Truman State AMA Recruitement History

TABLE OF CONTENTS
Contents
President’s Welcome------------------------------------------------------------------1
Professional Development---------------------------------------------------2
Community Service--------------------------------------------------------7
Fundraising-------------------------------------------------------------------11
Membership------------------------------------------------------------------------12
Communications-------------------------------------------------------------15
Chapter Operations---------------------------------------------------------18
Calednar of Events-----------------------------------------------------------19
Budget-------------------------------------------------------------------------20
ANNUAL REPORT
President’s Welcome
I would like to extend a warm welcome to the readers of our Truman State University American Marketing Association’s Annual Report. If you are unfamiliar with this chapter, it is because at the end of the previous year we almost did not exist. From a poorly timed name change to a lack of seriousness with marketing clients, we created a negative brand image that nearly caused the chapter to fold. Instead, we were left with 6 executive members, 2 regular members, and no brand recognition to start the year. Because of this humble beginning, it has been the goal of this organization to inspire others by utilizing our creativity. As this year’s motto asks the questions, “What will you be? What will you create?” It demonstrates that in order to realize this chapter’s true potential we have had to dream. Therefore, it is through this belief and enthusiasm in our chapter that we have created, in only one year, the most successful installment of AMA in Truman State University’s history. While looking back on the previous year and learning from those mistakes, we recognized that the organization needed to rebrand itself. By utilizing a professional white dress shirt, creative ad campaign, and a return to the old brand name, we quickly developed a new image that generated a buzz around campus. With this new excitement, we were able to attract new members, new clients, and build new professional relationships, leading us to achieve the potential we dreamt about at the beginning of the year. Hence, through implementation of this new image and strategy, it has lead us to 1) increase membership by 637%, 2) complete or be in the process of completing 15 marketing projects, 3) take a trip to 3 prominent advertising agencies for the first time in chapter history, 4) redesign our website and social media giving us 117 followers on Twitter, 69 likes on Facebook, 8 marketing pages on Pinterest, and our first LinkedIn ever, 5) host 9 professional speakers and 3 workshops in a variety of topics over the year, 6) plan 3 fundraising events to benefit charity or our organization 7) create an Alumni exec position that has reconnected with 10 past members, starting an alumni database, 8) institute a new ad design center for school organizations in AMA Creative, 9) host a successful marketing week with an attendance of 228 people over 4 speakers, 10) compete in 5 AMA sponsored competitions, 11) create project and client control measures, and 12) rebuild this important organization on Truman’s campus. As we continue to grow in reputation and size it has been crucial to protect our delicate brand image by helping every one of our members grow as individuals in addition to defending ourselves against past mistakes and failures. To overcome this challenge, we took our beginning executive motto and instilled it into our chapter, giving new members that same inspiration to dream as well as the motivation to finish every project. Furthermore, we put in a variety of control measures such as Pitch Nights, Client Contracts, and weekly project reports to maintain the strength of our brand. With all these in place, we have ensured the efficiency and sustainability of our new chapter, crediting everything that was accomplished this year to our focus on inspiration and creativity while instilling new life into this brand as it continues to move forward into the future.
I hope you will enjoy reading about this truly extraordinary year for the Truman State University AMA as what started with 8 dreamers has transformed itself into the answer for “What will you be? What will you create?” through the rebuilding of what is now the center for all marketing needs at the school and the surrounding community. Our Rating System:
Overall Chapter Performance: Uninspired
Sincerely, R. William Nader, President 2012-2013
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Unproductive
Clever
Inventive
Ingenious
Planned
ANNUAL REPORT
Professional Development
From the beginning of the year, we have asked our members the question “What will you be?” and “What will you create?” in order to inspire them to find their interests and build themselves for future careers. With all of the following activities that we have hosted, it has been our goal to provide learning experiences and opportunities for our members that give them the skill set needed to properly answer those questions. Through each planned activity we have strived to create variety and value to enhance both their business and marketing skills. Therefore, at Truman State University’s American Marketing Association our number one goal is to build and shape our members through these professional experiences. I. Professional Speakers Objective: Host a variety of speakers from different industries to provide our members insight in different career paths and companies, helping them decide what they will be. Goals: • Have a total of 8 business professionals speak throughout the year to our members with an average attendance of 30 people at each speaker. • Host a Marketing Week with 4 marketing executives attending throughout the week to talk to our chapter. i. Marketing Week
