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Table of Contents
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Executive Summary
Professional Development
Fundraising
Community Service
Chapter Operations
Membership
Communications
Budget
The overarching message of this year’s theme, “Step In, Stand Out”, is simple: those who take initiative will
be rewarded by success. In terpAMA, we work diligently to provide as many opportunities as we can for our members to help them develop and hone marketable skills for the future. However, it is only the members who actively take advantage of those opportunities who see the highest returns from their membership. Therefore, we decided that our theme this year should pointedly be a call to action rather than, as in years past, a broad goal. We challenged our members to maximize their involvement in terpAMA with the promise that they would consequently be able to distinguish themselves both in the classroom and in the job market. In other words, we wanted to prove that if they “stepped in” as active members, they would “stand out” in a multitude of dimensions. Now, the beauty of this theme is that it applies just as much to the organization as it does to individual members; by “stepping in” as a leadership team and being active about engaging individuals in terpAMA, we believe that we can “stand out” not just from other organizations at the university, but also from other collegiate AMA chapters. As a result, we have focused on developing and expanding the
opportunities our members can leverage to help themselves stand out. We continued to develop our Brand Ambassador Team, strengthened our website and blog, and led an incredibly successful Annual New York City Trip. Among our newer developments this year were our first ever Marketing Week, our strongest AMASavesLives effort in years, and a rebranded RedBlack Consulting Group. Providing and promoting these various opportunities allowed our chapter to see an overall increase in attendance. The road ahead, however, will still be challenging for our chapter. Not only do we have goals that we have yet to accomplish before the end of the semester, but we see the potential to set the bar even higher for our areas of success. Still, we are confident that if we remain committed to “stepping in” and being ambitious, involved, and optimistic, then we will have a strong chance of “standing out” as successful students, leaders, and future professionals of terpAMA. Proudly,
Manas H. Kulkarni terpAMA President 2012-2013
Executive Summary
President’s Welcome
Evaluation System
– The outcome of this goal exceeded expectations
– The outcome of this goal met expectations
– The outcome of this goal fell below expectations
– This outcome has not yet occurred
3
In order to assess this year’s performance, we will use a rating system that evaluates how successfully we fulfilled the goals outlined in our chapter plan.
Professional Development
4
Goal: Offer a wider range of opportunities by
introducing more diversification in events
Goal: Develop cross-functional learning
opportunities with other student organizations
Tactic: Host at least 3 events centered around an
interactive activity (ex. *Mini Case, Resume Review)
The purpose of planning interactive activities was to
increase engagement and build professional skills.
Examples include our “SpeedSkills” workshop – during
which students practiced elevator pitches in actual
elevators – a group case discussion with Sherwin
Williams, and a mini-case with PWC on using marketing
to combat bullying.
Success Rating:
Tactic: Achieve an attendance of at least 20 people
per event at Marketing Week
At most, we had 15 non-board members at an event,
which we attribute to a few reasons: 1) students may
not have attended an event under the intention that
they would attend one later that week, and 2) there is
always a proliferation of events in the beginning of the
semester that compete for students’ attention. We will
definitely take these things into consideration when
planning for next year.
Success Rating:
Tactic: Created an event suggestion survey with intent
to incorporate at least 4 suggestions
This year, we used four event suggestions from the
member survey we created in the summer (events with
SweetGreen, Google, BBH, MRM). Furthermore, we
changed our event evaluation from paper evaluations
to a texting survey from PollEverywhere.com in order to
make evaluations more interactive and efficient. We
have received over 10 responses for each event and
have received favorable reviews about the transition.
Success Rating:
Tactic: Co-host 4 events throughout the year with other
business student clubs to promote cross-functionality
terpAMA has increased efforts to establish better
relationships with other student organizations in the
business school. We co-sponsored an event featuring
UMD Sports Marketing with the Sports Business Society
and a Diversity Symposium with SmithOUT, the LGBT
Awareness club. Additionally, terpAMA will partner with
the Design in Marketing Fellows Program to host a
speaker from an advertising agency and also with the
UMD Net Impact chapter to host a mini case
competition for both of our memberships through
MindSumo (www.mindsumo.com).
