university of south carolina moore school of business
american marketing association
June 1, 2013 - May 21, 2014 !
10 brand yourself . build your future
introduction 01 ! professional development community service fundraising 05 membership chapter operations communications calendar budget + appendix
02 04 07
08 09 11
overall strategy To continuously demonstrate, reinforce, and prove the value and benefits of membership in every communication, event, and learning experience we provide as a collegiate chapter of the American Marketing Association.
Letter from the President:
This year, our chapter made huge strides in its desire to increase membership, involvement, and synergy. We are thrilled with the quantity and quality of members that we have acquired this year, and are confident that we will only continue to grow and succeed more in years to come. We've effectively accomplished this year's mission, "build your future." Not only did we provide many professional development opportunities for our members, but we also laid a groundwork for next year's board, built our reputation on campus, in the surrounding area, and online, and built up our community by incorporating a stellar community service program. We're proud that community service is still a major pillar of our chapter; it brings us together as members. When I stand back and objectively look at our progress this year, I am most proud of our accomplishments in real-world experience and involvement. For the first time in AMA, I see fellow students truly excited to participate in client work. That our Executive Board was able to create these invaluable opportunities for our members is worthy of a standing ovation. Participating in the Case Competition was also a risk for us, but the team was incredibly strong, persevering, and submitted a well-thought-out, creative marketing plan. Since our chapter has not participated in this in many years, we are proud to take the first step to working toward a top 10 finish in the future. While we encountered many setbacks, personnel changes, and (this was a new one for us!) even a few snow days, we still presented our chapter with a meaningful experience. There isn't any more waiting. The future of AMA is now, and we built it. I hope reading this plan brings you pride, as it does us. We set our goals high for a reason, and there's nowhere to go but up!
- Emily Cooper | President, 2013-2014
highlights: Increased number of active members by 60% from last year
! Participated in 8 AMA-sponsored competitions !
Completed a successful rebrand of the organization
professional development !
This year, we wanted to make sure that professional development was at the forefront of all of our chapter activities. Through surveys in the first general meeting of the year, we pinpointed that our members wanted networking opportunities and more real experience to help build their resumés and, thus, build their futures. These efforts have resulted in members obtaining jobs and internships. We hope to grow our professional development program even more in the future, but we have made significant strides in the promise to deliver these valuable experiences to our members. Professional Speakers Goals: 5-7 speakers total for the school year (averaging 3 per semester) from both the external marketing environment and USC professors that teach upper-level marketing or related courses. Chapter meetings with speakers will follow a theme correlated to activities for that month.
Results: 7 speaker opportunities have been offered, 5 through the collegiate chapter and 2 through the professional chapter. 2 more are scheduled to happen by the end of the semester. Overall, we had great success with attendance and interest in our speakers. The satisfaction with each speaker was gauged via Google Forms.
Average Attendees: 31
Average Satisfaction Rating (out of 10): 8.31
Details: September 11, 2013 - Mark Newsome, Former Senior Vice President, Chief Client Services, Chernoff Newman and USC professor Mr. Newsome spoke about the realities of working at an agency, how to land a job, and what he looks for during hiring practices.
September 18, 2013 - Agency Life 101 with LeadDog Marketing Group and Mary Kay Cosmetics Representatives from LeadDog and Mary Kay spoke about the different positions available in an agency for entry-level jobseekers, what working at an agency day-to-day is like, and how the client-agency relationship works.
October 7, 2013 - Doreen Sullivan, President & CEO, Post No Bills Ms. Sullivan discussed creative work, how her organization uses it to their advantage, and her career path from theater to marketing.
November 6, 2013 - Jeff Rehling, Director of the Center for Marketing Solutions, Partner at Edgewood Consulting, and USC professor Mr. Rehling discussed shopper marketing and how it is impacting the industry and the job market. He walked us through a compelling case study on the topic that had not previously been taught to business students at USC.
November 20, 2013 - Target Recruiters Recruiters from Target visited our chapter to discuss resumé tips, interviewing tips, and share internship and job opportunities available to us through Target.
