Annual Report 2016 2017
Table of Contents Pages Content 1-3 Chapter Overview 4..SWOT Analysis 5-6.Professional Development 6 Community and Social Impact 8-9 Fundraising 10-11.Membership 12-13 Communications 14-15.Chapter Operations 16.LCC AMA 2016-2017 Calendar of Events 17 LCC AMA 2016-2017 Budget
Chapter Overview Mission: The mission of Lansing Community College American Marketing Association (AMA) is to provide professional development, social interactions and the opportunity to network which offers personal growth and experience to our members. LCC AMA will accomplish this mission by organizing special events that bring the business and student community together. The mission is simply to give students an opportunity for personal growth and an experience that will change their lives. Background: The Lansing Community College American Marketing Association (LCC AMA) was established in 1980 at LCC and has continued to provide students with opportunities to apply their educational learning. Our chapter competes every year in an International Collegiate AMA Conference hosted in New Orleans. LCC AMA has earned the highest award of International Chapter of the Year three times and has continued to receive top honors annually. Executive Board: The Executive Board consists of six positions. With a slow start on membership for the year several positions remain unfilled. There is however leaders emerging and open positions will be filled soon. The board sets goals, encourages member growth, and guides members to take full advantage of the LCC AMA opportunity. The board implements annual events and projects via planning and budgeting. Theme: The 2016-2017 Lansing Community College s theme is; It s your future, buy it now The Chapter is striving to encourage students to take their future into their own hands with the opportunities we offer outside of the classroom. Our hope is that members will understand they are responsible for their future, and that the LCC AMA will offer them real world experience and opportunity for personal growth that will propel them into their career with the confidence of leadership. Environmental Facts: LCC was founded in 1957, and is located in downtown Lansing, the Capital of Michigan. The College has an enrollment of over 14,000 students per year. The average age of a LCC student is 28. Target Markets: Primary market - AMA members and business students Secondary market - LCC faculty, staff, alumni and all other LCC student Tertiary market - local business professionals Chapter Earn AMA Small Chapter of the year Attain 15 AMA members Achieve 100% of planned goals in the Chapter Plan Leave a strong foundation for next year s incoming E-board members Provide 17 opportunities for professional development Generate at least $15,000 in total revenue 1
Chapter Overview (Continued) Rating Key: Achieved Needs Improvement Not Achieved Organizational Chart: President Advisors VP of Professional Development VP of Membership VP of Community and Social Impact VP of Communications VP of Fundraising Chapter Provided 17 opportunities for professional development Generated more than $15,000 in total revenue Left a strong foundation for next year s incoming E-board members Attained 11 AMA members Achieved 89% of planned goals in the Chapter Plan Professional Development The 10th annual Business Etiquette Dinner was held on November 15th at the Kellogg Center in East Lansing to a record 180 attendees. The event started with Shelley Davis Mielock teaching the crowd about proper dining etiquette. The keynote speaker for the evening was Todd TJ Duckett who is a former NFL and MSU Football player. He now owns a non-profit called New World Flood. The evening wrapped up with Dr. Paul Hernandez who is the LCC Diversity Officer. His speech was about Overcoming Obstacles, which was touching to many in the room. We also had a record 21 sponsors which included CASE Credit Union who has been the primary sponsor for the dinner for the past four years. Before the dining etiquette speaker students had a chance to network with four-year universities and potential future employers. 2
Chapter Overview (Continued) Community and Social Impact Overall LCC s AMA was able to volunteer at eight separate events. The two larger events that we participated in were LCC s Scholarship golf outing and LCC s Alumni Zoo Day. The LCC s scholarship golf outing we helped out different areas of the event where we were needed. The LCC s Alumni Zoo Day we were in charge of the face painting tent. Both events were a huge success. Fundraising The LCC AMA went above and beyond this year with raising more than the projected $15,000 in revenue. The AMA raised almost $2,000 from athletic concessions and about $4,000 from the etiquette dinner. Having to buy a new popcorn machine after many years cost us just over $600 but it is an investment for the future as other LCC AMA chapters can take advantage of it. Membership The LCC AMA rebranded itself to attain new members. New brochure and posters were created to inform students about AMA. We also visited over 15 classes, mostly business, to promote and encourage students to