Annual report of AAF-NM for the year Maresa served as president 2010-2011. See the amazing things the club accomplished this year including going from $22,000 in debt to profit in 1 year's time.

1. 2010-2011
Annual Report
A Story of Before and After
PO BOX 30126 ~ ABQ, NM 87190
(505) 750-3670 AAFNM@AAFNM.ORG
WWW.AAFNM.ORG

2. The Story
BEFORE AFTER
At the beginning of the fiscal year, the club was facing tremendous forces similar to how destructive
a volcano can be. But through the dedication and hard work of the board and a tremendous effort of
revitalizing the advertising community, the club was not only saved from the brink of destruction,
it is now emerging stronger than ever. This is a snapshot of the story.
2010-2011 AAF-NM BOARD OF DIRECTORS
President & Public Service Media: Maresa Thompson, Heritage Hotels & Resorts
Vice President & Education Chair: Deena Crawley, McKee Wallwork Cleveland
Past President & ADDY Event Chair: Alexis Kerschner, CNM Community College
Treasurer: Jim Fisher, UNM Daily Lobo
Executive Director: Jennifer Brower
Membership Chair: Wendy Deetz
Marketing Chair: Page Fullerton, Albuquerque the Magazine
Public Service Media Chair: Adam Greenhood, Esparza Advertising
Sponsorship Chair: Suzy Rufail, Telemundo
ADDY Judging Chair: DeAnn Sena O’Connor, DSO Creative
Speakers Chair: Nick Tauro, Vaughn Wedeen Kuhn
Social and Communications Chair: Jessica Trumble, Reelz Channel

3. New Name
BEFORE AFTER
One of the first orders of business the club undertook was to change the old name, The New
Mexico Advertising Federation, to the new, The American Advertising Federation - New Mexico.
This was to keep in line with the national naming convention standards and standardize our club.
This rebranding allowed us to take a critical look at our advertising and collateral materials.

4. Financial
Foundation
Public Service
Media Program
BEFORE AFTER
The Public Service Media Program is the foundation of all the operations and financial base for
the AAF-NM. With this program AAF-NM solicits sponsorships from various media outlets and
then re-packages these donations to sell to non-profit organizations who supply the creative and
AAF-NM their media budget. AAF-NM in turn guarantees a three to one return on investment
to the non-profits in media and this number is historically exceeded. This program, started seven
years ago, has brought thousands of dollars to AAF-NM in the past.
BEFORE:
Before we really only had a vague program with one client whom was going to reduce their annual
payment to us by $6,000. We didn’t have any formal contracts with any media and were only
offering the program on broadcast with one network station and cable. We also had no solid
prospects for future clients.

5. AFTER:
• Revised program to allow new six-month introductory clients for $18K rate.
• Now have a total of four clients (one new annual client and two new six-month clients as
well as our one existing client) totaling $96,000 income for AAF-NM. Clients are ARCA,
Catholic Charities, Make-A-Wish and El Ranchito de los Ninos.
• Revamped media sponsorships to include perks like complimentary AAF-NM memberships,
attendance to luncheons and ADDY functions, lots of publicity at AAF-NM events, included
in ADDY program and featured in an ad in Albuquerque the Magazine.
• Expanded the program for the first time to include print media and allow creative services to
donate as sponsorships.
• Have nearly $450,000 in donated media and creative services with signed media contracts
from 22 organizations including: 30 Second Street, Albuquerque Journal, Albuquerque the
Magazine, American General Media Radio, APPCityLife (iPhone App), Citadel Broadasting,
Cliffdweller Productions, Clear Channel Outdoor, Clear Channel Radio, Comcast Spotlight,
DSO Creative, Esparza Advertising, KOB-TV, KOAT-TV, KRQE News 13, New Mexico Fleet
Design, New Mexico Magazine, Southwest Productions, Univision, Quote Unquote Channel
26-27, RJC and Telemundo Nuevo Mexico.
• Have hired a professional media planner on contract to manage the program, secure affidavits
and properly service the clients.
• Have potential clients contacting us about the program for the waiting list.

6. Speaking of
Financials
BEFORE AFTER
We learned that it’s super majority important to reconcile your books. Through a series of staffing
changes it appears our books weren’t reconciled for several years. Bur thanks to countless hours of
detective work and our board member, Wendy Deetz, masochist love of numbers she uncovered
our real finances and our books are now managed and reconciled by our Executive Director on a
monthly basis.
We started the year with $20,021 in cash (checking account, money market, CDs) but also had
$22,482 in credit card debt.
We now have $12,711 in assets but only $5,628 in credit card debt. If we stick to the current
plan, the debt should be $0 by mid-July. We now have sufficient cash flow to operate
smoothly thanks to the revitalized PSM program. Also, we are now accounting for each luncheon
and are averaging a profit of $341 per luncheon.
Due to some prudent and dramatic cost cutting measures our Executive Directors was able to
save us $165/Month by doing things like utilizing her garage as our storage unit and her own
personal phone with reimbursements rather than a separate phone.

