Missouri State Advertising Club Strategic Plan 2014-2015

2O14-2O15 S T R AT E G I C P L A N

EXECUTIVE SUMMARY Missouri State University Advertising Club has a vision: to develop

our members and not just inform them. We provide workshops, host seminars, bring in professional speakers and tour advertising agencies around the country. Every event we host has the purpose of developing our members into young professionals who are ready to enter the job force.

Advertising Club has existed on campus for at least 10 years. However, with the recent efforts of passionate students Ad Club as grown into a predominate organization on campus. Our expected budget for the 2014-2015 school year is $22,000, of which $18,525 is going to New York. Advertising for ADTalk and Branding Yourself, our biggest events to give back to the University, will cost a combined total of $965.

This may seem hefty and even unfeasible, but our dedicated student leaders are making sure these planned events happen. Obtaining 501(c)(3) status

increase fundraising from $1000 to $5000 per year.

As a part of the College of Business we strive to be bigger and bolder. will allow us to

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TA B L E O F CONTENTS 4

History

6

How Far We’ve Come

7

Calendar of Events

8

Budget

12

Kansas City Career Fair

13

St. Louis Agency Tours

13

Spring Agency Tours

14

New York City Trip

16

Chicago

17

Branding Yourself

18

AdTalk

19

Fundraising

20

Marketing Efforts

22

Media Efforts

25

Conclusion

26

Meet the Team

3

HISTORY The evolution and progression of this organization has helped define what Ad Club is known as today.

Through the years of development and growth, Ad Club has seen a lot of changes and leadership roles with varying degrees of success. In 2012 Alyssa Eggleston revived Advertising Club at a time when it was without faculty support and had no advisor.

Within the last two years, Mikel Howard and Brandi Frye have worked closely with Dr. Amy Stokes to redefine Ad Club and what it means to Missouri State University. Our goal is to keep this momentum going by continually

developing our members as we think bigger and bolder.

Our renewed presence and reputation has caused other University

organizations and local businesses to reach out to us for help. They see the results we have achieved and want our advice and guidance to help them elevate their own organizations. It’s exciting to see our efforts

recognized for being good at what we do – advertising. pay off as we become

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TIMELINE Faculty Advisor: Amy Stokes

2004

2012

2013

2014

2015

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR

Faculty Advisor: Sara Smith

Kansas City Career Fair

Chicago Trip

Kansas City Agency Tours Kansas City Career Fair

New York Trip

Branding Yourself First Annual AdTalk

Branding Yourself Adobe Creative Suite Workshop Kansas City Career Fair St. Louis Agency Tours

New York Trip Chicago Career Fair Branding Yourself Spring Agency Tours Second Annual AdTalk

5

2000 1500 1000 500

2015

2014

2013

2012

0

500 400

2015

2014

2013

200

INSTAGRAM FOLLOWERS 2012: 0 2013: 0 2014: 90 2015: Projected 150

80 70 60

MEMBERSHIP 2012: 20 2013: 30 2014: 60+ 2015: Projected 80+

50 40 30 20 10 2015

2014

2013

2012

0

6

FACEBOOK LIKES 2012: 0 2013: 121 2014: 148 2015: Projected 250 TWITTER FOLLOWERS 2012: 0 2013: 91 2014: 350 2015: Projected 500

300

0

MEMBERSHIP

ENDING BALANCE 2012: $0 2013: $25 2014: $700 2015: Projected $2000

2012

SOCIAL MEDIA GROWTH

ENDING BALANCE

H O W FA R WE'VE COME

CALENDAR OF EVENTS FA L L 2 O 1 4

SPRING 2O15

First Club Meeting

Jan 20

First Social Event

Guest Speaker: Kendall Fortner

Jan 27

First Club Meeting:

