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Final Chapter Plan Academic Year 2011-2012


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This is the document utilized to guide my marketing organization\'s vision for the academic year. A follow-up Annual Report was written to evaluate progress toward meeting these goals.

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Final Chapter Plan Academic Year 2011-2012

  1. 1. Illinois State University Chapter Plan 2011-2012
  2. 2. Opening Letter……………………………………………………………………………………………………...1Summary of Chapter’s Strengths and Weaknesses………………………………………………..2 S.W.O.T Analysis …………………………………………………………………………. 2-3Professional Development ………………………………………………………………………………..3-4Community Service …………………………………………………………………………………………….. 4Fundraising ……………………………………………………………………………………………………….4-5Membership ……………………………………………………………………………………………………. 5-6Internal/External Communications …………………………………………………………………...6-7Chapter Operations …………………………………………………………………………………………….. 8Calendar of Events ……………………………………………………………………………………………….9Budget………………………………………………………………………………………………………………….10
  3. 3. Dear Esteemed AMA Colleagues:Thank you very much for taking the time to review our 2011-2012 Chapter Plan. Illinois State UniversityAmerican Marketing Association is venerated as one of the top student organizations on campus. Currently weare 47 members strong and continuing to encourage growth within our members both academically and sociallythrough extra-curricular activities. After losing 44% of our members due to graduation (30 of the 68 nationalroster members as of 9/12/11) we are amidst a rebuilding year lead by four senior executive board members. Wehave successfully filled 90% of our director positions and already have seen 19 returning members and 28 newmembers this academic year.With the mission of our organization highlighting the belief of “advancing the education, professionalism, andpersonal growth” of our members, we have planned another year filled with new and traditional activities for thebenefit of our members. Our 2011-2012 motto “Climbing to Success” encapsulates all of the transferrable skillsand knowledge AMA experiences provide to prepare our members for a future filled with individual achievementand success. Our organization partners with businesses, organizations, and individuals within theBloomington/Normal, Illinois State University, and College of Business communities to motto into action.ISU-AMA’s Chapter Plan contains a detailed outline of our objectives that state what we hope to accomplish thisyear and the strategies that show how we plan on accomplishing those goals. With a variety of events/activitiesplanned throughout the academic year, we feel as though we have established a plan that will ensure the successof this year and layout a platform for future years to reference.Sincerely,Eric Barbour Ashley Olson Maria Salova Brett BurbaPresident V. P. of Finance V. P. of Communications V. P. of Programming Overview of Key Goals ● ● ●  Raise $3000 through fundraising efforts  Increase involvement in AMA Saves Lives and other National AMA events  Provide diverse and unique speakers and opportunities to members  Improve chapter website and social media presence  Participate in at least ten community service events for the year  Increase member and director accountability and responsibility  Implement effective promotional strategies to increase awareness of the chapter and attendance of special events in particular ● ● ● Illinois State University American Marketing Association Collegiate Chapter Illinois State University 322 College of Business Building, Campus Box 5590 Normal,IL 61761-5590 Phone: 309-438-7261 1
  4. 4. Mission Statement The Illinois State University chapter of the American Marketing Association is dedicated to advancing theeducation, professionalism, and personal growth of its members by providing marketing experiences within thecampus, community, and professional setting, while adhering to the ethical standards set forth by the State Farm Hallof Business, College of Business Executive Council, and the American Marketing Association.StrengthsReputation: As one of the oldest, most recognized student organizations operating within the College of Business atIllinois State University, ISU-AMA has established itself as a premier choice for student involvement. Its decoratedhistory, which includes multiple conference and international awards, contributes to the chapter’s prestige.Faculty Advisor: In addition to his 25+ years as a marketing professor at Illinois State University, Dr. James E. Cox hasover 23 years of experience as the AMA advisor. His guidance provides a clear vision of what a successful AMAchapter should embody.Support System: At the beginning of each academic year, ISU-AMA is showcased during the marketing department’spresentations to freshmen and juniors. This added attention from faculty brings ISU-AMA to the forefront ofmarketing students’ minds. Additionally, the