AMA Atlanta CEA Entry 2012–2013

e n t r y // a m a a t l c e a 2 0 1 2 – 2 0 1 3 //

A M A ATL CE A

entry

ENTRY

ama atl cea 2012–2013 A JOURNEY OF GROWTH AND DISCOVERY

“Discovery consists of seeing what everyone has seen and thinking what no one has thought.”

A L BE RT VON SZ E N T-G YORG Y

sponsorship 2011–2012 to 2012–2013

OVERVIEW

2011–2012

VOLUNTEER BASE 2012–2013

212

membership climb 2009 to 2013

818

6 61

608

cash sponsorship

VOLUNTEERS

977

797

2012–2013

= $10,000

+13 %

+77% over last year

977 members

social media growth 2008

2009

2010

2011

2012

2013

programming overview

3696

in-kind sponsorships

membership count 2011–2012 to 2012–2013

+15%

+89%

Total attendees

linkedin

more group members than any other chapter

+18 0 +40% facebook

96%+

40 TOTAL

excellence ratings

membership retention

+36%

49. 68 % today

46 . 67% starting

= 1 group member

group members

year-end reserve

Blog

98%

34

HIGHLY RELEVANT EVENTS

$95 , 871

+ 41%

Group

twitter = 10 events

37% $256,485

of annual expenses

TABLE OF CO NTENTS

S C H E D U L E

M E M B E R S H I P

/ /

58

R E C R U I T M E N T

/ /

67

R E T E N T I O N

/ /

68

C O M M U N I C AT I O N S I N T E R A C T I V E

24

V O L U N T E E R

M A N A G E M E N T

/ /

29

P R O R A M M I N G

/ /

74

F I N A N C I A L

M A N A G E M E N T

/ /

41

D E L I V E R Y

/ /

84

P L A N

/ /

44

AT T E N D A N C E

/ /

89

R E L AT I O N S

/ /

48

S P O N S O R S H I P C O M M U N I T Y

E X E C U T I V E E X E C U T I V E

&

P R O G R A M M I N G

/ /

S T R AT E G I C

C O L L E G I AT E

S U M M A R Y

S U M M A R Y

/ /

14

S I G N AT U R E

PA G E

/ /

AT TAT C H M E N T S

/ /

O F

C O M M U N I C AT I O N S

P L A N N I N G

&

PA G E S

M E M B E R S H I P

L E A D E R S H I P V I S I O N

A D D I T I O N A L

M E D I A

/ /

94

/ /

98

112 113

2 012 –2 013 A M A A T L CEA EXECUTIVE SUMMARY

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E X E C U T I V E

S U M M A R Y

2 012 –2 013 A M A A T L CEA EXECUTIVE SUMMARY A JOURNEY OF GROWTH A N D D I SCOVERY

Ask kids what they want to be when they grow up, and you typically hear doctor, ballerina, fireman, teacher or even two of these! You don’t often hear, “a Brand Manager,” “Digital Marketing Strategist,” “Copy Writer” or “Packaging Designer.” Yet these are the roles that led us into careers in marketing.

Roles that draw on our ability to see the world in ways no one has before and to help others see things differently as well. Like many in our chosen profession, we have boundless curiosity about what’s around the corner and what’s yet to be explored, and we are infinitely optimistic about the future and the opportunities that await us. We are also innate strivers, seeking to reach the peak of our craft. AMA Atlanta’s role is to help our members reach that peak.

Our mission is to create maximum value for each member by understanding the critical links and skills required for them to move through their career as marketers, from High School to the C-Suite. We help our members grow their knowledge, networks, businesses and careers.

We are their support crew on every step of their trek to the top, and when they get there, we hope that they will extend a hand to help the next generation on their journeys.

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membership climb 2008 to 2013

818

2008

6 61

608

2009

2010

2011

2012

2013

EXTERN A L LEA D ERSH I P GO A L: A DVA N CE TH E AM A N A T I O N A L LY A N D R E G I O N A L LY On a national level, AMA Atlanta Executive Advisory Board member Rebecca Messina of The Coca-Cola Company, took a position on the AMA’s National Board. Our Past President, Jo Ann Herold, participated in the AMA Leadership Summit Planning Committee. We also had 13 members from our Board of Directors attend the Leadership Summit, our biggest group ever.

Demonstrating our commitment to AMA chapters across our region, we hosted the AMA Southeast

By any measure 2012–13 was a year to celebrate for AMA Atlanta. It was the fourth year of a five-year strategic plan written by our board in June of 2009 and our Chapter has come a long way since then.

By 2009–10, our membership had slipped down to 608 from 818 the prior year. The economy was a major factor, and it also had an impact on our corporate sponsorships and Chapter finances. In 2010– 2011, we climbed back to 661 members, followed by 797 in 2011–12 and last year we reached the level of third largest chapter with 977, adding 180 members to our chapter. This growth is a direct result of the huge effort our Chapter put behind implementing the strategies designed to reach the ambitious goals our chapter leaders set for the year.

977

797

Regional Retreat, which provided nearly 30 members from 10 chapters with a mid-year opportunity to share best practices and get inspired to achieve more. Attendees felt it was an incredibly productive and worthwhile event.

Atlanta also provided judges for the Nashville Chapter CMO Awards and speakers for four other chapters including Iowa, Nashville, Tampa Bay and The Triangle, helping them provide value to their members.

I NTERN A L LEA D ERSH I P GO A L: BU I LD O U R CH A PTER ’S STRENGTHS AND ABILITY TO SUPPORT OUR MISSION This year we launched several initiatives that We launched a Marketing Research Executive equipped us to better deliver our mission.

Advisory Board (MR EAB) with members We fulfilled a long-term goal of launching our representing client-side senior market researchers Past Presidents Council, leveraging these leaders’ from eleven of Atlanta’s top companies. This group experience and providing them with an opportuni- will help us to sharpen our chapter’s skills in the ty to shape the future of our chapter. We also grew increasingly important areas of marketing our Executive Advisory Board to 31 executive analytics and customer insights. The formation of members, engaging over a dozen of them to help us the group was inspired by the success of our brainstorm Signature Luncheon topics and speak- Chapter Executive Advisory Board. Given the ers, as well as content for the annual AMA Atlanta excellent reception we’ve gotten for the MR EAB, White Paper. The 19-page White Paper, entitled Big our plan is to roll out more of these specialty EABs Data Leads to Big Innovations for Marketers, was in areas like Digital Marketing and Non-Profit. published in June 2013 and is available to AMA Recognizing the role of metrics in guiding our members nationally (see Appendix). chapter’s journey, we added an Analytics

E X E C U T I V E

S U M M A R Y

OVERA RCH I N G PROGRAMMING GOAL: D ELIVER WO RLD CL ASS PROGRAMMING TO OUR MEMBERS AND GUESTS

Committee. The team, led by incoming President Renee Spurlin, developed a monthly Marketing Dashboard to help us continuously track results against our chapter’s goals.

We also added a Communications position to our Board of Directors and refreshed our Chapter Bylaws for the first time in more than 20 years.

Without a doubt, our members were the focal point of the work our board and volunteers undertook in 2012–13. We began by asking members how we could help them personally. Their responses led us to create vital new programs and services that were instantly popular. First, we created an innovative Mentorship Program to provide one-on-one career guidance and feedback. Mentors and mentees are paired up for three months and then switch to get new perspectives and gain networking value.

The program allows members in mid-career to both mentor and be mentored. In the first year, we had more than 50 members paired with mentors!

It also provided opportunities for some of Atlanta’s top marketers to help guide new generations of AMA Atlanta leaders.

We then launched a Multicultural SIG that recognizes the growing importance of target marketing. It addresses the professional needs of our diverse members who are leading multicultural marketing efforts at client companies, agencies and media firms. Our Multicultural SIG’s first two events sold out and year-two promises to be an exciting time of growth.

Our survey also revealed the importance of a strong volunteer program in building the value of membership and to further engage our chapter members. So we kicked up support of our program by creating a new Volunteer Board position,

2012‐2013 KPI Dashboard July 2012

2012‐2013 KPI Dashboard July 2012

Marketing

Membership

Mar

$1,000

$2,000

$3,000

Aug 3/28 AJC

3/21 AMYS July

3/7 YP

1/17 MC

1/24 AJC

0

5%

$50,000 $100,000 $150,000 2012 2011

$4,000

0

1

2

$0

$1,000

$2,000

$3,000

$4,000

$0

11‐12

Goal

5 $50,0000 $100,000 $150,000

To date 10

Sponsorship

Mar

1

2

Goal

0.00%

To date 12‐13 11‐12 3

$0 4

Jan

May

June

Oct

Apr

Feb

Mar

July

Aug

Nov

Jan

Apr

May

June

Oct

Sept

Goal

Total Visits 50 100 Pages/Visit

150

Time on Site

May

Goal

Email Marketing

Open rate Click through rate

Total Group Members: 27/40 goal

Industry average open rate

Rate Goal July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June

Industry average click through rate

VolunteersDECA Certifications

2%

12‐13

YP Total media mentions: 12/20 goal 4% 5 $1,000 $2,000 $3,000 Total $4,000 Volunteers

11‐12 11‐12 5 Goal

0

Sponsorship Cash In kind

15

Apr

Retention

New Group Members:

2011

0

SIG Event Attendance

Profess.

89%

12‐13 Cash In kind

Feb

Members

DECA Certifications Sponsorship

12‐13 11‐12

Jan

DECA Certifications

Media Mentions: Scholarships Membership Goal Academic Student DECA Certifications $0

Scholarships

Dec

300 250 200 150 2012 100 50 2011 0

12‐13

Sponsorship

Cash In kind

2012 2011 $0

2/28 Coll…

2/6 Blinq

11/1 YP

12/13 YP

11/15 MC

Scholarships

Members

11‐12

Mar

4500

Actual

Open rate

JanClick through rate Feb

May

Nov

25% Nov 0% ‐25% Apr May June ‐50% 70% 60% 50% 40% 30% 20% 40.00% 10% 0% 20.00% 3 4 5

Oct

4000

Total Volunteers

11‐12

June

Oct

May

3500

12‐13

Oct

Sept

1000 800 600 400 June 200 Total media mentions: 0/20 goal 0 $2,000 $3,000 $4,000 Apr

3/13 Blinq

9/27…

Mar

$0 $1,000 SIG Event Attendance

9/13 MC

9/11 YP

2012Feb 2011 10/12 MR

140 120 100 80 60 40 20 0

Jan

Percent change from 2011‐ 2012

Aug

Media Mentions:

Scholarships Nov

Sept

May

140 120 100 80 Oct 60 40 20 0

8/22 AJC

Sept

10/25 AJC

0

9/26 Coll

100

3000

Goal

Total

Profess.

92%

125% 100%

75% Membership 50%

June

July

1200 SIG Event Attendance

200

0 June

May

Sept 4/11 MC

0.00%

300

Apr

Oct Coll.

Nov Member

Mar

Rate

Goal Volunteers

Academic 1% YP 1% 2500

Signature Lunch Attendance Website

2012‐2013 KPI Dashboard 150% May 2013

2012

Dec 5/2 YP Jan 5/16 AJC Feb 5/23 MC Mar YP Mixer Apr

5.00% Signature Lunch Attendance Sept Oct Nov Jan Feb

Feb

Programs and Events 2000

Feb

2011

0

0

Mar

July

Jan

100

Jan

Dec

300

Email Marketing 200

0.8 0.6

15.00% 0.4 Programs and Events 0.2 10.00%

100

Apr

Nov

Signature Lunch Attendance SIG Event Attendance 2012‐2013 KPI Dashboard 1.2 1 April 2013

300 200

Feb

Oct

Apr

Mar

Feb

Aug

Jan

Nov

Nov 0%

Dec

Oct

Sept

Programs and Events July Aug Sept

Sept

Marketing Social Media Goal

Membership

July

Percent change from 2011‐2012

0

2012‐2013 KPI Dashboard May 2013

LinkedIn members YouTube views 2011 Total Visits Pinterest followers 2012‐2013 KPI Dashboard Student 2012 Blog views Pages/Visit May 2013 6% Twitter followers Time on Site MayFacebook fans Goal 0 500 1000 1500 Mar Apr May June

40%

2012‐2013 KPI Dashboard 20% December 2012

100

Total

60% 50% 40% 30% 20% 10% 0%

Members

Website

200

Goal

Aug

3500

Nov

3000

Dec

2500

Sept

2012‐2013 KPI Dashboard July 2012

Programs and Events 0 500 1000 1500 2000

Signature Lunch Attendance 300

Retention

Members 1200 1000 800 600 400 200 4000 04500

Dec

Social Media LinkedIn members YouTube views Pinterest followers Blog views/mo.

Twitter followers Facebook fans

10/3 Blinq

TOP MEMBERSHIP GOAL: GROW THE VALUE OF AMA ATLANTA MEMBERSHIP NOW AND INTO THE FUTURE

0 $0

50

100

10

15

Actual

150

$50,000 $100,000 $150,000

Goal 200 To date

Total Group Members: 37/40 goal Swarm Agency, Liquid Soul

Cash In kind

Goal $0

$50,000 $100,000 $150,000

To date

Swarm Agency, Liquid Soul

new monthly marketing dashboards

separate from the Membership Chair, to provide greater focus and leadership in each area. The new team established a volunteer database, newsletter and hosted a Volunteer Summit breakfast under our “I Love AMA Atlanta” theme, at which our SIGs presented options for serving. These efforts grew our volunteer base to 212, or 22% of our chapter.

