It would be difficult to walk around UCSB or attend any campus events and not notice the work of the campus chapter of the American Advertising Federation. The AAF, a trade association with chapters all over the United States, established a club at UCSB in the fall of 2007.
There are well over 200 college chapters in the United States, and despite the relative newness of the AAF chapter at UCSB, it is the largest in California, boasting some 30 participants at the end of the school year. According to its founder and president, Dmitriy Katsel, this chapter grew so quickly because of students’ professionalism when dealing with clients. This conduct received positive attention, he said. “Clients loved us not only because we do not charge for profit,” Katsel added, “but because we produce quality work.” And since they are working for organizations targeting the college markets, the fact that they are students themselves works in their favor.
The AAF delivers packages that are well thought out as well as innovative. For example, the Office of Student Life contacted and hired the students at the AAF to figure out how to reach the entire UCSB campus about student goings-on. The AAF devised plans to project updated images and lists of campus events in every major lecture hall. This project will officially begin with the start of the new school year in fall 2008. The goal is to reach every UCSB student for about ten minutes each day.
The UC Police Department also hired the AAF as a long-term advertising agency to deal with bicycle traffic on pedestrian walkways. The only deterrent currently to biking on sidewalks is a fine from the police, but the department is working with the AAF on an advertising campaign that accentuates the annoying nature of inconsiderate cyclists.
The AAF at UCSB has worked on campaigns for several other organizations over the last several months, including the Santa Barbara Zoo, Berrilicious, the UCSB Department of Judicial Affairs, Buffalo Brothers Studios, and the UCSB Women’s Center.