university of washington 2014-2015 annual report

UNIVERSITY OF WASHINGTON AMERICAN MARKETING ASSOCIATION

ANNUAL REPORT 2014 – 2015

“The University of Washington American Marketing Association chapter has been critical in helping me connect to marketing professionals in the past year.” – John Doe

PRESIDENT’S WELCOME//01 PROFESSiONAL DEVELOPMENT//02

COMMUNITY INVOLVEMENT//10 FUNDRAISING//12 MEMBERSHIP//13

COMMUNICATIONS//16 CHAPTER OPERATIONS//18 CALENDAR OF EVENTS//19

BUDGET//20

THE HUSKY PAW RATING SYSTEM

The event/activity was extremely successful, and far exceeded our expectations.

The event/activity exceeded our expectations.

The event/activity met our expectations.

The event/activity fell below our expectations.

THE husky PAW RATING SYSTEM

The event/activity far exceeded our expectations.

The event/activity exceeded our expectations.

The event/activity met our expectations.

The event/activity fell below our expectations.

GO DAWGS!


Think Marketing. Think AMA. That’s the University of Washington American Marketing Association’s motto this year. We want every member, every student, and every professor on campus to think of us when they think about marketing. Why? Because as a club this year, we’ve continued to build on the momentum of our successes last year and surpass our expectations as a student organization. We’ve come to represent more than just a club. We connect students and professionals, and empower our members to be confident in their skills, knowledge and abilities. We encourage them to step outside of their comfort zone, to go the extra mile, and build a networking foundation that will benefit them far into their careers. We’ve harnessed the results of our extraordinary growth these past few years and refined our programming, membership structure, engagement and activities so that everything that we do will achieve the goal of empowering our members while establishing a strong reputation for ourselves as the face of marketing on campus. As Vice President of Operations for the chapter last year, I was able to gain a strong insight into our strengths and weaknesses as an organization. I’ve made it my goal to continually improve on every aspect of the club. As a part of my goal, I worked to refine our programming, setting the vision for a robust, strategic set of events that will benefit our members. I’ve also focused on engagement, ranging from how to effectively communicate to our members via different communication channels, to planning creative, out-of-the-box events and activities to boost members’ interaction with speakers and with each other. I’m extremely proud of our organization’s achievement this past year, and hope that you will be too. Thank you for evaluating our work, and I will see you in New Orleans! Sincerely, Yen Phung

YEN PHUNG PRESIDENT 2014 – 2015

01

PROFESSIONAL DEVELOPMENT

boeing: knowing your audience AUTUMN & WINTER QUARTER KICKOFF

The UW AMA hosts about 7 weekly meetings with our members throughout each quarter (Autumn, Winter, and Spring). The first meeting of each quarter is a kickoff where we present to our potential new members on what the club does, along with the benefits of joining. Objective: + Meet attendance goal of 100 students for Autumn Kickoff + Meet attendance goal of 50 students for Winter Kickoff + Provide information about the club to potential members Results: + 98 students in attendance at our Autumn Kickoff + 58 students returned to our 2nd weekly quarter meeting in Autumn + 43 students in attendance at our Winter Kickoff + 54 students attended our 2nd weekly quarter meeting in Winter The Autumn Quarter Kickoff was a welcome to the organizat ion, with explanat ion on how membership works, our calendar of events, and an opportunity for the leadership team to introduce themselves to the members. The Winter Quarter Kickoff followed the same format, with contents including our chapter recruiting video, description of past events, and we allowed some time for the leadership team to mingle with our members at this meeting as well.


We invited Jan Wanot, Northeast Asia Regional Airplane Sales Representative from Boeing to speak at our 2nd weekly meeting of Autumn Quarter. He chose to speak on our theme of the quarter, “Knowing Your Audience,” and created an interactive meeting for our members with interactive activities. Objective: + Meet attendance goal of 50 students + Communicate with Jan Wanot to ensure an interactive/engaging meeting with our members Results: + 54 students were in attendance at this meeting + Feedback from attendees indicated that the students enjoyed the meeting’s topic and Boeing’s presence on campus has also helped boost application rate for their internship program.

Overall Objectives: + Meet attendance objectives for 90% of events + Plan events with at least 80% satisfactory rate + Prepare members for a career in marketing with workshops and involvement opportunities

Results: + 840 combined total attendance for all events + Satisfaction averaged 95% across all events + Min. of 22 weekly professional meetings already scheduled , 2 major events (including a conference) hosted and 2 upcoming major events this year

MICROSOFT: HOW TO WIN LIFELONG FANS THROUGH AUDIENCE UNDERSTANDING

We invited Stuart Pitts, Product Marketing Manager for the Microsoft Surface from Microsoft to speak on how his organization utilizes audience understanding to connect with fans and drive sales for the Surface tablets. Objective: + Meet attendance goal of 50 students + Communicate with Jan Wanot to ensure an interactive/engaging meeting with our members Results: + 54 students in attendance at this meeting + Extremely positive feedback from our members indicated they enjoyed the speaker’s enthusiasm and presentation content. 02

“The UW AMA has put me in contact with exactly the kinds of employers I want to work for, and given me the skills and confidence to make real connections. “ – SIERRA SIEVER

Our very own advertising agency d i r e c t o r , C h r i s M o r g a n o f HuskyCreative presented on guerilla marketing to our members. He explained the concept of Guerilla Marketing and broke up people into groups to have a breakout session and put what we learned to work. Objectives: + Meet attendance goal of 30 + Ensure students’ activities are interactive and engaging Results: + 46 students were in attendance + Students created their own marketing campaign for Car2Go, a local company, and general feedback was extremely positive.

We visited the eclectic office of Wexley School for Girls. Wexley School for girls is a full service adver4sing agency. The office visit included a tour of the agency, a presenta4on on the agency’s history and por=olio as well as ques4ons and answer session for the audience and employees. Objectives: + Meet attendance goal of 30 + Communicate with Wexley to ensure a successful office vsiit Results: + 33 students were in attendance + The office visit was interactive, engaging and succeeded in helping 3 of our members apply to Wexley’s internship.

We invited Rand Fishkin, CEO of Moz, a company that develops inbound marketing software, and provides robust APIs for link data and social influence, to visit the club and discuss the concept of digital marketing and SEO (Search Engine Optimization) to our students. Objectives: + Meet attendance goal of 30 + Communicate with Rand Fishkin to ensure a successful, interactive presentation Results: + 33 students were in attendance + Students gained a better u n d e r s t a n d i n g o f S E O a n d generally enjoyed the presentation



03

HUSKYCREATIVE: GUERILLA MARKETING MOZ: INTRODUCTION TO SEO WEXLEY SCHOOL FOR GIRLS OFFICE VISIT

In partnership with the Foster Career Services Center University of Washington Women in Business club, we hosted a LinkedIn workshop, a business-oriented social media network, to help our m e m b e r s c r e a t e s t r o n g e r , memorable LinkedIn profiles to boost their online professional network. Objectives: + Meet attendance goal of 30 + Host the event with 2 other organizations Results: + 33 students were in attendance + All students in attendance were able to update their LinkedIn profiles and improve their profile

206 INC: The power of partnerships

We invited Mark Dyce, principal of 206 Inc. to this meeting. Since 2005, 206 has been figuring out fresh, authentic, and organic ways to help clients create powerful emotional connections with their customers. Mark Dyce presented on how partnerships helped his firm achieve its success today. Objectives: + Meet attendance goal of 30 + Communicate with Mark Dyce to ensure a successful, interactive presentation Results: + 36 students were in attendance + General feedback indicated that students loved Mark’s personal success story, and enjoyed learning about newest innovation in marketing.

