strategic plan

PUGET SOUND CHAPTER AMERICAN MARKETING ASSOCIATION STRATEGIC PLAN 2016-2017

PSAMA Strategic Plan 2016-2017

TABLE OF CONTENTS

Leadership / 2 – 5

SWOT Analysis / 6

Communications / 7 – 9

Website / 10 – 11

Programming / 12 – 14

Pulse Awards / 15 – 16

MarketMix / 17 – 18

Member Relations / 19 – 20

Collegiate Relations / 21 – 22

Volunteers / 23 – 24

Mentorship / 25 – 26

Budget Approach / 27

Budget for 2016-17; Budget & Actuals for 2015-16 / 28

STRATEGIC PLAN 2016-17 2

Leadership President: Susan Sayers

With the 2016-2017 Board Year, the PSAMA is gearing up with planning many exciting and engaging marketing events for the year ahead and having marketing professionals actively participate in the PSAMA community and become engaged in the organization. As the premier marketing association in the Puget Sound we look to be the voice of marketing in our area and to present marketers with the best resources to help advance their careers. Our 2016-2017 Executive Board has great depth of marketing experience and talent. The Board has largely remained intact through the transition from the 2015-2016 to the 2016-2017 Board Year. Through their expert leadership, the organization has really grown and evolved as we have forged closer ties within the Puget Sound marketing community. In the year ahead we are looking to continue making this organization top of mind as to the “go to” place for cutting-edge marketing events and marketing thought leadership in the Puget Sound area. PSAMA CHAPTER VISION The PSAMA exists to advance the careers of all marketing professionals in the Puget Sound. The PSAMA is the Puget Sound’s only professional marketing association that encompasses every aspect of marketing. While others focus on specific segments, we provide participants with a broad perspective and connections to the region’s largest, most diverse network of marketing professionals. PSAMA CHAPTER MISSION The mission is to advance the careers of all marketing professionals in the Puget Sound through professional education, events networking resources, industry news, and job opportunities. In short, we want to help marketers to LEARN, NETWORK, and GROW.


The PSAMA is the hub of the Puget Sound Marketing Community.

PSAMA ORGANIZATION FOUNDATION The PSAMA was founded in 1944 and has had a long and illustrious tradition of serving the marketing community in the Puget Sound and being recognized as a leading professional organization within our region.


PSAMA’S 2016-2017 TOP STRATEGIC GOALS

o Better serve our current members o Increase membership to a total of 565 by the end of 2017 and

retain current membership by 50% o Improve our financial position to 2015 level o Work as a team to create a stronger organization and achieve

common goals o Hold over 22 events that break even or make money with an

increase in satisfaction rates BHAG 5-YEAR PLAN – 1,000 MEMBERS BY 2021 1 to 2 YEAR MILESTONES

• Strategic alignment between departments • Have a Consistent Message • 565 members at end of 2017 (increase retention rate) • Reach out to new audiences • Break even on lunch events; make a profit on large events such as Pulse and

MarketMix • Sell out every event • One big signature event per quarter • Revenue goal

LEADERSHIP GOALS Goal 1: To elevate the PSAMA brand to greater regional prominence and recognition by positioning us as the premier marketing association and the #1 go-to place for marketing information and events. We should be an aspirational brand that people want to associate with and be part of our marketing community. Goal 2: To deliver high-quality Event Programming which meets our member’s needs and interests with cutting-edge programming topics and themes, leading to increased attendance at events. Current plan shows a portfolio of 24 events including monthly luncheons/breakfasts (Seattle/Bellevue, South Sound, and Healthcare), networking events, mentoring events, Market Mix 2017, and Pulse Awards.


