The document provides an overview of the American Advertising Federation - Central MN's (AAFCM) communications and marketing efforts for 2015-2016. Key activities included updating their website, implementing HubSpot for email marketing and inbound strategies like blogging, improving social media presence, and creating printed materials. Metrics showed increases in website visits, email engagement, social media followers, and blog views. The organization achieved its goals of promoting events, membership, and its brand across multiple channels to engage members and the community.

1. 2015 - 2016

2.
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OVERVIEW:
American Advertising Federation - Central MN (AAFCM) continually strives to sustain and further
improve our communication efforts from year to year, and 2015-2016 was no different. Over the last
12 months, our club used email, web, print and various forms of social media to communicate
information to our members, local universities and general community. We wanted to take our efforts
to the next level, so this year we invested time and dollars into new inbound marketing tools and
strategies, including HubSpot software, blogging, automated email workflows, and more.
We tasked ourselves with the following goals related to communications and marketing, as found in
our 2015-2016 strategic plan:
1. Promote and grow the AAFCM brand among members and general public across web, social
media platforms, email, printed communications, blogging, inbound marketing, etc.
2. Use multiple sources to promote programs, meetings, and events. Work with other agencies,
associations, individuals, scholarly, etc. to cross-promote applicable events, training, and
participation.
3. Promote 2015-2016 programs to members and prospective members and create membership
materials that align with our brand’s identity.
4. Implement HubSpot to expand online presence and further inbound marketing strategies.
We achieved these goals through the following activities…
WEBSITE
Our website - www.adfedcentral.com - has always been our primary communication tool for both

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members and non-members. We saw a need to take it to a new level, specifically the membership
section. Because we made several updates to our membership process and structure, we refreshed the
membership landing page and interior pages to ensure the changes were clear to current and
prospective members. We also added a blog to further extend our brand voice and reach – a bonus was
increasing our organic SEO by nearly doubling our website context in six months. Additionally, we
added contact forms throughout our site to help feed our HubSpot communication funnel.
Goals – AAFCM uses the website to: relay information about events, give agencies the ability to post
job/internship opportunities, encourage renewed/new memberships, promote our current members,
hold historical information (such as president lists, Silver Medal winners), share American Advertising
Awards information, and provide a way to get in touch with us. We’ve implemented a more effective
online system to make it simpler for users to register and pay for programs, memberships, etc. This
year, we debuted the AAFCM Blog, and began using HubSpot forms and landing pages.
Target Audience – Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community.
Budget Recap – All hosting, software, and systems related to the website are hosted pro bono by a
board member and his employer’s development company. We had three local sponsors agree to help
our club purchase a one-year HubSpot license. The monthly fee of HubSpot is $300/month. With the
support from our sponsors, our club is left with a manageable $50/month payment and a significant
upgrade to our communication efforts. Creating and implementing the strategy, concept, copywriting,

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and proofing of the site and blog were completed entirely by our board members.
Distribution System – We make a point to include our website address on all marketing materials,
promoted via social media, and mentioned during the welcome address at all of our events. It’s our
Grand Central Station for all our communication.
Results Achieved – Our site is a great resource for members and non-members alike. Visits to our
website increased by over 37% from last year (measured from March 2015 - February 2016).
Additionally, pageviews increased by more than 28% and unique visitors increased by 46% when
comparing those same time periods. We reached a wider audience and increased new site visits and in
the last year 48% of website sessions were from new visitors.
E-MAIL COMMUNICATION
Goals – Our email communications are primarily used to promote upcoming events and share club or
industry news. One of our main goals for this year was to narrow down the amount of emails and make
the blasts more readable with more ‘nuggets’ of information and takeaways. We made it a goal to
include one CTA (call to action) in each email sent. This year we took a more strategic approach with
the timing of our emails in relation to events and based on the analytics of best time for optimal open
rates.
Target Audience - Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community.

