California Polytechnic State University San Luis Obispo, California
AMERICAN MARKETING ASSOCIATION C h apt e r Pl a n 20 1 4 - 1 5
Cal Poly’s AMA Chapter Plan • 1
Section A
California Polytechnic State University, San Luis Obispo
AMERICAN MARKETING ASSOCIATION C ha p t e r P l a n 20 14-15
Welcome to the Central Coast AMA Chapter at California Polytechnic State University, San Luis Obispo. Our mighty team of fourteen Executive Board members and two leading Presidents have planned an exciting year focused on professional development, streamlining our guest speaker meetings and increasing member engagement. We are proud to present our goals and strategies for the next year in our 2015 Chapter Plan. Best Regards, Cal Poly AMA’s Executive Chapter Co-Presidents - Tessa Herns & Jasmine Contreras
VP of Graphic Design - Trudy Vinson
Executive Assistant - Brandon Holle
VP of Local Business Development - Madison Kemnitz
Secretary - Samantha Pryor
VP of Marketing Communications - Christine Hwang
Chief Financial Officer - Michael Di Dio
VP of Membership & Recruitment - Jordan Maler
Marketing Career Conference Co-Chair - Sonia Bhogal
VP of Nationals - JD Torres
Marketing Career Conference Co-Chair - Jordan Willis
VP of Professional Development - Tiffany Keller
VP of Activities & Community Service - Ashley Bocast
VP of Videography - Matt Twohig
VP of Corporate Sponsorship - Leslie Lin
Section B
TABLE of CONTENTS Chapter Goals SWOT Analysis
pg. 4
Professional Development
pg. 5
Membership Community & Social Impact
pg. 6
Internal/External Communication
pg. 7
Chapter Operations Fundraising
pg. 8
Calendar of Events
pg. 9
Budget
pg. 10
Section B
OVERALL CHAPTER GOALS
Mission Statement
The California Polytechnic State University, San Luis Obispo, collegiate chapter of the American Marketing Association strives to accomplish four main goals, all with the intention of furthering our members’ marketing education by being affiliated with this valuable organization: • To professionally and socially enrich our members to be better suited to enter the business world • To establish a network of contacts and friendships among members with similar interests and career ambitions • To explore innovative and dynamic marketing strategies through networking with industry professionals, and apply them in the real world through AMA Corporate Promotions and the marketing course curriculum at Cal Poly • To create relationships with the marketing faculty and capitalize on the resources available at Cal Poly San Luis Obispo
SWOT ANALYSIS Strengths
Weaknesses
• Awarded Club of the Year by the Orfalea College of Business
• Low membership involvement in social and community service events
• Awarded 2014 Mustang News Student Choice Best Club On Campus
• Aside from the club advisor and marketing chair, there has been low amount of involvement in the club from marketing faculty
• Connections with speakers and sponsors from last school year offer further opportunities for collaboration
• Perception of membership fees being expensive
• Large email list allows for wide range of marketing outreach to members
• Lack of documentation of board member duties causes growing pains when transitioning new board members
• High attendance at general meetings
• Misunderstanding regarding what AMA does as a club
• High participation in corporate trips
Opportunities
Threats
• Cal Poly as a whole is constantly expanding its student enrollment numbers each year
• Other business clubs on campus schedule their meetings at the same time which causes increased competition
• Cal Poly has appropriated grant money for AMA activities. This will offer better resources for the chapter to expand and grow • Local businesses in San Luis Obispo provide opportunity for sponsorship, collaboration and career opportunities • Opportunities to provide marketing services to other Cal Poly clubs
• Lengthy review and approval process for paperwork submitted to Associated Student, Inc. and Orfalea College of Business hinders execution for on campus, off campus, and large events • Students who work part-time jobs may not be able to attend weekly meetings Cal Poly’s AMA Chapter Plan • 4
Section D
GOALS & OBJECTIVES Professional Development Overall Goal: To enhance student professionalism, marketing execution, and career networks through at least 45 professional development opportunities that connect the classroom to the business world. Overall Strategy: To utilize club resources and contacts to provide the highest caliber of professional development opportunities to our members through a combination of workshops, job shadowing, and corporate tours.
Weekly Speaker Series & Workshops
Goal: Provide at least 40 students every week with the opportunity to learn about different industries, job positions, career paths, and skill sets within the marketing sphere from industry expert speakers and workshops. Strategy: Reach out to influential Cal Poly marketing alumni, corporations, and agencies, while communicating meeting times and dates to Cal Poly students. Provide job shadowing opportunities with some participating speakers.
