3. The 2015-2016 academic year was pivotal for the Temple University American Markeeng Associaaon (TU-AMA). Our
organizaaon experienced a paradigm shii as it entered its 35th year as an AMA chapter; we connnued our focus on
developing professional marketers, but also started building a more skills-driven chapter.
A major highligA major highlight from this year is the reconstruccon and success of our consullng firm, Cherry Consullng. Through
implemennng student Project Manager roles, we earned over $3,800 and gave members the opportunity to take ownership
of real-world markeeng projects. The hard work of our consullng firm is paying off not only in dollars but also in brand
recogniion, as the Department of Student Affairs at Temple University has asked us to present markeeng tacccs to a
Markeeng Commiiee of more than 10 university-wide department heads.
TheThere is so much more that is described in the report you are about to read. The list of major achievements below shows
that TU-AMA members are establishing a pathway to a new level chapter leadership and engagement. This document is
more than a summary of the year for us; it is a representaaon of a major turning point in our organizaaon.
Sincerely,Sincerely,
Ben Kates
President, 2015-2016
B K
Greeengs:
Stars Explanation:
5
Stars
The event or activity surpassed the goals, provided members superior value,
and aligned with TU-AMA’s mission.
4
Stars
The event or activity reached goals as expected and provided sufficient value
to members, but did not surpass expectation.
3
Stars
The event or activity reached some aspect of the goals, but could be improved
to increase value and attendance.
2
Stars
The event or activity did not reach projected goals, provided little to no value,
or lacked member participation.
1
Star
The event or activity did not occur.
● Scaled consulting firm, Cherry Consulting, member base from 16 members to 58 members and
increased revenue by over 300% from $1,240 in 2014-2015 to $3,896 in 2015-2016.
● Hosted first-ever Marketing Internship & Career Reception with 96 attendees and 10 employers.
● Placed as a Top 10 Finalist in the AMA Collegiate Case Competition for the 2nd time in
TU-AMA history.
● Connected 86 high school seniors at Cristo Rey Philadelphia High School with 10 TU-AMA
members to promote professional development and college readiness.
● Collaborated with 5 student organizations to organize 5 speaker sessions.
● Established relationship with Philadelphia chapter of the AMA, by hosting 2 Lunch & Learns with
106 TU-AMA attendees.
● Hosted 83 AMA members from other collegiate chapters at TU-AMA’s regional marketing
conference in 2015, compared to 34 members in 2014.
TU-AMA 2015-2016 HIGHLIGHTS
1
5. Professional Development continued
Page
Marketersare
professional
Joint Events
Goal: Hold three joint events, such as speaker sessions and workshops, with other Temple University student groups.
Ongoing |
During the 2015-2016 school yearDuring the 2015-2016 school year TU-AMA coordinated events with other student organizations, so that members could build
valuable relationships with their peers. In Fall 2015, we scheduled two joint speaker sessions with other Student Professional
Organizations (SPOs), including International Business Association (IBA) and Temple University Supply Chain Association
(TU-SCA).
For Spring 2016, we planned another joint event with IBA, an internship session with the Fashion and BusinessFor Spring 2016, we planned another joint event with IBA, an internship session with the Fashion and Business Association
(FAB), a speaker session with the Sports Marketing Association of Temple (SMAT), a joint session showcasing the advertising
campaign created for the Pope’s visit to Philadelphia, presented by the industry professionals who created it, with the Public
Relations Student Society of America (PRSSA), and a joint workshop with the Association for Information Systems (AIS).
● Lessons Learned: Again, relationship development with speakers created consulting opportunities, as Soom Foods
became a Cherry Consulting client following the company’s speaker session.
Marketing Internship & Career Reception
Goal: *NEW* Organize a marketing internship and career reception in spring semester.
January 29, 2016 | Companies in attendance: 10 | Student attendance: 96 |
TU-AMTU-AMA held its first marketing internship and career reception. The event featured diverse employers including QVC,
Northwestern Mutual, Vanguard, Slice Communications, United by Blue, Viral Ideas, Burlington Stores, Temple University,
TEKsystems, and GlaxoSmithKline. A total of 96 students attended this event despite some last-minute room changes and the
newness of the event. Before the reception, TU-AMA held a reception prep Lunch & Learn workshop, hosted by five members of
the Philadelphia American Marketing Association, who critiqued students’ resumes and instructed them on networking and
career fair etiquette.
● Following the event we conducted a feedback survey; results include:
○ 87% of the employers rated this event as “Very Good” or “Excellent”
○ 73% of the students rated this event as “Very Good” or “Excellent”
○ 91% of the students felt that they were prepared for the event
● Lessons Learned: With the evident demand for a marketing-specific career reception, there is much room to grow if we
increase the number of job opportunities and employers at the event. Additionally, increased advertising and tabling in the
business school would yield more attendees.
IBA Harte Hanks - Michel Reid, Strategist (October 2, 2015)
Hosted interactive speaker session featuring a case study for a leading automotive manufacturer
to demonstrate the process of making business-to-consumer marketing decisions.
TU-SCA Soom Foods - Shelby Zitelman, Director of Sales and Marketing (October 21, 2015)
Hosted speaker session discussing the importance of sales, marketing, and supply chain in an
organization, specifically a start-up.
SMAT Philadelphia Eagles - Poorya Nayerahmadi, Marketing Manager (February 5, 2016)
Speaker Session talked about transitioning from a degree at Temple University to marketing for an
NFL team, of interest to general marketers and those who specialize in the sports industry.
