Ithaca College American Marketing Association Chapter Plan 2014
Table of Contents Chapter Overview 1 2 Professional Development 2 3 -Market Research 3 4 -Advertising & Graphics 4 5 Community Service & Social Impact 5 6 -Fundraising 6 7 Membership 7 Communications -Internal 8 -External 8 9 Chapter Operations 9 Calendar of Events 10 Budget 10
Chapter Overview Name of Chapter and Official University Name: Ithaca College American Marketing Association (ICAMA) Mission Statement The mission of the Ithaca College student chapter of the American Marketing Association (ICAMA) is to be one the leading professional student organizations on campus by furthering the professional development of students through leadership training and the involvement in the field of marketing. Strengths +Has a market research committee +Leadership mobility +Great opportunity to network +Resume builder and opportunity for marketing projects +Great way to meet people with the same career interests +Good experience collaborating in groups Opportunities +With a large group, you can easily coordinate projects +Access to important resources and events that will train members and introduce them to professionals +Branching out to attract people from non business/communication backgrounds to gain insight on other areas of expertise that could be tied into marketing Weaknesses -Few qualifications to become a member -Because of large membership, there may be a lack of opportunities for all members to feel like they re contributing -Lack of sources of funding for chapter activities -Lack of external communication with alumni and other organizations on campus -High costs of active involvement in our chapter (local dues, national dues, development, social events) Threats -External factors including class, jobs, and internships interfere with organizational programming and events -Several other business/marketing clubs exist on campus, such as PRSSA, IABC, AAF, etc. AMA Executive Board The ICAMA Executive Board works together to establish objectives and oversee committee directors. Through careful planning and budgeting, the Executive Board guides the implementation of events and activities that help showcase our organization as the leading professional organization on campus. This year the ICAMA Executive Board will go above and beyond to provide members with leadership and learning opportunities in professional development, productivity, philanthropy and promotion. We look forward to achieving our goals this year and continuing to build our network within the American Marketing Association. 1.
Our Strategic Vision ICAMA strives to be the leading source for fundraising, community service, professional development, and other skill sets associated with marketing. Through the calendar of events, networking opportunities and educational presentations, we hope to inspire members to further their career in marketing. To ensure that members remain committed and engaged, we want to focus on two types of members, active AMA members and AMAzing members. Active AMA members are those who are involved throughout the semester, but do not take part in all that ICAMA has to offer. AMAzing members are those who participate in fundraising, community service, and professional development both within the chapter, the Ithaca community and beyond. By identifying these two types of members it holds ICAMA members to a higher standard, which means more growth and prosperity as a chapter in the American Marketing Association. This increase in prosperity and growth within the organization will combat the chapter s main weakness identified in the SWOT, which is a lack in funding. However, we anticipate an increase funds due to the creation of external relationships with local businesses. By generating a relationship now, the idea is that it will help generate more funding for the organization in the future. In order to create and maintain relationships with local businesses, general members, and alumni, a tremendous amount of attention must be spent on managing internal and external communications. We strive to implement a communication plan that allows for the exchange of information across all associated individuals and businesses. ICAMA will focus on benchmarking by measuring the quality of it s operations, policies, and programs to ensure that next years chapter can strategize to achieve a high performance. Professional Development Professional Development is AMAzing because we build your future... ICAMA has distinguished ourselves by dividing our Professional Development Committee into 3 categories: Professional Development, Market Research and Advertising Graphics. We strive to provide an educational and memorable experience for each member involved. We offer students a multitude of opportunities in research analytics, design methodologies and professional etiquette that allows students to strengthen their professional skills outside the classroom. Overall Strategy Enhance our member s professional skills through hands on learning experiences and fostering the inquisitives minds of young marketing professionals to practice team building skills that they will later put to use in their future professional careers. Our goal is to prepare members for the demanding professional world and instill them with confidence and valuable professional development. Professional Speakers: Fall/Spring NEW Educate AMA members about careers in marketing outside of college. Plan 3 speaking sessions per semester and have 20 members attend each session. Invite professional speakers to campus and give presentations on a variety of topics such as controversial marketing, the power of women in business and life as an entrepreneur. This year our speakers include the Director of Marketing of a local Beer Company, an Executive Recruiter from Johnson and Johnson, an Entrepreneur Women in Business and much more. Etiquette Dinner: Fall Host our Annual Etiquette Dinner for all students of Ithaca College as an opportunity for them to network, learn, and gain experience. Have over 50 people attend including members, faculty and alumni as well as have 5 local companies represented to facilitate networking opportunities. Have 3 people gain an internship. Appoint 1 AMA member to Co-Manage this event. Book a keynote speaker and collaborate with Career Services to plan and promote the Etiquette Dinner. Work with the Office of Alumni Relations to bring in various professionals and IC alumni from around the Ithaca area to give the students a chance to network. Job & Internship Weekly Postings (Fall/Spring) NEW Offer a variety of internship and job opportunities for members to apply for throughout the course of the year. This will occur once a week, totaling 15 for each semester. Post them at the beginning of each weekly general body meeting so that members of, not just Professional Development, but also all of AMA may apply. 2.
