Professional Development

Transcription

1 pd Professional Development Desarrollo annual report AMAFIU.com Annual Report

2 Table of Contents Executive Summary Professional Development Community and Social Impact Fundraising Membership Communications Chapter Operations Budget

3 Executive Summary Resúmen Ejecutivo To Our Stakeholders: The AMA at Florida International University (FIU) chapter has had a successful 2014/2015 academic year, as we have been able to continue challenging our members throughout a series of opportunities that we have made available. Part of what we did was enable our membership to leave their comfort zones and learn new skills that are not yet standard in colleges. Through this, we have achieved the majority of our goals and continue to remain a model organization between both AMA collegiate chapters and FIU business societies. We have surpassed expectations in many ways. First, we have been able to steadily increase our active membership rate from 45% to 50% by expanding our marketing agency and committees to tackle larger projects. Furthermore, our total membership has exploded 40% since last year due to the positive word of mouth that our operations have generated. On top of that, our community and social impact effort has been strong, as we have worked with more than 14 organizations to help them create awareness of their activities. Our Roaring Concepts agency has been doing just as well by working on ten demanding projects. We have also introduced supplemental bi-weekly sessions known as AMA Overtime that has allowed us to provide our members with the personal development and technical skills that are essential for career development. One of the areas where we improved the most include being able to bring back alumni as professional speakers -- evident by having the Bloomin Brands Chief Marketing Officer speak at our Marketing Week/Homecoming Week in October. The average attendance at our meetings has increased to 80 students as of the end of the fall semester, from 36 during the 2013/2014 academic year after Roaring Concepts became a part of the general meetings. We believe that through all of our effective meetings, workshops, and projects, our members have attained the necessary marketing experience to become strong job market candidates and business leaders. We look forward to being one of the AMA s top chapters once again and we are more than delighted to provide you with our 2014/2015 AMA at FIU annual report. Respectfully, Franco Aquino Spring 2015 President Christian Ricks Fall 2014 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 AMAFIU.com Annual Report

4 pd Professional Development Desarrollo Profesional Goal: Provide a minimum of 28 professional development events or activities throughout the academic year that focus on a three step system that begins by inspiring our members to be active in AMA events, followed by educating them about marketing tools and professional etiquette and finally, encouraging success through participation in marketing competitions. Result: By the end of the spring semester, we will have surpassed our goal of allowing our members to participate in 28 professional development events that do not include the 10 projects our Roaring Concepts agency is working on. A great new addition has been to allow our members to present their projects during our general meetings at the end of each semester as it generates a rewarding environment. PROFESSIONAL SPEAKERS Goal: Host 8 speakers to share their experiences in the marketing field at our general meetings and have a minimum of 50 members attend these presentations. Results: We are on track to have eight professional speakers throughout this year. Four have already presented at our meetings and we already have Bluegreen Vacations and Northwestern Mutuals as interested parties for future meetings. We will meet our goal especially since AMA Overtime will provide us with more available dates for speakers only. Churromania Oct. 1st 2014 Participation: 76 Speaker: Cesar Prato The Marketing Director of CHURROMANIA came to speak about his marketing experience in the food and beverage industry. From the secrets he learned through many years of working in marketing, to the basic fundamental concepts that always make a difference in business, his presentation helped motivate and inspire students to learn more about marketing. One of his lessons that caught the attention of all members was that if you cannot be number one at one thing, do something else that you can be best in and lead the pack. Bloomin Brands Oct. 15, 2014 Participation: 150 Speaker: Michael Kappitt For the highlight of our fall 2014 semester, we brought out FIU alumni and CMO of Bloomin Brands during our Homecoming Week. 20 years after his graduation, Kappitt returned to FIU and the AMA to speak about his experience in the marketing industry, and to give his advice after being on top of the marketing field for many years. This Bloomin Brands event was so large and popular on campus that many faculty, alumni, and even the dean of the College of Business attended the event. Yelp Oct. 22, 2014 Participation: 66 Speaker: Blue Arauz The Senior Community Manager for Broward County at Yelp spoke about the importance of Yelp in today s business world. AMA members learned how online services such as Yelp, are paramount for a successful small business to thrive in the present market, and how online reviews are becoming an international activity. Samsung Feb. 18, 2015 Participation: TBD Speaker: Oriana Chacon A former AMA Roaring Concepts Director, Oriana will speak to our members about the process AMAFIU.com Annual Report

