The 2004 Betty Riehl Excellence in Service Award was presented to Jay Hagins, executive director, Houston Advertising Federation (HAF). Hagins has been actively involved with the HAF for over 30 years, is a past president and a Silver Medal recipient. With Hagins' direction the HAF developed three levels of educational programming designed to reach different membership segments: niche programs to aid small agencies and freelancers; professional development programs to help increase member skills and marketability; and monthly membership luncheons to bring community to the entire membership. Such programming has increased attendance and has improved membership value.