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James Madison UniversityChapter Plan

2015-2016

Table of ContentsIntroductionProfessional DevelopmentCommunity ServiceSocial and Special EventsFundraisingMembershipCommunicationsAlumni RelationsChapter OperationsCalendar of EventsFinancial Statement

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IntroductionMission Statement

By utilizing core business principles, the Madison Marketing Association aims to create an educational culture that places an emphasis on leadership, networking, communication, and professionalism. As a prominent marketing organization at James Madison University, we aim to readily prepare each of our members for the transition from undergraduate studies to a future in business.

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Overarching Chapter Goals• Host at least 20 educational speeches and workshops to expand members’ networks• Provide members with the opportunity to participate in 11 community service activities throughout the academic year• Allow members to gain hands on sales and marketing experience while raising at least $8550 in fundraising revenues• Recruit 100 members throughout the academic year and obtain a 50% retention rate from fall to spring• Expand our network and outreach by effectively implementing various communication strategies• Implement a structured system of operations management that facilitates sustainable goal attainment

Target MarketPrimary - Marketing Majors Secondary - College of Business Students (any major within the College of Business)Tertiary - School of Media, Arts, and Design (SMAD) majors, Communications majors, College of Business minors

SWOT AnalysisStrengths

Brand recognition • Strong relations with faculty and recruiters has helped to attract dedicated, ambitious members year after yearLeadership Experience • Executive team of 16 accomplished and highly motivated members who have each participated in MMA for an average of two years • General body members are able to gain leadership experience through committee involvementDiverse Industry Experience • Valuable members recruited primarily from JMU’s College of Business, ranking in BusinessWeek’s top 5 percent of undergraduate business schools • In the 2014-2015 academic year alone we recruited 19 companies to participate in our events and membership meetingsPartnership • Official partnerships with companies allow us to garner additional professional and monetary support • Partnered with two professional AMA chapters based out of Hampton Roads and Central Virginia • Work with various student organizations including the Society of Entrepreneurs, Madison American Advertising Federation, and JMU’s Student Government Association

WeaknessesFinancial • Lack of substantial or guaranteed monetary support from James Madison University and the College of Business • Difficulty raising sufficient funds to sponsor all interested members’ trips to the AMA Collegiate Conference • Absence of an annual fundraising effort that’s both monetarily consistent and structurally efficientMembership • High percentage of marketing majors, causing a natural sense of exclusiveness • Historically difficult to retain the initial high level of member participationAlumni • Weak alumni support due to unsubstantial database and outreach history • Low alumni presence at events due to weak personal connections with current members

OpportunitiesGrowth • As JMU increases admissions, MMA has opportunities to tap into a larger target market of potential members • Partner with several organizations at JMU on fundraising, community service, social, and professional development efforts • Modifications and improvements of executive positions to better serve the adapting needs of the chapterProfessional • Access to professional development resources through JMU’s Career & Academic Planning • Capitalizing on members’ established connections to enhance MMA’s professional network

ThreatsMonetary • $87 cost of dues deters some students from joining • No guarantee of receiving grants threatens our ability to meet fundraising goalsOrganizations • Competing marketing and professional business organizations: Mu Kappa Tau honors marketing fraternity, Pi Sigma Epsilon marketing business fraternity, DECA • As the number of students and organizations on campus increases, competition for securing rooms for meetings and events has also increasedCampus Conflicts • Increasing number of night classes conflict with weekly meetings and event times • Demanding course load and involvement in other organizations prevent some students from remaining active members throughout the year

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Professional Development“Sales in Logistics” presented by Courtney Morgan, National Expansion Recruiter for Total Quality Logistics (TQL) – September 22ndGoal: Educate at least 15 members about sales in the logistics industryStrategy: MMA will host Courtney Morgan to discuss the importance of logistics and how inside sales plays a role at a logistics company. “Building Your Brand” presented by Matt DeFeo, Senior VP of Sales, Training, and Recruiting from Techtronic Industries (TTi) – September 23rdGoal: Educate at least 15 members on the importance of developing a personal brand to advance their careersStrategy: We will host Matt DeFeo to speak on creating a personal brand through the use of various social media outlets (Twitter, Facebook, Google+, etc.) to reflect strengths and advertise oneself for careers and internships. Annual Fall Marketing Week: September 28th – October 2ndGoal: Provide five opportunities for an average of 25 members to develop professionally while learning about AMA and various topics pertinent to the marketing worldStrategy: We will ensure the success of each event by advertising Marketing Week two weeks in advance. We will do this by sending internal emails to members, external emails to other business organizations, and mass emails to the JMU student body. We will hang promotional banners, express extensive details at MMA meetings, execute in-class announcements, and post frequently on Twitter, Facebook, and Instagram. 1. “Case Studies and Success Stories” presented by Kelly LeBoeuf, Director of Marketing for Excelacom, Inc. – September 28thGoal: Discuss the process of conducting a case study with at least 15 membersStrategy: Host Kelly LeBoeuf and Alexis Dalton from Excelacom to speak to MMA about their insights and expertise on case studies, client stories, and big data. 2. MMA’s 11th Annual Networking Banquet-September 29thGoal: Plan and execute a successful Networking Banquet where members can utilize their professional skills to market themselves when interacting with recruitersStrategy: MMA will secure a minimum of eight company representatives and three professional speakers to attend the banquet and discuss marketing and career development topics. MMA members will interact with representatives through a networking session and speaker series. The banquet will be actively promoted throughout the weeks leading up to the event. 3. “Leveraging LinkedIn” presented by David Bruce, VP, and Natalie Krewin, VP Professional Development, for MMA – September 30thGoal: Enhance at least 15 members’ profiles by illustrating what companies look for on applicant’s LinkedIn pageStrategy: Provide tips on how to create a strong LinkedIn profile by utilizing Career and Academic Planning resources. Members will analyze five LinkedIn profiles and critique strong and weak aspects of each page.

