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GREETINGS
CHAPTER OVERVIEW
SWOT ANALYSIS
PROFESSIONAL DEVELOPMENT
COMMUNITY & SOCIAL IMPACT
MEMBERSHIP
FUNDRAISING
BUDGET
COMMUNICATION
CHAPTER OPERATIONS
CALENDAR OF EVENTS
THANK YOU!
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10-11
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TABLE OF CONTENTS
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CHAD SHAPARD
CO-PRESIDENT
MARK TODA
FINANCE
CORAL LEE
MARKETING
VICTOR DURAN
NATIONAL RELATIONS
TAYLOR KNOTT
PHILANTHROPY
EVYN NEWMAN
SPONSORSHIP & ALUMNI
TEDDY PAPPAS
WEBMASTER
ALLIE JONES
HUSKYCREATIVE
MADISON ROODMAN
MEMBERSHIP
RACHEL TURCOTT
OPERATIONS
BERNARDO CHAVES
PROFESSIONAL DEV.
NATALIE BARGHASH
PUBLIC RELATIONS
YANA DEMEESTER
STUDENT DEVELOPMENT
KOURTNEY KIRTON
CONFERENCE DIRECTOR
AUSTIN MILLER
CO-PRESIDENT
Five years ago, a small group of students at the University of Washington set out to revitalize a business
club that had been inactive on campus since the 80’s. Today, the UW American Marketing Association is
one of the largest and most prestigious organizations in the Foster School of Business. This coming
year, we will be hosting our 5th
annual Etiquette Dinner and our 3rd
annual Regional Marketing
Conference, two events that have received great attention and acclaim in the UW community and
beyond. After receiving the Bronze Chapter of the Year Award two years in a row, we are ready to elevate
the UW AMA to the next level. With our largest Leadership Team to date, we are confident that 2015-
2016 will be our best year yet. We look forward to updating you on our progress in our Annual Report!
GREETINGS FROM SEATTLE
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OUR MISSION
Our Mission: To empower our members to achieve their
dreams by providing an extensive network of
opportunities
àCareer-Focused: AMA is the go-to club for getting
connected with jobs and internships. Utilizing our
professional network and career database, we work
with each and every one of our members to make their
personal and professional goals a reality.
àLeadership-Driven: AMA provides a professional and
fun environment that promotes passionate
involvement. We create opportunities for anyone who
wants to refine their leadership skills and get “behind-
the-scenes” of AMA.
àMarketing+: AMA is more than just a marketing club;
we’re not just for business majors. Any student who
wants to eventually get a job needs to know how to
market themselves (that should be everyone).
CHAPTER GOALS
àProfessional Development
To develop our members’ professionalism and
marketing knowledge through weekly meetings,
workshops, office visits, networking events, leadership
opportunities, and real-world marketing experience.
àCommunity & Social Impact
To improve our philanthropic efforts both within the
University of Washington and with our community,
launching pro-bono advertising services for nonprofits.
àMembership
To reach our highest quantity of members to date,
hosting engaging events that foster involvement and
high retention throughout the year.
àFundraising
To utilize our student-run advertising agency
HuskyCreative and partner with local companies to fund
all events and operations of our club.
àCommunication
To convey the vision and goals of the AMA in a
professional, transparent, and concise manner
throughout all communications, both internally and
externally.
àChapter Operations
To implement structured management of Leadership
Team and utilize Project Management software to
promote productivity, leading to effective organization
of the club.
TARGET MARKET
àPrimary: Admitted Undergraduate Students at the
Michael G. Foster School of Business - 1,600+ students
àSecondary: Any undergraduate student from any
major across the University of Washington who wants
to learn how to market himself/herself - 30,000
students
CHAPTER OVERVIEW
STRENGTHS
§ Partnership with career center
§ Huge professional network
§ Established reputation and brand at UW
§ Well-known quarterly events
§ Consistent weekly meetings
§ Effective organizational structure
OPPORTUNITIES
§ Huge UW population outside Business School
§ Utilizing AMA’s and PSAMA’s resources
§ Collaboration with other clubs
§ Personalized communication with members
§ Better promotion of HuskyCreative
§ More leadership opportunities for members
WEAKNESSES
§ High membership fees
§ Low member engagement
§ Low member retention
§ Repetitive speakers at weekly meetings
THREATS
§ Rising popularity of other business clubs
§ Low membership fees at other clubs
§ Complacency - Getting stuck in old ways
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WEEKLY MEETINGS
Goal: To host 15+ speakers throughout the year at our
weekly meetings, providing variety to retain attendance
Description: At the UW American Marketing
Association, one of our main goals is to connect our
members with professionals. With our weekly meetings,
our hope is to have students learn about the possible
career paths they can choose in marketing, hear from
companies across the Pacific Northwest, and connect
with professionals to expand their networks.
