Member Monday Spotlight: Ralphy Perez

Name: Ralphy Perez
Hometown: Orlando, FL
Day Job: Account Executive at Clear Channel Outdoor
Board position: VP of Development

What is the best part about your job?

I love meeting small business owners who are passionate about what they do and hearing their stories about how they started their business. It is such an honor to assist them with their advertising and being part of their growth!

How would you describe your responsibilities in a tweet (yes…160 characters or less)?

I assist businesses with outdoor advertising by managing a book of business of existing clients, while prospecting for new advertisers. Basically, I sell billboards for a living 🙂

Why did you join Ad 2 Orlando?

Being relatively new to the ad world, I needed to learn more about the industry and I enjoy being around like-minded people.

Most memorable Ad 2 moment?

Going to Ad 2 Mid-Year Conference in Tucson! It was so much fun to meet Ad 2 members from different parts of the nation and now I call these people my friends.

If you can have any dish right now, what would it be?

Fried Chicken and Waffles! This is by far the best combination in the world and if you must know, the best fried chicken & waffles are at The Coop in Winter Park! You must get the bourbon syrup with it!

Member Monday Spotlight: Lisa Esser

Name: Lisa Esser
Hometown: Willingboro, NJ
Day Job: Communications Manager at Adventist University of Health Sciences

What is the best part about your job?

I get to do my favorite thing 99% of the time: writing. And it’s really satisfying to be able to use a skill I’m passionate about to find creative solutions and support my team’s efforts.

How would you describe your responsibilities in a tweet (yes…160 characters or less)?

The office word nerd and grammar geek. I do the writing and manage social media. You could probably replace me with an autonomous thesaurus.

Why did you join Ad 2 Orlando?

I originally joined Ad 2 for all the conventional reasons: networking, portfolio/resume building, learning new skills, etc. But what I thought would become a chore, turned out to be an awesome experience both personally and professionally! I’ve made real friendships and I’m always connecting with people from varied backgrounds and industries. Ad 2 is a terrific resource for people in professions other than marketing or advertising.

Most memorable Ad 2 moment?

I’ve had some great times with Ad 2, but recently, I’ve really enjoyed my time working with the Public Service Committee. It’s a very different experience from my day job duties – pitching completely new ideas, collaborating with a client, and working on entirely new content.

If you could have any super power, what would it be and why?

Ooh, I’ve thought about this one a lot. I feel like it’s too cliche to say “flying” or “super strength”, although those would be great. I like the idea of time manipulation. I think every adult wishes they had more time to get things done, ha ha. I feel like stopping time or turning back the clock wouldn’t work out well in real life, but since when do comics factor in logic?

Introducing our 2016-2017 Public Service Virtual Agency Client…

We are beyond excited to introduce our Public Service campaign for the 2016-17 year! Interested in joining the team? We are recruiting talented and enthusiastic young professionals to be a part of our Virtual Agency campaign! It’s time to showcase your skills and give back to the local ad community.

Without further ado…drumroll please… this year’s Virtual Agency client is Collegiate Pathways – Tech Sassy Girlz! Think technology is boring and only for boys? Think again! Tech Sassy Girlz mission is to empower underrepresented middle and high school girls to pursue science, technology, engineering and mathematics (STEM) fields through college preparation, career readiness, and mentoring.

If you are interested in getting involved, here are a few reasons why getting involved with our Virtual Agency is the place to be…

  • Learn something new! You may work in a day job that keeps you focused on one facet of communications or creative. You can get the chance to dip your feet in all areas of making a communications campaign complete. Graphic designer by day, but interested in media buying by night? You got it!
  • Your opinion counts! A Virtual Agency runs like a real agency so everything is a TEAM effort so your creative and strategic thoughts will always be considered, which is why we want every member to commit to coming to the monthly meetings.
  • Give back. Decide what you have to give and we’ll take it! You will get as much out of Public Service and Ad 2 Orlando in general as you give. We’re all here to do something meaningful and great with our skills. Last year, our campaign for Fairways for Warriors placed Third Place at the Ad 2 National competition and saved 22 combat wounded warrior veterans lives!
  • Meet new friends! This one is a no-brainer. Get to work hard and play hard with people that are FUN and talented. Everyone can use a new friend. Plus, our committee meetings are never boring and we always keep you hydrated (beer and wine of course)!

