ONE LOUDER - AMA Triangle CEA entry 2015-16

1. Chapter Excellence Awards 2015/16 Triangle

2. AMA Triangle Contents Executive Summary Leadership Finance Membership Programming Communications Attachments Signature Page 3 9 27 35 43 55 64 285 Triangle

3. Chapter Excellence Awards AMA Triangle 3 Executive Summary The AMA Triangle Chapter entered our year with tremendous momentum. We had just finished 2014-15 in record-setting fashion, building upon what we achieved in 2013-14. That team led by Evan Carroll had sought to “double down and deliver a year that didn’t just meet the bar, but exceeded it.” The board embraced the concept of warmth and competence, successfully raised the bar, and achieved several significant milestones along the way. In 2014-15, the Chapter: • Grew membership to 608 members, an 11% increase • Grew top-line revenue 34% from $210K to $281K • Hosted the second successful edition of High Five Our team faced a challenge. How could we build upon the two most successful years since our founding in 1981? We decided to embrace the concept of doing a “little extra.” Our theme for the 2015-16 year took inspiration from the iconic movie, This Is Spinal Tap. Our rallying cry became ONE LOUDER. We decided as a team not to reinvent things, but to find ways to make them bolder. Where we’ve reached 10 in the past, we would now strive to turn things up to 11. Some areas we decided to take one louder included: • Taking the High Five Conference from break-even to a profitable event. • Increasing the number of half-day training programs from two to five and the number of webinars from one to three. • Leveraging the quarterly full board meetings with chapter socials. Truth: Great AMA Leaders Build Long-Term Strength And Stability Board in a Box

4. 4 Chapter Excellence Awards AMA Triangle • Exploring our “why” and finding our greater purpose in membership and programming. • Continuing to use historical and CRM data to understand and service our members effectively. • Improving our retention rate. We embraced ONE LOUDER and succeeded in taking things to 11. Our CEA entry will explain how we made it, but here are some of our record breaking highlights: • Develop a fully built out professional development partner offering. • Implementing a better process for contracting, onboarding, and managing sponsors. ONE LOUDER 744 Members 22% Annual Membership Growth 155 Increased Retention From 54% to 59%. 13 points higher than average of 500+ chapters. 5% Total Volunteers We grew High Five Conference to more than $142,000 in revenue and $15,000 in profit. Record $105,000 in cash sponsorship revenue, an increase of $50,000 over last year. Explored our WHY and created the EMPOWER theme for all programming. Now the 5th Largest Chapter 109 Finished runner-up in the Fall Membership Drive and took it ONE LOUDER to win in the Spring Membership Drive with a historic 109 new members. We invested in our team, sending a record of twelve board members to Leadership Summit. Added $7,000 to Chapter Reserves.

5. Chapter Excellence Awards AMA Triangle 5 4. Thinking BIG AMA Triangle delivered on its mission to be the premier marketing resource in the North Carolina Triangle region. We capitalized on our momentum and grew into being a large chapter. Here are 11 key factors that led to our success: Our team wasn’t afraid to think big. During planning, our VP at challenged the team a stretch goal of $80K in cash sponsorships. He shared his belief that the Chapter could achieve $100K. That belief gave us confidence. Confidence gave us success. Large Danny Rosin 1. Board Level Commitment The AMA Triangle started the year with 12 members of our Executive Board. We finished the year with the same dozen. Each member was engaged, pulled their weight, and the consistency allowed us to excel. 5. Willingness to Challenge/Learn/Adapt Our team showed grit during the year. We challenged the status quo and tried new things. We made mistakes along the way, but always adapted and moved forward. 6. Emphasis on FUN All work and no play makes for a dull board. We kept things light at our meetings. Dinner before meetings allowed us to catch up personally and drinks afterward allowed for further discussions and networking. Our board developed a strong sense of camaraderie. 7. Competitive Spirit There is pride associated with being one of the top chapters in the country. We admire our fellow chapters, but we also are driven to excel against them. After finishing second to the Houston chapter in the Fall, we decided to challenge them to a contest in the Spring. We also competed amongst ourselves. Membership and Sponsorship competed to be the first to reach 100 new members in the SMD and $100K in cash sponsorship. Programming competed to achieve our stretch goal of 150 going into our last luncheon. 2. Rigorous Preparation Early momentum was key to starting off on the right foot. Programming led the way by getting 80% of our luncheon speakers for the year secured by our first luncheon in August. 3. Updates, Updates, Updates Each weekend an email update called “11 Quick Things” was sent to the entire volunteer board. It contained 11 pictures and snippets about our progress. Over the course of the year the emails were sent by our President, President-Elect, and Immediate Past President. They allowed us to stay updated on upcoming events, progress on our goals, life events, and a way to recognize the efforts of our team. 8. Investment into the Team We made continuous investments into building our team during the year. Whether it was funding two members to go to the President-Elect meetup in Chicago or flying five members to Regional Retreat in Birmingham. The pinnacle was sending

6. 6 Chapter Excellence Awards AMA Triangle 12 members of our 2016-17 board to Leadership Summit. 10. Focus on Profitability As our chapter grew our topline revenue and corresponding expenses, we knew it was vital to build up our reserves. We turned to High Five to be a major contributor. Event Director Karl Sakas and his team ran an efficient event that helped build our reserves at the end of the year. 11. Sense of Purpose Our slogan for the chapter is “Advancing Your Career, Building Our Community.” We embraced two embraced our purpose. 1. The Transition SIG was an effort to provide a valuable service to our members at their greatest time of need. 2. The Non-Profit/Small Business SIG was a program to help marketers in our community that struggle with budgets and training resources. initiatives that 9. Eye on Improvement Our team took steps to streamline processes during 2015-16. Whether it was one master contract template or a simpler online registration process, we were always looking for ways to improve both the volunteer and the member experience.

7. Chapter Excellence Awards AMA Triangle 7 Reflections on ONE LOUDER I am fortunate to have inherited a strong chapter with momentum. Over the last two years, I’ve benefitted by the guidance and in many cases direct help from our Past Presidents. It’s now my turn to step away and become a mentor for our incoming board. I know the team will continue to build the Chapter with a focus on irresistible member value and operational efficiency under the mantra that Better is Better. I could not be prouder of our team during the 2015-16 year. As an independent entrepreneur, I’m often working alone. It was an extremely gratifying experience to help build a team, craft a bold vision, and execute against our plan. We achieved great things this past year. I’ve learned firsthand the wisdom of this proverb, “If you want to go fast, go alone. If you want to go far, go together.” Together we took the AMA Triangle ONE LOUDER. Respectfully submitted, Stan Phelps President, AMA Triangle 2015-16

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9. Chapter Excellence Awards AMA Triangle 9 Leadership 2015/16

10. 10 Chapter Excellence Awards AMA Triangle Vision and Strategic Planning Mission and Vision What is your chapter’s mission and vision statement(s)? AMA Triangle’s mission is straightforward: We want to be the most significant and impactful force for marketing in Central and Eastern North Carolina. Our mission statement is our guiding light. Anything we do must provide value to marketers in our region. We believe this mission is universal and is one that remains true from year to year. Mission Statement The Triangle Chapter of the American Marketing Association’s mission is to provide value to Triangle area marketers (members, non-members, companies and colleges) by connecting people and by providing educational programming and professional resources. professional power in one’s work and that of power in the electrical/technological sense, which links this idea to the many tech businesses our industry interacts with in the Triangle area. The word “empower” indicates what the AMA does for its members—empowering them to excel in their careers through high-quality programming. How did your chapter communicate your mission and vision to members and the local marketing community? We communicate our mission and vision via our communications, using our slogan “Advancing Your Career. Building Our Community.” The slogan often appears with our logo, on programs at our events and prominently on the homepage of our website. The full mission statement also appears on our website. agencies, On an annual basis we revise our vision to more concretely define how we’ll live into this vision. This year we decided to build upon our successes. Instead of reinventing, we decided to take things ONE LOUDER. Vision Statement Our vision is to create the most value AND the best experience of any professional association in the Triangle. We did this by increasing the diversity and number of events in 2015-16. We also did this by finding our purpose with our programming. We worked with the branding firm Mottis to develop EMPOWER branding: AMA Triangle offers an indisputable edge in the industry over other professional organizations. We perceive this edge as power, which inspired us to create a family of names revolving around the theme of power. There is a dual implication: that of

