Resume Ejecutivo OUR YEAR AT A GLANCE OUR EVALUATION METRICS

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3 Resume Ejecutivo OUR YEAR AT A GLANCE Consulting Projects (52) Record Consulting Revenue ($9,150) Record Fundraising ($34,500) Largest FIU Regional Conference To Date (170 Attendees) Donations/ Sponsorships ($11,000) Dear AMA Stakeholders, It is a pleasure to welcome you in reading Florida International University s Annual Report for the collegiate year. To say that our annual endeavors this time around have been a fantastic success for our chapter would be a grand understatement. Rather, this has been a time for us of unprecedented triumphs, making strides with our AMA chapter larger than any that have ever been taken before. As a team composed of mostly first generation, latino college students, we have taken initiatives within the past year that allows us today to be a reckoning force of collegiate marketers located in one of the commerce capitals of the world. These innovations and improvements have been proven as successful campaigns, and we hope that they may serve as learning tools for other AMA chapters around the world. Below are just some of the key highlights of our chapter within the past year: Reached a new record of professional development events offered to members, projected to be 52 by the end of the year. Expanded our in-house marketing agency, Roaring Concepts, to take on 26 consulting and marketing projects, while breaking the record of revenue we collected from them as well. Held our largest ever Regional Conference here at FIU, Dreamers of the Day, bringing in an attendance of 170 students and raising over $6,000 through ticket sales and sponsorships of participating companies. Held our biggest Community and Social Impact project to date, the Give A Breath Cystic Fibrosis Campaign, where we are achieving involvement from the entire university and the local community. Pro Bono Marketing projects, where we utilize Roaring Concepts resources to create superior marketing work for philanthropic organizations. Unprecedented growth of our Blog, Hear Me Roar, and the Digital Media Committee. We have attracted international attention to our blog with thousands of organic clicks and views every month. Record-breaking fundraising, where through corporate sponsorships, our agency s revenues, and holding our regional conference raised $34,500 in chapter revenue. Some of our initiatives and programs we implemented this semester are as follows: FIU Regional Conference Give a Breath Campaign (NEW) AMA Mentorship Program (NEW) AMA Overtime Workshops Digital Media Committee AMA Sales Certificate Sincerely, Franco Aquino, Fall 2015 President Jonas Erthal, Spring 2016 President OUR EVALUATION METRICS Below you will find the rating system we have used to rate our performance for each activity: Outstanding Performance Above Average Performance Average Performance Below Average Performance Unacceptable Performance 01

4 Desarrollo Profesional GOAL: Roaring Concepts is AMAFIU s very own inhouse agency, founded in 2013 as a way to get students hands on experience working in marketing projects with real life consequences. Our goal was to raise $8,000 by providing more than 60 active members the opportunity to develop skills by working on projects for small businesses in areas including: marketing strategies, market research, social media campaigns, branding, digital content, and integrated marketing campaigns. RESULT: We raised $9,150 in consultation service revenues and have more than 81 active members involved in various RC projects. ROARING CONCEPTS In-House Marketing Agency FALL 2015 PROJECTS GEM Water 7 members GOAL: Conduct market research, develop various marketing strategies, execute on-campus promotions and produce promotional videos that help introduce GEM Water to South Florida s market. RESULT: Instagram following increased by more than 58% in four months from on-campus promotions and promotional videos. Additionally, our team led a focus group of 14 diverse college students. ScubaNation 6 members GOAL: Increase subscriptions and grow social media presence/engagement for ScubaNation, a scuba diving show that airs on FoxSports. RESULT: Increased awareness through the use of content marketing, as well as original photographs and articles that helped build a relationship with target audience. Over the course of four months, our team increased ScubaNation s subscribers from 1,075 to 1,115 and their Instagram following by 166%. Taco Maker Mexican Grill 10 members GOAL: Conduct market research among FIU students and create awareness on-campus for Taco Maker, a Tex-Mex style restaurant located across FIU s main campus. RESULT: After conducting market research among FIU students to better understand their dining preferences, the team was able to develop and execute a strategy for promotional events. In doing so, the team managed to create awareness across approximately 3,000 FIU students. StudySoup 7 members GOAL: Create on-campus awareness for StudySoup, a peer-to-peer note-sharing marketplace, and have at least 100 students sign up to be Elite Notetakers. RESULT: Planned and executed various on-campus events and signed up over 100 students to sign up to be Elite Notetakers. Galceran Auto Electric 6 members GOAL: Galceran Auto Electric is a full service car maintenance shop located just a few minutes from FIU. Galceran was a returning client and our goal this semester was to conduct on-campus promotions in order to drive traffic to the auto shop. RESULT: Due to lack of client communication and involvement, the project came to a halt halfway through the semester. Laserland & Adventure 7 members GOAL: Laserland & Adventure provides a fun environment for laser tag, arcade and redemption games, party rooms, and corporate, fundraising, and promotional events. The Roaring Concepts team was tasked with building awareness of the company on FIU s main MMC campus. RESULT: Our team worked on conducting extensive market research, developing various marketing strategies & executing on-campus promotional campaigns. Roaring Concepts 7 members GOAL: Our Roaring Concepts Research Team s goal was to conduct market research and distribute surveys to a minimum of 300 FIU students in order to understand their preferences in joining/not joining student organizations/clubs. RESULT: The team received 326 survey responses. With these findings, our team was able to create a market research report which will be offered to other on-campus student organizations/clubs. 02