5 pd Professional Development Desarrollo Profesional her company follows to create regional marketing campaigns. This will include about how Samsung prepares for the launch of their new devices especially in the caribbean, where Oriana focuses on. COMMITTEES Goal: Launch several committees averaging about 4 members each with the purpose of providing our members with the opportunity to learn skills that are supplemental to the marketing field such as generating proposals, managing budgets, and generating digital media. Result: The Digital Media Committee (DMC), Fundraising Committee, and Community & Social Impact Committee were effective in developing content, raising funds, and assisting the community through marketing projects. Each committee had to present to the executive board prior to receiving funds and later had to present their results to all members. AMA Collegiate Competitions Goal: Enter and place in all competitive events: SABRE Business Simulation, Marketing Strategy, T-Shirt, Website, Outstanding Marketing Week, Chapter Exhibit and Case. Result: We have placed as a semi-finalist in the vitaminwater case competition. Additionally, we have signed up for all available AMA ICC competitions and have submitted a representative for the Student Marketer of the Year award as well as two representatives for the EBSCO Marketing Scholar awards. Competitions within the College of Business (rating TBD) Goal: Have at least 10 members represent the AMA at FIU at the annual FBLA-PBL Business Olympics and host a marketing strategy competition for over 50 students at the FIU College of Business. Result: FIU FBLA-PBL will be hosting their Business Olympics late in the spring semester and we will be sure to have great representation at the event. We have our marketing strategy competition planned for March 28th and expect participation by 36 students. Reservations for the spaces on campus have already been made, as well as confirmations from professionals as judges. It will be an event that will take up the entirety of the day, with lunch being served along with a keynote speaker to kick off the competition. Marketing Week Goal: Hold an unforgettable Marketing Week that could engage the university in its entirety, rather than just AMA. Result: For Marketing Week, two very special events occurred that made it truly an unforgettable experience. One was the election of the AMA s Advisor, Tim Birrittella, as the first ever faculty homecoming king, while the other was the homecoming of Mike Kappitt, CMO of Bloomin Brands, to talk about his experience in marketing and demonstrate his success after graduating from FIU. USF Florida Regional Conference Nov. 7-8 Participation: 17 from our chapter Our chapter attended the regional conference. We placed 3rd in the marketing strategy competition and learned a lot from professionals with experience in companies such as Apple and the Tampa Bay Times. WORKSHOPS Goal: Host 8 workshops that include, but are not limited to: Adobe Photoshop, Microsoft Excel, marketing research, LinkedIn, and resume building. Result: Four workshops were held in the fall. AMA Overtime was created in the spring to help provide longer workshop sessions which, along with the workshops we have in the general meetings, we have had four by mid February. AMAFIU.com Annual Report

6 pd Professional Development Desarrollo Profesional Resume Building Sept. 24, 2014 Participation: 81 Our very own Chapter President, Franco Aquino, led members through the process of building their own resumes, giving insider tips that are known usually only to recruiters. This workshop was a success, with good attendance and much positive feedback about the event from those who attended. The executive board also collected resumes to provide further feedback. LinkedIn Oct. 29, 2014 Participation: 54 Director of Professional Development, Giano Currie, provided members with key pointers when creating a LinkedIn account, as well as discussing differences of LinkedIn from other social media platforms. At the end of Giano s presentation, Marvel Bishop, renowned and professional FIU photographer, took professional headshots of all interested members so that they could add it to their LinkedIn accounts. The workshop was a success. Public Speaking Nov. 5, 2014 Participation: 68 With public speaking being an important skill that must be developed in order to be successful in any aspect of business, Director of Professional Development, Jonas Erthal, gave a workshop on informing AMA members how to effectively build themselves as effective speakers in front of large crowds. Members were very happy after the workshop, with many of them stating that they felt much more willing to try and improve their public speaking while coming out of their comfort zones. Photoshop Nov. 10th 2014 Participation: 18 Photoshop is a highly demanded skill in many of today s industries. Our chapter s Creative Director, Saidelis Mejia, taught members how to work their way through this frequently used software. An advertising major with much experience utilizing Photoshop, Saidelis proved helpful in explaining to members how to create logos, flyers, and business cards. Members were very satisfied with the workshop, even requesting that our chapter add another one to continue where this workshop left off. Relationship Networking Feb. 11th 2015 Participation: 57 Our Director of Professional Development, Daniela Cadena, led an interactive workshop to show members what it takes to leave a good impression when meeting recruiters. She split up the members into teams and had them find areas of common ground that could be used as conversation starters. It was a successful workshop that allowed many members to meet each other. AMA Overtime Spring 15 Participation: Varies We chose to develop supplemental three-hour thursday sessions named AMA Overtime to allow our members to learn technical and personal skills that would not be possible in the limited timeframe of a general meeting. We have decided to focus our attention on creating a stable extra-curricular AMA activity and postpone the Marketing Strategy Competition to a later date in the semester (March 28th) because it would be more beneficial for members and the chapter in its entirety. So far, AMA Overtime occurs at least twice a month and have consisted of the following: AMA Collegiate Certificate Programs - Introduction to Sales Career and Selling Process Certificate (January 29; participation: 20) AMA Collegiate Certificate Programs - Marketing Research (February 5 & 12; participation: 30; two sessions) Impromptu Speaking Session - Exercises and Critiques (February 19; participation: 15) AMAFIU.com Annual Report

