ANCELL SCHOOL OF BUSINESSAT

WESTERN CONNECTICUT STATE UNIVERSITY

2016 - 2017 AMA CHAPTER PLAN

Chapter CalendarBudgetChapter Operations

Internal CommunicationExternal Communication

MembershipFundraisingCommunity and Social Impact

Chapter Overview

Professional Development Mission Statement

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TABLE OF CONTENTS

CHAPTER OVERVIEW

Strengths Weaknesses

Chapter Situation

The Western Connecticut State University Collegiate Chapter of the

American Marketing Association strives to provide students with opportunities for professional

marketing development, personal growth, and community service.

Mission Statement

Westerns AMA Chapter accepting a top 20 overall chapter honor at the 2016 International Collegiate

Conference.

The newly re-branded Western Marketing Association (WMA) is coming off of its most successful year to date. We placed 18th overall at the 2016 AMA Collegiate Conference.This was a great achievement given the size of our chapter in comparison to the competing chapters throughout the country. The camaraderie and chemistry that the WMA possesses can certainly be tied to the chapter’s success. The chapter placed 3rd in the Exhibit Competition and earned an honorable mention for the Ice Breakers™ case competition. In addition to the success in New Orleans, the chapter had the highest level of member engagement and participation in the various programs and opportunities that we organized. However, the WMA faces new challenges in the coming school year. Recruitment will be the biggest challenge given that 16 members from last year’s team have graduated, leaving a large gap to fill, but the association is confident to rally on these past successes and use the achievements as motivation for an even better year. The WMA sees other disadvantages such as a low budget and resources not as a deterrent, but as a way to promote creativity and innovative thinking to lead to a prosperous year.

• Student run Advertising Agency in its second year.

• Strong core of diverse and dedicated members strengthens our community engagement.

• Ability to gain professional insight through Agency@Ancell by working directly with local businesses.

• Enthusiastic, thought-driven and creative executive board.

• Strong relationships with Alumni and corporate connections.

• Experienced and engaged co-advisors.

• A split campus that hinders our recruitment efforts to engage underclassmen.

• A 70% commuter student population which creates an obstacle for recruitment efforts.

• High membership turnover due to upperclassmen dominant association.

• All student members are committed to a full-time class schedule and (a) extracurricular job(s).

• Lack of resources provided by the University in comparison with competing schools.

• Scheduling conflicts due to time constraints prevent high membership.

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• Increase membership by 100%• Provide new and returning members an engaging environment in which they can build their marketing

skills portfolio.• Leverage the Western Marketing Association’s Alumni and corporate networks to promote networking

opportunities between members and the professional community.• Continue will successful member engagement initiatives from the previous year. • Develop a strong camaraderie among members by cultivating an open dialogue between returning

members, new members and the executive board. • Build 5 new relationships with local businesses and marketing professionals. • Continue our increasing presence at the AMA International Collegiate Conference, by sending at least

10 attendees

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PROFESSIONAL DEVELOPMENTGoals• Provide students with the skills needed to enter the workforce.• Hold 6 on-campus events and programs to enhance students professional development.• Through our student run advertising agency, Agency@Ancell, provide members with the chance to work

on real-world projects with 3 clients. • Enhance professional capabilities of overall club functions.

Guest Workshop Leader SeriesMembership Participation: 20 per workshopGOAL: Host a guest workshop leader three times a month to offer members the chance to build their expertise in the marketing field. Professional leaders will guide members through workshops on relevant topics including: social media buying, engineering applications, personal branding, business innovation, entrepreneurship, and direct marketing. STRATEGY:The executive board will use the connections the association has built to welcome guests to speak about their experience and share a skill with the association members.See all planned Guest Workshop Leader Series in the chapter calendar on page 10.

Jonathan SoaresFounder & CEOAgencyLabs

Jim FosinaFounder & CEOFosina Marketing Group

Tyler VentrellaAccount Executive Mediassociates

A successful entrepreneur and Western alum with his own technology engineering company will conduct workshops with students about the numerous online business tools that are available for management.