LINKEDIN WORKSHOP

We invited Lucas Mack, principal and founder of 4th Avenue Media, a f u l l -‐ s e r v i c e ma r k e4ng a nd communica4on firm dedicated to transforming lives with the power of story telling. Lucas presented on his agency’s core mission of leading with your “why.” Objectives: + Meeting ranking goal of 5/5 + Meet attendance goal of 30 + Communicate with Lucas Mack to ensure a successful, interactive presentation Results: + The meeting have yet to occur (scheduled in late February), but projected student attendance is 35 + No feedback gathered on this meeting yet

4th AVENUE MEDIA: THE POWER OF “WHY”

ranking.


WEEKLY MEETING COMPANIES

Tableau: tableau workshop & demonstration AMAZON: HOW AMAZON MEDIA GROUP UTILIZES CONTENT MARKETING


Amazon’s very own Amazon Media Group (AMG), the retail giant’s advertising arm, sent three representatives, Kate Fetty, Tyler Bagley and Kathleen Bennion to visit our local chapter and presents on their organization’s strategic advertising and marketing goals. Objective: + Meet attendance goal of 50 students + Communicate with the three Amazon representatives to ensure an interactive/engaging meeting with our members Results: + 54 students were in attendance at this meeting + Feedback from attendees indicated that the students enjoyed the meeting’s topic and learned about a new division of Amazon, AMG, that they didn’t know about yet.


We invited JC Zhao, a Business Analyst, from Tableau to visit our local chapter and present a demonstration on the company’s software. Tableau is an American computer software company headquartered in Seattle, Washington. It produces a family of interactive data visualization products focused on business intelligence. Objective: + Meet attendance goal of 50 students + Communicate with JC Zhao to ensure an interactive/engaging meeting with our members Results: + 47 students were in attendance at this meeting + Feedback from attendees indicated that the meeting was good but difficult to follow. In the future, we plan on making sure that the speaker understand the member’s level of familiarity with Tableau as a software.

04

After the Super Bowl, our chapter invited a profess ional f rom Wunderman Seattle, Dan Fuller, to discuss their thoughts on the effectiveness of the commercials. The meeting also encourages open discussion and a relax, fun atmosphere between members and the professional. Go Seahawks! Objectives: + Meet attendance goal of 30 + Communicate with Dan Fuller to ensure a successful meeting Results: + 34 students were in attendance + Students thought that the meeting was fun, engaging and interesting.

NORTHWESTERN MUTUAL: 10 STEPS TO SUCCESS

We invited Eric Aslakson, a Partner at Northwestern Mutual and Jessica Herkel, a recruiter, to our local chapter meeting to discuss sales and marketing at their firm. Eric decided to present on his 10 steps to success. Objectives: + Meet attendance goal of 30 + Communicate with Eric Aslakson and Jessica Herkel to ensure a successful, interactive presentation Results: + 36 students were in attendance + General feedback indicated that students loved Eric’s personal success story, personal advice, and enjoyed learning about internship opportunities at Northwestern Mutual.

WUNDERMAN SEATTLE: SUPER BOWL AD REVIEW

This quarter, we will have Frito-Lay visit our meeting to discuss how they do content marketing or marketing at their firm. Frito-‐Lay, Inc. is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. Objectives: + Meeting ranking goal of 5/5 + Meet attendance goal of 30 + Communicate with Lucas Mack to ensure a successful, interactive presentation Results: + The meeting have yet to occur (scheduled in late February), but projected student attendance is 35 + No feedback gathered on this meeting yet

FRITO-LAY: CONTENT MARKETING

WEEKLY MEETING COMPANIES



Pacific Lutheran University Portland State University Seattle Pacific University

Objectives: + Achieve attendance goal of 200 attendees + Bring at least 5 visiting universities + Achieve at least 80% satisfaction rate amongst attendees + Host a networking session, workshops and teambuilding activities Results: We had to lower our goal from 200 attendees to 170 as a result of room constraints. Our conference splits up the attendees into two large groups to each attend a workshop of their choosing which meant that each room would have to be able to hold half of the attendees. While reserving rooms in Paccar for the conference, we realized that the maximum capacity for each of the large rooms is 85 people limiting our capacity to 170 students. We reached this new goal of 170 attendees 3 days before the event. We brought in 16 different companies to help expand the networks of the attendees in the afternoon. These included big name corporations, advertising agencies, start-ups, and an alumni section to give the students variety. We presented two different breakout sessions throughout the day. The morning session included workshops by John Gagnon from Bing about data and digital marketing, and John Drake from Drake Cooper about how technology is changing advertising. The afternoon session hosted workshops by Justin Vanning from the Porch about tech start-up marketing, and Mel Carson from Delightful Communication about personal branding.

WIRED IN: SYNCING TO THE DIGITAL AGE OF MARKETING 2nd annual REGIONAL MARKETING CONFERENCE

The attendees could choose which of the options to attend based on their own personal interest level. As a part of the conference agenda, we created a team building activity with the help of the Regional Conference Committee. The activities were designed to get students talking about relevant marketing topics, which included: designing a Google AdWords campaign, creating a sales pitch, responding to a social media blunder, creating a content marketing campaign, and brainstorming for a guerilla marketing campaign. The day’s activities also included a networking session with 16 companies, ranging from large, to medium and small businesses. The list of companies can be viewed in the marked section below. We partnered with the Foster Undergraduate Career Services to host the Regional Marketing Conference. With their help we managed to secure a sponsorship from Eddie Bauer of $3,500. In return for their sponsorship, Eddie Bauer was given the coveted position of Keynote Speaker as well as having their name on every program, flier, sign, website, or other marketing about the Regional Conference. Eddie Bauer also donated a high quality outdoor backpack to raffle off for our attendees.

Seattle University University of Oregon University of Puget Sound

University of Washington Washington State University Western Washington University

University of Manchester Loyola University (Maryland)

LIST OF UNIVERSITIES& COMPANIES IN ATTENDANCE

ATHLETICS MARKETING

16+ 90% Companies In Attendance

Satisfaction Rate

170 11 Students Registered

Universities In Attendance

05

\

We hosted a fundraiser for the Seattle Children’s hospital. The fundraiser was from 8:00PM-11:00PM, at Rick’s Cafe, a ice cream shop in a dorm at the University of Washington. We worked the whole shift, taking orders, scooping ice cream, making milkshakes, cleaning, and everything in between. All the tips received that night were for the Seattle Children’s Hospital. The Seattle Children’s Hospital specializes in treating everybody between when they are born till young adulthood.



Day 2 AMA SCREAMS FOR ICE CREAM

Day 1 Seattle Children hospital

Rick’s Café fundraiser

This day, we continued the ice cream theme with a ice cream social to teach students about AMA and to say thank you to our members for joining AMA. This event was held inside Deloitte Commons at Paccar Hall. It consisted of a ice cream sundae assembly line. There were six stations consisting of meetings, events, nationals, involvement, internships, and how to join. At each station, there were different parts to a sundae such as ice cream, toppings, and syrups. In addition, we had a VP at each station speak about each topic.

Day 3 GETTING STARTED IN SALES

We partnered up with Husky Sales Club, a student run organization focused on sales. Through this partnership, we hosted a meeting featuring Tom James, a custom suit tailor company. The meeting featured two sales professionals offering their advice on how to get started in sales, getting over rejections and sales techniques.

Day 4 guerilla marketing w/ HUSKY CREATIVE

This day fell on our usual weekly meeting and featured our advertising agency, Husky Creative. Our director, Chris Morgan led the meeting on Guerilla Marketing. He explained the concept of Guerilla Marketing and broke up people into groups to have a breakout session and put what we learned to work. We all threw out concepts and guerilla marketing campaigns for a company Husky Creative was working on.

