University of Pennsylvania 2011_2012 Annual Report (1)

7/29/2019 University of Pennsylvania 2011_2012 Annual Report (1)

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University of PennsylvaniaAnnual Report

2011-2012

museupenn marketing


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tableofcontents


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Integral to our long-term success is our strong eedback culture. We not only evaluate our past work to nd opportunities orimprovement, but we also solicit direct eedback rom members to ensure that we continue to meet their evolving needs. As part oour sel-evaluation, we have established a ormal system or measuring the success and eectiveness o our events and projects. Teassessment is as ollows:

Te event or activity ell ar short o the boards attendance and quality goals, little or no value was oundby members, and attendees would not participate again in the uture.

Te event or activity met attendance or quality goals, but the value o the event could have been improved,and members would not attend again in the uture.

Te event or activity met expected attendance and quality goals, and provided substantial value tomembers, but is not sustainable or the uture o MUSE as it would have lower attendance i repeated.

Te event or activity is central to MUSEs mission. It consistently meets or exceeds the boards strategicgoals, is valuable to those who attend, and would continue to add value to every years calendar.

executivesummary

As MUSE, the University o Pennsylvanias undergraduate marketing organization, has turned seven, we have managed tocontinually grow and evolve to constantly meet the needs o our member base. Tis past year was one o growth and consolidation,creativity and standardization, and it is with this dynamic tension that MUSE has had its most successul year to date.

Over the course o just one calendar year, MUSE has drastically increased its presence on campus, both through the amount andquality o events that we have held, and also through heightened brand awareness. Specically, we have recently executed a brandawareness and consolidation campaign that is coming to a close: MUSE is now ormally reerred to as MUSE, UPenn Marketingand we also have revamped our entire brand image with a new website design, and the creation o MUSE-brand creative assets touse as necessary. Trough this campaign, we have been eatured in our campus newspaper many times and overall awareness o theorganization has increased across campus. We look orward to continually leveraging the eects o the MUSE brand campaign wellinto the uture.

While MUSE has worked to expand its own image externally, we also have been constantly challenging ourselves to come up withunique events. Tis year specically has eatured a ocus on creating memorable experiences through unique events specic to MUSE.

Our ocus on alternative perspectives to marketing is a continual eort that has only just begun, but it has already proven to besuccessul in creating enjoyable experiences or our members, and also enhancing MUSEs brand recognition. Tis past year, we haveenjoyed events ocusing on all aspects o marketing; rom hearing Google speak about its new Youube business model, to a nation-branding discussion led by an Israeli Consulate, MUSE has began to diversiy its oerings to better t the interests o out member base.MUSE is ocused on empowering our members, and because we value their dedication and development, we have been able to drivecontinued growth or our organization.

MUSE Love,

Jason RudinPresident, 2012

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professionaldevelopment

objective: knowledgeenhancementDevelop MUSE members core marketing skills by leveraging

proessional connections with marketing executives and teachingmembers practicable career skills

Goals:Partner with at least 6 established companies rom dierentindustries which have successul marketing campaigns toestablish eective and educational marketing events

Host opportunities or students to learn more about marketingin nontraditional contexts

Garner attendance o at least 30 general body members at each

event

Results:

We hosted creative and innovative company presentations whichenhanced the marketing knowledge o our members. By ocusingon core marketing competencies, proessional executives taughtour students how to be successul marketers through these diverseand well-executed events. We accomplished all o our goals andour nontraditional presentations allowed our students to betterunderstand how to market both traditional and nontraditionalproducts, rom ood and consumer packaged goods, to nations.

Foodie WeekApril 4-7, 2011.

Expected attendance: 60 each.Actual attendance: Approximately 70.MUSE Foodie Week brought our leaders o various Philadelphiaculinary establishments to speak about marketing as it relates tothe ood service industry.

Pats King o Steaks

April 4, 2011Pats King o Steaks is a amous Philadelphia restaurant thatspecializes in homegrown Philly cheesesteaks. Frank Olivieri,the restaurants current owner, presented the brand managementstrategies he utilized or his business. Olivieri shared theestablishments rise rom a hot dog stall to a renown landmark.

SweetgreenApril 5, 2011Sweetgreen is a health-conscious and environmentally-riendlyrestaurant targeted towards college students. Its ounders,Georgetown alumni Nicolas Jammet, Jonathan Neman, andNathaniel Ru came to speak about their struggles to positionSweetgreen as a hip, healthy, and green dining establishment.

AdsumApril 6, 2011Adsum is a ne dining restaurant in Philadelphia marketed as aneighborhood bistro. Co-ounder Matt Levine spoke about hismarketing eorts or his small business.

Sugar Philly ruck

April 7, 2011Sugar Philly ruck is a ood truck in University City thatspecializes in gourmet desserts or aordable prices. Co-ounderand Wharton alumni John Suh spoke about how he has utilizedsocial media to promote his ood truck to college students. Fromdaily witter updates to discount Groupon deals, Suh presentedhis small business success and setbacks with the social media.

Razorsh Mobile MarketingNov. 10, 2011. Expected 50. Actual 50.MUSE brought in Mr. Paul Gelb, Vice President o MobilePractice Lead at Razorsh, the agency or marketing, experience,& enterprise. He discussed what mobile marketing encompasses,its uture, as well as some o the Razorshs current and previousprojects with companies ranging rom Google to Microso. Teevent concluded with an overview o available internship and ull

time positions the company currently has and a resume drop.

Nike Brand ManagementOct. 27, 2011. Expected 150, Actual 200.MUSE hosted Marc Patrick, Director o Marketing or Nike East.His presentation outlined his career trajectory, the company andNikes overall Brand Plan. Tis included Nikes category oense

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and its general approach to connecting with consumers. It was ahighly interactive session and a great opportunity or students tobroaden their knowledge about the marketing, sports and retailindustries.

NYC Google Career rek

Dec. 5, 2011. Expected 30, Actual 30.Tis was our annual visit to the NYC Google oce to meet theUniversity Recruiting team and tour the oce. During the site

visit, the group learned about opportunities and responsibilitieswithin the marketing and media teams at Google. In additionto having the chance to learn about the day-to-day liestyle o aGoogle marketing employee, the students enjoyed an in-depthtour o the oce. Te trip gained signicantly positive eedbackrom the attendees, who lled

out pre- and post-career treksurveys that we provided or theGoogle team. Te Google teamwas extremely satised with thequestions and enthusiasm romthe students in attendance aswell, as well as the vast numbero students who applied or thetrip.

