The American Marketing Association Collegiate Council Plan for 2009-10

1. The American Marketing Association Collegiate Council Plan for 2009-10

2. Vision • The new AMA vision is to be the leading marketing resource and network where the best marketing talent gathers to create and collaborate to advance the profession of marketing worldwide. The Collegiate Chapters vision mirrors that of the AMA. • Collegiate Chapters vision is to be the leading marketing resource for professional development and knowledge of our collegiate members; to be the leading marketing network to prepare our members for careers in marketing and transition from college to career and to facilitate gathering of the best collegiate marketing talent in the country to learn from each other.

3. How Did We Do Compared to 2008-2009 Plan? I want to personally thank this year’s Jimmy Peltier for his dedication and efforts. Despite a number of obstacles he lead the Collegiate Chapters Division to a successful year.

4. SUCCESSES

5. Enhanced Value Proposition • Continue to see an increase in member engagement through (a) participation rates and (b) quality of our programming.

6. Continued Programs • Added new, committed CCC Board Members • Increased the number and quality of Regional Conferences – provided seed money for four regional conferences: • FIU/South Florida • Pace University • UPenn • UW-Whitewater

7. Continued Programs • Case Competition Quality up again this year • Karl Mann Web Site Competition continues to improve the quality of Collegiate Chapter websites • Service grant applications highest ever

8. Continued Programs • Improved Conference Programming • Approx 1,300 in attendance in down economy and dramatically higher conference fees • Speaker quality • SABRE Competition numbers up • Attendee satisfaction metrics highest ever (or at least in past 7 years) • All Sales Competition slots filled • Slight growth in Ambassador Program

9. New Initiatives • Recruitment Video Competition • More for 2009-2010 • AMA Collegiate Connections: Four issues with chapter participation • Take an Entrepreneur to Lunch Program, partnership with ACTON • New Board-in-the-Box materials for collegiate chapters • Chapter Plans and Annual Reports of Top 16 chapters • Case Competition Winners • Video presentation of Winning case

10. And we have made significant Budget Reductions Over the past 4 years we made a number of budget cutbacks including: • Elimination of our winter case competition meeting. We now conduct this online. • Moved our other meetings to college campuses where the meeting facilities and many amenities are donated and where the hotel rooms are cheaper than at our national conferences. • Went to an all online distribution of Marketing News for collegiate members. This significantly reduced costs without reducing delivered value.

11. Engagement Metrics • Membership • March 2008: 11, 313 • March 2009: 11,743 • Only small drop in conference attendance • High participation in competitions • Growing interest in Regional Conferences

12. How Did We Do Compared to 2008-2009 Plan? Not Successful Yet • Sponsorships - Virtually no movement • No Job Board • Sponsorships - We do not have a case sponsor yet • National Internship Program – no movement • Partnerships with professional chapters – We were not able to establish a program to have the professional and collegiate chapters work together. • Relationships – We were not able to establish a program to build a stronger relationship with the academic members.

13. 2009-10 AMA Collegiate Council Goals and Plan

14. Key situation factors that will affect The Collegiate Chapters Division’s effectiveness in the future • The new technology initiative that AMA is implementing has the potential to greatly improve our ability to deliver valuable benefits to our members. • The economy is likely to negatively impact collegiate membership and attendance at the international conference this year. However, this is also a great opportunity to add value for our collegiate members by providing career counseling, networking and employment opportunities. During these tough times, we need to find ways to give our members a leg up in the job market. • We have been experiencing communication problems that have resulted in a number of setbacks concerning our ability to effectively and efficiently deliver a quality experience for our members. IH and the Collegiate Chapters Council are committed to resolving these issues.

15. Our Goal All of our strategies and initiatives are designed to accomplish one thing…… To improve the American Marketing Association collegiate experience for our members and their advisors.

16. Initiative #1 • Increase Sponsorships • Sponsorships are the primary way for us to increase the value of AMA to the collegiate membership. In addition to the money, sponsorships provide career opportunities, professional experiences, and networking opportunities for our membership.

17. Strategies to increase sponsorships • We need to clearly define the responsibilities and roles that the CCC and IH are to play in accomplishing in selling the case and other sponsorships. While CCC members have managed to sell the last 4 or 5 cases, this should not be their responsibility. We need a commitment from IH for selling the case and gaining other sponsorships. • IH needs to develop a system of developing leads, qualifying those leads and selling sponsorships. The CCC members need to also identify leads and play a supporting role in the sale of the sponsorships. • Communications between IH and the CCC need to be improved in this area. • The CCC needs a commitment from IH to increase the number of Sponsorships of CCC activities. IH has the majority of contacts. • The IH at AMA need to make sponsorship a priority if we are going to accomplish this goal. The CCC can help Based on past results; it does not appear that IH has the resources or talent to accomplish this goal. Perhaps it should be outsourced.