PRSSA World Meeting of Families - Lizanne Pando, Director of Marketing and Communications;
Darwin Paz, Social Media and Communication Specialist; Archdiocese of Philadelphia -
Ken Gavin, Director of Communications (March 8, 2016)
Speaker Session to discuss the Pope’s visit to Philadelphia
AIS Stream Companies - Charles Bodner, Digital PR Coordinator (March 11, 2016)
Interactive workshop
IBA Oracle - Steve Olenski, Sr. Creative Content Strategist (March 23, 2016)
Interactive workshop
FAB QVC - Kristen Cheek, Collegiate Recruiter (March 25, 2016)
Internship session
3
6. Weekly Speaker Sessions
Goal: Host 12 weekly speaker sessions, each with 40 TU-AMA member attendees, providing networking opportunities and
knowledge about various industries.
Ongoing |
Every Friday during the 2015-2016 academic year, TU-AMA hosts marketing speakers from various industries to speak about
their companies, personal experiences, career advice, and potential internship opportunities for TU-AMA members. Outside of
Friday speaker sessions, TU-AMA hosted speakers from the Philadelphia Flyers, Burlington Stores, Vanguard, and more. Each
speaker discussed different areas of marketing, including digital, creative, strategy, research, and communications from several
industries, such as pharmaceutical/healthcare, automotive, sports, and entertainment.
● Provided members opportunities to learn about marketing positions from experienced speakers and network with
those speakers to build professional networks.
● Hosted five Friday speakers during Fall 2015:
○ AstraZeneca
○ Evoke Health
○ Independence Blue Cross
○ AmerisourceBergen
○ Pep Boys
● Host five Friday speakers during Spring 2016:
○ Philadelphia Eagles
○ Seer Interactive
○ Tierney
○ SAP
○ Vanguard
TU-AMA members met professionals from both the corporate and agency side of marketing. Attendance ranged from 25 to 35
students per session.
● Lessons Learned: Attracting Temple alumni, from well known brands, to speak at sessions maximizes member
interest, value, and relatability; using resources within Temple University’s Marketing & Supply Chain Management
Department and College Council can encourage more students to attend the sessions.
Alumni Panels
Goal: Host two panel discussions where members can ask industry questions to recent alumni.
Planned | February 19, 2016 & April 13, 2016 |
TU-AMA planned an alumni panel for February 19 to expose members to marketing professionals who are former chapter
members. Another panel discussion is planned for April 13 with TU-AMA alumni who work in the advertising industry for
companies such as, McCann, Ogilvy, and Frog Design.
● Lessons Learned: We should begin scheduling reserved time for alumni panels earlier in the academic year in order
to host one alumni panel in the Fall and the other in the Spring.
Company Visits
Goal: Organize two company visits for members to gain insight on industry operations.
Planned | April 15, 2016 | Attendance: 15-20 members |
TU-AMA has scheduled two office visits at the Philadelphia Naval Yard, so members may get a feel for the professional world
and gain insight into the day-to-day operations within a business. The Naval Yard features more than 11,000 employees and
145 companies in different sectors, occupying 7 million square feet of real estate in South Philadelphia. Since 75% of Temple
alumni say they want to stay and work in Philadelphia, it is important that TU-AMA showcases professional opportunities that
the city offers.
● On April 15, TU-AMA will visit the Urban Outfitters and GlaskoSmithKline headquarters, both at the Naval Yard.
● Lessons Learned: Though members got to see advertising agencies by visiting Advertising Women of New York
(AWNY), a trip to a Philadelphia-based headquarters each semester will help build knowledge of industry cultures in the
immediate vicinity of campus.
4
7. Professional Development Database
Goal: *NEW* Create a Database featuring 50 member profiles to connect them with one another and recruiters.
Ongoing |
We maintained our LinkedIn group for a direct point of contact between current members, past members, and employers. Our
LinkedIn group currently has 383 members, exceeding our initial goal of 50. Though we have not emphasized the connection
between the group and employers, we provided members a platform to reach one another. Ultimately, we decided to combine
this goal with the Alumni Records goal - found in the Internal & External Communications section on page 15.
● Lessons Learned: Create a more substantial set of benefits for joining the database. Better promote the database
both to members, sponsors, and employers once a more tangible benefit is created.
Collegiate Competitions
Goal: Have Executive Board and general members participate in annual competitions at AMA national conference.
Ongoing |
TU-AMA Executive Board and members attending the annual AMA conference will compete in:
1. IceBreakers Case Competition - Top 10 Finalist
2. Outstanding Marketing Week
3. SABRE Business Simulation
4. Marketing Strategy Competition
5. Website Competition
6. AMA Student Marketer of the Year - nominated our Director of Cherry Consulting
7. Chapter T-Shirt Competition
8. Pitch Perfect Competition
9. Community and Social Impact Video Competition
● Lessons Learned: In the future, it would be beneficial to hold an information session on all competitions.
Additional Accomplishments:
● TU-AMA hosted an internship panel where 25 TU-AMA members asked four upperclassmen TU-AMA members
questions about their summer internships.
● Two TU-AMA members attended St. Joseph’s University AMA Marketing Week “Haub to Hulu & Case Activity” Event.
● Two TU-AMA members attended Johns Hopkins University AMA Annual Regional Marketing Conference.
Cherry Consulting Goals
In 2014, TU-AMA realized that the skills and experience gained by its members, in and out of the classroom, could help the
surrounding community, and Cherry Consulting was born. Cherry Consulting is TU-AMA’s student-run, in-house marketing
consulting firm. The consulting team, backed by 170+ talented AMA members, consists of a group of students experienced and
knowledgeable in marketing, research, and communications. This initiative focuses on providing student members practical
experience and hands-on learning to enhance their skill-sets, advance their business knowledge, and expand their professional
networks – three core components of TU-AMA’s mission statement.
Consulting Projects
Goal: Provide marketing consulting services to five clients each semester, involving 25 TU-AMA members.
Ongoing |
Entering the 2015-2016 school year, Cherry Consulting reorganized its structure to increase member participation and client
projects. Throughout the year, 58 members signed up as Student Consultants (in addition to four Project Managers) with the
goal of working with at least 10 clients. By the end of this year, the students will complete 10 projects for a total of nine clients.