A dedicated direct-to-consumer entrepreneur with extensive expertise in online and offline marketing, financial, technical and operational functions will host a forum with students about direct marketing in the modern age.

Marketing and advertising leader that helps meet their goals in a world of ever changing media will train students about digital acquisition in programmatic media.

Joe McCluskeyManaging DirectorLSC Digital A top performing business strategist with 20+ years’ experience in leading and building data analytics engagements will work with students about data-driven relationship management.

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Think Tank SeriesGOAL: Host a business or nonprofit every month that would like assistance with their marketing needs for social media outreach, brand awareness, website development, target market identification and new product development. Offer an environment of organic discussion to promote free flow of ideas of new marketing strategies and communication paths.STRATEGY: The executive board will use the connections the association and our adivsors have built to find businesses looking for feedback on marketing strategies. The “Think Tank” series will also serve as screener to evaluate potential clients for Agency@Ancell. See all planned Guest Workshop Leader Series in the chapter calendar on page 10.

Danbury WestenersHousatonic Valley Waldorf School

Balbus Law FirmLocal summer collegiate baseball team looking for innovative ideas to help build awareness around the community through social media and sponsorships.

Local non-profit school looking to gain insight on best practices of schools using social media and effective content scheduling.

A local law firm that is looking for innovative ideas for how to overcome the negative stigma of filing for bankruptcy and how best to communicate the message.

Marketing & Innovation WeekGOAL: To host WMA’s very own Marketing Week in which each day provides a different opportunity for students to learn, build their resume, and connect with peers and industry leaders.

Community Outreach Personal Branding Workshop

Guest Speaker: Mr. Bill Imada

BIG IDEA Competition

Workshop with Ms. Patti Wakeling

Professional Development Outing

Membership Participation: 10GOAL: Inform area high school students about the opportunities that the marketing field can offer. STRATEGY: Visit two area high school’s DECA or business clubs to provide an overview of the AMA and talk about what current members have gained.

Membership Participation: 15GOAL: Provide members with tips for how they can enhance their resume and LinkedIn profiles. STRATEGY: Host former Fairfield County AMA Chapter President, David Reyes-Guerra, for a workshop on personal branding.

Membership Participation: 20GOAL: Have Mr. Imada speak to students about the power of connections. He will also present a case studies on one of his clients using innovative presentation practices. STRATEGY: Bill Imada is the Chairman and Chief Connectivity Officer of the IW Group, the leading ad agency that specializes in Asian American markets. He has worked with clients such as: GM, Godiva Chocolatier, HBO, Lexus, McDonald’s, and Walmart Stores. Mr. Imada also was appointed to President Obama’s Advisory Commission for Asian American and Pacific Islander communities.

Membership Participation: 10 School Participation: 20GOAL: Bring together innovative thinkers on campus for an interactive entrepreneurial competition.STRATEGY: Encourage students to present their innovative ideas to a panel of three professional judges for the chance to win a $500 prize.

Membership Participation: 17GOAL: Provide students an opportunity to learn from a seasoned professional who has worked for Unilever, Nielsen, Innerscope, Pepsi-Cola Company, and The Advertising Research Foundation.STRATEGY: Ms. Wakeling will engage the students in a workshop to develop a new extension for the Dove Real Beauty campaign which she launched while at Unilever.

Membership Participation: 15GOAL: Members will attend a day trip to NYC to the Marketing Edge Career Forum in NYC, have a team lunch, and visit a marketing business for an office walk through and Q&A with a marketer. STRATEGY: Marketing Edge supports academics and students, and recognizes business leaders for their support of data-driven marketing education. Members will engage and network with industry professionals at the conference.

October 31 - November 4, 2016

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Professional Developm

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National Millennial CommunityMembership Participation: 6GOAL: The NMC was founded in 2015 by Bill Imada, Chairman and Chief Connectivity Officer of the IW Group. Bill has brought together a nationwide community of millennial thinkers who strive to change the conversation about the millennial generation by executing multiple think tank conversations with key influencers in media and business. We have three board members as part of the NMC and plan to continue.STRATEGY: Currently three members of the WMA’s executive board are an active part of the community, participating in calls with IBM, General Motors, Google, UPS, PUMA, and more.