Goal 3: Increase financial profitability from our event line-up with our keynote Signature Events (Market Mix and Pulse Awards) being the primary profit drivers. Goal 4: Generate increased traction with our Sponsorship program. We have added increased major horsepower to our Sponsorship Committee and are counting on delivering significantly greater bottom line dollars with the program versus prior years. Goal 5: To ensure that current members and prospective members see the value of joining the organization and that membership in the AMA/PSAMA delivers lasting value and rewards throughout the year. Increasing communication through the new website will highlight the value the organization delivers. Goal 6: To improve member retention through increased engagement with our organization as a whole, by enticing more members to get involved on our Committees as Volunteers, and by having a dialog with us through our social media channels. Goal 7: To successfully execute launch of the new brand (American Marketing Association Puget Sound) through a seamless transition by April 2017 at our Market Mix conference. Goal 8: To improve communication of events by promoting them sooner (minimum of 60 days in advance) and leveraging the best channels for promotion. Utilize the newly launched website to efficiently promote new events. Goal 9: To build momentum behind both the Mentoring Program and our Collegiate Relations program. With Mentoring, we should be encouraging members to take advantage of becoming both Mentors and Mentees for career and leadership growth. With Collegiate Relations, we need to ensure our student members feel fully engaged with the organization as they transition into becoming your professionals. Goal 10: To reinvigorate the Networking Committee and feature fun and casual mix and mingle events where people can connect and establish long-lasting professional relationships. And finally, we need to be open to feedback and to really listen to suggestions from our members on how to make the organization better!


SWOT ANALYSIS Strengths

o Overall industry momentum o Strong and enthusiastic board o Large local membership o Broad sponsorship base o Breadth and placement of our

membership - Industry relationships

o E-Newsletter o PSAMA Reputation o Long history of tradition o Strong operational support o Healthcare Industry o Mentoring program o MarketMix/Pulse o Student Chapter

Weaknesses

o Website and content - Not a good members' only plan - No job board

o Social media o Number of volunteers o Lack of clear strategy & positioning

- Target Market Identification o Programming – 2 months empty &

cancellation, attendance o Eastside vs Seattle geography o Member retention rates o Lack of cost effective venues o Cost of membership and value

proposition

Opportunities o New Marketers moving into the

area o Sponsorship

- Opportunity of growth in cash sponsors

- Sponsor turnover o AMA re-brand o Leverage existing membership base o Opportunity for continuing

education o Workforce mobility o New SIGs o Consulting marketing organizations o Mentorship o Group membership & large

organizations o Strong Financial Position o Working w/ other professional org’s o Economy in Seattle o Unified collateral o Value Prop for students o Integration – collegiate movement o Digital Members

Threats

o Lack of member engagement o Media Journals' have lower priced

competition o Competitors can create likeminded

programming o AMA franchising o AMA selling sponsorship in our

territory o “Free” Networking Marketing

Online o Other benefits/Aside events o Death of Professional Organizations o Other priorities for board members


Communications VP of Communications: Emily Trickey OBJECTIVE: Provide relevant and engaging content and experiences to PSAMA members and the Puget Sound marketing community.

COMMUNICATION GOAL 1: Increase event attendance and sell out half of the PSAMA events by utilizing communications to support and market all PSAMA events and program through July 2017.

TACTICS o Develop overarching process document for Programs and Sponsorship

to provide detailed event information 90 days before monthly events. § Responsibility: Emily and Laura § Benchmarks: Process document to be created in August 2016

o Develop detailed marketing plans and event briefs for each event with

communication tactics and channels, frequency and dates for communications at least 60 days before monthly luncheons and 90 days before MarketMix and Pulse Awards.

§ Responsibility: Emily to create marketing plan template. Event Marketing Managers to create detailed plans in conjunction with Emily.

o Post events and engaging content focused on the event on PSAMA

social media channels. Test which social channel is the top performer and optimize future campaigns to increase registrations.

§ Responsibility: Chris and Michael § Benchmarks: Every month review campaign results and optimize

for the following month, starting with August 10 luncheon. Report on campaign results on a monthly basis.

COMMUNICATION GOAL 2: To successfully launch the new AMAPS brand by April 2017.


TACTICS o Recruit brand manager volunteer to lead brand launch and organize

small steering committee § Responsibility: Jackie § Benchmark: Have volunteer in place by end of August 2016

o Develop plan to launch brand (which is the Phase 1 of the plan) focused

on preparation including the communications plan, inventory list, timeline, etc.

§ Responsibility: Brand Manager § Benchmark: Have plan in place by November 2016

o Design and implement the new brand (which is Phase 2 of the plan)

focused on development including the creative brief, kickoff meeting, design, asset development and testing.

