University of Wisconsin - La Crosse American Marketing Association

2016 - 2017 Chapter Plan

“Climbing the Steps to Success”

TABLE OF CONTENTS

Chapter Overview

1

Chapter Operations

2-3

Professional Development

4

Community & Social Impact

5

Chapter Communications

6

Fundraising Operations

7

Annual Membership

8

Calendar of Events

9

Annual Budget 10

CHAPTER OVERVIEW 1

Our mission is to inspire young professionals to develop comprehensive leadership and marketing skills while networking with other students, faculty, alumni and

business professionals

The University of Wisconsin-La Crosse American Marketing Association strives to enhance members’ marketing skills, career options, and

leadership experiences through applicable project, network, and certification options.

Primary Market: College of Business Administration Marketing MajorsSecondary Market: Other College of Business Administration Majors (Finance, Management, etc.)Tertiary: Students who have an interest in marketing (Design, Communications, etc.)

STRENGTHS > Commitment of large executive board to expand awareness and create opportunities for the members of the UW-L AMA chapter> Hard work, dedication, and willingness of general members to participate > Strong campus wide advertising throughout campus to create awareness of AMA community> Gives members opportunities to grow as Marketing students> Connections within the College of Business Administration with the Marketing Chair, Associate Dean, and Dean

OPPORTUNITIES > Partner with local businesses and start-ups> Participating and placing in National AMA competitions to gain recognition for our chapter> Continue to build relationships with the College of Business students and faculty > Partner with other student organizations to give members more opportunities to hear speakers and volunteer

WEAKNESSES > Young, inexperienced members are the majority of general member base> Executive board has had trouble creating bonds and friendships with general members > Lack of strong alumni base and communication with Alumni> Minimal experience in national competitions and national offerings > Loss of many potential members after the first meeting> Executive board has a history of not delivering on goals for the year > High costs for membership and socials

THREATS> Competition for members among other business organizations on campus (Delta Sigma Pi) > Clients contacting UW-L Small Business Development Center for assistance with real world opportunities instead of contacting AMA

CHAPTER OPERATIONS 2Executive Board

As the University of Wisconsin-La Crosse American Marketing Association chapter continues to expand its opportunities and grow its membership, the executive board members are

committed to working together to establish objectives and oversee chapter events and operations. Through careful planning and budgeting the executive board guides the

implementation of events and activities that showcase the UW-L AMA as one of the best on-campus professional business organizations.

PresidentKayla Peterson

Vice President Emily Sherwin

External Communications Director of Fundariasing Director of Membership Director of Professional Events Marissa Olson Jordan Kvasnicka Anna Ostrowski Adam Letto

Internal Communications Director of Fundraising Director of Community Service Director of Socials Kayla Wendt Greta Stawicki Lilly Scheibel Mikayla Williams

National Liaison Director of Campus Cakes Director of Experiential Projects Katie Major Michaella Hader Morgan Jacobs

CHAPTER OPERATIONS CONT. 3Goals: > Implement one-on-one meetings with the President and each Executive Board member every month> Have the President, Vice President and Advisor perform a review on each board member > Have a 40% response rate for emailed surveys to general members about their experience throughout the year> Begin a “buddy system” with general members and executive board members > Provide more opportunities and time for executive and general members to socialize with one another at meetings > Implement the theme “Climbing the Steps to Success”, in activities throughout the year> Create a realistic Chapter Plan that will set the tone for the upcoming year

Strategies: Yearly Review > Promote more accountability for each executive member’s position> Decide whether the current executive member is correct for the position

One-on-One Meetings > Allow members to freely voice their concerns about the chapter to the President > Gives time for the President and individual member to brainstorm more ideas for their posi-tion

Survey > Receive feedback from general members about the executive board and chapter events> Implement feedback for the following year to retain current members

