University of Washington 2014-2015 Annual Report

UNIVERSITY OF WASHINGTON
AMERICAN MARKETING ASSOCIATION
ANNUAL REPORT 2014 – 2015

PRESIDENT’S WELCOME//01
PROFESSiONAL DEVELOPMENT//02
COMMUNITY INVOLVEMENT//10
FUNDRAISING//12
MEMBERSHIP//13
COMMUNICATIONS//16
CHAPTER OPERATIONS//18
CALENDAR OF EVENTS//19
BUDGET//20
THE husky PAW RATING SYSTEM
The event/activity far exceeded our expectations.
The event/activity exceeded our expectations.
The event/activity met our expectations.
The event/activity fell below our expectations.
GO DAWGS!

Think Marketing. Think AMA.
That’s the University of Washington American Marketing
Association’s motto this year. We want every member, every
student, and every professor on campus to think of us when they
think about marketing.
Why?
Because as a club this year, we’ve continued to build on the
momentum of our successes last year and surpass our
expectations as a student organization. We’ve come to represent
more than just a club. We connect students and professionals, and
empower our members to be confident in their skills, knowledge
and abilities. We encourage them to step outside of their comfort
zone, to go the extra mile, and build a networking foundation that
will benefit them far into their careers. We’ve harnessed the results
of our extraordinary growth these past few years and refined our
programming, membership structure, engagement and activities
so that everything that we do will achieve the goal of
empowering our members while establishing a strong reputation
for ourselves as the face of marketing on campus.
As Vice President of Operations for the chapter last year, I was able
to gain a strong insight into our strengths and weaknesses as an
organization. I’ve made it my goal to continually improve on every
aspect of the club. As a part of my goal, I worked to refine our
programming, setting the vision for a robust, strategic set of
events that will benefit our members. I’ve also focused on
engagement, ranging from how to eﬀectively communicate to
our members via diﬀerent communication channels, to planning
creative, out-of-the-box events and activities to boost members’
interaction with speakers and with each other.
I’m extremely proud of our organization’s achievement this past
year, and hope that you will be too. Thank you for evaluating our
work, and I will see you in New Orleans!
Sincerely,
Yen Phung
YEN PHUNG
PRESIDENT 2014 – 2015
01

PROFESSIONAL DEVELOPMENT
boeing: knowing your audienceAUTUMN & WINTER QUARTER KICKOFF
The UW AMA hosts about 7 weekly meetings with
our members throughout each quarter (Autumn,
Winter, and Spring). The first meeting of each
quarter is a kickoff where we present to our
potential new members on what the club does,
along with the benefits of joining.
Objective:
+ Meet attendance goal of 100 students for
Autumn Kickoff
+ Meet attendance goal of 50 students for Winter
Kickoff
+ Provide information about the club to potential
members
Results:
+ 98 students in attendance at our Autumn Kickoff
+ 58 students returned to our 2nd weekly quarter
meeting in Autumn
+ 43 students in attendance at our Winter Kickoff
+ 54 students attended our 2nd weekly quarter
meeting in Winter
The Autumn Quarter Kickoff was a welcome to the
organization, with explanation on how
membership works, our calendar of events, and an
opportunity for the leadership team to introduce
themselves to the members.
The Winter Quarter Kickoff followed the same
format, with contents including our chapter
recruiting video, description of past events, and we
allowed some time for the leadership team to
mingle with our members at this meeting as well.
We invited Jan Wanot, Northeast Asia Regional
Airplane Sales Representative from Boeing to speak
at our 2nd weekly meeting of Autumn Quarter. He
chose to speak on our theme of the quarter,
“Knowing Your Audience,” and created an
interactive meeting for our members with
interactive activities.
Objective:
+ Meet attendance goal of 50 students
+ Communicate with Jan Wanot to ensure an
interactive/engaging meeting with our members
Results:
+ 54 students were in attendance at this meeting
+ Feedback from attendees indicated that the
students enjoyed the meeting’s topic and Boeing’s
presence on campus has also helped boost
application rate for their internship program.
Overall Objectives:
+ Meet attendance objectives for 90% of events
+ Plan events with at least 80% satisfactory rate
+ Prepare members for a career in marketing with
workshops and involvement opportunities
Results:
+ 840 combined total attendance for all events
+ Satisfaction averaged 95% across all events
+ Min. of 22 weekly professional meetings already
scheduled , 2 major events (including a conference)
hosted and 2 upcoming major events this year
MICROSOFT: HOW TO WIN LIFELONG FANS THROUGH
AUDIENCE UNDERSTANDING
We invited Stuart Pitts, Product Marketing Manager
for the Microsoft Surface from Microsoft to speak
on how his organization utilizes audience
understanding to connect with fans and drive sales
for the Surface tablets.
Objective:
+ Communicate with Jan Wanot to ensure an
Results:
+ 54 students in attendance at this meeting
+ Extremely positive feedback from our members
indicated they enjoyed the speaker’s enthusiasm
and presentation content.02
“The UW AMA has put me in contact with exactly the kinds of employers I want to work for, and given me the skills and confidence to
make real connections. “ – SIERRA SIEVER

Our very own advertising agency
direc tor, Chris Morgan of
HuskyCreative presented on
guerilla marketing to our members.
He explained the concept of
Guerilla Marketing and broke up
people into groups to have a
breakout session and put what we
learned to work.
Objectives:
+ Meet attendance goal of 30
+ Ensure students’ activities are
interactive and engaging
Results:
+ 46 students were in attendance
+ Students created their own
marketing campaign for Car2Go, a
local company, and general
feedback was extremely positive.
We visited the eclectic office of
Wexley School for Girls. Wexley

School
for
girls
is
a
full
service

adver4sing
agency.
The
office
visit

included
a
tour
of
the
agency,
a

presenta4on
on
the
agency’s

history
and
por=olio
as
well
as

ques4ons
and
answer
session
for

the
audience
and
employees.

Objectives:
+ Communicate with Wexley to
ensure a successful office vsiit
Results:
+ The office visit was interactive,
engaging and succeeded in
helping 3 of our members apply to
Wexley’s internship.
We invited Rand Fishkin, CEO of
Moz, a company that develops
inbound marketing software, and
provides robust APIs for link data
and social influence, to visit the
club and discuss the concept of
digital marketing and SEO (Search
Engine Optimization) to our
students.
Objectives:
+ Communicate with Rand Fishkin
to ensure a successful, interactive
presentation
Results:
+ Students gained a better
understanding of SEO and
generally enjoyed the presentation
03
HUSKYCREATIVE: GUERILLA MARKETINGMOZ: INTRODUCTION TO SEO WEXLEY SCHOOL FOR GIRLS OFFICE VISIT
In partnership with the Foster
Career Services Center University of
Washington Women in Business
club, we hosted a LinkedIn
workshop, a business-oriented
social media network, to help our
m e m b e r s c re ate s t ro n g e r,
memorable LinkedIn profiles to
boost their online professional
network.
Objectives:
+ Host the event with 2 other
organizations
Results:
+ All students in attendance were
able to update their LinkedIn
profiles and improve their profile
206 INC: The power of partnerships
We invited Mark Dyce, principal of
206 Inc. to this meeting. Since
2005, 206 has been figuring out
fresh, authentic, and organic ways
to help clients create powerful
emotional connections with their
customers. Mark Dyce presented
on how partnerships helped his
firm achieve its success today.
Objectives:
+ Communicate with Mark Dyce to
ensure a successful, interactive
presentation
Results:
+ General feedback indicated that
students loved Mark’s personal
success story, and enjoyed learning
about newest innovation in
marketing.
LINKEDIN WORKSHOP
We invited Lucas Mack, principal
and founder of 4th Avenue Media, a

full-‐service
marke4ng
and

communica4on
firm
dedicated
to

transforming
lives
with
the
power

of
story
telling.
Lucas
presented
on

his
agency’s
core
mission
of
leading

with
your
“why.”
Objectives:
+ Meeting ranking goal of 5/5
+ Communicate with Lucas Mack
presentation
Results:
+ The meeting have yet to occur
(scheduled in late February), but
projected student attendance is 35
+ No feedback gathered on this
meeting yet
4th AVENUE MEDIA: THE POWER OF “WHY”
ranking.
“The University of Washington American Marketing Association chapter has been critical in helping me connect to
marketing professionals in the past year.” – John Doe
WEEKLY MEETING
COMPANIES