Second Club Meeting

Feb 3-8

New York Trip

Branding Yourself with Dr. Amy Stokes

Feb 10

Second Club Meeting

Third Club Meeting

Feb 24

Third Club Meeting

Finding a Job

Mar 3

Social Event

Oct 2

AAF Kansas City Career Fair

Oct 7

Fourth Club Meeting

Mar 9-13

Spring Break

Mar 17

Fourth Club Meeting

Mar 18-20

Chicago Career Fair

Mar 24

Branding Yourself

Apr 2-3

Spring Holiday

Apr 7

Fifth Club Meeting

Apr 17

Agency Tour

Sept 2 Sept 16 Sept 30

Career Fair Recap Oct 9-12

Fall Break

Oct 21

Fifth Club Meeting Presentation on Local Agencies

Oct 28

Sixth Club Meeting Workship & Guest Speaker

Nov 11

Seventh Club Meeting

Apr 21

Sixth Club Meeting

Nov 26-30

Thanksgiving Break

Apr 28

Ad Talk

Dec 2

Eighth Club Meeting

May 5

End of Semester Party

End of Semester Party

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BUDGET BREAKDOWN Through Ad Club’s extremely

TOTAL BUDGET

conservative efforts we have only spent $643.15 out of our budgeted $690.00, leaving us $46.85 under budget in the fifth week of classes.

FALL BUDGET New Student Festival

Spring $21,000.00 Incidentals $200.00 TOTAL………………………………$23,125.00

SPRING BUDGET $75.00

Meetings $325.00

Meetings $340.00

Social Events $275.00

Tailgating $200.00

Workshops $100.00

501(c)(3) $400.00

New York Trip

$18,525.00

Workshops $100.00

Chicago Career Fair

$200.00

Kansas City Career Fair

$400.00

Ad Talk $840.00

St. Louis Agency Tours

$200.00

Branding Yourself

Local Agency Tours

$50.00

Agency Tours $450.00

End of Semester Party

$130.00

End of Semester Party

$130.00

Media Promotions

$30.00

Media Promotions

$30.00

TOTAL………………………………$1,925.00

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Fall $1,925.00

$125.00

TOTAL………………………………$21,000.00

ESTIMATED MEMBER CONTRIBUTION: FALL Club Membership/Semester

$5.00

AAF Membership $55.00 Tailgating Contribution $15.00 Kansas City Career Fair Registration

$45.00

Kansas City Career Fair Food and Resumes

$50.00

St. Louis Food $25.00 TOTAL………………………………………………………………$195.00

ESTIMATED MEMBER CONTRIBUTION: SPRING Club Membership for Semester

$5.00

New York Taxis/Public Transportation

$20.00

New York Registration/Entry Fees

$35.00

New York Food $175.00 Chicago Registration $50.00 Chicago Food $35.00 Chicago Hotel/Lodging $75.00 Spring Agency Tours Food

$25.00

TOTAL……………………………………………………$420.00

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BUDGET BREAKDOWN NEW STUDENT FESTIVAL

FALL WORKSHOPS

Informational Flyers $50.00

Advertising: Flyers and Supplies

$50.00

Supplies $25.00

Presenter Compensation

50.00

TOTAL…………………………………………$75.00

TOTAL…………………………………………$100.00

FALL MEETINGS

END OF SEMESTER PARTY: FALL

Pizza for first social meeting

$40.00

Supplies $25.00

Flyers for all semester meetings

$125.00

Food $75.00

Member incentives and prizes

$100.00

Giveaways $30.00

Guest speaker compensation

$75.00

TOTAL…………………………………………$130.00

TOTAL…………………………………………$340.00

TAILGATING

LOCAL AGENCY TOURS Cost of Gas (5 cars at $10 each)……$50.00

Supplies (5 games at $40 each………$200.00

501(C)(3) 501(C)(3)………………………………………$400.00

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MEDIA PROMOTIONS TOTAL…………………………………………$30.00

SPRING MEETINGS Flyers $150.00 Guest Speaker Compensation

$75.00

Member incentives and prizes

$100.00

TOTAL…………………………………………$325.00

SOCIAL EVENTS: SPRING Food $100.00 Venue $100.00 Supplies $75.00 TOTAL…………………………………………$275.00

