text messaging where lost has found itself guerrilla

OCTOBER 07
freelance
TEXT MESSAGING WHERE LOST HAS FOUND ITSELF GUERRILLA MARKETING IN LOUISVILLE
COMMUNIQUÉ
PUBLISHER/MANAGER
RON JASIN
MANAGING EDITOR
RON JASIN
ART DIRECTOR
RON JASIN
PRINTING
CLARK & RIGGS PRINTING
PAPER
ATHENS PAPER
ADVERTISING FEDERATION
OF LOUISVILLE
200 DISTILLERY COMMONS, SUITE 100
LOUISVILLE, KY 40206
502.582.2444
WWW.LOUISVILLEADFED.ORG
CONTRIBUTORS
A big thank you to these fine people for making
this issue happen. If you can use their services
please don’t hesitate to drop them a line.
Ron Jasin - Designer, Photographer
[email protected]
Doug Stern - Writer
[email protected]
Marjorie Dunn - Writer
[email protected]
Amy Berge - Writer
[email protected]
Katy Miller - Writer
[email protected]
Kitty Malone - Writer
[email protected]
Christy Keesee - Writer
[email protected]
Angie Rodriguez - Writer
[email protected]
Maribeth Schneber - Cover Model
[email protected]
Communiqué is published bi-monthly by the
Advertising Federation of Louisville. Opinions
expressed in Communiqué are those of the authors
and may not represent the opinions or policies of
the Advertising Federation of Louisville. Comments
or rebuttals for the publication are welcome. Please
submit questions or comments in writing to: Editor,
Advertising Federation of Louisville, 200 Distillery
Commons, Suite 100, Louisville, KY 40206.
Letter
7 President’s
By: Jill Lanham
Manifesto
7 Communiqué
By: Ron Jasin
11 2 Sides
Messaging
12 Text
By: Marjorie Dunn
12 Top 100
14 Freelance
By: Mary Yates
Relations
16 Government
By Amy Berge
Lost Has Found Itself
17 Where
By Katy Miller
Marketing in Louisville
18 Guerrilla
By: Doug Stern
Eat What I Pick!
20 You’ll
By: Mary Yates
Your AdFed
20 Meet
By: Christy Keesee
21 What Is In Your iPod?
22 AdFed News
Spotlight
22 Louisville
By: Kitty Malone
Spotlight
22 Arts
By: Angie Rodriguez
24 Membership Benefits
25 Corporate Members
26 Executive Committee
PRODUCTION NOTES
The cover stock is Altima 100# Gloss Cover from Appleton Coated. The text is Accent Opaque 80# Text
from International Paper. Paper provided by Athens Paper Company. It was printed on a Komori 628
press (6-color plus aqueous coater) at Clark & Riggs Printing. The job printed at 200 linescreen. The
book printed 4-color process.
COMMUNIQUÉ
Mary Yates - Writer, Photographer
[email protected]
TABLE OF CONTENTS
The story of how one man and a small
group of friends took on a giant. And why
this is a good thing for you.
One morning a good friend in passing mentions that she may have an exciting proposition/opportunity for me. I’m always up for a good time so I eagerly poke and prod for more information. So it’s explained to me that this
opportunity entails overseeing a 28-page publication, art directing it, taking
photos, rounding up copy and handling the production. This is great! Right
up my alley. I find very few things more rewarding than publication design
so I am ecstatic at the possibilities. I’m told glorious tales of how this publication has been done by all the major agencies in town; how this is the first
year a freelancer is being considered for the opportunity. I’m overwhelmed
a more perfect fit has never been presented to me….
PRESIDENT’S
LETTER
By: Jill Lanham
Welcome to the 2007-08 Advertising
Federation of Louisville year! FUN! FUN!
FUN! That is our goal for you this year.
Then the other shoe is dropped, it’s pro-bono work, and you won’t be paid.
What!?!?! Why would I be interested in such a thing? Do I have sucker written on my forehead? I was taken aback to say the least.
Discouraged, but not defeated I agree to hear more about the offer. That’s
when my eyes are opened. I get to witness firsthand the excitement and
energy that is contained in this organization and I’m inspired. Reluctantly,
and with a bit of fear I agree to stand where the best in town have stood
before me. I see this as a great opportunity to serve this community and get
to know as many of you as I can. I also want you to get to know me, and more
importantly what I’m capable of. I respect this position and want to rise to
the challenge put before me.
With that sit back and enjoy this issue on Freelancers and looking at things
from a different perspective.
Photo: Mary Yates
Ron Jasin
MadPixel
2007-08 Communications VP
COMMUNIQUÉ
MANIFESTO
By: Ron Jasin
As AdFed celebrates our 100th birthday, we want you to enjoy your
membership and experience all of the diverse people you have the
opportunity to meet. You can start by attending the more than 30 events
we will hold this year! Whether it’s our monthly luncheon, a Diversity and
Donuts breakfast, a Professional Development Series lunch, a Breakfast at
Winston’s event, or a Young Advertising Professionals event, you’ll find new
folks that are just as eager as you to network. I urge you to set a goal to attend
at least one AdFed event each month. You’ll be surprised how many business
cards you will gather over the year, not to mention, the number of smiling
faces you will get to know.
And while you are attending our events, please give a big thanks to our
Executive Committee Vice-Presidents who volunteer their time to make our
events FUN! They are: Gail Iwaniak, Chairman, Presence Inc.; Courtney Lee,
First VP, Red7e; Marybeth Peters, Treasurer, Finelight Strategic Marketing
Communications; Ron Jasin, Communications, MadPixel; Gary Sloboda,
Creative Competition, Bandy Carroll Hellige; Matt Schulte, Diversity,
Horizon Insight; Jason Lee, Education, thevimarcgroupinc.; Amy Berge,
Government Relations, Greenebaum Doll & McDonald, PLLC; Jared Rapier,
Membership, Caesars Indiana; Alan Rietze, New Development, PriceWeber;
Candace Jaworski, Programs, Bisig Impact Group; Ginger Wilding Cloud,
Public Relations, Distinctive Marketing Solutions; Kimberly Nasief, Public
Service, KNW Ventures; Sam Douglass III, Special Events, Visual Scientists;
Jocelyn Eve, Young Advertising Professionals, Humana. Our VPs are always
looking for volunteers to join their committees, so if you would like to get
involved, please contact them directly to find out about their next meeting.
As always, please do not hesitate to contact me directly if you have any
questions or concerns @ 502-301-8004. I look forward to seeing you at our
next luncheon!
Jill Lanham
Sheehy + Associates
2007-08 President
COMMUNIQUÉ
So welcome to this new vision of for the Communiqué. This publication
serves you the members and I’d like to see as many of you get involved as
possible. With member surveys and questionnaires, the personality of the
membership will come through on these pages. These pages will also inform
you with unique content about current trends in the industry.
Jocelyn Eve - Humana Inc.
How have I advertised creatively? I thought this
was an interesting question because I don’t think
it’s a one time experience. Calvin Coolidge said,
“Advertising is the life of trade.”
