The Pennsylvania State University Penn State Marketing Association

Transcription

1 The Pennsylvania State University Penn State Marketing Association

2 TABLE OF CONTENTS Executive Summary 1 Professional Development AMA Events 3 Chapter Events 6 Community and Social Impact 10 Fundraising 14 Membership 16 Communications Internal Communications 17 External Communications Operations 19 Budget 20

3 EXECUTIVE SUMMARY Letter From the President: Stakeholders and Colleagues, The results that the Penn State Marketing Association have been able to achieve this academic year are indicative of our exceptional-quality operations, consulting projects, fundraising efforts, corporate involvement, and ever-increasing member engagement. As a Collegiate Chapter of the American Marketing Association, we have actualized and aligned ourselves with the AMA s strategic mission and vision. As a result, PSMA has exceeded our goals and expectations over the course of another successful year. The mission of the Penn State Marketing Association is to provide its student members with tangible marketing and business experience. Through personal and professional development, community and social impact, leadership, and membership within and utilization of the American Marketing Association, PSMA offers its members the vital prerequisites needed for any undergraduate to transition into the workplace and provide quantifiable benefit to employing organizations. To provide our members with tangible marketing experiences, the PSMA Executive Board formed constructive relationships with general membership. In turn, our members formed healthy and beneficial relationships with the respective businesses and organizations involved in their projects. To professionally develop our members, we established strategic, long-term relationships with recruiters and corporations alike. To actualize community and social impact, our membership grew in their relationship with relevant social causes and stakeholders in the surrounding community. To remain a Top 5 Chapter of the AMA, we stayed connected in our relationships with other collegiate chapters and the organization as a whole. In order to encompass and showcase our strategic connections with companies, surrounding businesses, student groups, social causes, and the AMA, we built our operations on the CRMinspired theme, Relationships That Matter. When I began my tenure as president of PSMA, I was eager to leverage our existing strengths of membership, extensive alumni and corporate networks, fundraising, and job placement. Through the development and exposure of our operations and international success, I aimed to bring marketing to the forefront of our institution and community. To professionally develop our students in areas of personal selling and to form strategic, long-term relationships with corporate recruiters, we formed a comprehensive Corporate Sponsorship Program. We rewarded our 15 new relationships with a largescale Corporate Sponsor Networking Event. To strengthen our relationships with other top collegiate chapters, to educate our members in relevant marketing concepts, and to better align ourselves with the AMA, we held our annual Regional Conference, with the theme of Customer Relationship Management. This year we formed the first ever Nonprofit Marketing Division. This division secures relationships between student project groups and local nonprofit organizations, allowing a greater number of students to use their marketing skills to benefit the community. These and many other initiatives are outlined and analyzed throughout this report. Bringing marketing to the forefront required strengthening our existing relationships with stakeholders. Our growth required the formation of new strategic relationships. We are very proud of the outcomes of these projects. Our accomplishments could not have been achieved without developing and leveraging Relationships that Matter. On behalf of PSMA, I am grateful for the support of the American Marketing Association, the Smeal College of Business, and our corporate partners. Thank you for investing your time and resources in the PSMA vision and mission so that we can continue to develop our members in to tomorrow s marketing leaders. My humble honor, Craig Abbes President, Penn State Marketing Association Academic Year Key Achievements 1. Developed a comprehensive Corporate Sponsorship Program that formed 15 new relationships to be included in networking events, information sessions, and competitions throughout the year, refined the personal selling skills of members, and leveraged our extensive network of alumni and corporate partners. 2. Hosted our largest-to-date Regional Conference that secured relationships with the 3 attending collegiate chapters, Smeal College of Business Marketing Department faculty, corporate speakers and representatives, and the majority of PSMA membership through presentations, networking, and a case competition. 3. Created the Nonprofit Marketing Division to showcase community and social impact opportunities to a wider membership pool. The newly-populated division has secured 3 new relationships with local nonprofit organizations so as to benefit the surrounding community. 4. Supplied our Consulting and Market Research Division with higher quality projects to strengthen the relationships between the Executive Board and general members and between members and their respective clients. Doing so has increased project relevance and consulting fees.

4 EXECUTIVE SUMMARY Evaluation Metrics Throughout the report, you will see an assigned grade for each project and initiative. These grades evaluate our performance and ability to meet specified goals, effectively measuring our progress and determining what projects will be kept and expanded. The criteria are as follows: The project met all specified goals, engaged the majority of members, followed the specified budget, and added value to members. The project met most of the specified goals, engaged many members, followed the specified budget, and added value. The project met some of the specified goals, engaged some members, and did not greatly exceed the specified budget. The project did not meet its specified goals, had little member engagement, and exceeded the specified budget. No score. This project has yet to be executed and subsequent analysis has not been made/ this project was not initiated due to external circumstances. New and Extended Projects New Corporate Sponsorship Program Corporate Sponsor Networking Event Nonprofit Marketing Division Student Mentorship Program Resume Book Extended Regional Conference AMA Intercollegiate Relations Marketing Week Recruiter-Ready/Skill Building Workshops and Corporate Info Sessions AMA Certificates and Webcasts Sales Division Digital Marketing and Advertising Division Completed Goals Involve members in tangible marketing tasks by having projects within our Consulting and Marketing Research Division, Sales Division, Digital Marketing and Advertising Division, Sports Division, Retail Division, and the new Nonprofit Marketing Division Restructured Consulting and Marketing Research Division to emphasize marketing research and statistical analysis and remove traditional promotional projects in place of higher-quality consulting projects Created Nonprofit Marketing Division to increase member participation in Community and Social Impact initiatives Obtained record-breaking levels of member engagement through increased value of projects Professionally develop students and increase job placement with skill building workshops, a large-scale networking event, a career fair, certifications through the Smeal College of Business and the American Marketing Association, and additional AMA events and resources Hosted first ever Corporate Sponsor Networking Event with participation of 10 recruiting companies and over 80 student members Consolidated skill-building and recruiter ready workshops with recruiter information sessions to hold 20 valuable events throughout the year, a 167% increase from our desired goal Obtained record-setting participation in AMA Sales and Marketing Research Certificates and AMA Webcasts and Webinars Host a Spring Career Fair to aid job placement and raise chapter revenues Align with AMA operations by hosting a premiere Regional Conference, creating a weekly AMA Update/Newsletter, involving our Executive Board in the AMA Collegiate Case Competition, and strategically selecting exceptional candidates for AMA scholarships and contests Hosted our largest-to-date, annual Regional Conference with 3 visiting collegiate chapters and 165 attending PSMA members, a 110% increase from our intended goal and a 112% increase from last year s attendance Attended the Regional Conferences of Temple University, University of Pennsylvania, and University of Pittsburgh so as to foster intercollegiate connection and extensive professional networks while meeting our goal of attending 3 Regional Conferences Entered a student that met respective criteria in every individual AMA competition Created AMA Weekly Newsletter that showcased upcoming events, certificates, webcasts and webinars to a weekly average of 55 members Leverage PSMA s extensive alumni and corporate network through monthly newsletters, LinkedIn initiatives, special-event faculty involvement, and a new comprehensive Corporate Sponsorship Program Distributed monthly Alumni & Faculty Relations Newsletter, successfully connecting Smeal alumni with current PSMA members for professional purposes Established the Executive Board Development Program, assisting current Executive Board members in their roles Recruited and sold 13 companies on our comprehensive Corporate Sponsorship Program, enhancing our personal selling skills and providing companies and students with a selection of recruiter touchpoints