Interested in getting involved? We’ve got you covered! Fill the form out below, yep it’s that easy! If you have any questions, please feel free to reach out to our Sassy lady leaders (Alicia, Karina & Liana) at

Ad 2 Orlando Seeks Local Nonprofit for Pro-Bono Marketing Campaign as Part of Public Service Initiative

ORLANDO, Fla. – (July 7, 2016) Ad 2 Orlando, a division of the American Advertising Federation comprised of advertising professionals ages 18–32, is currently accepting applications for its 2016–2017 public service client. The selected organization will receive a full-service, integrated marketing campaign completely pro-bono from Ad 2 Orlando’s nationally acclaimed, award-winning in-house digital agency.

Each year, Ad 2 chapters across the country select a local nonprofit and work with that organization to put together a complete marketing plan. These campaigns are not just theoretical — they are executed and seen through to completion, with the goal of making a real difference in each local community.

Ad 2 Orlando’s 2015-2016 client was Fairways for Warriors, a veterans charity organization that provides hope, healing and camaraderie for combat wounded veterans and their families. After identifying the specific needs of this amazing organization, Ad 2 Orlando strategized, designed and executed a full rebrand, website redesign and series of community awareness initiatives through digital, print, radio and out-of-home advertising as well as public relations tactics.

Upon completion of the campaign, Ad 2 Orlando garnered 300,000 paid media impressions, over $40,000 in donated media and more than $15,000 in earned media, valued at nearly $500,000. The campaign raised over $5,000 in donations in just one month and exceeded the goal number for new Fairways for Warriors veteran members in that same one-month period.

To be considered as the 2016–2017 public service client, nonprofit organizations can fill out the online application available here or via The top six candidates will be invited to interview with Ad 2 Orlando’s public service committee, after which a final selection will be made.

Requirements: To be eligible, nonprofits must be exempt from Federal Income Tax under Sec. 501(c)(3) or similar sect of USIR code. All applications must be received by 11:59 pm EST on Sunday, July 24, 2016.

For more information or for specific questions, please contact the Ad 2 Orlando public service team at

About Ad 2 Orlando
Ad 2 Orlando is the local young professional division of the American Advertising Federation. We represent the future of advertising, creating a means for up-and-coming professionals in the industry to gain the contacts, education and leadership opportunities they need to become tomorrow’s industry leaders. We strive to provide educational, developmental and networking opportunities while mentoring students and providing annual advertising support to nonprofit organizations in the Orlando community.

Ad 2 Contact
Alicia Abbott
Immediate Past President


Join the 2016 -2017 Ad 2 Orlando Board!

Do you like planning events, learning more about email marketing or managing social media? Are you just looking to gain new skills and make yourself more marketable to your current employer while having a good time?

If you answered yes and you’re looking to get more involved with some pretty awesome young professionals (32 & under, of course) we are now recruiting for the 2016 – 2017 Ad 2 Orlando Board of Directors. We are looking for Programs, Social Media, Fundraising chairs and more. Interested in getting involved? Fill out our application below:

How To Land a Marketing Job in Orlando

By: Tim Mehta, Public Service Marketing Lead & Marketing Strategist at Designzillas

There’s two types of people that absolutely need to read and bookmark this post.

  1. You just graduated college. Whether it’s UCF, Full Sail, Valencia or somewhere else around here. You’ve interned at a couple agencies, you’ve attended some networking events, or maybe neither. You feel like you’ve done what you need in order to land a job. But you still don’t have one lined up.
  2. You graduated college a couple years ago. You’re pretty disappointed (or straight up unhappy) with your career choice. Now you’re trying to transition into the Orlando marketing world. But you don’t know how.

I could easily say “relax, this post has you covered” but I’m not going to lie to you like that.

Orlando is riddled with young professionals hoping to become the next Gary Vaynerchuk or Seth Godin (If you don’t know who either of those people are, you are not on the right track. Google them as soon as you’ve finished reading this sentence).

But just because the volume of competition is high doesn’t mean you should lose hope. Orlando hosts so many different businesses and companies that there is always opportunity.


On Indeed alone there are almost 3,000 jobs that employers are looking to fill as of one-minute ago.

