TABLE OF CONTENTS... 01 EXECUTIVE SUMMARY 02 PERFORMANCE METRICS 03 PROFESSIONAL DEVELOPMENT 09 COMMUNITY AND SOCIAL IMPACT 11 FUNDRAISING 13 MEMBERSHIP 15 COMMUNICATIONS 17 CHAPTER OPERATIONS 19 FINANCIAL STATEMENT AMA Annual Report 2015-2016 0
EXECUTIVE SUMMARY... Dear Friends and Leaders of the American Marketing Association, We are pleased to share this year s annual report, which demonstrates our chapter s significant developments this year as a collegiate chapter of the AMA. For over ten years, the Undergraduate Marketing Organization (UMO) has enjoyed success both as an integral student organization to the Tepper School of Business and as a unique interdisciplinary organization on the Carnegie Mellon University campus, welcoming student members from all majors and years. This year s report provides a glimpse into UMO s chapter operations, events, and achievements over the course of this school year. Through a wide variety of event offerings and new workshops, as well as speaker sessions and dinners with growing Pittsburgh companies and esteemed professors, new and returning UMO members have had multiple opportunities to grow their marketing skills and build their professional networks in the Pittsburgh community. Our events were driven by the theme of Mass Marketing in a Global Age. We believe that as business and technology continue to evolve on a global scale, it becomes increasingly imperative for students entering the workforce to learn more about these trends and gain experience with a global and diverse workplace. Therefore, this year we focused our efforts on companies largely based in Pittsburgh who were looking to expand their marketing efforts across the world. Because marketing is still a developing field at Carnegie Mellon, and Carnegie Mellon is a relatively small school, we have decided to enter our chapter to compete in the Small Chapter Division this year. We believe that this is an appropriate classification for our AMA chapter when considering the scope and capabilities of other collegiate chapters. While we are eager to continually increase our branding on campus and within the AMA, our executive board believes that this division provides a more fair environment in which our growing chapter can thrive. Nevertheless, through our efforts, UMO was able to expand its presence on the Carnegie Mellon campus, drive engagement from students of all majors and years, build relationships both within and beyond our university, and transform members into upcoming leaders in marketing and business. As we approach the end of this academic year, we are excited to share our achievements and reflect upon what can be improved for the years to come. Sincerely, Melanie Bail, President Kelly Mok, Executive Vice President AMA Annual Report 2015-2016 1
PERFORMANCE METRICS... UMO highly values feedback about our events, initiatives, and decisions from executive board members, general board members, and external stakeholders. This year, we will adhere to the following metrics for assessing the value of our chapter operations: **** This event, initiative or decision has had an outstanding impact on our member body. Members have positively reviewed this program and it will be planned again. *** This event, initiative or decision had a noticeable impact on our member body. This program has left room for improvement and with feedback from stakeholders and attendees, it will be redesigned for future years. ** This event, initiative or decision did not meet the anticipated level of impact for our member body. After considering feedback from stakeholders, we must carefully redesign and reposition this event, or discontinue it if redesign is not feasible. * This event, initiative or decision had little or no impact on our member OPPORTUNITIES body. We will review program planning, execution THREATS and feed to archive central lessons learned and will consider whether or not to attempt to restructure it in the future. CHAPTER GOALS Recruited 25 new members for active membership in our chapter Improved chapter cohesiveness by organizating monthly general body meetings and two socials Drove member engagement by increasing average event attendence Established two consulting partnerships and one fundraising partnership with local companies On track to host 15 events and workshops this year (9 completed so far) AMA Annual Report 2015-2016 2
PROFESSIONAL DEVELOPMENT... GOALS ACCOMPLISHED... Enhanced students marketing skills by regularly drawing at least 65% of members to events Arranged opportunities for members to speak with professors outside of the classroom Gave over 30 students an overview of a specific facet of marketing research at Marketing 101 Achieved average participation of 25 students per day during Marketing Week Offered five members an exclusive opportunity to tour a globally-minded Pittsburgh company Provided development sessions for members to refine their skills in tackling a marketing case Earned recognition for our AMA case competition submission Established new relationships with startups and gave members hands-on client experience NETWORKING EVENTS FALL SEMESTER Marketing Professor Dinner **** Date: December 2, 2015 Anticipated Attendance: 10 Actual Attendance: 10 Overview: This fall, ten students had the privilege to have dinner with international marketing research and management professor, Dr. Lloyd Corder. The purpose of the professor dinner is to provide students with the opportunity to experience a small group networking session with a professor who is very accomplished in his or her field, speak with him or her about their interests related to international marketing, and get to know this professor outside of a classroom setting. This is also a great way for students to learn about marketing outside of the classroom. Dr. Corder spoke with students about his experiences and past projects with an emphasis on marketing strategy, including his marketing research projects with clients like UPMC, Heinz, and Alcoa. AMA Annual Report 2015-2016 3
Dr. Corder also discussed students opinions of Tepper s current business administration program while providing recommendations on career and life goals. Students were actively engaged, and asked questions addressing topics from marketing survey tactics to careers in marketing. Overall, the event was a great learning experience for students, and Dr. Corder expressed interest in partnering with UMO for professor dinners in the future. UMO will also be hosting a professor dinner in the spring semester (planned for March). SPRING SEMESTER William L. Mellon Speaker Series *** Date: February 9, 2016 Anticipated Attendance: 10 at small group event, 15 at general event Actual Attendance: 10 at small group event, 18 at general event Overview: UMO partnered with the W.L. Mellon Speaker Series on campus to provide students with an opportunity to attend a two-part event with Karen Larrimer, the Executive Vice President, Chief Customer Officer, and Chief Marketing Officer for the PNC Financial Services Group. Karen is responsible for overseeing customer experience strategies across all of PNC. She is also responsible for leading brand management, advertising and customer research corporate wide, as well as overseeing corporate communications. Additionally, Karen directs key Retail Banking functions including customer analytics and customer segmentation management. Effective July 1, 2016, Karen will be named the Head of Retail Banking for PNC. The first part of this event consisted of a small group discussion with Karen. Ten UMO members were provided with the opportunity to engage in a roundtable networking session to learn more about marketing in the banking industry, as well as ask about how women in particular can advance their professional careers. The second part of the event was open to all Carnegie Mellon students, 18 of whom were UMO members, where Karen gave a more informal talk to the student body about her role at PNC. Lunches were provided for attendees of the general session. Regional Conference Date: February 27, 2016 Anticipated Attendance: 50 Overview: On February 27, UMO will be hosting its sixth annual AMA Pittsburgh Regional Conference on the Carnegie Mellon University campus. The theme of the conference will be Mass Marketing in a Global Age, in keeping with the overall theme of UMO and Marketing Week this year. The conference will be organized to include speaker events with marketing professionals that represent emerging and established global companies. Expected companies in attendance will tentatively be Uber, Cadillac, and Postmates. We also aim to invite students from two to three other AMA collegiate chapters, and we will be launching a Facebook marketing campaign to promote the conference and provide updates on speakers, sponsors, and free giveaways. Alumni Event Date: April (tentative) Anticipated Attendance: 10 Overview: In April, many alumni return to the Carnegie Mellon campus for a four-day alumni event called Carnival. Around this time, we intend to host an informal networking session with UMO alumni. Current members will have the chance to ask past members about their careers. AMA Annual Report 2015-2016 4
EDUCATIONAL OPPORTUNITIES FALL SEMESTER Marketing 101 **** Date: September 24, 2015 Anticipated Attendance: 20 Actual Attendance: 33 Overview: Our first educational event of the semester was Marketing 101 in Tepper s undergraduate business lounge. Each year, UMO hosts a Marketing 101 session an esteemed professor on campus. This year we hosted the event with Dr. Kannan Srinivasan, a professor of marketing, management, and information systems. Our goal is to provide attendees with an overview of marketing basics and to kick off our theme of the year, Mass Marketing in the Global Age. This year Dr. Srinivasan spoke about marketing and social media analytics to 33 attendees. Additionally, he discussed the effect recent technological advances and big data have had on global marketing. Finally, he talked about personal finances, such as how credit cards and bank accounts work, and how students can more easily manage money in their everyday lives. Marketing Week *** Date: October 26-30, 2015 Anticipated Attendance (average per event): 25 Actual Attendance (average per event): 25 Overview: This year, our Marketing Week followed our 2015-2016 theme of