Buddy System > Create a survey for members to choose which executive board member they would like to work alongside with> The executive member will get to know their team of buddies and hold them account-able for coming to meetings. This would include exchanging phone numbers and emails> Have the group of buddies assist the executive member with their position’s duties > Our hope is that this will increase relationships within our chapter and also allow for gener-al members to become interested and knowledgeable about certain board positions

Ice Breakers and Socials > Create time at the beginning of every meeting to allow for ice breakers. This will give our general members a chance to get to know one another and the executive board. > Have board members sit near general members during weekly meetings and encourage conversation throughout the room> Plan social events that do not involve alcohol. Many of our members are not 21 and may feel that they cannot participate in those types of events> Create clear and accessible carpool sign-up sheets for members who do not have a car

PROFESSIONAL DEVELOPMENT 4Overall Goals: - Provide opportunities for members to network with community organizations and business people - Compete in local AMA conferences and the International Collegiate Conference - Give members opportunities to certify themselves in marketing related fields - Aid members with resume building Strategies: - Plan meetings with alumni and local business professionals- Work with the Director of Case Competitions to get members involved in the planning of the case and also the sales competitions - Set up a weekend date for members to participate in an online certification process- Bring in a recruiter to explain what employers are looking for in resumes

Alumni PanelGoals: > Continue University of Wisconsin-La Crosse AMA Spring Alumni Panel with 45 members and 8 faculty members in attendanceStrategies:> Invite well-established alumni from the University of Wisconsin La Crosse> Provide chapter members with the opportunity to hear real world experiences> Expand personal and professional networks of chapter members> Incorporate the new structure of small group sessions to develop more personal connections with alumni

AMA ConferencesGoals:> Send 10 members to the Eau Claire Regional Conference.> Send 20 members to the Whitewater Regional Conference.> Send 6 members to the AMA International Collegiate Conference> Encourage chapter members compete in at least one competition at each of the conferencesStrategies:> Inspire member attendance at conferences by highlighting the benefits of attending the conferences at general meetings> Distribute carpool sheets at general meetings to make travel to conferences easier and more feasible all members> Provide incentives to members for competing in competitions at conferences> Request funding from the University to reduce the overall cost

Case CompetitionGoals:> Participate in the AMA Collegiate Case Competition. > Receive Semi-Finalist recognition for the marketing plan> Have at least 5 members of the Executive Board participate in the case competition planning processStrategies:> Coordinate with the Director of Experiential Projects to oversee all aspects of the creative process> Designate a team of AMA members to work on the case competition outside of the general meetings> Determine a weekly time to develop the plan> Develop a creative and comprehensive marketing plan

Certificate ProgramGoal:> Have 18 chapter members complete a certification from MarketingPower each semesterStrategies:> Use certification sessions to aid in member job-ready skill development> Lead members through certification programs provided by the national American Marketing Association> Improve the marketability of chapter members by completing the certification> Devote a day(s) on the weekend suitable for accomplishing the certification

COMMUNITY & SOCIAL IMPACT 5

Marketing WeekGoal:> Increase chapter membership by 15 new members> Inform students and faculty about AMA involvement on campus> Implement Snapchat filter to drive visibility on campus> Learn from AMA alumni how involvement will improve marketabilityStrategy:> Participate in on campus activites to spread awareness of AMA while encouraging students to join> Set up a table in the center of campus with information, engaging activities and prizes to increase attention and awareness> Create an interesting Snapchat filter design and have our members use it during the allotted time > Expose members to the availability of internships in the La Crosse area

Professional SpeakersGoal:> Host three professional speakers per semester during the general meetings time, while achieving an attendance of 40 chapter members for each speakerStrategy:> Schedule one professional speaker per month from different sectors in marketing and business> Invite speakers who have quality examples of what it takes to be successful in today’s competitive business world> Give the attending members real-world examples of possible career paths> Boost members knowledge of marketing related positions for future career specialization