5 PROFESSIONAL DEVELOPMENT Mission: To prepare PSMA members for their future careers and enhance their professional skills through competitions, networking events, certifications, conferences, workshops, and tangible marketing experiences. AMA Events Annual AMA Regional Conference: Customer Relationship Management Goal: Host a day-long Regional Conference based around the theme of Customer Relationship Management, and the mission of both PSMA and the AMA. We aimed to invite four companies to participate, three to speak at the event, one of which would be our keynote speaker, and one to provide our guests with a case competition. Our attendance goal was to reach 150 participants, 80% of them current PSMA active members and attendants from other collegiate chapters. Result: PSMA s Regional Conference was held on November 4th, 2016, in the HUB-Robeson Center Auditorium. We had an attendance of 165 students, including 9 attendees from Temple University, 8 students from the University of Toledo, and several students from Shippensburg University of Pennsylvania. We hosted 3 companies, Textron Aviation, Publicis Health, and Kohl s, to present about the topic. The 3 companies presented on prospecting within business to business sales, managing current client accounts, and CRM in the brick and mortar and e-commerce sphere, respectively. We also invited the head of the Marketing Department, Dr. Hans Baumgartner, to speak on behalf of the Smeal College of Business. After the 3 presentations, lunch was provided and all of the attendees had the opportunity to network during the break. Once lunch was over, the capstone event of the day was a case competition, provided by Umpire s Media, which covered the topic of Customer Relationship Management and Major League Baseball. We had teams present their solutions to a panel of 4 judges, the head judge being the manager of the State College Spikes, Joe Kruzel. PSMA allocated $500 in prizes. The conference saw a 110% increase in attendance from our intended goal. We were able to provide our members with more networking, professional development, and education on relevant marketing trends than we were in previous years. AMA Certificate Programs Goal: Participate in all of the certification programs offered by the AMA, offering them to all interested PSMA members. Result: PSMA succeeded in its goal in regards to AMA certification programs, offering opportunities for its members to participate in them in both organized and individual settings. As part of PSMA s Marketing Week, the Executive Board completed the AMA Marketing Research Certification with dozens of members, and will do so for the Career Development and Introduction to Sales Career and Selling Process Certifications as well. Internally, the chapter set a goal of having 30 members participate in any of the three certification programs, but we ended up exceeding our goal with 49 members completing at least one of the three. Providing a run-through of these certification programs allowed for PSMA s members to have an opportunity to enrich their marketing skill-set in a structured environment, while still offering the option to students who wished to complete the modules on their own time.

6 PROFESSIONAL DEVELOPMENT AMA Chapter Relations Goal: To improve upon relations with other AMA Collegiate Chapters through networking and by attending 3 or more regional conferences. Result: PSMA has achieved its goal of sending its students to 3 other conferences and by sending 20 members to the AMA International Collegiate Conference. An average of 5 students were sent to University of Pennsylvania, Temple University, and University of Pittsburgh. We also had attendance from the collegiate chapters of Temple, Toledo, and Pittsburgh at our own Regional Conference. Through these various opportunities, our members were able to gain valuable professional development skills and build strong relations with other AMA members. AMA Competitions, Awards and Internships Goal: Increase member engagement in the AMA competitions and applications for awards and internships for which we have exemplary candidates. Compete in every AMA intercollegiate competition, internship opportunity, and award. Result: Presently, PSMA has participated in every AMA competition and submitted strong candidates for every relevant AMA award and scholarship. PSMA carefully screened each candidate participating in any AMA-sponsored event through its Executive Board and Faculty Advisor, ensuring that the chapter would be suitably represented in each activity. In regards to the competitions taking place at the AMAICC, PSMA has registered participants for every competition, workshop, and event. Since a majority of the AMA s competitions will be taking place during the AMAICC, we are hopeful that we will take first place in at least one of the competitions in which we participate. These events highlighted some of the exemplary members of PSMA, and also provided hands-on experience that will serve them well both in academic and professional settings. AMA National Case Competition: Ebay Goal: To restructure the method in which PSMA completes the AMA Collegiate Case Competition by designing a strategic plan, establishing a timeline, and assembling a team. Result: We assembled a team of 5 members. Unfortunately, we did not meet our goal of placing in the top 5% of competing Collegiate Chapters involved in the AMA Collegiate Case Competition for Ebay. However, we did give several underclassmen students the chance to get hands-on marketing experience including, but not limited to, sales-forecasting, cost-benefit analysis, and managing a marketing-mix. Additionally, the experimental design that the team developed yielded better results than expected, with over 100 participants involved in primary research activities review consumer perceptions of Ebay, e-commerce, and bid-markets, which proved incredibly valuable for the market research aspect of the case. Lastly, a focus group was conducted with ten participants belonging to the target market for the product, which ultimately provided the team conducting the event with hands-on experience that they would not have otherwise had in a classroom setting.

