A Recap of the 2011 Ad2Orlando Kickball Tournament

Yes, this tournament really happened. Working advertising professionals really did dress in ramshackle holiday costumes. They kicked giant red balls with genuine effort. They made grunting faces. And they fell down, a lot.

But don’t worry. Very few people – other than the players – saw the Fourth Annual Ad 2 Orlando Kickball Tournament take place on Sunday, November 6 at Red Bug Lake Park.

Those who were on hand for this athletic showcase saw a fierce mini-tournament of hot kickball action, consisting of five teams designated by color and holiday costumes:
–       Red, individuals as Fourth of July
–       Light Blue, Ypartnership as Columbus Day
–       Yellow, Interns and Students as Mardi Gras
–       Green, Push as St. Patrick’s Day
–       Orange, individuals as Thanksgiving

Subs, wraps, chips, water and sports drinks were supplied by Ad 2 Orlando and its sponsors, much to the delight of participants. And at around noon the action began on a balmy early-November day in Central Florida.

Actual gameplay consisted of a whole lot of what’s called “bunting.” It’s the least manly way possible to safely get on base. You just kind of sashay your leg out and barely tap the ball, then run to first screaming like a baby, hoping you don’t get pegged in the back. The only dignified method of reaching base is to boot the ball low and hard (that’s what she said) through a gap in the infield. Hence, your headline. As it turns out, some teams were better than others at this bunting and line drive business, and eventually a championship game arose from the clutter.

Left standing for the title match were the Red Fourth of July Team and the Green Push Team. It was an intense bout. Fourth of July scored once in the top of the first inning, while Push managed to sneak two across in the bottom half of the same inning. That was it for scoring. The last five innings resulted in a competitive, defensive battle with Push coming out the victor, 2-1.

There you have it. Push won the tournament, but in reality Ad 2 Orlando and all of its members won a little something that day. Players won a chance to act like children, dudes won a chance to collide full speed with chicks at first base, and old rivals got another opportunity to laser-tag each other with red rubber. It was a victory for all. Yet a humbling one. And it’s something, everyone would happily do again.

Art Hardie
Copywriter, YPARTNERSHIP

To Ad2ers and beyond:

We at Ad 2 Orlando thrive off of helping those in need – especially when we’re talking about those in need of advertising knowledge.

That’s why each year the Education Committee puts on the Ad 2 Orlando Mentorship Program. Not familiar? This is how it works: One seasoned professional within the Orlando advertising industry (the mentor) is paired with a less experienced inquiring mind (the mentee). Throughout the remainder of the year, the mentor will serve as the mentee’s voice of reason – offering advice, direction and of course, industry knowledge.

This past Tuesday at 6 p.m. marked the official kick-off of this year’s program. With a perfect venue (provided by Smokey Bones Fire & Grill on E. Colonial Drive) and an astonishing turn out, the mentorship event was an absolute success. People from all walks of marketing life were present: agency folk, public relations experts, graphic designers, freelancers and even professors came out to share their knowledge with the eager students and young professionals. The event garnered a total of 26 mentor/mentee pairs! That doesn’t include the wallflowers such as myself – the photographer – and the peeps running the show. (You guys rocked!) Oh, and did I mention we have even more mentors/mentees to pair up, consisting of people that couldn’t make it to the event!

Since a picture is worth a thousand words, I’ll let them do the talking.

So for those of you that were able to attend, this is what I captured while your brains soaked up educational nuggets – and for those of you who weren’t able to attend, this is the greatness that you missed.

Autumn Thomas
Push., Media Coordinator
Ad 2 Orlando, Socials Chair

The growth rate and astonishing increased buying power of the Hispanic consumer

“National Hispanic Heritage Month is the period from September 15 – October 15. It is a time when people recognize the contributions of Hispanic and Latino Americans to the United States and celebrate the group’s heritage and culture.

Hispanic Heritage Week was approved by President Lyndon Johnson and was expanded by President Ronald Reagan in 1988 to cover a 30-day period. It was enacted into law on August 17, 1988 on the approval of Public Law.

