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Will Kottcamp
[COMPANY NAME] [Company address]
University of Pittsburgh –
American Marketing
Association
2014-2015 Collegiate Chapter Plan
1
Table of Contents University of Pittsburgh – American Marketing Association ............................................................................................. 0
Chapter Overview ................................................................................................................................................................... 2
Mission Statement................................................................................................................................................................................................................................... 2
SWOT Analysis ......................................................................................................................................................................................................................................... 2
Target Market .......................................................................................................................................................................................................................................... 2
Overall Chapter Goals .............................................................................................................................................................................................................................. 2
Professional Development ...................................................................................................................................................... 3
Bi-Weekly Speakers ................................................................................................................................................................................................................................. 3
Pitt – AMA Collegiate Regional Conference – “Marketing: Gaining the Edge” ........................................................................................................................................ 3
Workshop Series ...................................................................................................................................................................................................................................... 3
Collegiate Marketing Conferences/Summit ............................................................................................................................................................................................. 4
FSU ICSC .................................................................................................................................................................................................................................................. 4
Spring Marketing Mixer ........................................................................................................................................................................................................................... 4
Community Service ................................................................................................................................................................. 5
CFF Cycle for Life ..................................................................................................................................................................................................................................... 5
Pittsburgh Great Race 5k ......................................................................................................................................................................................................................... 5
Pitt Make a Difference Day ...................................................................................................................................................................................................................... 5
Fundraising .............................................................................................................................................................................. 6
Football T-Shirt Sales (Fall) | (Chapter) .................................................................................................................................................................................................... 6
Spotify Pitt Campus Marketing Campaign (Fall) | (Chapter) .................................................................................................................................................................... 6
Corporate Sponsorships (Chapter) .......................................................................................................................................................................................................... 6
AMA & RCMBA Holiday Mixer (ICC) ......................................................................................................................................................................................................... 6
Membership ............................................................................................................................................................................ 7
Initial Recruitment Strategies .................................................................................................................................................................................................................. 7
Incentives ................................................................................................................................................................................................................................................ 7
Social Activities ........................................................................................................................................................................................................................................ 7
Communications ..................................................................................................................................................................... 8
AMA Monthly Calendar & Newsletter ..................................................................................................................................................................................................... 8
Social Media ............................................................................................................................................................................................................................................ 8
Chapter Website ...................................................................................................................................................................................................................................... 8
Chapter Operations ................................................................................................................................................................. 9
Organizational Structure ......................................................................................................................................................................................................................... 9
Executive Board ....................................................................................................................................................................................................................................... 9
E-board Retreat ....................................................................................................................................................................................................................................... 9
Weekly Executive Board Meetings .......................................................................................................................................................................................................... 9
2014-2015 Calendar .............................................................................................................................................................. 10
2014-2015 Budget ................................................................................................................................................................. 11
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Chapter Overview Mission Statement The AMA – Pitt Collegiate Chapter is a Pitt Business organization dedicated to enhancing members’ opportunities to
build professional relationships, participate in experience-based learning, and increase their marketing intelligence so
that they will positively contribute to ethical and effective professional marketing practices.
SWOT Analysis
Strengths
AMA Members are passionate about its success
Great relationships with professionals
Strong communication tools and execution
Strong desire to network
Members have hands-on marketing & leadership experience
Weaknesses
Recovering from a rebuilding phase
60% of Executive Board are first time AMA Board Members
Lack of awareness of AMA in Pitt Business
Funding
Lack of direction from seniority
Opportunities
Expand skill building
Pitt Business has a record freshman enrollment class
Collaboration with other student organizations from Pitt Business and other schools in the University
Threats
Large number of competing Pitt Business organizations
Low space availability
Target Market Primary – Current AMA Members and other Marketing Majors
Secondary – Business Majors with an interest in marketing
Tertiary – All students with an interest marketing
Overall Chapter Goals The University of Pittsburgh grows each and every week using project collaboration and professional guest speakers. As
an organization we not only aim to learn from our projects and speakers, but also strive to implement these learnings in
our everyday lives as future marketing professionals.
Recruit 50 new members and renew 20 existing members
Provide 50 professional development opportunities
Fundraise more than $5,000 between chapter fundraising, Nationals fundraising, and community service
Show a 75% member attendance at our weekly general body meetings
Become a Gold Chapter at the 2014-2015 International Collegiate Conference
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Professional Development
Bi-Weekly Speakers Goal: Hold 14 bi-weekly speaker meetings featuring an
array of professional marketers with an average
attendance of 50 members.
Strategy: Utilize connections with members and faculty
to provide students with the opportunity to network
professionally with a variety of different marketing
professionals who share their experiences, knowledge,
and job opportunities.
