2017-2018 CHAPTER PLAN

DARLA MOORE SCHOOL OF BUSINESS

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2017-2018 CHAPTER PLAN

TABLE OF CONTENTS

Chapter Overview ....................................................................... 2

Professional Development ......................................................... 4

Community and Social Impact .................................................... 6

Fundraising ................................................................................. 7

Membership ............................................................................... 8

Communications ......................................................................... 9

Chapter Operations .................................................................. 11

Calendar of Events .................................................................... 12

Budget ........................................................................................ 1

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CHAPTER OVERVIEW
MISSION STATEMENT
The American Marketing Association at the University of South Carolina is a professional
organization comprised of student members dedicated to the study and practice of marketing. Our
primary objective is to foster an innovative, exciting environment in which members can develop
professionally and creatively, and gain real-world experience in marketing, while also promoting a
strong community to help members establish a professional network.

SWOT ANALYSIS
Strengths Weakness
 Diverse set of guest speakers who provide real-life context for marketing-  Low attendance rate at meetings- only a
focused experience 21% attendance rate on average
 Development of a mentorship program with the Professional AMA  Lack of consistency with the implementation
Columbia chapter giving students access to marketers in the community of the point system within the organization
willing to help them grow their career and network among the executive team causing confusion
 Strong relationship with the Professional AMA Columbia Chapter allowing among members
connections to local marketers and marketing opportunities for students  Low brand awareness of the student chapter
 Hands-on, entertaining learning through creative marketing activities outside of the Darla Moore School of
during meetings Business
 Positioning the organization as an alternative to the business fraternities  Difficulty establishing an inclusive
on campus community and developing relationships in a
 Continued support from the Darla Moore School of Business’s Marketing dynamic organization
Department  Less than ideal communication and
 The extensive knowledge and capabilities provided from the two advisors coordination between committees and
(one official and one unofficial) executive team
 Extended membership numbers and the type of members producing a
more diverse group of students with diverse expertise.
 Increasing number of underclassmen joining the organization and taking
on leadership positions

Opportunities Threats
 Utilize the flourishing relationship with the Professional AMA Columbia
Chapter to bring in speakers and sponsors  Business students tend to place a greater
value on business fraternities than other
 Develop a system to improve transitions between executive boards and
organizations
retention of institutional memory within the organization
 Rapid growth of organizations on University
 Foster connections between undergraduate students and professionals
of South Carolina’s campus and within Darla
 Increase retention rate of graduating members - turn them into lifelong
Moore School of Business
AMA members
 Change of the University’s policies regarding
 Improve sense of community within the organization
organization’s planning requirements and
 Increase organization’s brand awareness on University of South Carolina’s
restrictions on fundraising
campus
 Necessary replacement of one-third of the
 Marketing is the fastest-growing major at the Darla Moore School of
executive board after the fall semester due to
Business
studying abroad during the upcoming Spring
 One of the least expensive business organizations to join at the Darla 2017 semester
Moore School of Business

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EXECUTIVE BOARD
The executive board consists of nine members dedicated to constantly improving the chapter by
innovating within their positions. Through an executive retreat, bi-weekly Executive Board
meetings and constant communication through email and other communication methods, the
opportunity to create innovative ideas is always open. Through a diverse range of grade levels and
areas of study, the Executive Board can pull from a variety of backgrounds and resources to develop
creatively strategic plans for our chapter.

OVERALL GOALS
As an Executive Board, in conjunction with member focus groups at the end of the 2016 Spring
semester, we have worked to identify the key benefits that new and current members look for
when registering for and participating in our chapter. After a year of losing a majority of our
members to graduation and recruiting a number of freshmen and sophomores last year, the
expectations and requirements have changed to adapt to the needs of our members. The consistent
theme is that we want to inspire our members. We want to make AMA engaging and exciting
creating enthusiasm for every event and meeting to further engage our members on a regular basis.
Our motto is “we are only as good as our last meeting.” We see this as an opportunity to refocus our
chapter plan on the following areas:

STRONG COMMUNITY
In the past this has been a by-product goal for the organization; however, after numerous focus
groups and executive meetings, building a strong community was identified as a top priority for
members. We hope to create a dynamic and interesting community of marketers in AMA. Our hope
is to provide a setting where our members feel motivated to share their ideas openly, and engage
often with other members, professionally and socially. Through programs inside and outside of
meeting times, we look to foster relationships between members in order to build a strong
foundation for our chapter now and for the future.