5 Desarrollo Profesional SPRING 2016 PROJECTS Aloha Landscape 2 members GOAL: Web development for Aloha Landscaping, a landscaping company that provides residential and commercial property owners with the finest landscaping services. SUMMARY: Our team is currently working on creating the website design and layout. Golden Touch Haircuts & Shaves 6 members GOAL: To increase social media exposure and drive sales in the downtown Miami area for Dragonfly, a private company owned by a local Miami chef that provides meal plans, delivery services, and private chef bookings. SUMMARY: The team is currently working on analyzing the current website in order to conduct any changes necessary to make it more user friendly. The team will also be working on creating Facebook advertisments as well as original content to post on social media platforms. Latinarrific 8 members Roaring Concepts 7 members GOAL: Last semester, the Roaring Concepts Research team created a market research report. Our goal for this semester is to sell at least 6 reports to other student organizations/clubs. SUMMARY: The team is currently working to promote its report to other on-campus organizations. GOAL: Create on-campus awareness to increase Golden Touch Haircuts store traffic by at least 20%. SUMMARY: The team is currently creating a strategy for on-campus promotions and events. Nexxt Generation 8 members GOAL: Create and execute strategic social media campaigns, on-campus promotional events, and develop a website for Nexxt Generation Nutrition, a health shop specializing in personalized workout and nutrition plans. SUMMARY: Our team is currently working on developing a social media campaign, planning strategic on-campus promotional events, and developing a website. Dragonfly 9 members GOAL: Latinarrific is an organization whose goal is to empower Latina women by sharing inspiring stories of successful Latina women, their sturggles, and how they managed to rise above stereotypes. Our team s goal is to create on campus awareness of Latinarrific and generate content for a future mobile application. SUMMARY: The team is currently working on creating a strategy for gathering compelling stories that can be shared through a mobile-based application. Content will consist of photography, video and articles. SpecialTEA Lounge & Cafe 7 members GOAL: To create a social media campaign, Facebook advertisements, and lead on-campus promotional events for SpecialTEA Lounge & Cafe, a longue specializing in Asian-tea which also serves a variety of beverages and food including coffee, frappes & paninis. SUMMARY: The team is currently working on a social media strategy and a strategy for on-campus promotions. HearMeRoar FIU Blog 5 members GOAL: Conduct marketing research SUMMARY: HearMeRoar FIU is our own blog ran by our Digital Media Committee in the AMA at FIU. The team is currently conducting research to better understand students interests and the kind of material they d like to see featured on the blog. WITH ROARING CONCEPTS, we don t just believe that our MEMBERS SHOULD LEARN about marketing, but rather lead the charge in innovating it as the millennial generation. IT S NOT ABOUT WHAT WE CAN TRANSLATE FROM THE PAST, but what we can build for the future. Jonas Erthal, AMA FIU President 03

6 Desarrollo Profesional GOAL: We aimed to host a minimum of 32 (14% increase from last year) professional development events/ programs for our members this year. These would range from guest speakers in the marketing industry, to workshops that would focus on interpersonal skills and practical use of valuable marketing softwares. RESULT: We are projected to have hosted 52 (85% increase from last year) professional development programs this year. By the end of the fall semester, we had already executed 26 of these events, almost reaching our annual goal within one semester. PROFESSIONAL SPEAKERS INROADS Info Session Speaker: Marcos Morales, Assistant Vice President, Talent Acquisition & Operations at INROADS, Inc. Marcos Morales informed members about various internship and networking opportunities available through the INROADS program. Tinzi Marketing SEO and the Web Speaker: Guy Monticello, Founder/CEO of Tinzi Marketing Our chapter brought in AMA FIU success story, Guy Monticello, to speak about the relevance of search engine optimization (SEO) for our member s digital marketing success. He then went on to expand on SEO related current trends, terminology, and his experience in the field to teach students how they can leverage SEO in their own marketing endeavors. This presentation gave our members new insight on a relevant marketing tool that is often overlooked. Developing a Digital Strategy with Marketites Speaker: Liz Monterrey, Co-Founder/CEO of Marketites Liz Monterrey spoke about her digital marketing journey through Proctor and Gamble and how it equipped her with the tools neccessary to found her own Digital Marketing Agency, Marketites. She then gave members a Digital Marketing 101 on how earned, paid, and owned media can be utilized by AMA members to build their own digital marketing strategies. AMA FIU members engaged in a case study where they learned how Covergirl created brand equity in Latin America through consistent social media content, and were able to identify key brand charcteristics. Our members were also offered internship opportunities. Domains with.club Speaker: Jeff Sass, CMO at.club Domains LLC, Cofounder at EntrepreneurWiki Jeff Sass lectured members on the importance of domains in branding and search engine optimization. He then went on to teach students how to use celebrity and professional athlete endorsements to promote a product or service. He also discussed the challenges he faced in the competitive domain market when acquiring the domain,.club. Case Study and Info Session with P&G Speaker: Amanda Maximin, Senior Account Executive at Proctor&Gamble Ms. Maximin discussed different case studies of successful & failed products. She also provided our members with new insight and interesting facts about the world s largest packaged goods company. Ms. Maximin then spoke about how a Fortune 500 company like Proctor and Gamble handled Public Relations when products like the Crest Sensi Strips failed due to poor price point. She also gave an info session about the different programs that Proctor and Gamble offers students, such as their Summer sales internships. Success con Churromania Speaker: Ariel Acosta-Rubio, Founder and CEO of Churromania Churromania CEO and founder, Arial Acosta-Rubio, provided our members with a story about how a small, humble idea in Venezuela materialized into the international sensation Churromania is today. He spoke about the various promotional strategies he used as a firsttimer in the churro fast food scene in Puerto La Cruz, Venezuela and how he adapted these strategies to the American market. Getting Comfortable with the Uncomfortable Speaker: Rafael Soltero, Sales and Marketing Coach, International Business Consultant Our esteemed external advisor, Rafael Soltero, gave a presentation covering the importance of sales skills for a marketers. In particular, he covered details on how to negotiate the implementation of your marketing campaign to your client or overseer. This is an especially important skill for our members because one day they will need to sell their own ideas to their future managers and clients. Growth Hacking Speaker: Tom Ordonez, Digital Marketer and Freelance Web Developer Tom Ordonez informed members on strategies of how smaller social media accounts can compete with larger, more famous accounts for attention and followers. He went on to explain concepts such as optimizing your posts and using paid ads to maximize impressions. By the end of the presentation, members had a better understanding of how smaller social media accounts can thrive and garner the attention and interaction they deserve. How Coding Affects Marketing with 4Geeks Speaker: Alejandro Sanchez, Co-Founder and CEO of 4Geeks Academy CEO of 4Geeks, a coding bootcamp startup located in South Florida, spoke to members how the world of coding and marketing are slowly but surely integrating with each other. He explained that having some knowledge on how coding can affect important principles of digital marketing can either make or break a business endeavor. These concepts of coding knowledge were tied in with the analysis of metrics and how to optimize marketing endeavors online through digital channels. 04