Partnership With Marketing Edge NEW Utilize the Marketing Edge resources and have 5 student intern for local companies in the Ithaca Area. Have 5 students apply for development programs and scholarships through Marketing Edge. Form a relationship with the Director of recruitment and promote regularly at events and meetings. Workshop Sessions (Fall/Spring) Host monthly workshops over the course of the year. Have an average of 20 AMA members attend. Appoint several members to research student interests and create workshops. Reach out and collaborate with other on campus organizations to co-host workshops. Resume Database Provide members with a valuable resource to enhance their own resume and view examples of those from AMA alumni who are established in the professional workforce. Appoint 1 AMA member to take leadership roles such as Co-Project Manager. Have members compile a list of AMA alumni as well as alumni from Ithaca College. Professional Fashion Show (Spring) Have an audience of 50 students attend the fashion show. Showcase appropriate and inappropriate business attire to teach students what is/isn t appropriate for the workplace. Host an interactive fashion show with a judging panel that will teach students how to dress appropriately in various professional settings. Networking Cocktail Hour (Spring) NEW Host an event for members to learn the proper techniques for networking in a professional and/or casual setting. Have 20 AMA members attend. Case Study Host a Networking Cocktail event with a keynote speaker. Collaborate with Catering Services and the external relations manager to conduct a mock cocktail hour in order for students to learn proper networking skills. Market Research The goal of the marketing research committee is to harbor the development of analytical thinking as well as exposure to database management software and allow students to improve their skill sets and take part in an integrated marketing campaign. Market Research is AMAzing because we take data and turn it into strategy. Establish a core base of at least 10 students to create a report that is recognized in the top 10 marketing plans at the National Conference. Establish a Market Research Committee that will host focus groups in a variety of classes among the general student body at Ithaca College to collect qualitative and quantitative data. Produce survey(s) to field online for additional data. Work with VP of Finance for budgeting and Advertising and Graphic Design Committee to create aesthetically pleasing design for the marketing plan. Promote the Case Competition at weekly member meetings and utilize members on the Market Research Committee to provide research and analysis for the case study. Create an independent study (serving as a 3 credit course) consisting of ambitious and hard working ICAMA upperclassmen. Present case study after completion to ICAMA chapter to generate interest for following year. 3.
Survey Development and Execution Design and distribute surveys for all ICAMA events throughout the year and analyze data to increase event attendance and improve aspects of ICAMA s events and initiatives. Review survey construction methods with market research committee during general chapter meetings. Work with committee members to create brief surveys to be distributed at ICAMA events. Use online resources, computers and tablets to limit paper consumption at events. Advertising & Graphics The goal of the Advertising & Graphics committee is to run as a Full Service Agency and promote professional development among these students. This will allow members to gain hands on professional experience in creating ads, branding, and promotional materials for clients on and off campus with the option for clients to donate to our organization in return for our services. Three different sub-groups (6-8 members per group) will be formed and members will create advertisements for clients: Planning, Design, and Copy, with the ultimate strategy being a team effort for each project. Members will rotate throughout these groups after every project until they have all been in each group at least once. As members build experience, they will be able to decide which group will suit them best for future projects. Advertising & Graphics is AMAzing because your ideas deserve to be realities. Industry Connections NEW Increase connections between members and industry professionals to give members a sense of life within an agency and for future references. Host one agency professional visit per semester either in person or via skype with an attendance of at least 15 members to create relationships with agency professionals. Advertising Knowledge NEW Increase the knowledge of committee members on basic advertising positions, roles, concepts, and processes. Host a workshop of at least 15 members demonstrating the positions within an advertising agency, the roles involved, basic concepts, and the processes involved with running an agency and creating an advertisement. Branding Standards NEW Create a branding standard for ICAMA to be used on all materials that promote ICAMA as an organization to create a strong brand recognition across campus and in the Ithaca community. Websites NEW In all online and print materials created to promote ICAMA, our workshops, and other events that we host as an organization, Futura Medium font will be used, the ICAMA logo will be present, and the color scheme will be similar to that of the logo. Expand knowledge of website creation in order to create websites for clients as well as a professional website for branding each committee member. Host a workshop of at least 15 members with the Communications Committee to teach members the basics of website creation using Wix.com, explaining the different components of a website to assist in the creation of the ICAMA website to submit in the AMA Collegiate Website Competition. 4.