On top of that, Orlando was crowned with the highest rate of net job creation in 2015.

But no, I’m still not going to tell you to “relax, this post has you covered.” What I’m trying to say is to not lose hope so quickly.

Before we dive into these juicy tips (sounds kinda gross), let’s take a guess of some of the thoughts that you’ve been having as a frustrated marketing job hunter.


  1. I keep getting rejected because I don’t have “enough experience.”
  2. How the hell can I get experience if no one will give me a shot?
  3. I just need that one first job and then it’ll be easy from there.
  4. Even entry-level jobs are looking for 2-3 years of experience. It doesn’t make sense!
  5. I will take any marketing job at this point, I’m getting desperate.
  6. I’ve submitted my resume and cover letter to like 20 places and I haven’t heard back. What’s the deal?!
  7. What miracle do I have to pull to get a damn interview?
  8. Just because I don’t have experience doesn’t mean I wouldn’t rock that role (get it? rock…role…).

Believe me, I’ve been there. Three years after I graduated UCF, I decided to take the leap from a finance career into marketing.

Thanks to all the mistakes I made along the way, it took me a whole year to find a job.

But I don’t want the same thing to happen to you.

Listen. Literally. Say this out loud and listen to the words. “Stop. Complaining. Start. Gaining.”


For every bit of energy you spend complaining, you are wasting valuable time that you could be gaining. By gaining I mean gaining experience, gaining relationships, gaining knowledge, just getting gains!

Their Perspective

For business owners, it doesn’t make sense to hire someone with no experience. I mean, it’s a huge risk and cost to hire a new employee.
You’re a stranger, they’ve never heard of you, you don’t have directly relevant experience, and nobody recommended you. Admit it, you wouldn’t even hire you.

So what can you do? Well, this first tip is pretty obvious, but it’s the “how” part that’s the challenge…

1. Find any opportunity to gain experience (yes, I said “gain” again)


If you’re still in college, or if you can afford to, you need to find an internship and jump on that ASAP.

When you get there, you need to impress. Don’t just get stuck doing administrative work or fetching coffee for people. Ask every person you can to sit down with you and show you what they do.

And don’t just talk shop either. Ask them about what they like to do outside of work, their favorite food, whatever you can think of.

You don’t want to leave an internship with zero connections. People will remember you better if you engage in conversation beyond work. Find something that you have in common and chat about it.

Continue to ask for learning opportunities. Seriously, keep asking to learn everything you can until someone tells you no. Don’t be annoying, but be a little annoying.

Nobody is going to come and find you and ask you if you want to learn something, you have to take the wheel.



Maybe you’re in your mid-20s and you can’t afford to intern during work hours because you have a full-time job.

No worries. There’s plenty of volunteer opportunities out there where you can get your feet wet.

Reach out to local non-profits and ask if they’d like some help with their marketing. The more specific you are about how you’d like to assist, the better.

The beauty of volunteering is that you can discover what you enjoy and what you’re good at. Spend 2-3 hours a week of your own time on these types of opportunities.

Now it’s much more difficult to individually reach out to organizations who need volunteer help. I highly suggest reaching out to Ad 2 and asking about the Public Service team. You don’t need to submit a resume or go through any interviews. If you want to help, you can.

This is actually how I got the experience that I needed. I volunteered for Ad 2’s Public Service team and worked on a campaign for Save The Manatee Club in 2015. The results and references that I got from this project were the direct reason I landed my first marketing job.

It’s the easiest way to get experience that you can slap those employers in the face with and say “YES, I do have experience.”

2. Attend keynotes, events, trade shows. Get your face out there.


The word networking sounds so… dirty. That word triggers visuals of stock-photo-business people shaking hands in a well-lit room. Don’t think of that word.

Think of it as becoming familiar.

Your resume is just a piece of paper with a bunch of letters on a word doc. You need to make yourself familiar.

Science has proven that people are more inclined to like you (or call you back for an interview) if they recognize you. It’s called the “familiarity principle.” It says that “the more often a person is seen by someone, the more pleasing and likeable that person appears to be.”

For example, after you attend a keynote, stick around and mingle among the attendees. Talk about the topics of the conference, ask them questions about what they do and try to connect on any level possible.

