3. The 2015-2016 academic year was CAPUMA’s first full year operating as an AMA affiliate. During this
time the team experienced many organizational changes, however CAPUMA was able to adapt and per-
severe in order to accomplish our goals set for the year. With a much larger team, CAPUMA struggled to
communicate outside of meetings, and some members were underutilized because of this.This negatively
affected our overall team engagement. Communication problems aside, CAPUMA successfully executed
our first Marketing Week, exceeded expectations for our annual winter social event, and introduced a dig-
ital workshop with a 100% overall satisfaction rating and close to double the amount of expected attend-
ees.
The year has had its share of difficulties, with one of the major challenges faced by CAPUMA being the
number of people on the team as previously mentioned. Before CAPUMA became a collegiate chapter of
the AMA, the team was less than half the size it is currently at now. Having Vice Presidents in charge of
the directors was an essential part of communication between the team. Secondly, the President along with
the Vice Presidents voted and came to an executive decision to downsize CAPUMA’s future membership
as a small chapter for the upcoming 2016-2017 year. Another major challenge CAPUMA faced included
the amount of resources we had on hand with the number of mandatory events. When we were short finan-
cial resources, we were able to come together as a team and create a proposal for Capilano University’s
School of Business to provide us with further finances as well as fundraise to ensure we covered our needs.
In contrast, CAPUMA has also seen considerable success with regard to membership and events. We have
surpassed our membership recruitment goals by having a strong presence with our on campus events which
includes the first annual Marketing Week. With three events planned during that time, we successfully
launched our “One Can Make a Difference” campaign , hosted Canvas Night on campus to unite business
students, and held a Coffee With Industry event to allow students the opportunity to network with digital
marketing specialists in a personalized, low-key setting.
Two major events CAPUMA hosted included the third annual winter social ballroom event, the Super Digi-
tal Social. Capilano University student attendance as well as attendance of industry professionals exceeded
original metrics set for the event. Lastly, CAPUMA held Digi Know, a hands-on workshop style event where
students learned applicable skills in digital marketing not taught in the classroom.
The following report will highlight and explain the strengths and weaknesses of the 2015-2016 CAPUMA
team and analyze the accomplishments and setbacks CAPUMA faced.
EXECUTIVESUMMARY
1
4. PROFESSIONAL DEVELOPMENT
Case Competition
The 2015-2016 academic year marks the first time the CAPUMA team was able to provide a unique
opportunity for students to enhance their marketing skills by participating in the annual AMA Case Compe-
tition.The competition challenges students to cultivate a detailed marketing plan that outlines the strate-
gic steps which students believe will result in the best value to the given organization. Students would be
competing against 90+ universities throughout North America for the top 10 spots to present their ideas at
the Vision Conference in New Orleans.
In order to prepare and select the final AMA Case Team CAPUMA, in conjunction with the Capilano Case
Competition Association (CCCA), held the first ever internal case competition.The internal competition
was called the “Road to New Orleans” and was held in October 2015.The goal was to attract 24 prospec-
tive students to form 3 presenting teams who would present their findings on another related case.This
would form as part of the research phase for the AMA competition and give the advising faculty their first
glance at interested students. After holding two case bootcamps and providing additional resources through
an online source, the internal competition was ready to begin with all 24 spots filling up. Students were
randomly put into teams and given 6 days to read, analyze and present on a case chosen by faculty advisor
Andrea Eby. Presentation day was held in a large auditorium with 5 judges tasked to pick the final 4 to be
part of the AMA Case Team.
The team was selected and from October 2015 - December 2015 the case team worked extremely hard to
put together a comprehensive strategic marketing plan for Hershey Company and their product Cool Blast
Chews.The team did a lot of primary research including a USA trip to conduct store visits, they developed
and promoted a survey about consumer behaviour reaching over 600 respondents, as well as numerous
focus groups and product trials. After multiple edits the team submitted their final report on December 9th,
2015.