Professional OutingsMembership Participation: 7GOAL: Hold two professional outing each semester to business that will help members gain a greater professional perspective.STRATEGY: Reach out to businesses that meet members interests and observe operations and network with employees.

AMA Fairfield County Professional ChapterMembership Participation: 7GOAL: Have a group of collegiate members attend a meeting at least once a semester.STRATEGY: Connect with the student leader from the professional chapter who helps bring student marketers together.

Entrepreneur of the Year Award Networking LunchOctober 5, 2016 | Membership Participation: 2GOAL: Raise awareness of the WMA in the community while allowing members the chance to network.STRATEGY: Attend a luncheon to honor Austin McChord, a Western alumni and the CEO of billion-dollar technology company Datto, as the WCSU Entrepreneur of the Year. Members will have the opportunity to network with other local business professionals and hear Mr. McChord’s story of transforming Datto from his parents basement to an international company with 700+ employees.

Chapter PlanMembership Participation: 5GOAL: Earn full 10 points.STRATEGY: Have the executive board meet periodically over the summer to begin planning a successful year. To assist with planning the board with review winning plans and reports for best practices to incorporate.

Annual ReportMembership Participation: 5GOAL: Maintain last year’s standing or place better. STRATEGY: Follow the chapter plan throughout the semester and continually evaluate the goals put in place.

Case CompetitionMembership Participation: 8GOAL: Earn an honorable mention.STRATEGY: Develop a strong team of members to create a strategic plan for Ebay that is supported with qualitative and quantitative research.

Website CompetitionMembership Participation: 5GOAL:Redesign the website for the entire association to reflect the new updates and branding.STRATEGY: Collaborate with participating members to determine the most effective content for the site. Utilize a web development platform to implement the chosen strategies.

SABRE in NOLAMembership Participation: 4GOAL: Compete with a high functioning business simulation team.STRATEGY: Choose SABRE experienced members to guide the team. Review tactical and successful business practices.

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AMA Competitions

AGENCY@ANCELL

WHO WE ARE:

WHAT WE’VE DONE:

WHAT WE’RE DOING:

GOALS:

WHERE WE’RE GOING:

The Western Marketing Association is proud to say that its very own marketing agency, Agency@Ancell, is in its second year of business. Agency@Ancell is a student-run marketing agency providing students with real-world experience in client relations, marketing strategy, and implementation of various marketing initiatives. Students that are involved in the agency have the opportunity to deal with real clients and develop their skills in the realm of marketing that appeals most to them. Past students have expressed how this has given them a competitive advantage in the job market because they have real work that they can add to their portfolios.

Membership Participation: 10• Bring in 2 new clients for the year.• Recruit 5 new members to fill open positions. • Expand the recruitment strategy to find students

with varying skills and experiences.• Accrue at least $500 from client projects.• Continue the successful working relationship

with our current clients. • Provide services free of charge to one non-profit

organization in the community.

Last year, the agency had its first client: Smartcoozie. This product was a coozie that could hold your smartphone. The client contacted the agency in hopes to further promote this product and ultimately increase sales. We developed a fully integrated website for the client and strategized a full social media plan for them. Smartcoozie was thrilled with our work which led to a sponsorship of our exhibit booth at last year’s AMA Collegiate Conference in New Orleans. We plan to continue our work with Smartcoozie throughout the semester and continue to lead them to success.

Agency@Ancell has many exciting initiatives on the docket for this upcoming year. Since the Agency is still fairly new, we are taking some time to work on our internal development by way of creating an entirely new website for Westerns’s chapter of the AMA, along with updating the Agency website. We will ensure that Agency website contains all of the information needed for a client to feel that they are dealing with a well-educated group of professionals to work on their project. More recently, the agency began a community outreach project working with the Student Veterans Organization. The Agency will be working closely with the veterans to strengthen their on campus awareness of the organization while providing them with the marketing support they need to communicate their message.