7 Desarrollo Profesional ALUMNI PANEL GOAL: We decided to guide & advise graduating AMA FIU members by providing them with an alumni panel to share their experiences. Graduating can be very intimidating, and there is no better way to feel reassured than when others that have faced the same obstacles give them a roadmap to how they were able to succeed in a similar predicament. RESULT: We successfully hosted an alumni panel for Fall 2015 graduates and plan to do the same for Spring 2016 graduates. COMMITTEES GOAL: Grow the Digital Media Committee (DMC) and the Fundraising Committee. Growth to be measured by content creation and engagement for the DMC, and in dollars/amount raised for the Fundraising Committee. RESULT: The DMC has drastically expanded its size over the course of the year. Content creation & external engagement beyond AMA have yielded superior results. Please consult our Communications section for more data and results regarding DMC. The Fundraising Committee has worked on creating high-quality member relationship management through the AMA Mentorship program (please see Membership section for more info), as efforts in fundraising were focused elsewhere, such as through Roaring Concepts. The Digital Media Committee created four more videos during the year, and published a blog post every day of the active schoo semester. Photos were taken at every event increasing our current content database. Currently, DMC has at least 15 active members. OVERTIME WORKSHOPS GOAL: Host a minimum of 12 (an increase of 50% from previous year) workshops geared to expand our members knowledge by introducing them to new skills and essential marketing tools. RESULT: 17 workshops have been scheduled, with half of them already having taken place. We are projected to surpass our original goal of workshops. We also have scheduled a Photoshop Certificate program that will take place over the course of several weeks. Qualtrics/Survey Reporting Workshops Our former Chapter President, Franco Aquino, led a workshop where members became familiar with Qualtrics, a survey software offered by FIU. This software is essential for members in our marketing agency, Roaring Concepts, in order to collect the metrics necessary to implement successful marketing campaigns. Marketing Analytics and Excel Former president Franco Aquino used his experience at Raymond James to lead a Marketing Analytics workshop. Members learned how to properly present metrics collected from marketing research. This is another essential tool for all members, as they will be constantly be required to present and interpret data. How to Create and Manage a Blog on Wordpress Nathalie Fleitas shared her experience with website design with our members. This was an essential workshop for our Roaring Concepts agency because they created the website for Paws4You, a local animal rescue. This is also an especially useful resource for our members that were looking forward to developing their own online sites and blogs. LinkedIn Workshop Our former president, Franco Aquino, collaborated with our current president, Jonas Erthal, to teach our members how to leverage the tools available on LinkedIn to market themselves to companies and professionals in the marketing industry. After the presentation, members were given the opportunity to receive professional headshots provided by renowned FIU photographer, Marvel Bishop. Premiere Pro Workshop Former Vice President, Giano Curry, provided our members with a hands-on workshop on Adobe s video editing software, Premiere Pro. Members were able to edit and create content to develop digital media that promoted the AMA International Conference. Photoshop Workshop In the Fall 2015 semester we hosted a photoshop workshop led by past creative director, Monika Molina. This was another hands-on workshop where members were given the opportunity a Halloween flyer utilizing Adobe Photoshop. This workshop gave members a basic understanding of the tools available in Adobe Photohshop. This workshop is especially essential to our members as many marketing internships require a basic understanding of this software. SEO Workshop After our members received a presentation on the importance of SEO by former Director of Professional Development and CEO of Tinzi Marketing, Guy Monticello, we decided that it would be best to enforce their new knowledge through a more hands-on experience with SEO. Members were able to get a more technical perspective because they were allowed to practice search engine optimization on simulation accounts. Marketing with Constant Contact Sixcia Devine, the South Florida and United States Hispanics Director for Constant Contact. She taught students how to create relevant content that generates a high return on investment. This was followed by a training on the different alternatives when customizing s to reach marketing objectives. Public Speaking and Powerpoint Presentaions President Jonas Erthal prepared AMA Roaring Concepts interns on how to pitch or present projects and campaigns to clients in an engaging manner. He also taught members public speaking nuances like diversifying tone, how to move across a stage, and how to use body language to help them communicate effectively. Introduction to Sales Career and Selling Process Certificate Members learned the basics of the sales process, sales ethics, and sales careers available. This certificate was provided through the AMA Collegiate program. AMA Creative Series The AMA Creative Series was established in order to acquaint members looking to expand their creative skills with basic knowledge of Adobe Photoshop. The crash course consists of five different workshops which will allow members to attain hands-on design experience. After completing the wokrshop, members will be able to assist the Creative Director in designing promotional flyers. 05