Here’s a common mistake people make: familiarity events (see what I did there) are NOT about trying to impress people. It’s about finding commonalities and connecting with people. The “impressing” part is for later.

You have to be as authentic and genuine as possible during these events. People are attracted to that.

Let me give you an example. I went to a forum event where they had several expert speakers engaging in a discussion. Afterwards, everyone was mingling and chatting with some of the forum speakers. One of them was wearing a hat with the Florida State flag on it.

This yuppie-looking fella walks up (T-shirt, jeans and blazer) and says “Oh I bet my generations go further back then yours in Florida. Let me just put it this way – my last name is Primrose. I think my grandpa was the mayor or something like that.”

If you have ever heard a real car crash, try to re-imagine that sound right now. This type of forced self-promotion is a big no-no.

The point of attending these things is to find opportunities, not to try and create them on the spot.

It’s always good to prepare for these types of things. In the week leading up, listen to some marketing podcasts or read up on what’s going on in the marketing world (which you should be doing anyway).

The more knowledge you can drop, the better. If you can bring up a perspective or insight about something marketing-related that the other person hasn’t heard of before, it will be 10x more impressive than being named after an old mayor.

3. It’s not who you know, it’s who you reach out to.


Don’t forget to re-connect with people you already know or reach out to meet some new people.

If you had a course with a group project, reach out to some of those fellow students to see if you can get them to write up a recommendation for you on LinkedIn or even as a job reference.

For what little experience you do have, you want to leverage it as much as possible. There’s no better way to do this than establishing social proof. Once you have real people vouching for you, your credibility (and likeliness of getting hired) skyrockets.

But before you ask them for anything, do something for them. Write them a LinkedIn recommendation, share something they’ve done, or provide them with an article you recently read that you think they might find interesting. You want to give before you ask.

If you know the person well enough, they might be willing to do you a favor without receiving one first.

Just remember, reciprocity is a powerful thing. Bonus points if the favor you originally give requires more effort than the return favor you are asking from them. If they really like you, they will try to “out-do” your original favor, which is the best you can hope for.


You’re going to find yourself in a cycle. One where you look back 6 months and say “what the heck was I thinking?” This is a good thing.

If you’re looking back that far and NOT saying that, then you aren’t growing or adapting. If you’re doing it right, you’ll constantly be learning better ways of starting and advancing your career.

Try to catch yourself every time you are complaining about your job hunt and say “stop complaining, start gaining.” There is no secret formula for success, everyone’s path is different.

But the one thing I can guarantee you is that nobody has ever reached their goals by stressing themselves out. They did it by getting out there and gaining (that’s the last time, I swear) experience, knowledge and connections.

Good luck on your hunt, and please remember to bookmark this post for the next time you find yourself struggling to find a marketing job in Orlando.

AAF Most Promising Multicultural Student Program 2016

By: Taylor Moore, UCF Ad Club & AAF MPMS class of 2016


“I could just run away,” I thought as I sat in a plush armchair at the Roosevelt Hotel lobby. It was an hour into the career fair, and I had left the ballroom in a flurry of anxiety and panic.

This wasn’t working. These recruiters don’t like me, I thought. I was being too awkward, too passive. Ogilvy, Publicis, Omnicom, BBDO, DDB, TBWA—what does it all mean?

I’m not prepared enough. I’m not qualified enough. I’m not confident enough. Should I have made a portfolio? Why was I pursuing a discipline with few entry-level jobs? What was I even doing there? To calm myself, I checked my phone—Facebook, Twitter, Reddit, as if it all mattered. I tried to look busy to any casual onlookers. I contemplated staying in my hotel room until the next event. I contemplated jobs, prestige, the necessity of chairs with comfortable arms, and oblivion.

25164973931_f6cc651249_kA couple weeks ago, I was honored to be a part of the American Advertising Federation’s 2016 Most Promising Multicultural Students program in New York.

MPMS is an industry immersion and recruiting program for the nation’s top 50 minority college seniors. With the goal of promoting diversity within the field, we embarked on four packed days of agency visits, speaker panels, and workshops, which ultimately led up to a career fair and an awards luncheon. AAF selected me for their class of 2016 after a rigorous application that involved several essays and a nomination that I had received because of my involvement in Ad Club UCF.