SPRING WORKSHOPS Advertising: Flyers and Supplies

$50.00

Presenter Compensation

$50.00

TOTAL…………………………………………$100.00

END OF SEMESTER PARTY: SPRING Supplies $25.00 Food $75.00 Giveaways $30.00 TOTAL…………………………………………$130.00

MEDIA PROMOTIONS TOTAL…………………………………………$30.00

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BUDGET BREAKDOWN KANSAS CITY CAREER FAIR Vans (2 vans at $200 each)

$400.00

Registration $45/student Food and Resume Printing

$50/student

VALUE We believe it is important to attend the Kansas City Career Fair because it puts our members in front of twenty of the city’s top agencies. Last year the members made great connections with agencies such as PlattForm, Barkley, and VML. Having alumni represent Missouri State in agencies of this caliber is great for the reputation of our COB and helps future students gain entry in these prestigious businesses upon graduation. This year the agencies planning to attend include:

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• Barkley

• Hallmark

• Bernstein-Rein

• Intouch Solutions

• Boom Ideanet

• LandaJob

• Callahan Creek

• Meers Advertising

• Deep Group

• Morgan Hunter

• Department Zero

• Muller Bressler Brown Agency

• Digital Evolution Group (DEG)

• PlattForm Advertising

• EAG Advertising & Marketing

• the resume shop

• emfluence

• Trozzolo Communications Group

• GlynnDevins

• University of Kansas - Edwards Campus

• Gragg Advertising

• VML

ST. LOUIS AGENCY TOURS

SPRING AGENCY TOURS

Van (1 van at $200)

Agency Tours

$200.00

$450.00

Food $25/student

Food $25/student

VALUE

VALUE

Last year we traveled to Kansas City for agency tours, so we want to expose our members to different opportunities this year. We have made connections with Moosylvania, FleishmanHillard, and Budweiser who have all agreed to give us a Q&A session and tour of their facilities.

This trip was in response to a high volume of member requests. Again, the positive exposure of Missouri State students to businesses in the area will raise the profile of the COB and increase their opportunity for job placement.

As a club, we vote at the end of the fall semester for the location of spring agency tours. This year members will vote to travel to Columbia, Fayetteville, or Little Rock. While on agency tours we will reach out to numerous different agencies with the hopes of touring four in one day. The purpose of these tours is to develop a connection between our members and the agencies, and expose members to real life industry experiences. We are also planning to gain in depth knowledge, and strengthen the name of Missouri State University throughout the market place.

Our goal is to encourage our members to think bigger and bolder about their job placement potential.

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BUDGET BREAKDOWN NEW YORK TRIP AirFare (15 tickets at $455) $6,825.00 University Vehicle to St. Louis

$200.00

Parking Expenses ($25 per day/2 vehicles/ 5 days)

$250.00

Hotel and Lodging (5 rooms at $450/night for 5 nights) $11,250.00 TOTAL………………………………………………………………………….$18,525.00

VALUE New York is the biggest and most important trip Ad Club will take all year. This trip places Missouri State students directly in front of recruiters through their participation in a career fair, conference, agency tours, client-side behind the scenes, networking experiences, and the real-life advertising industry. Eight of the top ten agencies in the country are headquartered in New York City and are present at the career fair we will attend. In order for our students to be placed in these profile-raising positions, they must first be given exposure and access to them.

Last year while Ad Club was in New York we were able to network and make lasting connections with John Osborn, President and CEO of BBDO New York, one of the world’s top advertising agencies. Through this connection we were able to bring Mr. Osborn to Missouri State University to give a presentation on ethical leadership and current trends in the industry. Over 350 people were in attendance. This year, we plan to forge new relationships with industry professionals while in New York. The connections we make will help us form new relationships with future guest speakers to provide us with the resources for our second annual ADTalk event.