EventsColor Run Goal: > Have 15 members volunteer for the Color Run in La CrosseStrategy: > Promote the event during Marketing Week in the hope to excite new members as well as existing general members5K for MDA “Aspire to be EPIC”Goal: > Volunteer and assist in the promotion of this event with the local high school’s DECA chapter > Have 10 members volunteer for the eventStrategy: > Explain the importance of raising money for the Muscular Dystrophy Association to encourage participation and work with the DECA chapter to create posters to distribute around the communitySpring Clean Up Goal: > Host our own Spring Clean Up in April and invite other organizations/clubs to participate as wellStrategy: > E-mail other club president’s and ask them if they would like to participate in February

Community Impact: Goal: > Host one large volunteering event each semester with participation of 20 members that will demonstrate our commitment to our local communityStrategy: > Work with another on-campus club to host “Trick-or-Treat for Cans” to collect non-perish-able food donations to give to the Salvation Army and our local food pantry

Social Impact: Goal: > Shift volunteer efforts towards demonstrating marketing’s contribution to society by utilizing member’s marketing skills in the La Crosse com-munityStrategy: > Work with a local non-profit to promote a large event through creation and distribution of posters, ads, social media, and local radio

CHAPTER COMMUNICATIONS 6External CommunicationsGoals: > Communicate both internal and external information to members through email, social media, and the UW-L AMA website weekly> Increase Facebook following by gaining 50 new likes and prompt followers to interact with the UW-L AMA page> Increase advertising for AMA around the UW-L campus> Continue to attract new members throughout the school year > Be prompt with all advertising for our organization by posting information two weeks prior to the event dateStrategies: > Frequently check our social media outlets to make sure that all events are accounted for > Last year, our goal of 50 likes was short by two. The use of incentives, such as handing out food items for likes, will allow us to get to our goal> Distribute posters in several areas around the business building and the library. Also, communicate with Marketing professors to speak to their classes about AMA. Our board of directors will go to Business classes and explain AMA to prospective students. > Continually create new, eye catching posters with this month’s events. There will be a focus on the dates for each of our events so prospective members are aware of when things will be taking place> Make sure that social media outlets and posters have event dates posted well in advance from the activity. Giving our members enough time to ask off from work is crucial to gaining a larger group of people for events

Internal Communications Goals: > Keep all members informed about internal affairs > Send out important information in a timely manner > Send out a calendar of events at the beginning of each semester > Put up an AMA calendar of events in classrooms around the business building Strategies: > Inform members about events and important information through email and Snapchat > If events are changed, let members know well in advance of the event date > Update the calendars around the business building if any information changes > Create easily accessible sign-up sheets for socials and volunteer opportunities > Every Wednesday morning, send out meeting reminders through email and Snapchat > Every Wednesday evening after our meeting, send out an email with reminders for upcoming events, various sign-up sheets, and any other important information> Set an alarm/reminder to send and post information as consistently as possible

FUNDRAISING OPERATIONS 7UW-L Campus Cakes Goals: > Sell 90 cakes for the 2016-2017 school year > Sell 35 orders of cupcakes in either 6-count or 12-count quantities for the 2016-2017 school year > Increase awareness of Campus Cakes and our new option for cupcakes > Rebrand Campus Cakes fliers to create a fresh new look > Have each executive board member sell at least one cake or cupcake option> Have at least two general members help deliver cakes and cupcakes Strategies:> Spread the word to faculty and staff about Campus Cakes> Explain Campus Cakes to students through fliers put up throughout campus and in classrooms > Target parents and students and their desire to send cakes or cupcakes to students for specialoccasions> Place fliers and business cards in freshman orientation packages> Hand out fliers at Involvement Fest and explain Campus Cakes > Have each executive board member spread the word through word-of-mouth advertising and our promotional tools (business cards, postcards, fliers, website, email, Facebook page handle - @uwlcampuscakes)> Hold a “Cake Taste Test” during parents weekend to target the entire population of UW-L in and outside of campus. This includes setting up a table in Cartwright with business cards, fliers, our AMA banner, posterboard and a sheet cake cut into sample-sized pieces > Increase social media use to weekly posts on our Facebook page and Snapchat> Inquire about member interest in joining the delivering team