Corporate Trips
Goal: Arrange three corporate tours this year. Each tour will focus on a specific industry in a geographic area of California with at least 18 members in attendance. The tours will provide members with exclusive access to companies’ marketing professionals, everyday business environment, and expand their industry network. Strategy: Host tours in the main business hubs of California such as Santa Barbara, the Bay Area, and Los Angeles. Qualify all attendees so that the members attending are the best suited to make the most out of the opportunity.
Corporate Promotions Committee
Corporate Workshops and Recruitment
Goal: Provide corporate partners with an outlet to recruit and teach Cal Poly AMA’s aspiring marketers about their industry and potential career paths. Strategy: Implement workshops led by corporate partners interested in recruiting marketing students.
Marketing Week
Goal: To host three events during Marketing Week. Strategy: Determine three events that would benefit students and find times appropriate for highest attendance. Goal: To provide members a chance to interact with chapter sponsors Strategy: Organize events with sponsor attendance. Have sponsors host professional development assistance from resume help, networking advice, to overall exposure with recruiters. Goal: Engage all grade levels Strategy: Have events that cater to different academic grade levels. An event that can teach underclassmen the tools to network themselves and how to properly develop them. Provide upperclassmen a chance to polish their skills and have direct interaction with professionals that can provide them a career in marketing.
37th Annual International Collegiate Conference
Goal: Send at least 12 members to the 37th Annual International Collegiate Conference and participate in the following competitions: • Chapter Plan/Annual Report
Goal: Provide businesses with the opportunity to collaborate with Cal Poly AMA’s Corporate Promotions Committee to develop and execute marketing strategies. In return, committee members gain relevant work experience.
• AMA Collegiate Case Competition
Strategy: Each of our main sponsors will have designated Team Leads assisting our Executive Board Members (VP of Corporate Sponsorship and VP of Local Business Development). They will learn the ins and outs of managing the Corporate Promotions Committee and executing marketing strategies from start to finish.
• Chapter Exhibit Competition
• Northwestern Mutual Sales Competition • SABRE Business Simulation • Marketing Strategy Competition • Chapter T-Shirt Competition • Outstanding Marketing Week • Website Competition Cal Poly’s AMA Chapter Plan • 5
Section D Membership Strategy: Form Nationals Committee to gauge interest from members, fundraise for the trip, and create teams for the competitions based on members’ interests, skills, career goals and previous marketing experience.
Overall Goal: Place heavy emphasis on recruiting new members while continuing to renew existing memberships. Strive to increase overall involvement in our social events.
Marketing Career Conference
Overall Strategy: Focus on three key factors of membership: recruitment, social events and member appreciation.
Goal: Provide students with the opportunity to network, receive job opportunities, and showcase their marketing skills to larger and more widespread companies than last year’s MCC. Host another pitch competition to showcase the talent of the students. Strategy: Form MCC committee to plan, organize and execute Cal Poly AMA’s Annual Marketing Career Conference.
Community & Social Impact Overall Goal: To encourage members to get more involved in the community by having 70% of members participate in activities to better the San Luis Obispo community. Overall Strategy: By focusing our community service efforts on two organizations, Cal Poly AMA plans to strengthen our relationship with the community while developing member teamwork and spirit.
Be The Match
Goal: Raise awareness for AMA’s national collegiate philanthropic partner Be The Match and participate in AMA’s “Students Saving Lives” initiative. Strategy: Collaborate with Cal Poly’s Be The Match chapter and enter the Best Social Media Campaign and Best Video competitions.
Family Care Network Charity
Goal: Organize one event per quarter with our local partner, Family Care Network, for members to participate in throughout the school year. Strategy: By organizing and advertising volunteer opportunities and reward members with Membership Points for attending.
Recruitment
Goal: Recruit 50 new members and renew 30 memberships. We are targeting students with majors in Business, Economics, Graphic Communication, Public Relations, Communication and Journalism. Strategy: Establish a greater presence on campus by holding informational events across campus. Speak directly to potential new members and distribute flyers explaining our purpose and the benefits of joining Cal Poly AMA.
Marketing Mentors
Goal: Provide AMA members guidance in their social, personal, professional, and academic aspirations. Strategy: Establish “Marketing Mentors,” a one-on-one peer support program designed to increase communication and socialization between Executive Board and general members.
