OCOB Best Club Submission(3)
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Transcript of OCOB Best Club Submission(3)
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2013-2014
American Marketing Assocation
CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO
ORFALEA COLLGE OF BUSINESS
BEST CLUBSUBMISSION
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• Activemembershipincreasedto75%fromSpring2012• LaunchedYouTubeChannelwithAMAAdvertisementVideo• IntroducedDirectorRolestoExecutiveBoard• SuccessfulcompanytourstoBayAreaandlocalagency• CreatedpartnershipwithNon-profitFamilyCareNetwork• ImplementedMarketingMentorsProgram• MarketingCareerConferencebroughtin21recruiting
companiesand$12,000inrevenue• Implementedthreesponsorlevels• HostedthesecondannualPitchCompetition,received
sponsorshipfrom21differentcompanies,andtripledlastyear’sfunding
• Increasedparticipationfrom58studentsin2013to92marketingstudentsin2014
KEY CHAPTER HIGHLIGHTS
Orfalea College of BusinessBEST CLUB SUBMISSION
Duringthe2013-2014academicyear,theCaliforniaPolytechnicStateUniversity,SanLuisObispochapterhasworkeddiligentlyinexpandingprofessionalexperienceopportunitiestoitsmembers.Thisyear,CalPolyAMAwasfortunateinaccomplishingsomeofitsgoals,includingparticipatinginnationalMarketingWeekduringthefirstweekofOctober,travelingtotheheadquartersofSymantecandWorkdaytomeetsomeofitssalesandmarketingstaff,andplanningourlargest,mostinteractiveformoftheCalPolyMarketingCareerConferencetodate.The2013-2014ExecutiveBoardisextremelyproudofourachievementsduringourshorttimetogether,andwehavereceivedpositivefeedbackfromourmembersaswell.Thiscanalsobeseeninourincreaseinmembershipandincreaseinretentionrate.Throughoureffortstoimprovetheclub’stechnology,weworkedtomeettheneedsofourmembersbykeepingtheminformedaboutclubeventsthroughourrenovatedwebsite,Facebookpage,andFacebookgroup.ThisyearwecreatedanInstagramandPinterestaccounttokeepourmembershipup-to-dateoncurrentmarketingtrendsaswell.OurmainachievementwasournewJob/Internshipspageonourwebsite.Weprovidedourmemberswithexclusiveaccesstoopportunitiesforprofessionaldevelopmentandanavenueforcompaniestorecruitmembers.
Ourmainobjectivelastyearwastoincreasemembership.Weexceededourgoalbyofficiallyenrollingmanynewmembers.Thisyear’sthechallenge
wasmaintainingretentionrateofmembers.Inordertokeepmembersactivelyengagedinclubactivities,weampedupoursocialmediaoutreach,on-campusawarenesswithflyersanddigitalsignage,weeklyemaillistandon-campusannouncements.Byconstantlyremindingandinformingmembersaboutwaystogetinvolved,weaimedtokeepupourattendanceandincreaseparticipation.
Webegantheacademicyearbyclearlyidentifyingpersonalgoalsasanexecutiveboard,overallclubgoalsandobjectivesforourclubmemberdevelopment.Bystartingofftheyearwithhighexpectations,wewereabletoconsistentlypushandencourageeachothertomeetthosegoals.Whiletheschoolyearisonlyhalf-wayover,weareproudtoshareourresults,manyofwhichhavesurpassedourexpectations.
Overallgoal:AtCalPoly’sAMAChapter,ourthemethisyearwastoencourageourmembersto“MakeYourMark”.Weknowthatourmembershavemadeanimpactontheirmarketingcareersbyactivelyparticipatinginourclub’sactivities.Letusshowyouhowwe’veprovidedourmemberswithaplatformtosucceed.
Sincerely,CalPolyAMAExecutiveBoard
CAL POLY’S AMA
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Professional development
INTERNSHIP PAGEOurmainachievementwasournewJob/Internshipspageonourwebsite.Weprovidedourmemberswithexclusiveaccesstoopportunitiesforprofessionaldevelopmentandanavenueforcompaniestorecruitmembers.Thusfar,wehavepostedover50jobandinternshipopportunities.Themarketingfacultyandlocalcompaniesactivelysubmitpositionsavailableandwe’vedevelopedamutuallybeneficialexperienceforallinthemarketingfield.