Marketing In the Digital Age
Greg Sullentrup, Momentum World Wide, Senior VP Director of Creative Services October 1, 2012. Expected 60, Actual 84. We brought in Mr. Sullentrup to give the School of Business and our members a look into the world of advertising, explaining how this world is changing along with technology. He presented various projects that the company had undertaken across the globe, emphasizing how the application of digital tools helped them succeed. In addition, he talked about the most important things to master before graduating, describing the art of the presentation and its importance to his field and business in general. This was a highly interactive and successful event with Mr. Sullentrup engaging the audience the entire time, exciting both our members and school of business students about marketing. Marketing Opportunities in the Workplace Olivia Crandall, Acosta, LDP Manager Business and Sales October 2, 2012. Expected 60, Actual 64 Olivia spoke about her extracurricular activities at Truman, including her involvement with the American Marketing Association and how that has helped her succeed in the business world. She gave examples of challenges and undertakings in her job, matching each lesson she learned with an experience in AMA that helped her. Olivia provided our members with valuable advice on taking advantage of learning experiences in college and then using them to generate success in their future jobs. Page 2
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Publications and Advertising
Professor Krause, Truman State University, Department of Communications October 3, 2012. Expected 40, Actual 34 We invited Professor Krause to talk to not only our organization about publication design, but also other ones so that they too could receive knowledge about creating a proper ad. He presented a number of examples from the real world and from around the school, showing the aspects that made each ad noticeable or unsuccessful. Additionally, he stressed color schemes and theories that help make a design the most effective. After the event, we received a lot of positive feedback about his energy and useful information from our members as well as other organizations that could now use the advice to improve their own ads. Marketing Using Social Media
Christine Daniels, Weismann’s Designs for Dance, Director of Social Media October 4, 2012. Expected 40, Actual 46 Weismann’s Designs for Dance deals with online and catalogue retail, providing a variety of dance wear from children’s to theater outfits. Christine Daniels spoke to us about her role in social media, emphasizing the different strategies she has used to promote new fashions and trends in order to generate new sales and gain new followers. Additionally, she spoke on the recent creation of her social position within the company and the importance of social media within her retail industry. With this presentation she gave our members key insights into the social media side of clothing and retail, stressing its future importance in driving this industry. ii. Regular Meetings The World of Sales and Opportunities Ryan Williams, Groupon, October 23, 2012 Expected 28 Actual 32
In order to speak to Ryan Williams in Chicago, we arranged a Skype session where he talked to our chapter about the sales industry and his career path. Ryan told a number of hardship stories in which he struggled to find a job or make a sale. With each story, he gave us a piece of advice or something he learned so that we would not make the same mistakes. This was a very beneficial and eye opening presentation for our chapter as members got to experience a different type of presentation, one that focused on failures while teaching valuable business and life lessons. Event Promotion and Marketing
Amanda Moser, Kirksville Chamber of Commerce April 9, 2013 Expected 51
Drawing from professionals in the local Kirksville community, we will host Amanda Moser, the event marketer and promotion strategist for the town of Kirksville. Although the scale of her market is small in comparison to bigger cities, the events that she organizes and promotes like October Craft Fair present a different challenge. In order to make these events a success, she has to find effective ways to market to the smaller communities of Northeastern Missouri. With this speaker our members will get a good look at not only event marketing, but learn about a different sector of marketing strategies that involve targeting this unique market. Page 3
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Entrepreneurship John Nolan, Trumascape April 23, 2013 Expected 51 Mr. Nolan is a former Truman graduate who saw an opportunity to start his own company in the Kirksville community. After graduation, Mr. Nolan created a lawn service that has grown to the largest in the town of Kirksville. We have invited him to come share his experiences in starting a company, giving us advice on the processes and challenges of building a completely new brand. Mastering the Career Expo
Tyler Walston, Unyson Logistics
February 26, 2013 Expected 51
As a chapter, we wanted to bring in someone during the week of the Career Expo in order to advise our members about the best possible ways to obtain an internship this summer or in the f uture. Tyler Walston is an AMA alumnus at Truman State University and used the experiences he gained from the organization to help get him an internship that led to a future job. The primary focus of his speech will be to teach our members how to best market their accomplishments in AMA to these potential companies. With this speech, which is taking place the day before the career expo, we will give everyone in our chapter the knowledge necessary to properly communicate their experiences and lessons from AMA to potential companies.