4. “Advertising Life” presented by Melissa Jackson, Media Buyer from Mullen Lowe Group - October 1stGoal: Inform at least 20 members about work life in an ad agency environmentStrategy: MMA will host Melissa Jackson who will discuss her path to Mullen Lowe Advertising Agency, the workings of an agency, and her experiences working in paid search and media buying. She will also discuss the culture of an advertising agency and how that can differ from the client side.

5. “Online Optimization” presented by Ed Grieser, Online Marketing Specialist from Level Interactive – October 5th

Goal: Inform at least 20 members and five Media, Arts, and Design (SMAD) majors about online marketing, web design, and paid search in an online advertising agency settingStrategy: MMA will host Ed Grieser, online marketing specialist from Level Interactive, who will discuss his experiences in optimizing online advertisements.

“Sales in PepsiCo” presented by Matt Little and Lee Hudgins, Human Resources Director and Sales Zone Director of PepsiCo – October 13thGoal: Educate at least 20 members about sales opportunities with PepsiCoStrategy: Matt Little and Lee Hudgins will discuss PepsiCo’s sales and branding, as well as sales opportunities with the company. “Importance of Investing” presented by Matt Wilson, Regional Sales Director for AT&T – October 20thGoal: Teach at least 20 members the fundamentals of investingStrategy: Matt Wilson will discuss his marketing experiences, B2B sales insight, and the role that investing has played in his life. He will also touch on the basics of investing and the importance of saving. Google Event Series- November 3rd & 10thGoal: Invite at least 30 MMA members to a series of workshops and events hosted by GoogleStrategy: JMU’s Google Ambassador will lead a Google Case Competition where members will learn how to use Google AdWords and the Visual Display Network in a hands-on marketing plan. A representative from Google will also visit to discuss opportunities within the organization. “Searching for Career/Internship Opportunities” presented by JMU’s Career and Academic planning – December 1stGoal: Encourage at least 15 members to take advantage of the holiday break by searching for job openings and internship opportunitiesStrategy: Educate students on how to utilize personal networks, LinkedIn, Twitter, and other online sources to secure a job or internship. Professional Headshot Workshop – January 12thGoal: Enhance JMU students’ professionalism by taking high-quality photos for use as LinkedIn profile pictures, professional twitter pictures, emails, etc.Strategy: Set up a professional photo booth and use a high-quality camera to emphasize a professional appearance.

Annual Spring Business Week – February 15th-19thGoal: Provide four opportunities for an average of 20 members to grow themselves as a professional while learning about various industries within the marketing world related to sales, advertising, public relations, and analyticsStrategy: MMA will ensure the success of each event by advertising Business Week two weeks in advance through various media including: internal emails to members, external mass emails to the JMU student body, banners, social media posts, Starbuck’s stickers, extensive details in general body meetings and in-class announcements. 1. Interview Workshop – February 15thGoal: Prepare at least 20 members for interviews with potential employersStrategy: Although all interview processes are not the same, there are some generally important things to know. This workshop will teach members proper dress, what to bring, what to expect, and will offer a broad sample of interview questions and how to answer them effectively.

2. “Small-Scale Business” presented by Route 11 Chips – February 16thGoal: Teach at least 20 members how a small-scale business can gain national exposureStrategy: Have Route 11 Chips present to our members on how to start your own business from the ground up.

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Overarching Goal: Foster knowledge about various marketing careers while informing students of the latest industry trends. We will host 20 speakers and interactive workshops presented by inspiring companies and professional experts.

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Community Service

3. “Internship Insights” – February 17thGoal: Provide tips and tricks for finding summer internshipsStrategy: MMA will host a recruiter to educate our general body on the importance of finding an internship and the potential career paths within marketing.

