CHAPTER OVERVIEW MISSION STATEMENT. Chapter Situation STRENGTHS WEAKNESSES

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2 TABLE OF CONTENTS Chapter Overview...1 Mission Statement...1 Professional Development...2 Community and Social Impact...5 Membership...6 Fundraising...6 Communication...7 Chapter Operations...8 Budget...9 Chapter Calendar...10

3 CHAPTER OVERVIEW Chapter Situation The Western Connecticut State University Western Marketing Association AMA chapter is planning to make a transformational year. This year we seek to take our small but successful chapter to achieve new heights. As a chapter we are planning to host our first regional conference. The chapter is planning on creating more ways for members to be active in the the AMA and marketing experiences. This will include more committee participation and an increase in Agency work. We had a large portion of our members graduate last year but are taking that in stride and are planning on increasing our recruitment efforts. We hope these efforts will help us build a base of members to grow the chapter into the future. We are also strategizing new ways to generate revenue through fundraising and possible Agency projects. STRENGTHS A strong professional network to learn from speakers workshops and clients in Agency. Our Agency continues to grow and is currently recruiting new clients. Dedicated, creative and skilled executive board. Able to increase interaction with local business leaders through Agency and events such as our new regional conference. Strong relationships with Alumni and corporate connections. Experienced and engaged co-advisors OPPORTUNITIES The regional conference can act as a net positive cash flow event for our organization Our regional conference could lead to more opportunities to grow and network Our agency can create funds for the Chapter to offer more events WEAKNESSES A large multi location campus that hinders our recruitment efforts to engage underclassmen. A 70% commuter student population which creates an obstacle for recruitment efforts. Members become more involved as upperclassmen which means high turnover in leadership Challenge of growing attendance at meetings due to scheduling conflicts with classes and students being on the other campus The E-Board and 80% of the chapter graduated or moved on last year so most members will be inexperienced. THREATS Other Business school clubs actively recruiting for new members. A decline in overall college enrollment may reduce membership. Increased travel costs may prohibit some activities. Possible reduction SGA support MISSION STATEMENT 1

4 CHAPTER GOALS Increase our presence at the AMA collegiate conference by sending 10 students who will compete in various competitions Develop a strong and efficient communication method for current members, new members, and the executive board Create a long-lasting relationship with 5 more businesses and marketing professionals Provide an opportunity for members to grow their network and marketing expertise PROFESSIONAL DEVELOPMENT GOALS Provide students with the opportunity to network with marketing professionals and alumni Organize 6 on-campus events and programs to enhance student academic and professional development Provide students the opportunity to work hands-on with 3 clients through our student-run advertising agency, Agency@Ancell GUEST WORKSHOP LEADER SERIES Member Participation: 10 per workshop GOAL: Host 15 guest leader workshops throughout the Fall and Spring semesters to allow members to interact with realworld business professionals. Professional guest leaders will provide members with knowledge in entrepreneurship, business innovation, personal branding, digital marketing, and brand management. STRATEGY: The executive board will use previous connections that have accumulated throughout the years, alumni, and invite local business professionals to speak about their experience and conduct workshops. Mr. David Reyes-Guerra President, AMA Professional Chapter - Fairfield County Speak with students about how personal branding can attract prospective employers. Jim Fosina Founder & CEO Fosina Marketing Group A dedicated direct-to-consumer entrepreneur with extensive expertise in online and offline marketing with be our keynote speaker at our Regional Conference and will focus on new technology in business. Jonathan Soares Founder & CEO AgencyLabs A successful Western alum with his own technology engineering company will conduct workshops with students about the numerous online business tools. Kimberly Reddington Freelancer and Brand Manager Will host a Think tank to get our feedback on marketing initiatives for Anne Koplik, a handmade jewelry company. Louise Stix Managing Partner Cerulean Speak with students about working in the advertising business. Bill Imada President The Imada Group Networking and advertising specialist and founder of the National Millennial Community. 2