5
8. Consulting Projects (continued)
Approximately 25 members attended each Cherry Consulting meeting to provide marketing services to local businesses and
student organizations in the Temple University and Philadelphia community. We generated $1,979 in revenue during the Fall
semester, and $1,920 is billed for the Spring semester, totalling $3,896 in revenue during the firm’s second year of operations,
compared to last year’s $1,240 in revenue. We gained clients through faculty referrals, word of mouth, and TU-AMA speaker
sessions. To stay organized, Cherry Consulting used three online programs:
● Proposify – a proposal generating software
● FreshBooks – an accounting management software
● MailChimp – an email subscription software
Sodexo (3 projects)
Ongoing | Fall 2015 and Spring 2016 |
Sodexo, a Fortune 500 company, is the sole food provider at Temple University. This was its second year working with Cherry
Consulting, providing student consultants with three billable projects. The first project was strategy-focused: Consultants
created an integrated marketing communications plan for Sodexo’s new “Meal Passes.” The second project was
research-focused: Consultants conducted focus groups and surveys to identify where students seek information and how to
best reach them as a target market. The third project sought to create effective means of communication by developing a series
of FAQ videos about Temple Dining and Meal Plans. Student Consultants are using their videography and editing skills to create
three informational videos. This third project will run until May 2016.
Temple University Continuing Education (1 project)
Fall 2015 and Spring 2016 |
Continuing Education, a non-credit program at Temple University, came to Cherry Consulting for help with its website and, more
specifically, with copywriting. Student consultants completed 122 hours of work curating content to improve 61 web pages.
Soom Foods (1 project)
Spring 2016 | Ongoing |
Shelby Zitelman, co-founder & COO of Soom Foods, participated in a TU-AMA joint speaker session during Fall 2015. After her
presentation about Soom, her start-up tahini company, she signed a semester-long contract with Cherry Consulting to provide
secondary and primary research on target markets and opinion leaders, as well as, insight into college student perceptions of
her products and the health industry as a whole. This project will run until May 2016.
Xfinity Live! Philadelphia (1 project)
Spring 2016 | Ongoing |
Anthony Dagrosa, Marketing Manager of Xfinity Live!, participated in a TU-AMA joint speaker session during Fall 2015. After his
presentation about his career, he signed a semester-long contract with Cherry Consulting to provide marketing research about
brand perception and recommend strategies to drive traffic during “dark days” at Xfinity Live!, a multi-functional entertainment
complex. This project will run until May 2016.
Student Monitor (1 project)
Ongoing | Spring 2016 |
Student Monitor is a market research firm focusing on the college student market. The company collects data about college
students and uses it to help firms learn more about their target market through syndication. Student consultants will conduct
one-on-one in-depth interviews with other college students and report the data back to Student Monitor. This project will run
until May 2016.
● Lessons Learned: Increasing member participation in consulting projects and strategizing new ways to acquire
clients increased our total business for the year, which in turn allowed student consultants to further improve their
marketing skills and bolster their professional networks.
6
9. Consulting Meetings
Goal: Strengthen coordination between Cherry Consulting and general TU-AMA body by hosting meetings and workshops.
Ongoing |
Cherry Consulting Meetings
Ongoing | 14 meetings 2015-2016 | Attendance: 25 members per meeting |
Bi-weekly meetings throughout the year gave the entire chapter opportunities for hands-on experience. Meetings provided time
for student consultants to work on semester-long client projects with Project Managers.
Marketing Research Workshop
February 1, 2016 | Attendance: 50 members |
To train TU-AMA members and enhance their skills, Cherry Consulting held a Marketing Research Lunch & Learn workshop,
open to all members and consultants. Emily Nydick, a Research Associate at The Melior Group and member of the Philadelphia
American Marketing Association, hosted the workshop. Students learned the basics of marketing research, including conducting
focus groups and designing surveys.
Project Management Workshop
Planned | April 4, 2016 |
To prepare Project Managers for future client projects, Cherry Consulting planned a Project Management workshop.
● Lessons Learned: Increasing member participation in consulting projects and strategizing new ways to acquire
clients increased our total business for the year, which in turn allowed student consultants to further improve their
marketing skills and bolster their professional networks.
Additional Accomplishments:
● Created a Lunch & Learn presentation for Temple University Student Affairs, with the goal of providing best marketing
practice advice to departments including University Housing & Residential Life, Wellness Resource Center, and Student
Activities.
● Promoted an exceptional student consultant to Project Manager in January 2016 to replace a graduating Project
Manager, thus maintaining organizational balance and rewarding strong work.
● Arranged for members to network with clients at TU-AMA’s End-of-Year Banquet.
● Participated in a Target-sponsored case competition by entering a four-person team of Student Consultants and
Project Managers. Finalists will be announced mid-March 2016.
Volunteer Opportunities
Goal: Provide members with at least two social impact opportunities that utilize marketing skills to promote philanthropic
programs.
Ongoing |
Cristo Rey Senior Networking Workshop
November 16, 2015 | Attendance: 9 members, 88 high school seniors, 50 high school sophomores |
TU-AMA designed a workshop on effective networking skills -- including a PowerPoint presentation, role-playing, and Q&A time.
On November 16, nine TU-AMA members traveled to Cristo Rey Philadelphia High School’s campus to execute four sessions of
this workshop for a total of 88 high school seniors as well as two informal sessions with 50 total high school sophomores. Cristo
Rey is a college preparatory high school school that serves exclusively low-income students and maintains 100% college
placement; feedback from faculty stated the the students were particularly enthused to interact with current college students.
● Lessons Learned: Many TU-AMA members could not participate early on a Monday morning because of classes;
also, starting to plan the workshop presentation earlier would have been helpful.
