THE UNIVERSITY OF TEXAS AT AUSTINMcCOMBS SCHOOL OF BUSINESS

201442015 AMA CHAPTER PLAN

TABLE OF CONTENTS

Overview

Professional Development

Community Service

Fundraising and Sponsorship

Membership and Recruitment

Internal and External Communications

CChapter Operations

Calender of Events

Budget

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MISSION STATEMENTThe American Marketing Association is a national organization dealing with the business of marketing and student involvement. The AMA chapter at the University of Texas, Austin exists to allow members and students to do three things:

1. Discover marketing2. Gain hands-on experience3. Build connections

SLOGAN

MARKET REMARKABLY

BIGGEST CHALLENGETO OVERCOMEMembership retention has always been UT AMA’s biggest challenge. We believe we were not able to retain members in the past because our organization did not create value for them, but this year we have added many new professionaldevelopment events that add enable members to learn and grow professionally.

IIn terms of membership we want to renew at 10* memberships from the Spring 2014 semester and recruit at least 45 new members throughout Fall 2014 and Spring 2015 semesters combined. *The reason for this number is because most of our members graduated last spring and AMA needs to start to build its membership base again.

OVERALL GOALS• Host 22 professional development events this school year that will enable members to discover marketing, obtain hands-on experience, and networking.• Create community service activities that allow students to give back to their community while gaining hands-on marketing experience.• Build relationships with sponsors and obtain $4,200 in funds from various sponsors and fundraising activities throughout the year.• Obtain the “Most Improved Chapter Award” from McCombs’ Office of Student Life.•• Improve national ranking to Silver level at the 2015 AMA International Collegiate Conference.

TARGET AUDIENCEPrimary: Current members, marketing majors, & freshman Secondary: McCombs School of Business students, Business Certificate students, and advertising & PR majorsTertiary: School of Communications students & psychology majors

STRENGTH• Enthusiastic and hard-working officer board• Strong relationship with Marketing Department• AMA advisor is Marketing Department Chair in McCombs• Marketing career focused organization

WEAKNESS• Weak member retention from year to year and throughout the semester• No clear value for students to join AMA at UT• Organization/flow chart of officer board• Perception that AMA is only for marketing majors• Marketing career focused organization

OPPORTUNITY• Build relationship with Austin AMA chapter• Build relationship with Texas State AMA chapter• Obtaining members from different colleges at UT Austin• Build a relationship with Office of Student Life• Build a relationship with Center for Consumer Insights and Marketing Solutions (CCIMS)

• Larger business and advertising organizations on campus• Competing with other McCombs organizations for resources when planning events

THREAT

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Host 22 (146% increase from last year) professional development events this school year that will be valuable to our members and attendance of each event

Use data from member surveys taken last year to create the types of professional development events members and students want to participate in.

PROFESSIONAL DEVELOPMENTOVERALL GOAL

OVERALL STRATEGY

1 Speaker Series (Fall 2014/Spring 2015)Goal: Average of 40 attendees per Speaker Series.

SStrategy: Throughout the semester, AMA hosts a Speaker Series that is open to both AMA members and students interested in learning about marketing. The theme for our Marketing Week is “The New Marketing Ecosystem” and we have carried this theme throughout the year encouraging speakers to present something that relates to this theme.

FFall 2014 Speakers:• 9.03 – Robert Malcolm, Executive in Residence for CCIMS • 9.16 – Uri Bogler, Vice President of Marketing at Front Gate Tickets• 11.18 – Kim-Anh Patel, Phillips 66

Spring 2015 Speakers (tentative):• Lamar Johnson, Associative Director for CCIMS

2 Interactive Series (Fall 2014/Spring 2015)Goal: Average of 40 attendees per Interactive Series.

Strategy: Give students hands-on marketing experience by hosting an Interactive Series where companies present a marketing challenge they have faced and, in groups, members need to solve the marketing cchallenge and present their findings to the presenter. These events are open to both members and non-members. This event is new this year.