MARKETING WEEK ThiswasCalPolyAMA’ssecondyearparticipatinginMarketingWeekonOctober7-11,2013.OurgoalwastoeducatemembersofCalPolyAMAaswellasnon-membermarketingstudentsaboutmarketingcareers.OurgoallastyearwastouseMarketingWeekeventstobenchmarkfutureMarketingWeekexperiences.Thisyearoureventsincluded:LinkedInWorkshop,ProfessionalAttireFashionShow,andsponsorpromotionboothintheUniversityUnion.
ALUMNI OUTREACHAmaingoalwehadthisyearwastoleverageourconnectionswithalumnitoaidintheprofessionaldevelopmentofcurrentmembers.WefoundtremendoussuccessasmanyAMAalumwereeagertosharetheirexperienceintheworkforceaswellasprovidejobandinternshipopportunities.Toinitiatecontact,wesendformallettersto
theAlumnidirectlytotheircurrentplacesofemployment.
EVENT: CORPORATE TOURS OF WORKDAY, SYMANTEC AND ROSETTA HEADQUARTERSResults:20studentandtwofacultymemberstouredthecampusesofWorkdayandSymantec.WecoordinatedaprivatetourofRosetta,alocaldigitaladvertisingagency.80marketingstudentsgainedfirst-handexperience,askedquestions,andlearnedfromleadersinCreative,SoftwareEngineering,CreativeEngineering,AccountandProjectManagement,andVideoandMotionGraphics.Studentsheardcurrentemployeesfromvariousareasofmarketingspeakabouttheirpositioninthecompanyandtheirresponsibilities.
EVENT: MARKETING CAREER CONFERENCE JEOPARDYMemberswereinvitedtoplayajeopardystylegametolearnmoreaboutthecompaniesattendingthewintercareerconference.Thishighenergyandcompetitivestyleofexposingmemberstotheattendingcompaniesprovedtobeagreatwaytobuildhypeandincreaseawareness.Lastyear,thiswasapilotprogram,andthisyearweexperiencedmuchhigherattendance.Objectives:Results:Attendance:25Attendance:60Satisfaction:75%Satisfaction:90%
Mission:To provide members with the opportunity to expand business and marketing proficiencies by networking with professionals, to provide exposure to a variety of career paths, and to enhance essential skills out of the traditional classroom setting.
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The Marketing Career Conference is an annual event hosted by Cal Poly's AMA. This event takes place during winter quarter. Companies on both a local and national level provide job and internship opportunities for students in the field of Business, Marketing, Graphic Communication,
Public Relations, Communications, Advertising, Journalism, and more! Students benefit from concentration relevant positions and networking opportunities. There is a Keynote Speaker, provided by the Platinum AMA sponsor, and Panel Discussions covering pressing topics in today’s post college career-search and
current Marketing trends.
MARKETING CAREERCONFERENCE
Themajorityofoureventisanopennetworkingforum,similarintypetoacareerfair.ThekeydifferencetotheMCCistheintimatesettingandtimeforin-depthconversationsbetweentherecruitersandstudents.ThecompaniesattendtheMCConthepromiseandexpectationofhighcalibermarketingstudents.Weencourageconversationbetweenstudentsandcompaniestoexplorecareersanddevelopearlyemploymentrelationships
Imaginesellingpotentialemployersonyourcapabilities,withonly4minutestosparktheirinterest.TheAnnualMarketingCareerConferencePitchCompetitionisdesignedtoprovidethistypeofexposurebygivingCalPolyMarketingstudentsachancetopresenttheirprojectsinapitch-stylecompetition.
MCCalsofeaturespanelsofexecutivesfromparticipatingcompaniestofieldquestionsandprovidestudentswithinsightrelatingtocareers.Panelmemberswillhighlightcareersandhowtoactivelymanagecareerprogressionattheircompanies,aswellastheimportanceofpersonalbranding.
Eachyearwefeatureonepremiercompanytospeakaboutapressingtopicrelatedtostudentemploymentsearching.BeingtheMCCKeynoteSpeakerallowsthesponsoringcompanytoestablishunparalleledbrandawarenessamongtheMCCaudienceandgeneratebuzzforthecompany.