September 15 was chosen as the starting point for the celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. They all declared independence in 1821. In addition, Mexico, Chile and Belize celebrate their independence days on September 16, September 18, and September 21, respectively.” – Wikipedia.org

As we celebrate the contributions the Hispanic culture has provided to our society, Ad 2’s Diversity Committee has taken this opportunity to shed light on the growth rate and substantial increased buying power of the Hispanic population – data that is changing the way advertisers and marketers view the Hispanic consumer as a whole.

The incentive for companies to market, and the demand to add more bite to multicultural advertising, is seen in the fast growing Hispanic consumer market. According to Businesswire by 2016 the Hispanic demographic will comprise 17.8% of US residents and their buying power is forecast to grow 48.1% to 1.6 trillion.¹ – numbers that should not and cannot be ignored by marketers, advertising, sales, and PR professionals alike.

According to Ad Age’s Hispanic Fact Pack 2011 Edition Hispanic media spending jumped 31.3% last year to $60.7 million.²

With numbers like that, it’s no wonder that the Hispanic population has become the most sought after demographic group in the nation – in addition to becoming the most relevant topic in marketing.

Two of the most recent examples are that of Bud Light and Fiat: two powerful brands spending millions broadcasting multicultural advertising on all major US networks.  Pitbull’s Bud Light partnership features his hit song “Bon Bon” recorded in both English and Spanish.³ and Chrysler Fiat features Jennifer Lopez⁴ and her latest hit song in a series of ads for it’s latest push for the brand in nearly three decades. Pitbull crossover appeal represents a huge endorsement for marketers and has made him a huge staple for diverse consumers.

Ad Age also reports 57% of Spanish-dominant respondents and 29% of English-dominant Hispanics surveyed agreed they feel more loyalty to companies that respect their culture by advertising in Spanish.²

Suprisingly so, many companies ignore the demand of the Hispanic consumer and continue to lack in areas where other companies continue to dominate simply by including the Hispanic population in their marketing and advertising attempts.

“Last year in one of the longest advertising stalemates in TV’s up-front history, broadcast company Univision sold all its inventory before any other network. The reason, Univision’s president of advertising and sales David Lawenda says, is that some marketers are finally cluing in to the importance of marketing to Hispanics.

But it turns out not many markets really are. More than half of small, medium and large businesses in the U.S. don’t market to Hispanics, according to Los Angeles advertising agency Orcí, which surveyed senior marketers at 9,300 companies across the nation. Despite the recognition that the Latino population, an estimated 45 million to 50 million, will affect overall U.S. product and services, 82% of marketers say they have no plans to start or ramp up existing Hispanic marketing efforts.”⁵

Evidently, this type of information is key in understanding the differences in purchasing behavior from the fastest growing segment of the market – it’s even more important to those whose profession depends on reaching these same exact individuals in order to obtain market share and/or keep a competitive advantage within the marketplace.

Further more, this is a small indication as to how we are evolving into a society where diversity is no longer taboo, rather, a intricate part of the fabric that makes up our country – it is why Ad 2 Orlando is focused and dedicated in embracing the diverse set of individuals that make up our organization in order to better meet the demands of tomorrow.

The numbers are there, the demand is there – so the question now becomes: what will you or your company do to adapt to this demand in the upcoming months?

Joel A. Montilla and Kevin Clarke

Diversity Committee – Ad 2 Orlando

diversity@ad2orlando.org

1. http://www.businesswire.com/news/home/20110817006246/en/IBISWorld-Identifies-Top-10-Industries-Set-Benefit
2. http://adage.com/article/hispanic-marketing/ad-age-s-hispanic-fact-pack-guide-latino-market/228904/
3. http://adage.com/article/news/bud-light-pairs-pitbull-multicultural-campaign/230026/
4. http://adage.com/article/news/fiat-taps-jennifer-lopez-media-partnership/229743/
5. http://www.forbes.com/2010/03/03/hispanic-marketing-orci-survey-univision-cmo-network-hispanic.html

