It s time for change. Change your future. VOTE. James Madison. Yes We Can! Madison Marketing Association. May 2008-April 2009 Chapter Plan

Transcription

1 It s time for change. Change your future. James Madison Yes We Can! Madison Marketing Association May 2008-April 2009 Chapter Plan

2 Defining the Campaign Vision Its time for change, change your future, Vote MMA! As this new election season begins, Madison Marketing Association enters the race with the motto Yes We Can. We begin this campaign with the utmost determination to build on our strengths, improve our weaknesses, take full advantage of opportunities, and minize any threats which may hinder our path to success. STRENGTHS Legacy- MMA has been a campus organization for almost 30 years, has won numerous awards throughout the years (incl. Distinguished chapter 2008), and has gained a positive reputation and respect from JMU faculty, Career & Academic Planning, and professional partners. Leadership- MMA consists of a close-knit, 12 person executive board and devoted advisor of 13 years. Each member of the board has had professional marketing experience and is in their senior year of study. Resources- MMA was left with the more records and resources from previous board members than ever before. This aids in planning events and maintaining connections with past professional partners. Instead of starting from the ground up, MMA can now focus its time on bettering these events and building stronger relationships. Competitive Advantage- MMA stays competitive among two other campus marketing organization through lower dues and a welcoming and simple application process. MMA is not only open to anyone who wants to join, it also operates on a strictly voluntary basis-meaning members are not forced to participate in anything. This allows them to pick and choose the activities which they prefer, providing a more dedicated and driven membership force. Members attend events because they want to, not because they have to. WEAKNESSES Finances-MMA was only left a balance of $750, compared to last year s acquired balance of $3,000. However, this could serve as a positive factor by eliminating complacency and motivating the chapter to work harder fundraising to refuel our account. Resource Organization- While MMA was left with a large amount of resources, these were scattered, unorganized, and took up much space. This year, MMA will be transferring its records to a digital interface which will allow easy access and navigation. Alumni Connection- While this was identified as a weakness last year, there still have been no efforts to cultivate relationships with past MMA alumni. This year, we have added a new VP of Alumni Relations to our executive board to change this. Checks and Balances- There is currently no policy in tact where the executive board holds each other accountable for completing responsibilities, and no evaluation of success and favorability by members. Voter Fraud- Last year, MMA suffered in certain instances where members failed to fulfill committments. There are currently no policies to ensure that members complete what they volunteered to do. Community Service Marketing-Last year, MMA failed to hold any community service events where marketing was done for an organization or cause. 1

3 Defining the Campaign Vision OPPORTUNITIES New Voters- James Madison University (JMU) welcomed the largest freshmen class in its history- a class of 3,900. Marketing was the third most popular major declared by this new class. There is a large market for freshmen members, MMA just needs to focus its efforts on recruiting and involving these members. In the past, most of MMA members have been upperclassmen; however, if we can increase freshmen membership, MMA will benefit in future transitions. Position- JMU is located in the middle of several major universities, including University of Virginia, Virginia Tech, George Mason University, etc. This prime location enables MMA to host speakers and events in which other universities could easily attend. In addition, JMU is located only two hours away from MMA s parent AMA professional chapter in Richmond as well as two hours away from Washington, DC- which could enable us with a short drive to visit marketing firms as well as short travel for professional partners to come speak. Lastly, JMU is located in Harrisonburg, home of over a dozen reputable marketing companies in which MMA could build relationships with. Large 2008 Graduation Class- 50% of our most active membership consisted of seniors last year, all of which have graduated Economic Situation- There has been a significant decrease in the job market for college graduates due to the current state of the economy. However, this serves as a significant opportunity for increased recruitment and involvement in MMA. Students are now looking for other ways to stand out from their peers and land their dream job/internship-and MMA serves as an effective opportunity to gain further knowledge and experience in the field of marketing. THREATS and left the club. This will inevitably leave a dent in MMA, one which must be filled quickly with new, committed members. Younger members must increase their dedication and involvement. Economic Situation- In the past, MMA has relied heavily on corporate sponsors as a major source of fundraising capital. However, with the current economic situation, companies have not only cut back on their recruitment efforts, but their budgets have been decreased or frozen to spend on campus recruiting events other than job/internship fairs. Competitors- There two other marketing organizations on campus, and about 8 other business organizations/fraternities. MMA must be active and persistent in its recruiting efforts in order to stand out and compete among these competitiors. Lack of University Funding- This summer, there were significant budget cuts for universities across Virginia. Last year, MMA received almost $3,000 in university funding; however, this year the College of Business is unable to support us, and there are no gaurantees we will recieve funding from the Student Government Association this spring. After carefully reviewing this SWOT analysis, Madison Marketing Association has comprised the following 5 core values for this new term of office: Provide members with marketing knowledge and skills unavailable within the university curriculum. Prepare members to succesfully enter the job market. Connect members with professionals and faculty with whom they can network and gain advice. Facilitate hands-on marketing application through fundraising events, the Etiquette Banquet, and Business Week. Inspire members to continually self educate themselves on the changing trends, innovations, and lessons learned in the feild of marketing. 2