§ Responsibility: Brand Manager § Benchmarks: Have complete by March 2017

o Execute the launch of the new brand that includes preview with

stakeholders, launch event and execution of communications plan. § Responsibility: Brand Manager § Benchmarks: Have complete by April 2017

COMMUNICATION GOAL 3: To increase engagement with members and nonmembers through PSAMA communications by increasing social media followers and post engagement by 10%, increasing website traffic by 5%, increasing email open rate by 5% and increasing email click through rate by 4% by July 2017. TACTICS

o Create high-level editorial calendar focused on monthly topics to address on PSAMA communication channels.

§ Responsibility: Don, Laura, Chris and Michael § Benchmarks: Editorial calendar in place by September and

updated on monthly basis.

o Strategically integrate all communication channels by developing a strategy and detailed plan for each channel.


§ Responsibility: Social = Chris and Michael, Email = Sara, Website/Blog = Laura

§ Benchmarks: Strategy and plans in place by September, track progress against plans on monthly basis and hold monthly team meetings to align on progress.

o Provide engaging, interesting and diverse marketing and industry content focused on trends, tips and tricks, insights, webinars, etc. on PSAMA channels including social media, email and website.

§ Responsibility: Social = Chris and Michael, Email = Sara, Website = Laura

§ Benchmarks: Start in August and provide monthly updates on content performance, optimize every month

o Leverage new website by building out original content program and new

members section § Responsibility: Laura § Benchmarks: Create pool of content contributors, identify

strategic approach to member section


Website VP of Website: Laura Figueroa Ware OBJECTIVE: Utilize the newly redesigned PSAMA website as a strategic vehicle to engage members, prospects and sponsors in the organization and our programs.

WEBSITE GOAL 1: Demonstrate expertise by developing original content program to be showcased on website.

TACTICS o Create editorial calendar, closely aligned with events, to plan content

needs and secure contributors. • Responsibility: Laura • Benchmarks: Calendar complete by September 2017

o Develop database of contributors with subject matter expertise,

including members and sponsors • Responsibility: Laura • Benchmarks: Database complete by September 2017

o Establish editorial submission guidelines to provide standards to

contributors • Responsibility: Laura • Benchmarks: Database complete by September 2017

WEBSITE GOAL 2: Increase meaningful website traffic steering people to events, volunteer opportunities and other ways to involve members and prospects.

TACTICS

o Promote newly launched website to contact database to generate excitement and drive users to the site.

• Responsibility: Laura and Emily • Benchmarks: Promote site throughout August 2017

o Promote new content on website through social media and e-marketing

efforts. • Responsibility: Laura and Conor (committee volunteer)


• Benchmarks: Provide promotional content to communications committee each month

o Analyze site traffic to gauge alignment with promotions, seasonal, etc.

• Responsibility: Jacob (committee volunteer) • Benchmarks: Provide monthly analytics report at board meetings;

work with Emily to create dashboard of all communications efforts and impact on participation

WEBSITE GOAL 3: Develop a members-only section of the website as a value add to membership and a way to encourage new members to join, pending budget approval.

TACTICS

o Develop plan to outline features for new member section based on board feedback and member input.

• Responsibility: Laura, Frank, Ananda • Benchmarks: Plan in place by September 2017

o Identify methods to obtain key content, such as speaker presentation

• Responsibility: Laura, Frank, Ananda • Benchmarks: Protocols in place by October 2017

o Design and implement the member section.

• Responsibility: Laura, Frank, Ananda Benchmarks: Launch October-November 2017


Programming VP of Programming: Frank Chenn OBJECTIVE: Develop an integrated series of educational programs and events that increase membership participation, retention, and drive awareness to prospective new members.