4. “Adobe Illustrator Workshop” presented by an Adobe expert – February 18thGoal: Educate at least 15 members and JMU students on the basics of Adobe Illustrator. This will better prepare members for interviews and will widen their marketing skillsStrategy: Introduce Adobe Illustrator by reserving a SMAD lab and inviting an Adobe expert to host an interactive workshop. “AMA’s Benefits after JMU”- March 22ndGoal: Persuade at least 15 members to continue their membership with AMA after they graduateStrategy: MMA will invite a representative from the Central Virginia professional AMA chapter to discuss the opportunities that the organization has provided to them in their professional lives. “Pre-Graduation Checklist”- March 29thGoal: Introduce at least 20 members to a professional’s view of the tools that students should take advantage of while attending a universityStrategy: MMA will recruit a professional speaker to discuss campus tools that students can use to build their professional skills before entering the job market.

“Why go to Graduate School?” Presented by JMU Graduate School Representative - April 12thGoal: Introduce at least 15 members to James Madison University’s Graduate School, while highlighting the benefits of a graduate educationStrategy: MMA will host a representative from JMU’s Graduate School and a current JMU Graduate Student to talk at this event. Our members will have the chance to hear two perspectives on the importance of earning a Master’s Degree in business and how the degree benefits professionals in

the long run.

MMA ConsultancyGoal: MMA’s Consultancy division will help members to develop their marketing abilities through group projects provided by local businesses

Last year, MMA created a professional development program to inspire members to develop and practice marketing skills, creativity, and ideation. This project allows members to utilize these skills in the real world through collaborative marketing projects for local businesses. Our inaugural project was with Mosaic Federal Credit Union in Harrisonburg VA. This project involved creating, designing, and implementing a new logo and slogan as well as establishing their online presence through Facebook (the page is still being used today). In addition to Mosaic Federal Credit Union, we also established a relationship with Strite’s Donuts by creating a new logo and slogan for their new delivery initiative. This year, we’ve expanded upon this program to create MMA Consultancy, which will build upon last year’s fundamentals while continuing to grow.

Strategy: We will acquire new projects through internal and external networking and communication. Companies that would like to collaborate with MMA Consultancy will be encouraged to fill out a form on our website. Engagement begins when one of the Consultancy leaders reaches out to the client. From there, MMA Consultancy will work to establish a firm solution to the client’s problem. Once all of the details of the project have been solidified, MMA’s two Vice Presidents of Consultancy will encourage members to sign up for the consulting committee through emails, social media posts, and general announcements at meetings. MMA Consultancy meetings will occur after general body meetings on Mondays. The VPs of Consultancy will establish open lines of communication with the clients during the entire engagement of the project to ensure a quality and timely solution is achieved. Upon conclusion of the project, MMA members will have gained a greater understanding of how the theories that are learned at James Madison University can be applied to real-world marketing projects.

Overarching Goal: Provide members with the opportunity to utilize marketing techniques in 11 community service events that will make an impact on the JMU and Harrisonburg communities.

Freshman Move-In - August 26thGoal: Recruit five MMA members to help the freshman move into their dorms. This is the first opportunity for first years to hear about our chapterStrategy: An email will be sent to all current members about this volunteer opportunity. On the day of move-in, members will greet freshman students and help to make the transition to university living as smooth as possible.

Career and Internship Fair - September 28th & 29thGoal: Recruit five MMA members to volunteer at JMU’s Career FairStrategy: The JMU Career and Internship Fair is a great place for new MMA members to start networking with potential employers. MMA members will serve as employer greeters and escorts, student check-in assistants, and the breakdown crew. Additionally, our executive team will utilize this opportunity to market our organization to potential sponsors in an effort to establish future partnerships between MMA and employers that recruit at JMU.RMH Hospice Phone-a-Thon - October 1stGoal: Allow six MMA members to develop their professional selling skills by cold-calling potential donors. All proceeds will go to the hospice program at Rockingham Memorial HospitalStrategy: Internal marketing will be used to inform members of this opportunity and point incentives will be given for each hour volunteered. This is a great opportunity for our members to utilize their marketing-specific skills to support the Harrisonburg community.

Senior Living Bingo - November 11thGoal: Recruit 10 MMA members to play bingo with the seniors at Emeritus Retirement CommunityStrategy: MMA will host a Bingo tournament at a local retirement center

called Emeritus Senior Living. This event will allow MMA members to spend quality time with the seniors at Emeritus. The residents will receive extra one-on-one attention as volunteers visit with them to play bingo, an activity that some seniors look forward to all week.

Christmas Cards to the Troops - December 1stGoal: Create 30 cards to be sent out to U.S. troops via the American Red Cross’ Holiday Mail for Heroes CampaignStrategy: In an effort to show the U.S. troops our appreciation for their services, MMA will hand-craft Christmas cards to send out to the servicemen and women that have been separated from their families this holiday season.

Used Book Collection for Books for America - December 14th-18thGoal: Collect at least 100 used textbooks to donate to Books for AmericaStrategy: Obtain permission from the JMU Bookstore to leave a box where students can donate used textbooks. If people don’t get money back for their books at the end of the semester, they can drop it off in this box instead of throwing it away. A mass email will be sent out to the JMU community to communicate where the box will be located.