When I think about my life in the advertising/
marketing world which I think is a bit of trade,
I go back to selling lemonade with my sister for
25 cents a glass. A lady bought one and then said,
“That a pretty steep price for lemonade.”
My sister and I were puzzled as she got in her old
Buick and drove off, 25 cents? That is completely
reasonable and if we ever want to get that
dollhouse we were saving up for, it’s going to have
to stay that price.
Well after some deliberation between a six and
eight year old it was decided to sell two glasses for
30 cents. What we found was: People bought more
lemonade with our new offering! The extra bonus
was that most people didn’t have exact change and
were leaving us extra nickels and dimes.
So after an exhausting one hour of selling and our
little hands gripping the future of our dollhouse
tightly, we proudly presented the three dollars
we had made a very generous donation to the
dollhouse fund.
How Have You Advertised Creatively?
Photos: Ron Jasin
As I look back on this, I realize that’s when it
clicked with me. Like in the field of dreams, “If
you build it, they will come.” As I have grown
up, every Christmas wish list, every haggling
experience at the racetrack, every free admission
here or there has been a testament to me of the
power of advertising.
To me now, I know that advertising is changing;
it now starts with each individual. Look at the
personalization each individual expects, from
ring tones for your cell phone, retirement
portfolios and cable channel packages
Personalization is in high demand
In my professional life I have used
personalization to make it happen. Every time I
feel frustrated with a project, I know that I have
the ability through personalization: advertising
my opinion and the value of the project I see, I
can change the outcome.
So here I am at the start of an exciting time in
my professional development, still thinking of
my little lemonade stand. Who knows maybe
someday I will be back out there, selling
lemonade. Of course with inflation it will
probably be two glasses for 20 bucks.
Biggs Tabler - Net Initiatives
I have been asked to describe a creative concept
from the perspective of an AdFed Life Member.
During my almost 40 years of television
advertising sales it has been difficult to select one
very noteworthy creative experience.
After considerable thought and examination
I have decided to recount an advertising test
market concept that originated in the late 70`s at
one of the most creative agencies in the worldOgilvy and Mather. David Olgivy, the chairman of
that shop, was the benchmark of creative writing
and concepts that produced incredible results.
His devotion to creative development was a model
that many advertising agencies tried to emulate.
I was the National Sales Manager at WHAS-TV
and I worked with my New York City rep firm to
solicit a test market advertising schedule for a new
concept in overnight shipping. The concept was
next day air and the client was Federal Express.
Let`s fast forward to Louisville and look at the
development of Louisville`s biggest employer,
United Parcel Service. UPS was a land-based shipper
until Federal Express challenged them with next day
air service. The benefits are too numerous to list at
this time, however, I assume you get the picture.
Is it unrealistic to say Louisville`s future
was determined by a test market television
commercial in the late 70`s?
COMMUNIQUÉ
2SIDES
Each issue we’ll ask the same question to a Life Member and a YAP member
to get their perpective on various advertising issues
11
Photo: Ron Jasin
Instant Gratification
Text Ads = $$$$ + (((H)))
And now, the most-established location-based
services come from the cellular phone companies
themselves. Verizon Wireless and Sprint Nextel
both offer turn-by-turn navigation services
to drivers, which work because the cell phone
companies can detect electronically where a
cell phone is located. An accessory service gives
consumers the ability to find nearby amenities,
such as an ATM or a gas station. Verizon and
Sprint also offer location-based services that
enable parents to track the location of their
children’s cell phones for security purposes.
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Texting is becoming part of our everyday media
mix and every day new ways and ideas are being
put into place.
un
n
Marjorie Dunn is Director of LEO Publications’
niche magazines which include BOOM, www.
boomlouisville.com, and URHereLouisville.
[email protected]
07 OCTOBER
12
S
ince the advent of texting a few years
back, solid marketing prowess has
emerged and texting isn’t just for people
trying to conduct conversations with others across
the room or across town. Is texting the new Holy
Grail of marketing? Some retailers believe so.
real time and is something you likely asked for.
This type of advertising is a spur of the moment
and instant gratification thing. What’s cool is
that you can change the coupon offer at the drop
of a hat. Retailers who used to offer print or web
coupons are now utilizing text messaging.
Free cheesecake? Check your text messages for a
coupon, then show your phone to the waiter. Two
for one drinks after the ballet? Your phone is
your ticket for the offer.
Successful promotional campaigns are
integrating text messaging into their campaigns
for less cost than traditional media. Because of
the immediacy, offers are changed immediately if
the response is than expected.
Sudden deals pop up on cell phones of people who
sign up to receive them. Consumers can redeem a
coupon, which is really a text message, by showing
the merchant the coupon on the cell phone’s
display screen.
It’s a way for merchants to directly communicate
with shoppers who are interested. It happens in
100
TOP
100
These types of campaigns are great for:
• Driving sales of slow moving product.
• Stimulating uptake of new services.
• Creating awareness of ongoing / regular
promotions.
• Introducing existing customers to new
products / services through trial offers.
95
Here are the results of our survey voted on by you the members.
Over the next 6 issues we will be publishing the results of this survey.
98
21
94
125
90
93
89
85
161
202
164
209
185
86
231
82
305
121
91
87
83
297
96
117
92
88
84
283
97
103
154
193
LEO recently launched their text marketing
program a couple of months ago and it’s going
well with around 300 opt-in names in the
database and growing. Note: If you plan on
launching a text message program, give it time to
grow. Remember, this is opt-in and not everyone
wants “sudden deals” sent to them. That’s the
good news because you’ll know that everyone
you send your deal to is ready to take advantage
of what you have to offer. LEO provide sign ups
at special events, thru LEO Newsweekly and LEO
online at www.leoweekly.com, or, Text LEO to
27538 if you’d like to sign up for drinks, deals,
coupons, tickets, and more.
The Louisville AdFed’s Favorite PMS Colors
99
12
LEO Now Texting
264
81
320
349
07 OCTOBER
14
freelance
No paid vacations; no maternity and
sick leave; no insurance; and no
guaranteed paycheck. Money comes
in only after you go out, find a client,
deliver to him whatever quip and
quirk he wants, and then – miracle
of miracles – get him to actually
write you a check for the work you’ve
already done.
For many “creatives” who are willing
to pay the high price for freedom,
and end up being good business
people as well as skilled in their
craft, there’s money to be made.
But it takes considerable hard
work, persistence, and patience to
succeed as a freelancer, and you
can probably just go ahead and take
that hard work and double or even
triple it.
Joan Noles, owner of Baldwin Advertising Inc. and veteran design and
marketing consultant, says that she is “much like a freelancer in that she
embraces the concept of being there when her clients need her to perform”
and she also “spends a lot of time switching hats and changing gears.” Noles
believes that versatility and diversification are key to a freelancer’s success.