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12. 12 Chapter Excellence Awards AMA Triangle Vision and Strategic Planning Constitution and Bylaws When did your chapter last review its constitution and bylaws for accuracy and relevancy? We reviewed our constitution and bylaws in June 2016. Our President-Elect Karl Sakas completed the review and then went ONE LOUDER. Our chapter had a PDF of a facsimile of our typed bylaws. He created a new editable digital version. [See attachments] If the constitution or bylaws were updated this year, what major revisions were made? None. Our review did not uncover any issues with respect to accuracy and relevancy. No revisions were made as a result of this effort. Strategic Planning Did your chapter hold a beginning-of-year planning retreat and/or a mid-year planning review? When and where were these held? Yes. The Triangle Chapter began its 2015-2016 year with a half-day planning retreat on Sunday, June 8, 2014 at HQ Raleigh in Raleigh. During this meeting, our full board (officers, vice presidents, and directors) gathered to review our vision for the year, completed SWOT analyses by committee and brainstormed our goals for the year. This effort was documented in our strategic plan for the year (see attachments). During the retreat we took headshot photos of each board member and shared lunch as a team. In addition to the retreats and monthly board meetings, the President and President-Elect held regular meetings to review progress and subsequently met one-on-one with vice presidents to track progress. How often did you track progress against the plan? We reviewed our progress monthly through a board reporting process we have developed over the last few years. Instead of just bullet points, each vice president’s report included elds for key metrics aligned with their committee’s goals. These key metrics were entered into our shared dashboard and reviewed at our monthly board meetings and on an ad-hoc basis. Did you monitor progress with dashboards? What type of metrics did these dashboards track? Yes. Key metrics from our board reports were added to our dashboard on a monthly basis. We used a Google Spreadsheet as a dashboard, which was accessible to all board members. We monitored program attendance, program satisfaction, membership retention/ acquisition, and sponsorship totals. Please see the full list on the next page. Our mid-year planning review was held on December 1, 2015 at the Crank Arm Brewery, Raleigh, NC. During this meeting we reviewed our progress against the committee goals in our strategic plan. This meeting was an opportunity to have all vice presidents in one room to solve problems, make decisions, brainstorm and delve deeper in strategy than in our monthly board meetings.

13. Chapter Excellence Awards AMA Triangle 13 AMA Triangle loves data. During 2015-2016, we used dashboards to track the following key metrics. Financial Performance Communications Membership • • • • • • • • # of social media posts # of social interactions # of social media clicks # of email list subscribers # of Twitter followers # of Facebook fans # of LinkedIn group members # of YouTube channel views • • • • • • • • Total members New members Renewed members Reinstated members Expiring members Members in grace Lapsed members Number of volunteers • • • Revenue Cost of Goods Sold Expenses Programming Sponsorship Marketing • • • • • • • • # of cash sponsors # of in-kind sponsors Total sponsors New sponsors Renewals Sponsorship revenue Job Bank postings Job Bank revenue Website analytics • Visits • Unique visits • Pageviews • Average time on site • Bounce rate • Percent new visits • Page load time For each event and overall averages • Member RSVP • Member attendance • Non-member RSVP • Non-member attendance • Total RSVP • Total attendance • Event goal • Satisfaction score

14. 14 Chapter Excellence Awards AMA Triangle Volunteer Management Board and Volunteer Rosters Name Position Committee Board Member Geoff Ables Volunteer Speaker, High Five Programming Peter Agiovlassitis Account Manager Sponsorship X Lindsay Aikman Volunteer, High Five Programming Karen Albritton Past President Past Presidents Council Delores Ali Volunteer, High Five Programming Stephanie Anderson Staff Leadership Diane Aull Committee Member Communications Scott Bader Volunteer Communications Gail Baker Committee Member Communications Ricardo Barandarian Committee Member Communications Cara Bledsoe Non-Profit Relations Community Relations Lars Bredahl Director of Training Programming X Phil Buckley Volunteer Speaker, High Five Programming Evan Carroll Immediate Past President Leadership X Eddie Carroll Volunteer, High Five Programming Kristen Carter Volunteer, High Five Programming Colleen Castro Committee Member Membership Debbie Castrodale Account Manager Sponsorship Victoria Centeno Volunteer, High Five Programming Sara Chapman Volunteer, High Five Programming Gizem Citgen Director of Social Media Communications X Britni Coble Volunteer, High Five Programming Katie Connors Staff Leadership

15. Chapter Excellence Awards AMA Triangle 15 Name Position Committee Board Member Lewis Copulsky Past President Past Presidents Council Donovan Corneetz Volunteer Speaker, High Five Programming Wendy Coulter Volunteer, Branding SIG Programming Jana Crye Volunteer, High Five Programming Brandee Davis Director of Design Communications X Mark Doggett Past President Past Presidents Council Jay Dolan Volunteer, Social Media SIG Programming Michael Donahue Rebrand Communications Leah Dorsey VP of Programming Programming X Jennifer D. Urenia Director of Ambassadors Membership X Sheree Du Pont Director, Group Memberships Membership X Melissa Eggleston Volunteer Speaker, High Five Programming Ken Eshenbaugh Director of Analytics Membership X Laura Fasolak Committee Member Membership Jake Finkelstein Volunteer Speaker, High Five Programming Brian Fitzgerald Director of Direct Marketing Membership X Steve Forbes Volunteer Speaker, High Five Programming Sam Fortenberry Director of Luncheons Programming X Michael Franken Volunteer, Job Fair Programming Elliot Galdy Committee Member Membership Michael Garske Volunteer, High Five Programming Wendy Gates Corbett Volunteer, High Five Programming Kelly Gelinne Director, High Five Programming Lera Germaine Committee Member Membership Hanna Gnann Director of Social Media Communications X Lauren Godwin Rebrand Communications Brian Gossett Director of Volunteers Membership X

16. 16 Chapter Excellence Awards AMA Triangle Name Position Committee Board Member Will Hardison Volunteer, High Five Programming Christin Hardy Volunteer, High Five Programming Christian Heltne VP of Community Relations Community Relations X Austin Henley Volunteer, High Five Programming Chandra Hester Volunteer, High Five Programming Reuel Heyden Volunteer, High Five Programming Alan Hoffler Volunteer, High Five Programming Richard Horvath Committee Member Communications Sallyann Hulick Volunteer, High Five Programming Matthew Illuzzi Treasurer Leadership X Samuel Itin Volunteer, High Five Programming Christine Johnson Executive Director, Staff Leadership X Shane Johnston Past President Past Presidents Council Megan Jones Director of Analytics Membership X Jim Keil Committee Member Membership Devin Kelley Volunteer, SIG Programming Marty Kelso Volunteer Speaker, High Five Programming Josh Kinney Collegiate Relations Community Relations Amber Landis Director of SIGs Programming X Erin Lane Volunteer, High Five Programming Holly Larson Volunteer, High Five Programming David Lavielle Volunteer, Membership Event Membership Evan Levy Volunteer, Google Grant Sponsorship Catherine Locke VP of Community Relations Community Relations X Dean Logan Volunteer, Fall Mem. Drive Membership Tricia Lucas Director of Job Board Sponsorship X Anna Marich Volunteer Speaker, High Five Programming Traci Marsico Volunteer, High Five Programming