Hello my fellow Ad 2ers! Did you get a chance to attend the last Ad 2 event downtown last Thursday? Whether you were unable to attend or you were struck with a sudden onset of amnesia, read on to hear how it went down:

One of the best perks of being an Ad 2 member is getting to attend all of the industry events that they host. Last week’s event was with Disney’s Yellow Shoes, the in-house creative shop for Disney, at One-Eyed Jack’s. I mean, it doesn’t get any better than learning about all the behind-the-scenes work that goes into a Disney campaign, while sipping on a beer and rubbing elbows with your industry peers.

Once everyone had schmoozed, we were introduced to John McCall and Matt Stewart; Copywriter and Art Director extraordinaire respectfully.

I must say, there was something in their presentation for everyone:

• If you are a creative, you were probably interested in how they developed The Star Wars Branded Destination Experience for the Star Tours promotion.
• If you are a copywriter, then you would have appreciated how something as uninteresting as QR code directions, were made captivating and understandable to those who interacted with the Cirque du Soleil—La Nouba campaign.
• Media folk like me loved how TV viewers could tag commercials and promos using the Shazam app to unlock new content. This dynamic uncovered new metrics that help us to evaluate today’s interdependent relationship between TV and cellphone usage.

But that’s not all. At the end, they opened up the floor to for questions. Mike and John were asked all kinds of questions like….

• How to get a job like theirs- Keep knocking on those doors and maintain contacts
• How to be a better writer- You need to find your unique voice, keep it short, and make it good….. because no one wants to read advertising copy in the first place (except for us).

Suffice it to say, the night was a hit. A total of 71 people attended. I was excited to see all the fresh faces and potential members, each of whom was equally passionate about the biz. Lastly, I’m truly proud of the fact that, over and over again, I kept hearing how inviting and approachable everyone.

I love that Ad 2 Orlando is a hub for advice, camaraderie, and mentorship to Orlando advertising peeps and the community. Good job Ad 2!

Jennifer Laker
Media Coordinator at YPartnership

The following is an excerpt from member Danielle Dillard’s personal blog, A Healthy Pace.

Recently I had the pleasure of attending the 2011-2012 Public Service Campaign Kickoff event hosted by Ad 2 Orlando. We are lucky to have a team right here in Orlando that offers pro bono services to local non-profit organizations in need of an advertising makeover.

The event was held at the Hilton Altamonte Springs, and the presentation featured the announcement of this year’s client selection. Last year’s client was Pet Rescue by Judy. The team created an updated logo, radio spots, billboard ads, a local television ad, signage and more for the rescue shelter in Seminole county.

For those of you that weren’t there, I am sure you’re dying to know who this year’s client is. Drumroll please…The recipient for this year is Safe House of Seminole, and was selected from chosen from more than 60 applicants.

Safe House of Seminole is an emergency residential safe haven for women and their children fleeing domestic violence. During their stay, residents receive individual crisis counseling, case management, safety planning, emergency clothing and food, support groups, children’s services and personal advocacy.

I’m excited to work with such a wonderful organization dedicated to housing and improving the lives of women and children who are victims of domestic violence.

It was my first experience with Ad 2 Orlando, and the fact that I signed up online as soon as I got home – and emailed about joining the public service committee – I can tell you that it won’t be my last.

-Danielle Dillard, Ad 2 Orlando member

Check out the update below from our Government Relations Committee in regards to authorizing advertisements on school buses.


On June 14th, State Representative Bryan Nelson (R-Apopka) filed HB19, a bill that would authorize local businesses to advertise on public school buses. This bill was filed to raise revenue for the local school districts in Florida who are suffering due to the tough budget cuts in public education. Similar law already exists with success in several states, including TX and CO, with several other states supporting similar legislation. All of the revenue raised from the advertisements will remain in the local school districts.



