MRANewsLtrMar.2014Fnl - MRA-NY

CHAPTER MATTERS
MARCH, 2014
NEW YORK
YO
Y
ORK
VOLUME 17, ISSUE 1
A PUBLICATION OF THE GREATER NY CHAPTER OF THE MARKETING RESEARCH ASSOCIATION
IS IT SPRING YET?
by Hilary Fischer, All Global, 2013-2014 Chapter President
I don’t know about you, but I have already started
the countdown to March 20th, the first day of
spring. I’ve had enough of snow, ice, sleet,
“thunder snow” and polar vortexes to last
me a lifetime. And this is coming from
someone who lived in Syracuse, NY for
8 years!
As the weather turns warmer, the Greater
NY Chapter of the MRA is looking to see
what we can do to heat things up. And I am
happy to say I don’t think we’ll disappoint!
Winter Educational and Networking event
But before we look forward, I just want to thank everyone
who attended our Winter event last month at Croton
Reservoir Tavern. Mother Nature may have forced us to
reschedule from our original event date on Feb 10, but the
snow stayed away on Feb 25. Speed Learning was the name
of the game at this event and I think we can agree that we
learned a lot from our 5 speakers – all in just 30 minutes!
More details about this event are included in the update on
page 12, written by Bill Cash. And thanks to our speakers –
Susan Fader, Christene Song, AJ Keirans, John Castellano
and Giulia Hamacher – as well as our lovely host, Kimberly
White, for making this such a successful event.
Taking the show on the road
This year’s Board of Directors is committed to bringing the
MRA to you. We realize that you may not be able to travel
to see us at our NYC events, so we have made a promise to
take the show on the road. In January and February, we
held free local networking events in Hoboken (NJ), Garden
City (LI) and Stamford (CT), which were hosted by GNY
Board members Danielle Anthony and John Castellano (NJ),
Nan Canaletich (LI) and Ginger De Stefano (CT). Please see
page 7, 11 and 13 for more information about and photos
from these events. Our tour will continue throughout the
spring and summer, so we look forward to meeting more of
you in the coming months!
Post ARF Networking event
Our annual networking event is taking place on
Tuesday, March 25 from 6-9p at Three Monkey’s
in Manhattan. We hope to see you all there –
no pre-registration is required. For those
who have not attended before, consider it an
‘open house.’ Stop by for a drink and to
catch up with colleagues/ friends for as long
– or as little – as you want. And thank you
to Think Virtual Fieldwork and Critical Mix,
our event sponsors.
Giving Back
As many of you know, we are more focused than ever on
giving back to our local community. As part of our
continuing support of the Food Bank for New York City, we
are pleased to announce that we are making a $1,250
donation to this worthy organization this spring.
Additionally, we invite you to join the MRA GNY team at the
Unity Walk for Parkinson’s disease on Saturday, April 26th
in Central Park NYC. The Chapter will be making a $1,250
donation on behalf of our team of walkers, all of which will
benefit Parkinson’s Disease research. For more details on
how to register for this event and join our team, please see
page 9.
Making a difference
The MRA GNY Chapter and its members are proud sponsors
of a $5,000 annual scholarship at the NYU Stern School of
Business, which was established in memory of long-time
member and volunteer Ilene Kaplan. I am pleased to say
that our 2013 scholarship recipient is Ashley Rogers, a first
year MBA student. Ashley is the focus of our Spotlight
interview in this issue; we have also included a copy of the
thank you letter she sent to us upon learning that she had
been awarded the scholarship. We hope you enjoy getting to
know Ashley better in this article on page 5.