join. The club was able to attain seven new members and maintain 81% of active membership. Marketing Week last semester was a huge success, the club was able to schedule two classes together and provide a trivia activity where prizes were won. Communication The LCC AMA held weekly meetings, in which the communications team would record meeting minutes for members to reference. While facing difficulties staying connected to its members, AMA moved forward with the plan to communicate through the GROUPME app. This implemented real time communication to keep all members updated. LCC AMA launched a social media strategy targeting our audience via the AMA website, Twitter, Instagram, and Facebook achieving 756 overall subscribers. LCC AMA utilized various communication channels around campus to reach our audience such as bulletin boards, brochures, and campus radio station. 3
SWOT Analysis Strengths: Opportunities: Strong chapter history of success Award winning experienced Advisor Athletic concession sales On-going relationship with business faculty Long-standing relationships with local businesses Established events Lansing s strong business community Building strong relationships with local business Partnerships with Michigan Business Network and CASE Credit Union Network with other student organizations on campus Weaknesses: Threats: Only two returning executive board members Only four returning members Lack of social media presence Outdated website Two-year commuter college creates challenges for member involvement Limited student time and commitment 4
Professional Development Overall The Chapter will execute 17 events. Professional Development will offer members experience by attending a regional conference, participating in marketing competitions, and hosting events utilizing practical application of the planning and execution of the eight outlined below. Target Market: Members and Business Majors The chapter executed 17 professional development events. 10 TH ANNUAL ETIQUETTE DINNER Sell 150 tickets Obtain 15 sponsors to subsidize the event Host three professional speakers Achieve an overall event rating of 4 out of 5 Utilize established relationships to obtain speakers and sponsors Promote via internal/external communications Sold 180 tickets Obtained 21 sponsors to help subsidize the event Hosted three professional speakers Achieved an overall event rating of 4.3 out of 5 10th Annual Etiquette Dinner was the largest attendance and most dynamic speaker lineup ever for this AMA event ATTEND REGIONAL CONFERENCE Send a minimum of three members to attend a regional conference Achieve an overall event rating of 4 out of 5 Promote Ferris State University regional conferences to members via internal communication Sent three members to the Ferris Regional Conference Achieved an overall rating of 5 out of 5 SPEAKER SERIES Host six guest speakers Recruit a minimum of 15 students in attendance for each event Achieve an overall event rating of 4 out of 5 Select speakers from LCC AMA and LCC Alumni contacts Promote via internal/external communications Hosted eight guest speakers Recruited an average of 20 students for every speaker Achieved an overall event rating average of 4.4 out of 5 MICHIGAN BUSINESS NETWORK PARTNERSHIP Attend quarterly events with at least five members May session Michigan Celebrates Small Business September session with the two Michigan US Senators Debbie Stabenow and Gary Peters October session with Kirk Gibson December session Michigan Economic Forecasts May session had six members who attended and volunteered at the event September session had five members who attended and volunteered at the event October session had four members who attended and volunteered at the event 5
Professional Development (Continued) INTERNATIONAL COLLEGIATE CONFERENCE Receive "Small Chapter of the Year Send 6 members to the conference Achieve an overall rating of 4 out of 5 Organize chapter to compete and place in the following competitions: Chapter Plan/Annual Report Marketing Week Website Design T-shirt Sales contest Case Competition Raise funds to allocate scholarships for travel and lodging costs Had one member compete in the phone sales competition and made it just outside the finals Had five members compete in the Case Competition Sent seven members to the conference NORTHWOOD UNIVERSITY INTERNATIONAL AUTO SHOW, MIDLAND, MI, SEPT 30 TH 2016 Send five members to VIP Industry panel discussion View auto marketing displays Promote via internal communication Sent six members and three guests to the Northwood Auto Show including the VIP panel discussion and exhibits Achieved a 4.5 out of 5 rating Achieve an overall event rating of 4 out of 5 PROFESSIONAL TOURS Arrange two business tours Recruit a Minimum of five students to attend each event Achieve an overall event rating of 4 out of 5 Connect with businesses to plan tours Promote via internal communication Unable to book any business tours due to other member commitments LCC StarTank BUSINESS PLAN PITCH COMPETITION Obtain a grant from LCC Foundation and CASE Credit Union to support entrepreneurial activities at LCC Invite four local business leaders for a panel discussion on entrepreneurship Register a minimum of 10 students to present a business plan pitch Award $1,000 to top student finalist Recruit four local business leaders as judges for business plan competition Achieve an overall event rating of 4 out of 5 Submit proposal to LCC Foundation and CASE Credit Union Partner with LCC business faculty Promote via internal/external communication Event scheduled for April 5, 2017 6