VALUABLE MEETINGS
The meeting is the crux of our membership and heavily affects engagement and retention. We are
focusing on providing a more diverse set of experiences and speakers to our members during our
bi-weekly meetings. We intend to use the local professional AMA Chapter to recruit speakers, and
also our networks built through past internships to provide value to our members.

REAL WORLD EXPERIENCE

As a professional organization with members looking to enter the marketing field directly after
graduation, relevant experience is vital. By partnering with local businesses and working with them
to develop relevant marketing challenges, we will focus on securing our members marketing roles
to aid in their professional development.

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PROFESSIONAL DEVELOPMENT
Overall Goal: Effectively prepare members for a role in the marketing field by focusing on three
main components of development: Experience, Education, and Networking
Overall Strategy: Vary events and programs to ensure each member is able to participate in
projects of each type

EXPERIENCE
MARKETING PARTNERSHIPS
Goal: Partner with at least one start-up or non-profit organization each semester to provide
marketing strategy and creative work
Strategy: Build member team specifically assigned to each partnership; bi-weekly check-ins with
Executive Board

INTERNATIONAL COLLEGIATE CONFERENCE

Goal: Bring at least 30 members to the AMAICC; require attendance at speaker/networking events
and in at least one marketing or sales competition
Strategy: Promote conference in bi-weekly chapter meetings and push fundraising to make the
conference affordable for all members

CORE COMMITTEES
Goal: Allow members to gain experience in a variety of marketing-focused situations within the
organization
Strategy: Establish committees related to different functions of the organization: membership
development, community services, communications, advertising, and fundraising

EDUCATION
MARKETING WEEK
Goal: Host 3-4 marketing-related events to engage members and non-members with the chapter;
have members attend at least 50 percent of events held and promote the events within the Darla
Moore School of Business
Strategy: Plan themed events for each day of Marketing Week highlighting different areas of
marketing: sales, social media marketing, and marketing strategy, and invite faculty and
professionals to events to provide their perspective
Strategy: Take advantage of the increasing number of women in the marketing major and host an
event tailored to speak on the unique challenges women face in marketing

PROFESSIONAL SPEAKERS
Goal: Host 4 industry speakers per semester, from local and national businesses, in varying paths
within the marketing field
Strategy: Survey members to prospect connections to influential speakers; use Skype to allow out-
of-state speakers to speak at meetings

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CORPORATE TOURS
Goal: Have at least 10 members attend at least one corporate tour per semester and share their
experience with the chapter
Strategy: Utilize network and professional chapter to coordinate tours at local and state-wide
businesses to increase exposure of marketing opportunities

SKILL WORKSHOPS
Goal: Host at least one hands-on skill workshop per semester for members to learn programs like
Photoshop, Google AdWords, etc. and implementing these skills in a realistic setting
Strategy: Contact and coordinate experts in local or faculty community to teach workshops and
provide feedback on the implementation

NETWORKING
MENTORSHIP PROGRAM WITH AMA COLUMBIA
Goal: Build valuable relationships between experienced marketers and aspiring marketers to
provide guidance and insight into the marketing field
Strategy: Co-host a speed-dating event to match collegiate and professional members as Mentor-
Mentee pairs for the semester. Share highlights of this partnership at member meetings and co-host
events to encourage networking.

MENTORSHIP PROGRAM WITHIN COLLEGIATE CHAPTER (NEW)

Goal: Further develop community and member buy-in, while encouraging networking with fellow
business student by initiating a big-little mentorship program between upper- and underclassmen
Strategy: Within the first two meetings have members conduct a speed-dating activity to meet
people and match compatible members; also require at least one interaction a month between the
pairs

JOB BOARD
Goal: Create an ongoing list of jobs and internships available in and around Columbia to send to
members to generate more awareness for the Columbia AMA Student chapter and to facilitate
interaction between members and firms
Strategy: Work with new members to develop professional resumes and businesses to send in job
openings and internship opportunities

ANNUAL MARKETING FACULTY LUNCHEON

Goal: Encourage relationships between members and marketing faculty at USC through luncheon
Strategy: Create an Eventbrite page to collect RSVPs and send personal invitations from AMA
members to faculty and staff.