The ability to combine your talents provides a client a full-spectrum of
services and allows the creative freelancer an opportunity to offer clients a
one-stop-shop for services, rather than a piecemeal solution to a project. Hop
on any Web site that caters to finding jobs for creatives and you’re bound to see
a multitude of articles that demonstrate that illustrators and photographers are
more competitive if they are able to combine words with their images.
There is also a large group of creatives who toss out that wisdom and choose
to become specialists catering to specific niches to give them the market
edge. Award-winning writer Robyn Davis Sekula says a freelancer should
spotlight his or her primary talents; her advice to the aspiring professional
is to “concentrate on one area that’s really your forte, then find other
freelances with different skill sets to help you fill those voids for clients”.
This approach also allows the freelancer valuable networking opportunities,
which Sekula believes are essential to being successfully self-employed.
Sekula also says that “freelancers who can write well, effectively and
consistently communicate with their clients, and meet deadlines can make
a healthy living in the Louisville market,” a point she has more than proven
through her own success as a freelancer.
Designer Ron Jasin believes that freelancers can provide a project financial
flexibility because a company can involve the creative in a project as much
or as little as the company’s budget allows. “That is a two-edged sword,” he
points out, “because the company that’s paying you overtime today may not
need you for the next six months.” If you’re going to freelance, you have to
strike the balance between putting biscuits on the table and figuring out
how to bring in the next job tomorrow. The biggest challenge Jasin finds is
“always thinking how best to market myself. It’s easy to get caught up in a
project and focus on delivering my best work, but in the back of my mind,
I’ve always got to be thinking – ‘What’s next? Where do I go from here?’”
Keeping your income stable, balancing work-from-home with domestic life,
and maintaining a good creative flow are the daily challenges all freelancers
face. Successful freelancers learn to be great jugglers. Creating structure
and focusing on effective strategies to tasks are essential workplace skills
that must be mastered to be successful in the freelance business. Freelance
photographer David Modica says “long term success in freelance work is
defining your market and staying that course. That doesn’t mean you turn
down work that you don’t define
as a target, but you spend the
majority of your resources and
selling time on the market segment
in which you want to work. This is
a difficult balance…you still have
to like what you do!” Without the
willpower to center one’s attention
on delivering the task at hand, many
self-employed individuals find
themselves struggling to find the
next job and maintain their own
promotional efforts.
The world of marketing and
advertising depend on a ready stable
of agile, disciplined, creative talent,
the people who create the distinctive
vision and content for innovative
projects. David Modica points out
that the key to a successful freelance
business is simply “providing great
service, building strong relationships
with target clients, providing a high
quality product and managing cash
flow.” This is all possible in the
Louisville and Southern Indiana
market which offers a wealth of
opportunities for freelancers, and
organizations like the Advertising
Federation of Louisville provide
mechanisms for networking.
Gather two or more freelancers,
and you’re likely to hear what’s
good, bad and downright ugly about
freelancing, but most successful
professionals are more than happy
to share tips and information that
can guide you. So if the idea of doing
freelance work moves you, get out
there and make it happen. Just do
your research and remember it’s
not all about laptops in coffee shops
or working at home with your cat
curled up at your feet.
COMMUNIQUÉ
Many businesses rely on freelance
talent, or “outsourcing,” especially
those in advertising, design, public
relations and marketing businesses.
Freelance creatives are good for the
corporate bottom line, particularly
in an era when most businesses have
stretched their resources until they
squeak. They’re essential talent for
large companies, providing a spark
of something special on certain
projects, or lending a helping
hand in the face of tight deadlines.
Since freelancers work without
benefits and by contract only, often
on a project-by-project basis, a
business doesn’t have to invest in
the care and feeding of employees
who may not be all that busy during
certain down times a year, and they
definitely provide an economical
option for smaller companies that
don’t have the means to hire fulltime staff.
With their fresh perspectives and outsiders’ point-of-view, freelancers offer
companies diversity, spice and specialized talent when needed, to guarantee
livelier products.
15
Photo: Ron Jasin
GOVERNMENT RELATIONS
IT’S MINE!
C
07 OCTOBER
16
reation. It’s the lifeblood of advertising
and marketing. But, have you ever
thought about whether you own what
you create? If so, what is it that you
own? These questions should be asked by
anybody in the business, including those who
freelance. The answer to these questions lies in
the law of copyright.
What Is Copyright?
The word “copyright” in its most basic sense
means what it says: the “right” to prevent others
from “copying” your work.
The technical definition is an “original work of
authorship” which is “fixed in some tangible
form.” A “work” may be ad copy, audio or visual
recordings, photographs, graphics, or other
items. It can include sketches and drafts that lead
to the finished product. The work is “original”
if you created it without copying or borrowing
from someone else and if it involves some level
Copyright and Ownership of Creative
By: Amy Berge, Greenebaum Doll & McDonald, PLLC
of creativity. You may “create” a phone book, but
the alphabetical listing of names is not sufficiently
creative to be legally recognized as “original.”
Copyrights arise automatically as soon as the
copyrightable subject matter is created and “fixed”
in a tangible form (i.e. when it’s written down,
entered on disk, recorded on tape, etc.). Ideas
which have not been “fixed” are not protected.
Thus, if you have a great idea, write it down before
you tell anyone. But, even if you write it down, the
“idea” itself, apart from the particular way it is
expressed, is not protected by copyright.
Note that registering a copyright does not create
rights. Those rights came into being when the
work was created and “fixed.” However, you must
get a registration if someone infringes your rights
and you want to file suit. You can register after the
infringement occurs, but it will limit the damages
that may be available to you.
Who Owns Copyright?
Copyright belongs to the author or creator of
the work. Anyone performing freelance work is
the author and owner of any aspects of the work
protectable by copyright. There is one major
exception to this rule: works made for hire.
Often, it is mistakenly believed that if you hire
someone to do work for you, then it is a “work
made for hire” owned by the company requesting
the work. However, this is only true with respect
to employees. If you hire anyone outside of
your business to create something for you, i.e.,
freelancers, they are independent contractors
and they own what they create. The contracting
company may own the physical materials, as well
as a license to use the material for the purposes
contemplated in the engagement, but it does
not own the copyright. If the client copies or
distributes the work without permission, it may
be infringing the copyright even though the client
was the initiating force in creating the work.
Printing for 3-Dimensional Thinkers
John H. Clark IV
Louisville Territory Manager
Direct: 502.693.1506
Email: [email protected]
BermanPrinting.com
Berman_CommuniqueAd.indd 1
6/22/07 12:22:06 PM
I have questions about a lot of things. But, for
the sake of my word count limit, let’s narrow my
questions to, say, those about television shows.
Okay, let’s narrow it yet again to questions about
“Lost.” Where do I start?
The crux of the “Lost” conundrum is also its inherent strength: it’s tightly
dramatized and serialized. It’s got a great hook that lures people in. But, there
are only 22 hours to pack in answers to hundreds of questions from salivating TV
junkies. Demand has outweighed supply.