7 PROFESSIONAL DEVELOPMENT AMA Marketing Week Goal: To participate in the AMA Outstanding Marketing Week Competition by involving the Smeal College of Business community and by organizing a series of events, all of which were based around the themes of Professional Development and Community and Social Impact. Result: On each day from Monday through Thursday, we hosted an event that was based around our two themes of CS&I and Professional Development. Beginning with Monday, we set up a booth in the middle of the Business Building atrium to promote Marketing Week and PSMA. At night, we hosted Dan Guide, a Penn State professor in supply chain management, to speak of the importance of changing consumer behavior to increase adoption of closed-loop-manufactured products. On Tuesday, with the goal of educating members on the AMA s resources and professional development opportunities, we hosted an AMA night, in which our VP of AMA Relations lead an in-depth discussion about the AMA s opportunities, certifications, and scholarships. On Wednesday, we invited recruiters from Google to speak during our monthly General Body Meeting about professional development opportunities within their company. Lastly, on Thursday, we hosted an event with an employee from Facebook, who informed our members about the latest trends in digital marketing and analytics. Throughout each event, we had an average of 48 attendees and achieved our goal in promoting PSMA and the AMA while educating our members about professional development and community and social impact, exceeding our results from the previous year. AMA Student Marketer of the Year Goal: To compete in the AMA Student Marketer of the Year Award, carefully examining and screening PSMA s membership body in order to select its best possible candidate, with the goal of ultimately winning the award. Result: As of now, PSMA has reached its goal for the AMA Student Marketer of the Year Award, submitting its Managing Director of the Sports Division, Joey Myers, as its representative in the competition. After announcing that it would be accepting potential entries into the competition, PSMA collected information on the accomplishments of all interested candidates, reviewing them in great detail in order to determine its ideal candidate to submit for the award. Ultimately, after much deliberation, PSMA found that Joey would be best-suited to represent the organization in the competition. Because of his achievements in the organization, his involvement in AMA-related activities, and his leadership in both PSMA consulting activities and the Smeal College of Business Personal Selling course, PSMA felt that Joey was an exemplary representation of all that the AMA stands for on a collegiate and professional level. The recipient of the award has yet to be announced, but taking the criteria of the award into consideration, PSMA feels that Joey s accomplishments provide us with its best chance of ultimately bringing the award to our chapter.

8 PROFESSIONAL DEVELOPMENT Chapter Events NEW Corporate Partner Program Goal: Develop an extensive corporate sponsor packet to send out to recruiters and alumni through the Smeal College of Business database. Generate $5,000 in sponsorship by the end of the year. Result: The PSMA Professional Development team has worked on creating deeper relationships with our corporate contacts, resulting in 15 corporate sponsors providing over $10,000 in funds. Our top sponsors include Altria, Amica Mutual Insurance, Textron Aviation, and Staples, all of whom we have developed a key strategic partnership with. This sponsorship money greatly exceeded our goals for the corporate partner program and has allowed us to host additional professional development events to best prepare our students for their future careers in marketing. In addition to creating new opportunities for personal growth, the Corporate Sponsor Program has strengthened our relationship with a few key partners for future recruiting efforts and other events. PSMA Corporate Sponsor Networking Event Goal: Host the first ever large-scale Networking Event to reward our corporate sponsors for funding our yearly operations. Because our traditional Career Fair was consolidated into a university-wide career fair, this event serves functions of recruiting and networking without directly raising revenues. We aim to gather 10 sponsors that will attend the event and have access to 80 students. Result: The PSMA Corporate Sponsor Networking Event was held on September 27 th. We hosted 10 out of 15 of our corporate sponsors for a dinner and networking session with the PSMA Executive Board, and then opened the event to the public for the rest of the evening. We had over 90 marketing students in attendance, exceeding our attendance goals. As the inaugural event, our students and corporate sponsors were very pleased with the results, as sponsors were able to learn what their sponsorship funds were supporting, and both students and company representatives were able to make valuable connections in a more intimate setting than a traditional career fair. PSMA Marketing Career Fair Goal: Host PSMA s annual Marketing Career Fair in the spring. Our goal is to have 25 companies and 150 students in attendance. Include a wider variety of companies, such as consulting, advertising, and analytics companies, and include students from a wider variety of majors, including communications and advertising. Host a networking session for top PSMA members and recruiters prior to the fair. Result: The PSMA Spring Marketing Career Fair is held on the afternoon of February 15 th and reaches our attendance goals. There are 245 students scheduled to attend and 25 companies in attendance, including 10 PSMA corporate sponsors and 4 start-ups. This event has continued to grow as we incorporate student and recruiter feedback into the planning process in order to best facilitate the opportunity to make valuable professional connections. We also expanded the event by inviting other business organizations, including Nittany Consulting Group, Penn State Prime, and AdClub. Several of the attending companies offer international sponsorship, providing value to many of our members and large portion of Smeal students.

