CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO
American Marketing Assocation 2014-2015
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“Cal Poly's AMA provides students
with an opportunity to expand their knowledge, skills and practical experience in various fields of marketing. As one of Cal Poly's largest and oldest professional business clubs, AMA provides insight into a variety of career opportunities related to marketing. 2
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In this publication You’ll find everything you need to know about Cal Poly’s premier marketing club, from our goals and values to our love for pizza.
Table of Contents
Pg 6
What can you get for $100?
4 ABOUT CAL POLY’S AMA 6 MEMBERSHIP 9 COMMITTEES 10 MARKETING CAREER CONFERENCE 12 BOARD POSITIONS 17 BRANDING GUIDE
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WHO WE ARE
About AMA THE AMERICAN MARKETING ASSOCIATION The American Marketing Association is the world's largest and most comprehensive professional society of marketers, consisting of more than 45,000 worldwide members in 92 countries and 500 chapters throughout North America. The AMA is the only organization that provides direct benefits to marketing professionals in both business and education as well as assists in personal and professional career development among marketing professionals. In addition, the AMA strives to advance the science and ethical practice of marketing disciplines.
CAL POLY’S AMA Established in 1978, the Cal Poly chapter of the American Marketing Association has been connecting students to their peers, professors, community, and potential industry employers for over 30 years. As an internationally recognized organization, the American Marketing Association aims to provide those interested in the field of marketing and business with the tools and tips needed to create a successful career and future. As one of Cal Poly's largest and oldest professional business clubs, AMA prides itself on its ability to bring top level companies and businesses to our campus as well as providing insight into the vast depth of career opportunities related to marketing.
OUR VALUES Improving
Advancing marketing competencies, practice and thought leadership.
Promoting
In action: A key component of every AMA meeting is the icebreaker! During this time, members get to know each other better and make new friends within the club. We have discussed anything from marketing classes to what super power we’d want the most.
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Being an advocate for marketing and promoting its importance, efficacy and ethics.
Supporting
Being an essential resource for marketing information, education/training and relationships.
Stand up Banner The stand up banner should be placed in front of the entrance of every meeting and AMA event. It can be found in the business building silo.
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WHY JOIN AMA?
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MEMBERSHIP I truly believe AMA offers an excellent learning and career development opportunity for every marketing student at Cal Poly. Even if only listening and learning from the weekly speakers, the experiences and knowledge shared by each professional provides invaluable insight into the actual working world, which no traditional classroom setting can replicate. AMA is the perfect complement to your marketing academic curriculum. Samuel Cates, 2011
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BENEFITS OF OFFICIAL MEMBERSHIP One payment of $100 gets you yearlong access to the following • Exclusive access to job and internship opportunities • Networking opportunities • VIP access to Marketing Career Conference • Resume booster • AMA T-Shirt • Eligible to attend national marketing competition in New Orleans • Yearlong membership to the National American Marketing Association • Receive Marketing News, a leading publication produced by the AMA, which keeps you informed of new ideas and developments
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in marketing, including market research, new product development, marketing communications, direct marketing, distribution, and much more. Marketing News is sent digitally to all AMA Members once a month, plus special editions are sent 4 times a year. Access to the Member Resource Center on Marketingpower.com, which includes information, web casts, case studies, a career section and more, all relating to marketing FREE PIZZA EVERY MEETING! We host fun socials and bonding activities to get to know other members and marketing students
In action: Cal Poly’s AMA puts on a social for members each quarter. The theme fall quarter was “Crispy Turkey”, a Thanksgiving version of “White Elephant”.
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Woodstock’s Pizza Each AMA meeting, our sponsor Woodstock’s SLO delivers fresh pizza at a discounted price. Pizza is free for all official AMA members. Photo : Mustang Daily
MEMBERS OF THE QUARTER
In action: Our Members of the Quarter for Fall 2013 posing with their gift baskets. Each winner gets swag from our sponsors and the AMA Executive Board for their involvement.
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Corporate Promotions The AMA Corporate Promotions committee partners with local sponsor The Radlife with a booth in the UU.
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CAL POLY’S AMA
MARKETING CAREER CONFERENCE COMMITTEE
AMA INVOLVEMENT
CAL POLY’S AMA
COMMITTEES
NATIONALS MA Cal Poly Committee Logos sion 4 | Trudy Vinson | Oct. 23, 2013 - final COMMITTEE
CALPOLY’S POLY’SAMA AMA CAL CORPORATE
The purpose of corporate promotions is to utilize marketing tactics to increase company awareness and consumer engagement. This committee enables students to learn and expand their promotional strengths by giving them an opportunity to prescribe recommendations for advertising challenges and see their solutions through. It is a sure-fire way to learn techniques read about in the classroom and then actually implement them. Plus, it is a quality resume builder!