Day 5 HALLOWEEN’S BLOOD DRIVE

To round out Marketing Week, we hosted a philanthropy event in partnership with the Puget Sound Blood Center (now Bloodworks Northwest). Part of what Bloodworks Northwest does is host blood drives to get people to donate blood for those in need of blood. On this day, we donated our time and went through campus to ask people to donate blood. Our goal was to have people sign up for any empty spots that the blood center was unable to fill up. In the end, we had 30 registered donors, four new donors, and 20 units of blood collected.

This year’s Marketing Week, hosted from October 24th to October 30th included 2 charity/fundraising events, a membership mingling event, a sales meeting with professionals from Tom James Custom Suits in partnership with the Husky Sales Club, and a meeting on guerilla marketing from our very own advertising agency, HuskyCreative. Objective: + Host 5 Marketing Week events + Plan diverse marketing events Result: + Planned 5 successful events + Events included a sales-focused event, charities, fundraising, social event, and guerilla marketing event.

MARKETING WEEK OCT. 24TH – OCT. 30TH

GOOGLE ADWORDS CHALLENGE

As a part of our Professional Development efforts, we encouraged our members to participate in the Google AdWords Challenge. With a $250 AdWords advertising budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. As a result, a team of 4 students (2 UW AMA registered members), participated in the challenge. Objective: + Create Pre-Campaign Report + Run a campaign for 3 weeks Result: + We don’t have results yet as the campaign is still running, however, the Pre-Campaign Report have been created and the team has chosen a non-profit, student-run company from the UW Entrepreneurship Department. 06


HUSKYCREATIVE UW AMA’S MARKETING/ADVERTISING AGENCY

HuskyCreative is a not-for-profit advertising agency at the University of Washington AMA chapter that provides benefits to support our sponsors. We provide university students with real-world advertising experience unparalleled by curriculum, while fostering future careers in advertising and marketing. Our focus is to support businesses with customizable marketing benefits. Each sponsor is given an assigned team of Account Executives, Account Managers, and Design Leads to customize duration, focus, and deliverables of marketing benefits. Objectives: + Expand to a full-capacity 4 Account Executives by the end of the year with a hard profit goal of $6,000 + Additional Goals: Transition and pipeline management, scholarship program establishment Results: In the middle of Fall Quarter (Early November), the Account Executive responsible for our largest account team suffered a severe medical condition, which led to her immediate resignation from duties. HuskyCreative’s emergency contingency policies kicked in, as individuals from the agency stepped up to the plate. While this came as a strong blow to the agency, it was a testing blow. And it is exciting to say that we not only survived, but also thrived. While this has reduced our ending goal of 4 Account Executives to 3, we are still running at a full client capacity for 4 Account Executives. Client interest has skyrocketed this year, culminating in large pushes and investments from industry giants such as Pearson and Starbucks. The agency Director has had the opportunity to speak at the National Sales Meeting for Pearson Education, which has led to immense support from the company and support for the newly launched American Collegiate Agency Network, designed by the people at HuskyCreative.

Income projections exceed our profit goals due to this intense client interest. New profit targets for this year are estimated at $8,000. This means even more money will be available for the use of the newly established scholarship fund for HuskyCreative employees to attend professional supplement classes at the School of Visual Concepts. Hiring has increased as the agency over the past month, and now the attentions of the executive team turns to the transition and training period for leadership for the coming academic year.

LIST OF CLIENTS

PLUMBING & HEATING

9 $8K Clients This Year

Profit Target

3 11 Account Executives

Team Members

“Design is modern and excellent… [HuskyCreative] was very thorough, and the final product indicates [their] dedication. I enjoyed working with the team!” – zap z-pinch plasma lab “Organized from start to finish... very creative and great work!” – Pearson EDUCATION

07

alumni since the restart of the UW AMA Chapter in 2011. For each alumnus, we have recorded his/her full name, email address and current company. Moving forward, we will be able to easily add to this database, increasing the number of alumni that we can keep in contact with. After the end of fall quarter, we sent out our quarterly newsletter to our entire alumni database using MailChimp. Included in this newsletter were pictures from throughout the quarter, as well as information about our quarterly theme, weekly meetings, the Etiquette Dinner, and what to expect for the next quarter. We have also made an effort to connect alumni to our current

We plan to create a database that includes all alumni of the UW American Marketing Association. We further plan to improve relations with our alumni by sending out quarterly newsletters and inviting them to mixers with current members. Objectives: + Create alumni base + Keep in touch with alumni’s in order to build a network for our club in the future and to help connect alums to members Results: + 52 alums in database Using Podio, our club management system, we compiled a list of 52


ALUMNI OUTREACH & EXPANSION

At the beginning of each quarter this year, we plan to survey our m e m b e r s o n w h a t t y p e o f marketing topics they would like our speakers to cover. For Autumn Quarter, our members selected “Knowing Your Audience” as a theme. The following quarter, they selected “Content Marketing.” This has been extremely successful as it has given us the opportunity to deliver the type of topics our members would like to see. Objectives: + Create 3 quarterly themes throughout the year + Survey our members to select the themes Results: + We were able to survey and select themes for each quarter

WORKSHOPs

W o r k s h o p s a r e c r i t i c a l t o enhancing the soft and hard skills of our members. This year, we have been able to host 3 workshops w i t h i n o u r g e n e r a l w e e k l y meetings with professionals and 4 workshops within our 2nd Annual Regional Marketing Conference for a total of 6 workshops from September 2014 until February 2015. We plan on continuing to host workshops in Spring. Objectives: + Host relevant, interesting workshops for our members + Host at least 1 workshop a quarter Results: + We’ve hosted 6 workshops on guerilla marketing, data analytics, Search Engine Optimization, etc.

QUARTERLY THEME

From February 2015 to June 2015, we plan on hosting another 7 general weekly meetings and two more major events, including our Winter Membership Event and P R I S M , o u r M e m b e r s h i p Appreciation event. We plan on bringing in Apple, Google, Adobe, amongst many other companies into our club for the Spring Quarter. Objectives: + Host 7 or more general weekly meetings + Host 2 more major events + Meeting ranking goal of 5/5 + Meet attendance goal of at least 30 at weekly general meetings Results: + Results are pending for these upcoming events

UPCOMING SPRING QUARTER EVENTS “The University of Washington American Marketing Association chapter has been critical in helping me connect to marketing professionals in the past year.” – John Doe

members by inviting them to attend numerous events, including our Winter Mixer, PRISM Dinner, Etiquette Dinner, and Regional Marketing Conference.

