INSPIRE TO SOAR HIGHER

2014-2015 Chapter Plan

Saint Josephs University Haub School of Business

TABLE OF CONTENTS
3

CHAPTER OVERVIEW

S.W.O.T. ANALYSIS

PROFESSIONAL DEVELOPMENT

FUNDRAISING

COMMUNITY AND SOCIAL IMPACT

MEMBERSHIP

INTERNAL/EXTERNAL COMMUNICATION

10

CHAPTER OPERATIONS

11

CALENDAR OF EVENTS

12

BUDGET

CHAPTER OVERVIEW
SJU AMA MISSION:
The AMA chapter of the Saint Josephs University is devoted to helping its members, student body,
and community make great strides in teaching, communicating, and connecting with plethora of
marketing resources. These resources include alumni, faculty, career services, and experts in various
business fields. It is the greatest hope of this chapter that its members will enter into the business
world with the wisdom, resources, confidence, and ethical values for a successful future.

Executive Board
Giuliana Carella President
Kelly Patterson VP Communications & Advertising
Christina Lampert VP Fundraising & Programming
Tehetna Gabreamanuel VP Membership & Finance
Colleen Cruice VP Community Service

The Executive board works together to establish resources and plan events for Saint Josephs
University student body. They implement chapter plans throughout the academic year and also
hold committee meetings for students. Committees are made up of SJU AMA members who are
looking for a more hands on level of involvement within the chapter.
Overall Goal and Objectives:
- Increase member engagement at SJU-AMA meetings and events.
- Lead a consistent club that offers a variety of events which give students the ability to continue
to grow and learn outside of the classroom.
- Implement a brand theme this year, Inspire to Soar Higher, and use it to structure our Goal for
the upcoming year.
- Host our second annual regional collegiate conference with 90 student attendees to build
professional relationships with corporations and network with students from other universities
and colleges.
- Organize 8 professional development and skilled-based events and corporate speakers with 20
student attendees in each session.
- Attract 15 incoming business students to AMA and retain 50% current members.
- Increase our social media presence by utilizing effective promotional campaigns. Attain 20+
likes/followers on Facebook, Twitter, and Instagram individually.

S.W.O.T. ANALYSIS
Strengths:

Weaknesses:

- Strong brand awareness on Saint Josephs University campus as a

professional student organization that provides advantageous
marketing focused experiences.
- Committed and active executive board.
- Experienced and dedicated advisor with strong connections with
professionals in the industry.
- One of the most active and distinguished professionally oriented
clubs on campus with frequent, varied, and beneficial marketing
related events and educational opportunities.
- Positive member experiences that advance clubs reputation for
professional and personal development and experiential learning.
- Tradition of success, which has led to a distinguished reputation.
- Member of the Deans Business Leadership Council which helps
connect other top business school organizations to create events for
all HSB students.
- Well recognized, consistent branding across all channels of
communications and promotions (e.g. social media, apparel, fliers)

- Challenges in attracting non-marketing

majors to events because is perceived to be
exclusive.
- Difficulty delineating general membership
benefits against committee membership
benefits.
- Maintaining member involvement
throughout the academic year.
- Some students are uninformed on the
benefits of AMA and perceive the dues as too
high.
- Many campus organizations hold events at
the same time, conflicting students schedules
and level of involvement.
- Limited number of Junior and Senior
members.

Opportunities:

Threats:

- Growing relationship with the Philadelphia Professional Chapter

and other local AMA Chapters.
- Continue recruitment across SJU programs, including non-business
majors, to promote membership growth and interdisciplinary
networking.
- Increase alumni involvement to help bring in relevant speakers and
sponsors who can share experiences and relate to student interests
and Goal.
- Continue to co-sponsor events with other Haub School of Business
Clubs
- Maximize impact of social media tactics to effectively promote
AMA programing, engage current members, and reach new
potential members.
- Haub School of Business Administration is very supportive of the
chapter
- The surrounding Philadelphia area provides many opportunities to
network and interact with major local companies.