Workshops Increase committee members proficiency in design software allowing them to create advertisements and promotional materials for clients, permitting them to create a professional portfolio. Host two workshops per semester to an audience of at least 15 people each to teach members how to use design software in a practical manner, including a creative resume workshop, a business card workshop, a general poster workshop, and an advanced advertisement workshop. Community Service & Social Impact Community Service is AMAzing because we improve ourselves and the world at the same time. The Community Service Committee offers members the opportunity to develop their marketing, interpersonal communication and public relations skills by finding the most worthwhile fundraising events. The committee provides a service that will benefit the campus and community, through monetary donations, volunteering of members time, and participation in charitable events. Overall Goal Have 50% of general members participate in at least one community service event. Achieve attendance of 90% of the E-Board at one community service event per semester. Habitat for Humanity Build Spring 2015 Encourage 2 members to assist in designing promotional materials and formulating social media strategies with Ithaca College Habitat for Humanity with the intent of enabling them to better recruit participants. Aim to have 5 members volunteer their service on the day of the event. Form a working relationship with IC Habitat for Humanity representative to ensure that core message of benefiting society by creating a home and teaching active social responsibility while improving their marketing skills is communicated. Service Saturday Fall 2014 Have 5 people from AMA attend one Service Saturday. Establish ties with the Office of Student Engagement and Multicultural Affairs (OSEMA) and have 2 members help plan, design and advertise Service Saturday events. Can Drive Spring 2015 Raise over 500 lbs worth of non-perishable food items to donate the local Boy Scout troop. Have 2 members come up with a creative marketing strategy to implement on campus. Meet with on campus community service coordinator to gauge needs of community in canned food collection. Lions Club Spring 2015 Successfully recruit 10 Ithaca College Students to attend the Pancake Breakfast. Secture 5 IC AMA member volunteers to work at event. Generating interest using Facebook, local events pages, and display advertisements on TV screens at Ithaca College. 5.
Red Cross Help market every blood drive held on campus. Increase annual attendance by 5%. Foster professional development growth on committee by having a member of Community Service assigned to work Red Cross representative on promotional wants and needs. Relay for Life Spring 2015 Raise $100 for the IC AMA Team and have at least 10 members and 5 non-members participate. Promote through internal communications and offer opportunities to register at every meeting a month in advance of Relay for Life. Push Yourself Save the Kans Fall 2014 NEW Sign-up 10 teams and raise $200 to donate to Breast Cancer research Facilitate with organizations on campus to support Breast Cancer Awareness Month. Provide incentives with free t-shirts and points and promote through internal communications. Fundraising Fundraising is AMAzing because we connect the organization with the surrounding community. ICAMA strives to teach members how to communicate with local businesses in a productive manner and forge valuable partnerships for the organization. Fundraising is broken down into two committees, namely: Overall Objective Raise the necessary funds for the ICAMA to operate its day-to-day functions, while establishing mutually beneficial relationships with local businesses and sponsors in the community and raising funds to help pay to take students to the 37th Annual International Collegiate Conference. Annual Chicken Wing Fling Reach out to local businesses and get enough wings donated to the event. Through admission fees our goal is the raise $400 and have 15 members attend. Educate members on the importance of external relations by allowing our most junior members to communicate with external businesses through solicitation letters, networking abilities, followup correspondences and a result orientated thank you card. Sports Tournament Fal 2014 NEW Generate a sum of $100 that will be used for chapter operations. Allow members to implement and execute a sports tournament where local business will participate and we will offer incentives for donations: such as tax incentive and recognitions as sponsor on newsletters, website, apparel, etc. 6.
