Carnegie Mellon University, 2015-2016 Annual Report

TABLE OF CONTENTS
EXECUTIVE SUMMARY
PERFORMANCE METRICS
PROFESSIONAL DEVELOPMENT
FUNDRAISING
MEMBERSHIP
COMMUNICATIONS
CHAPTER OPERATIONS
FINANCIAL STATEMENT
01
02
09
03
11
13
15
17
19
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AMA Annual Report 2015-2016 | 0
COMMUNITY AND SOCIAL IMPACT

EXECUTIVE SUMMARY..............................................................................
Dear Friends and Leaders of the American Marketing Association,
We are pleased to share this year’s annual report, which demonstrates our chapter’s significant devel-
opments this year as a collegiate chapter of the AMA. For over ten years, the Undergraduate Market-
ing Organization (UMO) has enjoyed success both as an integral student organization to the Tepper
School of Business and as a unique interdisciplinary organization on the Carnegie Mellon University
campus, welcoming student members from all majors and years.
This year’s report provides a glimpse into UMO’s chapter operations, events, and achievements over
the course of this school year. Through a wide variety of event offerings and new workshops, as well
as speaker sessions and dinners with growing Pittsburgh companies and esteemed professors, new
and returning UMO members have had multiple opportunities to grow their marketing skills and
build their professional networks in the Pittsburgh community.
Our events were driven by the theme of Mass Marketing in a Global Age. We believe that as business
and technology continue to evolve on a global scale, it becomes increasingly imperative for students
entering the workforce to learn more about these trends and gain experience with a global and di-
verse workplace. Therefore, this year we focused our efforts on companies largely based in Pittsburgh
who were looking to expand their marketing efforts across the world.
Because marketing is still a developing field at Carnegie Mellon, and Carnegie Mellon is a relatively
small school, we have decided to enter our chapter to compete in the Small Chapter Division this
year. We believe that this is an appropriate classification for our AMA chapter when considering the
scope and capabilities of other collegiate chapters. While we are eager to continually increase our
branding on campus and within the AMA, our executive board believes that this division provides a
more fair environment in which our growing chapter can thrive.
Nevertheless, through our efforts, UMO was able to expand its presence on the Carnegie Mellon
campus, drive engagement from students of all majors and years, build relationships both within and
beyond our university, and transform members into upcoming leaders in marketing and business. As
we approach the end of this academic year, we are excited to share our achievements and reflect
upon what can be improved for the years to come.
Sincerely,
Melanie Bail, President
Kelly Mok, Executive Vice President

PERFORMANCE METRICS..............................................................................
UMO highly values feedback about our events, initiatives, and decisions from executive board mem-
bers, general board members, and external stakeholders. This year, we will adhere to the following
metrics for assessing the value of our chapter operations:
This event, initiative or decision has had an outstanding impact on our
member body. Members have positively reviewed this program and it will be
planned again.
****
OPPORTUNITIES THREATS
This event, initiative or decision had a noticeable impact on our member
body. This program has left room for improvement and with feedback from
stakeholders and attendees, it will be redesigned for future years.
This event, initiative or decision did not meet the anticipated level of impact
for our member body. After considering feedback from stakeholders, we
must carefully redesign and reposition this event, or discontinue it if rede-
sign is not feasible.
This event, initiative or decision had little or no impact on our member
body. We will review program planning, execution and feed to archive cen-
tral lessons learned and will consider whether or not to attempt to restruc-
ture it in the future.
***
**
*
...................................................................................................CHAPTER GOALS
Recruited 25 new members for active
membership in our chapter
Improved chapter cohesiveness by organizating
monthly general body meetings and two socials
Drove member engagement by increasing
average event attendence
Established two consulting partnerships and
one fundraising partnership with local
companies
On track to host 15 events and workshops this
year (9 completed so far)

