AAF Space Coast Reaches Out to Business Community

By Ken Datzman, Brevard Business News, November 16, 2015

As the advertising industry begins to strengthen across the various platforms, the local affiliate of the longstanding American Advertising Federation sees this as an opportune time to make a push to grow its membership by appealing to a broader base of businesses in the region.

The Space Coast Chapter of the American Advertising Federation has had a presence in this market for more than 25 years, long being the association known for bringing together area professionals within all facets of the industry. Chapter members represent advertising agencies, marketing firms, web–design businesses, print publications, video–production companies, promotional products retailers, information technology ventures, and other types of entities.

“Our tagline is, ‘If you are in business, you are in advertising.’ The Space Coast Chapter’s focus this year is to reach out and try to pull in a broader base of the business community as members of our organization,” said Eric Needle, the 2015–2016 president of AAF Space Coast and the marketing director for Artemis—The IT Company.

Needle added that AAF Space Coast “has been around for years. The landscape within our industry has changed and I don’t think the business community is fully aware of who we are. Fifteen years ago a lot of people knew about Ad Fed, where to go for advertising, and the organizations that support it. So we’re looking to raise our visibility in the business community and hopefully attract new members as well as former members who have drifted away.”

Annual membership in the Space Coast Chapter starts at $80.

He said his vision for the organization, which is part of the American Advertising Federation’s 4th District, is
threefold: to see area businesses use the chapter as a resource; to see the sizable businesses in the region contribute “time, talent, and treasure” to gain value; and to offer scholarships to area students seeking degrees in marketing, communications, and advertising–related fields.

Through the recession, a lot of businesses tried their hand at crafting their own advertising strategies and producing their own marketing and promotional materials. “As the economy improves, I think the day of ‘do–it–yourself advertising‘ is over,” said Needle.

“If you are building a website, for example, you need a professional to help you be found on search engines. There is so much noise and competition that it is hard to be found in the marketplace — and people are waking up to this reality. Ad Fed is the place to start when you are ready to grow your business. I think the need for AAF–SC has never been greater.”

Madison Conradis, marketing director of Your Logo by Geiger, a full–service promotional products company in Melbourne, is the president–elect of AAF Space Coast. Conradis is a second–generation Ad Fed member. Her mother is longtime area entrepreneur Cathy Bell, owner of Your Logo by Geiger.

Conradis said the association “is trying to provide more value to its members. And part of that initiative centers on bringing in very informative and enlightening speakers for our events. We’re also working to make our events more fun. We have a lot of projects going on right now that we think will help our organization appeal to more business people in the county.”

Head Shot Social

One of those events is upcoming. The Space Coast Chapter will host a “Head Shot Social” with a LinkedIn presentation beginning at 5 p.m. on Thursday, Nov. 19, at NuVantage Insurance in the Eau Gallie Arts District of Melbourne. The address is 1482 Pineapple Ave.

Josh Adams of local firm Rock Paper Simple will be giving the LinkedIn talk targeting business professionals.

“He’ll be talking about how people can use LinkedIn to connect in a business–to–business environment, and much more,” said Needle. “It should be a fun, active meeting with all the things we have planned.”

Attendees will have the opportunity to sit for a professional heat shot taken by photographer Dominic Agostini. The cost to attend the function, which is open to the public, is $25 for members and $35 for guests.

Tickets can be purchased at AAFSpaceCoast.org.

“The price is a bargain because it includes a professional head shot,” said businessman Bill Williams, the chapter’s veteran government relations chairman and owner of 27–year–old A Cut Above Video Productions,the second oldest firm of its kind in Brevard County. “A current head shot is something every businessperson should have.”

“We are looking to bring a nice mix of people to this event,” said Conradis, adding that there will be appetizers and a cash bar available for the social.

The Space Coast Chapter hosts a variety of social gatherings throughout the year, including “coffee meets” in the mornings at different coffee shops in the area. Check the website for the times, dates, and locations.

In addition to Needle and Conradis, the executive officers of the Space Coast Chapter include Susan McGrath, treasurer; Emma Richard of Ocean Partners Associates in Cocoa Beach, secretary; and Jackie Barker of Sky Advertising in Satellite Beach, past president.

Advocacy for the Advertising industry in Tallahassee

Recently, the executive leadership of the Space Coast Chapter traveled to Tallahassee to take part in the annual “Advertising Day,” joining with Ad Fed members from across the state. They met with local senators and representatives to discuss how advertising fuels Florida’s economy and discussed issues impacting the industry.

The main message of the trip was that advertising is often a “leading indicator” of the “state of the economy.” And the advertising market is bouncing back. By 2019, businesses will spend more than $100 billion on search marketing, display advertising, social–media marketing, and e–mail marketing, according to a report by Forrester Research.

Williams, Conradis, and Needle led the local delegation in Tallahassee. Williams has been the chapter’s government relations chairman for more than a decade. “Bill knows his way around the Capitol building as well as anyone,” said Needle. “He’s doing a great job mentoring us.”

A topic of conversation centered on a potential “film–incentive bill” that would help Florida compete with other states for movie and production jobs, as well as encourage tourism, said Williams, whose company does video production for business and government markets.

“That’s a very important issue right now. Florida wants to level the playing field so it can better compete against states such as Georgia for film production and jobs,” he said.

Film Florida, the trade association representing the various interests of the entertainment production industries throughout the state, is organizing a series of industry forums and workshops. The purpose of these events is to identify the most effective strategies that will help create a consistent public policy which will allow the industry to achieve both short–term and long–term sustainable solutions for growing the film, television, digital media, and other entertainment production industries in Florida.

The intent of the bill that failed to become law this past year was to provide tax incentives to the film industry so that Florida “can compete more favorably with our neighbor to the north, Georgia,” says Needle.

Those who participated in “Advertising Day” got a “crash course” in how state government works and the “value that advocacy has to our clubs, to our businesses, and to our clients,” he said.

Needle said it was an “amazing session in Tallahassee. Our delegation met with all of our state legislators, including Senate President Andy Gardiner and Ryan Smith of House Speaker’s Steve Crisafulli’s office. We connected with representatives Ritch Workman, Tom Goodson, John Tobia, and Senator Thad Altman’s office.”

He added, “The Space Coast has a rare connection to leadership this term, and our team had an excellent session at a time when few organizations were in the Capitol.”

This was the first time in recent history the AAF’s 4th District chose to conduct Advertising Day during fall committee meetings instead of a date when the legislature is in session. The date change allowed Ad Fed members to meet with and educate their legislators before bills are finalized.

As chapter president, Needle says his organization is inviting, “those who are in business—and those in the business of advertising—to get more closely involved with the Space Coast Chapter of the American Advertising Federation. Our goal is to grow business and opportunity by connecting companies with the talent Brevard County has to offer within this dynamic industry.”

For more information, visit aafspacecoast.org.