to decoding, meeting the target audience, and shaping the future of media.

Brittney Rogowski, Associate Media DirectorHaworth Marketing + MediaOver the past 10 years Brittney has worked on a diverse mix of clients and categories. She has experience in everything from baked goods to finance, entertainment to toys, and retail to protein. Brittney has been able to use a variety of data and creative thinking to help achieve her client’s goals.

BREAKOUT SESSION IIIBREAKOUT SESSION III

10:55 - 11:40

Social Media is Advertising, Advertising is Social #duhThe Periscope Room

When the client signals for help, the answer isn’t always easy to detect. Spotlights may overlap in the sky, calling for the dynamic duo of advertising and PR. Nina Orezzoli and Katie Miller from Olson are at the ready to sharpen our x-ray vision to see the advertising potential of social media. Learn how to channel a supersonic scream wisely.

Nina Orezzoli, Group Creative DirectorOlsonNina Orezzoli is a fierce, energetic disciple of advertising who has worked to revitalize brands like Caribou, Target and wet n wild.

Katie Miller, Social Media DirectorOlsonKatie Miller provides strategy, content creation, right-time engagement recommendations and social execution for brands like Minnesota Lottery and McDonald’s.

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Day Job vs Day Dream: How to Side Hustle Your Way Into EntrepreneurshipUtopia

To all the Clark Kents of the world, stuck behind a desk that doesn’t fulfill your need for adventure, this session is for you. Don’t let your kryptonite keep you from living out your dreams. Be the Superman of your own story and learn what it takes to be made of steel. Soar with Adam Dince as he shares how to take flight as an entrepreneur.

Adam Dince, Director of Earned MediaDeluxeAdam’s team manages Deluxe’s SEO, social media, and content strategy as it relates to online direct response. Additionally, his team utilizes paid social advertising to amplify earned growth. Adam has over fifteen years of internet marketing experience spanning across SEO, PPC, content strategy, Web hosting, and more.

The Importance of Project ManagementGotham

Project managers harness the power of time control and are oh so vital to the mission. With skills in organization and problem solving, they leave us in awe. If you can execute, plan, and find perfect comic book endings, tune into this showdown. Tina White will discuss the career that glues the pages together and keeps the team in tip-top shape.

Tina White, Managing DirectorLee BrandingTina White is responsible for overall agency operations with a focus in project management and staff resourcing. With nearly 20 years’ experience, Tina is adept at leading productive teams and nurturing client relationships. She has delivered high profile campaigns inclusive of digital, print, and mobile initiatives.

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How to Campaign Using New Social Media Platforms: The Trolli CaseThe Periscope Room

*SCREAMS* Giant Trolli Gummies are crawling up the Empire State Building! See how this heroic agency wrangled the wacky Trolli brand with an iron grip on the newest high-tech social platforms. These mighty moguls fight foes with an innovative Snapchat-attack and would love to teach you a thing or two about their master craft.

Kristi Battarbee, CopywriterPeriscopeWith a specialty creating digital experiences and live events, Kristi is able to connect with people in strategic, impactful ways when it matters most. She’s a strong believer that the most successful brands act more like friends, and helps Trolli, Great Clips and Target do just that.

Bridget Jewell, Associate Director, CommunityPeriscopeAt Periscope, Bridget helps brands like Del Monte Fresh and Target reach and engage with online communities in meaningful ways. Prior to Periscope, she spent six years at Mall of America focusing on the strategy and implementation of social media and PR campaigns.

Veronica Kraus, Designer / Art DirectorPeriscopeFrom identity design and photography to social content creation and strategy, Veronica has a knack for all things digital and social. She loves helping brands like Trolli and Buffalo Wild Wings connect with people in meaningful ways. Despite having a handful of copywriter BFFs, Veronica proudly writes her own bios.

BREAKOUT SESSION IV

11:50 - 12:35

The Ad Agency Innovator’s DilemmaMetropolis

Where most industries fear they’ll be left behind by the hypersonic momentum of new technology, Marty Wetherall has found an ally in its allowance for innovation. As traditional foundation crumbles under us, we must be quick-footed and learn to adapt. Fallon’s StarterKit Program will be introduced and the darkness of the future will be illuminated.

Marty Wetherall, Director of InnovationFallonMarty has produced award-winning Super Bowl commercials, created a popular sports show for KARE 11, pioneered the use of Twitter by a TV series, and founded a Y Combinator-backed tech startup. Now as Director of Innovation at creative agency Fallon, he’s experimenting with crowdfunding to figure out the future.

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23The Roles of a Media AgencyGotham

Learn what it takes to fly to the top of your field as you hear how a shapeshifter transformed from receptionist to president. Titans of the trade from MB25 have epic tales to share about their daring feats in the workforce. Taylor Johnson and Michelle Beckrich will reveal how a day in the life of a media agency looks from their point of view.