Success Rating:
Goal: Promote organizational and individual
participation in competitive events
Tactic: Increase number of participants from 6 to 10
members for national AMA Case Competition
We were able to recruit nine talented students to our
case competition team this year. The participants
remained passionate about the case throughout the
competition. The team was also diverse in academic
background, age, and interests. We believe that this
diversity enhanced the case submission and the
experience for all.
Success Rating:
Professional development has always been at the core of terpAMA’s value proposition and, as a result, our organization has long been recognized by the university for its vast variety of opportunities available to its members. Last year, terpAMA was awarded the Office of Career Services’ inaugural Excellence in Programming grant, naming the organization that demonstrates the strongest commitment to preparing its members for the professional world. This year, we provided members with an even larger variety of opportunities involving hands-on learning and key insights from marketing companies to distinguish themselves as future professionals.
*During a “mini-case” event, teams of students are charged with developing a solution to a given issue within a short amount of time (usually <1 hour). In “mini-case” competitions, these teams present their ideas to a panel of judges at the end of the meeting and compete for a small prize.
Professional Development
Goal: Strengthen connections with both local
professional and other collegiate AMA chapters
Tactic: Organize at least two “mini-case competition”
events for members during the year
As an academic organization, we believe it is
important to give members the chance to learn by
application, and thus organized a mini-case event with
PriceWaterhouse Coopers, and will also be entering a
MindSumo contest in partnership with the
undergraduate Net Impact chapter at Maryland.
Success Rating:
Tactic: Place in at least the Semi-Finalist round in the
Donate Life America Case Competition
Although the submission from terpAMA did not place
for the DLA Case Competition, the competition still
presented a tremendous learning opportunity for our
team, particularly because it was comprised mainly of
younger members. After the results were published, the
team members filled out a comprehensive evaluation
from which we have identified key insights about the
strengths and weaknesses of this year’s team. The
Team Captain has compiled that information and will
share it with his successor to help next year’s team
learn from those insights in order to achieving greater
success in the next National AMA Case Competition.
Success Rating:
Tactic: Invite delegates from at least 2 other AMA
chapters to our Undergraduate Marketing Conference
We plan to invite delegates from 3-4 schools in the
DC/MD/VA area, including Johns Hopkins University,
with whom we have been developing a great
relationship.
Success Rating:
Tactic: Attend at least one professional event per
semester hosted by AMA Baltimore/AMA D.C.
Though terpAMA members have not yet attended a
professional chapter’s event, we intend to send
between 5-10 members to one of AMA|DC’s events
this Spring.
Success Rating:
Tactic: Send delegates to at least two events
sponsored by other collegiate AMA chapters
We sent a delegation to Baltimore last semester to
hear from Gabrielle Dow, VP of Marketing for the
Baltimore Ravens, an event hosted by the Johns
Hopkins University AMA chapter. We intend to
participate in another chapter’s event or regional
conference this semester.
Success Rating:
Tactic: Enter terpAMA (or its members) in the following
Collegiate AMA Competitions:
○ Chapter Website, Outstanding Marketing Week, Case
Competition, AMASavesLives, Chapter Exhibits, Northwestern Mutual Sales, SABRE Simulation, Student Marketer of the Year
terpAMA has submitted entries for most of the
aforementioned competitions in order to share our
efforts with the national AMA community. We look
forward to receiving the results at the International
Collegiate Conference! Additionally, terpAMA
members have also registered for the SABRE Business
Simulation and Northwestern Mutual Sales Competition
to take advantage of the hands-on learning
opportunities at the International Collegiate
Conference.
Success Rating:
5
October 25 – 26: NYC Trip- BBH, Google, MRM
Thirty undergraduate students travelled to NYC for an Alumni Networking Session and site visits to BBH, Google, and MRM.
