ROWAN UNIVERSITY Rohrer College of Business Rowan University American Marketing Association Mint your Future, Plan for Success! 2015-2016 Chapter Plan
2 Table of Contents 3. Chapter Overview Mission Statement Values Environmental Analysis Target Market 4. S.W.O.T. Analysis 5. Theme/ Chapter Goals and Objectives 6. Professional Development 7. Community and Social Impact 8. Fundraising 9. Membership 10. Internal/External Communications 11. Chapter Operations 12. Calendar of Events 13. Pro Forma Budget Sagi Kadosh Co- President Vanessa Wong VP of Professional Development Lenny Lara VP of Membership Rebecca Sangiuliano VP of Communications Jaimie Bertoli - Webmaster Jaclyn Herting SGA Representative Jacqueline Cappuzzo VP of Communications Sara Fitzpatrick VP of Fundraising Sarah Carlin VP of Event Planning Nicole Linder Co- President Gian Connor Treasurer Berrin Guner Faculty Advisor
Chapter Overview 3 Mission Statement Rowan University American Marketing Association is dedicated to providing students with a profound sense of professional development through networking opportunities, advancement of managerial and leadership skills and student involvement within the University and the surrounding community. Values Our values consist of professionalism, success and vigor. These values reflect on our members not only as individuals, but also as an important constituent of the chapter. Environmental Analysis Location: Glassboro, New Jersey, 20 miles south of Philadelphia, Pennsylvania Enrollment: 14,778 Student to Faculty ratio: 17:1 Number of Students in the Rohrer College of Business: 1,715 Number of Marketing Majors: 329 Number of Marketing Minors: 21 Current AMA National Membership: 1 advisor, 18 students General Members: 281 Target Market Primary Market All marketing majors and minors Secondary Market Students within the Rohrer College of Business, Advertising majors and minors, Communications majors and minors, P.R. majors and minors.
4 SWOT Analysis STRENGTHS Dedicated advisor (veteran) Both Co- Presidents have held executive board member titles for three years National AMA Chapter Receives on- going support from the Rohrer College of Business Impressive recognition - continues to be recognized at the annual AMA Collegiate Conference Very well recognized students club on campus Driven, committed, and goal- oriented Executive Board OPPORTUNITIES Create marketing plans for local businesses in the community Increased enrollment in Rowan University will increase overall membership for Rowan University American Marketing Association Partnership with the Rohrer College of Business for professional development events Proximity to Philadelphia and New York City allowing us to host top guest speakers and opportunity to attend AMA related events Partnerships with other Student Government Association clubs to network with peers Technological Advancements WEAKNESSES Executive board members all seniors, graduating May 2016 Attendance drops towards the end of spring semester Contributions from new members needed to accomplish goals Keeping members involved throughout the academic year Small chapter with limited resources Limited ability to participate in the case competition due to lack of sufficient teams THREATS Increase in enrollment, more students and less space for meetings and events Time availability for AMA members due to involvement in other organizations, classes, and employment responsibilities Budget cuts within the Student Government Association Heavy competition from large AMA Collegiate Chapters
Theme Mint your Future, Plan for Success! The theme of the 2016 Annual Collegiate Conference is Mint Your Future. RUAMA was inspired by the iphone app Mint. This app allows users manage their finances and savings. It helps users to budget their money and to get a glimpse on what most of their spending goes towards so they could plan accordingly. Staying organized and being aware of spending history, people will be able to create a budget and create spending goals. Just like the app, RUAMA members will learn the skills to plan their successful future, be a true professional, and always stay one- step ahead the competition. Chapter s Goals and Objectives For the 2015-2016 academic year, our overall goal is to provide exceptional networking opportunities for our members, while building our brand awareness throughout Rowan University. Rowan University s American Marketing Association (RUAMA) will be emerged in the local community helping businesses, providing professional development events, and be involved at Rowan University through various community service projects, fundraisers, and communications activities. Our chapter will strive to not only continue to be recognized by Rowan University s Student Government Association and the Rohrer College of Business as a successful and active business club, but also within the National American Marketing Association collegiate division. Our overall goals for the current academic year are to: Establish good relationships with local businesses in Glassboro and surrounding towns. Bring 12 RUAMA members to the 2016 Intercollegiate Conference in New Orleans, Louisiana. Increase membership participation in all events by 40%. Increase National Membership by 50%. Host professional development events to prepare Rohrer College of Business students for the job market. Brand RUAMA on Rowan University s campus as a professional club where students build and strengthen their marketing and professional skills. Create at least 2 marketing plans for local businesses. Be a resource for job and internship opportunities. 5 Rohrer College of Business, Rowan University