PROFESSIONAL DEVELOPMENT..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
NETWORKING EVENTS
...................................................................................................
FALL SEMESTER
Marketing Professor Dinner ****
Date: December 2, 2015
Anticipated Attendance: 10
Actual Attendance: 10
Overview: This fall, ten students had the privilege to
have dinner with international marketing research and
management professor, Dr. Lloyd Corder. The purpose
of the professor dinner is to provide students with the
opportunity to experience a small group networking
session with a professor who is very accomplished
in his or her field, speak with him or her about their
interests related to international marketing, and get
to know this professor outside of a classroom setting.
This is also a great way for students to learn about
marketing outside of the classroom.
Dr. Corder spoke with students about his experiences
and past projects with an emphasis on marketing
strategy, including his marketing research projects
with clients like UPMC, Heinz, and Alcoa.
Enhanced students’ marketing skills by regularly drawing at
least 65% of members to events
Arranged opportunities for members to speak with
professors outside of the classroom
Gave over 30 students an overview of a specific facet of
marketing research at Marketing 101
Achieved average participation of 25 students per day
during Marketing Week
Offered five members an exclusive opportunity to tour a
globally-minded Pittsburgh company
Provided development sessions for members to refine their
skills in tackling a marketing case
Earned recognition for our AMA case competition
submission
Established new relationships with startups and gave
members hands-on client experience

Dr. Corder also discussed students’ opinions of Tepper’s current business administration program
while providing recommendations on career and life goals. Students were actively engaged, and
asked questions addressing topics from marketing survey tactics to careers in marketing. Overall, the
event was a great learning experience for students, and Dr. Corder expressed interest in partnering
with UMO for professor dinners in the future. UMO will also be hosting a professor dinner in the
spring semester (planned for March).
SPRING SEMESTER
William L. Mellon Speaker Series ***
Date: February 9, 2016
Anticipated Attendance: 10 at small group event, 15 at general event
Actual Attendance: 10 at small group event, 18 at general event
Overview: UMO partnered with the W.L. Mellon Speaker Series on campus to provide students with
an opportunity to attend a two-part event with Karen Larrimer, the Executive Vice President, Chief
Customer Officer, and Chief Marketing Officer for the PNC Financial Services Group. Karen is re-
sponsible for overseeing customer experience strategies across all of PNC. She is also responsible for
leading brand management, advertising and customer research corporate wide, as well as oversee-
ing corporate communications. Additionally, Karen directs key Retail Banking functions including
customer analytics and customer segmentation management. Effective July 1, 2016, Karen will be
named the Head of Retail Banking for PNC.
The first part of this event consisted of a small group discussion with Karen. Ten UMO members were
provided with the opportunity to engage in a roundtable networking session to learn more about
marketing in the banking industry, as well as ask about how women in particular can advance their
professional careers. The second part of the event was open to all Carnegie Mellon students, 18 of
whom were UMO members, where Karen gave a more informal talk to the student body about her
role at PNC. Lunches were provided for attendees of the general session.
Regional Conference
Date: February 27, 2016
Overview: On February 27, UMO will be hosting its sixth annual AMA Pittsburgh Regional Confer-
ence on the Carnegie Mellon University campus. The theme of the conference will be Mass Market-
ing in a Global Age, in keeping with the overall theme of UMO and Marketing Week this year. The
conference will be organized to include speaker events with marketing professionals that represent
emerging and established global companies. Expected companies in attendance will tentatively be
Uber, Cadillac, and Postmates. We also aim to invite students from two to three other AMA collegiate
chapters, and we will be launching a Facebook marketing campaign to promote the conference and
provide updates on speakers, sponsors, and free giveaways.
Alumni Event
Date: April (tentative)
Overview: In April, many alumni return to the Carnegie Mellon campus for a four-day alumni event
called Carnival. Around this time, we intend to host an informal networking session with UMO
alumni. Current members will have the chance to ask past members about their careers.

Marketing Week ***
Date: October 26-30, 2015
Anticipated Attendance (average per event): 25
Actual Attendance (average per event): 25
Overview: This year, our Marketing Week followed our 2015-2016 theme of Mass Marketing in a
Global Age. We strategically chose companies to invite that had strong roots in Pittsburgh, but were
looking to expand their global marketing presence. We used the Monday of Marketing Week as a
promotional day, where we manned a table while telling people on our campus about the events of
Marketing Week, distributing flyers, and providing complimentary snacks and giveaways. On Tues-
day, we hosted an event to inform students about the marketing strategies of the Mattress Factory, an
established art museum based in Pittsburgh. Wednesday involved a discussion with representatives
from Marc USA, an analytics-focused advertising agency based in Pittsburgh with expanding offices
across the United States. On Thursday, attendees heard from the University of Pittsburgh Medical
Center (UPMC) about how UPMC uses search engine optimization in order to increase engagement
with their social and blog content. Friday consisted of a virtual trivia game, consisting of questions
from the three speaker events.
EDUCATIONAL OPPORTUNITIES
...................................................................................................
FALL SEMESTER
Marketing 101 ****
Date: September 24, 2015
Overview: Our first educational event of the semester was Marketing 101 in Tepper’s undergraduate
business lounge. Each year, UMO hosts a Marketing 101 session an esteemed professor on campus.
This year we hosted the event with Dr. Kannan Srinivasan, a professor of marketing, management,
and information systems. Our goal is to provide attendees with an overview of marketing basics and
to kick off our theme of the year, Mass Marketing in the Global Age. This year Dr. Srinivasan spoke
about marketing and social media analytics to 33 attendees. Additionally, he discussed the effect
recent technological advances and big data have had on global marketing. Finally, he talked about
personal finances, such as how credit cards and bank accounts work, and how students can more
easily manage money in their everyday lives.