7 pd Professional Development Desarrollo Profesional Corporate Tours Goal: Have at least 10 members attend one corporate tour each semester to learn about marketing department day-to-day operations. Results: On October 24th 2014, 16 chapter members visited the Zimmerman Advertising headquarters and learned about the tools the company uses to manage social media accounts, develop strategies, and generate content. In selecting members for the Zimmerman tour, we had an Instagram competition that required those interested to create interesting content related to Skittles, Oreos or Doritos. The second tour will be scheduled soon. Improvement Opportunity: Schedule corporate tours with companies during the summer. last Industry Night to meet the average. These presentations are relevant to our target market of business majors, mainly marketing. Target Sept. 17th 2014 Participation: 121 For our chapter s first recruitment presentation, the regional office from Target came to visit us during general meeting time to talk to members about their summer internship opportunities. Representatives from Target spoke of their student programs and how their internships could lead to a career post-graduation. Many members became interested in Target s program, and inquired with the representatives who came to visit during the end of the general meeting. while two members landed internships in McCann Worldgroup and Cline Davis & Mann LLC through MAIP in New York City for the summer of Optime Consulting Jan. 28th 2015 Participation: 70 Speaker: Maria Martin The CEO of Optime Consulting, Ms. Martin, came to talk to our members about her company and the metrics that they use to ensure that their marketing tools are effective, such as ROI, margins, and marketing reach. The meeting was great and they will be providing summer internship opportunities to our members. INDUSTRY NIGHTS Goal: Host 4 Industry Nights to give students valuable information on day-to-day operations in the business world as well as all the different areas of marketing in which the students may pursue (50 participants per event) Result: To date, we have held three Industry Nights and have set the last for the end of February. Average attendance at our three events has been about 90 students and we expect the INROADS and MAIP Info Session Sept. 24th 2014 Participation: 81 Our chapter held an info session about two large internshipmatching programs, INROADS and MAIP. Two of our executive board members, Franco Aquino and Saidelis Mejia, were both INROADS and MAIP representatives, respectfully. Both Franco and Saidelis shared their experiences with their sponsoring companies. The info session was a great success, with many of our chapter s members applying for these programs. One member landed an INROADS internship with UTC Aerospace Systems, AutoNation Feb. 25th 2015 Participation TBD Speaker: Nathalie Doenig, Lauren Heunis The Talent Acquisition and Account Relations/Marketing Manager from AutoNation corporate are scheduled to speak at our meeting about opportunities within their company as well as the marketing knowledge that is necessary to succeed in the auto industry. AMAFIU.com Annual Report

8 pd Professional Development Desarrollo Profesional ALUMNI PANEL Goal: Host an AMA alumni panel in the beginning of each semester to show members how being involved in the AMA can lead to successful career opportunities. Result: We decided that having one panel in the fall would be great to capture the interest of new members; however, the spring panel would have to be adjusted in order to prevent fall members from having to experience the same type of meeting. The second became an alumni presentation. Both meetings went well with an average attendance of about 85 students. Fall 2014 Alumni Panel Sept. 10th 2014 Participation: 107 Speakers: Laura Marrero (Zimmerman Advertising), Oriana Chacon (Samsung), Willy Ruiz (Miami Marlins) Our first official meeting of the fall semester, we held an Alumni Panel where FIU graduates and former AMA members spoke about their professional experience after college. They explained to members how being a part of the AMA was detrimental to achieving the professional success they had attained and to forming life-long relationships. Members were allowed to ask questions about any doubts or concernes they might have had, and ask the alumni for advice and answers to questions undergraduate students usually have about preparing the professional world. Spring 2015 Alumni Panel Feb. 4th 2015 Participation: 63 Speaker: Michael Perez (Disney) Former president of our chapter, Michael Perez, spoke to our members about the steps he took while at FIU to acquire a position at his dream company, Disney. In addition, Michael shared with us about the marketing tools that Disney uses to attract customers into their theme parks. This presentation was well received by members and many had questions for Michael. Internships/Employment Fall 14/Spring 15 Through the advice of our professional speakers and company recruiters and along with new experience in RC projects, members have been encouraged to search for career opportunities. The following are companies where our members are interning or working: Young & Rubicam United Technologies Corporation Miami Marlins Google South Beach Wine & Food Festival FIU Online MediaCom Costa Farms Braman Miami Orange Bowl Aramark McCann Worldgroup NYC Cline Davis & Mann LLC NYC Ogilvy & Mather WW NYC The Collection Havas Media South Florida Club Sports Adrienne Arsht Center Yelp! Johnson & Johnson Bank of America Bendixen and Amandi International LD Creative Alpha Mu Alpha Fall 14/Spring 15 More than 15 students have joined Alpha Mu Alpha this 2014/2015 academic year. Improvement Opportunity: At the beginning of each semester, highlight Alpha Mu Alpha during the meetings so that members can work to reach the 3.25 GPA and apply. AMAFIU.com Annual Report

9 pd Professional Development Desarrollo Profesional ROARING CONCEPTS (MARKETING AGENCY WITHIN THE AMA AT FIU) Goal: Create a hands-on experience for more than 40 members 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: RC is working on 10 projects with more than 60 members and developing marketing strategies for the clients. Maioli Fall 14 Participation: 9 of 9 Goal: Maioli Goods LLC is a local family company dedicated to creating delicious aioli sauces for anyone looking to enrich their everyday meal. The team was tasked with generating an integrated marketing campaign. Result: Primary research was collected through a focus group and survey. RC members created an integrated marketing campaign plan, met all deadlines, maintained constant communication with the client and surpassed expectations. Members taught themselves how to utilize Adobe Illustrator to create the template for the client. Roaring Concepts Fall 14/Spring 15 Participation: 8 of 8 Goal: Roaring Concepts is our in-house marketing agency. The team will assist in promoting the agency on-campus, recruiting new members for the next semester, and updating the roaringconcepts. org website. Result: The team has been successfully promoting the AMA at FIU. The team created on-campus guerrilla marketing events such as a Wall of Thanks, Abuelita s Cafecito, and Up Up and Away. All events were implemented within the limitations of a small budget. StudySoup Fall 14/Spring 15 Participation: 8 of 8 Goal: StudySoup is a peer-to-peer marketplace. It s a note-sharing website where professors or students can buy and sell course notes. They connect students who need some help, to students who can help them. We managed their social media platforms and executed on-campus campaigns. Result: Members conducted research to understand FIU s market and the perception of online note sharing. An on-campus promotion was implemented to increase awareness of this service. In addition, the team managed social media platforms (Facebook, Twitter, Youtube, and Instagram) and created the content necessary for them. Per clients request the team was also challenged to come up with unique promotional items. College of Business - Annual Giving Campaign (rating TBA) Spring 15 Participation: 5 of 5 Goal: Unite all College of Business constituents and launch an allencompassing annual giving campaign to engage alumni, faculty/staff, students, and corporations. Team will conduct market research, strategy development, on-campus promotions, improve social networking, develop graphics, and design promotional items. Result: We are privileged to be the only FIU business organization that the College of Business has hired to help them. The team is currently working on the situational analysis and market research. Down the road they will do on-campus promotions, social media networking campaigns, graphic design, and promotional item development. FlowKPI (rating TBA) Spring 15 Participation: 6 of 6 Goal: FlowKPI is a cloud-based software that allows businesses to generate raw sets of values fed to the system, which can help organizations track performance against business objectives. FlowKPI helps businesses by automating KPI s (Key Performance Indicators) across point of sale or internal business networks, audits (on shelf- availability, compliance, product assortment, demo confirmations, training, price checks, etc.), research (surveys, concept testing), and customer satisfaction, among others. The team will work on market research, strategy development, a social networking campaign, and public relations campaign. Result: FlowKPI is a new client and the team will be conducting AMAFIU.com Annual Report

