2. 1
Table of Contents
Executive Summary........................................................................................................................ 2
Chapter Overview........................................................................................................................... 3
Mission........................................................................................................................................ 3
SWOT Analysis........................................................................................................................... 3
Goals by Objective.......................................................................................................................... 4
Professional Development........................................................................................................... 4
Community and Social Impact.................................................................................................... 5
Fundraising.................................................................................................................................. 5
Membership................................................................................................................................. 5
Communications.......................................................................................................................... 6
Internal Communications............................................................................................................ 6
External Communications........................................................................................................... 6
Chapter Operations...................................................................................................................... 6
Calendar of Events.......................................................................................................................... 8
Budget............................................................................................................................................. 9
3. 2
Executive Summary
Our American Marketing Association chapter is a growing student group on the Dahlonega
campus of the University of North Georgia. We are dedicated to equipping future professionals
with marketable skills, an expanded network, and industry focused enthusiasm. The 2016-2017
academic year is our third year of regular operations. This year’s leadership is enthusiastically
committed to paving the future of the American Marketing Association’s presence at the
University of North Georgia.
VP of Communications
Bree Kinkade
Abby Hood
President
Allie Costley
Faculty Advisors
Mary Norman
Dr. Waros Ngamsiriudom
VP of Events
Laura Beth Snipes
VP of Membership and
Finance
Reese Zahner
4. 3
Chapter Overview
Mission
The University of North Georgia’s Collegiate Chapter of the American Marketing Association
strives to provide student members with a community network of resources, business
connections, and expanded marketing knowledge. Our chapter aims to equip future business
leaders with marketable skills gained only in real-world experience, connect with like-minded
students in a focused business environment, and benefit members through networking
opportunities and skill-building workshops. Our efforts are to help build member confidence, the
development of their personal brands, and to support growth within the constantly changing
marketing environment.
SWOT Analysis
Strengths Weaknesses
o Highly-motivated executive board
o Executive board leaders harbor
differentiating skills
o Faculty advisor with Senior
Management level experience
o Supportive faculty and administration
o Diverse levels of professional
experience among members
o Enthusiastic new membership
o Relatively new chapter still in
development phase
o Small budget and revenue streams
o Five campus locations creates
challenges for meetings
o High cost of entry compared to free
campus organizations
Opportunities Threats
o Enhancing student engagement on each
of the five UNG campuses
o Continuing to rebrand the UNG AMA
to gain positive chapter image
o Secure long-term members by
leveraging the large underclassmen
population within our growing
university
o Strengthen affiliation with the Mike
Cottrell College of Business
o Increase organization exposure in local
community
o Promote and attend free events hosted
by AMA Atlanta to student members
o Large number of competing,
established student organizations on
campus
o Student population amongst multiple
campuses with many commuters,
causing challenges in scheduling
o Competing priorities (academics,
internships, work schedules) prevent
potential membership opportunities
5. 4
Goals by Objective
Professional Development
Business Professionals as Guest Speakers – Fall & Spring
Goal: Invite local experienced individuals to speak to our chapter about their experience and job
responsibilities, so we can learn from their real-world expertise. Have at least two guest speakers
present each semester based on member interest.
Strategy: Target subject matter experts through personal connections or the AMA Atlanta
chapter and invite them to share their expertise in our meetings. Schedule these for October,
November, January, and February.
Skill-Building Workshops – Fall & Spring
Goal: Invite local professionals to facilitate skill-building workshops to enhance member’s hard
skills and differentiate them in the job candidate pool. We are getting our members ready for the
job market by providing them with hands-on skills in Illustrator, LinkedIn, etc. Have at least two
workshops each semester.
Strategy: Target subject matter experts and invite them to lead our meetings and share their
expertise with our chapter. Schedule these for October, November, January, and February.
Marketing Week – Fall
Goal: Show students the appeal of Marketing as a profession, raise additional funds to assist with
the small startup budget, and enhance awareness for the chapter.
