Chapter Plan Table of Contents

Transcription

1 Chapter Pl 15 0

2 Table of Contents Chapter Overview Mission Statement... 1 Strengths and Weaknesses... 2 Professional Development... 3 Community Service... 4 Fundraising... 5 Membership... 6 Internal and External Communications...7 Chapter Operations... 8 Budget... 9 Calendar of Events

3 Chapter Overview Mission Statement As an AMA student chapter, SUNY OnMark works to benefit our members, the students of SUNY Oneonta, SUNY Oneonta itself and our local community. Our members endeavor to provide expert marketing services that exceed the expectations of our clients. We pledge outstanding professionalism through hands on experiences, while continuously aiming to satisfy the growing needs of our campus and local community. American Marketing Association Executive Board The 12 members of our AMA executive board are a team of students who are always seeking ways to represent ourselves professionally to all individuals, groups, organizations and businesses with which we interact. Through strategic planning and communication, we work as a team to accomplish all of our activities and events successfully. We extend ourselves to improve upon our previous accomplishments while creating and fulfilling any new ones. Chapter Environment We are a student organization within a small, rural community located in the Catskill Mountains in New York. The closest community exceeding 15,000 people is approximately 60 miles from our campus. The disadvantage of this is that there are not many big businesses in our area. However, because of our successful reputation, many local businesses and social support organizations are inclined to contact us for assistance. Over the years, our accomplishments have set SUNY OnMark apart as one of the most successful AMA Chapters within the highly reputable SUNY System. Target Market Executive Board President Michelle Nguyen Executive Vice President Macayla Cleeves VP of Advertising Alyson DeVita VP of Communications Lauren Hymowitz VP of Community Service Cole Youmans VP of Finance Leo Mackey VP of Fundraising Katherine Lydakis VP of Membership Chelsea Brandt VP of Online Promotions Olivia Jordan VP of Professional Development Angelica Salvalti VP of Programs Samantha Milani Planning and Reports Counsel Lauren Bracco In order to attract new students to our Chapter, we continuously stress the benefits of becoming an AMA Member. SUNY OnMark tries to attract students from every academic major and year. Our ideal target markets are: Primary Market: Business Economics and Accounting majors with marketing concentrations. Secondary Markets: Music Industry, Fashion Merchandising, Computer Science, Communications, and diverse liberal arts majors. 1

4 Chapter Plan Chapter Overview SUNY OnMark As SUNY Oneonta s Marketing Club, we have branded ourselves as SUNY OnMark. The OnMark brand was developed to distinguish us from other AMA Chapters, while also enhancing our professional reputation. The current theme for the academic year is Excellence in Everything. We chose this theme because we believe that excellence should be brought to everything that we do. SUNY OnMark is committed to improving the lives of not only our students but also the community in its entirety. We are always expanding our efforts to help other SUNY Oneonta organizations, academic and local communities, and local businesses in reaching their desired goals. This year, SUNY OnMark will continue to compete and excel in all AMA Conference competitions. We also plan to further solidify the existing organization so that future SUNY OnMark members will have the skills to be able to ensure their continues success. Strengths Highly valued organization within the campus and local community One of the largest student run organizations at SUNY Oneonta Strong core of diverse, dedicated members from many majors Involvement in many local and national community service events Enthusiastic executive board with new and creative ideas Known for valuable professional development projects Reputation of being a great club on campus Positive word of mouth spread from our existing clients helps gain new opportunities A mix of new creative members with members who have been part of the club throughout their college career SUNY Oneonta Club of the Year Weaknesses Restricted access to student transportation out of the local area Lack of proximity to a major city limits our professional contacts and speakers Limited opportunities to network with the distant Albany, NY Professional Chapter Remote rural location limits multinational corporation connections Student Association not as familiar with clubs that have an international affiliation Opportunities OnMark is the primary marketing organization on campus There are many chances to participate in community service activities on behalf of local enterprises Student clubs and local businesses often request our assistance and utilize our club's many diverse resources AACSB recognized School of Economics and Business provides opportunities for collaboration Threats Lower or nonexistent application costs for other campus organizations takes away from our membership Scheduling conflicts due to time constraints prevent member involvement Growing demands for our professional expertise exceed our resources Cost of AMA membership discourages involvement 2