# of Attendees: 30 (full capacity)
November 6: Executive Board Interest Meeting
Overview of board application process presented to potential applicants through a speed-dating event with current board members. # of Attendees: 40
November 13: University of Maryland Sports Marketing
Co-sponsored with Sports Business Society to hear from Director of Sports Marking at UMD as she discussed her responsibilities and available opportunities. # of Attendees: 58
November 27: Mini-Case with PwC
Former terpAMA President (now at PwC) teaches students best practices for case competitions and leads them in a mini-case concerning bullying. # of Attendees: 48
December 4: Google Project:ReBrief
Attendees watch Project:ReBrief and discuss each of the four campaign strategies. # of Attendees: 38
September 18: Fall Kick-off Meeting Top-level overview of what terpAMA is and how we operate to all interested students, including an interactive sales pitch icebreaker. # of Attendees: 104
September 24-27th: Marketing Week
Day 1: Target Public Speaking Workshop
Interactive workshop with recruiters from Target highlighting best practices in public speaking. # of Attendees: 13
Day 2: “SpeedSkills!” Workshop
Resume reviews by UG Director of Office of Career Services, practice elevator pitches in actual elevators, and professional LinkedIn photos. # of Attendees: 13
Day 3: “What is Marketing?” Dinner
A comprehensive overview of several academic and online resources available to marketing majors. # of Attendees: 29
Day 4: Sherwin-Williams’ “Graffity Case”
VP of Marketing leads a case discussion about the ethical issue of graffiti in selling spray paint. # of Attendees: 25
October 2: Crosby Marketing
CEO of Crosby Marketing, 2nd largest marketing firm in
D.C., gave a presentation on non-profit marketing and
how to have an effective job interview. # of Attendees: 58
October 9: Under Armour
Social Media Strategist and Collegiate Recruiter
discussed various social media campaigns and new
innovations for Under Armour. # of Attendees: 76
October 16: sweetgreen
VP of Marketing of sweetgreen, a local organic eatery,
discussed his path to success and how sweetgreen
distinguishes itself from other green restaurants. # of Attendees: 60
Professional Development
Events Schedule
*Our average does not include the attendance for our kickoff
meeting as it is a statistical outlier. Furthermore, we calculated
the cumulative attendance for Marketing Week because the individual events’ attendance figures were also outliers.
0
20
40
60
80
100
120
Att
en
da
nc
e
Weekly vs. Average Attendance
Weekly
Average
'12-'13
Average
'11-'12
42% increase in avg. attendance
6
Professional Development
7
January 29: Spring Kick-off Meeting
Top-level overview of what terpAMA is and how we operate to all interested students, including an interactive sales pitch icebreaker. # of Attendees: 74
February 5: AT&T
Collegiate recruiters discuss AT&T’s opportunities within the Retail Leadership Development Program and new internship for underclassmen. # of Attendees: 57
February 11: Diversity in the Workplace Symposium
terpAMA partners with SmithOUT, the business school’s first LGBT awareness organization, to host multiple companies for presentations about diversity in a professional setting. # of Attendees: 95
February 12: Smith MBA Q&A Panel
Current Smith MBA students answer questions from terpAMA members about pursuing an MBA. # of Attendees: 70
February 19: MyOwnTM
CEO of MyOwnTM, a personal branding company, gives tips to students on creating a strong, self-image for professional communication. # of Attendees: 47
February 25: Macy’s
Recruiter from Macy’s will discuss implications of marketing in the retail industry.
March 5: Let’s Make an Ad!
Adjunct Professor and former President of The Bomstein Agency will lead students in creating an advertisement in an hour.
March 12: RedPeg Marketing
Representatives from RedPeg will show students case studies in experiential marketing campaigns.
March 21-24: AMA International Collegiate Conference
Eight members plan to attend this year and compete in various competitions (NW Mutual Sales, SABRE Business Simulation, and Marketing Strategy), and hopefully receive both individual and organizational recognition! Estimated Attendance: 8
March 29: 4th Undergraduate Marketing Conference
terpAMA and Smith Marketing Department will collaborate to host a day-long series of educational events, including a keynote presentation, case competition, and panel sessions from various speakers. Estimated Attendance: 140
April 2: Warschawski
Representatives from Warschawski, named “U.S. Small Agency of the Year”, will discuss innovative strategies that have worked for their wide range of clients.
