A N N U A L R E P O RT
N O R T H W O O D U N I V E R S I TY
American Marketing Association
Executive Letter 2
a Major Accomplishments 3
S.W.O.T. Analysis 4
Professional Development 5
NUAMA Rating Scale
NUAMA has established a rating system which involves a critique of each project to measure
our success. This rating system has been developed to allow future members to review and
build from. It is also to be utilized to gain perspective on projects that may not have yet
been undertaken or that have room for improvement. This new rating system will ensure a
Community Service 11
great level of success for NUAMA now and into the future.
5/5 - The project was successfully completed with minimal complications. These projects
Chapter Operations 15
are to be carried on throughout future years due to the significant level of success that has
4/5 - The project was successfully completed, but a challenge was presented at some point
throughout its execution.
3/5 - The project encountered several complexities, which resulted in rehabilitation in order
to work through and improve the situation.
2/5 - The project was attempted, but did not reach the chapter’s projected level of success.
1/5 - The project was poorly attempted. It would not be beneficial to attempt this project
in the future.
0/5 - The project was not completed.
N/A - Not applicable: NUAMA has not yet initiated the project.
In the past year, the Northwood University American Marketing Association (NUAMA) has witnessed an incredible
transformation. From a small organization averaging only ten members per year to a campus leader and influential
organization of nearly 40, the NUAMA has surpassed expectations and embarked on “A NU Beginning”.
NUAMA chose this theme to represent the task at hand: starting from scratch, reorganizing, planning ahead, setting
goals and appointing a talented and motivated Executive Board. After analyzing the successes and failures of
the past, the NUAMA Executive Board was conscious and responsive to the great amount of restructuring needed
to meet our goals.
The main focus of the year was on membership. Success can only happen with an active member base. This being
so: we hosted recruitment events, recruited through viral and online marketing, and made appearances in marketing
classrooms. Our membership has been low is the past due to a lack of awareness within the Northwood student body.
We made the immediate decision that the professional marketing organization on campus should be marketing itself
to students better than any other. We attacked this issue by branding our organization with a logo. The NUAMA logo is
used on every piece of communication from our organization; this helped to create awareness right away.
Our next focus was to create valuable opportunities in every division of NUAMA in order to retain member interest.
We planned to enhance the growth of our members by way of strong commitment to teamwork, personal responsibility,
and leadership. Members remained actively involved with various marketing-related projects; including the creation of
a media kit for Gerace Construction, and participating in the 2007 Case Competition. Members also had the opportunity
to learn from industry leaders such as Ford Motor Company and Quicken Loans.
As the 2006-2007 year comes to a close, we are able to review our chapter’s progression.
We launched into “A NU Beginning”, accomplished our goals, and prepared the chapter
for continued success. Because of this, we are proud to present:
The 2006-2007 Northwood University American Marketing Association Annual Report
Benjamin G. Coy Lauren E. Brackel Courtney R. Soule
President Executive Vice President Executive Vice President
This was a very progressive year for NUAMA. The current member base has set a standard for future members to follow. The major
accomplishments of 2006-2007 are highlighted below.
1. Our number one goal this year was to increase membership. Due to exceptional recruiting efforts, chapter membership has been increased
by 240% thus far.
2. We were able to raise enough funds this year to send 13 members down to New Orleans, LA for the 29th Annual AMA International Collegiate
Conference. This included air fare, registration fees, and hotel room costs.
3. NUAMA set a fundraising record this year. We started with $1,445 and raised $6,676 in additional revenues. We had $7,191 in expenses for the
year leaving a balance of $930 for 2007-2008 members to build on.
4. As part of NUAMA’s goal to gain exposure and establish a presence on campus, we branded our organization with a logo. This logo was used
for all forms of communication pertaining to our organization.
5. On February 7, 2007 NUAMA hosted “Bowl for a Buck”. This event set a record attendance for an AMA event with 81 students present. This
event was used as a recruiting tool as well as a fun night for members to take a break from heavy workloads. NUAMA members planned and
advertised the event flawlessly.