This bill will benefit the advertisement industry by giving local businesses more opportunities to reach consumers with information about their products and services. Several companies have already expressed interest in this advertising opportunity. The bill will also benefit public education. Millions of dollars in revenue are expected to be raised overall, and a school district with 200 buses could expect to receive almost $1 million in a 4 year period based on advertising agreements.



Currently, the Florida Association of Pupil Transportation is against this bill because they believe that the advertisements will distract drivers and cause an increase in accidents. The truth is that to date, no school buses with advertisements in the US have been involved in a crash. Additionally, no advertising-related incidents have been reported for other public transportation vehicles with ads (Lynx) and their ads are substantially larger.



The Ad 2 Orlando government affairs committee will be keeping you up to date with the development of this bill. If you want to keep track of the progress of the bill online, click here: http://bit.ly/pQjrWf.

When I received the email that Ad2 was presenting The Faces of Government Relations, it sounded intriguing. I mean, I really feel guilty about my news consumption lately. Considering I’ve only really had time for a nightly DVR date with John Stewart, I feel that I haven’t been doing my part to stay in-the-know when it comes to informing myself about local government and how it affects myself and my industry on a day-to-day basis.

I didn’t have time to research the panel as I would have liked…but this afforded me the opportunity to really go into to this with an open mind. I had always seen the government, on both a local and national level, as an omnipotent body in the sky and had always felt that the sole means of communicating effectively with my elected officials was through my vote. However, this panel really illuminated the symbiotic relationship that Central Floridians have with their government and how we, especially those of us in advertising, work to achieve many of the same goals.

Once we had all grabbed some yummy cheese and wine, we took our seats and were introduced to the panel:

• Orange County Commissioner of District 4, Jennifer Thompson
• Vice President & Partner at Curley & Pynn, Dan Ward
• Manager of Government Affairs and Municipal Marketing at Advanced Disposal, Sharon Smoley

The panel was well-rounded to say the least. Whether you worked client-side, for an agency, or for the government, you were represented here. Each member was asked to introduce themselves and answer a list of questions from government co-chairs Nichole Griffin and Heather Keroes.

Sharon went first. She works with a waste management company that is contracted by local governments. (Insert trash jokes here…she didJ) Sharon is also a registered lobbyist in the state of Florida. It is her job to develop relationships with and convey her message to local and state governments on behalf of Advanced Disposal. This is a very competitive, results-focused job that requires one to be very passionate without being overly-aggressive. Sound familiar? Who knew that lobbyists were funny, open, warm, and drank wine out of plastic cups like us? More importantly, she taught us some important lessons that translate directly to the advertising/public relations industry:

• Importance of cultivating relationships and trust– Having positive relationships with those in your industry and community is a valuable commodity and personally rewarding
• Your reputation is everything– it only takes one bad decision to ruin it forever
• Educate yourself about what you need to know– It isn’t anyone else’s job to teach you the rules of how to interact with elected officials. The laws are written by government officials and mandate that the lobbyist must maintain boundaries when communicating

Dan went next. If you’ve been educated and/or worked in Orlando for any length of time, you’re well aware of the strategic marketing agency Curley & Pynn. Dan was able to break down what questions he asks clients in order to help them reach their public relations goals:

• Who do you want to reach?
• What do they know about you?
• What do you want them to know?
• What do you want them to do?

All of us in the industry ask these questions, sometimes just in a different order or to a different audience. However, they help us strategically push the right message to a targeted audience. Most importantly, Mr. Ward reminded us that listening to what you don’t want to hear will always help you in both your professional and personal lives.

Jennifer Thompson was sworn in as Orange County Commissioner for District 4 two months ago. She is also runs a marketing firm for physicians as well as a local magazine…she’s not busy at all.