Group membership also grew to over 40 companies, making ours the largest group membership program in the nation. Our retention efforts paid off tremendously, yielding a 98% retention rate for group memberships alone.

In total, our membership grew by 180, our highest membership level in 17 years, allowing us to become the third largest AMA Chapter.

As we rolled out our five-year plan in 2010, we made a major commitment to deliver a caliber of programming that would attract sizeable audiences of senior as well as junior marketers and would establish AMA Atlanta as the hub of “can’t miss” marketing events for the Atlanta market. We set out to provide a continual stream of educational, interactive events anchored by our Signature Luncheon series. First, we tapped our Executive Advisory Board (EAB) to brainstorm topics and speakers. Some of our EAB members agreed to be speakers themselves, and as marketing leaders of prominent global brands, they unfailingly drew large crowds. All luncheon speakers were national/ global level leaders, a goal our chapter set in 1980, that we still deliver today.

What also increased our attendance was building the pipeline of Signature Luncheon events 6–8 months ahead; the advance planning and marketing helped us to build even stronger attendance and buzz within the greater Atlanta marketing community. In total, we conducted 8 Signature Luncheon events with an average attendance of 174.

Next, we built a programming calendar that addressed rapidly growing areas of marketing that our members are highly interested in

learning more about. Partnering with the Atlanta Journal-Constitution and BLiNQ Media, we conducted a series 8 digital and social media learning events. These hugely popular interactive series drew between 100% and 440% attendance versus goal per event and thanks to our sponsors, all admission fees represented incremental Chapter revenue.

Rounding out the schedule were events from our Young Professionals, Collegiate Outreach, Multicultural, Research, Volunteer and Non-Profit SIGs. These events allowed our members to learn about, network and volunteer in areas that they are tparticularly passionate about.

In total, we conducted 34 events with 3696 total attendees that increased the value of AMA membership for our members and gave our guests great reasons to join. Our meeting survey results reflected a 96% Overall Satisfaction score and high excellence ratings for Quality (94%), Presentation (94%) and Value (95%).

“I have thoroughly enjoyed the mentor program and I can’t thank you enough for pairing me with such a great person…I asked her for help in transitioning from a student to an employee and she has helped me figure out what exactly I want to do in my career.”

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E X E C U T I V E

S U M M A R Y

#1 CO M M U N I C ATI O N S G O A L: K EEP O U R M EM B ER S INFORMED OF EVENTS AND OPPORTUNITIES Communications play a critical role in sustaining the growth of the Atlanta chapter and our ability to deliver value to our members. Recognizing the importance of a strong communications program and infrastructure to achieving our mission, we added a Communications Board position and recruited additional volunteers. This team ensures a smooth, continuous flow of news about the chapter, upcoming events, special initiatives, membership drives and job postings.

An important improvement we made this year was to use analytics to optimize our communications process, targets, number and timing of emails.

This allowed us to more accurately target customized communications through segmented emails to members and non-members.

Also, for the first time we conducted a Volunteers’ Summit, which was an important forum to communicate our mission, values and volunteer opportunities. We encouraged attendees to share their experiences at this and all of our events through their preferred social media channels.

To further build the program, we launched Pinterest and Vine app social programs this year.

Our Communications team also generated earned media coverage in Atlanta’s two major media outlets for business including The Atlanta JournalConstitution and The Atlanta Business Chronicle, in which we were also featured by a former AMA Atlanta chapter president, Ken Bernhardt, in his monthly marketing column.

O U R CO M M ITM ENT TO CO M M U N ITY Along the journey, we became increasingly aware of our responsibility to use our marketing talents to help not only Atlanta’s marketers, but also our community as a whole. We stepped up our support of Atlanta non-profits who make an enormous difference to those in need in our city every day.

We targeted three non-profits to receive direct support from AMA Non-Profit SIG volunteer teams ranging from helping them promote fundraising events, to creating social media content calendars and even developing an organization’s entire marketing plan.

To create an even broader impact, we began a series of quarterly learning events in which leaders

of 30–40 local non-profit organizations can learn about marketing basics, how to build their brands more effectively and how to create marketing plans that drive fundraising and volunteerism. Our goal is to create sustainable positive impact on our city as well as its marketing community.

Our chapter has deep roots in volunteerism and this was exemplified this year when Board member Brandon Pelissero was recognized at DECA’s High School Marketers’ national convention for his work on behalf of the program through AMA Atlanta.

An important AMA contribution is to help create and certify the content for High School marketing curriculum in Georgia.

2 012 –2 013: A N E X CI T I N G Y E A R O F G R O W T H , D I SCOVERY A N D M A KI N G A D I FFER EN CE As we climbed towards our vision in 2012-13, our chapter reached our highest membership in 17 years by continuously increasing the value of AMA membership and focusing steadfastly on our goals.

We stepped up our contributions to AMA nationally, regionally and locally, creating new opportunities for our members to serve and be served.

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We delivered world-class programming, further solidifying our position as the source of marketing thought leadership in Atlanta. And we rediscovered the rewards of using our talents to create positive impact on the city that we work in and love. We can’t wait to build on this legacy in 2013–2014!

E X E C U T I V E

S U M M A R Y

LEADERSHIP VISION & STRATEGIC PLANNING VOLUNTEER MANAGEMENT FI N A N CI A L M A N A GEM ENT SPONSORSHIP PLAN CO LLEG I ATE & CO M M U N ITY R EL ATI O NS

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L E A D E R S H I P

VISION & STRATEGIC PLANNING

MISSION AND VISION ››

What is your chapter’s mission and vision statement(s)?

Vision: AMA Atlanta wants to be the 2nd lar-gest AMA Chapter by 2015.

We were 4th at the beginning of 2012–2013 and, as of this year, are currently the 3rd largest chapter.

Our New Mission is: AMA Atlanta drives maximum value to each individual member by understanding the critical links required to move them through their life as a marketer. The Chapter’s pri-mary function is to elevate the field of marketing by helping members and guests: ››

Grow their businesses

››

Grow their networks

››

Grow their knowledge

››

Grow their careers

AMA ATLANTA LOGO

AMA Atlanta does this by producing events and facilitating connections for marketers that provide inspiration, education, scholarship, direction, mentoring, employment, sponsorship, and leadership.

In 2012–2013, we moved one step closer to achieving our vision of becoming the second largest chapter by 2015. Why is this important? We believe that size and scale provide greater capacity to serve our members with vital programming, mentoring, personal development, growth and networking opportunities… it allows us to fulfill our mission within the large and growing marketing community in Atlanta. It also allows us to be marketing thought leaders by tapping into a large base of marketing practitioners, agencies and media from large, mid-sized and emerging companies that call Atlanta home.

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L E A D E R S H I P

››

How did your chapter communicate your mission and vision to members and the local marketing community? Where possible, include examples/support as attachments.

STRATEGIC PLANNING Our 2012-13 Strategic Plan is included in the Appendix.

We made our vision of becoming the 2nd largest chapter a central part of our external communications, through social media, e-newsletters and at events, to our general member base. We further drove it home to board members & volunteers at such events as our Kick-Off Retreat, Board Meetings, Executive Board meetings and our Volunteer Summit.

Our fiscal year 2012-2013 strategic plan provided our chapter with a comprehensive and integrated approach to connect our mission and needs as a chapter with the actions of each committee. It was the fourth installment of a five-year plan designed to deliver our overarching goal of building our membership by increasing member value.

The same can be said for our mission. Using the same communications methods above, we made a concerted effort to demonstrate specific ways we’re helping our members build their careers and gathered testimonials from sponsors, members and volunteers, to help us continually gauge how we are meeting their needs.

The plan was a high level summary of the key strategies and initiatives formulated from individual committee plans. To ensure alignment and consistency across teams, all work was anchored against four (4) key strategic imperatives that supported the climb towards the Chapter’s long-term success.

CO NSTITUTI O N A N D BYL AWS ››

When did your chapter last review its constitution and bylaws for accuracy/relevancy? If the constitution or bylaws were updated this year, what major revisions were made?

We renewed our chapter bylaws this year thanks to our long-time Board Member, past President and attorney, Jon Anderson. With over 30+ years as a Board member, he had a great historical perspective of our chapter, combined with in depth knowledge of where we’re headed which helped to purposefully update our Bylaws. Jon was on the Board last time they were updated, over 20 years ago!

While we revised virtually all areas of our bylaws, we are pleased to note that the underlying structure of our Chapter remained intact and there were minimal changes to the way we operate our chapter today.

››

-20 years

Drive Membership by increasing value to every single AMA Atlanta member.

››

Drive Member Value by supporting the critical stages of each member’s lifelong career climb as a marketer.

››

Raise the Local Visibility and Credibility of the AMA Atlanta Chapter.

››

Raise the profile of AMA Atlanta as a Leader within the International AMA organization.

“Failing to plan is planning to fail”

Throughout the year, performance of all initiatives was measured against delivering these imperatives, providing a consistent dashboard for Chapter management. To ensure execution against these imperatives, we established specific goals for Membership, Group Membership, Volunteers, Sponsorship, Programming, Chapter Financials, Leadership, Public Relations & Communications, Website & Database, Social Media, Collegiate Outreach, AMY Awards, Board Development & Training, Industry certification for DECA High School Marketing, and individual SIGs including Digital Marketing, Young Professionals, Research, Multicultural and Non-Profit.

Our new bylaws are included in the Appendix.

years since chapter bylaws update

››

Did your chapter hold a beginning-of-year planning retreat? When and where was it held?

Yes, we held a Kick-Off Retreat again this year. It was held at a creative space in Buckhead, one of Atlanta’s centers of marketing innovation and research.

2013

The Retreat was held on a Saturday in June as a way to get the entire incoming board together for team building, planning, brainstorming and fun as the new year began. It proved to be an important step in laying out an action plan to support and further deliver our 5-year strategic plan.

Each board member received a Board Binder, a copy of Board in the Box from IH, and an “I Love AMA Atlanta” t-shirt to start the team off on the right foot.

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L E A D E R S H I P

››

Did your chapter conduct a mid-year planning review? How did your mid-year status compare to your initial plan?

Yes, we dedicated our January Board meeting to conducting a mid-year review as a group. Our process also included personalized communications with board members to review each Chair’s goals, benchmark where we stood on accomplishing these goals and any action items we needed to take to ensure goals were met by year’s end. During our mid-year review, our metrics revealed that while most areas were on track versus plan, some areas were lagging and required extra efforts to hit our goals. We used this opportunity to rally our entire team around the specific action steps required to reach our goals.

VOLUNTEER MANAGEMENT Our leadership made a major commitment to our Volunteer program in 2012-13.

212 We created a new Volunteer Chair board VOLUNTEERS position, separate from the Membership Chair position, which provided greater +77% focus and leadership to both areas. over last The new Volunteer team established a year 977 volunteer database, our first volunteer members e-newsletter and hosted our first Volunteer Summit under our “I Love AMA Atlanta” theme. The breakfast event served VOLUNTEER BASE 2012–2013 as an opportunity to gather current volunteers, recognize and thank them for their contributions and let prospective volunteers listen to our SIGs discuss opportunities to serve. These efforts grew our volunteer base to 212, or 22% of our chapter membership—a 77% increase for the year!

Additionally, we hosted the AMA Regional Retreat this year. This gathering served as a great energizer for our team, an opportunity to hear what other chapters were doing and a chance to reassess our goals. ››

How did your chapter track and measure progress against your strategic plan? Where possible, include additional examples/support as attachments.

Our President Elect Renee Spurlin, assembled our first Analytics team to develop a Marketing Dashboard for our chapter. This document showcased key chapter performance indicators in Membership, Programs and Events, and Marketing.

It became our primary status update tool reviewed at monthly board meetings.

Throughout the year, it proved to be extremely valuable in keeping us on track, enabling us to make adjustments as needed and helping us celebrate successes along the way.

We also used our Kick-Off Retreat, Mid-Year Review, Regional Retreat and the Leadership Summit as opportunities to benchmark, track progress and drive continuous improvement in all functional areas of our chapter.

Recognizing individual commitment to our chapter and our members, we also submitted Jon Anderson (30+ year volunteer and Past President), for National Volunteer of the Year during his final year as a volunteer with our chapter.

AN UNRELENTING PUSH TO THE TOP In 2012-13, our team pushed harder, managed smarter and climbed higher towards our 5-year strategic plan goals and the results reflect the effort.

We are grateful for the focused, tireless work on the part of our leadership and volunteers that drove these results.

BOARD & VOLUNTEER ROSTERS ››

How many board members did your chapter have?

26 ››

How many membership committee volunteers did your chapter have?

8 ››

How many programming committee volunteers did your chapter have?

16 ››

How many communications committee volunteers did your chapter have?

2

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L E A D E R S H I P

Complete the table below to list anyone who volunteered their time to the chapter throughout the year, including what committee(s) they were involved with (if applicable) and if they served on the board.

››

2012–2013 Volunteers

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Board Member

2012–2013 Volunteers No.

Name

Position

Committee

Board Member

29

Brett Campbell

Mentorship Chair

Board Member

X

30

Britney Gregoire

Volunteer

AMY Awards

31

Carlton McFall

Volunteer

Membership

No.