17. Chapter Excellence Awards AMA Triangle 17 Name Position Committee Board Member Christina Martin Director of Blog Communications X Isaac Mathews Director of Luncheons Programming X Brian McDonald Past President Programming Ashley McGee Committee Member Community Relations Lauren Middleton Committee Member Communications Christie Montague Graphic Recording Communications Marcie Montague Director of Linkedin Communications Chris Moody Director, Speaker Recruitment Programming X Ashley Morrison Committee Member Membership Mary Beth Munz Director of Partnerships Community Relations X Rob Munz Volunteer Speaker, High Five Programming Ashley Nuzum Core Team Member, High Five Programming Deirdre O'Boyle Past President Past Presidents Council John O'Connor Director of Job Fair Programming X Meredith Oliver Volunteer Speaker, High Five Programming Jonathan Opp Volunteer Speaker, High Five Programming Amanda Orfitelli Committee Member Communications Casey Overcash Core Team Member, High Five Programming Sara Paisner Volunteer, High Five Programming Angie Patterson Committee Member Communications Annie Pearce VP of Communications Communications X Andrew Pearson Volunteer Speaker, High Five Programming Stan Phelps President Leadership X Jennifer Phelps Volunteer, High Five Programming Gene Pinder VP of Membership Membership X Alison Puzia Committee Member Membership Marcey Rader Volunteer, High Five Programming David Rendall Volunteer Speaker, High Five Programming

18. 18 Chapter Excellence Awards AMA Triangle Name Position Committee Board Member Bob Robinson Past President Past Presidents Council Anne Moss Rogers Volunteer Speaker, High Five Programming Tim Rosenberg Core Team Member, High Five Programming Danny Rosin VP at Large Leadership X Scott Rucci Volunteer, High Five Programming Elizabeth Ruf Director, High Five Programming Tracy Russell-Beck Core Team Member, High Five Programming Scott Saff Past President Past Presidents Council Reshma Sajnani Volunteer, High Five Programming Karl Sakas President-Elect Leadership X Terry Sakiewicz Committee Member Membership Evan Sanchez VP of Sponsorships Sponsorship X John-Paul Schick General Counsel Leadership X Michael Schinelli Volunteer Speaker, High Five Programming Kristen Schmidt Staff Leadership Eric Schmidt Past President Past Presidents Council Jeffrey Schum Committee Member Membership X Ted Seward Past President Past Presidents Council Kristi Simmons Volunteer, High Five Programming Samantha Simunyu Volunteer Community Relations Samantha Smith Director, Connector Program Membership X Safiatou Soumana Volunteer, High Five Programming DeShiela Spann Director of Collegiate Community Relations X Diane Stadlen Account Manager Sponsorship Patricia Stancati Account Manager Sponsorship Mariryan Starr Volunteer, High Five Programming Mihali Stavlas Past President Past Presidents Council Caryn Sterling Volunteer, High Five Programming

19. Chapter Excellence Awards AMA Triangle 19 Name Position Committee Board Member Kyle Sutton Director of Webinars Programming X Ann Marie Taepke Volunteer Speaker, High Five Programming Lenny Terenzi Volunteer Speaker, High Five Programming Ed Timberlake Volunteer Speaker, High Five Programming Jim Tobin Past President Past Presidents Council Tom Triumph Volunteer Speaker, High Five Programming Bryan Turner Volunteer, Transition SIG Programming Kate Vanneman Director of Mentorships Community Relations X Josh Vaughan Core Team Member, High Five Programming Daron Vaught Core Team Member, High Five Programming Nikki Villagomez Volunteer Speaker, High Five Programming Joe Webb Director of Blog Communications X Ed Weems Volunteer, High Five Programming Pam Williams Director, New Member Orien. Membership X Brenda Williams Volunteer, High Five Programming David Williams Volunteer, High Five Programming Ken Wood Account Manager Sponsorship Alesandra Wooley Secretary Leadership X Jennifer Wright Director of Social Events Programming X Ryan Wyke Volunteer, High Five Programming Vivian Zhang Committee Member Membership Board and Volunteer Rosters How many board members did your chapter have? 62(12 Executive. 50 Committee.) How many total volunteers did your chapter have? 155

20. 20 Chapter Excellence Awards AMA Triangle Volunteer Management Turnover Complete the table below to indicate if your chapter had turnover during the year. Board Position Time Vacant Strategy President None N/A President-Elect None N/A Secretary None N/A Treasurer None N/A Membership Chair None N/A Programming Chair None N/A Communications Chair None N/A Succession Planning Complete the table below to list each board position that had a successor identified nine or more months prior to the start of the year. All of our executive board positions had a successor identified nine or more months prior to the start of the year. Board Position Successor’s Name Position Category President Karl Sakas Leadership President-Elect Leah Dorsey Leadership Secretary Colleen Volz-Castro Leadership VP of Programming Isaac Mathews Programming VP of Membership Jennifer Wright Membership VP of Sponsorship Peter Agiovlassitis Sponsorship VP of Communications Gizem Cetgin Communications

21. Chapter Excellence Awards AMA Triangle 21 Expectations and Accountability For which board and/or volunteer positions did your chapter have job descriptions and how were these communicated to new or prospective volunteers? All. The Chapter maintains job descriptions for all board positions [see attachments]. These position descriptions were distributed to the board at our all-day board retreat. Did your chapter conduct one-on-one transition meetings between outgoing and incoming board members? Yes, for each board position with turnover, the outgoing and incoming members met for a transition meeting. How were board members and/or volunteers assigned accountability for goals in your chapter plan? Our chapter plan was organized into special sections for each functional area. Each VP created goals that were stated in our chapter plan. We continued to use our four-pronged goal focus, which we developed in 2013 by Evan Carroll and Mihali Stavlas. Each functional committee created one natural goal, one continuing excellence goal, one wildcard goal, and one epic goal. AMA Triangle Goal Framework WC NG EG CE CONTINUING EXCELLENCE Continues to uphold actions we do well NATURAL GOAL States an aspiration we’ve been heading towards, but haven’t achived yet WILD CARD GOAL Claims bold action to meet a secondary objective, but only as time permits EPIC GOAL Aspires to do something we’ve never done before We placed the four-pronged goal for each committee on the board reports to remind committees of their goals. Each quarter the VP’s presented an update at our quarterly entire volunteer board meeting. In addition, the President met with each VP to hold one-on-one accountability meetings. Did you have board members and/or volunteers sign a commitment form or affirm their commitment in any other way? Yes, all of our board members signed a commitment form and a non-disclosure agreement at our first board meeting of the year on July 7, 2015.

22. 22 Chapter Excellence Awards AMA Triangle Volunteer Management Internal Communications Did your chapter provide centralized access to important documents and information? What tools do you use? Yes, all board documents are stored on our shared Google Drive, which is accessible to all board members. Each committee or functional area has their own folder, which is organized by fiscal year. Additionally, the shared drive contains important year-over-year organizational documents, including our constitution, bylaws, tax filings, and past Chapter Excellence Award entries. Does your chapter collect and distribute contact information for all board members? How this is done? Yes, each board member shared their contact information with our Secretary at the beginning of the year, who maintained our board roster for the entire year. Each board member had access to contact information on our shared Google Drive. Our Secretary kept the roster updated each month. When new board members were added to the roster, our Google Drive was updated and the Support Center was notified.

