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ANCELL SCHOOL OF BUSINESS
AT
WESTERN CONNECTICUT STATE UNIVERSITY
2016 - 2017 AMA CHAPTER PLAN
Chapter Calendar
Budget
Chapter Operations
Internal Communication
External Communication
Membership
Fundraising
Community and Social Impact
Chapter Overview
Professional Development
Mission Statement
1
10
8
8
7
7
6
6
2
1
9
TABLE OF CONTENTS
CHAPTER OVERVIEW
Strengths Weaknesses
Chapter Situation
The Western Connecticut State
University Collegiate Chapter of the
American Marketing Association
strives to provide students with
opportunities for professional
marketing development, personal
growth, and community service.
Mission Statement
Westerns AMA Chapter accepting
a top 20 overall chapter honor at
the 2016 International Collegiate
Conference.
The newly re-branded Western Marketing Association (WMA) is coming off of its most successful year to date. We
placed 18th overall at the 2016 AMA Collegiate Conference.This was a great achievement given the size of our
chapter in comparison to the competing chapters throughout the country. The camaraderie and chemistry that the
WMA possesses can certainly be tied to the chapter’s success. The chapter placed 3rd in the Exhibit Competition
and earned an honorable mention for the Ice Breakers™ case competition. In addition to the success in New Orleans,
the chapter had the highest level of member engagement and participation in the various programs and opportunities
that we organized. However, the WMA faces new challenges in the coming school year. Recruitment will be the
biggest challenge given that 16 members from last year’s team have graduated, leaving a large gap to fill, but the
association is confident to rally on these past successes and use the achievements as motivation for an even better
year. The WMA sees other disadvantages such as a low budget and resources not as a deterrent, but as a way to
promote creativity and innovative thinking to lead to a prosperous year.
•	 Student run Advertising Agency in its second
year.
•	 Strong core of diverse and dedicated members
strengthens our community engagement.
•	 Ability to gain professional insight through
Agency@Ancell by working directly with local
businesses.
•	 Enthusiastic, thought-driven and creative
executive board.
•	 Strong relationships with Alumni and corporate
connections.
•	 Experienced and engaged co-advisors.
•	 A split campus that hinders our recruitment
efforts to engage underclassmen.
•	 A 70% commuter student population which
creates an obstacle for recruitment efforts.
•	 High membership turnover due to
upperclassmen dominant association.
•	 All student members are committed to a full-
time class schedule and (a) extracurricular
job(s).
•	 Lack of resources provided by the University
in comparison with competing schools.
•	 Scheduling conflicts due to time constraints
prevent high membership.
1
•	 Increase membership by 100%
•	 Provide new and returning members an engaging environment in which they can build their marketing
skills portfolio.
•	 Leverage the Western Marketing Association’s Alumni and corporate networks to promote networking
opportunities between members and the professional community.
•	 Continue will successful member engagement initiatives from the previous year.
•	 Develop a strong camaraderie among members by cultivating an open dialogue between returning
members, new members and the executive board.
•	 Build 5 new relationships with local businesses and marketing professionals.
•	 Continue our increasing presence at the AMA International Collegiate Conference, by sending at least
10 attendees
ChapterGoals
2
PROFESSIONAL DEVELOPMENT
Goals
•	 Provide students with the skills needed to enter the workforce.
•	 Hold 6 on-campus events and programs to enhance students professional development.
•	 Through our student run advertising agency, Agency@Ancell, provide members with the chance to work
on real-world projects with 3 clients.
•	 Enhance professional capabilities of overall club functions.
Guest Workshop Leader Series
Membership Participation: 20 per workshop
GOAL: Host a guest workshop leader three times a month to offer members the chance to build their
expertise in the marketing field. Professional leaders will guide members through workshops on relevant
topics including: social media buying, engineering applications, personal branding, business innovation,
entrepreneurship, and direct marketing.
STRATEGY:The executive board will use the connections the association has built to welcome guests to
speak about their experience and share a skill with the association members.
See all planned Guest Workshop Leader Series in the chapter calendar on page 10.
Jonathan Soares
Founder & CEO
AgencyLabs
Jim Fosina
Founder & CEO
Fosina Marketing Group
Tyler Ventrella
Account Executive
Mediassociates
A successful entrepreneur and Western alum with his
own technology engineering company will conduct
workshops with students about the numerous online
business tools that are available for management.
A dedicated direct-to-consumer entrepreneur with
extensive expertise in online and offline marketing,
financial, technical and operational functions will host
a forum with students about direct marketing in the
modern age.
Marketing and advertising leader that helps meet
their goals in a world of ever changing media will train
students about digital acquisition in programmatic
media.
Joe McCluskey
Managing Director
LSC Digital
A top performing business strategist with 20+ years’
experience in leading and building data analytics
engagements will work with students about data-
driven relationship management.
ProfessionalDevelopment
3
Think Tank Series
GOAL: Host a business or nonprofit every month that would like assistance with their marketing needs
for social media outreach, brand awareness, website development, target market identification and new
product development. Offer an environment of organic discussion to promote free flow of ideas of new
marketing strategies and communication paths.
STRATEGY: The executive board will use the connections the association and our adivsors have built to
find businesses looking for feedback on marketing strategies. The “Think Tank” series will also serve as
screener to evaluate potential clients for Agency@Ancell.
See all planned Guest Workshop Leader Series in the chapter calendar on page 10.
Danbury WestenersHousatonic Valley Waldorf
School
Balbus Law Firm
Local summer collegiate baseball
team looking for innovative ideas
to help build awareness around
the community through social
media and sponsorships.
Local non-profit school looking to
gain insight on best practices of
schools using social media and
effective content scheduling.
A local law firm that is looking
for innovative ideas for how to
overcome the negative stigma of
filing for bankruptcy and how best
to communicate the message.
Marketing & Innovation Week
GOAL: To host WMA’s very own Marketing Week in which each day provides a different opportunity for
students to learn, build their resume, and connect with peers and industry leaders.
Community Outreach Personal Branding Workshop
Guest Speaker: Mr. Bill Imada
BIG IDEA Competition
Workshop with Ms. Patti Wakeling
Professional Development Outing
Membership Participation: 10
GOAL: Inform area high school students about
the opportunities that the marketing field can offer.
