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Professional DevelopmentProfessional Development

01www.amafiu.com | Chapter Plan 2012 - 2013

Annual Report2012-2013

Florida International University

www.amafiu.com

Applications02 Executive Summary03 Our Vision04 Professional Development09 Community Service11 Fundraising12 Membership14 Communications16 Chapter Operations18 Financial Statement

Executive SummaryResumen Ejecutivo

01www.amafiu.com | Annual Report 2012 - 2013

Summer of 2012 began and we both knew what that meant for us: time to put our ideas into action and set the stage for the upcoming school year at Florida International University’s AMA chapter. Our goal was to reconstruct the organization to fur-ther encompass all of the principles and values that we believed were the pillars of what AMA represents for the student body. More than an extracurricular activity, AMA is a professional growth tool that develops future business leaders by providing them with the necessary resources and mindset. As the presidents for this successful chapter, our focus went to solidifying our chapter operations and maximizing to the fullest every department within the organization.

Empowering executive board members was one of the things we strived for. More than making sure they had a clear under-standing of what their individual goals were, we motivated them to look outside the box and come up with new initiatives. The impact we saw upon the organization was tremendous; everyone made it a goal to leave a legacy behind and because of that their dedication and level commitment to the AMA was impeccable.

FIU’s college of business is built upon a solid foundation that has always provided the AMA with tremendous support in all the activities and programs that we implement. This culture of integration has instilled us with a big sense of community involve-ment across campus and overall collaboration with faculty, students, and other business organizations in school. We all believe in promoting academic excellence and it is because of this that we all leverage each other’s strengths to create one powerhouse; the FIU business family.

• Entering 11 Collegiate Chapter Competitions (Concursos Colegiales)• Conducting over 60 professional development (desarollo profesional) programs designed to enhance the industry knowl-

edge and the overall skill-set of our members• Fundraising(RecuadacōndeFondos)$16,000tosubsidize25memberstoattendthe34thAnnualInternationalColle-

giate Conference• Launching the “AMA Sales Club” and “AMA Toastmasters” under professional development (desarollo profesional); two

new organizations we created that focused on improving the selling and public speaking abilities of our members• Executing the “AMA Career Expo” at our Regional Conference under professional development (desarollo profesional). For

thefirsttimewehostedourownCareerExpowithover10highprofilecompaniesandover200membersinattendance.• Acquiringfivenewcorporateinternshipprogramswithvariousorganizationssuchas:MiamiMarlins,Ankit,MamaMan-

cinis, Miami Philanthropies, and Honda.

Asthepresidentsforthe2012–2013schoolyear,wecantestifytothefactthattheAMAatFIUchapterhashadadrasticbut positive change. By understanding the importance of quality over quantity, we have been able to provide involved mem-bers with unparalleled opportunities such as competing in state level competitions, landing internship in nationally renowned companies, and building solid relationships with corporations. Building our path to the future business world is not an easy task. We are confronted with constant challenges and adversi-ties; however, as a group of dynamic and diverse students we strive to achieve the impossible. Thus, realizing that ‘Living the marketinglife’isallaboutfindingtheexcitementinovercomingobstacles.

Best Regards,

Gabriel NoboaAMA FIU president Fall 2012

Angela GersAMAFIUpresidentSpring2013


Our VisionNuestra Visión

MissionFIU awards the most Bachelors and Masters Degrees to Hispanics in the U.S. (Hispanic Outlook in Higher Education Magazine). The FIU Collegiate Chapter of the AMA is an international organization for students involved in the field of marketing. Our principal roles are: » To enhance student education through a variety of business workshops. » To further develop the professional skills of members. » To provide members with recruiting opportunities. » To provide hands-on marketing experience to members by participating in practical projects. » To unify student members and the business community to ease the transition from “Living the Life” as college

students to “Living the Life” as professional leaders. » Presented on the following pages is a detailed report of our Chapter’s accomplishments during the 2012 –

2013 academic years. There will be a discussion of the relationship between our events, goals and results, and analysis of strengths and weaknesses. This will further serve to demonstrate the “Living La Vida” marketing approach that the AMA@FIU chapter undertook this year.

Strengths (Fortalezas)• Recipient of the gold chapter on the 34th

International Collegiate Conference.• Large member base of 185 paid members and 70

active members. • Created value for members by providing them with

internship experiences in hands-on projects for local and national companies.

• Assistedstudentsinfindingcareeropportunitiesthrough our career expo, industry nights, and database of open positions.

• Sustainedaunifiedandproductiveexecutiveteamby infusing them with positive energy.

• Improved the selling and public speaking skills of our members by implementing the AMA Sales Club and Toastmasters.

• Overcame the scheduling problem with students by conducting interviews before forming project teams and making sure they were all able to meet at the same time.

Revised Weakness (Debilidades Revisadas)•95% of the students at FIU have a job, thus having a

schedule with limited availability. •Challenges reserving rooms and convenient spaces

due to the large size and amount of meetings and events that we offered.

Accomplished Goals (Metas Cumplidas)• Successfully completed the 2012-2013 with high

achievements in hopes of becoming the AMA International Collegiate Chapter of the year at the 35th International Collegiate Conference

• Raised enough funds to help fully subsidize 16 members and give partial subsidy to another 8 members for attending the 35th International Collegiate Conference in New Orleans

• Improved our member’s marketing knowledge and skills by providing them with workshops in the following areas: Resume building, interviewing skills, market research, Adobe Photoshop, social media strategy development, presentation skills, mobile marketing, and sales

• Rebranded our AMA chapter by developing a new website, designing a new logo, and expanding our services in order to stand out more around campus

• Increased quality by adding more value to our chapter with new initiatives such as; a sales club, ToastMasters, internship opportunities, professional workshops, networking opportunities, a career expo, and a recognition program.