23. Chapter Excellence Awards AMA Triangle 23 1L Award The 1L (ONE LOUDER) award was given each month at our board meetings. The award was a battery powered mini Fender amplifier. The amplifier represented our rallying cry for the year. The phrase was coined in a scene from the 1984 movie This Is Spinal Tap by the character Nigel Tufnel. In the movie Nigel gives the rockumentary’s director, Marty DiBergi, a tour of his stage equipment. While Nigel is showing Marty his Marshall guitar amplifiers, he points out one in particular whose control knobs all have a highest setting of eleven, unlike standard amplifiers whose volume settings are typically numbered from 0 to 10. Believing that this numbering increases the highest volume of the amp, he quips “It’s one louder, isn’t it?” When Marty asks why the ten setting is not simply set to be louder, Nigel hesitates before responding blankly again “These go to eleven.” Our 1L award was given by the President to the board member that did the little extra and inspired others. Each recipient of the award added a quote that represented the award and then shared it at the next board meeting. If opportunity doesn’t knock, build a door. Feel the fear and do it anyway. Try to do good in the world, not out fear from hell or reward from heaven, but because it feels better not to be an asshole. Life’s a canvas, paint something great. Warmth and Competence! Do the thing you think you cannot.

24. 24 Chapter Excellence Awards AMA Triangle Volunteer Management Recognition Complete the table below to explain your tactics for recognizing chapter board members and volunteers, indicating how frequently each tactic occurs (times per year) and whether it was a planned or spontaneous activity. Tactic Frequency Recognize all board members at monthly luncheon meetings. Planned. Monthly (10 total) Badge ribbons at monthly luncheons. Planned. Monthly (10 total) Volunteer of the Year award. Given to Evan Carroll. Planned. Annual - June 2016 Volunteer of the Month award. $50 Target Gift Card. Planned. Monthly (12 total) ONE Louder Leadership award. Planned. Monthly (12 total) Happy hour following each board meeting. Planned. Monthly (12 total) ONE Louder newsletter. Sharing 11 things AMA each week. Planned. Weekly (40+) Complimentary admission to half-day training events. $25 value. Planned. Bi-monthly (6) Board Member Special Pricing for High Five. $100 savings. Planned. Annual (1) Board Social with AMA CXO Jill Herriott and follow-on VIP din- ner. Spontaneous. Once (1) CEA Celebration Dinner for Board Members + Spouses/Friends. Planned Once (1) E-mails and thank you cards to board members. Spontaneous. Ongoing Special Century Challenge Dinner for Membership and Sponsor- ship. Planned. Once (1) Notecards at the end of the year thanking the board for their service. Planned. Once (1) High Five Team Dinner. Planned. Once (1) Complimentary admission to Merry Mingle Networking Event. Planned Once (1) High Five T-Shirt Creation team outing at Hey Monkey! Design. Planned. Once (1)

25. Chapter Excellence Awards AMA Triangle 25 Volunteer Management Board Benefits Did your chapter have a specific package of tangible benefits for board members? Yes, each board member received a benefits package. What were the tangible benefits of being a board member? Each board member received the following benefits from the chapter: • Badge ribbons at monthly luncheons • Dinner at each board meeting • First drink on the Chapter after each board meeting • Complimentary admission to the Merry Mingle networking social ($20 value) • Three complimentary luncheon tickets for directors (four for VP’s) • Free admission to half-day Workshop events • Volunteer Surveys Did your chapter conduct a survey of your volunteers this year? Yes, we conducted a volunteer survey in May 2016 (see attachments), at the end of the fiscal year. The main purpose of the survey was to gauge satisfaction, effort, and the value received as part of their volunteer experience. All volunteers were surveyed via an online questionnaire. What types of volunteers was this survey sent to? The survey was sent to all volunteers, including board members, and committee members. We had 25 responses. What were the results of this survey? Almost everyone (24 of 25) recommended Triangle AMA volunteering to others (with an average of 9.6/10 and a median of 10/10). Here’s a sample of some of the verbatim feedback: At-cost discount for High Five Conference “I heart Triangle AMA! The networking and professional development also makes it incredibly valuable.” “Volunteering was the first thing I did when I joined TriAMA, and it’s made all the difference for me - both in growing my network, helping grow the chapter, and connecting with the greater marketing community.” “AMA volunteering has already enriched my career and life in so many ways” “[Volunteering] is when your membership becomes invaluable.” According to the survey, how satisfied were your volunteers with their experience? We asked the NPS “likelihood to recommend” question. 100% of our volunteers were satisfied, as indicated by the top four boxes of an 11 point scale.

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27. Chapter Excellence Awards AMA Triangle 27 Finance 2015/16

28. 28 Chapter Excellence Awards AMA Triangle Financial Management Financial Goals How did you perform against your financial goals? The Triangle Chapter has for the third consecutive year exceeded all of the financial goals that were laid out for the fiscal year. Our target for revenue was $306K and we exceeded it by 1%. This marks the first year where the chapter has posted over $300,000 in revenue. This huge revenue number was achieved by all facets of the chapter working in unison. As you will read later in this document, we exceeded our targets for membership, for luncheon attendance, for cash sponsorship, and for our job board revenue. In addition, our third annual High Five Conference generated more than $142K on its own. More than just generating revenue, we increased our reserves by 7.7% by contributing $7,381. Overall, as a chapter, our main financial goal every year remains the same. That is, to deliver excellent programming and to give back to the community in many ways while operating in a financially reasonable and responsible manner. We believe that the goal of all of the funds that are brought into the chapter (from membership, sponsorship, events, etc) are to be used to deliver on that goal. To that end, we achieved a fantastic year of revenue, covered all of our costs, turned a profit, and contributed to our reserves. Financial Statements Complete the charts below to show your financial statement totals. Balance Sheet As of June 30, 2015 As of June 30, 2016 Total Assets $98,664 $102,046 Total Liabilities & Equity $98,664 $102,046 Profit and Loss 2013-2014 Actual 2014-2015 Actual 2015-2016 Budgeted 2015-2016 Actual Gross Profit $210,401 $281,288 $306,050 $309,382 Total Expenses $206,667 $280,362 $305,176 $302,001 Net Income $3,734 $926 $874 $7,381

29. Chapter Excellence Awards AMA Triangle 29 Reserves At the close of the fiscal year, what was the total amount of reserves that your chapter had in a separate reserve account(s) from your day-to-day chapter accounts(s)? $76,026 Complete the table below to indicate what type of account(s) your chapter’s reserves were in and what percentage of the reserves were in each account at the close of the fiscal year. our chapter CPA reviewed the work of our management company and ensured that all of the transactions have been properly captured. Further, a separate third-party CPA completed our annual tax return, which was reviewed by the chapter Treasurer (also a CPA) as well as the management company for completeness, accuracy, and to ensure that all chapter assets were managed properly. Additionally, while not only focused on financial issues, our attorney, John-Paul Schick, JD, reviewed all contracts and provided counsel to the chapter. Account Percentage Wells Fargo Savings/ Money Market 90.5% Wells Fargo Savings 1.5% Wells Fargo CD 8% Certified Public Accountant Was a CPA (or Canadian equivalent) involved in your chapter’s financial management this year? Yes, Matthew Illuzzi, CPA, served as our chapter’s Treasurer for the year, which is an executive board position. In what way(s) was a CPA involved (on your board, completed your Year End Financial review, audited your books, etc.)? While our management firm, FirstPoint Management Resources performed much of our day-to-day accounting, Matthew was responsible for approving all expenses, auditing the financial providing financial counsel to the board. John-Paul Matt The least boring lawyer + accountant combo you’ll ever meet. Guaranteed. Truth: Great AMA Leaders Run the Chapter Like a Business. statements, and We review the financial statements and financial performance of the chapter on a monthly basis. At the end of the fiscal year, Board in a Box

