May 2023

Insights from Steve Pacheco

President & CEO, American Advertising Federation

Our Grass Roots Network Defines Us…But Doesn’t Limit Us

A recent visit to one of our newest AAF Chapters this month rekindled my strong belief that the AAF “Grass Roots” network is full of opportunities for growth and development—much of which is right under our noses.

So many of our AAF chapters and their broader surrounding communities have all the right ingredients for organic growth in times like these.  Our loyal local members should be encouraged to strategically take a deeper look at their Clubs and see what opportunities are right there around their home market.

And with the new Club year starting and new leadership coming in—now is the perfect time to make a list of all colleges and universities in your area and create an outreach strategy for them (include NSAC, Student Advertising Career Conference, Student American Advertising Awards, mentorships, internships and more). To remind all our members that traditional local and regional media outlets really want to be involved with their ad clubs to help build and grow their business and their professional network from inside out. And to target all of those who were once members and strayed for whatever reason who should be engaged once again from all angles of the Advertising business – sales, creative, suppliers, etc. 

You have the ability (and AAF National will provide the tools and counsel) to take a strategic approach to the year ahead.  Through proper planning, you can…

Strategically grow your membership.
Strategically plan out your full year of meetings and events.
Strategically search for new leaders to fill the specific needs of your board.
Strategically find innovative ways to partner with companies and pros in your market.

Here’s how one new local Club is doing it now…

AAFWestTennessee.com  was chartered in the Spring of 2022 after a few months of preparation work and getting everything in order. Started by a former AAF Memphis Member - Scott Williams – who is now the President & CEO at the amazing Discovery Park of America in Union City TN, and lead by President Mandy Hinson who is Director of Development forWest Tennessee PBS  this new club has quickly created a buzz in this area that borders Tennessee  and Kentucky and Missouri and Arkansas.  So while they are technically in AAF District 7, they are very close in proximity to District 9, District 10, and District 5. They are literally at the crossroads of 4 AAF Districts.

Important to note that as they were starting up this new club—they got lots of help and counsel from  their “sister” club—AAF Memphis as well as AAF National Staff (Dawn Reeves and Amanda Dehart) on  all the details of starting a new club.  Scott reports that the process was painless and easier than he  thought it would be.

I took the easy 2-hour drive from my home base in Memphis up to beautiful and scenic Union City, TN  to thank them for their support of the AAF and fill them in on all that we’re doing at the AAF to support them and the industry.  Before starting the meeting, they allowed ample time for socializing, networking and introductions across the room.  This created a sense of belonging and purpose for all who attended.  And had the added benefit of making everyone feel welcome and valued.

I was told that there are 8 colleges within two hours of Union City:

1. University of Tennessee – Martin TN
2. Union University – Jackson TN
3. Tennessee College of Applied Technology – Ripley TN
4. Lane College – Jackson TN
5. Bethel University – McKenzie TN
6. Freed Hardeman University – Henderson TN
7. Murray State University – Murray KY
8. Dyersburg Community College – Dyersburg TN

Which means that this chapter has a tremendous opportunity to develop a few new AAF College Chapters. At the May luncheon, they had invited several students from the University of Tennessee at Martin along with Robert Nanney—Chair, Department of Communications University of Tennessee at Martin and Jessica Beckham—an Assistant Professor there.  They had lots of interest in starting a new College Chapter there after hearing me speak more about AAF NSAC and our other College programs and platforms.

I had so much fun talking with this awesome group, and I expressed my gratitude to Scott and Mandy for getting this new chapter jump started and off to a solid start.  What a great group of professionals and academics—they really show the grass roots nature of what we do at the AAF in action!!  I reminded them that ADMERICA is coming up and that we’d love to see AAF West TN there.  We also talked about them having a full American Advertising Awards event in 2024.

As they built out their Board of Directors they were wise to include reps from local newspapers, local radio stations, a regional outdoor advertising company, a couple of local non-profits along with the regional PBS network, an event venue and a couple of smaller ad agencies. In short, a near perfect representation of the AAF “Grass Roots” Network that “Loves All and Serves All” and keeps us grounded in the realities of running a small or mid-sized business during challenging times.

I found many passionate people there who deeply care about their work and the Advertising industry. One local newspaper Sales Director shared some of the changes they are making on a local level to be more competitive.  It was abundantly clear to me that she is not only passionate about their local paper, but that she truly believes in the work they do and services they provide to their community. 

And it’s exactly this type of passion that drives great results and positivity for the entire region.

This area is growing and thriving in so many ways—Ford Motor Company has broken ground on Blue Oval City just an hour away in Stanton, TN where they will lead the electric revolution by creating an automotive manufacturing ecosystem in Tennessee and building two battery plants just across the state border in Glendale Kentucky, creating over 11,000 new American jobs. These facilities will reimagine how electric vehicles and batteries are designed, built, and recycled—all Built for America in America by Americans.

This presents AAF West Tennessee with a great opportunity for net new members to their club. They will prospect for these new members within Ford’s Marketing Communications, Press Relations and Local Marketing Teams in place at this new massive facility.

Stop and consider what immediate and future opportunities for growth are in your backyard and within reach for your club.

A very bright future is just ahead for AAF West Tennessee….and for your clubs and members who are seeing the value of their AAF Membership now…and in the future.

And with St. Louis just a 4-hour drive from Union City—I’m hoping we see some AAF West Tennessee Members at ADMERICA 2023 so they can get the full AAF experience, make some new friends and expand their network even more.

—Steve