- Students time-many involved in other clubs

- Perception of AMA as resume filler
- Speaker not always appealing to every
student/member
- Many other marketing industry clubs (FMA
PILOT)
- AMA membership fee starkly higher than the
$15 standard of other clubs on campus,
resulting in difficulties attracting new AMA
members
- Larger number of competing student
organizations on campus, including
organizations that offer class credit
- Due to the growing number of students and
organizations, there is a lack of rooms
available to book for events

Target Market
Primary: Current members and marketing majors
Secondary: Haub School of Business students across all majors
Tertiary: Students with business minors, communication majors, and marketing faculty

PROFESSIONAL DEVELOPMENT
Overall Goal: We want our chapter to be an integral part of students college experience and enhance the
students professional development skills by providing marketing insights through workshops, competitions,
and professional speakers.
Overall Strategy: We will utilize our resources and knowledge to provide students with opportunities to
network and prepare for the marketing industry through a variety of professional events.

Professional Speakers

2nd Annual Regional Conference

Goal:
- Host one professional speaker event each month.
- Have at least two speakers be recruiting for their
company each semester
- Have at least 20 members in attendance at each
event
Strategy:
- Find guest speakers who can bring value to our
members. We will find these though personal
connections, advisers connections, other marketing
professors, the career development center and
LinkedIn
- We will promote these speakers though internal
and external communications

Goal:
- Attract SJU AMA members as well as other local
AMA chapters
- Have an attendance of 90+ students
Strategy:
- Create promotional needs to place around campus
and send to local chapters
- Create an online registration program for students
- Find the correct speakers to address our students
interests
- Promote conference though our chapters and
personal social media sites

Company Visits
Goal:
- Provide one company visit this year
- Have at least 10 students attend the visit
Strategy:
- Use personal contacts, professional relationship,
faculty and alumni contacts to connect with
companies that members would like to learn more
about

Student Blogs
Goal:
- Let our members be heard
- Provide blogging experience to members
Strategy:
- Encourage members to write one blog throughout
the 2014-2015 academic year

Annual Case Competition

Goal:
- Establish a core team to create a report that will be
selected to present at the National Conference
- Surpass all previous SJU case entries
Strategy:
- Promote the Case Competition at member meetings
- Work with the Marketing Department faculty to find
students they feel would add value to the team

AMA National Competitions

Goal:
- Enter at least 3 AMA National competitions
- Place in at least 1 competition
Strategy:
- Provide members and the board with all the
information for each competition
- Create a calendar with all timelines and deadlines

PROFESSIONAL DEVELOPMENT cont.

Co-Sponsorships
Goal:
- Strengthen the connection between AMA and other
Haub School of Business (HSB) student organizations
and clubs
- Increase event and speaker attendance by 50% by
appealing to students interest in various marketing
industries
Strategy:
- Team up with other HSB organizations to hold
speaker sessions, workshops, and events that target a
larger audience
- SJU AMA is involved in the Deans Business
Leadership program, we plan to use this connection
with all HSB club Presidents to create new cosponsored events for students

Consulting
Goal:
- Provide marketing services to other student
organizations on campus
Strategy:
- E-mail blast of our services
- Place SJU AMA logo on promotional materials for
other organizations
- Use board and members personal connections with
members of other clubs to establish professional
relationships

Marketing Week
Goal:
- Hold co-sponsored events with other HSB
organizations to highlight the various
marketing industries
- learn about the experiences of marketing
experts through a panel
- Have at least 15 AMA members at each event
- Have an overall attendance of 30+ students
at each event
- Increase overall awareness of AMA on
campus and increase membership
Strategy:
- Connect with other HSB organizations
- Seek professors involvement in finding
speakers and promoting in class to students
- Promote our events through traditional and
social media outlets
- Host an event every day of Marketing Week

FUNDRAISING

Overall Goal: Raise enough funds to help sponsor the board to attend the AMA International Collegiate
Conference in New Orleans, LA. In addition, raise any funds needed for events that cannot be funded through
the Student Budgeting Allocations Committee (SBAC).
Overall Strategy: The VP of Fundraising and Programming will work to plan events that will help raise funds
and promote through traditional and social media. She will form a committee to help with the execution of
the below events.

