KENNESAW MARKETING ASSOCIATION
CHAPTER OVERVIEW
I. Chapter Introduction
II. Professional Development
IV. Membership
V. Communication
VII. Chapter Management
VIII. 2013-2014 Calendar
CHAPTER PLAN 2013-2014
III. Fundraising
VI. Philanthropy
IX. 2013-2014 Budget
KENNESAW MARKETING ASSOCIATION
President: Joelle Davis Vice President: Alaina Stern Faculty Advisor: Tyra Burton Communications: Skylar Sperin
CHAPTER PLAN 2013-2014
EXECUTIVE BOARD Graphic Designer: Cody Rodgers Social Media Manager: Alaina Steiner Secretary of Admin: Brittany Aromin
MISSION STATEMENT The Kennesaw State University (KSU) collegiate chapter of the American Marketing Association (AMA) is for career-minded students who have the desire to enhance their marketing skills, develop professionally through a variety of real life and professional experiences, and achieve a high level of self-confidence. With the experience and guidance of our advisor, Kennesaw Marketing Association (KMA) members create a network of resources that expands the students’ competitive edge and thoroughly prepare them for a professional career.
THEME The efforts and applications of KMA are guided by this year's theme, "Personal Branding and External Networking". We are focusing first on how to shape and brand oneself professionally then employing our groundwork through external networking opportunities. Our plan includes attending events hosted by various Atlanta-based marketing associations; broadening out personal networks and building bridges into the business world outside of KSU.
KENNESAW MARKETING ASSOCIATION
CHAPTER PLAN 2013-2014
October 21st-25th. Monday through Wednesday will consist of guest speakers, Thursday we will be hosting a Hootsuite Certification Potluck, and Friday we will tour 22squared’s at the Atlanta location.
KMA has developed a marketing campaign for the organization itself and our Marketing Week events. This project involves two life size sculpture/ human form made from duct with the hashtag, “#WhoAreYouKSU”, across its face. The dummies will be placed in various locations around campus to arouse students’ curiosity and engagement with the hashtag. We chose this hashtag to emphasis to students to not blend in and to encourage them to take their personal brands very seriously. The hashtag will link to Twitter and Facebook posts on Marketing Week as well as KMA involvement.
TARGET MARKET: All KSU students are eligible for membership into KMA. PRIMARY TARGET MARKETS Marketing majors fill about 60% of the current membership and are the most likely members of KMA.
SECONDARY TARGET MARKETS KSU’S students seeking professional advice and guidance in the area of external networking.
ENVIORNMENTAL ANALYSIS Kennesaw State University was built in 1963 and has over 24,000 students currently enrolled, making it the third largest public university in Georgia. The campus is located 20 miles northwest of Metro Atlanta, where it is neatly nestled in the suburban area of Kennesaw, Georgia. Within KSU lies Coles College of Business, which enrolls approximately 4,500 students in business major and minor courses. KMA is a part of the Marketing and Professional Sales Department within Coles College. Any student with an interest in marketing can become a member, regardless or his or her major. Conveniently located close to Atlanta, KSU lies on the edge of one of the fast growing cities in the United States. This geographical factor contributes to the business learning opportunities available for members of the KMA who are interested in learning more about the vast world of marketing.
KENNESAW MARKETING ASSOCIATION
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STRENGTHS Executive Board Members. KMA’s executive board is dedicated, hardworking, creative and composed of a variety of unique personalities. Which allows a strong collaborative bond Faculty Advisor. An innovator in the classroom, Tyra Burton has taught students for twenty years on topics ranging from Mythology and Marketing to old fashioned Marketing Research. She's received professional development awards, presented papers and participated in conference panels throughout her career. Creativity. The board members, faculty advisor, and our general members have an extensive amount of creativity as well as the drive required to implement organizational plans. Meetings. KMA established a meeting day and time by surveying students interested in the organization. We meet every other Tuesday at 6:30. KMA accommodates our members who are unable to attend meeting by updates through social media . On-line Platforms. KMA has a consistent name and image across multiple online platforms including a website, Twitter feed, Facebook page and LinkedIn. WEAKNESSES Senior Graduates. The majority of the spring semester’s group members and executive board graduated which left the group bare. Rebuilding the organization is time consuming and takes the dedication of every member. Scheduling conflicts. Since all members are taking different classes at different times as well as working and/or having other obligations, finding times to coordinate with everyone has been an issue for KMA. Finding the right solution to this issue is something we will continue to work on.