STRATEGY: Visit two area high school’s DECA or
business clubs to provide an overview of the AMA
and talk about what current members have gained.
Membership Participation: 15
GOAL: Provide members with tips for how they can
enhance their resume and LinkedIn profiles.
STRATEGY: Host former Fairfield County AMA
Chapter President, David Reyes-Guerra, for a
workshop on personal branding.
Membership Participation: 20
GOAL: Have Mr. Imada speak to students about
the power of connections. He will also present a
case studies on one of his clients using innovative
presentation practices.
STRATEGY: Bill Imada is the Chairman and Chief
Connectivity Officer of the IW Group, the leading ad
agency that specializes in Asian American markets.
He has worked with clients such as: GM, Godiva
Chocolatier, HBO, Lexus, McDonald’s, and Walmart
Stores. Mr. Imada also was appointed to President
Obama’s Advisory Commission for Asian American
and Pacific Islander communities.
Membership Participation: 10
School Participation: 20
GOAL: Bring together innovative thinkers on campus
for an interactive entrepreneurial competition.
STRATEGY: Encourage students to present their
innovative ideas to a panel of three professional
judges for the chance to win a $500 prize.
Membership Participation: 17
GOAL: Provide students an opportunity to
learn from a seasoned professional who has
worked for Unilever, Nielsen, Innerscope, Pepsi-
Cola Company, and The Advertising Research
Foundation.
STRATEGY: Ms. Wakeling will engage the students
in a workshop to develop a new extension for the
Dove Real Beauty campaign which she launched
while at Unilever.
Membership Participation: 15
GOAL: Members will attend a day trip to NYC to the
Marketing Edge Career Forum in NYC, have a team
lunch, and visit a marketing business for an office
walk through and Q&A with a marketer.
STRATEGY: Marketing Edge supports academics
and students, and recognizes business leaders for
their support of data-driven marketing education.
Members will engage and network with industry
professionals at the conference.
October 31 - November 4, 2016
NEW!
NEW!
ProfessionalDevelopment
4
National Millennial Community
Membership Participation: 6
GOAL: The NMC was founded in 2015 by Bill Imada, Chairman and Chief Connectivity Officer of the
IW Group. Bill has brought together a nationwide community of millennial thinkers who strive to change
the conversation about the millennial generation by executing multiple think tank conversations with
key influencers in media and business. We have three board members as part of the NMC and plan to
continue.
STRATEGY: Currently three members of the WMA’s executive board are an active part of the community,
participating in calls with IBM, General Motors, Google, UPS, PUMA, and more.
Professional Outings
Membership Participation: 7
GOAL: Hold two professional outing each semester
to business that will help members gain a greater
professional perspective.
STRATEGY: Reach out to businesses that meet
members interests and observe operations and
network with employees.
AMA Fairfield County
Professional Chapter
Membership Participation: 7
GOAL: Have a group of collegiate members attend
a meeting at least once a semester.
STRATEGY: Connect with the student leader from
the professional chapter who helps bring student
marketers together.
Entrepreneur of the Year Award Networking Lunch
October 5, 2016 | Membership Participation: 2
GOAL: Raise awareness of the WMA in the community while allowing members the chance to network.
STRATEGY: Attend a luncheon to honor Austin McChord, a Western alumni and the CEO of billion-dollar
technology company Datto, as the WCSU Entrepreneur of the Year. Members will have the opportunity to
network with other local business professionals and hear Mr. McChord’s story of transforming Datto from
his parents basement to an international company with 700+ employees.
Chapter Plan
Membership Participation: 5
GOAL: Earn full 10 points.
STRATEGY: Have the executive
board meet periodically over
the summer to begin planning a
successful year. To assist with
planning the board with review
winning plans and reports for best
practices to incorporate.
Annual Report
Membership Participation: 5
GOAL: Maintain last year’s
standing or place better.
STRATEGY: Follow the chapter
plan throughout the semester and
continually evaluate the goals put
in place.
Case Competition
Membership Participation: 8
GOAL: Earn an honorable mention.
STRATEGY: Develop a strong team of members to create a strategic
plan for Ebay that is supported with qualitative and quantitative
research.
Website Competition
Membership Participation: 5
GOAL:Redesign the website for the entire association to reflect the
new updates and branding.
STRATEGY: Collaborate with participating members to determine the
most effective content for the site. Utilize a web development platform
to implement the chosen strategies.
SABRE in NOLA
Membership Participation: 4
GOAL: Compete with a high functioning business simulation team.
STRATEGY: Choose SABRE experienced members to guide the
team. Review tactical and successful business practices.
NEW!
NEW!
AMA Competitions
AGENCY@ANCELL
WHO WE ARE:
WHAT WE’VE DONE:
WHAT WE’RE DOING:
GOALS:
WHERE WE’RE GOING:
The Western Marketing Association is proud to say
that its very own marketing agency, Agency@Ancell,
is in its second year of business. Agency@Ancell is
a student-run marketing agency providing students
with real-world experience in client relations,
marketing strategy, and implementation of various
marketing initiatives. Students that are involved in the
agency have the opportunity to deal with real clients
and develop their skills in the realm of marketing
that appeals most to them. Past students have
expressed how this has given them a competitive
advantage in the job market because they have real
work that they can add to their portfolios.
Membership Participation: 10
•	 Bring in 2 new clients for the year.
•	 Recruit 5 new members to fill open positions.
•	 Expand the recruitment strategy to find students
with varying skills and experiences.
•	 Accrue at least $500 from client projects.
•	 Continue the successful working relationship
with our current clients.
•	 Provide services free of charge to one non-profit
organization in the community.
Last year, the agency had its first client: Smartcoozie. This product was a coozie that could hold your
smartphone. The client contacted the agency in hopes to further promote this product and ultimately
increase sales. We developed a fully integrated website for the client and strategized a full social media
plan for them. Smartcoozie was thrilled with our work which led to a sponsorship of our exhibit booth at
last year’s AMA Collegiate Conference in New Orleans. We plan to continue our work with Smartcoozie
throughout the semester and continue to lead them to success.