Strategy: Promote attendance to StartItUp Conference and host Chick-fil-a Breakfast Fundraiser
during the first week of October.
UNG Cottrell Speaker Series- Fall & Spring
Goal: Assist the Mike Cottrell College of Business with developing the marketing
communication strategy for the Cottrell Speaker Series to increase awareness of the event and
meet attendance goals. Have 150-200 students attend each speaker, and get 75% of the AMA
members participating through marketing and attendance
Strategy: Work with College of Business Marketing Manager, Nick Kastner, to brainstorm and
finalize ideas, execute tactics including class visits, and assist with the event.
Endorse Local Conventions and Workshops
Goal: Participate in the Piedmont AMA Regional Conference in November and also the AMA
International Collegiate Conference in March. Attendance should include both the Executive
Board members and additional UNG Chapter members.
Strategy: Utilize our Facebook and Instagram page to advertise AMA Atlanta events, to provide
student members with the opportunity to broaden their networking experience and prepare for
the regional and international collegiate conferences.
Endorse Internships and Career Opportunities
6. 5
Goal: Provide unique value to our Chapter members by sharing on-going announcements for
local business internships and career opportunities.
Strategy: Work closely with the College of Business - Center For the Future of North Georgia to
expand awareness of internship opportunities, and advertise opportunities on Facebook, on
OrgSync, and in meetings. Invite Elizabeth King to share internship opportunities in October.
Community and Social Impact
Promote Philanthropy
Goal: Our chapter is committed to providing 20 volunteer hours to our partner organizations this
year, including, but not limited to, UNG Serves, Gold Rush Booth for local organizations, etc.
Strategy: Our chapter will identify one local organization to focus our philanthropic efforts. We
are committed to sponsoring a minimum of one event per semester with opportunities, where we
will support marketing related needs within these partner organizations.
Fundraising
Overall Goal: Raise $600 in revenue from various fundraising projects and events to support
annual special projects and ongoing operational expenses. The majority of the funds raised will
be to help support UNG Chapter members attend to the AMA International Collegiate
Conference in New Orleans in March 2017.
Strategies listed below:
Restaurant Fundraiser – Spring 2017
Goal: Request the help of local fast food restaurants, such as Zaxby’s, Chick-fil-A, Steak N
Shake, Wendy’s, and Moe’s Southwest Grill, in raising funds for UNG AMA by donating a
portion of their night’s sales to our chapter. Raise over $300 from the split proceeds of the night,
help the restaurant increase its business, and have 10 members help with setting up the event.
This would contribute towards volunteer hour credit.
Strategy: Reach out to the afore-mentioned restaurants’ representative by October 15, 2017, and
finalize specific partnership dates where part of their night’s proceeds to go to the UNG AMA
chapter.
Breakfast Fundraiser – October 5th
Goal: Raise breakfast fundraiser profit of $85
Strategies: Facilitate heavier advertising, more class visits, and word-of-mouth marketing to
promote the fundraiser and awareness of the UNG AMA chapter. Set up sales booth in the
Dunlap Hall lobby.
Membership
Chapter Dues
Goal: Set the price of chapter dues to both communicate and contribute to the value of our
chapter.
Strategy: Chapter dues are set at $8 to complement the AMA annual national dues. Dues will
cover the cost of UNG AMA Chapter t-shirts, event accommodations, etc. for all paid members.
7. 6
Recruiting
Goal: Creatively advertise the AMA chapter to students to help our rebranding effort and create
positive impressions; recruit 20 new members to join our chapter by November.
Strategy: Raise awareness of the UNG AMA chapter through campus-wide flyers,
announcements in the campus’ Flush Flash, use OrgSync platform as key communication
platform among members, send newsletters, utilize social media, and also speak to classes, etc.
Generate word-of-mouth through direct marketing.
Retention
Goal: Retain 65% of existing non-graduating members after next academic year’s registration
drive, August 2016 through May 2017. Retention based upon 75% attendance to UNG AMA
chapter meetings, and is tracked through excel (or Google) documents.