Apri 9: MindSumo Mini-Case
terpAMA will partner with Net Impact to host an event utilizing MindSumo, an online crowdsourcing platform through which students can submit innovative solutions to sponsored challenges for cash.
April 16: Stanley Black and Decker
Speakers from Stanley B&D will discuss product innovation and market leadership.
April 23: terpAMA Alumni Panel
terpAMA alumni from various industries and functions will return to the Smith School to answer questions from students about beginning their careers.
April 30: Annual Awards Dinner
terpAMA will induct its new executive board, members of Alpha Mu Alpha, and recognize outstanding members.
Professional Development
8
4th Annual Undergraduate Marketing Conference Presented by and the Smith School Marketing Department
As marketing continues into the digital age, companies
are finding it increasingly difficult to distinguish their
marketing efforts from the plethora of other
communication competing for consumers’ attention. To
focus on this issue, this year’s Undergraduate Marketing
Conference will focus on “Marketing in a Cluttered
World.” For the fourth time, terpAMA will collaborate with
the Smith School’s Department of Marketing to host a
day-long series of educational events, including a
keynote presentation from Twitter, a case competition
from Unilever, and speakers from a variety of industries
and functions. In an effort to build important professional
relationships, the conference will also feature a
networking session during which students will have the
chance to interact with marketing professionals on a
more personal level and potentially discuss internship or
job opportunities. The overarching goal of the conference
is aligned with the mission of terpAMA in that it serves to
educate students about and prepare them for the
plethora of career opportunities in marketing. Based on
past figures, we expect to have roughly 140
undergraduates in attendance, of which we hope 10-15
will be members of other collegiate AMA chapters.
2013 Conference Highlights
Keynote speaker from
Case Competition with
Ross Hoffman, Smith ‘04 - Head of Brand Strategy
Students will work in teams to develop a
sustainable innovation strategy for
Top 3 teams will present to Unilever at the UMC.
Conference Overview Guest Speakers
Summary: UMC 2012
Guest speakers were
organized into four
categories relevant to
digital marketing, and
students had the
opportunity to attend 3
of these panel sessions:
Mobile Marketing
E-Commerce
Marketing Analytics
Online Strategy
151 students
in attendance
Case Sponsor:
Keynote from:
Fundraising
9
Goal: Develop a strong brand and presence
for RedBlack Consulting Group
Tactic: Launch RBCG website by November 30th
Using Wix, our team designed a new website that
shows everything from past work to testimonials to
intern profiles. We believe that this will prove
particularly useful when we strengthen our business
development efforts this semester and in the future.
The team also created social media profiles on
Facebook, Twitter, and Blogger to engage prospective
clients and share relevant news.
Success Rating:
The extent to which terpAMA members can effectively “step in” as involved members depends
largely on the number of available opportunities in the organization. Thus, our fundraising efforts
are crucial in that they enable us to provide as many professional development opportunities to
our membership as possible. This year, our goal for fundraising was both to capture the low-
hanging fruit of feasible fundraising initiatives in addition to finding sustainable sources of funding that we could systematically replicate every year.
Goal: Expand clientele and improve retention
Tactic: Provide consulting services to at least 5 clients
Tactic: Consistently work with at least 3 clients
Tactic: Retain at least 3 clients for the 2013-2014
As of now, we have only had one – albeit very
successful – project with the Finance, Business, and
Investments Society (see project summary here). Our
strategy in the future includes the following:
Promote RBCG through new digital platforms
Learn best practices from consulting arms at
successful chapters like Creative Marketing
Unlimited (Wisconsin-Whitewater), PSMA Consulting
(Penn State), and MUSE Consulting (UPenn).