During the first season, my need for answers was matched only by Locke’s
compulsion to push the button every 108 minutes. And, in between episodes,
I scoured TV Without Pity’s forum, analyzed oceanic815.com and devoured
Entertainment Weekly’s regular “Lost” column.
The season finale hit and then came the summer – when networks burn off
cancelled shows, expose society’s underbelly in reality programming and force
me to watch a complete season of “The Wire” in 48 hours just to avoid the
malaise of summer TV.
But, “Lost” did something else with those dog days. They created a supply to meet
the demand.
I don’t want to belabor the tactics of the scheme, but I think it appropriate to
give a few details on the elements of the campaign. The first stage included the
aforementioned in-program spots; in addition, a novel, Bad Twin was released,
followed by the staged shutdown of thehansofoundation.org. A hidden URL then
lead viewers to the blog of Rachel Blake, a new character in the Lost universe. By
entering a code, users saw a video blog of Blake’s crusade to discover the Hanso
Foundation’s true intent.
Then, at the San Diego Comic Con during the “Lost” Q&A panel, an actress
playing Blake accused the show’s creators of conspiring with the Foundation. She
directed the audience to hansoexposed.com where users found a series of video
clips Blake had assembled to expose the organization’s purpose. The final piece
of the puzzle was a podcast that revealed…blah, blah, blah. There were many
other components, but you get the point.
The team found the Holy Grail of marketing and advertising – they made the
audience pursue them. They created a demand for their content and fulfilled it.
They took a traditional medium and expanded it so that no matter where a “Lost”
groupie looked, there was another clue in the Experience.
DVRs, radio fragmentation and the internet have allowed us to avoid advertising
when we don’t want to see it. So, we as marketing professionals have to make
people want to see our message – all without them knowing that’s what we’ve
done. We have to make it part of their lives so it’s something they ingest without
even realizing it’s advertising.
And that’s the key to creative marketing – extending your brand so that it
becomes just what these geniuses have called it – AN EXPERIENCE.
By: Katy Miller
CurrentMarketing
COMMUNIQUÉ
The “Lost” Experience started with promos within the last few episodes that
directed viewers to a phone number. The message on the other end launched a
multi-media scavenger hunt through e-mail, Web sites, podcasts, blogs, books
and special events – all with the aim of keeping loyal viewers sated.
17
Guerrilla
marketing in
Louisville
You’ll know it when you see it
By: Doug Stern
Illustration: Mary Yates
Maybe you remember the scene
from Fight Club, the 1999 cult classic,
when Jack (Ed Norton) explains how
Tyler (Brad Pitt) “…gave the rules
that he and I decided.”
The first rule of fight club is -you don’t talk about fight club.
The second rule of fight club is -you don’t talk about fight club.
Marketing Store.”
Plus, he’s had a hand (as far as most
mortals can tell) in creating the
Guerrilla Marketing Association,
Guerrilla Marketing for the New
Millennium (it’s online) and the
Certified Guerrilla Marketing
Coaches program.
Building a better mousetrap
There are two kinds of people who
deal with guerrilla marketing. The
ones who’ll talk about it, and the
ones who won’t.
07 OCTOBER
18
The ones who won’t ask, if you talk
about it, are you really doing it?
They’re the guerrilla marketers
who live and die in the hit-andrun, surprise-attack world that the
phrase implies. (They’re the ones
who’ve made it harder for me to
write this article.)
Jay Conrad Levinson, on the other
hand, is a talker. He’s the guy
who claims to have invented (and
trademarked) guerrilla marketing.
It’s the name for the kind of
awareness-building, it’s-all-aboutyou tactics that put a premium on
wits and stealth more than on big
budgets and conventional use of
mainstream media.
That was back in 1983, when he
first published Guerrilla Marketing:
Secrets for Making Big Profits from Your
Small Business. Four editions, 24
years and over 1 million copies ago.
Some insist that Levinson
revolutionized sales and marketing.
P.T. Barnum, reincarnated
Revolutions aside, Levinson
invented an industry for himself.
He has written or co-authored at
least 32 books and various CDs and
DVDs­­——all for sale in his “Guerrilla
It’s no wonder. Nobody has to tell
you what a cluttered, complicated
and contradictory world is out there.
How technology has been such a
blessing and a curse.
It’s not surprising that someone
with a smart and effective way to
reach increasingly overwhelmed
buyers could develop a devoted and
growing following.
Even word-of-mouth marketing——
a seemingly narrow slice of GM——
has struck a huge chord. The Word
of Mouth Marketing Association
was created in 2004 and already
has about 400 corporate members
worldwide, both big (YUM! Brands,
Microsoft and Yahoo) and small
(Brains on Fire and a bunch of other
cool and quirky shops).
Drank the Kool-Aid
Debbie Newhouse is one of these
true believers…and, apparently,
Louisville’s only certified guerrilla
marketing coach. In fact, this comanaging partner of Rev Up Now
LLC (www.revupnow.com) says
that she has practiced guerrilla
marketing ever since she was getting
her start in sales about 20 years ago.
That was even before she heard the
term. Newhouse was working in the
power tool and accessories industry
back in her native Portland, Ore. She
says that she had a mentor who got it.
Smells like pizza
Newhouse likes to talk about a client of hers
in Cincinnati, a tile flooring company. She
engineered a campaign where targeted businesses
were delivered a large pepperoni and a second
box of flooring samples——sliced (you guessed it)
like pizza and bearing the tag, “no matter how you
slice it….” She says that her tile client reports that
they’re still hearing the buzz seven years later.
“It’s a lot of work,” Newhouse said, echoing one
of Levinson’s mantras. “Start with solid research,
test, measure and, above all else, be patient.”
,
Don t try this at home
Bigger Louisville-area agencies are on the
guerrilla bandwagon, too. Red7e, for example,
used GM tactics to promote the recent Idea
Festival. (The agency’s client, Geek Squad, was a
top corporate underwriter.)
AD Jeremy Reiss said Red7e uploaded three 00:15
promo spots to YouTube, produced quickly and
on a low-low budget. The video looks like it once
ran on Jackass: The Movie. Then they added some
supers and were off to the races, with each clip
getting hundreds of views.
The agency topped it off with the right, tied-in
swag: pocket protectors, T-shirts, napkins and
coffee cups imprinted with the Idea Festival and
Geek Squad logos.
public transit and suffering total economic
gridlock. TBS ended up forking over $2 million,
half to compensate the authorities and half to buy
some goodwill.
Beaned in Boston
Lessons from losses
There is, however, an ethical tightrope. Most
people have heard, for example, of the poopstorm
Turner Broadcasting System stirred up in January
in Boston.
Some cynics wonder whether TBS played us.
After all, the coverage of the hoax boosted
the number of Adult Swim viewers far more
effectively than what $2 million would have
achieved if spent conventionally.
That’s where TBS hit a homeland security nerve
by using a GM tactic to goose viewership of the
Cartoon Network. Turner was promoting Adult
Swim’s animated television show “Aqua Teen
Others disagree, saying that TBS gave GM a costly,
perhaps long-term, black eye. Newhouse says
that Boston was a reminder that one size does
It is not surprising that someone with a smart
and effective way to reach increasingly
overwhelmed buyers could develop a devoted
and growing following.