Fall 2014 Presenters:• 9.23 – Jill Precntice, Business Development Manager at T3• 10.21 – Sarah Ocasio, Recruiter at L’Oreal• 11.4 – Michele Grieshaber, Chief Marketing Officer at Silicon Labs

SSpring 2015 Presenters (tentative):• State Farm

3 AMA Certifications (Fall 2014/Spring 2015)Goal: Average of 15 attendees per AMA Certificate.

Strategy: Give members the opportunity to develop their skills and obtain AMA certificates to make them a competitive candidate when they recruit. This event is new this year.

4 Marketing Week (Fall 2014)Goal: Average 25 attendees per Marketing Week event and 10 at-tendees to Marketing Week company tour.

Strategy: Utilize our resources to execute a week of events on the different industries and the role marketing plays within each organization. This year UT AMA’s theme for Marketing Week is “The New Marketing Ecosystem.” The main concept is to explain to students that marketing is a field that is constantly evolving and changing and we need to understand the current trends that have emerged. This year UT AMA is extending Marketing Week from fours to fives days a week. From Monday through Friday we have exciting activities lined up.

Marketing Week (October 6th – 10th)•• 10.06 – Market Yourself Workshop with Brett Canfield from Somnio Solutions, Inc.• 10.07 – The New Marketing Ecosystem Keynote Speaker with Kylia Combs from Dell• 10.08 – Austin AMA Networking Dinner• 10.09 – AMA Collegiate Marketing Research Certificate•• 10.10 – Company Tour

5 Marketing Mixer and Elective Fair(Fall 2014/Spring 2015)Goal: Average of 50 attendees at each event.

Strategy: The University of Texas at Austin AMA chapter will host an informal mixer for the marketing department and the students of the McCombs Business School who are either mmajoring or interested in marketing. This event gives students a chance to learn what marketing electives are offered in the coming semester while receiving an opportunity to meet the marketing professors that will be teaching the coming courses. The marketing department will get a chance to meet future

6 Company Tours (Fall 2014/Spring 2015)Goal: Host at least 1 company tour each semester and have an aver-age of 15 attendees at each one.

Strategy: Visit companies in the Austin area to expose our members to various fields and positions in marketing. Our members have a wide interest in industry fields, so we will hand out a survey to understand where their interests are. Once we tally the results, we will give our members the opportunity to see where and what they could be doing in their internships and full time jobs after graduation.

7 Mentorship Program (Fall 2014/Spring 2015)Goal: Host 2 mentorship program events each semester with 14 members (mentors and mentees) participating in the program.

Strategy: Navigating college and recruiting can be overwhelming; therefore AMA wants to create a support system for uunderclassmen. With this mentorship program, an underclass-men is paired with an upperclassmen who share similar interests and career goals. Two official events will be held every semester that deal with recruiting (resume reviews and interview practice), but mentors and mentees are able and encouraged to meet on their own to tailor conversations and advice to a particular underclassman.

8 End-of-Semester BanquetGoal: Host 1 banquet every semester with 30 attendees.

Strategy: This End-of-Semester Banquet is an event to celebrate our members and everything they have accomplished throughout the ssemester. Members will be given awards based on such things as per-fect attendance, who participated in the most community service events, etc. AMA will keep track of all of this with a new point system that has been put into place. This event is new this year.

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OVERALL GOAL

COMMUNITY SERVICE

Give back to the Austin, TX community through volunteering our time and resources to benefit others by partnering with 4 organizations.

OVERALL STRATEGYCreate and participate in community service events that members are interested in participating in.

1 Minis and Friends Local Non-profitGoal: Create a 4-member committee where members will gain hands-on marketing experience while giving back to the community.

Strategy: Create a Minis and Friends Committee made up of members who will help Minis and Friends create its value proposition, design marketing materials, and develop relationships to obtain ccompany sponsors. Minis and Friends is a non-profit that uses miniature horses as animal theory to help individuals improve their motor skills and raise their spirits through contact with these animals.

This event is new this year.

2 Dell Children’s Hospital & St. JudeGoal: Have 10 members volunteer at each event and host 2 events during the semester.

SStrategy: Members will provide a safe and fun atmosphere for the children receiving treatment in the hospital to forget about their hard-ships and enable them to enjoy a day filled with crafts, games, and toys.

St. Jude is a new event this year.