8 Desarrollo Profesional AMA CASE COMPETITION GOAL: Compete in the Ice Breakers Cool Blasts Case Competition for AMA Collegiate, and receive recognition for our marketing research and proposed marketing campaigns. Achieve this by constructing a team of 20 members who will conduct research and build the case during a Retail Marketing Class. RESULT: A case team was built of 20 AMA members taking a Retail Marketing class, spearheaded by the President and President-Elect of AMA. After submission, our chapter s case received an Honorable Mention from AMA Collegiate. REGIONAL CONFERENCE 2015 DREAMERS OF THE DAY 170 Attendees 10 Schools GOAL: 150 Attendees 7 Universities Attend 7 Career Fair Companies Attend 4 Speaker for the Speaker Series 80 Attendees for the Networking Night RESULT: 170 Attendees 10 Universities Attend 10 Career Fair Companies Attended 5 Speakers for the Speaker Series 150 Attendees for the Networking Night Our Regional Conference, Dreamers of the Day, was held on November 12th, 2015 and surpassed our goals while being a huge success. The theme focused on the importance of marketing in the startup world, and how brand new companies must adapt and innovate with marketing in order to not only survive, but to thrive. We had a record number of companies come to participate in our career fair, and as well for our speaker series. In order to provide the best quality information and knowledge for conference attendees on startups and marketing, our Keynote Speaker was the founder of a successful marketing/tech startup, AdMobilize, who is currently changing the landscape of real time marketing metrics. Our attendance capped at 170 attendees, who came from not only the state of Florida, but from all over the country. With visiting chapters such as the University of Whitewater Wisconsin, Aurora University, University of Puerto Rico, and Texas State, our regional conference was truly a diverse event with a wide representation of AMA members from every corner of thecountry. AMA Marketing Strategy Competition: We held the biggest marketing strategy competition yet at our conference, with all 10 attending chapters participating. The case for the competition was sponsored by Azul, a startup tech company. Career Fair: Our career fair consisted of mostly startup companies, as that was our theme for the conference. Many participants were interested in gaining marketing experience while working at a startup, so our participation was high and the career fair was considered a success by both conference attendees and companies. Speaker Series: The speaker series provided attendees with the opporunities to listen to marketers who were triumphant in their startup endeavors. During the series, speakers presented how they created marketing strategies that allowed for their companies to stand out of the crowd in today s oversaturated startup world, while gaining attention and funding from investors. There was high engagement in each speaker session, and attendees felt they got an inside look on how to market a succesful startup company. Networking Night: On the night prior to the day of the conference, a networking event was held in a lounge called Segafredo in downtown Miami. During this event, conference attendees and professionals were able to break the ice and get to know each other prior to the conference. Different AMA chapter got to know each other better, and the attending companies and professionals were able to network with interested conference attendees. AMA Competitions GOAL: To enter all AMA Competitions. RESULT: Entered all AMA Competitions. Teksystems Outbound Sales Competition A total of 21 AMA FIU members competed SABRE Competition Entered the competition; will learn outcome at conference Website Competition Entered the competition; will learn outcome at conference ABC Sales Competition Entered the competition; will learn outcome at conference Chapter Exhibit Entered the competition; will learn outcome at conference Marketing Week Entered our submission; will learn outcome at conference Marketing Strategy Competition Entered the competition; will learn outcome at conference Pitch Perfect Competition Will complete at conference AMA Case Competition Submitted our case; received an Honorable Mention Student Poster Session Submitted our research; will present at conference Community & Social Impact Video Competition Will submit our video on February 24th 06

9 Impacto Comunitaria y Social Roaring Concepts Pro Bono Projects GOAL: Wanting to help contribute to our community with our marketing skills and knowledge, our in-house marketing agency, Roaring Concepts, takes on several pro bono projects. Our goal was to have more than 30+ students participate, while being able to assist 8 philanthropic organizations. RESULT: While not what we expected, our pro bono initiatives through Roaring Concepts were a major success this year. Instead of focusing on eight projects, we took a more strategic approach of quality over quantity, and focused on creating superior marketing work for six philanthropic organizations. All of our clients in the Fall Semester were highly satisfied with our work, and because of the great positive impact we were able to provide we feel that our goal was more than surpassed. Paws4You 7 members FALL 2015 PROJECTS GOAL: Create new website for Paws4You, an animal shelter located in Pinecrest, FL. RESULT: The team designed a new site in which they included content they helped create, such as videos showing the different animals housed at the shelter. South Florida Veterinary Foundation 6 members GOAL: The team was charged with rebranding the South Florida Veterinary Foundation, whose mission is to increase access to quality veterinary care and promote responsible pet ownership within the Miami community. RESULT: Team designed a new logo, created a new website, designed stationery materials, created a slogan and tagline, and other promotional materials for events. You re Irreplaceable (CAPS) 6 members GOAL: Raise social media and on-campus awareness of FIU s Counseling Services in order to tackle a major problem on campuses across the US: anxiety and depression disorders. RESULT: The team created a social media campaign that engaged students across various social media platforms. In the span of two weeks, the team was able to reach 28 average likes per post and gain 20 followers. BLUE Missions 8 members SPRING 2016 PROJECTS GOAL: Create and execute a social media campaign as well as strategize and execute on-campus promotional events for BLUE Missions Group, a non-profit organization dedicated to combating the water and sanitation crisis in underdeveloped countries. SUMMARY: Team is currently working on creating and executing a social media campaign as well as strategizing and executing on-campus promotions. Team SOS 6 members GOAL: Revamp website and create/ execute social media campaigns for Team SOS (Save Our Sisters), a charitable organization and South Florida s first breast cancer survivor (BCS) dragon boat racing team. SUMMARY: The Roaring Concepts Team is currently working to revamp the organization s website and create/execute social media campaigns. Weston FC, Inc. 7 members GOAL: Weston FC, Inc. is a non-profit youth soccer club dedicated to providing the best training environment for all competitive players. Our team s goal is to conduct market research in order to better understand Weston FC s target market and potential sponsors. SUMMARY: Team is currently working to create and distribute a survey that will help Weston FC better understand its target market. AMA Leadership Through Benchmarking GOAL: Provide consulting to brand new, as well as existing AMA chapters on how to grow their membership base and provide quality professional development. RESULT: We ve had fantastic opportunities in the past year to share our knowledge and experience with other chapters: Assisted Barry University with commencing their new AMA chapter. Had them come to a general meeting to get a feel of what AMA should be like, and then the Presidents sat together where opportunities for growth catalysts and quality chapter operations were discussed. Provided consulting advice to St. Thomas University on original content creation. Our AMA chapter shared our knowledge on the importance of using original content for building a chapter s brand, and the potential consequences of copying and using someone else s content without permission. Shared our transformative AMA experience with the University of Puerto Rico during our Regional Conference. AMA FIU s President and President-Elect spent the day with the University of Puerto Rico AMA s Executive Board when they visited for Regional Conference. During that time information and knowledge was shared on our past successes and failures, and how AMA FIU was able to grow as a potent chapter over time. 07