Our Community Place - February 13thGoal: Recruit 10 MMA volunteers to work at the local soup kitchenStrategy: Our Community Place (OCP) is a community center where those in need can enjoy access to computers, a washer and dryer, and connections to resources in the community. MMA will recruit volunteers to participate in a fundraising event called Second Saturday Night Out where OCP is transformed to a fine dining restaurant. Volunteers will be asked to help with the serving of meals and kitchen cleanup.

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Blood Drive - March 29thGoal: Recruit 30 donorsStrategy: MMA will partner with business fraternity Delta Sigma Pi to host a blood drive. Our members will promote this event through table tent flyers, sign-up booths, posters, and announcements on TV displays around campus.

Arboretum Plant Sale - April 5thGoal: Recruit at least seven MMA members to volunteer at JMU’s Arboretum Plant SaleStrategy: The arboretum grounds keeping staff is in need of assistance with the setup and teardown for their spring plant sale. In addition to working the event, MMA will help them to promote the sale by printing flyers and distributing them around campus. We will utilize our internal and external communications outlets to inform members and JMU students about the sale.

The Big Event - April 9thGoal: Recruit eight MMA members to volunteer at JMU’s Big Event, a day

where each organization on campus devotes their time to helping the JMU and Harrisonburg communities.Strategy: We will use internal communications to inform MMA members about the event. This is not only a great way to help the community, it is also an opportunity for MMA to represent our chapter and network with members of other JMU clubs.

SHH Thrift Shop Marketing - April 13thGoal: Recruit at least 20 MMA members to help the Students Helping Honduras (SHH) club advertise their annual thrift shop. The SHH annual thrift shop gathers used clothing from JMU students and resells it to raise money to build schools in Honduras. Strategy: We will help spread the word about this event through Facebook, Twitter, and Instagram. Members will be rewarded with points based on how many times they post about the event. This is a great way to get involved in a helping the education system in Honduras while also assisting another club with their marketing efforts.

Social and Special EventsOverarching Goal: Enhance the participation of existing and potential members by organizing meaningful and enjoyable activities throughout the academic year.

Fall 2015Annual Welcome Back Cookout - September 18th - Jump start the fall semester by hosting a cookout on campus to encourage members to join MMA

Kline’s Ice Cream Social - October 13th - An opportunity to take a break from studying to visit a trademark Harrisonburg dairy parlor

Proceeds Nights - October 20th - Invite MMA members to eat dinner together at a local restaurant while simultaneously fundraising for the chapter

Halloween Costume Social - October 30 - A fun-filled costume social in the spirit of Halloween

Trivia Night - November 10th - Visit Clementine’s, a downtown Harrisonburg restaurant, to participate in one of their weekly trivia nights

Holiday Social - December 8th - End of the year social with a professional AMA chapter where members will dress in ugly christmas sweaters and enjoy holiday cookies

Spring 2016MMA “Speed Dating” - February 28th - Encourage friendships between members by providing a set of unique questions for them to answer in five minute “date” rotations

“MMA Rocks the Night” - March 1st - Make MMA’s “Mark on Madison” by painting our chapter’s logo on the infamous JMU rock

“Minute to Win it” - March 8th - Game Show inspired social where members will play a series of short games against each other

St. Maddy’s Day Celebration - March 15th - Have dinner at a restaurant in downtown Harrisonburg to celebrate both St. Patrick’s and James Madison Day

Funky’s Skate Night - April 5th - Event at the local roller skating rink to provide a fun place for members to bond

Sunset Picnic - April 19 - Final event to socialize one last time before the school year ends

FundraisingOverarching Goal: Create opportunities for MMA members to build their sales and marketing experience through diverse fundraisers, with a goal to raise at least $8,550. These efforts will help support the activities of our chapter and ultimately sponsor members’ trips to the AMA International Conference.

11th Annual Networking Banquet- September 29thGoal: Raise $2200Strategy: MMA will demonstrate the Networking Banquet’s value proposition when marketing to companies, students, and local businesses to meet our fundraising goal.

a. Attain Sponsors for BanquetGoal: Raise $1500 in sponsorshipsStrategy: Our chapter aims to raise $1500 via the sale of Networking Banquet sponsorship packages. MMA members will have the opportunity to build their professional skills by creating and distributing a sales script to pitch to various companies in the JMU network. We will effectively demonstrate our value proposition in exchange for various marketing,

advertising, and networking opportunities.

b. Ticket Sales for Banquet - September 22nd - 29thGoal: Raise $900Strategy: MMA executive members will sell tickets for our 11th Annual Networking Banquet priced at $15 each. We will strive to reach our maximum capacity of 60 students by targeting the JMU population as a whole. We will advertise the event extensively through banners, posters, announcements at meetings, and sales booths in academic buildings.

c. Raffle PrizesGoal: Raise $100Strategy: To further incentivize attendance to the banquet, we will be

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giving away several sponsored raffle prizes to students attending the event. Our sponsorship team will utilize their persuasive marketing skills to approach businesses in Harrisonburg to ask them to donate merchandise, gift cards, and services to be raffled off at the Networking Banquet.

