AMERICAN MARKETING ASSOCIATION University of Washington, Foster School of Business

Chapter Plan | 2015 - 2016

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GREETINGS

CHAPTER OVERVIEW SWOT ANALYSIS

PROFESSIONAL DEVELOPMENT COMMUNITY & SOCIAL IMPACT

MEMBERSHIP FUNDRAISING

BUDGET COMMUNICATION

CHAPTER OPERATIONS CALENDAR OF EVENTS

THANK YOU!

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TABLE OF CONTENTS

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CHAD SHAPARD CO-PRESIDENT

MARK TODA FINANCE

CORAL LEE MARKETING

VICTOR DURAN NATIONAL RELATIONS

TAYLOR KNOTT PHILANTHROPY

EVYN NEWMAN SPONSORSHIP & ALUMNI

TEDDY PAPPAS WEBMASTER

ALLIE JONES HUSKYCREATIVE

MADISON ROODMAN MEMBERSHIP

RACHEL TURCOTT OPERATIONS

BERNARDO CHAVES PROFESSIONAL DEV.

NATALIE BARGHASH PUBLIC RELATIONS

YANA DEMEESTER STUDENT DEVELOPMENT

KOURTNEY KIRTON CONFERENCE DIRECTOR

AUSTIN MILLER CO-PRESIDENT

Five years ago, a small group of students at the University of Washington set out to revitalize a business club that had been inactive on campus since the 80’s. Today, the UW American Marketing Association is one of the largest and most prestigious organizations in the Foster School of Business. This coming year, we will be hosting our 5th annual Etiquette Dinner and our 3rd annual Regional Marketing Conference, two events that have received great attention and acclaim in the UW community and beyond. After receiving the Bronze Chapter of the Year Award two years in a row, we are ready to elevate the UW AMA to the next level. With our largest Leadership Team to date, we are confident that 2015-2016 will be our best year yet. We look forward to updating you on our progress in our Annual Report!

GREETINGS FROM SEATTLE

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OUR MISSION Our Mission: To empower our members to achieve their dreams by providing an extensive network of opportunities

àCareer-Focused: AMA is the go-to club for getting connected with jobs and internships. Utilizing our professional network and career database, we work with each and every one of our members to make their personal and professional goals a reality. àLeadership-Driven: AMA provides a professional and fun environment that promotes passionate involvement. We create opportunities for anyone who wants to refine their leadership skills and get “behind-the-scenes” of AMA. àMarketing+: AMA is more than just a marketing club; we’re not just for business majors. Any student who wants to eventually get a job needs to know how to market themselves (that should be everyone).

CHAPTER GOALS àProfessional Development

To develop our members’ professionalism and marketing knowledge through weekly meetings, workshops, office visits, networking events, leadership opportunities, and real-world marketing experience.

àCommunity & Social Impact

To improve our philanthropic efforts both within the University of Washington and with our community, launching pro-bono advertising services for nonprofits.

àMembership

To reach our highest quantity of members to date, hosting engaging events that foster involvement and high retention throughout the year.

àFundraising To utilize our student-run advertising agency HuskyCreative and partner with local companies to fund all events and operations of our club.

àCommunication

To convey the vision and goals of the AMA in a professional, transparent, and concise manner throughout all communications, both internally and externally.

àChapter Operations

To implement structured management of Leadership Team and utilize Project Management software to promote productivity, leading to effective organization of the club.

TARGET MARKET àPrimary: Admitted Undergraduate Students at the Michael G. Foster School of Business - 1,600+ students àSecondary: Any undergraduate student from any major across the University of Washington who wants to learn how to market himself/herself - 30,000 students

CHAPTER OVERVIEW

STRENGTHS § Partnership with career center § Huge professional network § Established reputation and brand at UW § Well-known quarterly events § Consistent weekly meetings § Effective organizational structure

OPPORTUNITIES § Huge UW population outside Business School § Utilizing AMA’s and PSAMA’s resources § Collaboration with other clubs § Personalized communication with members § Better promotion of HuskyCreative § More leadership opportunities for members

WEAKNESSES § High membership fees § Low member engagement § Low member retention § Repetitive speakers at weekly meetings

THREATS § Rising popularity of other business clubs § Low membership fees at other clubs § Complacency - Getting stuck in old ways

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WEEKLY MEETINGS Goal: To host 15+ speakers throughout the year at our weekly meetings, providing variety to retain attendance Description: At the UW American Marketing Association, one of our main goals is to connect our members with professionals. With our weekly meetings, our hope is to have students learn about the possible career paths they can choose in marketing, hear from companies across the Pacific Northwest, and connect with professionals to expand their networks.