5 Professional Development Overall Goal SUNY OnMark s goal is to enhance our professional capabilities, provide superb service, and expand our networking connections. Overall Strategy SUNY OnMark s strategy is to give members opportunities to participate in hands-on activities involving various aspects of marketing, from which they can build and enhance their professional skills. We will also provide valuable information and experience in the form of résumé and internship workshops, beneficial relationships with the Career Development Center, and forums for discussing career opportunities. Career Planning - Host 3 established business professionals from within the region - Invite 3 SUNY OnMark alumni to shre their real world experiences and networking insights - Hold 2 Career Planning & Development seminars per semester that focus on resume building, interviewing, and other career bolstering activities - Inform members about career fairs and diverse internship possibilities available throughout the SUNY system STRATEGY: We will be inviting Megan Scrivener and Matthew Munson to facilitate both resume and internship workshops, respectively. We will also attach available internship opportunity information to our monthly newsletter. Professional Outings - Host 4 marketing oriented outings to provide SUNY OnMark members with greater professional perspective - Have 15 AMA members attend each event - Promote events widely STRATEGY: SUNY OnMark plans to interface with businesses throughout the Northeast that interest our members. In spite of the rural nature of the Oneonta community there are several businesses within driving distance that our members would like to know more about. We plan to visit three of these locations to observe their operations and converse with their executives about their marketing priorities and methods. Marketing Week - Plan and successfully execute 2 marketing weeks per academic year to strengthen our chapter and the local community - Hold 2 committee meetings per ongoing project each week - Host a minimum of 2 fundraising events during each Marketing Week - Hold 1 campus wide membership drive during each Marketing Week - Participate in 2 community service activities during each Marketing Week - Host 2 events every day during Marketing Week - Have 20 AMA members attend each event during each week - Host a campus clean up event - Generate $4,000 in revenue for the local community each week STRATEGY: We will have an abundance of activities throughout each week. Our strategy is to feature major activities in all areas of interest for our members, while also generating revenue for the local community. Fourth Annual Regional Conference - Host a one day regional conference - Feature speakers and workshops that will be beneficial to interested regional AMA student members - Hold a professional luncheon that will give AMA student members a chance to interact with our speakers - Have at least 50 AMA members attend the conference STRATEGY: SUNY OnMark will host a regional conference that will provide AMA student members with employment insights, advice from established professionals, and most importantly feature workshops dealing with the various aspects of business itself. 3

6 Community Service Overall Goal SUNY OnMark endeavors to provide diverse opportunities for our members to help the communities of which we are a part. We continuously try to help not only our campus and community, but even the nation and the world. We will do this through volunteer work, participation in charitable events, and fundraising contributions. Overall Strategy We will continuously raise awareness, make donations, and participate in supportive efforts on behalf of charitable organizations. We aspire to benefit local, national, and international causes while also giving our members opportunities to practice marketing skills in the area of community service. Freshman Move-In - Assist Residential Life on Freshman Move-In Day by supplying a 10-person team to assist freshman in moving into our dorms - Provide a brochure listing activities, restaurants, and special events in the local community STRATEGY: Promote the event through internal communications, and use this time to not only assist our on-campus department, but to promote SUNY OnMark to dozens of new students and provide them with information of particular interest about Oneonta. Animal Shelter Events - Create teams to assist 2 different local animal shelters. - Recruit other students on campus to donate to the local animal shelter through the pet a puppy program - Raise $100 for the 2 local animal shelters STRATEGY: We will coordinate with the local animal shelters to host 2 days where students can interact with the animals in order to raise money for the shelters. We will also will assemble 2 teams to assist in the care of the animals at those shelters. Runs, Walks, and Scholarships - Participate in and contribute to 4 runs/walks per semester - Have at least 20 AMA members participate in each walk/run STRATEGY: We will take part in numerous runs, walks, and scholarship fund solicitations. These events will generate research funds and awareness for endeavors such as Suicide Prevention, Alzheimer s Research, and other worthy causes and local scholarships. Habitat For Humanity - Provide lunches and assist in the construction of housing within our county for this exceptional organization - Solicit $200 in support of Habitat for Humanity s activities STRATEGY: We will support this outstanding organization as much as possible in a variety of ways. Community Wellness - Provide at least 100 pounds of canned and dried food for the less fortunate in our county - Team up with the local soup kitchen Saturday's Bread to prepare and serve meals and have at least 9 AMA members participate in the meal preparation and service for this event - Create a Thanksgiving dinner food drive to provide 100 pounds of canned and dried foods for 4 needy families - Donate $150 towards Toys for Tots for the Christmas season STRATEGY: We will coordinate our members efforts in many ways enabling them to contribute to our local and regional communities in a broad range of activities. Relay for Life - Raise $400 for the American Cancer Society - Have 25 AMA members participate on the team - Complete 100 laps as a team during the relay to support cancer research STRATEGY: We will create a Relay for Life team to solicit funds well in advance of this relay. Our VP of Community Service, Cole Youmans, will lead the team and make sure we are on track to accomplishing and surpassing our fundraising goal. Support Local Youth Activities - Provide 3 Referees for AYSO soccer games - Tutor K-12 students in a local school STRATEGY: Our members will work with students from the local elementary through high schools as role models becoming more integrated into the local community 4