While waiting for final results to arrive in late January the team attended the BCITAMA Case Competi-
tion held in Vancouver, BC to practice for New Orleans.The team took first place in the local competition!
January 25th, 2016 the AMA Case Team discovered that they had scored within the top 30 - out of 91
submissions receiving an Honorable Mention in the AMA Collegiate Case Competition. While they won’t be
presenting their marketing plan, the team will attend the conference where they will watch the top teams
present and get to network and learn at the AMAICC in March 2016.
PROFESSIONALDEVELOPMENT
PROFESSIONAL DEVELOPMENT
EVENTS:
Case Competition
Marketing week - Canvas Night, Coffee with Industry
Super Digital Social
DigiKnow
2
5. Marketing Week October 5-9 2015
Purpose: CAPUMA hosted our first annual Marketing Week with the intention of increasing our brand
awareness on campus and raising funds for the AMAICC in New Orleans.
Marketing Events
During the 2015 and 2016 year, the theme on which CAPUMA focused was digital marketing.
The first event that was implemented during Marketing Week was “Canvas Night”, held on October 5th.
It was established not only to fundraise for CAPUMA’s New Orleans’ trip but also to introduce CAPUMA
to Capilano University’s students, specifically Business students to grow their professional networks.The
goal for Canvas Night was to sell 15 tickets with a minimum profit of $150 as well as have 75% overall
satisfaction from those 15. CAPUMA sold over 20 tickets, and had over 40 attendees throughout the night
and received a 100% satisfaction rating through surveys we distributed. In addition, Canvas night gave us
an opportunity to meet students interested in becoming part of CAPUMA. Following this event, we inter-
viewed 4 additional students to become auxiliary members for CAPUMA.
The final event of the week was our “Coffee With Industry” networking event held on October 7th. Consist-
ing of caffeine, cookies, and professional development, students were given the opportunity to network with
four local digital marketing professionals in a more personalised setting.The goal of our free Coffee With
Industry networking event was to create connections and highlight careers within the digital marketing
industry for students.
3
6. 3rd Annual Panel Event: Digi Know
Purpose:To bring together a small panel to create an
intimate environment for students to ask questions
about the industry.
Though the initial event plan was for a panel event,
CAPUMA decided that it would be valuable to teach
students hard skills in digital marketing that they
won’t learn in class. On February 4th 2016,“Digi
Know?” was a free workshop-style event where
CAPUMA hosted 3 tables each discussing a topic
within the digital marketing industry.The 3 groups
discussed social media content management, an
introduction to HTML coding, and how to use Adobe
Illustrator. Due to the informality of this event, our
goal was to keep the event fairly small with 30 at-
tendees (not including CAPUMA members).Through
eventbrite, we were able to track the amount of
tickets requested, which amounted to 54 tickets.
We surpassed our goal by almost double. During the
event, we had a lot of engagement with event goers
as they were verbally giving us positive feedback and
extremely satisfied ratings.
3rd Annual Winter Social Ballroom Event:
Super Digital Social (SDS) 2015
Purpose: Our largest networking event for students
and industry professionals.
CAPUMA held our third annual winter social, the
super Digital Social on November 5, 2015.The goal
was to have 50 student attendees. Prior to the event,
we had already sold 63 tickets with the majority
being sold to Capilano University students.This does
not include the number of half-priced tickets sold
exclusively to the auxiliary team. At the door we
were able to sell another 5 tickets, bringing us to 68
student attendees outside of CAPUMA. As well, we
were able to have 9 industry professionals attend
our event surpassing our goal of having 5 attend.
The professionals came from North Shore News,
Latergramme, Bell, Blueshore and Lux Insights. As
per survey monkey results, the event reached its goal
with a 90% satisfaction rating.
Business Clothing Drive
Purpose:To support those who lack financial resources to purchase their own business attire.
