UNIVERSITY OF PENNSYLVANIAAMERICAN MARKETING ASSOCIATION

CHAPTER PLAN 2009-2010

TABLE OF CONTENTS

01 Chapter Overview02 Professional Development04 Community Service05 Fundraising06 Membership07 Communications08 Chapter Operations09 Calendar of Events10 Budget

CHAPTER OVERVIEW

MISSIONTo promote the academic study and professional practice of marketing among University of Pennsylvania students by providing a forum for students, field experts and community leaders to share their knowledge and creativity.

STRENGTHS• Campus perception as a vibrant student community with exciting, innovative events• Profound dedication and cohesion exhibited by event planning committees, with record of nearly

100% meeting attendance across the club• Deep ties with over 15 elite firms that recruit Penn students for marketing positions• Strong alumni base for mentoring students and speaking at MUSE events• Feedback culture that promotes constant improvement of events and offerings• Reputation for leadership development and experiential learning opportunities

WEAKNESSES• MUSE Consulting business experiencing mismatch between student desire for strategy work and

client desire for tactical and executional work• Dwindling professional development event attendance due to poor scheduling• Promotional efforts get lost in noise from over 300 student clubs, decreasing effectiveness

OPPORTUNITIES• Leverage competency in case competitions to build a compelling branding solution for recruiters• Collaborate with smaller industry-specific professional clubs on campus for relevant events• Use social media to attract new members and engage current members with updated content• Build student comfort with cold-calling marketing executives to bring more prestigious speakers

THREATS• Current economic state may diminish corporate sponsorship and decrease upsell rate• University central administration policies increase lead time and reduce planning agility • High cost of membership limits number of freshmen joining the club leadership pipeline

SHORT-TERM GOALS• Increase end of year paid membership to 120, a 40% increase over 2008-2009• Remain a superior collegiate chapter in 2009-2010 with strong showing in the AMA community• Deliver experiential opportunities (case teams, consulting engagements, etc.) to 50 members• Imbue the event planning process with formal marketing practices (e.g. targeting and positioning)• Produce value-added informational materials on marketing recruiting, companies, and concepts

LONG-TERM GOALS• Build a formal trainee program for key executive board roles to ensure continuity• Convert existing corporate sponsors from event-centric sponsorship model to yearly sponsorship• Develop a deep partnership with marketing faculty to expose students to marketing research

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PROFESSIONAL DEVELOPMENT

OBJECTIVE | AMA Marketing WeekBuild excitement and presence on campus by hosting a diverse series of marketing events during AMA Marketing Week, introducing students to cutting-edge marketing thought across industries

— GOALS —• Partner with well-established, successful companies and brands to carry out themed events• Engage students with interactive case studies and presence of senior marketing executives• Incorporate a breadth of industries to extend focus past traditional consumer product companies• Achieve at least 4/5 satisfaction rating in attendee exit survey for each event

— STRATEGIES & TACTICS —• Include a job shadowing trip to Diageo for students to access the CMO and marketing staff on-site• Use past member surveys and comments to identify companies and topics of interest• Target firms that have never visited Penn with personal e-mailing campaign• Work closely with target companies to develop interactive segments for their presentations

OBJECTIVE | Experiential OpportunitiesImmerse students in real-world marketing problems to build confidence with professional practice

— GOALS —• Attract five MUSE Consulting clients per semester, involving a total of 20 student consultants• Scope Consulting projects to develop reputation for practice in research, strategy, and design• Participate in 8 case competitions, including all AMA case competitions, involving 30 students

— STRATEGIES & TACTICS —• Gain recommendations from fall clients Sternik, Athena, Campusfood.com, and Water Filtration• Recruit new consultants and case teams with diverse academic and professional backgrounds• Create a formal training program for new case teams to allow proliferation of tacit knowledge• Expose students to regular project evaluation by marketing faculty to hone the quality of work

OBJECTIVE | WUMC Regional ConferenceProvide a forum for Penn students and other AMA chapters to exchange ideas and learn together from industry professionals and leading marketing academics

— GOALS —• Host a conference with over 150 attendees and over $2,000 in total revenue• Attract a keynote speaker from a leading packaged goods firm, and two other corporate sponsors• Attain representation from 5 other AMA chapters and achieve a 4/5 rating on satisfaction metrics

— STRATEGIES & TACTICS —• Create a timely conference centered around the theme “Competition in a Troubled Economy”• Partner with the Interactive Media Group to deliver a speaker session about social media• Develop a case competition for attendees focusing on one corporate sponsor’s business problems

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PROFESSIONAL DEVELOPMENT

OBJECTIVE | MARC Spring Internship FairConnect Penn students and firms recruiting for internships to promote professional marketing careers