Michelle Beckrich, Strategic Account Manager, Business Development StrategistMB25Michelle’s 20+ years of experience ranges from client marketing to publisher sales to agency account management and new business development. Her current position includes client relationship management, media campaign strategy and planning, ongoing campaign oversight, and closing new business prospects.

Taylor Johnson, Digital Media PlannerMB25Taylor’s background includes a variety of client sizes, industries and markets. His current position includes end-to-end campaign management, strategic planning, negotiating, trafficking, ongoing management and optimizations, data analysis, and performance reporting.

How to Position Yourself to Get the Job You WantUtopia

If you lack the heart to continue searching for your dream job, replace it with an electromagnet and get an iron grip on your sanity. Mirum’s Wonderwomen will illustrate how to prevail over inner crises when a career seems like a vision that doesn’t project reality. Learn to position yourself to be on call to exhibit your metahuman state.

Katie Joyce, Visual DesignerMirumKatie has created strategic design solutions for numerous small and large brands. When she is not learning about digital design, she enjoys spending hours in antique shops, exploring new food hotspots, and planning her outfits. Katie is a Student Advertising Summit Committee Alumni and cannot wait to drop some knowledge.

Julie Koepsell, SVP, Director of Client ServicesMirumWith more than 20 years’ experience, Julie brings passion and enthusiasm to her role of leading the client service team. Whether it’s digital experience or marketing, she is focused on bringing Mirum’s best to her clients. Julie has led the strategic growth of 3M, Aurora Healthcare, Fifth Third Bank, McDonald’s, and Target.

BREAKOUT SESSION IV

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AFTERNOON KEYNOTE SPEAKER

1:05 - 1:50John joined BBDO New York in 1991. He began his BBDO career working on PepsiCo and was the principal architect of the agency’s integrated marketing efforts, expanding the agency’s services to include digital and social marketing, CRM, design, and more. With John’s help, BBDO New York has been named Agency of the Year 15 times by various media outlets.

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JOHN OSBORNPresident and CEObbdo new york

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Here you will find yourself among champions of various disciplines. Engage in dialogue that could amount to an immortal alliance. There will be three different roundtable sessions in the time slots below.

2:05 - 2:202:30 - 2:452:55 - 3:10

Pick the brains of dynamic defenders before you. Their domains comprise Account and Project Management, Public Relations, Social Media, Media, Account Planning, and Creative. Approach with fervent questions and turn inquiry into insight.

NETWORKINGROUNDTABLES

1:50 - 3:05

Account / Project Management

Marie Corcoran, Management Supervisor, PeriscopeNoah Turner, SEO Manager, DeluxePaige Johnson, Associate Account Executive, StoneArchBetsey Ruesink, Account Director, Hunt AdkinsHolli Maines, Director of Client Services, Hunt AdkinsJulie Scheife, Managing Director, BBDOMaxwell Twum, Account Executive, BBDOLaura Wiering, Account Manager, Martin WilliamsKallie Battarbee, Project Manager, Martin WilliamsJohn Grudnowski, President and CEO, FRWD

Media

Kevin Thompson, VP Technology, MirumBarb Allen, Traditional Media Manager, MB25Taja Braggs, Digital Media Strategist, MB25Alyx Svatek, Media Planner, Strategy, HaworthMegan Howe, Assistant Media Planner, Strategy, HaworthPeter Cragoe, Digital Media Planner, HaworthMo Omer, Media Tech/Analyst, McCann WorldgroupJennifer Kern, Media Supervisor, McCann Worldgroup

PR / Social / Experiential

Kate Turner, AAE, Social + Emerging Media, Olson EngageMara Keller, Emerging Media Specialist, BolinSarah Hennen, Manager, Emerging Media, BolinMartha Carrigan, President and CEO, Big Shoes MidwestNick Massahos, Social Strategist, Fallon

Strategy

Yoshi Suzuki-Lambrecht, Senior Strategist, MirumOlivia Luterbach, Brand Strategist, OlsonProfit Idowu, Account Manager, Fallon

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We’ve lined up some iron-handed creatives who are eager to thumb through your portfolio and take your work to the next level. They’ll provide you with the feedback and renewed confidence necessary to produce a hot-off-the-press portfolio to assist your impending venture.

