CHAPTER OVERVIEW PROFESSIONAL DEVELOPMENT..5-6 COMMUNITY & SOCIAL IMPACT.7-8 FUNDRAISING 8-9 MEMBERSHIP

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2 CHAPTER OVERVIEW PROFESSIONAL DEVELOPMENT..5-6 COMMUNITY & SOCIAL IMPACT.7-8 FUNDRAISING 8-9 MEMBERSHIP COMMUNICATIONS (INTERNAL) COMMUNICATIONS (EXTERNAL).11 CHAPTER OPERATIONS CALENDAR OF EVENTS. 13 BUDGET..14 AMA Chapter Plan

3 Executive Summary The collegiate chapter of the American Marketing Association (AMA) at the University of Texas at El Paso is a student organization within the College of Business Administration. During this academic year ( ), AMA will provide a career based guideline for members to follow; which include real world marketing experience, development of professional skills and knowledge in various marketing concepts. To accomplish this goal, AMA will provide local businesses, in need of effective marketing, to the student body, as well as various workshops from interviewing to networking, and teach the concepts needed to diversify themselves within the marketing field. In addition, AMA plans to conduct certification workshops in topics of interest such as social media, professional development (Marketing Yourself), and database analysis. Overall this gives the members competitive edge, self-diversification, and a professional connection within the marketing field. Key Objectives: Develop a network with local industry leaders. Expose members to hands-on activities that require the application of their knowledge to solve real marketing problems. Provide at least 15 members the opportunity to attend the 38 th American Marketing Association International Collegiate Conference at New Orleans, LA. Partake and compete in the AMAICC Sabre (Strategic Allocation of Business Resources) Simulator, Case Competition, Sales Competition, Strategic Marketing competition. Differentiate AMA from the other business organizations. Provide certifications that complement our members academic training. Assist local businesses and charities in developing marketing strategies. Create social gatherings to encourage members to build networking skills as well as to promote AMA s creative professional and outgoing culture. Create membership drives throughout the semester to generate awareness about AMA among COBA students. Develop and execute a social media plan for AMA including Facebook, Twitter, Instagram, , and Web site. Maintain a high and consistent number of active members. Partner with fellow student organizations to promote professional development. Transform students into leaders by providing them with a structure to follow. Target Market Primary: Marketing Majors and Minors Secondary: Business Majors and Local Businesses Tertiary: Communication and Graphic Design Majors AMA Chapter Plan

4 AMA UTEP Mission Statement: The University of Texas at El Paso Collegiate Chapter is devoted to assist individual members with an interest in the continuous development of their professional and marketing skills; ultimately leading them to obtain a competitive advantage in their post-graduate careers. SWOT ANALYSIS: STRENGTHS Ranked the number one organization in the College of Business Administration. Consistent members that are well experienced and provide job or internship opportunities. Strong base of experienced marketing professors and professionals. Highest number of followers on social media (Facebook) in the College of Business Administration. WEAKNESSESS Perceived as a marketing major only association, therefore not being able to offer anything to other majors. Low member retention rate. Communication within executive board is lacking and gets misinterpreted at times. OPPORTUNITIES Partnership with local business that improves professional development of members and provides job/internship opportunities for members. Border city to another country which allows a cultural diversity. Commuter University. THREATS Geographic location disconnects channel between corporate employers. Poor demographics such as low income, causing students to fall behind in the organization or cannot afford to participate in events. Reduced number of marketing electives. AMA Chapter Plan

