Marketing Marketing For For

The The New New Era Era

The Distinctive Marketing Plan For A.M.A The Distinctive Marketing Plan For A.M.A G.S.U Collegiate ChapterG.S.U Collegiate Chapter

By: Jennifer JohnsonBy: Jennifer JohnsonVice President Of Planning And Vice President Of Planning And

DevelopmentDevelopment

Executive SummaryExecutive SummaryThe year 2005-2006 marketing plan for the G.S.U American Marketing Association The year 2005-2006 marketing plan for the G.S.U American Marketing Association collegiate chapter has four main elements: collegiate chapter has four main elements:

1. We review our existing competitive marketing situation. Overall, new memberships 1. We review our existing competitive marketing situation. Overall, new memberships for our organization looks good. We have recently grown our current membership for our organization looks good. We have recently grown our current membership database and established an executive board. database and established an executive board.

2. We plan on marketing ourselves aggressively in the coming year. In addition to 2. We plan on marketing ourselves aggressively in the coming year. In addition to speaking and social engagements, we will prepare a series of folded 2 page speaking and social engagements, we will prepare a series of folded 2 page informational brochures on a daily basis. We’ll also produce a monthly newsletter, informational brochures on a daily basis. We’ll also produce a monthly newsletter, which we’ll use as a direct marketing tool. Cost for production of the informational which we’ll use as a direct marketing tool. Cost for production of the informational brochure, and our newsletter will be $ 450 yearly. brochure, and our newsletter will be $ 450 yearly.

3. We foresee the following results for the coming year:3. We foresee the following results for the coming year: 10-15 new memberships a month10-15 new memberships a month 120- 180 new memberships yearly. 120- 180 new memberships yearly.

4. In the long term, we’ll explore the possibilities of expanding our current website. 4. In the long term, we’ll explore the possibilities of expanding our current website. Over, the next two to four years, we anticipate maintaining a revitalizing growth of Over, the next two to four years, we anticipate maintaining a revitalizing growth of new membership. new membership.

Contents Of The Marketing PlanContents Of The Marketing PlanA. A. Market ResearchMarket Research B. Target MarketB. Target Market C. ProductC. Product D. SWOT Analysis D. SWOT Analysis E.. Marketing ObjectivesE.. Marketing Objectives F.. Marketing StrategiesF.. Marketing Strategies

G. Budget G. Budget

H. Marketing ImplementationH. Marketing Implementation

I. Tracking Our I. Tracking Our Effectiveness Effectiveness

Market ResearchMarket ResearchOur current membership database, is stated to the Our current membership database, is stated to the left, as you can see our current memberships are left, as you can see our current memberships are very high in numbers and we have 80% active very high in numbers and we have 80% active memberships.memberships.

Our average membership is usually college Our average membership is usually college students with a particular interest in marketing students with a particular interest in marketing between the ages of 18-24. Our members are between the ages of 18-24. Our members are generally concerned with learning about internship generally concerned with learning about internship opportunities and jobs in the marketing parameter. opportunities and jobs in the marketing parameter. They are looking for ways to expose themselves by They are looking for ways to expose themselves by networking and gaining knowledge about the networking and gaining knowledge about the competition in the world of marketing. Members competition in the world of marketing. Members want to establish helpful contacts, through network want to establish helpful contacts, through network opportunities and also gain experience through opportunities and also gain experience through professional membership.professional membership.

Competition is fair because there aren’t many Competition is fair because there aren’t many marketing organizations on campus, but there are marketing organizations on campus, but there are other general business organizations. So, with other general business organizations. So, with proper advertisement, and marketing tactics, we proper advertisement, and marketing tactics, we can have the next marketing major as part of our can have the next marketing major as part of our membership.membership.

I do believe that we have a strong position as a I do believe that we have a strong position as a revitalizing student organization as long as we revitalizing student organization as long as we remember, overall what members want:remember, overall what members want:

1. Networking1. Networking 2. Internship experience2. Internship experience 3. Job opportunities3. Job opportunities

4. Knowledge4. Knowledge

0

2

4

6

8

10

12

14

16

182004 A.M.AMemberships

2004 ActiveMemberships

2004 A.M.ABoardMembers

Target MarketTarget Market

Target Market

Marketing StudentsProfessors/

Marketing DepartmentAMA

Professional MembershipBusiness Community

Awareness

Memberships

Promotional InvolvementMaintain

reputable relationships

Involvement and support

Obtain future

employment for graduating

marketing students

Awareness

ProductProduct

Our organization is a nationally known Our organization is a nationally known professional collegiate chapter. It is known as a professional collegiate chapter. It is known as a tool for marketing students to use while in school tool for marketing students to use while in school and in the marketing industry. Our organization and in the marketing industry. Our organization has speaking events, marketing conferences, has speaking events, marketing conferences, and social events, held periodically. We also and social events, held periodically. We also have many learning opportunities which are have many learning opportunities which are proven to be beneficial for marketing students, in proven to be beneficial for marketing students, in return giving them good information . We aim to return giving them good information . We aim to teach and help mold the future marketing teach and help mold the future marketing success for tommorrow.success for tommorrow.