Fall 2014 Speakers:
Shian-Li McGuire, Director of Brand Marketing |
Field & Stream
Aaron Bernstine, National Accounts District
Sales Manager | ADP
Dan Wald, Chief Growth Officer | Brunner
Greg Huff, GM of Ticket Sales | University of
Pittsburgh Athletic Office
Mikhael Rasner, Financial Representative |
Northwestern Mutual
Spring 2015 Speaker (Tentative):
Courtney Connors, Relationship Manager |
Pipitone Group
Chris Vella, SEO Analyst | Lunametrics
Darice Case, Senior Account Executive |
Gatesman + Dave
Adam Golomb, Director of Marketing | Giant
Eagle
Paige Beal, Sr. Director of Local Sales | Comcast
Spotlight
Pitt – AMA Collegiate Regional Conference – “Marketing: Gaining the Edge” Goals:
Educate at least 150 attendees on how to “Gain
the Edge” in today’s competitive market
Provide attendees with the opportunity to
network with a multitude of marketing
professionals and employers located around the
Greater Pittsburgh area
Connect with other AMA collegiate chapters
Strategies:
Invite & follow up with 63 universities
Leverage the Pitt Business “Dean’s Circle” of
companies to attain a corporate sponsor
Use connections and LinkedIn to acquire three
other professional speakers
Workshop Series Goal: To enhance members’ marketing skills by holding
at least two workshops per semester.
Strategy: Utilize connections with skilled sales, design,
and metrics professionals to give workshops on various
topics. The following workshops are taking place:
Fall 2014 Workshops:
“LinkedIn is Your Link to Everything” – Will
Kottcamp, President of Pitt – AMA
“InDesign: A Basic Tutorial” – Nick Spanos,
Freelance Designer
Spring 2015 Workshops
“The How-To of Google Analytics” – Chris Vella,
SEO Analyst
“Branding YOU” – Paul Carbone
Overall Goal: Provide 50 professional development opportunities for AMA members in order to position
them in the best way possible to be offered and acquire a desirable first professional marketing position.
Overall Strategy: Assigning Executive Board members, such as the VP of Careers & VP of Regional
Conference, to focus on professional development activities such as acquiring speakers, collecting internship
& job opportunities, and connect members with professionals in their fields of interest.
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Collegiate Marketing Conferences/Summit Goal: Attend three AMA Collegiate Regional
Conferences.
Strategy: Show members the value of going to
collegiate AMA conferences by sharing experiences,
lessons learned, and connections made. Following are
the conferences that we are registered for/will be
registering for when available:
Fall 2014:
Penn State University, “Riding the Wave of
Digital Media”
o Goal: Send 12 Pitt –AMA attendees
Duquesne & Chatham, “It’s Your Move”
o Goal: Send 15 Pitt – AMA attendees
University of Cincinnati
o Goal: Send 10 Pitt – AMA attendees
Spring 2015
Carnegie Mellon University
o Goal: Send 15 Pitt – AMA attendees
International Collegiate Conference
o Goal: Send 10 Pitt – AMA attendees
Marketing Panel w/ Alpha Kappa Psi Goal: Co-host a marketing panel with Pitt Business
fraternity, AKPsi. Have at least 25 AMA – Pitt attendees
and four marketing professionals as panelists.
Strategy: Utilize connections from different areas of
marketing to gain committed sponsorships and increase
the value for attendees.
Brunner Site Visit Goal: To take 20 Pitt – AMA members to Brunner’s
downtown headquarters location.
Strategy: Utilize connection with CGO, Dan Wald, to
provide a couple of hours for our members to tour the
offices and ask questions.
FSU ICSC Goal: Send two competitors to reach the Final Four in
the International Collegiate Sales Competition.
Strategy: Learn techniques and sales strategies from
weekly coaching sessions from Aaron Bernstine, ADP.
Career Fairs Goal: Create five long-term relationships with
employers budding from efforts at career fair.
Strategy: Introduce selves from AMA and ask if they
would speak at a general body meeting.
Spring Marketing Mixer Goal: Have 75 marketing students from Pittsburgh
colleges and universities to attend a mixer with hors
d’oeuvrs and speakers.
Strategy: Post Pitt’s Regional Conference, begin the
planning process to provide great speakers and invite
AMA chapters from the Pittsburgh area.
Community Service
CFF Cycle for Life Goal: 10 members run refreshment table to benefit participating cyclists as they race in the 66 mile and 100 mile
courses to benefit the Cystic Fibrosis Foundation.
Strategy: Prepare all necessary food and beverages (Gatorade, sandwiches, etc.) and dress in “Hail to Pitt” school theme
and motivate cyclists as they pass.