6. NUAMA participated in the 2006-2007 AMA Collegiate Case Competition, “Renew New Orleans”.
7. For the second consecutive year, the City of Midland’s Downtown Development Authority asked NUAMA to plan and market the kick-off event
for its downtown summer sculpture series, this year entitled “DaBenchi: Hot Seats in a Cool City”. Seven members worked on this Community Ser-
8. NUAMA was asked by Northwood University to be a pilot organization using the new Blackboard Academic Suite. This has become a central
location for all NUAMA communications.
9. NUAMA established a chapter of Alpha Mu Alpha, AMA’s academic fraternity. In order to be inducted, members must hold a cumulative 3.0
GPA with a 3.25 GPA in their chosen major. There will be eight inductees this April.
10. NUAMA has created a relationship with Gerace Construction. As this year’s major fundraising project, select NUAMA members researched
Hydroelectric Dam criteria and created a media kit for both current and potential clients. This project gained NUAMA $1,800. NUAMA and
Gerace will partner on future projects.
Experienced Executive Board Membership and development of underclassmen
Ten seniors served on the Executive Board, including five Underclassmen participation increased by seven members,
returning members. raising total membership to 34.
Active support of our advisor Quality and continuity of past communications
Fred Honerkamp serves on the American Marketing We increased continuity of all communications by branding
Association Collegiate Council. our organization with a logo.
Diverse membership core Commuter based student population
NUAMA is compromised of ten specific business related NUAMA has attacked this issue by holding events and
majors. meetings during the week. An example was “Bowl for a
Buck”, which hosted a record 81 students in attendance.
Established business relationships
NUAMA has developed relationships with companies
including Quicken Loans, Enterprise Rent-a-Car, Gerace
Construction, and Ford Motor Company.
Growing student body Upperclassmen with involvement in many different areas
Incoming freshman class experiencing growth. Many senior members have outside obligations. We took this
as an opportunity to develop skill sets with underclassmen
and prepare future NUAMA leaders.
NUAMA was able to build relationships with Gerace
NUAMA competes with 75 other student organizations
Construction, Lansing Community College, Midland Police
Department. on campus
Successful advertising efforts, continuity in external
communication and well planned membership events
This year’s “NU Beginning” allowed for restructuring of the
allowed us to dramatically increase awareness of NUAMA.
chapter in order to reach goals. We created ten Executive
Board positions, a member point incentive system and
increased the number of professional development
NUAMA’s members have learned valuable marketing tactics through presentations from top corporations, while establishing an honors marketing
fraternity and developing networking opportunities.
To have at least one professional guest speaker per ten week trimester with 80% member participation.
10/31/2006, Enterprise Rent-A-Car, Jenn Lawatsch “Marketing @ Enterprise”
NU students and 12 of 23 members were given insight into the marketing practices conducted at Enterprise Rent-A-Car. Enterprises’ strategy in
gaining and retaining market share in their industry were also discussed.
11/3/2006, Northwood University Leadership Blitz, Nancy Hunter Denney
NU held a leadership conference for students interested in enhancing their leadership skills. The nationally recognized keynote speaker, and lead-
ership trainer, highlighted the event that included workshops covering topics such as motivational techniques and group dynamics that eight
NUAMA members attended.
12/5/2006, Ford Motor Company, Bill McCausland, “Careers @ Ford”
Bill McCausland, Special Events Manager at Ford Motor Company, spoke about a range of topics such as brand management, and the market-
ing and advertising strategies used at Ford. Bill also spoke about careers at Ford Motor Company. This yielded an excellent turnout with 75% of our
current members in attendance as well as 13 non-members.
2/6/2007, Quicken Loans, Nicole Colpitts, “Company Culture & the Art of Sales”
College Recruiter Nicole Colpitts spoke to 17 NUAMA members about company culture as well as the importance of sales. Emphasis was placed
on how often employees use sales positions as career builders. Attendees were able to present resumes on-site. Six attendees have begun the
interview process with Quicken Loans.
To visit at least one marketing department or organization per ten week trimester with 70% member participation.
11/11/2006, Toyota Faculty-Student Seminar at Oakland University
Three NUAMA students accompanied our faculty advisor to Toyota’s Faculty-Student seminar at Oakland University. Speakers ranged from former
Daimler Chrysler President, Thomas Stallkamp, to current purchaser for Toyota, Simon Nagata. Members listened and discussed various business
issues with the speakers.