PROGRAMMING GOAL 1: Plan and deliver cost-effective events and programs during the 2016-2017 calendar year

TACTICS

-‐ Marketing Luncheons:

o Planned Luncheons

§ Marketing Luncheons: 8 § Healthcare Luncheons: 2 § South Sound Events: 4 § Social / Networking Events: 4 § Pulse Awards 2016: November 3rd, 2016 § MarketMix 2017: April 25th, 2017 § Mentorship Events: 4 tentatively planned; may be integrated with

networking o Budget

§ Averages across luncheon events reinforce a break even or slight profit based on historical data

§ Ticket sales drive breakeven profit levels § Increased sponsorship required to support profit scenarios

-‐ South Sound Events:

o Estimate: $500 § Ticket sales estimated to cover costs of day event expenses § 3rd party sponsorship required to create breakeven or cash

positive results § South Sound has already secured sponsors for existing October

event equating to cash positive estimates -‐ *Social / Networking Events:

o Estimate: ($1,600)


§ Budget: $400 / event x 4 events: ($1,600) § 3rd party sponsorship required to create breakeven or cash

positive results

o Pulse Awards 2016 § Estimate: $5,000 - $10,000 § See Pulse 2016 Plan details

o MarketMix 2017

§ Estimate: $10,000 - $20,000 § See MarketMix 2017 Plan details

o Mentorship Events: 4

§ Estimate: ($1,200) • Budget: $400 / event x 4 events: ($1,600) • 3rd party sponsorship required to create breakeven or cash

positive results • To manage overall costs; we may need to integrate

Mentor events with Social or Membership events

PROGRAMMING GOAL 2: Increase existing membership participation at live events by 5 to 10% annually.

TACTICS

o Improve relevancy of subjects, topics and materials shared at events o Improve quality of subject matter expert / speakers o Get more than one third of existing members to a live event o Support membership retention efforts across all committees o Define programs and speakers earlier o Schedule events earlier; lockdown overall events early in calendar year o Executing marketing programs earlier; with at least 90 days when promotion

begins o Leverage new web channels: PSAMA.ORG, MM17, Pulse16, Mentorship o Reach new audiences via sister chapters and eco-system organizations such

as the PRSA


PROGRAMMING GOAL 3: Develop new Programs Committee structure.

TACTICS o Develop strategies and tactics to support our new board structure; with tiered

leadership and reporting requirements o Create and inspire new “team oriented approach” to programs committee

services o Organize and document existing and new materials to support evolving plans o Organize team members based on talent, skill and availability o Create “transitional support team members” to better adapt to a growing

range of live events and activities o Work with all VP Chairs to create strategies and tactics in support of individual

events, activities and marketing programs o Create marketing strategies and tactics to support each event or program o Drive integrated messaging, branding, storytelling, and value-added content

across all programs


Pulse Awards VP of Programming: Frank Chenn OBJECTIVE: Increase awareness and participation in event to drive overall PSAMA engagement and membership Event Overview The PSAMA Pulse Awards, which will be held November 3, 2016, will recognize outstanding marketing programs based on a combination of marketing strategy, creative execution, collaboration, and business results. This year’s awards, held at Sodo Park, will focus on a celebration of the region’s talent and our success as a community. The 2016 Pulse Awards will be judged by a panel of marketers recognized for their thought leadership in the given category, and one campaign will be chosen by event attendees and online participants as the People’s Choice Award for Best in Show. Main Awards Categories Include

• Branding • Email • Integrated • Internal Marketing/Branding • Mobile Experience • Print • Video & Motion Design • People’s Choice – voted at show from best 5 submissions determined by

judges. Timeline

Deadline for entry: September 16, 2016 Deadline for judges voting: October 7, 2016 Deadline for ticket purchase: October 27, 2016

Team Pulse Chair – Melissa Miller Sponsorship/Sales Lead Website Lead


Event Project Manager Marketing Project Manager Submissions/Judging Lead PULSE GOAL 1: Attract a minimum of 130 - 150 attendees PULSE GOAL 2: Increase participation in submissions by 25% PULSE GOAL 3: Increase online engagement year over year

TACTICS

• Establish Pulse Chair as year round position – engage early and often – driving awareness, community involvement, sponsorship, submissions, and attendance

• Set clear roles/responsibilities for Pulse Committee and separate event ownership from marketing ownership at execution level

• Develop and Launch new Pulse website with improvements to submittal process and emphasis on content created from sponsors, submissions, thought leaders

• Identify a venue and develop day of event programming that is both professional and unique to its competition

• Create and execute messaging and strategy that is congruent with overall Program Plan