Member Socials
Goal: Encourage new and existing members to participate in events outside of weekly meetings. Strategy: Hold two to three exciting events each quarter where members can meet new people, network, and destress.
Member Appreciation
Goal: Become acquainted with each member and increase member-to-member interaction. Strategy: Have weekly “Member Spotlights” on one to two dedicated club members. Distribute welcome kits to newly added members throughout the year.
Cal Poly’s AMA Chapter Plan • 6
Section D Internal/External Communications Overall Goal: Increase club awareness on campus through a consistent communication strategy. Overall Strategy: We will utilize multiple channels of communication including website, social media outreach, club apparel and print marketing to encourage participation and increase awareness of Cal Poly AMA activities.
Website
Goal: Provide a functioning website that is user-friendly, informational and accurate. Win first place in website competition. Strategy: Maintain all web pages and update as needed. Monitor website traffic and adjust the homepage to provide the most sought out information.
Social Media
Goal: To extend our social media reach to increase our club awareness online by the following numbers: Facebook: Increase by 100 likes Instagram: Increase 100 more followers Pinterest: Increase 15 followers Strategy: Update all Cal Poly AMA social media channels, to ensure our followers have consistent and ample material about our club and its weekly meetings as well as information regarding professional development, industry, and career opportunities.
Club Apparel
Goal: 90% of active members wear club t-shirts to weekly meetings and create and sell ‘Spring Shirt’ with a profit margin of 30%.
club shirt to increase club awareness on campus. Members will be encouraged to wear the shirt to meetings and events. Members will also be awarded “Membership Points” for wearing AMA apparel to each weekly meeting.
Email Communication
Goal: Reach over 75% open-rate of our target market through weekly and bi-weekly emails, that promote meetings, speakers, and professional development opportunities. Strategy: Each week two emails will be deployed to both paying members and those interested in our club. The ‘Member Exclusive’ email will recap the week’s speaker, events, and highlight exclusive ‘member-only’ information including internship and job opportunities. Our ‘General Interest’ email will be used to explain the value of becoming a paid Cal Poly AMA and benefits that are available to club members.
Example of our club apparel available to members
Print Marketing
Goal: Design, print, and distribute at least one flyer for each AMA event that is visually appealing and informative. Strategy: By working closely together, our VP of Graphic Design and VP of Marketing Communications will develop flyers that not only consistently adhere to Cal Poly AMA Branding Guidelines, but also have well-thought through copy, images, and information.
A print flyer used for the 2014-15 recruitment campaign. A similar design was used for social media marketing.
Strategy: Each new member will receive a 2014-2015 Cal Poly AMA Cal Poly’s AMA Chapter Plan • 7
Section D Chapter Operations
Fundraising
New Board Transitions
Overall Fundraising Monetary Goal: $20,150 (Marketing Career Conference) + $1,500 (Fundraising) + $750 (Local Business Sponsors)
Strategy - The Presidents guide the new board members to update their LinkedIn profile, take professional headshots for their online bios, and sign a commitment promise to make AMA a priority in their co-curricular activities. Each board member writes out three personal objectives specifically for their respective positions.
Overall Strategy: Acquire income from Marketing Career Conference, Club Fundraising, and Local Sponsorship
Goal: Establish a strong Executive Board with clear, consistent professional and personal goals.
General Meetings
Marketing Career Conference Corporate Sponsorship
Goal: 20 Corporate Sponsors with $20,150 in generated funds
Strategy: Assign rotating board member roles as follows: 1) Greet members at the door 2) Hand-out informational flyers to newcomers 3) Greet guest speaker 4) Set-up and clean up our complimentary pizza 5) Set-up projector and powerpoint
Strategy: The Corporate Sponsorship and Marketing Career Conference Committees will revamp the sponsorship program to incorporate differentiating levels and benefits for all businesses from local to corporate. The two teams will then recruit companies using the new program, Incorporating the MCC 2014 videos and student profiles in emails to attract more companies. The sponsorship guidelines will highly encourage Platinum $3000 and Gold $1750 funding from our sponsors.
Year-to-Year Board Transitions
Fundraiser at Local Businesses
Strategy: Create procedural and “how to” documents on each board member’s various job duties.
Strategy: Utilize our relationship with our current local sponsors to host fundraising event. Promote this event to the Cal Poly community through email, general meetings and social media.