chapter’s continued community involvement fosters goodwill towardthe organization, prompting donations, sponsorships, and networking possibilities.Organizational Structure: ISU-AMA has adopted a top-down, vertical organizational structure. The executive boardconsists of the President and 3 Vice Presidents. Each oversees 4-6 related director positions and every directorsupervises his or her respective committee. The vertical chain of command establishes a clear line of communicationand accountability, thus ensuring the organization’s plans are carried through.WeaknessesLack of Experienced Directors: Of the 18 active director positions, 6 are occupied by returning ISU-AMA members.The 11 remaining directors are new to the organization and will require training to become future leaders of ISU-AMA.Website: The website’s outdated appearance prevents prospective and returning members from wanting to revisitimportant information on the site. The lack of web development skills within ISU-AMA is stalling the production of anew website.Underclassmen Recruitment: Recruiting freshmen and sophomore students has been a reoccurring problem for ISU-AMA in recent years, leading to a high turnover rate in membership after graduation.Alumni Relations: The organization is missing out on valuable insight and opportunities that a strong alumninetwork would otherwise provide.OpportunitiesSocial Media: Developing various social media channels may prove an acceptable alternative for web communicationwhile the website remains a work-in-progress.Underclassmen Recruitment: ISU-AMA can tailor more of its recruitment activities toward underclassmen, therebyreaching more freshmen and sophomore-level students. This would reduce the high-turnover rate for membershipfollowing graduation.Alumni Relations: Establishing and maintaining an alumni database will foster long-term ISU-AMA relationships andprovide the chapter with further networking and programming possibilities.Partnerships with Registered Student Organizations: Illinois State University is home to more than 300 studentorganizations. ISU-AMA can partner with other campus organizations in order to access student segments nottypically reached through traditional ISU-AMA promotional efforts. 2
  5. 5. ThreatsOther Registered Student Organizations: There are approximately 22 student organizations in the College of Businessat Illinois State University. Of these, 4 are closely associated with the marketing department. Each organization willcontinue to compete for prospective members, drawing from a similar target audience.Posting and Printing Limitations: The College of Business enforces strict policies and procedures that greatly reducethe potential of print advertising. ISU-AMA must adhere to these regulations in order to remain in good standing withthe college as well as the university as a whole.Professional RelationshipsObjective: Expand and maintain relationships with the Professional Sales Institute and other Illinois State UniversityOrganizations by partnering for at least two speaking & networking events each semester.  Professional Sales Institute events will cover a variety of topics including “First Impressions at Job Fairs” and “How to Stand Out.”  The ISU marketing faculty offers tremendous support to our chapter. To express our gratitude, we will provide them with monthly appreciation gifts. At the end of each semester, we will hold a faculty luncheon in recognition of their excellent support & service.  The successful alumni of our American Marketing Association chapter are notable contacts, so we want to invite at least one alumnus per semester to attend a roundtable discussion for our members. We plan to completely revamp our approach to networking with alumni by utilizing various resources, including old chapter materials, to organize communication with these alumni.Professional SpeakersObjective: Bring at least three outstanding speakers to the State Farm Hall of Business each semester. Each speaker willshare their experience and knowledge, which can be transferred to our members’ educational and professionalimprovement.  Utilize outstanding speakers who have not spoken with our chapter in the previous year.  Ensure coverage of the wide range of careers within the field of Marketing by providing speakers with diverse backgrounds and experiencesPractical ExperienceObjective: Create a variety of opportunities for members to apply marketing skills to succeed in their future careers. Weplan to coordinate one or more monthly brand/event marketing opportunities through potential partnerships with theU.S. Cellular Coliseum and the Baby Fold.  There are four tours planned for the 2011-2012 school year. We will tour two different businesses per semester (1 local; 1 non-local) to observe the application of marketing skills in a professional setting.  We will partner with the Career Center to co-sponsor internship fairs and Meet the Firms. Additionally, all members will be encouraged attend all Career Center events including the Sales Career Fair to network with ISU’s various career partners.  