Community and Social Impact LANSING COMMUNITY COLLEGE Volunteer for different activities around the campus Maintain a connection with other clubs and LCC employees Help market Homecoming Week at Lansing Community College Participate in LCC Alumni day at Potter Park Zoo Volunteer at LCC Scholarship Golf Outing Volunteered at LCC Welcome Week and Halloween Event Maintained a connection with other clubs through monthly registered student organization meetings Lansing Community College did not have a homecoming week this year LCC AMA had two members volunteer at the LCC Alumni day at Potter Park Zoo LCC AMA had three members volunteer at the LCC Foundation Scholarship Golf Outing LOCAL COMMUNITY EVENTS AND ACTIVITIES Participate in various community events and activities around the Lansing area Overall To offer students opportunities to demonstrate their marketing skills which will benefit the local community. Encourage all of our members to participate in at least two volunteer events each semester. To participate in activities that can increase marketing skills while participating in nonprofit and community events. Target Market: Campus and Lansing Area Volunteered at eight events throughout the fall and spring semesters including LCC and community sponsored events and activities. Conduct market research survey for Mason Cares in Mason, MI Conduct market research survey for Mason Down Home Days in Mason, MI Develop PR campaign for Over the Ledge Theatre Volunteer at Michigan Business Network events LCC AMA had one member volunteer and conducted market research survey for mason cares LCC AMA had two members volunteer and conducted market research survey for mason down home days LCC AMA had one member developed PR campaign for Over the Ledge Theatre LCC AMA had nine members volunteer at 4 different Michigan Business Network events TOYS FOR TOTS Connect with the United States Marine Corps to collect Toys for Tots Collect 100 toys Set-up three collection points on campus Use collection boxes provided by the U.S. Marine Corp Create a marketing campaign to increase donations Promote via internal/external communication LCC Veteran s Affairs Office coordinated the campus Toys for Tots collections for this year STUDENT LIFE PROGRAMMING BOARD Send one officer to monthly meetings Market monthly meetings to Student Organizations Promote via internal communication Sent at least one officer to monthly meetings 7
Fundraising Overall Generate $14,000 in revenue to cover cost of chapter operations. The chapter plans to continue creating and coordinating new fundraising opportunities; and continue previously successful events. Target Market: LCC AMA Members Generated $16,835 in revenue to cover the cost of chapter operations. LCC ATHLETIC DEPARTMENT FUNDRAISING Generate $1,000 in concessions Provide a minimum of two AMA members per game Sell refreshments for seven volleyball games Sell refreshments for 16 basketball games Generated $1,925 in concessions Provided a minimum of two AMA members for every volleyball and basketball game Sold refreshments for seven volleyball games raising $350 Sold refreshments for all 14 basketball home games raising $1,575 Invested in a new popcorn machine to support athletic concessions DEITZ MARKETING Generate a minimum of $1,700 by assisting Deitz Marketing Provide marketing assistants for promotion company Involve all AMA members Generated $530 by assisting Dietz Marketing Strategies Dietz only provided the AMA with a few football tailgate promotions, store promotions, and a basketball event; did not have additional opportunities RESTAURANT PROMOTIONS Contact Las Senorita, Buffalo Wild Wings, Texas Roadhouse, and Tony Sacco s Distribute marketing materials on LCC campus Promote via internal/external communication The LCC AMA did not complete this goal due to focusing on other major events SALES PROJECTS Generate $100 in bake sales Generate $200 in book sales Generate $200 in popcorn sales Generate a total of $500 Utilize Gannon building Promote via internal promotion Generated only $50 in revenue because of members with other commitments Generate $300 Promote with at least three restaurants 8
Fundraising (Continued) ETIQUETTE DINNER (See Professional Development also) Sell 150 tickets Recruit 15 sponsors to subsidize the event Generate $9,000 in sales and $5,000 in profit Utilize established relationships to obtain sponsors Promote via internal/external communications Sold 180 tickets Recruited 20 sponsors to help subsidize the event Generated $9,330 in sales and $4,210 in profit ENTREPRENEURSHIP (See Professional Development also) Raise $3,000 to support entrepreneurial activities at LCC Award $3,000 to student finalists Submit proposal to LCC Foundation and CASE Credit Union Promote via internal/external communications Raised $3,000 to support entrepreneurial activities at LCC Will award $3,000 to student finalists on April 5th when the event takes place 9