Helping Students and Young Professionals Succeed Faster Adam Carroll
March 25 7pm Expected 500
Our biggest speaker of the year, Adam Carroll, will be coming to speak to not only us, but all of the business organizations on campus. He will be speaking about his theories and principles in his award winning book, Winning the Money Game. In order to fund this speaker, as well as generate the most excitement, we are merging our funds with Delta Sigma Pi, ENACTUS, and Student Government. While Delta Sigma Pi is handling the arrangements, we are in charge of designing all the ads, developing a unique marketing campaign, and getting as many students as possible to this university wide function. Our goal for this speaker is to generate an attendance of 500 students. II. Professional Workshops Objective: Hold a number of workshops that build member professional skills and increase their knowledge in different areas of marketing and business. Goal: • Schedule a total of 2 workshops throughout the semester with each addressing a different area of business Business Etiquette Dinner April 18, 2013 This event will encompass all the intricacies of dining with a client or a prospective employer. Throughout the dinner, members will be taught all the proper manners and etiquette while ordering, eating, and dining. This is designed to prepare our members for all the future business and sales meetings that take place over a meal. Page 4
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Publication Design Workshop April 2, 2013
During the majority of our projects, we design ads or graphics. In order to give all of our members an insight into the basics of this area, we are hosting a publication design workshop hosted by our AMA creative where members will be taught all the tools of Adobe design. This will give them an extra skill set that could be used for a future job or for a personal fun project. In addition, it will help them when deciding creating ads for future chapter projects. The Principles of Sales February 12, 2013 To prepare our students for sales, one of the largest sectors of marketing, we have designed a night where members will learn about and practice selling a variety of unique objects. When they arrive to the meeting they will be broken up into 4 large groups of about 12 members with 3 small groups of 4 members inside of that. Then each large group will be given a wacky item bought from the local dollar store and asked in 5 minutes to develop a sales pitch. First, they will present to each other within their small group and then to the chapter as a whole with our executive board deciding the winner. Afterwards our advisor, also the head marketing and sales teacher at Truman, will lead them through a variety of sales concepts that they either did or did not do well. From this exercise our members will participate in a fun activity that also enhances their ability to look at ordinary objects much differently. III. AMA Competitions Objective: Fuel the competitive spirit of our members and give them the opportunity to win awards for the chapter and themselves. Goal: • Compete in a minimum of 4 AMA sponsored national events AMA Saves Lives We have a team of students designing a video and promotion scheme to compete in the Spring Semester AMA Saves Lives contest. Outstanding Marketing Week We have entered the competition, writing a detailed report about our successful week and will learn our fate at the conference Marketer of the Year We have chosen a member of our chapter who exemplifies the requirements and he has entered the competition. Website Competition
We redesigned the website and have entered into the AMA competition. T-Shirt Competition The members going to the conference will design a creative T-shirt for the conference
IV. Professional Trips and Conferences
Objective: Give our members true insight into everyday marketing by visiting companies, receiving information about their industry and work.
Goal: Travel to Momentum World Wide and at least 3 other companies Momentum World Wide November 15, 2012, Expected 20. Actual 18 On the third week of November, we visited with one of St. Louis’s premier advertising agencies, Momentum World Wide. We received a tour of their creative offices and workspaces while learning about the day-to-day activities of an advertising employee. In addition, we were given a presentation on interviewing and finding the right job from two Momentum employees. They were very excited about the questions and enthusiasm we brought as this was the first time they presented to an AMA chapter. This first trip really inspired our members as they fell in love with the laid back and creative atmosphere of the company. Page 5
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Fleishman Hilliard
November 15, 2012, Expected 20. Actual 18 After our stop at Momentum, we visited the global PR and marketing firm of Fleishman Hilliard. They gave us a vast presentation on their work and the marketing principles that applied to it. In addition, they brought us into the production room where they demonstrated the steps of making an effective commercial. This was a different experience for our members as they got to witness a more corporate and professional marketing agency. Cannonball Advertising November 15 2012, Expected 20. Actual 18 The last stop on our marketing trip was to Cannonball Advertising, a smaller recently started agency that gave our members a completely different feel. Four of the employees: one from copywriting, account management, and art gave us a presentation on their work and the process of creating an ad campaign. This was a very casual presentation that made it fun and personal. In addition, they showed us around the office, explaining how each area contributed their work. They were very excited about the enthusiasm and questions our chapter had for them, making it a great experience for all of our members. St. Louis AMA Professional Conference February 21, 2013, Expected 5
We will be taking a group of AMA chapter members down to the conference in St. Louis for the workshops, networking opportunities, and advertising agency crawl. In addition we also will be submitting candidates for outstanding marketing leader and chapter awards to be handed out at this conference. Page 6
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Community Service
The Truman State AMA not only places a great deal of emphasis on helping our members achieve their dream career, but also focuses on helping others in the Truman and Kirksville Community. Our main mission is to provide all of the marketing services needed to local business, charities, and school organizations so that they can excel in their own plans and goals. Goals: • Complete a total of 12 community service projects throughout the year • Work closely with 5 other organizations on campus to provide marketing services • Work with local business to provide them with marketing services • Assist teachers from the school in their own aspirations and projects I. Because Every Mother Matters The BEMM project focuses on raising awareness for mothers in Africa, selling their products to raise funds for the Midwest chapter of the organization. To accomplish this mission, we partnered with the on campus organization ENACTUS by designing the marketing and publicity for the products while they controlled the logistics. Throughout the year our main focus has been getting their products into as many stores as possible while also providing the marketing material for the stores to use. So far we have their headbands, crosses, and other products in 8 stores. Heading into this semester, our focus will switch as our new strategy will entail producing sales and revenues from these products. Finally, because of the yearlong success of this project and partnership, ENACTUS has decided to present this at their national competitions showing their confidence in the strength of our brand.