7. Luncheon
Programming
BEFORE AFTER
We’ve had a real great year with programming, and despite our financial challenges we have
managed to bring in world-class speakers to educate our members and community. For the first
time we partnered with a creative arts organization and had a wonderful turn-out for our first
luncheon in September .
• September: Joint luncheon with Creative Albuquerque. Speaker DJ Stout, Designer from
Pentagram, Austin Attendance: 154 Luncheon Profit: -$281.02
• October: Speaker John Rich, Online Advertising and New Media Guru, Atlanta
Attendance: 98 Profit: -$328.26
• November: Local Broadcast GM Panel Discussion Attendance: 115 Profit: $866.58
• February: Local Media Buyers Panel Discussion Attendance: 102 Profit: $1,093.34
• March: Speaker Paul Keister, Creative Director of goodness, mfg, Los Angeles
Attendance: 67 Profit: $339.94
• April: Speaker Andrew Ecklund, Social Media Expert, Ciceron, Minneapolis, MN
Attendance: 101 Profit: $359.30
• May: Speaker Dave Hickey, Critic, Social Pariah and Misanthrope, Albuquerque, NM
Attendance: 70 Profit: $1,264.25
• June: Speaker Tim Brunelle, New Media + Social Media jack-of-all-trades, Hello Viking,
Minneapolis, MN Attendance: TBD Luncheon Profit: TBD

8. ADDYs
Judging
BEFORE AFTER
ADDY Judging Committee 2011 Accomplishments
• Produced a list of potential judges for future use.
• Streamlined the entry intake process by producing a checklist to be used by volunteers as well
as a list of things to look out for.
• Initiated a pleasant entry intake process by writing clear entry instructions, posted on the
website for entrants.
• Initiated the Client information form where entrants must provide the contact information
for the client for which the work was done in an effort to confirm that the entry was done for
a true client, in the normal course of business.
• Cut Judging expenses by cutting the number of judges from five to four.
• Decided to rework the Meet the Judges event to be a simple social instead of a question and
answer session, this will eliminate extra burden on the judges, the need for AV equipment and
perhaps cut the event costs.
• Partnered with AAF-Colorado Springs. Judged both AAF-NM and AAF-Colorado Springs
shows in exchange AAF-Colorado Springs paid for half of all judging expenses.
• Bart Cleveland, of McKee Wallwork Cleveland, designed and got complimentary printing for
a standard certificate to be used for future AAF-NM ADDY competitions.
• Had new AAF-NM ADDY awards trophy cubes produced for future use.

9. ADDYs
Event
BEFORE AFTER
ADDY Event Committee 2011 Accomplishments
• Partnered with the students of the Art Center Design College Albuquerque to develop all
the creative for the ADDY Awards. This is the first year in the history of the New Mexico
Advertising Federation that a student creative team has been utilized and it was a resounding
success.
• Secured sponsorships for all ADDY collateral including call to entries poster, invitation and
awards books saving thousands of dollars.
• Secured event sponsorship with Hard Rock Casino and Hotel with a $27 inclusive dinner and
all complimentary use of their in-house decorations and extra room.
• The Silver Medal Awards Committee successfully surprised their worthy nominee with an
epic Wonder Woman themed video.
• Advertising legend, Rick Johnson, was honored for his contributions to the advertising
community with moving memorial video tribute.
• Albuquerque the Magazine hosted a rip-roaring pre-party playing on the Raddys theme.
• The 80s theme “The Raddys” allowed us to have the ADDY awards be an 80s themed dress-up
party and about 70% of attendees participated and dressed up.
• WE DIDN’T LOSE MONEY ON THE ADDYS! (even though entries were down)

10. Outreach &
Communications
BEFORE AFTER
Agency Plus Tour
• Took 28 students on the tour from UNM- Communications & Journalism, UNM- Anderson
Business school and the Art Center Design College
• Visited three agencies, one printer and one business (client-side)
AAF-NM Scholarship
• Discovered scholarship fund at UNM
• Awarded one scholarship of $3,000
• Refreshed scholarship terms to focus on internships
Communications
• Sporadic PR outreach to regular inclusion in business and events calendar listings
• Communication and information sharing with other MARCOM and creative groups
Social
• Took a new approach to a holiday party, from a large and costly event with decreasing
attendance to a smaller and more casual holiday social, which attracted more attendees
• Created AAF-NM Facebook page and utilized it as another outlet to communicate, celebrate
and create dialog with members and other interested parties

11. Membership
BEFORE AFTER
Due to our great PSM progarm we are able to make membership in AAF-NM very affordable. For
$300/year members can attend all of our luncheons and social programs for free, so essentially
membership = free lunch, what a deal.
BEFORE:
We didn’t have the best records of individual paying members. We discovered many people thought
they were members and have been attending our luncheons for free but haven’t actually paid due
to the fact they weren’t invoiced.
AFTER:
And now we have 36 individual members and 25 corporate members and we continue to branch
out and grow. We also have 28 complimentary members totaling 89 members.

12. Collateral
$600/ $0
Month Full
Sponsorship
A panel of local TV and
radio managers discuss the future of
broadcast media.
formerly New Mexico Advertising Federation
BEFORE AFTER
Before we were paying around $600/month to send out our monthly postcards to our mailing list.
Now we are paying $0 thanks to a full sponsorship trade with Demand Printing Solutions. The
mailer was also re-designed to be smaller and save paper and mailing costs as well as merge the
old and new brands effectively.
Coming Soon:
New website
BEFORE AFTER
The second phase of the rebrand came in April 2011 with a complete overhaul of the AAF-NM
website. The team developed new Web architecture and design. We purchased the domain name
aafnm.org. A programmer was willing to donate services, the new site should go live sometime in
July 2011 and will be much easier for everyone to update on a WordPress platform as well as save
hosting costs.