7
10. Cristo Rey Senior Networking Breakfast
January 29, 2016 | Attendance: 7 members, 86 high-school seniors, 18 businesses |
TU-AMA members attended this networking event featuring 86 high school seniors, 18 Philadelphia businesses, and the Cristo
Rey teaching staff. Members were required to dress professionally and provide contact information so that Cristo Rey students
could practice following up with potential connections, a total of seven TU-AMA members participated. This was a vital
opportunity for these high school seniors to gain experience conversing in a professional setting.
● Lessons Learned: Attending events like this gives our members practice in networking along with the opportunity for
TU-AMA to continue our relationship with a great organization like Cristo Rey.
Grace Cafe Service Trip
December 6, 2015 | Attendance: 16 members |
16 TU-AMA members participated in serving 200-250 of the Philadelphia community’s most vulnerable residents through a soup
kitchen called Grace Cafe. Grace Cafe is a volunteer led and donation driven program in Center City Philadelphia, TU-AMA
members served food, waited tables, and cleaned up after dinner service. After clean up, TU-AMA members stayed to give
feedback on the organization and took photos to be posted on Grace Cafe’s Facebook page.
● Lessons Learned: Grace Cafe was a rewarding and exciting event for our members to attend. In the future, we will
plan service trips in the beginning of the academic year, before the volunteer days fill up, to ensure we can attend more
than once.
Philabundance Canned Food Drive
October 21 - December 7, 2015 | Attendance: 186 marketing students |
TU-AMA members, along with other marketing students, donated 320 cans to Philabundance. Philabundance provides food for
approximately 90,000 people per week throughout the Philadelphia area. This food drive was incredibly successful because of
support from marketing staff members and involved members.
● Lessons Learned: Students were extremely involved in this event because faculty promoted the food drive. In the
future continuing to partner with faculty would be extremely helpful in fundraising.
Pro Bono Consulting Services
Goal: Provide pro bono marketing consulting services to one non-profit each semester.
Ongoing |
In the fall semester, we partnered with two organizations to offer pro bono marketing work, additionally, the relationship formed
with Grace Cafe is a great opportunity to expand the reach of Cherry Consulting’s work.
Temple University Economics Department (1 project)
Fall 2015 |
The Economics Department at Temple University is always looking for ways to communicate to students the benefits of majoring
in Economics. Currently the major has one of the lowest matriculation rates, so the department came to Cherry Consulting for
research on why students do or do not choose Economics as a major. Student consultants conducted three focus groups and
two surveys, totaling 250+ research participants, identified key “selling points” of the economics major including career flexibility,
and recommended ways in which to communicate these to students on marketing materials.
Temple University Campus Recreation (1 project)
Fall 2015 |
Learn to Swim is one of Campus Recreation’s programs offered at Temple University. This swimming class is designed for
students, staff, alumni, and their children. Campus Rec sought to increase student enrollment, so members of Cherry
Consulting advised on key selling points for the program and tactics to increase sales. These selling points included cost
compared to other programs, location convenience, and “Temple Community” inclusion. The tactics included suggestions for
an email strategy, flier/poster design, Temple News feature, social media strategy, and giveaway promotion.
8
11. Pro Bono Consulting Services (continued)
Grace Cafe (1 project)
Planned | Spring 2016 |
Cherry Consulting will provide Grace Cafe, a Philadelphia soup kitchen for at-risk and homeless individuals, services to
increase awareness of the non-profit’s mission and services.
● Lessons Learned: This initiative shows our members non-traditional ways of supporting good causes by leveraging
professional skills; next year, we can use the enthusiasm from our Grace Cafe project to begin targeting other pro bono
client candidates early in the Fall.
Fundraising for Philanthropic Events
Goal: Fundraise $2,000 for our on-campus philanthropic events, HootaThon and Relay for Life, with 20 TU-AMA members on
our event team.
Ongoing | Total funds raised: $775 |
HootaThon
November 7, 2015 | Attendance: 10 members fundraised, 3 members attended |
10 TU-AMA members raised $675 for HootaThon 2015. HootaThon is Temple University’s dance marathon through
Children’s Miracle Network Hospitals. This was the 3rd annual HootaThon, and all teams at Temple University raised a total of
$280,620.76. All donations support the Child Life Department at the Children’s Hospital of Philadelphia. Three TU-AMA
members attended this event and stood or danced for 12 hours. This attendance number was low because, due the the event’s
popularity, members signed up to participate in the event through organizations outside of TU-AMA and thus were not listed
under our fundraising total.
● Lessons Learned: Create a HootaThon team in the spring semester so that TU-AMA members are aware of our
fundraising goal and sign up under our team name.
HootaThon Kickball Fundraiser
October 24, 2015 | Attendance: 10 members |
10 TU-AMA members paid $5 each to compete against Temple University’s Association of Information Systems student
professional organization to raise money for HootaThon. Both teams enjoyed a relaxed game of kickball and split the profits
from the fundraiser evenly among participating HootaThon fundraisers; together we raised $110. This event also brought the
two organizations closer together and members had the opportunity to get to know each other.
● Lessons Learned: Encourage members to bring friends and roommates to raise more money next time.
Relay for Life
Planned | April 8, 2016 |
TU-AMA members will focus on fundraising for Relay for Life throughout the spring semester. Relay for Life is an event to
celebrate the life of cancer survivors and remember those who have lost their life to cancer. The event is held on Temple’s
campus and is a great opportunity for our members to get involved in the battle against cancer. We have set our fundraising
goal at $1,225 and at least 20 members participating. Two months before the event we have 10 members registered with
$100 total raised.
● Lessons Learned: Focus on one fundraising event for the spring semester, in order to give members enough time
to raise money.
9
12. Consulting Revenue
Goal: Generate $2,000 in revenue through consulting services.
Ongoing | $3,896 in revenue |
During the 2015-2016, Cherry Consulting exceeded its revenue goal and earned a total of $3,896.