5.
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Budget Recap - All copy, design, and administration related to our emails is provided by our board
members. As mentioned in website, we had three local sponsors cover 85 percent of our HubSpot
license fees.
Distribution System – HubSpot is used for our email and analytics.
Results Achieved – Emails were delivered to an average of 445 people, and had an average of open
rate of 32%, increasing from last year with an average of 21% click through rate. Emails were much
more targeted than last year and included a variety of styles, calls to action, and ‘next steps’,
Sample – Exhibit #
SOCIAL MEDIA
Goals – As an active AAF club, our group is naturally a social bunch, and we continue to find that it’s
a useful medium for interacting with our members, students and the general public. This year we
worked to increase the number of followers on all platforms focusing primarily on Facebook, Twitter,
and LinkedIn. We also found new ways of thanking local agencies for their sponsorships/participation,
promoting Facebook posts, sharing industry news and articles, and creating photo albums.
Target Audience - Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community.
Budget Recap - We’ve spent $150 of the $200 allocated to promote Facebook posts for luncheon

6.
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events and the 2016 American Advertising Awards.
Distribution System - www.twitter.com/AAFCM, www.facebook.com/AAFCM,
www.linkedin.com/company/aaf-central-minnesota
Results Achieved – By having a dedicated ‘social media guru’ on our board, we have seen significant
gains in social media activity and interaction. In the last 12 months, our followers on Facebook have
grown by almost 7% (from 779 to 828), and our Twitter followers have grown by 296, resulting in a
gain of over 200%. We started posting on LinkedIn in 2015 as a tool to expand reach and our followers
have grown by nearly 100, which was a gain of nearly 220%.
Sample - Exhibit #
PRINTED COMMUNICATION
Goals – Print materials came in the forms of posters, post cards, and flyers for various AAFCM events.
We continued to design, print and distribute leave-behind ‘flyers’ at events that double as print pieces
to hang at local colleges, public venues, and agencies.
Target Audience - Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community.
Budget Recap – We increased our print budget to $500 at the beginning of the year. Thus far, we’ve
used $325 on print pieces. All event collateral design is done by our board or committee members. We

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have a couple local printers who support us through in-kind sponsorship, and we utilize an online print
vendor for last minute needs.
Distribution System - Includes postcards/leave-behinds, event posters, and a membership brochure.
Results Achieved – While ROI on printed collateral is hard to define, we’re a bit old fashioned in that
we like having residual brand recognition. We have printed pieces present at all events, dropped off at
local businesses and hung on bulletin boards throughout our area. Our student liaisons also bring them
along as leave-behind items when visiting local colleges. As long as our design and printing continues
to be donated, we believe this is a cost-effective, tangible means of communicating with our audiences.
Sample – Exhibit #
AAFCM BLOG
Goals – As noted, implementing HubSpot and inbound marketing practices were a huge effort for our
club in the past year. This included starting our very own AAFCM blog. Our goal was to blog at least
one time in relation to each event, and hit an average of 25 views. We wanted to have a variety of our
board members act as blog authors, and generate more leads and contacts from our blog.
Target Audience - Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community.
Budget Recap – Our board members provide all copy, design, and administration for our blog. Local
sponsors featured at events throughout the year covered the majority of HubSpot license fees.

8.
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Distribution System – Our blog is hosted on our website via HubSpot’s blogging integration. Blogs
were distributed on our site, sent out via email, and shared on social media.
Results Achieved – Our blog, which has been live since September 2015, has already gathered over
1,200 views averaging 38 views per post. Our most viewed post has 268 views alone. We have 3
differing authors of blogs to give fresh perspective. We have been able to provide pre-luncheon
interviews with upcoming speakers, full event recaps, and club news through our blog. Including calls
to action (typically event registration) in our blogs has resulted in 55 actions completed through our
blog alone. In February 2016 alone our blog views increased by 603% thanks to our American
Advertising Awards content and other annual event for students.
Sample – Exhibit #
SELF PROMOTION
AAFCM has worked on unifying the overall look and feel of our self-promotion this year. We also
sought ways to make our board feel as though they were part of the team by creating an AAFCM
‘swag store’ for members to purchase clothing and promotional items with our logo. This year, our
club took new headshots of everyone who serves on our Board of Directors. Our big initiative for self-
promotion this year was the investment in HubSpot and inbound marketing efforts. Using a blog,
automated workflows, emails, and landing pages has helped us take club promotion to the next level.
Goals – Our communication goals were created around ways to illustrate the benefit of becoming a
member and/or participating in our rich programming events. We also aimed to unify our board and
create the sense that they are a great part of the effort to promote our club and make a difference in the