We plan to bring our members outside of our usual meeting rooms to different offices with a variety of agencies to give them a glimpse into an agency’s working environment. Objectives: + At least 3-4 office v is i ts throughout the year Results: + We have visited one agency, and is scheduled to visit another one in the Spring Quarter

Office visits

“THE UW AMA HAS CHALLENGED ME TO THIKN ABOUT MARKETING OUTSIDE OF THE CLASSROOMS AND ALLOWED ME TO CONNECT AND LEARN ABOUT REAL LIFE STORIES FROM PROFESSIONALS!” – KATRINA CHAN

Similar to last year, we partnered with the Foster Undergraduate Career Center to plan the dinner. This year we decided to lower the number of attendees from 144 to 128. This was due to feedback from our attendees last year expressing how it was difficult to see the presentation from the back of the room. Therefore, this year, we decided to add a second display in the back of the room to make it a better experience for all the attendees. We were able to meet our goal of selling out the dinner at 128. At the dinner, we had 34 AMA Members, 60 general attendees, eight professionals, 18 sponsored


4TH ANNUAL ETIQUETTE DINNER

Over the past few years, we’ve gathered a significant number of professionals’ contact information, including professionals we’ve invited over the years to our alums. We’ve recently began to keep track of this information, and updating it in order to make it a useful database for us to utilize in the future. Objectives: + Organize all professional contacts+ Ensure strong relationship with professionals in the database by monthly or quarterly check in Results: + 80% of database organized + We are currently still working on our relationship management with the professionals in our database

PROFESSIONALS DATABASE

A team of 6 members participated in National AMA’s VitaminWater Case Competition due in December, under the guidance of our advertising/marketing agency director, Chris Morgan from HuskyCreative. Objectives: Put together a team to participate in the National AMA Case Competition and give them the experience of creatively approaching a real-world business issue and produce a unique solution in a professional format. Results: The National AMA Case Competition was an overall success in terms of what we set out to do as a chapter. Viewing the case as an opportunity to get members involved in National AMA operations, we were able to put together a team of UW AMA members (including multiple freshman in the club) during Autumn Quarter. The case team gained great experience in project management, as well as working as a team to implement creative problem solving, research, and marketing strategy. This team included a project manager brought on directly from our member pool, giving an even wider breadth to the experience and involvement opportunities brought to our members. They succeeded in developing a unique and creative analysis and solution for the VitaminWater case, delivered in December.

NATIONALS VITAMINWATER CASE COMPETITION

Similar to last year, we partnered with the Foster Undergraduate Career Center to plan the dinner. This year we decided to lower the number of attendees from 144 to 128. This was due to feedback from our attendees last year expressing how it was difficult to see the presentation from the back of the room. Therefore, this year, we decided to add a second display in the back of the room to make it a better experience for all the attendees. We were able to meet our goal of selling out the dinner at 128.

At the dinner, we had 34 AMA Members, 60 general attendees, eight professionals, 18 sponsored company representatives, four PSAMA representatives, three speakers and our partner from the Foster Undergraduate Career Center. We invited our year long sponsors Project Bionic, car2go, 4th Avenue Media, TEK Systems, and Northwestern Mutual. In addition, we looked for table sponsors for each of our tables. We were able to obtain five table sponsors Geico, Spur Group, Better properties, Altria, and PSAMA. In addition, we had professionals come from Wexley School for Girls, Eddie Bauer and the University of Washington.

In the end, we received feedback from our attendees, with 90% saying they would recommend the Etiquette Dinner to their friends.

company representatives, four PSAMA representatives, three speakers and our partner from the Foster Undergraduate Career Center. We invited our year long sponsors Project Bionic, car2go, 4th Avenue Media, TEK Systems, and Northwestern Mutual. In addition, we looked for table sponsors for each of our tables. We were able to obtain five table sponsors Geico, Spur Group, Better properties, Altria, and PSAMA. In addition, we had professionals come from Wexley School for Girls, Eddie Bauer and the University of Washington. In the end, we sent out an event survey for our attendees and received ex tremely posit ive responses with 90% saying they would recommend the Etiquette Dinner to their friends.

Objectives: + 128 registered attendees + At least 80% satisfaction rate + Invite one etiquette speaker, and another professional speaker to give our students professional networking advice. Results: + 128 attendees signed up for the event + We received a 90% satisfaction rate amongst attendees + We invited Linda Savage, a speaker from the Final Touch Finishing School as well as two speakers from Tableau, a data analytics company, who spoke about their tips and advice on networking and professionalisms.

13+ 128 Conference Attendees

Visiting Companies

“THE UW AMA provided me the opportunity to hear from industry professionals and companies about what and how new marketing techniques are currently being used as well as how I can apply these concepts in my personal life.” – maria trIzna

“THE UW AMA has provided me with countless opportunities to network with marketing professionals, add new skills to my resume, and enrich my extracurricular education.” – ERIN RALSTON

AMA competition participation

The Fight for Air Climb is one of the American Lung Association's signature fundraising events. With events in more than 65 cities, participants young and old climb to raise funds in support of the mission of the American Lung Association: to save lives by improving lung heal th and preventing lung disease. These unique events are hosted in prominent skyscrapers, stadiums or arenas and challenge participants as they walk, run or race up hundreds of steps. Sometimes called a "vertical road race", teams and individual participants can use

COMMUNITY INVOLVEMENT

MARKETING & PROMOTING THE FIGHT FOR AIR CLIMB

the event as a fitness target, as a race or as a great way to be active and meet new friends while raising money for much needed research and programs. Our objective at the UW AMA was to help the American Lung Association market and fundraise for their annual event, Fight For Air Climb using our club resources and marketing expertise. Our target audience for the service event was Foster School of Business students and professors, and we promoted the event by using our social media channels, designed flyers to be passed out throughout our school, created a Facebook event, and raised awareness by tabling at strategic areas within the university. As a result, we raised $300 for the event, allowing over 20 people to

participate in the climb. We also worked col laborat ively with another group on campus, UW Lung Health, to reach thousands of students on campus. Our most important efforts were raising awareness about lung health through the marketing of the event. Objectives: + Help the UW Lung Health promote the American Lung Association’s Fight for Air Climb u s i n g m a r k e t i n g c o n c e p t s /practices + Fundraise for the event Results: + Used our club resources and marketing expertise to help promote the event via social media and traditional media + Successfully raised $300 for the event

Last year, our chapter won an award for our local chapter’s website. This year, as a part of our rebranding efforts, we redesigned our website to feature a flat design, one-page style – a look that is cropping up with marketing agencies’ websites and modern companies. Members Participation: 1 Winning Objective: 1st Place

WEBSITE COMPETITION Last year, our chapter won Outstanding Marketing Week. This year, we built on our previous successes and what we learned from last year to create a new and improved week for our members. W e i n c o r p o r a t e d c h a r i t y /fundraising, in addition to various marketing topics this year. Members Participation: 11 Winning Objective: 1st Place

MARKETING WEEK We plan on continuing to build on our success as Bronze Chapter and aim for the designation as Silver Chapter this year. By continuing to perfect our programming, from weekly meetings to Regional Conference, we’ve showcased our p a s s i o n t o w a rd s i m p ro v i n g marketing in our local community. Members Participation: 71 Winning Objective: Silver Chapter

CHAPTER REPORTING

We continued to participate in the AMA Collegiate Case Competition w i t h o u r w o r k w i t h t h e VitaminWater case this year. We hired a team to work on the case under the guidance and direction of our advertising agency director, Chris Morgan of HuskyCreative. Members Participation: 8 Winning Objective: Finalists

VITAMINWATER CASE We plan on participating in the Chapter T-shirt competition this y e a r w i t h o u r s i g n a t u r e membership T-shirt. The T-shirt is distributed to all of our members after they register for the club, and features our chapter’s tagline for this school year: “Think Marketing, Thing AMA.”