II. Jaime Graham Greeting Card Project Within the local community of Kirksville there is a handicapped gentleman who is very talented in writing and drawing greeting cards. To make this project a success, we again partnered with ENACTUS, helping Jaime drive his business and giving him the opportunity to live the marketing life. Throughout the year, our members have helped design a website for his cards as well as develop promotional material to be sent out throughout the surrounding community, St. Louis, and Kansas City. With the creation of a website, marketing plan, and strategies for his business our hope is that more people will continue to order and buy his greeting cards. III. AMA Saves Lives From the start of the year this has been one of the most important projects for our chapter. Our goal was design a professional advertisement so creative and powerful that it would not only make it to the finals of the competition, but also build awareness about organ donation on Truman’s campus. In order to make the ad as perfect as possible, our team has enlisted the help of the theater department for actors, communications department for producers, and the ITS Center for help filming. In addition, the group has put together a promotional campaign based around their zombie theme to go with the video as it launches on campus. Currently the ad is under the last stages of production as they get ready to submit the project to the International Organization. Page 7
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IV. “Singing for a Cause” Faculty Karaoke Night to Benefit Cystic Fibrosis For this project, we merged with the business fraternity Delta Sigma Pi to create a profitable fundraiser to benefit Cystic Fibrosis. Our job was to design a successful promotional strategy that would create a large audience while the DSP members arranged the singers and acts. Members used a variety of promotional strategies such as a social media campaign and an abundance of advertising like pamphlets, chalkboard ads, and flyers to excite students. The original goal was an attendance of 200 people and a total profit of 400 dollars. Unfortunately, we fell short of this goal with an attendance of 91 people and 265 dollars raised. Although any money raised for this charity is beneficial, we have recognized that the timing as well as the promotional strategies of this event were not as successful as we hoped. It is something we will take into account when marketing another event. V. The Chinese Study Abroad Program Dr. Zhang, marketing professor and director of the program, approached us about creating an advertisement for her that would be shown throughout the school and on the school website. The main goal of this project was to build awareness and excitement about this brand new study abroad program. We assigned a team to meet with her and discuss the positives about the event, developing copy and an advertising strategy. In the end they developed a video that showed beautiful scenery from the Chinese countryside and exciting images from the cities students would be visiting, centering the campaign on the tagline “Take a Chance, Be Adventurous, Study Abroad.” This ad received a great deal of excitement from not only students, but also teachers around the university who have taken interest in our services. Members received a true experience in building up a new brand and making it exciting by developing a promotional video. VI. VitaBar Dr. Samiullah, a physics and chemistry professor at the university, designed a multigrain bar with lots of vitamins to benefit college kids who miss a meal or don’t receive enough sleep. He enlisted our help in designing marketing strategy as well as the packaging for his product. The team utilized past marketing research done by a marketing class on the project to design three wrappers, which they presented to him at one of our meetings. Additionally, they put together target markets and a list of recommendations on where to receive help and expertise for the other parts of his business. VII. Pack the House (Volleyball Game) With this project, our goal was to inspire athletic support on a campus that has traditionally been lacking in that area. We wanted to pack the gym full of students and local townspeople to make this women’s volleyball game electric. Our members put together advertising material that was distributed throughout the local community as well as around the school. After all of the marketing the attendance at this game was 907 people, which was triple the attendance from the night before at 247 people. Unfortunately this was far from packing the entire gym full, but the project did create a much better sports atmosphere than usual at a Truman Athletics game. Page 8
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VIII. Purple Friday Bash The purple Friday organization came to us to market a bash they held out in the courtyard that contained music and prizes. The goal was to have an attendance of about 50 students throughout the day. Our group put together a creative promotion campaign by handing out across campus purple knick knacks with event info. In addition, the event was well advertised on social media. Unfortunately, we did not meet that goal and only had an attendance of 15 students. It was not a successful event; however, we learned that in order to make future events like this successful, we needed to move it inside where weather wouldn’t play a factor in addition to launching a more personalized marketing campaign. IX. Truman State University Business School Tagline Contest We worked closely with the university school of business to host a school wide contest centered on designing the new tagline for the business school’s marketing and recruitment. A group of 4 AMA members were chosen to judge and help organize the event. In addition, we had quite a number of members and other business students participate in the competition itself. Our members were in charge of narrowing down the taglines to the top 5 and then listening to pitches along with other business school executives. They then