WORKSHOPS
Goal: To host at least one resume or career-
development workshop
Description: We aim to give our members the necessary
skills to go out in the professional world and get the job
or internship of their dreams. During our workshop this
year, we hope to answer all the questions our members
may have about resumes, cover letters, LinkedIn, and
recruiting, in addition to connecting them with tools and
resources
OFFICE VISITS
Goal: To host at least 3 office visits during the 2015-
2016 school year
Description: Apart from bringing speakers to our weekly
meetings, we would like to give our members the
opportunity to visit companies they might be interested
to work for in the future. During these office visits, our
members can expand their network, learn more about
the company’s office culture, and envision themselves
in the professional world.
MARKETING WEEK
Goal: To showcase the different benefits of joining the
University of Washington branch of the American
Marketing Association
Description: The theme for Marketing Week is “Envision
your future with AMA.” It will serve to highlight the
different types of activities that UW AMA is involved in.
These include office visits, philanthropy events, weekly
AMA meetings with speakers, our ad agency Husky
Creative, our partnership with the professional branch
of AMA, and our close relationship with the EY Center
for Undergraduate Career Advancement. Each day will
highlight a different aspect of AMA and both promote
awareness for the club, and serve as a recruiting event
for new members.
ETIQUETTE DINNER
Goal: To host a dinner with 120 students that teaches
students about professionalism and allows them to use
these skills while interacting with professionals
Description: The theme for the Etiquette Dinner is “Suit
Up”, and the goal is help students bridge the gap
between college life and life as a working professional.
It will include a speaker who will provide tips about
various types of etiquette including dining etiquette,
networking etiquette, and clothing etiquette. The dinner
consists of a three-course meal, allowing students to
practice the dining etiquette as they learn it. Students
will have the opportunity to network with professionals
throughout the night and apply the networking types
from the speaker.
REGIONAL MARKETING
CONFERENCE
Goal: To host a marketing conference with 200+
attendees, of which 120 will be University of
Washington students
Description: The main focus of the conference will be to
connect students with both professionals in the
marketing field and students from other colleges. We
will host a variety of speakers to educate students
about current trends in the marketing world, in addition
to a networking event and a mini case competition.
PROFESSIONAL DEVELOPMENT
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PRISM DINNER
Goal: To provide a free
award ceremony and
dinner as a reward for
our members, speakers,
and sponsors
Description: The PRISM
Dinner is an award
ceremony that
recognizes our most
involved members, as well those members who are part
of the Conference Committee, the Philanthropy
Committee, the Brand Ambassadors, the Project
Managers, or Husky Creative. This dinner encourages
returning members to continue being involved, while
also serving to show our appreciation for our sponsors.
We will also recognize each quarter’s best speaker, as
voted on by our members. Members can also use the
event to network with the professionals at the dinner
and make any last connections for the year.
HUSKYCREATIVE
Goal: To manage nine complete
project teams for the year with
concentration in rebranding, market
research, creative consulting, or
creative asset development
Description: HuskyCreative exists to
provide experiential education in all aspects of
advertising. This year, we will seek to complete a total
of nine client projects with four areas of focus. Project
stemming from these four areas provide experience for
nearly every role in an ad agency. Creatives are able to
be hands-on with design, copywriting, and art direction
in Rebranding and Creative Asset Development.
Thorough data collection and analysis is a vital area of
development for Market Research and Consulting
accounts. In leadership roles, HuskyCreative members
will need to thoroughly understand each of the potential
project types--knowledge that will transfer directly to
future careers in advertising.
INTERNSHIP / CAREER PIPELINE
Goal: To prepare and aid all AMA members in finding
their dream job or internship
Description: This year, we will make it a priority to
establish relationships with business professionals and
connect them with our members. By reaching out to as
many establishments as possible, the AMA will build a
database of job and internship opportunities, which will
be accessible to all members of the AMA. The VP of
Student Development will work with individual members
to fit them to the job or internship that meets both their
and the employer’s needs. We will also work to prepare
our members for interviews and work together to
construct strong resumes.