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COMMUNITY AND SOCIAL IMPACT

Overall Goal: To offer marketing and volunteer services that will lead to monetary donations,
volunteering, participation in charitable events, and increase brand awareness
Overall Strategy: Partner with organizations that are in need of marketing support on campus and
in the local community

USC MIRACLE NETWORK DANCE MARATHON

Goal: raise $250 at the all-night dance marathon at Strom to raise money for Palmetto Health
Children’s Hospital (Raised $270)
Strategy: Build teams of members dedicated to having fun on the dance floor

AMA PANERA PASTRIES BAKE SALE

Goal: Raise at least $150
Strategy: Sell for $2 or $3 a piece

PALMETTO HEALTH WALK FOR LIFE & FAMOUSLY HOT PINK HALF MARATHON
Goals: Partner with the Palmetto Health Foundation to increase sign-ups for the 5K event through
marketing to members and other students on campus and raise $1000
Strategy: Create core team of members to devise a strategy

RELAY FOR LIFE

Goal: Organize a team of at least 15 members, and raise a total of $750 for the AMA team
Strategy: Plan interactive tent theme to increase donations and membership participation during
event. Begin sign-ups early in the Spring semester. Market donation pages through creative
storytelling and graphics

HARVEST HOPE FOOD BANK

Goal: Collect items that the Harvest Hope Food Bank needs in order to properly facilitate their
organization
Strategy: Coordinate with Harvest Hope Food Bank to organize a food drive and offer marketing
skills to help with daily operations

SERVICE SATURDAY
Goal: Have 50 percent of members participate to promote the importance of community
involvement and interpersonal skills as well as increase brand awareness at the University of South
Carolina
Strategy: Sign up in advance as an organization and develop deadline and incentives for members
to participate; wear organization’s shirt to Service Saturday site

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TOYS FOR TOTS EVENT

Goal: Donate presents for at least 30 children and partner with Palmetto Health
Strategy: Have the Community Service Committee coordinate teams of AMA members and Moore
School students to collect toy donations to provide for the holidays.

FUNDRAISING
Overall Goal: Drive significant revenue and create ongoing partnerships with corporate sponsors
to cover all chapter operations, special events, socials, and a portion of members' expenses to the
New Orleans International Collegiate Conference
Overall Strategy: Hold at least five fundraising events, including percent nights, seasonal bake
sales, meeting with corporate partners, and new fundraising activities during the year

EVENTS
PERCENT NIGHT
Goal: Raise approximately $700 from coordinating percent nights at local restaurants and venues
each semester. The percent nights are events held for a specific time frame and the proceeds during
that time are donated to the AMA chapter
Strategy: Plan percent nights far in advance to ensure proper promotions to the student body and
surrounding community. Schedule percent nights in a manner to ensure there is ample time to
promote the event (minimum of 3 weeks). Promote via posters, emails, word of mouth, and digital
marketing
T-SHIRT
Goal: Generate approximately $300 from local businesses via sponsorships.
Strategy: Approach local businesses interested in sponsoring the USC AMA chapter and getting
exposure on campus and at the International Collegiate Conference. Create forms and examples of
T-shirt layouts with their business logo to then send to local businesses to approve of the design for
the conference t-shirts

BOWLING EVENT
Goal: Generate $200 through raffle or similar promotions along with percentage of profits from the
partner
Strategy: Promote the event online as well as throughout campus. Setup an interactive competition
to generate additional funds.

SPONSORSHIP
CORPORATE SPONSORSHIP
Goal: Generate $400 in sponsorships by reaching out to potential new local partnerships
Strategy: Create persuasive emails, letters, and make phone calls detailing the benefits to the AMA
chapter and the benefits of tax write off, and incentives and recognition on newsletters, website,
apparel, etc. to potential sponsors in the Columbia area and nationally

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STUDENT GOVERNMENT FUNDING

Goal: Pitch and receive funding for large events, especially the AMAICC, to minimize extra costs for
members
Strategy: Submit well-written proposal focusing on key benefits for members and ways AMA can
share experience with the entire student body

MEMBERSHIP
Overall Goal: Build a community of active members that are passionate about the marketing world
and add value to the chapter
Overall Strategy: Grow AMA by offering value and experience in the field of marketing to potential
members

The University of South Carolina is home to over 25,000 undergraduate students and about 7,000
graduate students. The Darla Moore School of Business has an anticipated fall enrollment of 4,300-
4,400 with 600-700 marketing majors in the program and is the fastest- growing major in the Darla
Moore School of Business. The College of Mass Communication has 1,400 students.

RECRUITMENT & PARTICIPATION

RECRUITMENT
Goal: Register 45 members in the Fall and 10 in the Spring; retain 80% of members from previous
year
Strategy: Target 600 potential members through class presentations in the Spring semester and
strong presence at underclassmen events like Welcome Week, Move-In Day, Student Organization
Fairs, Membership Week, and AMA Marketing Week
Strategy: Run effective digital and traditional media campaigns; spread through marketing
professors

MEMBERSHIP PARTICIPATION
Goal: Achieve 90% active member status for each semester
Strategy: Create and divide projects across all members to involve unique members in each project
Strategy: Establish committees and have members join the one that interest them the most and
encourage one of the committee members to be Committee Chair and have them communicate with
the corresponding Executive Board member to update the board on the committee’s progress.