! January 23, 2014 - AMA Professional Chapter - Eric Nichols, CMO of Gamecock Athletics and Assistant Athletic Director Mr. Nichols discussed the challenges he faces marketing in a non-traditional field, focused on branding athletic teams.
! February 20, 2014 - AMA Professional Chapter - Marty Fettig, VP of Marketing at Ben Arnold Beverage Company Mr. Fettig’s talk focused on how a traditional push marketing company is winning with a new pull strategy.
! March 26, 2014 - Liz McMillan - General Manager of Gamecock IMG Sports Marketing
professional development International Collegiate Conference Goal: Compete in every available category and activity, including SABRE, Northwestern Mutual Sales Competition, Marketing Strategy Competition, Chapter Exhibit, T-shirt competition, website competition, Student Marketer of the Year, AMA Saves Lives*, and case competition. Send at least 15 members to New Orleans for #AMAICC. Results: We predict to achieve our goal in full. We have 15 members planning d to attend the conference in April, have our slots booked for SABRE and the chapter exhibit, have our conference t-shirts created, submitted our website, and, while we did not place in the top ten, competed in the case competition. We are currently unsure if we will have someone compete in the Sales Competition or Marketing Strategy Competition, and AMA Saves Lives is now moot. Additionally, we were unable to compete in the chapter recruitment video competition this year. *AMASavesLives has been discontinued, but we still participate in organ donation awareness.â€¨
Goal: Compete in the case competition and place in the top ten in order to advance to the conference. Results: We put together a strong team of six to work on the case competition and delivered a high-quality report. However, we did not place in the top ten.
T-Shirt Competition Goal: To ensure high-quality and avoid fees, the t-shirts are designed and printed in fall semester. Results: We achieved this goal-- t-shirts were finished by mid-October. We think youâ€™ll love our design!
Chapter Exhibit Goal: Recreate the chapter exhibit in our booth in the business school lobby before going to the conference to demonstrate to students and faculty who we are and what we are going to New Orleans to do. Complete by March 1, 2014. Put forth an award-winning chapter exhibit at the conference. Results: This initiative is in the works, but did not get finished by the deadline. Award TBA.
Website Competition Goal: Submit a newly redesigned website to the competition with the hopes of earning an award. Results: A new website was created and submitted. We will see if we win an award at the conference.
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SABRE, Northwestern Mutual Sales Competition, Marketing Strategy Competition Goal: Have representation in 2-3 of these categories, depending on attendees at the conference and interests/skill level of the attendees. Results: An experienced SABRE team has been formulated and will compete. We anticipate having at least one participant in the Marketing Strategy Competition at the conference.
Student Marketer of the Year Goal: Nominate one student for this award and complete the application with recommendations before the deadline. Results: This was accomplished in full. It was the first time we nominated someone for this award in 3+ years.
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professional development !
Visit to Charleston or Charlotte Professional Chapters Goal: Visit a professional chapter in a nearby city to network and develop potential future relationships for speakers, sponsorships, etc. Results: While this initiative was not fulfilled, a better opportunity presented itself to our chapter. Columbia, SC just started a professional AMA chapter and has invited student members to its events for $10/year. We have had members present at one of the two meetings they have had so far, with plans to develop a stronger relationship with these local professionals in the future.
Marketing Week Goal: Provide four events throughout the week for members and non-members to share in the excitement of the industry. Results: We completed another successful Marketing Week this year, including a speaker, a marketing competition, our faculty luncheon, and a social at a local bar and grill. While we offered high-quality events, we could have promoted them better, and attendance at the competition and social were low.
AMAgency Goal: Acquire two clients, one student organization on campus and one outside of the Carolina community, to provide marketing strategy advice and formulate a marketing plan Results: We were successful in this goal. Our second client canceled due to unforeseen logistical issues, but we were able to pick up a replacement at the last second. These events gave our members excellent experience.
Details: Client #1: Fall Into Your Beauty Tour with LeadDog Marketing Group and MaryKay Cosmetics This was a successful event, bringing in over 365 students and doing 260 makeovers. Our chapter helped with logistics and promotions via print and social media. The client was pleased with the attendance, citing that our attendance numbers were higher than other universities they had visited.