After all three speaker events, students were afforded the opportunity to play interactive marketing
games and network with the guest speakers. We viewed this year’s Marketing Week as a success:
UMO established relationships with three local companies and engaged students from different
majors and years across campus. We evaluated feedback from the event and decided that potential
improvements for next year could include a more definitive outline of the topics to be discussed dur-
ing the speaker sessions beforehand, as well as distributing promotional materials for the event at an
earlier date to further increase attendance in future years.
SPRING SEMESTER
Company Site Visit ****
Date: January 19, 2016
Anticipated Attendance: 5-10
Overview: This was an exclusive opportunity for students to tour the headquarters of Dick’s Sport-
ing Goods, a Fortune 500 corporation and retailer in the sporting goods industry, in Coraopolis,
Pennsylvania. The goal of this visit was to give students a chance to learn about a globally-minded
Pittsburgh company. Dick’s Sporting Goods gave our students a tour of its facilities, offices, and their
specially designed lab store. In addition to the tour, students had the opportunity to have a question
and answer session with Carnegie Mellon alumni that also work at DSG. Through the session, stu-
dents learned about the various marketing projects taking place at DSG and what is it like to work at
a company like DSG. By the end of our visit, our attendees gained a new perspective on the retail
marketing space.
Small Business Perspective
Date: April (tentative)
Overview: UMO will be exploring Pittsburgh’s growing
startup culture and inviting a local company to discuss
their strategies for expansion of their brand in this city, as
well as their future vision for their business in a global
market. This has proved to be a successful event in the past
with UMO members, as our small business perspective
event with local natural food company Naturi was very
well received last year. Attendees will hear a presentation
from this year’s startup and be encouraged to ask questions
throughout the event. We are currently in the process of
contacting local startups to partner with us for the small
business perspective.

HANDS-ON EXPERIENCE........................................................................................................
CASE COMPETITIONS
FALL SEMESTER
AMA Case Competition: Hershey’s Cool Blast Chews ***
Anticipated Team Participants: 16
Actual Team Participants: 17
Goals:
• Provide hands on experience to case competition team members in areas such as: market re-
search, surveying, data analysis and strategy implementation.
• Participate and compete to enter final round of competition at the national conference.
Results:
• UMO’s team members researched and developed a 20-page proposal for competition submission,
complete with exhibits.
• Members were involved in different aspects of the whole process, including research, surveying,
data analysis, market analysis, financial projections, and proposal writing.
• UMO received “Commendable” recognition for our final report.
A team of 17 students from a variety of majors participated in the AMA annual case competition to
propose marketing strategies to Hershey’s for their Cool Blast Chews product. The team was split into
four sub-teams, with individual team leaders reporting back to the vice presidents of case competi-
tion on a weekly basis. Based on our primary and secondary research results, we were able to brain-
storm many innovative and interesting ideas as well as devise new promotional events and potential
strategic partnerships. We proposed marketing strategies including changes to Hershey’s current
strategy as well as improvements in different aspects. Some of these aspects were repackaging, plac-
ing emphasis on the uniqueness of the product, and considering how Hershey’s Cool Blast Chews
can help consumers of varying demographics and educational/professional backgrounds in every-day
scenarios.
The case competition was an enjoyable experience for those involved. Team members cited their
improved market research skills, the real-world nature of the case, and the ability to commit to a
semester-long marketing project as some of their favorite parts of being involved with the AMA case
competition. While we did not achieve the goal of presenting in New Orleans, we are thrilled to
have earned recognition for our hard work this year. We plan to continually improve the quality of
our submissions in the future by providing more upfront skills training for our AMA case team mem-
bers, which was a common point of feedback for us to consider.
SPRING SEMESTER
Case Competition Workshops
Date: February-April 2016
Overview: These workshops will be held monthly and open to all UMO members. They are geared
towards professional development for members and are based on topics such as case interview
preparation, how to’s for first case competitions, and upperclassmen panels on careers and different
industries within marketing. These workshops will be a great way for members to prepare themselves
for interviews and professional development.
Joint Case Competition with Alpha Kappa Psi
Date: March or April 2016
Overview: UMO will hold a joint case competition with Alpha Kappa Psi, the professional business
fraternity on campus. Together, we are planning on hosting an internal case competition for mem-
bers to practice their skills as well as invite first timers to participate. The case will be geared towards
marketing and will be a great way to further develop members’ professionalism as well as business
presentation skills. We are planning to hold this event in late March or early April.

