University of Washington, 2015‐2016 Annual Report

AMERICAN MARKETING ASSOCIATION University of Washington Foster School of Business 2015 - 2016 Annual report

Envision your future. envision ama.

Presidents’ welcome PROFESSIONAL DEVELOPMENT COMMUNITY & SOCIAL IMPACT

MEMBERSHIP FUNDRAISING

COMMUNICATION CHAPTER OPERATIONS CALENDAR OF EVENTS

Budget THANK YOU!

3 4 13 15 16 17 20 21 22 23

HUSKY PAW EVALUATION SYSTEM

Results Far Exceeded Objectives

Results Exceeded Objectives

Results Met Objectives

Results Did Not Meet Objectives

PRESIDENTS’ WELCOME

AUSTIN MILLER CO-PRESIDENT

CHAD SHAPARD CO-PRESIDENT

ENVISION YOUR FUTURE. ENVISION AMA. At the University of Washington Chapter of the American Marketing Association, our mission is simple: “To make them greater.” In everything we do as an organization, we strive to empower our members to achieve their dreams by providing an extensive network of opportunities. Less than 5 years ago, the UW AMA chapter was started by 3 pioneering members at the University of Washington. This year, our Leadership Team’s goal was to foster the UW AMA’s best year to date. Today, we are well on our way to making that goal a reality. Through entertaining and educational weekly meetings, our 5th Annual Etiquette Dinner, our 3rd Annual Regional Marketing Conference, our consistent and eye-catching branding, our exclusive internship database and career pipeline, our student-run ad agency HuskyCreative, and over 60 leadership positions, we have created countless opportunities for our 126 members to kick-start their futures. We are extremely proud of the great work that our chapter has accomplished this year, and we are excited to continue to grow as an organization. We look forward to seeing you in New Orleans! Kind Regards, Austin Miller & Chad Shapard

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AUTUMN KICK-OFF

Every year, the UW AMA Chapter begins the year with

our Autumn Kick-Off Event, where we speak to

potential members about all the benefits of joining

AMA, discuss our upcoming meetings and events,

introduce our team, and answer any questions that

students may have. This year’s Kick-Off Event took

place on Wednesday, October 7th

, 2015.

OBJECTIVES: +Meet attendance goal of 100 students

+Showcase AMA and give a brief overview of all the

benefits that our Chapter has to offer

+Achieve 50 sign-ups at conclusion of meeting

RESULTS: +173 students attended our kick-off meeting, the

largest meeting attendance in our Chapter’s history

+70 students signed up for UW AMA membership

AMAZON DO YOU HAVE WHAT IT TAKES?

Three professionals from the Amazon Media Group

(AMG) Team kicked off our professional speaker

series for the year on Wednesday, October 14th. The purpose of this event was to give our members exposure to the marketing process at a Seattle-based Fortune 500 company. (Continued in next column)


+Encourage participation among members and

facilitate Q&A

+Allow time after meeting for our members to network

with AMG professionals

RESULTS: +145 students in attendance

+Active participation throughout presentation and

Q&A

+Dozens of students personally connected to Amazon

professionals

+37 new membership sign-ups

IGNITE WITH GENERAL MOTORS

This event was held in collaboration with the UW

Chapter of the Public Relations Student Society of

America (PRSSA) on Wednesday, October 21st. Dave

Barthmuss, Group Manager of Communications at

General Motors, was the keynote speaker, and he was

joined by three professionals from Weber Shandwick.


+Expose our members to GM’s corporate marketing

strategy and the field of public relations

RESULTS: +80 students in attendance +Members had the opportunity to network with Dave Barthmuss and his cohort after the event, and some got the chance to interview for internship positions with GM.

PROFESSIONAL DEVELOPMENT

OVERALL OBJECTIVES: +Develop our members’ professionalism and marketing

knowledge through weekly meetings, workshops, office

visits, networking events, leadership opportunities, and

real-world marketing experiences.

OVERALL RESULTS: +Over 1,000 combined total attendance for all events

+Average of 92 students at each of our events

+10 professional meetings and 3 major events so far

+63 members in leadership positions within AMA

WEEKLY MEETING COMPANIES

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RED BULL

ENERGIZE YOUR FUTURE

This event took place on Wednesday, October 28th. The energy drink company Red Bull was invited to share their global marketing strategy, as well as job and internship opportunities. OBJECTIVES: +Meet attendance goal of 60 students RESULTS: +Despite holding this meeting during midterms, we had a total attendance of 80 members +Unfortunately, the speakers were not authorized to share specific information about marketing strategy

RAZORFISH

SHAPE YOUR DIGITAL FOOTPRINT

London-based digital marketing agency, Razorfish, was invited to our last weekly meeting of fall quarter on Wednesday, November 4th. The purpose of this event was to expose our members to a different side of marketing, the world of marketing agencies. During this event, Razorfish shared some of the marketing campaigns that they have created for various clients, such as Nike and T-Mobile. OBJECTIVES: +Meet attendance goal of 60 students +Promote Razorfish’s internship program and allow time for Q&A RESULTS: +70 students in attendance +Extremely positive feedback; deemed best meeting of the quarter by several members in attendance

BOEING TAKE FLIGHT IN YOUR CAREER

On Wednesday, January 13th, the world’s largest aircraft manufacturer, Boeing, was invited to share their sales and marketing strategy. North American Sales Manager Jeff Edwards shared the importance of strong presentation skills and brand consistency, in addition to market research and data analytics. OBJECTIVES: +Meet attendance goal of 50 students +Discuss the key components of a sales pitch RESULTS: +55 students in attendance +Highly interactive meeting and Q&A

YOU, INC.