External Fundraisers Fall/Spring NEW Co-host fundraisers with four local businesses with expectation of retaining 15% of profits. This ongoing endeavor throughout the academic year will aim to connect IC AMA and the Ithaca College community with local businesses, and encourage students to bring their business to the establishment(s). In return we will ask for 15% of the total bill per person who visits with an IC AMA issued flyer. Holiday Sales Fall/Spring NEW Raise $100 in on-campus sales. Plan creative, seasonal and holiday themed campaigns with the intent of raising funds for chapter operations. Ongoing Fundraising Events Raise $250 through partnerships with local businesses Reach out to local businesses and encourage them to donate funds in exchange for promotions to the IC student body. Funds raised from these ongoing campaigns will be allocated towards ICAMA s operating budget. Overall Objective Membership Membership is AMAzing because we are only as strong as our members. To increase the number of active members both in meetings and events by 40% through fostering collaboration within the organization and promoting active members into leadership positions. To better define qualifications to become an ICAMA member we have identified two new categories: Active Member: A member who has acquired a total of 50 points AMAzing Member: A member who has acquired a total of more than 50 points We aim to make all our members feel as though they are extremely valued within ICAMA Point System by rewarding students with the highest points; incorporating an ICAMA Member of the Month program and considering our top contributing members for E-board positions. Students are required to be a national member in order to acquire points. Memberhip Database Collect data on members including major, minor, academic status, contact information, business affiliations, and payment status of dues allowing ICAMA to better communicate with members. Awards & Member Appreciation NEW Annual Report Award two Marketer of the Month awards every month. Have 20 general members attend the end of the semester award ceremony. Achieve 90% of goals presented in Chapter Plan. Recruitment and Retention Strategies +Maintain at least 50% of last year s active members who are eligible to return +Have at least 40 active members by the end of Fall semester +Increase membership to 60 active members by the end of the 2014-2015 school year +Have 5 majors represented in our organization other than marketing +Have 50% of our membership base be underclassmen +Have 50% of our members participate in 50% of our sponsored events +Create and distribute handouts all student organization fairs and around campus +advertising ICAMA +Conduct in class recruitment at the beginning of the semester to recruit new members +Assign a deadline for paying local dues and charge $5/week interest on chapter dues not paid after September 29. +Have board members speak at beginning level business and general education classes. Speak to at 20 classes +Provide members with the chance to hold leadership positions within each committee such as Co-Project Manager and Director positions 7.
Communications Communications is AMAzing because efficient communication makes the world go round. ICAMA strives to educate members how to effectively communicate and market themselves and an organization through internal and external communication strategies. Internal Communications Google Drive Make communication and document sharing between the ICAMA executive board easier to navigate. Streamline communication through use of Google drive. Internship Vlog NEW Increase awareness of and discussion on opportunities in the field of marketing. Utilize the experiences and networks our members already have in from internships in the form of at least 3 short videos that will be shared at general meetings and posted on our social media accounts. National AMA Sponsored and Promoted Events Drive members to participate in AMA member s only webinars, workshops, scholarship, and other opportunities. Include at least 5 opportunities in social media postings, weekly event calendars, and in membership email. External Communications Social Media Increase follower base to at least 200 likes on Facebook, 350 followers on twitter, and acquire 50 followers on our new Instagram account. Utilize each platform daily through a marketing days campaign where we will increase activity and engagement on social media outlets. Promote our social media accounts at all meetings, tabling, and events. Website Reimagine current website in a way that is fresh, intuitive, visually appealing, and informative. Submit the site to the AMA Collegiate Website Competition. Work with the Advertising and Graphics Committee to educate members on website design as well as critique and revise our current site. Global Communications Give members of AMA the chance to communicate with 3 students or professionals with experience in the global field of marketing. Set up Skype sessions with alumni, students studying abroad, and professionals with experience in this arena. Public Relations 8. Receive at least 1 mention from on campus publications and create confidence in press release writing from the AMA general body. Publish 1 newsletter per semester.
Engage 5 members in workshops on how to write press releases and pose them with the task of submitting those drafted for upcoming events to campus news outlets. Chapter Operations Operations is AMAzing because it helps turn transactions into actions. Define procedures & templates to improve communication, track project progress & ensure target deadline are met. Create synergies amongst divisions and project managers to streamline efforts and provide members with tools for success. Executive Board Retreats Conduct one executive board retreat per semester to nurture teamwork within our board with a 100% attendance rate. Plan retreat date ahead of time to accommodate all board member schedules. Plan team building games. Executive Board Meetings Conduct mandatory weekly board meetings. All members expected to be in attendance. Create and plan general meeting agendas. General Member Meetings Chapter Plan Conduct a general member meeting every week on Mondays at 7pm Meet with board in order to construct the meeting agenda. Internal Point System Evaluation Keep Executive Board members on track and motivated throughout the year. Evaluate completed tasks and goals met throughout the year. Keeping track of these accomplishments will also help prepare for the annual report. Personal Communication with President Surveys Build a stronger relationship with each Co-President. Establish oneon-one working with individual VPs to build trust and effective communication. Divide the executive board and assign each half to each Co-President. Hold bi-monthly check-in meetings outside of Executive Board meetings with individual VPs. Create a detailed Chapter Plan that contains realistic and challenge goals. Use Chapter Plan as a guideline throughout the year. Help members to understand our goals and plans thoroughly by stating due dates, detailed tasks and expectations. Achieve 90% goals presented in Chapter Plan. Annual Report Refer to chapter plan goals throughout the year. Utilize all available resources within our organization school and community to achieve our chapter goals. Transition Binder Maintain and update important information within each VP s binder throughout the year in order to make board transitions easier. Set up individual VP meetings to go over included material before new board election. Surveys will be conducted at the end of every chapter event to evaluate strengths and weaknesses. Conduct a member survey at the end of each month to identify member and board strengths and weakness. Use information gathered to improve chapter operations and to 9. generate and refine new ideas.