CHAPTER PLAN 2013-2014
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OPPORTUNITIES Declared Marketing Majors. The growing number of Marketing majors at KSU is a huge potential member pool for KMA. If we can connect with more Marketing majors, we can definitely increase our memberships. Marketing Week. We are going to use Marketing Week not only to promote our organization but also to interact with KSU students. We will have speakers join us on campus to talk about various Marketing topics as well as having KMA members sit at information tables in the business building. LinkedIn Days. We are planning on having three days in November devoted to helping all students better their LinkedIn accounts. We are planning to photography sessions to help students create a better profile picture. LinkedIn speakers and personal account reviews will also be featured during these three days. Partnerships. The many other student organizations and especially KSU’s center for professional sales both offer major opportunities through mutually beneficial partnerships.
THREATS Low Extracurricular Involvement. The amount of students involved in extracurricular activities is small and pursuing students to be more active is sometimes difficult to do. Other Business Organizations. Pi Sigma Epsilon is a Professional Selling/Marketing fraternity that is a huge competition for future KMA members. Positioning KMA hasn’t been highly prominent at KSU the past year because of low member count and lack of involvement.
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CHAPTER PLAN 2013-2014
Throughout the course of the year, we will advise members on the professional use of social media (such as with our LinkedIn sessions). As the world becomes more digital, teaching students how to build a strong and professional internet presence becomes increasingly advantageous to their personal brand. – For the sessions taking place exclusively with KMA members, we expect a turn out of at least 15 individuals. – For our public sessions as well as our off campus sessions ( held off campus), we expect a turn out of at least 25 individuals. The team will attend various events in and around the Greater Atlanta Area pertaining to the marketing industry. The majority of the events we seek to attend are organized by the American Marketing Association of Atlanta and Atlanta Interactive Marketing Association. – Per semester, we hope to attend at least 3 events held by both AMA Atlanta and AiMA Atlanta. We will ask speakers from within the Atlanta marketing industry to come and visit campus and speak with students on their work and related topics. – It is our goal to host 5 speakers during the Fall semester (in part due to Marketing Week), and 3 speakers in the Spring. KMA has reached out to various marketing agencies within Atlanta seeking opportunities to tour their facilities and speak with employees about their job functions. This will be an excellent opportunity for our members to gain insight to their professional futures by viewing the daily activities of some of the city’s top marketers – KMA would like to tour at least 2 agencies per semester and considers preparation a top priority. It is our goal to send participants to the AMA National Collegiate Conference and the AMA Atlanta Collegiate Conference, both of which are held in Spring 2014. In order to make these events happen, the following objectives must be completed: Fundraising, Travel and lodging planning, and Sustaining members. – 5 members in attendance and involvement in 2competitions: Tee-Shirt contest, the Chapter Exhibit competition KMA will hold our Marketing Week from Monday, October 21 through Friday, October 25. Monday through Wednesday will consist of guest speakers, Thursday will be dedicated to an engaging informal event, and Friday we will be having our tour of 22squared’s Atlanta location. – We expect at least 10 non-KMA members to attend each speaker event, at least 10 KMA members to attend our Hootesuite Certification class on Thursday, and at least 12 members to attend our tour of 22squared KMA will be using its Facebook, Twitter, website and blog to promote meetings and campus events taking place throughout the school year. – It is our goal to make at least 2 Facebook posts per week (3 on meeting-weeks because one will be of a meeting recap), 4 Tweets per week, and one blog post per week
KENNESAW MARKETING ASSOCIATION
CHAPTER PLAN 2013-2014