Tableau: tableau workshop & demonstrationAMAZON: HOW AMAZON MEDIA GROUP UTILIZES CONTENT MARKETING
Amazon’s very own Amazon Media Group (AMG),
the retail giant’s advertising arm, sent three
representatives, Kate Fetty, Tyler Bagley and
Kathleen Bennion to visit our local chapter and
presents on their organization’s strategic
advertising and marketing goals.
Objective:
+ Communicate with the three Amazon
representatives to ensure an interactive/engaging
meeting with our members
Results:
students enjoyed the meeting’s topic and learned
about a new division of Amazon, AMG, that they
didn’t know about yet.
We invited JC Zhao, a Business Analyst, from
Tableau to visit our local chapter and present a
demonstration on the company’s software. Tableau
is an American computer software company
headquartered in Seattle, Washington. It produces
a family of interactive data visualization products
focused on business intelligence.
Objective:
+ Communicate with JC Zhao to ensure an
Results:
meeting was good but diﬃcult to follow. In the
future, we plan on making sure that the speaker
understand the member’s level of familiarity with
Tableau as a software.
04
After the Super Bowl, our chapter
invited a professional from
Wunderman Seattle, Dan Fuller, to
discuss their thoughts on the
eﬀectiveness of the commercials.
The meeting also encourages open
discussion and a relax, fun
atmosphere between members
and the professional.
Go Seahawks!
Objectives:
+ Communicate with Dan Fuller to
ensure a successful meeting
Results:
+ Students thought that the
meeting was fun, engaging and
interesting.
NORTHWESTERN MUTUAL: 10 STEPS TO SUCCESS
We invited Eric Aslakson, a Partner
at Northwestern Mutual and
Jessica Herkel, a recruiter, to our
local chapter meeting to discuss
sales and marketing at their firm.
Eric decided to present on his 10
steps to success.
Objectives:
+ Communicate with Eric Aslakson
and Jessica Herkel to ensure a
successful, interactive presentation
Results:
+ General feedback indicated that
students loved Eric’s personal
success story, personal advice, and
enjoyed learning about internship
opportunities at Northwestern
Mutual.
WUNDERMAN SEATTLE: SUPER BOWL AD REVIEW
This quarter, we will have Frito-Lay
visit our meeting to discuss how
they do content marketing or
marketing at their firm. Frito-‐Lay,

Inc.
is
the
division
of
PepsiCo
that

manufactures,
markets
and
sells

corn
chips,
potato
chips
and
other

snack
foods.

Objectives:
+ Communicate with Lucas Mack
presentation
Results:
+ The meeting have yet to occur
(scheduled in late February), but
projected student attendance is 35
+ No feedback gathered on this
meeting yet
FRITO-LAY: CONTENT MARKETING
WEEKLY MEETING
COMPANIES

Pacific Lutheran University
Portland State University
Seattle Pacific University
Objectives:
+ Achieve attendance goal of 200 attendees
+ Bring at least 5 visiting universities
+ Achieve at least 80% satisfaction rate amongst attendees
+ Host a networking session, workshops and teambuilding
activities
Results:
We had to lower our goal from 200 attendees to 170 as a
result of room constraints. Our conference splits up the
attendees into two large groups to each attend a workshop
of their choosing which meant that each room would have
to be able to hold half of the attendees. While reserving
rooms in Paccar for the conference, we realized that the
maximum capacity for each of the large rooms is 85 people
limiting our capacity to 170 students. We reached this new
goal of 170 attendees 3 days before the event.
We brought in 16 different companies to help expand the
networks of the attendees in the afternoon. These included
big name corporations, advertising agencies, start-ups, and
an alumni section to give the students variety.
We presented two different breakout sessions throughout
the day. The morning session included workshops by John
Gagnon from Bing about data and digital marketing, and
John Drake from Drake Cooper about how technology is
changing advertising. The afternoon session hosted
workshops by Justin Vanning from the Porch about tech
start-up marketing, and Mel Carson from Delightful
Communication about personal branding.
WIRED IN: SYNCING TO THE DIGITAL AGE OF MARKETING
2nd annual REGIONAL MARKETING CONFERENCE
The attendees could choose which of the options to
attend based on their own personal interest level. As a
part of the conference agenda, we created a team
building activity with the help of the Regional
Conference Committee. The activities were designed
to get students talking about relevant marketing
topics, which included: designing a Google AdWords
campaign, creating a sales pitch, responding to a
social media blunder, creating a content marketing
campaign, and brainstorming for a guerilla marketing
campaign.
The day’s activities also included a networking session
with 16 companies, ranging from large, to medium
and small businesses. The list of companies can be
viewed in the marked section below.
We partnered with the Foster Undergraduate Career
Services to host the Regional Marketing Conference.
With their help we managed to secure a sponsorship
from Eddie Bauer of $3,500. In return for their
sponsorship, Eddie Bauer was given the coveted
position of Keynote Speaker as well as having their
name on every program, flier, sign, website, or other
marketing about the Regional Conference. Eddie
Bauer also donated a high quality outdoor backpack
to raffle off for our attendees.
Seattle University
University of Oregon
University of Puget Sound
University of Washington
Washington State University
Western Washington University
University of Manchester
Loyola University (Maryland)
LIST OF UNIVERSITIES& COMPANIES IN ATTENDANCE
ATHLETICS
MARKETING
16+ 90%Companies
In Attendance
Satisfaction
Rate
170 11Students
Registered
Universities In
Attendance
05