Client #2: Color Your Campus Color Your Campus is a “fun run” 5K that focuses on school spirit. It is similar to Color Me Rad, except uses school colors. We were set to plan and promote this 5K with the company, but logistical delays such as getting the route approved by the police department slowed down the process. We decided we would not have enough time to promote the event, and decided to postpone to the fall. We expect to have Color Your Campus as a client in the next term.
Client #3: AT&T U-Verse via EdVenture Partners We are participating in the AT&T SEC Campus Brand Challenge in efforts to promote and acquire users for AT&T U-Verse by leveraging the SEC Network. This involves all functions of marketing, including primary research, strategic planning, implementation, and evaluation with formal reports to the client periodically. Our chapter is divided into “departments” of Strategy and Implementation, Research, Advertising, PR, Finance, and Reports & Presentations. This is a high-intensity, paid project, including multiple updates weekly, client meetings, presentations, and a chance to present to the Board of Directors in Atlanta at the end of the term.
"Friends of AMA" Business Relations Goal: In efforts to identify friends, sponsors, and partners, give local businesses AMA stickers or table tents. Achieve name recognition in the Columbia community. Results: We did not develop or begin this initiative.
Workshops and Webinars Goal: Hold 1 workshop a month, with similar themes from the professional speaker that month, in chapter meetings.
Results: We held two marketing simulations/workshops in chapter meetings, but did not show any webinars. This could have been developed much more.
Post No Bills Agency Tour & Vista Lights Social Goal: 10 members attend the tour
Results: 12 members attended the tour We toured a local creative agency during a holiday festival in their neighborhood. Members were able to network with employees as well as local members of the community.
Resumé Bank Goal: 10 resumés are uploaded to the resumé bank
Results: 5 resumés are uploaded to the resumé bank This bank was to serve members in inspiration for their resumés and help with wording and formatting. We hope to grow this in the future.
This year, we strived to complete at least one community service event monthly (six total) to increase member participation and add value to the community, primarily focusing on organ donation. The members that participated in these events benefited greatly, and we are proud of the impact our chapter was able to make on the community, despite being a primarily professional development-based organization. Organ Donation Awareness Goal: Increase organ donors and organ donation awareness in the USC and surrounding Columbia areas. Register 500 people as organ donors per semester. Results: Through our partnership with Trew Friends, an organ donation organization at the University of South Carolina, we were able to get 558 people to sign up to be an organ donor during fall semester. While we are slightly disappointed in the number of members that were able to come to the event to get signups, we cannot be disappointed with the result.
Other Community Service Goal: Offer various other external community service events throughout the year to our members to brand ourselves as a charitable organization. Organize one Service Saturday, adopt a family for the Thanksgiving Food drive, as well as work with one or more of the following philanthropic organizations in the area: Nurturing Center, Harvest Hope, Pets Inc., or St. Andrews Place. Results: We completed 5 service events so far and plan to complete 7 by the end of the year. Details: “Pop Tops” for Ronald McDonald House Collected 140 soda can tabs throughout the fall semester to donate to the Ronald McDonald House.
!Stockings for Needy Children
We filled 8 stockings for children in need during the holidays. These were filled with toys and other small gifts to try to make a difference in their holiday season.
Relay for Life Our Relay for Life team is formed and actively raising money. We hope to reach the gold level of fundraising by the time the event occurs.
Tie Dye T-shirt Day at Ronald McDonald House Members from our chapter went to the local Ronald McDonald House to help brighten the day of patients, families, and friends going through chemotherapy. We tie dyed 20 shirts and plan to go back another day soon to use the rest of the shirts we purchased.