5 THINK TANK SERIES Member Participation: 15 per workshop GOAL: To help five local nonprofits and businesses throughout the year with marketing marketing initiatives including website development, social media management, digital marketing, and event planning and then pass this project on to our student-run advertising agency, STRATEGIES: The executive board will use the connections the association and our advisors have built to find businesses looking for assistance with various marketing initiatives. Greg Mattson Various marketing initiatives to promote a new singer/songwriter within our community and surrounding area. Agency@Ancell will work closely on this project. Spothook - Dan Lessard Assisting them with various marketing initiatives and helping them by hosting a marketing strategy competition at our Regional Conference Anne Koplik Designs Assist the brand manager, a former WCSU student with identifying a target market, social media strategies, and sales promotions for the brand Smartcoozie Check-in with a former client and provide them with new marketing tactics MARKETING AND INNOVATION WEEK October 23rd - October 27th GOAL: To host WMA s very own Marketing Week in which each day provides a different opportunity for students to learn, build their resume, and connect with peers and industry leaders. COMMUNITY OUTREACH Member Participation: 5 Goal: Assist local high school DECA Club students with their marketing plans Strategy: Visit two area high schools and provide our knowledge and feedback on their business plans BIG IDEA COMPETITION Member Participation: 20 Goal: Bring together innovative thinkers on campus for an interactive entrepreneurial competition. Strategy: Encourage students to develop ideas and compete through direct person-to-person marketing, advertising, and social media for a $500 prize. DIGITAL MARKETING WORKSHOP Member Participation: 20 Goal: Invite Jonathan Soares Strategy: Share various digital platforms that students should be aware of and know how to use through an open group discussion and workshop FIRST REGIONAL CONFERENCE Member Participation: 20 (50 outsiders) Goal: Invite surrounding colleges to attend our first conference and implement a workshop, strategy competition, and a keynote speaker Strategy: Host a workshop with a former alum, provide a hands on marketing strategy competition, and allow students to interact with our keynote speaker in real time using new technology ALUMNI PANEL Member Participation: 20 Goal: Invite alumni in various career field to come in and speak about where they are now Strategy: Allow alumni to answer questions and students to ask questions MARKETING EDGE CAREER FORUM Member Participation: 10 Goal: Represent our chapter at the NYC career forum Strategy: Marketing Edge supports academics and students, and recognizes business leaders for their support of data-driven marketing education. Members will engage and network with industry professionals at the 3 conference

6 GUEST SPEAKER: BILL IMADA Membership Participation: 20 Goal: Have Mr. Imada speak to students about the power of connections. He will also present a case studies on one of his clients using innovative presentation practices. Strategy: Bill Imada is the Chairman and Chief Connectivity Officer of the IW Group, the leading ad agency that specializes in Asian American markets. He has worked with clients such as: GM, Godiva Chocolatier, HBO, Lexus, McDonald s, and Walmart Stores. Mr. Imada also was appointed to President Obama s Advisory Commission for Asian American and Pacific Islander communities. NATIONAL MILLENNIAL COMMUNITY Member Participation: 4 GOAL: The NMC was founded in 2015 by Bill Imada, Chairman and Chief Connectivity Officer of the IW Group. Bill has brought together a nationwide community of millennial thinkers who strive to change the conversation about the millennial generation by executing multiple think tank conversations with key influencers in media and business. We have three board members as part of the NMC and plan to continue. STRATEGY: We currently have one member of the WMA s Executive Board who plays an active role in the community, participating in various executive calls and summit trips. We want to recruit three new members to join the community. AMA COMPETITIONS CHAPTER PLAN Member Participation: 4 GOAL: Earn full 10 points STRATEGY: Have the executive board meet periodically over the summer to begin planning a successful year. To assist with planning the board with review winning plans and reports for best practices to incorporate. ANNUAL REPORT Member Participation: 6 GOAL: Place in the top 25th STRATEGY: Use the chapter plan to evaluate success of the goals and strategies. Recruit two interested executive board members for the following semester to assist in the annual report to prepare them for next year. CASE COMPETITION Member Participation: 6 GOAL: To place in the Top 25 STRATEGY: Develop a strong team of members to create a strategic plan for Mary Kay that is supported with qualitative and quantitative research. WEBSITE COMPETITION Member Participation: 6 GOAL: To place as one of the top websites in the website competition. STRATEGY: To completely overhaul our website from the ground up. Through a new web hosting and design platform we will greatly increase the amount of engagement and content available on our website. SABRE IN NOLA Member Participation: 5 GOAL: To maintain or improve our results over the 5th place result of last year. STRATEGY: To participate in the practice sessions. Also to field a team that are familiar with business simulation. AMA CERTIFICATE TRAINING Membership: 10 GOAL: To participate in at least 1 AMA certificate program for the chapter. STRATEGY: To schedule the event during our regular WMA meeting. 4