4 Professional Development Preparing for Future Office Madison Marketing Association strives to equip its members with the necessary skills needed to be successful in the workplace. MMA s professional development plan encompasses various opportunities for students to participate in events, workshops, and activities which coincide with their specific interesest and goals. In today s competitive job market, MMA s professional developlment opportunities will not only strengthen business and marketing skills of members, but will open various doors for professional networking and future job/internship opportunities. Goals and Accompanying Strategies Schedule a minimum of four Professional Speaking Events per semester. In order to achieve this, scheduling for the fall will take place by mid-september, and spring speakers will be determined in early January. MMA will develop and utilize connections with the professional AMA chapter in Richmond, marketing professionals on campus, the surrounding Harrisonburg community, as well as professionals in Washington, DC (which is only two hours from JMU and the home of many prominent marketing operations). Invite MMA s most loyal recruitment sponsors to speak on career topics such as resume writing and interviewing. Provide at least three workshops per semester. These will include both marketing-related and career preparation topics. Utilize campus resources to present workshops- Univeristy Technology Education offers free tutorials for groups on Photoshop/Illustrator Career & Academic Planning provides a representative to train organizations on using JMU s brand new job search technology Partner with JMU s Career and Academic planning to host campus-wide workshops Attract at least 40 students to each Professional Development event, including MMA students and the JMU community. Marketing Efforts will begin two week prior to the event. MMA will utilize mass , fliers, word-of-mouth, and our club bulletin board to get the word out. Members will be offered a high amount of points for attending these events, and extra points for bringing a friend. Invite neighboring AMA collegiate chapters Provide members with the opportunity to network and learn from professionals, as well offer tools to successfully land their dream job/internship Schedule a job shadowing trip to a prominent marketing firm in Washington, DC Create the first ever MMA eresume book, a password-protected pdf on the MMA website containing member resumes. Access will be given to professional partners and recruiting sponsors Create an MMA alumni database, where members can access contact and job information. Build a Relationship with professional Richmond AMA chapter. - Attend one AMA luncheon per semester - Invite AMA members to speak at MMA meetings Hold member internship panel. Upperclassmen members will share their experiences and lessons learned in searching for and completing an internship. Involve JMU marketing professor with MMA. With the support of our faculty, Madison Marketing Association will not only gain more respect in the College of Business, but will also cause professors to encourage their students to join. Provide professors with a calendar of events prior to each semester Personally Invite professors to large events Arrange Take a Professor to Coffee event, where underclassmen can have the opportunity to get to know professors before taking their classes, as well as update professors on the great things MMA is doing. Hold 5th Annual Etiquette Banquet and 2nd annual Business Week Line up speakers at least two months prior to events Begin marketing speaker line-up at least 1 month prior to events Have at least 150 students attend Etiquette Banquet (a 50 person increase from last year) and 40 students attend each professional workshop during business week. 3