PERSONAL BRANDING WORKSHOP

Director of Husky Creative, Allie Jones, hosted this workshop on Wednesday, February 3rd to teach our members how to create their own personal brands and market themselves. OBJECTIVES: +Meet attendance goal of 30 students +Provide step-by-step process of creating a personal brand and getting hired by your dream employer RESULTS: +50 students in attendance +Provided resume, cover letter, and LinkedIn tips

WEEKLY MEETING COMPANIES


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“As a freshman, joining ama has easily been my best college decision so far.” -kim perdue

4TH AVENUE MEDIA GET FOCUSED

We invited Lucas Mack, Founder and CEO of 4th Avenue Media, to our meeting on Wednesday, February 10th. Lucas gave an inspirational speech about making a positive impact on the world with the power of marketing. OBJECTIVES: +Meet attendance goal of 30 students +Connect members with internship opportunities RESULTS: +32 students in attendance +Dozens of questions answered throughout meeting

MCDONALD’S BUILD YOUR MC-BRAND

This meeting has not yet occurred, but it is scheduled for Wednesday, February 17th. We will be welcoming Kim Bayer, Senior Marketing Director at McDonald’s. OBJECTIVES: +Meet attendance goal of 50 students +Communicate with speaker ahead of time to ensure interactive and informational presentation RESULTS: +Meeting has not yet occurred

SUIT UP - 5TH ANNUAL ETIQUETTE DINNER

The theme for this year’s Etiquette Dinner was “Suit Up”, and the goal was to help students bridge the gap between college life and life as a working professional. We invited AMA members, as well as students from a variety of majors across campus. The event featured 2 speakers: Monica Viharo, a local etiquette expert, and Angela Donohue, a marketing professional from Microsoft who spoke about professionalism. Meanwhile, our guests practiced these new skills while networking and enjoying a 3-course meal. OBJECTIVES: +Host a dinner with 120 students and 20 professionals RESULTS: +100 students and 25 professionals attended the event +We received only positive feedback with a 100% satisfaction rate

COMPANIES IN ATTENDANCE


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“since joining ama, I feel more empowered and confident than ever before.” -Adrienne leon

CONNECT - 3RD ANNUAL REGIONAL MARKETING CONFERENCE

UW AMA’s 3rd Annual Regional Marketing Conference was hosted on January 30th, 2016 in Paccar Hall at the University of Washington. In partnership with the Foster Undergraduate Career Center and generously sponsored by T-Mobile, the theme for this year’s conference was “Connect”. Our primary goal was to connect students with professionals, and vice versa. The day began with a keynote from Kris Kraft, the Director of Marketing at T-Mobile. He focused his speech on T-Mobile’s “disruptive marketing.” From there, attendees had the option to attend 2 of 3 breakout sessions with Starbucks, University of Washington Athletics, and Project Bionic. From the breakout sessions, our guests enjoyed lunch with professionals from over 15 companies (listed below). After lunch, professionals in attendance were divided into 3 “Best Practices” panels. Students had the

unique opportunity to have all of their marketing and business-related questions answered by a panel of 4-5 professionals. Michelle Berg of Nordstrom Corporate concluded the event with closing remarks about Nordstrom’s “2020” plan, and how Nordstrom plans to bring in $20 billion in revenue by the year 2,020.

OBJECTIVES: +Meet attendance goal of 120 students +Welcome 4 other universities +Achieve 80% satisfaction rate among attendees +Host successful breakout sessions, a networking lunch, and a professional panel RESULTS: +140 students registered +4 universities in attendance +15 companies in attendance

UNIVERSITIES & Companies IN ATTENDANCE

Seattle University Saint Martin’s University University of Washington, Bothell University of Oregon

T

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MARKETING WEEK - OCTOBER 19TH - 23RD

The primary goal of this year’s Marketing Week was to showcase the numerous benefits of joining the UW Chapter

of the American Marketing Association. The theme was “Envision your future with AMA”, and it served to highlight

the various types of activities that our chapter is involved in.