9 PROFESSIONAL DEVELOPMENT Sports Business Networking Night Goal: Build on the success of last year s event by bringing in at least 10 representatives from different companies in the sports industry to talk about their experiences along with opportunities within their organizations. Result: Working with the Center for Sports Business Research, Penn State Sports Business Club, and the Smeal College of Business, we hosted the 2nd Sports Business Networking Night at the Smeal College of Business on January 25, The event allowed students to attend two of four 45-minute speaker panels that presented advice for breaking into the Sports Industry and the opportunities with their respective companies. Following the speaker panels, students were able to break out and network with the 14 companies in attendance. Companies in attendance included the Philadelphia Eagles, Pittsburgh Steelers, ESPN, Penn State athletics, and many others. Representatives from these companies ranged from recent Penn State alumni to VP s of Marketing. This event was attended by 194 Penn State students, a 30% increase in attendance from last year s event. Case Competition Goal: Host a case competition with a PSMA strategic partner, developed as a comprehensive business case with a focus on marketing topics. The case will help develop professional skills such as analytical and strategic thinking, agile problem-solving skills, and professional communication. Attendance goal is 30 students. Result: Our annual PSMA Case Competition will take place in early March in partnership with Altria, one of PSMA s platinum sponsors. The case competition will be based on retailing and was held in preparation of taking the winning team to a national competition next academic year. The competition focuses primarily on sophomore participants in order to engage them in case competitions early on in their career in an educational and supportive setting. We have reached our goal of registering 30 students to participate, which will strengthen the relationship between underclassmen, corporate recruiters, and skill-building opportunities.

10 PROFESSIONAL DEVELOPMENT Marketing Skills and Recruiter Ready Workshops Goal: Host 6 sessions per semester repeating from last year focusing on technical marketing skills, developing valuable professional skills, and job-seeking competencies, bringing value to both recruiters and PSMA members. Result: We hosted over 20 companies for information sessions and recruiter-ready workshops throughout the year. We held 9 sessions in the fall and 10 in the spring semester. We covered many topics, including personal branding, effective presentations, off-price business models, recruiter interaction tips, and many others outlined in the chapter plan in open discussion-type events. Each of the sessions was timed to complement other professional development events, such as holding a resume workshop event prior to the career fair. Hosting these skill-building workshops with company representatives allowed students to receive candid feedback directly from representatives responsible for recruiting. TrendState Goal: Increase daily traffic on the blog and social media accounts. Increase likes /views by 3% every month. Collaborate with the Digital Marketing Division to enhance our promotions through social media accounts in addition to potentially implementing Google AdWords. Work on a new design overall for the blog to make it more appealing to readers. Develop a promotions team (in the Digital Marketing Division and through Retail) specifically responsible for promoting the blog on our social media accounts and tracking the daily views. Have 1-2 journalism/writing workshops per semester to help our writers grow creatively and professionally. Make the blog a tool for marketing through the blog posts by talking about State College/Penn State stores. Result: In the space of one month TrendState was able to increase from 70 to 874, a 1200% increase. Within the first two weeks of November, views increased from 70 to 472. We were able to increase social media likes by first creating a whole new social media account and revamping the blog to better align with the taste of viewers. We created a new section called Our Campus to further represent the Penn State culture and attract more readers. Though Google Adwords was not implemented this year, it will be required for the Editor in Chief to be certified in it to better gauge traffic to the website. The team also conducted promotional events such as giveaways through Twitter to potentially reach markets we don t typically have access to. Using our own hashtag, we were able to see how many impressions were made through Twitter. Sales Division This year, the Sales Division plans on continuing to establish itself as a prominent component of the Penn State Marketing Association. We have recruited approximately dedicated members who attend meetings and events on a regular basis. We have incorporated professors and professionals from companies such as Altria and Nestlé to speak about personal experiences as a professional salesperson as well as insights to improve college-level sales skills. PSMA Sales Competition Goal: Engage 30 competitors in a real sales situation to showcase their relationship selling skills as well as provide the the opportunity to receive feedback on their performance from sales representatives from companies such as Altria and TEK Systems. Result: The PSMA Sales Competition will be taking place on Saturday, March 25th, The competition will feature 30 contestants, with a two-round elimination format. PSMA is currently in discussions with TEK Systems and Altria to sponsor the competition and has invited their representatives to judge the sales role plays and provide feedback. The event allows recruiters to witness student skills firsthand to make better determinations about potentially offering internships or jobs to students. AMA Sales Certificate Goal: Encourage all sales division members to obtain the AMA Sales Certification. Division directors created a Google Forum to act as a quiz to prove that members successfully completed the 4-part video series. Result: All members passed the first quiz with an average score of 93%, quiz two with an average score of 90%, quiz three with an average score of 89%, and quiz four with an average score of 100%.