BUDGET Revenue Projections o Ticket + Entry fee Sales: $20,000 - $30,000 o Sponsorship: $5,000 - $15,000 o Total Receipts (from above): $25,000 - $45,000 o Costs (including venue, food, beverage): ($20,000) o Estimated Income: $5,000 – $25,000


MarketMix VP of Programming: Frank Chenn Event Overview PSAMA will host the 12th Annual MarketMix 2017 Event on April 25th, 2017 (tentative date). The one-day conference is the premiere marketing event in the Pacific Northwest. This year, we will introduce fresh content and educational opportunities for guest speakers and our membership to get further involved. Industry thought leaders and expert marketers will share their stories with our audience of over 300 Puget Sound business professionals, educators, and sponsors. Event Details

• Full Day Education Event • Over 30+ Knowledge Expert / Guest Speakers • 3 Keynotes • 12 Breakout Sessions

MARKETMIX GOAL 1: Attract 280 - 300 attendees

TACTICS o Begin planning for event earlier; in August - September 2016 o Plan, design and build new launch MarketMix Website in Q3-Q4 2016 o Website Launch Release 1.0 in Q4 2016 o Drive “Awareness” for Event + Call for Speakers

o Prepare 16-20 week integrated marketing program o Create new “Speakers Kit” in collaboration with Design + Speaker

Liaison team

BUDGET Revenue Projections

o Ticket Sales: $45,000 - $50,000 o Sponsorship: $10,000 - $15,000 o Total Receipts (from above): $55,000 - $65,000 o Costs: ($45,000) o Estimated Income: $10,000 - $20,000


MARKETMIX GOAL 2: Create + Publish Value Added Content TACTICS

o Increase membership value through the creation and publishing of subject matter expert stories and How2 educational content

o Work with “Speaker Liaisons” to promote our new offerings o Develop integrated strategy and tactics to leverage content in multiple

formats and across multiple marketing channels (WEB, Email, across integrated PSAMA WEB channels)

o Promote new materials via MM17 WEB, PSAMA.ORG, PSAMA.ORG/Mentoring, and Pulse.org WEB channels

o Develop integrated marketing program; spanning Tuesday email update + Social channels

MARKETMIX GOAL 3: Increase Sponsorship Revenue TACTICS o Increase sponsorship revenue beyond 2017 levels o Target estimated $15,000 in sponsorship + advertising revenues o Develop integrated strategy and tactics with Sponsorship Committee o Begin promotions and sales earlier; target Q1 2017 for launch o Establish monthly check points with Sponsorship to drive plan results

MARKETMIX GOAL 4: Hold a MarketMix 2017 Pre-Social Event

TACTICS o Create MarketMix 2017 Pre-Social Event; 1 of the 4 planned Social

events o Increase membership value by delivering integrated social experience o Work with new Social sub-committee to plan strategy and tactics

BUDGET

- Leverage $400 Social Committee budget; allocate per Social event o Sponsorship investment required to put on larger event o Detailed plan to be developed


Member Relations Membership VP: Ananda Siverts OBJECTIVE: Create an efficient Member Relation Committee that has a cohesive strategy with volunteering, mentorship, and collegiate relations that positively drives new membership acquisition and improves retention rates.

MEMBER RELATIONS GOAL 1: Increase total membership to over 500 paying chapter members by the end of 2016.

TACTICS • Establish two new member orientation events on how to maximize

membership and promotes volunteering and mentorship as benefits. This event will be used in conjunction as a networking event.

• Establish two new member orientation events after each membership drive.

• Host a new member event in conjunction with a Networking event.

MEMBER RELATIONS GOAL 2: Increase retention rates to 60% by the end of the fiscal year.

TACTICS

• Use Salesforce to pull new member reports after the first quarter of their membership in order to determine who has attended PSAMA events. If they haven’t attended an event a member relations specialist will provide a phone call.


MEMBER RELATIONS GOAL 3: Convert 50% of Young Professionals to paid memberships.

TACTICS • Assign student PSAMA members to provide retention phone calls to

collect feedback, forward leads, and encourage renewal. Member Relations VP will own this tactic.

MEMBER RELATIONS GOAL 4: Maintain current Group Membership organizations and gain four new Group Membership accounts.