CHAPTER T-SHIRT

10

COMMUNITY INVOLVEMENT

SEATTLE CHILDRENS HOSPITAL: RICK’S CAFÉ FUNDRAISER RELAY FOR LIFE

At Relay For Life events, communities across the globe come together to honor cancer survivors, remember loved ones lost, and fight back against a disease that has already taken too much. The funds you raise truly make a difference in the fight against cancer – just ask one of the nearly 14 million cancer survivors who will celebrate another birthday this year! Relay For Life teams camp out overnight and take turns walking or running around a track or path at a local high school, park, or fairground. This year, we will create a UW AMA team for the University of Washington’s Relay For Life event, raising funds to support cancer research by the American Cancer Society. We will push our AMA members to participate in order to give back to the community and get involved in a university-wide event. Our goal is to get 20 members of the University of Washington AMA to sign up and participate in the annual Relay for Life event at the University of Washington. We will help raise money for the cause while also allowing our members to interact more with each other in a fundraising environment. Objectives: + At least 20 UW AMA registered members to participate in UW Relay for Life + Host successful fundraisers leading up to the event Results: + Pending results, as the event is scheduled to happen on campus in May 2015

We hosted a fundraiser for the Seattle Children’s hospital. The fundraiser was from 8:00PM-11:00PM, at Rick’s Cafe, a ice cream shop in a dorm at the University of Washington. We worked the whole shift, taking orders, scooping ice cream, making milkshakes, cleaning, and everything in between. All the tips received that night were for the Seattle Children’s Hospital. Objective: + Raise awareness for Seattle Children Hospital + Fundraise money for the hospital Results: + Approximately 200 students were exposed to our fundraising efforts + We raised $55 to the hospital in addition to raising exposure for the cause

Overall Objectives: + Utilizes marketing concepts/knowledge to improve our community + Improve quantity and quality of community involvements

Results: + We have executed multiple events and is in the middle of planning for several community service projects that will utilize our marketing expertise + We have partnered with and plan to partner with a total of 6 charities this year

MARKETING & PROMOTING THE BLOODWORKS NORTHWEST BLOOD DRIVE

We hosted a philanthropy event in partnership with the Puget Sound Blood Center (now Bloodworks Northwest). Part of what Bloodworks Northwest does is host blood drives to get people to donate blood for those in need of blood. On this day, we donated our time and went through campus to ask people to donate blood. Our goal was to have people sign up for any empty spots that the blood center was unable to fill up. In the end, we had 30 registered donors, four new donors, and 20 units of blood collected. Objective: + Use our marketing to increase donors to 30 people Results: + 30 registered donors + 20 units of blood collected

11

FOOD Sponsorship

12

Connect with people in our community that are less fortunate. Establish a connection with at least on Soup Kitchen around the area with the hopes that it will be an ongoing relationship for years to come. Allow our members to hang out with each other while interacting with members of the community.

SEATTLE’S UNION GOSPEL MISSION SOUP KITCHEN EVENT

At our PRISM Membership Appreciation Dinner this Spring Quarter, we plan on hosting an auctioning event by asking corporate sponsors to donate their products and having our event attendees auction on the gifts. The money collected will be donated to a charity of our guests’ choice. This is one of our major event where we hope to incorporate our philanthropic efforts.

PRISM MEMBERSHIP APPRECIATION DINNER AUCTION EVENT

FUNDRAISING

Objectives: Create and develop long-term relationships with corporate sponsors to raise funds that are crucial in paying for our weekly meetings, as well as our quarterly events: the Etiquette Dinner, Regional Conference, and PRISM Dinner. + Corporate Fundraising: Raise at least $5,000 throughout the year from a variety of local companies. Provide networking opportunities to connect sponsors with AMA members. + M a r k e t i n g S e r v i c e / H u s k y Creative Fundraising: Connect our corporate sponsors to our student-led advertising agency, Husky Creative, to better serve their needs. + RSO Community Fund: Request $1,000 from the Associated Students of the University of Washington Special Appropriation Funds. These funds will go toward paying for the Etiquette Dinner, allowing us to reduce the ticket price, thus making the event more affordable for those in attendance. Results: + We successfully met our goal of raising $5,000 in just 3 months. Our corporate sponsors include: Project B i o n i c , 4 t h Av e n u e M e d i a , Northwestern Mutual, Car2Go, and

CLUB SPONSORS + All of our sponsors have expressed interest in networking with our members, so we have p r o v i d e d t h e m s e v e r a l opportunities to do so. We have invited sponsors to our Winter Mixer, PRISM Dinner, Etiquette Dinner, and Regional Marketing Conference. We have also invited many of our sponsors to speak about their experiences in the marketing industry at our weekly meetings. Finally, as part of our Regional Marketing Conference, we included a Networking Event, which many of our corporate sponsors attended. + One of our corporate sponsors, Car2Go, expressed interest in working with HuskyCreative to create a guer i l la mar ket ing campaign. We connected Car2Go with Husky Creative to better serve their needs as a sponsor. + The President and the Vice President of Sponsorship presented a request to the ASUW Special Appropriations Committee and were granted $1,000 to go toward the Etiquette Dinner. Specifically, these funds were used to pay for the costs of the venue: The University of Washington Club.

StudentEdge Painting.

Communicate clearly to potential sponsors the benefits of partnering with the UW American Marketing Association and donating to our organization. Results: To provide a summary of the UW American Marketing Association and give a brief introduction to sponsorship, we created an infographic for potential sponsors. We listed some statistics about the UW AMA, gave 3 general reasons to sponsor, and introduced our levels of sponsorship. We classified our sponsors into 3

categories. Purple Sponsors are those who donate $500 or more; Gold Sponsors are those who donate $1,000 or more; and Platinum Sponsors are those who donate $2,000 or more. This year, we have 2 Purple Sponsors (Car2Go and StudentEdge Painting), 2 Gold Sponsors (4th Avenue Media and Northwestern Mutual), and 1 Platinum Sponsor (Project Bionic). Our value proposition for potential sponsors is as follows: The primary benefits of sponsoring the UW AMA are exposure to our talented marketing students and the oppor tunit y to bui ld brand awareness in the UW community. The benefits for each level of sponsorship, however, differ from one another and are completely customizable. The tangible benefits a n d t h e i r c o r r e s p o n d i n g sponsorship levels are listed below. Company’s logo on our website (Purple sponsorship) Recognition at major events both on the program and in a shoutout (Purple sponsorship) I n t e r n s h i p s a n d o t h e r announcements made at our weekly meetings and emailed to our members (Gold sponsorship) Social media shoutouts (Gold sponsorship) The opportunity to speak at one of o u r we e k l y m e e t i n g s (G o l d sponsorship) Free Etiquette dinner tickets (Platinum sponsorship) "Featured Sponsor" of the Etiquette Dinner (Platinum sponsorship)

Results : Through developing p o s i t i v e a n d s u s t a i n a b l e relationships with representatives from PepsiCo and Target, we have s u c c e s s f u l l y s e c u r e d f o o d sponsorship for several meetings over the the past year. We decided to take a poll at one of our fall quarter meetings to determine where our members would like food from at our next meeting. The general consensus was Chipotle, which PepsiCo gladly agreed to deliver to our meeting the following week. We have also connected with several brand ambassadors from KIND S n a c k s , w h o h a v e d o n a t e d numerous boxes of KIND bars to be distributed both when tabling for events and at weekly meetings.

O b j e c t i v e s : C o n n e c t w i t h companies who will provide food and drinks for our weekly meetings to help alleviate the costs of serving dinner to our members.

Objectives: To be able to offer companies that provide sponsorship to us with tax exemptions before the fall of 2014 Results: We successfully were able to be named a 501(C)9 organization through constant conversations with the Foster School of Business and the UW Foundation. Everyone of our corporate sponsors used a tax identification number that we gave them to use. By being a legitimate certified organization, it helped us greatly with securing more money for sponsorship.

FOSTER 501 (C) 9 STATUS

amongst all four, grade levels here at the University of Washington. You can also see the split amongst those students within the Foster School of Business and those waiting to apply or in another major altogether. Finally you can see our total, yearly engagement rate, which is at 63.33%. We measure this data based on each paid members’ personal statistics and overall attendance at AMA events.