Name

Position

Committee

1

Aaron Gill

Volunteer

Membership

32

Caroline John

Past Presidents Council PPC

2

Abby Baird

Volunteer

Non-Profit/Pro Bono

33

Caroline Van Sickle

Volunteer

3

Abby Bennett

Volunteer

AMY Awards

34

Carolyn Pollard Neal

Past Presidents Council PPC

4

Abby Gallagher

Volunteer

Communications

35

Chelsea Vaughn

Events

Marketing Research

5

Adam Harrell

Volunteer

AMY Awards

36

Chris Campbell

Volunteer

Volunteers

6

Alberto Pages

Volunteer

Mentorship

37

Chris Harris

Communications

Non-Profit/Pro Bono

7

Alex Barclay

Potential Member

Collegiate Relations

38

Chris Thornton

Board Member

8

Alex Kappus

Potential Volunteer, Potential Member, Contacted

Collegiate Relations

Website/Technology Chair

39

Christina Ewen

Venue

Functional Experts

40

Christine Presto

Membership

YP SIG

41

Christy Williams

Volunteer

Volunteers

42

Cindy Underwood

Group Membership Chair

Board Member

Digital SIG

9

Alf Nucifora

Past Presidents Council PPC

10

Ali Cascino

Communications

Collegiate Relations

11

Ali Mitnick

Outreach

Collegiate Relations

12

Allison Mulling

Secretary

Sponsorship

43

Clayton Cosse

Past Presidents Council PPC

13

Ambika Jack

Volunteer

Market Research SIG

44

Cymone Baylor

Volunteer

Social Media

14

Amyn Sadruddin

Volunteer

Programming

45

D. Plachta

Volunteer

Social Media

15

Amyr Heard

Communications Coordinator

Multicultural SIG

46

Dan Bonert

Speaker Liaison

Programming

16

Anastasia Kusmartseva

Chair-Elect

Young Professionals

47

Dan Eanes

Braves Liaison

Collegiate Relations

48

Danny Czeczil

Outreach Chair

Non-Profit/Pro Bono

17

Andrea Fenton

Chair

AMY Awards

49

Daryl Evans

EAB

18

Andrea Walker

Young Professionals

YP SIG

Executive Advisory Board

19

Andrew Foster

Volunteer

Collegiate Relations

50

Dave Jackson

liaison to the Membership Committee

Programming

20

Angad Chera

Volunteer

Sponsorship

51

David Craig

Volunteer

DECA

21

Ann Morgan Kaser

LinkedIn Group Manager

Social Media

52

David Nasser

Volunteer

AMY Awards

53

Dawn Hill

Ambassador

Group Membership

54

Dianne Lanier

Past Presidents Council PPC

55

Dick Brand

Volunteer

Sponsorship

56

Dionne Boyd

Volunteer

DECA

57

Donald Chase

Past Presidents Council PPC

58

Dottie Albright

Past Presidents Council PPC

59

Doug Dawson

Past Presidents Council PPC

60

Douwe Bergsma

Executive Advisory Board

22

Ashley Grice

Volunteer

AMY Awards

23

Ashley Keegan

Volunteer

Collegiate Relations

24

Ashley Schoenith

President

Board Member

25

Ashley Wilkinson

Member—Outreach

Collegiate Relations

26

Brad Taylor

Volunteer

AMY Awards

27

Brandon Pelissero

Industry Certification Chair

Board Member

28

Brandy Jessen

Event Communications Programming Coordinator

X

X

X

X

X

EAB

L E A D E R S H I P

2012–2013 Volunteers

3 2

2012–2013 Volunteers

No.

Name

Position

No.

Name

Position

Committee

61

E. Paul Jennings

Past Presidents Council PPC

Committee

Board Member

92

Joe Koufman

Volunteer

Sponsorship

62

Edwin Hardy

Past Presidents Council PPC

93

Joe Rooney

EAB

63

Elena Bakhtina

MR Co-chair, Analytics Marketing Research team, Volunteer Master file

Executive Advisory Board

94

John Freight

Past Presidents Council PPC

64

Elizabeth Clubb

Executive Advisory Board

EAB

95

John Grafton

Past Presidents Council PPC

96

John Grashof

Past Presidents Council PPC

65

Emily Richardson

Volunteer

Non-Profit/Pro Bono

97

John Pinkard

Treasurer/Co-Chair

Board Member

X

66

Erica Babbit

Volunteer

Collegiate Relations

98

Jon Andersen

Board Member

X

67

Gavin Guidry

Communications

Collegiate Relations

Treasurer/ Past Presidnts Council

68

Gayathri Jayakumar

Analytics team

Programming

99

Jon Bridges

Executive Advisory Board

EAB

69

Gerardo Olivo

Volunteer

Multicultural SIG

100

Joyce Simmons

Volunteer

AMY Awards

70

Glen Caruso

Past Presidents Council PPC

101

Jules Gerding

Past Presidents Council PPC

71

Glen Tyler

Liaison to Non-Profit SIG

Programming

102

Julie Bowerman

Executive Advisory Board

EAB

72

Greg Cohen

Co-Chair, Mentorship

Board Member

103

Junia Blackburn

Volunteer

Programming

73

Hami Arrington

Volunteer

Market Research SIG

10 4

K Kenner

Events

Collegiate Relations

74

Heather Foster

Past Presidents Council PPC

105

Karen Anderson

Volunteer

AMY Awards

75

Heather Metzler

Pinterest Manager

10 6

Karstin Bodell

EAB

76

Henry Baker

Past Presidents Council PPC

Executive Advisory Board

77

Ian Erickson

Volunteer

10 7

Kay Auciello

Past Presidents Council PPC

78

Ian MacFarlane

Past Presidents Council PPC

108

Keely Jochym

Volunteer

79

Ivy Duggan

Past Presidents Council PPC

10 9

Ken Bernhardt

Past Presidents Council PPC

80

J. Mitchell Elrod

Past Presidents Council PPC

1 10

Ken Hall

Volunteer

Programming

81

Jacqueline Lascala

Partnerships

Programming

111

Kera Hawthorne

Volunteer

Volunteers

82

Jae Scarborough

Survey Overseer

Programming

112

Kevin Ware

Board Member

X

83

James Landon

Past Presidents Council PPC

Non-Profit/ Pro Bono Chair

84

Jamie Keeling

Judging/Entries Lead

AMY Awards

113

Kimm Lincoln

Communications Chair Board Member

X

85

Jamila Owens

Volunteer

Mentorship

1 14

Kip Creel

Board Member

X

86

Jasmine Maleknia

Outreach

Collegiate Relations

Market Research SIG Chair

87

Jeff Hilimire

Executive Advisory Board

EAB

115

Krikor Dekirmenjian

Volunteer

Programming

1 16

Kristen Simsek

Volunteer

Sponsorship

88

Jennifer Barash

Volunteer

Collegiate Relations

1 17

Kristi Epperson

Volunteer

Collegiate Relations

89

Jennifer Beech

Membership Chair

Board Member

118

Kristin Hague

Volunteer

Membership

90

Jennifer Groese

Volunteer

YP SIG

119

Kristina Felton

Past Presidents Council PPC

91

Jo Ann Herold

Immediate Past President, Past President 2011–2012

Board Member

1 20

Laurel Gross

Account Manager

Programming

1 21

Lauren Elder

Volunteer

Collegiate Relations

122

Laurie Berkin

Volunteer

Volunteers

X

Social Media Collegiate Relations

X X

Board Member

Volunteers

L E A D E R S H I P

2012–2013 Volunteers

3 4

2012–2013 Volunteers

No.

Name

Position

Committee

No.

Name

Position

123

Laurie Hood

Volunteer

AMY Awards

155

Nick Nelson

Multicultural SIG Chair Board Member

124

Laurie Palmer

Volunteer

Volunteers

156

Parks Dimsdale

Past Presidents Council PPC

125

Lenora Oeters

Volunteer

Membership

157

Patricia Breed

Volunteer

Collegiate Relations

126

Lewis Duggar

Past Presidents Council PPC

158

Patrick Fitzmaurice

PPC

127

Linda Ernest

Volunteer

Volunteers

Past President's Counsel

128

Linda Matzigkeit

Executive Advisory Board

EAB

1 59

Patrick West

Collegiate Relations Chair

Board Member

1 29

Lindsay Byron

Volunteer

Membership

16 0

Paul Prisco

Volunteer

Sponsorship

1 30

Lisa Gunther

Executive Advisory Board

EAB

16 1

Penny Brooks

Volunteer

Collegiate Relations

162

Peter Booth

Past Presidents Council PPC

1 31

Lisa Maclellan

Chair-Elect, Volunteers

Volunteers

16 3

Rachel Cook

Volunteer

1 32

Liz Ward

Programming Chair

Board Member

16 4

Rebecca Kritzman

Past Presidents Council PPC

133

Lloyd Antle

Past Presidents Council PPC

16 5

Rebecca Messina

EAB

134

Louise Mulherin

PR Chair

Board Member

Executive Advisory Board

135

Lynn Moss

Communications & Ambassador

Group Membership

16 6

Rebecca Miesch

Volunteer

DECA

16 7

Redfern Hollins

Past Presidents Council PPC

1 36

Marion Yoder

YP Chair

Board Member

16 8

Renee Nelson

Volunteer

Mentorship

137

Maritza Ferreira

Volunteer

Volunteers

169

Renee Spurlin

President-Elect

Board Member

X

138

Mariya Finkelshteyn

Communications

YP SIG

170

Renee Thompson

Secretary

Board Member

X

1 39

Mark Stottlemyer

Volunteer

Programming

17 1

Richard Farmer

Past Presidents Council PPC

14 0

Mary Nevin Gauthier

Research 101 Bootcamp to Young Marketers

Marketing Research

17 2

Rob Calderin

Chair Elect

Non-Profit/Pro Bono

14 1

Mary Stenmark

Digital SIG Chair

Board Member

17 3

Robert Dolan

Sponsorships

YP SIG

14 2

Matt Thomason

Volunteer

Collegiate Relations

174

Roberto Gomez

Volunteer

Multicultural SIG

14 3

Meghan Callahan

Volunteer

Social Media

175

Roger Bacik

Past Presidents Council PPC

14 4

Meredith Hork

Volunteer

Collegiate Relations

176

Ron Strauss

Volunteer

DECA

14 5

Michael Hughes

Ambassador/Group Member Development

Group Membership

17 7

Sean Kaine

Volunteer

AMY Awards

178

Shannon Harlow

Chair Elect

AMY Awards

17 9

Shannon O'Donnell

Volunteer

Collegiate Relations

1 80

Sharina Harris

Volunteer

Programming

1 81

Sharon Goldmacher

Past President's Counsel

PPC

1 82

Shauna Bassett

Chair Elect

Collegiate Relations

183

Shelby Hill

Past Presidents Council PPC

184

Shelia Hall

Volunteer

Programming

185

Shweata Ahooja

Volunteer

Mentorship

186

Sonja Uppal

Outreach, Volunteers newsletter

Collegiate Relations

14 6

Michele Miller

Sponsorship Chair

Board Member

147

Michelle Dorminey

Volunteer

Programming

14 8

Michelle Love

Volunteer

Collegiate Relations

149

Millie Duran-Gonzalez

Membership Liason

Multicultural SIG

150

Moira Vetter

Past Presidents Council PPC

151

Molly Dana

Volunteer

Collegiate Relations

1 52

Nancy Conner

Volunteer

Mentorship

153

Narcis Alikhani

Volunteer

Collegiate Relations

154

Nathalie Espinol

Volunteer

Collegiate Relations

Board Member

X X

X

X

X

Committee

Board Member X

X

Communications

L E A D E R S H I P

BOARD TURNOVER ››

Complete the table below to indicate if your chapter had turnover during the year for any of the board positions listed, explaining how long the seat was vacant and the strategy you employed to fill it.

Through long-term succession planning and our leadership’s strong commitment to our mission, we were fortunate to experience no board turnover this year.

2012–2013 Volunteers

3 6

Position

Time Vacant

No.

Name

Position

Committee

Board Member

President

0

187

Stacy Shade

Volunteers Chair

Board Member

X

President-Elect

0

188

Stephanie Harris

Volunteer

Volunteers

Secretary

0

1 89

Steve Gotz

Analytics

Programming

Treasurer

0

1 90

Susan Stottlemyer

Executive Director

Board Member

Membership Chair

0

1 91

Suzi Rooker

Volunteer

Membership

Programming Chair

0

1 92

Tad Hutcheson

Executive Advisory Board

EAB

Communications Chair

0

1 93

Tami Oliva

Volunteer

AMY Awards

No turnover for the positions listed above

194

Tammy Hudson

Volunteer

Mentorship

1 95

Tanya Hall

Volunteer

Non-Profit

196

Tarra Holman

Volunteer

Collegiate Relations

197

Telleen Anderson-Lozano

Social Media Chair

Board Member

1 98

Teresa Caro

Volunteer

AMY Awards

199

Terri Barber

Volunteer

Non-Profit

200

Tim Palmer

Executive Advisory Board

EAB

2 01

Timothy Goleman

Pininterest. Twitter

Social Media

2 02

Toby Bloomberg

Past Presidents Council PPC

2 03

Todd Ridgeway

Speaker Liasion Signature Luncheons, Chair Elect

Programming

Board Position

Successor’s Name

Position Category (Leadership, Membership, Programming, Communications or Other)

20 4

Tom Lowry

Executive Advisory Board

EAB

Immediate Past President

Ashley Schoenith

Leadership

President

Renee Spurlin

Leadership

2 05

Tonya Collins

Volunteer, Photography Progarmming Liasion

President Elect

Liz Ward

Leadership

Secretary

Christy Williams

Other

Treasurer

John Pinkard

Other

Membership Chair

Brett Campbell/ Patrick West

Membership

X

Strategy

SU CCESSI O N PL A N N I N G X

››

Complete the table below to list each board position that had a successor identified (i.e. an “elect”) nine or more months prior to the start of the year.

