Category: Stuff

Role/years with AAF Buffalo: Secretary starting July 2017, board member since January 2016

Occupation: Marketing Manager at NOCO

Where do you work, and what does your role entail?

I have worked at NOCO for 4 years. I started out as a graphic designer and was recently promoted to marketing manager of the NOCO Express division. I assist in developing marketing plans and strategies for all 39 NOCO Express stores and manage a graphic designer, including assigning daily tasks and providing art direction on all projects. I also help collaborate and design larger projects including store redesigns and billboards.

What drove you to get into the advertising/marketing business? I have always had a passion for art and design and began my career as a designer in 2003. For 8 years, I worked as a free-lancer and developed all print material and websites for a furniture company. In 2010, I decided to pursue my passion and I went back to school for Communication Design at Buffalo State College. I’ve worked as a graphic designer and marketing specialist at two local companies and in February, I was promoted to Marketing Manager at NOCO.

What do you like best about what you do? I love being able to solve problems for my client. As a designer, I attempt to put multiple elements together, and turn it into a story or a statement to attract the viewer. There are many ways to achieve it since everyone has a different style but when you are finished, your work is a reflection of you as well. It’s an amazing feeling to hand a project over to a client and to see them so excited about the result.

What do you find challenging in our industry? Pleasing the client even when you feel it might not be the best option is a difficult part of being a designer. We can fight for what we believe will work best and explain why but in the end, it is the client’s decision and we have to be okay with that. Some designers have the freedom to pick and choose what projects they want to work on but in the corporate environment we are at the mercy of our clients and managers and it is important to be respectful of their requests.

What advice do you have for emerging talent in your field? Always be willing to learn and enhance your skillset. I am fortunate enough to work for a company that really cares about their employees’ development and I’ve had many opportunities to attend workshops, conferences, leadership classes, etc. If you desire to move up in your career, not only will having these new and different skills boost your skillset but your drive and willingness to learn will put you at the top of the list for promotions within the company.

What was your first job? Sandwich Artist at Subway when I was 16. I somehow managed to incorporate art in to all of my jobs!

What’s the last thing you read? The Handmaid’s Tale. I actually listened to it while in the car and traveling. The Hulu series was great too!

What’s your favorite hidden gem in WNY? I used to love sitting at the top of the toboggan shoots at Chestnut Ridge at night to look at the city lights and the stars. Since I live in the Northtowns now, I don’t get to do much of that anymore.

 

Let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo? I first learned about AAF Buffalo (known as Ad Club back then) as a student at Buff State. The events and portfolio review really helped me to connect with others and learn more about the careers in advertising. After graduating, I was excited to become part of the club that helped me through school and to give back to others as well. I also joined to continue to learn more about the advertising community, network, and enhance my resume.

What role(s) do you play on the AAF Buffalo board? I have been on the board since January 2016 and recently took on the role of Secretary in July 2017. I am on the programming committee and have helped plan a few events as well as design artwork.

What has been your proudest moment in your role on the board? Receiving the AAF Achievement Awards and Club of the Year in New Orleans. I’m proud to be a part of a club that works so hard and then to see how that work has paid off was pretty awesome.

What’s your favorite AAF Buffalo event? The Big Tip-Off – you really get to know many of the players at the local agencies and have the opportunity to network with others as well. It is a time to have fun with your coworkers and friends outside of the workplace, but also to give to a scholarship fund that supports local students in programs related to our industry.

What do you enjoy most about AAF Buffalo? The people – we know how to have a good time but also how to work hard when it matters most. I will definitely continue the friendships I’ve made long after I leave the board.

How has AAF Buffalo impacted you professionally? I’ve had the chance to wear a few different hats outside of my job title. I have planned events, coordinated with speakers, and even had a chance to speak on a panel. It has allowed me to step out of my comfort zone and do things that I might not have had the chance to do in my current position.  

Why would you encourage others to join AAF Buffalo? It’s a great way to network and learn more about your field. We bring in speakers from all different careers in the advertising industry and also have a few workshops throughout the year where you can learn new skills. And then of course there are the ADDY’s where you can enter your work and hopefully win some awards to add to your resume!

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Recently my term as president of AAF Buffalo came to an end. Yep, three years leading the club and six years total on the board, I’m finally done. And some thought I would never leave!