We will also partner with the Career Center to provide at least one workshop each semester to improve our members’ marketability, especially upperclassmen looking for jobs and internships.Member MarketabilityObjective: Increase member exposure to Illinois State University’s Career Center services, and by extension, increasemembers exposure to recruiting employees.  Employ on-going communication with alumni, professional members of AMA, and the Career Center. These resources will supply our members with deep insights into the job market.  Provide access to the AMA résumé book through our Career Center partnership for our members.  Partner with the Career Center to provide at least one workshop for members. 3
  6. 6. National Chapter InvolvementObjective: Increase the chapter’s level of involvement by participating in at least one national competition eachsemester. Competitions are to be determined but possibilities include the Case Competition, Marketing Week, etc.Goal: Organize a minimum of five community service events each semester, segmented into the College of BusinessCommunity, Illinois State University Community, and Bloomington-Normal CommunityMembership ParticipationObjective: Achieve at least 15% participation of total members at every community service or public relations eventeach semester.  Our various directors will create program event summaries to document activities, and they will pursue feedback from those members who attended the event.College of Business CommunityObjective: Allocate at least 25% of community service events to the College of Business, its registered studentorganizations, faculty and students.  Participate in the College of Business Executive Council (COBEC) to ensure ISU-AMA is properly informed and actively involved in events within the College of Business.  Participate in College of Business sponsored events such as The Giving Tree at Christmas, COB Pride which involves cleaning the College of Business building, and participating in Business Week activities.Illinois State University CommunityObjective: Devote at least 25% of community service events to Illinois State University campus, faculty, and students.  Organize at least one event the entire year that is associated with another registered student organization, outside the College of Business, in which we can strengthen relationships.  Promote and plan our own organizational blood drive in the fall semester as well as the joint-rivalry Challenge on 74 Blood Drive toward the end of January, encouraging all members of the ISU community to participate and assist the Red Cross.Bloomington-Normal CommunityObjective: Coordinating special service events that directly facilitate toward the community. We will devote at least 50%of community service events to the Bloomington-Normal community.  Utilize at least one of these events per semester to directly serve the needs of an organization in the Bloomington-Normal community by means of advertising and providing a new target audience, presented in the college student body.  Promote participation in at least two (2) national non-profit philanthropic causes such as Relay for Life and The American Heart Association.  Collaborate with Illinois Wesleyan University’s AMA chapter for at least one of the events each semester.Objective: donate at least 20% of proceeds raised from special events in philanthropic efforts.  Host at least one event during the year in which proceeds will benefit a local organization, such as Home Sweet Home Ministries.AMA Saves Lives Chapter InitiativesOur goal is to implement at least one AMA Saves Lives event into our chapter activities each semester, increasing thenumber of organ donors registered from one event to the next by at least 10 people.ProfitabilityObjective: Generate $3000 in revenue through fundraising events  Host a “profit sharing” night with a local eatery the night following each all-member meeting. o Estimated Revenue: $350 4
  7. 7.  Continues our relationship with University Directories to design and distribute a student planner, which include promotional materials for the American Marketing Association. o Revenue: $700 Host our annual “ISU Idol” event in November. This event provides marketing experience to our members and recognition for our organization. Revenues are sought through ticket sales, raffle, sponsorship, and charitable donations. o Estimated Revenue: $1,000 Consider hosting our “Mr. & Ms. ISU” event in April. Our first annual production was a success and we will look into the opportunity to grow this into a consistent yearly event with large participation. Revenues are sought through ticket sales, “coin wars”, sponsorship, and “most popular” award to entice attendance. o Estimated Revenue: $1,000Member ExperienceObjective: Utilize marketing skills in at least two fundraising activities each semester.  