MEMBER FEEDBACK
Goal: Receive at least five suggestions from non-Executive Board members and implement
beneficial ideas Again, this seems very unambitious and non-inclusive
Strategy: Create online suggestion box on website, promote suggestions at meetings, and conduct
focus groups at the end of each semester

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RETENTION
MEMBERSHIP DATABASE
Goal: Maintain record of members including major, year, and other basic information
Strategy: Require new and current members to complete Member Profile and update when
necessary
Utilize this information to create an Alumni Database for the professional chapter and to help with
the Collegiate chapter needs, such as speakers and panelist.

SPOTLIGHT MEMBER
Goal: Include diverse members and their connection to marketing on the monthly newsletter
Strategy: Monitor members throughout each month who are actively participating in events and
meetings

ICEBREAKERS
Goal: Encourage community by conducting ice breakers with increasing intensity level each
meeting
Strategy: Have the Retention Committee lead ice breakers at the beginning of every meeting and
have members meet other members they did not know before

COMMUNICATIONS
Overall Goal: Reach 100% of active members and 45% of primary target market- business
students through each channel to facilitate involvement, interaction, recruitment, and retention.
Additionally, we will build our brand by focusing on establishing a presence on campus and
externally in the local Columbia community
Overall Strategy: Utilize existing communication outlets, such as email and social media, as well as
introduce new outlets that will appeal to our target audience- college students, and the Columbia
community

INTERNAL COMMUNICATIONS
WEEKLY EMAILS
Goal: Keep AMA members fully aware of all events, seminars, guest speakers, and other AMA and
marketing-specific events
Strategy: Collect information from various sources on and around campus about relevant events
and information then present them to our members in a timely manner via MailChimp email to
encourage their participation

EXECUTIVE BOARD COMMUNICATION

Goal: Allow the Executive Board to have a communication channel to be up-to-date with
information and discuss ideas immediately.
Strategy: Create a GroupMe group chat for the Executive Board members to allow easily accessible
and convenient communication

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MONTHLY NEWSLETTERS
Goal: Present summaries of monthly marketing activities and upcoming events to create ease of
access for members
Strategy: Summarize the AMA events of the month and make members aware of the upcoming
AMA events for the next month. Present it to members at the end of every month
FACEBOOK GROUP
Goal: Allow for quicker and more efficient communication within the organization to provide up-
to-date information easier than emails.
Strategy: Identify dues-paying members on Facebook and invite them into a closed group on
Facebook

EXTERNAL COMMUNICATIONS
SOCIAL MEDIA
Goal: Reach at least 100 more followers per month within our target audience by establishing a
presence on a variety of social media accounts.
Strategy: Refocus content strategy to strengthen our social media profiles primarily for Facebook
and Twitter since those are the most active outlets within our primary and secondary target
markets.
Goal: Increase the number of retweets on Twitter to 10 per week, number of likes on Facebook post
to an average of 30 likes and the number of shares of #MotivationalMonday posts to 5 per month
Strategy: Increase social media activity and interact with business professionals, students, other
student organizations, and other AMA chapters on all social media platforms
Goal: Increase awareness about AMA events by increasing the number of reach certain posts
receive and thus increase reach on all post.
Strategy: Strategically boost posts that target our audience to promote events

BRAND AWARENESS
Goal: Create and post flyers at least once a month prior to our bi-weekly meetings for that month to
hang in buildings on campus with the most student traffic
Strategy: Through utilization of bulletin and electronic boards that are mounted around the
buildings, we will be able to reach a wider range of students

WEBSITE
Goal: Gain an average of 20 views on the club website a day, 10 more than our current daily page
views and increase average session from an average of 1.44 minutes to 3 minutes
Strategy: Get people to check the website more often and stay longer once they are there. Update
the website weekly with news and articles that show different aspects of marketing, and relevant
updates for members and local businesses

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CHAPTER OPERATIONS
MEETINGS
EXECUTIVE BOARD MEETINGS
Goal: Allow Executive Board members time to plan and prepare for upcoming meetings and events.
Strategy: Conduct Executive Board meetings every other week. Meetings will be held at 7:00pm on
Tuesdays. Confirm attendance of meeting at beginning of the week; use Google drive to upload
minutes for future reference