30. 30 Chapter Excellence Awards AMA Triangle Sponsorship Sponsorship Plan Did your chapter have a sponsorship chair? How many months was this position filled? Yes. Evan Sanchez served as our sponsorship chair, holding the title VP of Sponsorship on our executive board. He held the position for the entire year. Did your chapter have a formal, written sponsorship plan? Yes. Our formal sponsorship documented as a part of our strategic plan, which outlined financial and operational goals for the team. The team’s financial goal was $60,000 in cash sponsorships with a stretch goal of $80,000. The team also sought to place more emphasis on cash sponsorships and to only accept in-kind sponsors for needs, instead of wants. This helped us avoid in-kind sponsorships that did not provide member value or offset cash expenses. We reduced our in-kind sponsorships by 25%. Did you track the retail dollar value of sponsorships in the operating budget? Yes, all sponsorships, both cash and in-kind were included in the Chapter’s operating budget. Cash sponsorships make up a significant portion of the Triangle Chapter’s annual budget and therefore are projected in the budget and tracked on a monthly basis to ensure that we are on pace to achieving our goal so that programming is not impacted. In-kind sponsorship is tracked as well with a dollar value put up as revenue and a matching cost tracked in the cost of goods sold. How did you perform against your sponsorship goals? Exceeded our goals. During the year our sponsorship team revised our standard sponsorship packages to include training packages, emphasized redeeming sponsor benefits, and continued to optimize Salesforce, as a tool for tracking our sponsorship deals and contracts. The Chapter received a Google grant of $10,000/month for AdWords and has begun driving targeted traffic to the website. This has helped us capture current demand. We exceeded our financial goals. We had $60,000 goal and a $80,000 stretch goal and we signed agreements for $105,000 in cash sponsorship. Between new sponsors, PDP’s, and renewals we achieved a new record for the chapter. The third annual edition of the High Five Conference also contributed substantially to our goal. Sponsor Benefits Package Did your chapter create a sponsor benefits package? Yes, we created a sponsor benefits package. All sponsor packages were presented to prospective sponsors, and we walked them through the opportunity to sponsor the AMA. We also created an exclusive PDP training package for companies that wanted to use the AMA Triangle for career development. plan is The was originated by Evan Carroll. One of the consistent request we have noticed from our sponsors was the need to prove the value of the sponsorships to their executives. The second thing that we noticed is that a lot of companies don’t provide training or if they do, they are always interested in offering more for their employees. The Professional Development Package encompasses the ability for companies to send their employees to the luncheons, SIG’s, half-day trainings and exclusive marketing webinars. Once we showed these packages to our sponsors, we found it was a lot easier to get the sponsors on board. They immediately saw the value and the ROI of their investment. In the past year, we signed eight new sponsors using our Professional Development Package

31. Chapter Excellence Awards AMA Triangle 31 Professional Development Packages. Those new sponsors included high profile local brands such as IBM, Red Hat, and SAS. online Job Bank. • Display and distribution of company materials on table at monthly meetings. As our Sponsorship revenue has grown, we have come to realize that most every sponsor requests a custom package. Sometimes the packages are fully customized and sometimes there are only minor changes. In order to simplify matters, we have created a custom one-page document outlining all of the benefits and variable language. The other pages of the contract are the same for everyone. This has helped cut a considerable amount of manhours reviewing and approving Sponsors’ contracts. [See attachments.] What types of benefits were included? Annual Sponsorship Packages included: • Sponsor logo with embedded link in monthly Triangle AMA emails. • Complimentary AMA memberships (paid by the Chapter). • Blog post on Triangle AMA website. • Speaking/Moderating Opportunity at a Training Camp/Conference. • Pre-recorded sponsor-provided Educational Webcast hosted on the Triangle AMA site. • Sponsor-supplied giveaway from a card drawing option. • Event direct mailing (print) option to Triangle AMA member list where mailing addresses are available (at sponsor’s expense) • Buffet table signage at monthly luncheons. • Sponsor logo on the Sponsors page of the Triangle AMA website with link to your site and short description of your company. • Video promotion at luncheons. • Logo displayed on signage at monthly luncheon meeting(s). Triangle AMA Special Event - Triangle AMA will work with you to create a special event to promote your brand. Annual Professional Development Packages These new packages featured some of the benefits above, and also included: • • Follow company on Facebook and Twitter • Recognition by chapter President or designee at all monthly luncheons • Recognition in end-of-year Triangle AMA printed or electronic materials, if any. • Additional complimentary tickets for monthly luncheon meetings. • Inclusion of Sponsor’s logo in Triangle AMA’s pre-meeting slide presentation • Complimentary tickets for half-day training events. • Complimentary tickets for monthly luncheon meetings. • Complimentary passes to webinars • Handouts at monthly luncheon registration table. • Complimentary passes to SIG’s • Complimentary tickets for High Five Conference. • Event promotion in Triangle AMA’s weekly events email. • Complimentary postings on Triangle AMA

32. 32 Chapter Excellence Awards AMA Triangle Sponsorship Which benefits were sponsors most interested in? Sponsors were most interested in getting actively involved with the chapter. While they enjoyed all of the benefits, more of them wanted to host events or take advantage of speaking opportunities to increase their brand awareness. Sponsorship Value Complete the charts below to show your sponsorship value totals. July 2014- June 2015 July 2015- June 2016 Cash $55,900 $104,816 In-Kind $55,100 $48,500 Total $111,000 $153,316

33. Chapter Excellence Awards AMA Triangle 33 High Five Cash Sponsors Chapter Cash Sponsors Sponsor Amount Sponsor Amount Precision Lender $3,000 The Creative Group $2,000 NC State $2,000 Media Two Interactive $2,000 Gruber Marketing $7,000 Citrix $4,000 Windsor Circle $3,000 Method Savvy $3,000 Microsoft $3,500 ASPE $1,000 C5 Insight $2,250 Lucas Select $750 Go Local Produce $1,500 Sakas & Company $750 BrandFuel $1,000 Precision Lender $4,000 HealthGrades $2,500 Fidelity Charitable $2,500 Dunn Solutions $4,000 Capstrat $2,900 CRISP $5,000 Icimo $2,600 WRAL $1,000 WRAL $1,000 Citrix $2,205 SAS $2,500 InMotionNow $2,000 Greenroom $1,400 Total High Five Cash $39,955 Brand Fuel $1,000 Bronto $2,000 Hummingbird $4,000 Bandwidth $3,900 Windsor Circle $4,175 Summit Hospitality $2,786 Truth: Great AMA Leaders Actively Pursue Sponsorships. Red Hat $2,600 Citrix $4,500 IBM $2,600 Relias Learning $3,000 Board in a Box Netsertive $3,900 Total Chapter Cash $64,861

34. 34 Chapter Excellence Awards AMA Triangle

35. Chapter Excellence Awards AMA Triangle 35 Membership 2015/16

36. 36 Chapter Excellence Awards AMA Triangle Membership Membership Planning How many membership committee volunteers did your chapter have? 17 Did your chapter have separate membership plans for each recruitment and retention? Yes, the membership team developed a comprehensive plan to grow the chapter and meet our 7% growth goal, while retaining our target goal of 57.5% of our membership. For recruitment, finished second to AMA Houston in the Fall drive. We doubled down in the Spring to win the Spring drive. For retention, we created a program to send postcards, follow-up emails, and phone calls. At the end our growth goal and set a new membership record for the Triangle chapter, ending the year with 744 members (22% growth). We also surpassed our retention goal, ending the year at 59% retention, an increase of 5 percentage points. Our retention was seven percentage points higher than any other chapter with greater than 500 members and 13 percentage points higher than the average large chapter. Chapter 2015-16 Atlanta 33% Chicago 46% Dallas 46% Houston 52% New York Triangle Washington, DC 48% 59% 40% Average Did your chapter have any specific goals, strategies or tactics for group membership? How did you perform against these goals? Yes. Group membership makes up 29% (218 out of 744) of our membership, so it’s important to recruit and retain groups. By working together with sponsorship, we sought out cash or in-kind sponsor prospects that would be also be interested in a group membership. During the course of the year, we recruited five new groups, three of which also became sponsors. 46% of the year, we planned and implemented a renewal phone drive for a small group of board members to reach out to lapsed and grace members, as well as those nearing renewal. Did your chapter set numeric goals for membership recruitment and/or retention? How did you perform against these goals? Yes for both. Our chapter has grown an average of 14% the last five years, surpassing 500 members for the first time in 2014 and 600 for the first time in 2015. To continue in this direction we set an moderate goal to surpass 650 members (7% growth). We smashed Our Director of Group Membership sent out 90, 60, and 30-day renewal reminders and offered support to group key contacts in the renewal process. Finally, we sought out companies with two to three members and communicated discount and benefit information with the goal of converting their individual memberships into a group membership.