10 pd Professional Development Desarrollo Profesional market research, social media networking campaign, and a PR campaign. Currently, the team is finalizing the industry analysis and developing the campaign objectives to start market research at the end of February. Galceran (rating TBA) Spring 15 Participation: 5 of 5 Goal: A returning client, Galceran Auto Electric is a full service car repair shop located just minutes away from FIU. They understand that students not only need a trusted mechanic but the convenience of dropping their car off and picking it up around their class schedules; that is why they have a pick-up/drop-off complimentary service to better cater to this market. The team will work on an on-campus marketing campaign targeting FIU students and assist in the development of an internal communications system. Result: In the past, we rebranded the company and we are now creating a strategy to increase sales and brand awareness of the auto-shop with the FIU community. Even though Galceran is a returning client, the team is currently finalizing the situational analysis to better understand the industry. In March they will start on-campus implementation at FIU. Laserland (rating TBA) Spring 15 Participation: 5 of 5 Goal: Laserland & Adventure provides a fun environment for laser tag, arcade and redemption games, party rooms, and corporate, fundraising, and promotional events. Our team will work on market research, strategy development, and on-campus promotion. Result: Being a new client for spring semester, team members are currently working on finalizing a situational analysis and objectives in order to understand the business and start their market research. Miami Marlins (rating TBA) Spring 15 Participation: 7 of 7 Goal: The Miami Marlins will be hosting a social media night event to celebrate the importance of social media in business today with speakers, social media workshops, and a baseball game to end the day. Our team will work on developing a marketing and sales strategy, social networking plan, on-campus promotions, graphic design, and promotional items. Result: In the past, our chapter has worked with the Marlins to encourage FIU students to attend the games. Due to the success of the campaign, the Marlins have given us the opportunity to market their social media night. The team is currently working on the situational analysis and coming up with a remarkable theme for the night. By the end of February the team will meet with the client to showcase the strategy developed to keep attendees engaged in the game. PDQ (rating TBA) Spring 15 Participation: 6 of 6 Goal: PDQ, which stands for People Dedicated to Quality, is a fast casual restaurant specializing in fresh hand-battered chicken tenders, made-to-order sandwiches, daily cut fries, hand-spun milkshakes, and fresh salads. We will work on market research, strategy development, social media networking, and oncampus promotions. Result: PDQ is working with us on promoting their Miami Flagler location to FIU students and the surrounding communities and businesses. The team will be helping with grassroots marketing on-campus promotion and managing their social media platforms. Currently, the team is working on a situational analysis and market research. Community Networker (rating TBA) Spring 15 Participants: 7 of 7 Goal: Community Networker and AMA are co-hosting a one-day technology event where professionals and young millennial s spend a day learning about the cross point between technology and business. Result: The team is now working on the situational analysis in order to find a strategy to involve the FIU community. *The number of participants per project were limited based on work content. AMAFIU.com Annual Report

11 cs Community & Social Impact impacto comunitaria y social Goal: The AMA at FIU is dedicated to providing the community with the necessary volunteerism to launch marketing campaigns to promote awareness of important issues and to contribute to the growth of South Florida. Result: Through the use of marketing skills in social media management, adobe creative suite, website development, and marketing strategy, our members were able to generate awareness to support the work of 14 different organizations some of which focused on the FIU community. ROARING CONCEPTS Goal: 30+ students will participate; Offer our agency services to six small business and philanthropic organizations. Overall Result: We successfully carried out six projects for small businesses and non-profit organizations and have one project to finalize by the end of the spring. Down Syndrome of Miami Association 5K Run & Miracle Walk November 14 Participation: 6 Goal: Devise a promotional strategy on campus for the Association s Annual Miracle Walk and 5K Run targeting FIU students. Results: The team promoted the event on campus by passing out flyers and brochures, and by using a social media campaign to create awareness of the organization s mission and to encourage students to attend the event. FIU students attended the event, and will return to the event in 2015 to support the cause. American Heart Association Miami Heart Walk November 14 Participation: 6 Goal: Implement grassroots marketing with a team of six for the American Heart Association. Results: Executed brand activation techniques at the Miami Heart Walk to generate more awareness towards the AHA s mission to decrease heart disease. Worked in the branch office to assist with pre-event field operations. students. Since bullying is one of the main concerns in schools, we want to help by discouraging bullying in middle schools. Our team assisted in the creation of a public relations campaign, website, and social media plan. Goal: The team developed a website on WordPress, which they had a workshop for to learn about this software. The team created social media platforms: Facebook, Twitter, and Instagram. In addition, the team developed a campaign for the Annual Down Syndrome Walk to promote the book and increase sales. In My World: Down Syndrome Fall 14 Participation: 10 of 10 Goal: A book to educate people about Down syndrome, it is targeted to middle school AMAFIU.com Annual Report