On February 15, with high expectations, I flew to the Big Apple. Graduating this spring, I want to pursue a career in digital media and strategy, and New York is the place to be. This was the opportunity of a lifetime, and I didn’t want to waste it.

I sat in that comically ornate, godforsaken chair for 45 minutes. Staring at my notes but not reading. Sketching out detailed escape plans in my mind as if I were a prisoner and not the recipient of an astounding opportunity. Overanalyzing but—maybe—not analyzing enough.

In that moment in time, I was faced with myself, in this echo chamber of paralyzing self-doubt and than shame at that self-doubt. 24962411150_44584ea067_k

Then I did something I had never done before—I gave myself permission to fail miserably. I told myself to screw it and do the best that I could with all that I had. If New York chewed me up and spit me out, it was only one week in my life anyway.

And for that remaining hour of the fair, I killed it. I had a lot of valuable conversations with recruiters, and I learned so much more than if I had skipped town, as I had hilariously considered just 30 minutes earlier.

And from there, I had an incredible week. Our group visited General Mills, where we were met with a cereal bar and given boxes of Honey Nut Cheerios with our names on them. I got to sit at the news desk at CNN during our tour of Turner Broadcasting’s headquarters, where unfortunately I didn’t get my start as their newest anchor, but I had a fun time anyway. And at the awards luncheon, I got up on stage in front of hundreds of people and didn’t trip—not even once.

In those four days, I learned so much about the industry and my place in it, and I’m eternally grateful to the American Advertising Federation for bringing me that much closer to my dreams. I’ve also gained 49 brilliant, talented friends who are just as excited about the industry as I am, and the value of that is immeasurable.

And, perhaps most importantly, I discovered that you can’t run away from yourself. Your insecurities will follow wherever you ago, keeping you from doing what you want to do and what you need to do. They don’t scurry off when you board the plane.

So the next time you find yourself with a seemingly insurmountable challenge and voices in the back of your mind saying that you’re not good enough, tell them to shove it. You’re too busy for that crap. You’ve got somewhere to be. 25231816486_12b22e16a1_k

Meet this year’s Ad Tour stops!

Students, it’s the most anticipated time of the year…our annual Ad Tour! Join us Friday, March 4th for a citywide tour you don’t want to miss. Each stop consists of a presentation of an agency’s work and a tour of their facilities. If you’ve been curious to take a peek at what the agency life is life, or want to see where some of Orlando’s top agencies do their magic, this is a bus you’ll want to jump on!

So who do we have this year?

MMGY Global


MMGY Global is the world’s largest and most integrated global marketing firm with more than 35 years of experience in the travel, hospitality, and entertainment industries. They have offices in Orlando, New York, Madrid, and Kansas City and specialize in many areas including research, strategic communications planning and implementation, brand strategy, traditional and social media buying, public relations, website development and management and more.

Florida Hospital Corporate Marketing

fhbranding_logoDidn’t think hospitals had marketing departments? Think again! Florida Hospital Corporate Marketing is full of creatives, collaborators, artists, illustrators, writers, researchers and more that help innovate and drive initiatives that help support the marketing needs of Florida Hospital. This will definitely be a great place to check out if you’ve never been!

Cox Radio

COX Radio consists of a large portfolio of radio stations including 71 FM stations and 15AM Stations. COX Radio is owned by Cox Enterprises, the parent company to COX Media Group, which is an integrated broadcasting, publishing, and digital media company. COX Radio has multiple radio stations in Orlando, including WMMO, WCFB, WDBO, and more.

Appleton Creative

appletonAppleton Creative is an award-winning, full-service advertising & marketing agency based in Orlando that works with local, national and international clients to help them grow and flourish. Appleton Creative’s unique perspectives has gained them some well known, prestigious clients such as Orlando International Airport, Florida Hospital, Orlando Solar Bears, Hilton, Golf Channel, Hyatt Agency, CNL and more. (They also have this really cool house!)

Lawton Connect

Lawton Connect, otherwise known as Lawton Printer, was founded in 1900 by J.B. Lawton and is one of the oldest printing companies in the United States. Today, the nation’s longest consecutively family-owned printing company–Lawton Connect–continues to evolve and thrive. Anticipating the future, adopting new technologies, and constantly innovating are the key to our success, while our tradition of building trust with every client connection continues to guide our culture. Our new name reflects our ability to help our clients’ brands communicate, captivate, and connect with their unique audiences.