 

This blog post has been a challenge for me to write. Maybe because it signifies the end of a great journey or I just wasn’t sure what to say. So here is my story about my time with the club and the great people I met along the way.

How it all started

It all began in 2011, I had changed jobs at the beginning of that year and was excited about trying out a new career path. Well, a few months after starting that job, there was some uncertainty about the future. It was a wakeup call, what would I do if I suddenly had to find another job?  I didn’t know many people in the industry, I had only the contacts from my first job and that didn’t seem like enough.

I was always familiar with the Advertising Club of Buffalo and talked to a few people about getting involved. I had never been on a board before, but knew I had to do something to get connected professionally. That summer, I threw my name in for a spot on the board of directors. It didn’t seem like much of a risk because I didn’t think I would make it. I obviously did and it created more opportunities than I could ever imagine.

 

The Treasurer Years

Most people spend time on the board as a regular board member and work their way up the ladder to a leadership position. I, on the other hand, started right off as treasurer. How did that happen? Well, I actually missed the first meeting that year. Yes, my first ever board meeting. Maybe it was the fact that I worked at a bank or that was my punishment for missing the meeting, but they asked me to take on this role, so I did.

Cait Zulewski was the outgoing treasurer and seemed very eager to move on from the role. During my first meeting, she handed me a box full of binders, checks and more. That was how the torch was passed and I suddenly had a lot of responsibility. Cait taught me everything I needed to know for the role and I spent a lot of the first year adjusting to it. Her biggest piece of advice from day one was “always pay Tina first.” She of course meant Tina Pastwik, the club’s admin. I learned quickly why that was valuable advice because Tina is the backbone of the club. She was there to support me at every turn and I never would have made it as treasurer and then president without Tina’s guidance.

When Charlie Fashana took over as president in my second year, he asked me to stick with him through his term, so I was in for two more years as treasurer. My biggest highlight in this role was helping the club achieve financial stability. Not an easy task, but it helped us take on new events, increase our scholarship fund and grow the club. I was pretty satisfied with my work over three years in this position, but it didn’t seem like enough. I really didn’t want my time with the club to only be in this role.  As Charlie’s two year term was nearing an end, he was seeking out the next president. I didn’t show any interest at first, it wasn’t even a thought that I could be president. However, the opportunity was right there and I took a chance that turned out to be one of the best decisions of my life.

 

President 

When I took over as president in the summer of 2014, I quickly realized it was going to be no easy task.  I had to figure out how to motivate a board of 17 volunteers, keep membership and financials healthy and deliver quality events.  We did just that, but in some respects I felt like I just kept the lights on in that first year. I wanted something more from my time as president. I wanted to leave an impact.

In year two, I started to discover more about who the club is and our affiliation to the American Advertising Federation (AAF). I always knew we were part of the AAF, but wasn’t sure what that meant other than the yearly American Advertising Awards competition. That fall, I went to Washington DC for our district conference. This was eye opening for me. I met leaders of other clubs in our district, found they shared similar challenges to us and brought home some great ideas to implement in Buffalo.  Looking back, this started the club down a new path. Later that year, we entered the AAF’s achievement awards, a program that recognizes outstanding accomplishments of its affiliated advertising clubs and to showcase the programs and projects that these clubs undertake each year. I had no idea this existed, but we learned about it at the district conference and decided to dip our toes in the water. Thanks to the help of Corey Crossman, who may or may not have pulled an all-nighter preparing awards entries; we entered into three categories, Advertising Education, Communications and Programming.  Much to our surprise, we won first place in all three. This was my proudest moment in year two as president!  Volunteering on a board can be thankless at times, but these awards were a testament to a strong board of directors and to the members who support us.

That June, Kyle Rogers and I went to Anaheim for our first trip to the AAF national conference and to receive these awards.  We left there with a challenge. Joanne Schecter from the AAF said to me “Buffalo, Club of the Year next year, I know you guys can do it.” I left there thinking, why not us? We just put Buffalo on the AAF map, let’s go for it.

Club of the Year

Before we get into this part of the story, you may be wondering how I ended up as president for a third year, or maybe not. Well, it all happened because Corey Crossman was set to take over for me after year two. However, you may recall his blog post from last summer about how love pulled him away from the club and Buffalo. I have no doubt he would have done great things leading the club, but I knew I needed to stick around one more year to find the next leader.