Kra Brand ManagementJan. 19, 2012. Expected: 50,

Actual: 70Tis event eatured several Krarepresentatives as well as VicePresident o Food/Beverages,Doug Weekes, who went overthe daily liestyle o a brand manager at Kra, as well as an in-depth discussion o the various responsibilities rom productionto advertising an intern or brand assistant might hold. Tisevent specically targeted juniors who were about to enter on-campus recruiting, and was strongly promoted via social media toheighten attendance and awareness o Kras many opportunities.We received a 40 percent increase in turnout rom last year andhighly positive reviews at this event. We also gave away ree

Kra products totaling over $300 in merchandise, which helpedstudents visualize the extent o Kras reach in commercialproducts that people use each day.

Microso Marketing DiscussionJan. 24, 2012. Expected: 20, Actual: 20MUSE hosted Margaret Arakawa, General Manager o Windows

Phone Marketing and Wharton alumni, or an open discussionwith students about her background and experiences. Studentswere very engaged in learning about her education at Whartonand how she applied her academic and extracurricular endeavorsto move quickly up the ranks at Microso even at the time othe dot-com boom, during which Microso was in a slowdown.Margaret provided insightul knowledge about personal growthwithin a company. Attendees also received ree giveaways romMicroso and were welcome to send their resumes to Margaret,who oered to review and edit them to make them more appealingto hiring companies.

Brand Israel: Managing a Nation Brand

Feb. 15, 2012. Expected: 80, Actual: 95.Israeli Consul General in

New York Ido Aharoni, whoserved as head o Israels brandmanagement team, presentedabout the intersection omarketing and Israeli politics.When people hear the wordmarketing, most people thinko retail products and advertising.We wanted to show that that is arrom true, and that there is waymore to marketing than whatinitially meets the eye. Troughthis event, we wanted to presenta resh and unique perspectiveo marketing through the lens ointernational politics.

Rosetta Consulting Case StudyMarch 16, 2012. Expected: 30, Actual: TBDBecause marketing consulting is one o the many elds MUSEmembers go into upon graduation, MUSE brought in consultantsrom Rosetta Consulting to lead participants in an interactivecase study workshop. Tis workshop allowed students to do twothings: (1) gain valuable marketing consulting skills in tacklingcase questions, and (2) to network amongst the 6 Rosetta

consultants present. Tis interactive event included dividingstudents into groups o our, each led by a Rosetta consultant, toemulate real consulting projects. Te case students had to solveincluded a business problem ocused on segmentation in themobile market.

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Lincoln Financial Group career trek to Eagles Stadium

April 20, 2012. Expected 20, Actual TBD.Lincoln Financial Group owns the Eagles Stadium (the LincolnFinancial Field) in Philadelphia, and will be hosting a group oMUSE members to visit the eld and discuss company branding.Te agenda will include a presentation on Lincolns brand andbusiness, a marketing and brand case study, in which studentswill have the chance to prepare and present their case on the spot,a tour o the eld, and a discussion o the various opportunitieswithin LFG or students and new-grads.

objective: experientialopportunitiesChallenging students to develop marketing knowledge and

valuable skills in real-world marketing situations.

Goals:Attract ve prot-bearing MUSE Consulting clients persemester, involving a total o 30 student consultants

Participate in case competitions, including AMA casecompetitions and events

Form a team dedicated to the AMASavesLives competition

Results:Our consulting branch o MUSE has continued to growsignicantly, taking on challenging projects that push ourmembers to develop the skills and tools needed to succeed. Casecompetition participation has been exceptional this year as well,and we have placed in every one we participated in. Overall,these experiences have allowed our over 40 consultants and20 compeition participants to take knowledge learned in theclassroom and apply it to situations involving advanced research,strategy, and client relationship management skills which aredicult to develop in any other group or club on a college campus.

consulting

Composed o top marketing students who are hand-picked

through a competitive application and interview process,MUSE Consulting has maintained its reputation among clientsas a leader in highly proessional, budget-conscious marketingconsulting services. eams o 4-5 students are placed on eachproject to deliver various marketing research, strategy and tacticsservices, including competitive analysis, identication o growthopportunities, integrated marketing communication campaignplans and execution, logo design, web layout design, surveys,ocus groups, and data analysis.

Nordic HairContrast USConsultants Participating: 5; Revenue: $1,200.00

Nordic HairContrast is an established proessional permanenthair extension manuacturer and distributor. Te team conductedmarket analysis, competitive analysis (generated survey andacilitated distribution), and market strategy on the clip-in hairextension market. Eectively, the team delivered a competitivemarketing strategy or the rms clip-in hair extension productline, consisting o target market segmentation as well as insightsinto website platorm improvement. Tis upcoming spring, theteam will continue working with Nordic HairContrast US, on itsproessional permanent hair extension line.

Day & Night

Consultants Participating: 5; Revenue: $900.00Day & Night is a company that specializes in organizing andthrowing large-scale daytime parties that would normallytake place during the nighttime; it is very well-known in largecities such as NYC or its brunch parties that occur at variousupscale venues during a weekend day and continue on throughthe evening. Te Day & Night team developed a business planramework to add to clients investor documents to generate moresponsors and clients or this expanding brunch party-throwingcompany.

5-hour EnergyConsultants Participating: 5; Revenue: $2,300.00

5-hour Energy, a company which develops avored energy shotsthat provide hours o energy, actively competes with similarproducts in the energy drink market. Te 5-hour Energy teamdesigned and implemented an eective market campaign targetingthe college student population to spread brand awareness o theclients brand on Penns campus.

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Eastern AdvisorsConsultants Participating: 4; Revenue: $1,200.00Eastern Advisors is a private investment rm that partnerswith leading companies and strong management teams, allcontributing to its strong portolio comprising both establishedentrepreneurial companies. Te rst portion o this projectcentered upon a specic brand in the rms portolio; the EasternAdvisors team conducted a competitive analysis o the homedecor space in the US and how this specic company t intothe market. Te larger semester-long project involved providingEastern Advisors with a comprehensive analysis on the ast-growing retail market that provides superior projects oered atmuch lower prices than competitors due to sourcing to Asia. Teteam determined and presented ndings on which other retailcategories or which this model was viable.

eDineConsultants Participating: 5; Revenue: $500.00eDine is a start-up that hopes to streamline the ordering andpayment process or both restaurants and restaurant go-ersthrough development o its smartphone app that allows peopleto essentially dine without waiters. Te eDine team conductedmarket research (e.g. ocus groups, surveys) with the Penn studentpopulation and local Philadelphia restaurants to gauge interest inthe mobile app. Te team analyzed primary issues perceived byrestaurant owners and searched or the key points which wouldgenerate interest or consumers (i.e. advertisements, coupons,rewards programs). Additionally, the team was responsible oreorts in positioning and rebranding the service.