GENERAL MEMBER MEETINGS

Goal: Hold consistent and engaging meetings while introducing members to different aspects of
marketing.
Strategy: Hold bi-weekly member meetings (at least 5 per semester), varying between industry
speakers, case studies, marketing simulations and more. Meetings to be held Tuesday nights at
7:00pmReserve the same room in the Darla Moore School of Business for the entire year that allows
for optimal attendance.
Goal: Increase attendance of AMA Collegiate Members at Professional Columbia Chapter events
Strategy: Establishing general meetings every other Tuesday allows for members to attend
Professional AMA meetings on “off” Tuesdays; also promoting the events

ORGANIZATION
COMMITTEES
Goal: Create five committees under Executive Board members to promote wider perspectives and
ideas.
Strategy: Identify members’ skills to most effectively utilize them within committees; offer
membership points to incentivize participation

PROJECT DATABASE
Goal: Monitor and archive current and past projects to use in reporting, future planning, and to
assist future Executive Boards
Strategy: Require each Project Lead to complete entry on master file upon beginning or completing
a project

EXECUTIVE BOARD
EXECUTIVE BOARD EVALUATIONS
Goal: Gain better insight to Executive Board performance and identify areas of improvement
Strategy: Require all members to complete qualitative survey at the end of each semester

EXECUTIVE BOARD TRANSITIONS

Goal: Ease the transition between former and new executive board members to ensure effective
use of new officers’ elected term

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Strategy: Assemble best practices guide, as well as training session, prior to transition. Create and
hold election for “elect-position” for high-level officers

CALENDAR OF EVENTS
MAY NOVEMBER
20| First Executive Board Meeting via Skype 1| General Meeting- Alumni
2| Website Competition Due
JUNE 9| Outstanding Marketing Week Competition
6-9| Executive Board 1:1 Due
12| Service Saturday
JULY 15| General Meeting
15-17| Executive Board 1:1 22| Executive Board Meeting
29| Holiday Event (Fall semester)
AUGUST
DECEMBER
17| AMAzing Pizza event at Freshmen
Welcome Week 1| Executive Board Evaluations
2| Last Day of Classes
21| Executive Board Retreat
26| Student Organization Fair 5| Jingle Mingle with AMA Columbia
Professional Chapter
29| Membership Week- Meet the Chapter
30| Membership Week- Trivia JANUARY
31| Membership Week- Case Competition
31| Moore School Business Fair 10| Executive Meeting
17| General Meeting
SEPTEMBER 30| AMA Membership Day- Chapter
Introductions
6| General Meeting- Speed Dating
9| Executive Board meeting with Advisor 31| AMA Membership Day- Marketing
13| Executive Board Meeting Competition
20| General Meeting- SEO and Internships FEBRUARY
24| Beach Sweep in Charleston, SC
27| Executive Board Meeting 5| 6 Annual Super Bowl Live Tweet
th

7| Executive Board Meeting

OCTOBER
3| AMA Marketing Week- Professional Photos
for $5
4| AMA Marketing Week- Women who LEAD
in Sales and Marketing
5| AMA Marketing Week- Percent Night at
Village Idiot
6| AMA Marketing Week- Case Competition
7| AMA Marketing Week- Social Media
Breakfast
11| Mentor Match with AMA Columbia
Professional Chapter
12| AMA Chapter Plans Due
18| General Meeting- Agency Work
25| Executive Board Meeting
14|General Meeting- Valentines
21| Executive Board Meeting
28| Annual Marketing Faculty Luncheon
MARCH
16-18| AMA International Collegiate
Conference
21| Executive Board Meeting
28| General Meeting- Elections
APRIL
4| Executive Training Workshop
11| Corporate Tour- Riverbanks Zoo
18| General Meeting- Semester Recap, Alumni
Presentation, Farewell
24| Last Day of Classes

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BUDGET
The following financial statement is the current budget with predicted figures for the 2017-2018
academic year. While we realize we are operating at a less than optimal rate of profitability, at this
stage in our chapter’s new growth, we are focused on increasing membership and continuity in
order to execute larger fundraising events in the near future. Therefore, while we expect greater
expenses for the next few semesters, we are confident that the costs will even out over future
semesters as the member base grows.

AMA CURRENT BUDGET 2017- 2018

Starting Balance $ 4,435.77

Expenses Revenue
Web Domain $ 60.00 Dues $ 450.00
Banner $ 91.79
Dominos $ 169.82
Room Rent 510 $ 200.00
Total Expenses $ 521.61 Total $ 450.00
Revenue
Current $ 4,364.16
Balance

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