•Executive Headshots. KMA will offer professional headshots opportunities at various times throughout the academic year. had a great turnout for our LinkedIn seminar in the beginning of the semester. We will be hosting a second LinkedIn seminar in November where we will be taking professional pictures for LinkedIn or other social media outlets for $5. •We aim to take photos for at least 20 individuals, generating a profit of $100.00 •Corporate Sponsorship. This is a goal that KMA hopes to accomplish this year. Having a corporate sponsor will allow our chapter to accomplish larger activities like competitions and events. • We aim to recruit at least 2 Corporate at $500.00 donations and two outside potential sponsors with donations of $250.00 •Textbook auction. Textbooks are a huge expense to college students. KMA is going to host a textbook auction event this year helping students save money on textbooks and help KMA raise money. Each student will pay $5 for a ticket into the auction or donate a textbook to the auction. Inside we will auction textbooks off to students for a fraction of original prices. •After large promotional effort, we expect at least 25 members in attendance which will grant us a total of $125
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KMA will utilize social media to promote awareness and involvement with students. Not only do we share multiple KMA posts on our personal social media accounts, but also have initiated connections with other students through D2L (our university web portal) through discussion board posts and mail. KMA will have informational tables throughout the semester with brochures, flyers and other information available to help promote the organization. We have arranged to be a part of the Coles Mix each semester, in which many student organizations gather on the campus green to meet with prospective members. We will also make short informational speeches in our classes to increase awareness of KMA. If we cannot be present during certain classes, we have prepared a promotional video for people to view. Through the variety of events we have planned for the year, we hope to create a bond between our members that will encourage them to be more involved and dedicated to KMA. We will also have social events and project days where we can all meet on a less formal basis to communicate and get to know each other. In the beginning of the school year we shot and edited a promotional video and utilized the URL. We posted the link on all social media outlets as well, we made a QR code and distributed to students with candy incentives Due to losing all but one of our members to graduation in May 2013, we currently only have 3 registered AMA members. However in the las three weeks we have reached 8 individuals who attended our last group meeting and who have expresses an interests in joining.
KENNESAW MARKETING ASSOCIATION
INTERNAL COMMUNICATION • General KMA meetings are held every other Tuesday at 6:30PM. These meetings include all KMA members and the faculty advisor and are typically cover briefings and seminars. •Every meeting should cover at least one central topic and a briefing on current KMA status and upcoming events. • KMA Officer meetings are held every Wednesday at 12:30PM. During these one to two hour meetings, the office plan upcoming general meetings, events, and promotions. Getting all officers together at such a frequent rate has been extremely efficient in increasing activity for the organization. •There are 6 members in consistent attendance at the Officer Meetings. These include all Executive Members with the exception of one •Members of the KMA have a private Facebook group to encourage constant onthe-go communication amongst all with leadership roles. •Ensure that all members are on the same page on KMA affairs and internal discussions
CHAPTER PLAN 2013-2014
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EXTERNAL COMMUNICATION Authorized members will fully utilize our social media accounts to update members on news and current events concerning the KMA. Additionally, blog posts will be made to connect with individuals who were unable to attend meetings. • Goal: It is our goal to make at least 2 Facebook posts per week (3 on meeting-weeks because one will be of a meeting recap), 4 Tweets per week, and one blog post per week KMA has arranged to be a part of the Coles College Mix every semester for member recruitment. • Add at least 75 individuals to the sign up sheet for more information" The group has put together promotional and informational videos for the organization. These videos discuss the features, benefits, and upcoming events of the KMA and are posted on both on our university’s web portal and throughout our social media sites. We will be taking full advantage of events being held by both the AMA of Atlanta and the Atlanta Interactive Marketing Association in order to make the best out of our experience as AMA members. • "Per semester, we hope to attend at least 3 events held by both AMA Atlanta and AiMA Atlanta." Throughout the year, we will be hosting information tables and participating in campus events to promote KMA and recruit members. The information tables will consist of two or three KMA members located primarily on the bottom floor of Coles College of Business, where we will be speaking with interested students on the benefits of joining our chapter. • Recruit at least 5 new members per table.