The agency is constantly seeking out new clients in order to build our portfolio and establish our credibility. Currently in the pipeline are: • A start-up consumer goods technology company, Rhapsodease. Rhapdsodease has inquired about

website development, social media management, and logo creation. • Local summer collegiate baseball team, Danbury Westeners. The Westeners are looking for help

managing their social media pages.

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COMMUNITY & SOCIAL IMPACTGoals• Strengthen students marketing skills by applying

what has been learned in the classroom with a working organization.

• Increase the activity of the WMA within the community by utilizing our varied marketing skills to assist 2 organizations in need of marketing strategies.

• Donate $500 to a local organization to support a cause all members mutually care about.

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Strategy• Connect each member of the association with

an organization that reflects the causes they personally care about.

• Provide members with multiple opportunities to participate in a variety of activities and outreach projects/programs.

Relay for LifeMarch | Membership Participation: 10GOAL: The Association plans to raise $500 and participate in Western’s hosted night for Relay for Life to benefit the American Cancer Society.STRATEGY: Utilizing members digital marketing and networking skills to meet the fundrasing goal and to raise awareness about the WMA’s participation.

Women’s Center of Greater DanburyMembership Participation: 10GOAL: To continue our work with the local women’s shelter as they undergo a rebranding.STRATEGY: Members will work with the Women’s Center branding committee to address community perceptions of the various changes by conducting focus groups and creating online surveys.Junior Achievement of Western

ConnecticutNovember 4, 2016 | Membership Participation: 4GOAL: To mentor high school students through a business simulation exercise. STRATEGY: Through the mission of the JA program, members will mentor high school students from local schools through a business simulation. Member volunteers will also participate in a training seminar on mentorship prior to working with the mentees.

Western’s Day of ServiceSeptember 23, 2016 | Membership Participation: 10GOAL: To volunteer in the local community while bonding with other students. STRATEGY: Members will volunteer with other Western students throughout the local community in this school wide event.

FUNDRAISING

Goals• Supplement the WMA by $500 through the

student run advertising agency. • Solicit corporation and business connections for

$5,000 in additional funding.• Host one fundraising on campus each semester

to create a petty cash account of $200.• Increase the budget to support members

attending off-campus events.

Strategy• Implement a fundraising committee whose

goal will be to organize the two on-campus fundraisers and engage new corporate donors.

Agency@Ancell ClientsSecure enough funds to perform at a high capacity during the year, as well as leave the association in a strong financial position at the end of the year.

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MEMBERSHIP Goals• Have 30 registered AMA members.• Develop a recruitment strategy that focuses on reaching under classman across all departments. • Gain members that are pursuing other majors besides marketing, to bring new ideas and insights to our

meetings• Increase Agency@Ancell involvement, and seek out future leaders.

Introductory MeetingSeptember 8, 2016 | Membership Participation: 25GOAL: Outline the structure of the American Marketing Association and the Western Marketing Association to new and returning members. Highlight the benefits and advantages of actively participating and becoming a member.

Clubs CarnivalAugust 28, 2016 | Membership Participation: 3GOAL: The biggest club introduction day on campus offers the Association an opportunity to recruit incoming freshman and transfer students of various majors and interests.Members Gained: 4

Ancell DaySeptember 14, 2016 | Membership Participation: 5GOAL: Have a booth at Ancell Day, an Ancell School of Business hosted event, to expose the Association to other business majors who can learn about the activities that the WMA is planning for the semester and get information on how to be involved.

Principal ClassesEach SemesterMembership Participation: 2/per classGOAL: Recruit new underclassman members from the Principal of Marketing 200 courses to build Association awareness among the incoming business students.

COMMUNICATION Internal Goals• Implement effective and efficient methods of communication between the executive board and chapter

members.• Communicate with the campus community about events and opportunities.• Continue to build brand awareness after changing name and logo last year.• Have open communication with advisors.• Make use of a Facebook group for current members to receive news on upcoming events, meeting

reminders, committee reports, and more.