3 Feed My PeopleGoal: Have 10 members volunteer at each event and volunteer at Feed My People 2 times each semester.

SStrategy: We will partner with Feed My People, a non-profit coalition between several local ministries, which provide fresh meals, clothing for inclement weather, and other basic services. We will volunteer to serve hot meals to members of Austin’s homeless community.

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OVERALL GOAL

FUNDRAISING AND SPONSORSHIP

Build relationships with sponsors and obtain $4,200 in funds from various sponsors and fundraising activities throughout the year. These funds will help AMA send members to the AMA National Conference and host professional development events throughout the year.

OVERALL STRATEGYIncrease connections with large and small companies and maintain communications with the Marketing Department, CCIMS and Office of Student Life.

1 Corporate SponsorshipGoal: Obtain 3 marketing retention sponsorships from companies and receive at least $2,250

SStrategy: Design a new sponsorship proposal that will be sent out to companies and create new events that will entice companies to sponsor us. These events include: Interactive Series and a mini marketing case competition; which will give marketing students a chance to learn more about marketing and give them face time with recruiters.

2 Center for Customer Insight & Marketing Solutions (CCIMS)Goal: Build strong relationship with CCIMS, have 2 events hosted by members of CCIMS, and obtain $250 in funds from CCIMS.

Strategy: (1) Reach out to the representatives before the school year begins and have them put AMA in contact with potential sponsors. Send a copy of our new sponsorship proposal and allow them to propose sponsorship of our goals and mission to companies associated with them. ((2) Invite CCIMS to get involved in our events. Inform members of CCIMS’s and the marketing department’s role related to marketing students of McCombs School of Business.

3 BBA Student Life/McCombsGoal: Fill out 3 fundraising applications and obtain a total of $1,500 from them.

Strategy: Apply for every fundraising application that is sent from McCombs and complete it to the best of our ability to obtain funds. The important point to stress on these applications is how this funding will help the McCombs student body as a whole.

4 Marketing DepartmentGoal: Maintain strong relationship with Marketing Department and obtain $1,500 for the AMA National Conference.

Strategy: (1) Because our advisor is the marketing department chair, maintaining a strong relationship with the Marketing Department will be very possible. ((2) Meet with the Marketing Department to explain the importance and value of the AMA National Conference and obtain funding support from it after this meeting.

5 Profit Sharing EventsGoal: Host 1 profit sharing event each semester and raise $200 the whole year.

Strategy: Reach out to Austin restaurants that are popular among college students and ask to do a profit sharing with them. Reach out to other organizations that have done profit shares before and ask them for lessons learned and tips and tricks about how to make a profit share a success. This event is new this year.

OVERALL GOAL

MEMBERSHIP AND RECRUITMENT

Renew at 10 memberships from Spring 2014 semester, and recruit at least 45 new members throughout Fall 2014 and Spring 2015 semesters combined.

OVERALL STRATEGYWe plan to reach our goals by creating value for our members and allowing them to do three main things in AMA (Please refer to #1 Create Member Value for more information on this.)

1 Create Member ValueGoal: Establish three main goals and create events that enable AMA to meet those goals for our members.

Strategy: These goals include: (1) Discover marketing – We will hold a speaker series through our general meetings, host Marketing Week in October, and tour several companies. (2) Gain hands-on experience – We will host workshops, offer courses to gain AMA ccertifications, and provide hands-on marketing experience through our volunteer work with local non-profits. (3) Build connections – We will provide the opportunity for peer-to-professional relationships and peer-to-peer relationships through networking dinners, a mentorship program, and participation at Austin Professional AMA events.

2 McCombs Kick-Off and Gone to BusinessGoal: Obtain 60 e-mails of freshman and transfer students who are interested in joining AMA.

SStrategy: We will do this by hosting a booth that will showcase some of our work, accomplishments, and highlighted events through our virtual scrapbook, tri-fold poster board, and informational flyers at these events. A couple of AMA representatives will also have the opportunity to advertise the benefits of becoming a member and make personal connections to build valuable relationships with our peers.