Mass Marketing in a Global Age. We strategically chose companies to invite that had strong roots in Pittsburgh, but were looking to expand their global marketing presence. We used the Monday of Marketing Week as a promotional day, where we manned a table while telling people on our campus about the events of Marketing Week, distributing flyers, and providing complimentary snacks and giveaways. On Tuesday, we hosted an event to inform students about the marketing strategies of the Mattress Factory, an established art museum based in Pittsburgh. Wednesday involved a discussion with representatives from Marc USA, an analytics-focused advertising agency based in Pittsburgh with expanding offices across the United States. On Thursday, attendees heard from the University of Pittsburgh Medical Center (UPMC) about how UPMC uses search engine optimization in order to increase engagement with their social and blog content. Friday consisted of a virtual trivia game, consisting of questions from the three speaker events. AMA Annual Report 2015-2016 5
After all three speaker events, students were afforded the opportunity to play interactive marketing games and network with the guest speakers. We viewed this year s Marketing Week as a success: UMO established relationships with three local companies and engaged students from different majors and years across campus. We evaluated feedback from the event and decided that potential improvements for next year could include a more definitive outline of the topics to be discussed during the speaker sessions beforehand, as well as distributing promotional materials for the event at an earlier date to further increase attendance in future years. SPRING SEMESTER Company Site Visit **** Date: January 19, 2016 Anticipated Attendance: 5-10 Actual Attendance: 5 Overview: This was an exclusive opportunity for students to tour the headquarters of Dick s Sporting Goods, a Fortune 500 corporation and retailer in the sporting goods industry, in Coraopolis, Pennsylvania. The goal of this visit was to give students a chance to learn about a globally-minded Pittsburgh company. Dick s Sporting Goods gave our students a tour of its facilities, offices, and their specially designed lab store. In addition to the tour, students had the opportunity to have a question and answer session with Carnegie Mellon alumni that also work at DSG. Through the session, students learned about the various marketing projects taking place at DSG and what is it like to work at a company like DSG. By the end of our visit, our attendees gained a new perspective on the retail marketing space. Small Business Perspective Date: April (tentative) Anticipated Attendance: 15 Overview: UMO will be exploring Pittsburgh s growing startup culture and inviting a local company to discuss their strategies for expansion of their brand in this city, as well as their future vision for their business in a global market. This has proved to be a successful event in the past with UMO members, as our small business perspective event with local natural food company Naturi was very well received last year. Attendees will hear a presentation from this year s startup and be encouraged to ask questions throughout the event. We are currently in the process of contacting local startups to partner with us for the small business perspective. AMA Annual Report 2015-2016 6
HANDS-ON EXPERIENCE... CASE COMPETITIONS FALL SEMESTER AMA Case Competition: Hershey s Cool Blast Chews *** Anticipated Team Participants: 16 Actual Team Participants: 17 Goals: Provide hands on experience to case competition team members in areas such as: market research, surveying, data analysis and strategy implementation. Participate and compete to enter final round of competition at the national conference. Results: UMO s team members researched and developed a 20-page proposal for competition submission, complete with exhibits. Members were involved in different aspects of the whole process, including research, surveying, data analysis, market analysis, financial projections, and proposal writing. UMO received Commendable recognition for our final report. A team of 17 students from a variety of majors participated in the AMA annual case competition to propose marketing strategies to Hershey s for their Cool Blast Chews product. The team was split into four sub-teams, with individual team leaders reporting back to the vice presidents of case competition on a weekly basis. Based on our primary and secondary research results, we were able to brainstorm many innovative and interesting ideas as well as devise new promotional events and potential strategic partnerships. We proposed marketing strategies including changes to Hershey s current strategy as well as improvements in different aspects. Some of these aspects were repackaging, placing emphasis on the uniqueness of the product, and considering how Hershey s Cool Blast Chews can help consumers of varying demographics and educational/professional backgrounds in every-day scenarios. The case competition was an enjoyable experience for those involved. Team members cited their improved market research skills, the real-world nature