TACTICS o Find a Group Membership Lead to act as an Account Manager and solicit

at least three new leads a month.


Collegiate Relations Collegiate Relations VP: Austin OBJECTIVE To improve value proposition and provide support for our hundreds of collegiate members, ultimately creating lifelong PSAMA members. COLLEGIATE RELATIONS GOAL 1: To increase awareness of PSAMA among college students by improving the value proposition of AMA and PSAMA

TACTICS o Create “Benefits of AMA” handout for distribution at collegiate

chapters o Speak at all collegiate chapters at beginning of fall quarter /

semester o Increase visibility of PSAMA by attending collegiate events

throughout the year o Promote all PSAMA events to collegiate members and provide

monthly complimentary tickets to each chapter o Work with collegiate chapter leadership teams to find candidates

for PSAMA mentorship program o Create scholarship to cover AMA and PSAMA membership fees for

2-3 students at each collegiate chapter o Sponsor students to attend National Collegiate Conference

(AMAICC) o Award Marketing Student(s) of the Year at Pulse Awards

COLLEGIATE RELATIONS GOAL 2: To increase conversion from college students to “Young Professionals” by building relationships with graduating seniors

TACTICS o Sell value of PSAMA through all above tactics o Plan Happy Hours and Networking Events for graduating seniors

and young professionals o Create “PSAMA Young Professionals” LinkedIn group


COLLEGIATE RELATIONS GOAL 3: To provide more support for collegiate chapter leadership

TACTICS o Send out survey to all Presidents asking for what type of support

they want and their preferred communication methods o Create Facebook group for all collegiate officers to create

community and share best practices o Create a speaker pipeline with all potential speakers listed in one

place for collegiate chapters to access o Simplify process for colleges looking to start a new AMA chapter


Volunteer VP of Volunteers: Jackie OBJECTIVE The Volunteer Committee is focused on recruiting and retaining a strong volunteer base to achieve PSAMA's 2016-2017 strategic goals.

VOLUNTEER GOAL 1: To fill 15 current vacant volunteer roles by November 1 and consistently fill vacancies within a 45-day period going forward. TACTICS

o EMAIL o Post a featured open volunteer role in weekly Tuesday updates

§ TIME: Weekly § RESPONSIBLE PARTY: VP of Volunteers

o Post a volunteer spotlight profile monthly in a select Tuesday update § TIME: Monthly § RESPONSIBLE PARTY: VP of Volunteers

o SOCIAL MEDIA o Engage with social media channel audiences by posting open roles and

volunteer spotlights on a periodic basis § TIME: TBD – Bi-weekly? § RESPONSIBLE PARTY: Social media team

o WEBSITE o Update open roles on website monthly

§ TIME: Monthly § RESPONSIBLE PARTY: VP of Volunteers (Volunteer Specialist

eventually) o Feature a volunteer spotlight profile monthly (part of V2 of website)

§ TIME: Monthly upon release of V2 of website § RESPONSIBLE PARTY: VP of Volunteers (Volunteer Specialist

eventually) o REFERRALS

o Provide open roles list to Board of Directors and request referrals § TIME: Monthly § RESPONSIBLE PARTY: VP of Volunteers


VOLUNTEER GOAL 2: To execute monthly volunteer recognition programs to encourage volunteer engagement. TACTICS

o Host a mid-year volunteer appreciation event o TIME: Jan/Feb o RESPONSIBLE PARTY: Programming committee and Volunteer Specialist

o Host a year-end appreciation event with volunteer awards ceremony and board of director gifts

o TIME: June 2017 o RESPONSIBLE PARTY: Programming committee and Volunteer Specialist

o Recognition Spotlights: Post volunteer spotlight monthly on website and feature in a select Tuesday update (See "Recruiting Efforts")

o TIME: Monthly o RESPONSIBLE PARTY: VP of Volunteers


Mentorship VP of Mentorship: Julie OBJECTIVE To drive the PSAMA mission of advancing “the careers of all marketing professionals in the Puget Sound” by offering a mentor program to better serve current members.

MENTORSHIP GOAL 1: To increase the number of mentoring pairs from five to 25 by the end of the 2017 fiscal year.