● Lessons Learned: Client relationship management should be the topic of a future workshop specifically for project
managers. Requirements need to be defined in the introductory phase of a consulting engagement in order to avoid
miscommunication.
Sponsorship
Goal: Establish and maintain relationships with three Corporate Sponsors
Ongoing |
TU-AMA was able to establish partnerships with Teksystems and Intersection during this academic year. Intersection paid $250
for partnership with our organization; we incorporated its logo on promotional material throughout the year, in addition to inviting
them to our networking events. Teksystems chose our second level of sponsorship, allowing them to participate in our career
reception and regional marketing conference. Teksystems eventually offered an interview to a TU-AMA member for an
upcoming summer internship. We also began sponsorship discussions with Northwestern Mutual after its positive recruiting
experience at our internship reception. Based on feedback from employers, hosting more career receptions will be important in
creating new professional sponsorship opportunities.
● Lessons Learned: In order for companies to partner with our organization we need to offer something of value.
TU-AMA has exceptional and motivated students that companies can recruit for future positions. Seeing our members
as potential employees, companies can recruit for specific marketing positions at our events, instead of attending more
diluted job fairs.
Fundraisers
Goal: Host fundraisers to benefit TU-AMA, raising $500.
Ongoing | Current funds raised: $312 |
Due to our involvement in the Philabundance canned food drive, TU-AMA received $125 in allocations from the Fox School
of Business. Throughout the fall semester we raised $47 in profit from bake sales held in the common areas of the business
school. In addition, the Alumni Committee orchestrated an online Yankee Candle fundraiser. The sale lasted for six weeks,
strategically spanning the holiday season. We raised $348 in retail, and gained $140 in profit for the organization, with sales
efforts coming from six members. The fundraiser was not as successful as we had hoped because members were not familiar
with the process. To raise more donations, we plan to host an alumni brunch in March and sell donuts in the business school
this spring to raise donations. We also applied to participate in our university’s crowdfunding program, titled “OwlCrowd”, and we
are awaiting the results. With fundraising being a new focus for this committee, and the organization in general, it was difficult to
implement events we found financially beneficial.
● Lessons Learned: If people are working with a group they are more likely to stay engaged with the fundraising
objective; therefore, we will plan more group-based initiatives. Additionally, more carefully targeted and complementary
fundraisers, like selling signature items throughout the business school and selling business cards to students
interested in our internship fair, would likely yield higher returns.
Sodexo $2,000
Temple Continuing Education $976
Student Monitor (Estimated) $420
Soom Foods (Estimated) $250
Xfinity (Estimated) $250
TOTAL $3,896
10
13. Alumni Donations
Goal: Raise $500 in financial donations from TU-AMA alumni.
Ongoing |
TU-AMA has not yet raised any financial donations from TU-AMA alumni this year. TU-AMA focused on networking with its
chapter alumni throughout the first semester. The initial strategy was to build lasting relationships with alumni and encourage
them to continue their involvement with our organization. Concentrating on meaningful relationships meant our group did not
ask for monetary donations immediately. Moving forward, we will plan more alumni socials, networking events, and speaker
sessions, to continue building relationships with industry professionals who were once involved with our organization.
● Lessons Learned: Our committee learned that asking for donations from alumni is difficult without a comfort level
between them and our organization. Alumni would not donate to our organization unless they knew what types of
events we planned on spending money for. As we continue to build these relationships the communication will be
more effective, leading to a higher possibility of receiving donations for our events.
Enrollment
Goal: Achieve active membership of 200 students.
176 Members |
Currently TU-AMA has 117 members from the fall and 59 members
from the spring for a total of 176 members. The chapter promoted itself
through events, advertisement around the business school, and
on social media. Informational meetings at the beginning of each
semester also enabled students to learn the benefits of joining TU-AMA.
Marketing & Supply Chain Management Department Citizenship Program
Goal: Revamp the Marketing & Supply Chain Management Department Citizenship Program to document 40% of members as
achieving at least Silver Membership Level in the Citizenship Program.
Ongoing |
The Marketing & Supply Chain Management Department Citizenship Program is a point system that rewards and tracks
members who actively participate in TU-AMA. All active members are ranked by their participation--Gold (800+),
Silver (650-800), Bronze (500-650), Regular (0-500). The program was reorganized and new informational and promotional
material was created to raise student awareness of the program. Only 23 members achieved Silver Membership or higher in
the Citizenship Program, totaling 15% of members. The citizenship program runs year-round; therefore, there is still time for
members to increase their membership levels.
● Lessons Learned: The database needs updating frequently and the point values need integration into
communication so members are aware of their standing and we can promote attendance for higher achievement.
Consulting Integration
Goal: Strengthen coordination between Cherry Consulting and general TU-AMA body.
Ongoing |
Before its second year of operations, Cherry Consulting reorganized to strengthen coordination between the firm and the
general TU-AMA body. Four Project Managers were promoted based on their performance as consultants during Cherry
Consulting’s first year of operations. Additionally, 58 total members participated as student consultants throughout the
2015-2016 school year, with an average of 25 attendees per meeting. Members also led aspects of projects due to their unique
talents, such as graphic design and videography.
● Lessons Learned: By opening Cherry Consulting meetings up to general members we were able to increase
participation and be more efficient.
Members by Year
11
14. Committee Leaders
Goal: Promote two general body members to committee leaders in each of the six respective committees to reward active and
committed members each semester.
Ongoing |
During the fall semester there were committee leaders for each committee. However, their roles were not officially introduced to
the entire chapter. TU-AMA values committee leaders because the members not only feel they are making valuable
contributions to our organization but they also develop leadership skills and can gain a deeper understanding of each position.
Furthermore, choosing committee leaders allows the Executive Board members to delegate tasks more effectively. During the
spring semester we will appoint committee leaders on February 22.
● Lessons Learned: Recognizing and allocating responsibility to standout members can increase efficiency.