of the case, and the ability to commit to a semester-long marketing project as some of their favorite parts of being involved with the AMA case competition. While we did not achieve the goal of presenting in New Orleans, we are thrilled to have earned recognition for our hard work this year. We plan to continually improve the quality of our submissions in the future by providing more upfront skills training for our AMA case team members, which was a common point of feedback for us to consider. SPRING SEMESTER Case Competition Workshops Date: February-April 2016 Overview: These workshops will be held monthly and open to all UMO members. They are geared towards professional development for members and are based on topics such as case interview preparation, how to s for first case competitions, and upperclassmen panels on careers and different industries within marketing. These workshops will be a great way for members to prepare themselves for interviews and professional development. Joint Case Competition with Alpha Kappa Psi Date: March or April 2016 Overview: UMO will hold a joint case competition with Alpha Kappa Psi, the professional business fraternity on campus. Together, we are planning on hosting an internal case competition for members to practice their skills as well as invite first timers to participate. The case will be geared towards marketing and will be a great way to further develop members professionalism as well as business presentation skills. We are planning to hold this event in late March or early April. AMA Annual Report 2015-2016 7
CONSULTING Overview: UMO Consulting is a division of our organization that works with external clients to deliver marketing plans and solutions for real business challenges. Consulting committee members are prepared for client work through workshop sessions focused on presentation skills, communication skills, and case practice. In the fall, UMO Consulting held training workshops to introduce members to the basics of consulting, with a focus on marketing. From the committee, 10 members were chosen for a pro-bono project with Carnegie Mellon Racing, a student-run racing team on campus. This spring, UMO Consulting is working with The First Tee, a national youth golf program, and Who s Hiring Me, a local Pittsburgh startup connecting applicants with potential employers through their user-friendly website. Internal Workshops **** FALL SEMESTER To prepare for upcoming projects with external clients, UMO Consulting committee members began the semester with a 4-part workshop series. This series focused on how to approach a consulting case within an interview context, how to tackle a market sizing question, and how to conduct a businessstyle presentation. Through these workshops, both new and old committee members were able to hone their analytical and presentation skills. Skills learned: Marketing Strategy Development Market Segmentation, Product Positioning and Demographic Targeting Product, Placement, Pricing and Promotion Strategy Implementation Logistical Organization Financial Analysis External Engagements FALL SEMESTER Pro-bono Project: Carnegie Mellon Racing *** Date: October-December 2015 Team Participants: 10 Overview: During the second half of the semester, a 10-member team within UMO Consulting undertook a project in partnership with Carnegie Mellon Racing (CMR), a student-run Formula SAE Electric team. CMR was experiencing severe financial strain 2 years after transitioning from gas to electric racing. This new engine type meant an increase in costs upwards of $100,000. In addition to finances, UMO Consulting found that CMR was lacking in membership diversity. Within the organization, the majority of members were engineers who joined solely to contribute to the car. Logistics, fundraising, website development, and alumni relations were maintained by primarily the President and the Vice President of Finance. To remedy these issues, UMO Consulting was divided into two sub-teams: Finances and Team Diversity. In the face of CMR s sudden increase in costs, Finances focused on how to reach a wider network of alumni for donations and how to utilize local fundraising opportunities, maximizing revenue while minimizing the manpower required to operate these fundraising solutions. Team Diversity detailed a plan for new member recruitment and general publicity for CMR. This plan included reaching out to undergraduate students in the Tepper School of Business and partnering with Information Systems web-design courses to attract a new webmaster. These recommended solutions were communicated during a final formal presentation to CMR s President and Vice President of Finance. AMA Annual Report 2015-2016 8