Caveman Foods

Consultants Participating: 6; Projected Revenue: $1,900.00Caveman Foods is both a line o products as well as liestyle,hoping to help people change their diets one step at a time throughproducts that help humans return to how they were supposedto eat (e.g. increased intake o lean meats, more natural andless processed oods). Te Caveman Foods team is responsibleor market and competitive analysis to identiy the currentindustry landscape and identiy opportunities or CavemanFoods to acquire new customer and build brand awareness.

Additionally, the team will be delivering recommendations basedon their ndings comprising o a large-scale marketing strategyand dening the means by which Caveman Foods can bestcommunicate its brand image and oerings.

Fair ObserverConsultants Participating: 5; Projected Revenue: $1,000.00A rapidly growing Wharton-linked start-up, Fair Observer isa platorm or inormation provided by global experts roma variety o disciplines and philosophies. Fair Observer isa multidisciplinary, multinational, multimedia journal thatprovides analysis o and context or issues, trends, and eventso global signicance. Te Fair Observer team is responsibleor identiying sponsorship opportunities, and reaching out toand and creating specialized sponsorship packages or relevantsponsorship targets.

Kembrel

Consultants Participating: 6; Projected Revenue: $1,000.00Founded by Wharton MBAs, Kembrel is an online start-up that

oers everything rom ashion to ood at low prices through aash sale business model. Te Kembrel team will take gauge theinterests and liestyles o the Penn student population to deviseand implement eective marketing strategies to increase student-signups and generate brand awareness.

OristocratConsultants Participating: 5; Projected Revenue: $800.00Oristocrat is a start-up online store that oers a new collectiono luxury designer and estate jewelry every week. Te Oristocratteam is responsible or conducting primary market research tomap the market, understand the customer buying process, as well

as segmenting the consumer base. Aer segmentation, the teamwill conduct ocus groups to identiy and size key opportunitiesto gain more insight across segments.

ShopillyConsultants Participating: 5; Projected Revenue: $1,000.00Shopilly is a website and email-type platorm that aims to helpconsumers clear their inboxes o the clutter that comes romdaily deals and store emails. Shopilly serves as a central placewhere online shoppers can store all their shopping inormation,such as receipts and daily deals. Te Shopilly team is responsibleor conducting market and customer analysis to determine

points o needs that Shopilly can address or both businessesand consumers. Additionally, the team will help to segmentthe market, position the brand, and help devise and execute aneective product launch strategy.

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SmubHub

Consultants Participating: 8; Projected Revenue: $1,000.00SmubHub is an online marketplace that allows companies toconnect with suppliers based on evaluations made by evaluationsmade by peers in the same industry. Te SmubHub team isresponsible or conducting market and competitive analysis oboth users and suppliers, to deliver a nal marketing strategy thatidenties and leverages SmubHubs services and current positionin the market.

casecompetitionsCase competitions provide our members with invaluable,hands-on experience with the entire marketing process romidea generation to the implementation o these strategies. From

working on marketing strategy to executing tactics, our membershave been able to use these competitions as opportunities toenhance their marketing skills. Our strong history o successhas strengthened MUSEs brand equity both within Penn and itsimage outside o campus as well. Tis year, we sought to reducethe number o case competitions that we participated in, to bestprovide the most support and attention to each competition.Tis strategy was successul, as seen in our perormance in thecompetitions.

Wake Forest Marketing Summit, 1st placewinner

Team Members: 4, CompletedCreated a strategic and implementablesolution to address issues currently aced byBB& in a 36-hour case competition.

Chevrolet Sonic Marketing Challenge, 2nd

place winnerTeam Members: 4, CompletedCreated an integrated marketingcommunications plan or the launch othe Chevrolet Sonic. Te team perormedmarketing research, strategic planning, andtactical implementation o their plan.

Gilt City Case Competition, 2nd placeTeam Members: 4, CompletedDeveloped and implemented a marketing strategy to promotea new branch o Gilt Group that was designed to increase theirmembership base and develop new revenue streams or the rm.

AMA Case Competition, Finalist

Team Members: 10, In ProgressDesigned an integrated marketing communications plan orPearsons new service, Prepare.

objective: personaldevelopmentPlan and execute events that build value or MUSE members andimprove their marketing and real-world skills.

Goals:

Show the various career opportunities or marketing internships

Prepare MUSE Members or the recruiting process with mockinterviews

Develop skills that are readily applicable to marketing tasks orthe present and uture

each students the importance o marketing and its ubiquitythroughout diverse industries and careers

Results:MUSE Members were given the opportunity to prepare or therecruiting process with an ino session on the various internshipsavailable in the three major industries (marketing, consulting, and

nance) and had the opportunity to participatein mock interviews or their interviews. Tislead to increased perormance in interviews,

helping our members secure internships andjobs.

OCR 101March 30th, 2011; Nov. 30th, 2011.Expected: 120, Actual: 143.Tis was a joint event between the nanceand consulting clubs to give students acareer prospective about the three dierentindustries. Students questions were answeredby a panel o six seniors who have experiencedacross the three industries.

Te Big TreeNov. 2nd, 2011. Expected: 80, Actual 113.

Te Big Tree Event was accomplished with collaboration betweenMUSE, nance club, and consulting club. Te event was gearedto give an overview o the three major industries (marketing,nance, and consulting) and post-graduation opportunities

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Mock InterviewsJan. 24th - Jan. 28th, 2012. Expected: 10, Actual 14.Mock interviews were created between seniors and studentseeking an internship during the recruitment process. Teinterviews were designed to improve students preparedness orinterviews covering marketing, consulting, and nance.