Social Events for Members
Goal: Host four socials, with 25 members at each, to engage members and create lasting connections between TU-AMA
members and professionals.
Ongoing |
Marketing Week Social
October 8, 2015 | Attendance: 15 members |
TU-AMA members gathered at a restaurant near Temple’s campus to discuss speaker sessions and events occurring during
marketing week. This was an informal event that gave our members a chance to connect outside of school hours. Members
enjoyed drinks and appetizers while getting to know the Executive Board for the 2015-2016 school year.
● Lessons Learned: Members seemed overwhelmed with marketing week events, so this event could have been more
successful following marketing week.
Halloween Marketing Strategy Competition
October 30, 2015 | Attendance: 32 |
TU-AMA hosted an interactive and competitive meeting where members analyzed Halloween themed television commercials.
Members were given the opportunity to rate and comment on each commercial. TU-AMA discussed the effectiveness of each
Halloween integrated commercial.
● Lessons Learned: In the future, we would like to provide members with more of an opportunity to participate. For
example, each member could have a sign that says ‘love’, and ‘hate’ on the other side, and he or she could
demonstrate his or her opinion.
Annual Winter Outing
December 4, 2015 | Attendance: 18 members |
Members attended our annual winter outing at Dilworth Park’s ice skating rink. This event was crucial in creating connections
between members in a more casual setting. Not included in the 18-member count were potential members that came along for
the event to interact with our members and develop interest in joining TU-AMA.
● Lessons Learned: Offering this outing free of cost to members, as an end-of-semester celebration, would interest
more members.
Philadelphia American Marketing Association (PAMA) Super Bowl Smackdown
February 11, 2016 | Attendance: 7 members |
Although TU-AMA was not the host, this popular annual event hosted by PAMA was an excellent opportunity for TU-AMA
members to network with Philadelphia marketing professionals and discuss the marketing tactics from the Super Bowl
advertisements. TU-AMA had three student members attend the event as volunteers, assisting PAMA in facilitating the event.
● Lessons Learned: TU-AMA should cover the cost of registration to encourage member attendance and relationship
building between the collegiate and professional chapter.
12
15. Social Events for Members (continued)
Spring Semester Kick-off
Planned | February 23, 2016 |
Up to 25 TU-AMA members will bond while bowling at Pep Bowl in South Philadelphia. We anticipate that this event can bring
together our new and veteran members. We also hope to have faculty attend this social and interact with members.
● Lessons Learned: This event was planned well, we gave members a good amount of time to sign up and pay to
attend. Instead of rushing to have this the first month of spring semester we took our time to make sure it was done
right.
Send-off Social
Planned | April 21, 2016 |
TU-AMA members will get the chance to say goodbye to graduating seniors at this planned event, a get-together to celebrate
the 2015-2016 school year and congratulate those who are graduating in May 2016. There will be food provided and a
water-pong tournament will be held as one last fun activity for our members before summer break.
● Lessons Learned: We hope that having this event at a location close to campus will allow more members to attend.
This may fall at a busy time but we hope that involved members will make time join us.
Marketing & Supply Chain Management Department’s End-of-Year Banquet
Goal: *NEW* Host a year-end banquet for chapter members to celebrate TU-AMA’s 35 years as a student professional
organization at Temple University, reward active members, send-off seniors and install 2016-2017 TU-AMA Executive Board.
April 22, 2016 | Expected TU-AMA Attendance: 50 | Expected Total Attendance: 120 | Ongoing |
TU-AMA is planning to co-host an End-of-Year Banquet with Temple University’s Marketing & Supply Chain Management
Department. The purpose of this event is to celebrate a great year, bring the department and students together, award
outstanding students, and to thank TU-AMA and department sponsors. This event will be held on the 7th floor of our business
school and will include a networking portion, buffet dinner, awards ceremony, and professional photography.
● Lessons Learned: Start planning in the beginning of the Fall semester instead of the Spring semester in order to
dedicate more time to planning.
Internal Communications
Social Media Engagement
Goal: Increase engagement and presence on Twitter, Facebook, YouTube, and Instagram by 10% compared to last year.
Ongoing |
To increase engagement and presence on Twitter, Facebook, YouTube and Instagram, TU-AMA created a more personable and
interactive experience for members by hosting giveaways, using attractive graphics for social media posts, posting relevant and
helpful articles, featuring general members, and live-tweeting during speaker sessions and other events.
● Hosted four social media giveaways on Twitter and Instagram
● Shared photo of the September Marketer of the Month on Instagram - 20 likes
● Shared nine articles on Twitter
● Featured five social media posts from members on Weekly Newsletter
● Created two YouTube videos
● Live-tweeted 55 tweets Friday Speaker Sessions
● Live-tweeted 34 tweets TU-AMA’s regional marketing conference
● 41 TU-AMA event graphics shared/retweeted on Twitter and Facebook
● Average of 408 impressions/engagements on Twitter, 62% increase from 2014-2015
● Lessons Learned: Notify Marketers of the Month in advance to schedule a proper photo; mentioning other
Twitter accounts (such as @TempleAlumni and corporate company accounts) during speaker session live tweets help
boost engagement.
13
16. Internal Communications
TU-AMA Event Graphics
Goal: Design graphics, for all social media platforms and the website, about upcoming TU-AMA events and other messages for
members.
Ongoing |
Graphics were created for the following events and announcements to make TU-AMA’s website and social media posts more
visually appealing.
● Lessons Learned: Having a consistent design for graphics helps with recognition and branding for TU-AMA, and
a better design resulted in more engagement/retweets from other social media accounts (like @FoxSchool and
corporate accounts).
Website Revision
Goal: Revise website and increase page views by 15%.