7 The Western Marketing Association is excited to enter our third year with our own Ad Agency. is a student-run marketing agency providing students with real-world experience. This includes but not limited to client relations, marketing strategy, and implementation of various marketing plans and projects. Students that are involved in the agency have the opportunity to deal with real clients and completing challenging marketing related activities. Past students have expressed how this has given them a competitive advantage in the job market because they have real work that they can add to their portfolios. GOALS: Recruiting 10 new members Bring on two new clients Accrue at least $500 from projects Offer Free services to at least one non profit WHAT WE HAVE DONE: In the past the agency had a client Smartcoozie. This product was a coozie that could hold your smartphone. The client contacted the agency in hopes to further promote this product and ultimately increase sales. We developed a fully integrated website for the client and developed a social media plan for them. We also have worked with a local multi chain restaurant called Banana Brazil and helped them develop a website and other marketing related actives. WHAT WE RE DOING: This year we are anticipating a major increase in the workload for the Agency. For the first time we will be taking on multiple projects at once. We will develop a leadership structure that greatly increases the marketing activities we can do. On top of working on multiple Client Projects we will also help the AMA chapter develop their social media and web presence. As a chapter Community involvement is a very important part of our mission. We hope to Help the local Habitat for Humanity to develop T-Shirts that they can sell in their store to raise funds. WHERE WE ARE GOING: Agency@Ancell is committed to actively growing our capabilities as an Agency. This includes building a leadership structure that will allow us to take on more complex and longer term projects. Also adding the ability to do more such as in the area of video. This will also help us in the future help local nonprofits with more services. Goals COMMUNITY AND SOCIAL IMPACT Strengthen students marketing skills by applying what has been learned in the classroom with a working non-profit organization. Increase the activity of the WMA within the community by utilizing our varied marketing skills to assist 2 non-profit organizations in need of marketing strategies. Donate our Agency services to a local organization to support a cause all members mutually care about. This will help them generate additional fundraising dollars Strategy Connect members of the association to an organization that reflects the causes we personally care about. Provide members with multiple opportunities to participate in a variety of activities and outreach projects/programs. Provide prize competition for members that help charitable organizations 5

8 OUTREACH HABITAT FOR HUMANITY Local Habitat For Humanity Chapter Membership Participation 10 Goal: Using our marketing knowledge designing T-Shirts that they can sell Strategy: Use donated Dunkin Donuts cards to hold a WMA chapter T shirt design contest for the organization. WESTERN DAY OF SERVICE Western s Day of Service Date TBD Membership Participation: 10 GOAL: To volunteer in the local community while bonding with other students. STRATEGY: Members will volunteer with other Western students throughout the local community in this school wide event. DECA Membership Participation 6 Goal: To mentor local DECA clubs Strategy: We will look for opportunities for our members to participate with DECA programs at local high schools. We will help them gain a knowledge of business skills. ALL NEW AMERICAN - SMALL BUSINESS HELP Membership: 4 GOAL: Work with All New American - a non-profit - by assisting with their first event Strategy: Create flyers, posters, social media posts, etc. to assist All New American with their first large event Goals FUNDRAISING Use our Agency as net positive fundraiser for our chapter. Use our network to find a Restaurant to provide donated food service for our regional conference saving us WMA funds Solicit corporation and business connections for $1000 in additional funding. Use our network to find a $500 donor for the Regional conference. Increase the budget to support members attending off-campus events. Strategy To solicit donations in regards to our newly created Regional conference. We also intend to talk to local businesses to provide cash or other financial help. Secure enough funds to perform at a high capacity during the year, as well as leave the association in a strong financial position at the end of the year. Through donations from our clients we hope to operate at least a net-profit of $500 positive contributor to the the WMA. Membership Chapter Goals Have 30 registered AMA members Develop an effective and creative recruitment strategy to reach underclassmen along with upperclassman Increase Agency@Ancell involvement and assign members positions within agency. Including creating leadership positions outside of the two directors Focus on recruiting members from beyond just marketing. Increase club Social Media and website member involvement 6