CONTINUED ON NEXT PAGE
EDITOR’S
NOTE
by Jill Ransome, QuestBack
Ah March…after this year’s stormy winter season here
in the North East, I find myself thinking about spring
A LOT. How about you? But it is the new thoughts of
spring that also bring that feeling of renewal to all
that we do, from home to our work lives. It is what
keeps us going and revives us…
In this issue we cover a lot – a recap of this Winter’s
activity but check all the NEW stuff coming your way
as well. Just as with spring, the MRA seeks to keep
you refreshed and revived with relevant content,
events and gatherings to keep you doing your best
CALENDAR OF
EVENTS:
March 25, 2014; 6-9pm
Post-ARF Meet & Greet
The Three Monkeys
236 54th Street
(Between 8th and Broadway)
April 26, 2014; 8:30am
Charity Event:
Parkinson’s Unity Walk
Central Park
NYC
Follow us
Early May 2014
Spring Fling
NYC and Rochester
PRESIDENT'S MESSAGE
continued
Watch this space…
In addition to all of the exciting activities already
mentioned, we are busy organizing an
“Upstate/Downstate” Spring Educational and Networking
event in early May. A new addition to our calendar, this
event will take place simultaneously in two locations
across NY State. We promise to share the details as soon
as they are available. And I encourage you to follow me
on Twitter @hilaryfischer, as I do post regularly on the
goings-on at MRA GNY. Don’t hesitate to reach out to me
if you are interested in volunteering or simply just want
to chat.
Have a great spring and I look forward to catching up
with you at one of our upcoming events!
by Gabe Oshen, Business Intelligence Ops Management
THE MS WINDOWS CHALLENGE
What is happening over at Microsoft lately. Dare we ask?
After 5 months of a lame duck CEO they finally agreed on
Satya Nadella to take over the reigns from “in and out of
favor” Steve Ballmer who is packing up his office but
retaining a seat on the board. That plus the Windows 8 /
8.1 fix debacle, a new mobile OS that you can’t get any
apps for and the standby, ever problematic hardwired
Windows OS and Office suite, all make MS look like they
might be approaching their ‘use by’ date.
MS Office products are coming off as old, clunky, over
engineered, unintuitive and over priced. Throw in the fact
that they are no longer going to support XP (their most
popular OS platform for business) and you
have a lot of MS users scratching their heads
and wondering if this might be the
opportunity they’ve been waiting for to
make a change.
Cloud computing is the future and the future
(surprise, surprise) arrived yesterday.
Windows does have cloud computing, storage,
hosting, etc., in SkyDrive (recently
rebranded as ‘OneDrive’). But as we
all know, if the product doesn’t
improve, coming up with a new
name for it will take you only so
far and probably not for long. MS
has a ways to go before they can reinvent themselves in
the cloud and they are conflicted about how to even do it.
Maybe Satya will have some new ideas.
One of the problems facing MS is that they have been
reinventing the same software apps from the 80’s & 90’s
when they should have just tossed it all by now. This is a
company that is holding onto its captured (if not trapped)
audience by making it impossible for users to extricate
themselves from a morass of bloated software and its
dependency on expensive hardwired, hardware
infrastructures to run and maintain it. At best they can
offer a pretty unstable hybrid of some cloud along with it,
but they never invented themselves in the cloud and they
still have a conflicted approach to making any changes
away from their original and hugely successful business
model. Understandable right? So why the urgency to do
it now.
Why? Because if they don’t unload all of that expensive
hardware dependent over engineered software, they risk
losing many of those users to less expensive and more
efficient cloud computing business products - ones that
don’t require any moving parts or expensive hardware and
upkeep. Small and medium sized business looking to trim
the bottom line would likely to be the first to make a
change, and they make up the great majority of
businesses out there.
Enter Google and the ChromeBook. I got my first
Chromebook a few weeks ago (total cost $279
with 200G of cloud storage and the entire suite
of Google business apps +). It has it all. Very
sweet. I can honestly say that given the choice,
I would never go back to using any Windows
products ever again. Google Docs may not be MS
Word or Excel, but does everyone in your office
need an MS Word or Excel or an Outlook for that
matter. Are they all publishers and
accountants or top execs who need
their calendars managed by a
behemoth.
I’m pretty sure that for most
small/medium size businesses Google Email, Docs,
Spreadsheets and Calendar would be more than sufficient.
If not, you can use your Chromebook to access any other
cloud business apps that are out there. Not to mention the
other apps available for businesses that Google offers
(including at your fingertips market research and online
marketing tools).
Chromebook is a concept long overdue and catching on
quickly. A simple, high quality, inexpensive cloud
interface that doesn’t cost anything to run and updates
itself automatically while protecting itself against viruses,
malware, etc., at no additional cost. All you pay for is
storage space and you get 200G of that for free for 2 years
with additional storage at very reasonable rates. And at
the enterprise level, it is very competitive and offers even
more robust business apps.
CONTINUED ON NEXT PAGE
3
TECHNOLOGY TODAY
CONT.
