University of PennsylvaniaChapter Plan

2011-2012“Let your ideas take flight”

table of contents

02030506070809

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chapter overview

professional development

community service

fundraising

membership

communications

chapter operations

calendar

chapter overview

missionTo promote the academic study and professional practice of marketing among University of Pennsylvania students by providing a forum for students, field experts and community leaders to share their knowledge and creativity.

s.w.o.t. analysis

• Inexperience coping with rapid mem-bership growth and scaling of organiza-tion

• Difficulty in attracting non-business majors to MUSE conferences

S W

O T

trengths eaknesses

pportunities hreats

• Excellent brand recognition across campus as a professional student organization that delivers valuable marketing experiences

• Offering diverse and valuable marketing experiences (i.e. targeting and positioning) to all MUSE members

• Successful track record in case competitions, placing in 7 national and regional competitions in the last academic year

• Growing MUSE Consulting business that provides hands-on experience in research, strategy, tactics, and design

• Transparency in decisions in all four branches of MUSE: Consulting, Case Competitions, Consulting, and Conferences

• Positive member experiences that build club’s reputation for leadership development and experiential learning

• Ability for general body to influence events of the organization

• Reposition MUSE as a marketing organization for all, non-business majors included, to drive membership growth

• Increase social media use (i.e. Google+, Facebook, Twitter) to attract new members and engage current members in marketing news

• Expand MUSE’s sponsors from being only in CPG and tech-nology to advertising agencies and consulting firms

• Leverage strong alumni network to bring in industry speak-ers and recruit corporate sponsors

• Partner with diverse groups on Penn’s campus and around the tri-state area to capitalize on synergies that better meet the needs of the larger MUSE community

• AMA membership fee of $47 high com-pared to campus standard of $15, limit-ing number of underclassmen joining

• Over 400 other student clubs compete for students’ time and attention

• Other organizations contacting MUSE’s current sponsors to form partnerships

• Strict university administration policies increase lead time and reduce planning agility

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We believe it is important moving forward to ensure that each member continues to reap professional and social benefits from their MUSE experience. As a result, this year our goals focus on advancing the theme: “LET YOUR IDEAS TAKE FLIGHT”. This statement captures our overall goal to empower each member to drive our organization with their ideas, enabling us not only to do more as a club but also to guarantee that mem-bers are able to make the difference that they want to make. In addition to our current club offerings, we aim to also use the theme to increase value added to members.

goals

• Deliver valuable marketing experiences to over 200 members through AMA competitions, case competition teams, consulting projects, and conferences

• Connect undergraduates interested in marketing with select graduate students to build networks• Connect 200 members with internship and job opportunities in marketing• Build 3 new corporate partnerships with companies that wish to recruit Penn students for mar-

keting positions• Remain a superior collegiate chapter in 2010-2011 with strong showing in the AMA community• Increase end of year paid membership to 130• Collaborate with 6 student groups to organize 5 events that use our expertise to serve the larger

Penn community• Increase proportion of non-business majors interested in MUSE and our club offerings

“let your ideas take flight:” empowering members to achieve more

professional development

“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Invite experts and professionals from various industries to host events around nontraditional marketing• Collaborate with 6 student groups to organize 5 excellent speaker events and increase campus participa-

tion• Engage 100 members in 4 case competitions, 12 consulting projects, and all AMA competitions• Connect all MUSE members with marketing opportunities at 15 different companies• Hold 2 job shadowing trips to advertising agencies and marketing firms in New York and Philadelphia• Host innovative professional development events which highlight creativity + marketing

goals

Promote the professional development and personal growth of our members by delivering a constant stream of 1) professional networking with companies and individual student groups, 2) educational marketing, and 3) experiential learning opportunities that help advance them toward their career and academic goals.

strategy

chapter overview

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1|networking opportunitiesConnecting student to internships, full-time jobs, and opportunities to start businesses

MARC Spring Internship Fair• Hold our annual spring career fair with a target attendance of over 200 students• For the first time ever, invite individuals from target schools in the tri-state area (ex: Princeton, NYU, etc.) to attend• Secure 9 marketing and retail companies, generating $3,500 in total corporate sponsorship• Host 100 students at networking lunch before fair to encourage personal interaction with recruiters