Percent Night at Village Idiot Pizza A percentage of our proceeds from this event will go to Ronald McDonald House.
fundraising Our goal for fundraising efforts this year included to hold a total of 5 fundraising events, including the Amazon.com bookstore, percent nights, and new fundraising activities. We did reach our goal of 5 events, with some successes and some failures. Even though some fundraisers have been successful, such as the percent night at Village Idiot, a local pizza establishment, we did run into some issues regarding participation on the fundraising committee and overall participation in fundraising throughout the chapter. Lack of interest has hindered our ability to hold quality events. Wing Fling Goal: Each active member sells ten tickets to the Wing Fling
Results: After researching our universityâ€™s regulations and other competing events, we decided that this event is not right for our chapter at this point. It would have been very difficult to accomplish, since it would need to be off-campus. We could not promote it or get enough foot traffic to break even. For this reason, the Wing Fling did not happen.
AMA's Amazon.com Bookstore Goal: Raise approximately $1000 each semester from Amazon.com bookstore sales Results: $1,328 in earnings to date. Overall earnings from our Amazon.com bookstore were slightly lower than projected. Toward the beginning of the year, we had an inventory mix-up that caused us to lose many books that had value. However, we kept the bookstore running during the summer months, which we had not done in the past. This led to greater revenue than in years past.
Goal: Increase student awareness to generate more donations for the store
Tactic: Promote bookstores across campus, not just in the business school and recruit books from oďŹ€-campus locations
Percent Nights Goal: Raise approximately $200 from percent nights at local restaurants each semester Results: We held 3 percent nights this year, totaling $174. One was at Mellow Mushroom, one at Breakers Bar & Grill, and one at Village Idiot. We had moderate turnout, but are investigating other models and percentages to negotiate with restaurants, since our profit was relatively low.
Ink Cartridge Recycling Goal: Generate $200 from ink cartridge recycling
Results: This initiative was launched in November 2013, but has proved unsuccessful. We only received 3 total ink cartridges donated, which we attribute to inadequate promotions.
Goal: Generate $6,000 in sponsorships Results: At this point, we have not generated any corporate sponsorships. We are attempting to acquire one prior to the collegiate conference, but are only in initial talks with businesses. In the future, this needs to begin much earlier in the year, and focus on how we can benefit the partner organizations.
Acquiring engaged members is a challenge for every chapter, but this year we made great progress in creating both excitement and involvement amongst our members. This year was proof that we have a solid foundation to continue to build the chapter for years to come. Recruitment and Retention: Goal: Acquire 15 new members in Fall 2013 and 15 new members in Spring 2014 Results: We acquired 49 new members in Fall 2013 and 5 more in Spring 2014. We put a heavy emphasis on fall recruitment, and much less on the spring, so the low numbers for this semester are expected.
Goal: Achieve 75% retention rate for all members throughout the year Results: 90% of members returning members renewed their membership
Goal: Accept 95% of applications before the deadline Results: No late applications were turned in. However, we did extend the deadline in the fall to accommodate schedules.
Awards and Member Appreciation Goal: Encourage participation by openly communicating to the chapter who our most committed members are and what they are doing correctly Results: We were very active in the fall semester by naming two members â€œMember of the Monthâ€? each month. This spring, we have been less active. However, our end of the year dinner will recognize active members for their contributions to the organization.
Member Engagement Goal: At least 20 members, in addition to the executive board, are present at each chapter meeting Results: We reached our goal at 75% of our meetings, with an obvious decrease in attendance during test weeks. Goal: At least 20 general members attend the end-of-semester banquet and party Results: While this has not occurred yet, it is of note that we had very low attendance at our holiday party, and we will need to promote this event much better and further in advance. Goal: Pair executive board members with 2-3 new members to encourage involvement and breed leaders for future years of AMA Results: Executive board members were paired with members, but the mentorship program was not very active and rarely called upon.
Member Database Goal: Develop a members-only tab in conjunction with VP of Technology on the website with indepth spreadsheets on members in order to better organize the chapter Results: We had turnover in our VP of Technology position, so no database was created
chapter operations The focus of our chapter this year was to rebuild, and we think we did just that. Our executive board paved the way for future leaders by establishing precedents and resources for the next round of AMA exec members.
Committees Goal: Develop at least three active committees: Fundraising, Conference Committee, and Community Service to assist officers with achieving goals Results: The Fundraising and Community Service committees were formed and semi-active. The Conference Committee was not formed.