We hosted a fundraiser for the Seattle Children’s hospital. The fundraiser was from
8:00PM-11:00PM, at Rick’s Cafe, a ice cream shop in a dorm at the University of
Washington. We worked the whole shift, taking orders, scooping ice cream, making
milkshakes, cleaning, and everything in between. All the tips received that night
were for the Seattle Children’s Hospital. The Seattle Children’s Hospital specializes
in treating everybody between when they are born till young adulthood.
Day 2
AMA SCREAMS FOR ICE CREAM
Day 1
Seattle Children hospital
Rick’s Café fundraiser
This day, we continued the ice cream theme with a ice cream social to teach
students about AMA and to say thank you to our members for joining AMA. This
event was held inside Deloitte Commons at Paccar Hall. It consisted of a ice cream
sundae assembly line. There were six stations consisting of meetings, events,
nationals, involvement, internships, and how to join. At each station, there were
different parts to a sundae such as ice cream, toppings, and syrups. In addition, we
had a VP at each station speak about each topic.
Day 3
GETTING STARTED IN SALES
We partnered up with Husky Sales Club, a student run organization focused on
sales. Through this partnership, we hosted a meeting featuring Tom James, a
custom suit tailor company. The meeting featured two sales professionals offering
their advice on how to get started in sales, getting over rejections and sales
techniques.
Day 4
guerilla marketing w/ HUSKY CREATIVE
This day fell on our usual weekly meeting and featured our advertising agency,
Husky Creative. Our director, Chris Morgan led the meeting on Guerilla Marketing.
He explained the concept of Guerilla Marketing and broke up people into groups
to have a breakout session and put what we learned to work. We all threw out
concepts and guerilla marketing campaigns for a company Husky Creative was
working on.
Day 5
HALLOWEEN’S BLOOD DRIVE
To round out Marketing Week, we hosted a philanthropy event in partnership with
the Puget Sound Blood Center (now Bloodworks Northwest). Part of what
Bloodworks Northwest does is host blood drives to get people to donate blood for
those in need of blood. On this day, we donated our time and went through
campus to ask people to donate blood. Our goal was to have people sign up for
any empty spots that the blood center was unable to fill up. In the end, we had 30
registered donors, four new donors, and 20 units of blood collected.
This year’s Marketing Week, hosted from October 24th to October 30th included 2
charity/fundraising events, a membership mingling event, a sales meeting with
professionals from Tom James Custom Suits in partnership with the Husky Sales
Club, and a meeting on guerilla marketing from our very own advertising agency,
HuskyCreative.
Objective: + Host 5 Marketing Week events + Plan diverse marketing events
Result: + Planned 5 successful events + Events included a sales-focused event,
charities, fundraising, social event, and guerilla marketing event.
MARKETING WEEK
OCT. 24TH – OCT. 30TH
GOOGLE ADWORDS CHALLENGE
As a part of our Professional Development efforts, we encouraged our members to
participate in the Google AdWords Challenge. With a $250 AdWords advertising
budget provided by Google, students develop and run an online advertising
campaign for a business or non-profit organization over a three week period. As a
result, a team of 4 students (2 UW AMA registered members), participated in the
challenge.
Objective: + Create Pre-Campaign Report + Run a campaign for 3 weeks
Result: + We don’t have results yet as the campaign is still running, however, the
Pre-Campaign Report have been created and the team has chosen a non-profit,
student-run company from the UW Entrepreneurship Department.
06

HUSKYCREATIVE
UW AMA’S MARKETING/ADVERTISING AGENCY
HuskyCreative is a not-for-profit advertising agency at
the University of Washington AMA chapter that provides
benefits to support our sponsors. We provide university
students with real-world advertising experience
unparalleled by curriculum, while fostering future
careers in advertising and marketing. Our focus is to
support businesses with customizable marketing
benefits. Each sponsor is given an assigned team of
Account Executives, Account Managers, and Design
Leads to customize duration, focus, and deliverables of
marketing benefits.
Objectives:
+ Expand to a full-capacity 4 Account Executives by the
end of the year with a hard profit goal of $6,000
+ Additional Goals: Transition and pipeline management,
scholarship program establishment
Results: In the middle of Fall Quarter (Early November),
the Account Executive responsible for our largest
account team suﬀered a severe medical condition, which
led to her immediate resignation from duties.
HuskyCreative’s emergency contingency policies kicked
in, as individuals from the agency stepped up to the
plate. While this came as a strong blow to the agency, it
was a testing blow. And it is exciting to say that we not
only survived, but also thrived.

While this has reduced our ending goal of 4 Account
Executives to 3, we are still running at a full client
capacity for 4 Account Executives. Client interest has
skyrocketed this year, culminating in large pushes
and investments from industry giants such as
Pearson and Starbucks. The agency Director has had
the opportunity to speak at the National Sales Meeting
for Pearson Education, which has led to immense
support from the company and support for the newly
launched American Collegiate Agency Network,
designed by the people at HuskyCreative.
Income projections exceed our profit goals due to this
intense client interest. New profit targets for this year
are estimated at $8,000. This means even more money
will be available for the use of the newly established
scholarship fund for HuskyCreative employees to attend
professional supplement classes at the School of Visual
Concepts. Hiring has increased as the agency over the past
month, and now the attentions of the executive team turns
to the transition and training period for leadership for the
coming academic year.
LIST OF CLIENTS
PLUMBING & HEATING
9 $8KClients
This Year
Profit
Target
3 11Account
Executives
Team
Members
“Design is modern and excellent… [HuskyCreative] was very
thorough, and the final product indicates [their] dedication. I enjoyed
working with the team!” – zap z-pinch plasma lab
“Organized from start to finish... very creative and great work!” –
Pearson EDUCATION
07

alumni since the restart of the UW
AMA Chapter in 2011.
For each alumnus, we have
recorded his/her full name, email
address and current company.
Moving forward, we will be able to
easily add to this database,
increasing the number of alumni
that we can keep in contact with.
After the end of fall quarter, we
sent out our quarterly newsletter to
our entire alumni database using
MailChimp. Included in this
newsletter were pictures from
throughout the quarter, as well as
information about our quarterly
theme, weekly meetings, the
Etiquette Dinner, and what to
expect for the next quarter.
We have also made an effort to
connect alumni to our current
We plan to create a database that
includes all alumni of the UW
American Marketing Association.
We further plan to improve
relations with our alumni by
sending out quarterly newsletters
and inviting them to mixers with
current members.
Objectives:
+ Create alumni base
+ Keep in touch with alumni’s in
order to build a network for our
club in the future and to help
connect alums to members
Results:
+ 52 alums in database
Using Podio, our club management
system, we compiled a list of 52
ALUMNI OUTREACH & EXPANSION
At the beginning of each quarter
this year, we plan to survey our
members on what type of
marketing topics they would like
our speakers to cover. For Autumn
Quarter, our members selected
“Knowing Your Audience” as a
theme. The following quarter, they
selected “Content Marketing.” This
has been extremely successful as it
has given us the opportunity to
deliver the type of topics our
members would like to see.
Objectives:
+ Create 3 quarterly themes
throughout the year
+ Survey our members to select the
themes
Results:
+ We were able to survey and
select themes for each quarter
WORKSHOPs
Wor kshops are cr itical to
enhancing the soft and hard skills
of our members. This year, we have
been able to host 3 workshops
within our general weekly
meetings with professionals and 4
workshops within our 2nd Annual
Regional Marketing Conference for
a total of 6 workshops from
September 2014 until February
2015. We plan on continuing to
host workshops in Spring.
Objectives:
+ Host relevant, interesting
workshops for our members
+ Host at least 1 workshop a
quarter
Results:
+ We’ve hosted 6 workshops on
guerilla marketing, data analytics,
Search Engine Optimization, etc.
QUARTERLY THEME
From February 2015 to June 2015,
we plan on hosting another 7
general weekly meetings and two
more major events, including our
Winter Membership Event and
P R I S M , o u r M e m b e r s h i p
Appreciation event. We plan on
bringing in Apple, Google, Adobe,
amongst many other companies
into our club for the Spring
Quarter.
Objectives:
+ Host 7 or more general weekly
meetings
+ Host 2 more major events
+ Meet attendance goal of at least
30 at weekly general meetings
Results:
+ Results are pending for these
upcoming events
UPCOMING SPRING QUARTER EVENTS
members by inviting them to
attend numerous events, including
our Winter Mixer, PRISM Dinner,
Etiquette Dinner, and Regional
Marketing Conference.
We plan to bring our members
outside of our usual meeting
rooms to different offices with a
variety of agencies to give them a
glimpse into an agency’s working
environment.
Objectives:
+ At least 3-4 office visits
throughout the year
Results:
+ We have visited one agency, and
is scheduled to visit another one in
the Spring Quarter
Office visits
“THE UW AMA HAS CHALLENGED ME TO THIKN ABOUT MARKETING OUTSIDE OF THE CLASSROOMS AND ALLOWED ME TO CONNECT AND LEARN ABOUT REAL LIFE
STORIES FROM PROFESSIONALS!” – KATRINA CHAN