Agency@Ancell has many exciting initiatives on the docket for this upcoming year. Since the Agency is still
fairly new, we are taking some time to work on our internal development by way of creating an entirely new
website for Westerns’s chapter of the AMA, along with updating the Agency website. We will ensure that
Agency website contains all of the information needed for a client to feel that they are dealing with a well-
educated group of professionals to work on their project.
More recently, the agency began a community outreach project working with the Student Veterans
Organization. The Agency will be working closely with the veterans to strengthen their on campus
awareness of the organization while providing them with the marketing support they need to communicate
their message.
The agency is constantly seeking out new clients in order to build our portfolio and establish our credibility.
Currently in the pipeline are:
•	 A start-up consumer goods technology company, Rhapsodease. Rhapdsodease has inquired about
website development, social media management, and logo creation.
•	 Local summer collegiate baseball team, Danbury Westeners. The Westeners are looking for help
managing their social media pages.
ProfessionalDevelopment
5
COMMUNITY & SOCIAL IMPACT
Goals
•	 Strengthen students marketing skills by applying
what has been learned in the classroom with a
working organization.
•	 Increase the activity of the WMA within the
community by utilizing our varied marketing skills
to assist 2 organizations in need of marketing
strategies.
•	 Donate $500 to a local organization to support a
cause all members mutually care about.
6
Strategy
•	 Connect each member of the association with
an organization that reflects the causes they
personally care about.
•	 Provide members with multiple opportunities to
participate in a variety of activities and outreach
projects/programs.
Relay for Life
March | Membership Participation: 10
GOAL: The Association plans to raise $500 and
participate in Western’s hosted night for Relay for Life
to benefit the American Cancer Society.
STRATEGY: Utilizing members digital marketing and
networking skills to meet the fundrasing goal and to
raise awareness about the WMA’s participation.
Women’s Center of Greater
Danbury
Membership Participation: 10
GOAL: To continue our work with the local women’s
shelter as they undergo a rebranding.
STRATEGY: Members will work with the Women’s
Center branding committee to address community
perceptions of the various changes by conducting
focus groups and creating online surveys.Junior Achievement of Western
Connecticut
November 4, 2016 | Membership Participation: 4
GOAL: To mentor high school students through a
business simulation exercise.
STRATEGY: Through the mission of the JA program,
members will mentor high school students from local
schools through a business simulation. Member
volunteers will also participate in a training seminar
on mentorship prior to working with the mentees.
Western’s Day of Service
September 23, 2016 | Membership Participation: 10
GOAL: To volunteer in the local community while
bonding with other students.
STRATEGY: Members will volunteer with other
Western students throughout the local community in
this school wide event.
FUNDRAISING
Goals
•	 Supplement the WMA by $500 through the
student run advertising agency.
•	 Solicit corporation and business connections for
$5,000 in additional funding.
•	 Host one fundraising on campus each semester
to create a petty cash account of $200.
•	 Increase the budget to support members
attending off-campus events.
Strategy
•	 Implement a fundraising committee whose
goal will be to organize the two on-campus
fundraisers and engage new corporate donors.
Agency@Ancell Clients
Secure enough funds to perform at a high capacity
during the year, as well as leave the association in a
strong financial position at the end of the year.
7
MEMBERSHIP
Goals
•	 Have 30 registered AMA members.
•	 Develop a recruitment strategy that focuses on reaching under classman across all departments.
•	 Gain members that are pursuing other majors besides marketing, to bring new ideas and insights to our
meetings
•	 Increase Agency@Ancell involvement, and seek out future leaders.
Introductory Meeting
September 8, 2016 | Membership Participation: 25
GOAL: Outline the structure of the American
Marketing Association and the Western Marketing
Association to new and returning members. Highlight
the benefits and advantages of actively participating
and becoming a member.
Clubs Carnival
August 28, 2016 | Membership Participation: 3
GOAL: The biggest club introduction day on campus
offers the Association an opportunity to recruit
incoming freshman and transfer students of various
majors and interests.
Members Gained: 4
Ancell Day
September 14, 2016 | Membership Participation: 5
GOAL: Have a booth at Ancell Day, an Ancell School
of Business hosted event, to expose the Association
to other business majors who can learn about the
activities that the WMA is planning for the semester
and get information on how to be involved.
Principal Classes
Each Semester
Membership Participation: 2/per class
GOAL: Recruit new underclassman members
from the Principal of Marketing 200 courses to
build Association awareness among the incoming
business students.
COMMUNICATION
Internal Goals
•	 Implement effective and efficient methods of communication between the executive board and chapter
members.
•	 Communicate with the campus community about events and opportunities.
•	 Continue to build brand awareness after changing name and logo last year.
•	 Have open communication with advisors.
•	 Make use of a Facebook group for current members to receive news on upcoming events, meeting
reminders, committee reports, and more.
Basecamp Private Facebook Group
By utilizing Basecamp as our project management
center, it eliminates wait time and confusion. This
allows for members and advisors to communicate
between documents and projects and work on
certain items together. It is our central hub for
important documents and communications.
Through discussion with our members we
have found that Facebook is the best way to
communicate reminders, meeting times, and update
those unable to attend a meeting. By setting our
group page to private it allows the executive board to
monitor to add members and accept who is joining
the group. The poll feature will be used to gain
insights on members feedback and interests.
NEW!
NEW!
8
Communication
External Goals
•	 Development of a database that includes current members and alumni.
•	 Utilize LinkedIn to connect with professional guest speakers and chapter alumni.
•	 Develop a reputation with local businesses as a go to source for marketing insight and
recommendations.
Social Media Website
GOALS: To maintain the WMA’s established
Facebook following while establishing an Instgram
page.
Instagram Following Goal: 100
Facebook Following Goal: 100
STRATEGY: Use accounts to communicate with
others about our current activities and upcoming
events. We encourage the community to follow us
to see what how we are helping fellow community
businesses and all that we are involved with.
GOAL: The WMA website will be redesigned to
become more informative to those unfamiliar with
the mission and goals of the Association. 
Visit Goal: 100
STRATEGY: Our own in-house ad agency will be
in charge of the redesign and the Association’s
promotions committee will be in charge of
promoting the new launch to the school and local
community.