Commissioner Thompson was very down-to-earth and spoke to us about her entrepreneurial past and all the things she’s learn so far during her short time in office. She’s still getting used to finding herself on the other side of the communication chain. Having worked in marketing, it was always her job to push her messaging out to the media, now the media contacts her. She has to be aware of who she talks to, how she interacts with everyone she meets, and how she utilizes social media. She willingly handed over her Facebook and Twitter passwords in order to adhere to Florida’s Sunshine law. She took us behind the curtains and gave us a first-hand look at what her schedule looks like, all the research she has to do, and how one of her goals while in office is to improve government communication as it relates to the community. She encouraged us to visit a chamber meeting, go to Tallahassee, tweet, blog, and get involved in any way that we can.

The floor was now open for the attendees to ask questions. There were questions about ethics, stabilizing the local economy, and even the legalities of directional signs. The panel’s answers were honest, politically neutral, and empathetic.

The truth is, I walked away really inspired. Everyone on the panel was so intelligent and willing to share their personal experiences, without being intimidating. They made me realize that I have a lot more power and responsibility than I thought and that I owe it to myself, my community, and my industry to get involved whether it’s through Rally in Tally or attending a Board of County Commissioners (BCC) meeting. I invite you to do the same and look forward to seeing you at the next Ad2 event.

Jennifer Laker

Yparntership

Media Coordinator

…And lessons learned from the peanut gallery – Dave Waring

Well our journey began on the road we had some good music and great conversation mixed in among the hits. Our fist stop was in Ocala where we were meeting up with Tampa and Polk County folks who were joining.

Prior to hitting the road, we exchanged walkie-talkies so we could share laughs from car to car. We also made a rule that at each stop, one person from each car had to rotate to the other car. This ended up being a great idea because it got us all acquainted with one another. I will say that it was very easy to feel comfortable with the extra members of our group.
2 lessons learned: It’s “What’s your 20?” not “What’s your 40?” And some people need to get to a missionary position before they can fully concentrate… or was it a stationary position?

Once in Pensacola we wasted no time getting checked in and immediately heading for the bar. We had a couple pre-game drinks and then got on the trolley to head over to the party for some networking, ice breaking and a scavenger hunt. It was a great first night in a place that was totally new to me.
Lesson learned: It can be both 11 p.m. and 10 p.m. in Florida at the same time.

Saturday was great! The festivities began with our morning speaker who covered mostly digital media and how it will be used in the foreseeable future. At the board meeting a lot of things were put up to discussion as well as up for voting. It was very interesting to see the inner workings of AAF and Ad 2. The lunch time speaker went over focusing on the good sides of life and business as opposed to the bad. I was able to relate to him immediately due to his motivation to excel in business with a lack of excelling in academics.
Lessons learned: For some reason, 8 a.m. comes very early in Pensacola, Nike’s original vision statement was “beat Adidas’, give four compliments to someone within the first few moments of meeting them – “You’re pretty” doesn’t count, and voting on issues is way cooler than represented.

Time for dinner, they had prepared an amazing spread along with a pianist to entertain us while we dined. Afterwards we all met downstairs for a drink in the bar area of the hotel while waiting for the trolley to pick us up and take us on the pub crawl.
Lesson learned: Some women have the god-given and very handy ability to fit 8 beers in a purse the size of my hand!

The pub crawl started at The Grand Marlin; it had an amazing view, live band, great drinks and an all-around great atmosphere. From there, we traveled to Sand Shakers then to Islanders; both fun and full of locals.
Lessons learned: It’s not PC to call it a “stripper pole”… it’s called a “dancing pole”, and Ad3 aint got nothin’ on us!

On Sunday, breakfast was followed by our last speaker who covered social media and how important it is to start utilizing it if you haven’t already. After our last board meeting, the final duty was to watch the video collaborated by Jim Clark, the 4th District Historian”. It was hilarious and a great way to finish off the conference.
Lessons learned: If you want interaction on your Facebook posts, ask an interesting, engaging question… and stop bitchin’ about everything, you damn whiner!

In a nutshell it was great experience filled with great people, great locations and great knowledge of Ad 2, AAF, and business in general.
Lesson learned: Tampa and Polk county people are great travel companions and Pensacola knows how to throw a party… and a conference. See you in Miami Ad 2 Orlando!
Cleeveley, out.