Between February 29th - March 4th 2016, CAPUMA alongside the Social Justice Collective at Capilano
University will be accepting donations of business clothes, and formal attire for those who are unable to af-
ford business-formal wear. Although the event has not occurred yet, we plan to reach our goal of collecting
5 garbage-sized bags full of professional clothing through intensive promotions.These promotions include
creating a Facebook event page and inviting as many Capilano University students to participate. Secondly,
through our design team, we will create posters and display them around the school campus. Lastly, each
member of the team will participate in classroom talks and reach out to the local community to spread
awareness and eventually pick up items from those who choose to participate.
COMMUNITY AND SOCIAL IMPACT
4
7. Purpose: to raise funds for our members to attend the New Orleans Collegiate Case Competition while pro-
viding CAPUMA members the opportunity to apply important project management, fundraising and event
management skills learned in the classroom
Marketing Week Bottle Drive: One Can Make a Difference
October 5-9th, 2015
Purpose: Generate awareness for the team’s sustainability initiatives while raising funds for the case team.
We implemented a campaign “One Can Make a Difference” in order to raise funds for some of our mem-
bers to attend the annual AMA conference in New Orleans. CAPUMA partnered with the sustainability
team on campus, who offered to donate $50 worth of cans to our team. As well, the team collected cans
from friends, family and their neighbourhoods. We successfully raised over $130.00 through only bottle
donations, $30.00 over our initial goal.
Opus Canvas Night October 5th, 2015
Purpose: An evening to unite, entertain and engage the student body while raising awareness about our
collegiate chapter.
In order to successfully launch this event, CAPUMA approached Opus Art Supplies on the North Shore for
a donation of art supplies.They happily obliged, and the estimated donation amount totalled around $750.
Canvases were $20 each and Opus provided us with 30 to use for our attendees which totalled $600.The
remaining $150 was used on paint brushes and paint. CAPUMA generated $200.00 in revenue as we sold
20 tickets which was also put towards sending team members to New Orleans.
Purpose:To ensure association succession for years to come
Recruitment:
Goal:To generate brand awareness during events around campus that CAPUMA is a part of, with a focus
on recruiting 15 first year and new business students into the auxiliary team.
After our first recruitment day we had received 4 inquiries with 2 additions to the auxiliary team. We
believe that the advertisement of our rebrand and website launch was a big factor in attracting students to
this organization. CAPUMA focused on recruiting first and second year business students as it would assist
in succession planning and create long-term members. Between April 2015 and the present date, CAPU-
MA has hired 20 auxiliary members with 14 being promoted to directors on the team. During the Spring
semester, an additional 4 members were appointed directors for the remainder of the year, while 2 were
added into the auxiliary team. Overall surpassing our recruitment goals by 11 members.
FUNDRAISING
MEMBERSHIP
5
8. Recognition:
Volunteer Hours
In order to recognize the dedication of directors
on CAPUMA, we implemented a volunteer hours
requirement. Each director was to complete 12
volunteer hours per semester by attending events,
meetings, and volunteer opportunities across cam-
pus. Each director on the team was given a vol-
unteer hours sheet, which needed to be initialed
by a Vice President or President at each event
or meeting until hours were completed for the
semester. During the fall semester, 100% of our
directors completed the volunteer hours. As of
February 2016, 63% of directors have completed
these hours for the second semester.Those in that
63% attending the AMAICC will receive an equal
portion of the funds we have raised throughout the
year.
Retention
Goal: CAPUMA hosts a team get together once a
month in order to strengthen team relationships and
build team community
Retention within the organization was a minor chal-
lenge, as CAPUMA expects the current team to reap-
ply for their positions for Fall 2016. Due to the rapid
increase in team members, it was important to focus
on those who have have proven the ability to execute
on target deliverables. It also provided an oppor-
tunity to review who had shown the ability to take
initiative and maintain a positive attitude. With sev-
eral key members in leadership positions graduating
from their respective programs, it was important that
CAPUMA maintained the community dynamic that
has been built within the organization.This past year,
CAPUMA found that time was limited and our goal of
monthly get togethers was difficult to attain. However,
we were able to achieve 3 large team get togethers,
as well as multiple smaller group activities, between
September 2015 and February 2016.