Similar to last year, we partnered
with the Foster Undergraduate
Career Center to plan the dinner.
This year we decided to lower the
number of attendees from 144 to
128. This was due to feedback from
our attendees last year expressing
how it was diﬃcult to see the
presentation from the back of the
room. Therefore, this year, we
decided to add a second display in
the back of the room to make it a
better experience for all the
attendees. We were able to meet
our goal of selling out the dinner at
128.
At the dinner, we had 34 AMA
Members, 60 general attendees,
eight professionals, 18 sponsored
4TH ANNUAL ETIQUETTE DINNER
Over the past few years, we’ve
gathered a significant number of
professionals’ contact information,
including professionals we’ve
invited over the years to our alums.
We’ve recently began to keep track
of this information, and updating it
in order to make it a useful
database for us to utilize in the
future.
Objectives:
+ Organize all professional contacts
+ Ensure strong relationship with
professionals in the database by
monthly or quarterly check in
Results:
+ 80% of database organized
+ We are currently still working on
our relationship management with
the professionals in our database
PROFESSIONALS DATABASE
A team of 6 members participated in National AMA’s VitaminWater Case
Competition due in December, under the guidance of our advertising/
marketing agency director, Chris Morgan from HuskyCreative.
Objectives: Put together a team to participate in the National AMA Case
Competition and give them the experience of creatively approaching a real-
world business issue and produce a unique solution in a professional format.
Results: The National AMA Case Competition was an overall success in terms
of what we set out to do as a chapter. Viewing the case as an opportunity to
get members involved in National AMA operations, we were able to put
together a team of UW AMA members (including multiple freshman in the
club) during Autumn Quarter. The case team gained great experience in
project management, as well as working as a team to implement creative
problem solving, research, and marketing strategy. This team included a
project manager brought on directly from our member pool, giving an even
wider breadth to the experience and involvement opportunities brought to
our members. They succeeded in developing a unique and creative analysis
and solution for the VitaminWater case, delivered in December.
NATIONALS VITAMINWATER CASE COMPETITION
company representatives, four
PSAMA representatives, three
speakers and our partner from the
Foster Undergraduate Career
Center. We invited our year long
sponsors Project Bionic, car2go, 4th
Avenue Media, TEK Systems, and
Northwestern Mutual. In addition,
we looked for table sponsors for
each of our tables. We were able to
obtain five table sponsors Geico,
Spur Group, Better properties,
Altria, and PSAMA. In addition, we
had professionals come from
Wexley School for Girls, Eddie
Bauer and the University of
Washington.
In the end, we sent out an event
survey for our attendees and
received extremely positive
responses with 90% saying they
would recommend the Etiquette
Dinner to their friends.
Objectives:
+ 128 registered attendees
+ At least 80% satisfaction rate
+ Invite one etiquette speaker, and
another professional speaker to
give our students professional
networking advice.
Results:
+ 128 attendees signed up for the
event
+ We received a 90% satisfaction
rate amongst attendees
+ We invited Linda Savage, a
speaker from the Final Touch
Finishing School as well as two
speakers from Tableau, a data
analytics company, who spoke
about their tips and advice on
networking and professionalisms.
13+ 128 Conference
Attendees
Visiting
Companies
“THE UW AMA provided me the opportunity to hear from industry professionals and companies about what and how new marketing techniques
are currently being used as well as how I can apply these concepts in my personal life.” – maria trIzna

AMA competition participation
The Fight for Air Climb is one of the
American Lung Association's
signature fundraising events. With
events in more than 65 cities,
participants young and old climb
to raise funds in support of the
mission of the American Lung
Association: to save lives by
improving lung health and
preventing lung disease.
These unique events are hosted in
prominent skyscrapers, stadiums or
arenas and challenge participants
as they walk, run or race up
hundreds of steps. Sometimes
called a "vertical road race", teams
and individual participants can use
COMMUNITY INVOLVEMENT
MARKETING & PROMOTING THE
FIGHT FOR AIR CLIMB
the event as a fitness target, as a
race or as a great way to be active
and meet new friends while raising
money for much needed research
and programs.
Our objective at the UW AMA was
to help the American Lung
Association market and fundraise
for their annual event, Fight For Air
Climb using our club resources and
marketing expertise.
Our target audience for the service
event was Foster School of
Business students and professors,
and we promoted the event by
using our social media channels,
designed flyers to be passed out
throughout our school, created a
Facebook event, and raised
awareness by tabling at strategic
areas within the university.
As a result, we raised $300 for the
event, allowing over 20 people to
participate in the climb. We also
worked collaboratively with
another group on campus, UW
Lung Health, to reach thousands of
students on campus. Our most
important eﬀorts were raising
awareness about lung health
through the marketing of the
event.
Objectives:
+ Help the UW Lung Health
promote the American Lung
Association’s Fight for Air Climb
using marketing concepts/
practices
+ Fundraise for the event
Results:
+ Used our club resources and
marketing expertise to help
promote the event via social media
and traditional media
+ Successfully raised $300 for the
event
Last year, our chapter won an
award for our local chapter’s
website. This year, as a part of our
rebranding eﬀorts, we redesigned
our website to feature a flat design,
one-page style – a look that is
cropping up with marketing
agencies’ websites and modern
companies.
Members Participation: 1
Winning Objective: 1st Place
WEBSITE COMPETITION
Last year, our chapter won
Outstanding Marketing Week. This
year, we built on our previous
successes and what we learned
from last year to create a new and
improved week for our members.
We i n c o r p o r a t e d c h a r i t y /
fundraising, in addition to various
marketing topics this year.
Winning Objective: 1st Place
MARKETING WEEK
We plan on continuing to build on
our success as Bronze Chapter and
aim for the designation as Silver
Chapter this year. By continuing to
perfect our programming, from
weekly meetings to Regional
Conference, we’ve showcased our
passion towards improving
marketing in our local community.
Winning Objective: Silver Chapter
CHAPTER REPORTING
We continued to participate in the
AMA Collegiate Case Competition
w i t h o u r w o r k w i t h t h e
VitaminWater case this year. We
hired a team to work on the case
under the guidance and direction
of our advertising agency director,
Chris Morgan of HuskyCreative.
Winning Objective: Finalists
VITAMINWATER CASE
We plan on participating in the
Chapter T-shirt competition this
y e a r w i t h o u r s i g n a t u r e
membership T-shirt. The T-shirt is
distributed to all of our members
after they register for the club, and
features our chapter’s tagline for
this school year: “Think Marketing,
Thing AMA.”
CHAPTER T-SHIRT
10