Professional Development Overall Goal: Capitalize on our internal, professional, and alumni networks to equip students with all necessary skills they need to succeed in the business environment while increasing their networking opportunities. Tactics 1) International Collegiate Conference Goal: Allow 12 members of AMA to attend the conference in New Orleans in order to expand their individual networks, establish new relationships, and gain valuable information. Get members excited about the event Advertise the itinerary and keynote speakers for 2016 International Collegiate Conference Work with VP of Fundraising to raise money to bring members to Conference 2) Boot Camps Goal: Hold at least one event per term that will improve AMA members marketing and professional profile. Targeted Participation: Minimum of 12 students per event Invite speakers to educate members about the business etiquette as well as social media marketing Advertise event through social media, website, and Rowan University s Daily Announcer Events Planned: Social Media Boot Camp Business Etiquette Dinner Resume Building, Interview Skill, and Business Card Creating Workshop International Handshake Workshop Speed Networking Event AMA Certificate Programs 3) AMA Professional Development Speakers Goal: Host 6 guest speakers and events conveniently on campus from various facets of business that will help members better understand business and broaden their career goals, as well as widen their network. Targeted Participation: Minimum of 15 students per event 4) Utilize RUAMA Website for Job/Internship Opportunities Goal: To provide students with an online resource for internship and job opportunities; at least 8 opportunities posted at all times, while increasing traffic and credibility for our RUAMA website. 5) Off- Campus Trips Goal: Organize 2 visits per term to companies to help students enhance their knowledge of a business s daily operations as well as the role marketing plays in a business. Targeted Participation: Minimum of 20 students per event 6) AMA Executive Board Mentor Program Goal: Offer underclassmen the opportunity to build relationships with Rowan AMA executive board members in order to increase their involvement and understanding of Rowan s AMA Chapter. Have each executive member be assigned to at least one underclassman to mentor for equipping them with the necessary tools they need to succeed as a future AMA executive board member. 7) RUAMA Competition Participation Goal: Compete in the following competitions for the 2015-2016 academic year and place among the top chapters in each: Website Competition Outstanding Marketing Week Activities Chapter T- shirt Competition Chapter Competitions Student Poster Competition Marketing Strategy Competition 8) Marketing EDGE Career Forum Goal: Have 9 members attend the Marketing EDGE Career Forum hosted in New York City, New York on November 6, 2015 Partner with Career Management Center to fund transportation Host two resume building, interview skills, and business card creating workshops Implement competition during Marketing Week having 3 most involved members offered the chance to join the 6 executive board members attending the Career Forum 6
Community and Social Impact Overall goal: To engage at least 75% of our members in a major community service project and 60% of our members to be involved with two minor community service projects. Major Community Service Projects 1) December Holiday Food Drive Goal: To collect a minimum of 100 non- perishable goods throughout the month of December to donate to the Glassboro Food Bank. Create and distribute flyers to raise awareness Advertise through Rowan AMA social media to increase awareness Publicize the event through Rowan s newspaper The Whit and Rowan University s Daily Announcer. Set up a table in the student center to collect donations and raise awareness of the drive 2) Resume Building for the Community Goal: Create an event where community members can come to have AMA members build and critique their resumes. Team up with the Glassboro Family Success Center, which often holds events for the betterment of the community Create a flier to distribute in local business in order to raise awareness of the event 3) Making Future Marketers Goal: To provide information about the field of marketing to students at the local high school of Glassboro to stimulate interest in higher education Strategies Team up with the Rowan University Office of Volunteerism, Community Engagement & Commuter Services who holds events for high school students about higher education Design a flier and put it in the main office of Glassboro High School in order to inform more students about the program 4) Marketing Glassboro Goal: To develop and help implement a minimum of 2 marketing plans for local businesses in Glassboro Collaborate with the Borough of Glassboro Economic Development Office to find new and upcoming businesses that AMA can assist Work with the owners and managers to assist them with their marketing needs Perform marketing research in the surrounding cities to determine where advertising and promotion of the business would be most successful Collaborate with program leaders to develop advertisements to further publicize the new business Minor Community Service Projects 1) Breast Cancer Awareness Month Goal: Raise at least $75 to donate to the Susan G. Komen Breast Cancer Foundation in October 2015 Strategy: Schedule a table in the Student Center