MARKETING CAREER CORPORATE PROMOTIONS CONFERENCE PROMOTIONS COMMITTEE COMMITTEE
Interested in meeting other AMA students from all across the nation, gaining hands-on marketing experience through simulated competitions, and of course, experiencing the beautiful culture of New Orleans? Then you CALNATIONAL POLY’S AMA definitely want to join the Cal Poly AMA Nationals Committee. We participate in a huge conference taking place in New Orleans during spring break with COMPETITION over 1300 students 1300 students, phenomenal speakers, and industry engaged in the AMA professional chapter. ion 4 | Trudy Vinson | Oct. 23, 2013professionals - final
MANATIONALS Cal Poly Committee Logos COMMITTEE CAL AMA CALPOLY’S POLY’SCAREER AMA MARKETING
The Marketing Career Conference is the largest annual event hosted by the AMA and the OCOB Marketing Department. This committee provides hands-on experience with executing marketing strategies, event planning, coordinating participants, and communicating with various professionals in marketing industries. See more on pg. 10
CORPORATE MARKETING CAREER CONFERENCE PROMOTIONS CONFERENCE COMMITTEE COMMITTEE ...
CAL POLY’S AMA
NATIONALS SOCIAL EVENTS CAL POLY’S AMA COMMITTEE
Social events
Our social events committee consists a group of dedicated and fun students who love to plan events, and get a unique opportunity to create, and execute their own ideas. At our meetings, members pass off ideas to each other, and then report to the Director of Social Events, and the Vice President of Outreach, who both give them the tools to implement their ideas. Some skills learned are how to create action plans, agendas, proposals, and even advertisements.
COMMITTEE CAL POLY’S AMA
Corporate The national AMA college competition contains three components: a business simulation, CORPORATE promotions is an exhibit competition, and a sales competition. Each year, Cal Poly’s AMA sends students PROMOTIONS similar to careers to participate in these competitions, where they compete against AMA students from other
COMMITTEE in Customer Relationship Management and Social Media
campuses around the country. Coordination of event is done by the VP of Nationals and the Nationals Committee. Nationals meetings are held weekly to help prepare students for the competition.
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MARKETING CAREER CONFERENCE The Marketing Career Conference is an annual event hosted by Cal Poly's AMA.
This event takes place during winter quarter. Companies on both a local and national level provide job and internship opportunities for students in the field of Business, Marketing, Graphic Communication, Public Relations, Communications, Advertising, Journalism, and more! Students benefit from concentration relevant positions and networking opportunities. There is a Keynote Speaker, provided by the Platinum AMA sponsor, and Panel Discussions covering pressing topics in today’s post college career-search and current Marketing trends.
COMPANY BOOTHS The majority of our event is an open networking forum, similar in type to a career fair. The key difference to the MCC is the intimate setting and time for in-depth conversations between the recruiters and students. The companies attend the MCC on the promise and expectation of high caliber marketing students. We encourage conversation between students and companies to explore careers and develop early employment relationships
PITCH COMPETITION Imagine selling potential employers on your capabilities, with only 4 minutes to spark their interest. The Annual Marketing Career Conference Pitch Competition is designed to provide this type of exposure by giving Cal Poly Marketing students a chance to present their projects in a pitch-style competition.
KEYNOTE SPEAKER Each year we feature one premier company to speak about a pressing topic related to student employment searching. Being the MCC Keynote Speaker allows the sponsoring company to establish unparalleled brand awareness among the MCC audience and generate buzz for the company.
CAREER PANEL
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MCC also features panels of executives from participating companies to field questions and provide students with insight relating to careers. Panel members will highlight careers and how to actively manage career progression at their companies, as well as the importance of personal branding.
The MCC Official AMA members are granted special access to network with MCC companies before everyone else! 11
Executive Board PRESIDENT
Main responsibilities include setting long-term and short-term goals of the organization, and overseeing the duties of the other executive board members. • Primary strategic manager of AMA. • Presides at Executive Board Meeting • Presides at General Meetings • Sets and checks goals for AMA • Prepares and submits the Chapter Plan and Annual Report • Works as the primary liaison between the club and the Orfalea College of Business, ASI, Cal Poly, its faculty and students, and AMA. Attends all General Meetings, Executive Board Meetings, and Club Activities.