CFF Roses Sports Auction Goals:
Contribute to all Cystic Fibrosis Foundation – Western PA’s social media in promotion
Implement a subcommittee of 3-5 members involved in regularly developing statuses, tweets, and other
promotions to gain attendees to the event
Strategies:
Meet weekly to discuss ideas and additions to the social media campaign
Sell 50 raffle tickets to raise $1000 for the event
Pittsburgh Great Race 5k Goal: Two members represent Pitt – AMA in the Pittsburgh Great Race 5k to benefit Amyloidosis research and advocacy
Strategy: Encourage members to register and pay for this event to raise money
Pitt Make a Difference Day Goal: Send 10 AMA members to participate in the event
Strategy: Promote via email and during general body meetings to raise awareness of event
*Additions: This list will be subject to many additions throughout the year as more opportunities come to our attention.
We intend to participate in at least 15 events before the end of the second semester, and provide our marketing services
to at least 2 different organizations. These additions will be listed on our annual report once we’ve completed them.
Overall Goal: Pitt AMA will provide all of its members with 15 opportunities to service & improve the
community. The organization that we will primarily work with is the Cystic Fibrosis Foundation.
Overall Strategy: Utilize marketing skills for the benefit of other organizations, volunteering, and
participating at local charitable events.
Fundraising
Football T-Shirt Sales (Fall) | (Chapter) Goal: Generate $1,500 in profits
(300 shirts * $10 revenue) – (300 shirts * $5 cost)
= $1,500
Strategy: Members will table at high-traffic areas on
campus to promote and sell t-shirts targeting Pitt
students, specifically football fans.
Spotify Pitt Campus Marketing Campaign (Fall) | (Chapter) Goal: Generate $1,250 in profits from Spotify student
competition
Strategy: Create a playlist with the most followers
among all student organization competitors by adding
popular songs to our playlist and then promoting our
playlist to Pitt students by tabling and incentivizing
students to follow our playlist.
Corporate Sponsorships (Chapter) Goal: Generate value for companies and ourselves by
planning career-oriented events and raising $3,000 in
corporate sponsorships.
Strategy: Inviting and attaining recruiters to come to
our Collegiate Regional Conference and Spring
Marketing Mixer by presenting the value there is to
their company’s recruiting efforts.
Basketball Shot Glass & T-Shirt Sale (ICC) Goal: Generate $1,800 between selling shot glasses and
t-shirts for the basketball season.
Strategy: Sell 200 shot glasses and 200 t-shirts for a
profit of $5 a piece and $4 a piece, respectively.
Hemmingway’s Half-Price Shot Pitchers (ICC) Goal: Partner with Hemmingway’s Café to raise $500
for ICC.
Strategy: Speak to Pitt Business organizations and
promote across campus using fliers to come out to
Hemmingway’s and purchase a specific drink that is
designated to help AMA’s fundraising goals. *21+
event*
AMA & RCMBA Holiday Mixer (ICC) Goal: Raise $200 through planning a mixer with the
Roberto Clemente Minority Business Association.
Strategy: Sell 100 tickets at $10 apiece and subtract
$600 costs from the revenues, then split the profit with
the co-hosting organization.
Overall Goal: The fundraising efforts this year are split into two parts: 1) overall chapter needs and 2)
International Collegiate Conference. The goal is to raise $5,750 for the chapter and $2,500 for the AMA ICC.
Overall Strategy: Create, implement, execute, and wrap-up five different fundraising efforts that gear
towards Pitt, Pitt sports, and holiday seasons.
Membership
Recruitment Opportunities Overview
The College of Business Administration at the University of Pittsburgh provided many different occasions for us to actively
recruit prospective members. Membership isn’t just a one-time thing; Pitt - AMA continuously recruits throughout the
semester in order to retain and attract members. Initial recruitment opportunities are as follows: 1) Business student
move-in to Pitt Business-exclusive Bruce Hall, 2) Tabling at CBA Freshman Orientation, Pitt’s Activity Fair, 1st week of class
in Sennott, and 3) speaking at marketing classes.
Initial Recruitment Strategies Goal: Recruit 50 new members
Strategy: Table at all major events that freshman must participate in such as their move in, CBA orientation, the activity
fair, and the first week of classes. Pitt - AMA recruits members by creating and using a recruitment e-mail list. This is
how we will provide information such as meeting time and location for our weekly meetings.
First Meeting Strategy Goal: Inform members about what Pitt – AMA does as a collegiate chapter and show them how to sign up online to be a
part of the AMA.
Strategy: Make the new members feel welcome to the club by interacting with recruits on a personal level. Provide
information that explains AMA’s value during general body meetings. Show them exactly how to sign up online for the
professional AMA organization, which is a pre-requisite for being a collegiate member.
Incentives Goal: Provide incentives in order to retain member attendance and involvement.
Strategy: Each week, award one member the “Cold Stone Marketer of the Week”. This person will be recognized for
being an outstanding member of our organization and will receive free vouchers for Cold Stone Creamery.