WORKSHOPS Goal: To host at least one resume or career-development workshop Description: We aim to give our members the necessary skills to go out in the professional world and get the job or internship of their dreams. During our workshop this year, we hope to answer all the questions our members may have about resumes, cover letters, LinkedIn, and recruiting, in addition to connecting them with tools and resources

OFFICE VISITS Goal: To host at least 3 office visits during the 2015-2016 school year Description: Apart from bringing speakers to our weekly meetings, we would like to give our members the opportunity to visit companies they might be interested to work for in the future. During these office visits, our members can expand their network, learn more about the company’s office culture, and envision themselves in the professional world.

MARKETING WEEK Goal: To showcase the different benefits of joining the University of Washington branch of the American Marketing Association

Description: The theme for Marketing Week is “Envision your future with AMA.” It will serve to highlight the different types of activities that UW AMA is involved in. These include office visits, philanthropy events, weekly AMA meetings with speakers, our ad agency Husky Creative, our partnership with the professional branch of AMA, and our close relationship with the EY Center for Undergraduate Career Advancement. Each day will highlight a different aspect of AMA and both promote awareness for the club, and serve as a recruiting event for new members.

ETIQUETTE DINNER Goal: To host a dinner with 120 students that teaches students about professionalism and allows them to use these skills while interacting with professionals Description: The theme for the Etiquette Dinner is “Suit Up”, and the goal is help students bridge the gap between college life and life as a working professional. It will include a speaker who will provide tips about various types of etiquette including dining etiquette, networking etiquette, and clothing etiquette. The dinner consists of a three-course meal, allowing students to practice the dining etiquette as they learn it. Students will have the opportunity to network with professionals throughout the night and apply the networking types from the speaker.

REGIONAL MARKETING CONFERENCE

Goal: To host a marketing conference with 200+ attendees, of which 120 will be University of Washington students Description: The main focus of the conference will be to connect students with both professionals in the marketing field and students from other colleges. We will host a variety of speakers to educate students about current trends in the marketing world, in addition to a networking event and a mini case competition.

PROFESSIONAL DEVELOPMENT

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PRISM DINNER Goal: To provide a free award ceremony and dinner as a reward for our members, speakers, and sponsors Description: The PRISM Dinner is an award ceremony that recognizes our most involved members, as well those members who are part of the Conference Committee, the Philanthropy Committee, the Brand Ambassadors, the Project Managers, or Husky Creative. This dinner encourages returning members to continue being involved, while also serving to show our appreciation for our sponsors. We will also recognize each quarter’s best speaker, as voted on by our members. Members can also use the event to network with the professionals at the dinner and make any last connections for the year.

HUSKYCREATIVE Goal: To manage nine complete project teams for the year with concentration in rebranding, market research, creative consulting, or creative asset development Description: HuskyCreative exists to provide experiential education in all aspects of advertising. This year, we will seek to complete a total of nine client projects with four areas of focus. Project stemming from these four areas provide experience for nearly every role in an ad agency. Creatives are able to be hands-on with design, copywriting, and art direction in Rebranding and Creative Asset Development. Thorough data collection and analysis is a vital area of development for Market Research and Consulting accounts. In leadership roles, HuskyCreative members will need to thoroughly understand each of the potential project types--knowledge that will transfer directly to future careers in advertising.

INTERNSHIP / CAREER PIPELINE

Goal: To prepare and aid all AMA members in finding their dream job or internship Description: This year, we will make it a priority to establish relationships with business professionals and connect them with our members. By reaching out to as

many establishments as possible, the AMA will build a database of job and internship opportunities, which will be accessible to all members of the AMA. The VP of Student Development will work with individual members to fit them to the job or internship that meets both their and the employer’s needs. We will also work to prepare our members for interviews and work together to construct strong resumes.