11 PROFESSIONAL DEVELOPMENT Digital Marketing & Advertising Division Photoshop, Premiere, and Film Equipment Workshops Goal: To gain basic knowledge of Adobe and production in order to design advertisements to use for social media campaigns. All members will attend this training program (we will send out an opening up this to other PSMA members). All members will gain basic knowledge of Adobe platform to prepare them for projects throughout the year. This will help in creating content and promoting other division s events. Result: All division members, the assistant director, and the managing director attended both a Photoshop and Premiere workshop to learn basic skills of both applications. With this training, members were able to create a banner and advertisement for the Sports Networking Night, AMA Regional Conference, and Happy Valley Restaurants thus far. Google Adwords Certification Goal: To give members exposure to these commonly used applications in digital marketing (resume booster). All members were required to participate. Members will gain knowledge to enact a campaign later in the year. Result: The Google AdWords Certification, mandatory for all members, was completed by the first DM&A meeting of Spring Members have been briefed on how to access exams and what to expect throughout the certification. Digital Marketing Speakers Goal: To speak with two digital marketing firms and two corporate, professional speakers with digital marketing (potential speakers are LazerPro, Impressions WHQ, Loaded Creative, Delta Air Lines, NBC Universal). All members are required to attend. The purpose is to gain valuable advice and insight from professionals in the industry. Result: Members of the Digital Marketing and Advertising Division, as well as members from other divisions, had the opportunity to see several guest speakers during the fall semester. Dan Myers, a representative from LazerPro spoke to the division about the importance of digital marketing and what they could expect to see in their projects throughout the year. In place of a weekly meeting, DM&A and Sales Division members attended an event coordinated by the DM&A Associate Director where students heard from Lauren Berger, the Intern Queen, about digitally marketing personal profiles and social media accounts. Members also attended a session during a General Body Meeting where Google representatives came to speak about their internship program. Google Adwords Campaign Goal: Use knowledge members have learned from being certified to create a campaign and promote PSMA on Google. All members must contribute and learn how to do a Google Adwords campaign. This allows members to gain experience with doing a campaign after previously being certified. Result: Upon the AdWords certification completion of all DM&A members, a project manager will use a $50 budget to guide weekly decisions on a Google AdWords campaign to promote wearepsma.com. LazerPro Goal: Partner with LazerPro Digital Media Group to do a banner creation, ad traffic, partner reports, and promotions. Members will make teams and work on projects with project managers throughout the year. Members will work with a local digital marketing company to gain tangible marketing experience with meetings, analytics, reports, and deadlines as if they were employees of the company. Result: Division members were broken into three teams, with three separate clients through LazerPro. Group 1 works with LazerPro and Onward State to run their banner ad system. Group members work directly with Onward State clients and use Google Analytics to deliver a monthly report to Onward State clients. Group 2 works with StateCollege.com, and members are tasked with advising LazerPro on continuous improvement of the web platform. Their main objectives include the design and marketing of StateCollege.com as the number one source to find housing options. Group 3 works with GetWireless Internet Company as they rebrand themselves to State College Internet. They are currently collecting data to build a comprehensive marketing plan to drive student signups. In addition, they will aid in the creation and management of social media accounts as State College Internet launches in late spring Final presentations will be given at the culmination of the spring 2017 semester.

12 COMMUNITY AND SOCIAL IMPACT Mission: To inspire future business leaders to utilize their marketing expertise to bring tangible change to the community as well as to uphold the utmost honor and integrity while growing professionally. Nonprofit Marketing Nonprofit Division Goal: To expand the depth and breadth of PSMA s social impact efforts by creating a Nonprofit Marketing Division. Cut out projects that did not meet standards for tangible marketing experience and increase member involvement in C&SI efforts. Focus on projects that are mutually beneficial by providing experience to members and quality work to clients. Result: We successfully established a Nonprofit Marketing Division that allowed general members access to social impact projects for the first time. We expanded from 3 executive board members working on all projects to a division of 13 members working on 3 projects, or an increase of involvement by 433%. We eliminated Penn State Pink Zone and Alzheimer s Help & Awareness projects due to a desire to focus on projects that meet stricter criteria of providing tangible marketing work for division members that is completed in the interest of furthering nonprofit organizations in the community. Key skills developed are as follows: market research proposal composition, observational research techniques, SPSS and data analysis, focus group management, survey questionnaire development, event planning. They were developed through our 3 projects that will be discussed in the following sections Sustainability Institute Goal: Provide insight into how the Sustainability Institute can impact students behavior with the reduction of food waste in dining halls and residence halls on campus. Result: Through a relationship with Penn State s Sustainability Institute, the Nonprofit Division provided market research with actionable insights to improve communications with students on campus and in turn reduce food waste. By composing a market research proposal and conducting secondary research, members were exposed to the basics of market research and consulting. Observational research data was collected by observing 90 students dispose of food waste in different waste receptacles in the HUB Student Center. This data was coded and analyzed in SPSS for evident trends. A focus group of 6 students was then conducted to determine what current strategies the Sustainability Institute is pursuing that are not being received effectively by students and what channels should be pursued further. A survey questionnaire was then designed and distributed to 230 students living on campus. It will be analyzed during the remainder of February to provide data that can be used to address hypotheses and answer the management decision problem. Relay for Life Goal: Increase student-body awareness and engagement within Relay for Life monthly events and key major event, the Relay for Life Walk. Result: Relay for Life has allowed our members to develop their marketing skills within the business model of a charitable non-profit organization. Project members refined market research skills through the creation of a survey questionnaire that helped to determine current student awareness of Relay for Life and to generate new creative marketing ideas for the organization, partly through submissions from students in other divisions of PSMA, collecting over 70 responses. This survey will be refined and distributed again to Greek life and THON organizations after THON to generate more leads to reach through about forming teams for the Relay for Life Walk. Several promotional ideas that were created are already underway, including the creation of laptop stickers to draw students to Relay s pediatric cancer awareness table at the Hub, which will inform and collect the s of at least 100 students while also raising money, the design and implementation of a Snapchat geofilter and photobooth for Relay s skin cancer awareness event, which will appear on the phones of the hundreds of students that pass through the Hub each day, and reaching out to off-campus community organizations to form teams, like churches and area schools.