COMPANY BOOTHS
PITCH COMPETITION
KEYNOTE SPEAKER
CAREER PANEL
Special Event:
the
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TheMarketingCareerConferencePitchCompetitionoffersfourmainaspects:1. Recognitionofoutstanding marketing
curriculum presentationbybeingnominatedtocompete
2. Coaching sessionswiththeOrfaleaCollegeofBusiness’ExecutivePartnersforstudentstohonetheirpresentationskills
3. Ahighstakeenvironmentwherestudentspitchtoindustry professionals,similartotheworkingworld
4. AshowcasetotheattendingcompanyrecruitersandgueststheproductoftheOrfaleaCollegeofBusiness’Marketcurriculum,alongwiththetalentandskillsofthestudents.
ThePitchCompetitionisatangibleshowcaseoftheskillsmarketingstudentsacquirefromtheirmarketingclasses,aswellasawayforstudentstoturntheirclassroompresentationsintohardearnedcash.RecruitmentandawarenessofthecompetitionbeganinOctober2013,withtheAMAmembersattendingvariousmarketingclassestomakeannouncementsoftheevent.Thefacultywerealsoengagedtonominatestudentsforthecompetitionandtoemailalltheirstudentsregardingtheopportunity.
Theaudiencewascomposedofstudents,marketingprofessors,companyrecruiters,andindustrygueststotaling150people.Therewereatotalfiveawardspresented,1stto3rdplaceinthecoreprogramcategory,1stinthenovicecategory,
andanaudiencechoiceaward.Theaudiencemembersvotedontheparticipantsbytextingintheirvotes,theresultswerecollectedintenminutes.TheawardswerethenpresentedbytheMarketingCareerConference’sKeynotespeaker,MarcoPueblotheDirectorofGlobalDigitalAcquisitionStrategyatSymantec.
Followingthecompletionfeedbackwasacquiredfromallpartiesinvolvedinordertoimprovefutureperformance.
Therubricusedbyjudgesincludedthetraitslistedbelow.Performancecategoriesincluded(1)needsimprovement;(2)meetsexpectations;and(3)exceedsexpectations.Indebriefingthestudentshowcase,judgesindicatedthatALLpresentationshadbeenextremelypolishedandthattheyhadhadtroubledistinguishingbetweenexcellentoutcomes.1. Problem:Clearlystatesthemarketingproblem
tobesolved2. Target Market:Clearlydescribesinsightful
data-driventargetcustomer3. Solution:Clearlyprovides,practical,specific,
andinnovativesolutionsuitingtargetmarketanddata.
4. Delivery: demonstrateseffectiveandprofessionalspeakingskills
5. Time:stayswithinthefour-minutetimelimit6. Professionalism
The pitch competitionSpecial Event:
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LOCAL CORPORATE SPONSORSAspartofourCorporatePromotionscommittee,ourclubbuildsrelationshipswithlocalcompanieswithintheSanLuisObispocommunitybyprovidingthemwithmarketinghelp.Throughthesesponsorships,theselocalcompanieshelpprovidesomefinancialsupportforourchapter.
MARKETING CAREER CONFERENCEThelargestfundraisingprogramconductedbythischapterofAMAisourannualMarketingCareerConference.Thiseventnotonlyraisesmostofthefundsneededtosustaintheclubfromyeartoyear,butalsoallowsustohighlightallthegreatstudentswhogothroughCalPoly’smarketingconcentrationprogram.TocontinueintheCalPoly’s“LearnByDoing”attitudetheconferencewasorganizedbythetwostudentco-directorsontheAMAExecutiveBoardandamarketingfacultymember.Tocallthecareerconferenceacareerfairformarketingstudentswouldbeadrasticunderstatement.WeimplementedthreecareerpanelscomposedofindustryprofessionalsandAMAmembermoderators.ThiswasaQ&Astylediscussionwithprofessionalsfromdifferentmarketingindustries.EachpanelfocusingonaspecificsubjectsuchasProfessionalDevelopment,Sales&ConsumerInsight,andTechnology.Wehavealsoincludedakeynotespeaker.Everyyearwetrytomakesurethatourkeynotespeakerisfromadifferentareawithinthemarketingfieldsuchasanalytics,advertising,technologyfocusedmarketing,andpublicrelations.
