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–Thomas
Jefferson
Public Service
Advisor Update
Updated
09/04
Andrew Martineau,
National Ad 2 Public Service Chair
Email: appleg4@bellsouth.net
Jim
Dudley, National Ad 2 Public Service
Co-Chair
Email: jcopy@cox.net
Greetings from National
Ad 2 Public Service!
After an amazing display of true creativity
and the outstanding capabilities of
Ad 2 at last June's National conference
in Dallas, Texas, we find ourselves
back at the drawing board preparing
for next year's public service competition
in Nashville, Tennessee. Although some
chapters may not have begun with client
selection and campaign planning yet,
we are providing an outline below to
help guide you through the year and
make sure you're headed in the right
direction. Our goal is to see every
club represented in the 2004-2005 public
service competition.
CONTACT INFO
In order for the National Ad 2 Board
to keep tabs on each chapter and their
respective public service efforts, it’s
important that we know how to reach
you. For those of you who have not provided
contact information for your Public
Service chair, please send us all relevant
information for your club (preferably
more than one) with address, phone number,
fax, and email address. You can send
this info to Andrew Martineau at appleg4@bellsouth.net
RESOURCES
For those newcomers to Public Service,
or any chair looking for some structure,
AAF's "Public Service How To Guide"
is a great starting point. This booklet
provides a concise framework for running
your committee, from client selection
to campaign implementation. Let us know
and we can drop one -- or more -- in
the mail to you
at your request.
Please also find the National
Ad 2 Public
Service Competition Guidelines.
This document includes entry details,
including some very specific info about
the content of your written and oral
submissions. You'll also find the scoring
breakdown for the competition that should
serve as good checklist for your campaign
effort.
CLIENT SELECTION
Often an Ad 2 chapter will want to produce
work for the same client as they have
in years past or even for a few years
in a row. You do not need to have a
new client in order to submit your club's
campaign in the Public Service competition.
However, no work prior to March 1st
2004 is allowed to be entered in the
competition. We will be watching this
closely for those of you whose clubs
are producing a campaign for the same
client. Please refer to rule 9 in the
Eligibility Criteria
section of this document.
TIMELINE
A couple of chapters have inquired about
a timeline for campaign development
and implementation. Although the nature
of your client and the projects you
tackle for them will have some bearing,
here is a good gauge:
Campaign Quarter 1 (July
– Sept 2004)
- Client Selection
- Begin Pre-Campaign Research
- Initial Strategy Development
- Begin Solicitation of Vendor/Media
Support
Campaign Quarter 2 (Oct
– Dec 2004)
- Conclude Pre-Campaign Research
- Conclude Strategy Development
- Ongoing Solicitation of Vendor/Media
Support
- Creative Concept Development
- PR Plan Development
- Begin Creative Production
Campaign Quarter 3 (Jan
– Mar 2005)
- Conclude Creative Production
- Creative Testing & Research
- PR Campaign Pre-Launch
- Media Distribution
- Core Campaign Launch
- PR Campaign Launch
- AAF Club Achievement Deadline (National
Ad 2 Written)
Campaign Quarter 4 (Apr
– June 2005)
- National Advertising Conference (National
Ad 2 Oral)
ONGOING COMMUNICATION
Over the course of the next several
months, we expect to have communication
with Public Service chairs at least
once a month. We'll leave it to each
of you to contact us with any questions
or concerns that you might be facing.
Keep in mind that there are several
clubs across the country that are also
dealing with many of the same challenges
that you are. Only through open and
constructive dialogue with me can we
expect to resolve all your local issues,
while improving our national program
as well. In more clichéd terms
- help us to help you!With that being
said, we look forward to hearing from
each of you in the coming weeks and
serving as a resource for your clubs
as you move through your latest public
service effort. Please don't hesitate
to contact us when you need us. Here's
to a terrific year in Public Service!
Andrew Martineau
National Ad 2 - Public Service Chair
appleg4@bellsouth.net
Jim Dudley
National Ad 2 Public Service Co-Chair
jcopy@cox.net
Read
more about the 2005 Public Service Competition.
©2004 National
Ad 2, Division AAF. All Rights Reserved.
Questions or comments? Email webmaster.
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