12 cs Community & Social Impact impacto comunitaria y social Pooches in Pines Fall 14 Participation: 8 of 8 Goal: Animals rescued by the Pembroke Pines Police Department are held with the mission of reuniting the animal with the owner or providing it a new permanent home. The team s goal was to create a social networking campaign and enhance the website to aid the organization in expanding its presence online. Result: A social networking guideline was created to inform the client of an efficient technique to manage their social platforms. A website was developed to inform the community regarding the adoption process, events, donations, and happy adoption stories. The website has been approved and it will be launched by the client at the end of February. Power Pizzeria Marketing Plan Fall 14 Participation: 4 of 4 Goal: Develop a marketing plan with marketing tactics to present to the Power Pizzeria manager. Results: The Power Pizzeria manager gained new clientele in his store using our recommendations. We recommended promoting at social events in the Pinecrest area in order to cultivate brand awareness. Another recommendation implemented was developing a social media strategy to drive traffic website using their social media platforms. Testimonial by Rishi Ganies, Store Manager at Power Pizzeria: On behalf of Power Pizzeria, I would like to thank you for creating a well-written marketing plan. I have considered most of the marketing strategies and implemented some in the Pinecrest location. It was successful and drove new faces to the store. Health Information Project (HIP) Fall 14/Spring 15 Participation: 10 of 10 Goal: Complete a fully effective marketing plan for the client to apply to their non-profit organization aimed at educating students about their health. Results: The team followed a process creating a complete marketing plan with marketing strategies, social media strategies, recommendations, and tactics. Following client concerns, our team is revising the marketing plan and will submit it once again to ensure that all questions are addressed and the report is of top quality. Daily Solutions Fall 14/Spring 15 Participation: 8 of 8 Goal: Daily Solutions is a luxury cleaning vacation home company in The Keys. A startup company, its main focus was the development and creation of a strategic plan, to increase brand awareness, along with a website and promotional items. Result: Members conducted research to understand the market in The Keys. Also, they learned how to rebrand the company with the design of a logo as well as the development of the website, Daily-solutions. com, which will be launched at the end of February. Be The Match Fall 14/Spring 15 Participation: 10 of 10 Goal: 10 students will participate; Embrace the Students Saving Lives initiative by raising awareness of the bone marrow transplant program, by raising $200 in funds to assist in the fight against blood cancers, and by receiving the commitment of quality donors. Place top five among all competitions including best event, best video, fundraising, and best social media campaign. Results: We constructed a situational analysis and organized a plan to execute a successful four-month campaign on campus under the following categories: Social media: More than 424 likes on Facebook, 52 followers on Twitter, 186 YouTube views, and 207 followers on Instagram were generated. Our social media continues to AMAFIU.com Annual Report

13 cs Community & Social Impact impacto comunitaria y social grow. Increase the Chance for a Cure: A Be The Match Representative trained us to properly register people to the registry. On two separate days we had two registration sessions that averaged four hours during which we registered over 55 potential donors, and redirected people to the bethematch.org website for more information. Fundraising: We raised more than $500 for Be The Match using social media and our three-day challenge event. Match Bash 2015: A threeday event on campus was launched and executed. The event involved a social media challenge, fundraising day, and an interactive scavenger hunt on campus. Seven business organizations competed for a 10% cash prize of total funds collected. AMA leadership through benchmarking Goal: Assist new and existing collegiate AMA chapters with advice to increase membership and involvement. Results: We held online meetings with executive board members from the University of South Carolina and Stetson University to discuss ideas to generate a larger membership base in their organizations as well as to provide details on how we manage our marketing firm. We also invited Miami based St. Thomas University to our 2014 thanksgiving potluck to give them a sense of how we run our meetings and to allow them to engage with our members and board face to face. Alpha Psi, and Toastmasters and contributed to a great attendance of over 50 students. Relay for Life Spring 15 Participation: 13 Goal: 8 students to participate; Raise over $1,000 in donations for the FIU relay. Results: We have partnered up for the FIU relay with student organizations ALPFA and Toastmasters and raised $1,000. College of Business Optimization Spring 15 Participation: 4 of 4 Goal: 4 members will participate; provide our marketing skills to other College of Business organizations Results: Generated a flyer for an INROADS orientation in spring 2015 that was sponsored by AMA, ALPFA, Beta *The number of participants per project were limited based on work content. AMAFIU.com Annual Report