Local Retail Location Fundraisers

Goal: Raise $50 at each location/event, host at least 2
Strategy:
- Reach out to Landmark Americana, Ooops Frozen
Yogurt, and California Pizza Kitchen about allowing
this fundraiser
- Promote events through traditional and social media

Ticket Raffles
Goal: Raise $150
Strategy:
- Raffle tickets to the student body for Eagles and
Flyers games
- Promote raffle via traditional and social media
- Reach out to MKT Department teachers to make
announcements in class

FUNDRAISING cont.
Regional Conference Corporate Sponsorships

Final Exam Care Packages

Goal: Raise $200

Strategy: Establish a team of AMA members to reach out
to local businesses for support

Goal: Raise $2,000

Strategy:
- Send letters home to all freshman SJU families
- Promote Final Care Packages through e-mails,
letters, and social media

COMMUNITY AND SOCIAL IMPACT

Overall Goal: Saint Josephs University has many opportunities for campus service events. Our goal is to get
our chapter members more involved in these events, in addition to helping other clubs market their
philanthropic events effectively.
Overall Strategy: Students cannot get involved in anything if they are not aware. As AMA members we will use
marketing techniques to promote and engage fellow classmates.

Hand in Hand
Goal:
- Help promote annual SJU event
- Establish relationship with one the largest community
service events on campus
- Encourage students to participate day of event
Strategy:
- Traditional and social media advertisements
- Executive board will volunteer day of event
- Announce event details at general meetings

Community Day
Goal:
- Encourage members to participate in one of the largest
community service events on campus
Strategy:
- Traditional and social media advertisements and
announcements at general meetings

Cals Cupcake Challenge The Calliope Joy

Foundation
Goal:
- Raise awareness about childrens neurological disease
- Help fellow SJU professor spread awareness about her
foundation, in particular the 2nd Annual Cals Cupcake
Challenge event held September 20, 2014
- Raise money and gather donations
Strategy:
- Donation from Wawa Inc. (500 pint juice boxes)
- Executive board to volunteer day of event
- Promote event through traditional and social media
- Speak to students about event at AMA information
session held the first week of the fall semester

Sorority & Fraternity Events

Many of the Fraternities and Sororities on campus are
looking for assistance in promoting their individual
philanthropic events.
Goal:
- Leverage membership in other Greek societys to team
up to co-sponsor events
- Boost attendance of non-Greek members at these
events
Strategy:
- Promote though social media

Be The Match
Goal: Participate in at least 2 of the competitions and
raise awareness on campus
Strategy: Sign up to be part of the program and follow
instructions given. We plan to enter for best social
media campaign, fundraising, and find other ways to
raise funds for the cause

MEMBERSHIP
Overall Goal: To recruit 50 new members that will attend at least 2 events hosted by the SJU AMA. In addition,
we would like to improve membership retention by 30%.
Overall Strategy: Build awareness and engage business and marketing majors emphasizing the chapter and its
benefits.

Retention and Recruitment Fall 2014/Spring

2015
Goal:
- Increase membership by 50 students
- 30% member renewal
- Committee involvement 20% increase
- Dismiss the image that AMA is only for marketing
majors
- Increase attendance at speaker meetings and
marketing week to 20 people
Strategy:
- Create clear definition of benefits of membership to
be shared with all business majors
- Attend fall/spring activities fair
- Attend Admitted Students Day
- Discuss Executive Board positions and how members
can by further involved
- Plan entertaining and informational events

Class Presentations
Goal: Have our VP of Communications and Advertising
give a 4-5 minute presentation about the SJU AMA
Chapter during Marketing 201 Classes
Strategy: All AMA members and faculty are encourage
to promote upcoming AMA events in order to
increase business student involvement

Membership Database/Membership Participation

Goal:
- Keep database updated
- Have 50% of members attend at least 4 professional
development and 3 committee meetings
Strategy:
- Record contact information, record of dues and
payments, major, academic status
- Update database regularly
- Have sign in sheet at meetings
- Plan events to target various marketing industries that
appeal to a larger range of students

Mentorship Program
Goal:
- Assign new members to current board members to
encourage involvement
Strategy:
- Have mentors contact their mentees twice a month to
update them on current activities via email, texts, calls,
and in person
- Allow interested mentees to come to Executive Board
meetings to learn more

Online Recruitment
Goal: Post all AMA events through social media
accounts to keep all members and prospective
members informed
Strategy: Make regular posts and messages about
AMA events and opportunities as well as how to
register or be added to our email list