Success Rating:
University Directories Distribution:
Summary: Designed and distributed 8,000 terpAMA-branded planners from UDwithin our three week goal. Reached out to various student groups, off-campus residences, and Greek life. Assembled a grassroots team to handout agenda books in high traffic areas. Estimated Profitability: $1,500 Actual Profitability: $1,500
Success Rating:
Restaurant Benefit Nights: Summary: Organized two partnerships with local restaurants: LIME and Papa John’s. LIME gave us a percentage of their revenue generated the night of the fundraiser, and Papa John’s gave us $10 for every $15 buy-one-get-one-free membership card sold. Estimated Profitability: $250 Actual Profitability: $823
Success Rating:
Success Rating:
Large-Scale Fundraising Event: Summary: Until now, terpAMA’s focus has been on small-scale and easily-executable fundraising initiatives. However, we intend to organize a large-scale fundraiser aimed toward generating at least $500 in revenue and also annually replicable so that the community will expect and associate the same fundraiser with terpAMA every year. Estimated Profitability: $500 Actual Profitability: Currently in progress
AMA Saves Lives Video Competition We created the commercial “Waiting.”, which uses everyday instances of “waiting” to amplify the difficulty in waiting for an organ, and were able to provide our members with ad creation and video production / editing experience. Our video received national recognition and was re-posted on the Donate Life Facebook page. This semester, we hope to film two more videos aimed toward spreading awareness.
Engagement: 359 views (as of 2/13/13)
Community Service
11
Myth-Buster
terpAMA planned an awareness event focused on
debunking common myths surrounding organ
donation. This event included a myth game, Donate
Life giveaways, and a variety of informational material.
terpAMA also took this opportunity to launch our Saves
Lives Facebook page and exchanged baked goods for
Facebook likes.
Organ Donation Awareness Week (March 10th - 14th)
terpAMA will host a week-long campaign to register
students for organ donation. The week will start with
campus wide marketing efforts including chalking, flyers,
and posters. We will then partner with the American Red
Cross Student Organization to register blood donors. To
create awareness for organ donation, we will set up an
interactive booth placed strategically in front of high-
traffic areas. The week will finish with an organ-recipient
panel (students and non-students) to discuss their
experiences with organ donation.
Facebook Page
terpAMA wanted to expand awareness to social media
outlets. We created a page that includes interesting
articles related to organ donation as well as links and
information regarding registration.
Engagement: 87 Facebook ‘s (as of 2/13/13)
Left: Pictures
from table at
MythBusters
awareness
event.
Though terpAMA’s primary constituency – and consequently, our priority – is its members, the organization aspired to “stand out” by providing value to the surrounding community as well. Our original community service plan included multiple potential projects, but after the community service team clearly expressed a passion for AMASavesLives, terpAMA invested nearly all of its efforts into ASL. As a result, terpAMA has made significantly greater strides with SavesLives than it has in the past.
Goal: To increase students’ knowledge about
both ASL and organ donor registration
Tactics:
• Execute first ever Organ Donation Awareness Week
• Register at least 75 organ donors, 30 of which during
Awareness Week
• Directly engage at least 200 students as measured
by email sign-ups and social media followers
• Create 5 submissions for Video Competition with an
average of 200 views per video
Reinvigorating our AMASavesLives initiative,
traditionally a distant focus for our chapter, required
certain key action items for terpAMA. First of all, we
established an AMA Saves Lives committee comprised
of eight “chairs” responsible for various functions,
including event planning, social-media, and guerilla
marketing. We were able to form professional
relationships with representatives from Donate Life
Maryland, which we leveraged to gain knowledge
and resources that were crucial to successfully
executing our events. Our focus thus far has been on
spreading awareness about the initiative, and in the
coming semester, we hope to convert this awareness
into donor registration itself.