had a panel discussion and vote to decide the best campaign and winner of the contest. This was a very beneficial project for all participating members as they got to organize and manage an important contest for the school of business. X. TruFit Wellness Center Promotion At the beginning of the year, the health department on campus created a wellness center located in the library that contained a couple massage chairs and plants. The center has not been utilized and has very little recognition. This semester they have enlisted our help to promote this area and make it the center for wellness information across campus. Our members will start by designing a strong online marketing presence with the creation of a website and social media. In addition, they will then launch a wellness campaign across campus directing students towards the website and the center. The goal is to market the area as a center for wellness information in addition to a relaxation zone. XI. Pack the House (Basketball Game) Learning from our last Pack the House event, we are launching it again on a bigger scale. We have partnered and combined funds with the Student Athletic Advisory Committee at Truman to take the Men’s Basketball Senior Night on February 21 and transform it into the best sporting environment in school history. Pooling the funds of both organizations together, we have designed a raffle that includes a flat screen TV as well as discount ticket price for local Kirksville citizens. These sales promotions will then be marketed throughout the surrounding community to encourage a greater attendance. With the support of more athletic teams in addition to a hopefully large showing from the town, we fully expect to pack the entire arena this time around. Page 9
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XII. Hearts on Strings Charity This project is unique because it deals with a Truman State student whose family fell upon hardship after the death of their father. As an act of remembrance and as a fundraiser, the whole family, strong in their faith and musically talented, released an album, “Hearts on Strings.” AMA will help their cause this semester by promoting and selling this CD both online and to the surrounding community. Our main target markets will include Truman students, faculty, and churches. XIII. Community Opportunities With this project we will focus on rebranding a local business that provides jobs to the mentally and physically handicapped in the surrounding Kirksville and Macon area. They have enlisted our services in order to design a marketing and PR plan that recreates their image. Students will work with the board of directors, the manager, and assistant managers in order to create a feasible marketing plan that to be put into effect. Starting strategies have included, but will not be limited to: redesigning their name and logo, creating an online marketing presence, and fixing the current outlook of their workplace. XIV. ENACTUS’s National Competition Presentation Due to the strong partnership we have created with this business organization throughout the year, they have enlisted our services in designing the presentation that will be displayed behind their members as they compete in the regional and then hopefully national competition. Our team members will receive all of ENACTUS’ documentation throughout the year as well as the script written for the presentation. This will then be used to help us create a flowing and creative background for their team. When finished, our team will then sit with the ENACTUS presentation team to ensure the timing a nd movement of the presentation fits perfectly. XV. University Counseling Center Mental Wellness Promotion
Through this project, our members will have the opportunity to market and promote a number of mental wellness events that will be held at different times across campus. They will be working directly with the head of the Truman State University counseling center Joe Hamilton and his student interns. From there, they will design creative campaigns directed at the right target markets across campus, emphasizing the value of their services. Their first goal is to build awareness about mental health by increasing the student attendance at the numerous events held across campus. Secondly, they will work with the TruFit Wellness team in order to combine their mental and physical health promotions into one campus wide health awareness campaign. Their final and overall combined goal is to answer the question “What is Truman’s value when it comes to health?” Page 10
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Fundraising
An important aspect of any organization is the money it raises to function or to give to charity. The objective of our chapter fundraising is to utilize our marketing skills to raise funds for the activities of the chapter. These funds are then used to pay for chapter activities such as recruitment, community service projects, and bringing in professional speakers. Additionally, a portion of the chapter’s funds are used for expenses associated with sending members to the National Conference in New Orleans and other possible conferences like in St. Louis. Goals: • Design 4 fundraising activities that utilized marketing principles to enhance the performance of those events • Raise 1500 dollars by reaching out to corporations I. Dues At the start of the year we only had 8 full members with 2 of them not on the executive board. After a successful recruitment that added 24 new members in the fall and another successful recruitment that added 19 new members in the spring, we now have a total chapter of 51 members with more likely to join throughout the year. This new influx of members has greatly increased our overall chapter balance with each paying a chapter fee of 25 dollars. II. Special Olympics Colton’s Fundraiser March 26, 2013 Partnering with a local Special Olympics group here in the town of Kirksville, we have set up a fundraising night at a local steak house restaurant. On this night from 5 -8pm, our AMA chapter will receive 20% of the profits, 10% of which we will give to the Special Olympics organization. In order to make this a success a group of members will be in charge of raising awareness in the town of Kirksville by contacting the Truman Index, radio stations, and local newspaper to advertise this event. Additionally, group members will contact special education teachers and the local Fraternities and Sororities on campus that work with the Special Olympics in order to draw more support for this night. Our goal is to hopefully raise 650 dollars, 325 of which we will donate to help this great cause. III. Truman State Business School T-Shirt Sale