12/7/2006 - Present, Midland Area Marketing Partnership (MAMP)
Six NUAMA members attend monthly MAMP meetings. The meetings consist of the community’s best and brightest marketing minds coming to-
gether for the good of the community. Members work on marketing projects and marketing strategies for the city of Midland, while developing
3/20/2007, Dow Corning Corporation Visit
NUAMA will tour Dow Corning’s marketing department for business world exposure..
To reach out to another AMA chapter
10/6-10/7/2006, Lansing Community College AMA (LCCAMA) visits Northwood University International Auto Show (NUIAS)
75% of NUAMA members toured seven students from LCCAMA through the NUIAS; the largest outdoor new car show in North America hosting over
50,000 annual attendees. Members toured the show and discussed marketing with the Promotions Chair of NUIAS.
To establish Alpha Mu Alpha marketing fraternity within our chapter. Minimum requirements include: an overall grade point average of 3.0, major
grade point average of 3.25, and current membership in NUAMA.
NUAMA’s top priority this year was recruitment. We outlined a plan to both recruit new members as well as retain current members by building
awareness of our chapter and creating a balance between hard work and fun.
To expand our chapter by 140% (approximately 14 members) while concentrating on recruiting underclassmen; obtaining two seniors, five juniors,
and seven freshman/sophomores.
Membership has increased 240% from the beginning of the year, with 24 new members, nearly doubling our expectations. Currently we hold
19 seniors, eight juniors, five sophomores, and two freshmen. We have a diverse membership with members in ten different majors.
Membership was increased executing the following strategies:
• During the month of September we held an AMA Informational Kickoff Meeting with pizza and refreshments. Our president and advisor gave
an insightful overview of the organization with a Q&A session about our chapter. Over 30 students attended and many were willing to join
• For the winter term we put our campaign efforts towards the NUAMA Fun Night “Bowl for a Buck” at the local bowling alley, Northern Lanes.
We promoted the event through the internet using Blackboard, Facebook, and through our e-mail announcements. On campus, we car-
ried out a two week campaign with flyers, window paintings, and tri-fold table displays. We applied our logo within this campaign to assure
recognition of NUAMA. The event was a success hosting over 80 students from Northwood University. We plan on partnering with the local
Buffalo Wild Wings to host a member fun night in April 2007.
• NUAMA participated in Northwood’s Fall Fling, an event to promote organizations on campus. Our chapter table displayed accomplishments
of past years, items from the 2006 Collegiate Conference in Orlando, informational pamphlets, and a slideshow of pictures. Chapter members
were present to answer questions about AMA and spark interest. The event brought in over 500 students and our chapter acquired approxi-
mately 50 e-mail contacts.
• Members gave informational presentations to 12 marketing courses during our winter term with the goal of increasing our membership in all
classes, specifically underclassmen. We plan on holding additional classroom presentations during our spring term.
• Online recruiting was possible through notification of events by e-mail sign-up and has been beneficial to inform students about our chapter
happenings. After events or meetings are held, all potential members receive personalized e-mails thanking them for their interest, informing
them about NUAMA, and inviting them to our next event.
To promote active participation through implementing a participation point system.
Membership Point Incentive System
The NU Chapter AMA Membership Point Incentive System was established to aid in recognition of members who contribute greatly to the growth
and success of our organization. Benefits of this system include awarding those who hold high accumulated points for the school year at an
Awards Night in the spring. It assists with Executive Board nominations, travel selection with AMA to the annual Collegiate Conference, and the
honors program Alpha Mu Alpha. Appendix A.
To build an archive of current and former NUAMA Chapter Members.
Currently an extensive archive of information is available on our 34 current members. Our five year history, however, is minimal because NUAMA
is fairly small and was virtually unknown at Northwood University before this year. This database will continue to grow beginning with this year’s
members into a great networking tool for the future. Currently, we have contact information for all current members and we will update this
information upon our seniors’ graduation.
Northwood University’s American Marketing Association raised money to finance our trip to the International Collegiate Conference in March of
2007. We focused on raising money in a way that also enhanced our marketing skills.
Raise $420 through member donation fees of $21.