5 Goal: Provide AMA members with opportunities to expand their knowledge in marketing areas such as branding, social media, research, and business to business, ultimately enhancing their professional skills in order to gain a competitive advantage in their respective fields. Strategy: Create workshops such as resume building, elevator pitch, mock interviews, public speaking, marketing concepts, and networking mixers to establish a professional image amongst members and expand their marketing knowledge. Rookie Entrepreneurship Program Goal: Mentor high school business aspiring students to be familiar with entrepreneurship. The challenge is a two-day program in which AMA members will mentor the high school students in building a profitable small business. Strategy: AMA members will be designated to a group of six high school students to guide and teach them the fundamentals of business strategies. Weekend Start-Up Goal: Create a technology start up business within 72 hours. Includes conducting research, creating a business plan and presentation. Strategy: Participants choose a group consisting of students from a diverse educational background including but not limited to business majors and engineering majors. We will conduct market research, create a working prototype, a business plan and presentation. The presentation will be judged by a panel of judges with a diverse background including, local entrepreneurs and investors. Financial Security Workshop- World Financial Group Goal: Raise awareness about the importance of creating financial stability as an upcoming young professional. Strategy: World Financial Group informs students on several techniques such as creating a 401K, saving a percentage of their current income, and developing an annual financial goal. Professional Speakers Goals: Invite marketing professors, College of Business advisers, and marketing professionals to speak to members and provide workshops for member. Strategy: Five speakers will be invited to AMA general meetings to present advice and tips to members. Five speakers will be invited to host a workshop for AMA members and officers on marketing strategies, skills, and knowledge. Career Building Workshops Goal: Provide members with a multitude of professional building workshops such as, elevator pitch, resume building, public speaking, etc. Strategy: With the assistance of marketing professionals in the College of Business, we will help our members by developing a SWOT analysis, which determines their strengths, weaknesses, opportunities and threats to outline their potential skills which may be applied to their careers. Marketing Workshops Goal: Provide members with a variety of marketing workshops such as branding yourself, advertising, social media, etc. Strategy: With the assistance of marketing professors and experienced marketing students in the College of Business, we will develop the skills of AMA Chapter Plan

6 our members through activities and interactive presentations. Technical Development Workshops Goal: Give members the opportunity to expand their knowledge on technical programs through workshops such as PhotoShop, Excel, Qualtrics, etc. Strategy: Partner with the UTEP Library to provide tailored technical workshops for AMA members. Marketing Week Goal: During Marketing Week we will showcase the value of marketing for businesses, non-profit organizations, and society at large. We will also educate the public about career opportunities in the marketing field. As well as highlight the benefits of being a member of AMA. Strategy: Create events throughout a whole week, October 26- October 30, to promote awareness of marketing around the university. Also highlight career opportunities that marketing offers. As well as show students the benefits of being a member in our organization. Events during this week include but are not limited to, guest speakers, tabling pushing marketing awareness, community service, and fundraising. 38 th Annual Collegiate Conference Goal: Provide members with an opportunity to network, attend workshops and compete in a variety of events that will challenge their knowledge from techniques which have been learned through professional development. Strategy: Inform and prepare members at the beginning of fall semester of the opportunities offered. This will be achieved by dividing our members in segments according to their individualized interests and providing them with the necessary tools to excel at the conference. Ice Breaker Case Study Competition Goal: Create a group of 8 AMA members that will devise a marketing plan based on a challenge presented by an AMA conference partner. Strategy: Members will meet with the group on a weekly basis to conduct market research and devise a marketing strategy to raise awareness for Icebreakers Cool Blast Chews. Corporate Tours Goal: Attend corporate tours of local companies to learn about the operations and obtain inside knowledge on how marketing affects the functions of the company. Strategy: Contact local corporate companies such as Helen of Troy and the Coca-Cola Company. Schedule a tour for AMA members, along with other organizations in the College of Business. Business College Council Goals: Gather with the presidents of other business organizations to form possible collaborations. Strategy: Create and coordinate opportunities, events, and competitions with other organization presidents to increase student involvement amongst organizations in the College of Business Administration. AMA Chapter Plan