Basecamp Private Facebook GroupBy utilizing Basecamp as our project management center, it eliminates wait time and confusion. This allows for members and advisors to communicate between documents and projects and work on certain items together. It is our central hub for important documents and communications.

Through discussion with our members we have found that Facebook is the best way to communicate reminders, meeting times, and update those unable to attend a meeting. By setting our group page to private it allows the executive board to monitor to add members and accept who is joining the group. The poll feature will be used to gain insights on members feedback and interests.

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unicationExternal Goals• Development of a database that includes current members and alumni.• Utilize LinkedIn to connect with professional guest speakers and chapter alumni.• Develop a reputation with local businesses as a go to source for marketing insight and

recommendations.

Social Media WebsiteGOALS: To maintain the WMA’s established Facebook following while establishing an Instgram page. Instagram Following Goal: 100Facebook Following Goal: 100STRATEGY: Use accounts to communicate with others about our current activities and upcoming events. We encourage the community to follow us to see what how we are helping fellow community businesses and all that we are involved with.

GOAL: The WMA website will be redesigned to become more informative to those unfamiliar with the mission and goals of the Association. \Visit Goal: 100STRATEGY: Our own in-house ad agency will be in charge of the redesign and the Association’s promotions committee will be in charge of promoting the new launch to the school and local community.

CHAPTER OPERATIONS Goals• Build a team of 20+ active members who are involved with committees and Agency@Ancell.• Implement effective communication that streamlines tasks and efficiently accomplishes objectives.• Structure a well-formatted chapter layout that brings together AMA competitions and local chapter

functions while seamlessly integrating professional development and promoting forward thinking.• Have members evaluate all “Think Tanks” and guest speakers to make meetings beneficial for members. • To have three trained future E-board members.• Hold weekly chapter meetings.• Have bi-weekly e-board meetings with advisors.

President’s Report

Committee Reports

E-Board Mentorship

Every meeting the co-presidents will give a report highlighting the current objectives of the Association as well as the present progress towards accomplishing the objectives.

The committee chairperson will be required to update the entire Association on internal committee progress every meeting.

Underclassman members who display leadership qualities have been targeted and selected as potential future e-board members. The current executive board has been mentoring them and educating them on what it takes to be a leader for the chapter.

Involvement Points Member FeedbackThe executive board has developed a points system to track each member’s involvement in meeting and outside activities. The points earned may assist the executive board with decisions on who receives funding or invites to exclusive events with clients.

At the close of each meeting members will be asked to evaluate the meeting. Using a likert scale for quantitative feedback they will be asked how beneficial the meeting was to them. Members will also be asked what improvements can be made in an open-ended question format.

Other Strategies• Use Basecamp as the WMA’s

project management tool.• Hold bi-weekly executive

board meetings with co-advisors.

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hapter Operations

Executive BoardCo-Presidents

Briana Morrissey & Megan Driscoll

SecretarySamantha Almonte

TreasurerAlec Iacovelli

Vice PresidentKristina Grube

Professional Development CommitteeMembership Participation: 10The largest committee, the promotional team is responsible for graphic design needs, social media, and website development. The main focus of the committee is to increase overall awareness using innovative techniques. Graphic design needs includes flyers, logo management, and image editing. Social media responsibilities include creating a content schedule, creating content, developing a campaign for marketing week, creating a LinkedIn WMA group and managing the WMA Facebook, Twitter, and Instagram. The promotions committee will also be working with the Agency@Ancell team to redesign the WMA website.

Membership Participation: 3The smallest committee, the PD team is overseen directly by one of the WMA co-presidents. Overall, this team provides support to our professional contacts and helps manage and grow the relationships. The responsibilities include: confirmations to the guest, follow-up notes if needed, and managing a list of future speakers.

Membership Participation: 6The social outreach committee manages WMA philanthropy, community service, and fundraising. The main goal of this committee is create a positive brand image of the WMA in the community.