TACTICS o VP Mentoring and SVP Communications to create a monthly mentor program

communication plan by submitting suggested social media posts and add mentoring content to the weekly newsletter template

o VP Mentoring and VP Collegiate Relations to develop monthly proper and inclusive messaging to collegiate chapters’ audiences. This can be achieved by submitting applicable content to collegiate chapters to share within their networks.

MENTORSHIP GOAL 2: To increase the mentor committee to five under the VP by the end of the 2017 fiscal year.

TACTICS o VP Mentoring and SVP Membership to improve program awareness to new and

current members by ensuring messaging to those members regarding benefits includes mentor programs.

BENCHMARKS

August o Recruit one pair

September o Recruit two pairs

October o Recruit two pairs o Recruit one committee member

November o Recruit two pairs

December o Recruit one pair


January o Recruit two pairs o Recruit one committee member

February o Recruit two pairs

March o Recruit two pairs

April o Recruit two pairs o Recruit one committee member

May o Recruit two pairs

June o Recruit two pairs o Recruit one committee member

MENTORSHIP GOAL 3 Successfully execute on 4 mentoring events throughout the Board Year

TACTICS o Leverage the momentum we have built through the Mentoring program to have

4 events throughout the year that showcase the program and celebrate the career development and leadership opportunities that the program has provided


Budget Approach It is imperative that the organization stays in a strong financial position. In order to do this, the financial activity needs to be closely tracked and reported and reviewed monthly. In order to properly capture all financial activity of the PSAMA and make the information more practical to the board, the various income and expense categories have been restructured into a tiered budget system. At the broadest level, there are the primary activities of the organization. Beneath the broad categories, if applicable, there are subcategories which detail specific events or activities our organization engages in. The biggest changes are found within: 1) our Board Misc. category, which will now separately track all board activity, and 2) our Programming category, which will now separately track all event activity. The overall goal of this restructure and change from the prior year is to provide greater insight into how money is spent, and insure we are making decisions in the best interest of the members of our organization.

PSAMA Financials 2016-2017 Strategic PlanSubmitted: August 1, 2016

INCOME 2016-17 Budget 2015-16 Budget 2015-16 Actuals

2015-16 Difference Budget v. Actual

Chapter Dues 20,000 13,892 20,636 -6,744 Programming 95,400+Healthcare 7,000 0 6,990 -6,990 +Luncheons & Breakfasts 16,000 34,600 9,880 24,720+Market Mix 50,000 65,000 51,046 13,954+Pulse Awards 20,000 21,000 13,558 7,442+South Sound 2,400 6,250 3,319 2,931+Networking 2,400 1,723 677Sponsorship 35,750 29,309 5,217 24,092+Market Mix 20,000+Pulse 7,500+Chalk Talk 1,000+General 6,500+South Sound 750Other 1,200 0 2,712 -2,712

TOTAL 152,350 172,451 115,081 57,370

EXPENSESAdministrative (ASI) 10,200 9,600 9,198 402Board Misc. 11,600 7,600 15,387 -7,787 +Board Meetings 4,500 0+Board Retreat 2,000 2,077 -2,077 +Leadership Summit 3,600 0+Mid Year Regional Retreat 1,500 0Collegiate Relations 2,500 1,950 1,654 296Communications 6,000 0 4,535 -4,535 +Brand Implementation 3,000 0+Facebook 1,200 0+Twitter 1,200 0+Other 600 0President 1,800 7,400 6,965 435Programming 99,700+Healthcare 10,000 9,796 -9,796 +Luncheons & Breakfasts 20,000 33,994 13,125 20,869+Market Mix 45,000 47,000 46,134 866+Mentorship 1,600 0+Pulse Awards 20,000 11,135 11,909 -774 +Social / Networking 1,600 4,000 1,239 2,761+South Sound 1,500 6,134 2,166 3,968Sponsorship 500 288 288Volunteers 1,750 585 -585 Website 3,360 6,000 16,600 -10,600

TOTAL 137,410 135,101 141,370 -6,269

Budget Profit/(Loss) 14,940 37,350Actual Profit/(Loss) -26,289 Checking 10,215Savings 18,533

strategic plan

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