7 Fundraising Overall Goal Our goal is to generate sufficient revenue to improve our chapter s financial position by $1200. We intend to generate sufficient funds to support our ambitious community service and Marketing Week activities. We also want sufficient funding to be able to send at least 24 AMA members to the International Collegiate Conference. Overall Strategy Our main objective is to generate enough funding to be able to do all that we aspire to do and more. We also want to leave our chapter in a substantially stronger financial position than it was when we began this school year. Benefit Nights - Raise $100 and host 1 benefit night per semester STRATEGY: We will contact and work with local restaurants in the city of Oneonta in order to establish food and drink specials with the purpose of raising money for our chapter. Each restaurant will donate a specific percentage of its food sales to SUNY OnMark. Candy Sale - Hold 1 candy sale each semester sponsored by local and national candy firms - Raise $250 to benefit our chapter STRATEGY: Our strategy will be to collaborate with local and national candy companies to develop a week long candy sale in each semester. In doing so, we will promote these local businesses while also generating funds to benefit our chapter. Media Kit - Approach 4 local businesses with our media kit - Raise $1000 to support our chapter s financial position STRATEGY: SUNY OnMark will create media kits to advertise our marketing capabilities to local companies and organizations, and by doing so we will help bolster the economy. We will develop our media kits with a wide range of possibilities that will allow local businesses to become involved with SUNY OnMark. Corporate Sponsor Program - Maintain at least 3 local company sponsors - Raise $1000 from sponsors to support our chapter s financial position STRATEGY: SUNY OnMark s corporate sponsorship program is an on-going project that was established to help advertise local businesses in exchange for donations to our chapter. Bake Sales - Hold 4 bake sales throughout the year - Raise $200 to support our chapter s financial position - Have 8 AMA members participate in each bake sale. STRATEGY: Our strategy is to hold bake sales throughout the year to fundraise for our chapter. Recycling Drive - Hold 2 recycling drives each semester - Raise $20 to support our chapter s financial position - Have 12 AMA members contribute to this event STRATEGY: Our strategy for this event is to have AMA members collect recyclables throughout the campus and community. SUNY Oneonta as a campus has prioritized sustainability and we will prioritize it as well. Social Events - Raise $500 to support our chapter s financial position - Have 15 AMA members participate in each social event STRATEGY: SUNY OnMark s strategy is to coordinate and manage 2 social events each semester. Current AMA members will contact alumni to assist in fundraising for these events. Car Washes/Salt RInse - Raise $750 to support our Chapter s fundraising goals - Hold 2 car wash events per semester - Have 10 AMA members participate in each car wash STRATEGY: Our strategy will be to host car washes that will attract a large number of residents from our community. No Shave November - Hold a contest between November 1 st 19 th - Have 15 members participate in contest - Raise $50 to support our chapter s financial position STRATEGY: Members who wish to participate in No Shave November will pay an entry fee of $10. At the end of the month whoever receives the most votes for best beard will win a prize. T-Shirt Sales - Raise awareness of SUNY OnMark by selling T-shirts with our logo - sell 50 T-Shirts - Noting our SUNY Oneonta CLub of the Year Satus STRATEGY: SUNY OnMark's VP of Advertising, Alyson DeVita, will design the T-shirt and help our VP of Fundraising, Katie Lydakis, sell T-Shirts. 5