MENTORSHIP PROGRAM Goal: To work in collaboration with the PSAMA’s Mentorship program and provide our members with mentorship from AMA veterans Description: The mentorship program will connect AMA members as mentees with professional AMA members who are now mid-level managers and marketing executives in the Seattle area. The program will allow members to seek advice and better understand what careers in marketing are of interest to them.

PROJECT MANAGERS Goal: To provide extensive event-planning experience to a group of 4 UW AMA members Description: Project Managers assist the VP of Operations with planning and executing the Etiquette Dinner, Marketing Week, PRISM Dinner, and any other events the AMA puts on during the year. Not only do they gain invaluable experience with event planning, they work both individually and as a team to reach goals. These experiences can then be used when interviewing for an internship or job. The Project Managers also gain insight on the inner workings of UW AMA, which helps propel them on towards roles in the Leadership Team if they choose.

BRAND AMBASSADORS Goal: To hire, train, and manage a team of 5+ AMA members to advertise AMA events on campus Description: The Brand Ambassador team is an opportunity for AMA members to become more involved with AMA on campus, while allowing them to develop their design and project management skills. Brand Ambassadors assist the VP of Marketing in ideating and executing marketing campaigns to raise awareness about AMA events and the AMA brand on campus. Within the team, each Brand Ambassador will hold a specific role and oversee the marketing for their assigned campaigns.

PROFESSIONAL DEVELOPMENT

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CONFERENCE COMMITTEE Goal: To hire, train, and manage a team of 5+ AMA members to plan all logistics of the Regional Marketing Conference Description: The Conference Committee is an opportunity for AMA members to develop their project management and event-planning skills. The Conference Committee assists the Regional Conference Director to plan and execute our winter quarter event.

PHILANTHROPY COMMITTEE Goal: To hire, train, and lead 3-5 AMA members to help plan and put on AMA philanthropy events during the 2015-2016 school year Description: The Philanthropy Committee is a great opportunity for AMA members to get involved with AMA and learn more about our club and operations. These individuals will assist the VP of Philanthropy with planning and putting on philanthropy events.

Throughout the year, they will help get AMA members interested in getting involved with our philanthropic efforts. Within the committee, each AMA member will help brainstorm philanthropy events and marketing strategies.

CASE COMP. COMMITTEE Goal: To recruit a team of 5+ people to take part in the National Case Competition and to be announced as finalists, continuing on to the competition on March 17th in New Orleans Description: The National Case Competition is a year-long project consisting of a real marketing problem submitted by Hershey’s. A committee will come together in order to come up with a solution and write a proposal for Hershey’s. While a plan is developed, the committee will gain learning experience in marketing strategy, creativity, implementation, and teamwork.

PHILANTHROPY EFFORTS Goal: To hold multiple philanthropic events and opportunities during each quarter for members to participate in Description: Fall quarter, we will have a philanthropic event during Marketing Week in the middle of October, as well as a food drive to help families during the holidays. Early in Winter Quarter, we will participate in the business school’s annual Week of Service and hold philanthropic events alongside other clubs in the Foster Community. Spring quarter, we will put together a team for the University of Washington’s Relay for Life event.

WEEK OF SERVICE Goal: To have multiple events and service opportunities that members and UW students can participate in throughout the Week of Service Description: Each year, the University of Washington’s Foster School of Business hosts a Week of Service and encourages Foster student organizations to participate by hosting a philanthropic event for a charitable cause of the organization’s choosing. This year, AMA will participate by holding an event during our weekly

Wednesday meeting, along with other events during the week. This week will be held January 19th-22nd , 2016.

RELAY FOR LIFE Goal: To have 20% of our members sign up for our Relay for Life team Description: We will advertise and offer incentives to join AMA’s Relay for Life team, making it more inviting and appealing to our members than previous years, by providing food, tents, and activities at our camping site. We will be announcing our Relay for Life team details at every meeting in spring quarter and have time allotted after the meetings for members to sign up.

COMMUNITY & SOCIAL IMPACT

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HUSKYCREATIVE - NONPROFIT Goal: To do three of our nine accounts Pro Bono and to continue growing partnership with ACAN Description: Each quarter, HuskyCreative will serve a society-impacting company or organization. The recommended donation will be waived. The first quarter project will impact the local community, with national and global impact projects coming in subsequent quarters. HuskyCreative members will utilize their marketing skills to create custom advertising campaigns to build the awareness of these worthy

groups. Clients may receive assistance such as Social Media Marketing Consulting to build their online presence, or Marketing Collateral Development to support a strong brand. In addition, HuskyCreative will continue mentoring partnerships through the American Collegiate Agency Network. Founded in 2013 by HuskyCreative members, this group seeks to provide support and resources for AMA agencies across the country. This comes by way of advice, template starter kits, and relationship building among student directors.