Yankee Candle - November 1st & March 1stGoal: Raise $500Strategy: Yankee Candle is a no-risk fundraiser that will provide MMA with the opportunity to raise money without enduring a large time commitment. Members can practice direct sales skills by distributing Yankee Candle order catalogs to friends, family, and acquaintances before Thanksgiving break (fall) or Easter (spring).

Popcorn Fundraiser- October 15th- November 20thGoal: $500Strategy: Poppin Popcorn is a no-risk fundraiser that will provide MMA with the opportunity to raise money without enduring a large time commitment. Members can practice direct sales skills by distributing Poppin Popcorn order catalogs to friends, family, and acquaintances before Thanksgiving break.

Fall Merchandise Sales- November 30th - December 4thGoal: Profit $600 in efforts to design unique winter merchandise for the students of the College of BusinessStrategy: Members will have the chance to personally sell the merchandise at booths within high-traffic academic buildings on campus. The member who sells the most will receive a “commission” in the form of chapter participation points. We will promote the sale through the use of flyers, table tents, and on TV screens in the business school.

COB FundingGoal: Secure $1000 in JMU College of Business funding

Strategy: MMA will demonstrate organizational merit and ultimately fiscal need in order to receive financial support from the JMU College of Business. Any aid that we receive will help fund members’ attendance to the AMA International Collegiate Conference.

Athletic Concessions - February 20thGoal: Raise $300 as a percentage of total sales Strategy: MMA will sign up to work concessions at JMU athletic games. Our organization will be allocated specific dates for concessions and will recruit the required number of members to participate in the fundraising efforts. We will utilize our marketing and communications skills to sell concession items, therefore producing a greater profit for our organization.

Brand Ambassador Program- March 28thGoal: Raise $500Strategy: Members will work with Atlas Student Ambassadors and their clients to fundraise for MMA. Members will have the opportunity to use personal selling and marketing techniques to drive traffic to various company booths on campus.

Basketball Stadium Clean-Up - April 4thGoal: Raise $250Strategy: MMA will participate in a stadium clean-up after a basketball game this season. We will recruit the required number of members to participate in the fundraising efforts.

Convocation Center Set Up - May 1st Goal: Raise $200Strategy: MMA will raise money by helping set up for JMU’s graduation. We will arrange the seating for the ceremony while learning about the behind-the-scenes aspect of staging such events.

Overarching Goal: Recruit 100 members and retain 50% of current members throughout the academic year. We will encourage participation by delegating points through promotions, activities, and events to reach this goal.

MembershipInformation Meetings - September 22nd & January 25thGoal: Obtain an average of 60 student attendees per semesterStrategy: MMA’s executive team will participate in JMU Student Organization Nights and collectively complete at least 20 classroom presentations to promote the benefits of MMA to the student body and generate attendance to our informational meetings.

External Membership PushGoal: Increase membership by an average of 50 new students a semester (new & renewed) Strategy: Express the value of MMA and AMA membership for students of all majors by requesting each executive member to complete two classroom presentations. Executive members will present a two-minute recruitment video to give students an image of what MMA can offer.

Internal Membership PushGoal: Gain the attendance of at least 20% of our chapter at each MMA hosted eventStrategy: Students will be rewarded with points for each event that they go to. These points will equate to funding for the trip to the AMA collegiate conference at the end of the year.

Committee InvolvementGoal: Organize at least six committees to support goal executionStrategy: Our chapter will inform members of committee opportunities verbally and via email. Committees will be created to support specific projects and chapter goals.

Member RetentionGoal: Retain 50% of members from fall to springStrategy: Highlight the benefits of joining MMA in initial informational meetings and follow-up with attendees to advertise upcoming events and activities.

AMA PromotionGoal: Increase membership interest in AMA eventsStrategy: Our chapter will host AMA interest meetings in which members will learn about the Case Competition, Booth Competition, Sales Competitions, and the AMA Conference.

Survey DemographicGoal: Compile an accurate demographic of our membersStrategy: We will require all new members to turn in a survey that will be attached to the membership applications. This survey will allow us to receive accurate information about the demographic of the organization.

CommunicationsOverarching Goal: Effectively facilitate communication for all MMA plans, projects, and events to current and potential MMA members, the JMU marketing community, and local businesses.

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Website RevampGoal: Redesign MMA’s website to embody the 2015-2016 theme and continuously update it with current AMA and MMA informationStrategy: The website will be rejuvenated to include a calendar of events, recent images of members, and relevant MMA news. Current business sponsors will also be featured.