Thefundraisingaspectofoureventisthateachcompanyparticipatesatacertainsponsorshiplevel.Ourparticipantlevel,pricedat$500,includesacompanyboothtableforrecruitingstudentsandtheoptiontoparticipateinapanel.Ourgoldsponsorshiplevelispricedat$1,500.Thisprovidescompaniesallthefeaturesoftheparticipantlevel,oneyearAMAclubsponsorship,andtheirlogofeaturedonadvertisementsfortheconference.OurhighestlevelisthePlatinumsponsorshippricedat$2,500.Thisprovidesakeynotespeakeropportunityandaffordsthemtobethemainsponsorfortheentireconference.OurgoalwasfundCalPolyAMA’sprofessionaldevelopment
relatedprograms;suchas,corporatetrips.Withthe21companiesattendingtheconferenceatvariouslevelsofparticipationandsponsorshipwetripledourfundsfromlastyearof$5,000to$12,000.
LOCAL CORPORATE SPONSORSAspartofourCorporatePromotionscommittee,ourclubbuildsrelationshipswithlocalcompanieswithintheSanLuisObispocommunitybyprovidingthemwithmarketinghelp.Throughthesesponsorships,theselocalcompanieshelpprovidesomefinancialsupportforourchapter.CurrentsponsorsincludeWoodstocksPizzaandThreadHub(formerlyTheRadLife),aclothingstoreinSLO.
fundraising
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Asatrend,ourclubhassignificantlymorenewandtotalmembersduringfallquarterthanspringandwinterquarters.Webelievethisisbecausealotofourmemberscometomeetingslookingforjobandinternshipopportunities.Oncetheysuccessfullyfindajobinthefall,theymayfeellessinclinedto
cometothemeetingsfortherestoftheyear.Wealsoseeanincreaseinourfallmembershipduetoourrecruitmenteffortstowardincomingstudents.Manyofthemaremotivatedtotryasmanythingsastheycanwhentheyfirstcometocollege,andtheytakeafewquarterstofindtheirtrueinterest.
MEMBERSHIP POINTS Wehaveanawardsprogramforourmembersasanincentivetocometomeetings,weartheirCalPolyAMAshirts,joincommittees,andattendsocialandcommunityserviceactivities.Themembershippointvaluesareshowninthetablebelow:• Attendweeklymeeting:10pointspermeeting• WearAMAshirttomeeting:5pointspermeeting• Attendanycommitteemeeting:15pointspermeeting• Attendclubsocialorcommunityserviceactivity:10pointsperevent• Attendclubcorporatetrip:15pointsAttheendofeachquarter,thepointsaretotaledandthetopthreememberswinprizes.TheprizesthisyearhaveconsistedofgiftbasketscomprisedofitemsfromoursponsorsWoodstock’sandRadLife/ThreadhubaswellasvintageCalPolyAMAshirtsandtanks.
m e m b e r s h i p
BY THE NUMBERS:67 members
201292 members
2013
Cal Poly’s AMA puts on a social for members each quarter. The theme fall quarter was “Crispy Turkey”, a Thanksgiving version of “White Elephant”. Members bought each other silly gifts and participated in a gift exchange. 25 members attended. During winter quarter, AMA put on a movie night, in which two movies were played from a projector and snacks were served. 15 people attended this event.
S O C I A L E V E N T S
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2 WINSExcellence in functional categories
6TH PLACESABRE business simulation
7 AWARDEDSales certification
This award was presented to Cal Poly AMA at the 2014 American Marketing Association International Collegiate Conference in New Orleans. In front of several collegiate AMA chapters coming from all over the nation, Cal Poly’s collegiate chapter of AMA was recognized for excellence in two functional categories:professional development and fundraising.
IN ADDITION,Cal Poly AMA’s team of 5 placed 6th in the day-long SABRE Business Simulation. 30 schools from across the nation participated in this competition.