Seek fundraising opportunities from local business that provide strong involvement for our members. o U.S. Cellular Coliseum: Integrated campaign for entertainment events  Promote major fundraising events to the Bloomington-Normal and ISU communities using a variety of promotional materials including flyers, handbills, TV10 News, newspaper advertisements, chapter newsletter, table tents, event websites, chalking, word-of-mouth, and the College of Business electronic bulletin board.Objective: Have at least 40% of total members to participate in at least one fundraising event each semester (20% lastyear)  Create innovative and engaging events that entice member involvement.  Initiate incentives for member involvement that include fundraising events.SponsorshipsObjective: Obtain 30% of total earnings given as “prize money” through external sponsorship donations. (25% last year)  Continue to build relationships with different organizations in the Bloomington-Normal community to create long-term partnership opportunities.  Provide meaningful sponsorships that will provide a return on investment to the participant.  Meet with sponsors personally and deliver thank you letters and initiate future involvementSustainable EventsObjective: Hold events that are sustainable and can be repeated annually to increased income possibility each year.  “ISU Idol” and “Mr. & Ms. ISU” have been successful in the past and provide avenues for member engagement and company sponsorship.Total MembershipObjective: Grow and develop the American Marketing Association network by recruiting and maintaining membersacross campus. Therefore, our measurable goal is to increase total membership to 65 members by Dec. 31st and 90members by April 30th  Implement unique recruitment campaigns: two-day membership drives, presentations, recruiting SWAG, Planners, Bookmarks  Hold three membership drives in total during the year, with one specifically targeting specifically underclassmen  Promote upcoming events and publicize the benefits of joining by having slides on the each of the electronic boards In the College of Business, while also keeping in contact with those who showed interest in ISU-AMA through weekly emails.  Take part in campus wide events to spread the ISU-AMA name: Festival ISU, Passages, Junior Achievement, and Business Week 5
  8. 8. UnderclassmenObjective: Encourage underclassmen to get involved in ISU-AMA early in their academic career. Specifically our goal is toIncrease freshmen and sophomore class standing to make up at least 5% of total membership  Post informational flyers throughout the underclassmen dorms and table tents in the dorm food courts to make underclassmen aware of upcoming events, monthly all-member meetings and the benefits of joining ISU-AMA.  Conduct classroom presentations in lower-level business classes and foster faculty relationships to encourage relationship building and membership.  Hold Underclassmen membership drives in the College of Business to promote the American Marketing Association development and networking opportunities.InvolvementObjective: Enrich every member’s experience by through event attendance, committee participation, and overalldevelopment.  Implement adjusted point system to hold directors and members accountable for their actions and commitment to their responsibilities.  Provide experiences to every committee member to further develop marketing skills  Foster community through monthly social eventsUnique RecruitmentObjective: Promote ISU-AMA in a way that will differentiate us from other student organizations on campus.  Focus advertisements on previous accomplishments, outstanding activities, and opportunities for involvement.  Utilize Facebook to promote ISU-AMA by posting up to date information on future events while encouraging communication through the social network.  Conduct integrated campaign involving hands-on and often used items such as bookmarks, planners, and folders.  Recruit through creative advertisements targeting other departments at Illinois State University encompassing all majors and interest groups.Advertising & PromotionsObjective: Effectively advertise upcoming meetings, social events, speakers, community service events, and special events by utilizing the expertise of our Advertisingand Promotions co-directors and committee.  Design promotional materials that will engage the interest of our potential and active members. These materials include assorted paper with different designs.  Distribute these advertisements throughout high-traffic areas, within or surrounding campus. These distribution places include but are not limited to displaying table tents and flyers around the College of Business, advertisements on the College of Business Electronic Television Board, sidewalk chalking in the quad, table tents in the dorms, passing out flyers in class or throughout the quad, the ISU Daily Vidette Newspaper, and also make announcements of certain special events over the local radio stations.  