Hunger Force” in Boston and nine other cities.
The Boston Globe described the ploy this way:
The objects that had been placed on bridges and
other infrastructure across the city are patterns
of lighted dots in the shape of boxy characters
on the cartoon show. The flashing lights are on
black rectangles a little larger than laptops.
Bostonians saw the cryptic-looking boxes,
thought WMD’s and had a cow, shutting down
not fit all. GM preaches, as she put it, “…the
importance of diversity and the need to consider
local conditions” when planning a campaign.
It’s also a reminder that GM——just like fight
club——keeps getting bigger. Whether you talk
about it or not.
Doug Stern (www.doug-stern.com) is a freelance
writer based in Louisville. He can be contacted at
[email protected]
COMMUNIQUÉ
Her boss understood that sales was about
removing barriers——a cornerstone of GM. As
a result, Newhouse developed a nose for ways
to get a product in front of the right supplier or
customer (“…innovative and open-minded”).
19
Meet Your AdFed
By: Christy Keesee, Finelight Strategic Marketing Communications
Photo: Ron Jasin
You’ll Eat What I Pick!
07 OCTOBER
20
L
By: Mary Yates • Photo: Mary Yates
uscious. Sumptuous, Iconoclast. These words describe the food
styling of Terry Wunderlich, personal chef and self described partyfood “illustrator”. Over the next six months Communiqué will feature
a six-course meal that encompasses a philosophy of cuisine that
goes beyond ordinary to the sublime. Featured in this issue is Wunderlish’s
fare which is, as she jubilantly describes, “delectable, but not for the
timid palette”. Her recipe for Strawberry Puttanesca is the “après” to our
scrumptious, six-course feast. Get your taste buds ready for a scintillating
mouthful of pure bliss.
Chef Terry Wunderlich’s recipe for Strawberry Puttanesca:
8 oz basil pesto
8 oz Genoa salami
1 large package of fresh
strawberries
8 oz pimiento-stuffed green olives
A large handful of fresh basil
1 loaf of French bread
Ground green peppercorns
Extra virgin olive oil for brushing
the bread
One loaf of French bread, sliced
and toasted in the oven with olive
oil and a bit of freshly ground green
peppercorns.
If strawberries are huge, quarter
them, slice lengthwise; if small, I
like to simply halve them, because
they look sexier that way. You’ll use
about half the container.
Slice olives into rounds, saving a
few for garnish. Slice salami in half,
then into thin, short ribbons.
Fold ingredients together in bowl
(avoid over-mixing), spread on
toasted bread or crackers, or toss
gently with chunky pasta (bowties,
cavatappi, & etc.).
Stack basil leaves, roll up tightly,
and slice into thin ribbons. Use as
garnish, along with more olives,
strawberries, flowers...tart it up
pretty.
Please note: Wunderlich says that
she usually makes her own pesto
because she to uses an inordinate
amount of garlic, but for simplicity,
a good store-bought brand is fine.
Terry Wunderlich is available for
social happenings or private dinners
for one or two. You can reach her at
[email protected]
Glenn Goodman - Copywriter, Power Creative
What first inspired you to get into the industry?
I think the epiphany occurred when I was sitting at home one day watching
terrible spots during a commercial break, and I thought to myself, “I
can do better than this. I’m semi-witty and I like to make people laugh.
Advertising it is!”
What is the craziest idea you’ve ever pitched?
We just wrapped up a campaign about talking rocks. Rocks. Who talk.
Who is your dream client?
It’s probably trite, but I think every writer dreams of working for nonprofits.
It seems that pro-bono clients are more appreciative of your work, and you
have the opportunity to flex a little more creative muscle with them.
What person has been most influential to you?
In my professional career, I would have to say a professor from college
who pushed me beyond my comfort zone to explore ideas that weren’t
mainstream. In my life, I’ll give the beauty queen answer — my parents. I’m
fortunate that one of the traits they passed on to me was a strong work ethic.
What is your favorite ice cream flavor?
It depends. I’ve always been a fan of mint chocolate chip, but I’m down for
some butter pecan anytime. And cake batter. Or coconut. Or anything from
Cold Stone. I like ice cream.
What is your favorite Louisville restaurant?
Louisville has a great gastronomical scene, so it’s hard to pick, but I’ll give
the nod to Ramsi’s Café on the World. The food is great, the atmosphere’s
laid back and there’s plenty of people-watching to do on Bardstown Road.
What is your favorite vacation spot?
I’ve been to San Francisco twice and both times the city blew me away. It’s
such a mixture of hot and cold and plain and surprising that every day is a
brand new experience.
What’s the best thing about your place of employment?
Without a doubt – the people. I laugh all day long and I couldn’t ask for a
better group of individuals to spend my days with.
Where do you see yourself in 10 years?
Still in advertising. Still trying to make people laugh. Still eating ice cream.
Here’s an insightful look into the music
habits of the AdFed membership. We
asked you to set your favorite MP3 player
to random and list the first ten songs
played and here are those results.
99 Problems - Jay-Z
The End - The Doors
Super Disco Breakin’ - The Beastie Boys
I’m Slowly Turning Into You - The White Stripes
Goodbye Babylon - The Black Keys
Melody Day - Caribou
Somersault - Zero 7
C.R.E.A.M. - Wu-Tang Clan
Hurdy Gurdy Man - Donovan
Searching For The Ghost - The Heartless Bastards
Oh My God - Jay-Z
Say Hello, Wave Goodbye - David Gray
She Will be Loved - Maroon 5
Grey Blue Eyes - Dave Matthews Band
Brooklyn Stars - Matt Pond PA
Crash Into Me - Dave Matthews Band
You Two & Stuff - Brian Regan (comedian)
Always - Dave Matthews Band
Help Myself - Dave Matthews Band
Recently - Dave Matthews Band
Superhero - Jane’s Addiction
Over and Out - The Superjesus
Sweet Jane (live) - Lou Reed
32 Flavors - Ani DiFranco
Miles From Our Home - Cowboy Junkies
Superstitious - Stevie Wonder
Black Coffee In Bed (live) - Squeeze
Hotel Yorba - White Stripes
Homecoming King (live) - Guster
Paint It Black - The Rolling Stones
Breathe (2AM) - Anna Nalick
Chasing Cars - Snow Patrol
Complicated - Avril Lavigne
Crazy - Gnarls Barkley
Fallin’ - Alicia Keys
Lost in the Moment - Big& Rich
Somebody Told Me - The Killers
We Danced - Brad Paisley
Unforgettable - Nat King Cole
Early Morning Hours - Shawn Phillips
COMMUNIQUÉ
There goes the neighborhood - Sheryl Crow
Crystal - Buckingham Nicks
Bye Bye Baby - Janis Joplin
Careless Love - Madeline Peyroux
The Lovecats - The Cure
Carlos (don’t let it go to your head) - Pete Yorn
Were You There - Johnny Cash
In Need Of A Miracle - The New Radicals
Sunday Morning - the Velvet Underground
Nicu - Phish
21
AD FED
NEWS
Sheehy+Associates
Expands Staff &
Announces Promotions
QUILLS
07 OCTOBER
22
New West Nabs 14
National Telly Awards
The results of the latest national Telly Awards
advertising competition will bring plenty of
hardware to Louisville agency New West and
its clients. New West won 14 awards for work
performed on behalf of the state of Kentucky.