Plus you’re in the Google ecosphere with all that Google
has to offer for conferencing, free phone and texting,
mobile interfacing, social, etc., etc. The apps continue to
grow and get better and you don’t have to do anything to
update except turn on your Chromebook and sign into
your Gmail account. With all the cloud ready “serious”
apps like Photoshop, etc., just about any kind of business
can get it all done in the cloud.
Chromebook is also a great entertainment device with
Chromcast built right. And because it is Google, it will
morph itself to become your interface for future Google
products that sit on the horizon including robotics
controls, home devices, cars and anything else you might
need it to interface with. Chromebook is a terminal pure
and simple, seamless with Android and a gateway to all
that is Google and this is where it leaves Microsoft in
the dust.
Of course, no one is more aware of that then MS
themselves which is why there is a carefully concealed air
of panic in the Seattle area these days. With a new CEO,
things might take on a new tac. But what are they going
to do about all that bloated software they have around
the world. People are getting tired of paying for it and
even more tired of hosting it. It’s a big issue for them and
it will be interesting to look back in ten years to see how
they have dealt with it.
For a long time, decades now, we have all enjoyed the
brainchild of Bill Gates. There is no doubt that he and his
company changed our world forever and brought new and
innovative applications for business that were nothing
short of revolutionary. Now it has to figure out a way to
admit that it’s core business is a bit of an old shoe in the
rapidly changing world and get on with bringing us a next
gen cloud OS and interface that can pull all the same
rabbits out of the hat that made it a great success to
begin with. It’s a huge challenge for them, but they can’t
really phase out at their leisure, not with the competition
that they are now facing. Business enterprise cloud
computing is still relatively new but it is here to stay.
Oh, and by the way MS, the future isn’t going to be about
touch, its going to be about voice and visual interface.
It’s much cleaner that way. Fewer germs. :-)
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MEMBER SPOTLIGHT:
by Jill Ransome, QuestBack
ASHLEY ROGERS
This month we talk with Ashley
Rogers, as she shares her story and word
of thanks as the recipient of this year’s Ilene Kaplan
Memorial Scholarship fund.
Ashley is this year’s recipient of our Ilene Kaplan
Memorial Scholarship at New York University - Stern.
The Marketing Research Association in collaboration with
the NYU Stern School of Business has created this
scholarship to award a student who illustrates a deep and
abiding interest in Marketing or Market Research. One
candidate is selected to receive a $5,000 scholarship,
which will be applied to tuition and fees.
Ashley is a first year student at NYU-Stern.
She is specializing in marketing and product
management. Founded in 1900 as a finance
school, Stern has developed a top
marketing program over the past
several years.
Congratulations Ashley! Thank you for
taking the time to speak with us and
share your story with the rest of the
MRA. Why don’t you share with the
chapter how you got so interested in
marketing?
Absolutely. My senior year at Cornell University I took a
marketing course on a whim. I was a psychology major, and
while I enjoyed studying psychology, I felt that I wanted
something more applicable to daily life. I was immediately
fascinated with marketing because I felt like it was taking
what I learned in psychology and mixing it with the world
of business. It was also interesting to see how psychology
related to consumer behavior.
That is awesome to be so focused at a young age.
After I graduated from Cornell, I worked for The Cornell
Club-New York, which is a private club that hosts programs
and events for Cornell alumni and faculty. Working
alongside the Director of Marketing and Membership, I
really started to develop the affinity toward working for a
brand and realized I wanted to move into brand
management. This upcoming summer I will be a Summer
Associate Brand Manager at Mondelez International.
Mondelez is a spin-off of Kraft with a main area of focus on
the snack business (Oreos, Ritz, and Cadbury). I think the
role will be very fun, but also quite challenging and
rewarding. Plus, I have a love for those foods anyway.
What strikes you as you look back on your college
years? Do you feel it has prepared you for real-world
marketing?
When I compare my time as an undergraduate at Cornell
University to my current MBA experience at Stern, I feel
that Cornell gave me the tools to be successful at finding
immediate opportunities whereas Stern is developing my
ability to think more strategically and look at marketing
over a longer timeframe. With marketing in particular, so
much has changed in the marketing landscape since I
graduated college. Social media has emerged as a
marketing tool, and a consumer trend for
customization from larger organizations has
developed. I think to be prepared for real-world
marketing, the ability to adapt while staying
consumer-focused is vital.