8 Membership Overall Goal SUNY OnMark s aspiration is to increase our membership from 76 individuals at the start of the school year, by 15% to 88 members. Our secondary goal is to increase our membership involvement. Overall Strategy Our strategy will be to recruit incoming students and retain current members by promoting the numerous opportunities and student activities that SUNY OnMark and AMA have to offer. Membership Drives - Hold a minimum of 2 membership-drives per semester - Hold 1 membership-drive during each of our fall (National) and spring (Local) Marketing Weeks - Have 10 members participate in each drive - Have 12 new students join our AMA chapter STRATEGY: SUNY OnMark will hold multiple membership drives each semester to facilitate the recruitment of new members into our club. We plan to carry out these drives in our campus quad, dining halls, and residence halls. During these events, AMA members will pass out flyers and brochures, and talk with students about the benefits of joining AMA. We will also generate a mailing list from the content information these students will provide. Club Exploration Day - Participate in Club Exploration Day at the beginning of the fall semester - Have 10 AMA members work the booth - Have 80 students join our mailing list STRATEGY: Club Exploration Day attracts over 1,500 students. This event allows certain clubs recognized by our Student Association to host a table in order to attract new members. Our table will be managed by experienced AMA members that have attended the New Orleans Conference, so that we can give a clear explanation of SUNY OnMark s operations, goals, and the benefits that come from being an AMA member to many potential recruits. We will also hand out informational flyers and brochures, while showing a video presentation that will tell people about our chapter in order to give potential members a better understanding of what we do as an AMA International Collegiate Chapter. The Club Exploration Day also gives us an opportunity to promote our chapter s services, which other SUNY Oneonta clubs can utilize throughout the school year. Awards Programs - Award 1 Member of the Month Award to our most active member each month - Update our Active Member Point System weekly - Increase member participation and retention by 15% STRATEGY: Our strategy is to encourage participation and increase membership retention by rewarding actively involved members with awards and incentives. Awards also serve as beneficial resume builders for members. The point system aids our Executive Board in determining which members will be invited to attend the AMA International Collegiate Conference. Team-Building Exercises - Organize 2 team building exercises per semester - Have 25 AMA members attend each team-building event STRATEGY: Our strategy is to host 4 team-building events throughout the year to improve member communication, compatibility, and teamwork. An example of a team-building exercise would be taking part in collaborative communication enhancing activities. Recruitment and Retention - Increase membership by at least 12 individuals beyond our initial 76 members - Increase active participation among our organization s members by 15% - Enhance and regularly update our website to better communicate our activities and the benefits of AMA membership STRATEGY: We plan to have both conscientious and light-hearted activities continuously, which will encourage students to join us and be active. Class Presentations - Have over 40 students join our mailing list - Have 2 members participate in each presentation - Make presentations in all classes that relate to our primary market, and in some of our secondary markets at the beginning of each semester STRATEGY: SUNY OnMark s VP of Membership, Chelsea Brandt, will coordinate groups of members to give a presentation about OnMark to classes in early September and late January in as many classes as possible. This will help us to reach some of our primary and secondary markets that could not attend Club Exploration Day. This will heighten students awareness of our club, and encourage them to join and get involved. 6