CHAPTER OPERATIONS
Goals
•	 Build a team of 20+ active members who are involved with committees and Agency@Ancell.
•	 Implement effective communication that streamlines tasks and efficiently accomplishes objectives.
•	 Structure a well-formatted chapter layout that brings together AMA competitions and local chapter
functions while seamlessly integrating professional development and promoting forward thinking.
•	 Have members evaluate all “Think Tanks” and guest speakers to make meetings beneficial for members.
•	 To have three trained future E-board members.
•	 Hold weekly chapter meetings.
•	 Have bi-weekly e-board meetings with advisors.
President’s Report
Committee Reports
E-Board Mentorship
Every meeting the co-presidents
will give a report highlighting
the current objectives of the
Association as well as the present
progress towards accomplishing
the objectives.
The committee chairperson will
be required to update the entire
Association on internal committee
progress every meeting.
Underclassman members who
display leadership qualities have
been targeted and selected as
potential future e-board members.
The current executive board
has been mentoring them and
educating them on what it takes to
be a leader for the chapter.
Involvement Points Member Feedback
The executive board has
developed a points system to
track each member’s involvement
in meeting and outside activities.
The points earned may assist the
executive board with decisions on
who receives funding or invites to
exclusive events with clients.
At the close of each meeting
members will be asked to evaluate
the meeting. Using a likert scale
for quantitative feedback they
will be asked how beneficial
the meeting was to them.
Members will also be asked what
improvements can be made in an
open-ended question format.
Other Strategies
•	 Use Basecamp as the WMA’s
project management tool.
•	 Hold bi-weekly executive
board meetings with co-
advisors.
NEW!NEW!
Strategy
9
ChapterOperations
Executive Board
Co-Presidents
Briana Morrissey & Megan Driscoll
Secretary
Samantha Almonte
Treasurer
Alec Iacovelli
Vice President
Kristina Grube
Professional Development Committee
Membership Participation: 10
The largest committee, the promotional team
is responsible for graphic design needs, social
media, and website development. The main focus
of the committee is to increase overall awareness
using innovative techniques. Graphic design
needs includes flyers, logo management, and
image editing. Social media responsibilities include
creating a content schedule, creating content,
developing a campaign for marketing week,
creating a LinkedIn WMA group and managing
the WMA Facebook, Twitter, and Instagram. The
promotions committee will also be working with
the Agency@Ancell team to redesign the WMA
website.
Membership Participation: 3
The smallest committee, the PD team is overseen
directly by one of the WMA co-presidents.
Overall, this team provides support to our
professional contacts and helps manage and
grow the relationships. The responsibilities include:
confirmations to the guest, follow-up notes if
needed, and managing a list of future speakers.
Membership Participation: 6
The social outreach committee manages WMA
philanthropy, community service, and fundraising.
The main goal of this committee is create a positive
brand image of the WMA in the community.
Promotional Committee
Social Outreach Committee
BUDGET
Opening Balance
Restricted Funds
Agency@Ancell
Student Government Association
Revenue
$11,698
$500
$3,000
$8,336.43
Expenses
Miscellaneous Expenses
(Subscriptions, Supplies, etc.)
AMA Collegiate Conference
Marketing EDGE Conference
Big Idea Competition
$300
$14,000
$320
$500
Total Revenue $23,534
Total Expenses $15,120
Net Income $8,414
Social Outreach Committee
Promotional Committee
Professional Development
Committee
Agency@Ancell
Case Team
Membership Committee
Membership Participation: 4
The membership committee is in charge of developing and implementing an ongoing recruitment strategy
to help meet our goal of increasing membership by 100%. The majority of the strategy will focus on the
beginning of each semester but will also continue throughout the semester.
Membership Committee
10
CALENDAR
Fall Semester
August
September
October
November
December
Spring Semester
January
April
February
March
May
Executive board meetings with
advisors happen on a bi-weekly
basis starting September 1st.
28 - Clubs Carnival
29 - First Day of Classes
30 - First Case Team Meeting
The case team will meet every
Tuesday starting August 30th.
1 - E-board Meeting w/ Advisors
5 - Labor Day | No Classes
6 - Visit MKT 200 Class
8 - Introductory Meeting
14 - Ancell Day
15 - HVWS Think Tank
22 - Westeners Think Tank
23 - Western Day of Service
29 - Workshop w/ Jonathan
Soares
5 - Entreprenuer of the Year Lunch
6 - Workshop w/ Jim Fosina
Jake’s Wayback Burgers Think
Tank
12 - Chapter Plan Due
13 - Balbus Law Firm Think Tank
20 - Workshop w/ LSC Digital
27 - Workshop w/ Tyler Ventrella
10/31 - 11/4 Marketing Week
31 - DECA Community Outreach
Assocation Meetings will be every
Thursday starting September
8th. Meetings are reserved for
the president’s report, committee
reports, and general business.
10/31 - 11/4 Marketing Week
1 - Personal Branding Workshop
2 - Guest Speaker Bill Imada
BIG IDEA Competition
2 - Website Competition Due
3 - Workshop w/ Patti Wakeling
4 - PD Trip to NYC
9 - Marketing Week Due to AMA
10 - Think Tank w/ Mr. Mowad
17 - Workshop w/ Eljay Feuerman
& Meghan O’Sullivan
23-27 Thanksgiving Recess
1 - Fairfield County Professional
AMA Chapter Meeting
7 - Case Competition Due
8 - Final Semester Meeting
Semester Recap/Look Ahead
12-16 Finals Week
Assocation Meetings will be
every week starting January 19th.
Meeting date and time will be
determined once spring class
schedules have been posted.
Executive board meetings with
advisors will be every other week
starting January 19th.
The team traveling to NOLA for the
AMA ICC will be decided on and
notified.