OBJECTIVES: +Engage Potential Members: Achieve 30 newsletter signs-up throughout the week

+Professional Development: Host 2 workshops to prepare our members for the internship and job search

+Real-World Experience: Plan an office to provide 20+ members with the opportunity to see an advertising agency

+Build Relationships: Partner up with the UW Public Relations Society to welcome a high-profile speaker and

network with other like-minded students

+Philanthropy: Select our charity partner for the year by allowing members to vote

RESULTS: +MONDAY, OCT 19: For our philanthropy event, we sold Krispy Kreme Donuts for $1 each, and we

encouraged students to sign up for our newsletter, allowing students to vote for our

charity partner of the year. We successfully raised $65, and all proceeds were donated

to the American Cancer Society. We also achieved 26 newsletter sign-ups.

+TUESDAY, OCT 20: For our first professional development event of the week, we partnered up with the

Career Center to host a Networking Workshop, in which we covered basic tips and

tricks to successfully network with professionals

+WEDNESDAY, OCT 21: For our weekly meeting, we partnered up with the UW Public Relations Society to bring

in a speaker from General Motors, who spoke about the art of storytelling

+THURSDAY, OCT 22: For the second professional development event of the week, we hosted a LinkedIn

workshop, where we offered one-on-one LinkedIn profile reviews and professional

headshots to be used for our members’ LinkedIn profile pictures

+FRIDAY, OCT 23: For our office visit, we toured Wongdoody, a creative agency in Downtown Seattle, with

20 of our members

8 “AMA has changed my college experience. Since joining, I feel as if I have broadened my horizons and finally understand the importance of networking.” -Chandler Sipes

HUSKYCREATIVE - UW AMA’S ADVERTISING AGENCY

HuskyCreative is a not-for-proft advertising agency at the University of Washington AMA chapter that provides benefits to support our sponsors. We provide university students with real-world advertising experience unparalleled by curriculum, while paving the way for future careers in advertising and marketing. We support businesses with customizable marketing benefits by way of creative collateral, campaigns, production, and consulting. Each sponsor is given an assigned team of Account Executives, Account Managers, and Design Leads to customize duration, focus, and deliverables of project. OBJECTIVES: +To expand capacity to 3 full teams, completing 9 client projects by the end of the year, 3 of which should be pro-bono +Release 3 scholarships for members to attend classes at Seattle’s School of Visual Concepts by the end of the year RESULTS: After receiving a record-breaking number of applications this year, we carefully interviewing each applicant, and arrived at a team of 21 members. This has allowed us to run in full capacity, with 4 projects running simultaneously. When unforeseen circumstances caused one of our account executives to resign and a large client backing out at the last minute, a promising Account Manager was promoted to take on the Internal team, building our own HuskyCreative brand. Through development of contingency policies and a dedicated team, all 4 final projects thrived. Client interest has not let up, and winter quarter saw similar success at full capacity. 4 full teams were launched after a brief member-development project, and a 5th is slated to launch in early February, promoting another Account Manager and hiring an additional member. The members have enjoyed a variety of projects, including a full rebrand and creative campaign for UW’s Army ROTC department,

which are seeking to continue the partnership throughout the year. Looking ahead, our focus will shift from recruitment to training new leadership. Professional development has been a priority throughout each decision made in HuskyCreative. Members have been able to indicate desired projects and explore new roles in design or account services. In addition, an increased focus in industry-specific support has been implemented. Between accounts, each member was tasked with developing their personal brand, which was a very well-received project with impressive results. The goal of dispensing three scholarships to the School of Visual Concepts is exactly on track, with two members enrolled in graphic design classes this winter. These scholarships are intended to provide valuable skills to our members that will improve the quality of HuskyCreative’s production, and assist building members’ career credentials. Another scholarship will be released in the spring.

WALLACE GLOBAL ENTERPRISES

BETTER PROPERTIES DOWNTOWN CLIENTs Glen Clove Repair


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“Huskycreative has helped me gain a better understanding of marketing. It has integrated me into a new community and significantly expanded my network.” -Manveen dhillon

SPRING QUARTER EVENTS

From February 2016 through June 2016, we plan on hosting 7 additional weekly meetings and 2 large events: our Winter Membership Event and our Member Appreciation Dinner- PRISM.

OBJECTIVES: +Host 7 or more weekly meetings +Host 2 large events +Meet attendance goal of at least 40 students at every meeting and 60 members at PRISM RESULTS: +Results are pending for these upcoming events

INTERNSHIP / CAREER PIPELINE

Our decision to create a new position this year–the Vice President of Student Development–was due to the fact that we wanted to help our members develop professionally and land their dream jobs and internships. The internship / career pipeline is essentially a database where our members can search for internships and jobs, and then receive one-on-one coaching to prepare for their interviews. OBJECTIVES: +Assist students with all aspects of the application process, including resumes, cover letters, LinkedIn, etc. RESULTS: +At least 5 members hired into internship positions, despite low-traffic internship season +More than 15 members requested and received in-person coaching on professional development +More than 45 members received coaching via online contact