RECRUITMENT Goal: To reach 100 paid members this year through a variety of recruitment tactics, such as tabling at the Foster Week of Welcome RSO Fair (Sept. 29th) and the Red Square Activities Fair (Sept. 30th and Oct. 1st), giving away AMA swag and flyers to promote our first meeting of the year.

RETENTION Goal: To make each of our members feel welcomed at our meetings through efforts to remember their names and show interest in their lives outside of AMA. We will also offer a plethora of leadership opportunities to encourage continued involvement in AMA throughout our members’ undergraduate career

MEMBERSHIP DATABASE Goal: To maintain and update membership database regularly to keep accurate information on members, such as attendance, contact information, birthdays, majors, etc.

AWARD SYSTEM Goal: To incentivise members to become highly involved in the UW AMA by rewarding active involvement Description: At the end of each quarter, as well as at the end of the year, we will select one member from the Leaderboard – excluding all Leadership Team officers – to be our “Member of the Quarter” (or year). Each

member of the quarter will receive a prize of monetary value to be determined by the Leadership Team.

FACEBOOK GROUP Goal: To create a Facebook group exclusive to our paid members, where we will make internship and job postings, announce upcoming events, and provide our speakers’ contact information

SOCIAL EVENTS Goal: To provide our members the opportunity to create friendships within our club by hosting various social events throughout the year. These are designed to be casual gatherings where members can come and connect with one another.

MEMBERSHIP

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CORPORATE FUNDRAISING Goal: To raise at least $5,000 throughout the year through partnership with corporate sponsors Description: We will reach out to local companies in the area that are interested in a partnership to sponsor our chapter for the entire school year. The partnership will allow us to promote internships to our students, bring new speakers into our weekly meetings/events, as well as expand our member’s network. Our sponsors will also receive higher exposure to the business community and access to top-of-the-line students.

HUSKYCREATIVE FUNDRAISING Goal: To raise $5000 by the end of the 2015-2016 school year Description: From the six planned client projects (not including pro bono accounts) throughout the year, HuskyCreative seeks to raise $5000 for the University of

Washington AMA chapter. These projects will support the four areas of focus (see Professional Development section above), which are similar to account types in a full-service ad agency. Members receive marketing experience with each client project and are encouraged to explore various roles (account, strategy, creative, etc.) Clients of HuskyCreative are encouraged to donate to the AMA chapter upon completion of deliverables.

ASUW SPECIAL APPROPRIATIONS Goal: To obtain $1,000 from the Associated Students of UW Special Appropriations fund Description: We will be requesting $1,000 from the ASUW Special Appropriations fund at the University of Washington. This organization gives out money each year to registered student organizations to help fund events. These funds will go towards reducing the ticket prices of the Etiquette dinner, making it more affordable for students who want to attend.

FUNDRAISING & BUDGET

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AMA BRAND Goal: To establish a cohesive, exciting, and recognizable brand by using consistent linguistic and visual themes throughout our communications Description: To stand out from the overwhelming assortment of organizations on campus, AMA will express a clear vision in all of its communications. Verbal, digital, and traditional means will convey the dedication of the organization to furthering the professional development of its members. By reinforcing consistent brand attributes, including a defined color scheme, logo, typefaces, and buzzwords, the general campus will instantaneously recognize any AMA communications. As such, communications in future years will have more leverage and prestige.

TRADITIONAL MEDIA Goal: To ideate and design bold campaigns attracting the interest of the general campus for AMA and all AMA events. We will print and distribute flyers and posters for campaigns two weeks before each event. Description: Through repetition and unexpectedness, visual campaigns will catch the attention of ad-wary students and convince them that attending AMA events will benefit them. Bold, minimalist, and witty advertising will clearly convey the value and details of each event. All collateral will be designed and distributed in a timely manner to ensure maximum viewership, consequently maximizing attendance.