Video FeedGoal: Create a video feed for members, sponsors, and the JMU community to followStrategy: Videos will be captured on an iPhone at MMA fundraising, community, and special events, including prep meetings for the AMA Collegiate Conference. Recordings will include an interview series featuring MMA executives and members.

Social Media RevampGoal: Align and update social media based on the current 2015-2016 themeStrategy: Social media posts on Facebook, Twitter, Instagram, and LinkedIn will inform followers of upcoming MMA events on a weekly basis.

Increase FollowersGoal: Increase MMA following by 15% on Facebook, Instagram, Twitter, and LinkedInStrategy: Provide links to social media pages on MMA’s website and encourage all members to follow and share our account with their friends.

Member of the MonthGoal: Feature a committed MMA member on social media profiles each monthStrategy: Posts will include the Member of the Month’s basic personal information, greatest achievements, and career aspirations.

Getting “Social” - October 16thGoal: Expand MMA’s network by hosting a social event with a marketing twistStrategy: With the help of Theresa Clarke, JMU Marketing Professor, and MMA’s VP of Social Events, MMA will host an on-campus social event to connect with other marketing groups at JMU (Pi Sigma Epsilon, Madison American Advertising Federation, etc.). Clubs and Business Fraternities can share information about upcoming events, follow social media accounts, and support each other’s goals.

MMA Weekly RundownGoal: Create a new face for our weekly email reminders to members. “This Week in MMA” will be changed to “MMA Weekly Rundown”Strategy: Let’s keep our members on their toes! The weekly rundown will be sent out every Tuesday prior to General Body Meetings and before upcoming special events.

Press Release - December 11th & April 8thGoal: Two press releases will be written and posted to the MMA website each semester. These articles will be sent to the JMU newspaper, local businesses and MMA sponsors to facilitate interaction within our networkStrategy: Press releases will include information about MMA’s achievements in fundraising, community service, and professional development. This platform will also be used to market upcoming events.

Business Week Social Media CompetitionGoal: Increase number of participants in MMA’s Spring Business Week events through an interactive social media competition Strategy: Members will enter to win prizes during MMA’s Annual Business Week by engaging with our social media via hashtags and tagging.

MMA’s Journey to NOLA - March 17th - 19thGoal: Capture our adventure to the American Marketing Association Collegiate Competition in New Orleans via short videos and picturesStrategy: Create a comprehensive and cohesive video (about 2-3 minutes in length) of our journey for future members and the JMU community to watch.

Executive CommunicationGoal: Create an open flow of communication between MMA’s Executive Team membersStrategy: Facilitate conversation with the team via GroupMe, Google Drive, email, and social media. Executive Board Meetings will be held weekly prior to General Body Meetings.

AMA Website Competition Goal: Improve our knowledge of Wix to become a competitive participant in AMA’s website competitionStrategy: Update sponsors, contact information, executiveteam biographies, general information, and overall design. We will create a platform that is less cluttered and reflects our professionalism and success as an organization.

Alumni RelationsOverarching Goal: Build and maintain long-term professional relationships with Madison Marketing Association alumni who can offer current members access to their knowledge of the business world.

Alumni Weekend Tailgate – October 24thGoal: Partner with another JMU organization to host a tailgate before JMU’s Alumni Weekend football game where at least 20 MMA alumni and existing members can interactStrategy: We will garner interest by promoting the tailgate to alumni through our monthly newsletter and to current members through internal communications portals.

Alumni Panel – February 23Goal: Recruit three Madison Marketing Association alumni to host a live panel where they will answer business-related questions from current membersStrategy: We will gain the participation of successful MMA alumni to host a professional panel in which current members will be able to network with and receive tips from recent graduates.

Alumni DatabaseGoal: Update and maintain our comprehensive alumni database which includes contact information and demographics of graduated membersStrategy: Create a form to send out through the first alumni newsletter

that gathers information about our past member’s occupation, contact information, and interest in remaining involved with the chapter. This will allow us to sustain our alumni relations and increase our networking ability.

Monthly Alumni NewsletterGoal: Maintain communication with MMA alumni to foster long-term professional relationships that will give our present and future members access to their knowledge of the business worldStrategy: Keep in consistent contact with alumni to keep them well informed of past and future events, chapter accomplishments, and opportunities to connect with MMA.

“AMA and MMA Alumni” presented by MMA alumni – October 27thGoal: Relate to at least 20 MMA members by having an MMA alum discuss their personal path to success and how MMA has helped them to get thereStrategy: Provide an outlet for current members to network with MMA alumni who are working in the business world. Alumni will be asked to talk about their college experiences and the paths that led them to their current careers.

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Chapter OperationsPlanning & Organizing

Weekly MeetingsGoal: Hold a total of three meetings per weekStrategy: Our chapter will hold a total of three meetings each week: one for executive members, one for committees, and one including all members. The structure of these meetings will be set to a standard time, weekday, and place to secure attendance. All members can expect to receive email communications prior to and following each meeting.