Can you tell us a little about the Ilene
Kaplan Memorial Scholarship? How did
you hear about the scholarship?
I am a member of the GMA NYU-Stern - the
Graduate Marketing Association - which publicized
the award. I read about it online, and because I have a
deep interest in marketing and market research, I decided
to apply.
Was it easy to apply?
Yes. I had to submit a brief application and submit a 1,000
word essay. I also need to have a 3.5 GPA or better. I was
notified at the end of October that I had received the
scholarship. It was that easy, and I am so appreciative!
What a great surprise I am sure. Congratulations to
you again Ashley and thank you for sharing your story
with the NY Chapter of the MRA.
Thank you for the opportunity to share my story. I think it
is really great that the NY MRA chapter has this recognition
program.
5
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rs
LETTER OF GRATITUDE
[from Ashley Rogers,
recipient of our 2013
$5,000 Scholarship]
WELCOME NEW MEMBERS
by Nan Canaletich, C&C Market Research, Inc., 2012-14 Director at Large
The Greater New York Chapter of the MRA would like to welcome the following new
members. We look forward to seeing you at the Chapter events and hope that we will meet
your needs and exceed your expectations in the coming year. Please feel free to contact a
Board member should you need any assistance.
Jodie Brinkerhoff
SVP, Sales and Client Services
Think Passenger, Inc.
Tony Cheevers
Vice President of Business Development
C International Corp.
Christy Crossan
Senior Account Manager
Quick Test/Heakin
Mark Delaney
Vice President Client Service
SSRS
Pierre LeManh
Chairman & CEO North America
Ipsos North America
Tameka Linnell
President
The Human Collective
Nathan Lynch
co-CEO
Full Circle Research Co.
Karen Marino
Sr. Market Research Manager
Atrius Health/Harvard Vanguard Medical Associates
Denene Rodney
President
Money4Talk
Jennifer Shoots
Sr. Qualitative Project Manager
M3 Global Research
Research Analyst
Hezel Associates, LLC
Erica Winters
3
TEAK ON THE HUDSON EVENT
by Danielle Anthony, Radius Global Market Research, 2013-15 Director-at-Large
John and I would like thank all of the folks
who braved the freezing cold to come out to our
first Networking event in Hoboken New Jersey. The
event was held at Teak on the Hudson on January 23rd. It was great to
see so many new faces albeit a little awkward at times, as we did not
require pre- registration. Some people were not sure if they were
joining the correct party but in true Market Research fashion we all
figured it out. For the good or the bad there are not too many
shrinking violets in the Market Research business. The location was
convenient right outside the PATH, Teak is attractive and the GNY MRA
provided delicious food. We were able to spend time with friends and
colleagues both old and new. We would like to give a special thank
you to Kanishk Steel for taking great pictures that night. The event
was a success with 25 people that came out in single digit weather, 15
were not yet MRA members (let me stress not yet)! John Castellano
and I quickly realized there is a great need for a NJ presence.
We are hoping to hold a similar event in July in Edgewater, NJ
7
MEMBER POLL - TAKE IT ONLINE
We have been bombarded by
Mother Nature this Winter with cold,
snow and ice…
TAKE THE
MEMBER POLL
NOW !
CLICK HERE TO TAKE THE SURVEY
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CHAPTER CHARITY TASK FORCE
by Denise D’Andrea, Decipher, 2013-14 Immediate Past President
FOOD BANK FOR NEW
YORK CITY
PARKINSON’S UNITY
WALK
Fight Hunger Year Round
Make Every Step Count
The Food Bank for New York City is a fooddistribution program that helps feed more than
1.5 million people per year citywide and is
recognized as the city’s major hunger-relief
organization. Their mission is to end hunger
throughout the five boroughs.
On Saturday, April 26th, our Chapter Charity Task
Force will ‘Make Every Step Count’ by taking part in
the Parkinson’s Unity Walk. 100% of the donations
will go to Parkinson’s disease research.
There are 2.6 million New Yorkers who experience
difficulty affording food and that number
continues to increase.
The Greater New York Chapter of the MRA
participates in this food drive each year at our
Holiday Party. To help the fight against hunger,
we are making a $1250 donation. Non-perishable
food will be distributed to local soup kitchens
in the area.