We had successors identified for 100% of our board positions in excess of 9 months prior to the start of the new year. Our board is an impressive collection of committed members, many of them returning for their 5 or 6th year as a Chair.

This strength of experience and continuity of leadership enables us to build on the success of previous chapter leaders.

succession chart

20 6

Vernon (Pete) Little

Past Presidents Council PPC

20 7

Whitney Miller

Volunteer

2 08

William Finn

Past Presidents Council PPC

20 9

William Neal

Past Presidents Council PPC

Programming Chair

Programming

210

William Pate

Executive Advisory Board

EAB

Mary Stenmark/ Todd Ridgeway

Communications Chair

Kimm Lincoln

Communications

Communications

21 1

Zach Krame

Volunteer

Collegiate Relations

21 2

Zach Mullins

Volunteer

Collegiate Relations

L E A D E R S H I P

succession chart Board Position

››

Successor’s Name

Position Category (Leadership, Membership, Programming, Communications or Other)

Collegiate Relations Chair

Shauna Bassett/Jennifer Beech

Programming

Sponsorship Chair

Eric Tejada

Other

Social Media Chair

Telleen Gegner

Communications

Market Research SIG Chair

Kip Creel

Programming

Multicultural SIG Chair

Nick Nelson

Programming

Industry Certification/DECA Chair

Brandon Pelissiero

Other

Non-Profit Chair

Kevin Ware/Rob Calderin

Programming

AMY Awards Chair

Shannon Harlow

Programming

Volunteers Chair

Lisa Maclellan

Membership

Website/Technology Chair

Chris Thornton

Communications

Young Professionals SIG Chair

Anastasia Kusmarteseva

Programming

Marketing Tech Chair

Brandy Jessen

Programming

Group Membership Chair

Cindy Underwood

Membership

Mentorship Chair

Greg Cohen

Other

VO LU NTEER R ECO G N ITI O N ››

››

››

How were volunteers assigned accountability for goals in your chapter plan?

All of the board members were required to complete SMART goals prior to our Kick-Off Retreat. The goals were reviewed mid-year to make mid-course corrections if necessary, and again at the end of the year. ››

Did you have volunteers sign a commitment form or affirm their commitment in any other way?

All board members are required to sign a commitment statement. We collect the signed forms at our annual Kick-Off Retreat. A copy is included in the Appendix.

3 8

Planned or Spontaneous

Signature Luncheons

Monthly

Planned

Volunteer of the Month e-newsletter and social media

Monthly

Planned

Volunteer appreciation events

2x per year

Planned

Board Member of the Month

Monthly

Planned

Board Emails: recognition through note to the board after job well done

Randomly

Spontaneous

Board thank you notes: handwritten note to thank board member

1x per year

Planned

Did your chapter have a specific package of tangible benefits for board members?

Yes, we have a full complement of benefits available to board members.

We encouraged board members to make use of their benefits, emphasizing those that could be used to energize their teams.

For which positions did your chapter have job descriptions and how were these communicated to new or prospective volunteers?

All volunteer positions had job descriptions. These were distributed during our volunteer events and on the website as a volunteer recruitment tool.

Frequency (times/yr)

BOARD BENEFITS

V O LU NTEER EX PECTATI O N S A N D A CCO U NTA B I LIT Y ››

Tactic

We consider volunteer recognition more than an important element of our membership growth and retention program…it is part of who we are as a chapter. We believe this commitment to recognition accounts for the loyalty and commitment shown by our members who volunteer, become leaders and stay in board positions for multiple years.

Did your chapter have any specific strategies or tactics around succession and how did these work out?

We developed a turnkey succession planning process tied to key deadlines to ensure the long-term health and continuity of our chapter. Chairs are asked to select a Chair Elect at the beginning Kick-Off Retreat and a mid-year Board survey ensures we are still on board for board leadership for the coming year.

This survey also asks, “Would you be interested in being the President of AMA Atlanta next year or one year in the future?” to identify future chapter leaders. It also helps us understand the long-term interests of board members for professional development planning.

Complete the table below to explain your tactics for recognizing chapter volunteers, including board members, indicating how frequently each tactic occurs (times per year) and whether it was a planned or spontaneous activity. If you did not recognize volunteers, state accordingly. Where possible, include examples/support as attachments.

››

What were the tangible benefits of being a board member? Where possible, include examples/ support as attachments. ››

We conducted professional development sessions during three of our board meetings this year. Topics of interest were gathered from our board survey, including the ability to meet

L E A D E R S H I P

and network with our Executive Advisory Board this year for the first time. ››

Board members have a special event discount code they can use for discounted pricing on all events.

››

Board members receive a gift certificate from AMA Atlanta on their birthdays.

››

Board members have a budget to use on volunteer recognition, whether for food & beverages at a committee meeting, thank you notes, small gifts or personal recognition of committee members, to ensure we are always saying thank you.

››

Board members were listed on our brand website with professional headshots that we had shot in-kind, by our chapter photographer.

››

Each board member received a crystal award at the end of the year as thanks for their service & dedication.

››

Each board member’s top accomplishments were showcased to our Executive Board in our last meeting of the year to help raise their personal profile among this exclusive group.

››

Board members are recognized at each Signature Luncheon monthly on an event slide, asked to stand up at events to be recognized, and at our year-end events.

››

Our chapter also covered 100% of the costs for 13 board members to attend the AMA Leadership Summit this year.

››

Board members had exclusive access to partner organization event discounts & free tickets.

VOLUNTEER SURVEYS ››

Did your chapter conduct a survey of your volunteers this year?

identified a significant need for professional development programming among our membership. For example, there is a high demand for programs related to leadership development, coaching others, and presentation skills—increasingly important skills for marketers at all levels. The need was so strong that we created a Professional Development SIG to be launched in 2013–2014.

FI N A N CI A L MANAGEMENT We are pleased to report that in 2012—2013 our Chapter had a successful year financially, based on sound fiscal policies and continuous monitoring of our financial position. We met our financial goals and continued the progress started when we implemented our 5-year strategic plan in 2009–2010.

FI N A N CI A L GO A LS ››

What were the overall financial goals for your chapter this year? How did you perform against them?

1. To operate the Chapter profitably.

The Chapter realized net income of $9,615 for the year. We attribute strategic budgeting, strong fiscal management and checkpoints throughout the year, as well as membership and sponsorship drives this year to our success in profitability.

$9 615

chapter net income

Yes, we conducted a survey of volunteers and the broader membership.

We designed our survey to fully understand the needs of our constituents. ››

What were the results of this survey? According to the survey, how satisfied were your volunteers with their experience? (state as a percentage)

Among volunteers, 85% were satisfied with their volunteer experience (those rating a 4 or 5 on a 5-point satisfaction scale.) Through a series of open-ended questions, we identified what is driving satisfaction and what specific areas we can target to enhance the overall experience such as special volunteer gatherings, working with committee leads on setting concrete goals and objectives and leadership training, to name a few.

Among the broader membership, we now have detailed information on content needs that will directly impact programming for the coming year. We also

4 0

= $1,000

L E A D E R S H I P

2. To subsidize the attendance of as many Board members as possible at the Annual Leadership Conference.

The Chapter subsidized the attendance of 13 of its Board Members to attend the annual AMA Leadership conference in Chicago, a record for our chapter. We have proven that engagement levels and AMA knowledge of our Board Members who have attended a Summit is higher than those who have not, so this is an important development component for us to fund each year.

FI N A N CI A L SUMM A RY ››

Complete every box in the financial summary chart below, making sure to remove the italicized explanations from the boxes.

Chapter Financial Summary Chart Fiscal Year Ended June 30, 2012 (actual)

Fiscal Year 2012–2013 Budget (projected)

Fiscal Year Ended June 30, 2013 (actual)

Total Beginning Assets

$1 82,16 0

$1 91 ,936

$1 91 ,936

Total Revenues

$ 2 6 7,82 8

$ 2 80,000

$ 2 6 5,69 6

Total Expenses

$ 2 5 8,052

$ 2 6 4 ,000

$ 2 5 6,4 8 5

$1 91 ,936

$ 20 7,936

$ 2 01 ,147

Total Assets & Revenues Minus Expenses

RESERVES ››

13 Board Members’ Trips to Chicago subsidized by AMA Atlanta

37% ››

$95 , 871 37% $256,485

of annual expenses

What balance of reserve funds did your chapter have at the close of the fiscal year?

$95,871 ››

3. To maintain a reserve account of at least 35–40% of annual expenses.

With a year-end reserve of $95,871 against 2012–2013 expenses of $256,485 the reserve account was 37%, right on target.

What percentage of your chapter’s annual operating budget was held in a separate reserve fund at the close of the fiscal year?

Were your reserves in a separate account from your day-to-day chapter account?

Yes ››

Complete the table below to indicate what type of account(s) your chapter’s reserves were in (checking, CD, investment account, money market, etc.) and what percentage of the reserves were in each account at the close of the fiscal year?

Account

Percentage

Wells Fargo Money Market

100%

CERTI FI ED PU B LI C A CCO U NTA NT (CPA) ››

Was a CPA (or Canadian equivalent) involved in your chapter’s financial management this year? In what way(s) was a CPA involved (on your board, completed your Year End Financial review, audited your books, etc).

Yes. The Chapter’s year-end financial report is reviewed by an Independent Certified Public Accountant, who also prepares the Chapter’s tax return.

year-end reserve

4 2

L E A D E R S H I P

SPONSORSHIP PLAN ››

››

· Did your chapter have a formal sponsorship plan?

If so, describe it.

AMA Atlanta has a comprehensive sponsorship plan. The plan is based on a three-tier system with a formal benefits plan for each level. In addition to this three-tiered plan, we also remain flexible to customize a package to suit a specific sponsor’s needs.

What sponsorship goals did your chapter set? How did you perform against them? Where possible, include examples/support as attachments.

Goal

Secure cash sponsorships of $61,375, a 25% increase over last year.

Results

Cash sponsorships reached $56,700. Though we fell slightly short of our goal this year, we achieved a respectable 13% increase over last year.

Goal

Increase last year’s total in-kind sponsorships by 15% to $130,525.

Results

Exceeded our goal with in-kind sponsorships valued at $133,500, a 15% increase over last year and a 2% increase over our in-kind sponsorship goal for the year.

Goal

Create new Sponsorship Prospectus for our chapter.

Results

Our sponsorship team created a robust new Prospectus that enabled us to present our chapter as a professional, top-notch organization worth investing in with lucrative sponsorship opportunities. This allowed us to renew the contract with our largest cash sponsor at a 33% increase over last year.

In addition, our team created a new sponsorship prospectus for our annual AMY Awards as well.

Goal

Double the sponsorship team to 6 members, up from 3 last year.

Results

We increased the sponsorship team to 5 volunteers, including adding a key volunteer who is now the Sponsorship Chair this year.

A snapshot of our sponsorship plan: Cash Sponsors: ››

Bronze Level: $3,000

››

Selected benefits: ››

Logo on website

››

Signage at Signature Luncheons

››

3 sponsor-specific blog posts per year

››

Silver Level: $10,000

››

All Bronze benefits plus: ››

Marketing material giveaway at 3 Signature Luncheons

››

18 tickets to Signature Luncheons, 2 tickets to annual AMY Awards gala event

››

Gold Level: $15,000

››

All benefits of Bronze & Silver levels plus: ››

Sponsor representative present at the door for 5 Signature Luncheons

››

Company display table at 4 Signature Luncheons

This year we developed new sponsorship materials.

See appendix for full sponsorship package.

4 4

sponsorship 2011–2012 to 2012–2013 2011–2012

2012–2013

cash sponsorship

+13 %

= $10,000

sponsorship team members

+2

in-kind sponsorships

+15%

L E A D E R S H I P

exposure and at no additional cost for us to execute, making it an easy benefit to add yet one that still provided great value.

See our Chapter Sponsorship Prospectus in the Appendix for a full look at our benefits packages and how we bundled benefits.

SPONSORSHIP VALUE ››

SPO NSO RSH I P BEN EFITS PACKA GE ››

Did your chapter create a sponsorship benefits package?

We created a new chapter sponsorship prospectus as well as a new prospectus for our annual AMY awards program. These comprehensive, branded packages included tiers with a full list of sponsor benefits for each level, but we allowed flexibility to work with a variety of sponsors and provide a great amount of value in exchange for their cash or in-kind support. Our benefits packages were broken out differently for cash and in-kind to value these two special areas differently.

See Appendix for examples of both our Chapter Sponsorship Prospectus and AMY Awards Sponsorship Prospectus. ››

Did you apply a monetary value to in-kind sponsorships to track value, and did you track their value as part of your budget? How much sponsorship value did you receive?

Working with sponsors, we determine a monetary value of their in-kind donations and track cumulative value for the year.

We keep a spreadsheet that details the value of each sponsorship and also provides a checklist to ensure that all the benefits promised to sponsors were delivered. This year, we received in-kind sponsorships for such key items as A/V, speaker gifts, professional photography, text/mobile event surveys, music rewards program, website services, email marketing services, Facebook Advertising services, and more.