for students, faculty, and community members to be able to donate Advertise event via social media and RUAMA Website Announce event during upcoming meetings and events 2) Habitat for Humanity Goal: Have 15 AMA members participate in volunteering with Habitat for Humanity during Marketing Week Discuss at the first general meeting and have information available for those interested in participating Incorporate the use of Rowan AMA social media to increase awareness of the event Have members sign up to volunteer at general meetings 3) Haunted Student Center Goal: Have 15 members spend the afternoon of October 30, decorating, and distributing candy in the student center where the local children of Glassboro come trick- or- treat in a safe environment Discuss at the second general meeting and have information available for those interested in participating Incorporate the use of Rowan AMA social media to increase awareness of the event Have members sign up to Volunteer at general meetings 7
4) Multiple Sclerosis Awareness Month Goal: Raise at least $75 to donate to the National Multiple Sclerosis Society in March 2016 Schedule a table in the Student Center for students, faculty, and community members to be able to donate Advertise event via social media and RUAMA Website. Announce event during upcoming meetings and events. 5) Relay for Life Goal: Compose a team of at least 15 AMA members to walk during the Relay for Life event to celebrate cancer survivorship in March 2016 while raising money for cancer research. Create and distribute flyers, posters, and other advertisements Incorporate the use of Rowan AMA social media to increase awareness Publicize the event through Rowan s newspaper, The Whit and Rowan Daily Announcer. 6) Autism Awareness Benefit Goal: Donate a basket to be auctioned off at Rowan s annual Autism Awareness Benefit. Have 5 members attend the benefit. Brainstorm with general members about what to put in the basket to be part of the auction Have 3 members volunteer to help purchase items for the basket and make it Raise awareness about the event through Rowan AMA social media Have general members sign up to attend while at general AMA meetings 7) Back to the Boro Goal: Have 20 AMA members participate in Rowan s Back to the Boro event where each team involved with the Glassboro neighborhood beautification. To give general members the necessary information in order to participate at our bi- weekly meetings Publicize the event on Rowan AMA social media Have a sign- up sheet available at our meetings to have members volunteer to participate Fundraising Overall goal: To raise $8,600 through many different fundraising opportunities as a team to support our programs and conference attendance. Major Fundraising Events: 1) Corporate Sponsorships Goal: Establish relationships with local businesses, guest speakers and the Rohrer College of Business to encourage sponsorships totaling $6,000 by the beginning of February 2016. Maintain a good relationship with the guest speakers Be a marketing resource for companies Promote our sponsors on our conference t- shirt, website and social media 2) Prof Card Goal: Raise $1,500 by selling our Prof Card, a card that offers discounts to 17 local businesses, to students and local families by the end of February 2016. Host a table at the Family Weekend event Sell Prof Cards at a table in the student center every Thursday until the end of November Promote the card on social media as well as offer a $2 discount to those who bought the card last year Encourage all E- Board & general members to purchase a Prof Card Secondary Fundraising Events: 1) Dine to Donate with Landmark Americana Goal: Host a Dine to Donate fundraiser two times per semester, raising $100 each night. Form a relationship with the local Landmark Americana restaurant Advertise this event on our social media: Facebook, Twitter and Instagram Have two Fundraising Promoters handing out flyers on the day of the event in the student center Hold at least one of the semester fundraisers on Landmark s Mexican Monday, a high traffic weekday with great food & drink specials 2) Yankee Candle Fundraiser Goal: Anticipated fundraising: $400 from 40% profit per semester. 8
Gives e- board & general members direct sales experience with friends, family, coworkers, etc. No- risk fundraisers for the Fall & Spring semesters. Task all e- board a goal of $100. Open up the sales opportunity to general members and off a free t- shirt if they make a goal of $100. 3) AMA T- shirt Sales Goal: Anticipated Fundraising: $300 Create a t- shirt design that is targeted more towards the general student population Sell our t- shirts at a table in the student center Membership Overall Goal: increase general membership by 60% and national membership by 50% from 18 to 27 by the end of Fall 2015, and to encourage at least 40% of general members to attend events such as community service, fundraising, and professional development in the current academic year. 1) Recruitment and Retention Goals: Recruit 30 students from the freshmen and sophomore classes Increase national membership by 50% by the end of 2015 Recruit at least 10 members from secondary target market Fall: Have 50 people attend the first meeting of the semester Spring: Have 65 people attend the first meeting of the semester Have RUAMA Board members speak to both freshman and upper- level marketing classes Attend University events such as Freshmen Welcome and Family Weekend where the Board members can network with students Schedule a meeting dedicated to national membership in a computer lab to help aid members through the sign- up process Advertise all events through social media (ProfLink, Facebook, Twitter, and Instagram, RowanAma.com) Create and distribute event flyers through the business building and Student Center Maintain the RUAMA bulletin board up to date with events and decorated in order to reach all passing business students 2) Membership Participation Goal: Provide 10 professional, educational, and social events per semester to build on members network. Achieve attendance rate of 40% through all programs and events. 