CONSULTING
Overview: UMO Consulting is a division of our organization that works with external clients to de-
liver marketing plans and solutions for real business challenges. Consulting committee members are
prepared for client work through workshop sessions focused on presentation skills, communication
skills, and case practice. In the fall, UMO Consulting held training workshops to introduce mem-
bers to the basics of consulting, with a focus on marketing. From the committee, 10 members were
chosen for a pro-bono project with Carnegie Mellon Racing, a student-run racing team on campus.
This spring, UMO Consulting is working with The First Tee, a national youth golf program, and Who’s
Hiring Me, a local Pittsburgh startup connecting applicants with potential employers through their
user-friendly website.
Internal Workshops ****
FALL SEMESTER
To prepare for upcoming projects with external clients, UMO Consulting committee members began
the semester with a 4-part workshop series. This series focused on how to approach a consulting case
within an interview context, how to tackle a market sizing question, and how to conduct a business-
style presentation. Through these workshops, both new and old committee members were able to
hone their analytical and presentation skills.
Skills learned:
• Marketing Strategy Development
• Market Segmentation, Product Positioning and Demographic Targeting
• Product, Placement, Pricing and Promotion
• Strategy Implementation
• Logistical Organization
• Financial Analysis
External Engagements
FALL SEMESTER
Pro-bono Project: Carnegie Mellon Racing ***
Date: October-December 2015
Team Participants: 10
Overview: During the second half of the semester, a 10-member team within UMO Consulting
undertook a project in partnership with Carnegie Mellon Racing (CMR), a student-run Formula SAE
Electric team. CMR was experiencing severe financial strain 2 years after transitioning from gas to
electric racing. This new engine type meant an increase in costs upwards of $100,000. In addition to
finances, UMO Consulting found that CMR was lacking in membership diversity. Within the organi-
zation, the majority of members were engineers who joined solely to contribute to the car. Logistics,
fundraising, website development, and alumni relations were maintained by primarily the President
and the Vice President of Finance.
To remedy these issues, UMO Consulting was divided into two sub-teams: Finances and Team Diver-
sity. In the face of CMR’s sudden increase in costs, Finances focused on how to reach a wider net-
work of alumni for donations and how to utilize local fundraising opportunities, maximizing revenue
while minimizing the manpower required to operate these fundraising solutions. Team Diversity de-
tailed a plan for new member recruitment and general publicity for CMR. This plan included reach-
ing out to undergraduate students in the Tepper School of Business and partnering with Information
Systems web-design courses to attract a new webmaster. These recommended solutions were com-
municated during a final formal presentation to CMR’s President and Vice President of Finance.

