NORTHWOOD UNIVERSITYAmerican Marketing Association

CHAPTER PLAN

a NU Beginning...

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The goal of the Northwood University American Marketing Association (NUAMA) is to provide its’ members with practical marketing experiences on a professional level. These activities will enhance the growth of our members by way of strong com-mitment to team work, personal responsibility, and leadership.

Mission Statement

a NU Guide...

Mission Statement 1

Target Market 1

S.W.O.T. Analysis 2

Professional Development 3

Community Service 4

Fundraising 5

Membership 6

Communication 7

Chapter Operations 8

Calendar of Events 9

Budget 10

The primary focus of all NUAMA recruiting efforts are aimed at marketing majors and any students with a professional marketing interest.

Target Market

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Experienced executive committeeMajority of membership in upperclassmenExperienced executive board with three returning members

Active support of our advisor, Fred HonerkampRecipient of the Ethics Award for Faculty ExcellencePromoted to Associate Professor and has industry experienceServes on the National American Marketing Association Board

Members are a diverse group of students majoring in a variety of business related fields.

Relationships with companies including The Dow Chemical Company, Dow Corning Corporation, Quicken Loans, Enterprise Rent-a-Car, and Gerace Construction

These relationships allow for hands-on, marketing experiences

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S.W.O.T. Analysis

Strengths

Awareness of our organization among underclassmen

Membership Need development within the freshman and sophomore classesPast recruiting efforts have been minimalLack of communication with the student body

Commuter based student population

Quality of past communication efforts relating to chapter plan, annual report and other projects.

No continuity in past communications

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Growing student body Incoming freshman classes have been experiencing growth which allows for more possible members

New relationshipsGerace ConstructionLansing Community College Midland Police Department

Fresh startEntirely new executive board with goals focused on the growth of the chapterUnderclassmen helping promote NUAMA

School involvementCareer Services – Kim Fischer-Kinne – new directorStudent Government support

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Opportunities

Weaknesses

Threats Member involvementUpperclassmen have involvement in many different areasOur organization competes with 75 student organizations for the involvement of 2000 students

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To prepare members for professional careers in the marketing field by providing students with hands-on marketing experiences to enhance their business skills.

Professional Development

Objective

Goal 1 To have at least one professional guest speaker per ten week trimester with 80% participation of current members.

Strategies October 31: Enterprise Rent-A-Car, Jenn Lawatsch, “Marketing at Enterprise”November 3: Attend Northwood University Leadership Blitz, Speaker Nancy Hunter DenneyNovember 2006: Ford Motor Company, Bill McCausland, Special Events Manager, Careers at Ford January 26: Quicken Loans, Nicole Colpitts, “Company Culture & the Art of Sales”

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Goal 2Strategies November 11: Toyota Faculty-Student Seminar at Oakland University

January 2007: Midland Marketing AssociationFebruary 2007: Dow/Dow CorningSpring 2007: Envision-U

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To have at least one professional guest speaker per ten week trimester with 80% participation of current members.

Goal 3Strategies October 6 and 7: Lansing Community College visits campus to tour

and learn about the Northwood University International Auto Show.Spring 2007: Attend Lansing Community College chapter’s social etiquette dinner.

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To reach out to another AMA chapter.

Goal 4Strategies Set minimum grade point average at 3.2 on a 4.0 scale.

Enlist a minimum of five members by December 2006.••

To establish Alpha Mu Alpha marketing honor society within our chapter.

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To assist at least four local businesses and organizations through application of our marketing skills.

Community Service

Objective

Goal 1 To offer our marketing skills to at least four local businesses.

Strategies Winter 2006-07: To assist Literacy Council of Midland County by performing a marketing audit, involving six members.Spring 2007: Work with the Alden B. Dow Midland Creativity Center and appoint six members to develop a marketing plan for the 2007 “Rock the Block” kickoff party.Create a police ride-along program, where we will have at least 10 ride-alongs over the course of the academic year.

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Goal 2

Strategies Organize a team of five students.Create a marketing plan and present it to ESPMA and the Music Fest executive board.Implement the plan in time for Music Fest, Spring 2007.

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To work in conjunction with Northwood’s Entertainment Sports and Promotions Management Association (ESPMA) in marketing “Music Fest”, an all day concert on Northwood’s campus.