• Collaborated with other AMA chapters such as USF, UM, UF, UCF and FSU to further our networking opportunities.

Professional DevelopmentDesarrollo Profesional

03www.amafiu.com | Annual Report 2012 -

Fall (Otoño) 2012

Personal Development

Toastmasters InceptionParticipation:30Date:August31,2012Combined effort between AMA, Alpfa, and PBL to create an initiative to instill members with an opportunity to develop their speaking skills.

AMA Sales Club InceptionParticipation: 20Date: August 27, 2012We created the AMA Sales Club, which is an organization within the AMA at FIU chapter that is solely dedicated to instilling sales related skills to all members.

Career Management Services (CMS) PresentationParticipation:50Date: September 7, 2012A Career Services Advisor conducted a critiquing resumé session on a one-on-one basis with AMA members to ensure they each had high quality resumes for the upcoming Career Expo hosted by the AMA.

FIU Business Toastmasters**Participation:Between20-35eachmeeting*15totalmeetingsFall2012Date: Meetings occur every Friday at 4:00pmEachmeetingfeatures3-4speakerswho present and get evaluated right after. During meetings non-speakers have the opportunity to take on leadership roles during the meeting.

PepsiParticipation:45Date:September14,2012A Pepsi representative presented toAMAmembersonthebenefitsofmaintaining an image and establishing yourself as a brand. Lion FuseParticipation:50

Date:September14,2012Lion Fuse is a company created by past AMA members. Lion Fuse’s owner conducted an intense hands-on workshop on the changing marketing environment and the new focus on social media.

R.I.S.E Workshop Series CMS**Participation:25-30Date: September 17, 2012 *This event occurred4timesinFall2012professional mock interviewing session that partnered attendees with actual recruiters fromcompanies like Target, Macy’s, and Proctor & Gamble.

Marketing Yourself WorkshopParticipation:30Date:September15,2012andNovember3,2012Our chapter advisor, Tim Birrittella, hosted the Marketing Yourself workshop in which he shared his tips on making yourself marketable to companies. The workshop was a great opportunity for

Goal: » To develop the AMA Chapter at Florida International University both professionally and personally; by hosting

34 professional development sessions and 69 personal development sessions; offering at least 23 hands- on projects; while giving members the opportunity to enter 11 AMA Collegiate Competitions. New this year, AMA@ FIU will develop a sub division, the AMA Sales Club, as well as establish the FIU Toastmasters group. This will prepare our members for the professional world where they will be “Living La Vida” and facing new challenges.

Result: » It is our honor to say we exceeded our original goal set out in the beginning of last semester by 25%. The AMA

at FIU hosted 65 professional development sessions, 72 personal development sessions. In addition, we also hosted 4 hands-on projects, and participated in 11 competitions. Overall, the AMA at FIU is confident to say in this semester we helped further instill the knowledge our members need to succeed in the professional world.


www.amafiu.com | Annual Report 2012 - 201304

students to receive a 16-week courses in only four hours. Students learned a variety of important advice to stand out amongst other candidates competing for the same position. Some of those techniques included: developing creative resume, business attire and negotiation salary.

What Are Employers Looking For WorkshopParticipation:25Date: September 12, 2012AMA and Career Management Services partnered to help further educate members on how to sell themselves to recruiters to help increase their chances at landing a job.

FIU Business Mentor ProgramParticipation:4Date:September4,2012Mentor program hosted by the College of Business to partner future business leaders with a successful business person. This program is design to help develop business students, and get them ready for the business world.

Resume WorkshopParticipation:50Date:October5,2012The Chapter’s executive leaders conducted an interactive session in which members were able to review and amend their resumes.

Business Etiquette DinnerParticipation: 10Date: October 1, 2012AMA in conjunction with CMS hosted a business etiquette dinner in which students learned and practiced the art of professional business etiquette.

Website Development Workshop (Lion Fuse)Participation: 10Date: October 12, 2012Lion Fuse a company focusing on the marketing side of the online digital world educated AMA members on how to create a website using WordPress.

How To Develop & Manage A NetworkParticipation:30Date: September 22, 2012This workshop consisted of further expressing networking techniques to ensure members are wellconnected and marketable.

Sell Yourself Participation:30Date: October 19, 2012Hands-on workshop utilizing several sales techniques were attendees participated in role plays to help them be in the position of both the buyer and the seller.

Photoshop WorkshopParticipation: 20Date: October 20, 2012Marketing majors nowadays need to posses skills related to the manipulation and creation of images. Thus, AMA hosted a Photoshop 101 workshop to educate future marketers on the basics of Photoshop.

Excel Workshop partnered with ALPFAParticipation:5Date: October 17, 2012Joint event amongst AMA and ALPFA in which Excel erudites imparted their knowledge. Members were able to have hands-on exercises to practice the skills acquired.

Social Media 101 WorkshopParticipation: 60Date: November 10, 2012Lion Fuse held a workshop discussing the ever evolving world of social media

to accentuate the importance of evolving with the market.

Professional Social Participation:35Date: November 29, 2012Leveraging social tools to enhance your personal/professional development. This social focused on how to socially conduct yourself in a professional setting.