February-March To generate revenue for our chapter as well as build unity throughout the business school organizations, we have a team of students designing a t-shirt. This t-shirt will encompass all the different organization’s logos and be sold to their members as well as the business school teachers. The profits from the shirts will be split among the different organizations with the majority of profits going to our chapter. Page 11
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Membership
As we began the year with almost no chapter, this has been extremely important to us throughout the year in order to build a newly functioning and successful chapter. In order to complete projects and help others we had to bring in a large group of new exciting members. Goals: • Increase membership up to 50 members after fall and spring recruitment • Build a close chapter community by ordering matching white AMA polo shirts • Host at least 3 membership events • Diversify the chapter with a variety of majors I. Recruitment Video We designed an inspirational video centered on the questions “What will you be?” “What will you create?” that was shown throughout the school before both fall and spring recruitment. It contained information about the chapter, the time, and the date for the informational nights. After the first showing in the fall we had 150 names express interest in receiving a reminder email and information about the chapter. In addition this video brought campus wide awareness about our chapter that gained several projects for our members in the fall. II. Fall/Spring Activities Fair September 5, 2012/January 23, 2012 Attendance 425
We participated in both university wide activity fairs, setting up a booth different and unique from the others. Within our small space, we took advantage of technology, displaying one computer and iPad that either ran our recruitment video or presentation. These were designed as an extra event to help boost awareness about our chapter. III. Informational Nights September 11, 2012 Attendance 45/January 24, 2013/January 31, 2013 We organized informational nights that focused on selling and describing the activities of our chapter. We had our advisor and president give creative presentations that focused around “building your brand” and the questions “What will you be?” “What will you create?” from the recruitment video. Each one emphasized the benefit that this organization could bring to a potential members career aspiration and the help they could bring to others. After the fall informational night we recruited 24 new members, bringing our total number to 32 total members. Then recently after spring recruitment we added 19 more members bring our total chapter number up to 51. With these two recruitments we increased membership by 637% and achieved our goal of 50 members. IV. Marketing Trivia Night December 4, 2012 Attendance 31 For the last meeting of the fall semester, we planned a fun and educational trivia event with a marketing focus. The chapter was split into 10 teams of 3 and assigned a company team name. Then, the game was broken into 5 parts each with a different objective. The first part was slogan recognition where teams had 5 sec to name the company that owned the slogan. Second was logo recognition w ith 15 min to recognize and match all the logos with companies. Third was commercial recognition where teams watched commercials and determined the company that created it. Finally, the last two rounds were lightening logo and slogan recognition. This was all put together on a very creatively designed PowerPoint presentation. At the end the individual team points were tallied up and the top 3 teams were given prizes. This was a very fun and educational event that received great feedback from our members. Page 12
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V. Finals Study Break December 12, 2012 Attendance 20 In order to help ease the stress of finals for our members as well as other people around the school of business we organized a study break session with coffee, soda, and other food that provided a good break for students. Posters as well as social media were used to build awareness about the free food and drinks. We did not have as many as expected, but those who came really appreciated the free food. Membership and Recruitment History
At Truman State University, the competition for recruitment is very strong with two award winning business organizations in ENACTUS and Delta Sigma Pi constantly attracting new and old incoming business students. In addition we started the year with no brand recognition and almost no chapter. Therefore our goal this year has been to differentiate ourselves from these organizations and recreate our image by emphasizing the creativity and dreaming that takes place in the world of marketing and in our organization. As you can see from our charts, it has been a great success with an increase in membership by 637%. This success has been due to the creativity we have displayed with our recruitment video, presentations, and the events we have hosted around campus. Moving forward we look to diversify our chapter throughout the majors on campus adding more art, computer science, or communications students in addition to business students. Diversifying our chapter is important to maintaining a good skill set we can use to help o ther organizations and businesses.
Part of our recruitment strategy: a teaser poster and an informational poster.