Sheehy+Associates
supports the American
Heart Association
Sheehy+Associates, is proud to support the
American Heart Association (AHA) for the 15th
consecutive year with 15 employees participating
in the 2007 Heart Walk on August 25.
New West honored by
Print magazine
New West has been honored by Print magazine
for exceptional graphic design work. New
West, which will be among just a handful of
recipients to appear in Print’s Regional Design
Annual 2007, was selected for its creative 2006
Kentucky State Fair Posters. The entry was one
of more than 20,000 received by Print from all
across the country. All entries had to be from
work performed in 2006.
By: Kitty Malone, Cox Radio
to play host,” admits Nathan. So it was no surprise
when the brothers decided to mix their love of
books and the arts with their desire to serve the
best coffee in town, roasted locally.
New staff members are:
Mary Kate Armstrong joined the agency as
Media Assistant.
Maggie Branson joined the agency as
Account Coordinator.
Brittany Lunsford joined the agency as
Media Assistant.
Megan Snider joined the agency as
Account Coordinator.
Staff promotions are:
Wanda Gallup was promoted to
Media Assistant.
Megan Williams was promoted to
Media Buyer.
Greg Wood was promoted to Media Buyer.
Beth Phillips was promoted to
Senior Media Planner/Buyer.
Melissa Siegel was promoted to
Senior Media Planner/Buyer.
Linda Thomas was promoted to
Associate Media Director.
LOUISVILLE
SPOTLIGHT
You need an out-of-the-mainstream place to
meet. You want to brainstorm that next great idea
with the sales staff. Or, you just need a creative
boost. You can go to the big chain coffee shops.
But if national chains or a high-wired atmosphere
isn’t your thing, you need to find Quills.
Owners Nathan and Gabriel Quillo come from a
family of life-learners. Movies, books, and music
highlighted their dinner discussions. “I also love
ARTS
SPOTLIGHT
By: Angie Rodriguez
Located at 1220 E. Kentucky, Quills is just down
the block and around the corner from Lyn’s
Paradise Café off of Barrett Avenue. The building
has a rich history. “We are told it was a beer depot
and ice house, a motorcycle shop, and a Jewish
synagogue in its prior lives,” says Nathan. “But
for this place, we wanted rich, deep colors, subtle
lighting, and big bright windows.” Quills features
relaxing green walls covered with artwork by
local artists. The floor- to- ceiling dark wood
bookcases were built by the Quillo’s to showcase
their selection of books. “The books are selected
based on our personal tastes, and those featured
in the industry. We want them to be good books
more than just those that are best selling.”
Quills looks like the perfect neighborhood coffee
shop you might find in New York or Seattle. It may
just be your new favorite office-away-from-theoffice.
Quills is located at 1220 E. Kentucky.
HART EXHIBIT
The University of Louisville is
privileged to have a Frederick Hart
exhibition, consisting of almost 100
pieces of sculpture, running from
September 6 through November 17.
It will be displayed on the Belknap
campus and at the Cressman Center for
Visual Arts during this time.
The Hart exhibit presents Louisville
with an unparalleled opportunity to see
first-hand many of the works of one of
the great sculptors of the 20th century.
James Cooper, editor and publisher of
American Arts Quarterly stated, “He
not only created works of great beauty
and gravitas, he was singularly responsible for
restoring to American public monuments and
memorials an iconology worthy of a great nation.”
in heroic and religious art was unusual for the
period in which he worked, and perhaps the
greatest indication of his unique standing in 20th
century American art.
Probably best known for his work, “The Three
Soldiers,” displayed at the Vietnam Veterans
Memorial in Washington, D.C., Hart brought
figurative, classical art back to the public’s eye
at a time when interests had turned toward the
abstract. In his artist’s statement he reflected,
“An artistic ideology has simply collapsed. So
we go back in history, not to hide in the past, but
to find a way to start over again.” Hart’s interest
The exhibition, which is open to the public, will
be supplemented with on-campus lectures about
the artist and his works. You can find speakers,
topics, and event times listed on the University
of Louisville website, as well as the locations and
hours at which you may view the collection. For
further information about Hart and his works
you can visit the official Frederick Hart website at
www.frederickhart.com.
MEMBERSHIP BENEFITS
ADFED BENEFITS –
LOCAL RESTAURANTS
•JARFI’S BISTRO
15% discount on entire check for
AdFed member plus one guest.
Excludes alcohol. Happy hour drink
prices available. Not valid on holidays.
ADFED BENEFITS –
PRODUCTS AND SERVICES
• AIK GROUP INSURANCE PROGRAM
(Associated Industries of Kentucky)
Substantial savings on insurance
coverage. Contact Mike Tolly of Willis
of Lou., Inc. at (502) 499-1891 for
insurance coverage options/ rates for
group life/health/disability/dental/
workers’ compensation insurance.
• CONCEPT DISPLAYS, INC.
2505 Technology Drive Mention
AFL affiliation and receive 10%
professional discount on trade show
displays, graphic design, P.O.P.,
large format digital printing and
rentals. First-time customers only.
For more information, contact
Don Cherrie at 499-7566 or don@
conceptdisplaysinc.com.
07 OCTOBER
24
•EAR X-TACY
1534 Bardstown Rd.
10% off all items including new/used
CDs, DVDs, records, t-shirts, posters,
books, etc. Does not include sale items
or gift certificates. Call 452-1799.
•HAIR STROBEL
2215 Frankfort Ave.
For an appointment, call Billy Strobel
at 899-9113. Wednesday is AdFed
Member Day—show your AdFed
card and receive 10% off services.
•JOHN-KENYON EYE CENTER
Receive 20% off current price of
any refractive procedure. For more
information, call 288-9011.
•KENTUCKY CENTER
15% discount on Kentucky Presents
performances including: Lonesome
Pine, Midnight Ramble, BB&T
Specials, Bank One Brings It On,
World Rhythms, etc. Based on
availability for AdFed member and
unlimited guest tickets purchased
at the same time. Call 584-7777
and reference AdFed B15 discount,
or present membership card in
person and reference B15 discount.
Does not apply to Broadway Series,
Opera, Ballet, Orchestra.
•LONG RUN GOODYEAR
12344 Shelbyville Rd.
11400 Preston Highway
5% off the price of tires and
10% off the price of service.
•LOUISVILLE MAGAZINE
Receive 1-year subscription for
discounted rate of $12. Contact
Stacey Hallahan at 625-0100, or
e-mail: [email protected].