3 Information SessionGoal: Have 60 students in attendance and have 30% of those in attendance become AMA members.

Strategy: Promote our information session the first two weeks of school through various outreach outlets. Create a welcoming atmosphere at the meeting, offer free dinner, special marketing pprofessor speaker, breakdown of our chapter and plans for the year, give information on how to become a member, and the benefits/value of becoming a member. Engage with potential members after meeting in an unofficial social.

4 Freshman Interest Groups (FIGs)Goal: Attend 3 FIG meetings to recruit new members.

Strategy: Utilize our connections with officers who are FIG mentors and ask them to set up time for AMA officers to come and talk about majoring in marketing and the benefits of joining AMA.

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OVERALL GOAL

MEMBERSHIP AND RECRUITMENT

Renew at 10 memberships from Spring 2014 semester, and recruit at least 45 new members throughout Fall 2014 and Spring 2015 semesters combined.

OVERALL STRATEGYWe plan to reach our goals by creating value for our members and allowing them to do three main things in AMA (Please refer to #1 Create Member Value for more information on this.)

1 Create Member ValueGoal: Establish three main goals and create events that enable AMA to meet those goals for our members.

Strategy: These goals include: (1) Discover marketing – We will hold a speaker series through our general meetings, host Marketing Week in October, and tour several companies. (2) Gain hands-on experience – We will host workshops, offer courses to gain AMA ccertifications, and provide hands-on marketing experience through our volunteer work with local non-profits. (3) Build connections – We will provide the opportunity for peer-to-professional relationships and peer-to-peer relationships through networking dinners, a mentorship program, and participation at Austin Professional AMA events.

2 McCombs Kick-Off and Gone to BusinessGoal: Obtain 60 e-mails of freshman and transfer students who are interested in joining AMA.

SStrategy: We will do this by hosting a booth that will showcase some of our work, accomplishments, and highlighted events through our virtual scrapbook, tri-fold poster board, and informational flyers at these events. A couple of AMA representatives will also have the opportunity to advertise the benefits of becoming a member and make personal connections to build valuable relationships with our peers.

3 Information SessionGoal: Have 60 students in attendance and have 30% of those in attendance become AMA members.

Strategy: Promote our information session the first two weeks of school through various outreach outlets. Create a welcoming atmosphere at the meeting, offer free dinner, special marketing pprofessor speaker, breakdown of our chapter and plans for the year, give information on how to become a member, and the benefits/value of becoming a member. Engage with potential members after meeting in an unofficial social.

4 Freshman Interest Groups (FIGs)Goal: Attend 3 FIG meetings to recruit new members.

Strategy: Utilize our connections with officers who are FIG mentors and ask them to set up time for AMA officers to come and talk about majoring in marketing and the benefits of joining AMA.

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OVERALL GOAL

INTERNAL & EXTERNAL COMMUNICATION

INTERNAL

Provide creative and unique ways of getting information about events and activities UT AMA will be hosting throughout the year.

OVERALL STRATEGYUtilize the media that members and students use when looking for event updates of organizations.

1 GroupMe TextGoal: To minimize delay or miscommunication by utilizing group text messages to solve urgent or immediate questions/ problems.

Strategy: Communicate messages quickly and efficiently amongst the officer board and address any iimmediate questions of fellow officers. Group Text messages allow for a quick turn around time in commu-nicating thoughts and ideas and promote productivity. We will create two GroupMe text groups, one for just the executive board and one for the entire officer board.

2 Facebook Group PagesGoal: Post questions or thoughts/ articles that can benefit the officer team and to gather input.

Strategy: Utilizing Facebook’s Officer Group page, our officer team will share inputs and gather ideas and insights on certain questions or a thought to further develop the team. If the topic or question is not urgent, the Group page allows for officers to take a little time to think before answering or sharing oopinions. We will also create two Facebook officer groups, one for just the executive board and one for the entire officer board.

3 E-mailGoal: Transfer important information and/or documents or content that needs to be in records or saved.

Strategy: Our officer team will utilize email to receive and send important documents. Email allows for big files to be added as an attachment so that individual officers can edit and resend if needed.

4 AMA Google DriveGoal: Create an AMA Google Drive that will allow all officers to have access to all important AMA documents.