9 Provide consistently fun and interesting events to our members. Create a welcoming and friendly culture for our member. Inform our members of events at least a week in advance through the use of various internal and external communication outlets. 3) RUAMA Executive Board Mentor Program Goal: To implement a shadowing program in an effort to help build relationships with underclassmen, which will increase the involvement and understanding of Rowan s AMA. Also, to help interested members prepare for the upcoming e- board elections held at the beginning of the spring semester. Advertise the shadowing program at first fall meeting Connect with the members through the use of social media outlets and website Have the Executive members be assigned to an underclassman to mentor them on their potential roles Prepare binders for each position and its responsibilities Have mentors reach out to the members on a consistent basis 4) RUAMA Member of the Month Goals: Reward active members for their involvement, dedications, and participation in RUAMA. Create incentives such as gifts cards, awards, and RUAMA t- shirt, to motivate members to participate in fundraising, events, and workshops- at least two per month. Recognize Member of the Month at the general meetings as well as on Rowan AMA website and social media Continue to monitor attendance through the newly implemented ProfLink to help track involvement and participation. 5) Recognition and Awards Goal: Award students who are heavily involved in RUAMA chapter operations
Hold end of semester award ceremonies that highlights individuals and their time dedicated to the RUAMA (perfect attendance, t- shirt design specialist, and fundraiser guru.) Advertise these members through our social media outlets and our website. 6) Membership Database Goals: Collect data on members including their contact information, academic status, major, and events attended. Keep database updated weekly and use it in conjunction with the ProfLink tracking system Use the ProfLink sign- in feature to track the attendance at events and meetings Work with our VP of communications to help keep the e- mailing list up to date Update the database as needed throughout the passing of events and meetings. 7) RUAMA Socials Goal: Hold socials at the end of each semester in order to create a fun atmosphere between the general members and e- board committee. Foster a professional yet welcoming and friendly culture. Hold a Freshmen Welcome Event during the Marketing Week. Set up tables at Rowan s Family Weekend to provide entertainment and information for members and their families. Hold an end of semester party to celebrate all the successes of the term. Internal/External Communications Overall Goal: Improve internal communication between e- board members and externally reach 75% of our target markets for every event through digital, social, and traditional forms of promotion. 1) Digital Distribution Outreach Goal: Update all College of Business students about upcoming events through various online and digital distribution channels Utilize the university emailing services to target specific academic majors and faculty Network with AMA members, other Rowan clubs, professors, and local businesses. 10 Use the RUAMA website (www.rowanama.com) as a central source of chapter information and events, along with professional development resources Provide an accessible way to obtain chapter information, increase brand awareness, and expand outreach through various social media outlets, including: Facebook, Twitter, and Instagram, LinkedIn. 2) Traditional Advertising Channels Goal: Continue the pulse of the RUAMA amongst the University and community via various forms of print publications Update the bulletin board in the College of Business with flyers and announcements Post flyers about upcoming events and campus buildings Coordinate with the VP of Membership, VP of Professional Development and the Faculty Advisor to promote all of our events 3) Student Government Association Reporting Goal: Keep the Student Government Association (SGA) informed on service projects, chapter plans, and budget information. Ensure the SGA representation keeps track of proper paperwork Collaborate with SGA representative to decide what valuable information to share with SGA 4) RUAMA Website Goal: To provide an online resource for club members and Rowan students with information on everything AMA and Marketing related. RUAMA uses this resource to illustrate who we are, what we do, how to get involved, and to share marketing information and employment opportunities. Keep the website updated with general information and local job postings. Update the calendar and event blog to keep members up- to- date with all upcoming RUAMA meetings, guest speakers, fundraisers, and events. Add photos of RUAMA events and meetings to gallery for aesthetic enjoyment. Post new tips and information on professional development such as interview, resume, and job market information.