Total in-kind sponsorship value received this year: $133,500, a 15% increase from previous year. We believe we received as much value from these partnerships as our sponsors did from their exposure.

What benefits were sponsors most interested in? Where possible, include examples/support as attachments.

Depending on their company or agency goals, our sponsors were interested in a variety of benefits.

This year, sponsors were keenly interested in complimentary tickets or memberships bundled within their sponsorship packages. Tight budgets and difficulty paying for their employees membership or event tickets, made this a lucrative negotiation element for us.

We had success with companies that wanted ownership of certain areas, such as title sponsorship of a SIG. We were able to provide title sponsorship opportunities for our new Multicultural SIG, Digital SIG and Social Media SIG— selling these at a premium due to the exclusivity and providing a greater value for these sponsors in the process.

Exposure to the local Atlanta marketing community was another benefit many of the larger cash sponsors were interested in as they look to build brand recognition among our members.

Lastly, we bundled our chapter’s social media & online mentions as an additional benefit within our sponsorship packages, which gave sponsors greater

4 6

L E A D E R S H I P

CO M M U N ITY & CO LLEG I ATE RELATIONS U SI N G O U R TA LENTS TO H ELP O U R CO M M U N ITY Our chapter completely transformed our community relations program in 2013, starting by rebranding our SIG from “Pro Bono,” to “NonProfit,” to acknowledge our mission of giving our volunteers more opportunities to make a significant, measurable impact on those in need in the Atlanta community. We announced this change in positioning, goals and approach at our Volunteer Summit in March, giving prospective volunteers new reasons to get excited about joining the Non-Profit SIG. As a result, our group grew from 8 to 16 volunteers, allowing us to dramatical-

ly expand our community involvement.

This effort was anchored by a growing partnership with the Atlanta Center For Non-Profits and by awarding Marketing Services “Scholarships” to four Non-Profits that directly benefited from AMA Atlanta volunteer time and talent. We also launched a non-profit marketing programming series to help local organizations (who are often without in-house marketing staffs) to learn how to use marketing tools and processes to strengthen their brands and engage potential donors.

CR EATI N G FUTU R E LEA D ERS: D ECA H I G H SCH O O L M A R KETI N G PR O G R A M A N D CO LLEG I ATE O UTR EA CH In 2012–2013, AMA Atlanta continued to be the governing body that certifies High School marketing programs in Georgia for DECA. We worked directly with students in the program, helping support them at the very start of their climb towards becoming successful marketers of the future and awarded $1,500 in scholarships for two participants.

Our Collegiate Outreach program is an important element of our chapter’s success and a great source of future leaders. Several current members of our board and a past President were once student mem-

4 8

bers in our collegiate outreach program including Ashley Schoenith, Jennifer Beech, Kevin Ware and Patrick West. In 2012–2013, we provided tangible benefits to our collegiate group through events such as our Collegiate Conference and Career Fair (the only one of its kind), and we continued our Ken Bernhardt AMA Atlanta Outstanding Marketer Award/Scholarship, which is endowed into perpetuity thanks to Ken’s long-term commitment and the support of other chapter members. We awarded 3 scholarships valued at $2,000.

CO M M U N ITY R EL ATI O NS ››

What community outreach project(s)/program(s) did your chapter execute this year? What were the goals of your project(s)/programs(s)? How did you perform against them?

Programs Marketing Services Scholarships/Direct Support—Awarded first-ever Marketing Services Scholarships to four Atlanta-based non-profits: ››

Furniture Bank of Metro Atlanta—Developed social media calendar, fund-raiser event planning and promotion materials.

››

Showcase Group—Developed entire marketing plan, created materials for a book drive, developed an internship program.

››

re:loom—Social enterprise of the Initiative for Affordable Housing—Conducted customer research to identify distribution channels, new products and labeling/ brand story-telling opportunities.

››

Café 458—Social enterprise of the Atlanta Center for Self Sufficiency—Performed marketing needs assessment and identified social media, local marketing and volunteer recruitment programs as opportunity areas for 2013-2014 support.

Marketing Education Program for Non-Profits—Launched a series of marketing learning events to help local organizations improve their branding, messaging and fundraising/sales.

Partnerships With Other Atlanta-Based Non-Profit Support Groups ››

Georgia Center for Non-Profits – AMA Atlanta supported the Center’s Georgia Gives Day in all social and digital channels. We are also complementing the GCNP’s educational offerings with marketing programming and helping the Center built its social/digital media capabilities.

››

Established partnership with Community Bucket, which connects millennial volunteers with service opportunities and identifies non-profits in need of marketing support. Community Bucket helps us identify Marketing Services Scholarship candidates.

Goals 1. Build programming to help as many small non-profits as possible. ››

Launched Non-Profit Marketing programming series with a Marketing 101 presentation by John Berry of the Society of St. Vincent DePaul at the Georgia Center For Non-Profits with 40 attendees from various local non-profit organizations.

2. Identify 3 non-profits for non-profit committee’s “scholarships.” ››

Identified and began working with 4 non-profit organizations in 2012-2013

L E A D E R S H I P

3. Get targeted agency involvement for 2 non-profits scholarship winners that will lead to case studies and highlight AMA Atlanta community involvement. ››

We were not able to get agencies to commit their time, so we changed our strategy by deploying AMA volunteers to identify marketing needs of selected nonprofits and provide support directly. This was facilitated by our recruitment efforts, which doubled the size of our SIG. We are tracking results of these efforts together with the organizations to create the case studies.

4. Get participation of large national chapter non-profits for programming. ››

Our first event, a Marketing 101 presentation by John Berry, CEO & Executive Director of the Society of St. Vincent DePaul, a large, national charity that seeks to end poverty through systemic change. It was held at the Georgia Center For Non-Profits and drew 40 attendees from various local non-profit organizations.

5. Build non-profit committee membership – include time commitment for recruitment of committee members. ››

Our team started the year with 8 members and grew to 16 after the Volunteer Summit.

6. Provide measurable results and proof points that demonstrate how AMA Atlanta helps the community. ››

This is work in progress as we work with these organizations to establish specific metrics including attendance at the Furniture Bank fundraising events and donations collected vs. YAG, increase in traffic to Café 458, sales of re:loom products and books donated for the Showcase Group book drive vs. goal.

CO LLEG I ATE R EL ATI O NS ››

What collegiate relations project(s)/program(s) did your chapter execute this year? What were the goals of your project(s)/programs(s)? How did you perform against them?

Programs Collegiate Conference—the only collegiate conference and job fair of its kind.

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››

We hosted premier marketing speakers in Atlanta to share experiences with students and created a speaker database which filled a long time need.

››

Home Depot: $3,000 Career Fair sponsor.

››

152 students registered (vs. goal of 150).

››

Built an app to engage students at conference—(http://my.yapp.us/collegiate).

››

Conducted conference survey on app to collect student feedback.

Chapter Presidents Digital Summit ››

Launched first-ever collegiate digital “Google Hangout” with Georgia Tech and Georgia College Presidents.

Created list of chapter resources to help chapters navigate affiliation, membership, recruiting, and event promotion.

Developed collegiate chapter speaker request process with email distribution list, request form on AMA-Collegiate.com ››

100% success rate for speaker requests and matching speakers with opportunities.

Atlanta Braves Sports Marketing event ››

43 students in attendance, including a Brazilian student experiencing professional baseball for first time.

Collegiate Networking mixer ››

50 students in attendance.

L E A D E R S H I P

Atlanta Hawks Marketing Event ››

24 Students in attendance.

››

Students lined entrance tunnel as team ran onto the court.

››

Two students selected for opportunity to meet captains of both teams.

Performance vs. Goals 1. 20 Employers at the Conference Job Fair. ››

Recruited 25 employers for the job fair.

2. Increase Conference attendance by 35% to 150. ››

152 students in attendance, a 35% increase vs. 2012 attendance of 111.

››

Increased “Next Step” students from 8 to 12 including 3 hires.

3. Grow collegiate membership to 85. ››

We had 40 collegiate members, however, we have a better understanding of why we missed our goal. Thanks to input from other chapters at Leadership Summit, we are working to lower our Collegiate Local Rate (it is currently $20), which we think is a barrier to them joining our local chapter as collegiate members.

4. Complete 8 campus chapter visits. ››

We made 5 chapter visits this year and we leveraged our network to provide speakers to these events.

››

UGA, KSU, GSU, GT, GCSU

5. Increase AMA collegiate members placed in jobs/internships by 25% to 10. ››

We surpassed our goal as 12 Collegiate members found jobs or internships.

+35%

collegiate conference attendance 2011–2012

2012–2013

= 10 students

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L E A D E R S H I P

MEMBERSHIP MEMBERSHIP RECRU ITM ENT RETENTION

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M E M B E R S H I P

MEMBERSHIP While we climbed well beyond our membership growth target in 2012–2013, the real story was not about numbers…it was about our personalized approach to recruiting and retaining Individual and Group Members. We sought to personally connect with each of our members to better understand and help them reach their personal career goals, as well as their expectations as AMA Atlanta members. This approach took many forms, from mentoring, to providing volunteer opportunities based on their personal passions, to AMA Atlanta Group Membership Ambassadors who developed on-going relationships with our Group Members. Ultimately, we believe our ability to reach our long-term chapter growth objectives depends on the strength of the personal relationships we build with each member and how well we address their needs throughout their marketing careers.

MEMBERSHIP PLANNING ››

Did your chapter have separate membership plans for each recruitment and retention? Did your chapter set numeric goals for recruitment and/or retention? How did you perform against them? Where possible, include examples/support as attachments.

membership count 2011–2012 to 2012–2013

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Starting Member Count: 797 Recruitment Goal: Increase members by 10% Recruitment Actual: We increased membership by more than twice our goal to 977, a 23% increase.

With an increase of 180 members this year, we continued a steady climb in our member base that began in 2010. We quickly engaged members with our personalized on-boarding process to help retention in their first year and beyond.

We are extremely proud of our new member growth, especially considering the other options professional marketers have in the Atlanta market with competing professional organizations. These numbers make us the largest marketing organization locally, ahead of such other organizations as PRSA, Ad Club, HSMAI and others.

Starting Retention: 46.67% Retention Goal: Increase retention rate to 50% Retention Actual: 49.68% Our personalized approach to membership retention helped us to make strides

membership retention

Yes, for the 2012–2013 AMA year, AMA Atlanta developed separate plans for recruitment and retention.

49. 68 %

See Appendix for complete Strategic Plan which includes detailed plan for both recruitment & retention strategies this year.

today

Numeric goals were set for both recruitment and retention. Performance against these goals is as follows:

46 . 67% starting

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98% Group

M E M B E R S H I P

in raising our retention rate. The success of our Group Membership program also helped with retention, when we segment the retention rate of our Group Members only, we see an amazing 98% retention for this segment.

MEMBER BENEFITS Benefit Discounts on AMA Atlanta Events Discounts on local partner organization events

“I am AMA Atlanta … to continue to grow my network. The people I’ve met through AMA over the years have become clients, resources, referrals, and most importantly, friends.”

Ability to participate as a Volunteer of our chapter Ability to participate in our new Mentorship Program Special / free admission to members only events or free for members events

Ashley Schoenith

New member recognition at Monthly Signature Luncheons

MEMBER TESTIMONTIALS ››

Did your chapter use member testimonials to promote your chapter? How and where were these used?

Where possible, include examples as attachments.

Yes, we used member testimonials within our communications including our website, social media and print pieces to leverage our “I Love AMA” and “I Am AMA” campaigns to continually give members and prospective members reasons to want to be part of our chapter. Additionally, we have a series of professional videos that were created that showcase a variety of our members sharing their testimonial stories on how they have benefited from their involvement in AMA Atlanta.

Examples:

“I am AMA Atlanta … to find the next marketing rock star before she or he graduates high school. The students and teachers I meet as part of my volunteer work with GA DECA (if you want to, hyperlink to www.gadeca.org), inspires me and challenges me to guide graduating seniors to the AMA collegiate chapters throughout US. I’m very honored to have

“Why do I love AMA? Let me count the ways.

judged and awarded AMA’s high school scholarship for my

I love the thought leadership and the original programming.

3rd consecutive year and recognize young marketers during

I love the people, the cool vibe and the positive energy.

AMY Awards ceremony.”

I love the friends I have made and the new friends I will make.

I love DECA, the mentorship program, Collegiate, the SIGs, the

Brandon Pelissero

Signature Lunches and the EAB. I love the scholarship program and the AMYs. I can honestly say that I love it all.”

Jo Ann Herold 6 0

M E M B E R S H I P

“I am AMA Atlanta…to encourage and motivate the next generation of marketers. Making the transition from college life into the professional world can be a confusing and overwhelming journey, through our Collegiate outreach program I am able to provide clarity and guidance for tomorrow’s best and brightest.”

Jennifer Beech

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GROUP MEMBERSHIP Group Memberships account for 28% of our membership and have helped us deliver our overall membership acquisition goals, while also supporting our retention goals. They have opened doors to many national level marketers across Atlanta, including executives of Atlanta-based Fortune 500 companies. Several members of our Executive Advisory Board also stepped up as Group Members, helping us climb well beyond our group membership target for the year.

The 40 companies that are Group Members of our chapter include: ››

22squared

››

Iris

››

Accord Services LLC

››

Kids II Inc.