The AMA ICC team will meet
every other week starting January
19th to prepare for the conference
and competitions
Speaker, Workshop Leaders,
and Think Tanks for the semester
have been identified and will
be scheduled over the winter
intersession following the
confirmation of schedules
4 - SABRE Registration Opens
Exhibit Competition Opens
11 - Student Research Posters
Marketing Strategy
Compeition Opens
13 - Semester Begins
16 - MLK Jr. Day | No Classes
17 - First Day of Classes
18 - Perfect Pitch Compeition
Opens
1 - Sales Competition Opens
15 - Annual Report Due
17-20 President’s Holiday | No
Classes
•	 Two WMA Meetings
•	 One Guest Workshop Leaders
•	 Four WMA Meetings
•	 Two Guest Workshop Leaders
•	 Two Think Tanks
•	 Four WMA Meetings
•	 Two Guest Workshop Leaders
•	 One Think Tank
9 - Mandatory Travel Meeting for
all AMA ICC team members
13-19 Spring Break
16 - T-Shirt Competition Due
16-18 AMA ICC (NOLA)
•	 Four WMA Meetings
•	 Two Guest Workshop Leaders
•	 Two Think Tank
14-15 No Classes
•	 No Meetings
4-5 Make-up/Reading Day
6-12 Final Exam Week
21 - Commencement

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2016-2017 Chapter Plan

  • 1. ANCELL SCHOOL OF BUSINESS AT WESTERN CONNECTICUT STATE UNIVERSITY 2016 - 2017 AMA CHAPTER PLAN
  • 2. Chapter Calendar Budget Chapter Operations Internal Communication External Communication Membership Fundraising Community and Social Impact Chapter Overview Professional Development Mission Statement 1 10 8 8 7 7 6 6 2 1 9 TABLE OF CONTENTS
  • 3. CHAPTER OVERVIEW Strengths Weaknesses Chapter Situation The Western Connecticut State University Collegiate Chapter of the American Marketing Association strives to provide students with opportunities for professional marketing development, personal growth, and community service. Mission Statement Westerns AMA Chapter accepting a top 20 overall chapter honor at the 2016 International Collegiate Conference. The newly re-branded Western Marketing Association (WMA) is coming off of its most successful year to date. We placed 18th overall at the 2016 AMA Collegiate Conference.This was a great achievement given the size of our chapter in comparison to the competing chapters throughout the country. The camaraderie and chemistry that the WMA possesses can certainly be tied to the chapter’s success. The chapter placed 3rd in the Exhibit Competition and earned an honorable mention for the Ice Breakers™ case competition. In addition to the success in New Orleans, the chapter had the highest level of member engagement and participation in the various programs and opportunities that we organized. However, the WMA faces new challenges in the coming school year. Recruitment will be the biggest challenge given that 16 members from last year’s team have graduated, leaving a large gap to fill, but the association is confident to rally on these past successes and use the achievements as motivation for an even better year. The WMA sees other disadvantages such as a low budget and resources not as a deterrent, but as a way to promote creativity and innovative thinking to lead to a prosperous year. • Student run Advertising Agency in its second year. • Strong core of diverse and dedicated members strengthens our community engagement. • Ability to gain professional insight through Agency@Ancell by working directly with local businesses. • Enthusiastic, thought-driven and creative executive board. • Strong relationships with Alumni and corporate connections. • Experienced and engaged co-advisors. • A split campus that hinders our recruitment efforts to engage underclassmen. • A 70% commuter student population which creates an obstacle for recruitment efforts. • High membership turnover due to upperclassmen dominant association. • All student members are committed to a full- time class schedule and (a) extracurricular job(s). • Lack of resources provided by the University in comparison with competing schools. • Scheduling conflicts due to time constraints prevent high membership. 1
  • 4. • Increase membership by 100% • Provide new and returning members an engaging environment in which they can build their marketing skills portfolio. • Leverage the Western Marketing Association’s Alumni and corporate networks to promote networking opportunities between members and the professional community. • Continue will successful member engagement initiatives from the previous year. • Develop a strong camaraderie among members by cultivating an open dialogue between returning members, new members and the executive board. • Build 5 new relationships with local businesses and marketing professionals. • Continue our increasing presence at the AMA International Collegiate Conference, by sending at least 10 attendees ChapterGoals 2 PROFESSIONAL DEVELOPMENT Goals • Provide students with the skills needed to enter the workforce. • Hold 6 on-campus events and programs to enhance students professional development. • Through our student run advertising agency, Agency@Ancell, provide members with the chance to work on real-world projects with 3 clients. • Enhance professional capabilities of overall club functions. Guest Workshop Leader Series Membership Participation: 20 per workshop GOAL: Host a guest workshop leader three times a month to offer members the chance to build their expertise in the marketing field. Professional leaders will guide members through workshops on relevant topics including: social media buying, engineering applications, personal branding, business innovation, entrepreneurship, and direct marketing. STRATEGY:The executive board will use the connections the association has built to welcome guests to speak about their experience and share a skill with the association members. See all planned Guest Workshop Leader Series in the chapter calendar on page 10. Jonathan Soares Founder & CEO AgencyLabs Jim Fosina Founder & CEO Fosina Marketing Group Tyler Ventrella Account Executive Mediassociates A successful entrepreneur and Western alum with his own technology engineering company will conduct workshops with students about the numerous online business tools that are available for management. A dedicated direct-to-consumer entrepreneur with extensive expertise in online and offline marketing, financial, technical and operational functions will host a forum with students about direct marketing in the modern age. Marketing and advertising leader that helps meet their goals in a world of ever changing media will train students about digital acquisition in programmatic media. Joe McCluskey Managing Director LSC Digital A top performing business strategist with 20+ years’ experience in leading and building data analytics engagements will work with students about data- driven relationship management.