•MARY KAY PRODUCTS
10% discount on product orders; OR
receive a free gift with $30 purchase.
For complimentary facial, color
makeover, or skin care class, call
Darlene Davenport at 937-2607,
or e-mail: darlenedav@bellsouth.
net. Gift services also available
including free gift wrapping.
•MILLER INSURANCE SERVICES
Save 10% on AdFed endorsed
Long-Term Care Insurance. Save
10%-25% on Individual Disability
Insurance. AAA rated 154-year-old
company. Contact Dave Miller, Miller
Insurance Services, (502)458-4272,
or [email protected].
•SIGN-A-RAMA DOWNTOWN
909 E. Market Street
10% off any purchase (excluding
electrical signs) of full-service
sign production and design,
including large format digital
printing and vinyl graphics. Contact
Maggie Harlow at 585-4099.
•WILD AND WOOLLY VIDEO
1021 Bardstown Road
Rent one – get one free…Monday
through Thursday. Limit: One
free rental per day. Not valid
on adult rentals. 473-0969.
www.wandwvideo.com.
•YOGAMAZING
10% off class cards (monthly
unlimited), and $2 off the drop-in
class price of $12 ($10 for AdFed
members). Call 896-YOGA
(9642) and ask for Chaz. Also
ask about their Yoga retreats.
ADFED BENEFITS – GROUP
INSURANCE PROGRAMS
•WILLIS OF LOUISVILLE
Take advantage of your AdFed
membership to reduce your
company’s health insurance cost.
The Advertising Federation of
Louisville and Willis of Kentucky
have partnered together to offer
their members discounted rates
on group health insurance. Willis,
a worldwide broker will assist
you in all aspects of employee
benefits. To obtain information on
available coverages, contact Willis
at (502) 499-1891 and let us know
you are a member of AdFed.
ADFED BENEFITS –
NATIONAL DISCOUNTS
•AAF Platinum Plus Visa
Credit Card – AAF is offering
a no-annual-fee Platinum Plus
Visa credit card program with
WorldPoints.SM Designed especially
for AAF members by MBNA America
Bank, N.A., this special program
offers a low introductory annual
percentage rate and a credit line up to
$100,000. Earn points every time you
make a purchase, and then redeem
them for cash, travel, brand name
merchandise, or gift certificates
from top retailers! Carry the only
credit card that helps support the
AAF programs and initiatives at
no additional cost to you. For more
information, call 1-800-WEB-APPLY.
•ADWEEK Magazine
Start your six-week trial subscription
to the new ADWEEK, the industry’s
first and only fully integrated print
and online news service with national
coverage in print and expandable
regional coverage online. To learn
more, call 1-800-562-2706.
•Advertising Age
Save 25% on your Advertising Age
subscription. The AAF member price
on renewals and new subscriptions
is only $74, a $25 savings off the
published subscription price of
$99. Call 1-800-678-9595, ask for
Advertising Age circulation and
identify yourself as an AAF member
to take advantage of this discount.
•Business Wire
Business Wire electronically
delivers full-text news releases
directly to editorial desktops
in newsrooms worldwide. For
more information, contact Gregg
Castano, SVP-global sales, Business
Wire, at 1-888-381-9473.
•Citizens Conferencing
AAF members receive up to 48%
savings on phone, Web, and video
conferencing services. This helpful
resource allows users to effortlessly
host conference calls for up to 50
participants at a fraction of the
other long-distance/phone costs.
To set up your AAF account, call
Citizens Conferencing Association
Group at 1-877-488-2666 or visit
www.commpartners.com/AAF.
•Cobalt Web Hosting
Cobalt, the official hosting provider
of the AAF Web site, is proud to
offer AAF members a special 10%
discount on shared Web hosting.
Cobalt hosting clients enjoy the
facilities of Intel’s Tier One Data
Center and the hands-on customer
service of Cobalt’s technical staff.
For more information on Cobalt Web
Hosting, contact 1-888-4Cobalt.
•FedEx Shipping
Through your membership in AAF,
your business can enjoy FedEx
reliability and a special savings on a
variety of FedEx services. All you have
to do is sign up. Opening an account
is free, and there is no shipping
requirement. If you already have a
FedEx account, your AAF discount can
be set up using that existing account,
no problem. For more information,
call 1-877-269-0605. Save up to 20%
on select FedEx Express services. Save
up to 13% on select FedEx Ground
services. Save up to 13% on select
FedEx Express International services.
•HERTZ
Hertz is offering AAF members up
to a 20% discount at participating
locations in the U.S. and around the
world. Please visit www.hertz.com, fill
in your reservation information and
indicate that you have a “discount,
coupon or other offer.” On the
next page, enter CDP#1570434 in
the discount plan number field.
For more information, call the
members-only reservation line at
1-800-654-2200 or your travel agent.
•Marketing Career
Network Job Bank The Marketing
Career Network combines the power
of the AAF, the American Marketing
Association, the Business Marketing
Association, the New York American
Marketing Association, and the
Promotional Marketing Association
all in one targeted job board, resulting
in maximum recruitment advertising
exposure to the largest industry
talent pool available. To participate,
visit www.aaf.org/jobs/index.html.
•MagnetMail
Create, distribute and track
high-impact HTML e-mail messages
and newsletters through MagnetMail.
This AAF endorsed, Web-based
e-marketing service allows you to
manage broadcast e-mail and faxes
with ease directly from your desktop.
Send a fax automatically to bounced
e-mail addresses and e MagnetMail
services! For more details, visit the
program Web site at www.realmagnet.
com/aaf or call 1-877-488-2666.
•MIMS INTERNATIONAL
PROINSURE/GROUP
Through PROINSURE, AAF offers its
members professional liability (errors
and omissions) insurance designed
to meet the E&O insurance needs of
the adverting profession. Through
PROBOP, AAF offers a variety of
insurance coverages to protect your
business from potential loss. For more
information, call 1-800-899-1399.
•Mutual of Omaha Insurance
Disability, life, and business
overhead expense are available to
AAF members through Mutual of
Omaha Companies. Most plans
feature reduced premiums. Simply
call 1-800-223-6927 and identify
yourself as an AAF member.
There is no cost or obligation.
For more information, visit www.
mutualofomaha.com/aaf/index.
WANT TO BE A PARTNER?
E-MAIL JARED RAPIER:
[email protected]
OR CALL THE ADFED AT
502-582-2444
CORPORATE MEMBERS
CORPORATE I
Doe Anderson
Power Creative
WDRB
CORPORATE II
Bandy Carroll Hellige
Cardinal Printing
CBS Outdoor
Clark & Riggs Printing
Creative Alliance
InsightMedia
Preferred Marketing Solutions
PriceWeber
Red7e
The Courier-Journal
WAVE
WHAS
WLKY
CORPORATE III
Alexander + Hughes, Inc.