MUSEshops (Design Workshops)March 30th, 2012. Attendance: 50 expectedIn order to add value to MUSE members, a series o designworkshops are planned or the upcoming months. Teseworkshops will ocus on general design principles and basicimage editing with publishing soware. In addition, this eventis tailored or the Digital Media Design majors within MUSE tohelp them expand upon their creative skills.

objective: conferencesMUSE holds two annual conerences, designed to add value indierent ways or our members. Te Wharton UndergraduateMarketing Conerence (WUMC), held each all, is designedto educate our members on one specic aspect o marketing.Te Marketing, Advertising, Retail, and Consulting (MARC)Conerence allows members to network with potential employersand also attend a career air. aken together, both conerencesgreatly vary the oerings o MUSE and allow the organizationto develop brand recognition outside o the smaller Penn

community.

Goals:Increase the attendance at both conerences by at least 25%

Bring in a total o at least 7 dierent rms or the conerences

Increase revenue rom the Marketing, Advertising, Retail, andConsulting Conerence by at least 10%

Results:Te 2011-2012 year had mixed resultswith regards to the conerence goals

that we had set or ourselves in thebeginning o the year. Almost all oour goals were met with the exceptiono WUMC attendance, whichunortunately decreased this year.Despite this decrease in attendance,the overall conerence experiencewas highly successul and consistent

with MUSEs desire to provide more experiential and alternativeopportunities or members. Attendees o the conerences wereable to work through practice cases with a representative romPepsi, and hear rom a speaker rom Youube on how to make alasting impact. We look orward to learning rom our successesand rectiying our mistakes in the coming year.

Wharton Undergraduate Marketing Conerence (WUMC)Nov. 18, 2011. Expected: 80, Actual: 30Te WUMC conerence this year was a departure rom yearspast in a number o ways. First o all, the number o sessions wasreduced, as length o the conerence was a complaint in yearspast. At the conerence we were successul in building o o theramework o let your ideas take ight and bringing in speakersrom both start-ups and established rms to give multiple

perspectives on the process o idea generation and translationinto a business. However, despite the engaging speakers andinteractive case sessions, attendance was very low and o romour projections. Tis is likely due to a general lack o promotionand poor timing o the event. In uture years we will work torevitalize this conerence by changing its ormat, bringing inunique speakers, and marketing the event early and throughmultiple channels to reach a wide target audience.

Marketing, Advertising, Retail, and Consulting (MARC)Conerence

Jan. 20, 2012. Expected: 200, Actual: 350

Te MARC Conerence is the premier conerence at Pennthat caters to our major areas o marketing, and eaturedkeynote speaker Bing Chen, Googles Global Youtube Creatorand Program Initiatives Manager, a networking lunch, anda career air. Companies including Google, Macys, Nielson,Saks, Kra, Clorox, Polo Ralph Lauren, and more attended thelunch and career air to meet and discuss career opportunities

with over 350 students. Students wereextremely impressed and inspired byBings talk, which not only discussedopportunities at Google but alsomotivated students in the way theythink and begin their days. Attendance

almost doubled rom the previous year,and the conerence resulted in both thelargest attendance and most positivelyreceived conerence in seven years.

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objective: amasponsoredcompetitionsBe an active participant in AMA Activities and AMASavesLives

GoalsParticipate in all AMA Sponsored Competitions

Increase organ donation video production by 25%

Place in the op en in at least two o the judging categories inAMASavesLives

Participate and become a nalist in the AMA Case Competition

SABRE CompetitionTe SABRE Simulation has challenged MUSE members to think

in a ast-paced and dynamic marketing environment. Tey areable to develop strategies surrounding all aspects o marketing(e.g. advertising, pricing, distribution channels, and productdevelopment). Tis year, we hope to repeat last years success ocoming in 1st place to give our members valuable marketing skillsto learn rom.

Northwestern Mutual Sales CompetitionTe Sales Competition will test MUSE members ability toconvince an audience to purchase a product in a challenging one-on-one setting. Not only will they need to create a convincingargument, but they will also need to polish their presentation andmarketing skills in order to succeed in this event.

AMASavesLives Campaign Results:Since our excellent start in the AMASavesLives Campaign lastyear, we have continued our momentum and have vastly improvedour approach. Tis year we had a two-pronged approach: on oneend, we wanted to nd a way to eciently upload more videos,and ultimately we managed to upload almost 15 times more

videos than last year. On the other hand, we wanted to ocuson creating proessional-quality videos and develop the videoproduction skills o all o our members. Tis year we sought totake a dierent approach than in the past, opting to create moreemotionally poignant videos with stronger messages, rather than

in the past where we ocused on humor to get more light-heartedmessages across.

Social Media Campaign

Tis year MUSE has been working to promote organ donationthrough Facebook through a unique social media eort thatsought to encourage discussion o organ donation issues and

successes in the news. Members posted related articles on theAMASavesLives Facebook page that related to successul organtransplantations, recent events dedicated to organ donation, newlegislation which worked toward having ully accessible organsor those in need, as well as editorial articles which discussedcontroversial elements o the topic. Our marketing analysis hasshown that people are much more likely to become organ donorswhen they can become engaged with the issues surrounding it aswell as connect with those in need, and as such our involvementhas reected this.

Awareness at Blood Drives

Te University o Pennsylvania campus is no stranger to requentblood drives, and as such we hope to become increasinglyinvolved with such events, both by aiding logistics, marketing,

as well as increasing awareness o organ donation through suchevents. Blood drives oer a captive audience as blood donorsare easier to convert to organ donors. We plan to send MUSErepresentatives to talk to blood donors at these events whilehanding out AMASavesLives yers as a channel to increase organdonation.

Partnership with Gi o Lie Donor Program

MUSE has recently been in contact with the Gi o Lie Donorprogram, which is a local non-prot organ and tissue donorprogram. Tis partnership would help provide the MUSEAMA commitee with necessary materials, speakers, and other

resources to continue spreading the word about organ donationand assisting in video production. Tis coordinated eort wouldalso help spread the world o Penns eort in this campaign,which will help increase the brand equity o MUSE as well as theAMASavesLives campaign as a whole.

objective: shortserviceprojectsHost a speaker events and one-day service projects to encouragestudents to learn about marketing or a non-prot and engagewith the Philadelphia community.

Goals:Bring in 1 speaker per semester to talk about marketing or non-prots

Host at least 2 one-day service projects

Engage at least 30 MUSE members in these projects

communiyservice

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PB&J or the Homeless and Soup Kitchen at HillelApril 20, 2011; Nov. 15, 2011. Expected: 15 Actual: 24MUSE members participated in two PB&J sandwich-makingevents - one hosted by the Jewish Heritage Program at Pennand one organized by MUSE Community Service committee,which then brought the ood to be distributed to homelessmen and women in Philadelphia. MUSEmembers also volunteered together at a soupkitchen hosted at Penn Hillel. Tese activitiesdemonstrate MUSEs commitment to thelocal community. Tey were successul eventsbecause they involved numerous MUSECommunity Service Committee Members,and it accomplished its goal o being a purelycommunity service activity.