Calendar of Events & 2014-2015 Budget August 23, 24 Executive Board Retreat 26 Board Meeting September 2, 9, 16, 23, 30 Board Meetings 3 Genera Body Student Organization Fair 3 Yogurt land Social 6 New Student Welcome Back BBQ 8,15, 22, 29 General Member Meetings 9 Business School Organization Fair 9 Dean Student Advisory Council Meeting 12 Senior Class Welcome Back BBQ 15 Job and Internship Fair 26 Dean S.A.C. Luncheon 28 Save the Kans Community Service Event 29 ICAMA Marketer of the Month Award 29 Graduate School Fair October 4 Service Saturday (Community Service) 6, 13, 20, 27 General Member Meeting 6, 7, 8, 9, 10 Marketing Week 6 How To Marketing Yourself Speaker 7, 14, 21, 27 Board Meetings 7 Business Card Tutorial 8 Chicken Wing Fling 9 Ithaca Beer Co. Speaker 9 Internship Panel 7, 14, 21, 28 Executive Board Meeting 27 ICAMA Marketing of the Month Award 31 ICAMA Candy Gram November 3, 10, 17 General Member Meeting 4, 11, 18 Board Meetings 5 Annual Etiquette Dinner 7 Business Case Competition 8 Sports Event Fundraiser 17 ICAMA Marketer of the Month Award 19 Women in Business Guest Speaker December 1, 8, 15 General Body Meetings 2, 9, 16 Board Meetings 12- ICAMA Marketing Awards Dinner 19 Semester Ends January 17, 18 Executive Board Retreat 20, 27 Board Meetings 26 General Body Meeting February 2, 9, 16, 23 - General Body Meetings 3, 10, 17, 24 Board Meetings 11 ICAMA Business Fashion Show 13 Valentines Day Candy Gram 23 ICAMA Marketer of the Month Award March 2, 9, 16, 23, 30 General Body Meeting 3, 10, 31 Board Meetings 14 Habitat Build 21 Relay For Life 18-22 AMA National Conference 23-29 Spring Break 30 Board Turnover 30 ICAMA Marketer of the Month April 1 Networking Cocktail Hour 6, 13, 20, 27 General Body Meetings 7, 14, 21, 28 Board Meetings 18 Lion s Club Community Service 25 Boy Scout Canned Food Drive 27 ICAMA Marketer of the Month Award May 17 Graduation Ceremony Expected Revenue Starting Balance $1,500.00 Professional Development Etiquette Dinner -Ticket Sales $550.00 -Business School $180.00 -SGA $500.00 -RHA $150.00 Fundraising -Chicken Wing Fling $400.00 -Save the Kans $200.00 -Holiday Sales $100.00 -Sports Tournament $100.00 -On-Going Fundraisers $250.00 Membership -Local Dues $780.00 -National Dues $2,444.00 Partnerships -Yogurtland $100.00 -Mark s Pizzeria $100.00 -SGA $2,500.00 National Conference -Business School $6,000.00 -Park School $3,000.00 -SGA $3,000.00 -Members $3,200.00 Total Expected Revenue $25,054.00 Total Turnover $2,415.00 Expected Expenses Professional Development Etiquette Dinner -Speaker $500.00 -Advertising $25.00 -Catering & Events $1,650.00 Market Research -Assorted Drinks $50.00 Fundraising -Advertising $250.00 -Various Supplies $50.00 Membership -National Dues $2,444.00 -Recruiting Materials $100.00 -Meeting Supplies &Food $150.00 Community Service -Save the Kans Donation $200.00 National Conference -Registration $3,200.00 -Travel & Accommodation $14,020.00 Total Expected Expenses $22,639.00 10.
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