COMMUNITY INVOLVEMENT
SEATTLE CHILDRENS HOSPITAL: RICK’S CAFÉ FUNDRAISERRELAY FOR LIFE
At Relay For Life events, communities across the
globe come together to honor cancer survivors,
remember loved ones lost, and fight back against a
disease that has already taken too much. The funds
you raise truly make a diﬀerence in the fight
against cancer – just ask one of the nearly 14
million cancer survivors who will celebrate another
birthday this year!
Relay For Life teams camp out overnight and take
turns walking or running around a track or path at
a local high school, park, or fairground.
This year, we will create a UW AMA team for the
University of Washington’s Relay For Life event,
raising funds to support cancer research by the
American Cancer Society. We will push our AMA
members to participate in order to give back to the
community and get involved in a university-wide
event.
Our goal is to get 20 members of the University of
Washington AMA to sign up and participate in the
annual Relay for Life event at the University of
Washington. We will help raise money for the cause
while also allowing our members to interact more
with each other in a fundraising environment.
Objectives:
+ At least 20 UW AMA registered members to
participate in UW Relay for Life
+ Host successful fundraisers leading up to the
event
Results:
+ Pending results, as the event is scheduled to
happen on campus in May 2015
We hosted a fundraiser for the Seattle Children’s
hospital. The fundraiser was from 8:00PM-11:00PM,
at Rick’s Cafe, a ice cream shop in a dorm at the
University of Washington. We worked the whole
shift, taking orders, scooping ice cream, making
milkshakes, cleaning, and everything in between.
All the tips received that night were for the Seattle
Children’s Hospital.
Objective:
+ Raise awareness for Seattle Children Hospital
+ Fundraise money for the hospital
Results:
+ Approximately 200 students were exposed to our
fundraising eﬀorts
+ We raised $55 to the hospital in addition to
raising exposure for the cause
Overall Objectives:
+ Utilizes marketing concepts/knowledge to
improve our community
+ Improve quantity and quality of community
involvements
Results:
+ We have executed multiple events and is in the
middle of planning for several community service
projects that will utilize our marketing expertise
+ We have partnered with and plan to partner with
a total of 6 charities this year
MARKETING & PROMOTING THE
BLOODWORKS NORTHWEST BLOOD DRIVE
We hosted a philanthropy event in partnership
with the Puget Sound Blood Center (now
Bloodworks Northwest). Part of what Bloodworks
Northwest does is host blood drives to get people
to donate blood for those in need of blood. On this
day, we donated our time and went through
campus to ask people to donate blood. Our goal
was to have people sign up for any empty spots
that the blood center was unable to fill up. In the
end, we had 30 registered donors, four new donors,
and 20 units of blood collected.
Objective:
+ Use our marketing to increase donors to 30
people
Results:
+ 30 registered donors
+ 20 units of blood collected
11

FOOD Sponsorship
12
Connect with people in our community that are less fortunate. Establish a
connection with at least on Soup Kitchen around the area with the hopes that it
will be an ongoing relationship for years to come. Allow our members to hang out
with each other while interacting with members of the community.
SEATTLE’S UNION GOSPEL MISSION
SOUP KITCHEN EVENT
At our PRISM Membership Appreciation Dinner this Spring Quarter, we plan on
hosting an auctioning event by asking corporate sponsors to donate their
products and having our event attendees auction on the gifts. The money
collected will be donated to a charity of our guests’choice. This is one of our major
event where we hope to incorporate our philanthropic efforts.
PRISM MEMBERSHIP APPRECIATION DINNER
AUCTION EVENT
FUNDRAISING
Objectives: Create and develop
long-term relationships with
corporate sponsors to raise funds
that are crucial in paying for our
weekly meetings, as well as our
quarterly events: the Etiquette
Dinner, Regional Conference, and
PRISM Dinner.
+ Corporate Fundraising: Raise at
least $5,000 throughout the year
from a variety of local companies.
Provide networking opportunities
to connect sponsors with AMA
members.
+ Marketing Service/Husky
Creative Fundraising: Connect our
corporate sponsors to our student-
led advertising agency, Husky
Creative, to better serve their
needs.
+ RSO Community Fund: Request
$1,000 from the Associated
Students of the University of
Washington Special Appropriation
Funds. These funds will go toward
paying for the Etiquette Dinner,
allowing us to reduce the ticket
price, thus making the event more
affordable for those in attendance.
Results:
+ We successfully met our goal of
raising $5,000 in just 3 months. Our
corporate sponsors include: Project
Bionic, 4th Avenue Media,
Northwestern Mutual, Car2Go, and
CLUB SPONSORS + All of our sponsors have
expressed interest in networking
with our members, so we have
p r o v i d e d t h e m s e v e r a l
opportunities to do so. We have
invited sponsors to our Winter
Mixer, PRISM Dinner, Etiquette
Dinner, and Regional Marketing
Conference. We have also invited
many of our sponsors to speak
about their experiences in the
marketing industry at our weekly
meetings. Finally, as part of our
Regional Marketing Conference, we
included a Networking Event,
which many of our corporate
sponsors attended.
+ One of our corporate sponsors,
Car2Go, expressed interest in
working with HuskyCreative to
create a guerilla marketing
campaign. We connected Car2Go
with Husky Creative to better serve
their needs as a sponsor.
+ The President and the Vice
President of Sponsorship presented
a request to the ASUW Special
Appropriations Committee and
were granted $1,000 to go toward
the Etiquette Dinner. Specifically,
these funds were used to pay for
the costs of the venue: The
University of Washington Club.
StudentEdge Painting.
Results: Through developing
p o s i t i v e a n d s u s t a i n a b l e
relationships with representatives
from PepsiCo and Target, we have
s u c c e s s f u l l y s e c u r e d f o o d
sponsorship for several meetings
over the the past year. We decided to
take a poll at one of our fall quarter
meetings to determine where our
members would like food from at
our next meeting. The general
consensus was Chipotle, which
PepsiCo gladly agreed to deliver to
our meeting the following week. We
have also connected with several
brand ambassadors from KIND
Snacks, who have donated
numerous boxes of KIND bars to be
distributed both when tabling for
events and at weekly meetings.
Objec tives: Connec t with
companies who will provide food
and drinks for our weekly meetings
to help alleviate the costs of
serving dinner to our members.
Objectives: To be able to offer
companies that provide sponsorship
to us with tax exemptions before the
fall of 2014
Results: We successfully were able to
be named a 501(C)9 organization
through constant conversations with
the Foster School of Business and the
UW Foundation. Everyone of our
corporate sponsors used a tax
identification number that we gave
them to use. By being a legitimate
certified organization, it helped us
greatly with securing more money for
sponsorship.
FOSTER 501 (C) 9 STATUS