FUNDRAISING

13

SPONSORSHIP PACKAGE

Objectives: Communicate clearly to potential sponsors the benefits of partnering with the UW American Marketing Association and donating to our organization. Results: To provide a summary of the UW American Marketing Association and give a brief introduction to sponsorship, we created an infographic for potential sponsors. We listed some statistics about the UW AMA, gave 3 general reasons to sponsor, and introduced our levels of sponsorship. We classified our sponsors into 3 categories.

Purple Sponsors are those who donate $500 or more; Gold Sponsors are those who donate $1,000 or more; and Platinum Sponsors are those who donate $2,000 or more. This year, we have 2 Purple Sponsors (Car2Go and StudentEdge Painting), 2 Gold Sponsors (4th Avenue Media and Northwestern Mutual), and 1 Platinum Sponsor (Project Bionic). Our value proposition for potential sponsors is as follows: The primary benefits of sponsoring the UW AMA are exposure to our ta lented m a r k e t i n g s t u d e n t s a n d t h e opportunity to build brand awareness in the UW community. The benefits for each level of sponsorship, however, differ from one another and are completely customizable.

The tangible benefits and their corresponding sponsorship levels are listed below. + Company’s logo on our website (Purple Sponsorship) + Recognition at major events both on the program and in a shoutout (Purple Sponsorship) + I n t e r n s h i p s a n d o t h e r announcements made at our weekly meetings and emailed to our members (Gold Sponsorship) + Social media Shout-Outs (Gold Sponsorship) + The opportunity to speak at one of o u r w e e k l y m e e t i n g s ( G o l d Sponsorship) + Free Etiquette Dinner Tickets (Platinum Sponsorship) + "Featured Sponsor" of the E t i q u e t t e D i n n e r ( P l a t i n u m Sponsorship)

Objectives: To have companies sponsor our events to help cover some of the costs of the event we are hosting. Results: At the Etiquette Dinner, we were able to obtain five sponsors for just the event. Each sponsor paid $250 to sponsor a table at the dinner and received various benefits. This included networking time with the students, access to a resume book from the attendees, two representatives from the company to speak with students about their company, and brand promotion. At the Etiquette Dinner, we had Geico, Spur Group, Better properties, Altria, and PSAMA sponsor.

EVENT SPONSORSHIP

MEMBERSHIP

Overall Objectives: + Raise $5,000 in corporate sponsorship + Create a value-added sponsorship package for our sponsors + Use a variety of sources for club funding

Results: + Surpassed $5,000 goal within 3 months + Created a sponsorship package with 3 levels + Used university funding, event funding, Business School funding in addition to corporate funding

MEMBERSHIP OVERVIEW

Objective: To have a minimum of 100 people attend the first meeting of the year with at least 50% of them attending the 2nd meeting. To have an overall attendance of 45% of our paid members at every meeting. Results: This has been a great year

We are continuing to gain interest in our meetings from students all over the University of Washington campus and with that has come increased attendance but more importantly increased retention of our members. Our focus on engagement and enhancement of member benefits has improved our image around campus as a club that people want to join. From the graph, you can see that our organization is almost equally split for member engagement.

MEMBERSHIP

MEMBERSHIP STRUCTURE

This year we really focused on member retention throughout the year and making sure that when members joined they had an incentive to continue attending meetings and events. In order to do so, we updated our membership requirements to a point system, which has allowed students to better track their own attendance and engagement throughout the year. The Point System is broken down into four tiers, and members can strive to achieve: 1.  Basic Member, which averages at 30 points a quarter (the equivalent

of attending every general meeting) 2.  Purple Member, which averages at 40 points a quarter (the equivalent

of attending all general meetings and one community service event) 3.  Gold Member, which averages 45/50 points per quarter (the

equivalent of attending all general meetings and our quarterly event) 4.  Elite Member, which averages 55/60 points per quarter (the

equivalent of attending all general meetings, community service events, and quarterly events).

These tiers were designed to encourage involvement for those members who might need a reminder to get as involved as their schedule allows in order to truly see the benefit in joining - which isn’t paying a fee and hoping to see a result. While we will not disband a member if they fall below the basic member requirements, we will meet with those members that have fallen behind and see what we can do as a Leadership Team to help them catch up and encourage them to get more involved. So far, the Point System has allowed us to keep track of our members’ attendance and to encourage them to get more involved before they have fallen behind our Basic Level.

Overall Objectives: + Increase membership numbers while keeping a high retention rate throughout the quarter. + Revise and promote the membership structure to our members + Utilize recruiting strategies to boost membership

Results: + We have a total of 71 paid members + Membership engagement and retention averages 61% + Utilized social media, and traditional media to reach potential new members

In order to ensure that we reached our membership engagement and retention goals we have begun to hold a number of casual events that have allowed our members to hang out and get to know one another without worrying about impressing a speaker. At the end of last school year we held our first ever Prism Awards Dinner which, while there were professionals present, was an event designed to give back to our members, speakers, and sponsors that helped to make last year our best year yet! Throughout Fall quarter of this year we have hosted an “AMA Screams for Ice Cream” Halloween mixer in which we passed out ice cream and got to know our members one-on-one a little better. We also hosted a “Holiday Party” with the UW Alpha Kappa Psi business Fraternity and the UW Beta Alpha Psi Accounting Fraternity as a way for all of our members to mingle, build their peer networks, and enjoy the holiday spirit. We are currently in discussion about what we will do for Winter and Spring quarters but we are looking forward to seeing our members interact more with each other.

MEMBER ENGAGEMENT EVENTS

MEMBERSHIP RECOGNITION

MEMBERSHIP

Our Leadership Team wanted to ensure that we were recognizing our members for their increased attendance and involvement. In order to do so, we implemented a number of member spotlights throughout the year. Beginning with our first Prism Awards dinner, which was held at the end of the 2013-2014 school year, we recognized a number of individuals with awards ranging from Member of the Year to our Advocate Award. We have also continued our member of the quarter/year program from last year, which allows us to recognize our members with the highest levels of involvement each quarter. Finally we will begin to feature one to two members per month. One of our main goals for this year was to create a larger “community” feel for the UW AMA so that we can increase engagement, and we feel that these membership recognition programs have and will continue to help us to achieve this goal.

The UW AMA membership fee is broken down into three components – the National, Regional, and Collegiate dues – all totaling to $95 for joining in the Fall quarter. That being said, we are aware that the higher membership dues may discourage many potential members to join. While we try to promote the benefits of joining at every possible opportunity we have decided, as a Leadership Team, to cut our Collegiate dues by $10 every quarter in hopes that those who could not join in the fall may be financially able to participate in the winter or spring quarters. We have recently seen an overwhelmingly large increase in members during these first few weeks of our winter quarter alone which has caused us to consider lowering our collegiate dues across all three quarters in the future.

INVOLVEMENT OPPORTUNITIES

The UW AMA strives to create as many involvement opportunities for our members as possible in order to increase their experience and ensure they are given every opportunity to gain experience, build their resume and create larger professional networks for their futures. We currently offer a number of positions as Brand Ambassadors, Project Managers, Philanthropy Committee Members, National Case Competition Team Members, and a number of working positions, which are available through HuskyCreative – our student run ad agency. While most of these jobs are only open for applications once a year, we are constantly alerting members of any open positions both within the UW AMA and HuskyCreative.

MEMBERSHIP DUES

Each year the UW AMA designs and orders custom t-shirts that every member can wear on our informal meeting days. This year our shirts incorporated the phrase “Think Marketing, Think AMA” in order to bring our members together through not only the AMA but the overall idea of what marketing means to the University of Washington student body.