Our chapter successfully achieved and surpassed our goal of $420 by $294. We earned a total of $714 from the annual donation fees of 34 members.
Raise $3,600 to send at least 12 students to attend the International Collegiate Conference in New Orleans, LA.
Gerace Construction Marketing Project
Our chapter was asked to perform an in-depth marketing research project for Gerace Construction. Gerace has been involved in the creation
of many of Northwood’s major buildings, making them a huge asset to the university. The committee consisted of nine members who conducted
secondary research regarding the hydroelectric dam rehabilitation industry, a very profitable section of Gerace Construction’s services.
Through our research we were able to:
• Create a database of potential contacts throughout the entire United States allowing Gerace to locate and contact potential clients much
easier. There are 78,000 dams in the United States, 52% of which are privately owned making clients difficult to locate. Our hard work has
solved this problem for Gerace.
• Create a media packet for Gerace Construction to send to prospective clients, which included highlighted projects, economics and projections
of the industry, a letter from Gerace directed towards prospective clients, a tri-fold brochure and a business card.
• Perform a case study to help Gerace understand their current position in the Dam Rehabilitation industry. In this case study we conducted
a S.W.O.T analysis and an extensive market opportunity section.
• NUAMA has proposed a $1,800 donation from Gerace Construction at the completion of the project on February 27, 2007.
NUAMA has proposed a $1,800 donation from Gerace Construction at the completion of the project on February 27, 2007.
Six members were selected by Wolverine Bank to work at the Saginaw Home Show from March 9, 2007 – March 11, 2007. These members helped
to promote Wolverine Bank, the show’s sponsor, and pass out advertising literature to prospective clients. Each member earns $10/hour for their
services for a total of $200 gained. Expected revenues of $600 were overstated in the Chapter Plan because payment and hours worked are less
than the 2006 event NUAMA worked last year.
2007 Graduation Mug Sale
This project would involve the sale of mugs displaying 2007 graduate names. NUAMA gained approval from the President of the University to
move forward. However, our plan was stopped due to a conflict of interest with the Student Alumni Board who also sells a graduation package
including a beverage mug.
Establish a Corporate Advisory Board with at least one major corporation to gain professional and financial support of at least $1,500.
We successfully raised $2,000 through a working alliance with Quicken Loans. This donation was given in exchange for representation of the
Quicken Loans logo at the International Collegiate Conference.
NUAMA continues to use its marketing expertise for the good of both the Northwood University and Midland communities.
To offer our marketing skills to local businesses
11/2006-6/2007, “DaBenchi: Hot Seats in a Cool City” kickoff “Summer Seats & Beats”
In spring 2006, six members collaborated with the Alden B. Dow Midland Creativity Center and the City of Midland Downtown Development
Authority (DDA) to market “Rock the Block”, the “Block Party” the kickoff for the summer sculpture series. After a successful turnout of over 200
attendees and $7000 in revenues, NUAMA was again asked to partner in this year’s event.
This year, seven NUAMA members have contributed on the Marketing Committee for the event, “DaBenchi: Hot Seats in a Cool City”. The
selected members are in charge of planning and marketing the kickoff event entitled, Summer Seats & Beats”. The goal of this event is to
generate a buzz within the community for the entire summer series. The event planning is running on schedule and we are currently under our
budget of $1,250.00. Marketing of this event will continue until the event kicks off on June 1, 2007.
11/2006-Present, Northwood University/Midland Police Department Alliance
A four member committee has been formed to create an open line of communication between NU students and the Midland Police Department.
This alliance was formed to clear misconceptions between both parties. Members met on November 13, 2006 with the Chief Midland of Police,
to discuss areas of misunderstanding and brainstorm methods for clarification. The committee has created the following plan:
Conduct student surveys: 50 surveys were taken to determine student perception of police. The results were then brought to our police officer.
The officer is scheduled to speak in an open forum hosted by NUAMA on April 22, 2007.
A letter has been drafted to distribute to the 75 student organization leaders, giving them the opportunity to host Officer Berchert as a guest
A mock interview has been created to be published in our school newspaper, “The Entrepreneur” in April. This Q&A style article will help to erase
student misconceptions of the Midland Police.
