University of Wisconsin- Eau Claire of Wisconsin Eau... · The University of Wisconsin – Eau Claire’s American Marketing Association is a student-run, ... creative IMC, and report

2012-2013

University of Wisconsin-

Eau Claire

Chapter Plan

“A New Life”

Chapter Overview: 1

Professional Development: 2

Community Service: 4

Fundraising: 5

Membership: 6

Communication: 7

Chapter Operations: 8

Schedule: 9

Budget: 10

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University of Wisconsin Eau Claire AMA Mission Statement The University of Wisconsin – Eau Claire’s American Marketing Association is a student-run, professional business

organization aimed at providing members with continual knowledge, motivation, and the leadership skills necessary to be

successful in a competitive global business environment. Specifically, we will provide opportunities that will assist the

professional and personal development of our members, help members increase their current networks, and generate a

positive atmosphere that will entice members to new levels of involvement in activities and philanthropy.

AMA Executive Board

The UW- Eau Claire AMA executive board consists of eight members committed

to the success and growth of our chapter. Through extensive planning, budgeting,

and implementation, our executive board, in conjunction with our committee

directors, strives to overcome obstacles and implement a variety of events and

activities that support our organizations mission. Each member is dedicated to

building on our chapter’s history of success and we are excited to embrace

continuous improvement in our quest of another successful year.

“A New Life”: Marketing to Change the Future

Over the last few years, our chapter has become complacent by engaging in relatively consistent approaches and failing

to challenge our membership. In order to take the next step and become the elite chapter we know we are capable of; we

are making significant changes in both approaches and instituting new initiatives. A particular concern has been declining

membership and involvement from our general members. As a result, our theme this year is to focus on attaining “a new

life.”

Target Markets In order to recruit and attract motivated chapter members we must identify students who can contribute to our organizations success and who will also benefit from the opportunities that the UWEC-AMA Chapter can provide. To do this, we have identified a set of primary, secondary, and tertiary markets that would contain individuals that have the potential to find success in AMA. In our annual report, we will assess our membership and the effectiveness of our targeting approaches. PRIMARY TARGET MARKET: Marketing Majors and Minors SECONDARY TARGET MARKET: College of Business Students TERTIARY TARGET MARKET: Graphic Design and Communications Major

Strengths: - One of the largest student organizations at

UWEC

- Has strong network with local companies - Recognition in the Eau Claire community as an

innovative and active collegiate group

- Attracts members from diverse interests and education beyond College of Business

- Voted best organization on campus

Weaknesses: - Lack of communication between existing members

and alumni

- Significant contributions needed from new members to accomplish goals

- High amount of turnover from previous year - Pressure to restructure many club activities that

have remained stagnant for several years

Opportunities: - Obtain information from marketing students

outside of club to provide insight into club improvement

- Improve regional conference to attract more AMA chapters and business professionals

- More involvement at nationals gives more opportunity for financial benefits to club

- Engage in more aggressive recruitment to grow organization

Threats: - Strong presence of other successful business

based organizations on campus

- Weak economy increases difficulties in generating funds from outside sources

- AMA members time availability due to involvement in other clubs, job responsibilities, and classes

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Affordable Integrated Marketing Solutions: AIMS GOALS:

Have 12 individuals actively participating in developing clients and completing projects

Complete a total of eight marketing consulting projects for a variety of community clients

Brand AIMS by developing a logo, positioning statement, and promotional materials

STRATEGY:

Build relationships with the Eau Claire Area Chamber of Commerce as well as the local non-profit organizations to internally develop a client base

VP- Business Consulting and Director of Marketing Services will serve as a business liaisons, recruit teams, and delegate tasks to ensure timely completion

Encourage members to gain real life marketing experience and to develop their professional marketing skills in a team based setting

Donate Life America Case Competition GOALS:

Establish a team of five members to submit a report that is selected for the final presentation at the AMA National Convention

STRATEGY:

Develop a timeline to effectively complete primary and secondary research, strategy, creative IMC, and report generation

Hold weekly meetings to delegate tasks and assess progress

Student Professional Development Program New Life Initiative

GOALS:

Have members participate in a series of four professional development workshops

Have 80% of members complete one of four workshops; 75% complete two of four; 60% complete three of four; 50% complete four of four

STRATEGY:

Promote Professional Portfolio Building, Becoming a Business Professional, Business Etiquette, and Professional Dress workshops at meetings

Post workshop dates in the Low Down as well as the AMA Weekly

Provide incentive points for completing each workshop

Sales Competitions New Life Initiative

GOALS:

Have five members compete in various sales competitions including the following: Pi Sigma Epsilon Midwest Regional competition, the UW- Whitewater Regional Conference, and the Great Northwoods Sales Warm-Up

Have at least one of our members qualify for the Pi Sigma Epsilon National competition

Have two members compete in the AMA National sales competition

STRATEGY:

Prepare our members for upcoming competitions through a sales workshop

Encourage a competitive atmosphere by using prior competitions to determine who our top two representatives will be at the AMA National Conference

AMA National Conference GOALS:

Increase our attendance at the National Conference by 50% from the previous year (9)

Enter all AMA National competitions

Place in the SABRE Business Simulation STRATEGY:

Inform all board members of deadlines and guidelines before the fall semester starts

Promote the conference early on and provide fundraising opportunities for interested members

Resume Portfolio GOALS:

Create a resume portfolio consisting of 35 members’ resumes

Distribute to each professional speaker and any requesting businesses

STRATEGY:

Encourage members to attend the Professional Portfolio Building seminar to improve their resume

Inform members at meetings that we distribute the portfolio to our bi-weekly speakers and other interested parties

Encourage members to submit their resumes as a networking and career opportunity

Our chapter has continuously strived to make the professional development of our members a

priority. Beyond expanding on our previous focuses such as AIMS, developing our professional

networks, and participation in national competitions, we have also planned to bring a new life to

professional development. Our new emphasis on sales, professional tours, and workshop

opportunities will help to enhance our chapter professionally.

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Sales Workshop New Life Initiative

GOALS:

Host a two hour sales workshop consisting of a speaker and interactive training

Have attendance of 40 students STRATEGY:

Collaborate with PSE, a sales fraternity, to arrange the best workshop

Generate interest and awareness through posters, classroom chalking, and classroom presentations

Professional Tours New Life Initiative

GOALS:

Arrange two tours of businesses per semester

Have attendance of 12 members STRATEGY:

Coordinate with another campus organization to reduce costs and build relationships

Generate interest through general meetings and use connections with regional businesses to plan visits

Regional Conference GOALS:

Host our third annual regional conference on February 15, 2013

Increase participation to 75 visiting students from 30 the previous year

Have 20 AMA volunteers participating throughout the day

STRATEGY:

Start promotion of conference in October to create awareness of the event and allow for proper planning

Arrange for professional speakers in November and reserve a venue

AMA Scholarship New Life Initiative

GOALS:

Develop a $500 UW-Eau Claire AMA scholarship STRATEGY:

Reach out to alumni and corporate sponsors to develop a scholarship foundation

Use incentive points as a base cut off for the nomination pool

Have nominees write an essay to be judged by the School of Business faculty

General Meetings GOALS:

Conduct bi-weekly general meetings with professional speakers with an average of 55 students attending

STRATEGY:

VP- Communications will schedule professional speakers

Promote the general meetings to students through classroom chalking, email blasts, and social media

Professional Speakers GOALS:

Hold 11 meetings with professional speakers from the business field and with potential internship or career opportunities

Host one panel consisting of three professionals and one intern

STRATEGY:

Use University and personal connections to select appropriate speakers that will further our development and attract members to our meetings

Marketing Week GOALS:

Initiate a full Marketing Week schedule with a specific focus for each day including the following: community service event, sales workshop, key note speaker open to the campus, AMA Saves Lives event, and a membership drive

STRATEGY:

Assign a day to each VP in their focus area to ensure effective planning and execution

VP- Communications and Directors of Public Relations will head up promotions and work to make Marketing Week activities a campus wide event

Key Note Speaker New Life Initiative GOALS:

Host the Green Bay Packer’s head marketer for a campus wide presentation during Marketing Week

Have 150 students in attendance STRATEGYS:

Contact the Green Bay Packers to arrange a presentation date

Reserve a venue large enough for the event

Develop a promotional plan consisting of flyers, class room chalking, email blasts, and social media to inform students and encourage attendance

Interview Workshop New Life Initiative

GOALS:

Host an interview workshop before our Internship Mania event

Hold an informational session followed by mock interview practice

Have attendance of at least 35 members STRATEGY:

Collaborate with Career Services to provide accurate and beneficial information

Hold the workshop after a director meeting to increase attendance

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St. Jude Fun Run GOALS:

Donate $2,500 to St. Jude Children’s research foundation

Raise $4,000 in corporate sponsorship to execute the event

Have attendance of 200 people STRATEGY:

Collaborate with the City of Eau Claire to obtain the needed permits

Work with business to secure food and beverage donations

Obtain ten corporate sponsors

Develop an IMC campaign to promote the event

Salvation Army New Life Initiative

GOALS:

Assist families in the application process for Toys for Tots

Have participation of six members STRATEGY:

Collaborate with the Salvation Army to assist in the Toys for Tots program

Inform members of this opportunity through meetings and email

Arrange groups and volunteer hours

Special Olympics GOALS:

Have eight members volunteer at the Special Olympics bowling tournament in November

Form a team of ten people to participate in the Polar Plunge raising $500 for Special Olympics

STRATEGY:

Develop teams willing to focus on Special Olympics

Encourage members to be raising money individually throughout winter break and incorporate group efforts during the semester

Ambassador Program New Life Initiative

GOALS:

Help promote AMA development by communicating regularly with at least one other AMA chapter

Encourage growth of AIMS by collaborating with an international business student organization

STRATEGY:

Communicate through email, phone, and video to discuss strengths, weaknesses, and opportunities to develop our chapters and programs

Red Cross Blood Drive New Life Initiative

GOALS:

Hold an on-campus blood drive bringing in 100 donors

Have 30 volunteers throughout the day STRATEGY:

Work with the Red Cross to successfully plan and execute the event

Develop a promotional plan to inform the campus of the blood drive

Create AMA Saves Lives videos throughout the day and have on-line organ donation registration available to the blood donors

St. Jude Give Thanks. Walk. New Life Initiative

GOALS:

Develop a campus presence in the St. Jude Give Thanks. Walk

Gain participation from four campus organizations

Raise $650 for an AMA donation STRATEGY:

Hold an informational meeting for campus organizations to inform and gain interest

Develop an IMC plan to promote the event on campus

AMA Saves Lives GOALS:

Submit 12 videos each semester with an average of 40 views per video

Host two registration drives in the community generating a total of 150 new registrants

Have 25 interactions with AMA Saves Lives Facebook page per week

Place in the top ten for each competitive category STRATEGY:

Director of AMA Saves Lives will complete two videos each week after the fall kick off

Promote video views through email and social media

Develop popular venues in the community to hold informational booths

Assign focus weeks to each mentor group and have each member post every day

Hope Gospel Mission New Life Initiative

GOALS:

Have five members volunteer each week at the Ruth House for two months of each semester

Prepare and serve meals to the homeless community STRATEGY:

Create four teams willing to volunteer one night a month

Maintaining a positive community presence is of high importance to our chapter. To provide the most

benefit to our community, we developed a new strategy to put life back into community service. Our

goal is to have a pulsing project throughout the semester in addition to our larger opportunities

involving donations, event planning, and promotions.

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Affordable Integrated Marketing Communications (AIMS) GOALS:

Complete a total of four paid marketing consulting projects earning a total of $1600

Submit and obtain a research grant for $2300

Have participation from at least ten members STRATEGY:

Create two teams of five to be managed by the VP- Business Consulting and the Director of Marketing Services

Build a clientele base through the Eau Claire Chamber of Commerce as well as networking through the University and AMA members

Professional Portfolio Sales New Life Initiative

GOALS:

Sell 100 UW- Eau Claire professional portfolios at $20 per portfolio earning $700

STRATEGY:

Obtain copyright permission to use the UW- Eau Claire College of Business logo to print on the portfolios

Set up booths in the College of Business building and Career Services to promote sales two weeks prior to Internship Mania

University Directories Planner Distribution GOALS:

Develop and distribute 7500 student planners promoting AMA to the campus and community earning $800

STRATEGY:

Hand out planners during the Blugold Organization Bash to help promote our chapter

Distribute planners to classrooms when giving informational speeches about AMA as well as during our open house

Issue planners to the community during the homecoming parade

Spring Internship Mania GOALS:

Sponsor the spring Internship Mania event with 800

student attendees and 95 employers

Provide 30 members to aid in the production and

promotion of the event earning $300

STRATEGY:

Have the Director of Fundraising and the Director of Events work with Career Services to successfully execute the event

Develop an IMC campaign to promote the event to students and businesses

National’s Fundraising Candy Bar Sales New Life Initiative

GOALS:

Sell 25 boxes of candy bars earning $750

Pumpkin Carving New Life Initiative

GOALS:

Carve pumpkins for two hours at local dinner theater ‘Fanny Hill’ earning $145

Have participation from 17 members

Spaghetti Feed New Life Initiative

GOALS:

Sell 50 tickets at an average of $5 per ticket ($7 adult/$4 kids)

Earn a total of $150

Fundraising Totals

Chapter Fundraising: $5400

National’s Fundraising: $1045

TOTAL FUNDRAISING:

$6445 d

In order to support our goal of bringing new life to our chapter, it is important that we are generating

sufficient funds. Our fundraising efforts will not only aid in our general chapter activities, but will also

help support the cost of the 2012 – 2013 International Conference in New Orleans. These

fundraising activities are designed to allow our members to use and develop their marketing and

business skills while benefitting our chapter financially.

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Recruitment and Retention GOALS:

Host an informational open house with at least 90 people in attendance

Obtain 35 new members in the fall and 15 new members in the spring

Have 85% retention of non-graduating members from the fall to the spring semester

STRATEGY:

Have a booth at freshman orientation week with coupons to local businesses to attract students and show a strong community presence

Provide information about AMA at the Blugold Organization Bash and through the student planners

Give ten presentations in core business classes about the benefits of joining AMA during the first week of school

Mentor Groups GOALS:

Establish and build strong relationships between general members and AMA leaders by breaking into groups prior to each general meeting

Provide opportunities for involvement in areas of interest to further develop our members

STRATEGY:

Determine specific interests of members through a beginning of the year survey and divide members into groups based on their primary interest

Divide members into groups based on their primary interest

Spend the first ten minutes of every meeting with your mentor group bonding and discussing opportunities for involvement

Keep communication ties open through regular texts and emails among the group

Membership Drive New Life Initiative

GOALS:

Hold a booth at Hilltop, the upper campus student center, to promote mid-semester membership

Recruit ten new members STRATEGY:

Hold the booth during the dinner hour rush when traffic is the heaviest Have a prize wheel to encourage students to stop and learn about the benefits of membership

New Member Dinner GOALS:

Have attendance of 15 new members and 85% of current directors and executive board members

STRATEGY:

Host a dinner at an on-campus location for all AMA members

Play games and have team building activities to bond in a relaxed, fun environment

Have experienced members promote leadership and involvement to new members

Social Events GOALS:

Host a minimum of four social events per semester to bond as an organization and increase retention

Hold buddy bowling after our second general meeting with attendance of 25 people

Hold a triple house hop with a different theme at each house with attendance of 45 people

Host a hayride each semester with a minimum of 75% participation from AMA members

Hold a semi-formal dance each semester with a minimum of 75% participation from AMA members

STRATEGY:

Hold the socials after each bi-weekly meeting and promote them at the end of each meeting

Advertise events in the Low Down and the AMA Weekly to increase awareness

Offer incentive points for attendance

Membership Appreciation New Life Initiative

GOALS:

Recognize a member of the week during each general meeting

Honor members at the end of each semester with various appreciation awards such as Most Involved, Life of AMA, Best Professional Dressed etc.

STRATEGY:

Reward member of the week based on participation

Distribute an end of the semester survey to determine award winners

Recognize winners at award ceremony as well as on our website

With membership being of high importance this year, our chapter is really striving to recruit diverse,

involved members that can shine a new light and bring a new perspective to our chapter. This will

allow us to expand as an organization and develop strong future leaders.