››

Arby’s/Wendy’s

››

Market Pro

››

Arris

››

Mellow Mushroom

››

Assurant Specialty Property

››

Merial

››

Cartoon Network

››

Microsoft/MSNBC Digital

››

Children’s Healthcare of Atlanta

››

Miller Zell

››

The Coca-Cola Company

››

Moe’s Southwest Grill

››

Communications 21 Inc.

››

Moxie

››

CSE Career Sports & Entertainment

››

NASCO

››

CSM Bakery

››

Nebo Agency LLC

››

Definition 6

››

Newell Rubbermaid

››

Delta Air Lines

››

North Highland Company

››

Digitas

››

Ogilvy Action

››

Emory University

››

Pioneer Marketing Research

››

Engauge

››

Silver Pop

››

Gas South

››

Standpoint

››

Georgia Power Company

››

Turner Broadcasting

››

Home Depot

››

UPS

››

IBM

M E M B E R S H I P

Group Retention Goal: Our group retention goal was 90%.

››

Did your chapter have any specific goals, strategies or tactics around group membership? What were these and how did you perform against them? Where possible, include examples/support as attachments.

Our Group Membership team set the following goals for 2013: Group Membership Goal: Grow number of Group Memberships from 23 to 30.

Group Membership Actual: By the end of our year we had nearly doubled Group Memberships to 40, more than any other AMA chapter in the country. This accounted for 274 Group Members in the program, an amazing 28% of our total membership base.

We implemented an AMA Ambassador program in which team members are assigned to specific Group Membership companies. The Ambassador develops a relationship with the Company’s POC. This helps us personalize the relationship with AMA Atlanta. In addition, we recognize our Group Members on the AMA Atlanta website and at each Signature Lunch. We also have special ribbons that immediately identify the Group Members in attendance at the lunches.

The Group Membership team looks for the ribbons so that we can meet and greet our Group Membership companies to make them feel welcome and appreciated.

Group Retention Actual: We surpassed our goal significantly, achieving a 98% retention rate. Through research, we determined that the one company that did not renew was bought by a new parent company, taking the renewal decision out of their hands.

Our AMA Ambassador team reaches out to the Group Membership companies 30-45 days before expiration to ensure that there is a renewal. However, the key to retention is the relationships we build throughout the year, allowing us to reinforce the benefits of group membership continually, not just at renewal time.

Specific Group Programming Events: Our goal was to conduct 1 event. We conducted a Digital Marketing event exclusively for our Group Members.

Develop a Group Marketing Toolkit: We developed a PowerPoint presentation to be used for both acquisition and orientation of group members. (See Appendix)

more group members than any other chapter

40 TOTAL group members

6 4

= 1 group member

M E M B E R S H I P

“As a group member of AMA, I have access to great

R ECR U ITM ENT Our chapter devoted significant resources to recruiting new members in 2012— 2013. We participated in national AMA membership drives and added chapterspecific efforts and perks to ensure that prospects understood the benefits of membership.

content and podcasts that keep my team and me up to date on industry news. In addition, as a member of AMA Atlanta, I have been able to attend top-notch events in my community, while networking with people that share a common passion for digital marketing.

I also had the honor of being selected as an AMY Awards judge. As a judge, I got to network with leaders in the digital marketing community and celebrate the awesome achievements of fellow AMA members and their companies.”

A CQ U I SITI O N CA M PA I G NS ››

How did your chapter participate in the AMA Fall and Spring Membership Acquisition Campaigns?

Where possible, include examples/support as attachments.

AMA Atlanta participated in both the Fall and Spring Membership drives.

For the Fall Membership Drive we promoted participation leveraging IH-provided materials. With the newly implemented promo code process, AMA Atlanta secured 19 qualified new members, ranking 4th in total number of new members.

For the Spring Membership Drive we implemented an “I Am AMA Atlanta” campaign, promoting a variety of member testimonials through our marketing communications, and asking members to submit and share their own stories as well. Additionally during the Spring Drive, we partnered with one of our In-Kind Sponsors, Neurotic Media, to provide local perks including free music download credits as a benefit for joining as a new member.

During both drives, we used a multi-channel approach to ensure our message was delivered, including targeted emails to our non-member prospect database, email newsletters, social media posts, at-event promotions on screen and in printed tri-fold materials, in PR channels like Daybook Atlanta and more.

Sean Kainec

6 6

M E M B E R S H I P

RETENTION An important element of our retention strategy is our personalized approach to the membership experience. We took input from our membership survey, event surveys and on-going interactions with members and volunteers very seriously in developing programming and even new SIGs. The result is an ever-evolving membership experience that changes as our members’ needs, career aspirations and membership expectations change.

MEMBER SURVEYS Our chapter conducts an Annual Marketing Survey, in partnership with our In-Kind Sponsor, Polaris Marketing. This year our Marketing Research Chair led this process, allowing an “expert” marketing research professional to take charge of collecting the data and gleaning insights we needed to make informed decisions. This important and comprehensive survey is always a valuable tool we use to make changes and recommendations for the coming year.

See Appendix for Survey Results ››

Did your chapter conduct a survey of your entire membership this year? What were the results of your survey? How satisfied was your membership? (state as a percentage). Where possible, include examples/ support as attachments.

Yes, we had 128 responses to our Annual Membership Survey, or 13% of our membership base. In addition to providing a clear view of our member demographics and professional background, for the first time the survey gave us great insights into member motivations, event format preferences, SIG relevance, ideas for future event topics and suggestions for improving the volunteer experience. (See AMA Member Survey presentation in Appendix for highlights of results.)

Member engagement through volunteering was high, with 28% of respondents serving on a committee or SIG. Among volunteers, 85% were satisfied with their volunteer experience (those rating a 4 or 5 on a 5-point satisfaction scale.) In addition to personalizing the membership experience, we believe a satisfactory volunteer experience is critical to W. The survey revealed detailed information on content needs that will directly impact programming for 2013-14. Importantly, we identified a significant need for professional development programming among our membership. This led to the development of our new Professional Development SIG to be launched in 2013–14.

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M E M B E R S H I P

PROGRAMMING PROGRAMMING DELIVERY ATTEN D A N CE

7 2

P R O G R A M M I N G

PROGRAMMING In 2012—2013 our chapter made a major commitment to deliver programming that builds AMA Atlanta’s reputation as the hub of marketing thought leadership and “can’t-miss” events in our market. We created a continual stream of educational, interactive events, anchored by our Signature Luncheon series that enhance our members’ careers and increase the value of their membership. We held 34 events taking great care to provide relevant experiences for each of our target groups, covering topics seen as critical to their ability to navigate the increasingly complex marketing environment in which they work and compete.

Our programming calendar was a result of collaboration and participation from virtually all areas of our Chapter—from our Board and Executive Advisory Board to each of our SIGs and our sponsors. It was led by a committed programming team that, each year, builds on the successes and learnings from those that came before. This effort drove total attendance of 3696, which significantly surpassed our 2012—13 goals and satisfaction levels of 96%.

programming overview

3696

Total attendees

34

HIGHLY RELEVANT EVENTS

96%+ Excellence ratings = 10 events

7 4

P R O G R A M M I N G

PRO GRAMM I N G CH A RT ››

Complete the chart below to show your chapter’s entire year of programs.

2012–2013 chapter programming chart

7 6

Attendance

Event Date

Type of Event

Topic

Speaker(s)/Company

08/22/12

AJC Digital Series SIG

Multi-Platform Marketing

Todd Ridgeway, Hipcricket

09/11/12

Young Professional SIG

Annual Wine Tasting

09/13/12

Multi-Cultural SIG

The New General Market

Jeffrey Bowman, Ogilvy & Mather

09/18/12

Signature Luncheon

Brilliance and Bloopers

Erika Jolly Brookes, Vitrue; Bob Hope, Hope-Beckham; JoAnn Herald, Arby’s; Ellen Dracon Lemming, Lemming Consulting

09/26/12

Collegiate SIG

09/27/12

Satisfaction Score

# of members

# of Non-members

Total Attendees

Attendance Goal

Actual as a % of Goal

92

33

55

88

20

440%

NA

40

73

113

50

2 2 6%

NA

26

127

153

50

30 6%

95

73

99

17 2

150

1 1 5%

Braves Game

NA

21

22

43

20

21 5%

Young Professional SIG

Bloomingdale’s Fashion Show

NA

48

48

96

50

1 92%

10/03/12

BLiNQ Social Series SIG

Crafting Your Band Voice in Social Media

Keith Bilous, ICUC; Sarah Bonert, Zillow

96

31

50

81

20

4 05%

10/12/12

Marketing Research SIG

Getting Million Dollar Insights from Consumer Data

Kevin Abele, IBM

NA

10

17

27

20

1 3 5%

10/16/12

Signature Luncheon

Championship Marketing: The Road to the Final Four and More

Greg Weitekamp, NCAA

88

34

56

90

150

60%

10/25/12

AJC Digital Series SIG

Future State of Display Media

Eric Duerr, Extreme Arts + Sciences; Melissa Hodgdon, Engauge

99

18

35

53

20

2 6 5%

11/01/12

Young Professional SIG

Managing Your Career

Mary-Ann Somers, Coca-Cola

NA

20

31

51

50

102%

11/15/12

Multi-Cultural SIG

Urban Decoded

Kimberly Paige, Coca-Cola

NA

15

101

1 16

50

2 32%

11/27/12

Signature Luncheon

White Paper Panel— The Consumer in 2020

Rebecca Messina, Coca-Cola; Karstin Bodell, IBM; Jon Bridges, Chick-fil-A; Douwe Bergsma, Georgia Pacific; Ken Bernhardt, Georgia State

82 Note: significant AV problems at this event

56

97

153

150

102%

12/13/12

Young Professional SIG

AMA Holiday Party

NA

46

85

1 31

50

2 62%

01/15/13

Signature Luncheon

Bottom Line Branding

John Costello, Dunkin Brands

100

71

155

226

150

1 5 1%

01/31/13

AJC Digital Series SIG

SEO+PPC=ROI

Alex Membrillo, Cardinal Web Solutions

98

23

54

77

20

3 8 5%

02/06/13

BLiNQ Social Series SIG

Using Social Media to influence your most lucrative customers

Amy Avery, BBDO; Tracy Frank, Live World; Teresa Caro, Engauge

97

21

51

72

20

36 0 %

P R O G R A M M I N G

2012–2013 chapter programming chart

7 8

Attendance

Event Date

Type of Event

Topic

Speaker(s)/Company

02/07/13

Multi-Cultural SIG

The New Face of Entertainment

Brad Siegel, GMC TV; Roger Bobb, Bobbcat Films; Lori Hall, TBS; Simon Horrocks, Affix Music

02/19/13

Signature Luncheon

02/28/13

Satisfaction Score

# of members

# of Non-members

Total Attendees

Attendance Goal

Actual as a % of Goal

NA

16

78

94

50

1 8 8%

Coca-Cola’s Liquid & Linked Wendy Clark, Coca-Cola Marketing Communications Approach

100

66

17 3

2 39

150

1 59 %

Collegiate SIG

Collegiate Fair Mixer

NA

8

47

55

50

1 10 %

03/01/13

Collegiate SIG

Collegiate Fair

NA

24

128

1 52

200

76%

03/05/13

Volunteers Breakfast

NA

30

70

100

30

3 3 3%

03/12/13

Non-Profit SIG

Non-Profit Marketing 101

John Berry, St. Vincent de Paul

NA

12

48

60

20

300 %

03/13/13

BLiNQ Social Series SIG

Using Social Media to drive CPG Sales

Rhiannon Apple, Fullscreen; Laura Houghton, Coca-Cola; Jason Poinsette, Facebook; Kraig Guffey, BLiNQ

NA

8

46

54

20

2 70 %

03/19/13

Signature Luncheon

The Home Depot’s Shift into Digital

Trish Mueller, The Home Depot

98

67

17 3

240

150

16 0 %

03/21/13

AMY Awards

Annual Awards Banquet

NA

16 3

16 4

32 7

300

10 9 %

03/28/12

AJC Digital Series SIG

Big Data – Opportunities for Marketers

NA

7

13

20

20

10 0 %

04/16/13

Signature Luncheon

Accelerating Growth Kerry Kielb, The Bedford Group; through Strong Partnerships Vance Overby, AT&T; Maurice Parise, Delta Airlines; Mark Hendrix, Fifth Third Bank; Cam Glover, Orkin Pest Control

100

46

1 20

16 6

150

1 1 1%

04/26/13

Collegiate SIG

How to get a job in sports marketing

Atlanta Hawks Marketing Department

NA

7

14

21

20

105%

04/26/13

Marketing Research SIG

The Power of Identifying & Tapping Emotional Need States to Drive Successful Products

Laura Braunecker, Georgia-Pacific

NA

14

30

44

20

2 20 %

Peter Sorckoff, Atlanta Hawks; Glen Caruso, BLiNQ Media; Pam Brown, Emory; Michael Lange, Chick-fil-A; Adam Naide, Cox Communications; Scott Nickels, The Home Depot; Sean Kainec, The Home Depot; Carla Paschke, Engague; Mary Stenmark, NBCUniversal; Brett Campbell, Icebox; Mary-Ann Somers, Coca-Cola

Chris Sukornyk, Chango

P R O G R A M M I N G

2012–2013 chapter programming chart

Attendance

Event Date

Type of Event

Topic

Speaker(s)/Company

05/02/13

Young Professional SIG

Entrepreneur Panel

Eric Holtzclaw, Laddering Works; Michael Tavani, Scoutmob; Aly Moler, Frozen Prints; Steven Carse, King of Pops

NA

33

31

64

50

1 2 8%

05/16/13

AJC Digital Series SIG

Welcome Intrudor; The Art & Science of Connecting to Customers

Chris Tuff, 22squared; John Stapleton, 22squared

NA

21

47

68

20

340%

05/21/13

Signature Luncheon

Innovation: The Morning After

Michael Hendrix, IDEO

100

45

64

10 9

150

7 3%

06/18/13

Young Professional SIG

Summer Mixer

NA

89

52

14 1

50

2 82%

AVERAGE

1242

2454

369 6

2 49 0

1 95%

34 Events Total

Satisfaction Score

# of members

# of Non-members

Total Attendees

Attendance Goal

Actual as a % of Goal

PROGRAMMING PLANNING ››

If your chapter had a program calendar you provided to members/prospects, include it as an attachment.