Social Activities Goal: Host fun social events in order to increase member’s sense of community
Strategy: Plan safe and enjoyable social events where members will be able to interact with one another and familiarize
themselves with other members of the organization.
Membership Database Goal: Keep track of attendance so it is known who regularly attends as opposed to who is new to the organization.
Strategy: Have members sign in at the beginning of every meeting with their email so we can record who was in
attendance. We will also be able to see how many meetings they’ve attended, and email them regularly about upcoming
events, projects, meetings, etc.
Overall Goal: Recruit 50 new members, and retain at least 20 members from last year. Increase our
member’s involvement in the activities and projects our chapter is involved with.
Overall Strategy: Present our members with many different opportunities to get involved with the
operations of our club. Use these opportunities to incentivize members to look forward to attending our
meetings every week.
Communications
AMA Monthly Calendar & Newsletter Goal: Spread and increase awareness to members with regards to what is going on during the given month. Any
member should know what happened last week, what happens this week, and what is happening next week in regards
to AMA functions.
Strategy: Create a monthly calendar & newsletter that will be emailed to all members and distribute electronically and
physically at the first meeting of every month.
Social Media Goal: To update and maintain all various social media pages for the club, as well as expand our presence on each social
media outlet by 50%. The increase in social media well better allow us to reach both AMA and non-AMA member about
events hosted by our chapter.
Strategy: Encourage all members to “follow,” and “like” our chapter on the various social media pages, as well as add a
“follow, “ and “like” hyperlink to all our emails that are sent to members to help make it more accessible.
Facebook: 109 163 “likes”
Twitter: 269 403 “followers”
Instagram: 32 48 “friends”
Chapter Website Goal: To create and update a chapter website which will allow members to find out more information regarding AMA
and the projects we are working on. The website will also be submitted for the AMA Collegiate Wix Website Competition
for the International Collegiate Conference.
Strategy: Designate a team of three members to the creation of the chapter website, which will be founded as
www.pittama.org. Pitt – AMA’s website will contain information about what AMA is and what our chapter does, how to
get involved, contact information, information about our executive board, our monthly calendar, weekly meeting
updates, and social media widgets.
Overall Goal: Reach 75% of our members weekly through both inside and outside communications.
Overall Strategy: Utilize and build upon our various media channels, such as traditional and electronic
media, to help better connect members to our AMA Chapter.
Chapter Operations
Organizational Structure Pitt – AMA has two “levels” of membership: General Membership and Executive Board Members. Although there are
different responsibilities between the two levels, General Members are able to take on leadership roles within our
projects for community service or fundraising. On the other end, Executive Board Members are able to step back and let
others lead. That being said, the general responsibilities for both levels of membership are as follows:
General Members are expected to attend weekly meetings, contribute to the organization, and shadow behind
Executive Board Members in positions that they can see themselves in.
Executive Board Members are expected maintain very high attendance and participation, but also combine as
one to strategize the chapter’s direction. More events tend to be planned and executed by Executive Board
Members, but is not always the case.
Executive Board Goal: Establish a board of leaders within the chapter to help lead the different functions and important areas within the
organization.
Strategy: After identifying each position, hold elections during early April for the next year’s Executive Board. Number
may increase or decrease each year depending on what roles need filled.
E-board Retreat Goal: Hold an information & fun retreat with all Executive Board Members before the beginning of the school year.
Strategy: All members will bring ideas and strategies with them to an E-board volunteer’s house. The President will set
the agenda and make sure that the meeting runs smoothly and everyone is contributing greatly to the future of the club.
Weekly Executive Board Meetings Goal: Increase collaboration between members and their given projects/departments. Increase the communication so
all chapter leaders are on the same page.
Strategy: Hold hour-long weekly meetings where all ten of the Executive Board Members prepare a report to share and
present it to other E-board members.
Overall Goal: Implement a chapter operations system that increases the effectiveness and functionality of
the overall chapter.
Overall Strategy: Create a “chapter culture” that allows free and easy communication between members,
Executive Board members, and the President. Recognize accomplishments, constructively fix problems, and
effectively breach members’ interior and exterior motives to be the best they can be.
2014-2015 Calendar
2014-2015 Budget
Chapter Budget Beginning Chapter Balance: $3,100
Revenues:
T-Shirt Sale: $3,000
Spotify: $1,250
Corporate: $3,000
Total Revenues: $7,250
Balance: $10,350
Costs:
T-Shirt Sale: ($1,500)
Website: ($96)
Marketing Mixer: ($1,250)
Pitt’s Conference: ($1,250)
Conferences:
PSU: ($140)
Cincinnati: ($300)
Duquesne: ($75)
Total Conference Costs: ($515)
Total Costs: ($4,611)
Net Profit: $5,739