5 Community Service Volunteering for the Cause Madison Marketing Association s objective is to build a relationship with the surrounding Harrisonburg community through volunteering our time, resources, and marketing services. We hope to engage and motivate our members to initiate community involvement and strive to make a difference in the lives of other using their unique talents. Goals and Accompanying Strategies Post information on our website for students on how to get involved with Big Brothers Big Sisters. Partner with Big Brothers Big Sisters to promote campus awareness, increase student involvement, and plan events VP of Community Service and Director of Big Brothers Big Sisters will communicate regularly and meet monthly to discuss needs and analyze success. Reserve table in university common area to recruit volunteers for local Harrisonburg chapter. We will provide applications for students to complete on the spot, brochures providing more information about the organization, and free tshirts and candy. Our goal is to collect 50 student applications as a result of our efforts. Hold Bobbing for Big Brothers Big Sisters event on student common area. We will collect items from local businesses to raffle. Our goal is to raise enough money to finance a Thanksgiving Dinner for Big Brothers Big Sisters. Host Thanksgiving Dinner for Big Brothers Big Sisters 50+ matches. We will have members volunteer to bring sides/desserts, and use raffle money to purchase Turkeys and arts and crafts materials. We hope to involve 25+ members in this event. Recruit voluteers 20 volunteers at Etiquette Banquet to buy Christmas gifts for underpriveleged children. Hold an end of the year BBQ for Big Brothers Big Sisters and MMA members, free of cost. We hope to attract 50+ members and at least 25 kids to attend the event. This will end our relationship with BBBS on a good note for the year, opening doors for future events in the years to come. Provide members with a variety of other engaging and fun community service activities throughout the year Schedule events prior to each semster so that members can plan to attend and pick activities which most interest them. Motivate members to participate by providing them point incentives. Form a Relay for Life Team early January and start fundraising up until the day of Relay for Life. The team fundraising goal will be is $500. Host Valentine s Day party in early February for a local retirement community. MMA will promote this event to other student organizations, in hopes of strengthening students relationships with the elderly and ecouraging future involvement and connection. Hold a canned food drive at Etiquette Banquet. Each attendee who brings a can will be entered into a raffle to recieve prizes from attending companies and local businesses. We hope to collect 100+ cans. 4

6 Fundraising Raising Support Our objective is to provide several fundraising opportunities for our members, teaching them valuable sales and marketing skills as well as instilling them with a sense of connection and responsiblity to aid in MMA s success. Through successful fundraising, we hope to send 20 members to the AMA national conference in spring as well as cover other various expenses such as social, marketing materials, community service, speaker & sponsor gifts, etc. In the past, MMA has generated most of its revenue from recruiting sponsors. However, given the current state of the economy, companies are decreasing their recruitment efforts and expenditures. To compensate, MMA will utilize alternative fundraising opportunities. Goals and Accompanying Strategies Increase member involvement and committment of fundraising events to 75% of total membership. Offer a variety of exciting and engaging fundraising events for MMA members. Motivate member involvement by offering large amount of points for fundraising success. At the end of the year, present MMA Fundraiser of the Year award to most successful member. Adding new sponsorship benefits including access to eresume Book and contact information of banquet attendees. Raise $4,000 from Etiquette Banquet event Increase price of Etiquette Banquet ticket from last year s price of $15 to $20. Sell advertising space on event program to local businesses. Targeting local recruiting businesses to minimize business travel costs and ensure company ability to participate. Recruit Sponsors at least 2 months prior to event. Contact Business professors and ask them to offer extra credit for student participation. Take advantage of competitive job market, and market event as More than Just Etiquette, where students can learn every thing they need to know on how to stand out from their peers and land their dream job/internship as well as network with companies which interest them. Raise $3,000 from 2nd annual Business Week event Spring Semester Have participating companies lined up by early January. Begin marketing one month prior to event. Instead of holding event the same week as the Career Fair like we did last year, we will hold this event a week prior so that students can build relationships with recruiters prior to the fair, gain valuable insight into successful preparation for the fair, give recruiters a chance to build relationships with students prior to the fair of hundreds of students. Increase number of days Business Week is held. Last year it was held only 2 days, and this year we hope to span it across 4. Increase number of attending companies from 8 to 12. Partner with Career & Academic Planning to help promote event and gain contact information of potential sponsors. Increase package price, ranging from $250-$500 instead of last year s $150-$250. Offer event free to JMU students in order to increase attendance. Obtain endorsements from last year s participating companies to use to market the event to future sponsors. Organize Kickball Tournament for various student organizations to compete, raising $2,000 Begin marketing one month prior to event. Charge $10 per participating students. Recruit at least 7 participating teams. Offer free MMA marketing services for one organization event as a reward to winning team. Participate in smaller fundraising events throughout the year to strengthen members sales and networking experience, raising $1,000. Delegate smaller fundraisers to members interested in serving as a VP of fundraising in the future. This will promote initiative, responsibility, and experience. Partner with Campus Fundraising company to conduct personal selling activities over Thanksgiving and Christmas. Utilize JMU concession opportunities at athletic events, Chili s fundraising event, and Quiznos. 5