37. Chapter Excellence Awards AMA Triangle 37 Recruitment Member Benefits Complete the table below to list all of the local benefits your chapter offered to members. check-in at our luncheons to create a feeling of exclusivity. At High Five Conference, members could visit our Triangle AMA Membership booth to receive a special member-only gift (an $5 EMPOWER Starbucks gift card or a signed copy of Zombie Loyalists by Peter Shankman). At the High Five Conference, we offered a registration rate that included a conference badge, a workshop, and a Triangle AMA membership. This bundle resulted in 17 new members. Free access to chapter social events $50 discount to training events During luncheons, we include membership information on the materials and encourage non-members to join during the opening remarks. Our Ambassador program, which is a group of volunteers who welcome non-members, share information about the AMA at the luncheons, and invited guests to join. How does your chapter recruit members through email and/or social media? The Salesforce.com data integration program allowed the Triangle AMA to be more efficient with its prospective outreach. The membership committee followed up with hot leads via email after seeing they had attended recent programs and through meeting them at the events. In the spring, we ran an email campaign promoting the national referral benefit (via https://www. ama.org/membership/Pages/Member-Refer- ral-Program.aspx). Last, we heavily promoted the Fall and Spring membership drives on social media through formal AMA Triangle properties, but also through board members and volunteers. How did your chapter participate in the AMA Fall and Spring Membership Acquisition Campaigns? Leading up to each campaign, the Membership Committee prepared promotions materials for the acquisition campaign including: $100+ discount to the annual High Five Conference $10 discount on luncheons Free access to post resumes to the AMA Triangle job bank Free access to webinars ($25 savings per webinar) Free access to SIG’s ($10 savings per SIG) Free access to member only events. We offered a Midnight Lunch training session with Sarah Miller Caldicott (great-grand- niece of Thomas Edison) and a keynote at SAS’ Executive Briefing Center on “Creating Customers for Life” with Chief Customer Officer/EVP Fritz Lehman Recruitment Activities How does your chapter integrate membership recruitment into local programs? Membership recruitment is a significant part of our local programs. In addition to our member/ non-member pricing differential, we make a special effort to provide special recognition to members. For instance, we created a new badge color for members and a separate • Emails to prospective members,

38. 38 Chapter Excellence Awards AMA Triangle Recruitment lapsed members, past members, AMA registrants, and event guests. BBQ brisket. We started early and finished strong. The team rallied and we finished first in the Spring Membership Drive with a 16.44% increase and 109 new professional members*. What additional chapter activities did your chapter conduct? After early momentum Membership Drive, we created the Century Challenge that pitted membership against sponsorship on a quest for 100 new members and $100K in cash sponsorships. Winners received a dinner for their team at local restaurant [Sponsorship at the Angus Barn and Membership at The Pit]. Both team achieved their goals. Sponsorship retained bragging rights and dessert for getting to the century mark first. Membership got the last laugh by outscoring Sponsorship by 109-105. Do board members who are not on the Membership Team participate in membership recruitment activities? If so, how do they participate? Yes, we know that growing membership is the job of the entire chapter - not just the membership committee. Board members were expected to promote the acquisition campaigns and invite personal connections to events and to become members. Board members, ambassadors, and volunteers attended became advocates for membership at Triangle AMA and other community events the entire year. At our December board • Handouts for both prospective members and current members recruitment • Social media content (Facebook, LinkedIn, and Twitter) in the Spring • Draft email for the board to use with personal connections • Web banners on TriangleAMA.org • Blog posts on TriangleAMA.org • Buddy, Buddy Offer of two free lunches for a referring member (Spring Campaign Only) • Echo Referral Prize (Spring Campaign Only) • Coordinated plan for assigned board members to attend Luncheons, Trainings, SIG’s, Webinars, and Socials to promote the SMD offer • Had a booth at the Raleigh Chamber Business Expo (Spring Campaign Only) • Tailored specials to Transition SIG attendees (promotion that included Job Fair admission) • Created a Non-Profit marketer member subsidy program The Triangle Chapter finished second (3.59%) in our category to AMA Houston in the Fall campaign. We grew membership by 3.50% (19 new members) in the campaign. We ramped up our efforts in the spring and changed strategies. In the fall we focused on a direct mail campaign using a purchased list, whereas in the Spring we focused on hand selling through our board and members. We created new incentives for both prospective and current members. We challenged our rival chapter AMA Houston to a saucy bet of 20 lbs of NC BBQ pork vs. 20 lbs. of Texas *According to the recorded Membership Drive results in Chapter Resources at ama.org/cr, 109 new members tops the current record of 105 set by AMA Boston. Note: Boston achieved 105 in a 10+ week Fall drive between September 8 - November 20, 2009. We broke the record in a 7+ week drive between May 2 - June 24, 2016.

39. Chapter Excellence Awards AMA Triangle 39 meeting, all of our board members chipped in and signed holiday cards to our members. As a whole we collectively signed more than 600 cards. Board members were mandated to recruit at least one member as part of their board commitment letter. We also placed key executive board members into both membership and programming to support our efforts in the Century Challenge. Member Testimonials Did your chapter use member testimonials to promote your chapter? How and where were these used? Yes. At our luncheons, we had members/ volunteers share why they had become and stayed members of the AMA. We also created videos of members giving testimonials that we played at our events. Our website also features videos of members sharing testimonials why they became and continue to be AMA Triangle members. Chapter Group Members Capstrat 15 COCG (A Division of Healthgrades) 5 Three Ships (now CRISP) 4 Lord Corporation 3 Bioventus formerly Smith & Nephew 9 Bronto Software 9 Genworth Mortgage 7 The Channel Company 4 Wake Technical Community College 4 Duke University Medical Center 7 Precision Lender 4 North Carolina State University 4 Syncfusion 4 Triangle Transit 6 MANN + HUMMEL, Purolator Filters 4 SAS 27 American Institute of CPAs 37 Teleflex 6 Lenovo 13 Windsor Circle 7 Grifols 4 Allscripts 11 Blue Cross Blue Shield North Carolina 8 03 Creative 4 ASPE 6 Dude Solutions 6 Total Number of Group Members 218

40. 40 Chapter Excellence Awards AMA Triangle Retention New Member Engagement Do you welcome new members? If so, how soon after a member joins do you welcome them and what do you do to welcome them? Yes. Every new member is assigned to a “Connector” (a volunteer on the board), who reaches out via email or phone inviting that new member to coffee or a phone call to learn more about the chapter. Connectors invite new members to get involved by attending events or volunteering, depending on their interests. Throughout the year, the Connector continues to follow up with the new member to keep them interested and engaged. Does your chapter offer a new-member orientation? If so, how often is it held, what is the format, and what information is shared during the program? Yes. The Membership Committee hosted a new member orientation four times in the 2015-2016 year. The first three “meet and greets” took place at our sponsor Capstrat on 9/24, 1/28, and 4/28. During these sessions, we review a PowerPoint (projected and also distributed as a hard copy) of all the local and national benefits and answer questions of new members. Other board members/volunteers, including the President and President-Elect, also attend to share personal experiences and welcome new members. The fourth event took place on 6/16 just before our final luncheon of the year. During the year we also designated new member reserved tables at our luncheons and included ribbons on their badges. Member Surveys Did your chapter conduct a survey of your entire membership this year? Yes. We conducted a member (current and lapsed) and prospective member survey between December 1-18, 2015. The survey was administered by the research company Bellomy Research and was completed by 122 respondents. What were the results of your survey? Here are top-line results: • Most current AMA members (83%) said the local programs and events are a reason for membership. • 85% of current members said they are very or somewhat satisfied with their AMA membership and six out of seven would recommend membership to others. • When considering the combined benefits and costs of national and chapter