Literacy Council of Midland County (LCMC) Marketing Audit
A NUAMA member, who works for the LCMC, has been asked to bring our marketing expertise to help their organization. NUAMA members will
be performing a marketing audit to help the LCMC get a better understanding of their strengths and weaknesses from a marketing perspective.
This will be performed during April 2007.
To work in conjunction with Northwood’s Entertainment Sports and Promotions Management Association (ESPMA) in marketing “Music Fest”, an all
day concert on Northwood’s campus.
ESPMA President, Kiel Hooten, has joined NUAMA to contribute his marketing knowledge. He has asked us to assist in promoting Music Fest to high
school and college age people in the Tri-city area of Mid-Michigan. NUAMA plans to contribute our efforts in March and April 2007.
An “Outstanding Communications” Award-winning chapter in 2006, NUAMA still had room for improvement. We added two new online com-
munication platforms and streamlined existing platforms which have helped increase chapter membership.
Develop and maintain effective communications between all members of our organization.
Blackboard Academic Suite
NUAMA was selected as the first student organization among NU’s 75 Registered Student Organizations (RSO) to pilot the new Blackboard
Academic Suite. Blackboard allows our organization to communicate more effectively. Blackboard allows for events to be announced to all
2000 students. A screen shot of our Blackboard homepage can be found in Appendix B.
Prior to Blackboard implementation, weekly meeting minutes were sent to every member and advisor via email. As of January 31, 2007, minutes
can be found under the “Meeting Minutes” tab on Blackboard.
We created a group through the social networking site Facebook.com. Event invitations are sent to each member, informing them of meeting
time and location. Members can RSVP allowing us to gauge the turnout and plan accordingly. Meeting attendance has increased from an
average of 15 members to an average of 30 members.
NUAMA Official Website
Given the relatively small size of our chapter and due to the implementation of both Blackboard and Facebook, an official website is not needed
at this time.
Develop and maintain effective communications between our chapter, the Northwood student body, faculty and alumni.
Creating the NUAMA Brand
NUAMA has drastically enhanced the continuity in all marketing external communications. The development of a new logo created awareness
and recognition of our organization throughout our campus.
Every Monday NUAMA events are displayed on the electronic Marquee boards at the two entrances to campus. The Northwood community is
aware of our events as soon as they enter campus.
On January 23, 2007 we established an Alumni Connection to increase the support of the current NUAMA organization. Previous members will be
invited to join. This relationship will offer a professional networking connection.
Develop and maintain effective communication between our chapter and the local Midland community.
Midland Community Television (MCTV)
We expect to air an informational program on MCTV to run during Marketing Week.
High School Recruitment
We are expected to present informational speakers at both Midland High School and H.H. Dow High School in May 2007. We intend to reach
between 20-50 registered B.P.A students.
Our objective was to provide our members with practical marketing experiences on a professional level. We executed our objective while en-
hancing development through strong commitment to teamwork, personal responsibility, and leadership. NUAMA is now a highly recognized
student organization on campus and in the community.
To construct a dedicated Executive Board who will communicate strategies to members in order to achieve chapter goals.
One President and two Executive Vice Presidents were elected at the 2006 academic year-end. These three individuals took major responsibilities
and successfully achieved credibility within the organization.
Seven members were appointed to Vice President positions of the following: Advertising, Membership, Professional Development, Community
Service, Fundraising, Communications, and Finance.
Each VP was adequately provided with proper training through the support and supplementary knowledge of experienced members. New ideas
and concepts were tested to improve upon those that were previously utilized.
We held monthly Executive Board meetings to ensure progress and productivity. The following significant projects were completed as a result: “A
NU Beginning” Chapter Plan; “Get Cultured” Case Competition; and Membership Point Incentive System.
Mid-year evaluations of each Executive Board VP were given by the President. VPs were evaluated face-to-face on ten criteria based upon their
progress, enthusiasm and leadership within NUAMA.
To create committees by November 2006 to enhance chapter production.
Fundraising Committee - directed by the VP of Fundraising
Led major projects including Gerace Construction and Wolverine Bank Saginaw Home Show.