The TU-AMA website has undergone a complete remake, now having a modern look and feel. We exceeded our goal of
increasing page views by 61.87%, totaling 89.76% more than our previous website was visited. Our online membership
application process was a success, simplifying and modernizing the steps to become a TU-AMA member. Our website contains
information about all upcoming events, providing a convenient way for members to be informed about opportunities.
● Lessons Learned: Digitizing our online membership application and transforming our website has resulted in a
greater online engagement with members.
Member Profiles
Goal: *NEW* Create 25 online profiles for members on our chapter homepage.
Ongoing | Current number of profiles: 14 (3 with professional portraits) |
TU-AMA is currently in the testing phase for this new feature on the TU-AMA website. Therefore, the members displayed on the
website expressed interest in testing the profile system. When all the bugs are worked out, this feature will expand to include
all TU-AMA members. TU-AMA originally planned to take members’ portraits. However, they would prefer to use their current
professional portrait rather than taking a new one.
● Lessons Learned: Members need more reminders to create their profile. Their busy lives make it difficult for them to
learn a new way to create a profile. A workshop detailing how to create a profile will produce greater engagement.
Blog
Goal: Feature 14 member-written articles on chapter website.
Ongoing | Blogs currently posted: 6 |
It has been difficult getting members engaged in writing articles to feature on the website. Currently, six articles written by
members are posted on the TU-AMA blog. We expect to meet our goal by the end of the semester because there are 12 weeks
left and more than 12 members willing to write articles.
● Lessons Learned: More incentives are needed to excite members to contribute to the blog.
# of Graphics Event/Purpose
18 Friday speaker sessions
8 Sports Marketing Week 2015
7 Monday committee meetings
12 Cherry Consulting/workshops/miscellaneous
6 AMA socials/community service events
AVERAGE 3 event/announcement graphics per week
14
17. Internal Communications
Listserv Engagement
Goal: Increase Listserv open rate to 65%
Ongoing |
TU-AMA increased email Listserv subscribers from 194 at the beginning of the year being to the current 429. To keep members
informed about engaging opportunities, the email schedule changed from bi-weekly to tri-weekly. As a result, email open rates
decreased slightly to an average 60.3%; however the overall total emails opened have increased.
● Lessons Learned: It is beneficial to reach beyond members with Tri-Weekly ListServ. Informing non-members with
events will encourage them to become a member in the future.
Newsletter
Goal: Create 10 newsletters per semester to promote upcoming events and engage members.
Ongoing | Total newsletters produced: 10 |
TU-AMA’s weekly newsletter underwent major revisions to better reflect member interests including industry relevant articles,
upcoming speaker reminders, and a notes section . Due to an unexpected school closure on a Friday and having alternative
events on some Fridays, we were only able to produce eight newsletters for the fall semester. For the spring we plan on
producing one newsletter per speaker session to meet our goal.
● Lessons Learned: One design innovation that received great feedback is a notes section, where members can
record tips from each speaker for future reference.
External Communications
Marketing Conference Promotions
Goal: Promote the TU-AMA regional marketing conference to nearby schools, businesses, and others interested in
marketing.
TU-AMA hosted its third annual regional marketing conference, themed Decision Making in the Digital Age. TU-AMA
successfully promoted the event, yielding 53 TU-AMA attendees, 83 from seven other collegiate AMA chapters, and
15 professionals.
● Created two save-the-date graphics, three invitation graphics,
four schedule/informational graphics, a tri-fold
brochure, three large posters, and a conference t-shirt design.
● Tweeted the event to four AMA collegiate chapters outside of
Temple University with 57 total engagements.
● Created one YouTube video advertising the event.
● Successfully created a guide with the Guidebook app.
● Lessons Learned: Creating and advertising an event hashtag (#AMADMDA) encouraged attendees to post on
social media about the event and live tweets during speaker sessions including photographs/graphics received more
impressions than text-only posts.
Alumni Records
Goal: *NEW* Create 50-person alumni database with contact information to share organization updates and track donations.
Ongoing | 53 contacts |
The Alumni Database grew to 53 professionals, as of February 1, 2016, and contains email addresses, LinkedIn accounts, and
whether or not each alumnus was a member of TU-AMA. Establishing a system to track graduates from our organization
enables future leadership to streamline their searches for speaker sessions. In addition, a verified list of working contact
information makes it easier to share events. As the database evolves we will shift the communication aspect away from general
emails and instead keep alumni engaged via LinkedIn. The database is ongoing and will grow with each graduation class.
● Lessons Learned: LinkedIn proved optimum for engaging alumni because it is an open discussion, while Listserv
emails have a lower response rate.
15
18. External Communications
Alumni Newsletter
Goal: *NEW* Increase communication between alumni and TU-AMA with two newsletters per year.
Planned | April 30, 2016 |
TU-AMA released its first graduate newsletter on February 5. We intend to follow with a second edition after our year-end
banquet on April 22. The purpose of each newsletter is to update graduates on TU-AMA’s events and encourage involvement in
future events. We elected to delay our Fall 2015 newsletter until early Spring 2016 because we needed time to expand our list
of interested recipients. As we increased our communication, via our LinkedIn and database email addresses, we
eventually gained a large enough target audience. We plan to share a short survey asking each recipient what they liked and
disliked about the newsletter so that we can continue refining our approach.
● Lessons Learned: We learned to create a template for this document in the future because the first edition had
problems getting started. Writing the newsletter is perfect for a member who is interested in writing or blogging, so
it would be beneficial to have one person take responsibility for our outbound newsletter. TU-AMA has used an in-house
newsletter for general body meetings, but determining information that alumni would find relevant increased the
uncertainty and delayed the release.
Outside Business School Promotions
Goal: Promote TU-AMA to Temple University student organizations outside of the business school by collaborating with one
student organization per semester.