LinkedIn Recommendations
Rather than going with CAPUMA’s original approach in member recognition, CAPUMA wanted to ac-
knowledge our outstanding members in a different way: through LinkedIn recommendations.Through this
method, value was added to their LinkedIn page and enhanced their image among the LinkedIn communi-
ty. It also allowed members to feel appreciated for specific achievements.
6
9. Department Meetings
Each VP held separate meetings with their depart-
ment team in order to communicate specific and
necessary tasks for the events, fundraisers and other
activities implemented throughout the year.
Emails
CAPUMA maintained healthy boundaries of profes-
sional relationship as all business related matters
were sent via email with a 24 hour response policy
on typical business days (Monday to Friday).
Facebook Groups
CAPUMA utilized private Facebook groups as a
primary platform for all internal members to reach
out to other members and generate ideas in a live,
informal setting.This ensured quick responses and
idea-generation.
Executive Meetings
Executive meetings are held weekly to strategize
and an opportunity for vice presidents to work on
projects and communicate with one another on cur-
rent initiatives being planned and executed.
General Meetings
General meetings were held bi-weekly to keep all
members in the chapter up-to-date with chapter
operations.This would include internal updates and
upcoming events.
Performance Reviews
Co-Presidents, Cheyenne Kuckein and Kelsey Singer
conducted performance reviews at the end of the
Fall semester to address successes as well areas
for growth and development with each VP. Further
performance reviews were conducted by the VP’s for
the directors to also establish successes and areas of
growth and development.This is to ensure CAPUMA
is practicing “Kaizen” which translates to continuous
improvement.
INTERNAL & EXTERNAL COMMUNICATIONS
Internal Communications
Purpose:To ensure association a cohesive, interdependent team with a clearly communicated vision, goal,
and objective
Goal: All members actively participating in internal group platform
7
10. LinkedIn:
Purpose:The CAPUMA LinkedIn presence will keep
all members and alumni up to date with events.
Goal: Increase connections to 500+ by March 2015.
Actual: Jumped from 272 connections to 325
Twitter:
Purpose:Through this platform, CAPUMA aims to
continuously connect with professionals and promote
our events to our community.
Goal: Increase by 100 followers by March 2016.
Actual: Currently at 593 followers (36 follower in-
crease, 64 short of bench mark)
Goal: Maintain impression average at 50 and 5%
engagement
Actual: Impression is consistently between 60-130,
however engagement was 3.5%
Instagram:
Purpose: With a strong design community at Capilano
University, we want to bring a visual presence online
to our community. We want to use our Instagram
account to provide a personality to our brand.
Goal: Increase following to 300+.
Actual: Followers are now currently at 279 (21 short
of bench mark)
Goal: Maintain 3 posts per week
Actual: Consistent with 3 posts per week
Website:
(www.capuma.ca)
The newly redesigned website features a brand new
recruitment video, a portal for new recruits to sign
up, a whole page dedicated to CAPUMA events, a
blog with updates on events, a team page, an alum-
ni page, and a page of AFTER CAPUMA success
stories.
Goals: 30 recruitment leads through portal for
CAPUMA by March 2016
Actual: 23 inquiries as of February 2016
Goal: 5 corporate leads through portal for CAPU-
MA by March 2016
Actual: 1 corporate lead, October 2015
Goal: 1500 unique visits by March 2016
Actual: 1447 unique visits acquired to date from
September 13, 2015 - February 11th, 2016 (53
uniques short)
Social Media
Facebook:
Goal:To reduce the amount of posts from daily to
3-4x a week and provide more quality posts that
will engage our community on Facebook to be more
interactive with us.