Success Rating:
President
VP of Events VP of Finance VP of Marketing VP of Membership VP of Consulting
Dir. Of Event Coordination
Dir. Of Professional Development
Dir. Of Competitive Events
Dir. Of Community Service *
Dir. Of Marketing Integration
Creative Ad Designer
Dir. Of Visual Media*
Dir. Of Alumni Relations*
Consulting Interns
Webmaster
* - Indicates a new position (See Below for explanation of position duties)
Not considered part
of executive board Dir. Of
Fundraising*
SUSA Rep. & Secretary
Chapter Operations
12
*Director of Alumni Relations: We created this position
to strengthen the relationship between the chapter
and its alumni by identifying and connecting with
alumni in various locations and functions and
sending them monthly updates of chapter and
university-related progress.
*Directors of Fundraising and of Community Service: In
order to enhance the quality of work in both
categories, we gave each function its own position.
Doing so has allowed us to be more effective in
focusing more efforts on important initiatives like
AMASavesLives and also to create an additional
leadership opportunity on our executive board.
The terpAMA Executive Board is divided into five silos (see below) and convenes at weekly meetings before every
event. On the whole, communication within the board is extremely fluid since the vice presidents and the president
are almost always included in all conversations. We have almost completed our elections process for the 2013-2014
Executive Board. The process began in January with the board’s nomination of a new president, followed by an
extensive interview process that employed outgoing board members as interviewers. Soon, the newly-elected board
will begin a two-month transition with the outgoing board.
Require all Vice Presidents to create a “Weekly Update Template” to maintain consistency in reporting
Institute monthly “Pulse Check” meetings between president and VPs to discuss progress Though we did not have formal “Pulse Check” meetings, this communication happened casually and frequently
Utilize collaborative documents like Budget Requests and Speaker Bios to facilitate interaction between silos
Require outgoing board members to create a transition toolkit for their successors The outgoing board is currently in the process of creating their transition toolkits
Continue organizing a mandatory Spring Board Orientation to train incoming board members This orientation is planned to take place in the middle of March 2013
Require vice presidents to meet monthly with advisers to discuss silo-specific objectives Instead of monthly meetings, we decided to schedule one VP & Adviser meeting at the end of each semester
Success Rating:
Asana Project Management In response to requests for an increase
in transparency within the executive
board, we have recently begun using Asana, a project management system that allows users to assign and schedule tasks. All board members’ action items are now visible in one location, and members will automatically get alerts and reminders about upcoming deliverables.
Membership
13
Desired Membership Figures
125 members (End of Fall 2012)
155 members (End of Spring 2013)
Actual Membership Figures
116 members (End of Fall 2012)
94 members (As of 2/13/13)
Goal: Increase member attendance and
engagement at all terpAMA events
Tactic: Engage 100% of attendees in each event’s
icebreaker in a presentation / discussion capacity
Our weekly icebreakers serve to help members
develop their creative thinking, teamwork, and
presentation skills by discussing topics that are relevant
to marketing, which necessarily involves all attendees.
Executive members observe and guide the icebreakers
to ensure group participation.
Success Rating:
Tactic: Receive event evaluations from 60% of event
attendees per event and increase satisfaction by 10%
In hopes of getting specific event suggestions this year,
we began using PollEverywhere, an online service that
allows users to reply via texting and see results real-
time. However, this purely-qualitative method makes it
difficult to quantify changes in attendee satisfaction
over a series of events. Though feedback has generally
been very positive, we are looking into ways to collect
both qualitative and quantitative feedback to
effectively measure event quality.
Success Rating:
Goal: Build stronger relationship between the
terpAMA Executive Board and members
Tactic: Launch terpAMA’s first Mentorship Program
This semester, we intend to plan events immediately
after our general body meetings and involve students
in matching to increase involvement.
Success Rating:
Goal: Engage terpAMA alumni to provide
mutually beneficial networking opportunities
Tactic: Increase alumni engagement through online
platforms and “Alumni Shadowing” program
The membership team conducted an audit of the
alumni database – reorganizing our contact list using
Constant Contact increased the size of our database by
44% from 76 to 110 contacts. We redesigned our alumni
newsletter, and our first issue alone saw an open rate of
40%. Additionally, we have scheduled an alumni panel
event in March to connect students with terpAMA
alumni.