Advertise upcoming all member events and any other special activities through the use of monthly calendars, ISU AMA website, Facebook groups, and sign up sheets passed around at each of the All Member meetings.  Promote upcoming community service events through the use of monthly calendars/newsletters, email, College of Business electronic bulletin board, Facebook account, sign-up sheets at each All Member meeting, the University Calendar and the College of Business website.  Encourage members to invite their friends to attend the all member meetings, regardless of their major.Website and Social Media DevelopmentObjective: Maintain and revise the ISU-AMA Website and Facebook page on a weekly basis to guarantee members withthe most up-to-date information concerning events and meetings. 6
  9. 9.  Post all upcoming meetings, events, recent news, and other important information on both the website and Facebook page, encouraging our members to spread this information by word of mouth.  Provide members with the contact information for the faculty advisor, officers, directors, and members to facilitate open communication on our website.  Personalize the website by incorporating the faculty advisor, all officers, and all directors biographies and pictures.  Publish any honors or awards given to members, directors, or the organization as a whole, and any moments of pride within ISU-AMA  Provide directors and officers special access to pages customized to their needs with necessary paperwork and relevant documents for operation of the chapter.Objective: Create a twitter page for ISU-AMA that will provide meaningful contact and updates to our members,potential members, and the ISU Community as a whole.Photo HistorianObjective: Visually document all AMA events through the use of digital photos, providing necessary resources to createupdated accounts of the organization’s activities.  Prepare a digital slide show of the photos taken from the past month’s events for monthly all member meetings.  Update a scrapbook that will depict all of the recent socials, speakers, special events, programs, etc. that all of our members were able to enjoy.  Display these pictures and scrapbook on our Membership Drive table, to visually depict all of our activities for old members, new members, and potential members to view and hopefully partake in the new future.  Share all the photos with the director of internal communications, so the events photos can be posted in the newsletter and placed on the ISU-AMA website.ISU-AMA Monthly Newsletter Objective: maintain an original newsletter that will be made aware to members at each monthly all-member meeting starting in October as well as displayed digitally on the ISU-AMA website.  The newsletter will include: News about the chapter’s previous months’ events, recent reports within the marketing/business world, and information about one officer, director, member of the month, or faculty advisor each monthly newsletter.  Devote a special section of the newsletter with a biography and photo of that month’s member and director of the month, pictures from the previous month, a current, updated calendar with important dates, and upcoming events such as speakers, socials, and tours. 7
  10. 10. Leadership AbilitiesObjective: Intensify and enhance the leadership potential of our officers, directors, and general members with sixreturning directors and twelve new directors.  Our faculty advisor has offered to conduct a seminar on leadership to all officers and director each semester. This seminar will allow these individuals to deepen their perception of superior leadership.  Directors of Illinois State American Marketing Association will be in charge of their own special projects, while managing a committee. This structure will enable them to develop vital leadership skills through their own practice and make a positive impact on the organization as a whole. Officers will oversee all activities with continuous supervision by our outstanding advisor.  In addition, officers, directors, and general members will be encouraged to attend conferences. The wisdom gained from these conventions will be exceedingly advantageous to all.New Director Point SystemObjective: implement a revamped system that measures director production based on hours of work produced for thechapter and accountability to attend meetings and other mandatory events.  Increase the morale of our directors and create an environment of greater responsibility and efficiency.Enjoyable AtmosphereObjective: Make all events beneficial to professional development while being an enjoyable experience.  Throughout the year, we will have monthly socials. This will enable members to spend some time at ease with each other and build solid relationships. These will provide networking opportunities in conjunction with all other AMA events.  Awards banquets will be held at the end of each semester. This will give officers the opportunity to give show their gratitude to directors and general members who put forth superfluous effort and reflect on successful semesters.  