13 Social Impact Week Goal: Offer important opportunities to expose students to themes and concepts of ethical decision-making and sustainability. Achieve 75% active member attendance at a minimum of one event throughout the week. Result: Did not achieve goal of 75% member attendance due to an unexpected and significant increase in the number of active members. Event still considered a success due to an increase of overall membership. Leveraged social media accounts to promote the event to members before and after each event, with an average increase of 184% interactions with Instagram account vs. last year s pictures of the event. Increased value of the event to members by bringing in speakers from more diverse backgrounds. Speakers included Frances Meda, Senior Marketing Manager for the American Cancer Society, Dr. John Christman, Undergraduate Chair for the Penn State Philosophy Department, and Lee Ahern, Penn State Professor of Advertising and Public Relations. Facilitated a brief case competition judged by one of our speakers. Penn State Basketball COMMUNITY AND SOCIAL IMPACT Goal: Change the way Penn State students perceive the basketball game experience and generate student excitement on campus about the team. Increase fan engagement and incentivize more students to purchase season tickets. Result: Working with the Men s Basketball Marketing Department at Penn State, we hosted a student ticket sale on campus that increased the number of student tickets sold. Additionally, we are working closely with the Marketing department to put together a promotion at a specific game on February 28, We will run a grassroots and social media marketing campaign on campus to increase attendance. The game will consist of an event at half-time in which 200 cups of Penn State Berkey Creamery Ice cream will be distributed with the help of the Penn State Dance Team. Four of these cups will contain a golden spoon, entering these four students in a chance for a prize. In addition to the ice cream giveaway, we are conducting a half-court shot contest in which the winner is awarded with season tickets. This game promotion is designed to increase student attendance and involvement, and incentivize students to stay for the entire game. Through our marketing campaign, we plan to see an increase of at least 20% in the student section. Penn State Baseball Goal: Increase student engagement with Penn State baseball games and participate in the Cooperstown student section. Result: Through various promotions and events we plan to create a buzz on campus around the Penn State Baseball team. We will work side by side with the Penn State Athletic Marketing Department to put together a promotion on campus at the HUB-Robeson center to increase awareness about the team and sell tickets for the Cooperstown student section. Additionally, we will initiate a referral program for students who have purchased their tickets, to refer a friend to receive their ticket at a discounted price. Through these efforts, we plan to see an increased student presence at home baseball games and a 10% increase in student-ticket purchases. Additionally, we will promote special events set for specific games. Students who attend the April 18 th game against University of Pittsburgh will receive a free food voucher to be used at the concession stand during the game. Additionally, we will promote and organize a whiffle-ball tournament following a Saturday/ Sunday day game. We project these specific events at these games will incentivize more students to come out to Penn State Baseball games. Penn State Soccer Project Goal: Increase student engagement with specific Men s Soccer games. Result: Working alongside the Penn State Soccer marketing managers, we created a promotional campaign to increase attendance at the THON Men s Soccer game. Through grassroots marketing and social media, we were able to reach a number of individuals on campus. Upon completion of the soccer season, our team transitioned to a phase of teaching members the everyday operations of marketing that goes into soccer activities to be applied to next year s season.

14 COMMUNITY AND SOCIAL IMPACT Penn State Dance Marathon (THON) THON is the largest student-run philanthropy in the world with over 15,000 student volunteers. THON has helped make great strides in the field of pediatric oncology through funding for critical research, which has resulted in the decline of pediatric cancer mortality rates. THON donates 96% of every dollar given to the Four Diamonds Foundation, which is able to pick up where insurance leaves off, ensuring that a family battling pediatric cancer never has to see a medical bill. PSMA benefits the Penn State community, Four Diamonds Foundation, and the Hershey medical Center through our extensive fundraising efforts. PSMA supports THON by providing relationship-building events with the Eric Krushinski and Austin Wagner Families (for more information about our THON families, please visit PSMA s support helps the families regain a sense of normality after such an impactful event in the lives of these young children. Family Relations Goal: Strengthen the relationships between our organization and our Families (the Krushinskis and the Wagners). Result: We planned activities at Penn State for both of the families several times throughout the Fall semester, allowing for PSMA s members the chance to meet our two THON children afflicted by cancer. We have kept in touch throughout the year via , social media, and handwritten notes from members and have maintained our emotional support with holiday packages designed specifically for the two children. Unfortunately, the Wagner family was not able to attend THON weekend, but we were joined by the Krushinskis. Over THON Weekend, we made sure that they had a warm welcome to their hotel rooms, complete with decorations, games, and candy. We plan on supporting both of these THON families into next year, and may even apply to receive a third family for which to fundraise.

15 Fundraising COMMUNITY AND SOCIAL IMPACT Goal: Reach a fundraising total of $12,500 through regional fundraising trips ( canning ), door-to-door personal selling ( canvassing ), and mail-in donations. Result: PSMA met its goal by raising $12,500. This incredible success was made possible as a result of extreme dedication to the mission of THON amongst our members and the strategic use of our personal and professional networks. PSMA had to be extremely creative in our advertising of THON as an event to our sponsors, especially because two of the historically largest fundraisers for THON by our organization and all other participating Penn State student organizations, were canceled by the THON Executive Committee for safety reasons early in the year. But, with enthusiastic members and creative measures to reach our goal, we were extremely successful in being able to fundraise for the Krushinski and Wagner families and for the Four Diamonds Fund. PSMA Fashion Show Benefitting THON Goal: Develop a fashion show that fundraises for PSMA s THON efforts while exposing the different THON-appropriate apparel that local retailer Rapid Transit has to offer. Attain a corporate sponsor for the event, likely Kohl s, to donate raffle prizes and money for other expenses. Increase advertising for the event to ensure a decent turnout. Generate at least a 1.25% increase in revenues from 2016 s show, with entrance tickets and raffle tickets going towards the PSMA THON total. Develop the project team s event planning skills and promotional skills. Promote to other student organizations and encourage participation in the Fashion Show to have more models, making the show longer and bringing in more attendance. Have two sales days at Rapid Transit, with one in the fall and one in the spring. Result: The Fashion Show Benefitting THON successfully raised over $383 through ticket and raffle sales. The event saw over 65 students in attendance from the Penn State community, including THON Special Interest organizations, fashion organizations, and other Smeal student organizations. PSMA leveraged our relationships with both Kohl s and Macy s so as to provide event sponsorship and special giveaway prizes. The project team advertised through social media postings, promotional giveaways, and flyers in the Student Union. PSMA was also able to secure another $500 donation for the cost of raffle items. Additionally, PSMA received sponsorship from Rapid Transit and Mclanahan s Downtown Market, both local businesses in State College, PA, that donated supplies and clothing items for the Fashion Show. Through this partnership, Rapid Transit also agreed to a store fundraiser, where they donated 30% of their sales on February 1 st to PSMA s THON total. After talking with Rapid Transit s owner, we decided that it was more beneficial to have one sales day in the spring before THON and one earlier in the fall. The store made record singleday sales as a result of PSMA s marketing of the event, grossing over $8,660 and donating $2,600 to PSMA. The marketing of this additional event related to the Fashion Show Benefitting THON allowed members to exercise their advertising and promotion abilities and led the project to exceed its total monetary goal.