Membership Committee - directed by the VP of Membership
Led major recruiting events including “Bowl for a Buck”. The goal of these events was to create a “buzz” on campus in addition to formal class-
room recruiting presentations.
Case Competition Committee
Produced Case Competition entry “Get Cultured”. This committee was comprised of ten dedicated individuals who put forth extensive time and
energy into research, composition, editing, design, and development of the marketing plan.
To practice effective planning and implementation of all NUAMA activities.
We created a balance between business and recreation, keeping members involved with “real world” marketing experiences, followed by AMA-
sponsored “fun nights”. In NUAMA, we work hard so we can play hard.
Monthly Executive Board meetings were held while weekly member meetings were held every Tuesday in order to maintain member interest and
involvement. Member feedback was welcomed in an open forum setting at the beginning of each weekly member meeting.
To be an award-winning chapter of the American Marketing Association.
Based upon accomplishments in professional development, recruiting and fundraising, we plan to achieve this goal by winning at least one
award at the annual awards banquet.
Through comprehensive analysis of our Chapter Plan, we have recognized our strengths and weaknesses have been able to use this assessment
to cultivate success. Rating: (N/A)
To arrange for a smooth transition into the 2007-2008 academic year.
Current Executive Board members will submit a written job description of requirements and expectations to guide future leaders to plan and ap-
point new Vice Presidents.
Three prospective Executive Board members were selected upon performance factors to attend the 2007 International Collegiate Conference.
A financial budget was established to track revenues and expenses, guide in decision-making throughout the year and to provide funds for 2007-
2008, which totaled $930.
Those elected for the 2007-2008 Executive Board will gain insight and experience through “job shadowing” with the current Executive Board. The
election process is scheduled to begin in April 2007.
Expected* Actual* Variance*
Beginning Balance $1,445 $1,445
(a) Beverage Mug Sale – The expected
Revenues values shows the planned revenues and
expenses for this project. However, our
Beverage Mug Sale (a) 3,750 0 (3,750) plan was stopped due to a conflict of
2,000 2,000 0
Northwood University interest with the Student Alumni Board
who also sells a graduation package
1,500 2,000 500
including a beverage mug.
1,500 1,800 300
Wolverine Bank (b) 600 200 (400)
Enterprise (c) 500 N/A N/A
Member Dues ($21/member) 420 651 231 (b) Wolverine Bank – Expected revenues
were based on 2006 actual revenues.
0 25 25
Revenues earned from this projected
Total Revenues $10,270 $6,676 ($3,594)
were overstated due to a difference
in pay and hours worked from the
Expenses previous year.
3,600 5,988 (2,388)
Beverage Mug Sales (a) 763 N/A N/A
300 250 50
Annual Report (c) Enterprise Rent-A-Car – NUAMA is
currently waiting on a donation from
210 25 170
Enterprise Rent-A-Car of $500 in
150 257 (107)
exchange for display of their logo
95 150 (55)
on our shirts at the International
75 51 24
Chapter Plan Collegiate Conference.
0 125 (125)
1,000 345 655
Total Expenses $6,193 $7,191 ($988)
* Measured in U.S. dollars
Ending Balance $5,522 $930 ($2,606)
Appendix - A
The NU Chapter AMA Membership Point Incentive System was established to aid in recognition of members who contribute greatly to the growth
and success of our organization. Benefits of this system will include awarding those who hold high accumulated points for the school year at an
Awards Night in the spring. In the future, it will also assist with those individual’s position nominations, travel selection with AMA to annual Collegiate
Conference, and our honor program Alpha Mu Alpha.
The following point system is broken up into four categories organized by how they best serve the chapter and points are distributed to correspond
with their beneficial value.
Bringing a friend to a meeting +2
Bringing a friend who joins +2
Organizing a recruitment event +3
Scheduling a speaker +2
Attending a special event (Non-recruitment based) +3
Organizing a community service-based project +3
Chapter Plan drafting/revising +3
Annual Report drafting/revising +3
Case Competition involvement +3
Organizing a fundraising-based project +3
Appendix - B
Blackboard allows our organization to communicate more effectively. Members are able to view weekly meeting minutes and future NUAMA
events, read and post on our discussion board, and also acquire member contact information through our Registered Members directory.