10 Impacto Comunitaria y Social Relay For Life (TBD) GOAL: In order to participate as an impactful force at our university s Relay for Life event, we partnered with other business organizations on campus to raise $1,000 towards the event. RESULT: The Relay for Life event will be held in March, and due to our past experiences and knowledge of fundraising as well as our partnership with other business organizations, we are projected to reach our fundraising goal of $1,000. Social Impact Video Competition (TBD) GOAL: Shoot, edit, and upload two videos themed on an important social cause our AMA chapter focused on this year. One video will be a higher quality, promotions-focused project, while the second video will be executed as a viral smartphone video to assist in rapid awareness creation. RESULT: Currently, our executive board is hard at work producing our chapter s Social Impact Video, which will focus on the Give a Breath Cystic Fibrosis campaign for Claire s Place Foundation. Both videos are currently being worked on, and will be submitted for consideration on time. The outcome of the competition will be learned at the International Collegiate Conference. College of Business Optimization GOAL: Chapter members will provide our marketing skills to other business organizations on campus. RESULT: Not only were we able to assist other different business organizations on campus with their marketing, but we helped the entire Council of Student Organizations (CSO) here at Florida International University. We created flyers for College of Business events, such as career fairs and study abroad programs, and executed a marketing workshop for all student organizations on campus. The workshop focused on creating a distinctive brand for organizations, while honing on key recruiting techniques and strategies for rapid and aggressive expansion. Give a Breath Cystic Fibrosis Campaign The founder of this organization is an 18 year-old named Claire Wineland. From a very young age Claire was diagnosed with Cystic Fibrosis, a genetic disease that causes excessive mucus secretions and collection, especially in the lungs. Claire s message is simple: learn to view your problems as opportunities. Her foundation focuses on providing grants to families affected by CF, offering both emotional and financial support. On March 8th, 2016 Claire Wineland will be a guest speaker for an event called Developing a Brand New You hosted by the FIU Marketing Department. Our chapter has committed to contribute at least $6,000 to help the department reach their goal of $10,000. We hope to surprise Claire with this donation the day of her presentation. Our AMA chapter has designed the full scope of the Give a Breath campaign. Using our marketing skills, we were able to build a strategic marketing plan which is helping us optimize our fundraising efforts, setting them apart from traditional fundraising initiatives. OUR FUNDRAISING STRATEGY: The campaign was divided into three different aspects which could be independently enhanced to reach higher goals. Overseeing the logistics are four AMA FIU Directors, and a special team of 10 members helping to oversee execution. A unique strategy was created for each of our events in order to increase the reach among our target market. We are projected to stay on track and reach our goal. Since this is a current ongoing campaign, please see below for information of our initiatives. Due to space limitations we ve decided to only list the names of events: Online Channels: Instagram & Twitter Social Media Campaigns Crowdrise Donations: $2,000 Promotional video Special Events: Biz Mix: goal $ proceeds Ballin With Business: goal $ Pie a Professor in the Face: goal $ A Breath of Tango: goal $200 Marketing Yourself Workshop: goal $1,000 Internal Events: E-Board Baby Picture Contest Goal: $20.00 Outcome: $30.00 Hangout with Someone AMAzing Auction Goal: $60.00 Outcome: $ Mystery Box Goal: $ Pinata Prize Goal: $ OUR GOAL: To raise $6,000. A simple concept has unfolded into one great initiative called Give a Breath. Give a Breath is a campaign created in collaboration with the FIU Marketing Department to help fundraise a total of $6,000 for an non-profit organization called Claire s Place Foundation. The proposition originated from small talk with the Chairperson of the Marketing Department, Dr. Anthony Miyazaki, and quickly transformed into a mission. MAIN EVENT: Catch a Breath On March 1st, we will be hosting a sponsored event to finish the campaign. The team has already contacted local businesses asking them to donate services based on a donation package. This event will be held outside of our College of Business Complex with different interactive activities which will help us reach our goal. In addition, we will be recreating the flash mob Claire did when she started her foundation. 08

11 Recaudacion de Fondos GOAL: Our fundraising goal for the year was to achieve a total amount of $21,000 through paid projects from our in-house marketing agency, sponsorship opportunities for local businesses, allocated funding from the College of Business, ticket sales to workshops, with limited seating, and chapter fees. RESULT: We exceeded our fundraising goal for this year by raising $34,500 in our chapter operations revenue. Our fundraising efforts have helped expand our AMA chapter like never before by bringing us greater monetary returns, thus allowing us to better serve and accomodate our members. Roaring Concepts GOAL: Achieve $8,000 in consulting services revenue from our in-house marketing agency, Roaring Concepts. RESULT: We generated $9,150 in revenue, surpassing our set goal and number of projects. AMA Overtime Workshops Sponsorship GOAL: Raise $4,000 by offering sponsorship opportunities to local businesses to help them promote their organizations. RESULT: Holding the Regional Conference at Florida International University was a fantastic opportunity to acquire sponsors. Through sponsorship, we were able to cover the majority cost of the conference with sponsorship funds at $3,000. Target Corporation alone provided us with $2,000. College of Business Funding GOAL: Acquire $4,000 in funding from the FIU College of Business through presenting our current chapter operations and sending in an official application for consideration. RESULT: The application for funding, along with request for a presentation to demonstrate our current chapter operations have been sent. After speaking with advisors who administer and allocate funding for the College of Business, we are projected to receive more than our set goal, at about $5,000 in funding. Funding will be received towards the end of the semester of the Spring Semester. Additionally, the Marketing Department also sponsored our chapter with $4,000. GOAL: Earn $360 by selling tickets to AMA Overtime workshops with limited space/seating available. RESULT: We generated $400 in ticket sales using Eventbrite. These were for our highly demanded photoshop workshops during the Fall and Spring semesters, where members are able to learn creative skills. Regional Conference GOAL: Achieve $3,750 from ticket sales and maintain a 30% profit margin from hosting the annual AMA Regional Conference. RESULT: Our ticket sales generated in $3,118 in revenue. The reason that this amount was lower than the set goal was due to the fact that tickets were sold at cheaper prices to encourage chapters from far distances to come to our regional conference, thus achieving a higher attendance rate. Chapter & T-Shirt Fees GOAL: Raise $1,950 through annual chapter fees. Fees are $13 and provide operating revenue for our chapter. Paying the fee includes an AMA T-Shirt. RESULT: Through our annual chapter fees, we were able to raise $2,436. We overachieved our set goal as we were able to recruit more AMA members the past year than was expected. 09