9 Have members evaluate all Think Tanks and guest speakers to make meetings beneficial for members, in order to further improve future events. To have three trained future E-board members. To create training for incoming committee chairman's Recruitment Strategy PRESENTING TO INTRO CLASSES Membership: 2 per class Goal: Recruit new underclassman members from introductory marketing, communications, and media arts courses to obtain expertise from various majors. We plan on greatly increasing this over past years. CLUBS CARNIVAL August 30th 2017 Membership Participation: 3 GOAL: The biggest club introduction day on campus offers the Association an opportunity to recruit incoming freshman and transfer students of various majors and interests. KICK-OFF MEETING Tuesday, September 5, 2017 Membership Participation: 20 Goal: Present an overview of the American Marketing Association, the Western Marketing Association to new and returning members. Recruit members to be actively involved in the various committees and agency. Explain the benefits of being a member and talk about past achievements ANCELL DAY September 13, 2017 Membership Participation: 3 GOAL: Have a booth at Ancell Day, an Ancell School of Business hosted event, to expose the Association to other business majors who can learn about the activities that the WMA is planning for the semester and get information on how to be involved. COMMUNICATION INTERNAL GOALS Implement effective communication methods between the executive board, chapter members, and advisors through various platforms Execute an effective communication method with the campus community about events and opportunities BASECAMP Utilize Basecamp as our project management center to allow a more efficient way to communicate with our members timely and efficiently. This allows us to share documents, projects, and chapter information with the executive board, advisors, and chapter members. FACEBOOK GROUP Utilize our public group to share events, chapter information, and accomplishments. This group will be open to the public and the private, but we will utilize it more for current and future members REMIND ME 101 We will use the Remind Me 101 app to send out weekly meeting reminders directly to member's phones through a receiveonly text message LinkedIn We will implement the use of Linkedin to share our chapter accomplishments with current and former members. It will provide us with the opportunity to display our chapter professionally. 7

10 EXTERNAL GOALS Use social media platforms including Facebook and Instagram to communicate with members about upcoming events, committee reports, reminders, and more. Use our Western Marketing Association website to communicate with current and past members, guest speakers, and the campus community about events, accomplishments, and activities. SOCIAL MEDIA GOALS: To maintain an active Facebook page along with an active Instagram account. Obtain 50 new followers on Instagram and 30 more page likes on our Facebook. STRATEGY: Use our accounts to communicate with our current members, prospective members, and the community about our current events and activities happening, CHAPTER OPERATIONS WEBSITE GOAL: Utilize our website as an informative communication platform for those who are interested in joining our chapter and to inform business professional about who we are. STRATEGY: Our student-run advertising agency, will take charge in redesigning our website and promoting it through social media. Chapter Goals Build a team of 20+ active members who are involved with committees and Agency@Ancell. Implement effective communication that streamlines tasks and efficiently accomplishes objectives. Create a clear structure with timelines so members complete projects for WMA and Agency@Ancell in a timely fashion Hold weekly chapter meetings and Agency@Ancell Meetings Have bi-weekly e-board meetings with advisors. Design a well-formatted chapter layout to allow AMA competitions and local chapter functions to be successful. While seamlessly integrating a rigorous professional development schedule for members and promoting innovate thinking. Have members evaluate all Think Tanks and guest speakers to make meetings beneficial for members, in order to further improve future events. To have three trained future E-board members. To create training for incoming committee chairman's STRATEGY INVOLVEMENT POINTS We will further refine a points system that includes keeping track of attendance at meetings special events and agency meetings and give extra points to the people who participate the most at those events. This will help us decide who is invited to join us in New Orleans for the annual conference. Also this will be a measure to decide who to interview for future leadership positions and committee spots. PRESIDENT'S REPORT Every meeting the President will give a report highlighting the current objectives of the Association as well as the present progress towards accomplishing the objectives. MEMBER FEEDBACK At the conclusion of every meeting members will be asked to fill out an evaluation. We will be using a likert scale for quantitative feedback. They will be asked how beneficial the meeting was to them. Members will also be asked what improvements can be made in an open-ended question format E-BOARD MENTORING Underclassman members who display leadership qualities have been targeted and selected as potential future e-board members. The current executive board has been mentoring them and educating them on what it takes to be a leader for the chapter. 8