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INTERNAL COMMUNICATIONS EXTERNAL COMMUNICATIONS

AMA Weekly GOALS:

Create a weekly email to send to all members to keep them updated and actively involved in chapter operations

STRATEGY:

VP- Administration will obtain the needed information from the executive board and send out the weekly email by Tuesday

Low Down GOALS:

Create a bi-weekly newsletter called the Low Down to inform members of upcoming events, community service, and professional development opportunities

Include a profile of our professional speakers STRATEGY:

Directors of Public Relations will use Microsoft Publisher to create an attractive Low Down to be distributed at general meetings

Leadership Binders GOALS:

Have informational binders available for each executive board and director position

Use binders as a basis for a training program for new leaders

STRATEGY:

Update binders throughout the semester

Emphasize the importance of maintaining the binders in order to ensure future success of our chapter

Monthly Newsletter New Life Initiative

GOALS:

Create a monthly newsletter to be sent to our alumni and corporate sponsors to keep them up-to-date on the chapter

STRATEGY:

Directors of Public Relations will develop the newsletter and include our accomplishments and activities

Directors of Corporate Sponsorship and Alumni Relationships will be responsible for sending the newsletter to the appropriate recipients

Public Relations GOALS:

Release two press releases a month to BizWire, the College of Business Newsletter, and various local news and media sources

Have two press releases published in the Eau Claire Leader Telegram to show community involvement

STRATEGY:

VP- Communications and the Directors of Public Relations will release several press releases highlighting our accomplishments and involvement

Social Media GOALS:

Increase our number of ‘Likes’ on Facebook and followers on Twitter by 30%

Develop an Alumni Facebook page STRATEGY:

Have Director of Social Media develop a committee to develop and implement a social media plan

Maintain and update our pages regularly and create an interactive environment

Website New Life Initiative

GOALS:

Redesign our website to make it more attractive, interactive, and user friendly

Place in the top ten in the national AMA website competition

STRATEGY:

Have VP- Administration create a website committee to brainstorm ideas and recreate our website

Use regular maintenance to keep the website as up-to-date as possible

Communication will play a key role in the overall success of our chapter. It is important that we are

communicating effectively not only within our organization, but also externally with our alumni,

corporate sponsors, and community. This new focus on external communication will show a positive

image for our chapter and enhance the life of AMA.

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Chapter Research New Life Initiative

GOALS:

Complete two chapter surveys at the beginning and end of each semester

Perform two focus groups throughout the year

Execute evaluations after each event STRATEGY:

Director of Market Research will perform research to evaluate the effectiveness of our chapter and how we can improve

Director’s Retreat GOALS:

Hold two out of town retreats at the beginning of each semester to review and plan chapter operations

Have 95% attendance from directors and executive board members

STATEGY:

The VP- Activities will be responsible for planning the event and providing an outline of responsibilities for the upcoming semester

Incentive Points GOALS:

Develop a structured incentive point system to encourage and track member participation

STRATEGY:

VP- Membership will develop a point system assigning different values to various AMA activities

Leadership Meetings GOALS:

Meet with the executive board on a weekly basis to provide status updates

Have director’s meetings bi-weekly to ensure successful chapter operations

Hold weekly Fun Run meetings in the spring

Maintain 85% attendance at each meeting STRATEGY:

Reserve a meeting venue with the appropriate space and technological devices

Stress the importance of attendance at each meeting for chapter success

In order to ensure that our chapter runs smoothly and efficiently, it is important to have a solid

structure. We want to be continuously improving, so our research initiatives will play a vital role in

improving the overall life of our chapter.

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September ‘12 13,20,27 – Board Meeting 1,2 – Cube Fest 8,9 – Director’s Retreat 12 – Blugold Organization Bash 12 – Planner Distribution 13 – Open House 20 – First General Meeting 21 – Blugold Sales Competition 25 – Regional Grant Due 26 – New Member Dinner 28,29 – Homecoming

October ‘12 4,11,18,25 - Board Meeting 3,10,17,24,31 – Ruth House Community Service 1 – AMA Saves Lives Fall Kickoff 4 – Second General Meeting 4 – Buddy Bowling 5 – Hayride 9 – Chapter Plan Submission 11 – Pumpkin Carving 15 – Sales Workshop 16 – AMA Saves Lives Community Booth 17 – Membership Drive 18 – Green Bay Packers Speaker 18 – Third General Meeting 19 – St. Jude Fundraiser 19 – Triple House Hop 21 – Highway Clean-up 26 – Whitewater Regional Conference

November ‘12 1,8,15,22,29 – Board Meeting 7,14,21,28 – Ruth House Community Service