Actual: Posting consistently 3 posts per week.
Goal: 600 likes while maintaining post click reach
of 20%
Actual: 598 page likes as of February 11th, 2016
External Communications:
Purpose:This year, our chapter focused on digital strategy to communicate key messages to stakeholders.
8
11. On-Campus Promotions
For each event we hosted this semester, CAPUMA believed that approaching a variety of businesses would
help us engage the student body from a market penetration point of view. We performed classroom visits,
explaining our event and why it would be beneficial to our audience “Capilano Business students” to at-
tend. Our Marketing Week and Super Digital Social was catered to students from years 1 to 4. Our Digital
Workshop in the Spring was focused primary for 1st to 2nd year students while 3rd and 4th was our sec-
ondary market. We delivered our pitches to classrooms 1 to 2 weeks before our events so we created buzz
early but not too late as well. In addition to classroom talks, we also designed posters which were placed in
all the main buildings around school, and formatted these images for our Facebook and Instagram plat-
forms.
Purpose:
With 24 active CAPUMA members and growing, it was important for CAPUMA to maintain a functional
organizational structure.
Organizational Changes:
As mentioned in our Chapter Plan, CAPUMA went through a very large restructuring for our 2015-2016
academic year. In past years, the team has functioned with one President, one Vice President and several
directors covering the different functions of business operations.The decision to transition to a larger team
was motivated by the opportunity for member growth and increased chapter success with more assistance
from team members. For the fall semester CAPUMA successfully implemented two Co-Presidents.The
presidents worked together to accomplish the goals set for the semester.Though monthly executive team
events did not consistently occur, team bonding was a focus on a smaller group scale.The executive team
often met for lunch on campus and study groups formed throughout each semester. One of the Co-Presi-
dents left for an exchange abroad for the spring semester, which prompted the presidents to begin and com-
plete succession plan for 2016-2017 before she departed.
CHAPTER OPERATIONS
9
12. Organizational Structure:
The current organizational structure of CAPUMA is comprised of the executive team, consisting of One
President,Vice President of Marketing,Vice President of Relations,Vice President of Finance,Vice Presi-
dent of Human Resources,Vice President of Design,Vice President of Digital Media and Vice President of
Case Competitions.
10
13. BUDGET
The values closely reflect values on the chapter report. With exception of slight alterations as a
result of total sponsorship.
Revenues Expenses
Sponsorship and Donations
Allocation to
Marketing Budget: $1601 Catering
Digital Budget: $749 Marketing Week: $70.22
Design Budget: $895 Spring Workshop: $214.19
Total Budget from School: $3,245 Total Catering $284.41
Ticket Revenue Decorations and Merch
Marketing Week $220 Winter Social: $45.22
Super Digital Social $586.51 Activation Supplies $8.38
Total Decorations: $53.6
Total Ticket Revenues: $806.51
Food & Snacks (including alcohol)
Canvas Night: $123.69
Fundraising Total Food & Snacks: $123.69
Bottle Drive $144.35
Total Revenues Generated: $950.86 Gifts
Gifts for Speakers: $27.3
Total Gifts: $27.30
Total Revenue $4195.86 Venue and Licenses
Winter Social Venue: $1013.25
SOL License: $20.66
Total Venue Expense: $1,033.91
Net Income: $1202.72
Promotions
Posters: $15
Tickets: $10.44
Thank you Cards: $78.40
Buttons: $66.22
CAPUMA T-shirts: $108
Banner: $218.40
Total Promo Expense: 496.46
Digital
Chronosly Plugin: $24.77
Hosting: $84
Social Media Tools: $295.00
Total Dig.Expense: $403.77
Miscellaneous
Photo Booth: $570
Total Misc. Expense: $570
Total Expenses: $2,993.14
Donations do not include in-kind
values.
In-kind donation value is
approximately $750.
Membership Revenues
for 24 members is
approximately $1200
11
