TABLE OF CONTENTS

*make these numbers correspond to page numbers when finalized** 1. Chapter Overview 2. Professional Development 3. Community and Social Impact 4. Membership 5. Internal/External Communications 6. Chapter Operations 7. Calendar of Events 8. Budget

Temple University American Marketing Association Chapter Plan 2014-2015 Mission Statement:

Temple University’s chapter of the American Marketing Association transforms students’ lives;; we offer our members opportunities to become experienced marketers and proven leaders by enhancing their skill sets, advancing their business knowledge, and expanding their personal networks.

2014 – 2015 Theme: “City of Opportunities”

Attending school in an urban setting leads to many opportunities. The Temple University American Marketing Association (TU-AMA) assists members by giving them the necessary experience through networking for potential jobs and working internships. TU-AMA recognizes the importance of encouraging members to take advantage of the numerous opportunities within Philadelphia.

2014 - 2015 Executive Board

TU-AMA executive board consists of 11 members and two consulting representatives that collaborate to achieve the goals of the organization and provide the best opportunities for members.

2014 – 2015 Goals: 1. Increase the commitment of members by creating a sense of community and belonging within the organization. 2. Exceed previous years’ silver and bronze awards to receive gold status at American Marketing Association International Collegiate Conference (AMAICC). 3. Utilize the experience and knowledge of the Marketing Department faculty at Temple’s Fox School of Business to educate members of the TU-AMA. 4. Expand TU-AMA’s network of industry professionals to provide TU-AMA with relationships for years to come. 5. Establish a strong foundation for Cherry Consulting in its first full year of operation. 6. Provide valuable marketing experience to over 150 members through involvement in the vitaminwater case competition, consulting opportunities, professional development workshops, and conferences. SWOT Analysis Strengths: TU-AMA improved significantly from the 2012-2013 Bronze Chapter Award by receiving a Silver Chapter Award for 2013-2014. The chapter also received 3rd prize for the 2013-2014 Case Competition. These awards have motivated our executive board to remain dedicated to improving our chapter at a consistent rate. Weaknesses: TU-AMA is beginning the 2014-2015 year with no sponsors and a balance that is 43% less than the previous year. The chapter currently has inadequate funds to host the scheduled events, socials, and a semi-annual conference which are all necessary to increase and retain membership.

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SWOT Street

PROFESSIONAL DEVELOPMENT GOALS Goal: Invite industry professionals from diverse Fortune 500 companies, such as The Hershey Company, eBay, and Aramark.

Objective: Expand TU-AMA relations and increase member attendance at general body meetings. Strategy: Contact potential speakers via LinkedIn and various personal networks. Invite them to speak to TU-AMA members about their daily work life, industry experience, and other relevant topics. Metric: Host 20 speakers, 15 of which are new to TU-AMA with an average of 50 members at all general body meetings. Person/Groups Responsible: Director of Internal Professional Development, Director of External Professional Development, Director of Membership.

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Goal: Establish relationships with other SPOs in the Fox School of Business and other schools within Temple

Objective: Connect students with different majors and provide the opportunity to understand how marketing can be integrated throughout other areas of business (i.e. public relations, advertising, sales, etc.) Strategy: Contact and work with various SPOs, such as Professional Sales Organization, as well as Temple Ad Club and the Public Relations Student Society of America in the School of Media and Communications. Plan multiple social and networking events as well as speaker sessions throughout the year. Metric: Collaborate with at least three other SPOs per semester. Person/Groups Responsible: Events Coordinator, Director of Internal Professional Development, Director of External Professional Development

Goal: Organize a Regional Marketing Conference that includes professional speaker sessions, networking events, workshops.

Objective: Strengthen the relationships between Fox, corporate employers, and international AMA collegiate chapters. Strategy: Network with companies that relate with the conference theme to obtain keynote speakers, workshop leaders, and sponsors. Invite TU-AMA members, Temple University students and faculty, as well as other international collegiate chapters to attend. Advertise through local Philadelphia radio stations, Temple University’s WHIP radio, and TU-AMA’s social media. Metric: Connect members with a total of eight sponsors, hosts, and speakers at the conference. Analyze survey feedback forms from all attendees to receive 90% average satisfaction. Maintain an average attendance of 100 people including 15 attendees from other chapters. Person/Groups Responsible: Director of Internal Professional Development, Director of External Professional Development, Secretary

Goal: Increase the number of networking opportunities for TU-AMA members.