KENNESAW MARKETING ASSOCIATION
CHAPTER PLAN 2013-2014
•Mentoring DECA students. We are currently making arrangements with local DECA leaders to educate high school students in Woodstock, GA on the marketing industry. One of our members has worked with the organization in the past and has extended that bridge for us to take part in this opportunity. •We plan on meeting with DECA students twice this semester and three times in the spring semester. •KSU Sales Golf Tournament. Kennesaw State University’s Sales Department has granted an opportunity for business students to volunteer at a local golf tournament and network with the professionals in attendance. •Event Volunteer: One of our chapter’s main goals is to volunteer with the AMA Atlanta professional chapter in order not only to give back to the organization, but to network with the professionals of our city. •We plan on volunteering with AMA twice this semester and three times during the spring semester •LinkedIn Presentations. We are planning to reach out to surrounding universities as well as the technical and community colleges, in efforts to share knowledge on LinkedIn and using social media as a tool for personal branding and professional networking.
•This year, KMA has the advantage of new recruited members bearing extreme creativity and engagement. These strengths encourage an overall dedication needed to keep the organization afloat after losing the majority of the preceding year’s members to graduation. •Add exceptional value to this year's team and accomplishments through our personal fortés. •Recruiting and Retaining KMA will work diligently to increase our membership while maintaining our current members through thorough communication and social interactions. •Extensively engage members into the our planning process and implementation •Guest Speakers.KMA will use our references and connections to develop a network of speakers to attend various KMA events. Having reputable speakers will improve our reputation as well as help students learn about Marketing related topics. •Increase the benefits of membership by granting outside professional advice and experiences. •Communication. Since our members have such diverse schedules, we will continue to be dedicated to thoroughly communicating with all members by using social networking, blogging, and email. •Ensure that all members are consistently on the same page •Financials.KMA will fundraise and ask SABAC for additional funding in order to cover travel expenses for company tours, event registration, and access to the AMA National and AMA Atlanta Collegiate Conference. •Eliminate financial boundaries that would prohibit members from attending events. •Succession Planning. To ensure the future livelihood of KMA we will prepare for next year’s executive board members . We will continue the folder of everything already established and in addition we plan to create specific guidelines and job specification for each executive officer’s role.
KENNESAW MARKETING ASSOCIATION
CHAPTER PLAN 2013-2014
KENNESAW MARKETING ASSOCIATION
9th: Chapter Plan Due 5th: Guest Speaker th 10 : KSU Fall Career Fair 19th: LinkedIn Seminar – Part 2 15th: Presentation on th 22squared 20 : AMA Signature Luncheon – 21st-25th: Marketing Week AMA White st 21 : Guest Speaker Paper Panel Jennifer Ross from th-1st: Fall Break 27 Cox Media Group 22nd: Guest Speaker 23rd: Guest Speaker Meghan Stoneburner from What’s up Interactive th 25 : Tour of 22squared
CHAPTER PLAN 2013-2014
1st-11th: Final Exams 14th: Final Grades 19th: KMA Formal Dinner
11th: Bi-Weekly Meeting 21st: Red Pepper Tour – Nashville, TN th 25 : Bi-Weekly Meeting
8th: First Day of Class 14th: Welcome Back 28th: Bi-Weekly Meeting
11th: Bi-Weekly Meeting 25th: Bi-Weekly Meeting
8th: Bi-Weekly Meeting 6th: Bi-Weekly Meeting 10th-12th: Annual 20th: Bi-Weekly Meeting International Collegiate Conference nd 22 : Bi-Weekly Meeting