It is noteworthy that the students from Missouri State University comprised nearly half of the students in attendance at last year’s New York career fair. This made a pronounced impact on the national AAF event organizers and the recruiters present. The positive impression we left was palpable as they expressed the change from never having thought of Missouri State to now viewing us as an untapped talent pool.

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This year we plan on attending the AAF Mosaic Multicultural Career Fair at the AAF Mosaic Multicultural Conference.

Agencies planning to attend this event include: • 24 Seven

• Leo Burnett

• Arnold Worldwide

• Lowe Campbell Ewald

• BBDO Worldwide

• McCann Health

• Constituency Management Group

• McCann New York

• DIGITAS

• Mediabrands

• Draftfcb

• Momentum Worldwide

• Draftfcb Chicago

• MRM Worldwide

• Erwin Penland

• Ogilvy & Mather

• General Mills, Inc.

• Publicis Kaplan-Thaler Group

• Grey

• Razorfish

• GroupM

• Starcom MediaVest Group

• GSD&M

• TBWA

• Hill Holliday

• The McClatchy Company

• ID MEDIA

• The New York Times

• Integrated Media Solutions

• VCU Brandcenter

• Interpublic Group

• Wieden + Kennedy

• Jack Morton Worldwide

• Zenith Optimedia

We will also be touring agencies such as McCann, Grey, and DigitasLbi, as well as getting a private tour of the New York Times from Karen List.

All of the hard work that the Ad Club Executive Board put in to planning the New York trip paid off in numerous ways. These include but are not limited to: Alexis Reid obtaining an internship with Mucca Design in New York during the summer of 2014, Mikel Howard gaining strong connections with BBDO, and Marisa Farris making connections with multiple digital agencies.

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BUDGET BREAKDOWN CHICAGO CAREER FAIR Vans $200.00 Chicago Registration

$50.00/student

Chicago Food

$35.00/student

Chicago Hotel/Lodging

$75.00/student

VALUE We realize New York is not feasible for our entire membership. To impact the greatest number of students we provide Chicago as an alternative. Students who travel to Chicago will have the opportunity to network with the following agencies who will be in attendance at the Leo Burnett Mosaic Career Fair:

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• Arc Worldwide

• Marketing Werks

• Chicago Portfolio School

• Momentum

• DDB Chicago

• Performics

• DigitasLBi

• Razorfish

• GSD&M

• Starcom MediaVest Group

• Lapiz

• The Creative Group

• Leo Burnett

• Tracy Locke

• Lowe Campbell Ewald

• VCU Brandcenter

BRANDING YOURSELF Promotional Items

$100.00

Prize/Giveaway $25.00 TOTAL………………………………$125.00

VALUE Branding Yourself is one of Ad Club’s many contributions to the College of Business and the University as a whole. Dr. Amy Stokes presents this seminar focused on assisting students with their personal brands through means of cover letters and resumes. While the Career Center offers excellent resume help, Ad Club is the only organization on campus to offer customized resume help tailored to students who want to nontraditionally stand out in the marketing field.

TESTIMONIALS FROM OUR MEMBERS: "When it comes to getting a job you will be proud of it is important to distinguish yourself from the competition. In her 'Branding Yourself' workshop, Amy Stokes gives you the tools and techniques to do exactly that. My resume transformed from a boring Microsoft word template into a unique representation of myself that will surely stand out to recruiters. I highly recommend the Branding Yourself workshop to anyone who is serious about getting a head start on a successful career."​ -Mitchell Kilpatrick

“Branding Yourself made me realize how important it is to make a resume that is appropriate for the advertising industry.

I also learned what to properly wear to ANY place I’m applying for.”

- Brittany Furjanic

“Even though it was practically my fifth time hearing Dr. Stokes’ Branding Yourself, I’ve taken something different away from it each time. This most recent time I learned that I need to tailor my resume objective statement for each company I apply to. Also, that I need to know whether the company is more conservative or more creative so that I can either tone down or vamp up my resume.” –Taylor Deayon

“Dr. Stokes did a great job of explaining how to create a professional resume with character.