T-SHIRTS Goal: To build camaraderie among members, while reinforcing the brand externally, with boldly designed t-shirts. Description: Member t-shirts will be provided to all members at no cost during the first quarter, functioning as an added value to the membership fee and an incentive to maintain attendance throughout the year. In addition, by wearing the shirts around campus, members will spread the word about the brand to the larger community.

PROMO PRODUCTS - “SWAG”

Goal: To design, print, and distribute branded ‘SWAG’ to the general campus and members to reinforce the visual identity and reward involvement Description: Complimentary products with AMA branding such as business cards, stickers, pens, and mugs will encourage students to attend events and provide added value to members. These products are commonly used prominently in public places, thus allowing members to represent their membership to the general campus and attract additional interest in AMA.

GUERRILLA MARKETING Goal: To reinforce AMA’s vision of aiding students in professional development through unexpected and engaging methods several times throughout the year Description: Attract the attention of the campus, while reminding existing members of the value of membership, by executing multi-dimensional installations or activities that engage the audience and reinforce the brand.

DIGITAL MEDIA Goal: To utilize social websites and mobile apps to increase current and prospective members’ access to all things AMA Description: Content will be regularly posted on a variety of social media platforms, including Facebook, Instagram, Twitter, YouTube, and Snapchat. In an effort to constantly communicate and interact with members, exciting content from internship opportunities to industry articles will be available.

COMMUNICATION

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NEWSLETTER Goal: To send out weekly email newsletters to update members, alumni, and the general public about upcoming AMA events and internship/job opportunities Description: A weekly newsletter sent to general members will highlight upcoming events such as speakers at weekly meetings, new internship postings, save-the-dates for future events, etc.

RECRUITMENT VIDEO Goal: To create a high-quality recruitment video that allows students to envision their college journey involving AMA Description: This year’s video is set as a first-person journey of an AMA member. Viewers follow the character along their college journey, as they arrive at

the university, hear about AMA, attend their first AMA meeting, get resume and career advice, meet with professionals, work at an internship, and eventually graduate and obtain a first job. Our recruitment video allows viewers to imagine themselves as the character in the video and envision the impact that AMA will have on their professional and personal development.

WEBSITE Goal: To maintain a visually appealing website with up-to-date information about upcoming events Description: Our website will be updated on a weekly basis with information about our weekly meetings and events. The website will also serve as a HUB for our Internship and Career database, provide more information about AMA, and include information about how to join AMA.

LEADERSHIP TEAM MEETINGS Goal: To organize weekly meetings for 1 hour with 15-member Leadership Team Description: This meeting will be held to plan and strategize upcoming events, facilitate collaboration, and make group decisions. Each member of the Leadership Team will have the opportunity to update the team on the status of their projects and request help when needed. An agenda, meeting minutes, and attendance will be kept for every meeting.

PODIO Goal: To facilitate usage of Project Management Software by 100% of Leadership Team Description: We will be utilizing Podio, an online Project Management system, to streamline communication, assign tasks, and impose deadlines. Each Leadership Team member will manage their own workspace to track data and organize their projects.

OFFICER RETREAT Goal: To arrange 3 Leadership Team Retreats throughout the year Description: These retreats will be held prior to Fall, Winter, and Spring quarters to implement organizational and individual goals, strategize for the upcoming

quarter, and strengthen collaboration among the Leadership Team. Our 3-day summer retreat will take place off-campus and will include guest speakers, team-building activities, training, and mission development.

OFFICER TRANSITION Goal: To facilitate seamless transition from current to new Leadership Team at the end of the school year Description: All prospective candidates will be interviewed in the beginning of Spring quarter and hired in April of 2016. Current Leadership Team members will be instructed to compile transition handbooks that include standard processes, necessary documents, and position-specific strategies. A series of Joint-Leadership-Team meetings will be held throughout spring quarter to ensure a smooth transition.

BOARD OF ADVISORS Goal: To host quarterly meeting with Board of Advisors, strategizing on the health and future of our Chapter Description: Our 10-member Board of Advisors consists of local marketing and advertising professionals who advise us on our activities and strategy. We will meet with them every quarter throughout the year to discuss our upcoming plans, receive feedback, and determine areas of improvement.

CHAPTER OPERATIONS

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CALENDAR OF EVENTS

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From all of us at the university of Washington AMA

THANK YOU!