Athens
Axxis
Berman Printing
Business First
Caesars Indiana
Contagious Advertising
Convention and Visitors Bureau
Cox Radio
Creativity Annual Awards
CurrentMarketing
Darkhorse Creative
DBS
Deckel and Moneypenny
Derby City Litho
Finelight Strategic Marketing
Communications
Frost Brown Todd
Gateway Press
Greenebaum Doll & McDonald
Home Builders Association of
Louisville
Kentucky Living Magazine
Kentucky Lottery Corporation
KFC Advertising Co-op
LeapFrog
LEO Publication
Louisville Bats
Main Line Louisville
Maker’s Mark
McCafferty & Company
Advertising
Minit-Print-It Inc.
New!West
Red Giant
SFG/Fischers
Sheehy & Associates
StrADegy Advertising
Sullivan University
Tandem Public Relations
The CW Louisville
the pepper group ltd.
The Voice Tribune
thevimarcgroupinc.
Today’s Woman
Unisource
United Mail
USA Image
Vest Advertising, Marketing and
PR
Videobred
Visual Image Systems
Visual Scientists
Welch Printing
Yum! Creative
as of 9.25.07
corporate & INDIVIDUAL membersHIP RATES
Benefits Value
• Up to 25 individual members included
(additional members: $105 each)
$3,625
• One full-page black & white ad in the Communiqué
$550
• One reserved table of 8 at (10) lunch meetings
$1,840
• Member rates for members and guests at all AdFed functions *
• Listing as corporate member in all issues of Communiqué
*
• Priority seating at all AdFed functions, including
Day at the Downs
*
• All initiation fees waived
*
• All transfer fees waived
*
• 5% tax deductible contribution to the Education Foundation
$202
• 5 complimentary YAP (Young Advertising Professional) members
$425
Total Value (if purchased separately):
$6,642+
Special Annual Corporate Membership Fee:
$4,040
CORPORATE MEMBERSHIP CLASS II
Benefits Value
• Up to 10 individual members included
(additional members: $105 each)
$1,450
• One half-page b&w ad in Communiqué
$300
• Member rates for members and guests at all AdFed functions *
• Listing as corporate member in Communiqué
*
• Priority seating at all AdFed functions, including
Day at the Downs
*
• All initiation fees waived
*
• All transfer fees waived
*
• 5% tax deductible contribution to the Education Foundation
$73
• 3 complimentary YAP (Young Advertising Professional) members $255
Total Value (if purchased separately):
$2,078+
Special Annual Corporate Membership Fee:
$1,155
CORPORATE MEMBERSHIP CLASS III
Benefits • Up to 4 individual members included
(additional members: $105 each)
• One additional YAP (Young Advertising Professional)
member for half-price
• Member rates for members and guests at all AdFed functions
• Listing as corporate member in Communiqué
• Priority seating at all AdFed functions, including
Day at the Downs
• All initiation fees waived
• All transfer fees waived
• 5% tax deductible contribution to the Education Foundation
Total Value (if purchased separately):
Special Annual Corporate Membership Fee:
INDIVIDUAL MEMBERSHIP
Membership Type
• Individual ($145/year + $25 one-time initiation fee)
• Education (full-time students or those employed full time
in any school, initiation fees waived)
• Retired (persons over 62 years old and retired, active for
10 years in the club,must make application to Executive
Director and approved by Executive Committee)
• Life Member (persons over 62 years old, outstanding
service to club for 10 years or longer, nominated by
Life Members every year)
• Young Advertising Professional (30 years old or younger, initiation fees waived)
For membership information, contact the AdFed at 502-582-2444
Value
$580
$42.50
*
*
*
*
*
$29
$651.50+
$435
Cost
$170/year
$50/year
$25/year
No charge
$85
COMMUNIQUÉ
CORPORATE MEMBERSHIP CLASS I
25
2008 executive committee
Gail Iwaniak, Presence Inc.
Chairman of the Board
Jason Lee, thevimarcgroupinc.
Education
Kimberly Nasief, KNW Ventures
Public Service
Jill Lanham, Sheehy + Associates
President
Amy Berge, Greenebaum Doll & McDonald, PLLC
Government Relations
Sam Douglass III, Visual Scientists
Special Events
Courtney Lee, Red7e
First Vice-President
Jared Rapier, Caesars Indiana
Membership
Jocelyn Eve, Humana
Young Advertising Professionals
Marybeth Peters, Finelight Strategic Marketing
Communications
Treasurer
Alan Rietze, PriceWeber
New Development
Robin Miller, Advertising Federation of Louisville
Executive Director
Henrietta Pepper, the pepper group ltd.
Branding
Julie Dryden, Advertising Federation of Louisville
Ron Jasin, MadPixel
Communications
Gary Sloboda, Bandy Carroll Hellige
Creative Competition
Matt Schulte, Horizon InSight
Diversity
Membership Coordinator
Candace Jaworski, Bisig Impact Group
Programs
Ginger Wilding Cloud, Distinctive Marketing
Solutions
Public Relations
Advertising in the Communiqué
published bi-monthly (6x/year)
07 OCTOBER
26
Communiqué is a 28-page, award-winning color professional magazine, published for and sent to Advertising Federation of Louisville members and
affiliates. It contains articles, news, editorials and information about the Louisville and national advertising communities.
Communiqué is eagerly received by agencies and the pass-along rate is high. You’ll often see it in agency lobbies.
Awards/Kudos: Communiqué has received national recognition multiple times by the American Advertising Federation.
Readership: Communiqué’s readership is estimated at 2,500 per issue.
Advertiser Receives: 10 copies of Communiqué, in addition to the ad size and type they’ve chosen.
Can there be more than one advertiser? Yes, ads are sold to multiple organizations. Covers, obviously, are exclusive in each issue.
Benefits to Advertiser: Increased brand awareness and enhanced goodwill within this tightly networked community.
Ad Sizes: 1x
3x
6x
Inside Front:
$660
$600
$540
Inside Back:
$660
$600
$540
Full Page: w 7.75"x h 10"
$550
$500
$450
Half-page hrz: w 7.75"x h 4.875"
$300
$275
$225
Half-page vrt: w 3.625"x h 10"
$300
$275
$225
One-third page hrz: w 7.5"x h 3"
$250
$225
$200
One-third page vrt: w 2.5"x h 10"
$250
$225
$200
Issue:
December 2007
Deadline
11/09/07
Color: 4-color process
Paper Sponsored by Athens
Production: Printing Sponsored by Clark & Riggs Printing; Mailing Services Sponsored by United Mail; Creative Design Services Sponsored by
Finelight Strategic Marketing Communications.
Ad Specs: Submit in a high-resolution format: 300 dpi, print or press optimized, with fonts turned to paths. Jpegs, tifs, or pdfs accepted.
Call the AdFed office at 502-582-2444 for more information.
clark &
riggs
FPO
PRSRT STD
US POSTAGE
PAID
200 Distillery Commons, Suite 100
Louisville, KY 40206
LOUISVILLE KY
PERMIT NO 879