Ongoing |
Due to a school cancellation and a full event schedule with other professional organizations and workshops, collaborative
communication with outside business school organizations did not occur. However, TU-AMA met with Executive Board members
from organizations active outside of the business school to discuss marketing tactics and future collaborations including: Art of
Business Business of Art, Toastmasters, the Public Relations Student Society of America, and the STEM Teach Society student
organizations. We also selected a TU-AMA representative in the Fall and another in the Spring to attend Temple Student
Government meetings.
● Lessons Learned: Events with outside business school organizations must be planned before each semester due
to potential scheduling conflicts.
Case Competition Team
Goal: *NEW* Restructure TU-AMA Collegiate Case Competition team by forming a core team of four to six students.
With the help of advisors and administrators in the Fox School’s Marketing & Supply Chain Management (MSCM)
Department, we identified seven members who have shown passion for past case competitions. In the past, TU-AMA has had
trouble identifying a core case team among tens of members involved. To incentivize this group from the beginning, TU-AMA
created a three-credit course, for Fall 2015, focusing on the AMA Collegiate Case Competition. Seven members, including one
internally appointed student project manager, met every Wednesday for 70 minutes. In Spring 2016, the group presented its
case proposal to the TU-AMA general body and the MSCM faculty.
● Lessons Learned: Despite being a top-10 finalist in the competition, the new course format required
time-management adjustments that resulted in some inefficient work periods; if we continue this format in the future,
we will be better prepared to handle these issues from the start.
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19. Membership Application Process
Goal: *NEW* Streamline the membership application process and achieve a 90% satisfaction rate.
100% member satisfaction rating |
TU-AMA streamlined the membership application process by converting the physical paper application into an online format with
the option to pay electronically via PayPal. Members expressed an appreciation in the new, easier and more secure process
by giving a 100% satisfaction rating through a feedback survey at the end of the membership period for Spring 2016. Internally,
the Media Relations Directors gained new skills in business process management by analyzing, designing, and implementing a
technical solution that decreased time spent by the Membership Director.
● Lessons Learned: Students appreciate electronic payment options, making this effective for future use.
Strengthening Communication
Goal: Strengthen communication among TU-AMA Executive Board to solidify overall performance and hold mid-semester and
end-of-semester feedback meetings.
Ongoing |
TU-AMA focused on strengthening communication among the Executive Board team. A TU-AMA 2015-2016 Executive Board
Google Documents Folder was created to compile all documents, calendars, tasks, notes, and databases to ensure each
Executive Board member was knowledgeable in the responsibilities of the entire group. The President and Vice President held
mid-semester feedback meetings with each Executive Board member and held bi-monthly Executive Board meetings.
● Lessons Learned: Integrating all TU-AMA documents with Google Documents improved the Executive Board’s
communication as members could consistently view one another’s tasks, goals, and responsibilities.
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Testimonials
“My experience as a Cherry Consulting PM has been phenomenal. The ability to work with clients and
collaborate with team members to create business solutions has given me the insight and ability to take on
any business challenge. If you want real world experience and the confidence to tackle comprehensive
projects, join Cherry Consulting.”
– Eric Zoleski, Graduating Senior
Cherry Consulting Project Manager, 2015-2016
“In my short time working with Cherry Consulting I have been very impressed with the students.
They are extremely professional, insightful and hard-working, and have delivered a comprehensive project
plan. I am optimistic their plan will be well implemented, and I am eager to see their recommendations!”
– Shelby Zitelman, Co-Founder & COO, Soom Foods
“Cherry Consulting is a pleasure to work with, did exactly what was needed, stretched our thinking, and
provided opportunities for new growth. A responsive partner.”
– Stephanie D’Achillo, Unit Marketing Manager, Sodexo
“TU-AMA was fully prepared, organized, flexible, on time, compassionate and served our community with
respect and dignity. Even after a long evening of service they stayed to debrief the experience with us and
offer their insight to help us improve our program and service to the community.”
– Deaconess Darlene DiDomineck, Director, Grace Cafe
“... I was particularly impressed with the professionalism and preparedness of the AMA in conducting the
networking skills workshop for our Senior class. The AMA and its leadership not only allowed for our
students to practice and hone these skills through the networking class they taught but also served as an
inspiring example of young role models for our students. The AMA presented a well developed networking
skills lesson that was both informative and interactive. Cristo Rey is looking forward to more opportunities
to work with the AMA.”
– Joanna F. Wusinich, Esq., In-House Counsel/Business Skills Faculty, Cristo Rey Philadelphia High School
20. Beginning Balance $9,414
Revenue:
Member Dues (Yearly) of 160 members* $14,400
Member Dues (Semesterly) of 14 members $980
TU-AMA Conference Registration of 136 attendees $1,014
Sponsorships $1,350
Capgemini Consulting $1,000
Intersection $250
Teksystems $100
Cherry Consulting Work $3,896
Sodexo $2,000
Continuing Education $976
Student Monitor (Estimated) $420
Soom Foods (Estimated) $250
Xfinity (Estimated) $250
Fox School of Business Student Professional Organization Allocations $1,475
Fundraising $310
Yankee Candle $140
Philabundance Reward $125
Bake Sale $45
Total Revenue: $23,425
Expenses:
National Dues of 174 Members $8,178
PayPal Cost of 122 Online Member Registrations $366
International Collegiate Conference (ICC) Hotel $4,560
ICC Registration (Partial) $2,000
ICC Shirts $250
Speaker/Marketer of the Month Gifts $350
Member Scholarships of 2 Members $180
Organization Fair "Swag" $76
TU-AMA Conference Expenses $490
TU-AMA Conference T-Shirts $683
End of Year Banquet (Estimated) $100
External Conference Costs $184
Social Event Expenses $910
Alumni Event Expenses (Estimated) $100
Media Relations Expenses $150
Consulting Expenses $42
Other $276
Total Expenses: $18,895
Total Income: $4,530
Ending Balance: $13,944
*Chapter Plan reflects an error of 100 expected yearly memberships instead of 175
18