Objective: Provide students the opportunity to create and develop personal connections with employers from various areas of the marketing field and the Fox School of Business while also allowing them to learn about different company cultures and aspects of the industry. Strategy: Contact various employers and local organizations (CampusPhilly and PAMA) to organize networking events and company visits for our members. Work with the Marketing Department to coordinate faculty and student “Meet & Greets.” Metric: Organize at least one company visit and one professional networking event per semester. Maintain an average attendance of 20 students. Person/Groups Responsible: Director of Internal Professional Development, Director of External Professional Development, Event Coordinator

Goal: Enter the AMA vitaminwater Case Competition

Objective: Give members an opportunity to gain experience in market research and develop a marketing campaign. Strategy: Hold weekly meetings with the Case Competition Team. Involve members in research and strategy development by creating three teams in order to cover material thoroughly.

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Metric: Place in the Top 10. Person/Groups Responsible: Co-Project Managers, Case Team

Goal: Enter multiple AMA national competitions including, but not limited to: Marketing Strategy, SABRE Business Simulation, T-Shirt, Outstanding Marketing Week, and Website.

Objective: Encourage all members to assist the executive board in national competition submissions. Strategy: Form teams for each competition with an executive board member as the leader. Have the leader establish specific tasks and deadlines that need to be completed. Metric: Place in all competitions. Person/Groups Responsible: Executive Board

Goal: Establish Cherry Consulting – TU-AMA’s in-house marketing consulting firm

Objective: Provide the opportunity for talented TU-AMA members to further develop their marketing skills by working with real businesses. Strategy: Hold interviews to determine students’ abilities and potential contributions. Raise awareness of Cherry Consulting at recruitment events such as the SPO Fair and general body meetings. Target upperclassmen to utilize their knowledge and skills as well as underclassman to provide marketing experience prior to holding internships or jobs. Metric: Hold at least five interviews. Increase the Cherry Consulting team by four people for a total of six members. Recruit at least one junior or senior member. Person/Groups Responsible: Consulting Directors

PROFESSIONAL DEVELOPMENT | MARKETING WEEK 2014 Goal: Host a week of events that focuses on the theme of “Start-ups: Marketing in Motion.”

Objective: Expose members to the entrepreneurial side of marketing while expanding their industry knowledge, developing their marketing skills, and providing possible career opportunities. Strategy: Utilize our existing professional network to organize and host two speaker sessions, a company visit, a social, and a marketing department meet and greet. Metric: Retain an average of 40 students at all events. Person/Groups Responsible: Executive Board, Faculty Advisors

Marketing Week Events • Fox Marketing Department Faculty Meet & Greet • Guest Speaker Session: Artisan Mobile • Social with the Entrepreneurial Student Professional Organization • Company Tour: Allen & Gerritsen • Guest Speaker Session: SEER Interactive COMMUNITY AND SOCIAL IMPACT GOALS: Goal: Participate in and promote community service events within Temple University and the local community.

Objective: Encourage TU-AMA members to give back to the community through volunteering as well as utilizing their marketing skills.

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Strategy: Utilize general body meetings as well as TU-AMA’s website, social media, and listserv to raise awareness and increase participation for all possible community service opportunities:

HootaThon: Create a TU-AMA HootaThon team for Temple University’s dance marathon and promote the event through various marketing channels in order to raise money and awareness for the Child Life Department at The Children’s Hospital of Philadelphia. Relay for Life: Surpass previous year's attendance (6) in the annual Relay for Life event by rewarding attendance by providing incentives, such as a raffle prize drawing. Youth for Change: Foster a lasting relationship with an organization that is in our immediate community by holding workshops that teach local children basic business skills.

Metric: Gain an average of at least 15 participants for each event. Participate in at least four events for Youth for Change for the year. Person/Groups Responsible: Events Coordinator, Director of Media Relations

Goal: Raise money to donate to local and national philanthropies.

Objective: Support and build awareness for the chapter’s chosen philanthropies. Strategy: Encourage members to attend all scheduled community service events throughout the year. Hold fundraising tables in the lobby of the Fox School of Business to promote philanthropies and community service events. Increase awareness of events with the use of social media outlets and general body meetings. Metric: Raise $1,000 in monetary donations by hosting at least four fundraising tables per semester. Person/Groups Responsible: Events Coordinator, Director of Media Relations

CHERRY CONSULTING’S SOCIAL IMPACT: Goal: Provide marketing consultation for local businesses, school organizations, or nonprofit groups.

Objective: Increase students’ real world experience and skills while assisting the local Philadelphia community. Strategy: Utilize TU-AMA’s existing professional network to gain clients. Provide consultation and marketing services to clients free of charge. Metric: Schedule introductory meetings with a minimum of three local businesses, signing contracts with at least two, with one being a nonprofit organization. Person/Groups Responsible: Consulting Directors

FUNDRAISING GOALS Goal: Obtain sponsorships from local businesses and corporations.