MENTORSHIP PROGRAM

UW AMA Members have access to a professional mentor network through the Puget Sound Chapter of AMA. OBJECTIVES: +Make sure our members are aware of this mentorship program and can access these resources when needed +Attempt to connect our members with mentors RESULTS: +Very little interest among members +Working with PSAMA Representative to create excitement about this program

NATIONAL CASE COMPETITION

Hershey’s submitted a case study in hopes that someone would create a revolutionary marketing strategy for their new product, “Ice Breaker Cool Blasts”. The UW AMA assembled a team to develop a marketing plan that met Hershey’s requirements. OBJECTIVES: +Recruit a team of 6 highly motivated individuals +Create an innovative and exciting marketing strategy +Improve upon last year’s national case competition entry RESULTS: +The Case Competition Committee found great improvement from years past. The paper that the team submitted was detailed and organized, and the committee is proud of their work


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“Immediately stepping into my first AMA club meeting, I felt a liveliness that I truly haven't felt anywhere else before.” - Jen Lo

PROJECT MANAGERS

Project Managers assist the VP of Operations with planning and executing the Etiquette Dinner, Marketing Week, PRISM Dinner, and any other events the AMA puts on during the year. Not only do they gain invaluable experience with event planning, they work both individually and as a team to reach goals. These experiences can then be used when interviewing for an internship or job. The Project Managers also gain insight on the inner workings of UW AMA, which helps propel them on towards roles in the Leadership Team if they choose. OBJECTIVES: +To provide extensive event-planning experience to a group of 4 UW AMA members RESULTS: +5 Project Managers were hired to assist the VP of Operations with the Etiquette Dinner. They worked with the caterer to coordinate the menu and logistics of the night. They also helped market and promote the event in the Foster School of Business and in other colleges throughout the University of Washington.

BRAND AMBASSADORS

The Brand Ambassador team is an opportunity for AMA members to become more involved with AMA on campus, while allowing them to develop their design and project management skills. Brand Ambassadors assist the VP of Marketing in ideating and executing marketing campaigns to raise awareness about AMA events and the AMA brand on campus. Within the team, each Brand Ambassador will hold a specific role and oversee the marketing for their assigned campaigns.

OBJECTIVES: +Hire, train, and manage a team of 5+ AMA members to advertise AMA events on campus +Provide opportunities for Brand Ambassadors to develop their creative and graphic design skills +Ideate and coordinate promotional campaigns for each UW AMA event +Distribute physical promotional materials, share digital graphics, and promote awareness of UW AMA on campus +Each Brand Ambassador accomplishes specific personal goals set at the beginning of the year, while completing a variety of tasks RESULTS: +Hired a team of 7 driven Brand Ambassadors from a candidate pool of 15, through a process of applications and interviews +Conducted 2 workshops that allowed Brand Ambassadors to become familiar with UW AMA branding, develop their design skills, and share ideas for future campaigns. External graphic design experts were brought in for hands-on tutorials. +Created a team database of resources (contact information, software, online tutorials, branding guidelines) +Collaboratively designed team t-shirts to build team camaraderie and raise awareness of UW AMA on campus +Brand Ambassadors took ownership of their assigned campaigns, designing, printing, and distributing marketing collateral for each event

REGIONAL CONFERENCE COMMITTEE

The Regional Conference Committee is an opportunity for AMA members to develop their project management and event-planning skills. The Regional Conference Committee assists the Regional Conference Director to plan and execute our largest event of the year. (Continued on next page)


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“I love that ama provides an outlet to apply the things we learn in a classroom to the real world.” -Kalei Munsell

OBJECTIVES: +To hire, train, and manage a team of 5+ AMA members to plan all logistics of the Regional Marketing Conference RESULTS: +Hired a team of 3 Committee members +Met weekly to brainstorm, design marketing plan, and create action items for the following week +On the day of the Conference, the committee seamlessly handled all issues, ensured that all guests were taken care of, and guided speakers to their respective classrooms

PHILANTHROPY COMMITTEE

The Philanthropy Committee will assist the VP of Philanthropy with planning and putting on philanthropic events throughout the year. OBJECTIVES: +Hire, train, and lead 3-5 AMA members to help plan philanthropy events during the 2015-2016 school year +Create incentives and marketing strategies that inspire members to attend philanthropic events +Get connected with local marketing firms and find ways to do philanthropic work with their companies +Brainstorm new philanthropic events that will appeal to members RESULTS: +3 AMA members were hired onto the Philanthropy Committee +The Committee put on a variety of events during fall and winter quarter, with member involvement improving drastically +The Committee is in contact with several local marketing firms and is currently working with them to plan future philanthropic efforts

SOCIAL COMMITTEE

This new committee was created to be responsible for planning quarterly social events for AMA members. OBJECTIVES: +Hire 3-4 AMA members onto the Committee +Plan a fun members-only event during fall quarter to encourage member retention in following quarters. RESULTS: +3 AMA members were hired onto the Social Committee +Organized a highly successful and fun “Murder Mystery” Holiday Party in the beginning of December