SPRING SEMESTER
Project: The First Tee
Date: February-April 2016
Overview: The First Tee is a youth development organization focused on helping young people de-
velop core values and learn life skills through the game of golf. One of the Pittsburgh chapters at the
Bob O’Connor Golf Course found that facility usage was low during the off-season, specifically in the
winter, and asked that UMO Consulting increase awareness of the Bob O’Connor Golf Course and
The First Tee of Pittsburgh among Carnegie Mellon students, faculty, and staff. Additional goals in-
clude increasing rounds of gold from the Carnegie Mellon community by 10% and increasing hours
of simulator usage from the community as a whole. One challenge specifically brought up was creat-
ing a sustainable plan that could grow to accommodate new groups of people entering the Carnegie
Mellon community.
UMO Consulting plans to break down this project into three distinct segments: (1) market research
and analysis, (2) market segmentation, and (3) market penetration. Market research will encompass
user experience surveys, SWOT analysis, and a breakdown of the leisure sports environment in Pitts-
burgh. During market segmentation, team members will identify the consumer characteristics of The
First Tee’s target audience, specifically the Carnegie Mellon community. Afterwards, we will devise a
comprehensive marketing plan for The First Tee to implement year-round, the end goal being a sus-
tainable consumer base with minimized seasonal effects on its patronage.
At the end of the project, all 8 team members will formally present their research and recommenda-
tions to representatives from The First Tee of Pittsburgh.
Project: Who’s Hiring Me
Date: February - April 2016
Overview: Who’s Hiring Me is a Carnegie Mellon internet startup that focuses on streamlining the
recruitment process. Our team is focusing on digital marketing and customer acquisition for the start
up and we are working on a commission basis on how many users we are able to acquire. This pro-
ject will involve a variety of digital marketing strategies such as blog targeting, social media market-
ing, ppc ads, and much more.
UMO Consulting plans to break down this project into three distinct segments: (1) market research
and analysis, and (2) market implementation. Market research will encompass analyzing how other
digital start-ups gain traction, and research into the startup space specifically involving human re-
sources. Our team members will learn how to market effectively in the digital space given limited
resources available, and deliver a final presentation with their recommendations.
COMMUNITY AND SOCIAL IMPACT..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
Partnered with other student
organizations to establish mutually
beneficial programming
Established contract with Pittsburgh
area nonprofit for pro-bono
consulting
Had five executive board members
participate in 1000Plus day of
service
Partnered with other student
organizations to establish mutually
beneficial programming
Established contract with Pittsburgh
area nonprofit for pro-bono
consulting
Had five executive board members
participate in 1000Plus day of
service
Enabled students to use their
marketing skills to provide service to
others

Overview
With a combined desire to put our marketing skills to use and to better our community, UMO has
consistently been committed to helping others. This year, we aimed to leverage our knowledge of
market research, skills in data analysis, and creative thinking in order to build strategic partnerships
with service organizations on campus and offer marketing services to nonprofits.
Service Partnerships ***
Aligned with our major goal to leverage marketing to assist the students of our campus community,
we have discussed partnerships with multiple organizations and events at Carnegie Mellon University
to help develop marketing plans and strategies. After working with faculty advisors at Carnegie Mel-
lon, we have found that many campus clubs lack skills in crucial areas such as exposure, fundraising,
and social presence.
Our major pro-bono consulting project in the fall was with Carnegie Mellon Racing, where we estab-
lished a marketing plan complete with recommendations for implementation. Our recommendations
centered around helping CMR increase their exposure on campus, as well as identifying potential
fundraising strategies for this club to obtain the $10,000 they have deemed necessary for their build-
ing endeavors. This project also allowed our students to exercise their classroom knowledge of mar-
keting and finance in a relevant, real-world scenario.
CONSULTING SERVICES
UMO Consulting successfully accomplished its goal of securing a
contract to complete a pro-bono marketing consulting project with
a local company. In the spring, we are working with First Tee, a golf
program impacting young individuals through character building les-
sons to help them flourish both on and off the course. Detailed in the
consulting section of this report, this project will be mutually benefi-
cial for First Tee, the young individuals who are First Tee customers,
and members of UMO Consulting who wish to put their skills to use
with a real company in the area.
In our chapter plan, we also mentioned the idea of potential partnerships with MoneyThink, an
organization on campus that promotes the education of underprivileged children on financial literacy
topics, and Alpha Phi Omega, the co-ed service fraternity on our campus. This year, we have admit-
ted representatives from both organizations to leadership positions on our executive board. We are
planning to coordinate more events with both organizations throughout the year.