It was refreshing to hear another perspective besides the career center’s.” -Noah Hendel

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BUDGET BREAKDOWN AD TALK Guest of Honor Flight

$315.00

Hotel $150.00 Compensation $150.00 Flyers/Promotional Items

$175.00

Supplies $50.00 TOTAL………………………………$840.00

VALUE ADTalk allows Ad Club to leave its mark on the campus and the broader Springfield community by providing a marketing leader who is both relatable and relevant to the industry. Our first ADTalk was a huge success. We were able to not only develop our members, but also the University and community as a whole. John Osborn spoke on ethical leadership and current trends in the industry that directly correlated to the University’s public affairs mission in the Spring of 2014. This year we hope to bring Wendy Clark, Senior Vice President of Integrated Marketing Communication for Coca-Cola to our campus. This event is open to students campus wide, not only the College of Business. ADTalk had an audience of over 350 faculty, students and community members last year and we hope to engage even more this year.

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501(C)(3) FUNDRAISING With the approval of our Faculty Advisor, Dr. Amy Stokes, and Department Head, Dr. Ron Coulter, we have applied for 501(c)(3) documentation to establish Ad Club as an official non-profit organization. Obtaining this form will enable Ad Club to host more profitable fundraisers which will allow us to further our reach and impact. Ad Club’s goal is to become less dependent on funding from the COB and SOFAC and more self-sufficient by the Fall of 2015. The changes in SOFAC funding procedures and amounts have been particularly worrisome. Rather than scale back our efforts to match a small budget, we plan to increase our funding to match our bold goals. Our fundraising efforts will contribute to events and the subsidization of membership costs. This form will directly benefit fundraising efforts, which will ultimately lessen the overall cost for Ad Club’s members and make this organization more affordable to students. Unfortunately, in the last six months we have had to leave several thousand dollars on the table from donors because we could not provide the paperwork their organization required for tax purposes. The process can take months to complete and in order for the current Executive Board doing the leg work to reap the benefits, the necessary paperwork and payment was submitted September 10, 2014.

FUNDRAISING IDEAS Earning Potential Ruby Tuesday Kickback Night $300 Other Restaurant Fundraising Nights $500 Sonic Cards $1000 Soft Pretzel Sale $550 Silent Auction $750 Hole-in-One Golf Tournament $1500 Rent-a-member (for services such as lawn care, resume help, etc.)

$400

Total……………………………………………………………………………………………………$5000+

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MARKETING EFFORTS MISSOURI STATE

AD CLUB ALL MAJORS WELCOME

GLASS HALL

ROOM 1O2 JOIN ADVERTISING CLUB: THE CLUB WHERE WE DO STUFF, NOT JUST TALK ABOUT IT.

Cards with meeting info and a semester calendar are handed out to students at the beginning of each semester, and corresponding posters hung around Glass Hall, Brick City, and the rest of campus.

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TUES

5:00 PM

FEB

4

SPE AK ERS W OR K SH OPS NE T W ORK ING C A R E E R FAIRS A GENCY T OURS T R AVEL

A D CL U B A DTA L K S PR E SE NT S:

Roll out the Maroon Carpet: >> M ODERN- DAY <<

DON D R APER is Coming to Missouri State

J OH N OSB O R N Modern-Day Ad Man & CEO of BBDO NY

> > A d A g e C r e a t i ve A g e n c y of t h e Ye a r < < > > M o s t Awa r d e d A g e n c y N e t wor k i n t h e Wor l d < <

TUES. A PRIL 22, 6PM CARRINGTON A UDITO RIUM # m o s t a t e a d l i f e # m ost a t e A D Ta l k @ m ost a t e C O B

branding yourself presented by

dr. amy stokes thurs, feb 6 6:00 pm glass 101 Dr. Amy Stokes has traveled across the country giving advice to hundreds of students on how to achieve their dream job. She has dedicated her life to helping students develop and become the best in what they do. Come and learn how to

prepare yourself for the real job market and how to

stand out from the competition

when applying for your perfect job.