Packer Ticket Raffle Goals: > Secure two tickets to a Green Bay Packer game > Sell at least 225 tickets between October 5th and November 2nd> Make $1000 in profit by selling $5 or $20 increments > Have each executive member sell 5 tickets each Strategies: > Target friends, family, classmates, roommates and faculty members > Target coworkers and neighbors in an effort to branch out to the community > Reward the member who sells the most tickets

Wisconsin Dells Raffle Goals: > Secure an overnight pass for 4 people at a resort in the Wisconsin Dells > Sell at least 250 tickets between February 8th and March 8th > Make a profit of $500 by selling $2 tickets > Have each executive member sell at least 5 tickets Strategies: > Target friends, family, classmates, roommates and faculty members > Target coworkers and neighbors in an effort to branch out to the community > Reward the member who sells the most tickets

ANNUAL MEMBERSHIP 8OVERALL MEMBERSHIPGoal: > Maintain current membership of 103 members by recruiting at least 30 new members in the fall and 10 in the springStrategies: > Classroom talks targeting pre-core, business core, and upper level marketing classes, resident hall meetings (focusing on all freshman halls) (50 classes per semester)> Host Marketing Week during the second week of school to create awareness and interest in AMA> Represent UW-L AMA with a table at the University’s Involvement Fest to inform potential members about AMA

RECRUITMENT Goal: > Rally 75 people to attend the fall recruitment meeting and convert 25 attendees into members, as well as convert 10 spring recruitment attendees into members Strategies: > Raise awareness about the recruitment meeting for current members primarily through e-mail communication in addition to verbally advising them at the first meeting of the year. Additionally, post on AMA social media> Organize classroom talks at pre-core, business core, marketing classes, and resident hall meetings, to inform non-members about the recruitment meeting > Spread the word about AMA’s recruitment meeting at Involvement Fest and throughout Marketing Week festivities

RETENTION Goal: > Average at least 50% member attendance at weekly meetings and have 95% of members remain members from fall to spring semesterStrategies: > Organize more ice breakers at the beginning of the semester to build connections and loyalty; recognize a member of the month. Successfully execute the buddy system and focus on shrinking the gap between executive board and general members> Host more beneficial meetings for members including more local business speakers, workshops, and marketing challenges> Increase meeting awareness through increased social media use and email reminders > Continue membership point system with each meeting being one point and reward the members with the most points with priority for conferences, free banquet dinners, and prizes> Send e-mail reminders to members if more than four meetings have been missed in a row. Executive board needs to keep up with their “buddies” and check in if a meeting is missed

MEMBERSHIP DATABASE Goal: > To create an up-to-date membership database that is easily accessible for all executive board members and to modify the local membership form to include date of birth and parent contact information to aid in the sale of Campus CakesStrategy: > Create a shared Excel spreadsheet through Google Docs with membership contact information with pages including attendance details, membership points, demographic data, and e-mail lists > Eliminate all former members and non-members (that were once interested in AMA) on the e-mail list by creating an entirely new e-mail list after all membership forms are collected

CALENDAR OF EVENTS 9SEPTEMBER 2016 9/12-9/16 – Marketing Week M: Raffle off prizes while potential members answer marketing questions in the cafeteria T: Hike the Steps to Success (Bluff Hike 6:30- 7:30) W: Involvement Fest Th: Mini plant pot activity with Students for Sustainability and Metre Advertising speaker F: Games and popcorn at Drake Field 9/24 – Color Run Volunteer Event 9/25 – Ecker’s Apple Farm Social Event 9/28 - Decide on a T-shirt design for National Conference