41. Chapter Excellence Awards AMA Triangle 41 membership, 74% said it was a very or fairly good value for the money. • The strong value ratings appear to be largely driven by a high valuation of chapter membership. − 47% said national membership was a very or fairly good value for the money. − 89% said chapter membership was a very or fairly good value for the money. Truth: Great AMA Membership Leaders Focus on Recruitment And Retention. • The optimal price for AMA membership is around $180, according to a Van Westendorp price sensitivity analysis. The acceptable price range for membership is between $140 and $213, which is below the current combined national+chapter dues of $270. • Monthly podcasts are national benefits that are important to renewal and performing well; chapter speakers/talks panels and knowledge/skill events are also important to renewal and performing well. How satisfied was your membership? (State as a percentage) 85% of respondents were satisfied, as indicated by the top top boxes on a five-point rating scale publications and webcasts/ Board in a Box

42. 42 Chapter Excellence Awards AMA Triangle

43. Chapter Excellence Awards AMA Triangle 43 Programming 2015/16

44. 44 Chapter Excellence Awards AMA Triangle Programming Programming Chart Complete the chart below to list your chapter’s entire year of programs. Satisfaction Attendance Actual as a Attendees % of Goal # of Non- Members Members Total Score # of Goal Event Date Type of Event Topic/Speaker 7/7/2015 SIG Event Marketing n/a 4 8 12 10 120% 7/10/2015 SIG Social Media n/a 13 5 18 10 180% 7/21/2015 SIG Higher Ed Marcomm n/a 5 2 7 5 140% 7/23/2015 SIG Digital Marketing n/a 9 3 12 10 120% 8/13/2015 1/2 Day Training Marketing vs. Sales / Devin Kelley 85% 14 2 16 30 53% 8/14/2015 SIG Social Media n/a 9 6 15 10 150% 8/18/2015 SIG Higher Ed Marcomm n/a 4 0 4 5 80% 8/20/2015 Luncheon Testing / Greg Ng 100% 76 74 150 140 107% 8/25/2015 SIG Healthcare Marketing n/a 7 4 11 10 110% 8/27/2015 SIG Digital Marketing n/a 4 10 14 10 140% 9/1/2015 Social Meet the Board n/a 40 0 40 30 133% 9/11/2015 SIG Social Media n/a 13 2 15 10 150% 9/15/2015 SIG Higher Ed Marcomm n/a 7 1 8 5 160% 9/17/2015 Luncheon Live Video / Brian Fanzo 93% 58 63 121 140 86% 9/22/2015 SIG Healthcare Marketing n/a 13 3 16 10 160% 9/24/2015 Social New Member Meet & Greet n/a 41 0 41 25 164% 9/26/2015 Social Member Appreciation / Soccer n/a 16 10 26 40 65% 10/8/2015 1/2 Day Training Leadership / Dr. Gary McGrath 99% 25 5 30 30 100% 10/9/2015 SIG Social Media n/a 11 2 13 10 130% 10/15/2015 Luncheon Presentation Sin / Alan Hoffler 97% 56 79 135 140 96% 10/20/2015 SIG Higher Ed Marcomm n/a 3 1 4 5 80% 10/22/2015 SIG Digital Marketing n/a 1 3 4 10 40% 10/26/2015 Social High Five Kickoff Party n/a 35 55 90 70 129%

45. Chapter Excellence Awards AMA Triangle 45 Satisfaction Attendance Actual as a Attendees % of Goal # of Non- Members Members Total Score # of Goal Event Date Type of Event Topic/Speaker 10/27/2015 SIG Healthcare Marketing n/a 10 1 11 10 110% 11/11/2015 Members Only Midnight Lunch / Sarah Caldicott n/a 25 0 25 25 100% 11/13/2015 SIG Social Media n/a 9 2 11 10 110% 11/17/2015 SIG Higher Ed Marcomm n/a 4 2 6 5 120% 11/19/2015 Luncheon Local Culinary Marketing Panel 99% 37 51 88 140 63% 12/1/2015 Members Only Merry Mingle n/a 25 0 25 25 12/7/2015 SIG Transitions Speaker n/a 7 12 19 10 190% 12/8/2015 SIG Healthcare Marketing n/a 2 5 7 10 70% 12/11/2015 SIG Social Media n/a 6 0 6 10 60% 12/16/2015 SIG Transition Roundtable n/a 3 7 10 10 100% 12/17/2015 Luncheon Loyalty / Peter Shankman 96% 59 74 133 140 95% 1/4/2016 SIG Transition Speaker n/a 5 20 25 10 250% 1/8/2016 SIG Social Media n/a 8 6 14 10 140% 1/19/2016 SIG Higher Ed Marcomm n/a 3 1 4 5 80% 1/20/2016 SIG Transition Roundtable n/a 1 14 15 10 150% 1/21/2016 Luncheon Entrepreneur / Jason Lucash 94% 61 101 162 140 116% 1/26/2016 SIG Healthcare Marketing n/a 8 3 11 10 110% 1/28/2016 SIG Digital Marketing n/a 4 2 6 10 60% 1/28/2016 Social New Member Meet & Greet n/a 31 0 31 25 124% 2/1/2016 SIG Transition Speaker n/a 6 14 20 10 200% 2/11/2016 1/2 Day Training Goal Setting / Van Carpenter n/a 19 14 33 30 110% 2/12/2016 SIG Social Media n/a 10 2 12 10 120% 2/16/2016 SIG Higher Ed Marcomm n/a 4 3 7 5 140% 2/17/2016 SIG Transition Roundtable n/a 9 8 17 10 170% 2/23/2016 SIG Healthcare Marketing n/a 8 5 13 10 130% 2/24/2016 SIG Non-Profit/Small Business n/a 12 16 28 10 280%

46. 46 Chapter Excellence Awards AMA Triangle Satisfaction Attendance Actual as a Attendees % of Goal # of Non- Members Members Total Score # of Goal Event Date Type of Event Topic/Speaker 2/25/2016 SIG Digital Marketing n/a 4 1 5 10 50% 3/2/2016 Conference High Five Conference 97% 177 279 456 420 109% 3/2/2016 Social High Five Opening Night Party n/a 41 62 103 75 137% 3/2/2016 Social High Five VIP Party n/a 17 27 44 40 110% 3/7/2016 SIG Transition Speaker n/a 6 13 19 10 190% 3/9/2016 SIG Marketing Automation n/a 4 3 7 10 70% 3/11/2016 SIG Social Media n/a 8 3 11 10 110% 3/16/2016 SIG Higher Ed Marcomm n/a 2 2 4 5 80% 3/16/2016 SIG Transition Roundtable n/a 6 5 11 10 110% 3/17/2016 Luncheon Global Marketing / Jean English 93% 85 71 156 140 111% 3/22/2016 SIG Healthcare Marketing n/a 3 1 4 10 40% 3/24/2016 SIG Digital Marketing n/a 1 3 4 10 40% 3/24/2016 Social Networking Event n/a 21 14 35 25 140% 3/30/2016 SIG Non-Profit/Small Business n/a 7 4 11 10 110% 4/4/2016 SIG Transition Speaker n/a 12 13 25 10 250% 4/7/2016 1/2 Day Training Fan Factor / Meredith Oliver 100% 19 13 32 30 107% 4/8/2016 SIG Social Media n/a 9 4 13 10 130% 4/13/2016 SIG Marketing Automation n/a 11 4 15 10 150% 4/20/2016 SIG Transition Roundtable n/a 6 11 17 10 170% 4/21/2016 Luncheon CMO Panel / She Suite 100% 71 132 203 140 145% 4/22/2016 SIG Branding n/a 11 9 20 10 200% 4/26/2016 SIG Healthcare Marketing n/a 4 2 6 10 60% 4/27/2016 Webinar Audience Profiling 101 n/a 25 4 29 25 116% 4/27/2016 SIG Non-Profit/Small Business n/a 8 5 13 10 130% 4/28/2016 SIG Digital Marketing n/a 7 2 9 10 90% 4/28/2016 Social New Member Meet & Greet n/a 35 0 35 25 140% 5/2/2016 SIG Transition Speaker n/a 4 11 15 10 150%