11 OTHER STRATEGIES Use Basecamp as the WMA s project management tool. Hold bi-weekly executive board meetings with coadvisors. COMMITTEE REPORTS The committee chairperson will be required to update the entire Association on internal committee progress every meeting. VICE PRESIDENT Travis Schultz AGENCY@ANCELL Executive Board PRESIDENT Caroline Chaves Community and Social Impact Committee TREASURER Fairidi Galicia-Roman Fundraising Committee SECRETARY Jacob Nimmo Graphic Design Committee Account Managers Social Media Web Development BUDGET REVENUE Student Government Association...$7,036 Corporate Sponsors...$500 Regional Conference. Fundraising...$500 Other Fundraising...$1000 Conference Ticket Sales...$400 Sodexo Competition...$125 Club Member T-Shirt Sale...$150 Agency@Ancell...$500 Member Trip Fees for AMA Conference..$2950 Net Revenue...$13,161 Expected Net Gain...$20 EXPENSES Marketing Week & Big Idea Competition...$611 AMA Conference...$11,500 Non-donated Food for Regional Conference. $175 T-Shirt Cost...$150 Website hosting costs...$180 For 12 months Other Expenses...$200 Marketing Edge...$200 Catered Meeting...$125 Net Expense...$13,141 9

12 CALENDAR FALL SEMESTER Western Marketing Association meetings will be held every Tuesday starting September 5. Meetings will consist of president s report and general business followed by a speaker, workshop, or Think Tank. Executive board meetings with advisors will occur on a bi-weekly basis starting September 7. The case team will meet every Tuesday starting August 29. AUGUST E-board Meeting with Advisors 29 - First Day of Classes 29 - First Case Team Meeting Visit Classes to Talk About WMA SEPTEMBER 4 - Labor Day, No Classes 5 - Kick-Off Meeting 7 - E-Board Meeting with Advisors 12 -Greg Mattson Think Tank 13 - Ancell Day 19 - Louise Stix Guest Speaker 21 - E-board Meeting with Advisors 22 - Executive Council Meeting 26 - Kim Reddington Think Tank OCTOBER 3 - AMA Sales Certification 10 - Tim Deakin Think Tank 11 - Chapter Plan Due 12 - E-board Meeting with Advisors 17 - Dan Lessard Think Tank Marketing Week 23 - DECA Outread 24 - Alumni Panel 25 - Big Idea Competition 26 - Digital Marketing Workshop with Jonathan Soares 27 - Northeastern Regional Conference 31 - Hunter Young Guest Speaker NOVEMBER The team traveling to NOLA for the AMA ICC will be decided on and notified. 2 - E-board Meeting with Advisors 3 - Marketing EDGE Trip 7 - Guest Speaker David Guerra-Reyes 16 - E-board Meeting with Advisors 23 - Thanksgiving Day 28 - Photoshop Workshop 30 - E-board Meeting with Advisors DECEMBER 5 - Last Association Meeting of the Semester 7 - Reading Day Finals Week 15 - End of Fall Semester Intersession E-Board Meeting with Advisors SPRING SEMESTER Western Marketing Association meetings will be held every Tuesday starting January 23. Meetings will consist of president s report and general business followed by a speaker, workshop, or Think Tank, just as the fall semester. Activity for association meetings will be decided during the winter intersession. Executive board meetings with advisors will occur on a bi-weekly basis starting January 25. JANUARY 16 - Spring Semester Begins, First Day of Classes 23 - Association Meeting 25 - E-board Meeting with Advisors 30 - Association Meeting FEBRUARY 6 - Association Meeting 8 - E-board Meeting with Advisors 13 - Association Meeting 19 - President s Day, No Classes 20 - Association Meeting 22 - E-board Meeting with Advisors 27 - Association Meeting MARCH 6 - Association Meeting 8 - E-board Meeting with Advisors 13 - Association Meeting 20 - Association Meeting 22 - E-board Meeting with Advisors 27 - Association Meeting APRIL 3 - Association Meeting AMA Collegiate Conference in New Orleans 10 - Association Meeting 17 - Association Meeting 19 - E-board Meeting with Advisors 24 - Association Meeting MAY 1 - Association Meeting 7- Finals Week 11 - End of Spring Semester 10