7 Membership Our objective is to create a strong sense of pride and ownership of MMA within a diverse membership. We hope that our members feel included and a sense of responsibility for ensuring MMA s success. By providing decision making opportunities, involvement incentives, social activities, and allocating responsibilities, our membership will stay actively conncted and involved in MMA throughout the term. Goals and Accompanying Strategies Recruit at least 60 new general members for the fall and at least 30 additional members in the spring. Utilize marketing tactics such as word of mouth, events, classroom announcements, and advertising. Participate in student organization fair to promote MMA and collect contact information of interested participants. Distribute letter to marketing professors describing the benefits of MMA and asking them to encourage students to join. Promoting MMA as a fun and exciting club, and educating potential members on past successes and activities. Send mass s to graphic design, media arts & design, public relations, and business majors to encourage them to join Maintain an effective and fair point system where members are rated on the basis of their activity. Post updated points sheet on website monthly, so that members can compare their progress to that of other members. Allocate MMA funds to aid members in attending AMA conference according to their level of involvement. Encourage non-marketing major to join inform them of the many benefits of being a members. Advertisements will be placed throughout campus, increasing MMA s exposure as well as diversity. Have each member active in at least one committee At the start of each semester, allow members to sign up for various committees which interest them. This will provide them with a sense of involvement and responsibility. Delegate committee leaders, who are responsible for managing and completing various tasks. Host at least three small social events each semester, and one large one Plan events at beginning of semster so that members can plan ahead to attend. Offer a significant amount of points for participation in social events. Hold general social committee meetings to create events as well as committee workshops to plan speicific events. Increase membership attendance of social events to encompass at least 50% of membership Implement the have it your way campaign for planning social events, providing members with the power to decide which social they prefer. Increase MMA s affiliations with other campus organizations through social events and partnerships Plan and execute social events with other campus organizations such as business fraternities, financial associations, etc. This will increase the overall exposure and awareness of MMA as a club. Invite organizations to be a sponsor of MMA s large events, where they will recieve campus exposure and help market the event to their members. Apply a theme for the year and integrate that theme into the year s meetings, events, and recruitment marketing Implement Election Theme throughout the year, with the first semester slogan Its time for change, change your future-vote MMA and the second semester slogans including Yes We Can and A New Beginning. Develop a logo for each semester to create MMA brand awareness. Include theme on MMA bulliton board and member t-shirts. Begin to form a committed executive board for Require interested members to shadow the position which interests them. Require interested members to have a minimum of 300 points of involvement to run for office. Inspiring the Voters 6

8 Communication Spreading the Message Through providing increased channels of commuication, Madison Marketing Association aims to raise campus awareness and reputation of our organization, consistently inform members of various opportunities, and enable an open flow of ideas from the executive board to members and vice-versa. Goals and Accompanying Strategies Communicate MMA s accomplishments to faculty, student body, AMA Richmond professional chapter, MMA alumni, and professional partners. Write press releases to student newspaper, and have one article per semester published highlighting MMA s events, accomplishments, and rewards. Create a new page on MMA website which highlights media coverage, past awards, and accomplishments Create a newsletter to send out to faculty, AMA Richmond chapter, MMA alumni and professional partners, keeping them informed on our accomplishments and upcoming events. Utilize a display case in student center to physically showcase our awards. Create first ever MMA scrapbook of year s events to show to members and potential sponsors. Consistently update and post announcements. Increase Traffic to MMA website Create place for members to enter suggetions. Create a password protected site for members only, where they will be able to access secure job/internship postings and points table. Create a password protected site for sponsors to access eresume book and logistic information regarding events. Keep members consistently informed on upcoming events and opportunities for participation Utilize various forms of media to reach members including facebook, s, website, and hard copy calendars. Update bulletin board monthly, with sign-up sheet for interested students to be put on our list or for members who are somehow not recieving s. Send out two reminder s for general and speaker meetings the Friday before and day before the meeting. Send out member evites for events which require members to RSVP. Hold executive board meetings every Sunday night to plan and communicate struggles and accomplishements Prepare an agenda before each meeting, with old and new points to discuss. Send out minutes after each meeting, so that executive members will have a hard copy of what was discussed,what tasks they are responsible for completing, and when they need to complete these tasks by. Continue brand recognition of MMA, Etiquette Banquet, and Business Week Keep Business Week and Etiquette Banquet logos the same from previous years, placing them on our website year round and any marketing materials. Keep MMA logo consistent, and put on all marketing materials, sign-in sheets, t-shirts, etc. 7