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To raise money to support NUAMA financially while applying our marketing skills through implementation of creative projects.

Fundraising

Objective

Goal 1 Raise $420 through member donation fees of $21.

Strategies Recruit at least 20 new members throughout the year. •

Goal 2

Strategies Gerace Construction Project.Perform an in-depth marketing research project.Create an introductory package for Gerace to send out to potential customers.Generate a contact list for the company to use for networking and relationship building.Receive $1500 for our marketing services.

Graduation Beverage Mug Sale.Perform marketing research including focus groups and surveys to graduating seniors and their parents.Design, develop and create a beverage mug to sell to graduating seniors based on our research.Raise $500 through sales.

Raise $750 by performing marketing projects for other businesses such as:Spring 2007: Wolverine Bank, promoting the Saginaw Home Show.Winter 2006-07: Winston’s Pub, promoting weekly “College Night” to Tri-City area students.

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Raise $3600 to send at least 12 students to attend the International Collegiate Conference in New Orleans, LA.

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To expand our current member base through campus promotions and to retain current members through incentives.

Membership

Objective

Goal 1 To expand our chapter by 40% (approximately 14 members) concentrating on underclassmen, obtaining 2 seniors, 5 juniors, and 7 freshman/sophomores.

Strategies A five member marketing committee will produce a recruiting campaign for each 10 week trimester.Set up a recruiting table at the Northwood Fall Kick-off Party, reach at least 500 students.Executive Board members will visit classrooms of underclassmen to promote the benefits of joining NUAMA.One “Fun Night” per term will be held as an informal way to meet members of AMA. Currently planned:

Bowling NightWing Fling

E-mail sign-ups will be at every event to inform potential members of meetings, etc.

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Goal 2

Strategies Every week points will be awarded for participation based on the point system shown in Figure A.

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To promote active participation through the implementation of a Participation Point System.

Goal 3Strategies Obtain the five year history of our chapter from International

Headquarters (IH).Create a database with contact information and make it available to all members.

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To build an archive of current and former NUAMA chapter members.

Figure AParticipation Point System

EVENT POINTSCase Competition 15

Points Awarded at each deadlineChapter Plan 5; 10; 15

Points Awarded by each VP Leadership 10

Heading up projectsIntroducing new projects or ideas that are used

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EVENT POINTSAttend Special Event, Speaker, etc 10

Bring a friend 5Attend Meeting 5

Bring a friend 5Bring friend who joins 5

Years of Service 5

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To maintain active communications both internally, with our members and externally, with the Northwood and local Midland community by providing them with information about NUAMA through all means of communications.

Internal/External Communications

Objective

Goal 1 Develop and maintain effective communications between all members of our organization.

Strategies Utilize the Blackboard Academic Suite provided through Northwood’s private intranet by November 15th, 2006.

Blackboard will provide members with Officers contact information. Member’s point system and track attendance and partici-pation.Display updated calendar of events.Open message board for member discussion of NUAMA projects and events.

Implement a social networking group through Facebook.com by October 31st, 2006.Communicate meeting minutes to all members by the following Thursday each week.Communicate announcements and agenda to all members by 2:00pm on meeting days.Create a chapter website by outsourcing to Delta College’s web design program by May 2007.

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Goal 2Strategies Enhance appearance and content of all NUAMA materials

Post flyers showing meeting times, informational meetings (once a term), and other NUAMA events, at least 30 per event reaching 2000 students.Develop continuity in all marketing communication materials and apply a recognizable NUAMA logo to help create awareness (e.g. E-mails, banner, flyers, posters, brochures, newsletters, etc.)

Utilize Northwood mass email to contact all 2000 students and faculty.Initiate communications with NUAMA alumni, beginning with a base of 10 former members.

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Develop and maintain effective communications between our chapter, the Northwood student body, faculty and chapter alumni.

Goal 3Strategies Establish a liaison with Midland’s local television station produce a

23 minute informational program describing NUAMA by spring 2007. This will be aired during marketing week the following year.Give an informational presentation to students interested in market-ing careers at Midland High School and H.H. Dow High School to promote NUAMA and the Northwood marketing program to 20-50 students.

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Develop and maintain effective communications between our chapter and our local Midland community.

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To provide members with practical marketing experiences on a professional level while enhancing development through strong commitment to teamwork, personal responsibility, and leadership.