Strategy: E-mail is a convenient way to get documents to officers, but sometimes documents are accidentally deleted or misplaced and having a Google Drive all officers have access to will allow for

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EXTERNAL1 Website

Goal: Refer members to our website (texasama.org) as a one-stop shop for everything they need to know about AMA.

Strategy: Update and keep the AMA website current with information on upcoming professional development, community service, and social events, and how to become a member.

2 NewsletterGoal: Provide information for our members and keep them updated.

Strategy: By using MailChimp analytics, UT AMA will create a schedule (Wednesdays and Mondays at 11am) where the e-mailed newsletter receives the most opens. These newsletters will include information on upcoming events and easy access to survey links, sign-up sheets, and marketing articles.

3 Social MediaGoal: Increase our Facebook “likes” to 250, increase our Twitter followers to 260, and keep members informed about upcoming events.

Strategy: Keep our media sites current with what we are doing as a chapter, relay useful information about job and internship opportunities, promote upcoming events within our chapter and the business school, and share references to worthy articles, events, and news all while showcasing our chapter through appealing and creative visuals.

4 PostersGoal: Promote events to efficiently target our audiences. Bring more awareness to our events.

Strategy: Create aesthetically pleasing designs for posters and flyers. Spread posters with two- weeks in advance to generate greater awareness. Design different approaches to business students and communication students. Flyers and posters AMA UT ddisplays in high traffic areas of the McCombs School of Business and the University Teaching Center serve as reminders of events and meetings. We plan on making our flyers recognizable and distinct. Each flyer is designed according to the featured speaker for the meeting, making it custom and creative.

5 FlyersGoal: Provide members/ non-members relevant information about upcoming meetings or events.

SStrategy: By creating a handy 4 x 5.5 flyer that can easily be handed out, our chapter is able to promote our events quickly and directly to students on campus. We will strategically locate our distribution team to reach the most number of students that will be interested in coming to our events. Monitor The McCombs School of Business has over 20 message monitors all around the school announcing events happening during the week. UT AMA is currently sending, and will continue to send, a power point slide with the same format and design of the bi-weekly flyer for consistency. The exposure provided by the monitors will increase the visibility of AMA in the bbusiness school and will allow a consistent exposure. The monitors are located in all five floors of the school and are a great source used by many organizations to increase awareness.

6 McCombs and Moody School of Communication MonitorsThe McCombs School of Business has over 20 message monitors and the Moody School of Communication has over 10 message monitors all around the school announcing events happening during the week. UT AMA is currently sending, and will continue to send, a power point slide with the same format and design of our event fliers. The exposure provided by the monitors will increase the visibility of AMA in the business and communication school and will allow for consistent exposure. The monitors are located in all floors of both schools and are a great source used by many organizations to increase event awareness.

6 McCombs MediaEmails are sent out by the McCombs School of Business announcing events hosted by organizations in the business school to all stu-dents. It increases the credibility of AMA, for it shows the endorsement of the school and it serves as another medium of exposure. We will continue to contact McCombs to make these announcements. We will also start sending pictures of our fliers to Office of Student Life (OSL) so they can send it out via their social media accounts (Facebook and Twitter).

6 Class AnnouncementsSending out an email to faculty members increases the awareness of the organization within professors and advisors. Attached to the email is a power point slide with announcement of events AMA will be hosting the given week. We ask the professors to show the slide before beginning their lectures, so people can be aware of the upcoming events of AMA. Officers also make announce-ments in their classes about any upcoming AMA events.

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CHAPTER OPERATIONS

1 Event LogisticsGoal: Efficiently secure location, materials, and catering for all events AMA hosts.

Strategy: Sit down with the Office of Student Life (OSL) and learn about the process of booking rooms, printing marketing materials, and how to order food from approved vendors. The key is to understand the process of completing all this in order for each form to go through the appropriate channels smoothly.

2 Member Point SystemGoal: Increase membership involvement in activities outside of the UT campus.

Strategy: Create a point system that encourages members to participate in community service and pro-fessional development events because member awards will be given at the end of each semester.