Encourage an open environment, where directors and general members can provide their input regarding a variety of chapter activities, including the utilization of surveys to research the ways we can improve as a chapter.  Personally interact with all members during events and meetingsObjective: Maintain open and clear communication between all participants of ISU American Marketing Association.  Contact members through an e-mail listing, the official ISU-AMA Webpage, and through the respective director.  Directors will communicate to their respective officers weekly with a summary of progress and meet with their committees each month to discuss their specific endeavors.  Each officer will e-mail a summary of his or her directors activities of the past week each Sunday.  Officers and the advisor will meet weekly on Tuesdays to converse about impending procedures and inform of any amendments to the schedule.Beneficial MeetingsObjective: Administrate all events and meetings efficiently through hours of prior preparation to create effectivepresentations.  Act professional while providing our members with the many quality experience available through a ISU- AMA membership.Chapter Processes  Implement officer elections with presentations given by candidates and members voting at February all- member meeting  Train officers for upcoming positions by giving them insight into organizational structure and assisting them the last month of the school year. 8
  11. 11. August ‘11 January ‘12 S M T W R F Sa S M T W R F Sa 1 2 3 4 5 6 1 2 3 4 5 6 7 7 8 9 10 11 12 13 8 9 10 11 12 13 14 14 15 16 17 18 19 20 15 16 17 18 19 20 21August 21 22 23 24 25 26 27 22 23 24 25 26 27 2820th: Freshman Convocation23/24th: Membership Drive 28 29 30 31 29 30 3126th: Jr. Experience September ‘11 February ‘12September S M T W R F Sa S M T W R F Sa1st: Festival ISU 1 2 3 1 2 3 47th: All-Member Meeting/Speaker 4 5 6 7 8 9 10 5 6 7 8 9 10 117th: PSI Panel Speakers 11 12 13 14 15 16 17 12 13 14 15 16 17 188th: Fundraiser14/15th: Director Drive 18 19 20 21 22 23 24 19 20 21 22 23 24 2517th: Community Service 25 26 27 28 29 30 26 27 28 2921st: Director Meeting October ‘1121st: Social S M T W R F Sa March ‘12 1 S M T W R F SaOctober 2 3 4 5 6 7 8 1 2 32nd: Leadership Seminar5th: Career Fair Sponsorship 9 10 11 12 13 14 15 4 5 6 7 8 9 105th: All-Member Meeting/Speaker 16 17 18 19 20 21 22 11 12 13 14 15 16 177th: Gatorade Tour 23 24 25 26 27 28 29 18 19 20 21 22 23 249-15th: Float Building 30 31 25 26 27 28 29 30 3112th: PSI Panel Speaker15th: Homecoming Parade November ‘11 April ‘1217/18th: ISU Idol Auditions S M T W R F Sa S M T W R F Sa19th: Director Meeting19th: PSI Speaker Panel 1 2 3 4 5 1 2 3 4 5 6 722nd: Community Service 6 7 8 9 10 11 12 8 9 10 11 12 13 1422nd: Social 13 14 15 16 17 18 19 15 16 17 18 19 20 2124/25th: Membership Drive 20 21 22 23 24 25 26 22 23 24 25 26 27 2826th: Sales Career Fair Sponsor 27 28 29 30 29 3027th: FundraiserNovember December ‘11 May ‘121st: Ticket Sales S M T W R F Sa S M T W R F Sa2nd: All-Member Meeting/Speaker 1 2 3 1 2 3 4 53rd: Fundraiser 4 5 6 7 8 9 10 6 7 8 9 10 11 124th: Faculty Luncheon 11 12 13 14 15 16 17 13 14 15 16 17 18 197th: ISU Idol 18 19 20 21 22 23 24 20 21 22 23 24 25 2611th: Tour 25 26 27 28 29 30 31 27 28 29 30 3111-13th: Community Service-Baby Fold (TBA) February 22-24th: AMA International Chapter16th: Director Meeting 1st: All-Member Meeting/Speaker 28th: Director Meeting17th: Social & Officer Elections29th: Community Service- 2nd: Fundraiser AprilBlood Drive 4th: Social 4th: All-Member Meeting/Speaker 10th: Community Service 5th:SocialDecember 15th: Director Meeting 6th: Faculty Luncheon3rd: Social 24th: St. Louis Conference 11th: Special Event (TBA)7th: Awards Banquet Speakers & Tour 13th: Community Service 29th: Membership Drive 18th: Director MeetingJanuary 19th: Fundraiser18/19th: Membership Drive March 20th: Tour20th: Social 1st: Membership Drive 27th: Community Service24-26th: Challenge on 74 3rd: Community ServiceBlood Drive 5/6th: Special Events Auditions May 7th: All-Member Meeting/Speaker 2nd: Awards Banquet 8th: Fundraiser 12th: Senior Dinner (TBA) 9
  12. 12. Beginning Balance $2,931.58 Revenues ISU Idol $1,800 Spring Event (Tent. Mr. & Ms. ISU) $1,800 University Directories Planners $700 Restaurant Fundraisers $350 Campusfood (Previous Year Activities) $1,000 T-Shirts $700 Membership Dues (65 @ 48) (25 @ 24) $3,720 Total Revenues $10,070 Expenses Special Events $1,600 Advertising and Promotion $600 T-Shirts $659.25 Homecoming Float $300 Socials $400 Misc. Fundraising Materials $200 Conferences* $1,000 Faculty Services $200 Public Relations $100 Membership/Recruitment $200 Total Expenses $5,295.25 Net Income $4,774.75 Ending Balance $7,706.33*Money toward end of semester may go to fund more members’ attendance of International Collegiate Conference 10
  13. 13. Illinois State UniversityAmerican Marketing Association Fall 2011 Events