Marketing or the CureDec. 6, 2011, Expected: 10, Actual: 16Missy Stein, a cancer survivor, speaker orSusan G. Komen or the Cure, and marketingstrategist at Virtua, spoke about non-protapproaches to marketing campaigns. SusanG. Komen or the Cure is the worlds largestsource o non-prot unds dedicated toghting against breast cancer. It was very interesting or gueststo hear Ms. Stein discuss specic tactics that Susan G. Komenor the Cure has employed to reach such outstanding levels oparticipation and donation. Te speaking engagement alsoserved as a catalyst or uture action, as Ms. Stein proposed tothe audience that they put together a marketing plan or ellowcollege-age individuals. MUSE communicated with guests atthe event and invited the guests to join the community servicecommittee and work on the project or Susan G. Komen or thecure. Members o the community service committee are nowplanning an awareness-building event which they will propose tothe Philadelphia CEO o Susan G. Komen or the Cure.

objective: non-profitconsultingProvide opportunities or MUSE members to utilize their unique

backgrounds and marketing skills to create a positive impact onthe Philadelphia and Penn community

Goals:Partner with at least 2 non-prots and consult or them

Create lasting, sustainable connections with a diverse set onon-prot organizations

Goods For GoodMembers Participating: 5Tis non-prot works with many dierent entities worldwide,such as corporations and grassroots organizations, to bringnecessary school and health supplies to orphans and vulnerablechildren in places such as Malawi and Pakistan. Members o the

Community Service Committee gave Goodsor Good eedback on their website, pricingstrategy, and promotions. In order to educatePenn students and other college-age studentsabout Goods or Good and encourage themto get involved, MUSE publicized Goods orGoods online undraising initiative duringthe holiday season. Te programs goals weretwoold: to increase awareness o the non-

prot, and to raise money or it. Te team alsoconsulted Goods or Good on revising theirpricing structure, to make donations moreaordable or college students, allowing theorganization to target multiple segments. TeCommunity Service committee is maintainingcontact with Goods or Good and is hopingto host its ounder or a speaking event thissemester.

Mariposa Food Co-OpMembers Participating: 6Tis non-prot provides sustainable, locally-grown, healthy oodto its members. Its members usually join via word-o-mouth, andone o its goals was to have an aggressive membership drive todouble its membership within the year. Te Community ServiceCommittee compiled a list o recommendations regardingMariposas website and brochure, and Mariposa had their brochureredesigned based on the comments. Aer Mariposa made theinitial revisions to the brochure, the CS team was able to give moreeedback at the nal client presentation or urther revisions. CSalso created a discussion guide or Mariposa because they wereinterested in holding ocus groups at their site to gauge interestabout a new acility they are opening. Te discussion guide wasor marketing research and consisted o questions about the new

acility as well as what produce Mariposa should sell.

communityservice

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objective: corporatesponsorshipsDevelop a sponsorship program through targeting, segmentation,

and positioning to attract corporate partners to provide unds toMUSE every year

Goals:Gain at least ve yearly sponsors to agree to a long-term contractwith MUSE

Bring in at least ve new event sponsors that wish to recruitPenn students or marketing positions

Redene the sponsorship program to improve eciency andsimplicity

Results:

MUSEs undraising eorts center on driving revenue romactivities that give members real marketing experience, suchas negotiating with rms, consulting, designing events, andhelping to spread the MUSE name on campus. Te skills attainedrom helping MUSE achieve its undraising eorts are helpingour members in real-world sales, marketing, and advertisingsituations, achieving the MUSE mission o providing value to ourmembers.

Sponsorship PitchbookTroughout this academic year,

MUSE has taken our concepto a sponsorship pitchbook andstreamlined it rom the groundup. In doing so, we improved itsproessional appearance to notonly reect the proessional natureo our club, but to urther increasepotential sponsors ability to locaterelevant inormation and aid themin best nding ways to participate.

Streamlined pitchbook

Tis year we maintained the concise content o last yearspitchbook while simultaneously editing to clariy and simpliythe inormation presented. Furthermore, we standardizedcommunication procedures with potential sponsors in order toexpedite the sponsorship process and utilize our pitchbook ina more ecient manner. Tese initiatives also helped MUSEmembers better understand important aspects o businessetiquette and corporate communication.

Varied Sponsorship Packages

Due to poor economic conditions and their eect on corporationshuman resources and public relations budgets, MUSE has adaptedits sponsorship packages to reect such conditions. At MUSE weunderstand that just as not all people will react the same way to apromotional campaign, not all companies will eel the same wayabout dierent sponsorship packages. As such, we have continuedto develop an increased variety o packages. Tese range romyear-long contracts to short, one-event commitments. Whilesome smaller companies might only be looking or awarenessand increased business, other large ones might be looking ortop talent and would benet more rom recruitment programs.Tis also helped us plan educational and interactive events orour members, giving them increased opportunities to learn aboutmarketing.

Increased Follow-Up and Sentiment Surveys

o remind sponsors o the great work that we did with them,MUSE also increased its ollow-up eorts. For example, a studentsurvey was conducted both beore and aer our membersattended the Google NYC tour in order to assess the changes intheir opinions o the companys brand. We have also produced

videos, slideshows, and photo albums celebrating the events andconerences we have put on, and sent these out to companies. Tis

has resulted in positive responsesrom recruiters.

Sponsorship Outreach & EfectiveLetterso reach out to sponsors, MUSEsExecutive committee communicatedto our contacts via a variety ochannels. Building on the base ocontacts that MUSE has amassedover the years at over 100+companies, committee membersdraed letters over the summerbreak and sent them out to all

companies, resulting in a avorable response. Tis tactic hasspecically utilized our members marketing and sales skills in

order to contact and develop proessional relationships withuture sponsors.