• Run a company-sponsored case competition, immersing teams in a real brand management issue

Exclusive Networking Events• Organize 3 exclusive networking events with corporate sponsors from at least 3 different industries: consumer-packaged

goods, technology, and consulting• Give students the opportunity to connect with recruiters in both small and large group settings and learn what it means

to pursue a marketing career at the host company

• Help corporate sponsors shift perceptions of their brand through thoughtful event marketing

Resume Book • Compile members’ resumes and distribute digitally to participating companies, giving students wide company exposure

with minimal effort

• Aggregate available marketing positions at participating companies and distribute to members

Job Shadowing Trips • Visit at least 2 successful companies in an offsite job shadowing trip centered on marketing• Meet with marketing representatives in a small group setting and learn about how the company approaches its unique

marketing challenges• Target companies in the technology and consulting spaces, 2 of the top 5 most listed industries members wanted to learn

more about in our end-of-year survey

2|educational marketingExperts and professionals educating students

WUMC Regional Conference • Hold our annual regional fall conference with a target attendance of over 150 students• Bring together students from Penn and at least 5 other AMA chapters to exchange ideas on marketing and learn together

from industry professionals and leading academics• Secure 4 external speakers and 4 marketing professors in Wharton to discuss different aspects of marketing as it relates

to the conference theme

Events with Numerous Student Groups • Host a dual-event with different groups on campus focused on networking and giving our members the opportunity to

meet Penn students from different industries• The event will first be a lecture by a premier professional who has work which ties back to both marketing and the

purpose of the other student group, followed by a networking session afterwards to allow MUSE members to talk with the other student group

professional development

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Case Competitions• Engage 30 unique members in at least 4 national and regional case competitions• Host an event targeted to students interested in joining a case team to explain the different case competitions they can

participate in this year• Place in all of these competitions

MUSE Consulting • Secure at least 5 consulting projects each semester for 30 student consultants• Scope projects to include a balance of marketing research, strategy, execution, and design• Work to confirm at least 1 nationally-recognized or quickly emerging client to build MUSE Consulting’s brand

3|experiential learning opportunitiesHands-on Learning

community servicegoals“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Leverage marketing expertise within Penn partnerships to rebrand, fundraise for, build awareness of, and

support service causes within the community• Work with Penn faculty to develop business and marketing-related educational programs for local West

Philadelphia schools• Involve the entire MUSE family in one-day service projects• Increase exposure of non-profit organizations, particularly non-profit marketing, through hosting speakers

Expand student interest of both marketing and community service through 1) education about non-profit marketing and 2) use their marketing knowledge to support fellow Penn non-profit student organizations and the Philadelphia community.

strategy

Workshops with Faculty: • Coordinate with faculty in the marketing department and the social impact department to develop curriculum to bring

to local schools.• Build comprehensive curriculum, covering not only marketing, but basic business fundamentals.

• Recruit and market student volunteer positions to bring these workshops to schools.

Internal MUSE events:• Coordinate one-day MUSE volunteer events, from Casserole Blitz to Media Literacy.• Bringing in speakers with non-profit marketing experience to discuss their projects.

1|nonprofit marketingBringing in professionals to educate students about non-profit marketing

professional development

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2|serving othersExperts and professionals educating students

Elementary School Media Literacy Workshops:• Develop a curriculum aimed at introducing marketing and advertising for elementary and middle school students.• Integrate education on video technology and healthy eating habits.

AMASavesLives • Create a comprehensive campaign including viral videos, social media, and public events that promote awareness for

organ donation

• Increase registration for organ donation on campus and beyond by leveraging personal and organizational networks

MUSE Non-Profit Consulting:• Involve 12 consultants in a semester-long project to analyze college gap year programs• Conduct primary market research to determine student awareness and roadblocks to City Year

fundraisinggoals“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Apply targeting, segmentation, and positioning to recruit corporate sponsorships and new MUSE Consulting

clients in current economic state• Raise a total of at least $10,000 in revenues for the year

Raise funding for all MUSE programs through 1) corporate sponsorship program, 2) MUSE Consulting busi-ness, 3) MUSE Design Consulting, and 4) community partnerships.