9 Internal & External Communications Overall Goal Our goal is to ensure active communication and promotion of our chapter s events among members, students, faculty, alumni, the campus community, the city of Oneonta, other AMA Chapters, and the Albany Professional Chapter. Overall Strategy Our strategy is to improve our outreach through the use of flyers, , word-of-mouth, social networking sites (Facebook, Twitter, LinkedIn, Instagram), local media, and our website. This year we are focusing on increasing our network capabilities both with Oneonta Alumni, with business professionals that we meet through our AMA connections, and with people in businesses we frequent. We plan to strengthen our relationships with other regional AMA Chapters and the Albany AMA Professional Chapter. Create a group page on LinkedIn for our AMA chapter. - Enable SUNY OnMark alumni and members to stay in touch with each other electronically - Create connections with other AMA members and graduates from other schools STRATEGY: This will enable us to maintain and expand our OnMark and national AMA connections that may prove invaluable in the future. These connections will likely provide more opportunities for our members during their time here and in years to come. Catching Up! - Issue a revised monthly newsletter entitled, Catching Up! In this newsletter we will recognize the current Member of the Month, report on past activities, and inform our members about current opportunities and upcoming events. STRATEGY: Our VP of Communications, Lauren Hymowitz, will design, construct, and distribute the monthly newsletter to all members, student organizations, faculty, staff, and local media affiliated with SUNY OnMark. SUNY OnMark Website - Continue to update and care for our website weekly - Increase traffic to the site - List events, pictures, and information on a weekly basis - Improve our discussion board for members to exchange ideas, information and questions - Post newsletter to website STRATEGY: Our VP of Online Promotions, Olivia Jordan, will continue to update our website making it a more informative and user-friendly page. We will provide members with a schedule of events that is updated weekly, a discussion board for questions and ideas to be exchanged, and contact information to expand involvement. We will increase traffic to the site by adding relevant and interesting pictures, videos, and current AMA related projects. Electronic Updates - Use the campus-wide e-bulletin board to notify our campus community about SUNY OnMark s meetings, events, and projects - Update contact list to ensure a more accurate connection with our members STRATEGY: Our VP of Advertising, Alyson DeVita, will update our college s electronic bulletin board and contact list providing weekly revisions to keep our general members and campus current about what is happening in our chapter. Alumni Communication - Maintain strong connections with as many alumni as possible - Form connections through our alumni with their current companies for possible projects, contacts, and speakers STRATEGY: We will host an Alumni weekend to establish networking connections with former members. We will contact alumni and ask them to come speak to our club. We will also request Alumni donations to enhance our chapter s financial status. Social Networking - Maintain online social networking groups to enhance communications with all interested parties STRATEGY: SUNY OnMark will be using social networking sites such as Facebook, Twitter,LinkedIn,and Instagram to broaden awareness of our chapter, our membership, and attendance at events. In addition, we will use our school s website, Campus Connections, to connect with other clubs, community media, and our Student Association. Regional and Professional Chapters - Host our fourth annual regional AMA conference - Connect and interact with the Albany AMA Professional Chapter 3 times per semester in order to build stronger relationships - Communicate with regional AMA Chapters via and phone STRATEGY: Our strategy will focus on networking and connecting with regional and professional chapters to build upon our existing relationships. 7

10 Chapter Operations Overall Goal We want to have a strong and mutually supportive chapter with an extremely active Executive Board. We will work to develop and reinforce relationships within our chapter in as many ways as we can. Overall Strategy Our strategy is to constantly improve the organizational structure that has been successful in prior years. We will add valuable elements as we see fit to enhance our professional standing. Summer Retreats - A day-long meeting will be held during the summer - All 12 of our officers will be in attendance STRATEGY: Our officers will meet twice over the summer for an extensive discussion of our responsibilities, the means by which we intend to carry them out, and specific projects that we expect to be able to complete during the year ahead. General Membership Meetings - Hold weekly membership meetings - Explain current events relating to each executive board position - Have students attend each meeting - Have AMA members attend each meeting - Announce upcoming events STRATEGY: The social dynamics and interaction during our membership meetings will allow students to approach our executive board officers in a welcoming and open setting. We will strive to create the most positive and constructive atmosphere possible. After general information has been shared, the floor will be open for officers and students to interact based on our mutual interests. STRATEGY: Our strategy is to have our Executive Board members pass down their current, updated officer binders to keep better sustained records of their positions, projects, developments, and accomplishments. Chapter Plan - Meet 3 times a week to create and develop chapter plan ideas and concepts - Use the chapter plan as the foundation for our organizational activites STRATEGY: Lauren Bracco, our Planning & Reports Counsel, will lead the construction of the Chapter Plan. She will be accompanied by the executive board and other interested members in planning our strategic goals for the year. Annual Report - Hold 3 weekly meetings to develop our Annual Report - Complete 90% of the goals that were outlined in the chapter plan STRATEGY: Our strategy is to accomplish the goals that we have presented in the Chapter Plan through executive board and general member participation throughout the year. We intend to not only follow the planned events and activities that interest both our members and the local community, but to also add new events as they become available. By building strong local relationships, we will increase the success rate of our chapter. Finally, we plan to utilize every resource that is available within our chapter, community, and campus in order to have the most positive and successful year possible. Executive Board Meetings - Hold weekly executive board meetings to discuss current and upcoming projects - Have all executive board members present at each meeting STRATEGY: Our President, Michelle Nguyen, will conduct executive board meetings throughout the semester. Her role will be to establish the meeting time and location based on each member s availability. She will also facilitate the matters of discussion. Officer Binders - Maintain organized officer binders - Help to ease the transition for new Executive Board members 8