Chapter PlanGoal: Develop and submit a comprehensive Chapter Plandetailing MMA’s situational analysis, goals, strategies, budget, and calendar to guide a successful yearStrategy: We will review previous top Chapter Plans, including our own submissions, to analyze their strengths, weakness, and ultimately aid in the composition of MMA’s plan.

Annual ReportGoal: Develop and submit an outstanding Annual Report that accurately reflects achievement of 90% of MMA’s goals outlined in the Chapter PlanStrategy: Our organization will consistently refer to the Chapter Plan as a guide to ensure that we meet and exceed all goals. Results from events will be recorded immediately and due in the form of monthly executive officer reports, so as to aid in composing an accurate and detailed Annual Report that rivals those of fellow top chapters.

Student Leadership CouncilGoal: Communicate with leaders within JMU’s College of Business to gain knowledge about the operations of each clubStrategy: Last year, the Associate Dean for Undergraduate Programs put together an alliance between all club Presidents within the College of Business called the Student Leadership Council. This group meets once a month to advertise events for their clubs and gain knowledge about behind-the-scenes events and initiatives within the College of Business. This team acts as a liaison between the students and faculty within the college to provide feedback about potential projects and events that the administration is pursuing. Additionally, student leaders are able to gain an understanding about how each club is run while exchanging advice with peers.

Officer Transitions Strategies

Office Application & InterviewingGoal: Effectively communicate Executive Officer opportunitiesand evaluate applicants via thorough interviewing Strategy: Thoroughly communicate opportunities to join the executive team by conducting Executive Team presentations, gauging member interest, and holding a series of shadowing sessions for those who wish to hold a position. MMA plans to send out a formal application to be reviewed during interviews with the current and future Presidents of the chapter.

Officer TransitionsGoal: Facilitate thorough and smooth executive officer transitions to ensure the success of new officers and the continuous enhancement of our chapterStrategy: Each executive officer will record their duties, responsibilities, and execution of activities through an organizedseries of monthly executive reports and Google Docs. A desktop folder of resources will be created for each position to be passed along to the next officer. In addition, rising officers will experience a minimum of four weeks of shadowing in order to fully ascertain the obligations of their new role.

Controlling

Points SystemGoal: Implement a functioning points system whereby members are

rewarded for their level of activity and involvement within MMAStrategy: In order to increase participation and recognize members for their efforts, all members will receive a designated amount of points dependent upon the events they participate in. The points received throughout the year will equate to a corresponding amount of individual funding for the trip to the AMA International Collegiate Conference in New Orleans.

Chapter RelationsGoal: Foster strong relationships among executive officers,committee members, and general members of MMAStrategy: Our chapter strives to create a welcoming and open environment where all members can learn, build relationships, and thrive. We intend to facilitate chapter relations by enabling open communication at all meetings, via email, social media, and external chapter events. Relationships will be built through numerous socials and membership activities throughout the year to fortify our chapter as a whole.

Executive Team RelationsGoal: Foster cohesive relationships between executive officers to increase synergy and minimize conflictsStrategy: As soon as executive officers are elected in April, each newly appointed officer must sign an executive contract pledging their promise to fulfill all duties and obligations accompanying their position. An executive outing is then organized and personal contact information is exchanged to enable weekly contact over the summer during the planning phase. Throughout the year, we will maintain open communications through a variety of channels including face-to-face, email, GroupMe, and Google Drive to facilitate cohesion.

Officer EvaluationsGoal: Conduct anonymous peer evaluations among executive officers midway through each semesterStrategy: This activity will be carried out with the intention of providing constructive feedback to each executive officer regarding their performance. A formal performance review will then take place between the CEO and each individual executive officer to discuss strengths and areas for improvement.

Executive CommitteesGoal: Organize at least four committees that will directly support executive officer goals and strategiesStrategy: Our executive team will encourage general members to pursue opportunities to join an executive committee. These opportunities will be heavily advocated during weekly meetings and via email reminders. To improve commitment to MMA’s initiatives, committee members will now be held accountable by receiving or losing points based on their level of participation.

Chapter Operations EvaluationsGoal: Survey all members midway through each semesterregarding their perceptions of MMAStrategy: This activity serves as a midway review for MMA’s chapter operations from the perspective of our target market members. The purpose of this review is to identify our chapter’s strengths as well as areas that require improvement. Members will have the opportunity to submit suggestions and feedback which will be used to reevaluate and improve upon chapter operations and provisions.

Transparent Executive MeetingsGoal: Foster a transparent relationship between MMA’s executive team and general body membersStrategy: We will host two open executive meetings per semester where general body members can learn about the behind-the-scenes operations of our chapter.

Overarching Goal: MMA will strive to place within the Top Ten AMA Collegiate Chapters by setting attainable goals and achieving these goals through a well structured executive board and general body.