Promotional Committee

Social Outreach Committee

BUDGET Opening Balance

Restricted FundsAgency@Ancell

Student Government AssociationRevenue

$11,698

$500$3,000

$8,336.43

Expenses

Miscellaneous Expenses (Subscriptions, Supplies, etc.)

AMA Collegiate ConferenceMarketing EDGE ConferenceBig Idea Competition

$300

$14,000

$320$500

Total Revenue $23,534

Total Expenses $15,120Net Income $8,414

Social Outreach CommitteePromotional Committee

Professional Development Committee

Agency@Ancell

Case Team

Membership Committee

Membership Participation: 4The membership committee is in charge of developing and implementing an ongoing recruitment strategy to help meet our goal of increasing membership by 100%. The majority of the strategy will focus on the beginning of each semester but will also continue throughout the semester.

Membership Committee

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CALENDAR Fall Semester

August

September

October

November

December

Spring Semester

January

April

February

March

May

Executive board meetings with advisors happen on a bi-weekly basis starting September 1st.

28 - Clubs Carnival29 - First Day of Classes30 - First Case Team Meeting

The case team will meet every Tuesday starting August 30th.

1 - E-board Meeting w/ Advisors5 - Labor Day | No Classes6 - Visit MKT 200 Class8 - Introductory Meeting14 - Ancell Day15 - HVWS Think Tank22 - Westeners Think Tank23 - Western Day of Service29 - Workshop w/ Jonathan Soares

5 - Entreprenuer of the Year Lunch6 - Workshop w/ Jim Fosina Jake’s Wayback Burgers Think Tank12 - Chapter Plan Due13 - Balbus Law Firm Think Tank20 - Workshop w/ LSC Digital27 - Workshop w/ Tyler Ventrella10/31 - 11/4 Marketing Week31 - DECA Community Outreach

Assocation Meetings will be every Thursday starting September 8th. Meetings are reserved for the president’s report, committee reports, and general business.

10/31 - 11/4 Marketing Week1 - Personal Branding Workshop2 - Guest Speaker Bill Imada BIG IDEA Competition2 - Website Competition Due3 - Workshop w/ Patti Wakeling4 - PD Trip to NYC9 - Marketing Week Due to AMA10 - Think Tank w/ Mr. Mowad17 - Workshop w/ Eljay Feuerman & Meghan O’Sullivan23-27 Thanksgiving Recess

1 - Fairfield County Professional AMA Chapter Meeting7 - Case Competition Due8 - Final Semester Meeting Semester Recap/Look Ahead12-16 Finals Week

Assocation Meetings will be every week starting January 19th. Meeting date and time will be determined once spring class schedules have been posted. Executive board meetings with advisors will be every other week starting January 19th.

The team traveling to NOLA for the AMA ICC will be decided on and notified.

The AMA ICC team will meet every other week starting January 19th to prepare for the conference and competitionsSpeaker, Workshop Leaders, and Think Tanks for the semester have been identified and will be scheduled over the winter intersession following the confirmation of schedules

4 - SABRE Registration Opens Exhibit Competition Opens11 - Student Research Posters Marketing Strategy Compeition Opens13 - Semester Begins16 - MLK Jr. Day | No Classes17 - First Day of Classes18 - Perfect Pitch Compeition Opens

1 - Sales Competition Opens15 - Annual Report Due17-20 President’s Holiday | No Classes

• Two WMA Meetings• One Guest Workshop Leaders

• Four WMA Meetings• Two Guest Workshop Leaders• Two Think Tanks

• Four WMA Meetings• Two Guest Workshop Leaders• One Think Tank9 - Mandatory Travel Meeting for all AMA ICC team members13-19 Spring Break16 - T-Shirt Competition Due16-18 AMA ICC (NOLA)

• Four WMA Meetings• Two Guest Workshop Leaders• Two Think Tank14-15 No Classes

• No Meetings4-5 Make-up/Reading Day6-12 Final Exam Week21 - Commencement