1 – Fourth General Meeting 1 – Candy Bar Sales 3 – Semi-Formal 6 – Website Competition 8,9,10 – Great Northwoods Sales Warm-Up 9 – Professional Business Tours 10 – Special Olympics Bowling 13 – Marketing Week Competition 15 – Fifth General Meeting 17 – Give Thanks. Walk 17 – Scholarship Application Due

December ‘12 5,12 – Salvation Army Community Service 4 – Red Cross Blood Drive 4 – Director Interviews 6 – Awards Ceremony 6 – Pass Offs 12 – Case Entries Due

January ‘13 21 – AMA Saves Lives Spring Kickoff 26,27 – Director’s Retreat 31 – Open House 31 – Professional Portfolio Sales 31 – Interview Workshop

February ‘13 7,14,21,28 – Board Meeting 7, 14, 21, 28 – Fun Run Meeting 6,13,20,27 – Ruth House Community Service 6 – Internship Mania 7 – First General Meeting

8 – AMA Saves Lives Community Booth 13 – New Member Dinner 15 – Regional Conference 20 – Annual Report Due 21 – Second General Meeting 21 – Buddy Bowling 22 – Spaghetti Feed 24 – Special Olympics Polar Plunge

March ‘13 7,14,28 – Board Meeting 7,14,28 – Fun Run Meeting 6, 13, 27 – Ruth House Community Service 7 – Third General Meeting 8 – AMA Save Lives Community Booth 15 - Professional Business Tours 21,22,23 – National Conference 28 – Fourth General Meeting

April ‘13 4,11,18,25 – Board Meeting 4,11,18,25 – Fun Run Meeting 3,10,17,24 – Ruth House Community Service 2 – PSE National Sales Competition 11 – Fifth General Meeting 25 – Sixth General Meeting 27 – Fun Run

May ‘12 2 – Elections 4 – End of the Year Banquet 4 – Semi-Formal 7 – Director Interviews 9 – Pass Offs

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Revenue

Expenses

Membership

Membership Dues $ 5,000

Recruitment $ 1,000

Total Membership $ 5,000

Meetings (10) $ 300

Fundraising

Elections (2) $ 100

Planner Distribution $ 800

Total Membership $ 1,400

Pumpkin Carving $ 145

Fundraising Candy Bar Sales $ 1,500

AMA Portfolios $ 1,300

AMA Portfolios $ 2,000

Candy Bar Sales $ 750

Internship Mania Assistance $ 300

Spagetti Feed $ 150

Spagetti Feed $ 300

Total Fundraising $ 2,200

Total Fundraising $ 5,045

St. Jude's 5k Fun Run Homecoming

Insurance & Permits $ 2,200

T Shirt Sales $ 400

Promotional Supplies $ 525

Total Homecoming $ 400

Tent/Stage/Sound/Band $ 1,100

St. Jude's 5k Fun Run

T-shirts $ 1,500

Corporate Sponsorship $ 2,000

Total Fun Run $ 5,325

Registration Fees $ 2,500

Homecoming Raffle $ 100

T-shirt Purchases $ 460

Staff shirts $ 100

Total Homecoming $ 460

Paypal $ 100

Social Activities Total Fun Run $ 4,800

Director's Retreat $ 300

Social Activities

Socials (8) $ 200

Socials (8) $ 400

Hayride $ 500

Hayride $ 440

Semester Social Events (2) $ 5,000

Semi-Formal (2) $ 2,500

Total Social Activities $ 6,000

Triple House Hop (2) $ 1,000

Community Service Total Social Activities $ 4,340

Highway Clean Up $ 15

AIMS

St. Jude's Donation $ 2,500

Research Project Poster Board $ 2,300

St. Jude's Give Thanks. Walk. $ 800

approx 2 projects/semester $ 1,600

Total Charity $ 3,315

Total AIMS $ 3,900

Collegiate AMA Community Service

National Dues $ 3,055

St. Jude's Give Thanks. Walk. $ 800

National Travels $ 3,000

Total Charity $ 800

Nationals Exhibit $ 50

T-shirts $ 100

TOTALS

AMA Saves Lives $ 200

Starting Balance $ 3,451

Total Collegiate AMA $ 6,055

Add: Revenue $ 27,736

Member Scholarship Less: Expenses $ 25,255

Scholarship Donation $ 500

Ending Balance $ 5,932

Total Scholarship Donation $ 500