EXCELLENCE IN TWO FUNCTIONAL CATEGORIES
NATIONAL COMPETITIONTHE AMERICAN MARKETING ASSOCIATION INTERCOLLEGIATE
“RETURN OF THE MARKETERS”NEW ORLEANS, LOUSIANA
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community service and PHILANTHROPY
PARTNERSHIP WITH NON-PROFITGoal:Ourclubwaslookingtoformarelationshipwithalocal,non-profitorganization.Ourclubmembersaremadeupofadiversegroupofmotivated,businessmarketingsavvystudentswhowerelookingforwaystoimplementwhattheylearnedintheclassroomaswellasgivebacktothecommunity.Weestablisheda"Non-ProfitCollaboration"withFamilyCareNetwork,alocalnon-profitcompanybasedontheCentralCoast.Astheofficialmarketingclub,wehadtheskillsandexperiencetoprovideservicesthatpertaintoadvertising,aswellasparticipateinthem.Results:• AliaisonforFCNIeventstobeadvertisedon-
campus• Activeparticipantsandvolunteerswiththe
agencyforeventproduction
• Asourcetocreateanddistributemarketingcollateral(wehavedesignstudentswhocreateflyers/socialmediaevents,etc.aswellasprovidedmanypeopletoputupflyersaroundSanLuisObispo)
• Setupameetingforthenon-profitbusinessexecutivestospeakatoneofourweeklymeetings(50-75students)toshareagencymissionandgoals
CHIPOTLE FUNDRAISERWecollaboratedwithChipotletodoafundraiserintheirdowntownSLOstoreonTuesday,November19th,from5-9pm.Theywillgenerouslydonated50%oftheirsalesduringthistimeperiod.Weencouragedmemberstoinvitetheirnetworks(postonsocialmedia,sendemailsandtexts)tostopbytheChipotletograbsomeyummygrubandsupportFamilyCareNetworkatthesametime.
Mission:To meet our mission of inspiring leadership for the public good, Cal Poly AMA engages its members in various community service activities. These programs aim to empower our members to experience the world in order to learn from it and to be of committed and substantive service to others. While learning how to solve problems as they emerge and being exposed to complex issues, AMA students expand their view of themselves and the world, gain real world experience and give back to their community.
club involvementOCOB WOW CLUB FAIRDuringCalPoly’sfreshmenorientation,WeekofWelcome,theCollegeofBusinesshostsaclubfairthatshowcasesthebusinessrelatedclubswithinthecollege.AMAhasaboothwithposters,SWAG,andanemailinterestlistfornewstudents.Theboothisstaffedbyboardmemberswhomeetandgreetthestudents,talktothemaboutAMA,andanswertheirquestions.TENAYA CLUB FAIRSomeoftheresidencehallsatCalPolyseparatestudentsbasedontheirmajors.Thehallthathousesprimarilybusinessmajors,Tenaya,hostsaclubfaireverywinterquarter.AMAhasaboothwithpostersandSWAGandboardmembersattendtheeventtomeetstudentsandanswerquestions.OPEN HOUSECalPolyOpenHouseisaweekend-longeventthatoccurseveryspringquarter.Prospectivestudentsandtheirfamiliesmaketheirwayto
SanLuisObispotoseeallthatCalPolyhastooffer.AtOpenHouse,AMAhastwobooths:oneatthebusinessbuildingsurroundedbytheotherbusinessclubsandoneinaparkinglotwhereallthefoodboothsarelocated.ThebusinessbuildingboothissimilartotheotherclubfairboothsinthatthereisanemailinterestlistandboardmembershandoutSWAGandanswerquestions.Attheparkinglotbooth,wesellkettlecornandhandoutSWAG.Thesetwoboothsshowthatourclubhasprofessionalintentionsbutourmembersalsoliketosocializeandhaveagoodtime.BUSINESS COUNCILWerecentlycreatedaBusinessCouncilrepresenta-tivedirectorroleinordertohaveamoreactiveroleinthemeetings.OurrepresentativetakesthoroughnoteseachmeetingandreportsbacktotheExec-utiveBoard.BusinessCouncilmeetingsareagreatwaytostayonthesamepageasotherOCOBclubsandevents.WelookforwardtotheLeadershipConferenceinafewweeks!
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Outreach//Pr//graphic design
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1 ThenewpromotionalAMAvideoisafirst.ItallowsinterestedstudentsaswellasmemberstogetaglimpseintowhatAMAisallaboutandtheopportunitiesitcanprovide.It’sagreatwaytoadvertiseourclubusingmodernmarketingtactics.
2 Onesimpleadditionthatwemadethisyearwasthecreationofourvinylbanner.Thislarge,6foottallbannerprovedtobeveryusefulfornewmemberstofindtheclubmeeting.Itwasalsousefulforourinfoboothsandduringclubshowcases.Thebannerisnowalsoaphoto-opphit!
3 InorderfortheCalPolychapteroftheAmericanMarketingAssociationtobetakenseriouslybythecommunityandbusinesseswesolicitforCorporatePromotions/MCC,itwastimetoenhanceourbrandimage.Lastyearwasourfirstyeartohavebusinesscardsforboardmembers.Wedecidedtocontinuethispracticethisyeartomaintainprofessionalism.
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