See program calendar in Appendix. ››

How far in advance did your chapter develop its programming calendar? How did your chapter integrate communications plans into your programming plan? How did your chapter build sponsorships into events? Where possible, include examples/support as attachments.

PRINTED TRIFOLD EVENT CALENDAR

We have a running master calendar and our Signature Luncheons are planned at least 8 months in advance. For our SIG events, we require that these are planned out no less than 8 weeks in advance so we can properly market them and keep the attendance high.

AMA Atlanta Master Calendar

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P R O G R A M M I N G

Our master calendar allows our communications team to create clear, well-honed messages about upcoming events with ample time for our members to work them into their busy schedules. We get the word out by sending out two weekly email blasts, a printed, easy to carry tri-fold at each of our events, Tweets, Facebook posts, Atlanta Journal Constitution ads (AMA Atlanta Sponsor), Facebook ads and LinkedIn alerts.

PROGRAM SURVEYS Members and guests were highly satisfied with our events, which generated an overall satisfaction score of 96% and high excellence ratings for Quality (94%), Presentation (94%) and Value (95%). ››

We build sponsorships into events by holding some events at the sponsors’ location, which gets them exposure to new and existing members, and allows them to give an introduction to the SIG they sponsor. Additionally, we have signature and title sponsorship opportunities that help provide sponsors more prominent and exclusive programming opportunities to achieve their goals.

An example of this includes a recruiting placement company sponsoring our first Volunteer Summit. In exchange for their cash sponsorship, they were also given the opportunity to present as part of the program information to our volunteers on how to leverage their volunteer experience during a career search or transition period and on their LinkedIn profile and resume. This was a win/win value for both the sponsor and our members. Additionally, our in-kind sponsors were able to showcase their talents by providing their services in real-life application at events, such as our promotional products sponsor who provided a small branded gift to our event attendees at each monthly luncheon.

For what percentage of total programs did your chapter conduct surveys?

57% ››

What was the average satisfaction score for all programs combined (as a % of 100)?

96%

satisfaction results

96%

overall

94%

quality

94%

presentation

95%

value

facebook AD

Sample program survey (in appendix) AJC AD 8 2

P R O G R A M M I N G

DELIVERY

PRO GRAM TYPES Program Types

PROGRAMS DELIVERED ››

What was the total number of programs your chapter offered?

34 ››

What was the average price differential between member and non-member programming fees?

39%

PR O G R A M CO NTENT Our Chapter delivered multiple events in each of the types listed. We primarily focused on hot speakers and topics, which we know from experience, are key drivers of attendance and relevance to our members.

program content Program Content

Program Name

Program Relevant Content

Roundtable

EAB White Paper Session

5 members of EAB were assembled to discuss to topic of big data

Panel

Hot speaker

8 4

White Paper panel

Panelists from our EAB, representing top Atlanta companies discussed importance of big data for marketers

Wendy Clark—Coca-Cola’s Liquid and Linked Marketing Communications Approach

Wendy Clark is Senior Vice President, Integrated Marketing Communications

Hot topic

Entrepreneur Panel

Three of Atlanta’s top entrepreneurs talked about their path to success

Hot company

Innovation: The Morning After

Michael Hendrix, partner at IDEO, talked about the process of innovation

Hot venue

Summer Mixer

Monday Night Brewery, a hot new brewery on Atlanta’s West Side

Program Type

Program Timing

Program Name

Signature Luncheon

September 18, 2012

Brillance and Bloopers

Signature Luncheon

October 16, 2012

Championship Marketing: The Road to the Final Four and More

Signature Luncheon

November 27, 2012

White Paper Panel

Signature Luncheon

January 15, 2013

Bottom Line Branding

Signature Luncheon

February 19, 2013

Coca-Cola’s Liquid & Linked Marketing Communications Approach

Signature Luncheon

March 19, 2013

The Home Depot’s Shift into Digital

Signature Luncheon

April 16, 2013

Accelerating Growth Through Strong Partnerships

Signature Luncheon

May 21, 2013

Innovation: The Morning After

Digital Marketing SIG—AJC Digtial Series

March 28, 2012

Big Data—Opportunities for Marketers

Digital Marketing SIG—AJC Digtial Series

August 22, 2012

Multi-Platform Marketing

Digital Marketing SIG—AJC Digtial Series

October 25, 2012

The Future State of Display Media

Digital Marketing SIG—AJC Digtial Series

January 31, 2013

SEO+PPC=ROI

Digital Marketing SIG—AJC Digtial Series

May 16, 2013

Welcome Intrudor, The Art & Science of Connecting to Customers

AMY Awards

March 21, 2013

Annual Awards Banquet

Digital Marketing SIG—BLiNQ Social Series

October 3, 2012

Crafting Your Brand Voice in Social Media

Digital Marketing SIG—BLiNQ Social Series

February 6, 2013

Using Social Media to influence your most lucrative customers

Digital Marketing SIG—BLiNQ Social Series

March 13, 2013

Using Social Media to Drive Sales

Collegiate SIG

March 1, 2013

Collegiate Conference—An entire day devoted to helping college students learn about resumes, social media, salary negoations and setting up an internship as well as having a job fair to help students get jobs or internships!

Collegiate SIG

February 28, 2013

Collegiate Fair Mixer

P R O G R A M M I N G

Program Types

ATTEN D A N CE

Program Type

Program Timing

Program Name

Collegiate SIG

April 16, 2013

How to get a job in sports marketing

Collegiate SIG

September 26, 2012

Braves Game

Leadership Summit

June 8, 2013

Planning for the Future

Marketing Research SIG

October 12, 2012

Getting Million Dollar Insights from Consumer Data

Marketing Research SIG

April 26, 2013

The Power of Identifying & Tapping Emotional Needs States to Drive Successful Products

PRO GRAM ATTEN D A N CE ››

MR EAB Event

March 18, 2013

MR EAB Inaugural Forum

MR EAB Event

May 20, 2013

MR EAB Forum

Multi-Cultural SIG

September 13, 2012

The New General Market

Multi-Cultural SIG

November 15, 2012

Urban Decoded

Multi-Cultural SIG

February 7, 2012

The New Face of Entertainment

Non-Profit SIG

March 12, 2013

Non-Profit Marketing 101

Membership

May 3, 2013

Volunteer Summit

Young Professional SIG

September 11, 2012

Annual Wine Tasting

Young Professional SIG

November 1, 2012

Developing your Career Path: An Inside Look

Young Professional SIG

December 13, 2012

Annual Holiday Party

Young Professional SIG

May 2, 2013

Entrepreneural Panel

Membership

September 27, 2012

Bloomingdales Fashion Show (featuring AMA Board members and sponsors as models)

Membership

June 18, 2013

Summer Mixer

EAB Event

November 8, 2012

Speaker brainstorming session

EAB Event

February 7, 2013

White Paper roundtable

EAB Event

June 11, 2013

EAB/BOD Q&A

Attendance at our events not only surpassed our goal (2,490) by 48% and at 3,696, was 46% above our total attendance in 2011-12 (2,538).

What was the total attendance for all your chapter’s programs combined?

3,696 ››

What was the average attendance for all programs combined?

112 ››

What was the average attendance as a % of your goal for all programs combined?

213%

2012–2013 attendance

2490

+48%

this year’s goal

8 6

2538

3696

3696

+46%

3696

vs, last year total aTTENDEES

P R O G R A M M I N G

PROGRAMMING STRATEGY The strategy for our Programming was designed to meet our objectives of enhancing member value and engagement; creating a draw for non-members and sponsors; and increasing AMA Atlanta’s reputation in the community as the hub of what’s happening in marketing in Atlanta.

The overall strategy was to create a mix of events that drew in a full range of audiences, from college students to senior marketers, and fulfilled our mission of helping marketers to learn, grow and connect.

To reach these different audiences and provide learning, growth and connection, we varied our events ››

By day parts (breakfasts, lunches, evening events)

››

By locations in Atlanta where the events were held

››

By speakers, panels, networking/social events, conferences

››

By types of speakers – client-side and agency-side, Fortune 100 and entrepreneurs, CMOs and subject matter experts, left brain and right brain, etc.

The common theme in all our events is top-caliber experts and the highest level of professionalism in event communications, organization and delivery.

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P R O G R A M M I N G

CO M M U N I CATI O N S CO M M U N I CATI O NS INTERACTIVE MEDIA

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C O M M U N I C AT I O N S

CO M M U N I CATI O N S CO M M U N I CATI O NS PL A N N I N G ››

What was your chapter’s strategic communications plan this year? How did your chapter align communications strategies with other areas of the chapter? What communication goals did your chapter set? How did you perform against them?

Where possible, include examples/support as attachments.

3 Key Successes: Created a new Board position for Strategic Communications and Marketing in order to provide the Chapter with clear direction on messaging through all communications channels.

Met goal for media placements including print and online mentions.

traditional PR (media relations) as well as through our website and social media platforms. The consistent goal is to position AMA Atlanta as thought leaders and as a valuable resource for gaining knowledge of the marketing profession.

Some examples of how communications has multiple touch points with other committees include: ››

Programming: All chapter events are promoted via all available channels, including website, social media and traditional media. We also use a pocket-sized, tri-fold handout that promotes upcoming events, this handout is at every seat at our Signature Luncheons and is on hand at all chapter events.

››

Membership: We boost member value through opportunities for recognition on our website and through social media channels including our blog (Accelerator).

››

Volunteers: We highlight a volunteer of the month and promote the volunteer’s accomplishments with an announcement at our Signature Luncheon and promotion via our website/blog and social media mentions.

››

Sponsorship: We ensure that sponsors are recognized in our communications including a sponsor benefit of dedicated blog posts for any sponsorship valued over $3,000 (Accelerator).

››

AMY Awards: Our annual awards event has its own PR and social media plan to maximize exposure to attract entries, promote attendance and recognize finalists/ winners.

Began targeted marketing communications efforts for the first time.

Strategic Communications Plan: ››

››

Position AMA Atlanta as the premier marketing resource and membership organization in Atlanta by showcasing events and positioning the board, members and sponsors as thought leaders.

Support membership and programming registrations through social media and email communications content and promoting chapter activities via press releases and the AMA Atlanta website

In the past two-to-three years the Chapter’s communications efforts have expanded with the addition of a Social Media Chair to focus on that growing medium. This year the Chapter added a Strategic Communications and Marketing Chair to the Board of Directors. This new role aims to build a clear direction for marketing the chapter and will serve as a touch point for all chapter messaging.

With so many channels used to promote the chapter: events, website, traditional media, social media and collateral materials, our Chapter leadership agreed that it was appropriate to add a Board member who will conduct a thorough analysis of all existing communications channels and set a clear direction for promoting the chapter through consistent messaging.

Aligned Communications Strategies: There is a communications component to every chapter program, from our Signature Luncheons to our SIG events. The programming committee maintains a comprehensive checklist to ensure that events are properly communicated via

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Again, the new Board position for Strategic Communications and Marketing will ensure that communications strategies remain aligned in the future.

2012—2013 Communication Goals: Generate an average of one media placement per month: ››

Success: The Chapter received more than 12 media placements throughout the year, including calendar items, event notices, publicity for our Board of Directors and feature stories.

Generate one feature story (non-calendar item) in the media: ››

Success: We secured at least three feature stories during the year. Our EAB member, Ken Bernhardt, published two feature columns about the Chapter in the Atlanta Business Chronicle, our weekly business journal. One feature discussed our annual White Paper, the second feature was an overview and recap of our January Signature Luncheon. The Atlanta Business Chronicle also published a story about our annual AMY Award Winners.

Publish one White Paper: ››

Success: Once again the Chapter produced a White Paper, with this year’s focus on the hot topic of Big Data. 25 senior-level marketing professionals from our Executive

C O M M U N I C AT I O N S

Advisory Board gave their valuable time and input to the effort.

The White Paper is a valuable marketing tool to position AMA Atlanta as thought leaders. Contributors also speak on a panel for one of our Signature Luncheons, a program that consistently sells out.

4096

Develop and Maintain Flow of Information: ››

newsletter recipients

There is a communications component to each Chapter program and Committee members work well to ensure that information is shared and distributed to market our events successfully.

Recruit a Dynamic Committee and Keep them Busy: ››

Communications volunteers touch just about every Chapter committee to ensure that information is shared and communicated effectively.