MEMBERSHIP T-SHIRTS

Over the past few years the UW AMA has become a well-known organization within the Foster School of Business. Year-round recruitment is a crucial factor in maintaining our on-campus presence, and ensuring that we reach as many potential members as possible. This year our Leadership Team decided to increase our tabling efforts to not only include our business hall, but the communications building, the Husky Union Building and university wide club awareness weeks as well in order to build our brand awareness and membership throughout campus. By tabling at buildings outside of the Foster School of business we have been able to reach members from other majors – mainly Communications and International Studies – thus allowing us to go beyond a “business club.” On top of tabling for recruitment seasons, our Leadership Team and other involved members have tabled and spoken in various classes and other club meetings before our major events such as the Etiquette Dinner and our Regional Conference as a way to increase awareness and attendance. We will continue to table and have class announcements through the end of the year – especially before our end of the year Prism Awards dinner.

RECRUITING

15

16

Each year the UW AMA designs and orders custom t-shirts that every member can wear on our informal meeting days. This year our shirts incorporated the phrase “Think Marketing, Think AMA” in order to bring our members together through not only the AMA but the overall idea of what marketing means to the University of Washington student body.

MEMBERSHIP T-SHIRT

COMMUNICATIONS

Objectives : Create a fluid and responsive website that serves as a central hub to all AMA members and those who are interested. It should be able to answer most questions that people may have about the UW AMA Chapter Results: This was the first year that the UWAMA decided to take a more controlled approach to the website and did not use a website builder. While it allowed for greater flexibility, it also called for some more technical expertise. The website was created with a very fluid and responsive layout that conformed to screens of all sizes (looked best with 5’ + screens, but adequate on those below 5 inches). The use of parallax scrolling also helped place the website within current trends. While the website has been looking much better than last year, its usefulness is questioned. We failed to apply Google Analytics and t h u s w e r e n o t a b l e t o t r a c k engagement. This is on the roadmap for March 2015 on forward. The UW AMA website can be viewed at http://uwama.com/. The conference website can be viewed at http://uwamaconference.com/.

UW AMA WEBSITE

Overall Goal: Create a captivating website that informs all Regional Conference attendees and those who are interested in coming, all they need to know about the Conference. Results: The website was aesthetically pleasing and conformed to the new trend of responsive and fluid website. The website also nicely used color palette and theme of the Conference that was worked on by the Regional Conference committee. It featured transparent backgrounds that gave visitors an idea of what to expect as opposed to bombarding them with text and images. The website featured directions, Facebook event links, agendas, and thus did a great job of informing visitors what to expect. The one issue we experienced was a technical one -- the hosting server suddenly went offline.. However, our response to this issue was a good testament of our ability to coordinate as a team. Within 48 hours, we were able to completley recreate the website on an alternative hosting service and have since made preparations to prevent further issues.

Objectives: To begin structuring a new branding packet for the UW AMA chapter through updated fonts, color pallets, etc. Results: Established 5 font options that all marketing materials should include for weekly meetings, major events, and general UW AMA communications. In the future, we plan to expand this rebranding to include a full collection of our fonts, color pallet, fonts, etc.

REBRANDING

Objectives: Collaborate with Husky Creative to create a professional, promotional video for UW AMA to be completed prior to Winter Quarter 2015 R e s u l t s : B y p a r t n e r i n g w i t h HuskyCreative’s videographer, Mike Brothers, we successfully recorded a promotional video for the UW AMA that spanned over 2 minutes. The video exemplified the fun, creative, and professional spirit of the UW chapter and was completed in Autumn Quarter and officially released to the public during recruiting for Winter Quarter. The video can be viewed at https://www.youtube.com/watch?v=3zZyQ-mY6fQ.

RECRUITMENT VIDEO

Objectives: To develop at least two activities on campus not pertaining to a specific AMA event, but instead spreading the AMA name and generating overall awareness of the organization. Results : We have successfully planned two activities and have fully executed one. During Fall Quarter finals week the marketing team gave out Study Snacks that included hot chocolate, apple cider, Sparkling Ice, and KINDSnacks. Included was a friendly note wishing students a great finals week from the UW American Marketing Association. For Winter Quarter, we are planning to instead hand out hot beverages such as coffee, cocoa, and cider in cups branded with the AMA logo.

CAMPUS ACTIVITIES

“THE UW AMA HAS ENRICHED MY KNOWLEDGE IN MARKETING, EXPANDED MY SOCIAL NETWORK IN THE PROFESSIONAL WORLD, AND REINFORCED MY TRUE INTEREST AS A MARKETER. IT’S AN ABSOLUTELY WONDERFUL AND FUN PLACE TO BE!” – RAY LIU “THE UW AMA HAS IMPROVED MY PROFESISONAL DEVELOPMENT BY PROVIDING ME WITH OPPORTUNITIES TO DISCUSS MARKETING TRENDS WITH PROFESSIONALS IN THE INDUSTRY.” CHRIS STECKLER

Objec tives : Helping our Brand Am b a s s a d o r s d e ve l o p s t ro n g e r marketing skills by each being given the task of brainstorming a potential marketing campaign for AMA. One of these ideas will then be executed. Results: Each Brand Ambassador submitted one idea for a way to market the AMA to the UW community. One idea was selected and as a marketing team promotional materials were developed, improved, and the Think Marketing Think AMA campaign was created and distributed around the Foster Business School. etc.

BRAND AMBASSADOR-LED CAMPAIGNS

COMMUNICATIONS

Objectives: + Establish an online presence through which members and the general public are well informed of the operations of UW AMA without being overwhelmed. Use social media to encourage a sense of community within UW AMA members. + Increase followers on all social media platforms. Results: We had several goals regarding our social media, and it quickly became apparent that they conflicted with one another. Maintaining a strong presence on Facebook, Instagram, and Twitter resulted in repetitive content between the channels. Although it broadened the accessibility of the content that we were putting out, releasing content on so many channels was reducing the value of following each account. After deliberating with our advisors, we decided to focus our content into Facebook, and utilize the other platforms for specific occasions. As a result, we saw growth in users and engagement across all platforms. We did not meet our original goals for Twitter and Instagram, but exceeded our goal for Facebook- demonstrated to the left. This decision resulted in a large increase in engagement as well. Our posts since September have a mean 12% rate of engagement, specifically 13 likes/comments/shares and 64 other post clicks each. We also better utilized the facebook event feature. We created Facebook event pages for all events ahead of time with specifics of event content and agenda in the description, which allowed for easier planning and access to information for our members and improved timeliness and regularity of members at events.

SOCIAL MEDIA PRESENCE

Objectives: Send out weekly newsletters to members containing internship opportunities, membership details, and further event details/accomplishments. Results: Weekly newsletters delivered through MailChimp for a clean aesthetic. Subscribers: 1,120 Average Open Rate: 31% Average Click-Through Rate: 3% Newsletters consisted of specifics regarding content of each weekly meeting, as well as details about our larger events and social events. Content also included membership information, job/internship opportunities (ranging 1-4 per week), and other upcoming events that members might find valuable (regional AMA events, career fairs, etc.)

WEEKLY EMAIL NEWSLETTERS

Overall Goal: Provide relevant content in our social media posts and newsletters that is not only interesting but also valuable to our members. Use media as a way to further promote our overall mission of taking marketing outside of the classroom. Results: By using syndicated content from sites like adweek.com and cmo.com, we are able to share material that will be educational to our members. We also created several original campaigns with helpful information, for example an international etiquette infographic series released with the period directly prior to our Etiquette Dinner. Syndicated content is also catered to relate to our quarterly and event themes. We also post photos from our events and other content that is engaging to our audience, like our post recommending the “Advertising Against Humanity” card game by The Juggernaut agency when it came out during the holiday season.