14 fr Fundraising recaudacion de fondos Goal: The AMA at FIU will strive to add value to our members by developing fundraising activities and events through which our members can expand their marketing knowledge while exploring previously unnoticed skills. The goal of the fundraising department is to raise more than $18,000 in order to carry out general chapter activities, AMAzing events, and provide funds to represent FIU at the Collegiate Conference. Result: We have been able to raise over $21,000 through our Roaring Concepts agency, sponsors, and activities. All of our efforts have added value to our members marketing experience since they had the opportunity to utilize their marketing skills in social media, on-campus promotions, and selling to promote several brands. Roaring Concepts Goal: Earn $8,000 from South Florida clients by providing them with marketing services. Result: Through a total of eight paid projects, we will reach $7,300 by conducting research, developing social media plans and marketing campaigns for our clients. Two other paid projects, the Miami Marlins and Community Networker, provide us with greater potential to exceed our goal as they are sales based events that require us to sell tickets to two social media related events. Corporate Sponsorship Goal: 7 members will participate; Raise $3,000 from corporate sponsors by offering them an opportunity to be included in the Friends of the AMA circle. Result: Target Corporation sponsored our chapter with $2,000. We fell short of our goal by $1,000 and participation by five students. Improvement Opportunity: Ensure that the sponsorship package is ready prior to the beginning of the fall semester. Effectively train the fundraising committee on how to approach companies for sponsorship. College of Business Video Goal: $2,000 Result: We created a promotional video for the FIU College of Business that depicts testimonials from alumni and includes aerial footage of the new MANGO building that was opened in the spring. We expect to receive $2,000 once College of Business administrators approve the video. Peace Love World Raffle Goal: $50 Result: $73 was raised in one week. The committee raffled a gift basket from Peace Love World that had been donated in the past semester. Participants had to guess how many Starbursts were in a jar in order to win. Members acquired experience before moving on to a larger and more expensive project that required greater marketing creativity. AMAFIU.com Annual Report

15 fr Fundraising recaudacion de fondos College of Business Funding Goal: Acquire $4,000 in funding from the College of Business Result: We presented our AMA ICC funding proposal to the administrative body and have received $4,874 in funding. Additionally, the marketing department also sponsored our chapter with $4,000. Adobe Photoshop Workshops Goal: $160 per workshop with an attendance of 16 students Result: We held one workshop in November that was highly successful and had sold out all 16 seats. $160 was fundraised. It will be brought back on February 26th due to popular demand. Chapter Fee Goal: Raise $2,600 from 204 members & offer a T-shirt and additional AMA promotional items. Result: $2,652 was raised from 208 members. See Membership for more details. Miami Heat Tickets Raffle Goal: 50% profit margin Result: $587 in profit (69% profit margin). Raffled two Miami Heat tickets for the Christmas Day game against the Cleveland Cavaliers. The fundraising committee worked to engage chapter members in selling tickets while utilizing a gift card as an incentive. Over two weeks, more than $842 were raised in sales. March Madness Basketball tournament (rating TBD) Goal: Execute a basketball tournament during the most popular month for basketball. Games will be 3 on 3 and will consist of several rounds. The goal is at least a 50% profit margin. Result: To be determined in March. AMAFIU.com Annual Report

16 ms Membership Membresía Goal: Create as much exposure as possible for the AMA at FIU in order to increase brand awareness and engagement among both students and members. Result: Increased awareness of the AMA at FIU through various initiatives. Increased membership to a total of 287 members and remain one of the largest business organizations at Florida International University. Total Members: 287 Active Members: 146 Retained Members: 63 Resume* Members: 141 Member Feedback: Goal: Listen to feedback provided by members through two semester surveys, one provided during the beginning of the semester and one during the end in order to address areas of concern and improve our chapter operations. Result: The survey was administered at the end of the fall semester to gain member feedback on various aspects of the semester s chapter activity. Measures were taken to make improvements where appropriate, and innovative suggestions were adopted for the spring semester. Another survey will be administered at the end of the spring semester. AMAzing Member Spotlight Goal: Feature AMA members that have either obtained an internship within their field of choice or have demonstrated leadership qualities in order to motivate others to become involved. Result: The Executive Board has selected active members who have shown exceptional work ethic and have acted as leaders amongst their peers. These members were featured on our blog and received recognition on our social media networks, as well as within each meeting. Result: An organized and up-to-date database was created and maintained. All members selected majors were recorded and findings were put into a pie chart. Membership Database Goal: Maintain member database up-to-date with essential information including demographics and major. New Chapter Fee Goal: Collect chapter fees from a total of 200 new and/or returning members to collect over $2,600. Our new chapter fee is $13 and will include a T-Shirt, and additional AMA promotional items. The cost of these items will roughly cost $7 thereby leaving us with operating revenue of $6 per member for chapter functions. It will dramatically increase our brand exposure. Result: $2,652 was collected. We introduced chapter fees during the fall of 2014 in order to provide extra funds for chapter operations. These fees were $13 and they were paid annually. AMAFIU.com Annual Report

17 ms Membership Membresía Recruitment Initiatives Overall Recruitment: Recruitment Goal: Increase active membership to 50% from 45% the previous year. Retain 15% of members. Increase overall membership by 5% from the previous year. Recruitment Results: We surpassed our goal and were successful in raising overall membership by 40% to 287 members. With FIU being a commuter school, most students do not frequently engage in extracurricular activities. We focused our efforts on maintaining active membership among our members and these efforts resulted in an increase of active membership from last year s 45% to 50%. We were also able to retain 43% of members including members from last year, as well as returning this spring from the fall of This information session was held the same evening to inform potential new members about the AMA. Freshmen Convocation Goal: Have a strong presence at Freshmen Convocation in order to recruit new members. Results: The AMA tabled at this event and was able to attract over 100 students with Post-it Man. We were able to collect contact information from 30 students who we then invited to attend our first general meeting. Classroom Presentations: Goal: Attend undergraduate business core classes and announce the first general meeting of the semester in order to gain new members and to entice previous members to return. Result: Several classroom presentations were made and we were able to obtain over 200 new student s who were interested in the AMA. Welcome to Bizlife Day Event: Goal: Create awareness among College of Business students at this signature event hosted by the College of Business. Result: The AMA tabled at this event and was able to recruit 30 students to attend an information session that served as a recap of our first general meeting. Recruitment Video Goal: Create a recruitment video to show students of any major what the AMA has to offer and encourage them to join. Results: The video shows glimpses of past events such as AMA ICC, Florida Regional Conference, socials, industry nights, and general meetings. The video was shown during the first general meeting so students could see what they could be a part of if they joined. *Resume members have no intention of being active members. We still target these paid members since they fit the collegiate division membership profile. AMAFIU.com Annual Report