1000Plus ****
An annual large-scale community service day hosted by Carnegie Mellon, 1000Plus is a campus-
wide endeavor in which UMO executive board members participated this year. Five of our executive
board members (and over 20 of our members overall) formed teams and collaborated with a variety
of other student organizations to volunteer at locations such as animal shelters and youth charities in
Pittsburgh. This experience helped our club to both maintain and establish relationships with other
clubs at Carnegie Mellon whilst contributing to this worthwhile cause. UMO members plan to par-
take in the spring 1000Plus, which will take place on April 2, 2016.
FUNDRAISING..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
FALL SEMESTER
EatStreet Sponsorship ****
Date: October 26, 2015
Anticipated Revenue: $200
Actual Revenue: $220
Overview: This year, we have established a new partnership with EatStreet, a technology startup look-
ing to gain traction in the Pittsburgh community. EatStreet has been trying to promote their mobile
application on college campuses, which helps users find local restaurants in the area, connects users
to food delivery options, and frequently offers discounts and special promotions.
During our Marketing Week this fall, we received $220 from EatStreet to give away EatStreet mer-
chandise in exchange for app downloads. We also drew people to our EatStreet table by creating
promotions on social media (via Facebook) for both EatStreet and Marketing Week. This sponsorship
not only raised revenue for UMO, but also allowed UMO members to develop their social media
marketing skills by creating Facebook promotions and flyer designs for this event.
December Fundraiser ***
Date: December 2-7, 2015
Actual Revenue: $432
Overview: With the support of our members, we conducted a holiday sale in December, purchasing
Christmas-themed mugs at wholesale and selling them to the campus community. The mugs came
in four different designs. Customers has the option to either pre-order their mugs via our Google
form, or purchase the mugs at our table in the University Center. Each mug was stuffed with a packet
to make hot chocolate, marshmallows, and a candy cane. We also gave students (and faculty) the
option to write a note in their mug and deliver the mug to a friend. Additionally, we prepared fresh
cups of hot chocolate at our table and sold those as well. Through this fundraiser, we surpassed our
goal for fundraising revenue and used our marketing skills to promote the event on social media and
through email marketing. Next year, we believe this event can be further improved by expanding our
sales to off-campus locations.
Hosted a large-scale
holiday-themed fundraiser
on campus
Raised over $400 from the
in the fall semester
Obtained a sponsorship
from a local company
Hosted a large-scale
on campus
Raised over $400 from the
in the fall semester
Obtained a sponsorship
from a local company

SPRING SEMESTER
EatStreet Sponsorship ****
Date: February 2-4, 2016
Overview: This semester, we were contacted again by EatStreet in order to promote their mobile
application at another one of our tabling events. This time we tabled for three days, simultaneously
promoting EatStreet and distributing flyers for our W.L. Mellon Speaker Series event with Karen Lar-
rimer. Again, we were able to draw people to our table by creating promotions on social media,
using primarily Facebook and Snapchat to advertise this event. At the table, we also gave out green
EatStreet merchandise. We are guaranteed to receive, at least $200 from EatStreet.
Quiznos Virtual Fundraiser
Date: March 2016
Overview: We are currently working out a deal with Quiznos in which we can re-sell vouchers for
$35 worth of food at a price of $10 per voucher. This has historically proven to be a very successful
fundraiser for student organizations on our campus. Our sales will be done primarily through UMO’s
social media pages and online order forms.
UMO Consulting
Overview: This semester, UMO Consulting is collaborating with First Tee and Who’s Hiring Me. First
Tee will be providing us compensation in the form of golf packages such as hours on their golf simu-
lator and golfing credit. We are considering selling these compensations to the CMU community as
another source of fundraiser. Who’s Hiring Me will also be providing us a cash compensation for our
work. The amount we receive will depend on how many users we will be able to acquire for them
using our digital marketing channels and strategies.

MEMBERSHIP..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
RECRUITMENT
...................................................................................................
Tepper School Ice Cream Social ****
Date: September 3, 2015
Anticipated Signups: 15
Actual Signups: 49
Overview: UMO set up a table at the Tepper School ice cream social, designed to help first-year stu-
dents find business organizations that match well with their interests. We introduced the club’s mis-
sion to students, distributed marketing materials for our first general body meeting, and had our board
members speak about their respective committees. We consider this to have been a very successful
initiative, as we received more than three times the signups that we expected.
Classroom Presentations ****
Date: September 2015
Overview: UMO board members went into three business classes this September (including two sec-
tions of Marketing I) to give a brief recruiting presentation about UMO and information about our first
general body meeting. This allowed us to successfully raise awareness of the club through relevant
classes. We can improve this initiative in the future by going into more classes and targeting more
students in majors outside of business.
Created a more active, engaged member base
comprised of both new and returning members
Increased the number of UMO members
registered with the AMA by 150% from last year
Delivered recruiting presentations to three
classes in the fall
Hosted two social events during the fall semester
Obtained 49 membership signups from freshmen
at the fall Tepper ice cream social
Obtained 93 signups from the fall and spring
Activities Fairs
Increased the number of UMO members
registered with the AMA by 150% from last year
Delivered recruiting presentations to three
classes in the fall
Hosted two social events during the fall semester
Obtained 49 membership signups from freshmen
at the fall Tepper ice cream social
Obtained 93 signups from the fall and spring
Activities Fairs