Are you up for the challenge? Join us for a gentle
1.4 mile walk in Central Park. The day will be filled
with fun activities! Bring a friend, a family member
and even bring your dog! (Rain or Shine).
Help us Make Every Step Count and support
Parkinson’s Disease Research.
Please visit our website for more registration
information or contact Nan Canaletich directly
to sign up: nancyanne@ccmarketresearch.com.
HELP WANTED!
We are currently looking for part-time
(about 10 hours per month)
web development support to help maintain
our Chapter’s website.
For more information,
contact Zach Vetter at zvetter@onresearch.com
9
HAPPY HOUR – COMING SOON,
by Ginger De Stefano, RTi Research, 2013-15 Treasurer
TO A CITY NEAR YOU
“The journey of a thousand happy hours begins with a
single cocktail!”
In order to better serve some of the more remote members
of the Marketing Research Community, the New York
Board has been hosting happy hour events areas outside
of New York City proper.
On February 20th, Mother Nature was smiling down on us
for what felt like the first time all winter! We had
fantastic weather for our first informal event held in
Stamford, CT at SBC Brewery right smack in the middle of
the downtown area.
The beers were cold, the food was tasty and the company
was outstanding! The group was comprised of many new
faces to our association – if not to the industry at large.
A great time was had by all – after all, who doesn’t enjoy
a good happy hour?
We hope to see more of you out at our next local event.
Could be Stamford… or Buffalo… or Rochester… Perhaps
in Hoboken? Maybe even in your neck of the woods!
You never know where we may turn up, but we can
guarantee that wherever it is a drink will be shared,
and laughter will be heard.
Have a special request? Let us know!
11
SPEED LEARNING
by Bill Cash, All Global
On Tuesday, February 25th the
New York Chapter of the
Marketing Research Association
hosted an amazing event which
brought the worlds of speed
dating and market research
together at a “Speed Learning” event
held at Croton Reservoir Tavern in Manhattan.
Five members of the MR industry each gave a 5-minute
presentation on a different aspect of market research.
The slides were timed, which made things even more
interesting - but the presenters were wonderful!
The first presenter was Susan Fader from Fader and
Associates, who presented on how to get more out of
qualitative research. The presentation included ways to
force respondents to think and communicate verbally
using their five senses. She also showed how having
respondents do work prior to the interview could prove
to be helpful. She also mentioned how it’s important
for respondents to be as specific as possible and to
cite examples.
the concert he called Stubhub and let
them know what happened and due
to the great customer service he
ended up with better tickets than he
had originally purchased and an
ultimately great experience.
Finally, John Castellano presented on the
benefits of being an MRA board member. He provided the
audience with examples of the experiences that he has
had since he has been on the MRA board. Some of the
highlights were getting out of your comfort zone, meeting
new people and networking. He spoke about the strong
bonds that he has made with other members of the MRA.
Overall it was a great introduction and provided solid
reasons why joining the MRA board or even volunteering
would be beneficial.
After the presentations were over, everyone was able to
get a drink, eat some food and do some networking with
other members in attendance. Overall, this was a great
way to present some important information to the
audience in a way unlike any other.
Second up was Giulia Hamacher from Motorola Solutions
who spoke about Successful Multi-Purpose Research.
She provided tips on how to best structure your study for
optimal results. She let us know that you can have your
cake and eat it too!
Next was Christene Song from Encuity Research who spoke
about writing effectively for market research. Christene
mentions that it’s extremely important to be as specific as
possible when writing. You should “say what you’re going
to say, say it and say that you’ve said it”. It’s also
important to stay concise, objective and keep it lively by
using active verbs. Finally you should avoid using slang,
jargon and acronyms (without first spelling out at
least once).