Resume critique WorkshopParticipation:35Date: December 7, 2012AMA held a resume critiquing session for our members to enhance their resumes.Professional Development

Miami Marketers NetworkingParticipation: 60Date:August25,2012*Thiseventoccurred 2 times in Fall 2012Maintaining a close relationship with professional marketers is of the utmost importance for the AMA at FIU. The Miami Marketers is an elite group of professional marketers that conduct sessions in which the latest in marketing is discussed as a means to diffuse knowledge across key individuals in the industry.

Student Ambassador CouncilParticipation:15 Date: August 21, 2012 *This event occurred 12 times in Fall 2012An elite group of Business Leaders at FIU whose sole purpose is to conduct, plan, and market large-scale events for theCollegeofBusinessforthebenefitof the student body.

Macy’sParticipation:50Date: September 7, 2012The head recruiter of the region presented on career opportunities available at Macy’s while educating the audience on how to conduct themselves in



a professional manner and possess etiquette.

AMA CareerExpo Participation: 200+ (Includes AMA & Non-AMA Members)Date: September 20, 2012Over 20 recruiters came to seek talent within the College of Business. Due to the relationship that AMA has with CMS, our members were given priority time schedules to further interact with recruiters.

Internship FairParticipation:40Date: September 21, 2012This is an event that centralizes information on internship opportunities for AMA members; over half of our members walked out with an interview due to this event. .

Bill Clinton PresentationParticipation:55Date: September 11, 2012We assisted the university through promotional efforts by hosting guerilla marketing tactics to spread the word of this event amongst the student body.

Career Fair with FIUParticipation: 70+Date: September 19, 2012Over 200 recruiters came to the FIU campus to seek talent amongst the FIU student body.

Professional Panel Discussion (Internships & Why They’re Important)Participation: 20Date: September 28, 2012AMA invited former members to further elaborateonthebenefitsofferedbyAMA as an organization. The panel discussion allowed the audience to interact with each participant.

Beyond Your MajorParticipation:15Date:October25,2012This event was hosted by the AMA and the College of Business. The event’s primary focus is to enlighten business students with the knowledge needed to succeed. Former FIU alumni panelists answered questions and provided advice to the audience.

GEB2011 PresentationParticipation:5Date: November 19, 2012GEB2011 is an intro to business course for freshmen. We presented on how AMA can help foster the skills needed to succeed in the marketing world and held a discussion with prospective members in the crowd.

SonyParticipation:40Date: October 26, 2012The FIU Sony Ambassador attended and spoke in an AMA general meeting on employment opportunities offered by Sony.

UbisoftParticipation:45Date: October 26, 2012

FIU’s Ubisoft Representative presented the AMA with an available internship opportunity in California. The representative elaborated on thebenefitsofparticipatinginthisinternship.

Study Abroad Information SessionParticipation:40Date: October 19, 2012AMA promoted the Study Abroad program across the business student body, this event allowed them to learn about study abroad opportunities which develop them into business leaders with a geocentric view to the world.

Deans Roundtable (Meeting The New Dean) Participation:3Date:October25,2012Exclusive professional session hosted by the Dean of the College of Business to help raise the standards of the College. The event is held as a professional discussion between prominent students and the Dean.

Regional ConferenceParticipation:171Date: November 8th-9th 2012Sponsorship:Target$2000

05

TotalProfit:$1,200Our5thAnnualRegionalConferencewas a huge success! This year, we held ourfirstCareerExpoandbroughtawide variety of employers from Fortune 500companiestointeractwithallattendees.Wealsobrought4amazingspeakers to share their professional experience from companies such as: McDonalds, Miami Marlins, Bacardi, and City Furniture. Attendance this year showed that more quality led to more quantity and an AMAzing experience

ADPParticipation:25Date: November 9, 2012An ADP Human Resources director presented on how to impress recruiters and increase your chances at getting an interview.

Team Ropes Adventure ChallengeParticipation: 16Date: November 17, 2012Team building events held in conjunction with the AMA executive board to help build strong, long lasting bonds to increase symmetry amongst the board.

AMA Panel discussionParticipation:45Date: November 16, 2012Like our previous AMA Panel Discussion, we invited prominent former AMA members to speak about how AMA helped them become successful.

Bloomberg survey partnered with College of BusinessParticipation:Overthecourseof4sessions total participation totaled over 250+Date:December3,2012Getting ranked as a College is important, so the AMA held various sessions encouraging the completion of the Bloomberg Survey.

Spring (Primavera) 2013

Personal Development

FIU Business ToastmastersParticipation:Between20-35eachmeetingDate: Meetings occur every Friday at 4:00pm*14meetingsSpring2013Each meetving features 3-4 speakers who present and get evaluated right after. During meetings non-speakers have the opportunity to take on leadership roles.

Student Ambassador CouncilParticipation:15Date:January15,2013*Thiseventwilloccur10timesinSPring2013An elite group of Business Leaders at FIU whose sole purpose is to conduct, plan, and market large-scale events for the CollegeofBusinessforthebenefitofthestudent body.

Ahead of the GameParticipation: 120+Date:January31,2013Event held in conjunction with ALPFA to provide students with employment opportunities. Over 30 recruiters came to campus to select from the available pool of students.

Entrepreneurial panel discussionParticipation:30+Date:February20,2013The College of Business hosted an entrepreneurial panel discussion to help advise future entrepreneurs on how to effectively start your own business

CMS Workshop Interview Skills

WorkshopParticipation: 20Date:February14,2013Anxiety can cause one to lose their nerve during an interview this workshop educates students on how to control their nerves and use them to their advantage during an interview.