7 Goal: Positively impact our community while educating our members on the value of proactive socially responsible behaviors. Our members will learn the importance of supporting our community by engaging in activities that will also strengthen their professional skills and marketing knowledge. Strategy: Plan/ Coordinate and attend causal events that greatly benefit the community as well as the members. These events may range from canned food drives to local business outreach. Grand Challenge Goal: Create a public policy within a window of 24 hours, which develops alternatives for problems faced amongst the community in the city of El Paso as well as the state of Texas. Strategy: Participants are assigned to a group consisting of a diverse educational background in order to have an equal comparative advantage. The challenge is to conduct the necessary research, create a presentation, and develop a proposal within a 24 hour period. The presentation is judged by a panel of professionals such as, city officials and community entrepreneurs. Adolescence to Marketing Professionals Goals: Practice our marketing skills and knowledge while serving the communities high school students by providing professional skills and marketing skills. Strategy: Present to business related classes, and provide high school students with the right resources for the professional world. This includes teaching them how to create a proper resume, interview skills, presentation, and marketing skills. Miner Connection Goal: Partner with an organization and aid the campus food pantry by providing marketing strategies to raise awareness on food insecurities as well as helping collect cans. Strategy: We will help the organization by creating a social media campaign to market the food pantry to students and faculty. We will also create events to gather canned goods to supply them with a worthy quantity of items. Make-A-Wish Foundation Goal: Volunteer at the fall festival for the El Paso Children s Hospital to assist in setting up activities for children. Strategy: We will assist in a carnival game and parade set up to prepare for the annual fall festival that will be on Halloween Day. Speaktacular Goal: Help raise awareness for this event and childhood apraxia, a motor speech disorder. Find sponsorships and raise donations for the organization. Strategy: Use marketing skills to raise awareness on and off campus among students and the public. Use advertising and sales skills to find potential sponsors for this event and raise donations for the organization. Members will also participate in the run as well as assist in set up to support the cause. High School Debate Judging Goal: Participate as a judge for the high school debate competition. Critique and analyze students to provide them with a descriptive grading scale. Strategy: Attend various sessions along with other judges to evaluate the performance of the students. Advise students on public speaking skills so that they can develop as a professional. AMA Chapter Plan

8 Project Move Goal: Partake in the largest community service event held at The University of Texas at El Paso. Choose an event which will impact the lives of the community of El Paso as well as our members. Have at least 20 AMA members participate. Strategy: A group of AMA members gather on a Saturday morning to help out the community with events such as, rebuilding homes, helping shelters, etc. Business Outreach Goal: Help local business develop a professional marketing plan by conducting research, providing market strategies, and help with brand management. Strategy: Contact local businesses we need help with marketing and are also willing to help marketing students gain experience through local case studies. Goal: The University of Texas at El Paso collegiate chapter will be dedicated to facilitate the cost of each member for the annual conference. Strategy: These costs will be reduced by involving our members in different events at the University and community level. The events will vary from case competitions sponsored by the local business ecosystem, community events, and benefit nights. The involvement with the community will create a networking channel for our members to use for future reference in their professional development. Minerpalooza Goal: Members will organize a booth for an annual inauguration of the University. Strategy: Develop several games that will grab the attention from the community in order to maximize the profits for the night and raise awareness of the AMA UTEP Chapter. Feed the AMA Pigs Goal: Allow members to raise awareness of the association by asking for donations in the College of Business through different advertising techniques. Strategy: Members will compete against each other to see who can promote the AMA pigs the best. By doing so they will also receive half of the money they raise from their pigs for their individual accounts as an incentive. Benefit Nights Goal: Members will be testing their advertisement skills by promoting local business and franchises, which in return will give the chapter a percentage of their sales for the night of the event. Strategy: Provide members with tools that will help promote the day of the event. A point system will keep track of member participation and dedication to the event. Incentives will be given to the AMA Chapter Plan

9 members if the chapter reaches the goal of sales per event. Sponsorships Goal: To provide members with real world marketing experience by targeting local business which will benefit from our consulting. Strategy: Organize case competitions between the members and present the different ideas to the local businesses that are in need of exposure to the El Paso community. Members will be able to help a local business and have this as experience on their professional development skills. International Food Fair Goal: Participate in the annual International Food Fair which will allow our members to represent the Association to the students and faculty at University of Texas at El Paso. This will be an interactive and competitive showcase versus other organizations which will allow room for further recognition of our organization by our campus. Strategy: We will be using an initial investment from our budget in order to purchase the necessary materials for our dishes which will be reimbursed by the University plus the revenue from our sales. The event will require five of our members per shift in order to operate the competition throughout the day which will allow the association to develop a strategy and work as a team against the other competitors. Halloween Carnival Goal: As part of one of our main events for marketing week, we will use this event as a philanthropy event along with fundraising in order to maximize the impact result in our community. Strategy: This event will be coordinated by the executive board in order to create a unique and profitable Halloween activity that will attract the El Paso community to participate in our booth. This will result in higher returns along with a recognition by the event coordinators. Raffles Goal: Members hold several raffles to fundraise towards their International Collegiate Conference. In addition fundraising helps raise money for community service events. Strategy: Promote the members sales skills in giving them challenging goals when running the raffles for products such as, ipads, Go-Pros, Cash, etc. Goal: Our goals is to increase the number of current members along with the retention numbers by no less than 30%. Strategy: We will create relational strategies to retain current members and attract new ones through brand awareness at the University of Texas at El Paso. Summer Orientation Recruitment Goal: Recruit and create awareness of the AMA UTEP chapter amongst the incoming students. Strategy: Set up information tables at a minimum of 5 of 6 summer orientation sessions held in the College of Business. Tabling includes discussing topics about marketing as well as the professional AMA Chapter Plan