INTERNAL/EXTERNAL
COMMUNICATION
Overall Goal: Reach 70% of our primary and target markets weekly though internal/external communication
channels.
Overall Strategy: We will leverage our traditional, non-traditional, and electronic media communication
channels to relay information about SJU AMA

Calendar of Events

Alumni Networking

Goal: Have all attendees of events be informed of

future events
Strategy: We will distribute a calendar of events at
every speaker meetings via hard copy and attach in
event follow up emails

Goal:
- Work with SJU Career Services and utilize LinkedIn
to reach out to SJU alumni for shadow program and
speaker sessions
- Create a database of alumni working in marketing
industry and reach out to them about opportunities
to work with the AMA
Strategy:
- Meet with SJU Career Services
- Reach out to alumni

Flyers
Goal: Distribute a minimum of 50 event flyers for each
event
Strategy: VP of Communications and Advertising will
design informative and creative flyers to be distributed
around campus and displayed in the Haub School of
Business

Bulletin board
Goal: Redesign the bulletin board for the academic year
and update it weekly with upcoming events
Strategy: The AMA bulletin board is located outside of
the Marketing Department located in the Business
School. This will serve as a source of information for
students to find out about meetings, events, general
information, and will be updated weekly.

Member T-shirts and Officer Polos

Goal: Have 75% of officers wear AMA apparel on
meeting days
Strategy: All members will be given the 2014-2015
member t-shirt during marketing week to help
create a brand awareness on campus. Officers will
be asked to wear their officer polos on meeting
days

AMA SWAG

Goal: Distribute letters to faculty before upcoming

events
Strategy: Letters will be sent to faculty members in the
Marketing Department a week prior to events so that
they can announce to their classes. We will also follow
up with emails to the faculty a few days prior to the
event

Goal: Utilize past AMA SWAG as giveaways to

promote AMA and increase brand awareness
Strategy: Past boards have ordered a surplus of
promotional items that we would like to continue to
give out this year in an effort to save money. These
items include, beads, pens, mugs, car magnets,
cups, tattoos, etc. We will give out a few of these
items at speaker meetings to students who engage
and leave smaller items like pens or beads around
the business school for all students to see.

Email Blasts

Social Media

Letters to faculty

Goal: Release Weekly emails to both students and

faculty
Strategy: VP of Communications and Advertising and
their committee will send out emails regarding events,
speaker sessions, and internship and job opportunities

Goal: 20+ new likes/followers on FB, Twitter and

Instagram individually
Strategy: Stimulate members to post and share
content that will be updated on a day-to-day basis

INTERNAL/EXTERNAL
COMMUNICATION cont.
Website

Public Relations

Goal:
- Implement a blog section for members
- Update content regularly
- Provide resources for students
- Update content from events/speakers
- 25 unique website visits per month
Strategy:
- Have members write blog posts after events
- Work with the university web design team for
innovative ways to update the website
- VP of Communications and Advertising will be
responsible for updating the ride regularly and
researching new ways to appeal to students

Goal: Create and distribute press releases via

traditional and social media about events,
achievements and co-sponsorships
Strategy:
- Have Communications and Advertising committee
design press releases
- Utilize Saint Josephs University resources,
Marketing and PR Department and alumni contacts to
connect with local newspapers and TV news stations

Hall monitors
Goal: Submit one event to be displayed every week
Strategy: Each event will be submitted to the hall
monitors through the business school and will be seen
around the building in high traffic areas

SJU Events calendar

Goal: Have all AMA events posted on the campus wide
events calendar
Strategy: Work with faculty to have events put on the
calendar for all SJU students to see and register to
attend

Board Communication
Goal: Use a variety of methods that allow board
members to be in contact with each other and work
together collaboratively
Strategy:
- Group ME Texting will allow board members to
send and receive messages to each other no matter
what the device
- Private Facebook group
- One on one meetings for each board member with
the President to review project updates and details
and address Goal for chapter and as a board member

CHAPTER OPERATIONS

Overall Goal: Design and implement a successful chapter management system with guidelines and evaluation
strategies to hold each other accountable.
Overall Strategy: Maintain accurate communication of deadlines, events, and meetings with all officers to
efficiently carry out the chapters Goal.

