3. • Global organization
• Ranges from students to senior executives
• An AMA membership provides access to the
latest publication articles, white papers,
podcasts, webcasts, case studies,
dictionaries, classes and discounts
• “No other organization provides more ways
for marketers and academics to connect with
the people and resources they need to be
successful.”
4. • Established in 2014, AMA Columbia strives to
be known as the premier organization in the
Midlands of South Carolina for promoting and
advancing the marketing discipline
• Barriers are low awareness, limited financial
resources and communicating overall value
• Membership fees and event sponsors help
fund local chapters
Mission:
To serve as the area resource for
marketers to learn, grow and
connect from opportunities that
promote education and marketing
excellence.
5. Membership Type Information Price
Professional and
Academic
Available to all individuals in communications field $250
+chapter dues
Group Available to four or more individuals in the same
organization or parent company.
$235 per member (4-
9 members)
$210 per member
(10+ members)
Young Professional Available for three years immediately following
completion of undergraduate degree.
$110+chapter dues
Doctoral For individuals currently enrolled in a doctoral
program. Limited to five years.
$110+chapter dues
Student For undergraduate students not currently enrolled
in a full time professional position. Limited to five
years.
$47+chapter dues
6. • Meetings on the third Tuesday of
every month at SOCO in the Vista.
• Free for members, $20 for
nonmembers and $5 for students
• Industry experts, diversified topics
7. Secondary
• Board and committee members
• AMA.org
• Google Analytics, Sprout Social
• Other professional organizations
Primary
• Questionnaire
8. • August 2015 700 average monthly
website visitors (amacolumbia.com)
Competitors:
1. The International Association of
Business Communicators
2. South Carolina Chapter of the Public
Relations Society of America
3. American Advertising Federation of
the Midlands
299 Twitter Followers
385 Facebook Fans
10 LinkedIn Followers
9.
10. • Increase member recruitment and retention
• Increase visibility of AMA Columbia
• Increase January 2016 event attendance
• Reach 100 members by Jan.1, 2016, maintain a 65 percent average retention rate
• Increase January 2016 event attendance by 25 percent
• Get the January 2016 event in at least three Columbia media calendars
• Have the January 2016 press release published by at least two media outlets
• Increase website traffic to 1,000 average monthly visitors by Jan. 1, 2016
• Increase Facebook, Twitter and LinkedIn impressions and engagement by five
percent by Dec. 1, 2015, and followers by five percent on each network.
Goals
Objectives
11. Tactics
• Press release
• Media calendars
• Informational flier
• Social media toolkit
• Eventbrite pages
• Social media posts
• Facebook events, cover images and sponsored posts
12. Media Distribution
Columbia Business Monthly
Cola Daily
Columbia Metro
Columbia Regional Business Report
Columbia Star
Free Times
MidlandsBiz
South Carolina Business Review Radio Show
The State
WIS-TV
WOLO
WACH-FOX
WLTX
13. Media Distribution
Columbia Business Monthly
Cola Daily
Columbia Metro
Columbia Regional Business Report
Columbia Star
Free Times
MidlandsBiz
South Carolina Business Review Radio Show
The State
WIS-TV
WOLO
WACH-FOX
WLTX
14.
15.
16.
17.
18.
19.
20. • Riggs Partners
• Chernoff Newman
• IT-oLogy
• Mad Monkey Productions
• SOCO
• Darla Moore School of Business
• School of Journalism and Mass
Communications
• Cyberwoven
• SCANA
• Blue Cross Blue Shield of South
Carolina
…and more!
22. • August 2015 700 average monthly
website visitors
• November 2015 1,365 average
monthly visitors
299 Twitter Followers
= 14 percent growth
437 Facebook Fans
= 14 percent growth
13 LinkedIn Followers
= 30 percent growth
23.
24.
25.
26. • Will not be able to fully evaluate my campaign until after the
January 2016 event
• Media monitoring alerts, on track to achieve media objectives
• On track to meet event attendance and member recruitment and
retention objectives
• Post-campaign questionnaire
Limitations
• Social media sponsored post strategy shifted
• Flooding