10 development opportunities available in our organization. Student Organization Fair Goal: Brand the University of Texas at El Paso collegiate chapter by promoting and raising awareness at the biggest organization fair in the College of Business Administration. Ultimately facilitating recruitment for the organization. Strategy: Set up an information booth informing the potential market of the operations and successes of the collegiate chapter. Class Announcements Goal: Reach a greater audience, to increase the amount prospective members interested in joining the organization. Strategy: Have all AMA members ask their professors for permission to give a short two to three minute presentation on the benefits of our collegiate chapter. Point System Goal: Increase the amount of active members and push them to stay active. We will be able to identify our active members that are more dedicated to the organization. Strategy: Members will have to challenge themselves by participating in all if not most of our events to reach a total of 25 points to be considered and active member and be considered for fun prizes. Social Events for Members Goal: Create a strong bond between members and officers through activities outside the professional world, such as, bowling, cookouts, sporting events, etc. Strategy: Plan and host formal and informal events. Help members become involved in events by providing transportation, financial support, and open invitations. Member of the Month Goal: Motivate members to actively participate in all events created by the organization. Strategy: By the end of every month members with the most points will be taken into consideration by the executive board and will be elected based on majority vote form the board. The winner will receive a prize of either cash or merchandise. Goal: We will provide a fast and effective communication system where all the members have an equal voice in the decision making process of the organization. Effective communication fosters a sense of inclusion among our members and encourages them to engage in the organization. We will collect feedback from our members in an efficient and effective manner. Strategy: The Communication department will be responsible for managing social media outlets and promoting membership involvement. We will also generate and deliver meeting minutes in both written and video format. AMA Chapter Plan

11 Internal Dropbox Goal: Share event and fundraiser information, chapter plans, annual reports, and important documents with executive board. Strategy: Give executive board access to general and officer meeting information along with important and connect the officers to facilitate communication with documents. Meeting Minutes Goal: Upload general meeting and officer meeting minutes to Dropbox folders for executive board reference. Strategy: Take notes and record PowerPoint presentations, create meeting itinerary and calendar for officers and members, and upload all information and documents to the designated DropBox folders for reference. External Social Media Outlets Goal: Connect AMA members and alumni, UTEP students, professors and general public to AMA UTEP social media accounts such as Facebook, Linked In, Instagram, Twitter, and Snapchat. Strategy: Create daily posts tailored to a different target market to engage different areas on and off campus. Gain 200 or more followers on each social media outlet. Connect members with local businesses, opportunities, alumni, and marketing professionals through Linked In. Website Goal: Engage all target markets with updated information about AMA UTEP through photos, event information, and newsletters. Strategy: Create a tab for each category including community and social impact, membership, fundraisers, executive board information, newsletters, photo gallery, and a home page. Link social media outlets with website for easy access and add PayPal for prospective members. Goal: The chapter operations will allow our organization to have the appropriate means of communications and plan executions in order to carry out the overall mission of the UTEP AMA Chapter. Strategy: The executive board members will have to fully commit to their duties and work as a team by following the AMA by-laws and therefore fulfilling their position requirements. This will be accomplished by having a mutual check system amongst the officers and take necessary disciplinary actions. AMA Chapter Plan

