American Marketing Association | 2010 - 2011 Ferris State University| Chapter Plan
table of Contents 1.0 Chapter Overview Page 1 2.0 Chapter Goals
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3.0 SWOT Analysis
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4.0 Professional Development
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5.0 membership
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6.0 community service
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8.0 Communications
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9.0 Fundraising
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10.0 Social affairs
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11.0 chapter Operations
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12.0 Budget
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13.0 Calendar of Events
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1.0 Chapter Overview Ferris State University AMA Mission
The Ferris State University student chapter of the American Marketing Association (AMA) is a professional business organization dedicated to preparing future leaders for successful careers in today’s competitive business environment. As a team, we promote personal and professional growth by providing leadership opportunities and hands-on marketing experience.
Chapter Theme The 2010-2011 FSU AMA’s theme is “Get in the Game.” Our theme represents our chapter’s efforts to provide each member with the opportunity to develop their marketing awareness, knowledge and skills that will help put them in a position to get themselves recognition in the vast professional ‘game’ of Marketing. Our theme tagline “Get in the Game” is a direct focus on each member and their interests in the field of Marketing. Through involvement in AMA, leadership opportunities, communication development and marketing skills development, we feel our members will be in a great position to “Get in the Game” of the professional Marketing world.
AMA Executive Board Our chapter’s Executive Board (pictured at right) consists of eight members and two advisors that together form the team that is responsible for overseeing the chapter’s operations, committee directors, members and developing and executing our chapter’s goals.
Target Market Marketing is everywhere, whether we notice it or not. 2010-2011 Executive Board So in our efforts to recruit new members and retain the existing members, we had to first determine which students would most likely join AMA and the benefits that members want out of the American Marketing Association. With our involvement on and off campus and our focus to explore the many different areas of Marketing, we feel that our members will get more than what they expected through our organization. All majors are welcomed, but we broke down our target audience by the majors that we have had in the past few years. This target market includes: o
Primary Market - Marketing majors and minors
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Secondary Market - Business, Public Relations and Advertising majors and minors
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Tertiary Market - Graphic Design, Communications majors and minors
2.0 Chapter Goals
In addition to each department’s goals, the FSU AMA has goals for the entire chapter that are geared for the success of every member and provides the motivation for each one of us to strive to “Get in the Game.” o Discuss and analyze a different aspect of Marketing each week o Become the “Top Chapter” at the 33rd International Collegiate Conference o Develop and improve leadership and networking skills that will develop relationships outside of AMA o Improve Professional Development. With the addition of new workshops, speakers and professional business tours, we feel that our member’s skills to “Get in the Game” will be enhanced tremendously o Develop a training program designed to help the transition of new executive board (e-board) members or existing e-board members to new e-board positions Ferris State AMA | Page 1 | 2010 - 2011 Chapter Plan
o o
Become the most recognizable and involved student organization in Ferris State University’s College of Business. Participating in more on-campus events, sponsoring and hosting more on and off campus events to promote AMA and the College of Business will lead to more exposure for our organization to attract new potential members to help FSU’s AMA get ahead of the game and provide students of all majors with numerous opportunities for their future careers Become a 5-Star Registered Student Organization at Ferris State University
3.0 SWOT Analysis Ferris State University’s main campus is located in Big Rapids, Michigan with satellite locations in Grand Rapids, Traverse City, Flint, Lansing, and Dowagiac. FSU is the fastest growing university in the state of Michigan with total enrollment exceeding 14,000 students statewide. Of the 12,000 main campus students, 139 of those are Marketing majors. A significant percentage of AMA at FSU is derived from Marketing, Public Relations, Graphic Design, Advertising, and other business related majors.