I didn’t really expect a third year so it presented the opportunity to go for club of the year. The achievement awards are a great recognition for the work of the AAF chapters, however, they really represent the pillars of what the AAF is all about.  We had to take the club to new horizons. Surprisingly, nobody on the executive board or the board of directors thought I was crazy to take on all this new work.  At least they didn’t tell me if I was.  And because we didn’t have enough to do, I threw in the idea to rebrand to AAF Buffalo.  Let me tell you how hard the entire board worked to make all this happen. I can’t thank them enough as none this is possible without a great team. For the first time I can remember, we had all our events planned by August and released a calendar that included our first ever speaker series. We partnered with Buffalo Prep for a career day and new scholarship for one of their talented students. We received a proclamation from the Mayor for Advertising Week in Buffalo.  We had held member only workshops. On top of these new initiatives, we also delivered the club’s annual events such as the Big Tip Off, Holiday Bowling Tournament, Uber Bowl and the very successful American Advertising Awards show. What a year! I felt great about what we accomplished and even if we didn’t win club of the year, I felt satisfied with my time as president and the impact I had on the club.

Well, as you hopefully know by now, we did it, won Club of the Year!  On top of that, I received the honor of President of the Year. These awards were presented at the AAF national conference in New Orleans this past June. What an amazing feeling it was to set a goal a year ago and achieve it as a group.  I was so proud to accept these awards on behalf of the board, our members and our great city. And what a way to end my term as president! None of what I have talked about here would have been possible without incredible people. So if you stick with me a little longer here, I’ll tell you about the best part of AAF Buffalo and getting involved in the club.

 

The People

I struggled with this part the most, only because there are so many people who had an impact on me and the club, I’m sure to leave someone out (I apologize if I did, you are all awesome!). Thank you to the six years of board members that I worked with. You all showed incredible passion and dedication for the club, going above and beyond to deliver the best events year in and year out.  We have a truly talented group of professionals in our local advertising industry.

Here are a few people I wanted to mention specifically, as they left a lasting impact on me.

It all started with Charlie Riley and Cait Zulewski, thank you for getting me through the first year as treasurer and teaching me how to be successful in the role.

To Tricia Barrett, thank you for all the advice and guidance over the years, it is not easy running the club, but having your support helped me through it. It helped that you are a hockey and wrestling fan too!

Jason Yates, Mr. ADDYs, thank you for staying involved with the awards, it takes a lot of people to pull this off each year, but your consistent involvement made it easier.

Charlie Fashana, thanks for believing in me as president, although maybe you were just happy to have a replacement as your term ended. You did teach me some of the skills needed to be a strong leader which set me on a great path to success.

Frank Conjerti and Katie Briggs, two of the members of my first executive board – thanks for helping me through that first year as president, you were some of the first to support my ideas and help me become a better leader.

Matt Low – thanks for always yelling at people. No really though, thanks for stepping into the VP role during my second year, you helped strengthen our leadership team and kept us laughing while doing it. And I can’t forget your efforts in growing the academics area of the club and producing an awesome awards show this past spring.

Corey Crossman, first of all thank you for becoming treasurer so I could finally move on from the role.  You took my advice to heart while in that role, “you get out of it what you put into it.” You were right there by my side to do whatever it took to make the club successful, including being the entire communications committee for a couple months during a transition between club years.  Now you can move back to Buffalo anytime, we miss you!

Dan Nesselbush – it would be hard to match Dan’s worth ethic and commitment to the club.  He set us on a great path with our programming, set up sponsorship packages, served as secretary last year and has moved into the very deserving role of vice president this year.  I thank him for being a go to guy for anything we needed.

Kyle Rogers – he won’t admit it, but in my eyes he is one of the best PR guys in the area. Kyle helped raise the awareness of the club through many media opportunities, including setting up our Ad Week proclamation and meeting with the Mayor last fall.  Plus, he always wears a suit, so it made me at times dress better and presidential.  Thanks for challenging me on the way and making me a better person.