HUSKYCREATIVE

HuskyCreative recruits from AMA to fill agency positions, including Account Executives, Account Managers, and Design Leads. AMA members are responsible for all project aspects from briefing to finished deliverables. OBJECTIVES: +Build out HuskyCreative enough to fill three full teams. RESULTS: +Member interest is at an all-time high. Due to an excess of interest, the application webform was transformed into a waitlist application to keep in contact with interested AMA members, should a position become available. A steady building of that list has continued throughout the year. 20 HuskyCreative members, in addition to the director are running client projects, which is nearly double the size of last year’s agency. Because of this, a fourth team was added to original projections Fall Quarter, and a fifth team was added halfway through winter quarter


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FOSTER WEEK OF SERVICE

Each year, the University of Washington’s Foster School of Business hosts a Week of Service and encourages Foster student organizations to participate by hosting philanthropic events for students. This year, AMA partnered up with Husky Sales Club to put on 2 events throughout the week: a Pizza Feed and Food Drive, as well as a Street Clean. OBJECTIVES: +Raise money for the American Cancer Society +Collect a large quantity of food items to donate to the University District Food Bank +Help clean up our surrounding community by getting a large group to clean nearby University Way RESULTS: +Raised over $100 for the American Cancer Society from Pizza Feed +Collected over 100 cans to donate to the University District Food Bank. +20 AMA members showed up to help participate in the University Way Street Clean

MARKETING WEEK EVENT

During Marketing Week in October, AMA held a Donut Feed and Raffle to generate student interested in AMA and determine our “charity of the year”. We sold donuts for $1 each, and students were able to vote for our charity of the year with each donut purchase. OBJECTIVES: +Choose a charity that AMA will donate their yearly philanthropic proceeds +Raise $50 for the chosen charity through donut sales RESULTS: +The American Cancer Society was selected from 3 organizations as our charity of the year +$65 raised and donated to the American Cancer Society

COMMUNITY & SOCIAL IMPACT

OVERALL OBJECTIVES: +Improve our philanthropic efforts both within the University of Washington and in the greater community +Hold multiple philanthropic events and opportunities each quarter for members to participate in, as well as one larger event during the year dedicated to service +Launch a pro-bono advertising service for nonprofits

OVERALL RESULTS: +Philanthropic events were planned during Marketing Week and the Foster Week of Service, and AMA members were given several opportunities to volunteer in the community +HuskyCreative completed 1st ever pro-bono project for nonprofit organization

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HUSKYCREATIVE NONPROFIT INITIATIVE

A new focus on nonprofit efforts has been added this year. With this shift, members are encouraged to think creatively to engage the community. Advertising can be expensive for small non-profits, so HuskyCreative has sought to ease their burden and spread awareness for worthy causes OBJECTIVES: +Include one pro-bono client with a community focus each quarter RESULTS: +pennys4change is a local non-profit that collects loose change to help underprivileged children in developing communities. Our team created a promotional video that highlighted the easy process of donating. HuskyCreative’s members collaborated with pennys4change’s Founder to storyboard, script, shoot, produce, and publish a high-quality video.

UNIVERSITY DISTRICT FOOD BANK

In mid-November, the Philanthropy Committee planned a volunteer opportunity for members at our local University Food Bank. The event was a three-hour session where volunteers helped sort donated food and served individuals who visited the food bank. OBJECTIVES: +Help our local food bank in their efforts to serve individuals in need right in our neighborhood +Provide an opportunity for at least 10 AMA members to give back to the community RESULTS: +Over 20 AMA members showed up and spent 3 hours serving the community

HOLIDAY PARTY

At our Holiday Party, instead of charging an entrance fee, we asked our members to bring 1 non-perishable food item to be donated to the local food bank OBJECTIVES: +Collect 50 non-perishable goods RESULTS: +AMA members brought in over 100 cans of non-perishable food items that were donated to the University District Food Bank in December

RELAY FOR LIFE

Relay for Life is an annual event held across the United States that supports the American Cancer Society. Student organizations on campus create teams to participate in the event and fundraise to donate to the American Cancer Society. OBJECTIVES: +Heavily market to AMA members during weekly meetings and events to get a large team together +Have AMA represented by 15 members at the event +Raise $200 for the American Cancer Society RESULTS: +Announcements made at every event during winter and spring quarter +20 AMA members attended event +$200 raised for the American Cancer Society +Team already being formed for May 2016

COMMUNITY & SOCIAL IMPACT

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RECRUITMENT

OBJECTIVES: +Recruit 100 paid members this year through a variety of recruitment tactics RESULTS: +Reached 126 paid UW AMA Members +Tabled during Foster Week of Welcome RSO Fair (Sept. 29th) and the Red Square Activities Fair (Sept. 30th and Oct. 1st), giving away AMA swag and flyers to promote our first meeting of the year +Promoted UW AMA’s social media posts and events on our own personal accounts, attracting more students to our events