Goal: Streamline weekly meeting process and flow to ensure all board members are actively engaged in all aspects of meeting and increase overall professionalism.
Goal: Organize AMA Board Roles for smoother transitions from year to year.
Chapter Plan
Goal: Develop an overarching plan to set obtainable and reach goals for our Chapter. Strategy: Focus on each aspect of the club to brainstorm goals and strategies.
Annual Plan:
Goal: Achieve all Chapter Plan goals.
Goal: Host two fundraisers per quarter with local food businesses, having a portion of the proceeds go to AMA.
Local Business Sponsor
Goal: Acquire at least two new local business sponsorships by the end of this academic year Strategy: Contact various firms and companies and discuss possible sponsorships and what level of sponsorship they would like to obtain
Strategy: Focus on the strategy of each aspect of the Chapter Plan with continuous reflection and improvement.
Cal Poly’s AMA Chapter Plan • 8
Section D Calendar of Events Sept 30 - Welcome Meeting Oct 3 - Social: Avila Beach BBQ Oct 6 - 10 - Marketing Week Oct 7 - Guest Speaker from Yelp Oct 14 - Guest Speaker from News America Marketing Oct 17 - Social: Halloween Movie Night Oct 21 - Guest Speaker from Sherwin Williams Oct 24 - Santa Barbara Corporate Tour Oct 28 - Professional Development Workshop Nov 4 - Guest Speakers Dean of Marketing Dawson and Al Moffat, CEO of Worldwide Partners Nov 6 - Social: Bowling with AMA Nov 18 - Guest Speaker Carlos Martinez, CSULB AMA Nov 25 - Club Social & Top Member Awards January - Corporate Tour to Los Angeles or Bay Area February 27 - Marketing Career Conference Mar 19-21 - 37th Annual International Collegiate Conference April - Corporate Tour to Los Angeles or Bay Area Glimpses at AMA Cal Poly's Marketing Career Conference, a board bonding dinner, and a general meeting.
Cal Poly’s AMA Chapter Plan • 9
Section E
BUDGET Pro Forma Income Statement for 2014-2015
Through joint efforts of the Cal Poly AMA Chapter and Orfalea College of Business Marketing Department, we have secured grants funded by the Cal Poly University dedicated to solely aiding the students’ professional development through AMA. The Cal Poly Orfalea College of Business recognizes the value AMA’s activities supplies its students and each year continues to fund the grants. This year the college has decided to enact a new grant for AMA-sponsored Corporate Tours. All grant money will be completely depleted and marked with a star in the following budget.
Beginning Balance
Annual Projected Income 2014 - 2015 Total
Item
Income
Frequency
Total Income
AMA National’s Grant
$10,000
Member Dues (≈50 New Members)
$4,250
1
$4,250
Marketing Career Conference Grant
$3,500
Local Sponsors
$250
3
$750
Corporate Tours Grant
$4,500
Sponsorship Tier I - Platinum
$3,000
1
$3,000
Cal Poly AMA ASI Beginning Balance
$2,063.70
Sponsorship Tier II - Gold
$1,750
5
$8,750
Total Beginning Balance
$20,063.70
Sponsorship Tier III - Silver
$700
7
$4,900
Sponsorship Tier IV - Introductory
$500
7
$3,500
Club Fundraising
$500
3
$1,500
AMA Swag Apparel
$50
3
$150
Item
Total Annual Projected Income
$26,800
Annual Operating Expenses 2014-2015 Item
Cost
Frequency
Total Cost
National Membership Dues (≈50 New Members)
$2,350
1
$2,350
Marketing Materials
$400
3
$1,200
Promotional Items
$200
2
$400
Top Member Awards & Gifts
$100
3
$200
Website Host
$47.88
1
$47.88
Website Domain
$67.90
1
$67.90
Apparel
$1,600
1
$1,600
Weekly Club Meeting Food
$1,100
3
$3,030
Business Cards
$100
1
$100
Social & Events
$250
3
$750
Academic Showcase Booths
$100
2
$200
National Competition
$12,000
1
$12,000
Corporate Tours
$1,500
3
$4,500
Marketing Career Conference
$3,500
1
$3,500
Total Operating Expenses
Academic Year 2014 2015 Ending Budget Beginning Balance Operating Expenses + Annual Projected Income = Expected Revenue $20,063.70 $30,315.78 + $26,800 = $16,547.92
$30,315.78
Cal Poly’s AMA Chapter Plan • 10