Tim Bouchard, the new president. From day one on the board, I could tell Tim was destined to be a leader of the club.  Thank you for supporting all my crazy, big ideas and helping to deliver them, including the rebrand and the speaker series. Having someone like you by my side helped us achieve greatness this past year. I have no doubt the club is in good hands and you’ll achieve bigger and better things with another talented board behind you.

Final Thoughts

This club changed me for the better. I was always a pretty quiet guy, even during my early years with the club.  The experience broke me out of that shell, made me more outgoing. It presented opportunities I never would have had as well. Where else can you speak in front of 400 people in a wrestling ring (see ADDYs 2017)? I’d say I have less of a fear of public speaking now thanks to my time with the club. Also, I learned what it takes to be a strong leader, motivate people and deal with challenges. Most importantly, I met some amazing people some of which are now good friends.

I encourage everyone to get involved in something they are passionate about. Take advantage of opportunities that come your way and don’t be afraid to take risks. I certainly did all that and got so much in return.  It has been an incredible journey and I am thankful for the opportunity.

So what’s next for me?  My retirement from club leadership has left a big gap in my life and it has only been a month since my term ended! Knowing I would need something to fill my time, I ran for a seat on the AAF District Two executive committee.  In June, I was voted in as the corresponding secretary. This role handles all communications for the district including social media (follow us!), emails and web site management.  The district serves clubs across New York, New Jersey, Pennsylvania, Maryland, DC and Delaware.

If this blog wasn’t long enough, I’ll be glad to tell you much, much more about the last six years. I love this club, what it has done for me, my career, our industry and the community!

She had a recurring role as “Jillian the Graphic Designer” in the series Casual Fridays and still found the time to head up our programming committee. Get to know Jillian Minderler in this Board Member Spotlight.

Let’s hear about your day job.

Where do you work, and what does your role entail?

I have been at Quinlan Company for over three years now as a graphic designer. Being at a small company, I’m lucky to be able to work on almost every project, from brainstorm to execution and everything in between — whether it be a simple banner ad or a full blown campaign. I’m part of an awesome team.

What drove you to get into the advertising/marketing biz?

It was senior year in high school. I took an advertising and design class and fell in love. The thought of being an architect went out the door and my mind was set on graphic design. It was love at first sight.

What do you like best about what you do?

I love that I go to work loving my job. Every day I get to be creative. One minute I am sketching, the next I am staging props for a photo shoot, and by the end of the day I’m at my computer bringing things to life. It’s hard to pick out a “best.”

What trends or insights are you finding in your field/market?

That’a a tough question because it’s constantly changing! It’s really important to keep up on what is trending, changing or evolving in the industry.

What are three things you use at work every day?

That’s easy. Coffee, my Moleskine and my Mac. If there was a fourth it would be coffee.

What was your first job?

My first “real” job was managing a restaurant on the Upper West Side in Manhattan when I was in college. My first “career” job was at Paper + Cup Studio in Brooklyn, NY, as a graphic designer. It is a stationary and paper company. I was designing wedding invitations, birthday invites and baby announcements one day and then binding books and foil stamping them the next. It was such a fun job!

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

My husband, pup and I love to hike. We are planning to start the 46ers next summer.

What’s your favorite app or social media outlet? Why?

I have to say Instagram. I love photography and follow some awesome people and companies from all over the world. It’s not just a social platform but a creative outlet for people.

What’s the last thing you read?

I’m currently reading “The Little Book of Hygge: Danish Secrets to Happy Living.” It’s about finding joy in your atmosphere and experiences rather than “things.” Aside from being a great read, the book has the cutest illustrations on every page!

What’s your favorite hidden gem in WNY?

Lockport trails. It’s our little sanctuary. My husband and I love going with our dog. It’s never very busy and you hardly ever run into anyone because of all the different paths. It doesn’t feel like something that would be in Lockport.

Duff’s or Anchor Bar?

Duff’s? I don’t eat chicken wings, so I’m not sure if I’m the right person to ask.

 

Now, let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo?

After moving back to Buffalo from NYC I felt out of the loop. I didn’t know anyone other than my coworkers in the industry and had no connections. I joined as a member when my creative director introduced the organization to me, went to as many events as I could and then was asked to join the board of directors. It was the best decision I made.

What role(s) do you play on the AAF Buffalo board?