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advertising community. Taking steps toward newer trends in marketing showed our investment and
continual advancement and education in the world of marketing.
Target Audience - Local college students and instructors, agencies, in-house marketing teams,
members (current and prospective), other community-oriented organizations, board members, and the
community at large.
Budget Recap – We budgeted a total of $1,400 toward our club’s communication efforts this year, a
30% increase from last year and more than the club has ever spent on self-promotion. We allocated
$600 for Hubspot ($50/mo.), $100 to purchase our exclusive BOD tee shirt for new board members,
$500 for printing collateral, and $200 for Facebook boosted/promoted posts and ads. The investment
has made a noticeable impact on our bottom line, but was a strategic investment for the long-term.
Distribution System – Our brand has been incorporated in all of our marketing pieces, including logo,
website, emails, blogs, landing pages, cards, social graphics, membership forms and takeaway flyers.
Results Achieved – Our new strategy for self-promotion is gaining attention of our members and the
community. Our membership format entices new members and gives satisfaction to those who are part
of our club. With consistency, our partnerships with local colleges are growing. We’ve seen increased
ADDY participation (this year alone we had 375 entries, almost 50 more than 2015), and we have
more students and professionals inquiring about our club and how they can stay in the loop. The
Central MN Chapter of AAF is alive, thriving, and growing!

10. EXHIBIT #1.1
WEBSITE: www.adfedcentral.com Home Page

11. EXHIBIT #1.1
WEBSITE: www.adfedcentral.com VAriety of website sliders (throughout the year)

12. Go to this reporthttp://www.adfedcentral.com ­ http://w…
www.adfedcentral.com
Feb 28, 2015 ­ Feb 27, 2016Audience Overview
Language Sessions % Sessions
1. en­us 11,032 90.51%
2. (not set) 669 5.49%
3. en 157 1.29%
4. pt­br 107 0.88%
5. en­gb 33 0.27%
6. it­it 25 0.21%
7. pt­pt 17 0.14%
8. c 15 0.12%
9. ru 13 0.11%
10. es­es 12 0.10%
Overview
Sessions
April 2015 July 2015 October 2015 January 2016
200200
400400
Sessions
12,189
Users
6,071
Pageviews
32,267
Pages / Session
2.65
Avg. Session Duration
00:02:04
Bounce Rate
51.73%
% New Sessions
48.24%
Returning Visitor New Visitor
48.3%
51.7%
All Users
100.00% Sessions
EXHIBIT #1.1
WEBSITE: www.adfedcentral.com Google analytics audience overview, Feb 28, 2015 - Feb 27, 2016

13. Go to this reporthttp://www.adfedcentral.com ­ http://w…
www.adfedcentral.com
Feb 28, 2015 ­ Feb 27, 2016
Compare to: Feb 28, 2014 ­ Feb 27, 2015
Audience Overview
Feb 28, 2015 ­ Feb 27, 2016
Feb 28, 2014 ­ Feb 27, 2015
% Change
Feb 28, 2015 ­ Feb 27, 2016
Feb 28, 2014 ­ Feb 27, 2015
% Change
Language Sessions % Sessions
1. en­us
11,032 90.51%
8,205 93.23%
34.45% ­2.92%
2. (not set)
669 5.49%
0 0.00%
100.00% 100.00%
3. en
Overview
Feb 28, 2015 ­ Feb 27, 2016
Feb 28, 2014 ­ Feb 27, 2015
Feb 28, 2015 ­ Feb 27, 2016: Sessions
Feb 28, 2014 ­ Feb 27, 2015: Sessions
April 2015 July 2015 October 2015 January 2016
200200
400400
Sessions
38.50%
12,189 vs 8,801
Users
47.21%
6,071 vs 4,124
Pageviews
29.01%
32,267 vs 25,011
Pages / Session
­6.85%
2.65 vs 2.84
Avg. Session Duration
5.14%
00:02:04 vs 00:01:58
Bounce Rate
19.30%
51.73% vs 43.36%
% New Sessions
9.14%
48.24% vs 44.20%
Returning Visitor New Visitor
48.3%
51.7%
44.2%
55.8%
All Users
+0.00% Sessions
EXHIBIT #1.1
WEBSITE: www.adfedcentral.com Google analytics comparison over last year