11 Chapter Operations Overall Goal: To increase cohesiveness among executive board members and chapter functions in order to capitalize our resources and upturn the rate of return on the investment of RUAMA put into our chapter. 1) Campus Relations Goal : Continuing to build strong relationships with other on- campus organizations relating to professional development, fundraising, and community service in the field of business. Partner with other SGA chartered organizations for community service, fundraising, and professional development activities Become familiar and maintain relationships with other Presidents of organizations, especially organizations within RCOB Encourage clubs to use RUAMA as a resource to enhance their internal marketing 2) Internal Communication among Executive Board Members Goal: Maintain effective communication between all executive board members Communicate along several different platforms such as Facebook e- board page, Facebook messenger, GroupMe messenger app, and e- mail Create an RUAMA folder on Google Docs and share all important information and documents so that executive board members have unlimited access to it Schedule one- on- one executive board member meetings to go over responsibilities for all positions and respond to any concerns Examine each e- board member s goals Hold e- board meetings at minimum once a month 3) RUAMA Executive Board Training & Mentorship Goal: To provide prospect e- board members the tools and information they will need to succeed as an AMA officer Create a Google Doc with the role and responsibilities of all e- board members that will be available to any RUAMA member Invite prospect e- board members to current e- board meetings and have them shadow different e- board positions Prepare and update transition binder
Calendar of Events 12 FALL 2015 September 5th- 1st Executive Board meeting of the year 8th- SGA Organizational club fair 11th- 1st General Meeting of the year, Guest speaker, BravoSolutions 15th- SGA President Workshop 18th- SGA Treasurer Workshop 24th- BOBA meeting 25th- General Meeting with Guest Speaker, Planalytics 28th- RCOB Ice Cream Social October 3rd- Prof Card/ T- shirt Fundraiser at Rowan s Family Weekend Marketing Week Begins 6th- Freshmen Welcome Event 7th- Prof Card/ T- shirt/ Bake Sale Fundraiser; Landmark Fundraiser; Chapter plan due to National AMA 8th- Guest Speaker from 215 Marketing/ Guest Speaker from Upland s Software Marketing Manager 9th- AMA Social Event at PB s Diner/ Fundraiser at PB s Diner 10th- Community Service Day/ Habitat for Humanity Build 12th- SGA senate meeting/ AMA Certificate Program 19th - Freshman Dinner with the Dean 22nd- BOBA meeting 23rd- General Meeting with Guest Speaker from Vita Coco 26th- SGA senate meeting 30th- Student Center s Haunted House, Service Letter November 4th- Website Competition 6th- Marketing Edge Student Career Forum in NYC 9th- SGA senate meeting 11th- National AMA Outstanding Marketing Week Submission 13th- General Meeting with Guest Speaker from CDW 19th- BOBA meeting 23rd- SGA senate meeting, Holiday Food Drive Begins SPRING 2016 January 20th- Landmark Fundraiser 28th- BOBA meeting 29th - General Meeting, Elections for E- board February 1st- SGA Senate meeting 12th - General Meeting with Guest Speaker 15th- SGA Senate meeting 17th- National AMA Annual Report due 25th- BOBA meeting 29th- SGA Senate meeting TBA- Seminar in Marketing Careers March 11th- General Meeting with Guest Speaker 14th- SGA Senate meeting 17th- 19th- AMA Annual International Collegiate Conference 24th- BOBA meeting 28th- SGA Senate meeting April 8th- Relay for Life 11th- SGA Senate meeting 15th - AMA Speed Networking Event 21st- BOBA meeting 22nd- General Meeting with Guest Speaker 23rd- Autism Awareness Benefit 25th- SGA Senate meeting May 6th- E- board Dinner December 7th- SGA Senate meeting 11th - AMA Holiday Party 12th- Holiday Food Drive Ends
13 2015-2016 PRO FORMA BUDGET Opening Balance $7376.33 Revenues Fundraising AMA Prof Card Sales $1,500.00 AMA T- shirt Sales $300.00 Dine to Donate $400.00 Yankee Candle $400.00 Corporate Sponsors $6,000.00 Total Fundraising $8,600.00 Total Revenues $15,976.33 Expenses Conference (Goal of 12 Members) Professional Development Communications Fundraising Community Service Operations Registration (12 @ $ 200) $2,400.00 Hotel (5Rooms/3 Nights @ $350.00) $5,250.00 Ground Transportation $300.00 Airfare (Average $522) $6,264.00 Travel Agency Cost $170.00 Total Conference Expenses $ 14,384.00 Gifts for Speakers $75.00 Printing & Duplicating Expenses $320.00 Bulletin Board $10.00 Total Communications Expenses $330.00 T- Shirt Orders $350.00 Prof Cards $50.00 Total Fundraising Expenses $400.00 Breast Cancer Awareness Flyers & Poster Board $10.00 Food/Supplies for Member Meetings $350.00 Total Expenses $15,549.00 Ending Balance $427.33