16 FUNDRAISING Mission: To generate revenues through marketing consulting projects and corporate donations in order to fund annual operations. PSMA Merchandise & Apparel Goal: Design and sell PSMA merchandise and apparel corresponding to the surveyed wants of PSMA members. The project team set a goal of selling at least $350 worth of merchandise and hopes to increase members knowledge of sales, product development techniques, and basic market research. Result: This project successfully raised $924 in revenues. The team designed PSMA apparel including sweatshirts, jackets, tee-shirts, pants, accessories, and laptop stickers. PSMA generated sales from the laptop stickers and THON t-shirts, which were then donated to our THON total. The project team also gained experience conducting market research about members purchase intentions and why they may or may not decide to invest in PSMA merchandise. Umpires Media Goal: To add to last year's market research project and implement a sales strategy to align Umpires Media for success. Result: Using the market research we had compiled last year, Umpires Media came back and asked us to create a campaign to help kickstart their product. We studied our research to create a strategy campaign for implementation at the Major League Baseball Winter Meetings. The research allowed us to create a customer profile, from where we developed a sales strategy to reach this type of individual. Prior to meetings, we trained our team in personal selling skills so that they could successfully go to the Winter Meetings and sell the Umpires Media platform. Over the 3-day span of the Winter Meetings, we were able to obtain 110 business cards from people associated with professional baseball. We successfully positioned Umpires Media to kickstart their crowdfunding campaign. In return for our efforts, we received compensation from Umpires Media of $1,000 to assist with travel and lodging expenses at the Winter Meetings. Rent College Pads Goal: Increase the number of users and page-views of RCP s website and establish RCP as the go-to website at Penn State for researching off-campus housing. Result: Using a team-developed questionnaire, members collected 480 surveys from students and used SPSS software to analyze their data. The team then developed and implemented a marketing plan for Rent College Pads. We also executed interactive guerilla marketing across campus, designed and distributed promotional flyers, and built a stronger Snapchat presence. PSECU Goal: Initiate market research with a focus on students' financial affairs and knowledge on credit unions. Consult and provide an innovative marketing plan to aid PSECU in building brand awareness in the Penn State marketplace. Result: Using a team-developed questionnaire, members collected 463 responses from students and used SPSS software to analyze their data. After a presentation to the marketing manager, PSECU began preparations to integrate our research findings into effective marketing strategies. Through a brand analysis, we were able to target the strengths, weaknesses, opportunities, and threats facing PSECU. The team was able to strengthen the brand s awareness at Penn State and successfully recommended a marketing strategy to better reach the needs of the Penn State student body.

17 FUNDRAISING OrderUp Goal: Consult and provide an innovative marketing plan to aid OrderUp in reaching their goal market of first year students. Build brand awareness and drive traffic from Penn State faculty. Result: In the first two weeks of the semester, PSMA executed guerilla marketing tactics for five days in popular locations on campus. The activation strategies and consulting provided by the PSMA team resulted in OrderUp achieving unparalleled success, averaging 1,322 accounts made per day for four days. Using a team-developed questionnaire, members collected 176 responses from Penn State faculty and used SPSS software to analyze their data. After a presentation to the OrderUp community marketing manager and general manager, OrderUp was extremely satisfied with the results of the research. ParkingBee Goal: To raise brand awareness and reach among the Penn State community. Result: After further consultation with the CEO of ParkingBee, we decided to focus our research on building brand awareness among permanent residents of State College. Using a team-developed questionnaire, members collected about 150 responses from residents through a door-to-door approach and used SPSS software to analyze their data. We prepared and distributed a research plan to ParkingBee with recommendations on effective marketing strategies, such as one to promote the safety and legality of being a ParkingBee customer, which, through our research, were proven to be the largest concerns. Student Planner Initiative Goal: Partner with the AroundCampus group to develop a creative planner with exciting coupons and other features to distribute to 8,000 students. Raise $1,500 from partnership. Result: We distributed the 8,000 planners at the Student Involvement Fair the first week of the Fall semester, ultimately collecting $1,500 for our efforts.

18 MEMBERSHIP Overall Goal: Maintain activity, involvement, accountability, and event awareness in membership from the previous successful year that saw a 200% increase in size. Overall Results: PSMA Executive Board members were all dedicated to communicating with members, keeping them informed, encouraging involvement, and developing dedicated, experienced professionals. PSMA had a total of 219 paying members in fall 2016, a 144% increase from last year, greatly exceeding our goal of simply maintaining our large membership. 10 additional members joined by the end of January for the spring semester. NEW Resume Book Goal: Create a comprehensive book of top PSMA members resumes and distribute to partnering companies in order to facilitate recruitment for potential internship or full-time positions. Result: A resume book with over 100 resumes from top PSMA members was distributed to corporate sponsors and other interested companies. The resume book was successful in facilitating companies recruiting efforts as well as showcasing PSMA members involvement and achievements in the organization. The resume book was compiled following a resume workshop and review sessions to help members best highlight their skills and accomplishments. Mentorship Program Goal: Provide general membership with a visible window into the Executive Board and the leadership of PSMA, as to increase retention and strengthen the foundation for next year s administration. Result: The executive board has so far had 18 PSMA members participate in the mentorship program as we begin interviewing and filling PSMA executive board positions for next year. Applications for executive positions were sent out at the end of January are due February 17th. Interviews for executive board positions will be held during the last week of February. Recruitment Team Goal: Have a small group of PSMA executives form a team to go into classrooms to recruit new students to join PSMA at the beginning of the fall semester. Result: As a result of speaking in classrooms, participation in involvement fairs, and other recruiting tactics, PSMA has had an excellent retention rate of 90% of all students who decided to sign up on the spot, allowing for the organization to increase membership dedication and commitment by 144% this year.