14. EXHIBIT #1.2
WEBSITE: www.adfedcentral.com /addys2016/ American advertising awards site

15. EXHIBIT #1.2
WEBSITE: www.adfedcentral.com /addys2016/ American advertising awards site

16. EXHIBIT #1.2
WEBSITE: www.adfedcentral.com /addys2016/ American advertising awards site

17. EXHIBIT #2
email communication: EVENT promotion

18. EXHIBIT #2
email communication: EVENt promotion & club information

19. EXHIBIT #2
email communication: general programming promotion

20. EXHIBIT #2
email communication: EMAIL ANALYTICS & website visits via email info

21. EXHIBIT #3
SOcial media: Facebook stats

22. EXHIBIT #3
SOcial media: AAF - CEntral Minnesota facebook page

23. EXHIBIT #3
SOcial media: event promotion Facebook posts - GFDA

24. EXHIBIT #3
SOcial media: Facebook posts - ERICA hanna

25. EXHIBIT #3
SOcial media: Facebook posts & cover image - chris schermer

26. EXHIBIT #3
SOcial media: Facebook posts

27. EXHIBIT #3
SOcial media: Facebook photos

28. EXHIBIT #3
SOcial media: hubspot social analytics

29. EXHIBIT #3
SOcial media: hubspot social analytics

30. EXHIBIT #3
SOcial media: hubspot social analytics

31. EXHIBIT #3
SOcial media: hubspot social analytics

32. EXHIBIT #3
SOcial media: twitter homepage & posts

33. EXHIBIT #3
SOcial media: twitter posts

34. EXHIBIT #3
SOcial media: twitter postS

35. EXHIBIT #3
SOcial media: American advertising awards Twitter postS

36. SOcial media: linkedin analytics
EXHIBIT #3

37. EXHIBIT #3
SOcial media: Linkedin Analytics

38. SOcial media: Linkedin postS
EXHIBIT #3

39. SOcial media: Linkedin postS
EXHIBIT #3

40. SOcial media: Linkedin postS
EXHIBIT #3

41. printed communication: CMYK EVENT MATERIALS
EXHIBIT #4

42. EXHIBIT #4
printed communication: GFDA Poster and postcard
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11:30AM//24SEPTEMBER
What are you doing with your life? If it’s not something
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the start-up company that began at the crossroads of
intense passion and bold action.
GOODFUCKINGDESIGNADVICE
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The kick-in-the-rear you
need to make it happen.

43. EXHIBIT #4
printed communication: october LUNCHEON postcard
IsSocialMediaWorth
theInvestment?Social media ROI is real and attainable. Discover tactics
to help you measure if you’re getting your money’s worth.
This luncheon is FREE for AAFCM Members. // Lunch included in entry fee.
Off-street and local city lot parking is available.
Pro
Member
Pro
Non-Member
Student
Member
Student
Non-Member
$20 $35 $20
octoberluncheon
20
15
oct.22 11:30 -1 St.CloudStateWelcomeCenter
3555thaves,st.cloud,mn
Register Today: AdfedCentral.com
$10Free Free