SPRING SEMESTER Project: The First Tee Date: February-April 2016 Team Participants: 8 Overview: The First Tee is a youth development organization focused on helping young people develop core values and learn life skills through the game of golf. One of the Pittsburgh chapters at the Bob O Connor Golf Course found that facility usage was low during the off-season, specifically in the winter, and asked that UMO Consulting increase awareness of the Bob O Connor Golf Course and The First Tee of Pittsburgh among Carnegie Mellon students, faculty, and staff. Additional goals include increasing rounds of gold from the Carnegie Mellon community by 10% and increasing hours of simulator usage from the community as a whole. One challenge specifically brought up was creating a sustainable plan that could grow to accommodate new groups of people entering the Carnegie Mellon community. UMO Consulting plans to break down this project into three distinct segments: (1) market research and analysis, (2) market segmentation, and (3) market penetration. Market research will encompass user experience surveys, SWOT analysis, and a breakdown of the leisure sports environment in Pittsburgh. During market segmentation, team members will identify the consumer characteristics of The First Tee s target audience, specifically the Carnegie Mellon community. Afterwards, we will devise a comprehensive marketing plan for The First Tee to implement year-round, the end goal being a sustainable consumer base with minimized seasonal effects on its patronage. At the end of the project, all 8 team members will formally present their research and recommendations to representatives from The First Tee of Pittsburgh. Project: Who s Hiring Me Date: February - April 2016 Team Participants: 11 Overview: Who s Hiring Me is a Carnegie Mellon internet startup that focuses on streamlining the recruitment process. Our team is focusing on digital marketing and customer acquisition for the start up and we are working on a commission basis on how many users we are able to acquire. This project will involve a variety of digital marketing strategies such as blog targeting, social media marketing, ppc ads, and much more. UMO Consulting plans to break down this project into three distinct segments: (1) market research and analysis, and (2) market implementation. Market research will encompass analyzing how other digital start-ups gain traction, and research into the startup space specifically involving human resources. Our team members will learn how to market effectively in the digital space given limited resources available, and deliver a final presentation with their recommendations. COMMUNITY AND SOCIAL IMPACT... GOALS ACCOMPLISHED... Partnered with other student organizations to establish mutually beneficial programming Had five executive board members participate in 1000Plus day of service Established contract with Pittsburgh area nonprofit for pro-bono consulting Enabled students to use their marketing skills to provide service to others AMA Annual Report 2015-2016 9
Overview With a combined desire to put our marketing skills to use and to better our community, UMO has consistently been committed to helping others. This year, we aimed to leverage our knowledge of market research, skills in data analysis, and creative thinking in order to build strategic partnerships with service organizations on campus and offer marketing services to nonprofits. Service Partnerships *** Aligned with our major goal to leverage marketing to assist the students of our campus community, we have discussed partnerships with multiple organizations and events at Carnegie Mellon University to help develop marketing plans and strategies. After working with faculty advisors at Carnegie Mellon, we have found that many campus clubs lack skills in crucial areas such as exposure, fundraising, and social presence. Our major pro-bono consulting project in the fall was with Carnegie Mellon Racing, where we established a marketing plan complete with recommendations for implementation. Our recommendations centered around helping CMR increase their exposure on campus, as well as identifying potential fundraising strategies for this club to obtain the $10,000 they have deemed necessary for their building endeavors. This project also allowed our students to exercise their classroom knowledge of marketing and finance in a relevant, real-world scenario. In our chapter plan, we also mentioned the idea of potential partnerships with MoneyThink, an organization on campus that promotes the education of underprivileged children on financial literacy topics, and Alpha Phi Omega, the co-ed service fraternity on our campus. This year, we have admitted representatives from both organizations to leadership positions on our executive board. We are planning to coordinate more events with both organizations throughout the year. CONSULTING SERVICES UMO Consulting successfully accomplished its goal of securing a contract to complete a pro-bono marketing consulting project with a local company. In the spring, we are working with First Tee, a golf program impacting young individuals through character building lessons to help them flourish both on and off the course. Detailed in the consulting section of this report, this project will be mutually beneficial for First Tee, the young individuals who are First Tee customers, and members of UMO Consulting who wish to put their skills to use with a real company in the area. AMA Annual Report 2015-2016 10