  • 5. ProfessionalDevelopment 3 Think Tank Series GOAL: Host a business or nonprofit every month that would like assistance with their marketing needs for social media outreach, brand awareness, website development, target market identification and new product development. Offer an environment of organic discussion to promote free flow of ideas of new marketing strategies and communication paths. STRATEGY: The executive board will use the connections the association and our adivsors have built to find businesses looking for feedback on marketing strategies. The “Think Tank” series will also serve as screener to evaluate potential clients for Agency@Ancell. See all planned Guest Workshop Leader Series in the chapter calendar on page 10. Danbury WestenersHousatonic Valley Waldorf School Balbus Law Firm Local summer collegiate baseball team looking for innovative ideas to help build awareness around the community through social media and sponsorships. Local non-profit school looking to gain insight on best practices of schools using social media and effective content scheduling. A local law firm that is looking for innovative ideas for how to overcome the negative stigma of filing for bankruptcy and how best to communicate the message. Marketing & Innovation Week GOAL: To host WMA’s very own Marketing Week in which each day provides a different opportunity for students to learn, build their resume, and connect with peers and industry leaders. Community Outreach Personal Branding Workshop Guest Speaker: Mr. Bill Imada BIG IDEA Competition Workshop with Ms. Patti Wakeling Professional Development Outing Membership Participation: 10 GOAL: Inform area high school students about the opportunities that the marketing field can offer. STRATEGY: Visit two area high school’s DECA or business clubs to provide an overview of the AMA and talk about what current members have gained. Membership Participation: 15 GOAL: Provide members with tips for how they can enhance their resume and LinkedIn profiles. STRATEGY: Host former Fairfield County AMA Chapter President, David Reyes-Guerra, for a workshop on personal branding. Membership Participation: 20 GOAL: Have Mr. Imada speak to students about the power of connections. He will also present a case studies on one of his clients using innovative presentation practices. STRATEGY: Bill Imada is the Chairman and Chief Connectivity Officer of the IW Group, the leading ad agency that specializes in Asian American markets. He has worked with clients such as: GM, Godiva Chocolatier, HBO, Lexus, McDonald’s, and Walmart Stores. Mr. Imada also was appointed to President Obama’s Advisory Commission for Asian American and Pacific Islander communities. Membership Participation: 10 School Participation: 20 GOAL: Bring together innovative thinkers on campus for an interactive entrepreneurial competition. STRATEGY: Encourage students to present their innovative ideas to a panel of three professional judges for the chance to win a $500 prize. Membership Participation: 17 GOAL: Provide students an opportunity to learn from a seasoned professional who has worked for Unilever, Nielsen, Innerscope, Pepsi- Cola Company, and The Advertising Research Foundation. STRATEGY: Ms. Wakeling will engage the students in a workshop to develop a new extension for the Dove Real Beauty campaign which she launched while at Unilever. Membership Participation: 15 GOAL: Members will attend a day trip to NYC to the Marketing Edge Career Forum in NYC, have a team lunch, and visit a marketing business for an office walk through and Q&A with a marketer. STRATEGY: Marketing Edge supports academics and students, and recognizes business leaders for their support of data-driven marketing education. Members will engage and network with industry professionals at the conference. October 31 - November 4, 2016 NEW! NEW!
  • 6. ProfessionalDevelopment 4 National Millennial Community Membership Participation: 6 GOAL: The NMC was founded in 2015 by Bill Imada, Chairman and Chief Connectivity Officer of the IW Group. Bill has brought together a nationwide community of millennial thinkers who strive to change the conversation about the millennial generation by executing multiple think tank conversations with key influencers in media and business. We have three board members as part of the NMC and plan to continue. STRATEGY: Currently three members of the WMA’s executive board are an active part of the community, participating in calls with IBM, General Motors, Google, UPS, PUMA, and more. Professional Outings Membership Participation: 7 GOAL: Hold two professional outing each semester to business that will help members gain a greater professional perspective. STRATEGY: Reach out to businesses that meet members interests and observe operations and network with employees. AMA Fairfield County Professional Chapter Membership Participation: 7 GOAL: Have a group of collegiate members attend a meeting at least once a semester. STRATEGY: Connect with the student leader from the professional chapter who helps bring student marketers together. Entrepreneur of the Year Award Networking Lunch October 5, 2016 | Membership Participation: 2 GOAL: Raise awareness of the WMA in the community while allowing members the chance to network. STRATEGY: Attend a luncheon to honor Austin McChord, a Western alumni and the CEO of billion-dollar technology company Datto, as the WCSU Entrepreneur of the Year. Members will have the opportunity to network with other local business professionals and hear Mr. McChord’s story of transforming Datto from his parents basement to an international company with 700+ employees. Chapter Plan Membership Participation: 5 GOAL: Earn full 10 points. STRATEGY: Have the executive board meet periodically over the summer to begin planning a successful year. To assist with planning the board with review winning plans and reports for best practices to incorporate. Annual Report Membership Participation: 5 GOAL: Maintain last year’s standing or place better. STRATEGY: Follow the chapter plan throughout the semester and continually evaluate the goals put in place. Case Competition Membership Participation: 8 GOAL: Earn an honorable mention. STRATEGY: Develop a strong team of members to create a strategic plan for Ebay that is supported with qualitative and quantitative research. Website Competition Membership Participation: 5 GOAL:Redesign the website for the entire association to reflect the new updates and branding. STRATEGY: Collaborate with participating members to determine the most effective content for the site. Utilize a web development platform to implement the chosen strategies. SABRE in NOLA Membership Participation: 4 GOAL: Compete with a high functioning business simulation team. STRATEGY: Choose SABRE experienced members to guide the team. Review tactical and successful business practices. NEW! NEW! AMA Competitions