— GOALS —• Host a career fair with over 250 attendees and over $10,000 in total revenue• Obtain 20 corporate sponsors, including at least two advertising and two consulting firms• Run two case competitions, immersing students in retail and brand management problems• Attract a CEO or CMO-level keynote speaker to add prestige to the event

— STRATEGIES & TACTICS —• Partner with the Wharton Retail Club to attract retail firms and obtain logistical support• Target non-marketing majors with diverse sponsors and economic downturn messaging• Advertise case competitions with American Express and Macy’s in the fall to secure participants• Expand the sponsorship package and clarify benefits to increase corporate sponsor upsell rate

OBJECTIVE | Career DevelopmentHelp the Penn community explore potential career paths by delivering networking opportunities

— GOALS —• Deliver at least 3 exclusive networking events with corporate sponsors per semester• Garner attendance of at least 25 non-board members at each event• Create a comprehensive recruiting guide covering companies, industries, and career paths

— STRATEGIES & TACTICS —• Host at least one alumni panel each semester to ensure key recruiting questions are answered• Build an alumni and MBA mentorship program for undergrads to gain helpful advice• Incentivize corporate recruiters to work with MUSE by consulting on recruiting brand images• Bring students to at least one company per semester on a job shadowing trip for broad exposure

OBJECTIVE | Professional Skills TrainingDevelop MUSE members in marketing core competencies by leveraging current students and professors to provide education in practicable marketing knowledge and career skills

— GOALS —• Deliver at least 2 skills training events and one career clinic event per semester• Garner attendance of at least 25 non-board members with 4/5 satisfaction rating at each event• Ensure students are exposed to professors who they normally would have no contact with

— STRATEGIES & TACTICS —• Continue to host popular “101” sesions including Excel, Graphic Design, and Interview Skills• Vote on key topics of interest at general body meetings to ensure relevance to students• Focus on providing value to freshmen and sophomores who are unfamiliar with the subject

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COMMUNITY SERVICE

OBJECTIVE | Dance Marathon for GivologyDevelop, organize, and promote Penn’s first ever Dance Marathon to support Givology

— GOALS —• Raise $2,000 for Givology, an online giving marketplace for scholarships in the developing world• Gain attendance from 150 participants across dance groups, Greek organizations, and other clubs• Provide publicity for Givology through multiple avenues, including school and local newspapers• Build a model for repeating Dance Marathon yearly with promotional materials and partnerships

— STRATEGIES & TACTICS —• Appeal to 8 major dance groups on campus, allowing each to teach participants their style• Derive in-kind donations of food and prizes from local businesses around the Penn campus• Attract corporate sponsors with potential for large-scale media coverage and student exposure• Build student excitement through viral marketing techniques and targeted direct mail campaign

OBJECTIVE | Nonprofit Consulting for City Year AmericaLeverage the MUSE Consulting model to provide a marketing strategy and material design that will help promote Penn students taking a gap year with Americorps programs

— GOALS —• Involve 10 consultants in a semester-long project to analyze college gap year programs• Conduct primary market research to determine student awareness and roadblocks to City Year• Find a strategy that results in a 50% projected increase in City Year enrollment for 2010• Garner a 100% satisfaction rating and positive recommendation from City Year employees

— STRATEGIES & TACTICS —• Rationalize and build a comprehensive strategy for recruiting students to City Year• Interview prior City Year participants and host an event on campus exploring gap year programs• Deliver an integrated marketing communications plan and launch a test phase for feedback

OBJECTIVE | Elementary School Media Literacy WorkshopTeach young children in West Philadelphia how to recognize and react to marketing in their daily lives

— GOALS —• Expand the media literacy program model to 3 West Philadelphia schools• Re-task the workshop curriculum with different levels for students in grades 3, 6, 8, and 9• Increase participation by Penn students by training 20 volunteers in delivering the workshop alone

— STRATEGIES & TACTICS —• Create an engaging two-day curriculum including interactive poster projects and healthy eating

case studies that immerse students in marketing practice at a simplified level• Heighten impact on Penn students by creating a formal monthly training program for volunteers

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FUNDRAISING

OBJECTIVE | Yearly Sponsorship ProgramCreate a sponsorship program to attract corporate partners to provide funds upfront every year

— GOALS —• Gain two yearly sponsors that agree to a long-term contract with MUSE• Raise a total of $4,000 from the new program participants in exchange for pre-agreed benefits• Generate a reputation by delivering valuable exposure for yearly sponsors to result in future upsell