18. Strategies to increase sponsorships • We must build better relationships with our professional and academic members to identify our best sponsorship activities. At this time relatively little is done to link collegiate members with the other divisions. These relationships should be substantial source of sponsorships. • Develop new Sponsorship opportunities using creative approaches to develop new opportunities for current sponsors…… such as the website competition • Most importantly, marketing, marketing, marketing • Communicate the opportunities to the professional members and sponsors. We need a multichannel approach that in large part relies on phone and face to face contacts. You cannot get sponsorships by sending out emails. • Phone calls • Email efforts • Contacting Professional Chapters • Exposure in Marketing News?

19. Initiative #2 • Build relationships with academic and professional members. • Our Professional chapters and academic members are wonderful untapped resources to enhance the AMA collegiate membership experience. We need to create synergistic relationships with these groups.

20. Strategies to build relationships with academic and professional members. • The Collegiate Chapters Division can, with the assistance of the professional and academic councils, increase the value proposition to our members • Structured Professional-Collegiate Partnership Program • Awards for professional chapters and collegiate chapters We need to reward Collegiate and Professional Chapters that partner on professional development, fundraising, community service, and membership activities with professional chapters. • Structured Academic-Collegiate Partnership Program • Program to tie academic members to the University’s student chapter • AMA needs to create partnering activities that are synergistic and mutually beneficial. An example would be the Tap Project. • We need to reward Collegiate Chapters that build relationships with academic members to enhance the AMA student experience.

21. Initiative #3 • Develop partnerships with companies and organizations. • Creating partnerships with companies is at the core of delivering value to our membership. Our students want real-world experience. The AMA is an unparalleled recruiting resource, a rich source for marketing research data, and a strong brand alliance opportunity.

22. Develop partnerships with companies and organizations. • Creating partnerships with companies and other organizations is at the core of delivering value to our membership. Our students want real-world experience. From the firms’ perspective, the AMA is an unparalleled recruiting resource, a rich source for marketing research data, and a strong brand alliance opportunity. • AMA Collaboration with other organizations such as DMEF • Internships • Speakers • Local Contacts • Other programs like Take an Entrepreneur to Lunch • National Internship Program (i.e., Enterprise, NW Mutual) • Identify firms that want to reach 10,000 college students for marketing research.

23. Initiative #4 • Improve our communications with members, chapters and advisors.

24. Strategies to Improve our communications with members, chapters and advisors. This year, it became obvious that our ability to communicate with chapter officers, advisors and individual members is limited. We need to improve this as soon as possible. • Improve the National Website and its navigation • Improve the accuracy of the chapter database so that communications are sent to the correct individuals. Update and clean up our officer and advisor databases • Create online forms that load directly into the IH database • Create an online portal for chapters to deliver chapter plans, Chapter reports, case competitions entries etc. • Make someone at IH responsible for its maintenance • Develop customized value added database based communication plan for individual members, officers and advisors. • Webinars • Provide more value added career information for our members • Provide more academic content for our members via Marketing on Demand.

25. Initiative #5 • Increase the number of collegiate members and collegiate chapters.

26. Strategies to Increase the number of collegiate members and collegiate chapters. • Ambassador Program to reactivate chapters • Improve our value proposition by enhancing or web based services • More professional development • Marketing on Demand • Career exploration • National Job Placement Program • Internships • Professional networking • Improve chapter communications • Reestablish previously successful programs • Recruit faculty advisors • Faculty incentives to become and remain an advisor • Added Value of Conference • Establish AMA Facebook/Myspace/Twitter pages • Distribute the new recruiting video • Incentive program for local professional chapters where universities exist • Better and more Regional conferences

27. Initiative #6 • Increase attendance at our annual international conference

28. Strategies to Increase the number of collegiate members attending the annual conference. We need to continue to find ways to add value to those attending the conference especially since the registration fee was increased by 20% this year. • Continue to improve the programming. Find additional resources for speaker acquisition (budget has gone up) • More social events • Additional Competitions • Improve the number and quality of recruiters at the conference • Improved networking opportunities • Marketing the conference to students and advisors in the fall. • Better and more Regional conferences

29. Continuing initiatives • SPONSORSHIPS  We need movement in this area • Ambassador program • Take an Entrepreneur to lunch • Regional conference support

30. Continuing initiatives • Marketing on demand for students • More structured job placement/internship programs • Student/faculty consumer panels • Member satisfaction • **As a sponsorship/revenue generator tool

31. Conclusions • In 2009-2010, the Collegiate Division is focusing on increasing the AMA collegiate value proposition by asking for increased support from IH, and by more partnering with the professional and academic members, especially in terms of sponsors and related programs. This continues to be our #1 priority. • We have a proactive board. Our primary need is increased assistance from IH to help us succeed. • Additional marketing is needed to attract new members. Additional relationships are needed to provide retention value. We propose a database marketing plan to accomplish this. • Most of our initiates outlined above cost very little and contribute directly to enhancing the AMA’s position as a marketing leader, expanding membership, and contributing to long-term financial stability. • However, some additional budget is needed to increase marketing communications and to help generate greater sponsorship revenue.