MENTORSHIP PROGRAM
Goal: To work in collaboration with the PSAMA’s
Mentorship program and provide our members with
mentorship from AMA veterans
Description: The mentorship program will connect AMA
members as mentees with professional AMA members
who are now mid-level managers and marketing
executives in the Seattle area. The program will allow
members to seek advice and better understand what
careers in marketing are of interest to them.
PROJECT MANAGERS
Goal: To provide extensive event-planning experience to
a group of 4 UW AMA members
Description: Project Managers assist the VP of
Operations with planning and executing the Etiquette
Dinner, Marketing Week, PRISM Dinner, and any other
events the AMA puts on during the year. Not only do
they gain invaluable experience with event planning,
they work both individually and as a team to reach
goals. These experiences can then be used when
interviewing for an internship or job. The Project
Managers also gain insight on the inner workings of UW
AMA, which helps propel them on towards roles in the
Leadership Team if they choose.
BRAND AMBASSADORS
Goal: To hire, train, and manage a team of 5+ AMA
members to advertise AMA events on campus
Description: The Brand Ambassador team is an
opportunity for AMA members to become more involved
with AMA on campus, while allowing them to develop
their design and project management skills. Brand
Ambassadors assist the VP of Marketing in ideating
and executing marketing campaigns to raise awareness
about AMA events and the AMA brand on campus.
Within the team, each Brand Ambassador will hold a
specific role and oversee the marketing for their
assigned campaigns.
PROFESSIONAL DEVELOPMENT
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CONFERENCE COMMITTEE
Goal: To hire, train, and manage a team of 5+ AMA
members to plan all logistics of the Regional Marketing
Conference
Description: The Conference Committee is an
opportunity for AMA members to develop their project
management and event-planning skills. The Conference
Committee assists the Regional Conference Director to
plan and execute our winter quarter event.
PHILANTHROPY COMMITTEE
Goal: To hire, train, and lead 3-5 AMA members to help
plan and put on AMA philanthropy events during the
2015-2016 school year
Description: The Philanthropy Committee is a great
opportunity for AMA members to get involved with AMA
and learn more about our club and operations. These
individuals will assist the VP of Philanthropy with
planning and putting on philanthropy events.
Throughout the year, they will help get AMA members
interested in getting involved with our philanthropic
efforts. Within the committee, each AMA member will
help brainstorm philanthropy events and marketing
strategies.
CASE COMP. COMMITTEE
Goal: To recruit a team of 5+ people to take part in the
National Case Competition and to be announced as
finalists, continuing on to the competition on March
17th in New Orleans
Description: The National Case Competition is a year-
long project consisting of a real marketing problem
submitted by Hershey’s. A committee will come
together in order to come up with a solution and write a
proposal for Hershey’s. While a plan is developed, the
committee will gain learning experience in marketing
strategy, creativity, implementation, and teamwork.
PHILANTHROPY EFFORTS
Goal: To hold multiple philanthropic events and
opportunities during each quarter for members to
participate in
Description: Fall quarter, we will have a philanthropic
event during Marketing Week in the middle of October,
as well as a food drive to help families during the
holidays. Early in Winter Quarter, we will participate in
the business school’s annual Week of Service and hold
philanthropic events alongside other clubs in the Foster
Community. Spring quarter, we will put together a team
for the University of Washington’s Relay for Life event.
WEEK OF SERVICE
Goal: To have multiple events and service opportunities
that members and UW students can participate in
throughout the Week of Service
Description: Each year, the University of Washington’s
Foster School of Business hosts a Week of Service and
encourages Foster student organizations to participate
by hosting a philanthropic event for a charitable cause
of the organization’s choosing. This year, AMA will
participate by holding an event during our weekly
Wednesday meeting, along with other events during the
week. This week will be held January 19
th
-22
nd
, 2016.
RELAY FOR LIFE
Goal: To have 20% of our members sign up for our Relay
for Life team
Description: We will advertise and offer incentives to
join AMA’s Relay for Life team, making it more inviting
and appealing to our members than previous years, by
providing food, tents, and activities at our camping site.
We will be announcing our Relay for Life team details at
every meeting in spring quarter and have time allotted
after the meetings for members to sign up.
COMMUNITY & SOCIAL IMPACT
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HUSKYCREATIVE - NONPROFIT
Goal: To do three of our nine accounts Pro Bono and to
continue growing partnership with ACAN
Description: Each quarter, HuskyCreative will serve a
society-impacting company or organization. The
recommended donation will be waived. The first quarter
project will impact the local community, with national
and global impact projects coming in subsequent
quarters. HuskyCreative members will utilize their
marketing skills to create custom advertising
campaigns to build the awareness of these worthy
groups. Clients may receive assistance such as Social
Media Marketing Consulting to build their online
presence, or Marketing Collateral Development to
support a strong brand. In addition, HuskyCreative will
continue mentoring partnerships through the American
Collegiate Agency Network. Founded in 2013 by
HuskyCreative members, this group seeks to provide
support and resources for AMA agencies across the
country. This comes by way of advice, template starter
kits, and relationship building among student directors.