James Madison University 9

Calendar of EventsAugust 201526 Freshman Move-In

September 20151 Apply for Classroom Space1 Social Media Push8 Student Organization Night12 Athletic Concessions15 First Executive and General Body Meeting18 Welcome Back Cook-Out22-29 Ticket Sales for Networking Banquet22 “Sales in Logistics”22 Fall Informational Meeting23 “Building Your Brand”28-2 Annual Fall Marketing Week28-29 JMU Career & Internship Fair28 “Case Studies and Success Stories”,28 First AMA Case Competition Meeting29 MMA’s 11th Annual Networking Banquet30 “Leveraging LinkedIn”

October 20151 “Advertising Life”1 RMH Hospice Phone-a-Thon1 COB Student Organization Support Application Due5 “Online Optimization”7 AMA Chapter Plan Due13 “Sales in PepsiCo”13 Kline’s Ice Cream Social15 Popcorn Fundraiser begins16 Getting “Social”20 “Importance of Investing”20 Proceeds Night24 Alumni Weekend Tailgate29 Confirm AMA T-Shirt Design30 Halloween Costume Social

November 20151 Yankee Candle Fundraiser begins4 AMA Website Competition Submission Due10 Trivia Night11 Senior Living Bingo11 AMA Outstanding Marketing Week Submission Due20 Popcorn Fundraiser ends30-4 Fall Merchandise Sales

December 20151 “Searching for Career/Internship Opportunities”1 Christmas Cards to the Troops2 Executive Team Peer Evaluations8 Holiday Social

9 AMA Case Competition Due11 Executive Fall Semester Event Reports due11 Fall Press Release14-18 Used Book Collection, Books for America

January 201612 Professional Headshot Workshop12 External Membership Push13 Collegiate Exhibit Competition Submission25 Spring Informational Meeting

February 20161 Executive Spring Semester Event Reports due9 Proceeds Night13 Our Community Place15-19 Annual Spring Business Week15 Interview Workshop16 “Small-Scale Business”17 “Internship Insights”17 AMA Annual Report Due18 Adobe Illustrator Workshop20 Athletic Concessions23 Alumni Panel28 MMA “Speed Dating”

March 20161 Yankee Candle Fundraiser ends1 “MMA Rocks the Night”8 “Minute to Win It”14 Blood Drive13 Our Community Place15 St. Maddy’s Day Celebration17-19 AMA International Collegiate Conference22 “AMA’s Benefits after JMU” 28-31 Spring Merchandise Sales28 Brand Ambassador Program29 “Pre-Graduation Checklist”29 Blood Drive

April 20164 Basketball Stadium Clean-Up5 “Why Go To Graduate School”5 Arboretum Plant Sale5 Funky’s Skate Night8 Spring Press Release9 The Big Event12 AMA and MMA Alumni Presentation13 SHH Thrift Shop Marketing19 Sunset Picnic

May 20161 Convocation Center Set-Up

James Madison University 10

Financial StatementExpenses

Membership Fall Membership Dues to AMA $(3,760.00) Membership Dues to AMA Shipping $(10.00) Member T-Shirts $(700.00) Member of the Month Gifts $(25.00) Spring Membership Dues to AMA $(940.00) Membership Dues to AMA Shipping $(10.00)

Total Membership Expense $(5,445) Professional Development Spring AMA Conference (23 Attendees) Conference Fee $(4,800.00) Hotel Fee $(4,785.00) Van Fee $(2,143.00) Parking Fee $(378.00) Booth Exhibit $(250.00) Registration Fee $(30.00)

Total Conference Expense $(12,386.00)

Social Fall Welcome Back Cookout Social $(50.00) Themed Socials $(10.00) Spring Themed Socials $(10.00)

Total Social Expense $(70.00)

Alumni Fall Alumni/Homecoming Tailgate $(40.00)

Total Alumni Expenses $(40.00)

Total Expenses $(17,941.00)

Net Income (Loss) $159.00

RevenuesMembership Fall MMA Dues Fall $3,200.00 AMA Dues Fall $3,760.00 Spring MMA Dues Spring $800.00 AMA Dues Spring $940.00

Total Membership Revenue $8,700.00 Fundraising Fall JMU Athletic Concessions $300.00 JMU Basketball Clean-Up $250.00 Fall Merchandise Sales $600.00 Yankee Candle Fundraiser $500.00 College of Business Funding $1,000.00 Convocation Set-Up $200.00 SGA Grant $1,500.00 Popcorn Fundrasier $500.00 Brand Ambassador Program $500.00

Total Fundraising Revenue $5,350.00 Professional Development Fall Networking Banquet Sponsors Sponsor 1 $1000.00 Sponsor 2 $500.00 Sponsor 3 $250.00 Sponsor 4 $250.00 Networking Banquet Ticket Sales $900.00 Networking Banquet Raffle Sales $100.00 Spring Business Week Sponsorships Sponsor 1 $300.00 Sponsor 2 $250.00 Sponsor 3 $250.00 AMA Booth Exhibit Sponsorship $250.00

Total Professional Development Revenue $4,050.00

Total Revenues $18,100.0