Activities Fair (Fall and Spring) ****
Date: September 9, 2015 and January 20, 2016
Anticipated Signups: 60
Actual Signups: 93
Overview: Each year, UMO sets up a table at the Carnegie Mellon Activities Fair, an event that con-
nects students of all majors and years with student organizations on campus. We received 33 more
signups for our distribution list than expected, and were able to further increase branding at CMU.
Initial General Body Meeting (Fall and Spring) ***
Date: September 10, 2015 and January 25, 2016
Anticipated Attendance: 35 for each meeting
Actual Attendance: 43 in the fall, 25 in the spring
Overview: During the initial general body meeting of each semester, each executive board member
presents the committees they lead and what activities members can participate in if they join. After-
wards, prospective members signed up for committees.
RETENTION
...................................................................................................
Committee Membership ****
Anticipated Conversion: Convert at least 50% of prospective members to active members
Actual Conversion: Converted roughly 43% of prospective members to active members
Overview: By participating in committees and attending general body meetings, prospective mem-
bers can become active members in UMO. Members can join the following committees: case com-
petitions, communications, consulting, programs, and regional conference. While we did not hit our
target conversion rate, the members who did convert have been very active in our chapter.
Socials ****
Overview: UMO hosted two social events over the fall semester. Members gathered over an informal
potluck dinner and were able to interact with one another in a more relaxed setting.
MEMBER MIX
...................................................................................................
BY MAJOR:
Business
Sta+s+cs
Informa+on Systems/
Computer Science
Other

COMMUNICATIONS..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
INTERNAL COMMUNICATIONS
...................................................................................................
Committee Member Communications ****
Overview: In order to have an open communication, all UMO members were added to our email
distribution list, which we used to send frequent updates about meetings and notify them of oppor-
tunities. In particular, we sent out a weekly “This Week in UMO” email blast to highlight both indi-
vidual committee updates and points of general business relevant to all UMO members. Additionally,
members chose which committees they wanted to be a part of and were added to the email distribu-
tion list for those specific committees.
BY YEAR:
Freshmen
Sophomores
Juniors
Seniors
Maintained diverse portfolio of
internal and external communication
platforms
Initiated the creation and distribution
of a newsletter
Developed an interactive website and
entered it in the AMA website
competition

EXTERNAL COMMUNICATIONS
...................................................................................................
Social Media ***
Overview: This year, we focused our social media efforts primarily on our Facebook page. We cre-
ated Facebook events for UMO events such as Marketing 101, Marketing Week, our Hot Chocolate/
Mug Fundraiser, and the W.L. Mellon speaker series. As a result, our Facebook presence has im-
proved. We also post photos of UMO events on our page to keep our Facebook community aware
of and involved in our events. The analytics show that our Facebook page reaches and engages new
viewers every week. To further improve our social media pages in future years, we would like to
build out our other channels such as Twitter and YouTube.
The Bridge ***
Overview: Each student organization at Carnegie Mellon is provided a page on The Bridge, the Carn-
egie Mellon intranet for student activities. This year, we have begun expanding our Bridge profile by
updating our mission statement, uploading a document containing UMO’s bylaws for this year, and
posting updates about events such as general body meetings. We have received feedback from mem-
bers that they would like to see more content on UMO’s Bridge page, and are working to increase the
amount of updates we post for the spring semester.
Website ****
Overview: This fall, we completely redesigned the UMO website, submitted it to the AMA Website
Competition and are keeping it regularly updated. Our website serves as a source of UMO related
news for both current and prospective members. We introduce our organization’s mission and execu-
tive board, and offer descriptions of our operations, committees, and contact information for students
looking to get involved. Our site showcases a photo gallery as well as a member spotlight. There is
also a calendar of upcoming events and summaries of our latest event.
UMO Database and Tepper Calendar ****
Overview: This year, we have maintained our internal database to consist of updated information
on executive board member positions, majors, years, and email addresses of members, AMA ID
numbers for those who have joined the AMA, and contact information (including LinkedIn pages)
for UMO alumni. We have also added each of our events to an internal calendar within the Tepper
School of Business, viewable by each Tepper student organization leader and faculty member.
Newsletter ****
Overview: To update members, alumni, and executive board members on the operations of our chap-
ter throughout the fall semester, we opted to send out a semester newsletter with summaries describ-
ing our events and pictures documenting these events. This was a collaborative effort within the club
because the newsletter was written and designed by members who had attended our events, across
different committees. This proved to be a successful way to recap the semester, and we plan to create
this newsletter again for the spring semester.