MCC CHAIR
The Marketing Career Conference Co-Chairs are responsible for directing and managing the AMA Marketing Career Conference, including overseeing the MCC Committee, which is responsible for company recruiting, event planning, and event marketing. Company Recruiting • Prospecting companies • Pitching to companies and establishing relationships • Securing commitments • Maintaining MCC company directory Event Planning • Reserving the venue and coordinating venue equipment (microphones, tables, chairs, signage, etc.) • Coordinating parking & shipping details. • Coordinating Catering. • Organizing gifts and awards. • Secure a keynote speaker Event Marketing • Creating a marketing strategy and campaign unique to MCC. • Utilizing print and electronic media for promotion. • Deciding and ordering MCC promotional items (pens, notepads, bracelets, etc) • Cross Department Relations • Work with Marketing Area Chair and Marketing Faculty member • Create and maintain a budget using the IRA, Marketing Discretionary, and AMA funds. • Organize pitch competition and panels • Attends all General Meetings, Executive Board Meetings, and Club Activities.
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VP of FINANCE
The Chief Financial Officer of AMA is responsible for managing the financial affairs of the club including budgeting and fundraising • Responsible for maintaining the budget for AMA, MCC, and Nationals. • Responsible for maintaining receipts and financial records from AMA. • Work with VP of Activities to coordinate fundraising efforts • Coordinate with ASI with all financial aspects of AMA, including PRF’s, PO’s, Check Reimbursement, etc. • Provide financial data in Pro Forma for use in preparing the Chapter Plan and Annual Report. • Attends all General Meetings, Executive Board Meetings, and Club Activities.
EXECUTIVE ASSISTANT
The Executive Assistant works primarily with the President to assist in club leadership and management of Vice Presidents • Assist with leadership and organization of AMA events • Fill in for presidents at weekly meeting if needed • Assists and other board members if needed • Support presidents in their goals for the club • Keep board members accountable • Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of PROFESSIONAL DEVELOPMENT
The Professional Development, contacts and secures the weekly speaker for general meetings, coordinates sponsored guest accommodations, hosts workshops and seminars and plans organize corporate trips for AMA members. • Prospects, contacts, and secures the weekly speaker for General Meetings. • Responsible for Alumni Relations including monthly e-newsletters • Works with VP of Activities to host workshops & seminars that help AMA members with their future career goals. • Plan, organize and execute corporate trips • Inquires if the speaker would like to sponsor food and their General Meeting. • Responsible for coordinating Sponsored Guest Parking and recommending travel arrangements for guest speakers. • Updates AMA’s Online Calendar with the speaker’s name, title, and company. • Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of MARKETING COMMUNICATIONS
The VP of Marketing Communications orchestrates marketing strategies on behalf of the club to increase awareness on Cal Poly’s campus. • Responsible for all outward marketing aspects including marketing collateral such as fliers, banners, posters, etc. • Knowledgable of Cal Poly and AMA branding guidelines. • Responsible for orchestrating marketing strategies to increase membership and AMA’s presence at Cal Poly. • Responsible for corresponding via weekly email blasts to members, faculty, alumni and professional relations • Manage social media sites including Facebook, Twitter, LinkedIn and Pinterest pages • Communicate with VP of Videography and VP of Graphic Design • Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of MEMBERSHIP AND RECRUITMENT
The Vice President of Membership and Recruitment is in charge of managing current members with the national chapter and lead recruitment efforts. • Update and maintain the current membership database, including reminding members of renewals, keeping track of member participation using Point System, etc. • Create and distribute a “Welcome Package” for new members. • Lead the Marketing Mentors program and work with VP of Activities to schedule bonding events • Work with VP of Business Development to coordinate Member of the Quarter prizes. • Distribute, collect, and process AMA Membership Applications, and mail to Nationals. • Collect and transfer membership payments to VP of Finance. • Collaborate with VP of Marketing Communications to develop and implement strategies to increase membership. • Collaborate with VP of Activities to organize events to recruit new members • Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of ACTIVITIES AND COMMUNITY OUTREACH • • • • •
Responsible for coordinating club events (social and professional) Responsible for coordinating at least three social and one community service event per quarter Work with VP of Marketing to advertising club events to AMA members Collaborate with other VPs to assist with event planning, marketing and logistics Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of CORPORATE SPONSORSHIP • • • • • • • •
Responsible for prospecting, qualifying, and securing corporate club sponsors. Responsible for being the primary liaison between above mentioned sponsors and AMA/Cal Poly. Responsible for ensuring a mutually beneficial relationship between AMA and sponsors is created. Responsible for organizing workshops on campus hosted by corporate sponsors. Speaking Opportunities should be referred to VP of Professional Development, and Marketing Projects to VP of AMA Corporate Promotions. Maintain and update a sponsor database with pertinent information for each sponsor. Collaborate with VP of Local Business Development to lead AMA Business Development team. Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of LOCAL BUSINESS DEVELOPMENT • • • • • •
Responsible for prospecting, qualifying, and securing local business club sponsors. Responsible for being the primary liaison between above mentioned sponsors and AMA/Cal Poly. Responsible for all aspects of AMA Business Development including coordinating and presiding over meetings, projects, client relationships, etc. Responsible for advertising and promoting AMA Business Development to the membership and selecting the Business Development team. Collaborate with VP of Corporate Sponsorship in securing projects from sponsors. Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of NATIONAL RELATIONS • • • • • • • • • • • •
Managing and organizing the logistics for the AMA International Collegiate Conference Work closely with Kyle Hernandez, our AMA liaison, to keep the club and committee updated with information Obtain information on competitions at 2014 conference and share with the committee and board Organize travel plans for the group (flights, hotels, etc) Work closely with AMA President and Marketing Faculty with updates Leading the Nationals Committee Motivate and encourage committee members Set and enforce deadlines for Nationals Competition projects Manage Nationals Budget Work with Finance and MCC to figure our budget Anything not covered by AMA/IRA Grant must be fundraised by the committee Attends all General Meetings, Executive Board Meetings, and Club Activities. 13
Executive Board
continued
VP SECRETARY AND BUSINESS COUNCIL REPRESENTATIVE • •
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Manage timeliness at board meetings Keep record of club activities in conjunction with other board members (i.e. work with VP of Activities to record attendance and activities of community service events) Record highlights of weekly speaker lectures on a Google Doc. Represent AMA at the bi-weekly Business Council meetings. Attends all General Meetings, Executive Board Meetings, and Club Activities.