amongst all four, grade levels here at
the University of Washington. You
can also see the split amongst those
students within the Foster School of
Business and those waiting to apply
or in another major altogether.
Finally you can see our total, yearly
engagement rate, which is at
63.33%. We measure this data based
on each paid members’ personal
statistics and overall attendance at
AMA events.
FUNDRAISING
13
SPONSORSHIP PACKAGE
Objectives: Communicate clearly to
potential sponsors the benefits of
partnering with the UW American
Marketing Association and donating
to our organization.
Results: To provide a summary of
the UW American Marketing
Association and give a brief
introduction to sponsorship, we
created an infographic for potential
sponsors. We listed some statistics
about the UW AMA, gave 3 general
reasons to sponsor, and introduced
our levels of sponsorship. We
classified our sponsors into 3
categories.
Purple Sponsors are those who
donate $500 or more; Gold Sponsors
are those who donate $1,000 or more;
and Platinum Sponsors are those who
donate $2,000 or more. This year, we
have 2 Purple Sponsors (Car2Go and
StudentEdge Painting), 2 Gold
Sponsors (4th Avenue Media and
Northwestern Mutual), and 1 Platinum
Sponsor (Project Bionic).
Our value proposition for potential
sponsors is as follows: The primary
benefits of sponsoring the UW AMA
are exposure to our talented
marketing students and the
opportunity to build brand awareness
in the UW community. The benefits for
each level of sponsorship, however,
diﬀer from one another and are
completely customizable.
The tangible benefits and their
corresponding sponsorship levels
are listed below.
+ Company’s logo on our website
(Purple Sponsorship)
+ Recognition at major events both
on the program and in a shoutout
(Purple Sponsorship)
+ I n t e r n s h i p s a n d o t h e r
announcements made at our weekly
meetings and emailed to our
members (Gold Sponsorship)
+ Social media Shout-Outs (Gold
Sponsorship)
+ The opportunity to speak at one of
our weekly meetings (Gold
Sponsorship)
+ Free Etiquette Dinner Tickets
(Platinum Sponsorship)
+ "Featured Sponsor" of the
Etiquette Dinner (Platinum
Sponsorship)
Objectives: To have companies sponsor our events to help cover some of the
costs of the event we are hosting.
Results: At the Etiquette Dinner, we were able to obtain five sponsors for just
the event. Each sponsor paid $250 to sponsor a table at the dinner and received
various benefits. This included networking time with the students, access to a
resume book from the attendees, two representatives from the company to
speak with students about their company, and brand promotion. At the
Etiquette Dinner, we had Geico, Spur Group, Better properties, Altria, and
PSAMA sponsor.
EVENT SPONSORSHIP
MEMBERSHIP
Overall Objectives:
+ Raise $5,000 in corporate sponsorship
+ Create a value-added sponsorship package for
our sponsors
+ Use a variety of sources for club funding
Results:
+ Surpassed $5,000 goal within 3 months
+ Created a sponsorship package with 3 levels
+ Used university funding, event funding, Business
School funding in addition to corporate funding
MEMBERSHIP OVERVIEW
Objective: To have a minimum of
100 people attend the first meeting
of the year with at least 50% of them
attending the 2nd meeting. To have
an overall attendance of 45% of our
paid members at every meeting.
Results: This has been a great year
We are continuing to gain interest in
our meetings from students all over
the University of Washington campus
and with that has come increased
attendance but more importantly
increased retention of our members.
Our focus on engagement and
enhancement of member benefits has
improved our image around campus
as a club that people want to join.
From the graph, you can see that our
organization is almost equally splitfor member engagement.

MEMBERSHIP
MEMBERSHIP STRUCTURE
This year we really focused on member retention throughout the year and
making sure that when members joined they had an incentive to
continue attending meetings and events. In order to do so, we updated
our membership requirements to a point system, which has allowed
students to better track their own attendance and engagement
throughout the year. The Point System is broken down into four tiers, and
members can strive to achieve:
1.  Basic Member, which averages at 30 points a quarter (the equivalent
of attending every general meeting)
2.  Purple Member, which averages at 40 points a quarter (the equivalent
of attending all general meetings and one community service event)
3.  Gold Member, which averages 45/50 points per quarter (the
equivalent of attending all general meetings and our quarterly event)
4.  Elite Member, which averages 55/60 points per quarter (the
equivalent of attending all general meetings, community service
events, and quarterly events).
These tiers were designed to encourage involvement for those members
who might need a reminder to get as involved as their schedule allows in
order to truly see the benefit in joining - which isn’t paying a fee and
hoping to see a result. While we will not disband a member if they fall
below the basic member requirements, we will meet with those members
that have fallen behind and see what we can do as a Leadership Team to
help them catch up and encourage them to get more involved. So far, the
Point System has allowed us to keep track of our members’ attendance
and to encourage them to get more involved before they have fallen
behind our Basic Level.
Overall Objectives:
+ Increase membership numbers while keeping a
high retention rate throughout the quarter.
+ Revise and promote the membership structure to
our members
+ Utilize recruiting strategies to boost membership
Results:
+ We have a total of 71 paid members
+ Membership engagement and retention
averages 61%
+ Utilized social media, and traditional media to
reach potential new members
In order to ensure that we reached our membership engagement and retention goals we have begun to hold a number
of casual events that have allowed our members to hang out and get to know one another without worrying about
impressing a speaker. At the end of last school year we held our first ever Prism Awards Dinner which, while there were
professionals present, was an event designed to give back to our members, speakers, and sponsors that helped to make
last year our best year yet! Throughout Fall quarter of this year we have hosted an “AMA Screams for Ice Cream”
Halloween mixer in which we passed out ice cream and got to know our members one-on-one a little better. We also
hosted a “Holiday Party” with the UW Alpha Kappa Psi business Fraternity and the UW Beta Alpha Psi Accounting
Fraternity as a way for all of our members to mingle, build their peer networks, and enjoy the holiday spirit. We are
currently in discussion about what we will do for Winter and Spring quarters but we are looking forward to seeing our
members interact more with each other.
MEMBER ENGAGEMENT EVENTS

MEMBERSHIP RECOGNITION
MEMBERSHIP
Our Leadership Team wanted to ensure that we were recognizing our members
for their increased attendance and involvement. In order to do so, we
implemented a number of member spotlights throughout the year. Beginning
with our first Prism Awards dinner, which was held at the end of the 2013-2014
school year, we recognized a number of individuals with awards ranging from
Member of the Year to our Advocate Award. We have also continued our
member of the quarter/year program from last year, which allows us to
recognize our members with the highest levels of involvement each quarter.
Finally we will begin to feature one to two members per month. One of our
main goals for this year was to create a larger“community”feel for the UW AMA
so that we can increase engagement, and we feel that these membership
recognition programs have and will continue to help us to achieve this goal.
The UW AMA membership fee is broken down into three
components – the National, Regional, and Collegiate
dues – all totaling to $95 for joining in the Fall quarter.
That being said, we are aware that the higher
membership dues may discourage many potential
members to join. While we try to promote the benefits
of joining at every possible opportunity we have
decided, as a Leadership Team, to cut our Collegiate
dues by $10 every quarter in hopes that those who
could not join in the fall may be financially able to
participate in the winter or spring quarters. We have
recently seen an overwhelmingly large increase in
members during these first few weeks of our winter
quarter alone which has caused us to consider lowering
our collegiate dues across all three quarters in the
future.
INVOLVEMENT OPPORTUNITIES
The UW AMA strives to create as many involvement
opportunities for our members as possible in order to
increase their experience and ensure they are given
every opportunity to gain experience, build their
resume and create larger professional networks for
their futures. We currently oﬀer a number of positions
as Brand Ambassadors, Project Managers, Philanthropy
Committee Members, National Case Competition Team
Members, and a number of working positions, which
are available through HuskyCreative – our student run
ad agency. While most of these jobs are only open for
applications once a year, we are constantly alerting
members of any open positions both within the UW
AMA and HuskyCreative.
MEMBERSHIP DUES
Over the past few years the UW AMA has become a well-known organization within the Foster School of Business. Year-
round recruitment is a crucial factor in maintaining our on-campus presence, and ensuring that we reach as many
potential members as possible. This year our Leadership Team decided to increase our tabling eﬀorts to not only
include our business hall, but the communications building, the Husky Union Building and university wide club
awareness weeks as well in order to build our brand awareness and membership throughout campus. By tabling at
buildings outside of the Foster School of business we have been able to reach members from other majors – mainly
Communications and International Studies – thus allowing us to go beyond a “business club.” On top of tabling for
recruitment seasons, our Leadership Team and other involved members have tabled and spoken in various classes and
other club meetings before our major events such as the Etiquette Dinner and our Regional Conference as a way to
increase awareness and attendance. We will continue to table and have class announcements through the end of the
year – especially before our end of the year Prism Awards dinner.
RECRUITING
15