OCTOBER 2016 10/3 - Partner with the Society for Human Resources for an interview clinic 10/4 - College of Business Administration meet and greet - Career Services Prep for Success10/5 - Internship Panel with UW-L alumni and current marketing students - September Member of the Month announced - Fundraising raffle begins 10/7 - Boat Cruise Social - Set up a table at Cartwright to sell raffle tickets10/9 - DECA 5k Volunteer opportunity 10/12 - Speaker from Adias, Josh Vanwinkle - Chapter Plan due 10/14 - Attend the UW-Whitewater Conference 10/15 - “Cake Taste Test” for students, faculty and parents 10/17 - Partner with Society for Human Resources for a resume critique 10/19 - Partner with the CEO club to hear guest speaker, Ryan Johnson 10/26 - Guest Speaker, Associate Dean, Dr. Rhee 10/31 - Trick-or-Treat for cans volunteer event

NOVEMBER 2016 11/1 - College of Business Administration etiquette dinner 11/2 - Speaker from Gillette Pepsi, Steve Berg - Packer raffle ends11/30 - Begin elections for next year’s Executive Board

DECEMBER 2016 12/7 - Holiday social and potluck

FEBRUARY 2017 2/1 - Recruitment meeting 2/8 - Northwestern Mutual: Culture Index Talk - Begin Wisconsin Dells raffle 2/10 - Chicago company crawl 2/15 - Mini Case Competition - Annual Report due 2/17 - UWEC Regional Conference 2/22 - Northwestern Mutual speaker

MARCH 2017 3/1 - Careers in Marketing/MBA programs graduate school3/3 - UW-L Sales Competition 3/8 - LinkedIn Talk - Wisconsin Dells raffle ends 3/16-3/18 - AMA International Collegiate Conference 3/29- Guest Speaker

APRIL 20174/5 - Social media industry discussion 4/12 - Using your marketing degree in HR recruiting 4/19 - Guest speaker 4/29 - End of the year potluck social during meeting 4/31 - End of the year member banquet

ANNUAL BUDGET 10 FALL 2016-SPRING 2017 Projected PROJECTED REVENUEFundraising Events: TOTAL $ 1,930.00 T-shirts (from 2016-17) 600.00 T-shirts (from 2015-16) 30.00 Packer Raffle 1000.00 Wisconsin Dells Raffle 300.00Membership: TOTAL $ 7,370.00 Fall Membership dues 6700.00 Spring Membership dues 670.00Campus Cakes: TOTAL $ 2,140.00 Cakes @ $20 each 1800.00 Cupcakes @ $8 for 6 cupcakes 200.00 Cupcakes @ $14 for 12 cupcakes 140.00Sponsorship: TOTAL $ 250.00 Other 250.00Professional Events: TOTAL $ 2,100.00 Banquet (55 members) 1100.00 Conferences 1000.00Socials: TOTAL $ 600.00 Boat Cruise 400.00 Other 200.00Total Revenue $ 14,390.00PROJECTED EXPENSES Fundraising Events: TOTAL $ 925.00 T-shirts 400.00 Packer Raffle 500.00 Spring Fundraiser 25.00Membership: TOTAL $ 8,370.00 Fall Membership National dues 7050.00 Spring Membership National dues 470.00 Fall Recruitment (Marketing Week) 600.00 Spring Recruitment 200.00 Miscellaneous (mailing dues, etc.) 50.00Professional Events: TOTAL $ 3,150.00 Banquet (35 members + 20 free) 2000.00 Alumni Panel & Spring Retreat 150.00 Conferences 1000.00Socials: TOTAL $ 600.00 Boat Cruise 400.00 Other 200.00Campus Cakes: Total $ 880.00 Cakes @ $8 720.00 6-count cupcakes @ $4 100.00 12-count cupcakes @ $6 60.00Overhead: TOTAL $ 573.00 Business Cards 60.00 Website 200.00 Adobe Creative Suite 253.00 Total Expenses $ 14,138.00 NET INCOME $ 252.00