CHAPTER OPERATIONS..............................................................................
GOALS ACCOMPLISHED
........................................................................................................
CHAPTER STRUCTURE
...................................................................................................
PRESIDENT
EXECUTIVE VICE PRESIDENT
VP CASE
COMPETITIONS
VP
COMMUNICATIONS
VP
CONSULTING
VP
FINANCE
VP
PROGRAMS
REGIONAL
CONFERENCE DIRECTORS
AMA
CASE TEAM
COMMUNICATIONS
COMMITTEE
PROGRAMS
COMMITTEE
REGIONAL
CONFERENCE COMMITTEE
CONSULTING
COMMITTEE
Structured board meetings to
give executive board members
a clear voice in UMO
Established honest and
constructive feedback between
presidents and board members
Fostered a more uniﬁed UMO
through new meetings and
leadership opportunities

EXECUTIVE BOARD
...................................................................................................
FALL SEMESTER
Board Meetings ****
Overview: UMO’s executive board has held weekly meetings in order to provide each other with
updates on each committee’s operations. During the final board meeting in the fall, we held a round-
table discussion about ways to improve our chapter. This gave each of the members of UMO’s execu-
tive board the opportunity to exchange ideas with representatives of other committees, and collec-
tively develop ideas to make our organization better in future semesters and years.
One-on-Ones ****
Overview: The UMO president and executive vice president conducted meetings over the past se-
mester with the Vice President(s) of each committee, as well as with the Vice President of Finance, to
provide constructive feedback about each Vice President’s performance thus far.
SPRING SEMESTER
Leadership Transition
Overview: Our organization’s presidents for the 2016-2017 academic year will be selected by
UMO’s current president by mid-March. In April, UMO will be accepting applications and conduct-
ing interviews to select candidates for leadership positions on our executive board for the next school
year. Candidates will be interviewed by the current president, the executive vice president, and the
incoming presidents. These candidates will be asked a mixture of questions assessing behavioral
attributes, past experience, and problem-solving skills. In May, once next year’s executive board is fi-
nalized, we will be hosting our annual transition retreat event. This is an event to acclimate the newly
chosen executive board to their leadership roles in the organization, and to educate them about
UMO’s mission and values. Incoming board members will have the opportunity to participate in a
potluck dinner with both returning and graduating board members, and are encouraged to ask them
questions about their specific positions. We will also invite our faculty advisers to this event and ask
them to provide their advice about leadership in Tepper student organizations.
MEMBERS
...................................................................................................
Committee and General Body Meetings (GBMs) ***
Overview: UMO members were required to join committees (depicted in the above chart). Members
then attended meetings for their individual committees, as well as monthly (rather than semesterly)
UMO GBMs. We encouraged leadership among general members by allowing them to lead certain
project updates during the GBMs. GBMs saw an average attendance of 30-35 people, which we
believe can be improved in the future by giving general members even more of an active role in the
meetings.

FINANCIAL STATEMENT..............................................................................
Beginning Balance
Total Revenues
$5,575.00
$5,132.00
$10,207.00
$500.00*
Total Expenses*
Ending Balance
Revenues
Scholarships
Tepper Undergraduate Business Grant
Fundraising
UMO Consulting Projects
Fundraiser Events
Eat Street Advertising
Student Contributions to National Conference
$3,000.00
$200.00
$932.00
$400.00
$600.00
Expenses
General Operations
Refreshments for General Body Meetings
Fundraising
Event Expenses
Conferences
Regional
CMU Regional Conference
Attending Nearby Conferences
Marketing Week
International
AMA International Collegiate
Conference
Events
Personal Branding Event
Professor Dinner
Corporate Case Competition
Speaker Panels
Balance
Carnegie Mellon University Joint Funding Committee
Carnegie Mellon University Gift
$5,529.66
$45.34
$200.00
$300.00
$800.00
$644.00
$425.00
$6,468.00
$170.00*
$300.00
$180.00
$720.00
* Estimates

Carnegie Mellon University, 2015-2016 Annual Report

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