RECRUITMENT
Goal: To reach 100 paid members this year through a
variety of recruitment tactics, such as tabling at the
Foster Week of Welcome RSO Fair (Sept. 29th) and the
Red Square Activities Fair (Sept. 30th and Oct. 1st),
giving away AMA swag and flyers to promote our first
meeting of the year.
RETENTION
Goal: To make each of our members feel welcomed at
our meetings through efforts to remember their names
and show interest in their lives outside of AMA. We will
also offer a plethora of leadership opportunities to
encourage continued involvement in AMA throughout
our members’ undergraduate career
MEMBERSHIP DATABASE
Goal: To maintain and update membership database
regularly to keep accurate information on members,
such as attendance, contact information, birthdays,
majors, etc.
AWARD SYSTEM
Goal: To incentivise members to become highly
involved in the UW AMA by rewarding active
involvement
Description: At the end of each quarter, as well as at the
end of the year, we will select one member from the
Leaderboard – excluding all Leadership Team officers –
to be our “Member of the Quarter” (or year). Each
member of the quarter will receive a prize of monetary
value to be determined by the Leadership Team.
FACEBOOK GROUP
Goal: To create a Facebook group exclusive to our paid
members, where we will make internship and job
postings, announce upcoming events, and provide our
speakers’ contact information
SOCIAL EVENTS
Goal: To provide our members the opportunity to create
friendships within our club by hosting various social
events throughout the year. These are designed to be
casual gatherings where members can come and
connect with one another.
MEMBERSHIP
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CORPORATE FUNDRAISING
Goal: To raise at least $5,000 throughout the year
through partnership with corporate sponsors
Description: We will reach out to local companies in the
area that are interested in a partnership to sponsor our
chapter for the entire school year. The partnership will
allow us to promote internships to our students, bring
new speakers into our weekly meetings/events, as well
as expand our member’s network. Our sponsors will
also receive higher exposure to the business
community and access to top-of-the-line students.
HUSKYCREATIVE FUNDRAISING
Goal: To raise $5000 by the end of the 2015-2016
school year
Description: From the six planned client projects (not
including pro bono accounts) throughout the year,
HuskyCreative seeks to raise $5000 for the University of
Washington AMA chapter. These projects will support
the four areas of focus (see Professional Development
section above), which are similar to account types in a
full-service ad agency. Members receive marketing
experience with each client project and are encouraged
to explore various roles (account, strategy, creative,
etc.) Clients of HuskyCreative are encouraged to donate
to the AMA chapter upon completion of deliverables.
ASUW SPECIAL APPROPRIATIONS
Goal: To obtain $1,000 from the Associated Students of
UW Special Appropriations fund
Description: We will be requesting $1,000 from the
ASUW Special Appropriations fund at the University of
Washington. This organization gives out money each
year to registered student organizations to help fund
events. These funds will go towards reducing the ticket
prices of the Etiquette dinner, making it more affordable
for students who want to attend.
FUNDRAISING & BUDGET
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AMA BRAND
Goal: To establish a cohesive, exciting, and
recognizable brand by using consistent linguistic and
visual themes throughout our communications
Description: To stand out from the overwhelming
assortment of organizations on campus, AMA will
express a clear vision in all of its communications.
Verbal, digital, and traditional means will convey the
dedication of the organization to furthering the
professional development of its members. By
reinforcing consistent brand attributes, including a
defined color scheme, logo, typefaces, and buzzwords,
the general campus will instantaneously recognize any
AMA communications. As such, communications in
future years will have more leverage and prestige.
TRADITIONAL MEDIA
Goal: To ideate and design bold campaigns attracting
the interest of the general campus for AMA and all AMA
events. We will print and distribute flyers and posters
for campaigns two weeks before each event.
Description: Through repetition and unexpectedness,
visual campaigns will catch the attention of ad-wary
students and convince them that attending AMA events
will benefit them. Bold, minimalist, and witty advertising
will clearly convey the value and details of each event.
All collateral will be designed and distributed in a timely
manner to ensure maximum viewership, consequently
maximizing attendance.