Strengths o o o o o o
Strong and experienced executive board members that will be the leading examples and driving force for this year’s FSU AMA Advisors who have connections with professionals in the marketing world Diverse student organization with members from other majors other than marketing to provide a new insight into situations and increase the networking ability for our organization Excitement and anticipation. Returning members who attended the 32nd International Collegiate Conference are ecstatic for this upcoming year and have been making the necessary steps in each of their positions to make Ferris State University the top chapter at next year’s conference. Supportive Marketing Faculty members who have experience in the field of Marketing in different aspects Ferris State University is the fastest growing University in Michigan
Weaknesses o o o o
Low participation from non e-board members in fundraising, professional development, and community service events Poor budgeting for each of the departments Poor relationship and communication with AMA Alumni base Low level of awareness as a student organization on campus
Opportunities o o o o o
Increase the underclassmen membership substantially through collaboration with the freshman seminar classes Provide all of Ferris State University with leadership, skills and networking developing workshops Becoming the top chapter at the 33rd International Collegiate Conference Co-Host Regional Conference Provide members with the “Membership Initiative.” By developing a four level membership initiative, each member has a chance to become a superior member with their continued involvement with AMA and desire to make the most out of their membership
Threats o
Other business student organizations such as: AdGroup (Advertising), Business Professionals of America and PRSSA (Public Relations)
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o o o o
Price of membership dues could deter potential members Coursework has an opportunity to consume some members with the rigors of numerous classes Michigan’s economy can lead to potential lower sponsorship, and business involvement throughout the year Distance from metropolitan area doesn’t allow for easy access to campus speakers
4.0 Professional Development The Ferris State AMA Professional Development position is responsible for providing events and activities centered on skills and leadership building for each member’s resume and real world experience. Our organization’s overall goal is to increase participation in all competitions, attendance in events and the overall quality and quantity of said sevents. Having completed our first Collegiate Case Competition last year, it is our goal to increase overall participation and execution of the case. Our goal is to have a team of eight dedicated individuals working on the case and submitting a well prepared marketing plan in December 2010. In order to achieve these goals we have set the following benchmarks: - 1 Professional Development event each month These events will include resume workshops, internship informational meetings, business etiquette seminars, tours, and speakers. Some of these events include: •
Keynote Speaker
Blair Entenmann, Marketing Help! CEO
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Keynote Speaker
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Keynote Speaker
Chet Trybus, Sales 101 Workshop and Jim Reed, Diversity and Leadership
West Michigan AMA Luncheon Meetings • •
Average of 3 people in attendance each month 2/3 of all members attending at least one meeting throughout the year
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Tours of Marketing businesses
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At least 1 Professional Sporting Event per semester (Grand Rapids Griffins, West Michigan Whitecaps)
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Initiate the usage of Event Evaluation Forms which will allow us to gauge the value of each event
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Monthly Professional Development Reports which will provide a breakdown of total outside student attendance and member attendance
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Receive campus funding to present a campus-wide inspirational business speaker
Participate in the following AMA Competitions: • • • • • •
Collegiate Case Competition 30 Minutes with an Entrepreneurial Hero Sales Competition SABRE Exhibit Booth Competition Chapter Plan & Annual Report
5.0 Membership The main membership goals are to increase total chapter size and increase involvement of our members. We will use our marketing tools to raise chapter awareness around campus and most of all in the college of business. Membership and social affairs will work together in creating a fun and social environment to our business structure. Increasing diversity amongst our members is also a main goal. This year we will be working to reach out to students who are in programs other than marketing. Ferris State AMA | Page 3 | 2010 - 2011 Chapter Plan
Objectives o o o
Maintain at least 80% of last year’s active members who are eligible to return To have at least 35 active members by the end of the fall semester Increase chapter membership to 45 members by the end of the 2010/11 school year. At least 30% of which are underclassmen 3-5 majors in our organization other than marketing
Tactics • • • • • • • • • • • •
Increasing membership and awareness on campus Create a membership packet informing students: Include benefits of joining, local information, national affiliation, financial information, membership levels, AMA t-shirt, leadership opportunities, & professional resources Create a poster and handouts that tie into our AMA theme, “Get in the Game” Work with VP of Communications to incorporate awareness through Facebook, Twitter, and Orgsync. Utilize on campus events to participate in and meet potential new members College of Business Celebration Fest - A university wide event aimed towards increasing awareness and membership particularly towards underclassmen to the College of Business students and organizations A collaboration of all College of Business students and organizations to encourage involvement of business students Bulldog Bonanza - A university-wide collection of student organizations aimed to increase awareness and membership particularly to underclassmen Have executive board members attend freshman seminar classes informing business students about the American Marketing Association and what we do. The freshman seminar classes encourage on-campus involvement for freshman and transfer students, helping them become more comfortable and familiar with the university Getting members more involved in the organization by implementing new membership levels to encourage our general members and give them a common set of goals Work with social affairs and fund raising chair to plan and execute numerous activities outside the general meetings while working with VP of Communications to keep members and the community up to date on events using Facebook, Twitter, and Orgsync Involve each member by creating director positions to promote leadership opportunities within AMA
6.0 Community Service Our goal is to provide the community of Big Rapids with 200 hours of services with 60% of those hours being marketing related throughout the 2010/2011 school year. Goal: 80% of chapter members will obtain at least 5 hours of community service each semester. Adopt-A-Highway (Fall 2010 and Spring 2011) A two mile long stretch of highway in Big Rapids north of town, in which we have the responsibility for the upkeep of this stretch of highway. We have a sign promoting Ferris State AMA to the community on each end of the two mile stretch of highway. Goal: Have at least 4 members participate in the cleaning of this highway This event is held twice a year, once in the fall and once in the spring.