  • 7. AGENCY@ANCELL WHO WE ARE: WHAT WE’VE DONE: WHAT WE’RE DOING: GOALS: WHERE WE’RE GOING: The Western Marketing Association is proud to say that its very own marketing agency, Agency@Ancell, is in its second year of business. Agency@Ancell is a student-run marketing agency providing students with real-world experience in client relations, marketing strategy, and implementation of various marketing initiatives. Students that are involved in the agency have the opportunity to deal with real clients and develop their skills in the realm of marketing that appeals most to them. Past students have expressed how this has given them a competitive advantage in the job market because they have real work that they can add to their portfolios. Membership Participation: 10 • Bring in 2 new clients for the year. • Recruit 5 new members to fill open positions. • Expand the recruitment strategy to find students with varying skills and experiences. • Accrue at least $500 from client projects. • Continue the successful working relationship with our current clients. • Provide services free of charge to one non-profit organization in the community. Last year, the agency had its first client: Smartcoozie. This product was a coozie that could hold your smartphone. The client contacted the agency in hopes to further promote this product and ultimately increase sales. We developed a fully integrated website for the client and strategized a full social media plan for them. Smartcoozie was thrilled with our work which led to a sponsorship of our exhibit booth at last year’s AMA Collegiate Conference in New Orleans. We plan to continue our work with Smartcoozie throughout the semester and continue to lead them to success. Agency@Ancell has many exciting initiatives on the docket for this upcoming year. Since the Agency is still fairly new, we are taking some time to work on our internal development by way of creating an entirely new website for Westerns’s chapter of the AMA, along with updating the Agency website. We will ensure that Agency website contains all of the information needed for a client to feel that they are dealing with a well- educated group of professionals to work on their project. More recently, the agency began a community outreach project working with the Student Veterans Organization. The Agency will be working closely with the veterans to strengthen their on campus awareness of the organization while providing them with the marketing support they need to communicate their message. The agency is constantly seeking out new clients in order to build our portfolio and establish our credibility. Currently in the pipeline are: • A start-up consumer goods technology company, Rhapsodease. Rhapdsodease has inquired about website development, social media management, and logo creation. • Local summer collegiate baseball team, Danbury Westeners. The Westeners are looking for help managing their social media pages. ProfessionalDevelopment 5
  • 8. COMMUNITY & SOCIAL IMPACT Goals • Strengthen students marketing skills by applying what has been learned in the classroom with a working organization. • Increase the activity of the WMA within the community by utilizing our varied marketing skills to assist 2 organizations in need of marketing strategies. • Donate $500 to a local organization to support a cause all members mutually care about. 6 Strategy • Connect each member of the association with an organization that reflects the causes they personally care about. • Provide members with multiple opportunities to participate in a variety of activities and outreach projects/programs. Relay for Life March | Membership Participation: 10 GOAL: The Association plans to raise $500 and participate in Western’s hosted night for Relay for Life to benefit the American Cancer Society. STRATEGY: Utilizing members digital marketing and networking skills to meet the fundrasing goal and to raise awareness about the WMA’s participation. Women’s Center of Greater Danbury Membership Participation: 10 GOAL: To continue our work with the local women’s shelter as they undergo a rebranding. STRATEGY: Members will work with the Women’s Center branding committee to address community perceptions of the various changes by conducting focus groups and creating online surveys.Junior Achievement of Western Connecticut November 4, 2016 | Membership Participation: 4 GOAL: To mentor high school students through a business simulation exercise. STRATEGY: Through the mission of the JA program, members will mentor high school students from local schools through a business simulation. Member volunteers will also participate in a training seminar on mentorship prior to working with the mentees. Western’s Day of Service September 23, 2016 | Membership Participation: 10 GOAL: To volunteer in the local community while bonding with other students. STRATEGY: Members will volunteer with other Western students throughout the local community in this school wide event. FUNDRAISING Goals • Supplement the WMA by $500 through the student run advertising agency. • Solicit corporation and business connections for $5,000 in additional funding. • Host one fundraising on campus each semester to create a petty cash account of $200. • Increase the budget to support members attending off-campus events. Strategy • Implement a fundraising committee whose goal will be to organize the two on-campus fundraisers and engage new corporate donors. Agency@Ancell Clients Secure enough funds to perform at a high capacity during the year, as well as leave the association in a strong financial position at the end of the year.
  • 9. 7 MEMBERSHIP Goals • Have 30 registered AMA members. • Develop a recruitment strategy that focuses on reaching under classman across all departments. • Gain members that are pursuing other majors besides marketing, to bring new ideas and insights to our meetings • Increase Agency@Ancell involvement, and seek out future leaders. Introductory Meeting September 8, 2016 | Membership Participation: 25 GOAL: Outline the structure of the American Marketing Association and the Western Marketing Association to new and returning members. Highlight the benefits and advantages of actively participating and becoming a member. Clubs Carnival August 28, 2016 | Membership Participation: 3 GOAL: The biggest club introduction day on campus offers the Association an opportunity to recruit incoming freshman and transfer students of various majors and interests. Members Gained: 4 Ancell Day September 14, 2016 | Membership Participation: 5 GOAL: Have a booth at Ancell Day, an Ancell School of Business hosted event, to expose the Association to other business majors who can learn about the activities that the WMA is planning for the semester and get information on how to be involved. Principal Classes Each Semester Membership Participation: 2/per class GOAL: Recruit new underclassman members from the Principal of Marketing 200 courses to build Association awareness among the incoming business students. COMMUNICATION Internal Goals • Implement effective and efficient methods of communication between the executive board and chapter members. • Communicate with the campus community about events and opportunities. • Continue to build brand awareness after changing name and logo last year. • Have open communication with advisors. • Make use of a Facebook group for current members to receive news on upcoming events, meeting reminders, committee reports, and more. Basecamp Private Facebook Group By utilizing Basecamp as our project management center, it eliminates wait time and confusion. This allows for members and advisors to communicate between documents and projects and work on certain items together. It is our central hub for important documents and communications. Through discussion with our members we have found that Facebook is the best way to communicate reminders, meeting times, and update those unable to attend a meeting. By setting our group page to private it allows the executive board to monitor to add members and accept who is joining the group. The poll feature will be used to gain insights on members feedback and interests. NEW! NEW!