Team Ropes Adventure ChallengeParticipation: 8Date:February16,2013This is a team building exercise that strengthens the bonds of all participants. The AMA E-Board participated in this event to increase symmetry amongst our Board.

Speed Networking Participation:35 Date:February6,2013With over 50 professionals in attendance, the event allowed for professional interactions between student and business leaders.

R.I.S.E Workshop SeriesParticipation:25-35Date:February8,2013*Thiseventwilloccur4timesinSpring2013Mock interview sessions sponsored by various large corporations to help develop the interview skills of business students in hope that they will become prominent future business leaders.

Honda RepresentativeParticipation: 60+Date:January31,2013 Honda representatives discussed a campaign they would like the AMA at FIU to take charge of. The campaign’s objectives is to increase brand awareness through the encouragement of guerrilla and grassroot marketing.

AMA Awards BanquetExpectedParticipation:30+Date:April12,2013Recognition event where the AMA isofficiallyhonoredamongstotherorganizations in the College of Business. AMA played a major role in this event





through our promotions and logistical planning.

Professional Development

President’s CouncilParticipation:4AMAMembers(President, Vice-President, Professional Development)Date:January22,2013*Thiseventoccurred4timesinFall2012Presidents of each business organization met to discuss how to further improve the standards of the College of Business by reviewing, assessing, and making recommendations on how the needs of the business student body can be fulfilled.

LinkedIn Workshop Participation: 80+Date:January23,2013Establishing a professional network within LinkedIn is practically essential nowadays, which was the essence of this workshop. In concluding the workshop each attendee received a free professional photo to add to their LinkedIn account.

Northwestern Mutual presentationParticipation:30Date:January24,2013We had the regional recruiter present on how Northwestern Mutual can accelerate our member’s sales careers.

J&J with ALPFAParticipation: 100+ Combined total

reflectingAMA&ALPFAmembersDate:January25,2013A Johnson & Johnson representative spokeaboutthebenefitsofbeingemployed with J&J. As well as available internships for Juniors and Seniors.

Industry Night- Enterprise, Costa Farms, & Target.Participation:45Date:February7,2013 AMA event dedicated to connecting our members to recruiters to assist them in acquiring marketing related positions.

InSite360 RepresentativeParticipation:40Date:February21,2013The speaker in this session focused on how to effectively become an entrepreneur, and market your company togetover10,000peopleinfoottraffic.

Career Fair with FIU Career Services Participation: 100+ AMA members Date:February14,2013Career fair with over 200 recruiters held by the University each year.

Macy’s on Campus with ALPFA Participation: 80+ combined total between AMA & ALPFADate:February27,2013AMA & ALPFA held an event in conjunction to help further the outreach of available position offered by Macy’s.

InRoads PresentationParticipation:40+Date:February28,2013The Inroads Campus Representative will bepresentingonthebenefitsofInRoads,and some available internships they have at the moment.

Miami Marketers Participation: 6 AMA members Date:February23,2013Explained in detail above.

US Government Panel Discussion Participation:15

Date:February4,2013This event highlighted the business side of government. Several speakers were brought in from government agencies; one such speaker was from the FBI. He focused on the Business Management side of the FBI, and discussed their involvement in Washington D.C.

Industry NightParticipation: 60+Date:March7,2013Recruitment event held by AMA at FIU to help provide members with employment opportunities.

Market Yourself Internationally: North America, Latin America, Europe, and Asia. ExpectedParticipation:50+Date:March9,2013A series of four workshops dedicated to marketing oneself effectively. It focused on how to market yourself in North America, Latin America, Europe, and Asia. Globalization has made it essential to learn how to interact with others from different cultures.


08www.amafiu.com | Chapter Plan 2012 - 2013

Industry NightExpected Participation: 60+Date:April4,2013Recruitment event held by AMA at FIU to help provide members with employment opportunities.

Competitions

Target Case Competition (1st Place)Participation: 1Date: November 6, 2012Target developed a case analysis in which members formed a marketing strategytohelpreachaspecificgoalsetby Target.

Toastmasters Area Competition (Second Place)Participation: 1Date:September13,2012

Business Olympics (1st Place in impromptu speaking, 2nd place in future business executive, 2nd placeinpublicspeaking,3rdplacemarketing decision making)Participation:4Date:February9,2013

Toastmasters Club CompetitionParticipation: 1Date:February22,2013

Johnson & JohnsonParticipation:3Date:February8,2013

Chapter Web Site Competition Participation: 10Date: November 6, 2012

Donate Life America Case Competition Participation: 20Date: December 12, 2012Please refer to Community Service for further descriptions

AMASaves Lives Fall Competition Participation:64Date:Oct.1-December14,2012

Northwestern Mutual Sales Competition Participation:3Date:March23,2013

SABRE Business Simulation Participation: 6Date:March21,2013

AMASaves Lives Spring CompetitionParticipation: Date:March21,2013

Projects

Miami Marlins Ticket Sales CampaignParticipation: 10Date:Spring2013Members from the Miami Marlins Project worked on a strategic campaign and put their sales skills to use.They sold over 100 tickets to the baseball game on April 25th ad these attendees had the chance to meet the VP of marketing.

AnkitParticipation: 10 membersDate:Fall2013The AMA partnered up with Ankit; a company that sells fashion forward headsets. Ankit is growing rapidly in the west coast, and wants to expand to the east coast starting with South Florida. A group of members put together

an integrated marketing campaign to increase Ankit’s awareness on campus. This gave members hands-on experienceinthefieldsofsocialmedia,research, marketing strategy, and more.