12 Membrecia GOAL: To maintain active membership at 50% or higher. RESULT: We exceeded our goal by 22% through the implementation of new membership recruitment and involvement tactics. Currently, we see an average of 38% returning members per semester. In addition, we decided to promote AMA collegiate membership separatelly for those who expressed that they did not have time to invest to become an involved member within AMA at FIU. In partnership with our advisor, we keep track of these applications and saw the recrutiment of 105 collegiate members during Fall, and 77 during the Spring semester. Amateur LEVEL 1 INVOLVEMENT SCALE Aficionado LEVEL 2 Elite LEVEL 3 *ACTIVE MEMBERSHIP All-Star LEVEL 4* Members who reach active membership are entered to win a raffle for a sponsored item during our special event at the end of the semester. AMA Mentorship Program In today s job market as young professionals entering the business world, it is imperative to understand that a big portion of success highly depends on the foundation of a strong network. This program consists of a curriculum designed to address the gap of member inactivity caused by lack of time available to work on RC Projects. Through these (5) interactive initiatives participating members have an opportunity to build professional relationships with those who share a similar drive and passion(s). The overal program receives a $ budget to allow mentors to make the first connection over a one-on-one at a local starbucks. AMA AT FIU MEMBER DEMOGRAPHICS These demographics are key in helping us strategically target markets for involvement and retention opportunties % Our AMA chapter has a strong positioning within other organizations due to our success in implementing professional development applicable to any major. FIRST GENERATION COLLEGE STUDENTS We take pride in our first generation student demographic which we believe makes our membership data unique. As a chapter we thrive to continue to provide these members with the tools to optimize their professional development during their undergraduate career. MALE 38% FEMALE 62% Application Deadline Jan. 28 th Pre Screening Jan th MentorMentee 1:1 Feb. 512 th BizMix Feb. 12 th Networking 101 Feb. 18 th Mock interview Mar. 11 th Marketing Strategy Competition Apr. 9 th AMAzing Marketers Lunch Apr. 8 th Member Feedback GOAL: Conduct a survey each semester to obtain feedback from general members on their satisfaction with our Executive Board s performance. RESULT: We distributed a qualtrics survey the final week of AMA during the fall semester which asked members about their experiences with our chapter and allowed them to give us quantifiable ratings on their satisfaction with our operations and Executive Board Leadership. Surveys showed a 99% of General Members Very satisfied with their AMA experience, and that they would return again in the next semester. Constructive feedback was also received regarding Executive Board performance, and measures are being taken to make sure that they are addressed during the spring semester and make AMA a more enriching experience. OTHER MAJORS: Biology Communication Arts Criminal Justice Health Service Administration Music Business Advertising Art Digital Media Econmics Journalism Psychology Accounting Advertising MIS Supply Chain Management Hospitality Public Relations At AMA FIU, we see marketing as an essential skill that benefits one s growth in the job market. The various majors mentioned above prove our success in recruitment tactics to reach the overall student body. 10

13 Membrecia Recruitment/Retention Initiatives GOAL: Reach 200+ attendees at our first general meetings and earn a retention rate of 40% from our recruitment activities. RESULT: Launched a series of new initiatives through different targeted activities that resulted in exceeding our goal by 14% during Fall semester as our highest attendance yet (227 attendees). Spring also ended with similar results (180 attendees). From those attendees we have an average retention percentage of 37% which resulted in paid members. Below are some of our traditional and new strategies used during recruitment season: Classroom presentations: A total of 15+ targeted classroom presentations were executed to obtain s of those students interested. Welcome to Bizlife event: Created awareness among Business students at a signature event hosted by the FIU College of Business through interactive tabling and giveaways. Freshmen Convocation: A part of our new strategy pertains in maintaining a special focus on freshmen students. Through participating in this event we were able to build strong presence. Semesterly Tabling Events (NEW): Another aspect of our recruitment strategy is not limiting AMA to business students but to any interested in how marketing is an essential skill to learn. Grab someone AMAzing (NEW): Incentivize members to bring another friend in order to receive a raffle ticket which can get them to win a surprise merchandise giveaway prize. Member of the Week GOAL: Nominate a total of 12 members per semester to be highlighted on our primary social media platforms in order to bring social media awareness to AMA at FIU platforms and to enhance appreciation and recognition for all the hard work and time our members dedicate to AMA at FIU. RESULT: Met 100% of our goal by featuring 12 involved and dedicated members on socialmedia pages during Fall and on track to do the same for Spring. This movement has currently picked up momentum and has increased our member engagement not only online but during meetings. Gettin Social GOAL: Enhance the networking aspect between our members by providing a calendar of social events for the year. We understand that a significant part of our member retention and involvement depends on the relationships they build with each other through these networking opportunities. RESULT: Up to date, we have held eight socials, and are scheduled to host seven more. Our socials take place in a variety of settings such as networking events in restaurants, sport events, and on-campus events. Listed below is a list of our special events for Fall and Spring and their respective attendance numbers. It is important to note that our numbers are organic, meaning no incentive was given for member attendance. FALL 15 9/09 Taco Maker Mexican Grill Social (30) 9/23 Bird Bowl Social (15) 10/14 T.G.I.Friday s Social (20) 10/28 Brother Jimmy s Social (20) 10/12 Segafredo Brickell AMA Regional Conference Social (60) 10/18 AMA Potluck Social (90) SPRING 16 1/20 Taco Maker Mexican Grill Social (25) 2/12 Brother Jimmy s BizMix Social (35) 2/24 Carolina Ale House Social (Est. 15+) 2/27 Laserland Social (Est. 20+) 3/04 Relay for Life (Est. 50+) 3/10 Brother Jimmy s Karaoke (Est. 30+) 3/26 Battle of the BizOrgs Field day (Est. 30+) 4/15 Monty s Social (Est. 20+) 4/29 End of Year Banquet (Est. 80+) Although we strive for aggressive recruitment, we believe our retention rates should be just as important in order to continue the success of our chapter. Meetings at AMA are something I look forward to every week. It s a space where I get to learn and test out my marketing skills, while also networking and making friends. - Cassandra Perez 11