1000Plus **** An annual large-scale community service day hosted by Carnegie Mellon, 1000Plus is a campuswide endeavor in which UMO executive board members participated this year. Five of our executive board members (and over 20 of our members overall) formed teams and collaborated with a variety of other student organizations to volunteer at locations such as animal shelters and youth charities in Pittsburgh. This experience helped our club to both maintain and establish relationships with other clubs at Carnegie Mellon whilst contributing to this worthwhile cause. UMO members plan to partake in the spring 1000Plus, which will take place on April 2, 2016. FUNDRAISING... GOALS ACCOMPLISHED... Hosted a large-scale holiday-themed fundraiser on campus Obtained a sponsorship from a local company Raised over $400 from the holiday-themed fundraiser in the fall semester FALL SEMESTER EatStreet Sponsorship **** Date: October 26, 2015 Anticipated Revenue: $200 Actual Revenue: $220 Overview: This year, we have established a new partnership with EatStreet, a technology startup looking to gain traction in the Pittsburgh community. EatStreet has been trying to promote their mobile application on college campuses, which helps users find local restaurants in the area, connects users to food delivery options, and frequently offers discounts and special promotions. During our Marketing Week this fall, we received $220 from EatStreet to give away EatStreet merchandise in exchange for app downloads. We also drew people to our EatStreet table by creating promotions on social media (via Facebook) for both EatStreet and Marketing Week. This sponsorship not only raised revenue for UMO, but also allowed UMO members to develop their social media marketing skills by creating Facebook promotions and flyer designs for this event. December Fundraiser *** Date: December 2-7, 2015 Anticipated Revenue: $400 Actual Revenue: $432 Overview: With the support of our members, we conducted a holiday sale in December, purchasing Christmas-themed mugs at wholesale and selling them to the campus community. The mugs came in four different designs. Customers has the option to either pre-order their mugs via our Google form, or purchase the mugs at our table in the University Center. Each mug was stuffed with a packet to make hot chocolate, marshmallows, and a candy cane. We also gave students (and faculty) the option to write a note in their mug and deliver the mug to a friend. Additionally, we prepared fresh cups of hot chocolate at our table and sold those as well. Through this fundraiser, we surpassed our goal for fundraising revenue and used our marketing skills to promote the event on social media and through email marketing. Next year, we believe this event can be further improved by expanding our sales to off-campus locations. AMA Annual Report 2015-2016 11
SPRING SEMESTER EatStreet Sponsorship **** Date: February 2-4, 2016 Anticipated Revenue: $200 Overview: This semester, we were contacted again by EatStreet in order to promote their mobile application at another one of our tabling events. This time we tabled for three days, simultaneously promoting EatStreet and distributing flyers for our W.L. Mellon Speaker Series event with Karen Larrimer. Again, we were able to draw people to our table by creating promotions on social media, using primarily Facebook and Snapchat to advertise this event. At the table, we also gave out green EatStreet merchandise. We are guaranteed to receive, at least $200 from EatStreet. Quiznos Virtual Fundraiser Date: March 2016 Anticipated Revenue: $500 Overview: We are currently working out a deal with Quiznos in which we can re-sell vouchers for $35 worth of food at a price of $10 per voucher. This has historically proven to be a very successful fundraiser for student organizations on our campus. Our sales will be done primarily through UMO s social media pages and online order forms. UMO Consulting Anticipated Revenue: $200 Overview: This semester, UMO Consulting is collaborating with First Tee and Who s Hiring Me. First Tee will be providing us compensation in the form of golf packages such as hours on their golf simulator and golfing credit. We are considering selling these compensations to the CMU community as another source of fundraiser. Who s Hiring Me will also be providing us a cash compensation for our work. The amount we receive will depend on how many users we will be able to acquire for them using our digital marketing channels and strategies. AMA Annual Report 2015-2016 12