Executive Board Goal: Hold weekly executive board meetings with 100% attendance to keep pace on necessary projects Results: In the fall, executive board meetings were both regular and well-attended. The spring has been challenging due to many scheduling conflicts and the meetings have been less frequent.
Executive Board Retreats Goal: Hold two retreats a year, one out of town in the spring, and one in Columbia in the fall, in order to set organizational goals and foster friendships Results: This was completed; one retreat was held in Beaufort, SC, and the other â€œmini-retreatâ€? in Columbia.
Chapter Plan & Annual Report Goal: Create a detailed chapter plan and annual report for the year that structures goals, strategies, timelines, and budgets for the year. Complete 85% of goals set. Results: The chapter plan was executed well. 65.95% of the goals were reached at the Good or Superior level. By factoring in Average, Good, and Superior ratings, we achieved our goals at 83.78%, or just under our goal.
Advisor Relationship Goal: Advisor is present at at least one executive board meeting per month Results: The advisor was present at two meetings. We, as the executive board, take the blame on this for not reaching out further in advance and creating a strong relationship between members and advisor.
Executive Board Peer Evaluations Goal: Complete executive board peer-evaluations bi-annually to ensure quality work and effort Results: This task was completed.
Chapter Operations Evaluations Goal: Distribute surveys each month that review the past few weeks' events. Process feedback and act upon it in a timely manner to eliminate elements of AMA that are not necessary and do not appeal to members. Results: A beginning-of-semester poll was taken as well as a first semester survey.
Budget Planning Goal: Create a budget that is structured and actionable prior to August 18. Results: This task was completed by September 1.
Google Drive! Goal: Upload all important documents necessary for transitional purposes into separate folders for each executive board position. Results: The Google Drive was used by a few executive board members, but others never updated it.
Our communications efforts were focused on the hope of attracting more members and creating interesting content for our target market online. We ramped up our presence on Twitter and Facebook, as well as sent out more informative emails to our members.
External Communications, Advertising and PR
Goal: Issue AMA newsletter once a semester to students and faculty (NEW) Results: This initiative was not completed.
Goal: Increase number of Facebook "likes" to 300 and reach 600 followers on Twitter Results: Facebook “likes” have reached 102 and we now have 497 followers on Twitter. While we did not reach our goal, we saw a 100% increase in Facebook “likes” and a 150% increase in followers. Goal: Execute complete rebrand of AMA at USC by August 2013 that is better identified and more visually appealing Results: We created a new logo, mission statement, style/brand guide, and other elements for our chapter Goal: Properly market the chapter through design, promotion, advertising and public relations throughout the summer and school year Results: Some flyers did not fit into our new style guide and some events were not well-attended, but we did promote through each possible outlet. Goal: Introduce “AMA Quote of the Day” in our booth in the business school lobby to engage members and non-members. Results: For a month and a half, the quote was updated regularly. Recently, it has been more of a “Quote of the Week.” Quotes are always marketing, business, or advertising related and are very high quality. We got good feedback on this initiative from external sources.
Internal Communications Goal: Notify members of upcoming events via various outlets, including print, Facebook group, Twitter, email, website, and calendar in the AMA booth. Results: We were successful in this goal. Emails went out at least two days before chapter meetings, often a week in advance. Goal: All current members are added to our private Facebook account and all former members are removed. Results: This was eventually completed, but took longer than desired. This was mainly attributed to the inactive members not attending meetings, and therefore, we did not get their information to add them to the group until later in the fall semester.
Goal: Create new website using winning sites from 2013 ICC competitions as a benchmark by May 31 Results: An analysis of the top 10 websites from last yearâ€™s competition resulted in the identification of 16 elements to incorporate, of which 13 were implemented. Goal: Incorporate a members-only section to the site that houses professional opportunities such as job offers and a member database by June 15 Results: As mentioned in the membership report, this was not implemented. Goal: Incorporate a visible banner for sponsors to place ads by June 15 Results: Banner ads were created on the website, but never utilized. Goal: Incorporate website into WordPress by July 15 in order to facilitate transitions to future executive boards Results: Site was not incorporated into WordPress due to the technical difficulty present with such a transition and the time constraints surrounding the development of the site. Goal: Update site weekly with accurate information, upcoming events, new opportunities, pictures from past events, and other content as it becomes available. Results: Site was only updated occasionally during fall semester due to position turnover, but has been updated at least weekly during the spring semester.