Mamma MancinisParticipation:15membersDate:Fall2012-Spring2013The main purpose of the Mama Mancini’s project was to raise brand awareness throughout FIU. Members were in constant communication with the CEO and founder of Mama Mancini’s and also worked closely with Paton Marketing to create a viral video contest campaign where the winners received cash prizes.

HondaParticipation:47StudentsDate:January-April2013Edventure Partners contacted us about developing another integrated marketing campaign to promote the new 2013 Honda Civic Sedan among the Generation Y market. Members came up with innovative and creative ways to market the car and put together a main event which was attended by over 4,000 students at FIU. It was an amazing opportunity for members to gain internship experience.

For additional information on further hands on projects that the AMA@FIU members participated in, please refer to the Community Service section.

Community ServiceServicio a la Comunidad


Goal: To provide services to our local community and other national organizations who can benefit from our expanding marketing knowledge. We will be showing these entities how they can be “Living La Vida” by putting a young spark on their marketing techniques.

Result: Small committees of 4 – 20 active members successfully completed a total of 14 community service projects. Utilizing our professional development/marketing skills, we were able to raise awareness, promote, recruit, and develop marketing plans for local and national organizations.

Local Community Projects

Smoothie KingDate: October 2012 – March 2012Member Participation: 9For sponsoring our AMA Saves Lives main event for Fall and Spring semesters, the AMA@FIU created a campaign to promote Smoothie Kings brand and promotions on campus.

Marvel Bishop PhotographyDate: October 2012 – December 2012Member Participation: 6During this time we promoted Marvel Bishop Photography’s Facebook page to the FIU community. Marvel was our officialphotographerforFallsemestergeneral meetings and our AMA Saves Lives main event.

#IPledge305Date:January–April2013Member Participation: 10Using Social Media as their one and only platform, members created a campaign tosupportallthenonprofitorganizationsin Miami. The concept behind the campaign was coming up with ways of motivating individuals to donate to local organizations and then mention it across their social platforms to further inspire the community.

Sony Brand PromotionDate:October2012–March2013Member Participation: 12AMA@FIU helped Sony showcase their new innovative products through the creationofaviralcampaignandflyers.

Ubisoft Brand PromotionDate:November2012–March2013MemberParticipation:14AMA@FIU assisted the Ubisoft campus ambassador to further market Ubisoft Brand products on the FIU campus through grassroots marketing efforts. Effective marketing strategies and promotions led to an attendance rise at the GameStop on campus for midnight game releases.

National Philanthropies

AMA Saves LivesDate: Fall (Oct, Nov & Dec) 2012 and Spring(Jan,Feb&Mar)2013MemberParticipation:64We created awareness about organ and tissue donation through events, video creation and social media posts for the

Fall and Spring competition deadlines. Our theme for our campaign comes from the principle that organ donors are super heroes. “Unleash Your Inner Superhero.” AMA@FIU also created an AMA Saves Lives FIU Facebook page for our chapter with over 100 likes.Our Chapter has accomplished the following in Fall 2012:2nd place: Most Impactful & Creative Event2nd Place: Most Video Views3rd Place: Total Videos3rd Place: Registered Organ Donors4th Place: Facebook Postings

Women’s FundDate: September – December 2012MemberParticipation:15AMA@FIU employed different marketing tactics across campus to spread awarenessaboutwomentraffickingand assist the organization in collecting funds. The members of this project utilized social media, did classroom announcements, built a solid email database, and arranged the logistics required for students to be able to make monetary donations and become affiliatedwiththeWomen’sFundorganization.

Relay for LifeDate:March2nd,2013MemberParticipation:40Relay for Life is a large-scale event hosted by the American Cancer Association to raise funds for cancer research. AMA@

Community ServiceServicio a la Comunidad


FIU has partnered up with the College of Business to increase awareness through the use of guerilla marketing and to help raise funds. AMA has thus far helped raise nearly $1,000 dollars for this event.

Business Week Fall/ SpringDate:Fall2013Member Participation: 10Members worked to promote the Business Week survey among the FIU College of Business to any students with 90+ credits to make sure FIU gets ranked among the top schools in the nation.

Alumni Leadership Campaign FallDate:Fall2013Member Participation: 8Members participated in the College of Business alumni fund raising event by generating written testimonials for

event attendees and networking with professional alumni during the event. During the event, we were able to raise over $140,000 for the College of Business.

Student Relations Department Fall SpringDate:Spring2012/Fall2013MemberParticipation:4Members developed the Student Relations Department marketing plan which consisted of coordinating events, designing promotional materials, and social media efforts.

Miami Marlins Market Research CampaignDate:Spring2012/Fall2013

MemberParticipation:15The AMA@FIU provided the Miami Marlins with a research study of major national and international sports team’s social media and digital marketing strategies. Based on this, they develop solid ideas to help them improve their online initiatives.

Entrepreneurship Hall of FameDate:Fall2013MemberParticipation:5The AMA@FIU chapter created a unique campaign to promote the nomination/ voting process for the annual awards ceremony held for the College of Business.

Werthiem Lecture SeriesDate: Fall/ SpringMember Participation: 10Members created an innovative strategy to promote the lecture series hosted by the College of Business where high level executives provide industry knowledge.

FundraisingRecaudacion de Fondos


Goal: To raise over $20,000 by April 2013 to cover funding for the 35th Annual AMA International Collegiate Conference.