44. EXHIBIT #4
printed communication: REGENCY creative club American advertising awards Call For entries

45. printed communication: REGENCY creative club AAA Winner’s book
EXHIBIT #4

46. EXHIBIT #4
printed communication: REGENCY creative club AAA invite (with customized golf tee)

47. EXHIBIT #5
BLOG: Blog posts and site

48. EXHIBIT #5
BLOG: Blog POSTS

49. EXHIBIT #5
BLOG: Blog POSTS

50. EXHIBIT #5
BLOG: Blog POSTS

51. EXHIBIT #6
Self promotion: Do awesome wherever you are t-shirts (for our BOD) and name tags

52. Today’s day and age demands
connections and, we, the American
Advertising Federation of Central
Minnesota (AAFCM) exist to facilitate
and celebrate that demand.
Whether you’re a marketer, designer,
creative guru, account person, student,
small business owner who’s the marketing
manager by default or just someone
who likes to associate with cool people,
AAFCM is the place for you to build
your personal brand as well as grow
awareness of your company through
smart (and fun) networking initiatives.
Our diverse line-up of programs
will give you a well-rounded
understanding of the crazy industry
we dedicate a majority of our waking
hours to and give you the opportunity
to expand your skill set and your
network in the process.
AAFCM membership spans all
disciplines and ages and cuts across
traditional as well as emerging
mediums. We encourage professional
excellence and integrity and work
to develop the next generation
of advertising, marketing and
communications professionals.
By becoming a member of AAFCM,
you’re positioning yourself with our
industry’s crème de la crème at a
local, regional and national level.
Plus, you’re getting discounts, career
advice from seasoned industry vets
and most importantly, a network of
connection-hungry individuals (just
like you) who are ready to push their
career forward. Let AAFCM bring you
into the loop.
JointheClub
TheUnifyingVoice
ofAdvertising
AdfedCentral.com | 8th
District
MembershipBrochure
8th
District
EDUCATIONAL:
While most people enjoy an
excuse to ditch out of the office
for an extended lunch hour
or early happy hour, we want
every attendee to leave with
takeaways that can serve as key
talking points at their respective
office and be implemented
within the workplace.
1. NETWORKING: Members represent the top marketers, agencies
and industry suppliers in Central Minnesota.
2. MONTHLY MEMBER EVENTS: Take advantage of a variety of
fun, professional development opportunities.
3. VALUE: Every 4th person to join within the same professional
organization is FREE.
4. PROFESSIONAL EDUCATION: Conferences, workshops,
networking and other tools available to members only.
5. American Advertising Awards® Receive discounted submission
to participate in the worlds largest advertising competition.
6. JOB POSTINGS: Local advertising and marketing jobs are posted
on the AAFCM website.
7. NATIONAL ORGANIZATION: Gain access to 40,000+
communications professionals in the national AAF organization.
8. BUSINESS DISCOUNTS: Get discounts with national companies
like FedEx, Hertz and others.
9. ONLINE RESOURCES: Interact with members online, through
our website, Facebook page and other resources.
10. PUBLIC SERVICE: Benefit local non-profit organizations by
providing marketing, advertising & PR counsel and services.
Programming is the pulse of our organization. Year after
year we seek out a diverse line-up of speakers to give talks
that are idea-focused and cover a wide range of subjects.
Regardless of who they are, what they do and where they
do it – it’s their message that counts.
IfyouattendanAAFCMlecture,
wecanguaranteethelecturewillbe:
DELICIOUS:
Typically we have our
lectures over the lunch
hour, so your entry into
the event will include
a catered meal ranging
from traditional wraps
and sandwiches to sushi
or gourmet pizza. We
promise it’s much better
than the leftovers you
usually eat.
MOTIVATING:
As communicators,
we’re busy. Very busy.
We get tired. We get
burned out. Sometimes
coming to an AAFCM
lecture is just what the
doctor ordered to help
reignite your creative
juices and/or get you
thinking about a
problem differently.
ENTERTAINING:
We’re not the boring, required
biology class you had to take
in college. We want your time
spent at our event to be fun
and engaging. What’s nice
about AAFCM events is that
everyone has one thing in
common – their career. Don’t
be shy - start a conversation!
AAFCMBenefits
• American Advertising Awards®
• 1x1 Art Gala
• Student Design Challenge
• Student Portfolio Reviews
• Agency Crawl & Panel Workshops
We also host other events
throughout the year, including:
JOB BANK: The AAF Job Bank puts
you directly in front of job seekers
or employers in your industry.
FEDEX SHIPPING: Enjoy FedEx
reliability and special savings on
a variety of FedEx Services.
ADWEEK: Get a substantially
discounted subscription price.
MUTUAL OF OMAHA: Disability,
Life and Business Overhead
Expense coverages are available.
HERTZ: AAF members save
up to a 20% discount at
participating US locations
and around the world.
Additional Perks(Yes, there’s more!)
VisitAdfedCentral.com
to learn more about
these great events.
*Register via the
application enclosed or at
AdfedCentral.com/membership
Annual AAFCM Rates
Pro member- $125
Sole Proprietor/
Freelancer- $75
Student Member- $3o
*Membership renewal is
due every June
MembershipBrochure
8th
District
EXHIBIT #6
Self promotion: Membership brochure

53. we'rethankful!
You
betcha...
EXHIBIT #6
Self promotion: Thank you card

54. EXHIBIT #6
Self promotion: SWAG STORE