What a lineup! Interested in jumping on this tour? Sign up to participate for only $30 which includes a lunch. We’ll be providing transportation TO and FROM UCF. Space is limited to only 30 STUDENTS and will fill up quickly. That means you better head over to the sign up page and reserve your seat before someone snatches it up!

See you there!

Ahead of the curve or a long time coming?

Target’s latest campaign is literally “without translation!” The “Sin Traducción” campaign is Target’s bold move to reach Hispanic consumers on a more emotional level. This progressive campaign features Spanish words and moments that simply can’t be translated into English.

The Spanish words “arrullo” and “sobremesa” are the stars in the launch spots that are currently airing. Arullo (ah – roo – yoh) is used today to describe the perfect ambience and setting to put a baby to sleep, and sobremesa (soh – breh- meh – sah) is a period of time right after dinner in which family and friends linger at the dinner table to talk or spend quality time together. The ads bring these words to life and point out that, “There will always be a part of you that simply doesn’t translate.”

Unlike Target’s previous campaigns, which were tailored for general audiences, “Sin Traducción” was crafted from the start with Hispanics in mind. With 64% of the Hispanic market being born in the United States and 35% of all Hispanics speaking both English and Spanish in their homes, this campaign acknowledges and embraces this bicultural reality. The commercials portray the dual world of Hispanics as they blend their Hispanic traditions with their American culture, while highlighting the many products that Target has to offer.

The campaign also sparks a larger conversation with the Hispanic community. A social campaign by design, the commercials are branded with the hashtag #SinTraducciĂłn and are meant to open up dialogue on social media amongst consumers as well as with Target. As consumers share their opinions and provide feedback the campaign will continue to evolve and grow.

Accounting for 17% of the U.S. population and consumer spending of $1.4 trillion in 2014, Hispanic consumers buying power cannot be denied. Target’s seamless blending of cultural worlds is a pioneering campaign that represents retailer’s increasing integration of Hispanic messaging into their mainstream efforts. As more and more U.S. Hispanics grow up speaking both English and Spanish, demographic lines will continue to blur.

Is Target’s push ahead of the curve or has it been a long time coming? Check out Target’s “estrenó” (es – treh – noh: premiere; release) of “Sin Traducción” and let us know what you think.

Ad 2 2016 Election Guide

The government relations committee wants to make sure members are informed about their right to vote this upcoming election year. Members have been asking about how to vote and what’s on the ballot. Here are the answers to all your Election Day questions. Keep in mind, Ad 2 and AAF are neither endorsing nor supporting ANY CANDIDATE in the upcoming election. Please take the time to do your own research and review the candidates before you make an important decision.

Q: When is the next election?

A: March 15th is the day that Florida gets to vote for the Presidential Primary

Q: Who gets to vote?

A: Depending on which party you’re registered, you’ll be able to vote for your choice for the presidential nominee. Keep in mind, Florida is a closed primary state meaning you can only vote from the list of candidates that are running for the party that you are registered in. Ex: Republicans can only vote for Republicans and Democrats can only vote for Democrats.

Q: What if I’m a registered INDEPENDENT or No PARTY AFFILIATION?

A:  Again, Florida is a closed primary state. If you’re a registered NPA or INDEPENDENT, you won’t be able to vote for the candidates in the Republican or Democratic presidential primary. You have until February 16th, 2016 to change your party affiliation. Also, check with your local supervisor of elections office to see if there is a local race in your area taking place January 31.

Q: How do I register to vote if I am not already registered?

A: Contact your local supervisor of elections and fill out a form and turn it into them no later than FEBRUARY 16th. Here are the links to the local supervisor of elections office:

Osceola County:

Orange County:

Seminole County:

Q: What if I can’t make it to the polls on Election Day?

A: There are many other ways to vote rather than going to the polls on Election Day. You can early vote or request an absentee ballot and vote by mail. Contact your local supervisor of elections to get more details on where the early voting locations are or if you need to request an absentee ballot.

Q: I’m already registered, how can I change my address, name, or party affiliation?

A: Fill out a voter registration form and check off all that applies on the first line.

If you have any other Election Day questions or concerns, please contact Ad 2 Orlando’s government relations chair.