EM A I L CO M M U N I CATI O NS ››

How frequently were email communications sent to members and non-members?

= 1000 names

Emails are sent twice a week at a minimum to promote upcoming events and AMA Atlanta news. Additional emails are sent to promote special initiatives, such as membership drives, signature events or special announcements. This is our second year in a row where we committed to a two-times per week schedule, having learned last year how important this consistency was to our success.

››

For the first time in our chapter’s history, we used a segmentation approach to email communications and analytics to optimize the format and content.

Using the capabilities of our email sponsor platform and database, along with analyzing insights from our metrics dashboard, we sent emails to specific, targeted groups with custom content. Examples include membership drive emails targeting non-members and personalized, retention targeted emails aimed at getting members to renew 30 days before their membership expired and again closer to their expiration dates.

NEWSLETTERS

What type of information did these emails contain?

››

Weekly emails contain a recap of recent AMA Atlanta news and information about upcoming events including topic, speaker and logistical information.

We utilize two types of email formats – on Tuesdays we send text-based emails and on Thursdays we send an e-newsletter type format. Based on analytics, these two types work most effectively for communicating both our brand message and a quick “at-a-glance” email to our database. Our weekly e-newsletter also contains such information as a personal note from our President that highlights insider information about what’s going on with AMA Atlanta, as well as sections for our job board featuring a top job, sponsor section, social media icons to connect with us through other channels and spotlights upcoming events and the hottest chapter news.

››

Did your chapter publish an electronic or print newsletter?

We publish an electronic newsletter.

How frequently was it published?

Each Thursday. ››

How many people received this newsletter on average?

Our e-newsletter is sent to our database of 4096 names.

sample e-newsletter

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C O M M U N I C AT I O N S

TRADITIONAL EARNED MEDIA ››

Did your chapter receive any earned media from traditional media sources? What sources did these come from and how many times? Where possible, include examples/ support as attachments

AMA Atlanta was featured in many media outlets this year thanks to the focused, proactive efforts of our great Communications team. We had placements in the Atlanta Business Chronicle and Atlanta Journal-Constitution, the two major newspaper media outlets in our market for business (our target), for such things as Board & Executive Board Announcements and inclusion and features by Past-President Ken Bernhardt’s monthly marketing column in the Atlanta Business Chronicle.

The Chapter exceeded our goal of receiving 12 media placements throughout the year in a variety of publications. Some examples include: Atlanta Journal-Constitution (daily paper): ››

Announcement of our Board of Directors.

Atlanta Business Chronicle (weekly business journal): ››

Calendar items more than 5 times during the year.

››

Bylined article from our EAB member, Ken Bernhardt, discussing our annual White Paper.

››

Bylined article from our EAB member, Ken Bernhardt, with an overview and recap of our January Signature Luncheon.

››

Announcement of our new Board of Directors.

››

Coverage of AMY Award Winners.

Georgia State University magazine: ››

Coverage of our annual White Paper.

Midtown Patch: ››

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Atlanta DayBook:

Adam Harrell, President of Nebo, Named Marketer of the Year (AMY Awards Winner).

››

Weekly (or more) highlights of our events and Chapter News.

››

DayBook is a daily news feed that goes to media as well as marketing and PR professionals.

››

This partnership is an in-kind donation with a value of more than $2,000.

I NTER N A L CO M M U N I CATI O NS ››

Does your chapter promote its mission, vision and goals internally regularly?

Yes, we try to always tie in these vertical elements to ensure consistency and communicate them at the executive and board level as well as to our volunteers and members. Our 5-year strategic plan vision is: AMA Atlanta wants to be the 2nd largest AMA Chapter by 2015. We are currently 4th.

By putting this message out there publicly, we put a stake in the ground that helped us become the third largest chapter this year. We are very proud of our achievements on the climb there, so we communicated this change in rank to our member base at events & electronically. This allowed them to join in the celebration and see how we are growing, thanks to their support. The national ranking helps show the local community just how strong we really are and how far we’ve come. It also reinforces the importance of sticking to and delivering on a strategic plan.

Our chapter’s mission is: AMA Atlanta drives maximum value to each individual member by understanding the critical links required to move them through their life as a marketer.

The Chapter’s primary function is to elevate the field of marketing by helping members and guests: ››

Grow their businesses

››

Grow their networks

››

Grow their knowledge

››

Grow their careers

We communicate our mission each step along the way, starting at our Board Retreat at the beginning of the year to our Executive Board and Board of Directors. We also continually demonstrate the value of our mission to our community by sharing testimonials, stories and features of how AMA is a critical link in helping our members achieve a goal.

C O M M U N I C AT I O N S

››

Also, in 2013 for the first time, we held a Volunteer Summit at which we shared our mission, vision and goals with members as part of an overall campaign to get them even further committed to serving AMA.

››

Did your chapter provide centralized access to important documents and information? What tools do you use?

››

Yes, we use Basecamp as a central location for all documents & historical information. This year we also launched our Metrics Dashboard, a monthly document that helped our board track goals monthly against our annual goals. ››

Does your chapter collect and distribute contact information for all board members? How this is done?

Yes, we have a Board of Directors database in Excel housed on a Basecamp folder that only our Board has security access to. Additionally we have a group email set up for ease of communication flow to our Board. The same holds true for our Executive Advisory Board, Past Presidents Council and Executive Board of Directors.

event promotion

6–8 weeks in advance

EVENT CO M M U N I CATI O NS Appropriately aggressive promotion has been a key driver of our success in selling out events. Whether they are large signature events, regular or SIGspecific events and networking gatherings, they require focused announcements and reminders. We have used analytics and monitored past performance to help determine the appropriate timing and frequency of our communications. ››

On average, how far in advance did your chapter promote larger, special events (e.g., conferences)?

We promote larger events, such as our annual AMY Awards and Collegiate Conference 10-12 weeks in advance.

Did your chapter develop post-event communications? What type of information did these communications contain? Where possible, include examples/support as attachments.

Part of our communications and programming strategies this year included postevent communications. We posted email event recaps that featured highlights of the contents and photos from the events on our blog and website. As an added benefit to our members, we also posted speakers’ PowerPoint presentations on our website (with speakers’ permission) when available.

INTERACTIVE MEDIA WEBSITE The AMA Atlanta website is the hub of our communications network and we continuously look for opportunities to increase its value to our members and external audiences.

Our overarching goal is to provide a highly useful tool for accessing the benefits of membership, while providing a the most credible forum to drive marketing thought leadership in our city.

On average, how far in advance did your chapter promote regular events?

We promote regular chapter events 6–8 weeks in advance. Setting this mandate for all upcoming events this year helped ensure we had the time needed for promotions and registrations to make each event a success.

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C O M M U N I C AT I O N S

online community

programs/events

Member benefits ››

Volunteer opportunities ››

Board members and/or chapter contact

Job board

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programs/events

Check the boxes below to indicate what content can be found on your chapter’s website. Include a screenshot of each area as an attachment. ››

Membership registration/application

››

Member benefits

››

Members-only content

››

Volunteer opportunities

››

Board members and/or chapter contact

››

Programs/events

››

Blog

››

Sponsorships

››

Online community

sponsors

Does your chapter’s website contain any other content not listed above that you feel is important? Why is this critical to your chapter? Did your chapter track website statistics or other information? What did you learn from this and did it prompt any specific actions? Where possible, include examples/support as attachments.

As the hub of our communications, our website is a beacon to the community we serve. We leverage the site to communicate all the events designed to bring the community together, highlight achievements and work being done in Atlanta, and provide opportunities for the community at large to participate, get involved and become informed.

Resources

C O M M U N I C AT I O N S

To that end, one of the highest traffic sections of our website is our “Resources” section. In this section of the site, we are able to share content created for the Atlanta community designed to help them in their quest to continually improve and advance their knowledge of marketing. With multiple whitepapers, presentations, and other articles, AMA Atlanta hopes to add value to the Marketing industry in our city and demonstrate to the world the expertise and experience that can be found here.

Our Job Board is another way we try to support the community at large while also providing an invaluable resource to our members to recruit the best and brightest talent. With so many talented marketing professionals in the space, AMA Atlanta wants to help connect the right people to the right opportunity. Our job board gives our members the added value of cost effectively recruiting for critical positions by leveraging our digital footprint and reputation for attracting highcaliber candidates. ››

N EW A N D SO CI A L M ED I A ››

What was your chapters social media strategy? What social media platforms did your chapter use and how often on average did your chapter post to each platform? How does your chapter use mobile technology as a marketing tool?

Social Media Strategy ››

Position AMA Atlanta’s social media platforms as a premier marketing resource for members and marketers in Atlanta by showcasing events, marketing and advertising news and membership information.

››

Support membership and programming registrations through social media content and increase user engagement.

Social Media Platforms ››

AMA Atlanta utilizes the following social media platforms: Facebook (daily), Twitter (3-4 times a day), Blog (1-2 a week), Pinterest (6-10 a month), LinkedIn Group (5-6 a month) and YouTube (1-3 each quarter).

››

Facebook: Fan grew from 880 to 1,231—a 40% increase

››

Twitter: Followers grew from 2,441 to 3,457—a 41% increase

››

LinkedIn: Group members grew from 1,570 to 2,950—an 89% increase

››

Blog: Visits increase from 4,924 to 6,681—a 36% increase

Did your chapter track website statistics or other information? What did you learn from this and did it prompt any specific actions?

Analytics are key to measuring our website’s performance. Our website has seen a massive growth in traffic vs. YAG of 40%+ and increase in page views of over 25%. Based on the data, we are seeing much of our traffic growth coming from social media. For this reason, we are currently in process of improving integration and cross promoting our social network presence through the site. Additionally, we have seen an increased interest in content related to our Special Interest Groups (up approximately 10% via YAG), so we are currently developing expanded SIG content areas to allow more focused content to be distributed and shared via the site.

social media growth

Learnings and Future Evolution Of Our Website Our website chair and communications team took significant time this year to assess our current website, identify opportunities and needs going forward to keep AMA Atlanta moving forward as Atlanta’s leading marketing organization.

They have developed an extensive website and communications plan for the coming year, including a new sponsor on board to build out the site.

+40%

Though the current website was redesigned in the last three years and is a major improvement from the very limited site we had prior, we see the website as a major project that needs to be addressed in the coming year so that we can best evolve our role in content and thought leadership.

facebook

linkedin

+ 41%

+36% Blog

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+89%

twitter

C O M M U N I C AT I O N S

Additionally, we utilize the hashtag #AMAATL on-going and at all events to encourage online and viral spread. And, thanks to our in-kind sponsor BLiNQ Media, we found great success in leveraging Facebook Advertising to boost event attendance and membership drives in a cost effective and efficient way, thanks to metrics measurement.

Mobile Technology The mobile device will continue to play a growingly important role, especially in the hands of marketers, in the coming years. To ensure we were effectively communicating with our members and prospects on their mobile devices, we optimized our website for easy use on a mobile device. This came in handy for those registering for events on-the-go, or looking up event details at the last minute.

Another key change to our mobile strategy was optimizing our email communications for mobile devices. Through our sponsorship partnership with ExactTarget, we have a professional solution for ensuring our message is consistent whether the viewer is on a desktop or mobile device.

Lastly, we engaged an in-kind sponsor, Mozes, who provided the capability to run mobile text messaging surveys at events. These interactive and fun surveys engaged our audience on-the-spot, and allowed us to collect additional information on our attendees as well as gather key insights from their responses.

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AD D ITI O NAL PAGES SIGNATURE PAGE SCH ED U LE O F ATTACHM ENTS

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A D D I T I O N A L

PA G E S

SIGNATURE PAGE Chapter Representative’s signature to indicate that this CEA entry is being submitted as completed.

SCH ED U LE O F ATTA CH M ENTS LEA D ERSH I P ATTACHM ENTS

Signature Printed Name Chapter & Board Position Date

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››

Mission/vision statement materials

››

Constitution and bylaws updates

››

Strategic Plan

››

Board/volunteer job descriptions

››

Board/volunteer commitment form

››

Volunteer recognition materials

››

Board member benefits

››

Volunteer surveys—questionnaires and results

››

Budget

››

Year-end balance sheet

››

Year-end profit & loss statement

››

Sponsorship materials

››

Other leadership attachments: ››

Dashboard reports

››

AMA Atlanta volunteer list

A D D I T I O N A L

PA G E S

M EM BERSH I P ATTACHM ENTS ››

Membership recruitment and retention materials

››

Local chapter member benefits

››

Membership testimonials

››

Group membership materials

››

Acquisition campaign materials

››

Membership surveys—questionnaires and results

››

Other membership attachments: ››

20-year member growth trend

PRO GRAMM I N G ATTACHM ENTS ››

Program calendar for members/prospects

››

Program survey—example questionnaire

››

Other programming attachments: ››

Chapter programming chart

››

Sample monthly luncheon presentations

››

Programming lessons learned

››

AMA Atlanta Tri-Fold

››

AMA event Pocket Guides

››

Event planning checklist

››

Event attendance goals

CO M M U N I CATI O NS AT TA CH M ENTS ››

Email communications—example

››

Newsletters—example

››

Traditional earned media—example

››

Event communications—example

››

Website screen shots

››

Web statistics tracked

››

New/social media

››

Other communications attachments: ››

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Facebook ad reporting samples

A D D I T I O N A L

PA G E S

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e n t r y // a m a a t l c e a 2 0 1 2 – 2 0 1 3 //

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