Result: By using our marketing skills obtained through the areas of professional development, operations and communications, we were able to surpass our goal of raising $20,000 in revenues for the chapter in the last year. Our actual revenue totaled, $25,781, bringing in an extra $5,781 than what was expected. Most of our funding comes from the College of Business for our strong relationship we’ve built by setting an example as a prime business organization and showing that we love to collaborate with other students organizations. We were able to increase our profits from our Annual Regional Conference compared to last year by more than $3,000, we believe this is due to our new Career Expo and the strong marketing efforts we were able to execute along side our co-host USF AMA. As for expenses, our goal to stay on budget, was $16,230. The chapter began the year with $2,596.18 in our account. After all expenses paid, AMA@FIU earned $9,551.18, significantly more than $966.18 originally planned.

Projects For AMA@FIU

AMA@FIU Store:Raised:$500Planned $2,500

AMA Socials: Raised:$85Planned $50

AMA Educational Series:Raised:$1,500Planned: $1,000

AMA Car Wash: Raised:$400Planned: $700

AMA Annual Florida Regional Conference:Raised:$1,000Planned: $1,200

Broadway Show Raffle: Raised:$400Planned: $700

Miami Marlins Ticket Sales:Raised:$250Planned: $500

Ankit Digital Media Project:Raised:$3,000Planned: $5,000

Mama Mancinis Viral Video Contest:Raised:$500Planned: $500

Honda Campus Project:Raised:$500Planned: $500

Additional Revenue Sources

Student Government Association:Raised:$500Planned: $500

College of Business:Raised:$6,000Planned: $7,000Marketing Department SponsorshipsRaised:$2,000Planned: $0Council for Student Organizations (CSO):Raised:$500Planned: $500

Total Amount Raised: $25,781.18Planned:$20,000

MembershipMembrecía


Goal:To maintain an overall membership of 175 fully paid international collegiate division members, and an active membership of 65 by strengthening the overall opinion students have about the marketing field as they “live the marketing life.”

Result: At the end of our academic year (April 2013). We expect to have 225 fully paid international Collegiate Division members-exceeding our goal by 37.83. It is difficult for AMA@FIU to get existing members to renew due to many of our members graduate and their memberships expire. Although it is extremely difficult to increase active members since our university is 87% commuter students that have full/part time jobs. AMA@FIU wants students to be part of something great and not just be a member of an association but implement the skills learned here in their careers and everyday life.

Membership at a GlanceNew members: 30 | Retained Members: 155 | Active Members: 70

59%17%

12%

7%4%1%

Hispanic

Caucasian

African-American

International and Other

Asian

Native-American

0%

10%

20%

30%

40%

50%

60%

Male Female

The University’s unique diversity and multicultural student body generallyreflectstheinternationaldemographics of South Florida.

The average rate of undergraduates is 23 with an average undergraduate GPA of 3.7

In addition our school is a commuter school (87% commuters) with the majority of the student population working part-time to pay for their own education. This means maintaining our active membership our greatest challenge.

12

Male / Female Ratio

Diversity Demographics

MembershipMembrecía


Recruitment Strategies (Estrategias de Reclutamiento)

AMA Campus Recruitment Appreciation ProgramRecruitmentResult:30(Planned22)The AMA Campus Recruitment Program was established for those members who took initiative and spread the word about the AMA @FIU. The member who recruited the most students received a $50.00 gift card; the winner was also announced at our general meeting and received a Platinum Award Recognition Certificate.Freshmen & Transfer Student Orientation RecruitmentResult:8(Planned5)Our Executive Board attended these orientations to promote AMA and encourage new members to sign up. We distributed membership applications and passed out promotional items such as AMAt-shirts,glasses,andflyers.Classroom Sessions PresentationsRecruitmentResult:55(Planned50)Members spoke in different classrooms about the AMA for about 10-15minutes. Aside from all business courses we

wanted to target courses in other areas of study such as political science, law, communications and hospitality. Homecoming WeekRecruitment Result: 18 (Planned 10 )The Recruitment team was assigned different duties throughout the week. These duties consisted of passing outflyers,promotingtheAMAaroundcampus and encouraging students to visit our table in GC. Welcome to BizLifeRecruitmentResult:10(Planned5)During BizWeek at FIU, we promoted the AMA chapter during this College of Business sponsored event which took place during the Fall and Spring season.

Open for Business “Beyond Your Major” RecruitmentResult:20(Planned15)The college of business put together this event where we did tabling. We handed out promotional items, collected emails, and informed students of upcoming events and organization initiatives. Faculty Advising RecruitmentResult:53(Planned50)To encourage students to join the AMA we utilized the popularity and strong loyalty of our Faculty Advisor who motivated his students to become members of the AMA@FIU Chapter.Alpha Mu AlphaRecruitment Result: 26 (Planned 20 )Senior marketing majors with a 3.25+

GPA were invited to join our Alpha Mu Alpha. This allowed us to increase our membership by requiring inductees who accepted to join the international Collegiate Division as well.