The fourth presenter was AJ Keirans from Critical Mix who
presented on the importance of customer satisfaction. He
walked the audience through a few hysterical, yet easy to
relate to, stories regarding buying concert tickets via
resellers. The first story began with him trying to buy
tickets to a concert but ultimately ending with him being
ripped off and ticket-less. The second story began with
him purchasing tickets to Paul McCartney however when
he arrived to the concert he found out that they were for
the previous night’s concert. Determined to still get into
12
EVENT HIGHLIGHT PHOTOS
GARDEN CITY EVENT
by Nan Canaletich, C&C Market Research, Inc., 2012-14 Director at Large
On January 23th, 2014 the ice and snow did not stop the
first local Long Island event for the Greater New York
Chapter to press on. The brave turned out and good times
were had by all!! We had 6 attendees including 5 potential
new members for our chapter from companies including
IPSOS, Ed Guerrera Associates and Transatlantic
Translations. The crowd was small, however it turned out
to be a little bit of a reunion for all. It seems the industry
had all of us looping back to each other somehow through
past companies we had worked, a sort of six degrees of
separation. It was quite amazing with such a small group,
everyone knew each other somehow. That’s Market
Research for you! We look forward to making new friends
at our next Long Island event coming this May.
13
Join the Greater New York Chapter
of the MRA for a 1.4 mile
Parkinson’s Unity Walk in
Central Park!
100% of donations will be
made to Parkinson’s
Disease Research.
Central Park!
72nd Street Bandshell, Central Park,
New York, NY.
Use 72nd Street Park entrance on
Fifth Avenue or Central Park West.
Parkinson’s
y
unity
walk
TIME: Registration starts
at 8:30am.
Walk begins at 10:00 am.
REGISTRATION:
Nan Canaletich:
nancyanne@ccmarketresearch.com
516.742.0549
Saturday,
April 26, 2014
MORE INFORMATION: http://www.unitywalk.org/content.php?ID=294
SOME HELPFUL TIPS:
• Light snacks and drinks will be provided. Pack a heavier lunch and extra drinks based on your needs.
• Each participant will receive a tote bag to hold information from our sponsors.
If you think you’ll need it, bring a light bag/backpack to help you hold extra items
while you walk. PUW Staff cannot hold personal belongings while participants walk.
• Use the Team Meeting Area if you are looking for a place to meet your group.
• Central Park is a smoke-free environment.
• Strollers and pets are allowed in Central Park and along the Walk route.
Please be considerate of fellow walkers. Dogs must be on leash starting at 9 am, per Park rules.
For the most up to date information, general Park information about pets can be found on Central Park.com.
CHAPTER MATTERS ADVERTISING
Advertising is accepted for products and services that directly relate to or benefit research practitioners and companies
and users of marketing research. MRA reserves the right to reject any advertisement that is not deemed suitable for
publication. Deadline: Chapter Matters is published 4 times a year, Sept/Dec/Feb/June; ads must be submitted by
15th of the preceding month. We reserve the right to refuse to place an ad if the deadline is not met.
TECHNICAL SPECIFICATIONS:
Mac or PC Files in the following formats only: eps, tiff, jpeg, or pdf, files must be hi-resolution at least 300 dpi.
Adobe Illustrator file eps with fonts converted to outline only.
To submit an advertisement, please contact, Zach Vetter at zvetter@onresearch.com or 905-731-5567, x228
with any questions.
AD
Full Page
Half Page
1/3 Page
1/4 Page
Business Card
STATUS
Member
Nonmember
Member
Nonmember
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PRICE
$350
$700
$190
$380
$125
$250
$100
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$75
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CHAPTER MATTERS
Chapter Matters is a quarterly newsletter publication of
the Greater NY Chapter of the Marketing Research
Association.
Articles or other content may be copied from Chapter
Matters only if Chapter Matters Newsletter of the Greater
NY MRA Chapter is attributed as the source.
Anyone who would like to contribute to Chapter Matters
is encouraged to contact Jill Ransome, Editor,
at 203.360.4555 or ransomejill@yahoo.com.
The opinions expressed in Chapter Matters are the views
and opinions of the writers, and not necessarily supported
by the Greater NY Chapter of the MRA.
CHAPTER MATTERS STAFF:
Editor/Art Director . . . . . . . .Jill Ransome
Advertising . . . . . . . . . . . . .Zach Vetter
Design & Layout . . . . . . . . .Jill Marino & Associates
BOARD COMMITTEE MEMBERS:
Chapter President . . . . . . . .Hilary Fischer
Immediate Past
President . . . . . . . . . . . . . .Denise D’Andrea
CONTRIBUTING WRITERS:
Danielle Anthony
Nan Canaletich
Bill Cash
Denise D’Andrea
Ginger DeStefano
Hilary Fischer
Gabe Oshen
Jill Ransome
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