I’m the programming committee chairman, which means I organize committee meetings and make sure that we are on task for planning events and having everything organized (with lots of help from everyone else!). I am also one of the graphic designers of the group to contribute artwork for social media and our website. It’s like a breath of fresh air, designing outside of client projects.

What has been your proudest moment in your role on the board?

Being a part of the rebrand from Advertising Club of Buffalo to AAF Buffalo. This was such a big change for the club and a step in a positive direction. With the name change, our local chapter now has an immediate connection to the national organization. Before, members may not have understood they were a part of something so much bigger.

What’s your favorite AAF Buffalo event?

Preview Night. I love looking at all of the work that agencies in the area have worked on throughout the year. It’s really inspiring and the student work that is displayed gets more impressive every year.

What do you enjoy most about AAF Buffalo?

The people. It’s so important to connect with others in your industry and not just those that you see at your workplace every day. I have met some awesome humans through AAF and have built connections that I would not have if it wasn’t for the organization.

Why would you encourage others to join AAF Buffalo?

It’s such a great opportunity for both professionals and students. There is a variety of different events where you can learn, mingle, become inspired and grow with the advertising community in Buffalo. There are only positive advances you get out of it, so why wouldn’t you join!

 

Keep up with Jillian on Twitter at @jmminderler or on Instagram @jmminderler.

You may know her as Scarlett Marcia from Ad Smack Battle Rumble Mania. We know her as the hard working board member who carried the weight of the American Advertising Awards on her shoulders all with a baby in her belly. Get to know Marcia Rich in this Board Member Spotlight.

Let’s hear about your day job.

Where do you work, and what does your role entail?

I work at Crowley Webb as a UX designer. I design and develop our digital assets including websites, emails, and banner ads.

What drove you to get into the advertising/marketing biz?

In high school I attended BOCES for graphic design and came to love it. I went to RIT and got my BFA in Graphic Design and started learning programming. Post college I pursued front-end web development and digital design and have made it my career. Having a website is such a critical part of any business. I love helping business owners to improve their web presence and make a site that really showcases the services they offer.

What do you find challenging in our industry?

Everything is constantly changing, which is a challenge, but also keeps it interesting. There are always new technologies which require new standards and programming techniques.

Tell us about organizations/charities you’re passionate about.

I really admire Girl Develop It, which is an organization helping women learn code. I like that they’re helping to bridge the gap of women in technology.

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

My latest full-time hobby is as a new mommy to my son Daniel.

What’s one thing not many people know about you?

I’ll give you three – I speak Italian, I used to have a 3-legged cat, and I’ve been hit by a train (literally).

What’s your guilty pleasure?

Phish food ice cream.

What’s your favorite app or social media outlet?

Pinterest! I use it for everything from design inspiration, new recipe ideas, decorating and DIY projects, and now parenting stuff.

What’s your favorite restaurant?

I love Dick and Jenny’s on Grand Island, my hometown. Their breakfasts are amazing.

What’s your favorite hidden gem in WNY?

I’m not sure if this is a hidden gem, but I recently had Donut Kraze and they’re even better than Paula’s.

Now, let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo?

I really wanted to help spread the word to students and young professionals about all our great networking opportunities. Plus, I still learn from all our events and speakers so it’s great to be part of the selection process for that.

What role(s) do you play on the AAF Buffalo board?

My first year on the board I joined the communications and programming committees. My second year I co-chaired the American Advertising Awards committee.

What has been your proudest moment in your role on the board?

Definitely chairing the awards show. It was amazing seeing everyone working together and pulling it off to honor all the winners in such a fun way.

What’s your favorite AAF Buffalo event?

The Big Tip Off – its super fun and for a great cause (student scholarships).

How has AAF Buffalo impacted you professionally?

I’ve gotten to meet other professionals from small businesses and other agencies all over WNY. My fellow board members are now lifelong friends and continue to impress me daily with how hard they work and how much everyone contributes.

What differentiates AAF Buffalo from other groups?

I think we do a great job involving a wide range of professions. We don’t just cater to designers – we have events and speakers that hold value for writers, AE’s and PM’s, photographers, illustrators, developers and more.

Why would you encourage others to join AAF Buffalo?

Everything mentioned above – fun, friendships, networking and professional advancement.

Keep up with Marcia on Twitter at @mrs_wrich3.