strategy

Yearly Sponsors• Gain 3 yearly sponsors who agree to a long-term partnership with MUSE• Raise a total of $2,000 from the program in exchange for pre-agreed benefits such as listserv access, campus rebrand-

ing, and a series of corporate events • Tailor pitchbooks to highlight MUSE’s value proposition and position MUSE as the best Penn student organization to

sponsor• Establish formal database system to coordinate and track corporate communications

Event Sponsors• Build 5 new corporate partnerships with comapnies that wish to recruit Penn students for marketing positions • Customize yearly sponsorship program for companies with smaller budgets but promise of long-term sponsorship • Build a strong reputation with companies by delivering valuable exposure to result in future upsell• Run awareness and sentiment surveys of current Penn students to demonstrate to companies their potential areas of

growth in the recruiting brand

1|corporate sponsorship programBranding MUSE as the premier Penn organization to sponsor

community service

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MUSE Consulting • Contract a total of 10-12 clients for the year, resulting in revenues of $3,000• Collect testimonials from past clients and create a formalized pitchbook to help recruit future clients• Contact former MUSE Consulting clients for detailed feedback on projects and leads for new clients

MUSE Design Consulting • Begin this new business and secure 2 partnerships with start-ups in the Philadelphia region to rebrand their business,

redesign their logo, and provide creative deliverables

2|muse consulting businessProviding consulting services to generate revenue

University Partners • Partner with the Wharton Council to generate $1,000 in club funds• Raise $5,000 in sponsorship from the Wharton Marketing Department to fund attendance at the annual AMA Collegiate

Conference as well as catering for annual conferences

3|community partnershipsLeveraging community organizations as a source of funding

membershipgoals“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Connect with incoming freshmen about the possibilities with MUSE• Educate Penn students about careers in the marketing field• Leverage the diversity of MUSE members to connect members together with similar interests• Increase the social activity and interaction among MUSE• Raise the awareness of MUSE across all four of Penn’s undergraduate schools

Create a setting that engages everyone from freshmen to seniors through 1) professional growth, 2) social events, and 3) alumni relations.

strategy

Mock Job Interviews: • Simulate real-life interview scenarios to help students prepare for on-campus recruiting• Create a new event series tailored to upperclassmen and building their resume

1|professional opportunitiesBringing in professionals to educate students about non-profit marketing

fundraising

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2|social eventsBringing MUSE members together in social settings

Social Events• Create sense of community through 4 club social events, which include “Getting to know MUSE Board” ice cream chats,

Halloween parties, and fireside chats• Host monthly inter-committee dinners where 2 committees meet and dine together

3|alumni relationsBringing MUSE community to life after graduation

Summer Alumni Event in NYC • Introduce alumni to current club members looking to enter the marketing industry• Bring the event to alumni to avoid historic problem of alumni not being able to travel to Philadelphia for events• Achieve target attendance of 20 alumni and 10 current members

2|membership targetsIncreasing MUSE’s membership base through leveraging our high value-add events

Viral Marketing • Introduce videos and creative flyers to MUSE members, promoting AMA’s value-add to our members• Use “I was a MUSE Kid” promotions to highlight some of our most successful leaders and showcase how MUSE and AMA

helped them succeed

communicationsgoals“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Build MUSE’s brand as a professional and innovative student organization both internally to students and

externally to companies and clients• Apply targeted marketing to increase awareness of and participation at MUSE events

Present integrated marketing communications promoting MUSE events by 1) assigning all promotions to a dedicated and specialized committee, 2) distributing materials across internal communications channels, and 3) presenting united and professional communications to external parties.

strategy

Promotions & Web Committee• Perform gap analysis to identify underserved segments and new event opportunities• Develop, pitch, and implement new branding and messaging plans for MUSE• Carry out a new and creative guerrilla marketing campaign for MUSE • Have a group within this committee devoted to generating creative ideas to help build MUSE’s brand image on campus • Create new membership handbook to educate students on how to get involved in MUSE

1|promotions and web committeeMarketing for Penn’s marketing club

membership

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Internal Communications Channels • Streamlined email communication with all paid members (committee members, consulting members, case competition

participants, and conference members) to better spread information• Maintain and revamp website to enhance communication with general body• Identify social media strategies (Facebook, twitter, YouTube, Google+) and identify areas of improvement

