What’s the RAF do anyway?
By Matt Jones
Something to do with the Ad Council? We put on the Addies? Not sure?
We here at the RAF would like to clear this up. At last week’s retreat (boondoggle down at the Greenbrier, or was it the 4th floor at Partners?), we took the first step: agreeing to a simple statement of purpose. Not a grand vision, just something we could say in the elevator when asked “what does the RAF do?”. Here it is:
“We strengthen our creative communications community through programs and events that educate and inspire great work”.
That’s it. May not roll off the tongue, but its pretty straightforward. Any rate, we don’t intend to spend months on a strategy deck. We want to do stuff that makes good on the promise above. And I’m pleased to report that as we discussed event ideas on the afternoon of the retreat, we kept coming back to this statement to sharpen our focus.
In addition to tweaking some of our annual events to be more on strategy, we’re also going to explore a casual monthly affair to exchange ideas and have a drink. More to come on that.
In meantime, love to hear from you. Does the purpose make sense? Is it attainable? What opportunities are we missing? Appreciate your thoughts.
mj
June 26th, 2009 at 8:20 am
We used to struggle with this when I was a board member a few years ago. The RAF was perceived as the club that hosted after-work social events and the Addy’s. The Ad Council was the group that offered educational events. I always felt that the RAF could play a more integral part in the educational category and at times, have sponsored some great events that educate and inspire, especially to students. I think the “elevator speech” is spot on and very attainable.
June 26th, 2009 at 9:04 am
I applaud your efforts to ensure that the RAF continues to be the vital and relevant organization to benefit us all.
The statement of purpose is focused and simple — just like the strategies we all seek to develop each and every day in our varied roles within the industry. Clearly the passion exists to make this vision attainable. I can’t imagine that our communications community won’t see the value in programming that delivers on it.
Personally, I enjoy the opportunities the RAF provides to network and meet the established talent in our area at events such as the Freelance Expo as well as discovering emerging talent at student portfolio reviews, the inspiration of evenings such as the Beautiful Losers screening this past year, and of course the annual celebration of the work created in Rochester at the ADDYs (sure, it’s a bit of ego stroking, but I know every one that attends is inspired to raise their game).
The RAF is clearly on the right course. Thanks for providing the platform strengthening the future for our local advertising and marketing industry.
June 26th, 2009 at 12:14 pm
John and Jeremy – thanks for the weighing in. Good to know we’re on the right track, at least conceptually!
June 26th, 2009 at 3:15 pm
I agree with the statement of purpose – as someone who has been aware of if not active in the RAF for a few years, I think it is spot on. As the Ad Council, I think it differentiates nicely, as well. Maybe it’ll help to dispel what seems to be persistent fuzziness around the distinct roles of a number of organizations. If we boil it down to an essence, here’s how I’d see it:
RAF = ad pros fostering great creative
RAMA = marcommers sharing best practices
PRSA = PR practitioners doing the same
Ad Council = helping nonprofits make the community stronger (and a volunteer opportunity for all of the above!
Am I close?
June 26th, 2009 at 3:55 pm
Todd – I can’t speak for the other organizations, but sounds like we could have saved time by inviting you to the retreat. Thanks!
July 6th, 2009 at 12:20 pm
great post, matt. nice to hear feedback from you, john, jeremy and todd. as a former RAF prez, big-agency CD, and ad council prez respectively, your opinions mean a great deal. would love to hear what others think. you, yes YOU, are the reason why we’re here!