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Truman State AMA Recruitement
History
60
Fall 2009
50
Spring 2009
Fall 2010
40
Spring 2010
30
Fall 2010
20
Spring 2011
10
Fall 2011
Spring 2012
0
Fall 2012
Spring 2013
Psychology
Marketing
International
Business
12% 4%
8%2%
35%
Finance
19%
4%4%6% 6%
Visual
Communications
Sports
Management
Management
Communications
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Communications
One of the major keys to our success this year has been the creation of a new system of communication that had not existed before. With the creation of a variety of new media, we have been able to stay more in touch with all of our members, ensuring the success of the events and activities we put together. Goals: • Obtain 100 followers on Twitter and 500 likes on Facebook • Upgrade our website • Develop a weekly communication method throughout the chapter • Create recruitment posters to be displayed throughout the year into to build awareness about the chapter • Design posters for at least 5 other groups on campus as well as all the professional development speakers we host • Develop a professional advisory board that would build chapter connections and provide career opportunities for our members
Internal Communications I. AMA Chapter Minutes
After every meeting, our VP of Communications generates a fun and creative newsletter that emphasizes the main points from the meeting as well as reminding members of important upcoming events. This serves as a good reminder each week of chapter progress, events, and important information.
II. Website (ama.truman.edu) Coming into the year our website was nonexistent, hurting any employer, potential client, or member who wanted to find out more information about the chapter. At the beginning of the year we completely redesigned the website adding a variety of important a reas such as Alumni, Gallery, Calendar, and outside resources. This new revamped website has played a huge role in rebranding and recreating our organization so that we have been able to function. III. Alumni Database This academic year, our chapter of the American Marketing Association committed to rebuilding and rebranding in order to better serve its current and past members, the university, and the community. To stay better connected with our alumni, we created our first alumni database. With no a lumni contact information at the beginning of the year, we have contacted over 20 previous members, and currently have approximately a 50% response rate. The database will continue to be updated in order to mitigate the loss of contact information in the future. Possible future communications could include an e-newsletter detailing current projects and events, information about Truman State University AMA Reunions, and speaking opportunities. Page 15
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Internal and External Communications I. Social Media From the start of the year, our chapter was without any form of organized and s trong social media, a necessity in today’s changing marketing landscape. This led the chapter to create three new social media sites this year. In order to strengthen the social media outreach, the VP of Communications placed three members in charge of a Facebook, Twitter, and Pinterest account. The Facebook was existing but very weak. These members focused on obtaining goals of 500 “Likes” on Facebook, 100 followers on Twitter, and developing educational marketing/advertising pages on Pinterest. We then planned to utilize them to share educational articles, chapter information, and upcoming events with our members, Truman and Kirksville communities. At the present time, we have 127 followers on Twitter, 71 “Likes” on Facebook, and have developed 9 marketinginspired boards on Pinterest. The chapter also created its first ever LinkedIn profile, a rapidly growing media site in the business world. We continue to make great strides on Twitter, utilizing that more often for communication. However, all social media outlets need continual work, especially on LinkedIn and Facebook, to continue to build a strong social media presence. With the development of three new social media sites and a revamping of the only social media the chapter had, the gains in social media are remarkable and will only continue to grow. Page 16
ANNUAL REPORT
External Communications I. AMA Creative Within our organization we have developed a creative team that works with outside businesses and school organizations free of charge to develop creative materials for their events and promotions. So far this semester the team has completed a total of 5 posters for 5 different organizations as well as providing advice to two other organizations on flaws in their designs. They have also designed promotional material for our spring and fall recruitment as well as our Marketing Week. This section of our chapter has provided a great deal of service to us as well as many organizations around campus. Finally, this upcoming semester they already have orders from Delta Sigma Pi, Tri Sigma, and Purple Friday for ad work. II. Advisory Board As a chapter we are still in the process of finding participants for this board, which will serve to strengthen professional development relations as well as provide connections and advice to our members. Moving forward this will be a major project as we hope to provide our members with as many educational and learning opportunities as possible. Page 17
ANNUAL REPORT
Chapter Operations
One of our overarching goals for this year and well into the future is to establish an everlasting organizational culture and structure. This would ensure that the chapter would never have to be revived or rebuilt again, continuing to progress through the transitions of presidents and exec members. Goals: • Fill our two open executive positions VP of membership and VP of professional development, transitioning each member successfully • Create a VP of Alumni to start to form an alumni database • Develop control mechanisms to monitor progress of chapter projects • Develop a knowledge database and set up a transition process I. Executive Board Changes
Starting the year we were without two extremely vital positions, VP of Professional Development and VP of Membership, due to our lack of membership. To ensure that these sections of our chapter did not struggle, we quickly held elections with all of our new members. From the elections we found a person to fill each position, giving us a complete executive board. Unfortunately, we were not left with any past knowledge material so in order to advise each new exec, we had each one meet with the president and advisor every week to brainstorm ideas, plan events, and ensure each sections progress. This was a quick and successful fix, but something that will not last in the future. In addition, to try to connect with former members and build a Truman AMA network, we created a VP of Alumni Relations position to build a continually growing database. II. Pitch Night Three times throughout the first semester, we scheduled Pitch Nights where groups would present their progress and ideas to the chapter. This would be an open brainstorming session where improvements and suggestions were made with each project. It fostered open communication throughout the chapter as well as created a sense of accountability within each group. This is an event we will continue next semester as it not only worked as an effective control measure but also a great place for new ideas to be created.