Strategy: Institute policies and norms of inclusion rather than exclusion. Foster enthusiasm and
fellowship in our meetings. Identify and nurture individual talent and encourage members to
challenge themselves by contributing to the chapter their time and leadership ability.
Mentorship Program
Goal: Provide mentorship program for rising leadership team to ensure an easy changeover upon
transition of Executive Board members in April.
Strategy: Identify individuals who are interested in pursuing a leadership role in November and
begin mentorship program in January. Rising leadership will identify the role they are most
interested in, and will shadow the current Executive Board member in that role. This includes
attending AMA planning meetings, outside one-on-one meetings, etc. to provide future
leadership with the confidence and resources necessary to continue leading UNG AMA with
poise.
Communications
Internal Communications
Email and Social Networking
Goal: Connect with other students through as many social networking platforms as are feasible
and effective.
Strategy: Maintain the chapter Facebook, Instagram, Twitter, Orgsync, and Outlook platforms.
Use them to communicate with chapter members.
External Communications
Advertising for Events
Goal: Use multiple platforms to effectively communicate events from the UNG AMA.
Strategy: Coordinate with department leaders to share digital signage on TVs in high-traffic
campus buildings. Advertise through word of mouth amongst members, flyers around campus,
social media platforms, OrgSync emails, and Flush Flash signage.
Chapter Operations
Executive Planning Meetings
8. 7
Goal: Conduct on-going planning meetings to facilitate chapter events
Strategy: Executive board members covenant to meet every two weeks on Mondays at noon.
Chapter Meetings
Goal: Hold regular chapter meetings to deliver value to our members.
Strategy: Implement planning from Executive Board Meetings. Chapter meetings will typically
take place on the second and fourth Tuesday of the month. Meetings will consist of workshops
and guest speakers to provide value to student members.
Chapter Constitution
Goal: Establish a constitution for the chapter to improve core management functions and guide
future leadership, to be completed by December 2016.
Strategy: The President will examine various other chapters’ operations policies and will draft a
constitution to provide guidance for transition of leadership, executive planning, chapter events,
interfacing with other university entities, and communicating with outside parties.
9. 8
Calendar of Events
September 2016
First Info Meeting 13
Resume Workshop 27
January 2017
Guest Speaker: Media 10
Interview Workshop 24
Restaurant Fundraiser 28
October 2016
StartItUp Conference 04
Chick-fil-a Fundraiser 05
Guest Speaker: Branding 11
Gold Rush Booth 15-16
Internship Workshop 25
February 2017
Guest Speaker: Leadership 07
Prepare for Career Day Workshop 21
Volunteer Opportunity 17
November 2016
Regional Conference 04
Illustrator Workshop 08
Guest Speaker: LinkedIn 29
March 2017
Dress to Impress Workshop 07
International Conference 16-18
Global Business Workshop 21
December 2016
Holiday Social 06
AMA Atlanta Holiday Social 08
April 2017
Communications Workshop 04
Job Search Workshop 18
Closing Picnic 20
Exec Board Transition 20
10. 9
Budget
EXPECTED YEARLY REVENUE YEARLY EXPENSES
Item Amount Item Amount
Carryover Professional Development
2015-16 School Year $1,156.98 AMA ICC (Rooms, Car,
Registration)
$3,750.00
School Support
Mike Cottrell College of
Business
$3,500
AMA Regional Conference
Guest Speaker Incentives
$50.00
$100.00
Fundraising Socials
Restaurant nights
(Two over the year)
$400.00 Group/Team building
Activities
$200.00
Chick-fil-a Fundraiser
(One each semester)
$166.00
Membership
Other Fundraising Efforts
(Headshots, etc.)
$250.00 Incentives $90.00
Membership Spirit
Dues (14 people as of
10/10/15)
$112.00 T-shirts $300.00
SUMMARY
Total Yearly Income Total Yearly Expenses Balance
$5,585 $4,490 $1,095