16
Each year the UW AMA designs and orders custom t-shirts that every member can
wear on our informal meeting days. This year our shirts incorporated the phrase
“Think Marketing, Think AMA”in order to bring our members together through not
only the AMA but the overall idea of what marketing means to the University of
Washington student body.
MEMBERSHIP
T-SHIRT
COMMUNICATIONS
Objectives: Create a fluid and
responsive website that serves as a
central hub to all AMA members and
those who are interested. It should be
able to answer most questions that
people may have about the UW AMA
Chapter
Results: This was the first year that the
UWAMA decided to take a more
controlled approach to the website
and did not use a website builder.
While it allowed for greater flexibility,
it also called for some more technical
expertise. The website was created
with a very fluid and responsive layout
that conformed to screens of all sizes
(looked best with 5’ + screens, but
adequate on those below 5 inches).
The use of parallax scrolling also
helped place the website within
current trends. While the website has
been looking much better than last
year, its usefulness is questioned. We
failed to apply Google Analytics and
thus were not able to track
engagement. This is on the roadmap
for March 2015 on forward.
The UW AMA website can be viewed
at http://uwama.com/. The conference
website can be viewed at
http://uwamaconference.com/.
UW AMA WEBSITE
Objectives: To begin structuring a new
branding packet for the UW AMA
chapter through updated fonts, color
pallets, etc.
Results: Established 5 font options that
all marketing materials should include
for weekly meetings, major events, and
general UW AMA communications. In
the future, we plan to expand this
rebranding to include a full collection of
our fonts, color pallet, fonts, etc.
REBRANDING
Objectives: Collaborate with Husky
Creative to create a professional,
promotional video for UW AMA to be
completed prior to Winter Quarter
2015
Results: By partnering with
HuskyCreative’s videographer, Mike
Brothers, we successfully recorded a
promotional video for the UW AMA
that spanned over 2 minutes. The
video exemplified the fun, creative,
and professional spirit of the UW
chapter and was completed in
Autumn Quarter and oﬃcially
released to the public during
recruiting for Winter Quarter.
The video can be viewed at https://
www.youtube.com/watch?v=3zZyQ-
mY6fQ.
RECRUITMENT VIDEO
Objectives: To develop at least two
activities on campus not pertaining
to a specific AMA event, but instead
spreading the AMA name and
generating overall awareness of the
organization.
Results: We have successfully
planned two activities and have fully
executed one. During Fall Quarter
finals week the marketing team gave
out Study Snacks that included hot
chocolate, apple cider, Sparkling Ice,
and KINDSnacks. Included was a
friendly note wishing students a great
finals week from the UW American
Marketing Association.
For Winter Quarter, we are planning
to instead hand out hot beverages
such as coﬀee, cocoa, and cider in
cups branded with the AMA logo.
CAMPUS ACTIVITIES
“THE UW AMA HAS ENRICHED MY KNOWLEDGE IN MARKETING, EXPANDED MY
SOCIAL NETWORK IN THE PROFESSIONAL WORLD, AND REINFORCED MY TRUE
INTEREST AS A MARKETER. IT’S AN ABSOLUTELY WONDERFUL AND FUN PLACE
TO BE!” – RAY LIU
“THE UW AMA HAS IMPROVED MY PROFESISONAL DEVELOPMENT BY PROVIDING
ME WITH OPPORTUNITIES TO DISCUSS MARKETING TRENDS WITH
PROFESSIONALS IN THE INDUSTRY.” CHRIS STECKLER
Objectives: Helping our Brand
Ambassadors develop stronger
marketing skills by each being given
the task of brainstorming a potential
marketing campaign for AMA. One of
these ideas will then be executed.
Results: Each Brand Ambassador
submitted one idea for a way to market
the AMA to the UW community. One
idea was selected and as a marketing
team promotional materials were
developed, improved, and the Think
Marketing Think AMA campaign was
created and distributed around the
Foster Business School.
etc.
BRAND AMBASSADOR-LED CAMPAIGNS

COMMUNICATIONS
Objectives:
+ Establish an online presence through which members
and the general public are well informed of the
operations of UW AMA without being overwhelmed.
Use social media to encourage a sense of community
within UW AMA members.
+ Increase followers on all social media platforms.
Results:
We had several goals regarding our social media, and it
quickly became apparent that they conflicted with one
another. Maintaining a strong presence on Facebook,
Instagram, and Twitter resulted in repetitive content
between the channels. Although it broadened the
accessibility of the content that we were putting out,
releasing content on so many channels was reducing
the value of following each account. After deliberating
with our advisors, we decided to focus our content into
Facebook, and utilize the other platforms for specific
occasions.
As a result, we saw growth in users and engagement
across all platforms. We did not meet our original goals
for Twitter and Instagram, but exceeded our goal for
Facebook- demonstrated to the left.
This decision resulted in a large increase in engagement
as well. Our posts since September have a mean 12%
rate of engagement, specifically 13 likes/comments/
shares and 64 other post clicks each.
We also better utilized the facebook event feature. We
created Facebook event pages for all events ahead of
time with specifics of event content and agenda in the
description, which allowed for easier planning and
access to information for our members and improved
timeliness and regularity of members at events.
SOCIAL MEDIA PRESENCE
Objectives:
Send out weekly newsletters to members containing
internship opportunities, membership details, and
further event details/accomplishments.
Results:
Weekly newsletters delivered through MailChimp for a
clean aesthetic.
Subscribers: 1,120
Average Open Rate: 31%
Average Click-Through Rate: 3%
Newsletters consisted of specifics regarding content of
each weekly meeting, as well as details about our larger
events and social events. Content also included
membership information, job/internship opportunities
(ranging 1-4 per week), and other upcoming
events that members might find valuable (regional AMA
events, career fairs, etc.)
WEEKLY EMAIL NEWSLETTERS
Objective: To evolve the chapter’s marketing to be more
cohesive as well as reflective of our organization’s
culture.
Results: After planning and holding a marketing
workshop for the Brand Ambassadors, we were able to
develop concrete aspects that our marketing materials
should include such as simplicity, creativity, and
professional level work. Improvements can be made by
developing more concrete branding regulations to be
distributed to other oﬃcers and committees for AMA
events.
MARKETING COLLATERALS