Chapter Operations

Objective

Goal 1 To construct a dedicated Executive Board who will communicate strategies to members in order to achieve chapter goals.

Strategies Elect President and two Executive Vice Presidents.Appoint Executive Board Vice Presidents of Professional Development, Community Service, Fundraising, Membership, Communications, Finance, and Advertising.Provide each Vice President with proper training and guidance that will enable them to succeed in their designated position.

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Goal 2Strategies Create a Marketing Committee – directed by the VP of Advertising

Decides the focus/direction of NUAMA marketing materials.Create a Fundraising Committee – directed by the VP of Fundraising

Directs the planning of all fundraising activities.Create an Administrative Committee – directed by the President

Makes preparations for NUAMA events and activities.Create a Case Competition Committee

Responsible for Case Competition research

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To create committees by November 2006 to enhance chapter production.

Goal 3Strategies Create a balance between business and recreation with member

“fun nights”.Hold monthly Executive Board meetings.Hold weekly member meetings every Tuesday.Invite member feedback to improve chapter participation.

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To practice effective planning and implementation of all NUAMA activities.

Goal 4 To be an award-winning chapter of the American Marketing Association.

Strategies Develop, implement, and submit 2006-07 Chapter Plan.Analyze Chapter Plan implementation to create 2006-07 Annual Report.Participate and place in the International Case Competition.

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Goal 5 To arrange for a smooth transition into the 2007/2008 academic year.

Strategies Establish a financial budget to track revenues and expenses for decision making.Budget funds to provide substantial finances for operations in 2007-08.Appoint and prepare new Executive Board for 2007-08 academic year by April 2007.

Allow new Executive Board to “shadow” current Executive Board

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Calendar of Events

2006September 2006Chapter Operations

Appoint new Executive BoardMembership

Recruit at Fall KickoffMembership

Host informational pizza party

October 2006Chapter Operations

Work on Chapter Plan Professional Development

Lansing Community College visits NUIASProfessional Development

Enterprise Rent-A-Car Speaker

November 2006Chapter Operations

Finish and mail Chapter PlanProfessional Development

Northwood University Leadership BlitzProfessional Development

Toyota Seminar at Oakland UniversityProfessional Development

Ford Motor Company SpeakerCommunity Service

Initiate Police Ride-along programFundraising

Begin Gerace Construction marketing research project

Fundraising Start marketing research for Graduation Beverage Mug Sale

December 2006Professional Development

Establish Alpha Mu AlphaCommunity Service

Marketing Audit, Literacy Council of Midland County

Fundraising Gerace Construction project

Membership Host informational “fun night”

2007January 2007Professional Development

Attend Midland Marketing AssociationProfessional Development

Quicken Loans Speaker Fundraising

Promote Winston’s Pub’s “College Night”Communications

Begin chapter alumni communications

February 2007Chapter Operations

Work on Annual ReportProfessional Development

Visit Dow Corning Marketing DepartmentCommunity Service

Midland Creativity Center Marketing Plan

March 2007Intercollegiate Conference

New Orleans, LAChapter Operations

Finish and mail Annual ReportProfessional Development

Lansing Community College Etiquette DinnerCommunity Service

ESPMA “Music Fest” Marketing PlanFundraising

Promote Saginaw Home Show for Wolverine BankMembership

Host informational “fun night”

April 2007Chapter Operations

Elect New E-Board and prepare them for next yearProfessional Development

Envision UCommunications

Tape MCTV informational program

May 2007Chapter Operations

End of the year party at advisor’s lake house Communications

Create chapter websiteFundraising

Sell beverage mugs at graduationFundraising

Graduation/Sell Beverage Mugs

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Chapter Budget

Projected Revenues In dollars ($)Beverage Mug Sale 3,750 Northwood University 2,000Dow Chemical 1,500 Quicken Loans 1,500Gerace Construction 1,500Wolverine Bank 600Enterprise 500Dues ($21/member) 420Total Revenues $11,770

Projected Expenses In dollars ($)AMA Conference 3,600 Mug Sale 763 Annual Report 300Postage 210 Miscellaneous Expenses 200 Pizza Parties 150 Banner 95 Chapter Plan 75 Total Expenses $5,393

Projected Earnings Beverage Mug Sale $6,377

American Marketing Association