T-SHIRTS
Goal: To build
camaraderie among
members, while
reinforcing the brand
externally, with boldly
designed t-shirts.
Description: Member
t-shirts will be
provided to all
members at no cost
during the first
quarter, functioning as an added value to the
membership fee and an incentive to maintain
attendance throughout the year. In addition, by wearing
the shirts around campus, members will spread the
word about the brand to the larger community.
PROMO PRODUCTS - “SWAG”
Goal: To design, print, and distribute branded ‘SWAG’ to
the general campus and members to reinforce the
visual identity and reward involvement
Description: Complimentary products with AMA
branding such as business cards, stickers, pens, and
mugs will encourage students to attend events and
provide added value to members. These products are
commonly used prominently in public places, thus
allowing members to represent their membership to the
general campus and attract additional interest in AMA.
GUERRILLA MARKETING
Goal: To reinforce AMA’s vision of aiding students in
professional development through unexpected and
engaging methods several times throughout the year
Description: Attract the attention of the campus, while
reminding existing members of the value of
membership, by executing multi-dimensional
installations or activities that engage the audience and
reinforce the brand.
DIGITAL MEDIA
Goal: To utilize social websites and mobile apps to
increase current and prospective members’ access to
all things AMA
Description: Content will be regularly posted on a
variety of social media platforms, including Facebook,
Instagram, Twitter, YouTube, and Snapchat. In an effort
to constantly communicate and interact with members,
exciting content from internship opportunities to
industry articles will be available.
COMMUNICATION
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NEWSLETTER
Goal: To send out weekly email newsletters to update
members, alumni, and the general public about
upcoming AMA events and internship/job opportunities
Description: A weekly newsletter sent to general
members will highlight upcoming events such as
speakers at weekly meetings, new internship postings,
save-the-dates for future events, etc.
RECRUITMENT VIDEO
Goal: To create a high-quality recruitment video that
allows students to envision their college journey
involving AMA
Description: This year’s video is set as a first-person
journey of an AMA member. Viewers follow the
character along their college journey, as they arrive at
the university, hear about AMA, attend their first AMA
meeting, get resume and career advice, meet with
professionals, work at an internship, and eventually
graduate and obtain a first job. Our recruitment video
allows viewers to imagine themselves as the character
in the video and envision the impact that AMA will have
on their professional and personal development.
WEBSITE
Goal: To maintain a visually appealing website with up-
to-date information about upcoming events
Description: Our website will be updated on a weekly
basis with information about our weekly meetings and
events. The website will also serve as a HUB for our
Internship and Career database, provide more
information about AMA, and include information about
how to join AMA.
LEADERSHIP TEAM MEETINGS
Goal: To organize weekly meetings for 1 hour with 15-
member Leadership Team
Description: This meeting will be held to plan and
strategize upcoming events, facilitate collaboration, and
make group decisions. Each member of the Leadership
Team will have the opportunity to update the team on
the status of their projects and request help when
needed. An agenda, meeting minutes, and attendance
will be kept for every meeting.
PODIO
Goal: To facilitate usage of Project Management
Software by 100% of Leadership Team
Description: We will be utilizing Podio, an online Project
Management system, to streamline communication,
assign tasks, and impose deadlines. Each Leadership
Team member will manage their own workspace to
track data and organize their projects.
OFFICER RETREAT
Goal: To arrange 3 Leadership Team Retreats
throughout the year
Description: These retreats will be held prior to Fall,
Winter, and Spring quarters to implement organizational
and individual goals, strategize for the upcoming
quarter, and strengthen collaboration among the
Leadership Team. Our 3-day summer retreat will take
place off-campus and will include guest speakers, team-
building activities, training, and mission development.
OFFICER TRANSITION
Goal: To facilitate seamless transition from current to
new Leadership Team at the end of the school year
Description: All prospective candidates will be
interviewed in the beginning of Spring quarter and hired
in April of 2016. Current Leadership Team members will
be instructed to compile transition handbooks that
include standard processes, necessary documents, and
position-specific strategies. A series of Joint-
Leadership-Team meetings will be held throughout
spring quarter to ensure a smooth transition.
BOARD OF ADVISORS
Goal: To host quarterly meeting with Board of Advisors,
strategizing on the health and future of our Chapter
Description: Our 10-member Board of Advisors consists
of local marketing and advertising professionals who
advise us on our activities and strategy. We will meet
with them every quarter throughout the year to discuss
our upcoming plans, receive feedback, and determine
areas of improvement.
CHAPTER OPERATIONS