— STRATEGIES & TACTICS —• Run awareness and sentiment surveys of current marketing students to demonstrate to

companies their potential areas of growth in the recruiting brand• Develop a set of materials legitimizing the concept and focusing on results for past sponsors• Leverage competency in building case competitions to give companies a unique edge

OBJECTIVE | MUSE Consulting BusinessBuild the Consulting reputation and practice areas to generate more lucrative service contracts

— GOALS —• Contract a total of 10 clients for the year, resulting in revenues of $10,000• Upsell MUSE Consulting clients to lucrative services by demonstrating “one stop shop” concept

— STRATEGIES & TACTICS —• Contact former MUSE Consulting clients for detailed feedback and qualified leads to new clients• Formalize the training program for new consultants and issue certifications to increase legitimacy• Deliver free services to new clients (such as free strategic analysis) to demonstrate prowess

OBJECTIVE | Corporate PartnershipsPartner with marketing companies, the Wharton Marketing Department, and campus organizations to generate revenue for MUSE

— GOALS —• Use conventional event-oriented sponsorship packages to generate $13,000 in total revenue• Attract at least 3 new corporate sponsors using small piecemeal events in the $500 range• Provide value to Wharton students to ensure Wharton Council funding of over $500• Rationalize $10,000 in sponsorship from the Wharton Marketing Department

— STRATEGIES & TACTICS —• Clarify the event sponsorship benefits and deliver new benefits for longstanding sponsors• Cold-contact companies participating in Penn career fairs with no former relationship to MUSE• Deliver exposure to Wharton marketing faculty for research positions and prestigious speakers

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MEMBERSHIP

OBJECTIVE | Member RecruitmentAttract new members to MUSE and excite students about marketing as a potential path

— GOALS —• Bring a pipeline of at least 20 freshmen to the club’s future leadership pool• Ensure total membership increase of 40% year over year to a total of 120 paid members• Increase the reputation of MUSE on campus by consistently filling events to capacity• Build a clear understanding of the benefits of membership through recruitment materials

— STRATEGIES & TACTICS —• Appeal to students at campus club fairs using creative and unusual advertising techniques• Demonstrate widespread support by marketing faculty through presentations in each class• Create a new member welcome packet that introduces committees and involvement opportunities• Directly link new experiential opportunities to future careers through upperclassmen experiences

OBJECTIVE | Social EventsBuild the vibrant MUSE community spirit by encouraging interaction and idea exchange between student members

— GOALS —• Host at least 3 social events per semester, with attendance of at least 10 members at each event• Ensure social events are attended by a mix of committees, class years, and majors• Make one social event per semester an ‘extreme’ bonding event to encourage excitement

— STRATEGIES & TACTICS —• Run designated inter-committee social events at restaurants to help students identify with MUSE• Position MUSE as an alternative to Greek organizations for students wanting similar benefits• Include a member feedback section in general body meetings to ensure interactivity• Spotlight member achievements and birthdays each week to add a personal touch

OBJECTIVE | Flagship Offsite TripsDevelop a cachet of excitement about cutting-edge marketing programs and expose students to executives in untraditional areas of marketing

— GOALS —• Bring students to at least one exceptional company each semester• Ensure they are met by senior marketing executives to discuss marketing in an unusual field• Arrange for at least one impressive function at each event (e.g. limo service, tour of facility, etc.)

— STRATEGIES & TACTICS —• Cold-contact marketing executives from interesting companies in alternative industries (including

gaming, nightlife, restaurants, automotive, etc.)• Limit events to small attendance (6-10 students) to build exclusivity and excitement

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COMMUNICATIONS

OBJECTIVE | Internal CommunicationsIncrease awareness and participation of MUSE members in planned events

— GOALS —• Increase average participation rate of paid membership to 85%• Expand total reach of membership newsletter to 1,500 students at Penn• Bolster satisfaction rating of general body meetings by adding valuable activities

— STRATEGIES & TACTICS —• Leverage the new G.O. Penn centralized student group content management system to provide a

single database for all MUSE materials and calendars• Create a wiki page on the MUSE website that allows students to transmit tacit knowledge• Encourage listserv signups by promoting the listserv through Career Services and freshmen

College Houses, and eliminating unsubscribe requests by decreasing e-mail frequency

OBJECTIVE | External CommunicationsCreate a buzz around MUSE on the Penn campus through innovative advertising campaigns

— GOALS —• Increase website clickthrough rate to 40% from key event advertisements and communications• Utilize social media to connect with students where they already interact online

— STRATEGIES & TACTICS —• Place value-added content on the website including internship listings, research assistant

positions, recruiting materials, and a portal for latest marketing news updates• Engage board members and spotlight members in producing fresh blog and social media content• Create a Facebook Page and a Twitter account so students can follow the board’s activities