47. Chapter Excellence Awards AMA Triangle 47 Satisfaction Attendance Actual as a Attendees % of Goal # of Non- Members Members Total Score # of Goal Event Date Type of Event Topic/Speaker 5/11/2016 SIG Marketing Automation n/a 6 4 10 10 100% 5/13/2016 SIG Social Media n/a 7 7 14 10 140% 5/16/2016 Members Only SAS event / CCO Fritz Lehman n/a 55 5 60 30 200% 5/17/2016 SIG Higher Ed Marcomm n/a 5 3 8 5 160% 5/18/2016 SIG Transition Roundtable n/a 6 9 15 10 150% 5/19/2016 Luncheon Branding / Melanie Spring 100% 87 78 165 140 118% 5/19/2016 Members Only Senior Level Networking Breakfast n/a 15 5 20 15 133% 5/24/2016 SIG Healthcare Marketing n/a 5 0 5 10 50% 5/25/2016 SIG Non-Profit/Small Business n/a 11 3 14 10 140% 5/25/2016 Webinar B2B Content Strategy n/a 31 4 35 25 140% 5/26/2016 SIG Digital Marketing n/a 3 6 9 10 90% 5/27/2016 SIG Branding n/a 4 6 10 10 100% 6/6/2016 SIG Transition Speaker n/a 9 12 21 10 210% 6/7/2016 Social Raleigh Beer Garden n/a 70 36 106 30 353% 6/8/2016 SIG Marketing Automation n/a 7 5 12 10 120% 6/9/2016 1/2 Day Training Integ. Mktg. / Johnston & Barlow 100% 34 10 44 30 147% 6/10/2016 SIG Social Media n/a 10 2 12 10 120% 6/15/2016 SIG Transition Roundtable n/a 12 6 18 10 180% 6/16/2016 Training Job Fair Susan Arnold and 15 exhibitors n/a 77 60 128% 6/16/2016 Luncheon Build the Fort / Chris Heivly* 100% 113 85 198 140 141% 6/16/2016 Social New Member Meet & Greet n/a 15 0 15 25 60% 6/21/2016 Members Only Senior Level Networking Breakfast n/a 11 3 14 15 93% 6/22/2016 SIG Non-Profit/Small Business n/a 12 2 14 10 140% 6/22/2016 Webinar Lead Nuturing n/a 20 2 22 25 88% 6/23/2016 SIG Digital Marketing n/a 8 4 12 10 120% 6/24/2016 SIG Branding n/a 8 8 16 10 160% Totals 97% 2,008 1,704 3,789 3,240 117%

48. 48 Chapter Excellence Awards AMA Triangle Programming Programming Planning How many programming committee volunteers did your chapter have? 27 How far in advance did your chapter develop its programming calendar? 12 months. We developed our Programming calendar a year in advance. This includes knowing we’d have monthly luncheons every third Thursday (apart from July and February), SIG meetings on a monthly or bi-monthly basis (with a recurring date/time for each SIG), and our third annual High Five conference during March 2-3, 2016. Communications and Programming were closely integrated. Programming used the chapter’s standard Communications Brief, to ensure the Communications team had all the info it needed to promote events online, email, social media, and print. This also included providing information to Communications with enough lead time, which meant getting speaker blurbs and headshots well in advance. It was all part of our process. To ensure excellence, we ran an expanded Communications team for our signature High Five Conference in March 2016. This included volunteers for web, print, and mobile marketing, plus an in-kind sponsor for social media monitoring. How did your chapter build sponsorships into events? We build sponsorships into every recurring event and most one-off events. We recognize sponsors at every luncheon (on signboards and often in other ways for higher-level sponsors). SIGs are hosted/moderated by sponsors. We typically booked luncheon keynote speakers at least three months in advance, with some further in advance. We also committed to a minimum number of socials and training programs, which we scheduled during the year. We established an ambitious goal of booking 80% of our luncheon speakers before our first luncheon. By August 15, our VP of Programming Leah Dorsey had slotted themes and speakers for eight of our 10 luncheons. How did your chapter create member value through programming? We created member programming three-fold. First, we provided special pricing to our members. Non-members on average spent 83% more to attend chapter events. Second, we bumped up the number of training events given feedback from our membership. That included increasing trainings by 200% and webinars by 300%. Third, we created a handful of free or low cost exclusive member-only events in order to boost perceived value. How did your chapter integrate communications plans into your programming plan? High Five Conference contains a strong sponsorship component, where sponsors exhibit for two days in our trade show area. We found ways to do signature giveaways at many of our luncheons. In November we gave away chocolate and scones from our panelists. In December, we gave every attendee a copy of Zombie Loyalists. In April, we gave away free vodka from TOPO Distillery and breath mints from our sponsor Fidelity Charitable at our CMO panel luncheon. In May, our sponsor Alphagraphics gave away five golden tickets. In June, 50 lucky embers received a copy of Chris Heivly’s book, Build the Fort. value through The chapter also leveraged our sponsors to enhance our events. We held all volunteer board meetings at Citrix, Method Savvy, and Capstrat. We held member-only events at Bi-Link and SAS.

49. Chapter Excellence Awards AMA Triangle 49 Delivery Programs Delivered What was the total number of programs your chapter offered? 102. In 2014-15 we delivered 66 programs. In 2015-16 we took it ONE LOUDER and delivered 102 programs. What was the average percentage price differential between member and non-member programming fees? On average, non-members paid 88% more. The per-event increase ranged from 33% to 200%. Event Type Members Non-Members Increase SIGs Free $10 100% Webinars Free $25 100% Luncheons $30/$40 $40/$50 33% 1/2 Day Trainings $25 $75 200% High Five Conference $345 $495 43% Job Fair $40 $60 50% Program Content Complete the table below to indicate if your chapter programs contained any of the types of content listed, then share the name of one chapter program that contained this content and specify the relevant content. Program Content Program Name Relevant Context Panel Annual CMO Panel Our most successful luncheon, the CMO Panel Roundtable Transition SIG SIG for members and prospective mem- bers in transition Hot speaker Luncheon Peter Shankman spoke about loyalty and customer experience Hot topic Live Video - Luncheon Brian Fanzo spoke about Periscope, Meer- kat, Blab, etc. Hot company IBM Global VP of Marketing Jean English spoke about marcom Hot venue SAS Executive Briefing Center SAS hosted an exclusive members-only event at their EBC

50. 50 Chapter Excellence Awards AMA Triangle Delivery Program Types Complete the table below to indicate the other types of programs your chapter offered beyond regular programs. Program Type Program Names Program Timing Signature event High Five Conference (two days) March Board Appreciation event Merry Mingle networking social December Members-only program Midnight Lunch Lab and SAS talk November and May Awards program Annual Scholarship Award June Networking/Career Development AMA Triangle Job Fair June Volunteer/Family Appreciation Durham Bulls June Member Appreciation event Raleigh Beer Garden June Program Surveys For what percentage of total programs did your chapter conduct surveys? 16% We surveyed all luncheons, trainings, and the High Five Conference. We did not survey SIGs and social events, to prevent survey fatigue. What was the average satisfaction score for all programs combined (as a % of 100)? 97% (note: 97% for luncheons, 96% for trainings, 97% for High Five Conference)