11 Budget Beginning Balance: Actual 2014/2015 $22, Budgeted 2015/2016 $24, Variance ($1,994.94) Revenue: AMA $47/person $6, $6, Fundraising $33, $33, SA Conference Funding $8, $9, Total Revenue: $72, $72, ($94.00) $ ($200.00) ($153.54) Expenses: AMA $47/person $6, $6, ($611.00) Fundraising $ $ ($2.00) Community Service & Philanthropy $6, $6, $ AMA Related: Conference $195/person $5, $5, $0.00 Airfare/Hotel/Etc. $11, $10, $ Administrative: Office Supplies $5.00 $5.00 $0.00 Stationery $58.90 $65.00 ($6.10) Oneonta AMA Membership Shirts $ $ $46.32 Awards/Printing $ $ ($6.75) Chapter Relations: Semester Kickoff Dinner $ $ ($56.00) Marketing Week $13, $16, ($2,691.58) Field Trips $ $ ($26.53) Fall/Spring Pizza Parties $ $ ($111.44) Conference Dinner $ $1, ($77.60) Total Expenses: $47, $50, ($3,321.40) Ending Balance: $24, $21, ($3,601.00) 9

12 Chapter Plan Calendar of Events August 31 st Membership Drive September 9 rd Club Exploration Day 12 th Car Wash 19 th Suicide Prevention Walk 26 th - Animal Shelter 27 st Car Wash 30 th - SUNY OnMark Newsletter October 3 rd 4 th 7 th Car Wash Pit Run Chapter Plan Due 7 th -14 th -Career Development Speakers 10 th -13 th SUNY Oneonta Fall Break October 10 th -11 th - Pumpkins the park 14 th -21 nd Marketing Week 14 th Resume Builder 15 th - Case Competition Activity 16 th Lord's Table 17 th Regional Conference 18 th Rake Leaves 19 th Membership Drive 20 th Membership Drive 21 st - Can Drive 23 rd - Backpacks to Briefcases 24 th - Kickball for Kidneys 31 st SUNY OnMark Newsletter November 1 st No Shave November Fundraiser begins 1 st -3 rd - Blood Drive 5 th - 6 th - Bone Marrow Drive 6 th -7 th - Innovation Challenge 7 th - Open House 10 th -11 th - Blood Drive 14 th - Animal Shelter 19 st - Annual Conference of Voluntarism 21 th Membership Drive 23rd - Camus Clean Up 30 th SUNY OnMark Newsletter and Classes Resume 10 th Membership Drive 22 nd Finals End 31 st SUNY OnMark Newsletter January 20 th Classes Resume 29 th Bake Sale 31 st SUNY OnMark Newsletter February 1 st - Candy Gram 13 th Salt Rinse 15 th Membership Drive 17 th Annu al Rep ort Due and Clothing Drive 28 th SUNY OnMark Newsletter March 4 th Classes End 2 nd - Fundraiser 14 th Classes Resume 17 th -19 th AMA 38 th International Collegiate Conference 23 th Membership Drive 31 st SUNY OnMark Newsletter April 6 th 13 th Marketing Week 6 th Membership Drive 7 th Community Service Event 8 th Interview Workshop 9 th Campus Clean Up 10 th Resume Workshop 11 th Charity Event 12 th Membership Drive 13 th Fundraising Event 19 th Car Wash 23 th OH Fest 30 th Car Wash and SUNY OnMark Newsletter May 7 th - MS Walk 8 th Car Wash 8 th End of the Year Bar-B-Que 14 th Commencement 10