MEMBERSHIP... GOALS ACCOMPLISHED... Created a more active, engaged member base comprised of both new and returning members Hosted two social events during the fall semester Increased the number of UMO members registered with the AMA by 150% from last year Obtained 49 membership signups from freshmen at the fall Tepper ice cream social Delivered recruiting presentations to three classes in the fall Obtained 93 signups from the fall and spring Activities Fairs RECRUITMENT Tepper School Ice Cream Social **** Date: September 3, 2015 Anticipated Signups: 15 Actual Signups: 49 Overview: UMO set up a table at the Tepper School ice cream social, designed to help first-year students find business organizations that match well with their interests. We introduced the club s mission to students, distributed marketing materials for our first general body meeting, and had our board members speak about their respective committees. We consider this to have been a very successful initiative, as we received more than three times the signups that we expected. Classroom Presentations **** Date: September 2015 Overview: UMO board members went into three business classes this September (including two sections of Marketing I) to give a brief recruiting presentation about UMO and information about our first general body meeting. This allowed us to successfully raise awareness of the club through relevant classes. We can improve this initiative in the future by going into more classes and targeting more students in majors outside of business. AMA Annual Report 2015-2016 13
Activities Fair (Fall and Spring) **** Date: September 9, 2015 and January 20, 2016 Anticipated Signups: 60 Actual Signups: 93 Overview: Each year, UMO sets up a table at the Carnegie Mellon Activities Fair, an event that connects students of all majors and years with student organizations on campus. We received 33 more signups for our distribution list than expected, and were able to further increase branding at CMU. Initial General Body Meeting (Fall and Spring) *** Date: September 10, 2015 and January 25, 2016 Anticipated Attendance: 35 for each meeting Actual Attendance: 43 in the fall, 25 in the spring Overview: During the initial general body meeting of each semester, each executive board member presents the committees they lead and what activities members can participate in if they join. Afterwards, prospective members signed up for committees. RETENTION Committee Membership **** Anticipated Conversion: Convert at least 50% of prospective members to active members Actual Conversion: Converted roughly 43% of prospective members to active members Overview: By participating in committees and attending general body meetings, prospective members can become active members in UMO. Members can join the following committees: case competitions, communications, consulting, programs, and regional conference. While we did not hit our target conversion rate, the members who did convert have been very active in our chapter. Socials **** Overview: UMO hosted two social events over the fall semester. Members gathered over an informal potluck dinner and were able to interact with one another in a more relaxed setting. MEMBER MIX BY MAJOR: Business Sta+s+cs Informa+on Systems/ Computer Science Other AMA Annual Report 2015-2016 14
BY YEAR: Freshmen Sophomores Juniors Seniors COMMUNICATIONS... GOALS ACCOMPLISHED... Maintained diverse portfolio of internal and external communication platforms Initiated the creation and distribution of a newsletter Developed an interactive website and entered it in the AMA website competition INTERNAL COMMUNICATIONS Committee Member Communications **** Overview: In order to have an open communication, all UMO members were added to our email distribution list, which we used to send frequent updates about meetings and notify them of opportunities. In particular, we sent out a weekly This Week in UMO email blast to highlight both individual committee updates and points of general business relevant to all UMO members. Additionally, members chose which committees they wanted to be a part of and were added to the email distribution list for those specific committees. AMA Annual Report 2015-2016 15
Newsletter **** Overview: To update members, alumni, and executive board members on the operations of our chapter throughout the fall semester, we opted to send out a semester newsletter with summaries describing our events and pictures documenting these events. This was a collaborative effort within the club because the newsletter was written and designed by members who had attended our events, across different committees. This proved to be a successful way to recap the semester, and we plan to create this newsletter again for the spring semester. UMO Database and Tepper Calendar **** Overview: This year, we have maintained our internal database to consist of updated information on executive board member positions, majors, years, and email addresses of members, AMA ID numbers for those who have joined the AMA, and contact information (including LinkedIn pages) for UMO alumni. We have also added each of our events to an internal calendar within the Tepper School of Business, viewable by each Tepper student organization leader and faculty member. EXTERNAL COMMUNICATIONS Social Media *** Overview: This year, we focused our social media efforts primarily on our Facebook page. We created Facebook events for UMO events such as Marketing 101, Marketing Week, our Hot Chocolate/ Mug Fundraiser, and the W.L. Mellon speaker series. As a result, our Facebook presence has improved. We also post photos of UMO events on our page to keep our Facebook community aware of and involved in our events. The analytics show that our Facebook page reaches and engages new viewers every week. To further improve our social media pages in future years, we would like to build out our other channels such as Twitter and YouTube. The Bridge *** Overview: Each student organization at Carnegie Mellon is provided a page on The Bridge, the Carnegie Mellon intranet for student activities. This year, we have begun expanding our Bridge profile by updating our mission statement, uploading a document containing UMO s bylaws for this year, and posting updates about events such as general body meetings. We have received feedback from members that they would like to see more content on UMO s Bridge page, and are working to increase the amount of updates we post for the spring semester. Website **** Overview: This fall, we completely redesigned the UMO website, submitted it to the AMA Website Competition and are keeping it regularly updated. Our website serves as a source of UMO related news for both current and prospective members. We introduce our organization s mission and executive board, and offer descriptions of our operations, committees, and contact information for students looking to get involved. Our site showcases a photo gallery as well as a member spotlight. There is also a calendar of upcoming events and summaries of our latest event. AMA Annual Report 2015-2016 16
CHAPTER OPERATIONS... GOALS ACCOMPLISHED... Structured board meetings to give executive board members a clear voice in UMO Established honest and constructive feedback between presidents and board members Fostered a more unified UMO through new meetings and leadership opportunities CHAPTER STRUCTURE PRESIDENT EXECUTIVE VICE PRESIDENT VP CASE COMPETITIONS VP CONSULTING VP PROGRAMS VP COMMUNICATIONS VP FINANCE REGIONAL CONFERENCE DIRECTORS AMA CASE TEAM COMMUNICATIONS COMMITTEE CONSULTING COMMITTEE PROGRAMS COMMITTEE REGIONAL CONFERENCE COMMITTEE AMA Annual Report 2015-2016 17
EXECUTIVE BOARD FALL SEMESTER Board Meetings **** Overview: UMO s executive board has held weekly meetings in order to provide each other with updates on each committee s operations. During the final board meeting in the fall, we held a roundtable discussion about ways to improve our chapter. This gave each of the members of UMO s executive board the opportunity to exchange ideas with representatives of other committees, and collectively develop ideas to make our organization better in future semesters and years. One-on-Ones **** Overview: The UMO president and executive vice president conducted meetings over the past semester with the Vice President(s) of each committee, as well as with the Vice President of Finance, to provide constructive feedback about each Vice President s performance thus far. SPRING SEMESTER Leadership Transition Overview: Our organization s presidents for the 2016-2017 academic year will be selected by UMO s current president by mid-march. In April, UMO will be accepting applications and conducting interviews to select candidates for leadership positions on our executive board for the next school year. Candidates will be interviewed by the current president, the executive vice president, and the incoming presidents. These candidates will be asked a mixture of questions assessing behavioral attributes, past experience, and problem-solving skills. In May, once next year s executive board is finalized, we will be hosting our annual transition retreat event. This is an event to acclimate the newly chosen executive board to their leadership roles in the organization, and to educate them about UMO s mission and values. Incoming board members will have the opportunity to participate in a potluck dinner with both returning and graduating board members, and are encouraged to ask them questions about their specific positions. We will also invite our faculty advisers to this event and ask them to provide their advice about leadership in Tepper student organizations. MEMBERS Committee and General Body Meetings (GBMs) *** Overview: UMO members were required to join committees (depicted in the above chart). Members then attended meetings for their individual committees, as well as monthly (rather than semesterly) UMO GBMs. We encouraged leadership among general members by allowing them to lead certain project updates during the GBMs. GBMs saw an average attendance of 30-35 people, which we believe can be improved in the future by giving general members even more of an active role in the meetings. AMA Annual Report 2015-2016 18
FINANCIAL STATEMENT... Balance Carnegie Mellon University Joint Funding Committee Carnegie Mellon University Gift Beginning Balance $5,529.66 $45.34 $5,575.00 Revenues Scholarships Fundraising Tepper Undergraduate Business Grant UMO Consulting Projects Fundraiser Events Eat Street Advertising Student Contributions to National Conference $3,000.00 $200.00 $932.00 $400.00 $600.00 Total Revenues Expenses General Operations Refreshments for General Body Meetings Fundraising Event Expenses Conferences Regional CMU Regional Conference Attending Nearby Conferences Marketing Week International AMA International Collegiate Conference Events Personal Branding Event Professor Dinner Corporate Case Competition Speaker Panels Total Expenses* Ending Balance $5,132.00 $200.00 $300.00 $800.00 $644.00 $425.00 $6,468.00 $170.00* $300.00 $180.00 $720.00 $10,207.00 $500.00* * Estimates AMA Annual Report 2015-2016 19