Objective: To evolve the chapter’s marketing to be more cohesive as well as reflective of our organization’s culture. Results: After planning and holding a marketing workshop for the Brand Ambassadors, we were able to develop concrete aspects that our marketing materials should include such as simplicity, creativity, and professional level work. Improvements can be made by developing more concrete branding regulations to be distributed to other officers and committees for AMA events.

MARKETING COLLATERALS

Overall Objectives: + Plan a three-day retreat for the incoming executive board + Hold weekly executive meetings + Improve the officer transitioning program by allowing officers able time for job shadowing

CHAPTER OPERATIONS

18

Results: + We’ve hosted a three-day retreat in the Summer, as well as a one-day retreat in the Winter Quarter + Weekly executive meetings are on every Monday + Officers are currently working on their transitioning handbook in preparation for the incoming team

Using Podio, we have the agenda and minutes of each weekly leadership team meeting online and we discuss all club operations and brainstorming. Tracking meeting minutes and agendas is an important piece of information management and looking back to reference ideas, action plans, or voted upon decisions. The president drafts a meeting entry each week with the agenda in place so that any VP can go in and enter in a line item of business for that meeting. Each meeting, a minutes taker is assigned and minutes from that meeting are stored into that meeting entry for future reference. This has proved useful many times over when referencing documents, processes and votes. It also provides a tool to track attendance as each VP has a profile on the online system as well.

LEADERSHIP TEAM QUARTERLY RETREATS

WEEKLY LEADERSHIP TEAM MEETING

In past years, it’s been common for members to come in meetings past their start time or come not dressed to code. This year, we have implemented a registration period before the meeting which is when members can check in so that it will count towards their membership points. This combined with our enforced dress code has brought the UW AMA to an elite level of professionalism that has been noticed by both our professionals and our university.

WEEKLY MEETING OPERATIONS

As outlined in our chapter plan, we wanted to host a three-day retreat for the incoming board. We’re happy to say that that goal was met with flying colors. Heading down south for a 3-day leadership retreat, the President planned an elaborate retreat for all members of the Leadership Team. At the retreat, the focus was to be part on yearly planning, part on team bonding, and the other part on social bonding. It’s extremely vital to have a team who feels comfortable pushing back on ideas while knowing when the limit is for each person and how to work through issues together. At this retreat the Leadership Team actively redrafted our UW AMA Constitution, agreed upon a new Leadership Team transition and selection process, while becoming a close-knit team all throughout.

The BOA is a mixture of alumni, marketing professionals, PSAMA professionals, and club sponsors. The BOA was put in place to create an additional check so that the UW AMA has an extra arm of support and structure. The team meets quarterly with the Board of Advisors to discuss the past quarters successes, failures,

BOARD OF ADVISORS (BOA) MEETING

Podio is an online CRM system where users can create custom workspaces in order to effectively manage their organization. We have effectively and efficiently use this system to track and manage anything from our professional contacts to our application processes. It has provided our involved members the means to communicate in an internal system while managing ALL content that the UW AMA creates – reducing emails and helping the president easily manages the organization.

INFORMATION MANAGEMENT

ORGANIZATION STRUCTURE

statistics, and advice moving forward.

CHAPTER OPERATIONS

19

CALENDAR OF EVENTS

This year, the Leadership Team sat down and brainstormed a generic joint and individual meeting schedule and transition topics. With a focus on histor y, training, development, and navigating the UW AMA, we hope to successfully transition the new team into our well oiled machine. This will standardize the process for each VP n o m a t t e r t h e p o s i t i o n . I n supplement to this, each VP will provide an additional packet for their position specific duties, tasks and operations. These are packets that have never been published before.

Transitioning handbook

This year, we recognized our need to hire a VP of Philanthropy, due to the lack of emphasis on community service in prior years in our organization. We were able to source a talented VP with prior experience in philanthropic events, and have kick started her philanthropy efforts in Winter Quarter of this year ( Januar y 2015) . We p lan on continuing to keep this position, as it has allowed us to really concentrate our efforts on philanthropy where there was little to none before. In the few months that our VP has been with us, she has been able to add a lot of value to our community service efforts, and will continue to do so for the rest of the year.

VP OF PHILANTHROPY HIRING

As mentioned, Podio has become a large piece of our organization. A powerful feature of Podio is it’s online webform which automatically imports the data into the CRM system for easy to use tracking of a p p l i c a t i o n s . T h i s y e a r o u r applications were hosted internally t h r o u g h P o d i o a n d s i m p l y embedded on our website for interested members to apply. This expedited process has made interviewing more efficient as VPs can scroll through all applications a n d a c c e s s a n y s u p p o r t i n g documents.

HIRING ON PODIO

Aug. 15 – 17: Leadership Team Retreat

Sep. 22, 29: Weekly LTM Sep. 23 – 24: Foster Week of Welcome Recruitment Tabling Sep. 25 – 26: Dawg Daze Recruitment Oct. 6, 13, 20, 27: Weekly LTM Oct. 1: Autumn Kickoff Oct. 8: Boeing Oct. 15: Microsoft Oct. 22: Moz Oct. 27: Seattle Children Hospital Oct. 28 – 30: Marketing Week Oct. 28: AMA Screams for Ice Cream Oct. 28: Getting Started in Sales Oct. 29: HuskyCreative Oct. 30: Bloodworks Northwest

Nov. 3, 10, 17, 24: Weekly LTM Nov. 5: Wexley School for Girls Nov. 5: LinkedIn Workshop Nov. 12: 206 Inc. Nov. 17: 4th Annual Etiquette Dinner

Dec. 1: Holiday Party

Jan. 5, 12, 19, 26: Weekly LTM Jan. 6: Foster Week of Welcome Tabling Jan. 14: Winter Kickoff Jan. 21: Amazon Jan. 24: Fight for Air Climb Jan. 28: Tableau Jan. 31: Regional Conference

Feb. 4: Wunderman Seattle Feb. 11: Northwestern Mutual Feb. 18: 4th Avenue Media Feb. 25: Frito-Lay

Mar. 4: Winter Social

August

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCH

Apr. 6, 13, 20, 27: Weekly LTM Apr. 8: Adobe Photoshop Apr. 15: Green Rubino Apr. 22: Urban Influence Apr. 29: Apple

APRIL

May 4, 11, 18, 25: Weekly LTM May 6: Vertafore May 13: Google May 20: Simply Measured May 27: PRISM Membership Dinner

MAY

Jun. 1: Leadership Team Celebration

JUNE

BUDGET

20

REVENUE

EXPENSES

External Fundraising $5,610.00 Project Bionic Northwestern Mutual 4th Avenue Media StudentEDGE Painting CAR2GO

Internal Fundraising $7,011.28 HuskyCreative

Total Fundraising $12,621.28

Regional Marketing Conference Full Sponsorship* $7,150

Retained Income (2013-2014) $3,604.00

Total Income $23,375.28

Meeting Costs $931.36 Board Retreats $257.82

Event Costs Etiquette Dinner $5,406.66 Holiday Party $38.90 Regional Marketing Conference* $7,150

Total Event Costs $5,445.56

Department Costs $239.74

AMA T-Shirts $834.94

Miscellanous Costs $621.17

Total Expenses $15,480.59

Net Income $7,894.41

*Our 2nd Regional Marketing Conference was sponsored in full by Eddie Bauer, the Puget Sound American Marketing Association, as well as the University of Washington’s Michael G. Foster School of Business Undergraduate Career Services.

Thank you for an #Amazing year. See you in New Orleans!

University of washington american marketing association

2014 – 2015

university of washington 2014-2015 annual report

Documents