RETENTION

OBJECTIVES: +Make each of our members feel welcomed at our meetings through efforts to remember their names and show interest in their lives outside of AMA +Offer leadership opportunities to encourage continued involvement in AMA throughout our members’ undergraduate career RESULTS: +Average of 92 students at each of our events +119 members in Facebook group +63 members involved on a committee, the Leadership Team, or HuskyCreative

MEMBERSHIP DATABASE + AWARD SYSTEM

OBJECTIVES: +Maintain and update membership database regularly to keep accurate information on members’ attendance, contact information, birthdays, etc. +Incentivize members to become highly involved in the UW AMA by rewarding active involvement RESULTS: +CRM System “Podio” used to track members’ information and involvement +“Members of the Quarter” and “VP’s of the Quarter” awarded at Holiday Party with gift bag and Chipotle gift cards +“Member of the Year” will be awarded at PRISM Dinner during spring quarter

SOCIAL EVENTS

OBJECTIVES: +Provide our members with opportunities to create friendships within our club by hosting various social events throughout the year RESULTS: +Created Social Committee to plan regular social events +Planned and executed members-only Holiday Party in December with “Murder Mystery” theme and 50+ in attendance

MEMBERSHIP

OVERALL OBJECTIVES: +Recruit 100 paid members this year, hosting engaging events that foster involvement and high retention throughout the year

OVERALL RESULTS: +Reached 126 paid members, the largest membership in our chapter’s history +Created Facebook group to build community +Planned and executed a members-only holiday party

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CORPORATE SPONSORSHIP

Sponsoring the UW AMA is a two-way endeavor. Our sponsors take part in helping fund the numerous opportunities that AMA provides, including our quarterly networking and business-focused events, as well as our weekly meetings with marketing professionals. Meanwhile, our sponsors rely on us to gain visibility at the University of Washington and access to our cohort of talented marketing students. OBJECTIVES: +Raise $3,000 through sponsorships with local companies +Provide networking opportunities to connect sponsors with AMA members +Keep sponsors updated about progress of UW AMA Chapter through quarterly sponsor newsletters RESULTS: +Successfully raised $3,000 in corporate sponsorship +Current sponsors include T-Mobile, Project Bionic, 4th Avenue Media, and React Mobile +Sponsors have been invited to speak at weekly meetings, attend our Etiquette Dinner and Regional Marketing Conference, and promote their jobs and internships to our members +Sent out sponsor newsletter at the beginning of fall and spring quarters

HUSKYCREATIVE FUNDRAISING

HuskyCreative seeks to give members experiential education while providing benefits to sponsors. Sponsor donations then go toward funding scholarships to the School of Visual Concepts, educational support, and AMA operations. OBJECTIVES: +Generate $3,000 in revenue by June, 2016 RESULTS: +On track to reach target, despite client backing out midway through Fall Quarter +Continually adding new accounts, increasing projected revenues +Due to the newly introduced non-profit initiative, one team per quarter is executing work for a project that will not produce a profit

ASUW SPECIAL APPROPRIATIONS

OBJECTIVES: +Request $500 from the Associated Students of the University of Washington (ASUW) +Funds will be used to pay for Etiquette Dinner Expenses RESULTS: +Granted $500, allowing us to reduce ticket prices for the Etiquette Dinner and make the event more affordable

FUNDRAISING OVERALL OBJECTIVES: +Create and develop long-term relationships with corporate sponsors to raise funds that are crucial to paying for our various operating expenses +Utilize HuskyCreative as a revenue source for the club

OVERALL RESULTS: +Raised $3,000 in corporate sponsorship so far this year +HuskyCreative is on track to meet $3,000 goal

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"AMA has given me a clear picture of what the world of marketing contains. It has allowed me to determine what exactly I want in my future career and has opened doors to help me get there.” -Cassie Marcotte

AMA BRAND

OBJECTIVES: +Establish a cohesive, exciting, and recognizable brand by using consistent linguistic and visual themes throughout all communications +Utilize a consistent tone and voice that will garner instant brand recognition and prestige RESULTS: +Created the tagline for the year: ‘Envision Your Future. Envision AMA.’ +Successfully built a strong and consistent brand presence on campus through various campaigns +Established color palette, logo options, typefaces, and tone guidelines +Conducted multiple tabling events, where Brand Ambassadors represented UW AMA throughout the day, wearing AMA t-shirts and answering students’ questions about the organization

TRADITIONAL MEDIA

OBJECTIVES: +Ideate and design bold campaigns to attract the interest of the general campus for UW AMA events +Print and distribute all flyers and posters for campaigns at least 2 weeks before each event +Adhere to AMA branding guidelines, while incorporating branding of speaker companies RESULTS: +75% of all campaigns were designed and distributed 2 weeks in advance of the event +All campaign designs successfully incorporated UW AMA branding guidelines while paying homage to the speaker companies’ branding +All print collateral included details regarding time, date, location, and speaker for the events, in a minimalist and consistent format