9 Chapter Operations Smoothing the Path to Victory Madison Marketing Association aims to strengthen its operational structure, ensuring that the executive board completes its responsibilities in a timely manner, events run smoothly, and MMA becomes a more enjoyable and efficient experience among all present and future publics. Goals and Accompanying Strategies Plan for success Complete draft of chapter plan prior to school year, have executive board and advisor input their ideas into the plan, and review the final product. Hold executive board meetings every Sunday night to share lessons learned, struggles, and upcoming activities. Create a budget prior to the school year, analyze, and brainstorm ways to decrease spending. Implement a cost-benefit analysis for each event, and determine its worth and needs for success. continutation on the board as well as executive points will be determined from this. This policy will create accountability Outline Executive Responsibilities and Implement Checks and Balances system Make available executive duties and descriptions prior to the start of the year. Assign each executive board member a fellow member to evaluate each month, pointing out each strength and weakness, and giving advice for the future. Each board member will be asked to evaluate each other at the end of the semester, and among board members, and a motivation to serve to the best of their ability. Transfer Madison Marketing Association club records to an electronic interface Use google docs to store files such as alumni records, past sponsor contact information, potential recruiters, past flier designs and logos, past speaker information, etc. Have each executive member create a folder in google docs to store all of their documents throughout their term. This will provide easy access to new executive board members, will decrease the chances of lost records, and will save paper and space. Develop Criteria and a Policy for transitioning to a new executive board Require interested members to shadow executive position for a month prior to election. Implement rule that execuitive candidate must have a minimum number of participation points in order to be considered. Hold election before national conference, so that new executive board can attend and gain insight and training at conference to help prepare for future term. Add two new positions to the executive board: Webmaster and VP of Alumni Affairs Appoint dedicated Webmaster who is knowledgable and experienced in web design and update, and who has a personal copy of Frontpage so that updates can be made in the convenience of their home. Appoint VP of Alumni Affairs who has been a member for over a year and has maintained contact with past alumni. Illustrate and implement a clear organizational model so that the executive board understand the structure and flow of the organization!"#$%&#'().08/7(a)c&b%$,") *!+$),-)./'&"0%$%'1) 234) *!),-)!",-#$$%,'07)!",1"066%'1) *!),-) 5,66/'%80(%,') *!),-)<#6=#"$>%?) 0'&)@,8%07)!",1"066%'1) *!),-)C7/6'%)C--0%"$) D%$(,"%0') E#=60$(#") 9#:$7#((#");)!",6,(%,'$) 8