Overall Objectives:
+ Plan a three-day retreat for the incoming
executive board
+ Hold weekly executive meetings
+ Improve the officer transitioning program by
allowing officers able time for job shadowing
CHAPTER OPERATIONS
18
Results:
+ We’ve hosted a three-day retreat in the Summer,
as well as a one-day retreat in the Winter Quarter
+ Weekly executive meetings are on every Monday
+ Officers are currently working on their
transitioning handbook in preparation for the
incoming team
Using Podio, we have the agenda and minutes
of each weekly leadership team meeting online
and we discuss all club operations and
brainstorming. Tracking meeting minutes and
agendas is an important piece of information
management and looking back to reference
ideas, action plans, or voted upon decisions.
The president drafts a meeting entry each week
with the agenda in place so that any VP can go
in and enter in a line item of business for that
meeting. Each meeting, a minutes taker is
assigned and minutes from that meeting are
stored into that meeting entry for future
reference. This has proved useful many times
over when referencing documents, processes
and votes. It also provides a tool to track
attendance as each VP has a profile on the
online system as well.
LEADERSHIP TEAM QUARTERLY RETREATS
WEEKLY LEADERSHIP TEAM MEETING
In past years, it’s been common for members to
come in meetings past their start time or come
not dressed to code. This year, we have
implemented a registration period before the
meeting which is when members can check in
so that it will count towards their membership
points. This combined with our enforced dress
code has brought the UW AMA to an elite level
of professionalism that has been noticed by
both our professionals and our university.
WEEKLY MEETING OPERATIONS
As outlined in our chapter plan, we wanted to host a three-day retreat for
the incoming board. We’re happy to say that that goal was met with flying
colors. Heading down south for a 3-day leadership retreat, the President
planned an elaborate retreat for all members of the Leadership Team. At
the retreat, the focus was to be part on yearly planning, part on team
bonding, and the other part on social bonding. It’s extremely vital to have
a team who feels comfortable pushing back on ideas while knowing when
the limit is for each person and how to work through issues together. At
this retreat the Leadership Team actively redrafted our UW AMA
Constitution, agreed upon a new Leadership Team transition and selection
process, while becoming a close-knit team all throughout.
The BOA is a mixture of alumni, marketing
professionals, PSAMA professionals, and club
sponsors. The BOA was put in place to create an
additional check so that the UW AMA has an
extra arm of support and structure. The team
meets quarterly with the Board of Advisors to
discuss the past quarters successes, failures,
BOARD OF ADVISORS (BOA) MEETING
Podio is an online CRM system where users can create custom
workspaces in order to effectively manage their organization. We have
effectively and efficiently use this system to track and manage anything
from our professional contacts to our application processes. It has
provided our involved members the means to communicate in an
internal system while managing ALL content that the UW AMA creates –
reducing emails and helping the president easily manages the
organization.
INFORMATION MANAGEMENT
ORGANIZATION STRUCTURE
statistics, and advice moving forward.

CHAPTER OPERATIONS
19
CALENDAR OF EVENTS
This year, the Leadership Team sat
down and brainstormed a generic
joint and individual meeting
schedule and transition topics. With
a focus on history, training,
development, and navigating the
UW AMA, we hope to successfully
transition the new team into our
well oiled machine. This will
standardize the process for each VP
no matter the position. In
supplement to this, each VP will
provide an additional packet for
their position specific duties, tasks
and operations. These are packets
that have never been published
before.
Transitioning handbook
This year, we recognized our need to
hire a VP of Philanthropy, due to the
lack of emphasis on community
service in prior years in our
organization. We were able to source
a talented VP with prior experience
in philanthropic events, and have
kick started her philanthropy efforts
in Winter Quarter of this year
(January 2015). We plan on
continuing to keep this position, as it
has allowed us to really concentrate
our efforts on philanthropy where
there was little to none before. In the
few months that our VP has been
with us, she has been able to add a
lot of value to our community
service efforts, and will continue to
do so for the rest of the year.
VP OF PHILANTHROPY HIRING
As mentioned, Podio has become a
large piece of our organization. A
powerful feature of Podio is it’s
online webform which automatically
imports the data into the CRM
system for easy to use tracking of
applications. This year our
applications were hosted internally
t h ro u g h Po d i o a n d s i m p l y
embedded on our website for
interested members to apply. This
expedited process has made
interviewing more efficient as VPs
can scroll through all applications
and access any suppor ting
documents.

HIRING ON PODIO
Aug. 15– 17: Leadership Team Retreat
Sep. 22, 29: Weekly LTM
Sep. 23 – 24: Foster Week of Welcome
Recruitment Tabling
Sep. 25 – 26: Dawg Daze Recruitment
Oct. 6, 13, 20, 27: Weekly LTM
Oct. 1: Autumn Kickoff
Oct. 8: Boeing
Oct. 15: Microsoft
Oct. 22: Moz
Oct. 27: Seattle Children Hospital
Oct. 28 – 30: Marketing Week
Oct. 28: AMA Screams for Ice Cream
Oct. 28: Getting Started in Sales
Oct. 29: HuskyCreative
Oct. 30: Bloodworks Northwest
Nov. 3, 10, 17, 24: Weekly LTM
Nov. 5: Wexley School for Girls
Nov. 5: LinkedIn Workshop
Nov. 12: 206 Inc.
Nov. 17: 4th Annual Etiquette Dinner
Dec. 1: Holiday Party
Jan. 5, 12, 19, 26: Weekly LTM
Jan. 6: Foster Week of Welcome Tabling
Jan. 14: Winter Kickoff
Jan. 21: Amazon
Jan. 24: Fight for Air Climb
Jan. 28: Tableau
Jan. 31: Regional Conference
Feb. 4: Wunderman Seattle
Feb. 11: Northwestern Mutual
Feb. 18: 4th Avenue Media
Feb. 25: Frito-Lay
Mar. 4: Winter Social
August
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
Apr. 6, 13, 20, 27: Weekly LTM
Apr. 8: Adobe Photoshop
Apr. 15: Green Rubino
Apr. 22: Urban Influence
Apr. 29: Apple
APRIL
May 4, 11, 18, 25: Weekly LTM
May 6: Vertafore
May 13: Google
May 20: Simply Measured
May 27: PRISM Membership Dinner
MAY
Jun. 1: Leadership Team Celebration
JUNE

BUDGET
20
REVENUE
EXPENSES
External Fundraising $5,610.00
Project Bionic
Northwestern Mutual
4th Avenue Media
StudentEDGE Painting
CAR2GO
Internal Fundraising $7,011.28
HuskyCreative
Total Fundraising $12,621.28
Regional Marketing Conference Full Sponsorship* $7,150
Retained Income (2013-2014) $3,604.00
Total Income $23,375.28
Meeting Costs $931.36
Board Retreats $257.82
Event Costs
Etiquette Dinner $5,406.66
Holiday Party $38.90
Regional Marketing Conference* $7,150
Total Event Costs $5,445.56
Department Costs $239.74
AMA T-Shirts $834.94
Miscellanous Costs $621.17
Total Expenses $15,480.59
Net Income $7,894.41
*Our 2nd Regional Marketing Conference was sponsored in full by Eddie Bauer, the
Puget Sound American Marketing Association, as well as the University of
Washington’s Michael G. Foster School of Business Undergraduate Career Services.

Thank you for an #Amazing year.
See you in New Orleans!
University of washington
american marketing association
2014 – 2015

University of Washington 2014-2015 Annual Report

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