Objective: Develop new and lasting relationships with potential sponsors in order to support activities and events. Strategy: Contact local businesses and corporations to explain the benefits of partnering with TU-AMA as well as the different levels of sponsorship including Diamond ($2,000), Gold ($1,000), Silver ($500), and Bronze ($250). Metric: Raise $2,500 in monetary and product sponsorships provided by at least four corporate sponsors.

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Person/Groups Responsible: Director of Internal Professional Development, Director of External Professional Development, Treasurer

Goal: Arrange a minimum of four fundraising events per semester.

Objective: Raise funds to host more member events and create opportunities for member involvement. Strategy: Form a strong events committee to brainstorm creative and low cost events. Plan for these events to be held on campus or in local restaurants/venues. Metric: Raise $200 per semester for TU-AMA. Person/Groups Responsible: Events Coordinator, Treasurer

Goal: Raise money through Cherry Consulting to benefit TU-AMA.

Objective: Utilize Cherry Consulting’s market research skills to raise money for the chapter. Strategy: Conduct market research interviews for Student Monitor in exchange for money. Metric: Raise $200 over the course of the academic year. Person/Groups Responsible: Consulting Directors

MEMBERSHIP GOALS Goal: Recruit and retain 160 paid members for the year.

Objective: Encourage students to join TU-AMA by showing members the value of the marketing knowledge TU-AMA can provide. Strategy: Show the benefits of joining TU-AMA through recruitment and retention events. Metric: Record 160 paid members by the end of the 2014-2015 academic year. Person/Groups Responsible: Director of Membership

Recruitment Events: • Temple Fest • SPO Fair • Informational Meetings • Weekly emails • Recruitment video • Citizenship Program Point system video • Class Presentations • Scholarship for free membership • Marketing Department “Meet & Greet”

Retention Events: • Professional Development workshops • Conferences • Keynote Speakers • Company tours • Fundraisers • Community Service • Socials within TU-AMA • Events with other SPOs • Mentorship Program

Goal: Implement the Marketing Department’s Citizenship Program in TU-AMA.

Objective: Incentivize members to participate in TU-AMA meetings, events, and socials. Strategy: Allocate point values for various meetings, events, and achievements. As students earn points they attain different levels of citizenship that allow them to attend a number of exclusive events, such as the International Collegiate Conference in New Orleans as well as gain titles, such as Member of the Month and Member of the Year. Metric: Reach and maintain membership participation in the Citizenship Program of 75%. Person/Groups Responsible: Director of Membership, Secretary

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Citizenship Point System Become a Member of TU-AMA: 200 points Become an active member (awarded after 4

consecutive committee meetings): 100 points

Attend Wednesday workshops: 25 points per meeting

Attend committee meeting: 25 points per meeting

Attend Friday meeting: 25 points per meeting

Participate in consulting work: 50 per session

Perfect attendance: 75 points per month Member of the month: 100 points,

certificate Community service event: 50 points Fundraising event: 25 points

Become CSPD'd: 25 points AMA class presentation: 100 points Work on creative initiative to promote

AMA: 50 points Attend CSPD event or workshop: 75 points Attend Marketing Department networking

event: 75 points Attend marketing expo: 50 points Attend special topic presentation: 25 points Attend professional organization meeting:

25 points Participate in department focus group: 25

points Mentor lower class students: 100 points Participate in ePortfolio: 100 points

Goal: Continue to improve the TU-AMA Mentorship Program.

Objective: Create relationships between executive board and underclassman members, specifically freshmen, to provide a support system for members. Strategy: Distribute surveys to members interested in participating in the mentorship program to match members with executive board members who share similar goals and interests both recreationally and professionally. Host events for mentors and mentees to participate in. Encourage weekly communication between mentors and mentees, including, but not limited to calls, emails, texts, and in-person meetings. Metric: Acquire at least 30 participants for the program, with at least 15 being freshmen. Host at least two mentorship events per semester. Person/Groups Responsible: Director of Membership, Executive Board

Goal: Implement a Member Scholarship Program.

Objective: Provide a student the opportunity to join TU-AMA who otherwise would not be able to afford the national and chapter membership dues. Strategy: Create an application for members to submit to the Director of Membership. The Director of Membership and faculty advisors select a student based on interviews with applicants. Metric: Supply one student with waived national and chapter membership dues. Person/Groups Responsible: Director of Membership, Faculty Advisors

INTERNAL /EXTERNAL COMMUNICATION GOALS Goal: Create an engaging digital presence through consistent branding and sharable content.

Objective: Grow TU-AMA’s online brand recognition.

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Strategy: Utilize Hootsuite to post across all social media channels and at optimal times for best engagement. Redesign the website, including the blog, to enhance user experience and TU-AMA’s brand. Create a uniform social media handle throughout all social networks. Metric: Increase Facebook engagement by 25%; average two retweets and/or favorites per tweet on Twitter; average of six likes per post on Instagram. Create one new YouTube video every month. Write one new blog post every two weeks. Person/Groups Responsible: Director of Media Relations

Goal: Increase internal communication between members.