This winter, we attempted to launch our first ever Alumni
Shadowing Program, for which seven alumni showed
interest in participating. Though several students had
originally indicated interest, there were no participants
over winter break, which we attribute to our launching
the program later than intended. This semester, we plan
to connect students with alumni on a more consistent
basis and encourage informational interviews in addition
to site visits. We also plan to introduce
an alumni section to our website where alumni
can share their post-graduation experience.
Success Rating:
NOTE: At the time of this report’s submission, over 30 of our students’ membership had recently expired. Our Vice President of Membership has been in touch with these students to ensure that their membership is renewed immediately.
While our chapter has enjoyed an overall increase in average event attendance and also one of the largest
student memberships at the Smith School, terpAMA’s focus is not solely on the quantity of our members, but also on
the quality of their experience. Our theme, “Step In, Stand Out,” is a promise to our members that the value of their
membership is proportional to the extent of their involvement. Therefore, our membership goals are centered
around creating an experience that establishes both a welcoming atmosphere for all members and also a
community of like-minded individuals that presents social and professional benefits.
Communications
14
Goal: Involve Smith community and relevant
majors to expand terpAMA’s target audience Goal: Promote marketing as an essential part
of business to the Smith School Community
As the university’s premier marketing student organization, terpAMA strives to ensure that its
communication stands out among the plethora of messaging at the University of Maryland. We
have been honored to have been recognized for the past three years as a chapter that
demonstrates Outstanding Communications and take concerted efforts to uphold and
strengthen that reputation. We achieve this through a variety of means including, social media,
digital media, guerilla marketing, ambient media, and word-of-mouth advertising.
Tactic: Engage at least 15 professors in promoting
weekly events via classroom PowerPoint slide
In terpAMA, we do not agree with the characterization
“extracurricular.” While that may be how we are
accustomed to describing student organizations, the
prefix extra implies “not necessary” or “nice to have.”
We prefer to think that terpAMA is a “cocurricular”
organization in that it provides a necessary supplement
to the material learned in the classroom because we
provide a unique forum for applying that knowledge.
Therefore, we believe that the one of the best
mediums to promote our organization is the classroom.
Therefore, we contacted several professors in the
beginning of the year to request their permission to
show a PowerPoint slide featuring that week’s terpAMA
event rather than the lecture introduction slide that
many professors leave on screen at the beginning of
class. Though we have directly heard from six
professors, it is difficult to track exactly how many
faculty members have participated in the effort, much
less on a weekly basis. Still, as many students have
mentioned that their professors repeatedly show the
slides in class, we will take that as an indicator of
success. What remains now is to use a similar strategy
to reach students in other, related majors: Graphic
Design, Communications, and Public Relations to name
a few.
Success Rating:
Tactic: Rebrand terpAMA to “the heart of business”
and reflect change in all visual branding
This year, we rebranded terpAMA itself by changing
our brand promise from “the art of business” to the
“heart of business.” Though the visual change was
minor, we made sure to emphasize the importance of
the change during our kickoff meeting and our board
orientation. While we believe that marketing is
undoubtedly an art in the sense that its value is not
always calculable and that it is often subjectively
interpreted, we consider it the core business function
because it puts the consumer at the forefront of all
decision making. We have incorporated this new
branding into all of our visual communication,
including our logo, website, social media platforms,
and print advertisements.
Success Rating:
Previous Logo New Logo
VS
Versatile & Powerful
Creative, but Limited
Communications
15
Tactic: Select and retain 10 members throughout the year
for Brand Ambassador Team
Tactic: Table at least 10 hours weekly and specifically
when underclassmen have class: “Freshman Fridays”
For the last year or so, the Brand
Ambassadors have increasingly
been a driving force of terpAMA’s
success. Our BA’s are responsible
for devising the promotional
strategy for each week’s event,
executing that strategy
through multiple mediums, and even writing weekly,
marketing-related blog posts for the “terpAMA Scoop!”