Officer meetings

Transition of New Officers

Goal: Hold weekly meetings with chapter officers to

plan and carry out events
Strategy: Communicate with the officers about when
and where the meetings are and have a prepared
agenda for the meetings. Meetings will consist of
officer reports on the progress of their projects

Goal: Incoming board members are able to

confidently prepare the incoming board and provide
all the necessary resources they will need
Strategy: Have a designated meeting for officer
transitions where we will also review board
evaluations and goal setting for new officers. Officers
will also have a transition binder that will aid in
training the new officers for their position

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CHAPTER OPERATIONS cont.

Chapter effectiveness evaluation

Chapter Plan

Goal: Distribute surveys to officers and chapter members at

the end of each semester to identify the strengths and
weaknesses of the chapter operations
Strategy: Work on developing a survey at the beginning of the
year and then distribute, collect, and analyze responses at the
end of the semester and work on making necessary changes

Goal: President and board will work

together to set Goal for the upcoming year
Strategy: Use the Chapter Plan as a
guideline and evaluation criteria and focus
on creating Goal that are quantifiable and
obtainable. We will make sure the chapter
plan is accessible on the website so
members are aware of the chapters goals

SBAC Meetings
Goal: Connect with all university affiliated club presidents and
learn the universities budget objectives for student clubs and
organizations
Strategy: Attend SBAC monthly meetings and create precise
budget to be presented to ensure funding

CALENDAR OF EVENTS
AUGUST 14
7 Executive Board Meeting
28 SJU Activities Fair

SEPTEMBER 14
4, 11, 18, 25 Executive Board Meetings
18 SBAC Meeting
16 Speaker: Tim Davis
20 Cals Cupcake Challenge

OCTOBER 14
2, 9, 16, 23 Executive Board Meetings
MARKETING WEEK
6- Guest Speaker Chris Malone
7- Starbucks Case Study Challenge
8- Marketing Professional Panel Dinner
8- Chapter Plan Due
9- Guess Speaker Jessica Scott
10- Marketer of the Year Award Breakfast with SJU Board
of Trustees
28 Guest Speaker Rose Hamilton

NOVEMBER 14
11- Guest Speaker Alyssa Aaron
12- Outstanding Marketing Week Due
6, 13, 20 Executive Board Meetings
10-14 Executive Board Interviews

Annual Report
Goal: Achieve 90% of Goal presented in the
Chapter Plan
Strategy: Complete the annual report on
time and have each officer update the
progress of events as they occur

DECEMBER 14
2- Guest Speaker Kristen Marcell
3- Hugh G. Wales Faculty Advisor Award Due
4 Executive Board Meeting
1-5 Final Exam Care Packages
17- AMA Collegiate Case competition Due

JANUARY 15
15, 22, 29 Executive Board Meetings
22 Guest Speaker

February 14
5, 12, 19, 26 Executive Board Meetings
18- Annual Report Due
TBD Company Visit
19 Guest Speaker

MARCH 15
5, 19, 26 Executive Board Meetings
5- Guest Speaker
14- Annual Report Due
19-21- International Collegiate Conference New Orleans
19- Chapter T-Shirt Competition Due
TBD 2nd Annual Regional Conference
TBD Admitted Students Day

APRIL 15
11 Hand in Hand
23 Guest Speaker
25 Community Day
27-30- Final Exam Care Packages
*All events listed are tentative and/or may change. In addition, due
to the nature of hosting events at Saint Josephs University policies,
the Spring 2015 calendar has not been finalized.

11

BUDGET
EXPECTED REVENUES

EXPECETED EXPENSES

Professional Development

Professional Development

Regional Conference Registration

$500

Marketing Week Catering

$700

Regional Conference Corporate Sponsorships

$200

Regional Conference

$1,000

Speaker Fees and/or Food

$520

Speaker Gifts

$110

Fundraising
Ticket Raffles

$150

Office Supplies

$30

Local Retail Fundraisers

$100

Marketer of the Year Plaque

$40

Final Exam Care Packages

$2,000
Membership

Membership
Dues

T-Shirts

$1,345

$8,125
NOLA Conference

University
SBAC Grant

Travel/Accommodations

$6,900

$8,000
Membership

Total Revenues

$19,075

National Dues

$5,625

Total Expenses

$16,270

Expected Profit Gain

$2,805

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