Career FairsAnother valuable outlet was career airs, at which membersreceived business cards and maintained ace-to-ace contactwith recruiters who were specically interested in partnering

fundraising

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with MUSE. Trough this tailored orum, we have been able toconnect with recruiters and maintain higher traction with emailinteraction in order to successully plan marketing events or ourmembers.

objective: museconsultingbusinessBuild the MUSE Consulting reputation and practice areas togenerate more lucrative and meaningul service contracts

Goals:Contract more than 10 clients or the year and aim to triple lastyears revenues

Increase the brand quity o MUSE Consulting to clients outside

o the Philadelphia area

Diversiy consulting clients to give MUSE consultants a morevaried marketing experience

Results:Funds Raised: 10000 expected, 12800 actual

Project Revenue

Nordic HairContrast US 1200

Day & Night 900

5-Hour Energy 2300

Eastern Advisors 1200

eDine 500

Caveman Foods 1900

Fair Observer 1000

Kembrel 1000

Oristocrat 800

Shopilly 1000

SmubHub 1000

otal 12800

Aer many years o building MUSEs reputation as a top-tierconsulting service or businesses in the area hoping to utilize localtalent, MUSEs successul, sustainable business model has not onlybecome the prime source o undraising or MUSE, but it has alsogiven our members invaluable, practical experience. Tis year wehave contracted 10 clients generating revenues o $12,800, and indoing so have provided unding or MUSEs dierent membershipand proessional development events. Tis vast improvement

and expansion o the MUSE consulting business has shown ourprogress in building our local brand, and urthermore the qualityo the consulting services which we provide.

Tis prime source o unding, in addition to our revenue romcase competitions, is unique as it does not only allows us to raisesucient unds or the successul operations o our organization.It does so in a setting that provides our members with the abilityto apply their marketing knowledge in real-world situations,without having to worry excessively about the nancials o MUSE.

fundraising

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objective: recruitmentAttract new MUSE members through utilizing dierent channels

and highlighting the educational value MUSE can provide toincrease the proportion o non-business majors involved inMUSE

Goals:Promote the successes ocurrent MUSE member

Show potential MUSE membersthe benets o joining MUSE

Results:MUSE Membership was able

to surpass its goal by reachingout to students and increasingthe membership base o MUSE.Trough targeting dierentmajors and grade structures atPenn, we were able to diversiy our membership mix. We heldevents which gave our members valuable marketing experience,building their excitement about our club and increasing theircustomer lietime value with MUSE.

Fall/Spring Activities FairSept. 5, 2011 & Jan. 15, 2012. Attendance: 750At the beginning o each academic semester, MUSE participatesin the university-wide activities air to promote our organization.Tese events were used primarily to increase awareness aboutMUSE to the underclassmen o the university (as this is theprimary population that attends these events). Tey also allowedMUSE to promote upcoming events and new opportunities to acaptive, targeted audience.

What is MUSE Event Series?Sept. 2011 and Jan. 2012 . 200 Expected, 350 Actualo encourage new members to come, each semester MUSE hostedhour-long presentations to show potential members what MUSEcan oer them. Te presentations ocused on MUSE as a whole,

our Case Competition opportunities, and MUSE Consulting.Tese presentations discussed the various opportunities tobecome involved with MUSE, and allowed us to segment the largePenn community to best target individual member needs.

Membership Survey

Continuing our eorts rom past years, MUSE has developedan annual membership survey that will be sent out to MUSEmembers. Tis simple orm o research has been designed tobest allow the organization to understand the changing needs o

our member segments. Analysiso this survey will result in thecreation o events that will bebetter targeted towards ourmembers interests.

MUSE Mega EventFeb. 5, 2012. Expected: 100,

Actual: 80.In order to oster a sense o

community within MUSE andboost connections betweencommittees, MUSE hostedthe MUSE Mega Event. Tisevent brought together MUSE

members rom all branches o the organization or a two hourlong event in the MBA Ca. Activities included speed dating,break-out sessions, and a game to close out the event. In theuture, we can improve the event by using the new attendancepolicy to boost attendance. Furthermore, we can limit the lengtho each activity to squeeze in events like jeopardy.

objective: retentionFoster the development o relationships amongst MUSE membersand maintain the loyalty o our members

Goals:Support social interaction between MUSE Members to engagemembers

Hold at least 2 social events per semester

Increase inter-committee awareness and camaraderie

Results:

By holding numerous and unique events or MUSE members, wehave created a social setting where riendships and relationshipsare ormed and cemented. Developing MUSE as a socialorganization has helped keep members active and attract newones. At the same time, membership activities have ostered astrong sense o cohesion amongst the general body and MUSEin general.

membership

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Ice Cream SocialOct. 13, 2011. Attendance: 20 expected, 8 actualTe ice cream social was a study break rom upperclassmen andunderclassmen to meet each other, while enjoying an ice creamsundae. A general update about MUSE and its happenings was alsoprovided. Tis event was moderately successul, but can beimproved in uture years by ensuring that a social event is notheld around a heavy testing period.

New Member WelcomeJan. 29, 2012. Attendance: 50 expected, 40 actualTe rst event o its kind or MUSE, we held an event ollowingthe end o the spring recruitment season to welcome the newmembers to the organization and enhance the camaraderieamong new members. Tis event was highly successul, as

everyone who attended enjoyed a break rom studying and mettheir new committees. Tis event will denitely be repeated in thecoming semesters, with more promotion to better achieve targetattendance.

Internship DatabaseBased on MUSEs past experience with an internship handbook,MUSE has instead ocused its eorts on creating a simpler, cleaner,and easier to use internship database. Tis database has beeneasier to update and has proved to be an excellent resource orMUSE members to help with their career search.

objective: membershipbreakdownTis year, our membership growth stabled signicantly rom pastyears, as we currently have 82 active members in the organizationacross all committees, case teams, and consulting branches.We noticed an increasing prevalence o non-marketing majors,demonstrating that our eorts to attract people outside o theWharton School is proving successul. Additionally, one o our

biggest areas o potential growth, outside o increasing overallmembership numbers, is to have the balance o males to emalesbe closer to the university average. We can also try to recruit moreunderclassmen to join the organization in the uture.

membership

total members

members by gender

members by class

members by major

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objective: externalcommunicationsCreate Buzz about MUSE on the Penn campus while respecting

all o our stakeholders: marketing aculty, MUSE Alumni, thewider Penn community, Penn Alumni, and the Philadelphiacommunity.

Goals:Expand website oerings to provide more resources to

visitors in an organized and aesthetically pleasing manner

Utilize social media to connect with students where they alreadyinteract online

Expand PR awareness and strength o the MUSE brand as awhole

Results:Tis year, the promotions and web committee o MUSE beganmany new projects which have revitalized and reinvigoratedMUSEs brand image, and in doing so has helped engage students,both members and nonmembers o MUSE, with marketing.