Not only have we had 10 BAs remain dedicated to the
team, but they have exceeded their weekly tabling
requirement. We did have difficulty tabling on Fridays
seeing as most of our BAs are underclassmen who have
class at that time. Nonetheless, several clubs have
approached us to ask how they can replicate the BA
model in their own organizations.
Success Rating:
Goal: Enhance the efficacy of the terpAMA
Brand Ambassador (BA) team
Right: terpAMA’s average newsleetter open rate (35%) is well
above the industry average (22%) and also our goal of 30%.
Goal: Strengthen and expand terpAMA’s
online presence through various platforms
Tactics:
Increase Facebook friend base from 692 to 1,000
Achieve a 30% average open rate per issue
Increase Twitter following from 150 to 200
Increase total # of tweets from 200 to 400
Achieve an average of 3,500 blog hits per month
Receive an average of 50 views per recap video
= completed = on track = not on track
Above: Blogger
Above: FB
Left: Twitter Below: Email
Rating: Mobile Web terpAMA is currently discussing with the Mobile Developers Club
to identify the feasibility of creating a mobile website with
features like event alerts, a community forum, and quick
access to all of our digital platforms . At a recent event, we
asked students to design their ideal terpAMA mobile app and,
assuming that we pursue the project, we will incorporate those suggestions into the eventual design
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terpAMA “Brag Brochure” In Spring 2012, terpAMA requested the Smith School Design
Fellows’ assistance in designing a promotional brochure for the
organization. Roughly 25 students drafted their own versions,
and terpAMA merged and modified two of the students’
designs. The brochure will be used to promote terpAMA to all
types of stakeholders from prospective members to potential speakers to corporate sponsors.
Additional Projects
Budget
16
Expected Actual (to date) Further Explanation (If Necessary)
Beginning Balance $ 457.09 $ 457.09
Dues
National Membership Dues $ 7,285.00 $ 1,833.00 39 member registrations*$47. This large discrepancy exists
because we assumed that we would receive membership
payments from our goal of 155 members. However, there are
many who have yet to renew their registration and also 2
months left for new members to register.
Local Membership Dues $ 465.00 $ 102.00 39 member registrations*3
Trips
National AMA Conference Fees $ 6,000.00 $ 2,400.00
Fundraising
University Directories Planners $ 1,500.00 $ 1,500.00
Restaurant Benefit Nights $ 250.00 $ 823.00
Large-Scale Fundraising Event $ 500.00 $ - Due to focusing on smaller and more frequent efforts,
terpAMA has not hosted a large-scale fundraising event yet.
However, we do intend to organize one in Spring 2013.
terpAMA Consulting $ 1,000.00 $ 50.00 Our rebranding strategy this year was not supplemented by
an equally strong business development strategy, and thus,
our performance was not as high as we would have liked.
terpAMA Task Forces $ 300.00 $ 100.00 Task Forces were designated with the task of exploring new
fundraising avenues for terpAMA. This $100 came from a
corporate grant awarded by Become, Inc.
Funding Proposals
Student Government Association $ 2,213.00 $ 2,173.34
Smith Undergraduate Association $ 4,000.00 $ 761.00
Smith School of Business $ 1,000.00 $ 2,000.00
AMA Regional Conference Grant $ - $ 250.00
TOTAL REVENUE $ 24,513.00 $ 11,992.34
Membership
National Membership Dues $ 7,285.00 $ 1,833.00 39 member registrations*$47
Prizes $ 300.00 $ 30.00
Trips
National AMA Conference Trip $ 6,000.00 $ 7,500.00
Events
Food $ 4,000.00 $ 1,041.00
Speaker Gifts/Event Supplies $ 300.00 $ 643.00 Original estimate did not account for weekly event supplies,
such as silverware and plates.
Operational
Office Supplies $ 400.00 $ 20.00
Marketing Materials $ 1,000.00 $ 200.00
E-Marketing (ConstantContact &Wix) $ 470.00 $ 245.00
TOTAL EXPENSES $ 19,755.00 $ 11,513.00
NET INCOME $ 4,758.00 $ 479.34