12 General Meetings Goal: Main channel of interaction between AMA leadership and membership in order to successfully accomplish the chapter goals. Strategy: The meetings will allow for our members to be informed of up and coming events, possible duties, and projects. This will also allow members to have a weekly interaction with the rest of the chapter and therefore create a family environment within the organization. Meetings will be announced through flyers, posters, s, Facebook, Instagram, Twitter and word of mouth. General meetings will be held weekly on Tuesdays at 3:00pm at the College of Business Administration room 302. In case of a change of schedule, members will be notified accordingly. Officer s Meetings Goal: To develop an effective communication tool between the executive board in order to execute operational activities within the organization and the College of Business. Strategy: AMA officers will meet weekly on Tuesdays at 4:30pm at the Texas Gas Student Center in the College of Business Administration. At the Officer s meeting topics will be discussed such as organization of the general meeting, activities for the week, upcoming events, and marketing research. The meetings will allow for each member to present their weekly report in an orderly manner which will then have an agenda executed by our chapter president. Officer Management Binder Goal: The Officer Management Binder will be the transition item given to the new executive board members at the end of each year. The binder will be used as a tool to aid the officers perform their duties and understand the AMA objectives as a national chapter. Strategy: Every officer will receive a Management Binder containing the AMA constitution, bylaws, mission statement, description of duties, a membership package, contact information of officers and faculty advisor, previous annual reports, chapter plans, and marketing materials. Chapter Plan Goal: Each officer will create realistic and innovative goals for the upcoming year for their position. Strategy: Use Chapter Plan throughout the year as a reference of initial goals. Share online and hard copy with executive board and members they know what to expect in the upcoming year and the goal of the organization. Annual Report Goal: Achieve initial goals from Chapter Plan and provide a platform for the upcoming AMA year. Strategy: Refer to Chapter Plan throughout the year, aligning events and ideas with those goals and strategies. Write a part of the Annual Report each month, having each officer input their information. AMA Chapter Plan

13 July 15 13, 14 Rookie Entrepreneurship Program August 15 4, 11, 18, 25 Executive Board Meeting 24 First day of Fall Semester 24, 31 BCC Meeting September 15 1, 8, 15, 22, 29 General Meeting 1, 8, 15, 22, 29 Executive Board Meeting 7, 14, 21, 28 BCC Meeting 9 Student Organization Fair 22 Financial Security Workshop 22 Bowling Social 25, 26 Grand Challenge Workshop 29 Social Media Workshop October 15 5, 12, 19, 26 BCC Meeting 6, 13, 20, 27 General Meeting 6, 13, 20, 27 Executive Board Meeting 6 Workshop 8 Peter Piper Social/ Benefit Night 9, 10 Community Service Event 16, 17, 18 Mike Loya Weekend Startup 20 Workshop 26, 27, 28, 29, 30 Marketing Week 30 Halloween Carnival 31 Speaktacular November 15 2, 9, 16, 23, 30 BCC Meeting 3, 10, 17, 24 General Meeting 3, 10, 17, 24 Executive Board Meeting 9 International Food Fair 10 Workshop 20 Thanksgiving Social 24 - Workshop 25 Community Service December 15 1 General Meeting 1, 8 Executive Board Meeting 17, 18, 19 AMA Social Retreat 23 Community Service January 16 12, 19, 26 Officer Board Meeting 25 First day of Spring Semester February 16 1, 8, 15, 22, 29 BCC Meeting 2, 9, 16, 23 General Meeting 2, 9, 16, 23 Executive Board Meeting 10 Student Organization Fair 16 Workshop 20 Project Move 25 Benefit Night March 16 1, 8, 15, 22, 29 General Meeting 1, 8, 15, 22, 29 Executive Board Meeting 1 - Workshop 7, 14, 21, 28 BCC Meeting 17, 18, 19 Collegiate Conference 15 Speaker 26, 27 Community Service 29 - Workshop April 16 4, 11, 18, 25 BCC Meeting 5, 12, 19, 26 General Meeting 5, 12, 19, 26 Executive Board Meeting 5 - Speaker 12 Workshop 26 Social May 16 2 BCC Meeting 3 General Meeting 3, 10 Executive Board Meeting 12 Graduation Dinner AMA Chapter Plan

14 FINANCIAL BUDGET Budget Actual Beginning Balance 07/15/15 $ Revenues Minerpalooza $400 Org.Fair $900 Career Fair $150 AMA Pig $120 AMA Membership Dues $1,500 Food Fair $400 Raffles $300 Benefit Nights $400 Sponsorships $600 BCC Travel Money $2,900 SGA Grants $900 Total Revenues $8, Expenses 38th Annual Collegiate Conference $3,000 (200 per student * 15) Travel Expenses (300 per student *15) $4,500 AMA Polo Shirts $375 Graduation Cords $100 Total Expenses $7,975 Net Income $ AMA Chapter Plan

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