CLASS PRESENTATIONS MONTHLY RECRUITMENT Membership Overall goal: Our goal is to add new, serious, business students to reach a total membership of 15 to expand LCC s AMA. Provide members an opportunity for personal growth and experience by participating in professional development, community service, networking events and fundraising activities. The Chapter has planned six events as outlined below. Target Market: Business Students Attained seven new members and brought membership total to 11 members. Attain membership of 11 new members Present to 15 marketing/business classes for fall and spring semester Visit desired classrooms Personal promotion through our new brochures and sign-up sheets Attained seven new members Presented to over 15 classes for fall and spring semester Visited all the desired classrooms Promoted the club though new brochures and have prospect list of 51 potential members contact information Staff a monthly recruitment table in the Gannon building Attract students by selling refreshments Provide information about AMA Staffed a table three times during fall semester Attracted students by selling refreshments Provided information about AMA through brochure and word of mouth LCC AMA MARKETING WEEK Hold a fall and spring semester Marketing Week for 2016-2017 year Bring two marketing classes together and schedule marketing activity Provide two marketing speakers Recruit three members Submit Marketing Week report Provide five days of activities to increase awareness to potential members Promote via internal communication Held a marketing week for both fall and spring semesters Brought two marketing classes together and scheduled marketing trivia Provided two marketing speakers Recruited one member through marketing week Did not submit marketing week report Provided five days of activities to increase awareness Promoted via internal communication 10
Membership (Continued) ACTIVE MEMBERSHIP Maintain a 50% active member status Encourage members to contribute a minimum of two hours per week towards LCC AMA Sign-up sheet for all events Maintained 81% active member status Encouraged most members to contribute a minimum of two hours per week towards LCC AMA Provided sign-up sheets for all events SOCIALS Have fun building new relationships through different events. Host a social event twice a semester Provide opportunities for social participation Promote via internal communication Built new relationships through different events Hosted a social event once a semester MEMBERSHIP DATABASE Maintain a database containing all active member information Retain a database containing prospective member information Maintain an Excel spreadsheet Maintained a database with active member information Retained a database containing prospective member information 7 11
Internal communication: Concerning only chapter members Communications Overall Effectively use internal and external communication to connect to the target market on a weekly basis. Positively spread the LCC AMA brand and inform the target markets. The Chapter has planned six internal and external methods as outlined below. Target Market: Members, Business Students, Business Faculty and Alumni and Local Business Professionals Effectively reached target market through various communication channels. Positively branded AMA through special events hosted. Participated in increased LCC AMA brand awareness through classroom visits, educational brochures, and networking tactics. MEETING MINITUES Record meeting activities and provide information for absent members Log meeting minutes on Website Member recorded meeting topics and updated group folder on meeting notes and objectives GROUPME APP Enhance officer communication Real time communication by officers to augment planning activities Used app to strategic plan and communicate more effectively than sms or internet messaging External communication: Concerning all target markets WEBSITE Redesign website to become more intuitive and user friendly Design, update, and monitor the website LCC AMA website was completely redesigned during fall semester Became more visually appealing and user friendly Monitor and update social media channels Generate buzz by creating a hashtag Group increased Facebook likes to 450 Twitter followers to 300 Instagram followers to six SOCIAL MEDIA Increase Facebook Likes to 500 Create new Twitter account with 150 followers Establish Instagram account obtain 150 followers 12
Communications (Continued) PRINTED MEDIA Post at least 10 flyers per event on classroom bulletin boards Create and distribute 100 chapter brochures Share printed materials at all events Group posted multiple flyers per event hosted around LCC s bulletin boards Created and distribute updated AMA Brochures to business classrooms and LCC students CAMPUS COMMUNICATIONS Utilize campus communication for at least eight exposures Release three articles to the LCC newspaper Obtain two chapter event exposures on LCC TV Record three LCC Radio events Collaborate with at least three student organizations to coordinate and communicate campus activities Effectively branded AMA through multiple LCC class visits, planned activities, and hosted events 13