19 COMMUNICATIONS Mission: To foster involvement, engagement and communication within the Penn State Marketing Association by utilizing social events, social media, and incentive-based promotions. Internal Communications Membership Communications and Feedback Goal: For members to better understand the opportunities and resources offered to them, and to feel encouraged to attend events and utilize AMA resources, and other resources that PSMA provides. Obtain data to give insight into membership satisfaction levels. Result: Over 50 members filled out the member feedback form that was sent out at the end of the fall semester. Many of the responses received gave great insight into what PSMA could improve upon, especially pertaining to the projects in each division. PSMA was able to take some of this advice and implement it for the spring semester, ultimately providing a better experience for all members. Members were informed weekly at division meetings, General Body Meetings, and through weekly update s about the resources and opportunities offered to them from the AMA. s were redesigned using mailchimp.com in order to create a more compelling weekly update that would keep members engaged. s regularly consisted of meetings for the week, announcements, AMA webcasts, upcoming PD events, member relations events, and new job opportunities. Weekly Division Meetings, General Body Meetings, and Exec Board Meetings Goal: Maintain clear channels of communication within divisions, between divisions, and between the Executive Board and all members. Results: We held division meetings every Wednesday, with 4 General Body Meetings over the course of the semester. The Executive Board met every Sunday collectively to discuss organizational operations and plans. There was a semester average of 93 members at each General Body Meeting. External Communications Alumni and Faculty Newsletter Goal: Maintain relationships with alumni and faculty by regularly sending out PSMA updates and information. Result: So far, we have sent out six Alumni and Faculty Newsletters to PSMA alumni and marketing department faculty. There are 26 alumni currently receiving our s and 27 members of marketing faculty. We have been able to use this newsletter to promote things like networking events and our regional conference to the Penn State community. We have also used it to support our THON efforts and to encourage donations among alumni. Each month we have received positive feedback from both alumni and faculty, and these communications have allowed us to connect to create additional opportunities for our members, such as research opportunities. Additional results of this newsletter are that we were able to form stronger partnerships with faculty for the sake of event planning and connected current and past members to develop professional relationships. We intend to continue the newsletter through the end of the school year.

20 COMMUNICATIONS Social Media Goal: Expand external communications to improve recruitment and promotions for PSMA and PSMA events. Result: We maintained a posting rate of 1 to 3 tweets per day throughout the fall semester, 1 to 3 posts per week to Instagram, with additional posts and events created via Facebook in order to keep members informed and engaged. We utilized social media interactive contests for giveaways to general members during division meetings and General Body Meetings. We increased Instagram followers by about 32% to achieve a total of 261. We increased Twitter followers by 3.7% to achieve a total of 699 followers. Wearepsma.com Goal: Provide members, recruiters, and all other external players with an updated web page that showcases our Executive Board, yearly operations, professional development opportunities, and CS&I opportunities. Result: The website contained our vision & mission, Executive Board members and their contact information, and each division s projects. New additions to the website included our Twitter and Instagram feed on the homepage (which featured daily posts about PSMA news), our new corporate sponsors and their sponsorship level, a Google calendar with all PSMA events, and a new tab on the home page devoted entirely to the AMA.

21 OPERATIONS PSMA Executive Board Development Program Goal: To partner current Executive Board members with PSMA alumni who once held those roles for mentorship purposes and to develop them as leaders this academic year. Result: On a monthly basis, this year's Upper Executive Board (President & VP-levels) had individual conference calls with the individuals who previously had their respective positions. As a result of these calls, the current Executive Board was able to foresee any issues that may have arisen during their tenure, especially pertaining to major organization-wide initiatives or events. Several Upper Executive members also used these calls as a chance to network, with a few members actually interviewing for full-time positions with their Executive mentors. Project Status Briefings Goal: To increase the accountability and transparency of all of PSMA s initiatives for the Executive Board members, as well as confront potential problems in advance. By having these meetings, events will happen in a more efficient, effective, and difficulty-free manner. Result: Division directors and the executive vice president met on a bi-weekly basis to discuss all in-progress projects and initiatives. As a result, there were significantly fewer barriers along the way of many of the projects and overall operations were able to occur much more smoothly. Weekly Executive Board Office Hours Goal: PSMA s Executive Board will host office hours in our HUB Student Center Office meeting space. The goal of having office hours is to encourage members to spend more time with PSMA s leaders, get advice, input on projects, or just have a casual conversation. By breaking down the barriers between the Executive and general members, we believe that this will encourage better communication. Result: All Upper Executive Board members and division directors consistently attended their scheduled office hours and used that for meetings, conference calls, work on projects, or interaction with members interested in learning more about PSMA and the AMA. Onboard Training Goal: To ensure that the incoming Executive Board is prepared with the leadership and organizational skills necessary for their new roles in the organization. Result: Once the Upper Executive Board was elected on February 25th, they underwent a one month shadowing process in which they were slowly eased into their new positions. Part of this initiative included current Past Executive members compiling "how-to" guides for their positions, and the electees attending a leadership development workshop led by PSMA's past president and executive vice president. The onboarding concluded with the current president and current executive vice president drafting a first copy of the Chapter Plan before the beginning of the summer break, which was then finalized for submission in September of PSMA plans to continue this tradition with the incoming administration after the February 23rd elections. Divisional Exec Board Restructuring Goal: To align the organization better with the goals of the American Marketing Association and the Smeal College of Business by eliminating superfluous projects and positions and developing those that would benefit PSMA across the board. Result: PSMA has replaced projects within the Consulting and Marketing Research Division to increase the relevance and quality of consulting work done with local business and to emphasize the marketing research process. As a result, PSMA has been able to charge higher premiums for completed consulting work. PSMA has expanded the membership bases of both the Sales Division and the Digital Marketing and Advertising Division during their now second year of operations. PSMA has created its first ever Nonprofit Marketing Division for the purpose of involving more students in community and social impact efforts. To lead the division, we created the 2 new roles of managing director and associate director.

22 BUDGET