Creative

Justin Zwieg, Associate Creative Director, BolinShannon Rose, Art Director, BolinGarrick Willhite, Creative Director, PeriscopeAmy Hardy, Designer, PeriscopeRyan Neubauer, Design Director, MirumMatt Burgess, Creative Director, OlsonSam Johnsrud, Art Director, OlsonLauren Zuercher, Graphic Designer, StoneArchDiana Saez, Copywriter, StoneArchNicole Horton, Sr. Creative Operations Manager, Carmichael LynchShealah Cocherell, Junior Art Director, Carmichael LynchDale Ksionzyk, Associate Creative Director, McCann WorldgroupSteve Mitchell, Creative Director, Hunt AdkinsKathy Umland, VP, Director of Creative Operations, Martin WilliamsVictoria Prendergast, Senior Designer / Art Director, KnockMatt Heath, Creative Director, FallonMegan Winterhalter, Copywriter, FallonGrant Eull, Creative Director, FRWDRachel Carlson, Sr. Copywriter, Principal, Deluxe

PORTFOLIO REVIEWS

2:05 - 3:10

AGENCY TOURS

4:00 - 5:00

PERISCOPE921 Washington Ave. S.

Minneapolis, MN

OLSON420 N 5th St. #1000

Minneapolis, MN

HAWORTH45 S 7th Street

Plaza 7 Building, # 2400Minneapolis, MN 55402

COLLE + MCVOY400 N 1st Ave #700

Minneapolis, MN

CARMICHAEL LYNCH110 North Fifth St.Minneapolis, MN

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BBDO150 S 5th St. #3500

Minneapolis, MN

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THANK YOUSPONSORS!

HAPPY HOUR5:15 - 7:15

On behalf of the Student Advertising Summit, we’re glowing with gratitude for our sponsors. With your help, we’ve conquered the year with shazam, pop, and wam. Thank you for your continued allegiance.

To McNamara Alumni Center, thank you for housing our headquarters. Thank you to our web developer Caleb Vandeman for your powers of technological manipulation, and to our printers at Park Printing and Highlight Printing for showcasing our training materials. To our team of Masked Marvels, we’ve accomplished a terrific feat and completed our mission! Thank you for answering the call to greatness.

Before you head out to save the world with your newfound knowledge, rest those muscles and rub elbows with some epic Ad-vengers. Introduce yourself to the hypnotizing crime fighters and ask questions to access insider information. Savor sweet spirits and weave a spidey web of connections to stick to during your upcoming adventure. Heroes of all ages are welcome to share in the celebration.

PLATINUM

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GOLD

SPONSORS SPONSORS

SILVER

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SPONSORS MASKED MARVELS

BRONZE

INKIND

Valory Schoenecker - Co-DirectorAlissa Trudel - Co-DirectorScott White - Design Lead

Allison Bassuener - DesignerBen Hait - Designer

Erin Slayton - Copywriting LeadMolly Burke - CopywriterDani Shupe - Copywriter

Cindy Love - Account Management LeadGrace Rheinhart - Account Manager

Andrew Kent - Project Management LeadMichael Koloski - Project Manager

Tyrelle Schweitzer - Project ManagerTina Lu - Analytics Lead

Annie Dunham - AnalyticsWaverly Johnston - Analytics

Jayna Anderson - PR and Social Media LeadKelsey Anderson - PR and Social MediaBrittany Forsberg - PR and Social Media

Tiffany Luong - Media Planning LeadKirsten Erickson - Media PlannerCarl Lindholm - Media Planner

Natalie Bergstrom - Brand Ambassador LeadHannah Botsford - Brand Ambassador Kelly Countryman - Brand Ambassador

Taylor O’Hara - Brand AmbassadorJasmine Kwan - Brand Ambassador

Hanna Leadstrom - Brand Ambassador Anna Reubish - Brand Ambassador Kasey Sheeran - Brand Ambassador

Olivia VanOrsdale - Brand Ambassador

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Printed by HigHligHt Printing

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Event Photos

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Event Photos

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Thank You Card

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Event Statistics

101

2016 SAS Student Attendee Survey

1. What college/university do you attend? Winona State = 11 Minneapolis College of Art & Design = 2 University of Minneapolis Twin Cities = 29 South Dakota State = 1 UW River Falls = 10 Gustavus = 3 UW Milwaukee = 1 Carleton = 3 Bethel = 1 UM Duluth = 5 St. Thomas = 3 Drake = 1 North Dakota State = 2 Augsburg = 1

2. What year are you in school? Freshman = 2 Sophomore = 7 Junior = 26 Senior = 36 PostGrad = 2

3. What is your area of interest in the field of advertising, PR, and marketing? (Circle all that

apply) Account Services = 26 Project Management = 24 Creative = 21 Media = 23 PR = 20 Marketing = 28 IT/Development = 4 Social = 27 Strategy = 27

4. What is your ideal workplace experience? (Circle all that apply)

Full Service Agency = 51 Interactive = 20 Digital = 26 Media = 16 Creative = 25 Corporate = 16 PR = 12

101* Survey results are based on a small portion of the 2016 attendees Not all attendees participated in the survey.

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Website Analytics

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Social Media Analytics

Documents

SAS_2016_NCAC_Book (1)