COMMUNICATION

OVERALL OBJECTIVES: +To convey the vision and goals of the AMA in a professional, transparent, and concise manner throughout all communications, both internally and externally

OVERALL RESULTS: +The Vice President of Marketing and Vice President of Public Relations consistently released AMA-related information to members and the public. This was accomplished through posters and flyers, AMA SWAG, email blasts, social media updates, and guerilla marketing campaigns

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T-SHIRTS

OBJECTIVES: +Design stylish t-shirts to build camaraderie among

members and spread the word about AMA on campus

+Order t-shirts prior to first meeting and give to

members at no cost as an additional benefit of joining

+Design and Order separate Leadership Team shirts to

be worn at all casual dress code events

RESULTS: +Design was created through collaborative effort of

Leadership Team and ordered in August

+Member t-shirts were distributed to all new members

at the end of the kickoff meeting

+Leadership Team shirts were worn by the entire team

at the kickoff meeting and at subsequent AMA events

throughout the year

PROMO PRODUCTS - “SWAG”

OBJECTIVES: +Design, print, and distribute complimentary branded

‘SWAG’ to members, professionals, and the general

campus to reinforce the AMA brand

+Order all promotional materials before the first

meeting of the year

RESULTS: +AMA-branded business cards, stickers, coffee mugs,

and pens were designed, ordered, and dispersed at

recruitment events preceding the kickoff meeting

+UW AMA coffee mugs are gifted to all professional

speakers and Board of Advisors members, and

awarded to members of the quarter

+Stickers and pens were rapidly dispersed throughout

the student body and can be regularly seen being used

by the majority of business students on campus

GUERRILLA MARKETING

OBJECTIVES: +Plan and execute 1-3 guerilla marketing campaigns

throughout the year

+Campaigns should garner the attention and

participation of 100+ members of the student body

RESULTS: +The Brand Ambassador team planned a Finals Week

Giveaway during Fall Quarter, sourcing complimentary

products from brand representatives (KIND Bars,

Monster Energy Drinks, Icebreaker Mints, etc.). These

were distributed at a prominent table in the Business

School through a Spin-To-Win game. Over 200

students were surprised with study snacks and

stationary over the course of 2 days, building positive

brand association for UW AMA

+Several guerilla marketing campaigns are fully

planned and in the execution pipeline, including a St.

Patrick’s Day event, a social media scavenger hunt,

and chalk art around campus

COMMUNICATION

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DIGITAL MEDIA

OBJECTIVES: +Utilize the following social media channels to provide

relevant and consistent content to the general public:

Facebook, Instagram, Twitter, LinkedIn, and Snapchat

+Create Facebook events for all weekly meetings and

large events to generate awareness, provide detailed

information to guests, and estimate guest-count

+Respond within 1 hour to all emails and Facebook

messages

+Increase follower count on all social media channels

RESULTS: +Created 14 Facebook events during fall and winter

quarter

+Achieved 100% response rate on Facebook page and

responded promptly to all emails

+Number of followers grew to 1,413 likes on

Facebook, 167 followers on Instagram, 406 followers

on Twitter, and 37 friends on Snapchat

+Highest post reach on Facebook was 3,300 people,

and Snapchats were featured on UW Campus Story

twice, each reaching over 4,400 views

NEWSLETTER

OBJECTIVES: +Send weekly email newsletters to all members and

other newsletter subscribers to provide relevant

information about upcoming AMA meetings and

events, internship and job postings, and leadership

opportunities within AMA RESULTS: +Sent 20 newsletters over the course of 2 quarters

+Reached 1,416 newsletter subscribers with an

average open rate of 30%

+Achieved 65.9% open rate on members-only

newsletter with 126 recipients

RECRUITMENT VIDEO

OBJECTIVES: +Create a promotional video to be released prior to

recruitment in September 2015

+Focus on highlighting the benefits of joining AMA

and capturing the interest of potential new members RESULTS: +Created and released recruitment video in Mid-

September. Video can be found at this link:

bit.ly/UWAMAvideo

+Video sought to put students into the shoes of an

AMA member--literally. The first-person perspective

followed an AMA member from their first steps on

campus to getting hired upon graduation. The path

involved AMA as a resource and asset in

accomplishing their goals, and viewers were prompted

to think about what their future could be like with AMA

WEBSITE

OBJECTIVES: +Design a modern website with a wide variety of

content, including a calendar of events, how to join

AMA, Leadership Team bios, and opportunities to get

involved

+Add a members-only section with exclusive job and

internship postings

+Update website weekly with fresh content

RESULTS: +Created UWAMA.com, implementing modern website

techniques such as a big banner to catch viewers’

attention with call-to-action buttons, utilizing UW AMA

branding

+Included password-protected internship database for

members only

+Updated homepage weekly with information about

upcoming meetings and events

COMMUNICATION

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OFFICER RETREAT

OBJECTIVES: +Arrange 3 Leadership Team Retreats throughout the year prior to Fall, Winter, and Spring quarters RESULTS: +Organized 3-day off-site Leadership Team Retreat at end of summer +Created UW AMA mission, set SMART goals, planned recruitment and major events, and strengthened team collaboration