III. Knowledge Database In order to ensure successful future transition, we have created a knowledge database system. Each executive board member is to store their semester’s work and notes collected onto a drive, which will then be saved into a secure file on our advisor’s computer. This will eliminate all problems with the loss of past work and advice. It will all be saved electronically and safely inside our advisor’s computer. IV. Client Feedback/Contracts After our unfortunate ending to last year with membership and the chapter falling apart as well as a loss of clientele, we were determine to not let that happen this year. To keep our brand strong and monitor how we can improve as a chapter, we have created client contracts that outline the services we will provide as well as their expectations. In addition, they will provide us feedback on our services by filling out a feedback form and meeting with either one of VP of Projects or the President.
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ANNUAL REPORT
Calendar of Events
August 28th: September 4th: September 11th: September 18th: October 1-4th: October 1st: October 2nd: October 3rd:
October 4: October 9th: October 23rd: October 30th: November 6th: November 13th: November 15th:
November 27th: December 4th: December 12th:
January 15th: January 22nd: January 23rd: January 24th: January 25th: January 31st: February-March: February 12th: February 22th: February 26th: March 5th:
March 15 & 16th:
March 19:
March 21-23: March 26th:
March 25th:
April 2nd: April 9th: April 18th:
April 23rd: April 29th-May 3rd:
May 7th: Page 19
First chapter meeting and exec meeting. Meetings are every Tuesday exec from 615-7 and regular 7-8.
Informational Night/Recruitment
New Member Welcome Presentation
Project team distribution
Marketing Week
Momentum Advertising: Marketing in a Digital Age 7pm
Acosta: Marketing and its Application 7pm
Communication Department: Advertising and Publications
Weissman’s Designs for Dance: Social Media in Marketing
First Pitch Night
Ryan Williams, Groupon Second Pitch Night
Website Competition
Outstanding Marketing Week Competition
Trip to Momentum, Fleishman-Hillard, Cannonball Marketing Trivia Event Fall 2012 Evaluation and Control Night
Finals Study Break
First meeting of spring, Changed Exec to 715-8, Regular 8-9 every Tuesday
Assignment of Spring Project Groups Business School Activities Fair Informational Night 1
AMA Saves Lives Informational Night 2
Business School T-Shirt Fundraiser
Principles of Sales Workshop St. Louis AMA Regional Conference Tyler Walston
First Pitch Night
Hot Dog Stand Fundraiser
Second Pitch Night
New Orleans Conference
Colton’s Special Olympics Fundraiser Adam Carroll
Publication Design Workshop
Amanda Moser Business Etiquette Dinner
Spring Evaluation and Control Night
Client Feedback Forms and Meetings Exec Board Year in Review
ANNUAL REPORT
Budget
2012-2013 Budget
Beginning Balance
Estimated Revenues
Membership Dues (Fall - Local)
Colton's fundraiser (Spring)
School of Business Contribution
Shirts
Total Revenues
Estimated Expenditures
Operating Expenses
Advertising
Supplies
Miscellaneous
Total Operating Expenses
Activities Expenses
Speakers
Charitable Donations
Recruitments
Membership Activities
New Orleans Conference
Miscellaneous
Shirts
Total Activities Expenses
Total Expenses
$ 1,871.81 Projected
$500.00
$300.00 $1,000.00
$337.50
$ 1,871.81 Actual
$800.00
$650.00
$0.00
$461.50
$2,137.50
$1,911.50
$150.00
$100.00
$50.00
$286.13
$49.98
$0.00
$300.00
$336.08
$200.00
$100.00
$100.00
$100.00
$900.00
$150.00
$350.00
$65.00
$325.00
$75.00
$0.00
$1,000.00
$0.00
$490.32
$1,900.00
$1,955.32
$2,200.00
$2,291.40
Estimated Cash Flow (May 31, 2012)
($62.50)
($379.90)
Ending Balance
$ 1,809.31 $ 1,491.91 Page 20