2|internal communicationsPromoting events to members

Public Relations• Reach out to university newspapers and Wharton publications to promote MUSE’s achievements on campus and among

faculty

Pitchbooks• Visually reorganize content developed by committees to best present value propositions to potential clients and corpo-

rate sponsors through thoughtful, integrated design• Build MUSE’s external reputation as a professional student organization that companies want to partner with

Alumni Newsletter and Holiday Cards • Reengage alumni with MUSE community through biannual alumni newsletters and annual personalized holiday greeting

cards

3|external communicationsGenerating outside buzz about MUSE

chapter operations & calendar of eventsgoals“LET YOUR IDEAS TAKE FLIGHT”: EMPOWERING MEMBERS TO ACHIEVE MORE• Increase board and committee productivity through enhanced technology and formal systems• Improve record keeping throughout the year to ease knowledge sharing at leadership transitions• Quickly react to and implement new ideas from general body members

Formalize board and chapter processes like board productivity improvements that are so critical to the club’s continued success and smooth operations

strategy

• Apprenticeship Program • Allow stand-out individuals to shadow different board members prior to elections to allow new leaders to learn about

roles and a board member’s day to day jo

1|board shadowingTraining new leaders to ensure smooth transitions

communicationscommunications

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Board Productivity Improvements• Conduct monthly one-on-one feedback sessions to track professional and personal growth and identify new areas of

improvement• Leverage the MUSE Board Wiki to maintain constant open communications among leadership• Reevaluate board structure at transition to ensure current structure continues to meet club needs• Introduce event proposal system that allows general body members to champion an event

2|corporate sponsorship programEnhancing Chapter Operations

September• New Student Orientation Fair• Wharton Clubbing Night• New website launch• “What is MUSE” Event Series• About MUSE Consulting• About MUSE Case Competitions• General Body Meeting on YouTube

Marketing• Board Social Outing to Dinner• New Members Admitted• AMA Case Competition Launch• Gilt City Case Competition Launch• Chevrolet Sonic Case Competition

Launch

October• AMA Marketing Month• General Body Meeting• Board Feedback Session• Interactive Media Group + MUSE

Inaugural Leadership Event Launch• Lunches with Advisor Launch • Inter-Committee Dinnee• Nike Speaker Event

November• Wharton Undergraduate Marketing

Conference• General Body Meeting• Board Feedback session• Resume Book Launch • TBWA Speaker Event• New Board Interviews/Turnover

December• MUSE Consulting Client

Presentations• OCR101 Event• End of Semester Dinner and Awards • Board Leadership Forum

January• MARC Career Fair• Professor Lunch• About MUSE Consulting • New Members Admitted• Membership Social Event

February• General Body Meeting• Board Feedback Sessions• Inter-Committee Dinner

March• Board Feedback Sessions• Relay for Life• Professor Lunch

April• General Body Meeting• End of Year Study Break • MUSE Consulting Client

Presentations

May• Senior Goodbyes• Board Leadership Forum

3|calendar of events

chapter operations and calendar

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Beginning Balance $8,392Revenues Conferences WUMC $2,000 MARC $7,000Corporate Sponsorships Information Session Sponsorships $1,000 Other Partnership Events $800Other AMA Prize Money, 2011 $1,000 MUSE Consulting $3,000 Funding from Wharton Council $400 Community Service Grant $500 AMA Conference Grant $250 Total Revenues $24,342 Expenses Events WUMC $500 MARC Facilities $500 Lunch $1,500 Job Shadowing Trips $300 AMA Case Competition $100 General Body Meetings ($90 /meeting) $600 Professional Development $200 Membership Social Events $600 Marketing Field Trips $100 Community Service $0 AMA International Collegiate Conference $10,000 Promotions T-Shirts $200 Water Bottles $0 Other Promotional Items $200 Administrative Printing $500 Speaker Gifts $100 Website Maintenance $270 Total Expenses $15,670 Ending Balance $8,672

budget$8,392

$2,000$7,000

$1,000$800

$1,000$3,000$400$500$250$24,342

$500

$500$1,500$300$100$600$200$600$100$$0$10,000

$200$0$200

$500$100$270$15,670$8,672

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