Retention Strategies (Estrategias de Retenimiento)

NetworkingRetention Result: 80 (unplanned)Our Directors of Professional Development created numerous socials and networking events with industry professional. This gave members the opportunity to establish professional relationshipsthatcouldbenefitthemintheir careers and personal lives.AMA All-Star MarketersRetention Result: 100 (unplanned)This program was designed to recognize individual executive board and chapter members that exemplify “all-star” commitment to the organization. This recognition is given monthly. Miami MarketersRetention Result: 100 (unplanned)This group focused on networking and offering professional development opportunities. These types of connections and opportunities are what attract students to become member to the AMA@FIU. AMA@FIU Alumni ChapterThis is a new initiative for our chapter as we continue to develop as an organization. We decided to develop this group through our university’s Alumni Association. This adds value and credibility to our members, as they stay connected to the AMA@FIU as a loyal alumni.AMA South Florida Professional ChapterIn collaboration with our newly formed AMA@FIU Alumni Chapter, we hosted and worked closely together with the AMA South Florida Professional Chapter for various networking and meeting opportunities

CommunicationsComunicaciones


Website:We rebranded the image of our entire website! We incorporated many new concepts such as a separate tab specifically for our e-board membersincluding a link to their personal bios containing an inspirational story of how they came to join the AMA, integrated ecommerce to sale memorabilia and workshop tickets, and we optimized the page by adding weekly posts with job opportunities, upcoming events, and inspirational alumni stories. The website is also the connection to the national AMA website where members can pay their membership.

Digital Slogan: “IamAMA”istheofficialsloganfor2013.This was specifically created for thepurpose of increasing awareness about the AMA across campus. The “I am AMA” video campaign is also in the making to create AMA awareness online and inspire more students to join. I am AMA means that the AMA has different faces, different people and only one goal: to live the marketing life.

Flyers and Advertisement:We created a total of 10 flyers andAdvertisements. Flyers are posted on all social media outlets and also on digital media across campus. Flyers are advertised throughout campus by using the FIU EBlast System. We have reached over 30,000 students across campus.

Newspaper: FIU’s main source of printed news, The Beacon, constantly posted stories about

the AMA. This gave the AMA exposure to 50,000 students.

Mobile Marketing:AMA is the first organizationoncampuswhich uses this marketing strategy to stay in direct contact with its members. We send out automated text messages to all our members reminding them of meeting dates, upcoming events and more by using a mobile platform from BOGO nv Comunication and Marketing Company which is a member of the Mobile Marketing Association. This strategy gave us a remarkable increase in our attendance.

Social Networking:

Facebook: Facebook is the most effective way to communicate with our members. We utilize this platform to constantly update our members on current and upcoming events. Digital flyers are posted onFacebook as well as pictures of meetings, gatherings or events in general.

Twitter: We use Twitter to remind members of meetings and upcoming events. Our members will be alerted to their phones and it will be a quick and effective reminder. Through Twitter we are also in

Goal: To maintain our outstanding communications system we look for ways to improve and provide our students with more communication opportunities while complying with our campus-wide restrictions on promotions. Communication is a huge factor in the “Living La Vida” lifestyle at AMA@FIU. We strive to make communication clear, efficient and interactive with all our members.

Objective:To sustain open and effective internal and external communications between all AMA members, faculty/ staff and business professionals.

Method:Google Docs is very convenient for us to effectively keep track of all members’ attendance in a database that can be shared between E-Board members.

CommunicationsComunicaciones


contact with other AMA chapters around the nation.

Instagram:Instagram is the newest social media platform to come to the hands of AMA at FIU. Through Instagram we post photographs to make it possible for members to see events as they are occurring. Instagram helps us share our experiences with current members and Alumni as well.

Minutes:Meeting Minutes is great for members who were not able to attend a meeting on a certain day. After each meeting there is an E-Mail sent to all members listing everything that took place in that meeting. Minutes are an effective way to keep all of our members informed of all happenings within the AMA at FIU at all times.

Digital Media:Anything that we create digitally including Electronic Flyers, videos and photographs is posted in all communication platforms. We post our Electronic Flyers on digital screens across campus. Videos and photographs are posted on our website, and all of our social media platforms.

AMA Mobile AppWe are going mobile! AMA@FIU is currently working on the development of a mobile application. The application will allow students to stay informed about current events, meeting times, RSVP

to events, and much more. We plan on having a fully functional mobile application by March, 2013.

Classroom Pitches:To enhance the AMA@FIU brand we have continued to use classroom pitches as another form of advertising. By speaking to other students about who we are for one to two minutes we are able to engage and recruit many more members. We keep the pitches short and simple to allow for questions as well.

Chapter OperationsOperaciones De Capitulo


GOAL: To offer involvement opportunities for the AMA@FIU members and operate the organization in a structured, consistent and efficient manner. All of this while making it fun and keeping our promise to members that “Living La Vida” is a wise investment towards their future.

RESULT: By restructuring the organization’s board of directors, we were able to enhance our chapter performance and fulfil the needs of our members; taking the organization to a whole other level. Setting high standards for E-Board, giving them clear directions, and providing them with specific goals since the beginning, led to a better AMA experience for students. New initiatives for professional development among others, made sure they were “Living la Vida” as AMAzing marketeers.

EBoard Empowerment

Executive Board RetreatResult: Conducted 2 retreats (goal: 2)At the beginning of each semester, we executed 2 full-day retreats. These retreats were vital to our success throughout the academic year. We utilized the retreats for strategic planning, team building, and professional development.

Executive Board TrainingResult:5meetings(goal:3)In order to ease the transition of a new E-Board, we decided to develop an mentor/mentee program. Outgoing E-Board members would train incoming E-Board members to be successful in their new responsibilities. This aided the transition from past to new E-Board members since these “mentees” joining the team now required little training when assuming their positions after following a mentor for an entire semester.