18 cm Communications communicaciones Goal: To reach at least 90% of our target market on a weekly basis in order to continue providing our member with an outstanding communication approach. Result: With a more structured communication strategy, we were able to keep all of our members updated and have increase membership. We completely redesigned our communication channels by launching our own AMA at FIU blog, which made internship and job opportunities easily accessible to our members in real time. We also met our goals of increasing social media awareness by 15% through all platforms. Overall, we were able to significantly strengthen the connection and relationship between our members and our chapter. INTERNAL COMMUNICATION Mobile Marketing Goal: Continue using EzTexting to send text messages to our active members in order to keep them updated on upcoming meetings and events. Result: The database was updated to reflect current members and a choice was provided to opt out of the texting database. EzTexing was used as a method for reminding members of upcoming events, meetings, etc. Some members did not receive the messages because of incompatibility with their mobile carriers; as a result, we will seek a new provider for this service. WhatsApp Goal: Use WhatsApp to create fast and effective communication amongst the executive board, committees, and Roaring Concepts team members outside of weekly meetings. Result: Every executive board member actively participated in the WhatsApp group in order to stay informed and provide real time updates. WhatsApp was also used as the method to communicate with all the members who participated in the USF AMA Regional Conference in Tampa, Florida. updated the page to show meeting times and maintained consistency. This page was also updated during the semester to include AMA alumni, and to submit the list of graduating Alpha Mu Alpha students for the commencement booklet. EXTERNAL COMMUNICATION Social Media Marketing Goal: Increase social media awareness by 15% for all of our platforms including Facebook, Twitter, Instagram, LinkedIn, YouTube and Vine. Result: Increased interaction with members through social media platforms Facebook, Twitter, and Instagram. We succeeded in increasing our following in each social media platform by 15%. The main platforms we focused on were Facebook, Twitter, YouTube, and Instagram, which is where we noticed the most member interaction. LinkedIn and Vine were rarely used. Facebook page like growth as of 2/16/2015 OrgSync Goal: In order to attract new students who use this network and to keep them updated aboutmajor events on campus, OrgSync was used as a promotional tool to recruit more members. Result: Established communication with more than 35 new members through this portal, AMAFIU.com Annual Report

19 cm Communications communicaciones YouTube (channel created on 11/13/2014) Website AMAFIU.COM Goal: Redesign and relaunch AMAFIU.com website. Update the website weekly with new pictures, videos, projects, flyers. Update the website calendar weekly, to help keep members up-to-date with events, socials, and meetings. Result: High interaction and page-clicks along with more awareness from members. Links have been kept updated and website has remained clean and easy-to-use. and creative was established to assure flyers be completed and posted in time to be displayed for at least a week for the second semester of the academic year. HEARMEROARFIU.COM Goal: Create and launch HEARMEROARFIU.com, an AMA FIU blog, in order to gain more attention from other FIU students as well as AMA members. Result: Consistently published blogs about internship opportunities, on-campus events, and chapter achievements. Developed media content with videos and pictures of AMA and FIU events. Since November, our blog has averaged 1,000 views and more than 350 visitors per month. Currently, the website is hearmeroarfiu.wordpress. com; domain and hosting will be purchased following consistent growth at the end of the spring semester. Digital Media Content Committee (DMC) FIU Campus-Wide Digital Signage (⅘) Goal: Continue to display AMA promotional flyers on all campus digital screens with at least one week of anticipation for event(s) Result: AMA promotional flyers were showcased in digital screens around campus for every weekly meeting. However, sometimes they were screening for shorter than a week. As a strategy to combat this issue a system between communications Goal: Create a committee of about four members with the purpose of generating digital media content for our websites and social media platforms. Result: The committee was composed of over 10 members that were dedicated to the creation of original content for the AMA at FIU. Content creation included photography, blog posts, videos, and time lapses. DMC members were also provided with workshops in order to develop their skills. Members who at the beginning of the fall semester had never held a camera before are now able to shoot and edit videos effectively. AMAFIU.com Annual Report

20 co Chapter Operations Operaciones sucursales Goal: Maintain a structure that will allow the executive board to meet goals for the entire year. Result: Executive board members were provided with sufficient resources to complete their tasks. The transitional program was utilized to share knowledge between former board members and incoming board members. Organization Structure Our chapter contains four levels of members: Executive Board, Roaring Concepts juniors, committee members, and general members. Executive Board Accountable for meeting their assigned chapter goals and attending all executive board and general meetings, the board members are also responsible for participating in committees or Roaring Concepts projects. Roaring Concepts Juniors The next in line to lead the AMA Roaring Concepts marketing agency, these juniors are tasked with managing accounts with clients and teaching their team members how to create a marketing plan, social media campaign or to conduct marketing research. Juniors are supervised by the Directors of Roaring Concepts. Committee Members These members participate in marketing related work from creating content for our social media to developing a fundraising and marketing plan to acquire funds for the AMA International Collegiate Conference. A specified executive board member sets committee goals. General Members Involved in weekly meetings, socials, and workshops, general members make up the AMA at FIU chapter. AMAFIU.com Annual Report