  • 10. 8 Communication External Goals • Development of a database that includes current members and alumni. • Utilize LinkedIn to connect with professional guest speakers and chapter alumni. • Develop a reputation with local businesses as a go to source for marketing insight and recommendations. Social Media Website GOALS: To maintain the WMA’s established Facebook following while establishing an Instgram page. Instagram Following Goal: 100 Facebook Following Goal: 100 STRATEGY: Use accounts to communicate with others about our current activities and upcoming events. We encourage the community to follow us to see what how we are helping fellow community businesses and all that we are involved with. GOAL: The WMA website will be redesigned to become more informative to those unfamiliar with the mission and goals of the Association. Visit Goal: 100 STRATEGY: Our own in-house ad agency will be in charge of the redesign and the Association’s promotions committee will be in charge of promoting the new launch to the school and local community. CHAPTER OPERATIONS Goals • Build a team of 20+ active members who are involved with committees and Agency@Ancell. • Implement effective communication that streamlines tasks and efficiently accomplishes objectives. • Structure a well-formatted chapter layout that brings together AMA competitions and local chapter functions while seamlessly integrating professional development and promoting forward thinking. • Have members evaluate all “Think Tanks” and guest speakers to make meetings beneficial for members. • To have three trained future E-board members. • Hold weekly chapter meetings. • Have bi-weekly e-board meetings with advisors. President’s Report Committee Reports E-Board Mentorship Every meeting the co-presidents will give a report highlighting the current objectives of the Association as well as the present progress towards accomplishing the objectives. The committee chairperson will be required to update the entire Association on internal committee progress every meeting. Underclassman members who display leadership qualities have been targeted and selected as potential future e-board members. The current executive board has been mentoring them and educating them on what it takes to be a leader for the chapter. Involvement Points Member Feedback The executive board has developed a points system to track each member’s involvement in meeting and outside activities. The points earned may assist the executive board with decisions on who receives funding or invites to exclusive events with clients. At the close of each meeting members will be asked to evaluate the meeting. Using a likert scale for quantitative feedback they will be asked how beneficial the meeting was to them. Members will also be asked what improvements can be made in an open-ended question format. Other Strategies • Use Basecamp as the WMA’s project management tool. • Hold bi-weekly executive board meetings with co- advisors. NEW!NEW! Strategy
  • 11. 9 ChapterOperations Executive Board Co-Presidents Briana Morrissey & Megan Driscoll Secretary Samantha Almonte Treasurer Alec Iacovelli Vice President Kristina Grube Professional Development Committee Membership Participation: 10 The largest committee, the promotional team is responsible for graphic design needs, social media, and website development. The main focus of the committee is to increase overall awareness using innovative techniques. Graphic design needs includes flyers, logo management, and image editing. Social media responsibilities include creating a content schedule, creating content, developing a campaign for marketing week, creating a LinkedIn WMA group and managing the WMA Facebook, Twitter, and Instagram. The promotions committee will also be working with the Agency@Ancell team to redesign the WMA website. Membership Participation: 3 The smallest committee, the PD team is overseen directly by one of the WMA co-presidents. Overall, this team provides support to our professional contacts and helps manage and grow the relationships. The responsibilities include: confirmations to the guest, follow-up notes if needed, and managing a list of future speakers. Membership Participation: 6 The social outreach committee manages WMA philanthropy, community service, and fundraising. The main goal of this committee is create a positive brand image of the WMA in the community. Promotional Committee Social Outreach Committee BUDGET Opening Balance Restricted Funds Agency@Ancell Student Government Association Revenue $11,698 $500 $3,000 $8,336.43 Expenses Miscellaneous Expenses (Subscriptions, Supplies, etc.) AMA Collegiate Conference Marketing EDGE Conference Big Idea Competition $300 $14,000 $320 $500 Total Revenue $23,534 Total Expenses $15,120 Net Income $8,414 Social Outreach Committee Promotional Committee Professional Development Committee Agency@Ancell Case Team Membership Committee Membership Participation: 4 The membership committee is in charge of developing and implementing an ongoing recruitment strategy to help meet our goal of increasing membership by 100%. The majority of the strategy will focus on the beginning of each semester but will also continue throughout the semester. Membership Committee
  • 12. 10 CALENDAR Fall Semester August September October November December Spring Semester January April February March May Executive board meetings with advisors happen on a bi-weekly basis starting September 1st. 28 - Clubs Carnival 29 - First Day of Classes 30 - First Case Team Meeting The case team will meet every Tuesday starting August 30th. 1 - E-board Meeting w/ Advisors 5 - Labor Day | No Classes 6 - Visit MKT 200 Class 8 - Introductory Meeting 14 - Ancell Day 15 - HVWS Think Tank 22 - Westeners Think Tank 23 - Western Day of Service 29 - Workshop w/ Jonathan Soares 5 - Entreprenuer of the Year Lunch 6 - Workshop w/ Jim Fosina Jake’s Wayback Burgers Think Tank 12 - Chapter Plan Due 13 - Balbus Law Firm Think Tank 20 - Workshop w/ LSC Digital 27 - Workshop w/ Tyler Ventrella 10/31 - 11/4 Marketing Week 31 - DECA Community Outreach Assocation Meetings will be every Thursday starting September 8th. Meetings are reserved for the president’s report, committee reports, and general business. 10/31 - 11/4 Marketing Week 1 - Personal Branding Workshop 2 - Guest Speaker Bill Imada BIG IDEA Competition 2 - Website Competition Due 3 - Workshop w/ Patti Wakeling 4 - PD Trip to NYC 9 - Marketing Week Due to AMA 10 - Think Tank w/ Mr. Mowad 17 - Workshop w/ Eljay Feuerman & Meghan O’Sullivan 23-27 Thanksgiving Recess 1 - Fairfield County Professional AMA Chapter Meeting 7 - Case Competition Due 8 - Final Semester Meeting Semester Recap/Look Ahead 12-16 Finals Week Assocation Meetings will be every week starting January 19th. Meeting date and time will be determined once spring class schedules have been posted. Executive board meetings with advisors will be every other week starting January 19th. The team traveling to NOLA for the AMA ICC will be decided on and notified. The AMA ICC team will meet every other week starting January 19th to prepare for the conference and competitions Speaker, Workshop Leaders, and Think Tanks for the semester have been identified and will be scheduled over the winter intersession following the confirmation of schedules 4 - SABRE Registration Opens Exhibit Competition Opens 11 - Student Research Posters Marketing Strategy Compeition Opens 13 - Semester Begins 16 - MLK Jr. Day | No Classes 17 - First Day of Classes 18 - Perfect Pitch Compeition Opens 1 - Sales Competition Opens 15 - Annual Report Due 17-20 President’s Holiday | No Classes • Two WMA Meetings • One Guest Workshop Leaders • Four WMA Meetings • Two Guest Workshop Leaders • Two Think Tanks • Four WMA Meetings • Two Guest Workshop Leaders • One Think Tank 9 - Mandatory Travel Meeting for all AMA ICC team members 13-19 Spring Break 16 - T-Shirt Competition Due 16-18 AMA ICC (NOLA) • Four WMA Meetings • Two Guest Workshop Leaders • Two Think Tank 14-15 No Classes • No Meetings 4-5 Make-up/Reading Day 6-12 Final Exam Week 21 - Commencement