MUSEPenn.orgTis year we launched a new and updated version o our website,musepenn.org. Our new website utilizes the Wordpress platormor easy updating and or its user-riendly interace. One majorimprovement addressed in our website is the ocus on photos o

various club events, which helps put a ace to MUSE.

External Event DocumentationWe recently launched a campaign to document MUSE eventsthrough photos and videos. Our research showed that many oour members are unable to attend some o our events due toscheduling conicts. o solve this problem, we record speakerpresentations and upload the videos online or MUSE membersand or the whole Internet community to view.

witter, Facebook, and LinkedIn

MUSEs strong social media presence is one o the many waysour club has expanded its awareness and brand equity both

on campus as well as in the greater Philadelphia community.MUSE likes to be where its members are, which currently isprimarily Facebook, witter, and LinkedIn. LinkedIn allowsMUSE to connect with many alumni in a proessional context,and currently has 38 members and is rapidly growing. Ourwitter page allows us to quickly and widely reach membersand the larger Penn community, having over 450 tweets and 232

ollowers. Facebook, where we maintain our largest presence, hasbeen integral in our eorts to keep in touch with students. In thepast 6 months, MUSE has created 40 Facebook posts, reaching6712 unique users, garnering 30,115 page views, and resultingin 6,880 clicks. Furthermore, the MUSE AMASavesLives pagehas created 114 posts. Tese eorts to expand our social mediapresence have been very important to our success as a club, andwe hope to increase our metrics even more moving orward.

Marketing Your Student Organization (MYSO)

From perorming arts groups to career development clubs, moststudent organizations at Penn utilize marketing to reach out to thestudent community and promote their causes. Some organizationsaccomplish these, but many organizations come short o theirgoals. Marketing plays a big role in the success o organizations

like MUSE. o generate awareness o basic marketing principlesand MUSE as a whole, we will be launching the MYSO campaign.We aim to educate other Penn student organizations on how toproperly manage their own marketing eorts and reach wideraudiences. Our plans include holding workshops on proper socialmedia usage, Photoshop, and HML/CSS.

Public Relations Initiatives

Tis year, MUSE has also began to recognize how it can leveragelocal school news sources, including blogs and newspapersto advertise or events and increase brand awareness or ourorganization. We have actively been coordinating with the

Daily Pennsylvanian, the school newspaper, to get reportersand photographers at all o our major events. Our eorts havebeen successul, we have been eatured on the ront page o thenewspaper twice since November.

objective: internalcommunicationsMUSE seeks to minimize time spent on internal logistics in orderto maximize the value we can produce or MUSE members as wellas the Penn and Philadelphia community as a whole

Goals:

Standardize member communication and transer o internalmaterials

Help members more accurately and eciently document theirsuccesses and events

Implement a less is more strategy in internal communicationsby utilizing ew, simple-to-learn methods o internalcommunications

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Simple Sharing o Internal MaterialsWhile MUSE has experimented with dierent resources in thepast, we currently have two methods o internal organization:Dropbox, to organize all o the les or each o our commitees,and Google documents, which is to be used when many peopleare to edit the same le. One o the most important elemento this organizational structure is increased transparency, asdiscussed below.

Internal Event DocumentationTis year MUSE published a simple online orm that memberscan ll out to document events that they had and recordmetrics associated with such events. Troughout this year wehope to improve the exibility o this orm to cater to a wide

variety o events and ultimately document any MUSE event

that occurs. By doing so, MUSE can keep an active internallog o progress and activity or reerence.

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objective: increasetransparencyMUSE seeks to make materials available to all members or

increased coordination o events as well as the ultimate goal o100% transparency o all club activities

GoalsCreate an internal structure that acilitates cooperation betweencommittees

Encourage use o shared data systems such that any member canview the activities o any other committee

Utilize the transparent structure o MUSE to allow members tobetter nd opportunities or involvement with other members

Data Storage

In MUSE, we keep all clubmaterials o any nature inshared, cloud-based datastorage le systems. In doingso, MUSE is able to keep a

very detailed record o themovement o les within ourorganization (as a eature ocloud-based systems such asDropbox or Google docs),but also allow members toimmediately reer to les oother committees withoutneeding to rst communicatewith the committee presidents.

objective: boardapplicationprocessIncorporate diverse and interactive questions to help gauge andtarget best candidates

Goals:Identiy and mentor promising students who carry the MUSE

vision and can propel the organization orward

Find the best talent who reects the creativity and passionnecessitated o a MUSE board member

Improve record keeping through the year to ease knowledgesharing at leadership transitions

Results:Trough institutionalizing new application systems whichinclude (1) potential scenarios and creativity, (2) email response

times, and (3) recommendations, we were able to combine thesenew dimensions with our previous interactive interview sessionsto pinpoint the best new talent. Doing so, we expanded ourapplicant pool to 30 students (up rom 16 last year) and were ableto create an enthusiastic and proactive board who is passionateabout MUSE and is going to push the boundaries o what we havedone in the past.

Scenarios and CreativityTis year, we have added case components to our boardinterviews in order to best gauge the candidates personality aswell as marketing thinking style. By doing so, we have been ableto put together a team o board members who are unparalleled

in many dimensions eacho us brings a dierent skill to

the table which allows MUSEto be creative in a multitude oways. Tis allows our board toquickly react to and implementnew ideas generated romgeneral body members.

Streamlined Application

ProcessBecause we require boardmembers to respond in atimely ashion to emails and

we require them to have pastexperience in running teams,our new application process

gave us new insights into how they would do on MUSE board. Inaddition, requiring personal recommendations gave us a bettergauge as to what their proessional dimensions were, and helpedus understand whether they would t into the MUSE culture.

objective: productivityimprovementsEnhance board and committee productivity through eectiveormal eedback systems and technology

Goals:Formalize regular Board processes and create a consistentrhythm o business to eciently streamline updates

Implement 360-eedback systems or events and peer reviews oboard members

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Results:MUSE Board successully streamlined updates and operations through rening an existing technology system that substantiallyenhanced board productivity and accountability. Tis has allowed not only the board to run more smoothly, but to positivelyincrease productivity as well. Trough restructuring our technology system, MUSE has been able to plan better events, decreasemiscommunication, and increase our proessionalism on and o campus.

board

MUSE Board meets every Sunday to discuss upcoming events and long-term strategic issues acing the club. Tis meeting has threepurposes: (1) to discuss the most imperative issues that require input rom all VPs, (2) to brainstorm and discuss new long-term ideaswhich will most positively impact our members, and (3) to develop and shape the course o each VPs committee.