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Crop Walk (Sunday, October 3, 2010) The Crop Walk is an event where participants volunteer to walk and raise money to stop hunger. We assist in the promotion, marketing and advertising of the event that helps stop hunger on a global level. Goal: At least 5 members to participate by walking or helping to raise money to stop hunger. To raise $200 as an organization to stop hunger. Homecoming Tailgate (Saturday, October 9, 2010) The College of Business hosts a tailgate tent in which AMA is responsible for promoting and encouraging involvement of students throughout the College of Business and to welcome alumni back to Ferris. Goal: Have at least 10 FSU AMA members participate in the set up, activities and tear down of the event. Walk for Warmth Helps families stay in their homes by providing emergency financial assistance for rent. Prevents gas, water, and electric services from being shut-off by providing emergency financial assistance for utility bills. Goal: Have at least 5 FSU AMA members participate in this event. Our organizations goal is to raise $100. The Wooden Nickel A convenience and appliance store in need for Marketing towards the students on and off campus to know and understand what exactly The Wooden Nickel is. Goal: Have at least 30% of membership of our membership assist in the development and execution of a Marketing Plan for this company. Metron Retirement Home Helping the senior citizens assist playing bingo at the Metron Retirement Home. Goal: Have at least 3 FSU AMA participate in this event. This event will take place at least twice throughout the school year. Safe Ride (Once a Semester) A free shuttle service available to students and the communtiy for transportation home from local establishments in Big Rapids from midnight to 2:30 a.m. Goal: Have at least 2 FSU AMA members organize the event and ride the bus to help the community and fellow students to get home. The Big Event (Spring 2011) A campus wide event in which students from every organization on campus perform different tasks for the community of Big Rapids in a effort to increase community relations and a better place to live. Goal: Have at least 15 FSU AMA members participate in the different events during the Big Event. Bowl for Kids Sake is a Big Brothers Big Sisters of South Central Indiana’s largest annual fundraising campaign which culminates in community-wide bowling events in February and March.
Members did some painting, cleaning and other community service activities at the annual Big Event in Spring of 2010.
Goal: At least 4 FSU AMA members participate in this event.
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7.0 Communications Improve relationships and communication between students, members, advisors, faculty, staff and alumni.
Internal Communications Meeting Minutes •
General meeting & E-Board meeting
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Email meeting minutes to all members within 48 hours of meeting
OrgSync •
Get all members registered on OrgSync
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Post minutes from meetings on OrgSync
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Update calendar, and event schedule
Promotional Board Updates - Update promotional flyers and boards representing our organization
External Communications Facebook - Update FSU AMA page twice per week, and update accordingly when events arise Twitter - Update twitter posts four times a week Alumni Database - Put together an alumni database with past AMA member’s phone numbers and emails to keep updated on current events with the organization
Newspaper Print Ads - Generate awareness and publicity by being mentioned at least twice during the school year in either the Pioneer (Big Rapids newspaper) or the Torch (Ferris Student newspaper.)
8.0 fundraising
Buffalo Wild Wings (Fall 2010 and Spring 2011) Produce, print, and distribute 300 fliers on campus, in neighborhoods, and at venues and receive percentage of sales with flyer. Goals: 25-50 guests and revenue of $100 each T-shirt Sale (Fall 2010) Produce and sell t-shirts to students on campus. The shirts will represent Ferris, College of Business, and/or AMA. We will solicit sponsorships from local businesses and supporters. Goals: Sell 100-150 shirts and revenue of $300 Bennigan’s Restaurant (Winter 2011) Produce, print, and distribute 200 fliers on campus, in neighborhoods, and at venues and receive percentage of all non-alcoholic sales from checks with flyer. Goals: 20-30 guests and revenue of $40 Biggby Coffee (Winter 2010/2011) Produce, print, and distribute 200 fliers on campus, in neighborhoods, and at venues and receive percentage from sales (with or without fliers.) Goals: 15-25 guests and revenue of $50 Homecoming Tailgate (Fall 2010) Mimic last year’s successful non-alcoholic beverage and raffle fundraiser. Goals: Revenue of $50 Bowling Tournament (Fall 2010 and Spring 2011) Annual fundraiser hosted by AMA and The Gate (Bowling Alley.) Student organizations in the College of Business and throughout Ferris compete in a fun tournament, with prizes donated from local businesses and supporters. Goals: 5-10 teams and revenue of $300 each Pot of Gold Raffle (Winter 2010/2011) Held at FSU mens/womens basketball game Goals: Revenue of $200 Ferris State AMA | Page 6 | 2010 - 2011 Chapter Plan
Basketball Tournament (Spring 2011) First annual 3-on-3 basketball tournament held at FSU Rec Center. Goals: 10-20 teams and revenue from entry fees: $250 Spring Gala (April 2011) Annual gala, hosted by AMA. Funds raised benefit New Orleans trip the following year. Invite AMA alumni, professors, parents, faculty, and administrators Goals: • 10-20 alumni • 5-10 faculty members • 90% of active AMA members • 70% of those members bring family members and friends • Between donations and fees, revenue will meet or exceed $1,500
9.0 Social Affairs Goals Social events should be part of community service and fund-raising as well. It doesn’t have to be an activity just for a social event. The reason we have a social affairs chair is to bring the organization together, and that can be done while fundraising and doing community service. The attendance of these events is a measurement of our goal of connecting the organization together as friends and as fellow marketers.