SWOT ANALYSISSWOT ANALYSIS

StrengthsStrengths WeaknessesWeaknesses OpportunitiesOpportunities ThreatsThreats

1. 1. Active Board Active Board members members

1. 1. Weak Weak advertisementadvertisement

1. 1. Sponsorship Sponsorship AssistanceAssistance

1. 1. Other Other business business

organizationsorganizations

2. 2. Increased Increased membershipsmemberships

2. 2. Membership Membership still not up to its still not up to its 200% capability200% capability

2. 2. A website that A website that is still expandingis still expanding

2. 2. Members and Members and board members board members

start to lose start to lose interest or not interest or not abide by their abide by their

dutiesduties

3. 3. More chapter More chapter involvementinvolvement

33.Still at least 25% .Still at least 25% non member non member participationparticipation

3. 3. We have some We have some planned eventsplanned events

3. 3. Weak Weak marketing teammarketing team

Marketing ObjectivesMarketing Objectives

Goal 1 :Inquire New

memberships

Strategy:Excellent marketing/

advertisement tactics

MeasurableKeep

account of growing memberships

Goal 2:Maintain

memberships

Strategy:Offer

excellent membership services and benefits

MeasurableConduct Market Surveys

Marketing StrategiesMarketing StrategiesShort Term Marketing Short Term Marketing

StrategiesStrategies

- - Monthly newslettersMonthly newsletters - informational brochures- informational brochures - Yearly mini-calendars- Yearly mini-calendars - AMA business cards- AMA business cards

- Special Events: Get to know AMA - Special Events: Get to know AMA DayDay

- Advertise in magazine ads, G.S.U. - Advertise in magazine ads, G.S.U. radio spot, possibly G.S.U TV. station radio spot, possibly G.S.U TV. station

in the business schoolin the business school - Networking- Networking

- Website- Website - Subscribe to an internet user - Subscribe to an internet user newsgroup or a list-save that serves newsgroup or a list-save that serves

your target marketyour target market - Write ads in another language to - Write ads in another language to

reach non-English speaking marketing reach non-English speaking marketing studentsstudents

Long Term Marketing Long Term Marketing StrategiesStrategies

- Send birthday cards and appropriate - Send birthday cards and appropriate seasonal greetingsseasonal greetings

- Get a memorable number phone - Get a memorable number phone number, such as 1-800-G-S-U-A-M-A-number, such as 1-800-G-S-U-A-M-A-

11 - Web-Site Testimonials- Web-Site Testimonials

- Create a new service or technique- Create a new service or technique - Get our own G.S.U marketing radio - Get our own G.S.U marketing radio

stationstation - Establish a G.S.U. marketing TV. - Establish a G.S.U. marketing TV.

stationstation - Develop mouse-pads, mugs, pens - Develop mouse-pads, mugs, pens

and calculatorsand calculators - Get t-shirts made for G.S.U. AMA- Get t-shirts made for G.S.U. AMA

- Have a AMA marketing mini - Have a AMA marketing mini bookstorebookstore

Marketing BudgetMarketing Budget

Informatinal brochure and

newsletter $450.00/Yearly

Event publicity:BUSINESS CARDS, MINI-CALENDARS,

SHIRTS, PENS, FLYERS,

ADVERTISEMENT ADS $

$300.00/Yearly

Other expenses, $200.00/YEARLY

Hh

Special recognition for Companies that assist in our marketing techniques, Thank-You events $ 180.00/Yearly

Marketing ImplementationMarketing Implementation

Keep an Active Marketing Team, including: Keep an Active Marketing Team, including: 1. Advertisement1. Advertisement 2. Public Relations2. Public Relations 3. Graphic Designer3. Graphic Designer 4. Website Developer4. Website Developer

Keep up good relationships with companies we utilize to Keep up good relationships with companies we utilize to make some of our marketing tools make some of our marketing tools Always extend a thank-you card to our vendors, try to Always extend a thank-you card to our vendors, try to establish thank-you eventsestablish thank-you events

Tracking Our EffectivenessTracking Our Effectiveness

The best way to track our effectiveness of our marketing The best way to track our effectiveness of our marketing plan is to track the increase or decrease in new plan is to track the increase or decrease in new memberships each month.memberships each month.Also, by doing monthly to bi-monthly market surveys, Also, by doing monthly to bi-monthly market surveys, until you have a good growing number of memberships until you have a good growing number of memberships each month.each month.Always allow members to give feedback on all Always allow members to give feedback on all organization ideas, so you can make changes to the organization ideas, so you can make changes to the market plan if you must.market plan if you must.Last, but not least with a strong leaders and excellent Last, but not least with a strong leaders and excellent board members you will see growth and success in your board members you will see growth and success in your organization, just keep an open eye and mind, always be organization, just keep an open eye and mind, always be willing to take risks and just remember: “Success breeds willing to take risks and just remember: “Success breeds success”.success”.