Our site features responsive design, our new look, tone, and feel, executive board descriptions and bios, and many more features that are new this year. (amausc.com)
August 17 - Recruitment Campaign Kicks Off 22 - First Day of Class 25 - Executive Board Mini-Retreat September 4 - Student Organization Fair 5 - Business School Organization Fair 9 - Open House/Kick-off for AMA Membership Week 10 - Mini Sales Competition 11 - Speaker: Mark Newsome, Senior Vice President, Chief Client Services, Chernoff Newman 12 - Social/Percent Night/Applications due 18 - AMA Presents: Agency Life 101 with LeadDog Marketing Group and MaryKay Cosmetics 19 - Fall Into Your Beauty Tour 25 - Chapter Meeting: New Member Orientation and Committee Formulation
! ! February 5 - Chapter Meeting/AMAgency Work 12 - AMAgency Work 13 - Professional Chapter Meeting 19 - Chapter Meeting/AMAgency Work March 5 - Chapter Meeting: Elections 19 - Brand Challenge Campaign Briefing/Begin Implementation 20 - Professional Chapter Meeting 26 - Chapter Meeting: Liz McMillan: General Manager of Gamecock IMG Sports Marketing
7 - 11 Marketing Week 7 - Speaker - Doreen Sullivan, President and CEO of Post No Bills 8 - Marketing Activity Competition 9 - Annual AMA Faculty Luncheon 10 - Social - Ice Breakers at Breakers Bar and Grill 23 - Chapter Meeting/AMAgency Work
2 - Chapter Meeting: Mike Bott: GM of The Brandery 4-5 - Relay For Life 9 - 13 New Orleans for International Collegiate Conference 14 - New Officer Terms Begin 16 - Chapter Meeting/Conference Recap 23 - End of Year Banquet/Awards Ceremony TBD - Executive Board Retreat
November 6 - Chapter Meeting: Jeff Rehling, Shopper Marketing Expert 15 - Speaker Opportunity: James J. Mackey, Senior VP, Marketing and Sales, Merck Consumer Care 18 - 26 - AMA Saves Lives + Trew Friends Organ Donation Contest vs. Clemson 20 - Chapter Meeting: Speaker: Target Recruiters/ Resume Tips
! May !
5 - Brand Challenge Final Presentation
December 4 - Chapter Meeting: 7 - Holiday Social
! January !
15 - Chapter Meeting (rescheduled due to snow) 23 - Inaugural Professional Chapter meeting 29 - Chapter Meeting: AMAgency Work
Beginning Balances AMA Checking AMA Savings Total Beginning Balance Projected Revenue Membership Dues (Fall) 48 members ($53*48) Dues (Spring) 4 additional members ($4*20) Total Projected Membership Dues Other Fundraising Percent Nights (3) AT&T Brand Challenge Bookstore ($1000/semester) Total Projected Other Fundraising
Total Projected Revenue Total Operating Funds
Projected Expenses Meetings Chapter Meetings - Snacks Professional Development Meetings - Food Chapter Events Membership Week (Fall and Spring) Marketing Week End of Year Banquet AMA International Conference (Estimated) Strategic Retreat for Executive Board Chapter T-shirts Office Supplies Advertising/PR Supplies Booth Supplies Reduced Member Dues Total Expected Expenses
Total Funds for 2013-2014
174 500 2000
5,454 $ 18,549.22
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100 154 350 5,950.04 125 1140.30 110 50 114 100 260 70 265
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appendix ama south carolina brand style guide #1AC7FA
tone: modern, slick, minimalist. approachable + professional transparent + dependable
acceptable fonts: primary: raleway, lowercase text in most situations helvetica neue ultralight helvetica neue condensed black
avoid: borders, drop shadows
shapes: circles, rounded rectangles, flat arrows, plus signs