Objective: Improve member awareness and involvement at organization events. Strategy: Distribute a weekly newsletter at each general body meeting, which will include TU-AMA news and events. Send out bi-weekly emails, using MailChimp, to all members informing them of campus events, jobs, internships and scholarship opportunities. Metric: Produce 10 newsletters per semester. Achieve 90% open rate on each email to organization members. Person/Groups Responsible: Secretary

CHAPTER OPERATIONS GOALS Goal: Increase communication among executive board members.

Objective: Improve productivity to achieve chapter goals. Strategy: Adopt Asana, a project management system, to share information, documents, and keep track of internal affairs. Downsize the executive board to minimize challenges that come with organizing and sharing information between a large group. Metric: Conduct a monthly survey asking executive board members about their Asana usage. Person/Group Responsible: Executive Board

Goal: Create executive board positions with an even distribution of responsibility.

Objective: Eliminate positions that do not carry significant value. Strategy: Restructure executive board position responsibilities to more evenly assign duties. Eliminate the Communications Director and Social Media Director positions and transfer responsibilities to the new Media Relations Director position. Eliminate the Community Service Director and transfer responsibilities to the event coordinator. Metric: Decrease number of executive board positions from 15 to 11. Person/Group Responsible: President, Vice President

Goal: Appoint committee leaders.

Objective: Encourage member participation within committees while also lessening the executive board member’s workload. Strategy: Executive board members will select a distinguished member of their committee to become the designated committee leader. The committee leader will assist the executive board member by communicating with committee members and helping to achieve future goals. Committee leaders will be invited to attend executive board meetings to further increase the members’ involvement. Metric: 2 committee leaders per committee will be chosen each semester. Person/Group Responsible: Executive Board

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CALENDAR OF EVENTS May 2014 Executive Board Retreat August 2014 Temple Fest Student Professional Organization Fair September 2014 Executive Board Meetings (3) Committee Meetings (2) Case Study Meetings (3) New Student Networking Event Executive Board Luncheon Member Social: Water Pong tournament Fundraiser: Luvin’ Spoonful Speakers: Hershey, EBay, ARAMARK October 2014 Executive Board Meetings (1) Committee Meetings (2) Case Study Meetings (4) Community Service: Cradles to Crayons (2) Fundraiser: Hot Dog Sale Breast Cancer Awareness Fundraising Marketing Week Member Socials: Homecoming Tailgate with International Business Association and Net Impact, Haunted House A&G Labs Company Tour Speakers: Hulu, Artisan Mobile, SEER Interactive, Boscov’s, The Daily Tea November 2014 Executive Board Meetings (2) Committee Meetings (2) Case Study Meetings (3) TU-AMA Entertainment Marketing Regional Conference Community Service: Hootathon AWNY Conference Fundraising: Movember Speakers: Newhall Labs, GlaxoSmithKline,

Red Bull

December 2014 Executive Board Meetings (1) Committee Meetings (1) Case Study Meetings (2) Community Service Events (2) Recent College Graduate Panel January 2015 Executive Board Meetings (2) Committee Meetings (1) Executive Board Luncheon Member Social: Welcome Back Social Speakers: Lincoln Financial Group, TBA February 2015 Executive Board Meetings (2) Committee Meetings (2) Community Service Events (2) Speakers: Pepsi Co., Saxby’s Coffee, Burlington, DeLonghi America March 2015 Executive Board Meetings (2) Committee Meetings (2) Member Social Community Service Event AMAICC in New Orleans Speakers: Anthropologie, TBA April 2015 Executive Board Meetings (2) Committee Meetings (2) Community Service: Relay for Life Member Social: End of the Year Social Speakers: TBA

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Beginning Balance $3,570 Revenue

Membership Due Local (160 members) $6,480

Dues National (160 members) $7,520

Fundraising Chapter Fundraising $400

Cherry Consulting $200

Allocation College Council Fund $800

TU-AMA Regional Conference Sponsorship $1,800

Ticket sales $700

Sponsorship $700

Owlcrowd $500

Total Revenue $21,300

Expenses

Membership Dues National $8,460

Need-based scholarship (2) $94

Programming Speaker Gifts $321

Conference/Networking Events Transportation $100 Admission to Confernces $150

Conference Expenses Food $800

Space Rental $600

Social Event $600

Estimated International Collegiate Conference Hotel $5,466 Registration Fee $2,400

Miscellaneous Website Maintenance $147 Hootsuite $120

Total Expenses $19,258

Ending Balance $5,612

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