Presented by Advertising Club. Everyone welcome.

We heavily market each of our events online and around campus to try to get as much student involvement as possible, even beyond our members.

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MEDIA EFFORTS Connecting and keeping our members informed, is one of our first priorities. Through social media, we are able to market and brand ourselves in a way that our members can rely on. Our feed is up-to-date with the latest news, industry updates, event details and meeting times.

Ad Club makes online media a priority to ensure that we are engaging our members and staying top-of-mind. We want to be where our members are.

FACEBOOK: Facebook allows us to send live updates of any scheduling changes and relay necessary information to our audience. We try to post relevant articles and stay on trend with the latest social media tactics. On Facebook, we have over 150 likes.

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TWITTER: Engaging with our members through 140 characters at a time can sometimes be difficult. However, Ad Club has managed to connect with over 361 followers, most being Ad Club members. In an average week, Ad Club earns over 16,500 impressions. Members can count on our Twitter feed being a source for the most up-to-date information on current industry trends, meeting information, details, and event times.

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INSTAGRAM:

YOUTUBE:

Instagram allows Ad Club to communicate with our members the same way our members communicate with each other.

Instagram is the best way to incorporate information and also promote engagement without being intrusive. We have connected with over 91 Instagram followers.

Ad Club Media Director, Collin Cook has redefined our marketing efforts by creating small snapshots of our time together.

He documented the 2014 New York trip by incorporating video footage and pictures to provide potential members with an idea of what to expect.

CONCLUSION Ad Club is very excited about the 2014-2015 school year and all the opportunities it holds. We have come a long way from the dormancy of years past, and plan to aggressively

continue our growth. In Fall 2014 and Spring 2015 we will host meetings, workshops, and seminars as well as travel to career fairs, conferences and agency tours. These events will develop our members in a way that makes them more desirable to potential employers.

We realize our goals are lofty, but we believe that we can achieve all we have planned.

Ad Club is not just an after school activity, we are an organization that strives to make a positive, lasting impact on the lives of our members. We aim to develop, not just inform.

This organization began as Advertising Club, evolved into Ad Club and is now the trending success #MoStateAdClub. These

efforts are to directly benefit not only our members and the Marketing Department but also the College of Business and the University.

As students of the Missouri State University College of Business we have been challenged to think BIGGER and BOLDER. We hope you find these ambitions achieve just that.

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MEET THE TEAM BRANDI FRYE: Brandi, Ad Club President, is a senior at Missouri State University. She is majoring in Marketing with an emphasis in Advertising and Promotions.

MARISA FARRIS Marisa, Ad Club’s Director of Social Media, Public Relations and Communication, is a senior at Missouri State University. She is majoring in Marketing with an emphasis in Advertising and Promotions and a minor in Communication.

SARAH HEAD Sarah, Ad Club’s Director of Finance, is a senior at Missouri State University. She is majoring in Marketing Management with a minor in Advertising and Promotions.

ALEXIS REID Alexis, Ad Club’s Creative Director is a senior at Missouri State University. She is majoring in Graphic and Interactive Design with a minor in Advertising and Promotions.

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DAVE GENTILINI Dave, Ad Club’s Director of Programs, is a junior at Missouri State University. He is majoring in Graphic Design with a minor in Advertising.

COLLIN COOK Collin, Ad Club’s Media Chair, is a sophomore a Missouri State University. He is hoping to major in Digital Film.

MEAGAN BREWER Meagan, Ad Club’s Fundraising Chair, is a senior at Missouri State University. She is majoring in Marketing with an emphasis in Advertising and Promotions.

DR. AMY STOKES Dr. Amy Stokes, Ad Club’s Academic Advisor, is a professor in the Marketing Department.

Without her efforts Ad Club would not be where it is today.

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