Rhythm o BusinessEach week beore board meetings, each VP posts a slide on a Google Docs Presentation consisting o updates on tasks completed inthe past week and sets goals or the upcoming week. Tis helps us streamline updates rom VPs and allows the President to ocus theagenda on items that need Board eedback as opposed to routine updates rom each VP. Tis has increased transparency amongstdierent VPs because it helps them gauge what other committees are accomplishing, as well as giving them greater latitude in settingtheir own goals and measuring their own success. Tis has helped us have more concise and eective board meetings, allowing us toocus on important details.

Formalized Feedback SystemsA shi in the structure o board meetings has naturally enabled constant eedback and dialogue between board members. In the past,board meetings had exclusively ocused on updates and inormation sharing. However, in the past year, board meetings have began toshi ocus towards problem solving and high-level strategy planning. By working as a team to accomplish the larger goals o MUSE,eedback on ideas and best practices occurs constantly, and naturally, in every board meeting.

Company Contact DatabaseBuilding o o the competencies o the recently created shared older or MUSE Board, we have began to create a database o companiesthat MUSE has contacted. Te benets o this database are that (1) it acilitates uture interaction with companies that have alreadyworked with MUSE in the past and (2) it helps committees understand which rms have already been contacted, ensuring that thereis only one point person or each event.

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operations

Board Leadership Forum

MUSE Board continued to hold our highly successul planningand board cohesion retreat, the Board Leadership Forum (BLF).Tis intensive, ull-day workshop is used to plan events or theupcoming semester, discuss and set collective goals, and decideon strategies and policies. Te event also unctions to transerbest practices and leadership knowledge between successiveboards in order to smooth the transition between board membersrom one election cycle to the next.

End-o-erm ReviewTis year, we have continued a recently-implemented boardeedback process where the current president meets with eachexiting board member. Tis process has proved to be verybenecial, as the conversations and comments received oer a

vital perspective on the structure and unction o a committees.Tese reviews have produced a signicant amount o advice andsuggestions or the new board members.

Board Member ransition Serieso build the skills o board members and help them to be moreeective in their roles, MUSE started a Board Member ransitionSeries which not only trains the uture leaders, but also helpsthem understand the high commitment and passion which areneeded in being successul board members. Tis has helped usset expectations rom the start, and, because there is a un andinteractive component to this series, has allowed us to build

personal riendships with new board members. Tis has helpedus unction as a cohesive team whose members all believe in thesame MUSE vision and mission.

committees

Our committee growth this year has been astounding. In act,due to an increased demand and interest in MUSE, we haveexpanded to 8 committees which meet weekly to implement goalsset by MUSE Board. Tese committee meetings have becomeMUSEs strongest asset in terms o keeping members active andupdated on club activities. In addition, this years board ocus onempowering our members has pushed VPs to structure committeework so that it grows our members proessionally and augmentstheir marketing knowledge. Everything they do is centered on alarger marketing strategy, and this has taught them to think like amarketer by dening their target audience, what value their eventwill deliver, and how best to reach their target market.

MUSE Consulting Feedback

Tis year, we continued our new consulting midterm eedbackrom which allows every project leader to chart the perormanceo each o their group members up to that midpoint. Tis hasprovided constructive criticism to the group members that hasbeen extremely valuable and has also helped the project leadersset goals to improve their own skills and perormance levels. Tishas added value to our consultants as a whole and helped thembuild both team-work and marketing skills.

Midterm Feedback Sessions

MUSE prides itsel on its ocus on personal development, andtwice every semester, the President holds one-on-one discussionsessions with each board member, and similarly, VPs with

each committee member. Tese eedback sessions serve twomain purposes, both o which are extremely well received andsuccessul. First o all, it ensures that MUSE members are happyand progressing personally and proessionally, and provides aproductive and respectul setting or constructive criticism. Also,it gives MUSE board a chance to improve, as the 360- eedbacksessions produce suggestions or the improvement o boardmembers and the course o the organization as a whole.

Sign-in and Feedback FormsAt each MUSE event, the VP o Operations sets up a sign-in ormor members in attendance. Following the close o the event, the

VP sends the members who attended a short eedback survey.Te eedback survey incorporates quantitative eedback onquality, length, and promotion o the event as well as qualitativeeedback on attendees impressions and ideas or improvement.Attendees are incentivized to take the survey by being enteredinto a monthly rafe or each event they attend and give MUSEeedback on. Both the sign-in orm and eedback survey arebuilt with a Google Docs Form, and MUSE has created its owntemplate to ensure the use o consistent eedback metrics and toreduce setup time or new orms. VPs also share the eedbackwith their committees to ensure that uture events continue tomeet members evolving needs.

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MembershipCommittee

President

VP ofPromotions &

Web

VP of Finance VP ofConsulting

VP ofCommunity

Service

VP ofMembership

Executive VP

ExperientialActivities

Core Events

Case Teams

CorporateSponsorship

Tactical Support

MembershipCommittee

MUSEConsultingMARC Chair

WUMC ChairAlumni

Relations

CommunityService

Committee

Promotions &Web

Committee

VP of AMAVP of

Operations

operations

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financialstatement

Beginning Balance $9,447.79

RevenuesConerences

WUMC $0

MARC $5,000

Corporate Sponsorships

Inormation Session Sponsorships $1,400

Other Partnership Events $0

Other

AMA Prize Money, 2010 $1,000

MUSE Consulting $12,800

Funding rom Wharton Council $500

Community Service Grant $0

AMA Conerence Grant $250

AMA Saves Lives Competition $250

otal Revenues $21,200

ExpensesEvents

WUMC $850

MARC

Facilities $500

Lunch $3,725Job Shadowing rips $750.51

AMA Case Competition $200

General Body Meetings ($100 /meeting) $554

Proessional Development $834

Membership Social Events $650.06

AMA International Collegiate Conerence $10,100

Promotions & Administrative

Printing $740.94

Website Maintenance $270

otal Expenses $19274.51Ending Balance $11,473.28

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University of Pennsylvania 2011_2012 Annual Report (1)

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