21 co Chapter Operations Operaciones sucursales Executive Board Evaluations Goal: Organize mid-semester evaluations for each board member each semester. Results: Evaluations during the fall semester occurred during the second half of the semester. Opportunities for improvement were addressed and have yielded positive results on our processes. Spring evaluations are scheduled for late February. Chapter Plan/Annual Report Goal: Become recognized as the Platinum Chapter of the Year. Result: On our mission to become Platinum Chapter of the Year, we constructed a strong chapter plan with attainable objectives that will work to prepare our members for their lives after college. Since the University of South Florida held the annual regional conference, we decided to hold a marketing strategy competition in the spring while also instituting a new spring segment called AMA Overtime, weekly supplemental meetings to provide members with technical skills and personal development tools such as certificates, and workshops. Executive Board Meetings Goal: Conduct at least 34 AMA executive board meetings beginning in July 2014 and ending in April These meetings will take place Tuesdays at 8 PM and will allow our team to prepare for upcoming events. Result: Standardized the meeting schedule by setting them on Tuesdays at 8 PM. All agendas are located on a centralized Google drive AMAFIU folder and have allowed for us to identify the tasks at hand at all times. We are on track to meet the 34 meetings by April. Executive Board Retreats Goal: Hold at least one off-campus social for the leadership team at the beginning of each semester. Result: We held one off-campus social each semester. We had a beach day at Key West in the fall, and interacted during karaoke night at Brother Jimmy s restaurant in Miami in the spring. We will increase the frequency of these retreats next academic year to further increase our cohesiveness. General Meetings Goal: Carry out weekly general meetings for all members, and provide them with access to workshops, industry speakers, and company recruiters. Meetings to be held on Wednesdays at 7:00 PM. Result: The weekly meetings were structured for Wednesday nights, 7:00 PM in the fall and 8:00 PM in the spring. Members were provided with many great opportunities to strengthen their marketing knowledge. Roaring Concepts Marketing Agency Goal: Provide our membership with hands-on marketing experience with local businesses. Workshops will be provided to teach our RC participants about new marketing tools. Success will be measured by our performance: financial (10% increase in revenue) and marketing. Result: RC achieved its goal by generating $8,000 within two semesters and providing more than 110 students with an opportunity to learn about situation analysis, marketing strategy development, and other tools. Executive Board Member Transitions Goal: Identify board members that would not be returning (e.g. due to graduation, full time offers) and introduce potential board members to the team before the current officer moves on so that the replacement is able to learn their responsibilities and manage their resources. Result: Three board members left their positions at the end of fall 2014 due to graduation and employment but maintained open communication to provide the new board members with assistance. During spring, we have already begun the interview process for fall executive board members to shadow current board members. AMAFIU.com Annual Report

22 bg Budget presupuesto OPENING BALANCE* = $5,000 REVENUES FUNDRAISING Roaring Concepts 8,000 College of Business Funding 4,874 Marketing Department Sponsorship 4,000 College of Business Video 2,000 Corporate sponsorships 2,000 Miami Heat Tickets Raffle 842 PeaceLoveWorld Raffle 73 PROFESSIONAL DEVELOPMENT Photoshop Workshop 320 Marketing strategy competition 200 MEMBERSHIP National Fees by 165 members** 7,755 Chapter Fees 2,652 COMMUNITY AND SOCIAL IMPACT Donations 500 TOTAL REVENUES = $33,216 Notes: Some figures are projections used to reflect the end of the spring semester *Beginning balance is different from the 2013/2014 ending balance due to uncollectible accounts **National fees are based on the 165 students that registered in person instead of the 204 students used in calculating chapter fee (some were returning members and only had to pay the chapter fee) EXPENSES ADMINISTRATIVE National fees 7,755 Supplies/Speaker gifts 774 Case Competition Supplies 125 EVENTS On-campus refreshments/banquet 1,300 Professional sessions 700 Off-campus socials 700 Community service donations 500 Marketing Strategy competition 450 USF Regional Conference Transportation 350 Miami Heat Tickets Raffle 255 Community service expenses 55 PROMOTIONS Online media 277 Printing 300 Clothing apparel 1,428 RC Guerrilla Marketing 200 COLLEGIATE CONFERENCE Subsidized trip for 28 members (avg. $500 per person) 14,000 Competition Expenses 600 TOTAL EXPENSES = $29,769 NET INCOME = $3,447 ENDING BALANCE = $8,447 AMAFIU.com Annual Report

23 Fall President: Christian A. Ricks Spring President: Franco Aquino Faculty Advisor: Tim Dugan Birrittella AMA AT FIU AWARDS HISTORY Gold Collegiate Chapter Silver Collegiate Chapter Gold Collegiate Chapter Platinum Collegiate Chapter of the Year Superior Chapter Distinguished Chapter Distinguished Chapter Distinguished Chapter Collegiate Chapter of the Year Outstanding Southern Chapter Top Southern Chapter Outstanding Southern Chapter Chapter Revitalized Outstanding Membership Outstanding Chapter Operation