Bowling
Barbeque w/Bags Tournament/Horseshoes
12 members to attend (Fall) 20 members to attend (Spring)
18 members (Fall) | 24 members (Spring)
Disc Golf 10 members to attend (Fall) 15 members to attend (Spring)
Paint Ball 10 members to attend (Fall) 15 members to attend (Spring)
Grand Rapids Griffins Hockey Game Attend 1 PSE with a minimum of 12 members Represent our chapter with our AMA t-shirts
Snow tubing, Skiing, or Snowboarding 12 members to attend (Fall) 20 members to attend (Spring)
Buffalo Wild Wings All returing members to attend 5 new members to attend
Karaoke/Video Game Tournament 12 members to attend (Fall) 20 members to attend (Spring)
Dairy Queen (AMA night at DQ, or similar type of event) 12 members to attend (Fall) 24 members to attend (Spring)
Golf Outing 12 members to attend (Fall) 18 members to attend (Spring)
Casino night (poker, euchre, darts) 15 members (spring)
10.0 Chapter Operations E-board Retreat The entire chapter benefits from a well organized executive board and a pre-set calendar to go by for the entire year. This is the reason why we are having at least one executive board retreat a semester to brainstorm ideas, evaluate criteria, and develop a plan for the upcoming semester of events that benefits all members of FSU AMA.
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Transition From Position to Position Each position on the e-board has a detailed and descriptive binder that contains all of the updated information to help the newly elected member with the transition. The recent chairman for each e-board position will then train and assist the new member with the transition. This helps the flow from one executive board to the next become more efficient and effective. Each executive board position will have a number of directors that will be responsible for a variety of events and activities that will help gauge leadership potential.
Chapter Plan Have a meeting at the beginning of the year to discuss the chapter plan in its entirety with the Executive Board members and advisors to create realistic goals for the chapter. Use the Chapter Plan as the staple for evaluation of the chapter’s development and as a measure of success for each position as well, as a chapter as a whole.
Annual Report Have a meeting at the end of the year to develop the Annual Report with the E-Board members and advisors that evaluates the goals expressed in the Chapter plan with the actual goals achieved throughout the year.
Event Evaluations For Fundraising, Professional Development, and Community Service, each executive board member will use our evaluation sheets to record the helpfulness of each activity and determine how essential each event was to helping each one of our members to “Get in the Game”
Membership levels To encourage more participation and reward active membership, we have developed a “Membership Initiative” with four levels of achievement. Level one included the basic membership expectations and the requirements increase for each level with the highest level of membership designated “All AMA.” The membership levels are detailed below with the requirements for each semester.
Rookie • •
Pro • • • •
Dues paid in full Attend 50% of the General Meetings All of level 1 Attend 70% of General Meetings Generate 5 hours of community service Attend 1 Professional Development event, 1 Fundraising event and 1 Social event
All-Pro • • • • •
All of level 1 and 2 Attend 75% of General Meetings Attend 2 Professional Development, Fundraising and Social events Hold a position on a committee Attend 1 5-Star event held by the University
All-AMA
• • E-Board Meetings • Each week the executive board will have a separate • meeting to discuss any changes that need to be addressed and to develop a plan for the upcoming week that • includes the next General Meeting. This meeting helps for everyone to be more effective and efficient in every aspect of their position. This allows for a more professional flow to the general meetings.