OBJECTIVE | Promotions CommitteeEnsure that all MUSE events follow the marketing process to guarantee high quality and results

— GOALS —• Perform gap analysis, primary research, and needs identification to find new event opportunities• Formalize the graphic design process to reduce flyer production lead time to 1 week• Engage at least 30 general body members in promoting each planned MUSE event

— STRATEGIES & TACTICS —• Change board institutions to demand presentation of new event ideas to the promotions

committee for analysis before making any external commitments or scheduling• Complete market sizing analysis to ensure each event has a significant potential audience• Design graphic materials that directly appeal to the pain points of a target audience for each event

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CHAPTER OPERATIONS

OBJECTIVE | Apprenticeship ProgramFormally train the pipeline of future board members by installing apprentices in a rotation program

— GOALS —• Identify and train 3 promising students who could potentially become future leaders in MUSE

— STRATEGIES & TACTICS —• Create a rotation program to allow future leaders the chance to learn about each aspect of MUSE• Ensure that each apprentice has a mentor and creates stretch commitments for the semester

OBJECTIVE | Board Productivity ImprovementsIncrease board and committee productivity through enhanced technology and formal systems

— GOALS —• Improve and formalize regular Board processes, creating a consistent board “rhythm of business”• Develop and implement feedback systems for events and peer reviews of board members

— STRATEGIES & TACTICS —• Use an online project collaboration service to reduce information asymmetry between committees• Update the Board Resources Handbook with new processes and convert it to digital format• Adopt a peer review system that allows for anonymous submission, aggregation, and retention of

feedback for MUSE Board members• Develop a formalized system to record quantitative feedback during events and provide members

with simple methods to submit qualitative feedback afterwards

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CALENDAR OF EVENTS

September• New Student Orientation Fair• Wharton Clubbing Night• MUSE Board Leadership Forum• Kick-off General Body Meeting• Board Social Event: Dinner at Salento• Board Feedback Session• AMA Case Competition Team Information Session• Speaker and Recruiting Opportunity: General Mills

October• MUSE-a-thon Marketing Week• USPS Direct Marketing Event• Job Shadowing Trip: Diageo, New York City• Nielsen Consumer Insights Interactive Case Presentation• Garfield Group Interactive Media Panel• Libre Management LLC: Marketing in the Nightlife Industry• Member Social Event: Dinner and Tour at Cuba Libre• MUSE Consulting Launch• Professor Experience Promotional Social• Board Feedback Session• AMA Case Competition Launch• L’Oreal Case Competition Launch

November• Wharton Undergraduate Marketing Conference• Board Networking Event: Coca Cola • Professor Experience Event: P&G and Diageo• General Body Meeting• Community Service: Media Literacy Program• Board Feedback Session• MUSE Recruiting Guide Launch• Marketing Spotlight Series Launch• New Board Interviews and Turnover

December• UNICEF Human Rights Day• End of Semester Dinner and Awards• Board Leadership Forum

January• General Body Meeting• Marketing Spotlight Series • Spring MUSE Consulting Launch• Kraft Brand Management 101• Board Feedback Session• MARC Career Fair

February• General Body Meeting• Membership Social Event• Media Literary Program Event• Givology Dance Marathon• Board Feedback Sessions• Winning Advertising Event

March• General Body Meeting• Job Shadowing Trip• Media Literacy Program Event• Relay For Life• Board Feedback Sessions• Marketing Spotlight Series Event• Membership Social Event• Alumni Speed Networking

April• General Body Meeting• AMA International Collegiate Conference• End of Year Study Break Social• Board Leadership Forum• Board Feedback Sessions

May• Senior Banquet• Board Feedback Sessions

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BUDGET

Beginning Balance $6,147Revenues Conferences WUMC $2,000 MARC $10,000 Corporate Sponsorships Information Session Sponsorships $500 Other Partnership Events $400 Other AMA Prize Money, 2009 $1,000 MUSE Consulting $10,000 Funding from Wharton Council $300 Community Service Grant $500 AMA Conference Grant $250 Total Revenues $24,950 Expenses Events WUMC $700 MARC Facilities $2,500 Lunch $3,000 Job Shadowing Trips $300 AMA Case Competition $400 General Body Meetings ($100 /meeting) $700 Professional Development $1,000 Membership Social Events $1,000 Marketing Field Trips $600 Community Service $1,000 AMA International Collegiate Conference $10,000 Promotions T-Shirts $800 Water Bottles $300 Other Promotional Items $200 Administrative Printing $200 Speaker Gifts $100 Website Maintenance $50 Total Expenses $22,850 Ending Balance $8,247

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