LEADERSHIP TEAM MEETINGS

OBJECTIVES: +Organize weekly meetings for 1 hour with 15- member Leadership Team RESULTS: +Successfully facilitated weekly Leadership Team meetings every Thursday of fall and winter quarters +Strategized, planned, and delegated for all AMA events during meetings; created agenda and minutes

BOARD OF ADVISORS

OBJECTIVES: +Host quarterly meeting with Board of Advisors, strategizing on the health and future of our Chapter

RESULTS: +Successfully executed Board of Advisors meeting during October, 2015 with 100% attendance +Reviewed Chapter Plan and facilitated suggestions and areas of improvement

PODIO

OBJECTIVES: +Utilize Podio, an online Project Management Software, to streamline communication, assign tasks, and impose deadlines +Facilitate usage of Podio by 100% of Leadership Team RESULTS: +Delegated all tasks and managed membership database using Podio +Created individual workspace for each member of Leadership Team and regularly monitored usage

OFFICER TRANSITION

OBJECTIVES: +Facilitate seamless transition from current to new Leadership Team at the end of the school year RESULTS: +Officer transition has not yet occurred

CHAPTER OPERATIONS

OVERALL OBJECTIVES: +Implement structured management of Leadership Team and utilize Project Management software to promote productivity, leading to effective organization of the club

OVERALL RESULTS: +Executed 3-day Officer Retreat +Successfully led weekly Leadership Team Meetings and Board of Advisors meeting +Utilized Podio to improve team organization

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AUGUST AUG 14 - 16: Officer Retreat

SEPTEMBER SEPT 28: Pre-Autumn Leadership Team Meeting SEPT 29: Recruitment Tabling - Foster WOW SEPT 30: Recruitment Tabling - Dawg Daze

OCTOBER OCT 1: Recruitment Tabling - Dawg Daze OCT 1: Weekly Leadership Team Meeting OCT 7: Autumn Kick-Off Meeting OCT 12: Weekly Leadership Team Meeting OCT 14: Amazon OCT 15: Board of Advisors Meeting OCT 19 - 23: Marketing Week OCT 19: Philanthropy Donut Feed OCT 20: Networking Workshop OCT 21: General Motors OCT 22: LinkedIn Workshop OCT 22: Weekly Leadership Team Meeting OCT 23: Wongdoody Office Visit OCT 28: Red Bull OCT 29: Weekly Leadership Team Meeting

NOVEMBER NOV 4: Razorfish NOV 5: Weekly Leadership Team Meeting NOV 12: Weekly Leadership Team Meeting NOV 16: Etiquette Dinner NOV 19: Weekly Leadership Team Meeting NOV 30: Weekly Leadership Team Meeting

DECEMBER DEC 2: Holiday Party

JANUARY JAN 5: Recruitment Tabling JAN 7: Weekly Leadership Team Meeting JAN 13: Boeing JAN 14: Weekly Leadership Team Meeting JAN 19 - 22: Foster Week of Service

JANUARY (continued…)

JAN 19: Pizza Feed & Food Drive JAN 21: Weekly Leadership Team Meeting JAN 22: University Way Street Clean JAN 28: Weekly Leadership Team Meeting JAN 30: CONNECT Regional Marketing Conf.

FEBRUARY FEB 3: Personal Branding Workshop FEB 4: Weekly Leadership Team Meeting FEB 10: 4th Avenue Media FEB 11: Weekly Leadership Team Meeting FEB 17: McDonald’s FEB 18: Weekly Leadership Team Meeting FEB 24: Meeting TBA FEB 25: Weekly Leadership Team Meeting

MARCH MAR 2: AMA Winter Party MAR 3: Weekly Leadership Team Meeting MAR 17 - 19: AMA International Collegiate Conf. MAR 31: Weekly Leadership Team Meeting

APRIL APR 6: 1st Meeting TBA APR 7: Weekly Leadership Team Meeting APR 13: 2nd Meeting TBA APR 14: Weekly Leadership Team Meeting APR 20: 3rd Meeting TBA APR 21: Weekly Leadership Team Meeting APR 27: 4th Meeting TBA APR 28: Weekly Leadership Team Meeting

MAY MAY 4: 5th Meeting TBA MAY 5: Weekly Leadership Team Meeting MAY 11: 6th Meeting TBA MAY 12: Weekly Leadership Team Meeting MAY 18: 7th Meeting TBA MAY 19: Weekly Leadership Team Meeting MAY 25: PRISM Awards Dinner

CALENDAR OF EVENTS

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BUDGET

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From all of us at the University of Washington amA

Thank you!

We’ll see you in new Orleans!

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University of Washington, 2015‐2016 Annual Report

Documents

Transcript of University of Washington, 2015‐2016 Annual Report