3 Official BylawsGoal: Write official AMA bylaws to make transitions from year to year run more smoothly.

Strategy: Sit down with AMA advisor and executive board to create official AMA bylaws. An accountability system, ethical standards, and a code of conduct will be put in place. Officer responsibilities and duties will be clearly outlined and defined.

4 Transition MeetingGoal: Plan and execute a meeting for current officers and new officers to help plan for the upcoming school year.

SStrategy: We will meet at the end of year with the newly elected officer team to plan for the next year. The UT Chapter is determined and focused to plan and brain- storm for ideas to make the next year better. By having both officer teams, we will discuss and analyze what was good and needs to be enhanced and what did not work and needs to be fixed. The new officer team and share their ideas also receive valuable guidance from the current leaders on the details of their position. Officer duties and responsibilities will be updated on the AMA Google Drive and will allow new officers to have a resource to reference if they have any questions about their position.

4 Austin AMAGoal: Build a relationship with Austin AMA

SStrategy: This relationship is very important to UT AMA that AMA created a new position, External Relations Officer, to bridge the gap between our collegiate chapter and the professional chapter. Tyler Durman, a recent graduate of UT and a past member of UT AMA, has taken on the role of being the liaison between the collegiate and professional AMA chapters and we plan to use this connection and have the External Relations Officer work closely with him to create and co-host several professional events.

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CALENDAR OF EVENTSFall 2014

August:• 25th: McCombs Kickoff• 26th: Gone to Business

September: • 3rd: Information Session – Robert Malcolm, Executive in Residence for CCIMS• 16th: Speaker Series – Uri Bogler, Vice President of Marketing at Front Gate Tickets• 23rd: Interactive Series – Jill Precntice, Business Development Manager at T3

October:•• 6th-10th: Marketing Week• 6th: Market Yourself Workshop Market Yourself Workshop with Brett Canfield from Somnio Solutions, Inc.• 7th: The New Marketing Ecosystem Keynote Speaker with Kylia Combs from Dell• 8th: Networking Dinner with Austin AMA•• 9th: AMA Collegiate Marketing Research Certificate• 10th: Company Tour• 14th: Marketing Mixer and Elective Fair• 21st: Interactive Series – Sarah Ocasio, Recruiter at L’Oreal• 24th: Dell Children’s Hospital Volunteer Event• 28th: Social – Bowling at the UT Union

NNovember: • 1st: Feed the People Volunteer Event• 4th: Interactive Series – Michele Grieshaber, Chief Marketing Officer at Silicon Labs• 11th: Social – AMA Volleyball Tournament at Gregory Gym•• 15th: St. Jude Volunteer Event• 18th: Speaker Series – Kim-Anh Patel, Phillips 66• 20th: AMA Banquet

Spring 2015

January: • 22nd: Information Session

February: • 3rd: Speaker Series• 10th: Social•• 13th: Company Tour• 17th: Interactive Series• 24th: Speaker Series• 28th: St. Jude Volunteer Event

March: • 10th: Interactive Series• 19th – 21st: AMA National Collegiate Conference•• 24th: AMA Professional Development Certificate• 27th: Company Tour• 31st: Speaker Series/Mentorship Program

April: • 4th: Feed the People Volunteer Event• 7th: Social • 14th: Marketing Mixer and Elective Fair•• 21st: Interactive Series/Mentorship Program• 28th: AMA Banquet

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BUDGET

Estimated 2014-2015 RevenuesBalance forward: $2,612.80 Membership: $4,785.00 General Dues: $2,200.00 National Dues: $2,585.00Funding: $5,700.00 Corporate Sponsors: $2,250.00 CCIMS: $250.00 McCombs/Office of Student Life: $1,500.00 Marketing Department: $1,500.00 Profit Sharing: $200Estimated Total Revenues: $13,097.80

Estimated 2014-2015 Expenses: PProfessional Development Activities: $3,890.00 Food: $3,670.00 Speaker Gifts: $220.00Membership Fees: $2,860.00 T-shirts: $275.00 National Dues: $2,585.00Communication: $508.00 Website: $8.00 Flyers and Posters: $500.00AMA National Conference: $4, 094Marketing Week: $900.00Estimated Total Expenses: $12,252.00

Estimated profit for next year: $845.80

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