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Marketing Plan for the GSU American Marketing Association Chp.

Marketing Plan for the GSU American Marketing Association Chp.

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  • 1. Marketing For The New Era The Distinctive Marketing Plan For A.M.A G.S.U Collegiate Chapter By: Jennifer Johnson Vice President Of Planning And Development
  • 2. Executive Summary
    • The year 2005-2006 marketing plan for the G.S.U American Marketing Association collegiate chapter has four main elements:
    • 1. We review our existing competitive marketing situation. Overall, new memberships for our organization looks good. We have recently grown our current membership database and established an executive board.
    • 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 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 brochure, and our newsletter will be $ 450 yearly.
    • 3. We foresee the following results for the coming year:
    • 10-15 new memberships a month
    • 120- 180 new memberships yearly.
    • 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 new membership.
  • 3. Contents Of The Marketing Plan
    • A. Market Research
    • B. Target Market
    • C. Product
    • D. SWOT Analysis
    • E.. Marketing Objectives
    • F.. Marketing Strategies
    • G. Budget
    • H. Marketing Implementation
    • I. Tracking Our Effectiveness
  • 4. Market Research
    • Our current membership database, is stated to the left, as you can see our current memberships are very high in numbers and we have 80% active memberships.
    • Our average membership is usually college students with a particular interest in marketing between the ages of 18-24. Our members are generally concerned with learning about internship opportunities and jobs in the marketing parameter. They are looking for ways to expose themselves by networking and gaining knowledge about the competition in the world of marketing. Members want to establish helpful contacts, through network opportunities and also gain experience through professional membership.
    • Competition is fair because there aren’t many marketing organizations on campus, but there are other general business organizations. So, with proper advertisement, and marketing tactics, we can have the next marketing major as part of our membership.
    • I do believe that we have a strong position as a revitalizing student organization as long as we remember, overall what members want:
    • 1. Networking
    • 2. Internship experience
    • 3. Job opportunities
    • 4. Knowledge
  • 5. Target Market Target Market Marketing Students Professors/ Marketing Department AMA Professional Membership Business Community Awareness Memberships Promotional Involvement Maintain reputable relationships Involvement and support Obtain future employment for graduating marketing students Awareness
  • 6. Product
    • Our organization is a nationally known professional collegiate chapter. It is known as a tool for marketing students to use while in school and in the marketing industry. Our organization has speaking events, marketing conferences, and social events, held periodically. We also have many learning opportunities which are proven to be beneficial for marketing students, in return giving them good information . We aim to teach and help mold the future marketing success for tommorrow.
  • 7. SWOT ANALYSIS 3. Weak marketing team 3. We have some planned events 3 .Still at least 25% non member participation 3. More chapter involvement 2. Members and board members start to lose interest or not abide by their duties 2. A website that is still expanding 2. Membership still not up to its 200% capability 2. Increased memberships 1. Other business organizations 1. Sponsorship Assistance 1. Weak advertisement 1. Active Board members Threats Opportunities Weaknesses Strengths
  • 8. Marketing Objectives Goal 1 : Inquire New memberships Strategy: Excellent marketing/ advertisement tactics Measurable Keep account of growing memberships Goal 2: Maintain memberships Strategy: Offer excellent membership services and benefits Measurable Conduct Market Surveys
  • 9. Marketing Strategies
    • Short Term Marketing
    • Strategies
    • - Monthly newsletters
    • - informational brochures
    • - Yearly mini-calendars
    • - AMA business cards
    • - Special Events: Get to know AMA Day
    • - Advertise in magazine ads, G.S.U. radio spot, possibly G.S.U TV. station in the business school
    • - Networking
    • - Website
    • - Subscribe to an internet user newsgroup or a list-save that serves your target market
    • - Write ads in another language to reach non-English speaking marketing students
    • Long Term Marketing
    • Strategies
    • - Send birthday cards and appropriate seasonal greetings
    • - Get a memorable number phone number, such as 1-800-G-S-U-A-M-A-1
    • - Web-Site Testimonials
    • - Create a new service or technique
    • - Get our own G.S.U marketing radio station
    • - Establish a G.S.U. marketing TV. station
    • - Develop mouse-pads, mugs, pens and calculators
    • - Get t-shirts made for G.S.U. AMA
    • - Have a AMA marketing mini bookstore
  • 10. Marketing Budget
  • 11. Marketing Implementation
    • Keep an Active Marketing Team, including:
    • 1. Advertisement
    • 2. Public Relations
    • 3. Graphic Designer
    • 4. Website Developer
    • Keep up good relationships with companies we utilize to make some of our marketing tools
    • Always extend a thank-you card to our vendors, try to establish thank-you events
  • 12. Tracking Our Effectiveness
    • The best way to track our effectiveness of our marketing plan is to track the increase or decrease in new memberships each month.
    • Also, by doing monthly to bi-monthly market surveys, until you have a good growing number of memberships each month.
    • Always allow members to give feedback on all organization ideas, so you can make changes to the market plan if you must.
    • Last, but not least with a strong leaders and excellent board members you will see growth and success in your organization, just keep an open eye and mind, always be willing to take risks and just remember: “Success breeds success”.