10 Calendar of Events Mapping Out the Campaign Trail Fall Semester: Preparing for the Election AUGUST 26) Executive Board Meeting: Strategizing for a Semester of Success SEPTEMBER 2) Beginning Our Campaign-Attend JMU s Student Organization Night and recruit supporters. M 3) Informational Meeting: Describing our mission, Instilling passion for the campaign, Q&A, distributing applications M 9) BBQ - Kicking off the campaign S 17) Forming Committees GM 23) JMU Dining Services Marketing Manger to Speak on Lessons Learned and Ensuring Success through Marketing (JMU Dining Services Ranked 5th in Nation for Campus Food by Princeton Review) GS 29, 30, 31) BBBS Recruitment Tables & Raffle CS 30) Speaker from RuthiStow Staffing Firm-Preparing for the Interview, Co-sponsored with JMU Career & Academic Planning Center W 30)Daves Taverna S OCTOBER 4) JMU Football Concessions F 6) Dining Services Focus Group S 14) Recruit-a-Duke W 21) Circuit City Recruitment Manager: Building a Winning Resume GS 30) Halloween Party S NOVEMBER 5) Outriggers : Team Building W - Start Etiquette Banquet Marketing 12) Big Brothers Big Sisters Thanksgiving Dinner CS 17, 18, 19) Etiquette Banquet Ticket Sales 19) AMA Luncheon in Richmond 19) Next Semester Planning, Etiquette Banquet Logistics, & Making Christmas Cards for Nursing home GM 19) Begin Campus Fundraising magazine sales over Thanksgiving Break DECEMBER 1) Etiquette Banquet 6) Victory Party: Christmas Cocktail Party & Semester Evaluations S Spring Semester: A New Beginning JANUARY 13)Student Org. Night Recruitment M Illustrator/Photoshop W 14) Chili s F 16) Professional Networking Breakfast 20) Form Relay for Life team CS 23) Mixer with Business Organization S 27) JMU Athletics Marketing Speaker GS FEBRUARY 4) Basketball Concessions F 6) Trip to Marketing Firm in DC for Career Workshop Fleishman Hillard Digital Marketing Manager (JMU Alum) GS 10) Internship Panel 10, 11, 12) Raffle F 12) Valentines Day Party for Nursing Home CS 18) Business Week Marketing Starts 24) Elections for New Executive Board MARCH 3) Business Week Logistics Meeting 16, 17, 18) Business Week Event 16) Exec Shadowing Begins Bourbon St. Restaurant Informational Meeting GM 25, 26, 27, 28) AMA Conference 31) Alumni Panel and Social APRIL 2) Executive Transitioning Begins 10) Kickball Tournament F 14) Coffee w/ Marketing Professors 15) Web Surveyor W 17) Application for Professional Scholarship due 25) Meet the new Board, suggestions for next year, etc. GM 30) Goodbye Senior Social/Member Awards S CS = Community Service Event F = Fundraising Event GM = General Meeting GS = Guest Speaker Event F = Fundraising Event M = Membership Recruitment Event S = Social Event W = Professional Workshop 9

11 Budget Allocating the Resources Beginning Balance $750 Revenues Membership MMA Dues (90*$43)...$3,870 AMA Dues (90*$42)...$3,780 Fundraising Etiquette Banquet Sponsorships...$4,000 Etiquette Banquet Ticket Sales (50*$20) *Member tickets included in membership dues...$1,000 Advertisement Sold for Programs...$200 Business Week Sponsorships...$3,000 Football Concessions...$500 Basketball Concessions...$350 Chili s & Quodoba Fundraising...$100 Campus Fundraising Company Sales...$1,000 Kickball Tournament...$1,000 Newsletter Ads...$100 Raffle...$200 Total Revenues $19,850 Expenses Membership Membership Check to AMA (90*$42)...$3,780 Recruitment Materials...$20 Professional Development Speaker Gifts...$200 AMA Conference Travel Expenses...$3,000 Hotel...$4,000 Conference Fees...$3,500 Scholarship for Member Professional Development...$500 Social Opening Night Pizza...$30 BBQ...$100 Halloween Party...$80 Christmas Party...$100 End of the Year Party...$100 Internal/External Communications Hard Copy Calendars...$10 Yearbook Picture...$50 Fundraising Etiquette Banquet Meals (150*$13)...$1,950 Programs & Banner...$180 Thank You Cards & Sponsor Gifts...$200 Total Expenses $17,800 Expected Net Income $2,050 10

12 It s time for change. Change your future. Advisor...Robert McMillen President...Heather Hancock VP s of Fundraising...Blythe Klippstein, Danielle Willox, Casey Fagan VP of Membership & Social Programing...Mike Fleming VP of Professional Programming...Emma Laverty VP of Alumni Affairs...Erika Fenner VP of Community Service...Kelly Carlson VP of Communication...Rosie Lee Webmaster...Darren LaFollette Madison Marketing Association mma.jmu@gmail.com orgs.jmu.edu/mma