All of levels 1-3 Attend 80% of General Meetings Hold a leadership role for an event Attend 4 Professional Development, 3 Fundraising and 2 Social events Attend 2 5-Star events held by the University
General Meetings Every Tuesday of each month, the entire AMA chapter will hold a general meeting to discuss the topics and events in Marketing as well as the upcoming events on the schedule.
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11.0 Budget Expected Revenues
Expected Expenses
Professional Development
Professional Development
LCC Regional Conference
$300
LCC Regional Conference
$300
West Michigan AMA Trips (10)
$300
New Orleans Conference
$5,200
Jim Reed Speaker
$3,000
DDM Marketing Tour
$30
West Michigan AMA Trips (10)
$300
Community Service
Walk for Warmth
$25
Crop Walk
$25
Fundraising
Fundraising
Buffalo Wild Wings (2)
$200
T-shirt Sale Production
$200
T-shirt Sale
$300
Bowling Tournament (Fall and Spring)
Bennigan’s
$40
Lane Reservation
$400
Biggby
$50
Flyers
$20
Homecoming Tailgate Sales
$50
Bowling Tournament
$600
Reservation
$300
Pot of Gold Raffle
$200
Invitations
$200
Basketball Tournament
$250
Programs
$100
Spring Gala
Decorations
$100
Spring Gala
Tickets
$2,600
Awards
$20
Silent Auction
$800
Guest Speaker and Dinner
$40
50/50 Raffle
$100
Food
$1,500
Membership
Membership
National Dues (45 members x $45) $2,025
National Dues (45 members x $45) $2,025
Chapter Dues
Recruitment
$1,350
Sponsorships
Miscellaneous
Student Government
$4,000
College of Business
$1,000
Total Expected Revenues
$14,165
Expected Profit $80
Ferris State AMA | Page 9 | 2010 - 2011 Chapter Plan
$100
Homecoming
Total Expected Expenses
$200 $14,085
12.0 calender of events April 2010 May August
30 - AMA Gala Banquet Fundraiser 7 – Spring E-board Retreat
25 – Fall E-board Retreat 31 – First General Meeting September 7,14,21,28 – General Meetings 2,9,16,23,30 – Eboard Meetings 3,10,17,24 – President & Faculty Advisor Meetings 10 – PR Toyota Speaker 18 – BBQ Social 25 – Adopt-A-Highway 29 – Buffalo Wild Wings Fundraiser October 1,8,15,22,29 – President & Faculty Advisor Meetings 5,12,19,26 – General Meetings 7,14,21,28 – Eboard Meetings 6-13 – Marketing Week 6 – Sales 101 Workshop 3 – CROP Hunger Walk Community Service Event 9 – College of Business Tailgate Tent 12 – AMA West Michigan Professional Development 13 – DDM Marketing Tour 13 – College of Business Bowling Tournament (at the Gate) November 2,9,16,23,30 – General Meetings 4,11,18,25 – E-board Meetings 5,12,19,26 – President / Advisor Meetings 7 – Biggby Coffee Fundraiser 9 – AMA West Michigan 10 – Marketing Help! Speaker 14 – 3 v 3 Basketball Tournament 29,30 – Jim Reed Visit December 2 – Eboard Meeting 3 – President / Advisor Meeting 3 – Bennigans Fundraiser
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7 – Last General Meeting of Fall Semester 14 – AMA West Michigan
January 2011 8 – Winter Eboard Retreat
11,18,25 – General Meetings 13,20,27 – E-board Meetings 14,21,28 – President & Faculty Advisor Meetings 15 – Social Event 26 – Social Networking Speaker
February 1,8,15,22 – General Meetings 3,10,17,24 – Eboard Meetings 4,11,18,25 – President & Faculty Advisor Meetings 6 – Super Bowl Social TBD – Buffalo Wild Wings Fundraiser TBD – 50/50 Basketball Game Raffle Fundraiser March 1,15,22 – General Meetings 3,17,31 – Eboard Meetings 4,18 – President & Faculty Advisor Meetings 14-17 – T-Shirt Fundraiser 24-26 – 33rd International Collegiate Conference (New Orleans) TBD – Resume Workshop April 5,12,19,26 – General Meetings 7,14,21,28 – Eboard Meetings 1,8,15,21,29 – President & Faculty Advisor Meetings TBD – Adopt – A- Highway TBD – AMA Gala Awards Banquet/Fundraiser May 3 – Last General Meeting 5 – Last Eboard Meeting 6 – Last President / Advisor Meeting
Get in the Game.
American Marketing Association Ferris State University 2010 - 2011 Chapter Plan