14 Comunicaciones GOAL: To continue providing our members with valuable chapter information, marketing news, and career opportunities by reaching 90% of our target market of members on a weekly basis. RESULT: With a better structured communication strategy this semester we were able to increase social media reach by 75% over all main platforms, averaged 2,000 views monthly from our blog, and reached average open rates of 75%. These outreach strategies helped increase website traffic by 67% and allowed for a better sense of communication with our members. INTERNAL COMMUNICATION Mobile Marketing GOAL: Implement mobile SEO practices that drive traffic and ensure an optimized, user-friendly version of the AMAFIU.com and HEARMEROARFIU.com sites. STRATEGY: Promote our websites as a source of internal information at our general meetings Use Google Analytics to track mobile traffic Meet Google s Mobile-Friendly Test RESULT: Actively started implementing SEO in the blog through Yoast SEO. SEO was implemented in each blog post to help with the site s general SEO. Both AMAFIU.com and HEARMEROARFIU.com are first to appear in Google s search results. WhatsApp GOAL: Use WhatsApp to facilitate effective communication outside of weekly meetings amongst Executive Board members, as well as committee and RC team members. STRATEGY: Have every Executive Board member and every RC project team member interact within their corresponding group chats by participating in active topics of discussion. RESULT: All executive board members actively participated in the WhatsApp groupchat in order to stay informed and provide real-time updates. WhatsAppp was also used as medium for RC teams to communicate and other committees like the DMC, and the Clairity Project. Constant Contact GOAL: Adopt Constant Contact as an platform and reach a 25% open rate in Fall, and a 40% open rate in Spring. STRATEGY: Work with Constant Contact to develop a mobile-friendly template and experiment with content to achieve increased open rates in the spring. all members weekly with relevant information. RESULT: Built a strategic marketing plan which resulted in exceeding our goal by reaching a 72.76% average open rate for Fall and a 74.87% for Spring. Through this new initiative we were able to continue to build the AMA at FIU brand by adapting a clean, engaging template which enabled us to capture members attention and resulted in higher attendance and participation. We also used it to create special announcements such as membership expiration or application reminders. Social Media Marketing EXTERNAL COMMUNICATION GOAL: To increase awareness by 25% over all main platforms (Facebook, Twitter, and Instagram), and by 15% over all supporting platforms (LinkedIn, Youtube, Vine, and Pinterest). RESULT: Increased awareness by 75% over all main platforms Increased awareness by 10% over all supporting platforms Creation of an AMA FIU Snapchat account While we initially began posting 3-5 times a week, it became immediately clear that there were many planned events and important information that we could not afford to avoid posting, leaving us with an average of 6-8 posts per week. As a result of this decision, the increase of awareness across our main platforms exceeded our expectations, leaving us with a 75% follower increase to-date. From these analytics we ve learned that our target market (AMA Members & FIU Students) is very content-oriented. Our supporting platforms still have some room for improvement, and with more research and a new strategy they have the potential to have as many followers as our main platforms. We also decided to create an AMAFIU Snapchat, not only because of the network s recent boost in popularity, but also because it enables us to communicate directly with our members outside of our weekly meetings. Facebook Page Like Growth (Aug 1, Feb 7, 2016) 12

15 Comunicaciones Chapter Website (AMAFIU.COM) Our chapter blog had a total of 10,446 since August to February, averaging at least 2,000 views per month in the active semester. GOAL: Increase site traffic by 30%. RESULT: We increased site traffic by 67%. With our newly redesigned, user and mobile-friendly website we ve seen a large increase in our site s traffic. One of the most important factors that we believe keep our members constantly visiting the site is the calendar of events, which is updated on a monthly basis with all the meetings and events that will be going on throughout the month. We also incorporated a Social Media Widget on our website, allowing old and new visitors to also get a look at what is happening in real time at our meetings and workshops. Chapter Blog (HEARMEROARFIU.COM) GOAL: Increase monthly blog views to at least 2,500 views per month. Engage our audience and members with relevant, industry information. STRATEGY: Increase number of student-perspective blogs and recruit contributes to blog about their experiences in the business industry Post career opportunities at least once a week and blog about FIU, AMA events, industry advice weekly RESULT: Job and internship opportunities were updated every Wednesday, allowing several members to acquire jobs, such as a YELP position in New York. The blog s views increased thanks to continued posting and SEO. FIU Campus-Wide Digital Signage GOAL: Display AMA promotional flyers on all campus digital screens at least one week in advance of the actual events. STRATEGY: Follow meeting calendars and collaborate closely with the creative department to send flyers to the appropriate digital signage departments around campus RESULT: Collaborated closely with Creative in order to send weekly meeting flyers to the digital signage departments around campus ahead of time. Displayed all weekly meeting flyers on campus screens and advertised special events like Regional Conference and the Clairity Project. OrgSync GOAL: Utilize our chapter profile page as a means to promote our events and encourage attendance at our general meetings. STRATEGY: Update our chapter page on this network to include location and time of our weekly meetings and to invite FIU students to events we are hosting RESULT: Updated OrgSync in order to reflect our new meeting times and send mass s through the platform for special events like Regional Conference. 13

16 Operaciones del Capitulo GOAL: Maintain an organizational structure that will allow for ease of communication and management of the different aspects of our chapter, while having the executive board meetings set & planned for the entire year. RESULT: Executive Board members were able to complete and manage their tasks efficiently, communicate well through weekly board meetings, all while spearheading their own projects and endeavors that make up the entirety of the chapter. The transitional program was utilized to share knowledge between former board members and incoming board members. Conference. Organization Structure Our chapter consists of four levels of members: Executive Board, Roaring Concepts Juniors, Committee Members, and General Members. Executive Board Our AMA Executive Board is composed of 12 members. While the president oversees the chapter operations in its entirety, all other board members are accountable for attending all weekly executive board meetings, and achieving their assigned chapter goals. Some e-board memers are directly responsible for overseeing a certain branch, committee, or Roaring Concepts project within our chapter. Roaring Concepts Juniors The Juniors are essentially the interns of the Roaring Concepts Directors. They re put to the test by managing different projects and shadowing the current directors. At the end of their term as Juniors, they are evaluated on their performances, and the top 3 juniors will become the RC Directors for the upcoming year. Committee Members These are members who are active in one of our chapter s initiatives, whether it be working on expanding our social media accounts, creating high quality original content for our blog, or coming up with strategies to increase awareness of AMA around the university and our local communities. The specific Executive Board member who oversees a committee sets its goals and aids in the execution of member s original strategies. General Members These members are involved in weekly meetings and workshops, monthly socials, general members make up the AMA at FIU chapter. 14