Executive Board MeetingsResult:36meetings(goal:32)Strategizing and executing innovative programs for the organization was possible due to the quality of EBoard

meetings that were held throughout the year. Interesting brainstorming sessions took place and extensive cooperation was seen with all department leaders. Overall, these weekly meetings helped us stay focused and informed.

Innovative Programs

AMA Sales Club Result:40meetings(goal:30)Recognizing that 80% percent of marketers end up in sales positions out of college. Led us to establish a sales division focused on developing the selling and presentation abilities of students at FIU. At all meetings there are workshops given by professionals in the industry to further enhance and prepare students to be successful in their future careers.

ToastmastersResult:35meeting(goal:25)People say they would rather die than speak in public. However, we believe

that as marketers it is vital for one to communicate confidently and effectively.Therefore, we established an AMA Toastmasters. This group focuses on developing the public speaking abilities of the members.

Reimagined Structure Organizational Chart

Consulting Officer | Gabriel NoboaPresident | Angela GersVice - President | Pierina PinedaDirector of Professional Development | Guy MonticelloDirector of Professional Development | Pamela AnezSecretary | Krysting TorresDirector of Social Media | Laura MarreroDirector of Digital Media / Web Master | Giano CurrieDirector of Saves Lives | Christian RicksDirector of Special Events | Karelia GarciaDirector of Special Events | Stephany AlmazarDirector of Fundraising | Andy RubioDirector of Fundraising | Tiffany Disney

Advisor MeetingsResult:36meetings(goal:25)Constant meetings with our

Chapter OperationsOperaciones De Capitulo


advisor allow for better planning and organization. Once a week, the President and Vice President meet with the chapter advisor to touch base on current events and go over future plans for chapter growth. At the same time, our advisor joins eboard meetings once a month for guidance and to answer any questions eboards might have.

General MeetingsResult:34meetings(goal32)As part of the restructuring process of our chapter, general meetings are now held once a week and at a constant location. At the same time, our professional development team is constantly working to bring professional speakers to every meeting to add value to each encounter with our members. These changes led to asignificantincreaseinattendance,moremember engagement, and ultimately more passionate future marketers.

Member Recognition ProgramResult:3meetings(goal2)Recognizing outstanding performance is key for building strong teams. As members became involved in projects

and assisted in the implementation of programs and events, there was a few of them who demonstrated exceptional efforts. We recognized them in general meetings and allowed to present their success. This inspired peers and further motivated them.

Creative EdgeResult: Hands on experience for memberstobecomemoreproficientinthemarketingfieldCreative Edge is the marketing agency we created to offer hands on experience to our members. Every semester we partner up with highly recognized companies that allow us to offer our members projects to enhance and develop strong marketing skills. These projects give students leadership opportunities and a chance to enhance their resume.

Chapter PlanPotential Result: Obtain the title of “Chapter of the year”As a top AMA chapter in the nation, we were committed to putting together an outstanding chapter plan that would allow us to have a clear vision of the plans we wanted to implement this academic year. Thiswas thefirstofmanysteps thatweimplemented in order to hopefully become the “Platinum International Collegiate Chapter” for the third time in our history.

Annual ReportPotential Result: To become “Chapter of the Year” once againWe began the year with a specific setof goals and it’s important for us to track them and see if we were able to attain them. Our ultimate one is to obtain the title of “Chapter of the year” and this will be the finaldeterminantofoursuccess.

Financial StatementEstado Financiero


Planned (Planeado) Actual (Real)

Opening Balance (Saldo Inicial) $2,596.18 $2,596.18

Revenues (Ingresos)

Fundraising (Recaudacion de Fondos)

AMA@FIU Marketing Agency, Creative Edge

AMA Educational Series $1,000 $1,500

AMA Florida Regional Conference $1,000 $1,200

College of Business $6,000 $7,000

Honda Campus Promotions $500 $500

AMA Socials $50 $85

Car Wash $400 $700

BroadwayShowRaffle $400 $700

Miami Marlins Tickets Sales $250 $500

Ankit Digital Media Project $3,000 $5,000

Mama Mancinis Viral Video Contest $500 $500

AMA@FIU Store $500 $2,500

CSO Funding $500 $500

Marketing Department Sponsorships $0 $2,000

Student Government Association $500 $500

Total Revenues $17,196.18 $25,781.18

Expenses (Gastos)

Administrative

Supplies $200 $200

Speaker Gifts $150 $150

Printing Reports $0 $0

Events

On-Campus Refreshments $100 $100

Off-Campus Refreshments $200 $200

Promotions

Polo’s $500 $500

Padfolios $500 $500

Collegiate Conference

Full Payment for 24 Members

Transportation (avg $225/person) $5,400 $5,400

Hotel (6 Rooms @ $450/person/3 nights) $4,500 $4,500

Registration ($195/person) $4,680 $4,680

Total Expenses $16,230 $16,230

NetProfit $966.18 $9,551.18

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Fall President: Gabe NoboaSpring President: Angela GersExecutive Vice President: Pierina PinedaFaculty Advisor: Tim Dugan Birrittella

AMA@FIU Awards History

2011-2012 Gold Collegiate Chapter2010-2011 Platinum Collegiate Chapter of the Year2009-2010 Superior Chapter 2008-2009 Distinguished Chapter2007-2008 Distinguished Chapter2006-2007 Distinguished Chapter2005-2006 Collegiate Chapter of the Year2004-2005 Outstanding Southern Chapter2003-2004 Top Southern Chapter 2002-2003 Outstanding Southern Chapter2001-2002 Chapter Revitalized Outstanding Membership Outstanding Chapter Operation

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