VP of GRAPHIC DESIGN • •
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VP of VIDEOGRAPHY • • • •
In charge of creating the AMA Cal Poly brand, including promotional and recruiting materials, logos, marketing collateral, and a complete branding guide. Assist with the development of graphic design concepts for a wide variety of materials in collaboration with VP of Marketing
Design print ads, presentations, flyers, newsletters, digital ads, and other signage as needed Create AMA’s Annual T-Shirt and Spring Quarter Bro Tank Attends all General Meetings, Executive Board Meetings, and Club Activities.
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Conceptualize various film projects (Minimum one per quarter) Collaborate with VP of Marketing to create various AMA marketing videos Film large AMA events including Marketing Career Conference, Open House, Networking Events, etc. Seek video contest opportunities, collaboration projects with our sponsors, and other projects outside of AMA promo videos. At VP’s discretion, may start a committee with other students who are interested in videography and teach them about filmography and editing Attends all General Meetings, Executive Board Meetings, and Club Activities.
AMA Executive Board 2014-15
Promotional video Our promotional video created by Matt Twohig and Tessa Herns is viewable on the Cal Poly AMA website, calpolyama.org
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BRANDING GUIDE PRIMARY LOGO
AMA Cal Poly Committee Logos Version 4 | Trudy Vinson | Oct. 23, 2013 - final CAL POLY’S AMA
SECONDARY LOGOS
ALTERNATE LOGO
MARKETING CAREER AMA Cal Poly Committee Logos CONFERENCE Version 4 | Trudy Vinson | Oct. 23, 2013 - final COMMITTEE
CAL POLY’S AMA
CAL POLY’S AMA MARKETING CAREERNATIONALS CONFERENCE AMA Cal PolyCOMMITTEE Committee Logos COMMITTEE LOGOS
COMMITTEE Version 4 | Trudy Vinson | Oct. 23, 2013 - final
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CAL POLY’S AMA CAL POLY’S CAL AMAPOLY’S AMA CAL POLY’S AMA
COLOR PALETTE
MARKETINGCORPORATE CAREER Social events NATIONALS PROMOTIONSCOMMITTEE COMMITTEE CONFERENCE COMMITTEE COMMITTEE
R 190 G 34 B 38 C 17 M 99 Y 99 K 8
TYPOGRAPHY
R 30 G 63 B 122 C 100 M 86 Y 24 K 9
R 78 G 79 B 80 C 12 M 09 Y 10 K 79
C 0 M 0 Y 0 K 100
CAL POLY’S AMA CAL POLY’S AMA CORPORATE
NATIONALS PROMOTIONS COMMITTEE COMMITTEE
Header type | BEBAS NEUE abcdefghijklmnopqrstuvwxyz 1234567890
SECONDARYCAL TYPE | CHAMPAGNE & LIMOUSINES POLY’S AMA ABCDEFGHIJKLMNOPQRSTUVWXYZ CORPORATE 1234567890
PROMOTIONS
Tertiary Type | Open Sans COMMITTEE
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890
To Download Fonts:
Bebas Neue: dafont.com Champagne & Limousines: dafont.com Open Sans: fontsquirrel.com
Spring Quarter bro tank Every spring quarter, AMA produces an original tank top for all official members. The design should represent the club’s values, yet still be general enough to be sold to non-members. The back of the tank top should feature our sponsor logos. The tank top should be printed with Left Coast.
Design | Trudy Vinson Photography | Christine Hwang and Carlos Giron Content and Editing | Tessa Herns and Jasmine Contreras 17
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