17 Operaciones del Capitulo Executive Board Evaluations GOAL: Hold mid-semester evaluations each semester to gain better a understanding and give feedback for each board, each semester. RESULT: Evaluations during the fall semester were held in early November, and opportunities for improvement for both the president and the respected board members were addressed. These opportunities were implemented, and yielded positive results in the operation of our chapter. Spring Semester evaluations are scheduled for late March, on returning from conference. Chapter Plan/ Annual Report GOAL: Become recognized as the Platinum Chapter of the Year. RESULT: It is projected that we will be considered for Platinum Chapter. We constructed a strong chapter plan containing obtainable objectives that would provide members with impactful professional development, and an enriching experience for their college careers. This year we held the regional conference in Florida, with participation from chapters all over the nation. We continued to improve on past years initiatives, such as our weekly AMA Overtime workshops, and expanding our in-house marketing agency, Roaring Concepts, to take on more members and projects. Roaring Concepts Marketing Agency GOAL: Provide our members with a hands-on marketing experience while working with local businesses. Workshops will be provided to provide participants with the necessary skills and knowledge to execute successful projects. The determinant of our success in these projects were based on increased revenue and greater brand awareness for the clients. RESULT: RC achieved its goal in projects by generating $10,000* from paid clients within two semesters, and providing 160 students the opportunity to gain real-world marketing experience by working on these projects. The complete payment we received from clients was proof of our success in their respective projects and their satisfaction with our work as an agency. AMA Overtime Executive Board Meetings GOAL: Conduct at least 34 AMA executive board meetings beginning in July 2015 and ending in April These meetings will take place on Tuesdays at 8 PM and will allow our team to prepare for future events. RESULT: All meetings have been taking place on Tuesdays at 8 PM, and we are on track to meet the 34 executive board meetings by April. All agendas for these meetings are recorded and held on file in our Google Drive AMAFIU folder. Executive Board Retreats GOAL: Hold at least one off-campus social for the leadership team during each semester to allow for better team chemistry and to build strong bonds between members. RESULT: We held a 3 day camping trip towards the end of the Fall semester in Oleta National Park in South Florida. In Spring, we are making arrangements to take another 3 day trip for the leadership team after the International Collegiate Conference. General Meetings GOAL: Carry out weekly general meetings, where we will provide members with access to workshops, industry speakers, and company recruiters. Meetings are to be held on Wednesday evenings at 8 PM RESULT: Meetings throughout both semesters have been taking place on the scheduled time of Wednesdays at 8 PM, where members have been given the opportunities to broaden their knowledge of marketing through valuable workshops and dynamic speaker experiences. Often times many of these speakers also represented their companies as recruiters who came interested in hiring our general members. GOAL: In addition to our weekly general meetings, our chapter also holds weekly AMA Overtime events where members have access to in-depth trainings and certificate programs that are unable to be addressed during general meetings due to time constraints. Overtime events are scheduled to take place on Thursday evenings at 7 PM. RESULT: Overtime events have been an enormous success, with valuable workshops and certificate programs taking place every week, at the scheduled time of Thursdays at 7 PM. Members have been given the opportunity to learn and work with crucial softwares such as Qualtrics and Adobe Photoshop, while also taking advantage of the AMA Collegiate Certificate programs. Executive Board Member Transitional Program GOAL: Identify board members who would not be returning in the upcoming semesters (e.g. due to graduation, full time offers) and introduce potential board members to the team before current members leave their positions, in order to find suitable replacements for those positions who would be able to learn about certain responsibilities and routines taken by incumbents. RESULT: Three board members left their positions at the end of 2015 due to graduation and full-time employment, but remained in contact with their chosen successors to provide a smooth transition for the new board members to get a full grasp of their new found responsibilities. This transitional program was effective and allowed the new board members to work efficiently early on in the Spring semester. 15

18 Calendario de Eventos July 23 Executive board meeting August 11, 18, 25 Executive Board meeting 23 Freshman Convocation 24 First day of the fall semester 24-28, 31 Classroom presentations September 1-4 Classroom presentations 1, 8, 15, 22, 29 Executive Board meeting 2, 9, 16, 23, 30 General meeting 3 Welcome to Bizlife 10, 17 AMA Overtime 9, 23 AMA Social October 6, 13, 20, 27 Executive Board meeting 7 Chapter Plan due 7, 14, 21, 28 General meeting 8, 15, 22 AMA Overtime 14, 24 AMA Social UWW Regional Conference 17 E-board Retreat Marketing Week 29 Company tour November 3, 10, 17, 24 Executive Board meeting 4 Website competition & fundraising event 4, 18 General meeting/thanksgiving potluck 5, 19 AMA Overtime 11 Marketing Week submission due 12 AMA Social 13 AMAFIU Regional Conference Thanksgiving break December 1, 8, 15 Executive Board meeting 2 General meeting/appreciation event 9 Case submission due January 5, 12, 19, 26 Executive Board meeting 9 Eboard Retreat 11 First day of the spring semester 20 AMA Social 20, 27 General meeting 26 AMA Student Marketer of the Year due 28 AMA Overtime February 2, 9, 16, 23 Executive Board meeting 3 AMA Sales Student of the Year 3, 10, 17, 24 General meeting 4, 11, 18 AMA Overtime 10 EBSCO & Scholarship entries due 11, 26 AMA Social 17 Annual report due & fundraising event 24 Video competition entries due 25 Company tour March 1, 8, 22, 29 Executive Board meeting 2, 9, 23, 30 General meeting 3, 10, 24 AMA Overtime 9, 25 AMA Social Spring Break AMA ICC April 5, 12, 19, 26 Executive Board meeting 6, 13, 20 General meeting 7, 14 AMA Overtime 13 AMA Social 29 End of the Year Banquet 16

19 Presupuesto The following financial statement is a view of our revenues and expenses for the academic year. OPENING BALANCE: = $ 8,400 REVENUES EXPENSES FUNDRAISING Roaring Concepts Corporate Sponsorships College of Business Funding Marketing Department Scholarship 9,150 3,000 4,000 4,000 COLLEGIATE CONFERENCE Subsidized trip for 28 members (avg. $500 per person) Competition expenses 14, MEMBERSHIP National Fees Chapter Fees 7,990 2,210 ADMINISTRATIVE National Fees Supplies/Speakers gifts Case Competition 7, PROFESSIONAL DEVELOPMENT Regional Conference Workshops 3, EVENTS Regional Conference End of the Year Banquet Community Service Donations On-campus Socials Membership Relationship Programs 2,625 1, TOTAL REVENUES = 34, TOTAL EXPENSES = $28, NET INCOME = $ 5, ENDING BALANCE = $14,

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