Chapter Operations Overall Lead chapter members and e-board members to achieve 100% of stated goals in Chapter Plan. Our chapter leaders will provide constant support and direction to each other and members. Creating an environment and culture that breeds success. Target Markets: Members Led chapter members and e-board members to achieve 89% of stated goals in the Chapter Plan. CHAPTER PLAN Prepare Chapter Plan Submit Chapter Plan to AMA by October 12, 2016 Officer meetings Evaluate last year s goals and strategies to develop realistic and challenging goals Use Chapter Plan as a guideline for the year Chapter plan was submitted on time AMA EVENT AND PROJECT ORGANIZATIONAL PLANNING Provide MAPs (Marketing Action Plan) and PERs (Performance Evaluation Review) for every event Utilize updated MAPs and PERs to assist in effective and efficient planning for the evaluation of projects and events Evaluation sheets given at every event for feedback Completed 14 MAP s and PER s for major events Event evaluations distributed at all events EXECUTIVE BOARD (E-BOARD) MEETINGS Hold eight weekly E-Board meetings during fall and spring semesters Prepare and distribute meeting agenda Conduct additional meetings as needed for special projects Held 12 weekly E-Board meetings during the fall semester and are meeting weekly during the spring semester ANNUAL REPORT Submit Annual Report to AMA by February 15, 2017 Achieve 100% of goals presented in Chapter Plan Use available resources within the campus and local community to assist in the success of chapter activities Utilize annual report as evaluation of year's success Annual Report was submitted on time Achieved 89% of stated goals in the Chapter Plan 14
Chapter Operations (continued) ORGANIZATIONAL CHART Utilize Organizational Chart to illustrate organizational structure Officers set chapter goals, strategies, and plan events and operations Members participate in operations and events Organizational chart developed for inclusion in the annual report GENERAL MEMBER AND COMMITTEE MEETINGS Hold 16 weekly member meetings per fall and spring semesters Hold Committee Meetings per Committee Chair's request to share topics and planning ideas Prepare and distribute meeting agenda Utilize MAPs and PERs to plan and evaluate projects Held 16 member meetings in fall and meetings weekly in spring semester Committee meetings were held during General Member meetings EXECUTIVE BOARD EVALUATIONS Conduct performance reviews for all officers at least once per semester Schedule a half-hour minimum to assess individual performance Written evaluation from advisor to develop leadership, team building, strategic planning, and project management Conducted performance reviews for all officer each semester BUDGET DEVELOPMENT Prepare a pro forma financial statement for Chapter Plan and Annual Report Utilize budget to serve as a financial guideline Use budget to track financial performance Prepared a pro forma statement for Chapter Plan and Annual Report 15
LCC AMA 2016-2017 Calendar September 6: Guest Speaker 7: Weekly Meeting 13: Guest Speaker 14: Weekly Meeting 15: Guest Speaker 21: Weekly Meeting 28: Weekly Meeting 30: Northwood Auto Show 4: Weekly Meeting 11: Weekly Meeting 18: Weekly Meeting 25: Weekly Meeting January October 5: Weekly Meeting 11: Guest Speaker 12: Weekly Meeting and Chapter Plan Due 15: Guest Speaker 18: Guest Speaker 19: Weekly Meeting 17-21: Marketing Week 22: Volunteer Work 1: Weekly Meeting 8: Weekly Meeting 15: Annual Report Due 22: Weekly Meeting 25: AMA Social February November 2: Weekly Meeting 4: Ferris State University Regional Conference 9: Weekly Meeting 15: Etiquette Dinner 16: Weekly Meeting 18: AMA Social 23: Guest Speaker/Weekly Meeting 30: Weekly Meeting March 1: Weekly Meeting 16-18: International Collegiate Conference 22: Weekly Meeting 25: Volunteer Work 29: Weekly Meeting 7: Weekly Meeting 13: Guest Speaker 14: Weekly Meeting 21: Christmas Party December April 5: Star Tank and Weekly Meeting 12: Weekly Meeting 19: Weekly Meeting 26: Weekly Meeting 29: AMA Social 16
LCC AMA 2016-2017 Budget BEGINNING INCOME... $1267.71 REVENUE Restaurant Promotions... $0.00 Business Networking and Etiquette Dinner... $9,330.00 Entrepreneurship Sponsors... $3,000.00 Student life funding... $2,000.00 Deitz Marketing... $530.00 Sales Concession Sales... $1,925.00 Sales Projects... $50.00 Total Revenue... $16,835.00 EXPENSES Professional Development AMA International Conference (7x$1000)... $7,000.00 Business Networking and Etiquette Dinner... $5,120.00 StarTank Prizes... $3,000.00 Fundraising Printing Costs... $0.00 Popcorn Concessions... $700.00 Membership Socials... $0.00 Communications Banners, Flyers, and Posters... $0.00 Chapter Operations Meeting Refreshments... $60.00 Total Expenses... $15,880.00 Net Profit... $955.00 ENDING CASH BALANCE... $2,222.71 17